The problem with “everyone” is that in order to reach everyone or teach everyone or sell to everyone, you need to so water down what you’ve got you end up with almost nothing.
Everyone doesn’t go to the chiropractor, everyone doesn’t give to charity, everyone has never been to Starbucks. Everyone, in fact, lives a decade behind the times and needs hundreds of impressions and lots of direct experience before they realize something is going on.
You don’t want everyone. You want the right someone.
Someone who cares about what you do. Someone who will make a contribution that matters. Someone who will spread the word.
As soon as you start focusing on finding the right someone, things get better, fast. That’s because you can ignore everyone and settle in and focus on the people you actually want.
Here’s a video that David sent over. I am thrilled at how much this guy loves his job, and I’m inspired by his story of how he turned down Pepsi as a vendor. He turned them down. But everyone wants Pepsi! Exactly. Once he decided he wanted someone, not everyone, his life got a lot better.
My Notes on “The 80/20 Principle: The Secret of Achieving More With Less” by Richard Koch:
Conventional wisdom is not to put all your eggs in one basket. 80/20 wisdom is to choose a basket carefully, load all your eggs into it, and then watch it like a hawk.
Celebrate exceptional productivity, rather than raise average efforts
Look for the short cut, rather than run the full course
Be selective, not exhaustive
Strive for excellence in few things, rather than good performance in many
Delegate or outsource as much as possible in our daily lives and be encouraged rather than penalised by tax systems to do this (use specialists to the maximum instead of doing the work ourselves)
Only do the thing we are best at doing and enjoy most
In every important sphere, work out where 20% of effort can lead to 80% of returns
Creative systems operate away from equilibrium. Cause and effect, input and output, operate in a non-linear way. You do not usually get back what you put in; you may sometimes get very much less and sometimes get very mush more.
If you can identify where your firm is getting back more than it is putting in, you can up the stakes and make a killing. Similarly, if you can work out where your firm is getting back much less than it is investing, you can cut your losses.
Different is better when it is more effective or more fun. If everyone is defining a problem or solving it one way and the results are sub-par, this is the time to ask, What if I did the opposite. Don’t follow a model that doesn’t work.
Most cold calls don’t get to the intended person for one reason: gatekeepers. Make all your calls from 8-8.30am and 6-6.30pm for a total of one hour to avoid secretaries and book twice as many meetings as senior sales executives who call from 9-5. Twice the results in 1/8 of the time. Continue reading “The 4-Hour Work Week by Tim Ferris”