Evil Plans

1. Embrace Your Evil Plan: Unify Work and Love

We are here to find meaning. We are here to help other people do the same. Everything else is secondary.

Define your Evil Plan. An Evil Plan is about finding a way to make a living doing what you love, doing something that matters. It's about escaping the rat race and boring jobs you hate, to pursue your passion and purpose. The Internet has made it easier than ever to have an Evil Plan and turn it into a successful career.

Unify work and love. The key to happiness, according to Freud, is the capacity to work and to love. An Evil Plan allows you to do both simultaneously. It's about finding meaning in your work and helping others do the same. When you're passionate about what you do, it doesn't feel like work.

• Ask yourself: What do you love doing?
• How can you turn that into a career?
• What problem can you solve for others?

2. Create a Global Microbrand in the Internet Era

In the Internet era, if people on the other side of the planet aren't loving what you do, you're doing something wrong.

Leverage the internet. The internet has made it possible for anyone to create a global microbrand - a small brand that sells all over the world. You no longer need to be beholden to one boss, one company, or one local economy. Your brand can develop relationships across the globe, making your physical location almost irrelevant.

Build your personal brand. Use blogs, social media, and other online platforms to spread your message and connect with people worldwide. Share your expertise, passion, and unique perspective. This allows you to transcend traditional job descriptions and create a brand that's larger than any single organization.

• Start a blog or podcast in your niche
• Engage with your audience on social media
• Collaborate with other global microbrands

3. Keep It Simple and Avoid Complicated Business Models

Mediocrity has had its day. That day is so over.

Simplicity is key. Avoid complicated business models and focus on doing one thing exceptionally well. The story of the Chappell Hill Meat Market illustrates this perfectly - a tiny store in Texas selling world-class sausage and jerky, moving thousands of pounds of meat daily.

Excellence over complexity. Instead of trying to be everything to everyone, concentrate on being the best at your chosen niche. This allows you to build a loyal customer base and stand out in a crowded market.

• Identify your core product or service
• Streamline your operations
• Focus on quality over quantity

4. Join the Overextended Class and Create Social Value

If ever there was a time to be overextended, this is it.

Embrace multiple projects. The modern work landscape often requires juggling multiple projects and roles. This "overextended class" is becoming the norm, as people diversify their skills and income streams. While challenging, it can also be incredibly rewarding and provide security through diversification.

Create social value. Your products or services should have "sociality" baked in - they should be easy and fun for people to share with others. This creates a network effect that can exponentially grow your brand and reach.

• Develop products that encourage sharing
• Build communities around your offerings
• Create content that people want to discuss and share

5. Have a World-Class Product and Make Art Every Day

Make Art Every Day.

Commit to excellence. Having a world-class product or service is crucial. It's not enough to be mediocre or just good enough. Strive to be the best in your field, even if your niche is small.

Daily practice. Make art every day, whatever your "art" may be. This consistent practice leads to improvement and eventually mastery. It's better to practice for a short time every day than for long periods infrequently.

• Set aside time each day for your craft
• Continuously improve and refine your skills
• Seek feedback and learn from criticism

6. Fill Narrative Gaps and Remember Who You Really Are

Human beings need to tell stories. Historically, it's the quickest way we have for transmitting useful information to other members of our species.

Craft your story. People connect with stories more than products. Your Evil Plan should fill narrative gaps in people's lives. Understand where your product or service fits into other people's personal narratives.

Stay true to yourself. Remember the metaphor of the "white pebble" - the person only God can see. Stay true to your core values and purpose, even as you navigate the challenges of building your Evil Plan.

• Develop a compelling origin story for your brand
• Show how your product/service improves people's lives
• Align your business with your personal values and mission

7. Treat Your Evil Plan as an Adventure Worth Sharing

If you can't get excited about your new Evil Plan, why should anyone else?

Embrace the journey. Your Evil Plan should feel like an adventure - something exciting and worth sharing with others. If you're not enthusiastic about it, it will be hard to get others on board.

Share your story. People are drawn to stories of triumph over adversity. Don't be afraid to share the challenges and setbacks you face along the way. This vulnerability can make your story more relatable and inspiring to others.

• Document your journey through blog posts, videos, or social media
• Celebrate small victories and milestones
• Be open about the challenges you face and how you overcome them

8. Create Expressive Capital and Improve the Conversation

All markets are conversations.

Build expressive capital. Beyond emotional capital, create products that help users express meaning, narrative, and purpose in their own lives. This deepens the connection between your brand and your customers.

Own the conversation. Aim to be at the center of discussions in your industry or niche. Create content that improves the conversation and pushes it forward in meaningful ways.

• Develop products that help people express their identity
• Create thought-provoking content in your field
• Engage with influencers and thought leaders in your industry

9. Continuity and Discipline Are Key to Success

But none of it works without discipline. Early on in my career, I was told that success demanded one thing above all others: turning up. Turning up every bloody day, regardless of everything.

Show up consistently. Success requires discipline and continuity. It's not about having one great idea or creating one great product - it's about showing up every day and putting in the work, even when it's hard.

Build long-term habits. Develop routines and habits that support your Evil Plan. Consistency over time is what leads to mastery and success.

• Set a regular work schedule and stick to it
• Develop daily habits that support your goals
• Track your progress and celebrate small wins

10. Take the Cream Off the Top and Live in the Market

Live in the market, not in the spreadsheet.

Focus on what matters. Take the best parts of what you do - the "cream" - and focus on those. Let go of the rest. This allows you to concentrate on what you truly enjoy and excel at.

Stay connected to your market. Don't get lost in spreadsheets and projections. Stay connected to your customers and the real-world market. Make decisions based on actual market conditions and customer needs, not just numbers on a page.

• Regularly interact with your customers
• Stay attuned to market trends and changes
• Be willing to pivot based on market feedback

Last updated: April 14, 2025