Start From Zero

1. Build Equity Daily, Not Just Exchange Time for Money

Every day that you wake up to work, you must be building equity or building towards having equity.

Equity is key. The core principle is to shift from trading time for money to building assets that generate income independently of your daily efforts. This means focusing on creating or acquiring ownership in something that can produce cash or be sold without your direct, ongoing involvement.

• Examples include: creating a software product, writing a book, building a course, or investing in real estate.
• The goal is to create a system that works for you, not the other way around.

Time is finite. Exchanging time for money is a limited strategy because time is a finite resource. Building equity, on the other hand, allows for exponential growth and financial freedom. It's about creating a system that works for you, not the other way around.

• Consider the difference between a freelancer who gets paid hourly and a business owner who has a team and a system in place.
• The freelancer's income is capped by their available hours, while the business owner's income can grow exponentially.

Long-term security. Building equity is the key to long-term financial security and freedom. It's about creating a system that works for you, not the other way around. It's about creating a system that works for you, not the other way around.

• This approach allows you to create a life where you are not dependent on a job or a paycheck.
• It's about building a future where you have the freedom to pursue your passions and live life on your own terms.

2. Listen to the Market, Don't Force Your Ideas

We do not get to decide what works.

Market knows best. The most critical rule of entrepreneurship is to listen to the market and not force your own ideas. This means paying attention to what people actually want and need, rather than trying to impose your own vision on them.

• Many entrepreneurs fail because they are too attached to their ideas and ignore the feedback from the market.
• Instead of trying to be smarter than the market, focus on understanding its needs and desires.

Humility is key. Successful entrepreneurs are humble and willing to adapt their ideas based on market feedback. They understand that they don't have all the answers and that the market is the ultimate judge of what works.

• This requires a willingness to let go of your ego and be open to new possibilities.
• It's about being a student of the market and constantly learning and adapting.

Listening is powerful. Listening to the market is not just about gathering data; it's about understanding the underlying needs and desires of your target audience. This requires empathy, curiosity, and a willingness to truly hear what people are saying.

• It's about understanding the "why" behind their actions and behaviors.
• It's about connecting with them on a human level and building relationships based on trust and understanding.

3. Handle Jealousy with Curiosity, Not Envy

If you are jealous, you are screwed.

Jealousy is a trap. Jealousy is a destructive emotion that shuts off creativity and prevents you from moving forward. It's a low-vibration experience that cripples your ability to learn and grow.

• It locks you into place and prevents you from seeing opportunities.
• It's a sign that you are focusing on what others have instead of what you can create.

Curiosity is the antidote. The antidote to jealousy is curiosity. Instead of feeling envious of others, ask yourself what you can learn from them. What qualities do they have that you admire?

• This shift in perspective allows you to see opportunities for growth and development.
• It transforms jealousy into a source of inspiration and motivation.

Humility is power. Asking what you can learn from others requires humility, which is a deep form of power. It's about recognizing that you don't have all the answers and that there is always something new to learn.

• It's about taking responsibility for your own life and choosing joy over envy.
• It's about embracing the journey of growth and development and seeing every experience as an opportunity to learn.

4. You Don't Need to Be an Expert, Just a Problem Solver

The only thing you need is to deliver a result.

Focus on results. You don't need to be a genius or an expert to start a business. All you need is the ability to identify a problem and deliver a result for someone.

• This means focusing on the customer and their needs, rather than your own expertise.
• It's about being a problem solver, not a know-it-all.

Outsource the mechanism. You don't need to create the mechanisms yourself. You can hire experts to do that for you. This allows you to focus on the customer and the result, rather than getting bogged down in the details.

• This means being an owner, not an expert.
• It's about building a team of talented people who can help you bring your vision to life.

Level playing field. This approach levels the playing field, allowing anyone to start a business, regardless of their background or experience. It's about focusing on the customer and the result, rather than your own limitations.

• It's about being resourceful and creative in finding solutions.
• It's about being willing to learn and adapt as you go.

5. Transform Your Beliefs, Not Just Your Actions

Burnout will happen if you try and fight your own beliefs.

Beliefs shape reality. Your beliefs have a powerful impact on your actions and your results. If you have limiting beliefs, they will sabotage your efforts, no matter how hard you work.

• This means that you need to address your beliefs at the root level, rather than just trying to change your behavior.
• It's about transforming your inner world, not just your outer world.

Identify limiting beliefs. The first step is to identify your limiting beliefs. What do you believe about yourself, about money, about business?

• These beliefs are often unconscious and can be difficult to recognize.
• It's about being honest with yourself and willing to confront your inner demons.

Transform your beliefs. Once you've identified your limiting beliefs, you need to transform them. This can be done through a variety of techniques, such as journaling, meditation, or therapy.

• It's about replacing negative beliefs with positive ones that support your goals.
• It's about creating a new inner narrative that empowers you to take action and achieve your dreams.

6. Align Your Environment to Support Your Goals

We need a structure that helps us to fly.

Environment matters. Your environment plays a crucial role in your success. If your environment is not aligned with your goals, it will be difficult to achieve them.

• This means creating a space that supports your desired behaviors and eliminates distractions.
• It's about designing your life to make success inevitable.

Four key areas. There are four key areas to focus on when aligning your environment: thoughts, emotions, physical environment, and schedule.

• Thoughts: What primary thought can you hold to pursue your dream?
• Emotions: What primary feeling can you cultivate to pursue your dream?
• Environment: What primary change can you make to your environment to pursue your dream?
• Schedule: What primary change can you make to your schedule to pursue your dream?

Simple changes, big impact. The changes you make don't have to be drastic. Small, consistent changes can have a big impact over time.

• It's about creating a system that supports your goals, rather than fighting against them.
• It's about making it easy to do the things that will move you forward.

7. Motivation is a Feeling, Not a Constant

Identity is only a thought.

Motivation is not reliable. Motivation is a feeling, not a constant. It will come and go. Relying on motivation alone is a recipe for failure.

• This means that you need to develop systems and habits that will keep you moving forward, even when you don't feel like it.
• It's about building discipline, not just relying on inspiration.

Identity is key. Your identity plays a crucial role in your motivation. If you have a strong sense of identity as an entrepreneur, you will be more likely to stay motivated, even when things get tough.

• This means focusing on becoming the type of person who can achieve your goals, rather than just focusing on the goals themselves.
• It's about building a strong sense of self-belief and confidence.

Love your identities. Your identities are real, but they are not truly who you are. You can hold them with love and compassion, without letting them control you.

• This means accepting yourself as you are, with all your flaws and imperfections.
• It's about being kind to yourself and giving yourself permission to be human.

8. Liberate Your Soul by Asking for Help

Liberating your potential is about following your soul’s voice with unwavering faith.

Follow your soul. Liberating your potential is about following your soul's voice with unwavering faith. This means listening to your intuition and pursuing your passions, even when it's scary.

• It's about trusting yourself and your inner guidance.
• It's about living a life that is aligned with your values and your purpose.

Asking for help is powerful. You don't have to do it all alone. Asking for help is a sign of strength, not weakness. It's about recognizing that you don't have all the answers and that there are people who can support you on your journey.

• This means being willing to be vulnerable and to reach out to others when you need it.
• It's about building a network of support and surrounding yourself with people who believe in you.

Find a coach. Working with a coach can be a powerful way to accelerate your growth and transformation. A good coach can help you identify your blind spots, overcome your limiting beliefs, and stay accountable to your goals.

• It's about investing in yourself and your future.
• It's about finding someone who can help you see your potential and guide you on your path.

9. Build Four Entrepreneurial Brains: Surveyor, Tiller, Planter, Gardener

Success is definitely not about being right. It is about surrendering to what works.

Four key brains. To be a successful entrepreneur, you need to develop four key "brains": the Surveyor, the Tiller, the Planter, and the Gardener.

• The Surveyor: Sees the world in income streams and identifies opportunities.
• The Tiller: Finds and sells ideas by tilling the landscape you surveyed.
• The Planter: Creates and plants scalable product seeds from scratch.
• The Gardener: Gardens and grows the product revenues.

Surveyor: See opportunities. The Surveyor brain is about developing the ability to see the world in terms of income streams. This means being able to identify opportunities for creating value and generating revenue.

• It's about understanding the underlying economics of different industries and markets.
• It's about being able to spot trends and patterns that others miss.

Tiller: Find the seeds. The Tiller brain is about finding and selling ideas. This means being able to identify problems that people are willing to pay to solve and then finding the right solutions.

• It's about being a good listener and understanding the needs of your target audience.
• It's about being able to communicate your ideas effectively and persuade others to buy into them.

Planter: Create products. The Planter brain is about creating and planting scalable product seeds from scratch. This means being able to develop products that can be sold to a large number of people without requiring a lot of your time or effort.

• It's about being able to design systems and processes that can be replicated and scaled.
• It's about being able to create value that can be delivered efficiently and effectively.

Gardener: Grow revenue. The Gardener brain is about growing product revenues. This means being able to nurture and cultivate your business, focusing on the activities that will generate the most growth.

• It's about being able to identify the key drivers of your business and focus your efforts on those areas.
• It's about being able to adapt and evolve as your business grows and changes.

10. Master Seven Skills: Words, Ownership, Newbie, Outcome, Income, Mistakes, Leaps

In entrepreneurship there are hundreds of skills you could learn. The following 7 skills will allow you to sell stuff, outsource stuff, learn from screw-ups, and be the owner.

Seven core skills. There are seven core skills that are essential for entrepreneurial success: using words that sell, ownership thinking, being a newbie, outcome thinking, income happiness, learning from mistakes, and making big leaps.

• These skills will allow you to sell stuff, outsource stuff, learn from screw-ups, and be the owner.
• They are the foundation for building a successful and sustainable business.

Words that sell. The ability to use words that sell is the most important skill you can develop. This means being able to communicate your ideas effectively and persuade others to buy into them.

• It's about understanding the psychology of persuasion and using language to connect with your target audience.
• It's about being able to craft compelling messages that resonate with people's needs and desires.

Ownership thinking. Ownership thinking is about being the owner, not the expert. This means focusing on building systems and processes that can run without your direct involvement.

• It's about being able to delegate tasks and empower others to take ownership.
• It's about building a business that can grow and scale without you having to be involved in every detail.

Being a newbie. Being a newbie is about embracing the unknown and being willing to learn and adapt as you go. This means being comfortable with not knowing all the answers and being open to new possibilities.

• It's about being a lifelong learner and constantly seeking out new knowledge and skills.
• It's about being willing to experiment and take risks, even when you're not sure what the outcome will be.

Outcome thinking. Outcome thinking is about focusing on the desired results, rather than getting bogged down in the process. This means being able to identify the key outcomes you want to achieve and then working backward to create a plan to get there.

• It's about being able to prioritize your efforts and focus on the activities that will generate the most impact.
• It's about being able to measure your progress and make adjustments as needed.

Income happiness. Income happiness is about creating income streams that are aligned with your values and your lifestyle. This means focusing on creating assets that generate income without requiring a lot of your time or effort.

• It's about building a business that supports your desired lifestyle, rather than the other way around.
• It's about creating a life that is both financially rewarding and personally fulfilling.

Learning from mistakes. Learning from mistakes is about being able to see your failures as opportunities for growth and development. This means being able to analyze your mistakes, identify what went wrong, and then make adjustments to your approach.

• It's about being resilient and not letting setbacks derail your progress.
• It's about being able to learn from your experiences and use them to become better.

Making big leaps. Making big leaps is about being willing to take calculated risks and invest in yourself and your business. This means being able to identify opportunities for growth and then taking bold action to pursue them.

• It's about being able to see the big picture and not being afraid to go after your dreams.
• It's about being able to make strategic decisions that will propel your business forward.

11. Embrace the Journey, Not Just the Destination

Business is about so much more than freedom. It’s a place to find yourself.

Business is personal. Entrepreneurship is not just about making money; it's about finding yourself and creating a life that is aligned with your values and your purpose.

• It's about discovering your strengths and weaknesses and using them to create something meaningful.
• It's about building a business that reflects who you are and what you believe in.

Enjoy the process. The journey of entrepreneurship is not always easy, but it can be incredibly rewarding. It's about embracing the challenges and learning from your mistakes.

• It's about finding joy in the process of creating something new and meaningful.
• It's about being present in the moment and appreciating the journey, not just the destination.

Transformation is key. The most important thing you will gain from entrepreneurship is not money or freedom, but the transformation of who you are. It's about becoming a more confident, resilient, and resourceful person.

• It's about discovering your true potential and living a life that is aligned with your highest self.
• It's about creating a legacy that will inspire others to pursue their dreams.

Last updated: January 18, 2025