Essentialism The Disciplined Pursuit of Less by Greg McKeown Study Notes

essentialism the disciplined pursuit for less by Greg McCallum we have been an interesting time we have right now far more opportunity far more access to knowledge mentors people resources far easier accessible right now you can literally switch this window to a Google search and you can begin the search to find what you're looking for and information is piling itself on the net exponentially every day you have access to far more information than you could ever want the issue is however being able to differentiate clearly which information is valid for you and your goals and which information is not now to have that kind of clarity you have to first establish what your goals are and in my last video I talked about psycho cybernetics and the importance of setting goals because when you have goals when you know where you want to go you can calibrate by looking at everything that you have in your life and determine if it's helping you move towards your goal or not and then make quick and efficient decisions to course-correct and because we have so much opportunity nowadays there is a problem that has emerged now one of the things that I do is I teach speed reading when I teach productivity and I do management consulting for businesses and one of my biggest biggest emphasis is on reducing the clutter reducing the physical the mental emotional clutter that exists in people and their need to want to consume everything thinking that that's what is going to get them the result that they want now the truth is that only a few things really matter about anything if you focus on those few things you will exponentially grow towards your results why is this the case well take the 8020 principle the Pareto principle 20% of the efforts that you make in any given area will most likely produce 80% of the results that means 80% of the things you're doing that's essentially taking up 80% of the time energy and resources is actually moving you away from your goal or it's slowing your progress so the key is to be able to differentiate what is that 20% and then take it even levels higher take that 20% and fraction it down to another 8020 percent because the 20% of the 20% is going to produce results even faster and it is the areas that you need to work on this is true in just about any area of growth and personal development for example in public speaking 20% of the exercises that you do will produce 80% of the results it's far more effective to book a public speaking gig than it is to take a public speaking workshop now this doesn't mean you shouldn't learn and study but there's something to be said about taking action and doing things in putting yourself in an environment that forces you to learn quicker and when you are in that kind of environment you are able to quickly determine the areas you need to work on that's far more effective than saying I want to improve in public speaking so now I'm going to start with a basic 101 public speaking course because the truth is that you probably are very good at speaking or certain aspects of speaking and you really want to know what are the aspects that you're not good at same thing applies with communication as a whole business as a whole in business a lot of people make the mistake and think that they've got to get a massive amounts of education before they get started instead of actually getting started instead of actually trying to make the first sale trying to make the first sale is going to give you far more feedback on what you need to optimize what you need to learn then starting a one on one basic business course now if that's the case then why do most of us choose to go down the route of taking the business courses well part of the reason is that we look around and everyone else is doing that most people are doing that well I've met a lot of entrepreneurs and business owners who have created successful businesses themselves and one of the commonalities that I find is that they always take action first and then from the results that they get from the actions that they take they determine what they need to learn next this essentially is essentialism and there's many ways of looking at it what are the most important things we should be thinking doing and investing our time energy and resources in the 24 hours a day that we all get we all get 24 hours now we all have strengths and weaknesses and essentialism essentially helps us with managing our weaknesses and focusing on our strengths implementing philosophies like the 80/20 principle highest and best use which is essentially doing the most important elements of what you need to do and setting up everything you do so that you can focus on only doing the most important elements and that doesn't mean that you don't make sure that the other elements are complete or that they're taken care of but you put systems in place you train people for example in business to work in those areas in your clear cut on the objectives and the reporting structure that's in place think of Starbucks for example Starbucks delivers an experience that is at a higher level than most fast food style cafes or coffee shops they're able to do this because and they're able to do this with scale having so many locations and keeping consistency for the most part because Howard Schultz has systems in place and he focuses on his most important elements now this means that if you want to grow and you want to grow fast in today's world where all this information is available all this opportunity is available then you need to understand essentialism you need to value it you just study it you need to meditate upon it and you need to implement it in everything that you do if you want to have that kind of power to be able to rise up fast if you want to feel more accomplished every day because you're making more progress if you want to be esteemed and respected by your team by your friends to the people that matter to you and you want to be a leader you want to be the one that goes first and shows everyone today in today's world that they don't have to be overwhelmed by so much information and if you look around you'll find that people are overwhelmed nowadays they have too much information coming at them from all different sources instant messengers notifications every app every news source every author every creator of content wants to get access to your valuable attention but you hold the key you have to determine what is important to you and so today we're going to discuss that as we cover this book so what is the essential assess the non-essential is the essentialist is a way of living by design not by default so this means that you choose things choose the relationships choose all the elements of your life specifically by design you don't allow the external world to tell you what you should want you might get ideas from the external world but you really listen to yourself and you evaluate before you make decisions in everything that you do it's deciding exactly the kind of life you want to live the specific elements of what success means to you in business by design and not by being reactive to the environment now there's things that are beyond your control but you have far more elements that are within your control and you can maintain control over these areas to move forward towards your goals by design by knowing exactly what it is you want and then ensuring that you're only investing second point here in the right activities in the right opportunities with the right people to help you move your goal forward and if your goal is to create value for others in exchange for receiving value in the form of money or whatever type of monetary or method you receive value in spiritual value then you must be dedicated to creating value you must surround yourself with all the resources and all the people that facilitate in assisting you to create that value like you do with them and the key here to remember is if you don't prioritize your life someone else will a lot of times we blame others because we didn't get what we want and we stop and we reflect we realized that we weren't being clear we didn't even really know what we actually wanted and you know that's nothing to like beat yourself about it's essentially an indicator that you need to start getting clear you need to start saying look I can't do everything I can't go down the mastery path for hundreds of things I'm going to pick a few things that I'm really passionate about and I'm going to get really good at those things I'm going to achieve mastery on those things I'm going to follow principles outlined in books like mastery by Robert Greene but I'm gonna stick with a few things because I recognize that if I learn how to master a few things then I'll be able to master other things because I will learn the process the discipline in the system of mastery and if you don't do that and guess what happens you will become reactive towards other people you will find yourself losing focus and being easily distracted and then you'll blame others and then you'll say it's their fault because they took your attention away or they led you down a different path that you didn't want well if that's how that happens to you then understand something that the way to get over that the way to not have that happen again for the most part is to ensure that you know exactly what you want to be as clear as possible now the it's kind of polarizing to be like that in society where most people are just kind of sampling everything they don't really know what they want and they just are on the whim of their emotions to marketing and persuasion I might not even be beneficial for them and everybody else is doing this if you look around social proof and you observe what everyone else is doing you try to do what they're doing or just by observing that everyone's doing this it's kind of hard to accept the truth that you really can be that clear to be that minority that really knows exactly what they want in specific areas of your life now what if you don't know that I mean in earlier stages of life and as you are on this journey of personal development you're not always very clear most likely or not well guess what actions create clarity the more actions you take two words essentialism towards focusing on what's important to you your passions your desires your contribution to the world the clearer you'll become and you'll be able to cross the t's and dot the i's when the time is ready this for me has been a long journey and I continue on this journey to get clear and what is the effects what are the results of having a higher level of clarity well peace of mind a feeling of making progress I'm able to track my results so I quantifiably know I'm making progress I'm able to do what I really want to do and I feel passionate about and I'm able to achieve my goals faster I'm able to learn about myself I learn how to learn if once you gave you give yourself permission to stop trying to do it all to stop saying yes to everyone you can make your highest contribution towards the things that really matter you see if we're not focused and we're not being essential we're not following the ways of the essentialist then most likely we're going to turn into somebody that doesn't really know what they want which is a sign of lower confidence and lower self esteem and you're just going to say yes to people without looking after your own needs your own boundaries you're not even have any boundaries and you're going to keep saying yes to people and then when they take you down the path that you don't want again you're going to blame them and that's not a good place to be you have to recognize that when you know what you want it's easier to say no and you'll say no in a lot more graceful manner see when people say no they're too harsh the reason why they're too harsh is because they don't have firm boundaries and firm boundaries doesn't mean harshness it actually means presence and warmth and the boundary is just what you're either willing to do or not willing to do and you know what it is so thing know is very graceful and whatever you feel they feel and they accept or no essentialism is not about how to get more things done it's about to get the right things done you see take business for example it's the one area that there's very very little boundaries until you start establishing them there are so many different activities that you could do in business you can keep yourself busy from morning till night seven days a week for the rest of your life if you want doing business activities but your results might either not be worth it as in you're not making the profits necessary to grow your business or you're just burning through capital and you're burning through energy you're burning through resources and your self-esteem and your morale of not only yourself and your team is going down right and that's because you're trying to do too many things the key is to stop and reflect every day once one of the things that I've been very adamant about because I wasn't really like this when I started out in business is to reflect upon the things that I did during the day and ask myself out of all those things I did that day what are the things that I could either outsource next time or eliminate delegate or automate or put some kind of system in place so that it gets addressed and that's scalable and then what are the things that are my most valuable highest and best use as Jay Abraham puts it what are those things and then do those things the next day you know and just keep going down this path this essentially is no pun intended being the essentialist so this is the paradox of success phase one when we have when we really have clarity of purpose it enables us to succeed at our endeavor so you get some level of clarity then when you get success for phase two we gain a reputation as the go-to person we become the good old whatever who is always there when you need him and we are presented with increased options and opportunities and this is where the dark side happens because guess what when we have an increased options and opportunities which is usually code for demands upon our time and energies it leads to diffuse efforts and we spread ourselves too thin thinner and thinner thinner until we start to become frustrated we lose track of where we were intending to go and we feel discouraged and our productivity starts to go down we don't reflect and say how does this relate to our goals and then phase 4 we become four we become distracted although we would otherwise be our highest level of contribution the effect of our success has been to undermine the very clarity that led to our success in the first place so this is an ongoing process if you've got a lot of opportunity right now in your business doesn't matter if you're starting out or six figures seven figure eight figure level whatever level you're at you are going to get even more people trying to get your attention people are going to try to sell you stuff they're going to try to take you in a different direction it's going to keep going and they're going to get even more persuasive seductive and manipulative and not necessarily from a place of trying to hurt you but essentially because they see the value in you and working with you and guess what you hold the key you hold the key to understand the information that's being presented to you right now to read books like this and really value yourself and continue to grow so you can nourish yourself and create more value recognizing that although people come from a good place they might not necessarily fully understand the full spectrum of what made you you what got you to where you are right now and what's going to get you to the next level so you have to be able to work with them by understanding where to say yes and where to say no that's a very important understanding of the essentialist so the essentialist is a way of being one of my favorite things I say it all the time how you do one thing is how you do everything you can be an essentialist in your health and fitness you can be an essentialist in your relationships in your physical I'm a big man of minimalism physical minimalism I produced my possessions in 2013 on a living out of a backpack to travel the focus of my business not because I was trying to be cheap but because I wanted focus too much possessions got me distracted when you own too many physical possessions they take up energetic resources there's a lot to this perhaps I'll discuss this further in upcoming videos and then right now I live in downtown Toronto and my lease is going to expire and I'm going to travel and run my business I'll be in LA Mexico different parts of the world and again I'll be getting rid of all the stuff and by the way right now where I'm living I don't have a lot of stuff it's a studio in downtown Toronto it's a very beautiful place I have a very beautiful 58 story view and so being an essentialist and being a minimalist doesn't necessarily mean that you're broke and cheap if you go and read up on James all tecar for example sorry if I'm saying his name wrong worth many millions of dollars tens fifteen millions of dollars and lives out of a carry-on and a handbag why because of focus and essentialism in the future it's going to be and it's already the case now very important to determine what is signal and what is noise and you need to understand that just about every area on your life in your life right now is contributing to either more focus and awareness and presence or lack thereof so how you do one thing is how you everything essentialism is a way of life now this doesn't mean you reduce everything and you know reduce your connections with people reduce your opportunity to the point where you're doing nothing no you are still putting in your 24 hours and Dave contribution to your vision to society and so forth you're just doing at a such an elevated level where you've reduced or eliminated all the non-essentials so you're operating a lot faster a lot cleaner a lot more efficient you know what the effects are going to be and if you don't know what the effects are the actions you take there it provides you analytical data for optimization so you can figure out where you need to grow next so what's the core mindset of the essentialist the ability to choose essentially the ability to choose so the essentialist says I choose to and the non-essential it says I have to see the difference the essentialist set everything up in a way that they choose what they want to work on they choose who they get to be with they choose it and they gladly choose it because it contributes to their vision yeah non-essential Asst gets forced to do other things because other people told them to because they don't have clear-cut boundaries and as a result they're not happening there's a big difference between everything that you have in your life right now and what is important to you big difference what is important to you has meaning to it and that meaning usually comes from a place of contribution or in a place of fulfillment and for a lot of people including myself for a long period of time most of what I had practically everything that I had in my life was non-essential but I thought everything was essential as you begin on this journey to remove these layers and aspects of your life that no longer serve your vision you'll start to see that there's even more things you'll get rid of even more emotional clutter even more mental clutter even more certain kinds of opportunities and things you were doing because you'll recognize that there's no limit to how high you could rise in essentialism and when you're the non-essential Asst all opportunities look equal but to an essentialist they're able to figure out what the opportunities are the key to business is to be able to figure out where the profitable opportunities are where the arbitrage opportunities are and you won't be able to find them let alone even execute upon them if you're not being able to be enough prêt have enough presence and awareness to spot the opportunities that are aren't actually profitable that aren't actually going to produce results even though a lot of people might think that that's what it is you will be able to spot it and you're just going to wait up against what other people tell you to do but if you don't have a lot of distraction and you've developed through the process of essentialism the ability to see the elements that make up a viable opportunity then you will easily say no to the ones that will be low output opportunities or loss opportunities or opportunities that set you back and you will be able to determine and participate in opportunities that are profitable now this is one of the things that has been really helpful for me in business I get opportunities all the time for joint ventures and different kinds of configurations based on what I do and I have to be able to say yes and no and over the years I've gotten better at finding and executing and producing high levels of profit on the opportunities and some of them aren't the opportunities that a lot of people see the profitability in and there's been a lot of opportunities that I've been presented with that a lot of people thought were going to be very profitable I saw some very key elements in it that didn't make it so and as a result I didn't go with them and they didn't produce the results now this is not some magical mystical ability this is an ability that come with an ongoing dedication and you know disciplined pursuit for less so you can look what the indicators are you're only looking for the signal you're not getting consumed or thrown off by the noise and you get better and better and better at it with time you know the non-essential Asst thinks that they can do everything but the essentialist understands opportunity cost I can either do this right now or I could do something else I have to ask myself is it my best use and opportunity to make this video right now and the answer is yes why because it contributes to a lot of my efforts that I'm doing not just monetary efforts and furthering my business but I also had a very genuine desire to educate and teach others that were in a position that I was in when I was starting out it's something that is very fulfilling to me so it's not just numbers because you know if I wanted to make way more money right now I would be participating in some of the other opportunities I have right now so it's not just about that it's about what's important to you and what's very important to me is sharing this information so I dedicate a portion of my time to create these videos now I could make six to six videos a month I could do it I read pretty quick I did a video on speed reading I'm a very fast reader and I comprehend the information really well and I can I can make six videos a month but the reason why I don't do it is because of opportunity cost I have to determine where my energy goes for the other initiatives that I have a lot of passionate and profitability also because I want my business to grow and I can't really give you the most level of insight and understanding unless I have experience you know I'm not this really really high level of business I mean there's no limit to how high you can go so it's always relative but everything I share with you comes from the heart and is based on my own experience and I discuss it from the points that I gather from the books and that's the position I take but there's always a trade-off we have to know at every moment where our time is going and then we have to ask ourselves where else could it go and if it's not going there and it should go there why is it not going there okay this journey in personal development is about self-realization it's about discovering yourself now I always wonder like I one of the things that I talk a lot with my friends about in my clients nowadays is I can't you know ice to watch TV before and I used to watch a lot of stuff like entertainment I mean I watch movies now and then but there are so many aspects and layers towards learning about ourselves and the rewards are so great not just in you know monetary rewards or whatever kinds of rewards that you gain out of it but in fulfilling rewards and contribution and so forth there is so much opportunity in learning about yourself and reflecting upon yourself that why would you want to waste that opportunity cost doing things that aren't going to contribute towards your goal like there's a massive amounts of enjoyment and fulfillment that you get from being on purpose from being on track from making progress not just achieving your goals but making incremental improvements every day in the gym in your personal development endeavors whatever area of your choice making those improvements every day is one of the most uplifting joyful experiences especially when you get to share the experience with others the understandings with others so again we have to determine where our opportunity cost should be going where our time energy and resources are going we have choices you go left or right the next is how to discern the trivial many from the vital few so the non-essential list let's talk about the perks of being unavailable a lot of times we make ourselves too available as Jay Abraham says being too promiscuous with our time being too promiscuous with our time we're too available and what happens is people take advantage of that you know you can't blame them you're making yourself too available understand the value of scarcity not just from a persuasion element but from a self-respect element understand that you can only really do one thing really well at a time so therefore if they're constantly available it really means that you're not really doing the things that you do really well very often now the non-essential Asst is too busy to think about life and all the elements that are that make up the whole you see you can't just be working all the time you've got to rejuvenate yourself you've got to look after your health and fitness you've got to look after your spirituality or relationships you have meaningful conversations with people you've got to dedicate some time to reflect maybe walking do things that you love to do and got to create that space to be able to explore that because that all contributes to you growing and being able to contribute more to level up it creates that that warmth and that presence when someone is too tense and they have that kind of angry vibe to them it's an indicator that they haven't been taking care of themselves and if you can't really take care of yourself that well then you probably can't take care of others and what a lot of people do is they sacrifice themselves too much to take care of others now it's a noble thing to do to sacrifice to help out others but if you want to really help others you've got to really take care of yourself because then the intensity and the reach and the impact that you could help on helping another person multiplies exponentially it's important to see what really matters understand what the signal is versus the noise most information to you is noise and some of it is signal even within this video right now most of it is not going to have as much impact then maybe one or two or three or four points those are the ones you want to focus on first because like I said you can only do one thing at a time focus on what's the most important that you can do right now that's what we call signal and this applies for any kinds of information information you know I live in a very busy city there's a lot of people right beside the Air Canada center here and tons of people tons of stimulus you know I love talking with people but I have to be able to differentiate who I can connect with and who I can I got to be able to process the large volumes of stimulus that come my way every now and then when I'll make a video you might hear you know a firetruck outside because that's how it is in a busy city there's a lot of stimulus and that's not just what the city's social media books everywhere we are there's tons of information we have to understand what information is valid towards our goals and what is not this doesn't mean you have a dis stage or a hatred for everything else it just means that you know where your attention needs to go and scans to find the essence of the information it's one of the big things I talk about in speed reading is we try to focus on what you want to get out of the book and we start with that first before we go and read so we can calibrate the brain to look for that first very interesting the reticular activating system if you know what you want and you got a burning desire to achieve that what you want you're going to sift and sort the information within your awareness to help you get there you're going to automatically do it but if you don't know what you want to get out of something whether it is reading a book you're going to try to absorb everything and what's going to happen is most likely you're going to absorb very little but if you know what you want and then when you read a book and you save yourself I want to be able to get this information right here in a way that contributes to what I want in other words I want to pay attention to what is the most important to helping me get what I want now you're going to find that not only does that information stick out for you but you're going to get far more understanding and knowledge from the book because you're going to be far more engaged in it so the non-essential essentially here's everything that's being said another thing is communication emails text messages voice communications people some people talk a lot and what's important is the pieces that you get out of it and even if you try to be very concentrated and clear and specific and very dense in your communication that still might be a lot of information like that's how I try to be in these videos I try to really even though I share for like an hour power and a half sometimes I try to be as concentrated as possible but even then you only need to focus on what matters based on your goals and then you can come back to the videos again you might pick up something else you know information even if it's really concentrated you can listen to it or you could read the book a number of times great books like Think and Grow Rich and psycho-cybernetics and the power of now they're worth reading multiple times because they're so concentrated they're so deep but you don't need to absorb everything in the first reading you know think of ancient scriptures and religious texts people read them over and over again because they get more and more value out of it because of the concentrate because of the depth because of the multi-dimensional philosophies but you don't need to get it right away you can focus on what few things you can get out of it right now then you can apply that you can take action on and then you can come back to it later embrace the wisdom of your inner child one of the things that I found with people that have a good high level of success multi-dimensional success is that they joke around a lot they play a lot and they're fun to be around they have this energy that you know that everything is kind of a joke to them but yet yet they're highly effective they have this interesting zest for life they're very childlike this is because they dedicate a portion of their time to doing the things they really like to do and you know to some people like me studying communication is a lot of fun and one of the ways I do it is by talking with people I love meeting people and just learning about them and learning why they do what they do how they got where they are why they think the way they think it's a lot of fun for me and I I play fully connect with people like this and that could be considered fun but then I also do things like I love to go to different restaurants check out different cities walk around and joke around I joke around a lot I mean in these videos I might appear to be very you know specific and so forth but if you know me I joke around a lot and unless we're doing like really deep consulting and it's really on point you know I'll get like that and that's something I've had to work on too because I come from a background in my earlier years all the way up until I'd say mid-20s I was very playful you know we were really into growing up as teenagers the car scenes where we used to do our cars and we were into like going to clubs and going camping and stuff like that and most of the time hanging out with my friends it was all fun you know we would just hang out hang out we would just joke around and that's how was and then as I started to become more driven towards success I started to become even more serious or I start to become serious and then now recently I've learned to balance that out because I've recognized that cleaning this vibe of warmth which is an important element of persuasion comes from being playful comes from not being too reactive or attached to outcome at the moment we get serious when we're around others all of a sudden we're not fun to be around I mean I can feel it when I'm having a good time with somebody and all of a sudden they get kind of tense kind of don't want to really be around them you know and that's the same if I was projecting that energy so we have to embrace that side of us we have to embrace the relaxing side I know in the world of personal development it can be all about you know making progress as fast as possible especially in the world of business but there's importance to that side because also that side allows us to get into flow State okay flow is a very kind of fun and productive state where you know watch my video on flow by Mihai csikszentmihalyi we're challenged meet skill and you have to flow into it you have to have a certain light heartedness to it yeah you have to have a certain light heartedness to yourself as you're going about doing all these things even as being an essentialist there's a light heartedness to this you know it's not about being so regimented and disciplined to the point where you're kind of miserable it's about being disciplined in a way that allows you to be freer to bring out your best self to being to bring out your more flowing self sleep is another important aspect of essentialism because a lot of us are too caught up with activities a lot of the activities aren't necessarily based on highest and best use an 8020 principle so thus we are just being busy rather than really being productive and we deprive ourselves of sleep in the process and you know there's all these things about how some people who are really successful only sleep a few hours a day and each person is different you know some can actually do pretty well with four or five hours of sleep and I don't know how that's possible but I've talked a lot of sleep experts those that study this and say you know for the most part we need about six to eight hours of sleep I know me personally I have about seven or eight hours of sleep and if I can get that I'm going to be great in everything I do throughout the day but if I start to dip into like five hours especially for an extended period of time my performance starts to go down I start to make more mistakes and so forth so therefore are we set up our life to facilitate more sleep to be able to rejuvenate ourselves to be able to get us that more productivity to give us that edge to be able to recover especially if you push yourself really hard I mean if you're pushing yourself really hard in the gym and business and personal development your brain your body your central nervous system needs to have rest adequate amount of rest now this varies like I said from person to person so you really have to discover so the key is to make sure you're getting enough so that you know that your productivity is not declining and you can tell by experimenting so the power of extreme criteria the non-essential list says yes to almost every request or opportunity uses broad implicit criteria like if someone I know is doing it I should do it the essentialist on the other end says yes to only the top 10% of the opportunities I would say if that higher more specific criteria of the opportunities and this is this is the the paradox it's a lot of people might think that look if I'm saying no to opportunities then I might never get what I want essentially I'm I'm narrowing it down too much you have to understand that we live in a different kind now okay this the Internet has connected pretty much all opportunities together you can have access to pretty much anyone you want to have access through through this internet through social media through YouTube through different platforms and so because you have such a vast volume of access the possibility for finding the kind of people you want to connect with goes really high now at the time of making this video I've got 15,000 subscribers this kind of way of talking I've always been like this okay I always talk in where I grew up and even in Toronto there's only a small percentage of people that I meet a really passionate about having conversations around these subjects in the way that we discuss them on this channel however by putting it out on YouTube I've attracted 15,000 plus people you know many would not subscribe yet many of it are coming that enjoy that get value of having these kind of discussions okay very specific kind of discussions on very specific topics and I'm not even being very niche I mean there are people that talk about just one realm you know they'll talk about just minimalism or certain kinds of minimalism decluttering physical very very niche so that being said that is the kind of work world we're living in now going back to what I mentioned in the start of this video ok we have a lot of information the dark side is we try to consume it all the bright side is we can narrow down and we can say no to a lot of things not from a place of anger and aggression but every time you say no to something you say yes to something else and if you know what you want you're very specific and you get like I said actions create clarity over time take action you get clearer then you'll be even more granular who you want to reach I really recommend because I talk about entrepreneurship a lot that everyone studies paid advertising I think I brought it up a few times everybody studies Facebook marketing because Facebook advertising or any type of advertising platform and you know once in a while I'll run Facebook ads or paid advertising for my clients and I'm planning to do it with some remote on my own initiatives and some of my friends run very very very successful businesses that have been built just on paid traffic and the reason why they've been so successful is because of how hyper targeted they are with their offerings and how these platforms allow them to get access to very specific audience profiles essentially they're saying no I don't want my ad to show up to all these people but I only wanted showing up to this small group of people and that's small and it's not that small it's not like it's like a hundred people but you know with the volume of people that's on the internet you can get hyper targeted and still have tens of thousands hundreds of thousands of target audience and they communicate them with very specific messages very specific ads offerings that is just the right fit for them okay so we can keep going on and on and on of why it's important to value essentialism it's a meditation it's a way of being and the essentialist you know in context everything I've been saying right now about paid advertisers uses narrow explicit criteria like is this exactly what I'm looking for based on any opportunities that they're considering or executing upon let's talk about how to cut out the trivial many okay so recognize now that there's a lot of stuff a lot of information a lot of opportunities that's not a problem nowadays ideas and opportunities are not a problem nowadays it's what is viable what is actionable with how much opportunity cost how much resources am I going to need is this something I'm passionate about there's far more criteria that's where we get into the segmenting mindset segmentation clarify one decision that makes a thousand the essentialist has a strategy that is concrete and inspirational has an intent that is both meaningful and memorable makes one decision that eliminates 1,000 later decisions I listen to a very profound audio buy why it would small if you don't know why it would small as I recommend you check him out and just check out his stuff on NLP and modeling he's a very brilliant man and a lot of great content why it would small and he was talking about he was telling a story about magicians or becoming a magician okay esoteric but he's saying the four elements number one purity of intent number two focus of will number three level of awareness and number four quality of character intent is such a powerful driving force to get somebody to take action when you've got intent you're going to start automatically doing things so the in sensuous is clear on their intent now here's a very interesting thing to think about a lot of people are not clear in the intent in the sense that most of the actions that they take violates what they say so in other words they say they're going to do something but they do something else that is not clear intent clear intent is saying what you're going to do and doing it now you can change your mind doesn't mean that you won't change your mind but someone with clear of intent knows why they've changed their mind see and it takes a while to get in sync and all these exercising and essentialism helps you get in sync with purity of intent non-essential s has a vague general vision or a vision of mission statement one of the things that I love to do is I love to just figure out how people see reality and I also want to know who I want to work with you all want to do business with who I want to you know because I love being around people that are clear because they help me get even clearer now I also enjoy hanging around people that are general and trying to figure out what their mission is and where they are in life I like multi-dimensional but I can see where a person's at based on how vague they are in their communication or how specific they are in their communication it is usually an indicator of high level of confidence or low level of confidence high level of self-esteem or low level of self-esteem and you know I met I need a lot of people who are leaders but they're very big it's really hard to respect someone who is a leader this position as a leader but is big even if they have a really good heart like I you know a lot of people have really good hearts and they come from good places and I really want them to do well but it's their vagueness and their general miss lack of specificity that's preventing them from getting the results that they want you know and and they work on it and we all work on it but it is one thing that is really important nonessential Asst has a value set but no guiding principles for implementing them okay doesn't know how to take this idea and turn it into reality and you don't have to know hundred percent how to do it you have to have enough to get the ball rolling and to see it rolling all the way till completion so the power of know so let's talk about the power of a graceful no graceful no okay not angry no not resentment no not hateful no graceful no no I'm not interested and if they choose to partake in the discussion as to why you're not interested then you have a conversation about that in sales you want a lot of people saying no to you because that will give you tons of optimization data it's going to teach you if your positioning is right if you're offering is right if the way you present is right so many elements that you can go to back to work on but you can improve one to get to not just the yes from people but more importantly the right people because we're not trying to force people to buy anything I don't even like to have even a little bit of friction there when I'm asking someone if they're interested in buying because I'm really looking for the ones that are looking for me and this is the journey that you go on now there might be a little tension in sales and that's okay I'm not going to turn this into a whole discussion I think I might do some books on sales like spin selling by Neil Rackham but the bottom line we're trying to get at is we've got to be ok with hearing no and saying no you'll usually find that those that are ok with saying no are those that are ok with hearing no if you're afraid of hearing no then you might have a overly inflated ego and you're going to need to go to work on it you're going to have to learn stoicism and the eagle is the enemy a lot of spiritual texts that talk about the ego and how it prevents you from seeing reality from seeing it from the other person's perspective when you're in sales you're looking for the right person who is a right match for you and your offer you're not looking to force anyone to do anything if you have to force somebody to do something and you get them to do it even if you get paid that will build a slow resentment within you and will probably end up being a very stressful business opportunity or a stressful sales career and you might end up burning out I've seen it happen a lot so the essentialist dares to say no firmly and gracefully and says yes only to the things that matter the non-essential asan the other hand avoids saying no to avoid feeling socially awkward and pressure they don't like the pressure of saying no because sometimes when you're communicating to people you have to understand that you know always people are trying to persuade you some of them some of them are more manipulative than others they really want you to say yes and they get upset if you can't say yes and that's where the pressure comes in because as soon as you say no they're going to get all tense they're going to get angry because they wanted you to say yes because they were trying to control you that's not really someone you want to deal with in the first place okay you want to deal with people ideally and this is essentialism helps you get to this point when you start this journey it's most likely going to go out I'm getting around going to be around people that when you say no to they're going to get tensed up but as you continue in this journey you're going to find that you know when you say notice a lot of people with high self esteem high self confidence they know what their worth is and they know what their value proposition is you say no to them there you're looking at it from the perspective of optimization ISM this person is not the right fit or I didn't present it as clearly as I should but there's no tension because they're not they don't feel discredited or devalued by you saying no now there's a lot and I think there's this book that one of my friends recommended the other day about no and about the whole subject is saying no and essentially it's a sales book and I don't remember the name off the top of my head right now but I think that's going to be a good book to talk about because in today's world we really have to get good at saying no and again a graceful no not a vindictive no not an angry no and no because you know what you want and even if you said yes to the other person just to make them feel good you would be dis servicing them because it won't be a happy transaction it won't be a happy interaction because um you don't really want to be there uncommit win big by cutting your losses you have to know when to cut your losses the non-essential Asst asks why stop now when I've already invested so much in this project they don't know one draw the line you know in trading for example I got involved in trading day trading I learned a lot bit of for about a few months every day and I made a little bit of profit and I got out of it because I recognized that if I was going to make it an area that I was going to get mastering I would have to dedicate far more time than I was dedicating I just didn't want to go down that route and there were times when I dipped a lot and I didn't get out of it and I kept staying in it now luckily I got out of it and I got into a little bit of profit and then I said I'm going to draw the line because you know what if I think that I can beat the odds or beat the system or anything without understanding a further understanding looking at my track record for the last few months then it is not a good quality to have because essentially that would fall under gambling okay that would mean that I'm trying to do things and not to say day trading is gambling although some might consider it to be the nature and the way I was doing it because I was doing with such a limited experience they didn't one dedicates more more time it is because of opportunity cost I was I was trying it out I'm glad I did I learned a lot of lessons from it but I actually should be investing far more time in my other initiatives that are already producing results you know so I cut my losses there and that's something that we have to work on getting better in relationships friendships business partnerships you got to know when it's not working out and you've got to gracefully say no or let go as early as possible to reduce the losses or reduce the damages or reduce the emotional trauma that comes as a result of prolonging and procrastinating non-essential let's ask why stop now when I've already invested so much this project thinks if I just keep trying I can make it work hates admitting to mistakes it's a lot like gambling okay an essentialist asked if I weren't already invest in this project how much would I invest in it now critical thinking thinking critical asking yourself Socratic questions to evoke insights into why you're doing what you're doing or not doing what you should be doing things what else could I do with this time or money if I pull the plug now and it's comfortable with cutting losses sometimes you'll lose even big and you got to be able to cut losses I used to own a house and I had tenants my last year of owning the house who weren't paying rent on time I had to cut my losses I had to do it I had to figure out the easiest in the most efficient way to get them out of my house without having them go all crazy on me and I accepted that they didn't pay some of the rent but I also recognized that I didn't do some of the due diligence before bringing him on as tenants lesson learned that won't happen again that was an example and you know that's just one that comes to the top of my mind many different examples and all those things to create discipline in yourself to know when to cut your losses I think the more we find ourselves in positions where we have to cut our losses the more discipline we get at cutting our losses earlier and we just kind of have to go through it we have to make those mistakes it's unreasonable to assume that you can go through life not making mistakes gonna make mistakes all the time the key is learning from them and cutting losses is a big one the non-essential Asst thinks that making things better means adding something attached to every word image or detail someone who's too attached to everything they call themselves perfectionist when in reality they overthink it or they're too much in their head a senseless however think that making things better means subtracting something eliminating the distracted distracting words images and details for example and websites and the freedom to set boundaries the non-essential Asst essentially thinks that if you have limits you will be limited these boundaries as constraining exerts no efforts attempting the direct no and the essentialist knows that if you have limits you will become limitless it's very interesting it's very counterintuitive very paradoxical but it is true because every like every sport has boundaries limits rules and within there you work with it now you know this is a you can get into a lengthy discussion about in business for example when the market gets too highly regulated it gets harder but then you can always go into another market if you're not attached to the process you're not attached it just as a mindset you're able to find more opportunities that don't necessarily have those constraints excessive constraints but they still have limits and within those you know blank slate opportunities you set the limits and build accordingly these boundaries as liberating sees sets rules in advance and eliminates the need for direct note one of my favorite quotes in the art of seduction by Robert Greene is let the thought you were provoking come to them as if they were their own now when you set rules in advance and you're clear in advance you know how far you're willing to go and how far you're willing to not go and this can apply in many different areas of your life but again you get better through and going back to the example of my tenants who aren't paying rent it's because I didn't set the checklist of what to look for now I use checklist for a lot of different things I didn't have a checklist on what I need to do before getting a tenant in all the processes I had to go through to do a background check and all different kinds of things because I would have been able to flag something that would have resulted in me not having them in there and that is something that now I put in place for a lot of things I do checklist why because those checklists allow me to make sure that I establish certain rules and dynamics and elements when I'm in an engagement with whatever I do so it doesn't have to end up in a no because the rules are already established prior you could say the rules of the No okay so let's talk about how to make doing the vital few things almost effortless and by the way this is a framework that I pulled from the chapters of the books as you can see if you've been reading the book or read the book buffer the unfair advantage an essentialist builds a buffer for unexpected events in other words proactively determines all the possible there's many possible implications of what's going to happen all the possible scenarios that they are aware of and then practices and visualizes and sets up systems in place to be able to overcome any of the undesirable outcomes or the unreliable results that may happen to as far as they can cannon on essentialist essentially assumes the best-case scenario will happen forces execution at the last minute now I talked a lot about being optimistic and we also have to look at it power of positive thinking is very important and we also have to realize that positive thinking involves looking out for unexpected events okay because if you're thinking positively then and you're determined to hit your goals then you're also going to look at all the possible ways that you're aware of that you might not hit your goal and you're going to put things in place to look after those areas subtract bring forth more by removing obstacles the essentialist removes obstacles to progress brings forth more the non-essential is piles on quick fix solution and does more it does more this is a big one and the doing more is usually a result of constant reactive quicks quick fix solutions okay not looking at the implications not looking at the root cause of why it didn't work out and addressing it right away progress small wins the essentialist starts small and gets big results smell celebrates small acts of progress okay because not just the end result but the little results will you get on the way to the end result recognizing them has progress the perfect example is Fitness it takes a long time to get to a high level of fitness goals that you might see somebody who has been you know dedicating 10 or 15 years has achieved takes a long time a lot of effort a lot of energy and if you want that you're going to have to go through that it's not going to happen overnight and the way to stay disciplined the way to stay motivated is to enjoy the progress you have been making the incremental improvements of strength gains the incremental improvement of endurance gains the incremental improvements figure out what they are and then value them value them every day the incremental improvements of self-discipline looking at how being consistent is part of the goal itself we can stay consistent for five or ten years on one thing then you have learned how to stay consistent five to ten years on something else a non-essential starts with a big goal and get small results you know they always try to aim big and then say well I'm aiming big but they don't actually produce any results because they don't value the little steps along the way if they don't get that big result of like I failed then workout they don't look at all the little areas that they made progress in and all the lessons they've learned along the way so because they don't look at them they never even are aware of what those lessons are and guess what will happen again they'll set another big goal and you'll get small results and they'll usually go for the flashiest wins you can see that the non-essential Asst has a lot to do with ore is very similar to a person it might actually even be someone with an overly inflated ego right we're not looking at reality they're not looking at what people want they're not looking at value that they create they're not interested in listening to others they're interested only in what they want and thus they're doing a whole bunch of things that aren't productive that aren't effective that aren't moving forward that aren't fulfilling inside the genius of routine the senseless designs a routine that enshrines what is essential making execution almost effortless power of habit I did a book on that discussion on that makes the essential the default position non-essential is tries to execute the essentials by force I can always tell when a person is someone I want to really deal with and really want to work with based on how they communicate do they communicate with eloquence and grace or they trying to force you can feel their energy you can feel when someone has a forceful energy edits it's a very off-putting it's very you know over the years as I have set up more boundaries as to who I want to work with I recommend that you do the same to I've recognized that I definitely want to work with people that are at ease because they're more likely to tap in their subconscious mind and pull up the optimizations they're more likely to be confident they're well versed and experienced and there are also very good learners the two enemies of learning is I already knew that and I disagree force tends to have those elements in there I already know that I disagree that's what they're communicating and so this thus they're not able to really learn that fast okay so if you have that energy with you as you're navigating the world at forceful energy probably you're pushing away from a lot of opportunities and you're just burning resources inefficiently and you're not really taking the moment to be present open and understanding to what you can learn and grow from based on the information that is being presented to you right now and you're not able to essentially determine what is the signal versus a noise focus what's important now the essentialist - focus on the present power of now by Eckhart Tolle I did a video on that is just an amazing book about being present the importance of being presence the power of now tunes into what is important right now and enjoys the moment a non-essential as' mind is spinning out about the past or future that are reactive thinks about what was important yesterday or tomorrow worries about the future and stresses about the past very chaotic and not very clear and stressed out and burnt out and probably as a result of it getting sick very often manifesting some kind of diseases and overall just you know not living a very fulfilling life I mean as much as this stuff relates to productivity this is how you improve your life this is how you live a better life a more fulfilling life you know I I purposely purposely decided to invest this much time to discuss this book from all these different perspectives because I really think it's a very important discussion the ability to determine what's important to you and what's not because you know nowadays like I said with the Information Age give access to all kinds of knowledge and mentors and whatever it is that you want to personally grow in have access to that now better than ever before and that's only going to keep getting better and better and better but knowledge is not power what you do with the right knowledge is power and most knowledge most information most things although they might be valuable to somebody else might not be valuable to you and you get to decide you're the one that has the choice and if you know where you're going if you set your goals then it's going to be easier to differentiate what you want to choose from what works for you and what doesn't work for you who to associate with who not to associate with what is a real viable opportunity to you and what's just an opportunity to maybe somebody else and may not be the right fit for you hope you enjoyed this video thank you very much for watching copy of the mind map is available in the link in the description I will talk to you soon take care

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