Book Reviews

Unscripted by MJ DeMarco -Book Notes, Summary, and Review

30. Unscripted - MJ DeMarco

Get it on Amazon

Rating: 10/10

Date of reading: 13th – 26th of September, 2018

Description: Zero filter, zero bullshit story of success, entrepreneurship, and true freedom, liberty, and wealth from the “real-est” entrepreneur out there — MJ DeMarco. If you want to read some beautiful language, learn a ton about entrepreneurship, and make it in a non-bullshit way, then Unscripted is for you. 

 

My notes:

 

PREFACE

 

“HAS LIFE REGRESSED INTO PAYING BILLS AND LIVING FOR A WEEKEND?” ( :9)

“a book completely contrary to mainstream thought. In other words, happiness wasn’t found doing what conventional wisdom embraced—but doing exactly the opposite.” ( :9)

“During production, publishing “experts” warned that my book would never sell. Those same experts also said I was committing the ultimate author sacrilege: I wasn’t pushing readers into a “back-end sales funnel”, ya know, so I could sell you a coaching seminar costing as much as a Cadillac. Well, I didn’t give a shit.” ( :10)

“As months passed, the book sold in steady chunks. Dozens of sales turned into hundreds, then thousands, then tens of thousands. Soon, sales exceeded $1 million and then $2 million. Language licensing and translations followed: Korean, Japanese, Italian, and more. My Twitter feed blew up with readers who couldn’t put the book down…” ( :10)

“Mind you, the average selfpublished book pulls in about $900 in retail sales.” ( :10)

“While I’ve been an Internet entrepreneur since the old “you’ve got mail” AOL days, I’ve never been funded by venture capitalists, I’ve never had a payroll with more than 5 people on it, and I’ve never studied computer science at school.” ( :12)

“I’m not one of these “book a month” authors who writes about a trendy marketing tactic that becomes ineffectively overused within a year. I’m not an author who writes 200 pages of filler about one concept when only four paragraphs are enough. In other words, I didn’t spend 3 years writing this book to enlarge my income streams —I wrote it to change your life. And in order to change your life, a lot needs to be said. Yes, this goes beyond starting a business and making some side cash— it’s about reclaiming life-and-liberty through the pursuit of entrepreneurship.” ( :12)

“In Part 1, I will identify the problem that has haunted you since you’ve been old enough to have a job. You have sensed it, felt it, and now, you fear you’re living it. In Part 2, I will expose the greatest con of the century and detail exactly how it has stolen your dreams, and if you allow it, it will steal your life. To defeat a thief, you have to understand the thief. In Part 3, I will unveil the high-definition vision of what is possible once your mind is free from the cultural doctrines ruling the game. In Part 4, the bulk of this book, I will reveal the definitive blueprint to UNSCRIPTED Entrepreneurship, a detailed framework that will show you how to start a business that just doesn’t keep the bill-paying treadmill circulating, it breaks it— and then it changes your life forever. In Part 5, I will detail the greatest passive income system in existence where work becomes optional. Yup, you will learn how to never work another day in your life, where to find it, and how to get started immediately.” ( :13)

“been an aspiring entrepreneur far too long, someone who can’t turn a corner, turn a break, or turn a profit.” ( :13)

“The paradigm shift is realizing that the paradigm is shit.” ( :14)

 

PART ONE: THE DISSONANCE… IS SOMETHING WRONG?

 

“How in the hell could a man enjoy being awakened at 6:30am by an alarm clock, leap out of bed, dress, force-feed, shit, piss, brush teeth and hair, and fight traffic to get to a place where essentially you made lots of money for somebody else and were asked to be grateful for the opportunity to do so? ~ Charles Bukowski, Author” ( :17)

“Two miles and twenty minutes less from my life, I wonder, Is a sheep who drives a Mercedes to the slaughterhouse still a sheep?” ( :18)

“Apparently Manny was fired this morning for not doing his job. Well, actually his job was being done, just not by him. Supposedly, Manny deviously outsourced his duties to IT workers in China, allowing him to surf Reddit and watch funny cat videos all day. The clandestine operation scammed for months.” ( :18)

“As I pout like a child without my lollipop, temporary insanity gives way to functional logic: Grin and bear it. I’m trapped. I can’t quit. I have bills—credit cards, a mortgage, a fancy car, student loans to the tune of 50G—and no savings. And then there’s Amanda—my uptown, uptight girlfriend who demanded an engagement ring six months ago. Throw in a biological clock ticking at warp speed and our relationship is like riding the bumper cars at the county fair. “This job is everything,” I reason. “Without it, I’m shitting bricks without a diaper.”” ( :19)

“None of us will ever accomplish anything excellent or commanding except when he listens to this whisper which is heard by him alone. ~ Thomas Carlyle, Philosopher” ( :21)

“I’ m nineteen, finishing my second year of college. As I sit around the table with my family and spin the spaghetti around my fork, it’s clear. My mother has been working fifteen years at a job she hates. My father has a masters degree in electrical engineering where he’s worked at NASA making military hardware. He has been laid off several times and gone unemployed for months at a stretch. He works now, but I noticed something… They are not happy. The life is sucked out of them. No passion. No dreams. No goals. Just the same thing.” ( :21)

“Every. Single. Day.” ( :22)

“Other whispers are weekly appointments with anguish: the arrival of Sunday night and its awaiting Monday feels like hide-and-seek with the grim reaper. Or perhaps the whisper is contempt salted with guilt: you hate your job, your boss, and your company, but damn, that paycheck is instant amnesia.” ( :22)

“Clues to a ruse. An imminent awareness that only needs its confession: You’re living, but you aren’t alive.” ( :22)

“Your heart beats, but there is no pulse. Your mind is poisoned, but the toxicology is clean. Your soul has been stolen, but there are no thieves. Suspicion has swelled while the incongruity gnaws. Yes, this wasn’t the life you signed up for. This wasn’t your plan. Something is wrong.” ( :22)

“When a well-packaged web of lies has been sold gradually to the masses over generations, the truth will seem utterly preposterous and its speaker a raving lunatic. ~ Dresden James, Author” ( :24)

“That day sealed my fate as an entrepreneur—either one who’d eventually succeed or one who would fail and die trying. Lucky for me (and you), entrepreneurship was the snips that clipped the puppet master’s strings.” ( :25)

“a servitude system where you become an instrument, not of inspiration or aspiration but of perspiration and desperation.” ( :26)

“What if I told you you’ve become an unwitting participant in an obligatory game, one victim in a genocide of dreams, a pawn institutionally directed by the rank doctrine that every human must go to college, get a job, get married, have kids, use credit cards, finance a car, mortgage a house, stare at the latest smartphone (further entrenching your obedience), save and cheapskate your paycheck while entrusting it to Wall Street, all while you continue feeding the bloodthirsty parasites drunk on your life force?” ( :26)

“Sunday evening is the litmus test for a SCRIPTED existence—how do you feel about the impending Monday? Excited? Or dour and cheerless?” ( :26)

 

PART TWO: THE SCRIPT… ENGINEERING YOUR INVOLUNTARY SLAVERY

 

“The problem is not people being educated. The problem is that they are educated just enough to believe what they’ve been taught, but not educated enough to question what they’ve been taught. ~ Author Unknown” ( :29)

“”Don’t be trapped by dogma—which is living with the results of other people’s thinking.”” ( :29)

“Hate your job, tolerate your coworkers, but love your paycheck. Get a pay raise and a promotion.” ( :30)

“Spend a fortune on a six-hour wedding, one that takes six years to pay off.” ( :30)

“Settle for less, stop enjoying, stop living, and start dying.” ( :31)

“Unfortunately, time doesn’t give a shit. Time doesn’t care that you were promised a carefree retirement because you trusted six decades to an index fund. Time doesn’t care that you’re years away from a dream cruise. Time doesn’t care that you worked for sixty years, spent a fortune bolstering the economy, and paid a king’s ransom in taxes. Time doesn’t care what was promised and not delivered” ( :31)

“Settling for less was life.” ( :33)

“Is there any point in public debate in a society where hardly anyone has been taught HOW to think, while millions have been taught WHAT to think? ~ Peter Hitchens, Journalist and Author” ( :35)

“When it comes to SCRIPTSpeak from the SCRIPTED, ask yourself this: If I accept average advice from average people living average lives, can I expect to be anything but average?” ( :36)

“”I can’t say I’ve done it, but I’m going to show you how you could.”” ( :37)

“For example, in December of 2015, a MarketWatch.com article led with the headline, “How 2 time can turn $3,000 into $50 million.” In this perfect example of SCRIPTED horseshit, the author begins his fantasy with the statement, “I can’t say I’ve done it, but I’m going to show you how you could.” Awesome. And let me show you how to jump out of an airplane without a parachute. Oh yeah, I haven’t done it, but don’t worry, you’ll be in front of me to soften the blow when your ignorant butt splatters on the concrete. But wait, this shit gets better.” ( :37)

“As a kid, you had fantastic dreams and unstoppable visions powering an optimistic future. You wanted to be the next DiCaprio, the next Hemingway, the next Jordan, the next Elvis, the next Picasso, the next great something—if not worldly, then locally, as a gourmet chef, a brave firefighter, or a respected policeman. Whatever your dreams, you acted on them on the playground, in books, or by Halloween costume. Dreams were alive and teeming with probability. And then something happened. You grew up.” ( :37)

“The ideal tyranny is that which is ignorantly self-administered by its victims. The most perfect slaves are, therefore, those which blissfully and unawaredly enslave themselves. ~ Dresden James, Author” ( :39)

“Your defense is knowledge. Life, liberty, and the pursuit of entrepreneurship is the offense. Here is the SCRIPTED OS decoded:” ( :40)

“TEMPORAL PROSTITUTION: Seeders and their hyperrealities sanctify a criminal trade for your most precious asset: your time.” ( :40)

“You unwillingly become a SCRIPTED servant who is (M)ediocre, (O)bedient, (D)ependent, (E)ntertained, and (L)ifeless and who then becomes a seeder, a compromised party propagating the SCRIPTED OS.” ( :40)

“We are not taught to be thinkers, but reflectors of our culture. Let’s teach our children to be thinkers. ~ Jacque Fresco, Futurist” ( :42)

“With a compromised party, the seeder is an authority figure, usually a parent or a teacher, who merely parrots what they learned or lived. Twenty years ago my teacher taught me “flat Earth” and now you will learn it too.” ( :42)

“With a compromised party, the seeder is an authority figure, usually a parent or a teacher, who merely parrots what they learned or lived. Twenty years ago my teacher taught me “flat Earth” and now you will learn it too. With a compromised party, there isn’t malicious intent. The afflicted party is unknowingly miseducating you so that you “fit in” and are “normal.”” ( :42)

“I studied finance at college. Not because I enjoyed math, but because my family instructed, “The money is in finance.” My uncle was a successful Fortune 500 financial executive so instead of studying entrepreneurship, I was steered into depreciation formulas, standard deviations, and portfolio theory.” ( :43)

“They want what they think is best for you, and unfortunately, what’s best in their eyes is “normal” and “safe.”” ( :43)

“(1) When I was a youngster, I saw a Porsche and my dad had a new Toyota Camry. I asked my dad, “Why does the guy driving the Porsche have a better car than us?” My father told me it’s because he was lucky. So I thought, “OK, I hope I grow up lucky.”” ( :43)

“(2) I was in Subway for lunch when a Lamborghini rolled by, eliciting a lot of head turns and chatter. At the next table, I overheard a son ask his dad how to get a Lamborghini. The conversation went like this: “Well son, a Lamborghini is a lot of money! If you want to get one, you’ll have to work hard in school, get into a good college, and get a good job at some place like Microsoft. By the time you’re my age you would be able to afford one. And that, my son, is how successful people do it.”” ( :43)

“For these naysayers, their accomplishments are few while their excuses are plenty; the American Dream is dead and something else blows the blame: the economy, the boss, the evil globalists, the evil Republicans, the evil Democrats, or the sun shining in late June.” ( :44)

“Long story short, I dropped out of school to start a business. Now I am looking for a job just to pay the bills while I chip away at my mission. However, my parents don’t believe in my ideas. I don’t have a problem with all the scrutiny and the yelling, but the tables have turned. My parents are more emotionally involved. My mom is depressed and says I need to be realistic; otherwise, I am going to end up a loser at a dead end. My father says, “Look what you’re doing to your mom; she is lost because you did not finish your degree and get a job with a big company.” Now I am this horrible deadbeat son. Like many immigrant families, it’s get a degree and a nine-to-five 5 with a huge corporation or be a loser.” ( :44)

“The truth is, some parents would rather enjoy the prestige of having their kid be a miserable doctor ready to jump off a cliff over a happy human being.” ( :44)

“As soon as you’re old enough to hold a crayon, you’re taught that “work” or “things I’d rather not do” start Monday and end Friday, while “play” is reserved for the weekend. By the time you graduate from college, you’ll suffer through 650 weeks in seventeen consecutive years of Mondaythrough-Friday conditioning, a regimen accounting for nearly 100 percent of your sentient life, in which it’s clear: for each of the next 2,600 weeks of your life (fifty years), you must surrender five days into the system, while two are for you. Good deal?” ( :45)

“For instance, in 2014, a Connecticut high school blocked Internet access to conservative websites, such as the National Rifle Association, Christianity.com, and the National Right to Life. The message? You cannot think for yourself; we will think for you. I’m not advocating Jesus or guns—I’m advocating critical thinking and the freedom to examine both sides so you can decide for yourself.” ( :45)

“Statistics reveal a whopping 72 percent of American colleges and their faculty promote a state-centric collectivism (over individualism) while stifling divergent thought” ( :45)

“intellectual crossroad for ideas, is now the largest confirmation bias on the planet, where mass cast opinions are sheathed in “safe spaces” as undebatable truths.” ( :45)

“F and a parental beatdown, failure is admonished. Fail and you’re grounded! No TV, no iPad! Is it any shock that straight-A students make great employees while the C-students are the guys hiring them?” ( :45)

“We praise when no praise was earned. Because you simply exist, you are entitled. And if you’re not granted entitlement, you’re a victim. Firm discipline (where’s that Catholic nun with the stick when you need her?) has been replaced by “time out” and flowery negotiations.” ( :46)

“Ahh, “good feelings of participation”—God knows life is filled with those, right? Merely “participate” at work and you get fired. How’s that for good feelings? Oh, and the “urge to win” or “out compete” someone who doesn’t give a shit? Surely that has no use in real life, eh? I wish I was making this up.” ( :46)

“Their greatest accomplishments are caricatures in the virtual versus the real world.” ( :46)

“Their greatest accomplishments are caricatures in the virtual versus the real world. They’re brainwashed to believe that life is fair and it will protect your feelings. Hard work, optional. Competing, optional. Going above the call, optional. Many fear phone and face-to-face communication, opting for more impersonal methods, such as texting, Snapchatting, and Instagramming. Others hyperventilate and get “triggered” at the slightest criticism or divergent opinions that intrude on their preselected and prescreened world.” ( :46)

“Similarly, in 2017, Milo Yiannopoulos, a British journalist and writer at Breitbart news, attempted to bring his controversial (and often offensive) opinions to California Berkeley. Students didn’t protest, they rioted; burning property, smashing” ( :46)

“windows, and overall, acting like a bunch of petulant children who didn’t get their promised juice box. Yes, the university that birthed the free speech movement is now trying to kill it.” ( :47)

“The good folks over at Harley-Davidson say, “American by Birth, Rebel by Choice”—yes, the rebellious life is yours for sixty easy payments and mostly driven on the weekend, LOL. Never mind your 610 credit score, the $114 in your retirement account, or your crappy sales job at the cell phone store—you’re such the rebel!” ( :47)

“This sad reality was witnessed in 2014, when college student Elliot Rodger went on a killing spree in Santa Barbara, California, and cut six innocent lives short. In his public ramblings, he made it clear that SCRIPTED dogma was to blame: Expensive consumer goods—Ray-Ban shades, Armani clothing, and a BMW—should have provided him with happiness and female companionship as” ( :47)

“advertised. When it didn’t, anger and betrayal boiled. And a sickening rampage followed. Of course, the SCRIPT doesn’t create sociopathic killers, but in this case, it contributed.” ( :48)

“the proverbial blind leading the blind. If you want to become a champion swimmer, shouldn’t your coach know how to swim?” ( :48)

“ou see, this explains why most people over sixty-five are multimillionaires. #MicDrops NOT.” ( :48)

“#5) GOVERNMENT: THE SANTA CLAUS FOR ADULTS WHO LIVE LIKE CHILDREN” ( :48)

“In the old days, we had a representative government where citizens took temporary leave from their profession to serve political office. Back then, government was “by the people, for the people”; today, it’s “by the few,” ( :48)

“for the few.” And crawling within the legislative halls are over 10,000 lobbyists, who spend an average of $3 billion annually, each greasing a special-interest agenda.” ( :49)

“Listen to politicians and they’ll campaign SCRIPTED platitudes that make you seethe with envy, anger, or both: Those evil business owners, surely rich through nefarious means, aren’t paying their fair share and need to be penalized for their obscene profits. Oh, and you’re poor because someone else is rich. Never mind that the last time you opened a book, brick phones were technological marvels. But don’t worry, the government is here to institute moral and just order!” ( :49)

“If you own a business—you didn’t build that.”” ( :49)

“The Economist reported that student-loan debt exceeded $1.2 trillion dollars. This debt cannot be bankrupted away. It must be repaid with tax-producing work. And work produces economic growth, which produces more consumption and more taxes” ( :49)

“Noam Chomsky once said, “The smart way to keep people passive and obedient is to strictly limit the spectrum of acceptable opinion, but allow very lively debate within that spectrum.”” ( :49)

“While Rome burns and the arsonists roam free, the headline of the day has degenerated into candid paparazzi pics of Kim Kardashian’s ass or who was, or who wasn’t, invited to the latest celebrity wedding. Meanwhile, genocide to the likes of Hitler 2.0 is occurring in the Middle East, but gosh golly, who can pay attention when Two Broke Girls is having their season finale?” ( :50)

“There’s no money in hard truths, but fantasy buys eyeballs; it buys votes; it buys stuff emulating the fantasy; and most importantly, it funnels money into the Wall Street casinos.” ( :50)

“Those who are able to see beyond the shadows and lies of their culture will never be understood, let alone believed, by the masses. ~ Plato, Philosopher” ( :51)

“I suddenly saw Corvettes everywhere. Women are annoyingly familiar with this phenomena: buy an expensive Louis Vuitton and hit the mall; suddenly every woman appears to own one. This mental phenomenon is known as an observational bias, and it’s a brain function known as your reticular activating system, or RAS. Your RAS has many critical functions, one being a filter.” ( :52)

“Once your brain is exposed to the secrets behind a magician’s tricks, the appearance of magic disappears. As does the magician’s power to deceive.” ( :52)

“This ancient story told more than 2,000 years ago is just as relevant today.” ( :53)

“”hyperreality is seen as a condition in which what is real and what is fiction are seamlessly blended together so that there is no clear distinction between where one ends and the other begins.” ( :53)

“Despite that Vogue magazine, despite that Audi commercial, despite that banner ad, you are not what you own, but you can be owned by what you own.” ( :54)

“When I bought my first Lamborghini, the hardest part of the purchase wasn’t the price tag; it was succumbing to a hyperreality. From a utilitarian standpoint, a car gets you from point A to point B. My Lamborghini was 5 percent car and 95 percent hyperreality. But in the real world,” ( :54)

“people cannot make the distinction. For example, whenever I valeted my hyperreality at a night club, I immediately bypassed the line and got into the club.” ( :55)

“Reality is ridiculously distorted. My car changes nothing about me—not my looks, height, or the nine bucks in my wallet—but it changes perception. The consumer hyperreality cons the ladies as well.” ( :55)

“Consumerism’s job is to trick you into thinking utility is not enough.” ( :55)

“Just because you bought the most expensive basketball shorts at the pro shop doesn’t mean you can dunk like LeBron. Consumer proxy doesn’t change reality.” ( :55)

“The “college degree” hyperreality is two-pronged. First, it is the stale idea that intelligence and financial wealth require a college degree, regardless of cost, and more so, a life without one is forever underscored by underemployment and underachievement.” ( :55)

“As for success and/or financial wealth, think about the last three items you bought. Upon handing over your cash, did you ask the sales clerk if the inventor had a college degree? And if he did, what if it was a philosophy degree and not an engineering degree? The last time you were at” ( :55)

“Walmart trolling the aisles and reading labels, did you look for a disclaimer revealing the manufacturer’s college credentials? How about the last book you bought at Amazon? Before you clicked “Add to Cart,” did you specifically check the writer’s college transcripts?” ( :56)

“Another common college fallacy pops up on my forum every so often. When someone asks, “Should I go to college?” a parrothead is guaranteed to say “A degree is a good backup plan.” #SMH #EnjoyBartending” ( :56)

“Your degree as a “backup plan” is as good as a shovel in your garage” ( :56)

“Such an oxymoronic position is akin to loving babies but hating mothers.” ( :56)

“The truth is, we’re sending an entire generation of kids to college to earn degrees they can’t use for jobs they can’t get.” ( :56)

“the reality is different from the hyperrealistic version. A college degree doesn’t produce jobs out of thin air. It entitles you to NOTHING. I repeat, NOTHING.” ( :57)

“For example, I recently had elbow surgery and my surgeon had extensive education. His degree(s) indicated minimum training, and yeah, I’m damn glad he had it. But here’s the hook: I picked my surgeon NOT based on his college degree but based on peer recommendations and his existing track record. When twenty pro athletes—cumulatively earning more than $100 million a year—trust this surgeon, you’ve got the right one. A degree might get you in the door; performance gets you cooking in the kitchen.” ( :57)

“Before dinner, during dinner, and after dinner, not one, not several, but every woman at this table was preoccupied and smitten with her smartphone. It was as if the smartphone was being dined and real conversations with real friends was the distraction. Of course these ladies giggled and talked amongst themselves, but it was never a minute away from a smartphone peek, a keypad swaddle, or a social media selfie opportunity.” ( :57)

“Hyper-personality is a person’s public image, a facade projected by fame or social media, a carefully crafted mirage that does not represent the real, humanized version of the individual.” ( :58)

“When renown is involved, the hyper-personality and its perception become the communicative front. For instance, would you believe I’m a hyperreality? When someone writes me and says, “You’re my idol” or “You’re a GOD!” (Yes, I’ve received email with those subject lines), they’re perceiving and interacting with me as a hyper-personality, not the real me. Some fans think I have a crystal ball capable of predicting anything, anytime, anywhere. MJ, is this a good idea? Should I drop out of college after three years? Such is the magic of hyper-personality, but again, such magic is an illusion.” ( :58)

“While my odds might be better than the average Joe, they’re not sure things. I fail at business, make mistakes, fart, trip down stairs, and make poor decisions. I am human, just like you.” ( :58)

“ust like named days, these folks are hyperrealities, but they’re no different from you. Celebrity perception is a Saturday. Yourself? Meh, a boring Tuesday. The fact is, they eat, breathe, and shit stinky poop, just like you. They get divorced, go bankrupt, make mistakes, and yes, they even pick their nose. They are human.” ( :58)

“If hyper-personality was a day, it’d be Halloween, and social media the mask. With easily accessible social media tools—Facebook, Instagram, Snapchat—crafting our own fakery is so easy a caveman could do it.” ( :59)

“Sure, Becky’s new Acura and the ten pictures Facebooked will certainly draw a horde of likes and comments, but know what isn’t posted? Becky’s coupon book with seventy-two payments at $500 a month, struck at 12 percent interest. And Joe’s Caribbean vacation photos received ninetytwo likes and thirty-two raving comments. Not shocking, Joe didn’t post his last credit card statement, which paid for the trip, the one with the huge balance that will take twenty-two years to pay off because he can only afford the minimum payments.” ( :59)

“So, the next time a stranger posts “lifestyle” photos on Instagram and you feel a tinge of insecurity, try remembering these people don’t give one fuck about you. Nope, zero fucks are given. And yet, you care about them? Hyper-personality has you dwelling on the lives of others, instead of dwelling on your own.” ( :59)

“18 Kardashian’s mobile game was grossing over $700,000 PER DAY. Holy fuckery. Of course, such fuckery couldn’t escape my investigation as I wondered, “What the hell do people do on a Kim Kardashian game that warranted the movement of $21 million per month?”” ( :59)

“Your brain is then stimulated with a forged positive reinforcement loop. Worse, it’s stimulated with little or no effort. Why hit the dojo every day for black-belt training when you can just sit on the couch, grab some Cheetos, and press the “ON” button?” ( :60)

“Anyhow, the problem with virtual reality is not entertainment. I love playing a good first-person shooter every so often. The problem is when it goes beyond entertainment and virtual life supplants real life. Know anyone like that?” ( :60)

“Make life your game: you acquire experience points, gold, money, cars, assets, liabilities; you weigh decisions, act, not act, solve problems, and overall, manage yourself as a player. And yet, instead of seeing life as a game to be won, the SCRIPT has confiscated your player avatar and made you the one to be gamed.” ( :60)

“Like many, I enjoy watching sports as much as playing them. In particular, I’m a big NFL guy. However, I’m not so big into it that it’s an impassioned piece of my identity. In early 2016, the Arizona Cardinals (my hometown team) got slaughtered in the NFC Championship game. I was upset for about ninety-seconds. I didn’t cry or beat up my girlfriend. And I certainly didn’t lose any sleep over it. At the end of the day, the game was just entertainment. I have zero emotional attachment to the outcome because my life is more important.” ( :60)

“Going back to that Cardinals game, when the defeated team returned to Phoenix, two fans greeted them at the airport. One of them actually had a Cardinal Super Bowl 50 logo TATTOOED 20 on his forearm. This is an extreme case where entertainment has completely consumed a life. I wonder…how much meaning does life lack if your forearm is tattooed with a sporting event that will be forgotten three weeks later?” ( :61)

“If yin is the emotional side of the entertainment hyperreality, then yang is intellectual irrationality.” ( :61)

“dited and stoked for ratings, reality TV is about as real as the breasts at a pricey Vegas night club. All of it dramatic illusion, but most believing it’s a legitimate microcosm of life. In a 2014 article on Deadspin.com, Floyd Mayweather actually confesses to the Nevada State Athletic Commission that his reality TV show All Access is completely fake. Scenes, manufactured and scripted. That marijuana joint? Fake. That thirty-one-minute-long bout? Fake.” ( :62)

“Money, the world’s dominant hyperreality, is a mutually shared belief that physical money (a stack of paper bills) or virtual digital money (a number on a computer screen) is valuable and that the person possessing it is equally valuable.” ( :62)

“In ancient cultures, such value expressions could be feathers in a headdress, a tribal age, the size of a flock, or the number of emerald stones possessed. The object is irrelevant; it’s only valuable because our society mutually agrees it is. In essence, it’s a worthless shred of paper with pictures of dead guys.” ( :62)

“The next time you’re watching a post-apocalyptic movie, note how hyperrealities fall apart. Paper money becomes worthless and used as toilet paper. Fuel becomes better than gold. For example, in the 1992 movie Waterworld, one of the worst movies ever made, dirt becomes a currency” ( :62)

“The next time you’re watching a post-apocalyptic movie, note how hyperrealities fall apart. Paper money becomes worthless and used as toilet paper. Fuel becomes better than gold. For example, in the 1992 movie Waterworld, one of the worst movies ever made, dirt becomes a currency. In The Book of Eli, water and books are valued commodities. And of course, named days disappear—every day is another day to survive.” ( :62)

“History has countless examples of money becoming kindling for the bonfire: the Zimbabwe dollar, the Weimar mark, and the Hungarian pengo are just a few. Iceland even flirted with such disasters as recently as a few years ago. Money is just another shadow on a cave wall, a projection agreeably accepted as real.” ( :63)

“Joseph Goebbels, the minister of propaganda for Nazi Germany and history’s biggest liar, knew big lies needed repeating to be believed. The repetition created a consensus fallacy—the idea that if many people believe something, some position, or some ideology, it must be true. Consensus fallacies are how common ideas escape critical thinking and become hyperrealities, such as Earth is the center of the universe” ( :63)

“irst World is freedom itself—the perception that we come into this world free and unencumbered, a sovereign person born with inalienable rights that cannot be co-opted, confiscated, or subjugated by any laws, customs, or beliefs. Not true. Not for you, me, or anyone else.” ( :63)

“Like, if confiscating 100 percent of your economic output constitutes slavery, at which point does it cease to be slavery? 80 percent? 50 percent? 39.6 percent?” ( :64)

“In 2014, I paid cash for a house in beautiful Fountain Hills, Arizona. I own it free and clear, with no mortgage or bank involvement. Liberating, eh? But the truth is, I really don’t own it. The government has given me equitable title, which means I’m free to *use* it as long as I play by their rules. In effect, my home is leased from the government (the State of Arizona) and my yearly property taxes are the lease payment. If I refuse to pay my property taxes, the state will repossess what seemingly is mine. And the amount of the delinquency is immaterial—twenty bucks or twenty-thousand, it doesn’t matter. Don’t pay and say bye-bye to your crib. Heck, in Pennsylvania, 23 a woman lost her house when it sold at auction for an unpaid six-dollar tax bill! Ownership? Not exactly.” ( :64)

“Hyperreality #9: Corporations Enron. Worldcom. Comcast. Monsanto. Goldman Sachs.” ( :65)

“Underneath this erroneous worldview is another hyperreality: the perception that corporations are evil, faceless, monolithic superstructures born from nothingness and responsible for every sin in the free world.” ( :65)

“The reality? Underneath the corporate veil, cranking the gears, aren’t monkeys, robots, or artificial intelligence but people: managers, employees, corporate executives, and shareholders. And these people are capable of every sin imaginable. Corporations are evil and greedy? No, people are evil and greedy!” ( :65)

“If an errant drive-by shooting strikes you in the leg while walking the dog, who are you angry at? The car? Or the people in the car shooting? The car is directed by its occupants, just like a corporation.” ( :65)

“Once again, don’t get mad at the car—get mad at the people driving the car. So the next time the jackasses at Comcast treat you like trash, Comcast the corporation is not treating you poorly; it’s management—people—who are treating you poorly, starting at the top. Somebody decided you were less important than profit. Somebody decided you get shitlisted while “That’s not our policy” is the answer to your problem. You see, corporations are people, and the corporation is just another shadow on a cave wall. Shadows are not this issue—it’s the people casting them.” ( :66)

“Lost time is never found again. ~ Benjamin Franklin, Statesman” ( :67)

“temporal prostitution—the subordination of time to money; the presumption that time is unlimited and can be fecklessly traded, squandered, and dishonored, while money is piously coveted as a limited resource.” ( :67)

“Each of us is gifted with twenty-four hours or 86,400 seconds per day. No one gets more; no one gets less. How you honor (or dishonor) these life rations marks the difference between being further entrenched into SCRIPTED dogma or escaping it.” ( :68)

“Do you think billionaires are pissing their time away on a blog, arguing with strangers on the other side of the country about how some fictional HBO character shouldn’t have been killed off?” ( :68)

“This was a watershed moment because I noticed trading time for money sucked, but it also held another truth few grasp: The things I wanted, specifically my amp, really didn’t cost money; they cost me fragments of my life. The price tag for my amplifier wasn’t $500; it was one hundred hourly life rations joyously spent with dickhead Ed. Suddenly, a few extra decibels of bass didn’t seem worth it” ( :68)

“If a death clock suddenly became visible and advertised your life rations for easy viewing, say your smartphone, would you spend your time differently? Would you be OK sitting at a desk five days a week, doing a job you hated? Would you spend two days camped outside at Best Buy, hoping to save two hundred bucks on a curved television? How about buying into a financial scheme that promised freedom only after 90 percent of your life’s rations have bled dry? And more importantly, what remaining time on your death clock would deliver the much-needed head smack that screamed, “OMG, my life is too” ( :69)

“Second, under SCRIPTED rule, how many life rations are you trading today to earn freedom tomorrow? When we project the same “time value of money” principle to time, we come to the same conclusion: Free time today is better than free time tomorrow. Youthful time sold today (working five days a week) so you can buy elderly time later (retirement in your twilight) is a bad bet.” ( :69)

“Think how ridiculous this is. You work Monday through Friday, or you spend five life rations just so you can earn two. Five for two. Would you accept this negative rate of return in the financial world? Hey, invest five life rations and I’ll give you two back as payment? Oh and BTW, you won’t get back your original investment. Remember, time spent can never be reclaimed or refilled, so it’s not an interest payment; it’s an immediate loss of principal and a dismally negative rate of return.” ( :69)

“Conversely, indentured time is time someone else owns: school, studying, work, traffic, your biz, etc. So if your workday consists of nine hours at the office, two hours in traffic, two hours in dress/undress, and one hour in unwind time, how much free time do you really have? Assuming eight hours for sleep, add up the work-related time, and your free time amounts to a pitiful two hours per day for a workday. Effective use of your life’s rations?” ( :69)

“MJ, on the other hand, invests his life’s work in a system that honors time. He experiences twenty-three indentured years while enjoying a whopping forty-two years of free time, mostly experienced after he retired in his thirties. “Never” is not in his vocabulary, but “when,” “where,” and “how” are.” ( :70)

“reaper on the shoulder, what will your human spirit resonate—regret, or peace?” ( :70)

“Temporal prostitution is the path to the dark side, and it doesn’t require a throaty mask” ( :70)

“”sell good time today so you can buy bad time tomorrow,” where 71 percent of your adult life is routinely dismissed in favor of an elderly promise called retirement.” ( :70)

“The average lifespan consists of 2.3 billion seconds. The average currency value traded per HOUR is $220 billion, nearly 11,000% more. Time is scarce, money is not.” ( :71)

“The individual has always had to struggle to keep from being overwhelmed by the tribe. If you try it, you will be lonely often, and sometimes frightened. But no price is too high to pay for the privilege of owning yourself. ~ Friedrich Nietzsche, Philosopher” ( :72)

“The Sidewalk is the SCRIPT’s paycheck-to-paycheck, pay-for-it-later plan, promising happiness through consumption, both material acquisition and hyperrealistic assimilation.” ( :73)

“The common thread among Sidewalkers is they always live “one something” from broke: one paycheck, one business deal, one gig, one album failure, one welfare check, one contract. Unrestrained spending is often justified with cutesy acronyms, such as YOLO, TGIF, or FML. Unfortunately, YOLO’s price doesn’t live once; it lives and grows on your Visa card.” ( :74)

“Again, when consumption is life’s banner, it’s like being tailed by a hungry bear who drinks time and eats money. And once the real career fizzles, the consumption bear catches up.” ( :74)

“Sidewalkers routinely waste time in superfluous hyperrealistic proxies: sports, television dramas, Internet comment wars. You see, the Sidewalker doesn’t play the game of life; he spectates. He comments. He opines. He heckles the million-dollar athlete from the cheap seats.” ( :74)

“Instead of being the best he can be, the Sidewalker aspires to be the best copy of someone else: an athlete, a famous person, a fictional character, or some other person not annexed by the SCRIPT.” ( :74)

“No matter what it is, you are owned by your shit, which is owned by your debt, which is either owned or profited by a corporation. So you work for a corporation, everything you buy comes from a corporation, everything you watch is produced by a corporation, and the debt you owe is held by a corporation. Ah yes, as Sidewalkers say, the rich get richer.” ( :74)

“expected. I know because I fell for the same trap: I deserve to be rewarded for all the hard work in college! And now, because I have a job and a paycheck, I’m going to show the world how successful I am. Throw in social media and it’s consumption’s perfect storm.” ( :75)

“Underneath the SCRIPTED delusion is the idea that success can be bought at a mall, parked in a garage, or cashed on a Friday. Few realize that every dollar owed shortens the leash and tightens the collar around their neck.” ( :75)

“The problem with my car extravagance wasn’t the payments but the consequences of the payments: It trapped me in a job I hated, a job that sapped my spirit and quarantined my entrepreneurial pursuits.” ( :75)

“SCRIPTED life becomes nearly a lock because children necessitate consumption. Let me repeat that: Children necessitate consumption, where it’s no longer a fashionable choice but a requirement. You need to buy diapers, food, health care, and the latest video game—and you do it for at least eighteen years. Congratulations, you are the SCRIPT’s new best friend.” ( :76)

“And please understand, I’m not anti-marriage or anti-children; I am anti-consumption and anti-making-stupid-decisions-before-you’ve-fully-matured-into-the-person-you-will-become.” ( :76)

“At the heart of the Slowlane is a reasonable idea: stop consuming. However, applied within the SCRIPTED OS, stop consuming means stop living. Specifically, start depriving yourself. Settle for less. Lower your expectations. Defer spending, defer experiencing —vacations, restaurants, movies—and defer life until retirement.” ( :78)

“Yes, you are collared by hope, imprisoned by time, and owned by Wall Street.” ( :78)

“Scarcity does not create abundance. Replacing fiscal poverty with experiential poverty is like replacing your dietary protein with carbs and expecting muscle.” ( :79)

“Many who struggle financially have a strong work ethic—the problem is their “hard work” is being channeled in an ineffective and outdated system.” ( :79)

“What the mass media offers is not popular art, but entertainment which is intended to be consumed like food, forgotten, and replaced by a new dish. ~ W.H. Auden, Poet” ( :80)

“Dreams fade. Life mulls into the trivial and mundane. The pending suicide mission is resigned as fate. Suddenly, instead of talking about goals and dreams, you’re talking about how much the Lakers suck this year.” ( :81)

“The problem with the rat race is that even if you win, you’re still a rat. ~ Lily Tomlin, Comedian” ( :82)

“What happened is painfully obvious: Instead of breaking the mold, you fit the mold. Instead of blazing a trail, you marched with the herd. Instead of leading the pack, the pack led you.” ( :83)

“M)EDIOCRE: Life has regressed into an unremarkable yet comfortable ordinariness, where thriving is not an objective, but surviving. (O)BEDIENT: Free-thinking is dead; you follow popular opinion and trust your government and the news organizations fanning the flames of your biases. (D)EPENDENT: You’re a debt serf owned by an army of corporations: product and service producers, Wall Street, government—or worse, you are owned by time. (E)NTERTAINED: Your entertained and humored mind distracts the heart to the point where your soul is no longer heard. (L)IFELESS: Dead at twenty-five but not buried until seventy-five. Goals, nonexistent. Optimism, scant. Dreams, murdered.” ( :83)

“You see, the SCRIPTED OS works its deceit like that poor frog who dies in a boiling pot of water. No one willingly jumps into boiling water; we become suckers to the scheme by comfortably playing in lukewarm water while the heat slowly rises, optimally while showing the latest Hollywood movie while promising free popcorn.” ( :84)

“No matter which road is taken, the outcome is the same: we’re livestock held hostage by a corporate cartel—a variety of banks, media conglomerates, product producers, Wall Street money managers, and the ultimate parental corporate duo, your job and your government. Fuck that shit. It’s time to own yourself.” ( :84)

 

PART THREE: THE ALTERNATIVE… LIVING UNSCRIPTED

 

“Wealth consists not in having great possessions, but in having few wants. ~ Epictetus, Philosopher” ( :87)

“THE 5 “FUCK YOU” FREEDOMS” ( :87)

“UNSCRIPTION—a life-changing subset of thought and action underwritten by entrepreneurship.” ( :87)

“M.O.D.E.L. Citizenship is like trying to capture the “oohs and ahhs” of the Grand Canyon with a late-seventies Polaroid.” ( :87)

“The truth is, UNSCRIPTED is about what you don’t have versus what you do have.” ( :88)

“UNSCRIPTED is self-actualized freedom by exclusion and excommunication. Don’t confuse this with minimalism or being a waitstaff-stiffing cheapskate” ( :88)

“UNSCRIPTED entrepreneurs live well by choice, not by necessity.” ( :88)

“With that said, if I had to paint UNSCRIPTED with one color, it would be the color of “fuck you.” Yup, fuck you.” ( :88)

“Need to work next weekend and miss the kid’s playoff game? Fuck you. I quit. Stock market sinking and threatening retirement? Fuck you. The stock market doesn’t fund my retirement. Can’t go on vacation until someone gives permission? Fuck you. I leave tomorrow. Can’t wear that cool outfit on casual Fridays? Fuck you. I’m wearing only underwear all day. Don’t like how your kids are being educated? Fuck you and your school. I’m homeschooling my kid.” ( :88)

“1. Freedom from work 2. Freedom from scarcity and fiscal constraint 3. Freedom from hyperrealistic influence 4. Freedom from hope and dependence 5. Freedom from ordinary and routine” ( :88)

“Theoretically, I retired nearly thirty-five years early. Still, every day is payday. Every day is Saturday. Every day is owned—every second and every hour are mine. Fundamentally, I am as rich in time as Bill Gates or any other billionaire.” ( :88)

“This liberation opens you to experimentation. Spontaneity. Clarity of action and purpose without fiscal measurement, interference, or influence. In other words, my life’s work honors my soul, not some third-party “thought leader” in a position of authority.” ( :88)

“And get this…I still earn a full-time CEO salary for a part-time effort.” ( :89)

“And get this…I still earn a full-time CEO salary for a part-time effort. UNSCRIPTED transforms the world into one simple choice: Will you? Or won’t you?” ( :89)

“Outside of maintenance and operating expenses, such as insurance and utilities, my basic living expenses can be paid with an income considered poverty in most states.” ( :89)

“It means flushing the toilet every shit—not rationing flushes every six dumps because, OMG, you’ll save eighty-nine cents on every flush!” ( :89)

“Anyway, after starting the engine and lifting an eyebrow at the trash in my passenger well, some official-looking papers caught my eye. I grabbed them and took a look. OMG. What I found was an emotional mixed bag: First, shock, then happiness, and then fear. Buried in those papers, buried in my car was a check for $11,000. The check sat lost in my car for weeks, not cashed, not missed, and not needed. Shocking? Yes. Happy? You bet. I can’t tell you how incredible it is to be debt-free without need, want, or desire. The fear? The check totally slipped my mind. Alzheimer’s is a family friend, and let’s just say, my memory rivals a Commodore 64.” ( :90)

“trivial distraction. In June of 2014, Yahoo’s front page announced that breakout pop star Iggy Azalea’s video “Fancy” surpassed a hundred million views. At the same time, sectarian war broke out in Iraq. Ukraine was on the verge of a Russian invasion. And yet, Yahoo had nary a peep.” ( :90)

“World Series last year. I don’t know. And if you told me, I wouldn’t remember. Why? Because I don’t give a fuck. I don’t care that some millionaire athlete threw an interception and lost the football game in the fourth quarter. While I respect pro athletes for their process, I pay attention to their livelihoods as much as they pay attention to mine. My life is too short, too important, and too valuable to get wrapped up in SCRIPTED zombification.” ( :90)

“Oh gracious, look there: Another financial article authored by a non-millionaire telling me how to become a millionaire. In the SCRIPTED Xanadu, it’s perfectly acceptable, like taking fitness advice from a fat dude who hasn’t seen a gym since the Bush administration.” ( :90)

“It’s a simple truth: “Fuck you” freedoms cannot be ascribed by dependence or hope. The source is irrelevant. Living in your parent’s house? Dependent. Living off the government’s nipple? Dependent. Is your lifestyle tied to a job and the income it provides? Sorry, dependent. Is your retirement locked into a fifty-year marriage with Wall Street? Or how well the stock market performs? Again, sorry—dependent.” ( :91)

“Less than 2 percent of my net worth comes compliments of any of these markets.” ( :91)

“difference between the uncontrollable limited leverage (depend on the job/stock/housing market for decades and pray to God) and controllable unlimited leverage (invest in a business system I create and control).” ( :91)

“Then one Monday morning after I picked him up, something different happened. He broke routine. He actually engaged me in a cheerful conversation. He learned I had two business degrees and was an aspiring entrepreneur. I learned he was a lawyer with a wife and two kids.” ( :91)

“Why now is Mr. Misery talking to me?” As I drove into the airport, I found out why: he was meeting his wife and kids in Hawaii for vacation. Welcome to routine—err, I should say, breaking routine.” ( :92)

“If you’re one of the 5,000 people that follow me on my personal Facebook page, you’ll notice something unusual: I rarely post anything. No politics, religion, or sports team crap. No gym photos or pictures of my healthy meal. The truth is, I care more about the real me than a crafted, social media me—so real me gets my attention.” ( :92)

“Likewise, I don’t own a tie—why would I waste money on something I hate wearing? Heck, I don’t even own an expensive shirt. My day-to-day attire is gym clothes. The last time I had a public speaking gig? I showed up in jeans and a T-shirt. I wear what’s comfortable. If the audience wants to ignore me because my shoes aren’t Ferragamo and my suit isn’t Armani, well that audience would be in the wrong room and listening to the wrong speaker” ( :92)

“You can avoid reality, but you cannot avoid the consequences of avoiding reality. ~ Ayn Rand, Author” ( :93)

“I cannot. Jim Rohn, the legendary motivational speaker, once said, “We must all suffer one of two things: the pain of discipline or the pain of regret.”” ( :93)

“Instead, the “fuck this” event is a traumatic moment, epiphanic, and painful. It’s a pejorative mental breakthrough, one that sounds like any of the following: “No more!” “I’ve had it!” or “I can’t live like this!”” ( :93)

“FTE smacks you when the pain of the status quo finally exceeds the anticipated pain of its escape—the point of no return where nothing else matters.” ( :93)

“Mohamed El-Erian explained his reasoning behind his resignation as CEO of the investment firm PIMCO. In his essay, he cited his daughter for the reason. When El-Erian asked his daughter why she wouldn’t brush her teeth and do as told, she produced a list of twenty-two milestones her father missed due to his workload. From her first day at school to a first soccer match to a Halloween parade, the list was exhaustive, enough to cause El-Erian to rethink his priorities” ( :93)

“Unfortunately, and unlike Mr. El-Erian, your FTE won’t be accompanied by a $100 million nest egg and a twenty-two-point list from your ten-year-old daughter but something more disruptive.” ( :94)

“While my “fuck this” event was more than twenty years ago, it forever seared my mind. I was twenty-six, four years removed from college and working as a chauffeur in Chicago. My workday started like the other six days before it. It was an ungodly hour for a morning drop at O’Hare Airport. This morning was worse.” ( :94)

“Ruth STIFFord” because she’d tip one dollar, regardless of conditions. Drive Ruth through a nuclear apocalypse or the eye of a hurricane and, well, enjoy your buck, kiddo. Throw in a heavy snow forecast and what’s left is a grueling day foreshadowed.” ( :94)

“e blizzard had other ideas. Roads were closed. Visibility, spotty. Frustrated, I pulled the limousine to the shoulder of the road and parked. I faced myself in an eerie silence. Ashamed. Disquieted. Hopeless. My cold socks, damp from hauling luggage all day, heckled my anguish. The disheartening truth was clear: Wipe me from the face of the planet and no one outside family would care. I was a nobody. My two business degrees, a waste. My impressive college GPA, earned years earlier, didn’t mean jack. My dead-end job was just a merry-go-round keeping the bills paid until next month.” ( :94)

“I was sick of enduring cold winters and humid summers while watching my life rot away in traffic. I was sick of being outcasted by my friends as we had nothing left in common—they talked about their jobs, cars, and two-bedroom townhouses; I talked about my entrepreneurial dreams.” ( :94)

“It’s like that old folktale about the lazy dog lying in a gas station. Day after day, the dog lies there whimpering and moaning. After hearing the dog whimper every visit, a customer asks the clerk, “Hey, what’s wrong with the dog?” The clerk responds, “Oh, he’s just lying on a nail and it hurts.” Confused, the customer asks, “Then why doesn’t he get up?” The clerk retorts, “I guess it just doesn’t hurt bad enough.”” ( :95)

“It pummels excuses into submission.” ( :95)

“A fake FTE is temporary, sometimes lasting only hours, sometimes days. A true FTE shifts interest to commitment.” ( :95)

“”interested” in entrepreneurship, financial freedom, and success —but most never commit. Why? It just doesn’t hurt bad enough.” ( :95)

“TE and a real FTE. A fake FTE has four threats and any one of them will send you right back to the SCRIPT. A real FTE has no threats; to breathe or not to breathe isn’t a conscious choice—it just happens.” ( :95)

“mediocre comfort. Give a man an OK job that pays just enough to provide mediocre comfort and I’ll show you a man that will keep his job indefinitely.” ( :95)

“why he reduced his workers’ labor load from six days and forty-eight hours to five days and forty hours, all while keeping pay the same. He said: It is the influence of leisure on consumption which makes the [five day workweek] so necessary. The people who consume the bulk of goods are the people who make them. That is a fact we must never forget, that is the secret of our prosperity.” ( :95)

“He continued: The people with a 5-day week will consume more goods than the people with a 6-day week. People who have more leisure must have more clothes. They must have a greater variety of food. They must have more transportation facilities. They naturally must have more service of various kinds. This increased consumption will require greater production than we now have. Instead of business being slowed up because the people are ‘off work’, it will be speeded up… This will lead to more work. And 27 this to more profits.” ( :95)

“Introduction” section at TheFastlaneForum.com and you’ll witness page after page of them. I’m so excited to begin! In thirty days, I will post everything I’ve done! Good-bye job! Hello entrepreneur!” ( :96)

“Translation #1? Willie is owned by his junk and the mediocre comfort it provides. He isn’t willing to risk or sacrifice comfort in hopes of something better. Translation #2? Willie doesn’t need entrepreneurship as much as he needs comfort. And entrepreneurship doesn’t need him.” ( :96)

“lot of fathers on my forum expressed concern that their teenage children have zero interest in entrepreneurship. Even the teenage boy in my life isn’t interested in entrepreneurship and it doesn’t surprise me. Why? Because they haven’t experienced a shitty boss, a shitty job, or a shitty commute. When you experience how much the system sucks firsthand, the desire appears. Warning people about a hot fire doesn’t work—they need to feel the burn for themselves.” ( :96)

“instances is mediocre comfort—enough of it that it prevents you from getting up off the nail. The nice car, the regular paycheck, the fun weekend of football games—all of it keeps you at the poker table with the same strategy, the same bets, and the same cards. In the end, nothing changes but the passage of time. At some point, you have to decide: What’s more important? Your UNSCRIPTED dreams? Or watching the Yankees third game on a ten-game home stand? Your long-term happiness? Or your drunken stupors at the lake on Saturday afternoon?” ( :96)

“Entrepreneurs can go weeks, sometimes months, without getting paid. Are you willing to make that sacrifice? If you aren’t willing to work for the minimum, how can you expect to work for nothing?” ( :97)

“I would have never learned the inside scoop about the business leading to my first successful company. The plague of “too cool” was seen during Ashton Kutcher’s acceptance speech at the 2013 Teen Choice Awards. He said: I believe that opportunity looks a lot like hard work… When I was thirteen, I had my first job with my dad carrying shingles up to the roof. And then I got a job washing dishes at a restaurant. And then I got a job in grocery store deli. And then I got a job in factory sweeping Cheerio dust off the ground. And I’ve never had a job in my life that I was better than. I was always just lucky to have a job. And every job that I had was a stepping stone to my next job, and I never quit my job until I had my next job. And so 28 opportunities look a lot like work. Epic speech, no doubt. Epic crowd reaction, not so much.” ( :97)

“For example, every so often during an interview, I’m asked if I have any advice for someone with four ex-wives, seventeen kids from six different women, nine credit cards, two new cars, and a bad job. Really? Not sure I have any advice, at least the type of advice you’d want to hear. How” ( :97)

“about keep your damn pants zipped? Quit buying shit with money you don’t have? Make better choices? With such a *robust* personal resume, this person doesn’t have a money problem—he has a decision-making problem. And until that changes, nothing will change, no matter what my advice is.” ( :98)

“FTE burns bridges and forces change; a fake one does not.” ( :98)

“Responsibility necessitates consumption. Stack extemporaneous responsibility into life and consumption is mandated.” ( :98)

“A real “fuck this” event fears nothing. An epiphanic FTE understands that the” ( :98)

“Underneath unreasonable fear is an unreasonable expectation of the consequences. Having to live with your parents for a few months isn’t so bad. Working the fryer at Wendy’s isn’t a death warrant. Missing the latest episode of The Walking Dead is not the end of the world. You will survive.” ( :98)

“Although I studied entrepreneurship for years, I didn’t transform from aspiring to being until my “fuck this” event. Commitment swallowed interest. In my case, fear washed away. And mediocre comfort turned to pain. I had enough of the nail.” ( :99)

“Several months after my FTE, with no fear, I abandoned Chicago and moved across the country to Phoenix, Arizona. I traveled light: a mere $900, a rusty Buick, and a few personal belongings. I committed to entrepreneurial success and would do anything to make it happen. And that limousine job would be the last job I ever had. My last paycheck. My last boss. My last Monday through Friday.” ( :99)

“One of my haters recently accused me of “selling a dream.” Gee, why are anonymous Internet geniuses living in attics so perceptive? As for “selling a dream,” that’s exactly what I’m doing.” ( :99)

“Want to know why everyone is so miserable? The answer is simple: they’ve given up.” ( :99)

“What these fools can’t see is that pursuing the dream is the dream itself. It’s the process. The failures, trials, and tribulations. It’s the self-growth, the self-awareness, and the self-discovery that occur during a dream pursuit. To sell the dream is to awaken the dream —and once it’s alive, you become alive.” ( :99)

“Heck, you could even say Jesus Christ was UNSCRIPTED. The common thread is these men broke the rules for their time. They didn’t stick to the SCRIPT or cave to cultural norms.” ( :100)

 

PART FOUR: THE ESCAPE… THE UNSCRIPTED ENTREPRENEURIAL FRAMEWORK

 

“THE ESCAPE…THE UNSCRIPTED ENTREPRENEURIAL FRAMEWORK ∩ ∩ ∩ ∩ [3(B) (MP FE KE) 4(D)] / FTE” ( :101)

“It is impossible to live without failing at something, unless you live so cautiously that you might as well not have lived at all, in which case you have failed by default. ~ J.K. Rowling, Author” ( :103)

“WANT SUCCESS? STUDY FAILURE” ( :103)

“Others stay for years and appear to walk the talk. Believers of their own delusions, they gibber about business, the newest motivational video or the latest IPO story. But they never do anything. They see, believe, and understand the theology, but they don’t live it. Caught in a perpetual paralysis by analysis, these wanderers consume the forum like a drug, creating progress illusions, reading book after book, posting inspirational meme after meme, while accomplishing nothing.” ( :103)

“The UNSCRIPTED Entrepreneurial Framework, or (TUNEF) can be portrayed pictorially, mathematically, or chronologically.” ( :104)

“And many of these successes aren’t advertised in the trendy entrepreneur mags. For example, there’s Kevin Nguyen. Kevin owns a successful product-based eCommerce company. Some days he works three hours, some ten, some none. Despite his busy company, Kevin has globe trotted the world, from Antarctica to Iceland to Peru. Kevin’s UNSCRIPTED abundance is travel. Six months out of the year, Kevin is on a plane to some exotic destination. You probably never heard about Kevin, but that doesn’t change anything: He’s perfectly UNSCRIPTED, despite being raised in an Asian family that demands SCRIPT allegiance from a STEM career. In 2013, Kevin bought his father a brand new Lexus. And now, Kevin’s father is on board with his UNSCRIPTED lifestyle.” ( :104)

“Steven VanCauwenbergh. Raised by a single mother, Steven’s dream was simple: Escape the run-down and ragged one-bedroom apartment.” ( :104)

“Dave Happe” ( :104)

“There’s Al Levi. Author of the The 7-Power Contractor. Al retired at 48 after systematizing his business so it could run” ( :105)

“Like Kurt Searvogel, the ultra-distance competitor who set a goal to bike every day of the year, a whopping 75,000 miles.” ( :105)

“I am the owner of Applied Computer Solutions, Inc. Building a company into a very successful and profitable venture requires the ability to plan and execute as well as learning that recurring revenues are much more important than one-time sales. Owning the company also provides the needed income 29 that is required to travel all over the USA to compete in ultracycling events.” ( :105)

“famous or unknown, both groups share a personal anarchy: They lead life; life is not leading them.” ( :105)

“The base of the bottom triangle denotes your “fuck this” event (FTE) and launches the UNSCRIPTED process. Moving upward, each variable represents an UNSCRIPTED component. Atop your FTE, the upper triangle, 3(B)s, are beliefs, biases, and bullshit—the installation of a new mental architecture, which neutralizes the SCRIPTED OS. The three intersecting circles (the Venn diagram) represent entrepreneurship, containing three variable components: FE, MP, and KE. The top triangle, 4(D), represents the four UNSCRIPTED disciplines. The topmost part of the triangle constitutes the UNSCRIPTED afterlife—or self-actualization. Defined by mathematics, the framework looks like this:” ( :106)

“FTE is a Boolean value; it’s either TRUE (1) or FALSE (0). Yeah, a fake (false) FTE creates a division by zero.” ( :106)

“For those who like things nice and orderly, (TUNEF) has a sixlegged stair progression. Step 1: FTE Step 2: 3(B) Step 3: MP” ( :106)

“Step 4: FE Step 5: KE Step 6: 4(D) Result: UNSCRIPTION” ( :107)

“I remember my UNSCRIPTED “G-spot” moment like it was yesterday. I just turned twentyseven and it was one of the happiest days of my life. And get this: I lived poorly on a mattress in a tiny studio apartment. At the time, my business was growing. I created an in-demand web service and finally cracked a nut on finding customers. After walking to the bank and making a deposit, I walked outside. It was January and the weather on this sunny Arizona afternoon was stunning— warm with a gentle wind caressing the neighboring palms. Meanwhile 1,800 miles away in my hometown Chicago, it was just another dark day of snow, cold, and misery. I took a contented pause, thankful for my recent choice, and glanced at my bank receipt. It was over $8,000—more money than I’d ever known. Now I realize that $8K is not a lot of money; basically, it is bankrupt. However, at that moment in my life, it meant not having to get a job for at least another year. You see, that $8,000 bought me one year of freedom. Freedom to pursue my dream and what mattered to my heart and soul.” ( :107)

“but the day you hit the entrepreneurial G-spot—the day when the SCRIPT retreats and you no longer exist but live.” ( :107)

“MI CRO-PROCESS + MACRO-PROCESS = SUCCESS Strip the UNSCRIPTED Entrepreneurial Framework naked and you’ll find two processes fundamental to its execution: microand macro-processes. In general, a process is an action-series resulting in an outcome. For example, changing a blown tire is a process. Getting this book into your hands, another process.” ( :107)

“The first subprocess is your micro-process. Your micro-processes are your thought patterns— your beliefs, biases, and your ability to self-reflect. It’s how you think, feel, and interpret the world around you. For example, it’s how you define money and *think* it’s acquired. It’s how you interpret luck and how you *think* it happens. It’s what you *think* when you see a young kid driving a Ferrari. It’s about how you look at your choices and their consequences, assuming you look at them at all.” ( :107)

“Macro-processes spin the wheel of cause-to-effect, effect-to-consequence, and consequence-to-change.” ( :108)

“Effectiveness occurs only when macro-events become macro-processes.” ( :108)

“After my first book was released, a reader complained I left out an important part of my story: How did I grow from one hundred users a month to over 600,000? I omitted certain details because such details were no longer relevant as a macro-process. The macro-event was worthless. Seriously, does it help you knowing that I spent $4K a month at the LookSmart search engine? This search engine doesn’t exist any longer. Heck, when I bought my company back after its first sale, “social media” didn’t exist. Mark Zuckerberg was in high school fiddling with his Nintendo. The macro-process of scaling an Internet company is not the same as it was in 2003. Or in 2011. Or in 2015. Rules change. Playing fields evolve. This is why many “how-to” books are ineffective and largely a waste of time—the macro-processes mutate so fast that by the time they get into a book or an Internet marketer’s latest scam program selling at $997, they’re outdated and ineffective.” ( :108)

“The reality is, most people like these fail, NOT because they lack the correct MACRO-processes but because they lack the correct MICRO-processes.” ( :110)

“For example, engage the world thinking money is evil and all rich people have lied and cheated their way to wealth, and your actions will reflect such distortions, producing either inaction or no results at all. In other words, your inside-self is defeating your outside-self.” ( :110)

“I’ve made sure that all processes in this book are transcendent—their effectiveness today will equal their effectiveness ten years from now.” ( :110)

 

BELIEFS, BIASES, AND BULLSHIT (3B)

 

“Men are not prisoners of fate, but only prisoners of their own mind. ~ Franklin Roosevelt, American President” ( :113)

“BELIEFS: What you think is true that necessarily isn’t. BIASES: Your mental shortcuts and default assumptions, either reaffirming or protecting your beliefs. BULLSHIT: Your internalized narrative about why things are, or simply, the bullshit you sell yourself.” ( :113)

“I admit it. I’m a vitamin junkie. I think I’ve taken every fad fat-burner and muscle-builder out there. However, my madness is not about a shortcut; it’s about leveraging the psychological power of my brain, otherwise known as the placebo effect. Ingesting the latest hot pill gives me the psychological edge of belief. In my conversations with aspiring entrepreneurs, it’s clear many dismiss their brainpower. Take for instance when I mentioned beliefs: I can guarantee many readers will skip this section. “Meh, not important—just tell me how to make money; give me exact steps.”” ( :114)

“If your brain didn’t skew results, why does the scientific method require placebos? Your mind delivers a psychological impact—so impactful that it must be scientifically accounted.” ( :114)

“As you can see, belief’s psychological impact doesn’t correlate to truth or effective action. A falsely held belief is equally as powerful as one that is true.” ( :115)

“As you can see, belief’s psychological impact doesn’t correlate to truth or effective action. A falsely held belief is equally as powerful as one that is true. The difference, however, is what follows. A response imbued with a true belief is actionable knowledge. A response compelled by a false belief manifests as a mistake, an illusion, or an inaction. Sure I could believe and ultimately bench press 335, but my joints would eventually expose the truth. Exposing our beliefs as either truths or falsities clarifies whether our actions are based upon actionable knowledge or misperceived delusion.” ( :115)

“Conversely, when you return home early from a business trip and catch her naked with Ricardo the pool man, you’ve moved from questionable belief, to actionable knowledge: She’s cheating. Proof constitutes an immediate belief shift followed by action. Old belief: My wife is trustworthy. New belief: My wife cannot be trusted. Action: I want a divorce; I’m moving out; Ricardo, meet my fist.” ( :115)

“Validated beliefs unveil truth, and truth is the best basis for decision-making. On the flip side, false beliefs do the opposite: they produce either inaction or errant action. In self-help circles, such lies are called “limiting beliefs.” Under psychiatric diagnostic criteria, they aren’t so kind—they’re called “delusions.”” ( :115)

“As you can see, delusional beliefs cause erroneous actions. But their consequences don’t end there. Delusional beliefs also cause erroneous inactions. For example, if you believe “entrepreneurship is risky,” you’ll avoid starting a business. If you’re a woman and believe “lifting weights makes you big,” you’ll avoid lifting weights. If you believe the Earth is flat, you’ll avoid a Carnival cruise.” ( :115)

“Simply put, the road to “fuck you” starts with unfucking the things that are fucking you.” ( :115)

“If your brain was a separate person who spoke to you daily, would you label it a friend and an ally? Or a nay-saying enemy?” ( :116)

“A man who wants to lead the orchestra must turn his back to the crowd. ~ Max Lucado, Clergyman and Author” ( :117)

“The Chinese proverb “three men make a tiger” refers to our ability to accept inaccurate, absurd, or irrelevant information as long as enough people repeat it. In effect, the crowd tells you how to think (and live), while critical thinking is shoved under the rug.” ( :118)

“WHY do Republicans believe that unconstrained capitalism has no effect on the environment? WHY do Democrats believe that success should be progressively penalized and that somehow it will translate into better-paying jobs? Why do they believe that government bureaucrats are virtuous and selfless, while the citizens they regulate are not?” ( :118)

“You see, anytime you allow a homogeneous group to write your thoughts, you slowly poison free thought. For example, many of my readers have already boxed me into a category: MJ is one of these libertarian goons with a cache of guns! MJ is a corporatist! MJ this, MJ that!” ( :118)

“You see, anytime you allow a homogeneous group to write your thoughts, you slowly poison free thought. For example, many of my readers have already boxed me into a category: MJ is one of these libertarian goons with a cache of guns! MJ is a corporatist! MJ this, MJ that! The truth is, if I disclosed my views on hot-button issues, such as religion, gay marriage, or environmentalism, your eyes would pop their sockets because no box fits me. Perhaps that makes me “independent”—but I call it someone who hasn’t crowdsourced their thoughts to the likes of Jon Oliver and poorly written Saturday Night Live skits.” ( :118)

“Beliefs are merely concepts, ideas, and thoughts that we regard as true.” ( :118)

“Beliefs are merely concepts, ideas, and thoughts that we regard as true. And no matter what your beliefs, there’s an identical group who believes the same. 9/11 was a government conspiracy? You’ve got a group. Aliens living among us? You’ve got a group. While we are free to question and investigate our beliefs, few do. Instead, we seek to ratify them through a collective groupthink.” ( :118)

“Many times, these beliefs aren’t our original thoughts but carbon-copy doctrine planted by seeders” ( :118)

“or co-opted from the crowds we identify with. In other cases, they are generational, passed from ancestry. “Get a job, baby!”” ( :119)

“She screeched at me weekly in a voice that could shatter windows and incapacitate an invading infantry.” ( :119)

“The point is, thank your parental seeder for some, if not all, of your crowdsourced beliefs.” ( :119)

“we internalize the beliefs of those around us. If you come from a third-generation military family, you’ve probably adopted a military mindset. If your parents believe a particular religion, so do you. On my forum, countless young Asian adults complain about their demanding parents who unequivocally, without negotiation, insist they become an engineer or a doctor. The SCRIPT might as well be etched in stone.” ( :119)

“parental conditioning, crowdsourced beliefs also come from your usual gang of seeders: authority figures and communal associations, such as political parties and advocacy organizations. If your favorite actor endorses a particular politician or undertakes a noble crusade to save the dolphins, you will likely adopt a similar belief. If you’re a Republican, it’s blasphemy if Jim and Joe legally get married. If you’re a Democrat, a proposed corporate tax cut feels like a pick-pocketing from Exxon Mobil.” ( :119)

“That anti-gun state senator in California caught gunrunning for criminal gangs? Real story, but meh, not important—give it six-seconds. Miley Cyrus’s tongue and her leotard jammed up her ass? Let’s give it five minutes and the lede.” ( :119)

“media has morphed from respectable journalists into a pathetic tribe of useful idiots serving useless idiots, looking for the next hot headline—SCRIPTED goulash potted in propaganda, garnished in distraction, and flavored for obedience.” ( :119)

“The American media is mostly controlled by six large corporations whereas thirty years ago it was diversified among several dozen, thus a handful of powerful executives control the media narrative for millions.” ( :119)

“Founded by a Canadian anti-consumer and anti-corporate group, the movement’s contentious issues were social and economic inequality caused by corruption, particularly corporatism, banking, and government. When I first heard of the movement, I was like, anti-Wall Street? Anti-consumption? These are UNSCRIPTED virtues; hell yeah, let me check it out!” ( :119)

“Unfortunately, after looking deeper into their pet grievances, in my opinion it was nothing but a socialism orgy in a fecal-infested park, a pity party for the lazy, the unemployable, and the intellectually challenged. Of course, their issues weren’t about economic inequality but about wealth redistribution and getting something for nothing. I earned a degree in medieval literature! Aren’t I entitled to a $250,000 salary after graduation?” ( :120)

“They put “We are the 99 percent” into the national vernacular. Indeed you are. This cute little 99:1 ratio embodies an UNSCRIPTED truth: Common 99 percent thinking won’t get you uncommon 1 percent results. Let the crowd do your thinking and you will indeed believe as the crowd and, unfortunately, find yourself with the results of the crowd. This systematic brainwashing is how mediocrity is born, lived, and then buried.” ( :120)

“Rewriting the SCRIPTED OS starts specifically by exposing, and then polarizing, its eight belief dichotomies. Specifically, when the world thinks WHITE, you’re thinking BLACK. When the world is BUYING, you’re SELLING. It’s switching teams from the perennial loser, the 99 percent, to the perennial winner, the 1 percent. And yeah, its difficulty is likened to a lifelong Chicago Bears fan abruptly trashing his Ditka sweater and becoming a cheesehead Packer.” ( :120)

“Little deeds are like little seeds, they grow to flowers or to weeds. ~ Daniel D. Palmer, Founder of Chiropractic” ( :121)

“THE DICHOTOMY: EVENTS (99%) VS. PROCESS (1%)” ( :121)

“It typifies how the shortcut scam of the event/process belief dichotomy keeps mediocre lives mediocre while stifling accomplishment and personal growth.” ( :121)

“The shortcut scam is the idea that extraordinary results can be achieved by uncovering a secret bypass or a miracle weapon, and such can skirt the real hard work that actually creates the extraordinary results.” ( :121)

“The same game is played with success and financial independence. Just order my awesome new “Internet secrets” program for just three easy payments of $39.95, you’ll be on your way to millions. But wait, there’s more. Act now and you’ll get a free website too!” ( :122)

“secret toll-free hotline with our secret coaching superstars. Oh, don’t worry, these “coaches” aren’t minimum-wage stiffs hired off the street. Nope, they’re actual millionaires who have so much time on their hands that they’re willing to sit in a call center eight hours a day fielding calls from the fools who believe it!” ( :122)

“Going back to my Word with Friends story, the implications of the shortcut scam are clear: My competitors weren’t interested in improving game skills, vocabulary, or visual perceptions (the macro-process). Instead, the shortcut scam goaded them to install a cheat program so victory could be claimed without effort (the event), while simultaneously misrepresenting that they’re brilliant.” ( :122)

“EVENT IDEALISM: THE ROAD TO DISAPPOINTMENT The shortcut scam’s genesis comes from a culture that encourages and promotes event idealism while dismissing the process-principle. Event idealism is when your behavior is geared toward fabulous outcomes with a predisposition toward short-term gratification and quick results. It denies process, overlooking the necessity of daily rituals and habits and, instead, expects fantastic results effortlessly.” ( :122)

“When Michael Phelps wins nine gold medals in the 2008 Olympics and consequently makes millions in endorsements afterwards, his triumphs are the event. Behind the wins was a grueling process that largely goes ignored: relentless, rigorous training and yearly sacrifices—the daily routines that make the event a possibility.” ( :123)

“Awakening at 4:00 a.m. and diving into an empty pool to swim laps? Meh. On the other hand, events grab headlines, herd eyeballs, and elicit talk around the watercooler. Gold medals? Endorsement deals worth millions? If only I could be so lucky to have such genetics! A twenty-eight-year-old entrepreneur who sold his company for $50 million is newsworthy; the fact that he drove a beat-up Civic and hadn’t had a vacation in years is not.” ( :123)

“When you buy the latest diet fad pushed by the latest diet guru, cut the bullshit and admit what you’re doing. You’re trying to accelerate or buy fitness (the event) instead of suffering exercise and dietary change (the process).” ( :123)

“Beemer for seventy-two months because you’re cash short (the event), you’re buying success instead of earning success (the process).” ( :123)

“Oh, and there’s the sappy “chick flicks.” How many of them end with a spectacular wedding ceremony? Hitch. Runaway Bride. The Wedding Singer. The list is mountainous and I haven’t even gotten into the new millennium.” ( :123)

“The expensive affair has spawned the term “bridezilla,” which is code for a woman who believes a six-hour event shall be life’s pinnacle,” ( :123)

“something headlining TMZ and stopping Earth from spinning.” ( :124)

“Swept aside is the real process that must come afterwards: the compromise, the growing old together, and the hard work that marriage naturally requires of its partners—the process.” ( :124)

“happily ever after” as an event, not a process. Do nineteen-year-old bridezillas pissing their panties for a wedding know it’s an hour-long event and a marriage is for life? A 50 percent divorce rate shouldn’t shock anyone; without process, it’s just two delusional people sharing expenses and suffocating under the shortcut scam.” ( :124)

“For example, another event-driven consequence evolving from shortcut thinking is what I call: “action-faking.” Action-faking (as opposed to “action-taking”) is when you take solitary and/or uncommitted action that is NOT a part of a bigger process. Instead, you’re acting not to imbue real change but to “feel good” by momentarily fooling yourself about progress. Action-faking can be many things, from trivial busywork to data research to reading books—none of which coax progress.” ( :124)

“You might indeed act, maybe once or twice, but your actions aren’t directly correlated to what moves the needle.” ( :124)

“action-faking” is ordering business cards from Vistaprint. Look at that, they say you’re a CEO! Woo hoo, you’re the head honcho of a zero-revenue, zero-customer, zero-asset company! Action-faking event. It’s spending a fortune on office desks and equipment before you’ve landed your first customer. Wow, look at those mahogany desks! Imagine the deals going down there! Action-faking event.” ( :124)

“Do you lift? Ask anyone who works out regularly and they’ll stinkface the affirmative: Januaries SUCK at the gym. Every January, gyms experience overcrowding as new faces storm in—event idealism “action-fakers”—New Year’s Resolutioners who decide after X decades, this year is different! I’m getting in shape, losing weight, and changing! And bam, three weeks later, the gym is back to normal. Classic action-faking. In fact, anytime I hear someone say, “I’m on a diet,” I want to throat-punch them and shout, “Action-faker!” The word “diet” implies temporary. It implies failure. It implies that whatever you’re doing for three days or three weeks will NOT become habit or a part of your lifestyle. Diets die. Habits do not.” ( :124)

“It comes from a daily, regimented process woven into the fabric of your life, automatic and nearly instinctual.” ( :124)

“For example, this is the type of frustration I feel when trying to open the eyes of event-idealized thinkers.” ( :125)

“Wannabe Entrepreneur: I want those beautiful roses blooming across the river. Can you help me get them? MJ: Sure, but crossing the raging river isn’t easy or quick. Ready to learn? Wannabe Entrepreneur: Meh, just give me the roses. MJ: Huh? Wannabe Entrepreneur: You’ve already crossed the river; just give me your big boat; or better yet, just give me the roses. MJ: Uhh…ever heard about learning to fish versus given a fish?” ( :125)

“Wannabe Entrepreneur: Fishing? Rivers? I don’t care about this stuff and I am only interested in the roses. I’ve seen many Instagram posts where people flaunt their roses and they sound glorious. Do you think I can PayPal $997 to my favorite Internet marketing guru and get the “super-secret” for them roses? MJ: *Sigh*. If you want the roses, you need to learn how to cross the river yourself. There aren’t any shortcuts. I can give you the blueprint for crossing but you’re going to need tools, hammers, wood, nails, and some other things, so you can build a system for crossing. It might take some time to find and learn these tools, but trust me, once you cross, the roses are incredible! It’s worth the effort. Wannabe Entrepreneur: This doesn’t sound fun or easy, and it’s not my passion. I want to do what I love. How about this ice cream cone I’m eating? I love it and I’m passionate about it. Will stuffing my face with it help me get the roses? MJ: Huh? What does your ice cream have to do with the roses or the river that stops you from getting them? Wannabe Entrepreneur: Mmmm…but I love this ice cream cone. MJ: {furrows brow} Did you hear anything I just said? Wannabe Entrepreneur: {looks up from his cone, face smothered in ice cream} So…can you give me your boat?” ( :125)

“And each time the angst boiled, I set it aside and reaffirmed to myself that if it was easy, it wouldn’t be worth it.” ( :126)

“1. Intelligent Awareness 2. Modify Expectations/Realign Difficulty 3. Identify and Visualize the Change Target 4. Apply Mathematics to the Goal 5. Segment Goal into Its Daily Action 6. Identify Threats to the Target 7. Identify the Right Battlefield 8. Attack Bad Habits with Inconvenience/Pain 9. Act until Echo” ( :126)

“The sad truth is your brain is not wired for process but for event-oriented shortcuts intended for efficiency. And it loves assumptions, basing everything on memories or past reference points.” ( :126)

“Magic is all about attention and distraction, using our lazy brains and their cognitive shortcuts and algorithms against us. Unfortunately, that same neuroscience giving magicians power also gives the SCRIPT power through event-driven thinking, putting you on the perennial losing team. This neurological awareness is the first step toward a process modality.” ( :126)

“This exercise gives you the ability to do the impossible: you can witness a process before the process occurs.” ( :127)

“Obesity is a dereliction of process, while fitness is a testament to it. Health can’t be shortcutted—bought, stolen, cheated, bribed, operated on—and it can’t be injected. It must be earned. Indeed, we are walking advertisements for the event/process dichotomy” ( :127)

“The fact is, people struggle with their goals because they refuse the process-principle. Jumping from one promised shortcut to another, their difficulty is not related to process, but to the everlasting search for a shortcut that doesn’t exist. I just can’t lose any weight! Oh really?” ( :127)

“two decades and you’ve never hit the gym or eaten properly. In other words, you can’t lose weight because you can’t find the shortcut to lose weight. No wonder it’s so difficult!” ( :127)

“STEP #3: IDENTIFY AND VISUALIZE THE CHANGE TARGET What exactly do you want? Envision yourself time-shifting one year into the future at a New Year’s Eve party. Envision yourself celebrating the year that was, the year that changed everything. Take a moment and reflect on the accomplishments you hope to celebrate. Did you win a fitness competition? Did you start a new business and double your income? Complete a full-length novel? Identify EXACTLY what you” ( :127)

“want to feel and see yourself there. If you don’t identify where you want to go, the road to get there stays hidden.” ( :128)

“Likewise, if your goal is to “start a business,” you would need to identify a numerical number, say sales, profits, or number of customers.” ( :128)

“Everythi ng significant started insignificantly. Amazon started with one line of code; Harry Potter with one paragraph; McDonalds with one hamburger.” ( :128)

“What threatens your daily target? In order to hit your targets, identify what will stop you from achieving them. What impedes success and prevents real change? Success is more about what you need to STOP doing versus START doing.” ( :128)

“The hardest part of the process-principle is repetition; greatness is a lot of small things done daily.” ( :128)

“Sorry, but you already lost before you entered the kitchen: The battle isn’t fought in the kitchen but at the grocery store. The instant you put this crap in your shopping cart is the instant you lost the war. Likewise, if you’re spending hours watching mindless reality television, the battle isn’t on the couch with the remote control; it’s on the telephone. Pick up the phone and cancel the freaking cable TV. Wage war on the wrong battlefield and you’ll be armed with sticks and stones while regression fights with an AR-15.” ( :129)

“Whatever your goal, act until echo. Take disciplined action until a feedback loop kicks on. Vow to work until your first echo occurs and then—and only then—decide your next step. Do I continue? Adjust? Or stop?” ( :129)

“I recently heard a great analogy for this in Gary Keller’s book, The ONE Thing (recommended read). The process-principle and its echoes can be visualized as a line of dominoes, where each sequential domino gets progressively larger.” ( :129)

“However, its velocity is enough to knock” ( :129)

“over the next, slightly larger domino. That domino continues the progression, toppling the next larger one. As the dominoes get bigger and fall, suddenly you start hearing and feeling them drop. It’s music to your ears, motivating you forward.” ( :130)

“And yet, the ascending dominoes perfectly illustrate why event-driven failures fail: They start at the biggest domino and are powerless to budge it. If they only saw that it’s the little things that cause the big things.” ( :130)

“In 2004, at the age of twenty-seven, Josh Waitzkin won a world title in Tai Chi Chuan.” ( :131)

“Josh’s accolades are indeed impressive. However, what’s more impressive is that Josh’s didn’t start studying martial arts until he was twenty-one. And before that Mr. Waitzkin was, let’s just say, more geek than athlete.” ( :131)

“He was the story behind the Hollywood movie Finding Bobby Fischer, as he was the only person to win consecutive chess championships: the National Primary, Elementary, Junior High, High School, US Cadet, and the US Closed Juniors. Early in Josh’s childhood, he was labeled “a prodigy,” and one might argue he was. However, according to Josh, the greatest thing that ever happened to him was when he lost his first national chess championship. The defeat taught him about the psychological traps of definitive, fixed labels —such as “You are special” and “You are a prodigy”—and how they can create false impressions so that hard work suddenly becomes optional.” ( :131)

“The special scam is a double-edged belief that our innate talents are enough to accomplish our dreams—OR that our innate talents are immovable, fixed characteristics immune” ( :131)

“from improvement.” ( :132)

“The special scam also has created a vocal tribe of “Dunning-Krugers”—a psychological deficiency where incompetent people don’t know they’re incompetent because they can’t distinguish between the two. Dunning-Krugers infest the internet, particularly in the comment sections wherever comments are allowed.” ( :132)

“A majority of them thought 99.99 just wasn’t that impressive. Comment after comment criticized Musk, a virtual convention of armchair do-nothings who, unfortunately, have a platform to voice their stupid opinions founded on nothing but their ability to construct a sentence from their parents’ basement.” ( :132)

“dreams: a fixed mindset. A fixed mindset is the belief that talent alone causes success and that your basic qualities of intelligence, athleticism, and even rhythm are fixed traits that cannot be changed or improved. Ha, yes, rhythm!” ( :132)

“new skills can be acquired and mastered regardless of your current level of talent or intelligence.” ( :132)

“”That’s a really great score; you must be smart”; or (2) growth, effort praise, such as, “That’s a really great score; you must have really worked hard.”” ( :133)

“Their preference heavily swayed upon the type of praise they received prior. A whopping 67 percent of the intelligence-praised children opted for the easy test, while 92 percent of the effort-praised chose the challenging one.” ( :133)

“Children who receive fixed praise view imperfections as shameful, so much so that the kids lied them away. Dweck admits, “What’s so alarming is we took ordinary children and made them into liars, simply by telling them they 37 were smart.”” ( :133)

“Their reaction toward challenge, equally disheartening. They readily admit cheating over studying. After failing, they simply look at someone else who did worse just to make themselves feel better” ( :133)

“Yeah, these are actual reviews for the cheating application. Makes me wonder how much these players received fixed praise as children. Mommy said you’re a genius. Teacher said you’re special! And now that the real world exposed the lie, hearty challenges are not worth effort, and instead, cheating becomes cool. Notice the words used as well: “top players” and “even up the odds.” Uh, no. You’re not the top player and you didn’t even up the odds—you fucking cheated.” ( :134)

“The reality is, a fixed mindset is destroying our younger generation’s ability to cope. Whatever they call it, “self-esteem building” builds nothing and instead cripples dreams, creating fragile buttercups who can’t handle life’s harsh realities. Such evidence took center stage after the 2016 presidential election of Donald Trump. After winning, thousands took the streets to whine, cry, and riot. Professors canceled exams. Nationwide, campuses offered students free counseling, therapy dogs, and Play-Doh.” ( :134)

“Not Everyone Gets a Trophy (” ( :134)

“I have a confession. I’m not interested in fame or the spotlight. I hate public speaking, interviews or whatever throws me on the public stage. I, by all definitions, am a hardcore introvert. And yet, despite my “hate” for these activities, I still do them. Why? Because I’m not very good at them. And to get better at them, I have to do them. And so it goes with a growth mindset.” ( :134)

“Once you become aware that neuroplasticity—your brain’s ability to form new neural connections—is possible, intelligence and skill no longer await just the victors of the genetic lottery.” ( :134)

“After 5 years of college, I got a degree. Right out of the gate, I was at the top of my field, earning a solid mid 5-figure salary. There was no upward mobility. I started at the top, at age 23. I did that for 3 years. With free info from the Internet and one $299 course, I learned everything I needed to know to make 3x that salary in a year and a half. In another 5 years, that meager college-degree salary will be so far in the rear view mirror that I won’t even remember what life was like to make so little. The Internet has largely rendered college, and education in general, irrelevant. For those that want to learn anything, open your browser and get to it.” ( :135)

“The web is rife with inexpensive learning institutions (Ex: Udemy, Code Academy, Lynda, Stanford Online) where new skills don’t require cash; they require a growth mindset and a Kaizen commitment.” ( :135)

“A growth mindset is how Josh Waitzkin goes from a chess champion to a champion in martial arts.” ( :135)

“The Kaizen Principle is to endeavor to create tiny incremental improvements in your daily life with an aim for mastery over performance, while forsaking external comparisons, unless such comparisons inspire.” ( :135)

“Are you moving the needle or action-faking? You are your only competition, and the process-principle will drive that change.” ( :135)

“YOU-oriented and not centered on performance or competitive rankings. Mastery doesn’t care about how you are judged by others. It’s only about “getting better” (you) over “being better” (others).” ( :135)

“And lastly, don’t believe your own press clippings. I get a ton of email thanking me: a life changed, a fortune being made, or a paradigm being smashed. It’s flattering but an invitation to a fixed mindset. These raves could wallpaper my office, but ogling them implies, “I am successful” or “I’ve made it,” and both suggest fixed permanence where I can sleep in, show up last, and leave first.” ( :135)

“Never praise talent or ability, either for yourself or for a child. Instead, praise the process-principle.” ( :136)

“Never praise talent or ability, either for yourself or for a child. Instead, praise the process-principle. Praise improvements, habits, growth, and efforts. Praise how far you’ve come, and one day, you’ll praise your results.” ( :136)

“No society ever thrived because it had a large and growing class of parasites living off those who produce.” ( :137)

“Uh, you didn’t know a Lamborghini clutch is $12,000? Duh. But hey, at least everyone in traffic is fooled.” ( :138)

“Oh, and the next time you feel inadequate driving your ten-year-old rust bucket while the sleek new Mustang speeds by, don’t. Chances are that driver isn’t as styling (or smart) as you think. 43 Nearly 85 percent of all cars on the road are financed. Yup, that Audi has a ridiculous car payment. Not only that, but the average loan now extends over sixty-five months—more than five years! Translation? People buy more car than they can afford. So the next time you’re stuck in traffic surrounded by new cars, remember those numbers: 85 percent and 65 months. These aren’t life’s victors but victims of the consumer scam.” ( :138)

“Kanye West allegedly is $53 million in debt and is tweeting Mark Zuckerberg for handouts. Rapper 50 Cent filed for bankruptcy. How are these rich celebrities going broke? The consumer scam, where consumption annihilates production. Big paychecks and huge business profits are no match for the consummate consumer; it wants every dime earned and, compliments of credit, more than every dime.” ( :138)

“For example, Antoine Walker is an NBA basketball player who earned over $110 million during his ten-year career. And yet, even at that staggering production level, he couldn’t outrun consumption. According to a story at Yahoo Finance, Antoine spent his millions on luxury estates for family members, exotic cars (Bentleys, Maybachs, BMWs), luxury gifts and vacations for his entourage, and even the best designer wardrobe money could buy.” ( :139)

“Sorry to say, but Mr. Walker earned like the 1 percent but spent like the 99 percent.” ( :139)

“In their warped delusions, someone else should produce (work), covering their basic needs—food, shelter, drugs, cell phones, Internet, and health care—often arguing it’s their “right” to such production, never once thinking a producer has to have their production confiscated (stolen) to enforce such “rights.”” ( :139)

“lot of people nowadays throw around the phrase “income inequality” as their pet political grievance, but know what I never hear about? “Production inequality,” “work inequality,” and “value inequality.”” ( :139)

“I’ve rejected consumerism and hit the entrepreneurial G-spot by honoring production through producerism.” ( :140)

“If you want to live well, produce well. The more production value you thrust into society, the bigger your house, the faster your car, and the juicier your steak. In other words, stop looking to take and start looking to give.” ( :140)

“You lead the herd, not follow it. You pave new paths, not harden the already well-worn ones. You create and sell franchises, not buy them. You receive rents or royalties, not pay them. You lend, not borrow. You create and sell a brand; you’re not buying the brand. You hire employees, not seek to be hired as one. You sell products on late-night infomercials; you’re not buying them. You sell on Black Friday, not buying on Black Friday.” ( :140)

“The value of a man should be seen in what he gives and not in what he is able to receive. ~ Albert Einstein, Physicist” ( :142)

“Yeah, let’s just say my dating life at the time was about as directionless as a politician’s moral compass.” ( :142)

“Underneath my perpetual brokenness, the money scam was working—a 99 percent thought line, where money is viewed as an elusive and mysterious concept, one that must be hunted, manipulated, cajoled, legislated, or pried away from someone else. Money’s pursuit is akin to a pig riding the proverbial donkey chasing a carrot on a stick—money is the carrot; the SCRIPT is the pig; the ass is you.” ( :142)

“Remember, money is only a hyperreality. Just because you can see, touch, and smell it doesn’t mean it’s tangible, other than its paper form. The truth is, most of the world’s money is represented intangibly: in pixelated numbers on a monitor, a number on a paper check or a bill, or a number represented by a ledger entry at a bank.” ( :143)

“Assume you have something I want. Let’s say it’s an eighteenth-century gold statue, and I pay you $50,000 for it. In this exchange, we mutually agree and reach equilibrium: I value your statue at $50,000 and you value losing it at $50,000. The transaction mediator in this exchange is money. We agreed. No one was held at gunpoint and forced into the transaction. Money is not hunted, cajoled, or manipulated in the deal; it merely mediates and bridges the deal once equilibrium is reached.” ( :143)

“Why? Because you misrepresented value. Perceived value did not translate into actual value.” ( :144)

“Despite these swings in actual value, nothing changed with respect to the transaction because money is just a transaction mediator where agreed perceived value is stored.” ( :144)

“perceived value has a caveat: actual value and its delivery sometimes don’t match. And that’s an important distinction.” ( :144)

“predicated on perceived value, not actual value. When you sold me your gold statue, we agreed to $50,000 in perceived value. However, actual value fluctuated from $1,000 to $4 million.” ( :144)

“While most world transactions amount to a fair exchange where perceived and actual value closely match, sometimes they do not.” ( :144)

“Most people are broke and remain broke because the money scam has made them perpetual chasers of something that cannot be chased—it can only be attracted by offering perceived value.” ( :144)

“In effect, your net worth scoreboards how much perceived value you’ve created, communicated, and sold beyond your consumption of it.” ( :145)

“”money” as value-vouchers—a store of perceived value produced, communicated, and delivered to the world.” ( :145)

“1. Value (product/service creation) 2. Perceived value communicated to another party (marketing and messaging) 3. A mutual agreement, an equilibrium with that party (closing) 4. Actual value delivered (execution)” ( :145)

“A life is not important except the impact it has on other lives. ~ Jackie Robinson, Athlete” ( :147)

“The poverty scam is the zero-sum belief that you are broke because someone else is rich. And of course, if you’re rich, you’re selfish.” ( :147)

“Behind the poverty scam is a deviant belief that evolves from the money scam: when perceived value and actual value do not match, the villain narrative is born.” ( :147)

“The villain narrative is the belief that rich people (or corporations) are, by default, selfish, greedy, or untrustworthy.” ( :147)

“When a diet pill promises six-pack abs in six weeks and it doesn’t deliver, perceived value is sold, not actual value.” ( :148)

“Lustig’s boxes did indeed output hundred-dollar bills, but only two of them, and neither were copies, but merely placed there by Lustig to perpetuate the value illusion. After dispensing two real bills, blank paper came out.” ( :148)

“”BRO-Marketing” is a term I coined, which sums up the Internet marketing racket. Instead of boiler-room operations (“BRO”) selling worthless stocks, we now have boiler rooms (or basements) selling worthless PDFs, marketing secrets, and whatever else can be packaged for $997 with a landing page, fake testimonials, and a countdown timer. BRO-marketing is huge— and it has corrupted entrepreneurship.” ( :148)

“In August of that same year, I exiled these individuals from my forum, prompting an exodus of like-minded thinkers. While my traffic suffered, my integrity didn’t. For the UNSCRIPTED, perceived value and actual value match. And yes, marketing and copywriting are absolutely critical in the value chain. However, for capitalist villains, slick marketing steals wealth through value illusions, much like Mr. Lustig did decades ago.” ( :149)

“The Virginia-based Media Research Center documented this fact when they released a report detailing the results of researchers watching a whopping 863 sitcoms, dramas, and television movies broadcast over prime-time networks (ABC/NBC/CBS/FOX). The researchers’ findings? “Businesspeople tend to be portrayed as venal and unscrupulous,” explains Tim Lamer, coauthor of Businessmen Behaving Badly. “They engage in criminal behavior. As a group, corporate types commit more murders on TV than any other occupational category—even career criminals.”” ( :149)

“Movies and television are rife with corporate and capitalist villainy. The Virginia-based Media Research Center documented this fact when they released a report detailing the results of researchers watching a whopping 863 sitcoms, dramas, and television movies broadcast over prime-time networks (ABC/NBC/CBS/FOX). The researchers’ findings? “Businesspeople tend to be portrayed as venal and unscrupulous,” explains Tim Lamer, coauthor of Businessmen Behaving Badly. “They engage in criminal behavior. As a group, corporate types commit more murders on TV than any other occupational category—even career criminals.”” ( :149)

“According to OpenSecrets.org, the average net worth of a congressman, Democrat or Republican, is about $10 million.” ( :150)

“Remove the Senate Democrats from the calculation and the average falls to about $7 million.” ( :150)

“You see, once a corporation goes public, something dramatic eventually happens—it shifts priorities and causes the value equation to flip to a value-cheating villain. Customers are no longer the corporation’s number-one stakeholder, it shifts to stockholders. And what do stockholders want? Rising share prices by way of profit.” ( :150)

“While I don’t deny corporate misdeeds and stakeholder abandonment, they aren’t the prevailing majority for small business. For every negative story grabbing headlines and spotlighting the villain narrative, there’s a buried bag of positive stories you’ll never read about.” ( :150)

“That truth is this: Everything great in society has happened because money moved massively due to massive value creation and delivery—and yes, this created rich people. Without wealth, you’d be transported back to the dark ages, where you’d shit in an outhouse, burn candles for light, and use pigeons to send letters to your nana in Akron.” ( :151)

“Imagine a world where you needed to crap in a bucket, haul it outside to the woods, and dump it in a hole you had to dig the week earlier. Imagine a world where that same bucket is used later to catch rainwater so you have *clean* drinking water. Wherever you are, right now, take a look around you.” ( :151)

“As I look around me in total comfort and convenience, I am overwhelmed with gratitude and humility, not just to God, the universe, or whoever else is running the show, but to rich people. GASP! What? A careful reflection yields a humbling truth: Every single thing in your life was once invented and created by someone, or by someone executing on a corporate initiative. Yes, every comfort, convenience, and functionality you now enjoy was once someone’s idea. Someone’s work, dream, or passion. And now you benefit from that output. Just examine my snapshotted Starbucks moment, a mere blip in time:” ( :151)

“My old laptop, which still surprisingly works…Bill Gates and a boatload of millionaires at Microsoft My writing platform, Scrivener…Keith Burkholder My research at Google…Sergey Brin, Larry Page, and another crew of rich people My iPhone, which keeps me organized and scheduled…Steve Jobs and a slew of other rich people My Facebook newsfeed…Mark Zuckerberg and a lot of other rich people My yummy coffee and comfortable writing respite…Howard Schultz and the original Starbucks founders, Jerry Baldwin, Zev Siegl, and Gordon Bowker” ( :151)

“The electricity powering the coffee grinders, the lights, and the heat providing comfort… Thomas Edison, George Westinghouse, Nikola Tesla (although he died poor) My progressive glasses allowing me to see the great things surrounding me…Benjamin Franklin, followed by Owen Aves and Carl Zeiss My durable, comfortable jeans…Levi Strauss My upcoming workout at Lifetime Fitness…Bahram Akradi My fifteen-minute drive to my upcoming workout, which would have taken two hours by foot and twenty minutes by bike…George Selden (patent), the Ford family for making it mainstream My ears, inspirited by the holiday music orchestrating in the background…Josh Groban” ( :152)

“The fact is, these people and their corporations have become fiduciaries to society’s advancement—creating things making our lives easier and more enjoyable.” ( :152)

“the fiduciary principle—a resolution that as UNSCRIPTED entrepreneurs we will serve selflessly to serve the selfish.” ( :152)

“such selfishness is human nature. However, going against our human nature explains why so few succeed at providing value: we’re too preoccupied with what WE want; we can’t see what OTHERS want.” ( :152)

“cried, “Please stop—take me to heaven!” And so the man was blindfolded again. “Now you will see heaven,” the angel said. After a familiar weightlessness, the blindfold was removed. The old man was confused. It was like he never left. He was once again in a great dining hall with the same round tables piled high with the same culinary lavishness. And just like hell, he saw these people also had long spoons preventing them from feeding themselves.” ( :152)

“However, as the old man looked closer, he noticed that the people in this dining hall were plumply vivacious and smiling; laughter and cheer filled the air. As he panned through the hall and processed the joyous sounds, the difference between heaven and hell finally struck him: The people in heaven were using those long spoons to feed each other.” ( :153)

“The real truth is hit when the poverty scam is polarized (and the money scam): Great value precedes great wealth. If you want to make millions, impact millions.” ( :153)

“Or we can suffer through another millennial idiot protesting corporatism, whereas afterward, he snapped an Instagram selfie wearing Nikes, hopped into the Prius his parents bought him, drove to Starbucks and bought a latte, and logged into his Facebook from his iPhone on a Comcast 5MB Internet connection, all while being smugly ignorant that everything in this entitled twit’s life was delivered by capitalism.” ( :153)

“I believe in luck: how else can you explain the success of those you dislike? ~ Jean Cocteau, Director” ( :154)

“Luck. Behind the superstitious creed for losers, do-nothings, and dreamers is the luck scam—the belief that life’s outcomes, both positive and negative, are primarily dependent on fluke randomness.” ( :154)

“I’d like to own a limo business someday. I was lucky when I chose to read books every day about emerging Internet technologies while camped out at airports, weddings, and drinking holes.” ( :154)

“I got lucky when I chose to create a forum dedicated to entrepreneurship, one enjoying nearly one million page views per month because, you know, building a huge community is as simple as popping a pill—download the software and bam: traffic, users, and engagement.” ( :155)

“But hopefully you noticed a trend in my rant, and it wasn’t a lucky hot streak: I got lucky when I chose, then acted. And then continued to act.” ( :155)

“So, making sure we’re on the same page, when I say “luck,” I’m not referring to people born with a “bad hand.” If you think that’s you, I’m sorry; it probably isn’t. A bad hand is being born in a third-world country without education, sanitation, or clean water. A bad hand is being born in a tyrannical land where you’d be thrown in a gulag for reading UNSCRIPTED. A bad hand is being born with a debilitating disease like cystic fibrosis or cerebral palsy. The sad fact is most people think they’ve been dealt a bad hand when they’ve been given one of the best hands in the world. If you popped out of Mom in America or another industrialized republic, congratulations; you have pocket kings.” ( :155)

“Now let’s switch gears. What if a correct coin flip call would win $10 million? Suddenly the outcome might be considered luck simply because the attached outcome is significant. And yet the flipping odds or the mathematics never change. What changes? Your perception. In its purity, this is the essence of probability. When life’s chaos diffuses into outcomes, probability becomes clouded and superstitious explanations become likely. Let’s take it further.” ( :156)

“Or stop and reason, “Eh, I’m just not lucky.” You see, moving probability is about trying. Hitting heads on one coin flip is 50 percent, but ten flips moves the probability to 99.4 percent. That means, just because no one shared or commented on the great blog article you wrote doesn’t mean the game ends.” ( :156)

“Or stop and reason, “Eh, I’m just not lucky.” You see, moving probability is about trying. Hitting heads on one coin flip is 50 percent, but ten flips moves the probability to 99.4 percent. That means, just because no one shared or commented on the great blog article you wrote doesn’t mean the game ends. Just because your invention didn’t get funding or the 2Gs blown on Facebook ads sold nothing, doesn’t mean dig your grave. Keep freaking flipping!” ( :156)

“University of Hertfordshire psychologist Richard Wiseman, author of 59 Seconds (recommended read) and the founder of the “luck school,” has studied luck for years. He says, “Unlucky people have almost no insight into the real causes of their good and bad luck, their thoughts and behavior are responsible for much of their fortune.” Explaining further, he says, “Luck—bad or good—is just what you call the results of a human being consciously interacting with chance, and some people are better at interacting with chance than others.”” ( :156)

“LI FE’S GUMBALL MACHINE Here’s how to change your luck. First, picture a row of large gumball machines. Each machine has 1,000 gumballs of four assorted colors: white, orange, red, and gold, each varying in their colored consistency. A cursory examination of each gumball machine reveals mostly white and orange gumballs; while some machines have many reds and no golds, others have few reds and many golds” ( :157)

“Congratulations, that’s when you hit it big: the event from the process-principle! Success, fame, or fortune! And when it happens, life’s SCRIPTED couch warriors will accuse you of being giftedly lucky.” ( :157)

“Within the UNSCRIPTED 3(B)s, our objective is to change your gumball machine’s contents. A Slowlane or Sidewalk existence cranks for mostly everything but gold” ( :157)

“The fact is, many people work harder than I do—the problem isn’t their work ethic; it’s their gumball machine. An UNSCRIPTED pursuit modifies this universe: reds disappear and golds sneak in.” ( :157)

“Brother A’s machine contains mostly white, few oranges and reds, but absolutely no golds. Life’s best-case scenario is tripping at the casino and being awarded an insurance payout. Brother B’s machine has a different constituency. It also has some reds, many oranges and whites, but most important, it has some golds. Brother B has changed his probability universe while Brother A is dialing for white gumballs by doing nothing.” ( :158)

“The second behavioral modification is action so probabilities are altered. You must deposit coins into the machine so probabilities are moved. Effort! Action! Work! Crank, crank, crank! Depositing three coins and giving up because your spin yielded two whites and one orange? Sorry, that’s not cutting it!” ( :158)

“20 percent gold balls. Throw in a growth mindset and the gold balls increase to 25 percent. However, without effort deposited into the machine, the probabilities are never tested. If you knew your machine had twenty-five gold gumballs among 1,000, would you just stop at one crank? No, keep cranking! Fifty spins beats five. Untested probability means “good luck” avoids you.” ( :158)

“His experiments conclude our behavior can change luck if we mimic the traits associated with lucky people while eliminating the unlucky ones. These three traits are intuition, routine, and positivity” ( :158)

“In 2003, I bought a new Viper. A few weeks later, it was on fire and wrapped around a palm tree with me in the car. I walked away unharmed, which amounted to a life-or-death coin flip. And yet, not once since the accident did I reason “bad luck”—after all, I destroyed a $90,000 car in minutes and jacked up my insurance rates for the next seven years. It was good luck. I could have killed someone or myself. Bad luck? No way. You choose the interpretation of your life events and then you choose how to act on that interpretation.” ( :159)

“Unli ke money, luck has no brain and holds no grudges or prejudices. It only reacts to the mathematical probabilities of an applied stimulus.” ( :159)

“It is difficult to free fools from the chains they revere. ~ Voltaire, Philosopher” ( :160)

“frugality scam—the belief that obsessive expense reduction, penny-pinching, and experiential deprivation will someday pay off in the opposite: rich life experiences, freedom, and abundance.” ( :160)

“The frugality scam is like chopping off your head and bragging you’ll never suffer migraines again.” ( :160)

“stop living and start dying. Live poor so you can die rich.” ( :160)

“Or does your financial fantasy require the life expectancy of someone living in Okinawa, Japan? The problem with a defensive strategy is expenditures are subtracted” ( :161)

“If you don’t have a sizable income, it doesn’t matter how cheap you are! You can’t squeeze a dime from a nickel!” ( :161)

“Behind the “get rich quick” stories you’ll discover two critical items: 1) A strong offense underscored by controllable unlimited leverage (CUL) and 2) a detachment from intrinsic value (trading your time for money) in lieu of a business system.” ( :161)

“This means your income has either a high ceiling, or none at all. You could be making $4,000 monthly and by next year, it could grow to $40,000 monthly.” ( :161)

“For example, if you own a software service, you can conceivably grow your user base by 1,000 percent and, subsequently, your income can grow by the same metric; if you own a shoe store on the corner of Main and Elm, you cannot because scale is capped by a geographical region (we go deeper on this later).” ( :161)

“Every so often, an entrepreneur posts a CUL “holy-shit” experience at my forum, reporting year-over-year income gains of 400-500 percent. Try getting that from a job.” ( :161)

“Intrinsic value is the value of your time in a job endeavor. If you stock shelves at Target, your intrinsic value might be rated hourly at $12. If you’re a doctor, it might be rated annually at $200,000. No matter which, income is capped and measuredly limited by the number of hours in a day, or years in a life. Creating massive wealth quickly requires this relationship to disintegrate.” ( :162)

“Assume this: Instead of earning $40,000 a year, you now earn $40,000 a month. At that income, can you keep consumption quarantined, or marginally linear? Or will you fall for the consumer scam and ramp up spending parallel to production? And more importantly, at $40,000 a month, could you now save 50 percent of what you earn? And be debt-free in a matter of weeks?” ( :162)

“You see, once you’re making five and six figures per month, as UNSCRIPTED entrepreneurs do, decades or centuries aren’t needed to become a millionaire—but years, sometimes months. An extraordinary life is won on offense; it is then preserved through defense.” ( :162)

“Those losers? They say nothing. Crickets. They don’t appear in headlines, and they don’t make the statistics. But these statistics do peek insight into the survivor bias’s size and who goes home a quiet loser: The Wynn Casino cost $2.7 billion to build. Bellagio: $1.6 billion. Singapore’s Sentosa: just under $5 billion.” ( :165)

“Thanks to the survivor bias, you aren’t getting the real story. What you don’t read are the financial failures. You don’t hear about Ted, who lost half his savings in 2008’s market crash. You don’t hear about Martha, who lost her pension because of fiduciary mismanagement. You don’t hear about Harold, who trusted the compound-interest ruse for thirty-two years and died young at fifty-two, never enjoying the fruits of his thrifty savings—a casualty to dying rich in cash but poor in experience.” ( :166)

“Statistics of non-survivors? Good luck finding them. And if such statistics were sought, who would fund it? The government? Vanguard? JP Morgan Chase? Nope. Truth doesn’t keep SCRIPTED slaves enslaved.” ( :166)

“Utopian Graphs are mathematical truths driving exponential growth. For example, if you grew one hundred dollars at 10 percent interest compounded annually for fifty years, you’d end up with over $11,000. If you saved one hundred dollars monthly at the same rate for fifty years, you’d end up with more than a $1.4 million.” ( :167)

“The truth is, most people don’t start saving until their thirties. (This also falls in line with “reality,” but that’s next.) According to a BankRate.com survey, 27 percent of Americans have ZERO savings, while 76 percent of Americans live paycheck to paycheck with enough savings to last 49 only six months. Six months? The average American can’t save a multi-monthed emergency fund, let alone a multi-yeared retirement stretch.” ( :168)

“Instead of believing the narrative, start questioning WHO wants you to believe the narrative. Consider the source. Instead of sanctifying this crap as if Moses ambled down from Mount Sinai and delivered the missive himself, ask who benefits from your belief. Where are the millionaires” ( :173)

“the stock market isn’t making investors wealthy; it’s making its servants wealthy.” ( :174)

“got rich perpetrating the advice. In other words, if you want to get on the cover of Forbes, don’t take advice from Forbes.” ( :174)

“You probably think I hate Wall Street. Or that I don’t own any stocks, mutual funds, or financial instruments. Both would be incorrect. In fact, my approach to Wall Street is identical to my approach to Vegas. Just because I know Vegas produces more losers than winners doesn’t mean I don’t go. You see, instead of looking at Wall Street or Vegas for what they can be, I look at them for what they are.” ( :175)

“the buying and selling of capital in exchange for income (interest) or equity (appreciation). According to Investopedia, the formal definition of a capital market is that it “channels savings” ( :175)

“And when you have a lot of money to deploy, suddenly compound interest reverses its tide; it becomes an effective tool for creating 100 percent reoccurring passive income.” ( :175)

“For example, take a paltry 3.5 percent return, which is offered on a municipal bond. The effective return, because it’s exempt from taxes, is nearly 7 percent. Take a look at the difference in monthly, passive returns. $1,000 investment = $2.91 month $4 million investment = $11,666.66 month” ( :175)

“More than $10,000 per month, tax-free, doing absolutely nothing, and with a tiny interest rate. Imagine the joy. Imagine the freedom. Imagine. And yet, I don’t need to imagine, because this is my reality. You can activate compound interest’s praised power only if you can earn and save millions fast, not when you use it to turn nickels into dimes as the compound-interest scam implores.” ( :176)

“Fortunately for serious minds, a bias recognized is a bias sterilized. ~ Benjamin Haydon, Artist” ( :177)

“Exposing these obstructions (and their misinformation) starts with being less human and more Vulcan—a conscious shift from the emotional to the logical.” ( :178)

“start thinking about how you think.” ( :178)

“Additionally, change adversity writes the script in today’s politically correct culture of mediocrity. Take for example the “fat acceptance” movement, where people want obesity’s health hazards whitewashed. Recommend that people stop Big-Gulping huge vats of unrefined sugar and —look out—you’ll be labeled a “fat-shamer.” Underneath the PC BS is denial—a denial of truth and reality so the pain of changing to a better diet can be avoided. In this case, change adversity protects us from loss—loss of our Cokes, our Papa John’s, and our Ben and Jerry’s.” ( :182)

“Change adversity mesmerizes us into behavior normalization: an errant conviction that great change can happen without a great behavior change” ( :182)

“Because change is an uncomfortable choice, people try anything to get change without change.” ( :182)

“When change adversity is stamped out, we can be on the winning side of change by changing ourselves. Change keeps you poor or makes you rich. You decide which.” ( :183)

“RI GHTEOUSNESS: WHY YOU’D RATHER BE RIGHT THAN RICH Askhole. That’s the name for someone who asks for advice and doesn’t take it. Instead, they’d rather argue the advice or ignore it altogether.” ( :183)

“For example, if you’re a left-wing Marxist who thinks Mao and Chavez were the greatest leaders since the invention of electricity, you probably get your news from MSNBC. Likewise, if you think former President Obama was born in Kenya and prays five times a day for Salat, you’re probably tuned in to the Fox News Channel. Both statements are ridiculous, but I guarantee you probably loved one of them and hated the other. The point is, you will fortify and quarantine your beliefs from adverse incursion—it’s simply easier nodding your head in agreement rather than spending mental energy examining conflicting or challenging thought patterns.” ( :183)

“Political derision is so polarized nowadays that facts don’t matter—you could have video evidence of a partisan politician slaughtering puppies and murdering grandmas; voters wouldn’t care. Nope, that’s my guy.” ( :183)

“Look, I get it. This shit happens. There are greedy people managing and owning corporations. Just as there are greedy rich people, there are greedy poor people. Rich people don’t have a” ( :184)

“monopoly on greed or evilness—the human species does. The problem is whatever you want to see is what you will see.” ( :185)

“In our example above regarding rich people, let’s assume you righteously believe wealthy folks are evil and greedy. And yet, you also want to be wealthy. See the problem? Do you aspire to be greedy? Or evil? Of course not. But then how can wealth be a goal? The implication firing the subconscious strife is clear: To become wealthy, you must compromise something. Do you choose rich but evil? Or poor yet kind?” ( :185)

“This mental battle, antithetical apathy, happens when two contradicting values or beliefs tangle in our consciousness. The internal polarization causes apathy, stress, sabotage, or even intellectual dishonesty.” ( :185)

“In 2012, Maria Kang, “the fit mom,” Facebooked a buff picture of herself in skimpy exercise gear with the question, “What’s Your Excuse?” As expected, an Internet firestorm ensued. Millions were offended, whining about being “fat-shamed.” Others rebutted with terse antithetical apathy crutches, such as “My children are too important” and “Spend some time with your kids.” The psychological pandering in these rebuttals is dissonance: to be healthy, you have to sacrifice your children or your motherhood. The implied deduction is even worse: any mother who is incredibly fit is a bad mom. Can you see why it’s easy to have an excuse and maintain the status quo?” ( :185)

“For the offended, this message bounced, and it’s easy to see why. When your brain is exposed to hidden truths that want to remain hidden, offense is taken and plausibly denied using antithetical apathy and polarized “binary” logic—I won’t abandon my kids to live at a gym. And as another offended reader stated, “I’m not about to give up ice cream and cake,” which exposes your real agenda: Feeding your sugar cravings is more important than your health. Yup, now I understand your anger; it’s not about protecting your kids but about” ( :185)

“protecting your Häagen-Dazs. And if you’re not healthy, how much quality time will you really be spending with your kids?” ( :186)

“Charles Bukowski once stated, “Censorship is the tool of those who have the need to hide actualities from themselves….”” ( :186)

“Unfortunately not. Because Dr. Semmelweis’s discovery conflicted with conventional medical knowledge, the mainstream medical community blasted his claim, rejecting it as bunk and hooey. While some dismissed the discovery (and the data) based on scientific reasoning, others spurned it because it was unconscionable to presume that an upper-class gentleman, a physician, would have untidy and unclean hands.” ( :186)

“This renaissance story demonstrates the next bias you’ll face on your UNSCRIPTED path: Semmelwashing. However, Semmelwashing doesn’t come from your mind; it comes from the hive mind of the mainstream. It’s what happens when unconventional crashes into conventional. When traditional paradigms are opposed or questioned, not only is the message attacked but so is the messenger. A Semmelwashing is the friction we face when other people discover we aren’t following the conventional SCRIPTED brainwash.” ( :186)

“Unfortunately, like many pitfalls of the brain, Semmelwashing has no defense other than awareness and expectation. When you deviate from SCRIPTED paths, expect clashing, especially from those closest to you. Expect to be questioned and maybe labeled “crazy” or “eccentric.” For example, this book and I are prime candidates for a Semmelwashing. OMG, did he just say compound interest is a scam? Is he advocating not going to college?” ( :187)

“Stand resolute and your reward is not the pursuit of happiness, but happiness in your pursuits.” ( :187)

“Lonny Leaper climbs to the rooftop of his city’s tallest building” ( :187)

“Of course, the “leaping syndrome” is just hyperbole. However, it demonstrates the first psychological trap that arms our brains for complacency and plagues self-development: podium popping. Podium popping is the ineffective application of various success strategies cherry-picked from individuals who have a broadcast podium. Much like an addict pops pills, a podium popper will “pop” random bits of advice from famous personas spotlighted in the mainstream.” ( :188)

“Billionaire Lonny succeeded because he jumped off a building, so they start doing it—ignoring the randomness of the event as well as the other fourteen million factors that attributed to the outcome.” ( :188)

“you’ll find another psychological sandpit—the narrative fallacy, popularized by Nassim Nicholas Taleb’s best-selling book, The Black Swan.” ( :188)

“The narrative fallacy attempts to make sense of unpredictable and hugely variable events, when in reality, there is very little, if any, causation. Specifically, it oversimplifies life processes that are anything but simple.” ( :188)

“While the above stories might have interesting and useful information, you’re getting only a minor, fragmented story behind the success. How much? I’d say about 1 percent of it. And yet, because of the narrative fallacy, you will misattribute it to much more—30, 50, 70 percent—and the next thing you know, you’re jumping off a rooftop.” ( :188)

“survival spotlighting. Survival spotlighting, which is similar to podium popping, is when you focus on the survivors of some process because they’re showcased, while overlooking those who are not, usually due to lack of visibility, and hence, you come to an inaccurate conclusion.” ( :189)

“This is how survival spotlighting works—a survivor of some process is rolled out to a stage and dispenses glorious survivor advice. What don’t you hear about? Everyone else that follows the same advice and has failed at it, is failing, or will fail. A lottery has millions of invisible losers, and yet, one winner rises to the podium and is photographed and congratulated. When your buddy wins in Vegas, he’s bragging on Facebook; losses are sequestered and replaced with pictures of the Bellagio fountain instead.” ( :190)

“The research started with simple observation. After a bomber returned from enemy territory, it was examined for damage. Data were graphed for each surviving plane. After a while, a pattern emerged. The common damage clusters always occurred in the tail-gunner area, the middle underbody, and the wings. Riddled with shrapnel and bullet holes, Wald’s colleagues concluded that these were the most vulnerable parts of the plane and should be reinforced with extra armor. Conversely, the front and rear undersides of the planes hosted little or no damage and, they reasoned, shouldn’t be modified. Wald, a mathematician by trade, interrupted the groupthink and theorized the opposite. Can you see why?” ( :190)

“Wald argued that the damage clusters exhibited strength—not weakness—revealing exactly where the bombers could be hit and still survive the flight home. He added further that the most vulnerable areas of the plane were where there was no damage—those areas needed reinforcement because planes exhibiting those damage clusters were blown out of the sky, not surviving the flight 60 home. The Navy listened and reinforced the correct parts of the plane, more pilots survived, we won the war, and yes, the survivor bias was born.” ( :190)

“For example, several years ago, I read Fifty Shades of Grey, which probably ranks as one of the biggest mistakes of my life.” ( :192)

“And yet, despite the Fifty Shades of Literary Torture I was suffering, guess what? I finished the damn book.” ( :192)

“Momentum paralysis is why people lose fortunes in the stock market. When you pay one hundred dollars for some hot stock shares, say eToys.com, and then it drops to eighty dollars, oh no, you can’t be wrong, can you!? So you buy more at eighty dollars. Then it goes to fifty dollars and, yet again, you buy more. And then you repeat this insanity all the way to zero. Behind your rationale was not stubbornness but righteousness and your desire not to miss the great gains that surely will be forthcoming” ( :192)

“For example, let’s say you tragically followed the advice, “Do what you love,” and opened a restaurant in your city’s historic district. After six years and multiple business repositions and marketing initiatives, it’s clear: Your eatery is barely profitable, earning your time a net of six dollars per hour on a seven-day, eighty-four-hour workweek. But yeah, you’re “doing what you love,” right? So is it time to quit and do something else?” ( :192)

“Logically, yes. But momentum paralysis says no. It says, “Hang on,” and then unabashedly reminds you of the sunk costs: Remember that long fight with city hall to get this location? Remember how hard it was hiring Chef Chavez, one of the city’s best chefs? Remember winning the Daily Gazette’s “Best New Restaurant” title six years ago? All of these memories, the sunk costs, keep you grinding a grind that should no longer be grinded.” ( :193)

“If you had to walk twenty miles to see your favorite musician, and during your walk’s thirteenth mile discovered the concert was next week, would you walk the next seven miles? Or would you logically admit the mistake and turn around?” ( :193)

“The most common lie is that which one lies to himself; lying to others is relatively an exception. ~ Friedrich Nietzsche, Philosopher” ( :194)

“This story exemplifies the next B among the 3(B)s: bullshit. Bullshit 1.0 is crutches: the stinking pile of excuses and manufactured fairy tales we tell ourselves. These scapegoats justify do-nothingness. Other times, they explain away failures or circumstances. And as long as we clutch these convenient fantasies, change adversity and righteousness bribe us into buying our victimhood. Bullshit 2.0 is clichés: a bunch of meaningless mantras and proverbs revered as gospel; pithy slogans, sweet and soothing, reassuring, and unfortunately, invitations for more do-nothingness. And Bullshit 3.0 is cults and their leaders: gurus and slithery figureheads who will fill your head with whatever you want it filled with.” ( :195)

“And like other SCRIPTED fibbery, your cerebral dogma acts like a protective mother, insulating egos from the harsh realities of harsh truths.” ( :195)

“Eighty percent of success is just showing up. Once I graduate and get my degree in gender studies, employers will hire me because I’m a good person with a good degree. I’m confident I’ll make at least $250K/year.” ( :197)

“Money doesn’t buy happiness. I can be happy being broke (aside from the money fights with my wife); besides, there’s no way I’m going to turn into one of those rich pricks!” ( :197)

“Let’s talk about my favorite BS SCRIPTSpeak: “Money doesn’t buy happiness.” Whenever someone shoves this turd in your face, get ready for some real laughs. I’ve been broke and rich, and let me tell you, the comparison is like canned Spam to five-star steakhouse Kobe. No matter what study or academic research concludes, there’s no truth to “money doesn’t buy happiness” because the studies never account for *how* the money is used. Is it used to consume? Or is it used to maximize freedom within our free-range cage?” ( :197)

“The reasonable moral to the story is “Money doesn’t buy happiness.” Except you didn’t hear the rest of the story…the one that isn’t shared. Here it is: Soon after the American left, things changed. The government, desperate for tax dollars, levied a series of boating, gaming, and license fees: To continue fishing, the Mexican must pay $400 for a fishing license, a $200 environmental fee, a $350 game endorsement, and $1,800 in mooring fees. If he doesn’t pay ASAP, the Mexican will be barred from fishing.” ( :198)

“he Mexican fisherman who spent most of his days in a state of unpreparedness and merriment—strumming around with his friends, sipping wine—is now unable to support his family. His wife divorces him. The Mexican now sings a different tune with his amigos … something along the lines of “Money can buy happiness.”” ( :198)

“Money buys happiness when you let it buy your freedom.” ( :198)

“The paradox of practice is the art of selling a strategy that the author doesn’t really use or that isn’t responsible for making him rich.” ( :199)

“So before you kneel before Zod and salute the next guru walking the plank of sanctimony, consider this: the best gurus aren’t gurus at all. Shark Tanker Kevin O’Leary, known for his vitriolic outspokenness, isn’t interested in protecting your feelings when he posits your crappy invention sucks. When he spouts off, “You’re insane,” because you think $10,000 in revenue equates to a $10 million valuation, he’s not aiming for political correctness. He’s authentic. And authenticity is the only true test of gurudom, whether the individual knows it or not.” ( :200)

“When Peter Thiel speaks or writes a book, I listen because I hear authenticity—I know he isn’t at the Hilton Garden Inn hosting $10,000 seminars for “silverbullet” entrepreneurs who are urged to “act now, grab your credit card, and run to the back of the room.”” ( :200)

“Why did you conclude the driver is a trust-fund brat? Because he’s young, and young guys can’t afford stuff like that. Do you have evidence supporting this conclusion?” No, but one guy I know drives a BMW 3-Series which he got for his birthday. Is this direct evidence in this circumstance? A fact? No, I guess not.” ( :201)

“The cure, formulated by one individual named Joe Blow, is just $5,000. And you aim to buy it. Now consider this. Before opening your wallet and giving your cash to Joe Blow, will you consider (or ask about) any of Joe Blow’s personal characteristics or motives before buying? For example, what if you learned that Joe was just nineteen years old? Would you still want the cure? How about eighty-three years old? What if Joe was the ugliest guy on the planet, with a broomstick for a leg and breath so bad that he could offend a skunk? Still want the cure? What if Joe failed gym class in high school, didn’t have a college degree, and hated every moment while creating his cure? Still interested in saving your life? What if you learned that Joe was a gay atheist who had fifteen bucks in his checking account, owned a gun, was a member of Greenpeace, and voted Republican? Still want to buy the cure? As you can see, when someone has what you desperately want or need, their backstory becomes irrelevant.” ( :202)

“as depleting resources. They rarely work at creating habits, the agents of permanent change. readers rely on willpower to drive action. Willpower and motivation have been proven ineffective The truth is, most books (including this one) are ineffective change agents because” ( :202)

“Real change comes from identity and self—not from interim motivations jump-started by books or YouTube binging. Basically, you have to BE what you want to become FIRST so the actions can follow. Don’t TALK about it; BE about it. BE. ACT on being. Then HAVE.” ( :203)

“James Clear, author of Transform Your Habits (recommended read) says “prove your identity” daily. This happens with small wins and minor improvements.” ( :203)

“I am an author, entrepreneur, and an investor. How do you currently identify yourself? Unemployed college grad? Car salesman? And does it serve your goals?” ( :204)

 

MEANING AND PURPOSE (MP)

 

“There is one quality which one must possess to win, and that is definiteness of purpose, the knowledge of what one wants, and a burning desire to possess it. -Napoleon Hill, Writer” ( :206)

“Commitment fires the process-principle where habits become lifestyle and lifestyle becomes winning results.” ( :206)

“While rewritten 3Bs inspire starting, your meaning-and-purpose and its motivation cycle inspire finishing.” ( :206)

“”Yeah, I’m sure that’s going to work out for you.” He then crowed about getting hired at some entry-level accounting job from a “big-three” firm, braggadociously predicting that within a few years, he’d be earning a six-figure paycheck. I, with equal smugness, retorted, “That’s awesome; maybe someday I’ll hire you.”” ( :207)

“I hated suits, and the thought of wearing one was unbearable. I wanted to own a Lamborghini.” ( :207)

“I wanted to ease the burden for my single mother. I wanted to retire early and write a book about retiring early. (LOL) I didn’t want “money problems” to potentially damage a marriage.” ( :208)

“For example, the most common storm new entrepreneurs face is called the desert of desertion. The desert of desertion is the duration from idea to your first sale. It is the absence of the feedback loop in the motivation-cycle (and within the process-principle) and it could go on for months, perhaps years.” ( :208)

“Meaning-and-purpose is the camel you want in this desert—not willpower.” ( :208)

“And I hate that no matter how much I try, there’s always an entrepreneurial stampede thinking that extraordinary results can be wrangled with an ordinary effort.” ( :208)

“To be someone, you can’t be driven like everyone.” ( :209)

“Don’t confuse a WHY with a DESIRE. DESIRES are often superficial and transient, whereas WHYS are firm and transcendent through time.” ( :209)

“There is only one passion, the passion for happiness. ~ Denis Diderot, French Philosopher” ( :210)

“Steve Jobs gave a legendary commencement speech at Stanford University. He echoed over and over, “Love what you do.” The now-famous statement has morphed into its syrupy cousin, “Do what you love.” And every time I hear it, I lose another millimeter off my molars.” ( :210)

“Everyone is passionate about one thing or another. The problem is no one interviews passionate failures. Failed passionites have no stage, no audience, no one salivating at their greatness. The bankrupt passionite who’s followed his passion for twenty years and didn’t get featured in Inc. Magazine isn’t dispensing advice.” ( :210)

“Are American Idol winners passionate about singing? Of course they are. Does it make sense to sing auditions when you’re dispassionate about it? Therefore, the 190,000 people who also auditioned and went home crying failures were also passionate. Will you ever hear from them? Nope.” ( :211)

“Let me put it another way. You’re at a fancy restaurant and order steak, medium rare. The steak hits your table and it tastes like grilled leather and isn’t fit for a vulture. You complain to the server and refuse to pay. The server retrieves the owner, who’s also the chef. When the owner/chef arrives at your table, you explain that your meal tastes like baked cardboard and refuse payment. He replies, “I’m sorry, sir, but I love to cook. And since I love cooking, you must also love what I do.”” ( :211)

“When passion doesn’t solve people’s problems, passion doesn’t pay bills.” ( :212)

“The fourth reason why “love” and “passion” shouldn’t be your bread-maker is called the overjustification effect. The overjustification effect is a psychologically studied phenomenon lending credibility to the idea that “do what you love” and “follow your passion” are destructive career advice. Namely, once you get paid extrinsic rewards for something you once did freely due to sheer intrinsic motives, your interest in that activity suffers. According to Wikipedia via Psychology: The Science of Behavior, the overjustification effect occurs…” ( :213)

“…w hen an expected external incentive such as money or prizes decreases a person’s intrinsic motivation to perform a task. The overall effect of offering a reward for a previously unrewarded activity is a shift to extrinsic motivation and the undermining of pre-existing intrinsic motivation. Once rewards are no longer offered, interest in the activity is lost; prior intrinsic motivation does not return, 65 and extrinsic rewards must be continuously offered as motivation to sustain the activity.” ( :213)

“And this highlights the ultimate irony: the secret to success isn’t “do what you love” but “do what you hate.”” ( :214)

“And this highlights the ultimate irony: the secret to success isn’t “do what you love” but “do what you hate.” How much pain and anxiety you’ll endure tells me how much success you’re willing to achieve.” ( :214)

“He instead gave us insight into the joy and love one receives when the world values your value. Notably, when the world kicks on your feedback loop and says “This is awesome” or “I like this; here’s my cash,” you too will love what you do. Let’s look back at the motivation cycle.” ( :215)

“Ever notice that when you start a new project, you’re incredibly passionate? If you survive the desert of desertion and launch a product that isn’t well received, expect passion to fizzle. Every blogger starts their blog with passion. However, after one or two posts and encountering market silence—no one has read, shared, or commented on their legendary prose—the passion fades. When no one values our value, passion quits us.” ( :216)

“The feedback loop drives passion, which drives action, which drives results.” ( :216)

“”Love what you do”? You see, the mechanism underneath Jobs’s statement is neither love nor passion for specific work, but having love and passion for the positive RESULTS of your work.” ( :217)

“cleaned septic tanks. He said: I looked around to see where everyone else was headed, and then I went the opposite way. Then I got good at my work. Then I began to prosper. Then one day, I realized I was passionate about other 71 people’s crap.” ( :217)

“Here’s another example I recently read: In 2011, Leonard Kim started a WordPress blog after leaving his job. He wrote three posts. And no one read it. And then he quit. Later, he gave Quora a try, figuring, “Why not?” In his first month, he received a similar result, 102 views. Nothing spectacular. However, Kim’s *luck* would change. One day someone who was inspired by his writing promoted it to over 1,000 people. And those people loved his work, compelling more views and kick-starting Kim’s feedback loop. This inspired Kim to write more. In his next month, his writing received 3,000 views. The next, 61,000—followed by 162,000 views. After eighteen months, Leonard is now over eight million views on his writing, including this fan in Arizona.” ( :217)

“I remember feeling a little guilty every time I opened a Chipotle. I felt guilty because I wasn’t following 73 my true passion. But that eventually went away. And I realized that this is my calling.” ( :218)

“When I wake up and discover I already earned $1500, I feel passion. When my inbox has several “you’ve changed my life!” emails, I feel passion. When my book wholesaler orders 300 books, I feel passion. And yet, I don’t feel passion having to spend thirty minutes processing orders. I don’t feel passion when I’m preparing for an interview or staging myself to speak, but I feel it after.” ( :218)

“Passion is self-replicating and greases the entire system. Your positive impact generates passion. Don’t be passionate about what needs to be done; be passionate about what you WILL BECOME.” ( :218)

“Man cannot live without some knowledge of the purpose of life. If he can find no purpose in life, he creates one in the inevitability of death. ~ Chester Himes, Writer” ( :219)

“On the contrary, if there’s something obsessive in your life keeping you awake at night, congratulations, young Skywalker—the Force is strong with you. And therein lies the chasm between interests or commitment; shallow desires don’t compel sacrifice, whereas a committed purpose sacrifices everything. It borders obsession.” ( :220)

“You see, meaning-and-purpose sit in the driver’s seat; passion rides shotgun.” ( :220)

“And likewise, the common thread amongst the SCRIPTED sheeple is they have no meaning. Instead, hyperreality babysits—this is why we have a society addicted to Game of Thrones and whoever wins some stupid singing contest. With meaning, this shit cannot compete. Social media showboating is no longer entertaining. Sporting events—fleeting entertainment not worthy of tears or a sibling smackdown. Pop culture: who’s dating whom, who got fat, who’s styling a new bikini—a pointless insult and trivialization of your purpose. Once you own that reality is steeled by meaning-and-purpose, hyperrealistic distractions are, well, distracting.” ( :220)

“Do freaking something. Like a “fuck this” event, many times a committed meaning is uncovered in tragedy, hardship, or momentous life events.” ( :221)

“The point is, creating value loops and getting paid handsomely to help people is indescribably rewarding. It’s like watching your firstborn win Wimbledon. Perhaps buried deep behind our “whys,” we all have the same generic meaning-and-purpose—to simply solve each other’s problems and make the world a better place.” ( :221)

“In fact, want to know what really holds the key to your happiness? It’s the reason why you’re reading this book. Money? Business success? Respect? Nope, none of the above. The great happiness secret is autonomy. Freedom. The ability to feel in control of your life, to stockpile options, mobility, and whatever else you self-determine and endorse.” ( :222)

“You see, anyone who tells you that money can’t buy happiness isn’t spending it correctly. Money buys autonomy, or it buys a down payment on debt and anti-autonomy. I shit you not. Autonomy is so influential it could cause you to love life poor and hate it rich.” ( :222)

“After a few seconds, my guess was that the billionaire lost autonomy, or control of something—like a nasty divorce, lawsuits, or children with interminable troubles. Turns out two of my three guesses were correct. Psychologists say parents can never be happier than their least happy child” ( :222)

“In another instance, a report by The Journal of Personality and Social Psychology cited “autonomy” as the number-one contributor of happiness” ( :222)

“Basically, intrinsic improvement and growth (competence), freedom (autonomy), and family (relatedness) are core constituents of happiness” ( :223)

“Much of this research also explains why certain jobs are incredibly fulfilling and why everyone doesn’t need to be an entrepreneur. If your job fulfills meaning-and-purpose while also providing some autonomy, connectedness, and a feeling of competence, you’ve struck gold. According to CareerBliss.com, the top three happiest jobs are school principal, executive chef, followed by a loan 82 officer. Each job has its unique elements of connectedness and autonomy, while surely providing each a heightened sense of competency.” ( :223)

“Your locus of control, first postulated by psychologist Henry Rotter, refers to how empowered (or disempowered) you feel to control the events of situations around you. If you have an internal locus, you unequivocally believe that you have the power to change and control much of your life, despite surrounding circumstances or events.” ( :224)

“Yes, your business went bankrupt because of Obama, not because your website was last updated in 1998. Or maybe your business did a face-plant because of Google’s algorithm change, not because your product and the business model selling it sucks. And if you’re broke and couched in front of a TV? It’s because of those evil corporate oligarchs: big oil, big pharma, and heck, even big Jim, who’s your bookie.” ( :224)

“First, a meaning-and-purpose without an internal locus is a fairy tale. You might as well play the lottery. You have to believe that your purpose is possible by simply choosing. If you feel “out of control,” it’s just another self-induced hyperreality.” ( :225)

 

FASTLANE ENTREPRENEURSHIP (FE)

 

“A clever man commits no minor blunders. ~ Goethe, Writer” ( :227)

“Still, my failures continued after college. Several more, in fact. A supplement business, a jewelry business, a direct-marketing gig, a mortgage consultancy, several others—I could detail them here, but I think you get the picture: I’ve failed a bunch.” ( :228)

“You see, entrepreneurship is a lot like baseball. You take a lot of ugly swings: foul balls and strikeouts. A hall-of-fame baseball player bats .300, which means he only hits 30 percent of the time. You can fail 70 percent of the time and still be considered a legend. Heck, hit one home run at the right time and you can live legendary for life, even if you’re a career 100 hitter.” ( :228)

“Overall, the structure has six ingredients. Include them in your entrepreneurial process and that dismal 90 percent failure statistic improves. In baseball terms, instead of hitting .100, you could start hitting .300. From the perspective of our gumball machine and luck, the Fastlane concept changes the consistency of the machine, swapping out some of its orange and red gumballs with golds. Let’s change your odds.” ( :229)

“Unfortunately, any Oregano’s visit must be planned with girded expectations. Hit any location near dinner time and expect a crammed, tortuous wait. I hope you’re patient or not very hungry. Anyhow, the interesting thing about Oregano’s? I’ve never seen or heard them advertise. Nope, not once.” ( :230)

“The point is they don’t flood the market with advertising because they don’t need to advertise. They possess entrepreneurship’s Holy Grail: a productocracy. Whereas a meritocracy pulls power to the skilled, a productocracy pulls money to the value creators, businesses who grow organically through peer recommendations and repeat customers, compelled by a distinguished product/service not readily offered elsewhere.” ( :230)

“One satisfied customer creates more satisfied customers, accelerating growth. One plus one equals three.” ( :231)

“And then Oregano’s moved in. Not only has it survived, it’s thrived. Curse? Bad retail location? Four prior restaurant failures at this same location? Immunity. A productocracy allows owners to print money, and it doesn’t care that Coco’s couldn’t survive at the same location..” ( :232)

“Any product or service can reap the rewards of a productocracy. My first book sold hundreds of thousands of copies. By the time you read this book, it will probably be approaching the million mark. So did I bribe my indie publishing success by throwing thousands of ad dollars at it? Nope. My total promotional ad spend amounted to less than $3,000—all of which was spent in the first two months of release. Moreover, I couldn’t advertise on Facebook as they ruled that the book was a “get-rich-quick” scam.” ( :232)

“Dear MJ, I’m twenty-nine years old, from Santiago Chile. I have a degree in software engineering. I had been always interested in self-development, business, and entrepreneur books. A couple of months ago, I was looking for something to read and I came across an article about the book Money: Master the Game by Tony Robbins. I was not convinced, but surely that would be my next book to read…until I read a comment in that article from a user named Chris. Chris said: “Before even thinking of purchasing this book, have a look at The Millionaire Fastlane by MJ DeMarco. This is the only honest business book I’ve read that spells it out clean and clear. No bull, just plain honesty. If you want to be wealthy, this is where you start. It’s how I became financially free, and I’m thirty…not seventy.” ( :232)

“A great pulling example is Tesla Motors. In an earnings conference call, Elon Musk implied that his advertising expense (in 2015) would be none. And yet Tesla has sold billions’ worth in cars. How does that happen? The pull of a productocracy.” ( :233)

“I find it first on Amazon to examine its reviews. Advertising might get me looking, but reviews compel me to buy.” ( :237)

“Remember, perceived value is the only requirement of a money exchange, not actual value.” ( :238)

“Instead of selling actual value, push entrepreneurs are selling perceived value.” ( :238)

“In fact, sales, advertising, marketing, and copywriting are probably the most critical life skills you can have.” ( :238)

“A productocracy has five core Commandments called CENTS. They are: The Commandment of Control The Commandment of Entry The Commandment of Need The Commandment of Time The Commandment of Scale” ( :239)

“Entrepreneurial profit is the expression of the value of what the entrepreneur contributes to production. ~ Joseph Schumpeter, Economist” ( :240)

“fish in the Pacific Ocean. God gives you a choice: live as a shark or a guppy. Which do you pick? Let me guess. The shark. And let me guess why. You don’t want to end up the shark’s dinner.” ( :240)

“Behind the Commandment of Control is a simple question, which reveals your food-chain positioning: is there one person or entity that can instantly kill your business with one decision?” ( :241)

“I had brief success with one company until my top distributor quit. Her reason? The company discontinued a product favorite. Two events over which I had no control.” ( :242)

“Now imagine if your business relied on this company. Imagine giving this company your heart and soul for years, and that your family depended on them. And now, in a matter of days, gone. All because of ONE man and his ONE decision. Feel the burn? Hopefully, with the Commandment of Control in your corner, you won’t.” ( :242)

“I’ ve just had 60 percent of my monthly business wiped out with one email. That one email simply states: “Your Amazon selling privileges have been removed,” followed by a reason why that makes no sense.” ( :242)

“Here’s what happens next. I submit an appeal and a plan of action as to why this issue won’t happen again. Well, that’s absolutely fantastic considering they haven’t told me what the issue is. Just a pointer to a list of guideline links. So I’ve spent all morning writing my appeal, and I get one chance to save 60%” ( :242)

“of my business from collapsing in one miserable morning. Oh and guess what, the nice guys over at Amazon are going to keep the $15,000 of my money they are currently receiving interest on for 90 days.” ( :243)

“Control Violation #6: You run an online store selling a highly commoditized product that relies solely on SEO (search engine optimization). Most of your traffic and sales come from Google searches. Google’s new “Panda update” changes their algorithm and penalizes your website for nefarious SEO and backlinking tactics. Suddenly, 10,000 hits per day are reduced to 100. Your product’s margin is so thin that you cannot afford to advertise. You go from living large to not living at all.” ( :243)

“Hitchhiking is when your business is symbiotically codependent with another vehicle owned and driven by someone else.” ( :244)

“In my case, my real assets that I can control are my personal brand, my reader list, and my platform. I spent nearly a decade building a forum that spreads my message and is within my control—a terms-of-service change at Facebook, LinkedIn, or Barnes and Noble cannot change the legacy structures I’ve created, although each of these venues is a critical element in the business strategy.” ( :244)

“UNSCRIPTED is my trademarked brand, and you might even say Fastlane—either way, when these terms are used in an entrepreneurial perspective, people know that they reference something I own: the UNSCRIPTED philosophy.” ( :244)

“UNSCRIPTED empires are built on solid ground, not thin ice. If you think of your UNSCRIPTED journey as the construction of a building, the Commandment of Control represents the land you build upon. Do you own it? Or is it leased or rented from someone else? Can someone misrepresent or ruin it? Change its terms of use? Not renew its terms?” ( :245)

“they control things. Facebook makes no content but controls it. Airbnb owns no real estate; Uber owns no cars; Alibaba owns no inventory—they all control it. As you can see, control does not always equate to ownership.” ( :245)

“In Icahn’s case, his investment fund, Icahn Enterprises L.P. (IEP), has returned 1,674 percent since January 1, 2000, versus the S&P 500’s 82 percent return.” ( :245)

“If you wait for opportunities to occur, you will be one of the crowd. ~ Edward de Bono, Psychologist” ( :247)

“Simply put, the easier the opportunity, the worse it is. Conversely, the harder something is to solve, the greater the opportunity.” ( :248)

“The consequence? Declining margins and profitability. Ten years ago, the average eBook was priced at $9.99. Now it’s $1.99. And it’s why most ninety-nine-cent books are utter crap.” ( :249)

“Entrepreneurship isn’t about nomadding in Thailand on a beach with an open laptop while drinking an umbrella drink. It’s not about flashy cars and fistfuls of cash posted on Instagram, passive income, or a Forbes cover story. Entrepreneurship is about problemsolving, creating convenience, satisfying desires, and becoming valuable.” ( :249)

“Those solved problems then translate into value for those who need their problem solved.” ( :249)

“If you’re an entrepreneur scoping for ideas, the best are the hard ones because the difficulty represents the opportunity. When difficulty doesn’t exist and the Commandment of Entry looms, another red flag is hoisted: you aren’t solving any problems. Think about that.” ( :250)

“Again, the difficulty is the opportunity. The magnitude of the problem solved is the magnitude of the money you can make.” ( :250)

“Recently he examined a “Selling Millions on Amazon” eCourse put on by a guru. The price of this course was thousands of dollars. After reviewing the course material, you know what his opinion was? Do the opposite.Take whatever the easified crowds and guru coaching courses are doing, and go the other direction. Why? Because simplicity and the money-chasing crowds tailgating this shit never make a sustainable income. Remember that carrot?” ( :250)

“Products that my friend would avoid like the plague were ranked highly desirable. Namely, easy to sell, easy to import, and easy to ship. His product? It was ranked poorly. The crowd was told to avoid his product. It’s freaking hilarious. And this guy lives a millionaire dream: travels half the year, owns his house clear, drives dream cars, and lives a life 99 percent of the world would love to have.” ( :250)

“So ask yourself, if you owned a business selling high-margin pet products and were making a fortune, would you threaten your own family’s livelihood and your freedom to give this forum stranger your coveted “list”? Sure, let me give you the name and number of the manufacturer I used to make $3 million last year. And since we’re at it, here’s the keys to my McLaren and my debit card, pin #3030.” ( :251)

“For example, on April 16, 2011, entrepreneur Sal Paola had what seemed like a great idea. He posted this on my forum: I am starting this thread for anyone who wishes to follow my Fastlane journey. It will hopefully be useful for anyone following the path of inventing and manufacturing. They will be able to learn from everything I do and my mistakes I make along the way. I’m new to this. I know I have a lot to learn and will learn a lot. My plan is to start with one of my ideas that is needed in my current profession but still isn’t available after all these years. I always wondered why this product isn’t out yet and always wished it was. My workers and others in my industry often question this too. It is something that I believe everyone in my industry would want, and it wouldn’t be a life-or-death decision to buy it, since it is inexpensive. At the 88 very least, they would want to try it out, and if they did, I know they would want more. On April 7, 2012, almost a full year from idea conception, Sal completed his first prototypes. During that year, he endured the arid desert of zero sales but carried forward with a lot of action. He never lost the vision of his idea. There was no list. No easy path. No book. He dealt with design, sourcing, implementation, provisional patents, overseas manufacturing, importing, and more. He learned each step of the way, made some mistakes, but finally got the product he envisioned to reality.” ( :251)

“On July 3, nearly three months later, fifteen months from idea inception, he got his first sale. In 2013, Sal started securing deals with national hardware and painting chains. Home Depot was also considering putting his product on the shelves. On April 4, 2014, nearly three years after the idea’s birth, Sal and his partners appeared on national television’s Shark Tank. His product, a paintbrush cover that helps painters save brushes, time, and money, was an instant hit with the sharks. They even fought over it. He sealed a deal with product passionista Lori Greiner.” ( :252)

“His target market loved the product. Two years after Vick committed to his vision, he ditched the SCRIPT quitting his job. A few months later, he wrote this: I have to admit, life is good. We barely work now. Income keeps pouring in. I’m free to do whatever I R8.89 want. Hit the gym every day. Go running. Play games. Spend time with the wife and kid. Drive the” ( :252)

“The process, from idea to creation to sale, was a marathon of exploration and learning—not a sprint.” ( :252)

“If you insist on violating entry, know that two Es (executional excellence) conquer one E (entry).” ( :253)

“Unfortunately, executional excellence is NOT congruent with the mindset of someone seeking easy entry. When entry is an event, usually the effort is as well. Look at blogging. It takes a few hours to start a blog, sometimes minutes. How many dead blogs have one or two posts? Millions.” ( :253)

“Unfortunately, when they didn’t find the results of their effort (their one book) as simple as the entry, they quit, returning to their exhaustive search for the easy business that will make them the easy money with the easy effort.” ( :253)

“It is your process that matters, not the” ( :253)

“You see, the process-principle also holds that if you’re not going to sacrifice to get into the game, you’re going to need to sacrifice to win the game.” ( :253)

“How many opportunities or ideas have you passed on because “It’s too difficult!” only later to see someone else solve the problem and make millions?” ( :253)

“There isn’t anything in the world that can’t be made better. ~ Jack Valenti, Businessman” ( :254)

“Whenever you say, “I can’t find ideas,” what you’re really saying is, the world is perfect and it needs nothing.” ( :255)

“As Thomas Edison famously said, “Opportunity is missed by most people because it is dressed in overalls and looks like work.”” ( :255)

“The Commandment of Need states that if you own a controlled and entry-barred enterprise that provides relative value, satisfying needs or wants, you will win growth, profits, and possibly, passive income for life.” ( :256)

“I recently had another meeting with my school’s entrepreneur club. The topic was the essential steps for a start-up. I purposely kept my mouth shut so I could observe what other people thought. To my surprise, no one said to find a solution to a problem. Examples included: find partners, find something to make money, make sure you have enough capital, and marketing. I was shocked that no one said to create a product or service that somebody actually needs” ( :257)

“”do what you love” is indifferent to market needs and not a business-building foundation. The market is a spoiled brat, narrow-minded and singular in its purpose. It doesn’t care that you shrunk six dress sizes or can bench press 315. Its laser-like focus is centered on one fundamental truth: What value are you to me?” ( :257)

“Why do I need you or your business?” ( :257)

“Look up the word “value” in the dictionary; it reads relative worth, utility, or importance. The key phrase here is “relative worth” or “relative value.” The Commandment of Need’s central thesis is relative value, and it’s the keystone to becoming needed.” ( :257)

“Specifically, your blog full of fitness tips might indeed be valuable, but it isn’t relatively valuable—it is too ubiquitous when submerged into the global marketplace.” ( :257)

“Your pizza might be darn good, but relative value doesn’t exist because more than likely, a few other pizza joints are also darn good. Sand could be worthless or priceless depending on its relativity in the marketplace: Offered in the Sahara, it’s useless. In a valley preparing for a flood? Worthy.” ( :257)

“$10 million in sales, could you do it? I know I could. And I wouldn’t need thirty days. Think about it again because yes, it’s a trick question. You see, my confidence in the challenge has nothing to do with my LinkedIn connections or” ( :257)

“You see, my confidence in the challenge has nothing to do with my LinkedIn connections or business savvy. Hopefully you noticed that the challenge centered on $10 million in sales, not profit. To win, I’d offer a no-brainer value skew that would flood my website with orders. What’s the no-brainer value proposition? I’d sell hundred-dollar bills for fifty dollars. As soon as word spread that this deal wasn’t a scam, sales would explode. Customers would order, over and over. And therein lies the secret to becoming needful (although not necessarily profitable) through the power of relative worth: skewing value.” ( :258)

“Sold! I took his dollar and he got my fifty. Look at that: I just created $1 in sales! Then I made the offer again. Except this time, I took out my entire wad of cash in my wallet, a pile of money that amounted to over $1,000. Everyone’s hand raised and several people jumped up. “Hold up!” I said. “You can buy my handful of cash for the same price: one dollar. Except now…I have one condition…” The audience anxiously waited to hear the condition. “Before buying my cash for a buck,” I said, “you ALSO need to streak naked through the casino.” Suddenly everyone’s hands went down. There were no buyers. So what changed? The value competition.” ( :258)

“When potential buyers thought about possible consequences—getting embarrassed, potentially arrested, YouTubed, and whatever else they deemed a part of the value competition— hands sank like anchors.” ( :258)

“For example, my friend who sells competitive products on Amazon modified his photos to simulate motion. Instead of a product that looked stationary, it now looked dynamic. An example of this would be an air purifier: you could display the purifier as is, or you could Photoshop “air waves” emanating out of the purifier to simulate action. Infomercials do this notoriously as well, using a variety of techniques: bells, dings, and animated bursts. His competitor’s photos did not simulate motion. As a result of this simple change—one attribute improved and skewed—he tripled his sales.” ( :260)

“Obviously, the new company will outsell and outgrow the old company. They’ve dissected the value array and skewed value on two additional transactional attributes—faster processing and risk mitigation—while providing the exact same product.” ( :261)

“Speed Cost Ambiguity Reliability Comfort / Cleanliness Accountability Choice Payment Ease Cost” ( :262)

“Speed: Whenever I order a cab, their arrival takes forever. With Uber, you know when it will arrive. Cost ambiguity: You never know how much a cab costs. With Uber, you do. Reliability: Whenever you order a cab, dispatch always seems to say “ten minutes” and yet, ten minutes always seems to really mean one hour. Comfort/cleanliness: I never know what gunk, gum, or jizz I’ll find sitting in a cab or stuck to the door handle. With Uber, I see the car and know it will probably be clean. Accountability: Get taken for a ride in a cab and the driver doesn’t give a shit. If an Uber driver doesn’t perform, they receive a bad review and, hence, endanger their ability to do future rides. Choice: With a cab, you never know who will show up. With Uber, you have a choice. Payment ease: With a cab, you have to fumble with cash or give the driver your credit card. With Uber, all rides go through your pre-registered credit card. Cost: The Uber ride is usually cheaper than a cab; plus, you get all the benefits described above.” ( :262)

“ENGINEERING VALUE SKEW To dominate markets and win sales, engineer a value skew. It starts by identifying the value array and its attributes. Here’s how:” ( :263)

“For example, consider a knife. Seems like a simple product, right? Not exactly. It has many primary attributes within its deconstruction: the spine, the bolster, the handle, the tip, the thumb rise, the handle scale, the front quillion, the grind, the edge, the heel, the tang, and the rivets” ( :263)

“If you sell food or a personal product, every ingredient is a value-skewing opportunity. My friend started his personal-grooming company based on this method; he read common ingredient complaints he discovered on a men’s forum.” ( :263)

“They widened the aisles and replaced the dirty seats with spacious automatic recliners. On top of this, they started offering online seat reservations. Each of these improvements skewed value— better convenience, comfort, and ordering—and it turned me from a once-a-year moviegoer into one who went several times per month.” ( :263)

“The more attributes skewed without disrupting other skews (say price), the more sales you will win.” ( :263)

“The bigger the skew, the more attractive your company becomes to the consumer.” ( :264)

“Wherever you can skew value within a product’s pool of attributes, you stand out and cast a bigger market tent. The bigger the skew, the more attractive your company becomes to the consumer.” ( :264)

“A skewed value attribute expands markets without alienating others. For example, when your business endorses a political ideology, you both expand (those for) and alienate markets (those against.)” ( :264)

“The entrepreneur selfishly pursues what he wants and not what the market wants.” ( :265)

“The second misstep is the most common: the isolation myth. In terms of the dating game, it’s isolating one attribute (attractiveness) while ignoring the rest (her jealous personality, her 82 IQ, and her self-absorbed 3,000 selfies on Instagram).” ( :266)

“the gal who rocks Mensa, has the Jennifer Aniston personality, and watches the Blackhawks game with you while drinking beer is dismissed because she’s not a ten, but an eight and a half.” ( :266)

“When business is isolated by one value attribute, price, it becomes commodified.” ( :266)

“An economy fare on Southwest Airlines and United Airlines both get you to Denver in identical discomfort—so cheapest price takes all. Loyalty? Bribed by a few bucks.” ( :266)

“As Peter Drucker said, “In a commodity market, you can only be as good as your dumbest competitor.”” ( :266)

“Most ideas usually fall into this category, which is why skewing value is so important—it’s how you get into the room. Think about it. Alta Vista existed before Google. Budweiser before Sam Adams. Friendster before Myspace before Facebook. The crowded-room appears crowded because we don’t typically think from a value skewing perspective.” ( :268)

“hundred total players in the market and each possesses fifty units of market share, you only need to take one unit of share from each to get to the top. You would end up with fifty units, and the others would have forty-nine. If there is value to skew, there is always room” ( :268)

“In fact, put both the crowdedand empty-room myths together, and you get the ultimate entrepreneurial circle jerk of do-nothingness. Think about it. It doesn’t matter what the idea is; it will always be dismissed with one of the myths.” ( :268)

“If someone IS doing it, darn, crowded room. If someone IS NOT doing it, dang it, empty room. The myths cement justifiable inaction. In essence, no idea is worthy.” ( :269)

“THE USE MYTH Did you hear about the atheist who sold thousands of dollars in Bibles? Toast the champagne glass—true story. How about John Sylvan, the founder of Keurig K-Cups? He recently reported that he doesn’t use them.” ( :270)

“Finding Fastlane ideas and creating value comes from one of two sources: 1. Innovation: You blaze your own path and do something never done before. 2. Improvement: You tread an existing path and do something being done already but do it better by skewing value attributes.” ( :270)

“If you’re in “I need an idea” mode, the focus shouldn’t be either innovation or improvement but whatever the market tells you. Don’t fight the tape. The market is a fluid, dynamic body of information. It speaks often. When it does, listen. Determine if YOU can fill its needs. Most of the market’s demands can be met with little to no capital.” ( :270)

“The market speaks a language of negativity and selfishness. And there’s plenty of that, eh? Remember, the market is a spoiled brat, and it wants what it wants. Any complaining, whining, and dissent is a potential opportunity. Here are opportunity’s code words: I hate… This sucks… I’m tired… I wish… How frustrating… I don’t like… Why do I have to…? Why is this…[dangerous, unhealthy, hard, etc.]?” ( :271)

“Search Twitter, Facebook, or Topsy” ( :271)

“He searches Amazon for products that sell well but have poor reviews. He then dives into the complaints and determines if he can solve those complaints at the manufacturing level. If so, he develops his own products.” ( :271)

“In fact, one would say that the oil and gas industry is the biggest industry on the planet. I’d argue it isn’t; the industry of easy is the biggest. People love easy. Remember the shortcut scam? It fuels a multitude of industries: pharmaceuticals, supplements, sundries, self-development, entrepreneurship, and more.” ( :272)

“My forum grows every year because I am there every single day, contributing and interacting with my readers. Good luck getting that kind of attention from any author who has sold millions of anything.” ( :272)

“One of those things was a tumbleweed. A Utah man thought the idea was interesting since tumbleweeds were common in his area. So he created his own website and started selling them. His first perplexing thought was why would anyone buy one? Especially since they rolled around free in the Utah desert? His opinion was irrelevant, and the market answered: People bought them—so much so that he and his wife quit their jobs. And now his operation is a full-fledged business including a warehouse” ( :272)

“For example, consider our hypothetical town overrun with government-subsidized restaurants. In our fictional town, assume Jimmy is an aspiring entrepreneur. Jimmy has read UNSCRIPTED and knows a restaurant business is a bad idea, despite the subsidized cost. However, Jimmy astutely embraces empiricism and notices something interesting. Bill, Bob, and Belinda are the richest people in the town, and none of them owns restaurants. Bill owns the real estate where the restaurants operate. Bob imports spices, fruits, and vegetables. And Belinda, who is the town’s empress entrepreneur, tops them all: she owns a restaurant supply company, supplying everything a restaurant needs other than the food itself. The best opportunities rarely come from joining the crowd, but serving it.” ( :273)

“Amazon (2014-201?) Amazon courses, management tools” ( :274)

“A good story about crowdfeeding comes from a forum friend who fell ass-backwards into his business. Like many before him, he began self-publishing, hoping to grab a piece of the gold rush. After suffering marginal success (being kind), he sought to improve his book covers. When he looked to test different covers with various audiences, he couldn’t find a solution. And then it hit him. OMG, is this the *need* MJ always talks about? It was. And so he built a website addressing the problem. Within a matter of weeks, his cover-rating service blew up—without advertising. The crowd demanded exactly what he needed. Obviously, he stopped writing to pursue the venture, which screamed for grease. And compliments of massive traffic and a positive feedback loop, he suddenly now *loves* his service more so than writing.” ( :274)

“With value arbitrage, 1+1+1+1 does not equal four but five. The incremental missing unit is your profit. The value arbitrageur is banking on the axiom, the sum of the parts does not equal the whole.” ( :274)

“Repurposing is taking various raw materials and reusing them for some other purpose not easily recognized. For example, did you know old, unwanted denim jeans have an industrial purpose? The Blue-to-Green (BtG) Initiative has collected over 200 tons of unwanted denim and turned it into environmentally friendly housing insulation. Instead of fiberglass keeping your house warm, it 95 could be old Levis! In a similar vein, Lucrecia Lovera, an entrepreneur in Berlin, Germany, turns 96 old VHS tapes into purses and sells them on her website, retape.de.” ( :275)

“One entrepreneur who sees the problem and overcomes its challenges will have a great little business with an incredible value proposition: reclaim, recycle, and repurpose. Hey, maybe both opportunities could be combined.” ( :275)

“I read a story about a small physical products business, which made a few hundred dollars per month and later was sold for $5,000 to someone else. This new owner changed the website, added extra products, got better photography, better packaging, better fulfillment, changed prices, and was up to $50,000-$100,000 per month in revenue within six months.” ( :276)

“There are thousands of products out there that have the potential for profit but aren’t marketed properly. Would you believe apartments fall into this realm? Jon Wheatley bought a Vegas condo for the sole purpose of renting it out on Airbnb. While his reported $13,000-a-year business profit won’t make him a fortune overnight, Mr. Wheatley is a great arbitrage example as well as a great example for building an UNSCRIPTED future. He estimates he will have his condo paid off in just under four years” ( :276)

“clever marketer took a little-known household gadget and humorously advertised it to the masses. The Handjob! (INeedAHandJob.com) is a rubber disc that helps people unscrew those tight stubborn jar lids. I’ve owned one of these for years and always thought it was the most ingenious thing ever—but it was never marketed and presented to the public. The folks at Handjob! renamed it in a double entendre, repackaged and remarketed it via viral video, and wham bam, a scalable asset was created.” ( :276)

“Unfortunately, thanks to modern media and its M.O.D.E.L Citizen push for politically mandated victimology, “capitalism” has become a naughty word.” ( :276)

“Capitalism is the best economic system on the planet, and GDP numbers and advancements in technology, medicine, and social mobility have proven it. Yet, it has many flaws.” ( :277)

“When a corporation performs its “squeeze,” it usually appears in the mail as an apologetic letter that begins, “Dear valued customer….” Or your sixteen-ounce box of cereal is suddenly thirteen ounces, but it’s still the same price. Now, if you’re thinking, hell, that’s every corporation on the planet! Well, not exactly, but yeah, it is a meaty percentage.” ( :277)

“And don’t get me started on the “cage-free” scam. Stuffing one hundred chickens in one hundred square feet might qualify for your pithy “cage-free” designation, but it doesn’t fool me.” ( :277)

“For example, I know a friend who makes a modest living on Etsy, the popular marketplace for arts and crafts, similar to eBay. In 2015, Etsy went public. Rut-roh. I told my friend she should be prepared—and so should the thousands of others who rely on Etsy to put roofs over their heads and food in their mouths. My pessimistic caution is simply history repeating: Once a servant company becomes public, they no longer cater to customers first; they cater to profit, return on investment, shareholder value, and anything ensuring every last drop of cash is extracted from the towel. Namely, expect fees to increase while value stagnates or lessens.” ( :278)

“This amounts to thousands of opportunities and under-served needs. If you enter a $100 billion industry and take one one-hundredth of 1 percent (.0001), you just built yourself a nice little $1 million company.” ( :278)

“This amounts to thousands of opportunities and under-served needs. If you enter a $100 billion industry and take one one-hundredth of 1 percent (.0001), you just built yourself a nice little $1 million company. Hopefully, you now see how ridiculous it is for an entrepreneur to say, “There are no good ideas.” Any such person, I’d argue, is no entrepreneur.” ( :278)

“#13: IMPROVEMENT (AND REMOVEMENT) Few know that Thomas Edison didn’t invent the light bulb—he merely improved it by using a carbonized bamboo filament which increased its illumination duration, ultimately making the light bulb commercially viable. And so it goes with the theme of most needs: Something is simply improved or changed.” ( :279)

“E.L. James took Prince Charming and gave him a helicopter, a billion dollars, and a sex room full of sadistic playthings, and bam, Fifty Shades of Grey.” ( :279)

“Sara Blakely, required to wear pantyhose in the hot Floridian sun for her sales position, modified hosiery by removing the stocking toes and improved both its comfort and functionality. Several years later, she’s the world’s newest billionaire.” ( :279)

“These worldly modifications don’t take a PhD in chemistry or a rich uncle; they take persistence, vision, and the cinch to the pinch—a product that people want.” ( :279)

“Your best bet at uncovering a great idea and paving your UNSCRIPTED path comes from the worst thing an entrepreneur wants to do: get a damn job.” ( :280)

“Getting a job and being responsible is never failure. When you identify as an entrepreneur, a job is simply a means to an end, a part of your unfolding story.” ( :280)

“Don’t stay in bed, unless you can make money in bed. ~ George Burns, Comedian” ( :282)

“The Commandment of Time has two components. The first is physicality, where your value must exist in space-time separate from you. This book exists regardless of my existence. On the other hand, if you consult for a living, your income stops when you stop. There is no physicality. The second is detachment. Eventually in your enterprise’s evolution, you must detach from its physicality, effectively freeing your time and life. When this is accomplished, it puts you “on the clock” 24/7, giving you the ability to earn perpetually THROUGH time versus IN time. This is how you wake up and earn a day’s wage before brewing the morning coffee.” ( :283)

“Take a guess at the common thread behind these inquiries and the other 4,000 like them? No mention of value, contribution, or improving anything. Just me, me, and me—as if the world will gift you $10K/month for doing abso-fuckin’-lutely nothing.” ( :284)

“where value is disrespected and money comes for nothing—no effort, no challenge, and no work. Nothing could be further from the truth. The big irony of passive income is it’s anything but passive.” ( :285)

“Every single entrepreneur I know who enjoys passive income today exercised an extraordinary and committed process yesterday. Passivity? LOL. It played no role.” ( :285)

“To honor the Commandment of Time, simply forget about it. Yeah, forget about it, but only in the short term. Instead, focus on legacy value systems (LVS) for the long term.” ( :285)

“I could be dead and my books would live on. Like doppelgänger robots, they work while I don’t. At the precise moment you bought this book, I made a small amount of money. Who knows what I was doing at that moment: I could have been sleeping, exercising, or at the dentist.” ( :286)

“Much of my yearly income is derived through a money system. And if I wiped clean my entrepreneurial endeavors, my money system earns enough to live well, far beyond survival. Every month, without regular intervention, management, or oversight, I receive thousands of dollars in interest and investment dividends working around the globe. My management of these affairs amounts to hours per year.” ( :288)

“Unfortunately, a money system and its corresponding instigator, compound interest, are not very effective at creating wealth or income unless leveraging a large sum. Remember, using compound interest as a wealth creator is a SCRIPTED tenet. The entire plan is theoretical because it dismisses life expectancy, economics, and market returns. However, we, the UNSCRIPTED, don’t use Wall Street to fund our money system; we use our business.” ( :288)

“With $1,000 and 5 percent interest, you couldn’t pay half your cell phone bill. And yet, 5 percent on $10 million is a nice comfy $500,000 per year.” ( :288)

“With $1,000 and 5 percent interest, you couldn’t pay half your cell phone bill. And yet, 5 percent on $10 million is a nice comfy $500,000 per year. That’s right, a whopping $500K per year, and that’s without touching the principal. When it comes to money systems, it definitely takes money to make money.” ( :288)

“The most popular systems for tapping into legacy value are digital product systems. Digital product systems fall into the category of content or information dissemination. Typically, they are the easiest to create and, henceforth, the most crowded of spaces. Some examples: eBooks, PDF reports, white papers YouTube videos, blogs, podcasts Website templates, skins, scripts” ( :289)

“Software as a service system (SAAS: learning academies, analytics, social-media management) Internet websites and applications (social media, marketplaces) Mobile applications Enterprise software (software designed for a purpose, e.g., a dental patient management tool) Video games (computer, smartphone, social-media gaming)” ( :289)

“Delivering the product to the customer is contingent on someone’s time. For example, if you design websites, your product can’t be created without someone’s time investment, either yours or your employee’s.” ( :291)

“Service businesses (consulting, accounting, copywriting, web development, SEO)” ( :291)

“Digital Product Systems: eBooks, MP3 audiobooks (product sales) Software Systems: forum (advertising/sponsor revenue, monthly membership revenue) Product Systems: physical books, audiobooks (product sales) Rental Systems: foreign-rights licenses (royalties on international translations) Rental Systems: rental real estate (monthly rent) Money Systems: interest, dividends (monthly/quarterly payments)” ( :291)

“Work directly correlates with income. If you don’t work—fix the faucet, open the store, or finish the project—you don’t make money.” ( :291)

“Back in 2011, I did a Smart Passive Income Podcast with the well-known Internet marketer and blogger Pat Flynn.” ( :292)

“Back in 2011, I did a Smart Passive Income Podcast with the well-known Internet marketer and basis. That’s legacy—not just with value creation but with your ability to reach people on a continual than six years later, people still message me, saying they bought my book because of that interview. blogger Pat Flynn. The interview consumed about forty-five minutes of my time, and yet, more” ( :292)

“1. Search Google for background on guru. 2. Find and click my forum’s thread via Google. 3. Read valuable information. 4. Read great word of mouth about my book(s). 5. Purchase my book(s).” ( :292)

“I typically decline. Why? No legacy structure. These interviews aren’t available anywhere except in one space of time” ( :292)

“Nonetheless, if you’re trying to grow a business or inspire a movement, I don’t recommend declining interviews. Remember, before you can do what you love, you have to do what you hate.” ( :292)

“The following chart highlights the legacy structures paying me regular bank deposits. There are more than twenty:” ( :292)

“Google AdSense VigLink Google Play Amazon (FBA/Seller Account) Apple iBooks Book Distributors (3 total) Amazon (Kindle) PayPal (Membership Revenue) Kobo PayPal (Sponsor Revenue) Lightning Source (UK) PayPal (Advertising Revenue) Lightning Source (US) Visa/MC (eCommerce sales) Lightning Source (AU) Vanguard Barnes and Noble T. Rowe Price Rental Income from Tenant TD Ameritrade Foreign Publishers (10 total) Fidelity” ( :293)

“Prep time and delivery to the corner UPS store take me seventeen minutes.” ( :293)

“With thirty-two books in each case at a six-dollar profit per unit, I make $192 for each case.” ( :293)

“Now $192 dollars isn’t impressive, but that isn’t the point. The point is the return on time invested (ROTI) is impressive. Calculated at an hourly rate, my time is paid at $677 per hour ([60 / 17] X 192). Would you object to earning nearly $700 per hour?” ( :293)

“Legacy’s price is, ironically, your time. If you can’t say NO to what you want today—an easy unlearned ride—you won’t be saying YES to what you want tomorrow.” ( :294)

“thinking that time can be bought by not giving it time.” ( :294)

“perpetuity. Trash survives time as does gold. The only question is will someone want your creation? And tell others?” ( :294)

“The fundamental truth underscoring this entire book is we eventually want to be paid BOTH time and money. “Eventually” is the operative word.” ( :294)

“If you own a golden goose that lays golden eggs, that goose can only live for so long before it must be replaced or rebirthed. Starve and neglect the goose (while still enjoying its eggs) and the eggs will diminish over time. Ignore the goose entirely and death comes early. This scenario frames a common question I am asked: Why sell a company that yields a monthly six-figure income that’s mostly passive? Why on earth would I do that? There are three reasons why, and all of them relate to the Commandment of Time.” ( :294)

“Second, I was ten years into the business and my role of “entrepreneur” withered away. In its place, I became a manager. Managing employees—or in the case of executive management, managing the manager—was not something I wanted any longer. I decided to change my identity to an author and a semi-retired entrepreneur.” ( :295)

“I transformed my Internet business system into a money system. Since my company had a multimillion-dollar valuation and I already made (and saved) millions, I knew a money system would allow 100 percent UNSCRIPTED—never needing to work another day in my life.” ( :295)

“Entrepreneurship is neither a science nor an art. It is a practice. ~ Peter Drucker, Author” ( :296)

“The four definitive components are: 1. Legacy value system 2. Replication 3. Mass or magnitude 4. Profitable impact” ( :297)

“My forum receives over 100,000 visitor sessions per month.” ( :297)

“book also offer replicative elements; my printer can print one million books as easily as 10,000. Replication turns one store into twenty, one duplex into a dozen, and hundreds sold to millions.” ( :297)

“mass or magnitude. Most people think scale automatically equates to mass-market millions or operating in multibillion market size. However, scale can also be” ( :297)

“graced through magnitude, or the gravity of your impact.” ( :298)

“On the flip side, if you invent an eco-friendly, biodegradable food container, your magnitude is negligible per unit—the scale occurs through volume. Get one-quarter of all food manufacturers to use it, and well, you might join the three-comma club without grabbing a mention in Valleywag.” ( :298)

“profitable impact. The UNSCRIPTED business is about profits, not ten years from now but within your first year. Nowadays, too many businesses are labeled a success by virtue of growth or run rates.” ( :298)

“serving consumers—not few, but many. However, before impacting the masses, we must first impact one—and do so profitably.” ( :298)

“Similarly, each new user at my forum is worth about a dollar.” ( :298)

“Similarly, each new user at my forum is worth about a dollar. Each list subscriber, also worth about a buck. When I owned my Internet company, each new user represented a lifetime customer value of thousands. For every dollar I spent in advertising, four came back in revenue and nearly two in profit. Profitable impact.” ( :298)

“Not according to expected value. Outcome #1: Lose $10 (Odds of occurring 4999/5000) [-10 X .9998 = -9.998] Outcome #2: Win $24,990 (Odds of occurring 1/5000) [24990 X .0002 = 4.998] When you sum the two values (-9.998 + 4.998), you get an expected value of negative five (-5). That means, if you play this raffle infinitely, you will always lose.” ( :299)

“The world’s casinos operate on the same principle, where odds are slightly EV positive, while for the gambler, EV negative. This is why the house eventually wins if you play long enough. As occurrences increase over time, expect a mean reversion to expected value.” ( :299)

“Which business should you pursue? Open a laser-tag facility and “do what you love”? Or the riskier software biz? According to the chart, the laser-tag business has an 86 percent chance at profitability while the software company’s is just 57 percent. Notably, your chances of failing in software are more than three times greater, 14 percent versus 43 percent. So is the laser-tag business and its higher success probability the better opportunity? Nope, not by a long shot.” ( :300)

“Laser Tag, Best Case: Software Co., Best Case: $5,000/mo $1,000,000/mo” ( :300)

“xpected value is the expected outcome of many occurrences. For EV to work, you need occurrences. In entrepreneurship, we call occurrences failure.” ( :301)

“In business, occurrences mean multiple swings at the plate: strikeouts, pop-ups, foul outs, and other musings of fail. If you’re playing in big EV ventures, it will take multiple failures before hitting something substantial.” ( :301)

“Seriously, would you buy lottery tickets if the grand prize was $250?” ( :302)

“Scale, or playing big, is the forest among the trees. Playing small is the trees. And if you’re not willing to plant one tree, you’ll never grow the forest—one of the greatest scale misconceptions I’m responsible for.” ( :302)

“A customer strategy is only limited by the market size and the available scaling economy. Your Product ——-> Your Customer” ( :303)

“Your Unit ——-> Your Product —– > Your Customer” ( :304)

“Afterward, I thought, “OMG, what a great idea,” and I posted specific details about its potential. Soon after, a Maryland entrepreneur liked the idea and bought it. (When an entrepreneur likes an idea, it’s removed from the depository for a fee.) As a write this, the entrepreneur has turned this little business into great potential. He’s landed regular commercial clients, local media attention, and outside funding. He’s garnered rave reviews from his customers. He’s been on CNBC on a pitch show. And best of all, he’s having trouble meeting the demand and is often sold out. Ahh, the problems of a productocracy!” ( :304)

“product is sold to a channel, or a distribution center. With a channel strategy, your challenge isn’t selling to your end user but selling wholesale to the decision-makers of the channel. Your Channel ——-> Your Product —– > Your Customer” ( :305)

“Likewise, 99 percent of the sales of this book, and my last, come from channels—not my eCommerce website. Amazon, ACX, Kobo, Kindle, iTunes, book wholesalers, retailers, and a whole slew of channels sell this book as a legacy structure. My job as an entrepreneur and a marketer is to leverage those channels by igniting demand. If a productocracy exists, sales naturally accelerate.” ( :305)

“If there was ever a magic number, it’s $2,740. This figure represents the daily average profit you need for one year to earn one million dollars ($2,740 X 365 days = $1,000,100).” ( :306)

“For example, let’s say you created a great product and advertised it on Facebook using its awesome targeting options. (You can target very specific consumers on Facebook: e.g., “Show this ad to men over twenty-five who are divorced and live in Arizona.”) Assume your profit margin on each sale is twenty-five dollars. If you sell 110 units in one day, congratulations! You just tickled the threshold of being a million-dollar earner—not over fifty years because of a 401(k), but in JUST ONE YEAR—all because you scaled value.” ( :306)

 

KINETIC EXECUTION (KE)

 

“You’re never a loser until you quit trying. ~ Mike Ditka, Da Coach” ( :309)

“It’s the grind no one sees: Sourcing, manufacturing, learning how to code, enduring endless cold calls, or prepping for a trade show.” ( :309)

“The problem with penning execution is no one knows what execution IS until you’re deep in the trenches. And once you’re there, the real game begins.” ( :310)

“Perfection is not obtainable, but if we chase perfection we can catch excellence. ~ Vince Lombardi, Coach” ( :312)

“War and Peace by Tolstoy? A single word breathed life into a 587,287-word novel.” ( :312)

“The model consists of three core elements: 1. The Marketmind, 2. The 3 As, and 3. The 7 Ps of Process” ( :312)

“This is why “business-plan competitions” are about as accurate as monkeys throwing darts at stock pages.” ( :314)

“Gates, Dell, and Jobs never had a business plan. And neither did I, and neither does kinetic execution.” ( :314)

“Nobody can predict how this collective will react to a given stimulus: your advertising, your product, your customers’ use of the product, your customer service, your brand, your packaging, your everything! This unpredictable collective makes fools of its forecasters. For example, sometimes I’ll read a news story profiling a new business and I’ll make a quick viability judgment. Because the marketmind doesn’t give a shit about my solitary opinion, I’m quickly proven wrong. Example: Turo (formerly RelayRides.com) is a peer-to-peer car network where your car can be rented to a stranger. Personally, I’d never use it, and my impulse reaction is “no effin’ way.” And yet, it leaves me scratching my head because thousands use it all while funded to the tune of $48 million.” ( :314)

“Even Steven Spielberg wasn’t immune to individual opines as he was rejected by the USC film school, not once or twice, but THREE TIMES. Later, USC would award him an honorary degree subject to one condition set forth by Spielberg: his rejector had to sign it” ( :315)

“Google “famous singers rejected” and you’ll find hours’ worth of reading. You see, the marketmind has the ultimate veto power, over singular opinions of empowered individuals, including mine.” ( :315)

“”The stiffest tree is most easily cracked, while the bamboo or willow survives by bending in the wind.”” ( :315)

“Remember, kinetic execution is action before answers, situational and incremental problem-solving graduated to resolve a larger problem, which culminates into your business solution.” ( :315)

“Unfortunately, most never poke the cat. Too often, dreampreneurs stay dreamers because they’re preoccupied with knowing every answer and every step. They peek into the dark forest and nervously cower, “Can you tell me exactly what to expect in there?” Remember, there is no freaking list, no paint-by-numbers plan, and no fairy god-mentor. As a result, these folks sit on their thumbs for years, reading books and armchair quarterbacking other entrepreneurs. For example, take this ridiculous forum post: I have a concept I’d like to try, but I have no idea about building websites, so I need advice on what to look for and where. My first question is, what is a good price to charge for advertising? And a good rate to charge for fresh leads?” ( :316)

“How do I randomize directory output? Research, learn, solve. How do I interact with a database? Research, learn, solve. How do I streamline this cumbersome billing practice? Research, learn, solve. How do I manage a hellacious employee payroll and the regulations surrounding it? Research, learn, solve.” ( :316)

“After acting (putting a book into the marketmind), I shifted to ASSESSING.” ( :318)

“two types of reactions are inevitable: (1) the most common, diffusion; and (2) the desired, echoes.” ( :318)

“Unfortunately, diffusion is not deposited into your lexicon and is only measured by data analysis. If 10,000 people viewed your ad and no one clicked or bought, the market reaction is 100 percent diffusion.” ( :318)

“morphing from what I thought the market wanted to what the market actually wanted.” ( :318)

“The key to uncovering actionable feedback comes from recognizing pattern echoes.” ( :320)

“8,000 copies already in print. (If you have an old cover edition, hang on to it—it might be a collectible someday.) And guess what? Ever since that change, I NEVER heard another cover comment again. And more importantly, the book went from a few hundred sold to over 300,000. Thanks to action, assessment, and then adjustment.” ( :320)

“Happiness does not come from doing easy work but from the afterglow of satisfaction that comes after the achievement of a difficult task that demanded our best. ~ Theodore Isaac Rubin, Psychologist” ( :321)

“The 7 Ps are where shit gets done. They are: 1. Plan 2. Path 3. Proof (Soft) 4. Prototype 5. Proof (Hard) 6. Productocracy 7. Propagate” ( :321)

“Have you identified ALL the value attributes within your industry?” ( :324)

“Is your proposed skew strong enough to adequately firm a unique selling proposition (USP) relevant to your target customer?” ( :324)

“Have you identified ALL the value attributes within your industry? Is your proposed skew strong enough to adequately firm a unique selling proposition (USP) relevant to your target customer? Can you effectively communicate this value skew to your target customer? How is your solution monetized? What are your primary and secondary revenue models?” ( :324)

“Multiple instances of irritation language (“I hate, I wish, I need”) through multiple mediums (Twitter, Topsy, Facebook, forums) essentially confirm the seeds of need.” ( :327)

“I once had a situation where 100 out of 100 people surveyed said something was brilliant, marketable, and provided value. When it came time for the item to hit the market (with no change in competition or value proposition) 0 out of 100 people bought it.” ( :327)

“Google Trends. For example, some years ago “gluten-free” emerged as a trend and still is a trend today.” ( :327)

“Another confirmation method is a channel investigation. Amazon is the best for this. Find a similar product being sold and check its sales rank and review quantity. If similar products have many reviews, say 500, you can presume there is both demand and need. For example, by the time you’re reading this book, The Millionaire Fastlane will have over 1,500 reviews. Assuming one person reviewed the book for every 250 readers (.4 percent review rate), you can speculate that my book has sold around 375,000 copies. This verifies demand for its message and genre.” ( :328)

“The beauty of keyword, cost-per-click (CPC) advertising is that you can peek into the marketmind and quantify the search volume for virtually anything. While there are other keyworddriven search engines, Google is the best. Create an AdWords account and log in to their Keyword Planner tool. Enter your product, service, or solution, and find out how many people are searching for your visionary offer. For example, if you are looking into creating a unique wedding-planning tool, a quick review of the “wedding planning” keyword reveals it has 30,000-plus searches per month. Moreover, your target marketmind (couples getting married) is flush with searches, on average ten million per month.” ( :329)

“4. Ask/Interview The Market Asking the market is as implied: Find a congregation of your target marketmind and expose them to your idea. For instance, Reddit has an immense variety of sub-forums, which cover virtually any topic or interest. Likewise, Facebook has incredible targeting options where marketminds can be nailed down into specific groups. Looking for females over thirty-five who have a garden? Facebook can do it: Place an ad; send them to a page; see what happens. If your idea pertains to a specific niche, say owners of exotic cars, find the related forum(s) for it and ask.” ( :329)

“Simulating the Market: Landing Page The most effective soft proof is an email address evolving from a one-page sell sheet, commonly referred to as a landing page.” ( :330)

“Interest and commitment are not the same: “Here’s my email addy” and “Here’s my money” are two different things. For example, before I released my first book, I captured email addresses from a pre-ordering landing page. By release, I had roughly 3,000 email addresses from folks who indicated buying interest. However, when it was time to open wallets and fork over cash, nearly two-thirds bailed. Captured email addresses are circumstantial soft proof; cash is a verdict and hard proof.” ( :330)

“UNSCRIPTED is not about my way as the best way. The best way is your way: the one that fits your personal strengths.” ( :332)

“Epitaphs read, “Here lies a great idea that never happened” and “His vision was real; his execution was not.”” ( :333)

“desert of desertion where entrepreneurs are clubbed with shiny-object syndrome—every idea seems better (and easier) than the one they are working on. With no feedback loop—zero sales, emails, or market resonance—for months, the motivation cycle stalls and passion can quit us. This is normal. Expect a long and lonely walk. Mud through it and let the marketmind light the way.” ( :333)

“Once the prototype or beta version is fully functional, seek a verdict. Will the marketmind pay for it? Your aim is hard proof which is a sale (or pre-order) and the receipt of moola. Hard proof is a market oscillation that says, “I like your stuff; here’s my money.”” ( :334)

“I’ll get an email from a reader who experiences hard proof, and let me tell you, it’s like having billionaire parents on Christmas day.” ( :334)

“Above all, hard proof is your first goal worthy of celebration.” ( :334)

“Amazon, Reddit, ESPN, Twitter, Craigslist, Instagram, Pinterest, Yahoo, and Bing are just a few mass-market websites with targeting functions and plenty of eyeballs.” ( :335)

“Onboarding is sometimes referred to as a “sales funnel” or “lead channel.” Onboarding (and sales) results are solely dependent on the effectiveness of your offer. If your landing page conversion optimized? Does your copy promote benefits over features? Are the pictures sharp, or fuzzy? Have you demonstrated social proof?” ( :335)

“1. An echo (colored gumballs) 2. Diffusion (white gumballs) 3. A conversion (the sale or an onboard—gold, baby!)” ( :336)

“If your ad had only one hundred impressions or thirty-two clicks, you are drawing conclusions from an inadequate sample size.” ( :336)

“I’d recommend at least 10,000 impressions and/or 1,000 clicks.” ( :337)

“3. Checklist Your Message: Probably the most common false flag is your message. Your offer is weak. Your copy sucks. Your call to action doesn’t exist. Your design and UI look like they were done with GoDaddy’s web tool.” ( :337)

“Pushing proof’s third outcome is the desired: a sale! Congratulations. Light a cigar and toast the champagne, you’ve just proven the viability and value of your offer. Someone wants your product and is paying for it. You’ve just accomplished more than most entrepreneurs ever dream of.” ( :337)

“A sale proves you have effectively communicated perceived value. Your marketing works. However, have you delivered actual value? Only your customer knows. This unknown establishes the contrast between a productocracy and a BRO-marketing scheme.” ( :337)

“Let me be clear: If you have an entire department dedicated to chargebacks, you have a product problem—and probably a sleeping problem as well. Yet based upon his fleet of exotic cars, my guess is that he was making a fortune but certainly wouldn’t win any awards for ethics.” ( :338)

“Quite possibly the most famous “pattern echo” comes from Instagram’s meteoric growth. When Instagram was first started (back then it was called Burbn), founder Kevin Systrom and his programmer, Mike Krieger, noticed that no one was really using the “check-in” feature while everyone was engaging the photo-sharing feature. They acted, assessed, and adjusted, and bam— Burbn was dumped and simplified, and Instagram was born.” ( :338)

“1. Reorders or renewals: both say, “Yes, you’ve delivered on your promise.” 2. Private emails: Written accolades or testimonials signify success. 3. Public reviews or praises from strangers: a positive blurb (blogs/social media) from strangers hints of a productocracy.” ( :338)

“Over the next few years, the forum grew to where it became beneficial to monetize the traffic with advertising. Most users didn’t care. But others did. One publicly posted a thread and complained about the ads. A few others followed, voicing the same opinion. However, embedded” ( :338)

“in their complaints was an opportunity. The complainants said that they’d be happy to pay for an ad-free forum.” ( :339)

“suggestion was ridiculous. Why? My personal bias interjected. It scoffed, “I’d never pay to view a forum ad-free, so why bother?” Despite my sentiment, I listened to my users and offered an ad-free version of the forum for a mere $7.99 a month. I spent about one hour implementing the plan and named the ad-free option “Fastlane Insiders.”” ( :339)

“ad-free viewing, I also added several other benefits, including what many saw as most important: privacy and less dreampreneur noise.” ( :339)

“Once I discovered TMF was a productocracy, I went on a podcast tour for several years. My objective was reach expansion to expand product awareness.” ( :341)

“The Fastlane audiobook wasn’t added to the Audible channel until 2015. That mistake cost me roughly over six-figures in lost sales.” ( :342)

“Lightning Source is another channel I added, which serves markets outside the United States. Again, I didn’t add this channel until three years after release. After adding it, sales poured in. Yeah, another six-figure mistake by acting three years too late. As long as channel expansion hits your audience, maintains your brand, and fits into your cost structure, add, add, and add.” ( :342)

“In 2014, I noticed a fellow author was tweet-recommending my book. His name was Hal Elrod, who authored the book The Miracle Morning.” ( :343)

“It is NOT about compromised principles or being disingenuous for the sake of making money. Had I not enjoyed Hal’s book, I would have felt no obligation to recommend it. Without the productocracy, there is no back-scratching.” ( :343)

“”It’s not WHAT you know, but WHO” is partly true but misleading. Having better WHATs (knowledge and experience) can open the door to better WHOs.” ( :343)

“Focus on value and what you can offer your potential partner. Take, for instance, this email I received. Its opening was this: “Hey MJ, I’d like to promote your book to 100,000 subscribers to my YouTube channel…this is what I’d like to do….” Think that opening would strike my interest and initiate a new network contact? How about this opening? “MJ, I’d like to interview you for my new success podcast I’m launching next month. I don’t have listeners yet, but I plan on interviewing many successful people and it should be cool. What time works for you?”” ( :343)

“Not sure if you can see the difference, but Email A opens with a GIVE mentality, while Email B opens with a TAKE mentality. In fact, I’d guess that nine out of ten emails I receive regarding mentorship open with a TAKE and ignore the GIVE.” ( :344)

“Equity crowdfunding is like an online Shark Tank: you don’t walk through the doors with zero sales, an idea, and a dream.” ( :345)

“Great marketing only makes a bad product fail faster. ~ David Olgilvy, Businessman” ( :346)

“In truth, there is only ONE UNSCRIPTED failure: giving up on your dreams and regressing to SCRIPTED mediocrity.” ( :346)

“Likewise, Amazon started solely in the book space. When PayPal first launched, its original intention was payment processing for eBay top sellers. eBay itself? Pierre Omidyar started it on a whim as a collectible auction site after he sold his laser pointer for an unexpected profit.” ( :346)

“Faithful monogamy is a characteristic storyboarding the launchpad for many top entrepreneurs. From Richard Branson to John Paul DeJoria to David Geffen—the world’s most renowned entrepreneurs become renowned because of monogamy: they commit to one business and one business only. Then after striking it big, polygamy is often the result: diffusion into multiple ventures where passions are explored and capital allocated.” ( :347)

“#3) BALANCE IS BULLSHIT Good father? Fuck you! Go home and play with your kids.” ( :347)

“Periodic, huge life imbalances often precede success.” ( :347)

“When I owned my web company, there were many instances of twelve-hour days, thirty days straight. And yes, some of my relationships suffered. When I wrote my first book, I checked myself into a beach condo and wrote for thirty days straight: eat, write, sleep, lift. Balance was nowhere to be found.” ( :347)

“I spent 5 years completely obsessed with business. I sacrificed my social life and nearly lost the ability to even know how to have fun. It did, however, pay off and now I am getting back to enjoying life with a lot more freedom and a lot more money. Like anything difficult, it’s worth it in the end. So obsess over your venture…if you find yourself thinking about it around the clock, it’s almost impossible to fail because 112 you clearly want it bad enough to do anything to get it. And that’s what it’s all about.” ( :348)

“Ahh, the great irony of long-term balance is short-term imbalances win it. If I want to launch another multimillion-dollar company, I implicitly know balance will be forsaken.” ( :348)

“If SCRIPTED peers are holding you back and trolling your dreams, find new peers. Ditch them, or at best, keep them a few zip codes away. An optimum environment isn’t one that nags and naysays! You know your optimum environment. If pizza and a Planet Fitness filled with undedicated part-timers gives you a better workout, go. You are free to choose—not choosing makes you a victim to circumstance.” ( :348)

“5) GATEKEEPERS ARE DYING; DON’T ASK FOR PERMISSION Five-time Grammy Award winner Hillary Scott of Lady Antebellum auditioned for American Idol, not once but twice, and never made it past the preliminary rounds. As she told Entertainment Tonight, “I literally performed for the production assistants and the interns, and I just didn’t make 113 it.” Thankfully, she didn’t let a few greenhorns roadblock her success. Instead of choking on a gatekeeper’s verdict, she persevered and became part of one of country music’s hottest bands. A music productocracy did the rest.” ( :349)

“Perhaps my favorite story of marketmind’s exposing talent is the once homeless drug abuser, Arnel Pineda. If you haven’t heard of Arnel, he is the lead singer of the legendary rock band Journey.” ( :349)

“Lindsey Stirling tried out for America’s Got Talent and was told by Piers Morgan, “You’re not good enough…to get away with flying through the air and trying to play the violin at the same 115 time.” Sharon Osbourne piled on: “What you’re doing is not enough to fill a theater in Vegas.” LOL. Stirling went on to sell and make millions by simply hearing the marketmind, and not the gatekeepers.” ( :349)

“it is the art of personifying a business with human qualities and characteristics so that it reflects or affirms your own customer’s identity.” ( :350)

“In fact, an interesting story of brand and identity happened in my life recently. A few years ago, I sold my Lamborghini because it no longer matched my identity. At first, the Lambo brand resonated with my UNSCRIPTED, Fastlane identity—there’s nothing like driving a car that 99 percent of the population can’t drive. It’s different, radical, and skewers mediocrity. Unfortunately, it also boldly screams for attention. For me, grabbing unwanted attention and being “off the radar” outweighed my desire to be noticed with 550 horsepower. The brand identity of Lamborghini didn’t change—mine did.” ( :350)

“And ever notice how difficult it is to talk to a human being about something, and only after you’ve pressed 1, *, 2, 2, 2, 1, 1, and 0? Customer disservice.” ( :351)

“a brand is earned. It is a reputation arising from consistent action, much like an individual earns a reputation.” ( :351)

“If you want to be known as the “witty” company, but your company blog posts wouldn’t inspire a match in a pail of newspapers, you fail the brand game and hinder the productocracy.” ( :351)

“If you want to sell more of anything, give your product or company a story. People love stories because it’s how we make sense of our world. Linking a story to your company or product gives the customer a chance to become part of the narrative. When the story resonates with your customer’s identity, it strengthens your brand. Remember the story about Arnel Pineda, Journey’s lead singer? I was a casual fan. However, once I learned the captivating story behind Arnel, I went from casual to engaged—I searched for tickets and started buying songs. That’s story’s power.” ( :352)

“SignificantObjects.com is one such experiment that demonstrates how narrative can impact the perceived value of any object. At Significant Objects, common thrift-store items were purchased cheaply and then resold on eBay, except with one difference: A powerful story was linked to the objects. As a result, items purchased at an average of $1.25 resold for many times more, nearly $8,000 in total. A one-dollar 116 jar of marbles, storied and sold for fifty dollars. A one-dollar wooden apple core, storied and sold 117 for over one hundred dollars. And dozens more. Another benefit of the story is it frames your brand.” ( :352)

“This powerful statement tells a potential Stur customer that their purchase helps a man with a family—not a faceless giga-corporation.” ( :353)

“The fact is people want to do business with relatable people they like, not mammoth corporations hidden behind a bureaucratic wall.” ( :354)

“My first book’s author page has multiple photos of me from grade school to forty-plus! I’ve done this because studies have shown that the “About Us” page (or in my case, the author page) is one of the most visited pages on ALL websites.” ( :354)

“I don’t hang out on Twitter very often, but when I do, I take time to respond to fans tweeting about my book. If they took five-seconds to contact me, I can give five back. Likewise, whenever someone emails, I try to respond despite the volume which has made it impossible. When readers hear back, they’re shocked that I responded and not a hired VA from the Philippines. Such simple gestures can move the brand meter and further enforce discipleship.” ( :354)

“For example, Southwest Airline flight attendants are very creative in their precautionary preflight presentation. Instead of hearing the same rabble the umpteenth time, travelers have heard it sung, rapped, and humorized. Instead of a corporate hammer banning such witticisms, they allow it, ultimately humanizing a large corporation. Rare indeed.” ( :354)

“APPEAL TO SELF-INTEREST, MEANING, AND PURPOSE The ultimate consumer doctrine of selfishness is what’s in it for me? The quicker and cleaner your customer learns what’s in it for them, the quicker the sale.” ( :354)

“Crush Your Moving Frustrations! Simplify And Speed Your Move With Our Eco-Friendly Rentable Moving Crates! Is there any confusion why a customer should buy?” ( :355)

“Fastlane: “Is There A Millionaire Entrepreneur In You?”” ( :355)

“imbues social inclusion, it has an advantage over one that does not. Why? Because studies 119 prove that social inclusion in humans is linked to meaning. When we feel a part of a group or a subculture, it gives meaning to our lives. This is why professional sports teams and their athletes are worshiped: pro sports teams and their ravenous fans leverage a meaning appeal—it’s why grown men feel perfectly comfortable wearing another man’s name stamped on their jersey’s backside.” ( :355)

“For the productocracy, social proof is everything. Every day, I hear positive comments about my first book in every format.” ( :356)

“Similarly, whenever a new user visits my forum (usually from a web search on entrepreneur forums), they see my book being discussed, quoted, or cited in virtually every thread. Most find the forum valuable, so they infer that the book will be valuable as well. On my forum, there’s a thread titled “I’ve read The Millionaire Fastlane.” Here, readers share their thoughts on the book. I do not solicit favorable comments. If a visitor dives into that thread, they’d disappear for three weeks: It is 125 pages long and 3,000 posts deep—and 99 percent of the posts are favorable. If the potential reader views this thread, they likely become a buyer. How convincing are 3,000 unsolicited raves from readers? Or would some intrusive banner ad be more effective?” ( :356)

“Seems like every website you hit nowadays has one of those intrusive pop-ups asking for your email address. Get your free report! Free coupon! Free secrets of the universe! After nearly twentyyears of web surfing and probably 20,000 interrupting pop-ups, I can’t recall EVER giving my email address. They don’t work on me and I hate them. And yet, guess what? I use them. Despite my pop-up hatred, I use them at my websites because they work.” ( :357)

“Years ago, when I did the research on list building, the evidence was clear: interruptive pop-up lightboxes are more effective than any list-building strategy. Evidence ran contrary to both my experience and my bias. And yet despite this, I implemented the technique because financial security was more important than my righteousness.” ( :357)

“Once I discovered this gal was unwilling to shelf her biases, I checked out—she was more interested in being right, than rich. Look, business is hard enough. Don’t make it any harder by letting your limited worldview corrupt the real world. Again, your perception is not the reality.” ( :357)

“For instance, a popular ongoing fad (as I write this) is long lumberjack beards. As a result, we now have a glut of beard-oil businesses.” ( :358)

“In November 2016, Kelloggs, the multinational food company announced it would no longer advertise on Breitbart.com, a large conservative website with over 45,000,000 readers. Kellogg’s cited that the website (and their readers) are not “aligned with our values as a company.”” ( :359)

“Breitbart campaigned vigorously for a company boycott and their readers responded in a furor. Subsequently days later, over 400,000 signed on to the boycott, #DumpKelloggs became a trending Twitter hashtag, and their Facebook page blew up with angry customers. Months later, they missed their earnings target.” ( :359)

“#13) NOT EVERYONE LOVES COFFEE Be warned: You will be criticized. Not everyone will like your product. Some will even waste their time attacking you. The fact is, anytime you put your creative works out into the marketmind, you are guaranteed to hear from haters, detractors, and people who don’t like what you are doing. This is normal. The best you can do is assess, adjust, and act (if their criticism is legit) or ignore. If you fear criticism or “what people might say” about your effort, quit now and update the resume.” ( :359)

 

THE FOUR DISCIPLINES (4D)

 

“Some people regard discipline as a chore. For me, it is a kind of order that sets me free to fly. ~ Julie Andrews, Actress” ( :361)

“Give the average paycheck-to-paycheck American $1 million, and after three years, they’ll be back where they started: broke. Some will need only one year. Ever wonder how lottery winners always lose their winnings? The missing element in the riches-to-rags tales is the prestige: discipline. Making money is hard; keeping it is harder.” ( :361)

“1. Comparative Immunity 2. Purposed Saving 3. Measured Elevation 4. Consequential Thought” ( :361)

“Materialism is the only form of distraction from true bliss. ~ Douglas Horton, Clergyman” ( :363)

“This is a favorite scene of some people I know. And it saddens me. You see, there is no exact formula for happiness, but there is one for unhappiness: it’s comparison—the drive for more when more isn’t needed.” ( :364)

“Compari son is future-oriented and focused on what is missing, creating anxiety. Gratitude is presentoriented and focused on what you have, creating peace.” ( :364)

“Did you know halving something for an eternity, it would never disappear? Multiplication by half never meets zero. The problem with comparison and the ultimate drive for “more” is that they are similarly unattainable.” ( :364)

“Please don’t confuse this for the “Kaizen Principle,” which is continual personal improvement—being a better you is not the same as striving to own the most expensive house on the planet.” ( :364)

“In my ten-minute pass of the $12,000 dresses and $42,000 chandeliers, the messaging of this “lifestyle” magazine was clear: you are inadequate and your inadequacy can be solved by spending everything you earn on outclassing the other guy. It made me think.” ( :369)

“What part of your life is susceptible to comparison rituals? At the office? At the gym or in the club? In the school parking lot? And how have you reacted to it?” ( :369)

“You can’t try to do things; you simply must do them. -Ray Bradbury, Author” ( :370)

“I never forgot this simple concept—money makes money while time passes.” ( :370)

“1. Lifetime passive income” ( :370)

“2. Early “retirement” and dream pursuit 3. Tax relief” ( :371)

“a money system, regular monthly income generated from investments, is numero uno on the passivity scale.” ( :372)

“(1) purposed saving from business income; and (2) a business sale, known as a liquidation event.” ( :372)

“Remember, 5 percent interest on $10 million is a whopping $46,000 per MONTH for life—and that’s without touching the principal!” ( :372)

“Remember, 5 percent interest on $10 million is a whopping $46,000 per MONTH for life—and that’s without touching the principal! After fifty years, your $10 million is still there! Can you and your family survive on $46,000 per month? Or would you need to cancel HBO?” ( :372)

“Retirement can mean anything, but at its fundamental roots, it means that working by force is replaced with working by choice.” ( :372)

“Anyhow, what’s interesting about retirement and the money system fueling it is this: In the ten years since retiring, my net worth hasn’t gone down; it’s gone up.” ( :372)

“Let’s assume you’re an execution master. At year-end, your profit is a whopping $500,000. Congrats. During the year, you also paid yourself a nice, comfy salary of $60,000. Because you’re smart and read UNSCRIPTED, you’ve also adopted purposed saving, or so you think. You’ve saved 20 percent ($100,000) of your $500,000 profit and spent the rest on a lake cabin, complete with ATVs and a speedboat. Smart? Not exactly.” ( :373)

“1. Reframe 2. Reform 3. Reduce 4. Reallocate and Remind 5. Reward” ( :373)

“My favorite money reframe is approaching it as a ruthless conqueror: Each dollar saved is another freedom fighter added to your slave army. You army also procreates more soldiers. Altogether, your saved soldiers are fighting for your freedom. On the other hand, every dollar spent on the latest fad is one fighter killed.” ( :374)

“Yeah, I know, none of that is cool or easy, but is discipline ever easy? Remember, unearned luxury equates to earned suffering.” ( :374)

“When I eclipsed $100,000 per month in profits, I remember being excited with all types of temptations: multiple cars, second homes, new this, new that. This is when you need to clamp down and really flex your discipline muscles. Instead of spending, I save most of it. And no, it didn’t involve frugality.” ( :375)

“For every disciplined effort, there is a multiple reward. ~ Jim Rohn, Author” ( :377)

“If a survey says, “93 percent of adults will be financially unprepared for retirement by sixty-five years old,” we absolve ourselves and think, “That won’t be me.” Unfortunately, without discipline, it will be you.” ( :377)

“Measured elevation is the discipline to raise your lifestyle disproportionately as your income rises.” ( :377)

“Business booming? Great, reward yourself with something desired—but don’t go overboard. By all means, measurably enjoy the fruits of your success, but don’t endanger the goal: UNSCRIPTED —never needing to work another day in your life.” ( :378)

“Every action has a consequence, so always try to be good. ~ Richard Eyre, Director” ( :379)

“In 2012, an Arizona medical-device CFO making $200,000 a year thought it would be cute to 123 video himself berating a Chick-fil-A employee at a drive-through window. The two-minute-andtwenty-second YouTube video went viral, stoking a national firestorm, which resulted in his immediate job termination. Besides his job, the smug man reportedly lost over $2 million in stock 124 options and, as of March 2015, is now unemployed and on food stamps. One event can kill a process. A career. A marriage. A life.” ( :379)

“The unfortunate reality of the event/process dichotomy mentioned in Chapter 18 is UNSCRIPTED’s final discipline: consequential-thought—the foresight into the consequences of our actions and knowing that our choices are unfairly weighted toward the bad ones. Actually, “unfair” is understated—it’s ridiculously uneven.” ( :379)

“Consequence inequity is where one impulsive decision (or mistake) has the staggering power to invalidate thousands of well-planned ones. But the reverse does not apply. One positive action cannot erase thousands of negative ones. Eating broccoli for one day won’t help me lose fifty pounds. If this incongruity is unclear, let me explain.” ( :379)

“You see, one reckless decision can ruin your life in an instant. Not just for you, but for innocent bystanders. I could have killed someone and been convicted of negligent homicide, spending the rest of my days in prison. I could have permanently injured myself. One judgment lapse could have eradicated every good decision I made in my lifetime.” ( :380)

“Bill Buckner’s successful baseball career has been overshadowed and mired by one game: He erred in the World Series. Thousands of at bats erased by one play. Another story, Pete Rose, banned from betting on baseball. Lance Armstrong, doping the Tour de France. Tiger Woods, crashing his Lincoln amidst a marital-infidelity cover-up. In each instance, an event spanning only minutes causes a lifetime of process to unravel, killing careers, relationships, and reputations. You can never, EVER underestimate the potential negative weight of one decision.” ( :380)

“It was the last time I saw Dave. Why? Because I decided it would be the last time. Even in my youth, I sensed something off. Disastrous. My intuition knew I didn’t want to hitch a friendship to this guy. And sure enough, I was right. I read about Dave in the newspaper some years later: he murdered a police officer.” ( :380)

“You see, you simply can’t win life’s game tethered to uncontrollable liabilities. Wipe them from your balance sheet so you have a chance to win.” ( :381)

“Negative influences or destructive people, no matter what their label (family, fraternity brother, coworker) shouldn’t carry exemptions to excommunication.” ( :381)

“Wherever you are today—free from the SCRIPT or imprisoned by it—face the uncomfortable truth: You are exactly as you have chosen.” ( :382)

“And yet most people make their life’s management decisions not as the CEO, but as a preschooler awaiting instructions on when to get their midday nap. Don’t be one of the millions of adults who still live like children.” ( :382)

“While a profitable business earning both money and freedom is the goal, neither can bribe discipline.” ( :382)

“What risky “YOLO” behaviors are you (or your peers) engaging in that are invariably causing you to gamble with your future?” ( :383)

 

PART FIVE: A NEW DAWN… NEVER WORK AGAIN

 

“The artist is nothing without the gift, but the gift is nothing without work. ~ Emile Zola, Author” ( :386)

“It’s the official rite where life no longer lives you; you live it.” ( :387)

“Thirty-year mortgage offered at 6 percent with two points in fees? Fuck you, I’ll pay cash. Warned your book will never sell because it’s too brute force and not concept focused? Fuck you, I’m publishing it anyway. Always wanted to own a Ferrari, despite its lack of utility? Fuck you, I’m buying it and paying cash. “Fuck you” is a beautiful thing.” ( :387)

“Unfortunately, fail to unionize one or more of the UNSCRIPTED components and UNSCRIPTED fails. All five components are like a cake recipe. You can’t just say, “Meh, let’s skip the sugar and see what happens.” Deficiency in one ingredient (or more) and the outcome sours.” ( :387)

“five UNSCRIPTED ingredients are not suggestions—they’re required. Dismiss any one and here is what happens:” ( :387)

“THE COMPETENT SELF-DESTRUCTOR Proficiency: Meaning, CENTS Productocracy, Execution, Discipline Deficiency: Belief” ( :387)

“Through its multitude of flawed beliefs, biases, and bullshit, your ideas are quickly dismissed because of internally held untruths. While you possess the proficiency (intelligence and talent) to execute, your self-destructive beliefs stand in the way of results. The likely outcome is a job held for a lifetime, simply because your business ideas and actions never coordinate into an effective process. Or worse, you take an unethical, immoral road where success, money, and entrepreneurship are associated with a negative identity shift, a thought line that in order to succeed, you need to be greedy and/or scammy.” ( :388)

“THE WANDERER Proficiency: Belief, CENTS Productocracy, Execution, Discipline Deficiency: Meaning” ( :389)

“An UNSCRIPTED process void of meaning is deprived of initiative, motivation, and persistence. As a result, the entrepreneur fails the motivation cycle, gives up too early and fails to finish, namely because execution cycle was not exhausted. With an absent meaning, the entrepreneur might possess the knowledge, tools, and wherewithal to execute, but he doesn’t sufficiently “beat the piñata” until it breaks. Obstacles bar progress. Difficulty goes unconquered” ( :390)

“Your business might pay the bills, but it isn’t going to buy your freedom.” ( :391)

“Proficiency: Belief, Meaning, CENTS Productocracy, Discipline Deficiency: Execution” ( :392)

“Typically, idea guys are committed to the idea of wealth, but not committed to its realistic execution.” ( :393)

“Riches are chiefly good because they give us time. ~ Charles Lamb, Writer” ( :395)

“The following is my opinion and should be viewed as such. IT IS NOT to be construed as financial, legal, tax, and/or any other professional advice. If you seek official advice in any of these fields, please contact a “licensed qualified professional,” someone who can sell you a boilerplate plan of SCRIPTED hope-and-pray.” ( :396)

“The following is my opinion and should be viewed as such. IT IS NOT to be construed as financial, legal, tax, and/or any other professional advice. If you seek official advice in any of these fields, please contact a “licensed qualified professional,” someone who can sell you a boilerplate plan of SCRIPTED hope-and-pray. Sad that I had to disclaim this, but the truth is, in some fields, reading textbooks and theory—not real-world results—qualifies someone to dispense advice.” ( :396)

“First, what qualified Kyle to give advice on how to grow money? Textbooks full of vacuumpacked theory based on the compound-interest scam? Or real-world results symbolized by his own huge portfolio, compliments of the growth advice he was about to dispense? Aside from a fancy degree from some fancy college, I suspect Kyle had zero real-world credentials about growing money.” ( :396)

“You never know if it’s a book-smart college graduate with thousands in student debt who scored As on SCRIPTED dogma but scored Fs in real-world results.” ( :397)

“1. The “fuck you” pot 2. The home pot 3. The paycheck pot Visually, the UNSCRIPTED money system looks like this:” ( :398)

“When Kyle, my trusty neighborhood financial advisor, called me, he mentioned inflation and argued my cash should be “working.” He didn’t understand this account was my FU pot. He didn’t understand what it represented: a liquid call option on opportunity.” ( :399)

“The final pot is most important to UNSCRIPTED, and it’s based on the capital-principle referenced in Chapter 25.” ( :401)

“Such financial instruments can be bonds, ETFs, options, stocks, bank deposits, investment trusts—anything that delivers a published, predictable yield.” ( :401)

“Such financial instruments can be bonds, ETFs, options, stocks, bank deposits, investment trusts—anything that delivers a published, predictable yield. It could even be a low-cost mutual fund, and yeah, I just recommended mutual funds. My contradiction is absolved in our ends: purposed for income, not for growth. Once a 5 percent return on your paycheck pot is a large enough income to make you comfortably (or luxuriously) happy, you fund the other pots as you wish.” ( :401)

“Contrary to what most believe, you don’t need a king’s ransom to start a business. I started my company with less than $1,000. Publishing my book, only a few thousand. Many hustlers on my forum resell Craigslist discards into new cash flow. Others spend countless hours in “learned” human capital, build great things, and go on to make thousands monthly. “It takes money to make money” is one of the biggest lies in the business of business. Unfortunately, in the business of money, it’s true.” ( :401)

“A money system is, in fact, a capital rental system. Like a real-estate investor who collects rents on his properties or an inventor who collects royalties on his licenses, the business of money rents capital.” ( :401)

“1. Stock Dividends 2. REIT Dividends 3. MLP Partnership Income 4. Bond Interest 5. Loan Interest 6. Managed Income” ( :401)

“Dividends are corporate profits received from common or preferred stock ownership in a public or private company. Dividend-paying corporations “pass through” a portion of their profits to shareholders, usually quarterly. If you buy 10,000 shares of Johnson & Johnson (JNJ), which pays a quarterly dividend of three dollars per share, you should receive $30,000 in dividends per year.” ( :402)

“Bond interest is payment from loans or debt instruments issued by a government, corporation, or municipalities. For extending credit to a debtor, you get paid a “coupon,” or an interest payment at a predetermined interval. For example, a hundred-dollar loan to ABC Corporation might pay three dollars a quarter for the next five years, yielding a 12 percent capital return. At the end of the five years, ABC returns your hundred dollars. The size, rate, term, and regularity depends on the bond offering. The following debt instruments allow you to lend money and earn regular interest payments, which is no different from receiving a regular paycheck, without the work:” ( :405)

“Munic ipal bonds or “munis”: Local governments, counties, and municipalities borrow money to finance capital expenditures and public projects. While munis offer lower interest rates than corporate bonds, they are very attractive to high-income earners because their interest payments are exempt from federal taxes. Also, if you buy a bond issued within your state, the income is exempt from state and local taxes.” ( :405)

“MY 7 PAYCHECK-POT RULES” ( :407)

“You buy an expensive piece of commercial real estate. A prospective tenant offers this: Instead of paying monthly rent, he offers a tiny ownership percentage of his new restaurant and its future profits when they arise. The exact duration and amount of these future profits are unknown and not guaranteed. Oh, and one more thing: these future profit payments are voluntarily, arbitrarily, and unconditionally decided by the tenant. A realized profit, or rent, could be months, decades, or never. In the meantime, the tenant tells you to sit tight and hope his restaurant succeeds so your ownership shares might be worth more. Good deal? You probably don’t think so. And yet this is how people fund their retirement through stock market investing. They part with their money and, in return, hope to get a piece of future earnings or price appreciation. Neither is guaranteed” ( :408)

“the rent rule. The rent rule states that anytime you cede control over your paycheck-pot money, demand rent, not unconditional promises and coin-flip pipe dreams.” ( :408)

“behind rule #2: the snap rule. The snap rule requires that paycheck-pot investments must remain highly liquid, or recallable back to cash at the snap of a finger.” ( :408)

“A recent snap rule example comes from one of my favorite dividend stocks, Southern Company, an electric utility in the southern United States. As I write, its dividend yield is nearly 5 percent. However, in late September 2013, the stock price accelerated from forty-three dollars to above fiftythree dollars just a few months later. On 10,000 shares (a likely investment amount for a $10M money system), this stock appreciation generated a $100,000 unrealized gain (not including the dividends) and posed a prime example of why you need to “get out” when the iron is hot.” ( :409)

“#3: the apocalypse rule. The apocalypse rule holds that the only catastrophic threat to your principal investment has to come from a global financial apocalypse.” ( :410)

“Notice that none of these is a tiny, unknown company small enough to be shielded from public scrutiny. Each of these entities is large enough where a failure (or a large-scale fraud) in any of them would inject systemic risk into the world banking system. In other words, if Vanguard’s umbrella of shareholder-owned companies fails, I know we’re looking at a worldwide failure in the banking system and, perhaps, an event so large that the world will never be the same.” ( :414)

“RULE #4: THE “3 YEARS IN 3 MONTHS” RULE When Southern Company’s stock moved from forty-three dollars to above fifty dollars in a few short months as mentioned above in The Snap Rule, another rule is what compelled me to sell. It’s called the three-three rule.” ( :414)

“if any of your investments, whether they be stocks or bonds, appreciates unrealized gains greater than or equal to three years in dividends in any three-month period, SELL and take the profits.” ( :414)

“Southern Company (SO) Current Dividend: 5% Share Price Cost Basis: $43.00 Shares Purchased: 1,000 ($43,000 principal) Annual Dividends: $2,150 (.05 X $43,000) Three-Year-Rule Scenario: If SO appreciates to $49.50 within (3) months, you should sell and take the $6,450 (3 X 2,150) gain, which represents 3 years of dividends.” ( :414)

“The Aberdeen Asia-Pacific Income Fund (FAX) Current Dividend: 8% Share Price Cost Basis: $5.00 Shares Purchased: 10,000 ($50,000 principal) Annual Dividends: $4,000 Three-Year-Rule Scenario: If FAX appreciates to $6.20 within (3) months, you should sell and take the net $12,000 gain, since the $12,000 (3 X 4,000) threshold was breached.” ( :414)

“RULE #5: THE ADMIRAL ACKBAR RULE” ( :415)

“If the S&P 500 yields 2.5 percent a year and that oil refinery MLP suddenly advertises dividend yields of 18 percent yearly, picture Admiral Ackbar trumpeting, “It’s a trap!”.” ( :415)

“The ostrich rule states that you should avoid investments where the business no longer jives with either the cultural or economic climate.” ( :416)

“Is the company’s industry dying? (RadioShack, Kodak) Is the company’s industry being disrupted? (Barnes & Noble, Blackberry) Is the company’s industry going through a cyclical shift that could endanger the underlying asset? (Linn Energy, Chesapeake Energy) Is the company likened to a fad or a trend? (Crocs, Krispy Kreme, Mossimo)” ( :417)

“If you’re following the snap rule, buying paycheck-pot assets is a breeze. First, open an account at a major financial firm. Keep in mind the apocalypse rule and stick with larger companies. You shouldn’t be depositing millions with some dude claiming to be a financial advisor who just started his company eighteen months ago. My preferred financial providers are as follows: Vanguard (vanguard.com) T. Rowe Price (troweprice.com) TD Ameritrade (tdameritrade.com) Charles Schwab (charlesschwab.com) Fidelity (fidelity.com)” ( :418)

“Group 1: Pays dividends in January, April, July, and October. Group 2: Pays dividends in February, May, August, and November. Group 3: Pays dividends in March, June, September, and December.” ( :419)

“Using data taken in the middle of December 2015, here is how a simple mix of corporate assets can give you monthly passive income for life: $10,000,000” ( :419)

“ANNUALIZED TOTALS Principal investment: $9,964,910 Total dividends: $499,525 per year Portfolio yield: 5.01% Monthly income: $41,627 (average)” ( :421)

“In this example, you receive (on average) about $41,000 a month. Sell some covered calls on the positions and you could easily stretch that 5-6 percent, receiving another $100K annually.” ( :421)

“Want to see how the investment income changes with a change in principal? Simply divide the figures by the change in principal. With a $20M portfolio (twice the principal) just multiply by two: instead of $40,000/month, you’d receive $80,000/month and $1M per year. With a $1M portfolio, divide the results by ten: instead of $40K per month, you’d live comfortably passive on $4,000/month and nearly $50,000/year.” ( :421)

“My friend, this dream exists. It’s out there. I’m proof of it and I’m nobody special.” ( :421)

“While in cash-accumulation mode, I did not change my investment style and invested according to the capital-principle: I saved for income, not for growth.” ( :421)

 

THANK YOU

 

“I know the price of success: dedication, hard work and an unremitting devotion to the things that you want to see happen. ~ Frank Lloyd Wright, Architect” ( :423)

“In the end, we all share a humanity that cannot be rewound. Some write the story of that experience, while others allow the SCRIPT to steal the pen. Our primordial pages of time don’t care if you acknowledge the universal truths of our civilization. It bleeds unceremoniously, only becoming ceremonious when a terminal health diagnosis arrives, or worse, it’s gone, leaving nothing but a funeral. Don’t be that person. Don’t be the person dreaming of a do-over. Your time machine is here and it’s telling you” ( :424)

“#TimeMachine #StartToday #RipUpTheScript #UNSCRIPTED #TheEnd.” ( :424)

 


Check out more book notes at How I Read 90 Books In The Past 2 Years By Reading 20 Pages A Day

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