{"id":4350,"date":"2023-06-20T15:38:37","date_gmt":"2023-06-20T19:38:37","guid":{"rendered":"https:\/\/www.mattwkane.com\/?p=4350"},"modified":"2023-06-20T16:10:15","modified_gmt":"2023-06-20T20:10:15","slug":"the-freaks-shall-inherit-the-earth","status":"publish","type":"post","link":"http:\/\/www.mattwkane.com\/?p=4350","title":{"rendered":"Freaks Shall Inherit the Earth"},"content":{"rendered":"\n<p>Chris Drogan. 2014<\/p>\n\n\n\n<p><strong>Preface<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Now, the underground has become the core of a thriving and somewhat hard to track new economy. Trends have a hard time covering this stuff, unless we start squinting.<\/li>\n\n\n\n<li>That jobless recovery? Where are all those people going? I\u2019ll tell you one group of people who aren\u2019t rushing back to their cubicles: freaks. Instead, they are becoming artists and pickle makers in Brooklyn, punk rock dog groomer is in Memphis, and zombie apocalypse race organizers in Boston. More experiences like this happen all the time.<\/li>\n\n\n\n<li>Skateboarder and businessmen Tony Hawk said his parents supported his choices from an early age, but that\u2019s not always the case.<\/li>\n<\/ul>\n\n\n\n<p><strong>Chapter 1: business new and old and new again.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Marie Forleo: \u201cI quit, started bartending at night, and began building my coaching business during the day. \u201c<\/li>\n\n\n\n<li>Check her out at Marieforleo.com for an example of her video styling.<\/li>\n\n\n\n<li>You don\u2019t have to wait for permission to turn your entrepreneurial vision into a reality. However, you do have to find a way to get your product or service to the people who will want to purchase it.<\/li>\n<\/ul>\n\n\n\n<p><strong>Chapter 2: the wild colors and the solid spine.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>My old boss at the wireless company (technically my boss\u2019s boss, and eventually my boss\u2019s boss\u2019 boss) where I worked early in my career began a meeting with me and about 30 other people by asking us to do the \u201caround the table introductions\u201d dance. My direct boss at the time said her name as then used a title that had about 24 words in it, also explaining her context when it got time for her boss to say what he did, he said, \u201cBill. Technology.\u201d And everyone in the room suddenly new who had the power.\n<ul class=\"wp-block-list\">\n<li>We tend to make things more complex when we fear that others won\u2019t take us seriously\u2014or, when we worry that what we do seem silly or too easy.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Lots of people tell me they are \u201cbad at sales.\u201d But when I asked them how often they actually try to sell, they usually answer by pointing their eyes at the floor and swaying in place. People are bad at selling because they don\u2019t practice it much. There are lots of ways that this manifests itself in lots of ways that we mask it.<\/li>\n<\/ul>\n\n\n\n<p><strong>How to build a discipline:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Change your program.<\/strong> It starts in the language. If you claim to hate doing invoices, they\u2019ll never get easier to do. Instead, say \u201cI love the grind. I love getting paid. I\u2019m going to get this done second and other stuff I love, too.\u201d<\/li>\n\n\n\n<li><strong>Talk yourself into it.<\/strong> Similar to the above concept, but with a little more execution. For instance, every night before I go to bed, I pop open the little notepad app that lists my gym workouts. I review what I\u2019ll be doing the next day. When I wake up, I tell myself I\u2019ll go hit the gym before the day gets busy.<\/li>\n\n\n\n<li><strong>Start and keep the streak going.<\/strong> Take out a calendar. Start doing one thing. Do it repeatedly for 60 days. Just that one thing. If some other things falter, it\u2019s okay. Then, add another thing after 60 days. Some are in the process, a ton of streaks will happen. This may sound silly but it\u2019s part of the process, and if you don\u2019t do it, you will likely not find it discipline.<\/li>\n\n\n\n<li><strong>\u201cEat\u201d lots of goodness.<\/strong> No matter the discipline you\u2019re intending to install, fill your head with great examples and reinforcement. If you\u2019re working on getting fit, buy a bunch of fitness magazines. Follow inspirational leaders on social networks. Connect with awesome (will talk more about this later, but this is about discipline).<\/li>\n\n\n\n<li><strong>Carve away the badness.<\/strong> If you\u2019re writing a book, TV isn\u2019t your friend. If you\u2019re working on losing weight, avoid the drive-through windows. There is no \u201cboth\u201d indiscipline. You are, or you are not. This is the hardest part. But if you whine about it, clearly you are not in the \u201cAre not\u201d category.<\/li>\n\n\n\n<li><strong>Work more than you celebrate.<\/strong> The week after Julian Smith and I made the New York Times bestseller list, I went back to work writing and creating. When you win (in any sense of the word), the risk is that you will want to coast. Discipline is about the work, not the medals.<\/li>\n\n\n\n<li>Maybe you\u2019ve noticed a slight change in my tone over the last handful of pages. I will admit to it. It\u2019s because there\u2019s a kind of \u201ctoughness\u201d that\u2019s required to actually accomplish her goals and do something that\u2019s not the norm, and it requires you to take some action.<ul><li>One of the major missing ingredients for people who decide that they want to be more entrepreneurial is simple action. There are lots of reasons why they are not taking steps toward success, and none of them are especially easy to hear.<ul><li>You might be lazy.<\/li><\/ul><ul><li>You might think you have to wait for someone\u2019s permission.<\/li><\/ul><ul><li>You may lack confidence.<\/li><\/ul><ul><li>You may lacked skill.<\/li><\/ul><ul><li>You may lack resources.<\/li><\/ul><\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li>Want to know a secret? I give you the answers to the above quiz. Stop being lazy. (Sorry. No other answer for this one.) You hereby have permission. No, really! This takes work, but you can use the recipe that is given in the earlier section, \u201chow to build discipline.\u201d Skills can be learned, resources can be acquired<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>People tell me that they can\u2019t possibly do entrepreneurial things because they don\u2019t have experience. By the way, potential new bosses will also tell you that you don\u2019t have the experience. Oh, the paradox. Experience is this thing that everyone says you need, until you get too much, and then the job is a little beneath you, or you are a little too \u201cmature\u201d to be cutting edge.<\/li>\n\n\n\n<li>To get experience, you need to do things\u2014before you know how to do them.<\/li>\n<\/ul>\n\n\n\n<p><strong>Chapter 3: choose your own adventure, defining success.<\/strong><\/p>\n\n\n\n<p><strong>Chapter 4: skill building for your business goals.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A while ago, my friend and former boss, Jeff Pulver, told me something very important. He said that no matter how much money someone has or doesn\u2019t have, the one the feeling that a lot of people really want to experience is that sense of being \u201con the inside.\u201d<\/li>\n\n\n\n<li>Gold questions to ask someone in pursuit of growing your business.<ul><li>Where did you waste your time or make the biggest mistake when you are starting out?<\/li><\/ul><ul><li>Who can I most help with what I\u2019m working on right now?<\/li><\/ul><ul><li>What can I do to help you with your business?<\/li><\/ul><ul><li>If you were to recommend one area of growth for me based on what you\u2019ve seen, what would you recommend?<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li>What were some of the testing methods you used to determine what worked best and what didn\u2019t for you?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p><strong>Chapter 5: fall in love with not knowing<\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Everything we know how to do starts with not knowing how to do it.<\/li>\n\n\n\n<li>We were not born walking. We were not born talking. Everything we do comes from figuring it out.<\/li>\n\n\n\n<li>Ask questions that the other person can answer briefly enough, but that will give you something to do later. For instance, I asked Kate White how I could go about building greater distribution for <em>Owner<\/em> magazine. Her response was to book myself for many more interviews, work on viral pieces, and do more video and more.<\/li>\n\n\n\n<li><a href=\"http:\/\/Www.thehappymovie.com\">Www.thehappymovie.com<\/a>.<\/li>\n\n\n\n<li>Monch means \u201cone family\u201d and embodies the concept that you could help to build value for anyone and everyone around you. Networking means, what can you do for me today?<\/li>\n\n\n\n<li>The answer back is often something about \u201cfiguring I should know.\u201d But that\u2019s a bit like saying you\u2019re interested in baking muffins and learning metallurgy to create the muffin tins.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><strong>Chapter 6: the structure of framework for your days.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/www.mattwkane.com\/wp-content\/uploads\/2023\/06\/Picture1-11.jpg\"><img fetchpriority=\"high\" decoding=\"async\" width=\"622\" height=\"310\" src=\"https:\/\/www.mattwkane.com\/wp-content\/uploads\/2023\/06\/Picture1-11.jpg\" alt=\"\" class=\"wp-image-4354\" srcset=\"http:\/\/www.mattwkane.com\/wp-content\/uploads\/2023\/06\/Picture1-11.jpg 622w, http:\/\/www.mattwkane.com\/wp-content\/uploads\/2023\/06\/Picture1-11-300x150.jpg 300w\" sizes=\"(max-width: 622px) 100vw, 622px\" \/><\/a><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Sadly, you and I, and lots of people serve these two bosses more than any other: habits and reactions.<\/li>\n\n\n\n<li>The easiest way to fail is to think in terms of \u201cday\u201d as the standard unit of measurement. If you plan day today, you\u2019ll never do anything particularly big\u2014because the big work of your plans usually require a bit more work than you can normally fit into 24 hours. You have to develop a longer view.<\/li>\n\n\n\n<li>Let\u2019s use the goals as unit of measurement. To build the long view, you need goal markers set up at these distances:<ul><li>Five years<\/li><\/ul><ul><li>three years<\/li><\/ul><ul><li>one year<\/li><\/ul><ul><li>six months<\/li><\/ul><ul><li>three months<\/li><\/ul><ul><li>one month<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li>one week<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>The real trick is for you to identify milestones you want to hit fill out the goals on this timeline for yourself\u2014 and use it in any way you want. Here\u2019s how it would look if you focused on goals for your health.<ul><li>Five years: study state management of health and fitness.<\/li><\/ul><ul><li>Three years: optimal weight for two years.<\/li><\/ul><ul><li>One year: complete a marathon.<\/li><\/ul><ul><li>Six months: six pants sizes down.<\/li><\/ul><ul><li>Three months: three pant sizes down.<\/li><\/ul><ul><li>One month: gym three times a week.<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li>Week one: drink my body weight in ounces of water daily, walk briskly.<\/li>\n\n\n\n<li><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The mindset I\u2019m working on imparting is the notion that you can\u2019t work on a day to day until you\u2019ve got something a little more solidified in play for your future goals and vision.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.mattwkane.com\/wp-content\/uploads\/2023\/06\/asdgased.jpg\"><img decoding=\"async\" width=\"580\" height=\"1024\" src=\"https:\/\/www.mattwkane.com\/wp-content\/uploads\/2023\/06\/asdgased-580x1024.jpg\" alt=\"\" class=\"wp-image-4352\" srcset=\"http:\/\/www.mattwkane.com\/wp-content\/uploads\/2023\/06\/asdgased-580x1024.jpg 580w, http:\/\/www.mattwkane.com\/wp-content\/uploads\/2023\/06\/asdgased-170x300.jpg 170w, http:\/\/www.mattwkane.com\/wp-content\/uploads\/2023\/06\/asdgased.jpg 748w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/www.mattwkane.com\/wp-content\/uploads\/2023\/06\/asdgrag.png\"><img decoding=\"async\" width=\"779\" height=\"275\" src=\"https:\/\/www.mattwkane.com\/wp-content\/uploads\/2023\/06\/asdgrag.png\" alt=\"\" class=\"wp-image-4353\" srcset=\"http:\/\/www.mattwkane.com\/wp-content\/uploads\/2023\/06\/asdgrag.png 779w, http:\/\/www.mattwkane.com\/wp-content\/uploads\/2023\/06\/asdgrag-300x106.png 300w, http:\/\/www.mattwkane.com\/wp-content\/uploads\/2023\/06\/asdgrag-768x271.png 768w\" sizes=\"(max-width: 779px) 100vw, 779px\" \/><\/a><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Think in terms of \u201cmortgage math.\u201d I have a lot of little calculations I do when it comes to money. For instance, when I launched the opportunity for people to advertise in my newsletter, I decided there would be three slots for $500 each at launch: $1500 per issue time\u2019s four issues a month equals $6000. If I sell all the spots, I can pay four times my mortgage every month (around $1400). Similarly, if I\u2019m pursuing something that becomes a hassle, I ask whether it\u2019s worth the money\u2014and I use my mortgage math to think about it. This can help you plot some of the rabbit holes you choose to visit in a given day.<\/li>\n\n\n\n<li>Plan your schedule at 40%. This is a new concept for me. When you plan your schedule full to the top, something inevitably goes wrong. That\u2019s when you need more time to fix the problem. If you plan your life so that only about 40% of your hours were scheduled, you\u2019d have some extra time and energy to put towards the problems that pop up. If nothing\u2019s going wrong, you can always do something unscheduled during that time. If you take on more and more scheduled work, you\u2019ll eventually drowned in it.<\/li>\n<\/ul>\n\n\n\n<p><strong>Chapter 7: are you an Employeepreneur?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Employeepreneur\u2019s usually find themselves working through their own ambitions and goals, which is great and expected. However, because you\u2019re under someone else\u2019s employment, it\u2019s your responsibility to serve that person to the best of your abilities. It\u2019s never useful to be at odds with your leadership larger goals, even if you are forever striving to change how they get there. Said another way, the only path for an Employeepreneur is to serve your leadership through your actions.<\/li>\n\n\n\n<li>Boss\u2019 want results without a lot of friction. They want action without a lot of interaction. They want to be informed, and never caught off guard. They want your actions to make them shine without upstaging them. Often times, they want to get home and leave the workplace behind.<\/li>\n\n\n\n<li>Now, the interesting part of the story is that he ended up taking my recommendations. He backed the project, and my idea turned out to be really helpful in a small way. But I never once forgot my realization that he wasn\u2019t focused on innovation and the future of the company every waking minute, the way I was. And that wasn\u2019t bad or wrong; he just had a different priorities and was at a different point in his career. The huge take away: it doesn\u2019t matter. If you are passionate and ambitious and the boss isn\u2019t, provided you can do the bulk of the work and get the support you need, who cares? The magic still happens. But remember: not everyone shares your nutty ambitions.<\/li>\n\n\n\n<li>Will if I had my corporate life to do over again, I would redo so much. I used to get mired in every possible distraction. I was far too social with my coworkers, was way too deeply involved in office politics, and spent too much time worrying over really stupid and petty issues. As a result, I burned a bunch of years failing to advance and acquire the power to make my time in corporate life as viable as it could have been. In short, I fell into the matrix. To explain the analogy: the movie the matrix sets up in the world which all reality as we know it is just a massive virtual reality program, and we humans are all dormant and plugged into a giant robotic farm that suck the life out of us as if we were batteries. The take away is that there is a fake world that we have all bought into. Certain people \u201cwake up\u201d and get unplugged from the matrix, but then use other methods to plug back in and challenge the keepers of this oppressive system. Stated much more succinctly, there is a lame reality that makes you docile and complacent; and then there is a way to wake up and do something really important and more \u201creal.\u201d Will use the term matrix to indicate all those not really important issues that get in our way in our working world\u2014 the things that keep us from working on the much more important issues. For instance, \u201cJohn\u2019s chair is better than mine\u201d is a matrix issue. \u201cJane is advancing much faster than me, and I suspect that it\u2019s because she\u2019s playing golf with the boss\u201d is a matrix issue. We can get stuck in other people\u2019s lives. I realize now in hindsight that if I had spent a lot more time working on the my work\u2014and less time worrying about other peoples, as\u2014things would have gone so much better for me and my old roles. So instead of worrying about which offices your colleagues are assigned, focus on what you can make happen. Figure out how you can make progress that benefits your company, your boss and you (though maybe the order should be your boss, your company and you).<\/li>\n\n\n\n<li>If you want to become more influential as an Employeepreneur almost immediately, one skill worth owning is your ability to communicate better. In this case, \u201cbetter\u201d simply means \u201csuccinctly, with positive word choices, and with more actionable results in mind.\u201d<\/li>\n\n\n\n<li>We tend to overwrite and over speak everything in business\u2014usually out of fear. We use way too many words in order to justify some choice or thought. People in business over communicate more often than not. This abundance of words usually leads to under communicating goals and intentions.<\/li>\n\n\n\n<li>One way you\u2019ll become an owner at work, even as an Employeepreneur, is through your choice of words. If you just scoffed or felt this was cruddy advice, then skip this section. But if you\u2019re up for learning something, I\u2019ll give you three ideas that might really help.<ul><li>Always use the most responsible words possible. That is, use the words that make it clear you own your spot at the time. Here\u2019s an example:<ul><li><strong>Not claiming responsibility:<\/strong> they wouldn\u2019t respond to my email.<\/li><\/ul><ul><li><strong>Responsible<\/strong>: I\u2019m still nailing down their response.<\/li><\/ul><ul><li><strong>Not claiming responsibility:<\/strong> my boss has me working on this project to rebuild our tagging.<\/li><\/ul><ul><li><strong>Responsible<\/strong>: I\u2019m leading a project to improve our tagging.<\/li><\/ul><ul><li>Ownership starts with the words you use.<\/li><\/ul><\/li><\/ul><ul><li>No whining. Ever. \u201cI\u2019m so busy.\u201d \u201cMy workload is crazy\u201d. Don\u2019t say it &#8211;people don\u2019t want to hear it.<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li>Use more positive words the negative words. \u201cI can\u2019t get the hang of this\u201d becomes \u201cI\u2019m working on mastering this.\u201d<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Does this connect with you? Do you understand that? I can tell you with certainty that people who choose their words better get further in their pursuits.<\/li>\n\n\n\n<li>Get the exciting projects.\n<ul class=\"wp-block-list\">\n<li>I used to wonder how certain people in my company would get all the plum job assignments. I thought they were maybe lucky, or maybe they were doing something shady\u2014 or bribing someone. It took me a while to learn that you get these projects by earning your way there. There\u2019s a simple progression to how this happens and it\u2019s outlined in these four steps.<ul><li><strong>Accept and conquer small projects.<\/strong> Your boss and colleagues will test you. Why would they give you something big if you can\u2019t even handle the little stuff? Take on and deliver small projects flawlessly and on time. Do extra work to make the project even better somehow.<\/li><\/ul><ul><li><strong>Create your own projects<\/strong>. People really dig it when you take initiative and create a project that improves an aspect of the company in some way. I once revived a newsletter that had long been dormant at my company. Exposure earn me lots of other opportunities, while the project gave the management a way to communicate their messages, wrapped around the fun ways I built out the rest of the information. This led to more projects. Here\u2019s the trick: it must be a project that improves the business\u2014even if just in a tiny way.<\/li><\/ul><ul><li><strong>Ask for crappy projects.<\/strong> No one wants to do them for a reason: because their crappy. But if you tackle them and win, you\u2019ll have helped the boss or your colleagues, and taken something off the collective plate. I use this approach repeatedly when I started as a project manager; and let other people to see me as someone who got things done. Then, instead of crappy projects, I took on the \u201cin jeopardy\u201d projects, and found I was able to deal with \u201cburning train about to hit the brick wall\u201d kinds of projects, and so I got lots of those. It was a great way to do the work I found the most exciting.<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li><strong>Take on the bigger projects<\/strong>. This is the reward for all your hard work. See what you can do when you finally get a big project. Hint: if you choke, that\u2019s probably not going to bode well for you. But if you work and earn the victory, you\u2019ll kick butt and be known as the kind of person who can execute huge project an important work. How do you learn how to do this? Well, my examples replicable, you just say yes to something, and then seek a little advice from peers and people who aren\u2019t your boss. Then use trial and error to make your way towards success.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Why would anyone give you a shot at something big if you\u2019re not giving attention to the primary role for which you are hired?<\/li>\n\n\n\n<li>The people who succeed are the ones who do the work that stands between them and their goal, the mother who owns it.<\/li>\n<\/ul>\n\n\n\n<p><strong>Chapter 8: create systems that work for you.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A book worth checking out is Atul Gawande\u2019s the checklist manifesto. You can also search for the New Yorker article that is a shorter version of what eventually become the book. Something as simple as a checklist can really change your life and improve your ability to deliver.<\/li>\n\n\n\n<li>People tend to ask some pretty repetitive questions via email, so we have software that lets us type a few characters, and POW! Out comes several paragraphs of preloaded information. We then customize it as much as need for the persons question, and the save herself many minutes of performing the same process over and over.\n<ul class=\"wp-block-list\">\n<li>Of course, this requires that one use a piece of software like that; in my case, it\u2019s called Text Expander for Mac. If you don\u2019t use that technology, and instead have a little notepad file with snippets you copy and paste that will work too.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p><strong>Chapter 9: are you a solo or small business owner.<\/strong><\/p>\n\n\n\n<p><strong>Chapter 10: fall in love with not knowing, redux.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cEvery child is an artist. The problem is how to remain an artist once he grows up. &#8211; Pablo Picasso.<\/li>\n\n\n\n<li><a href=\"http:\/\/Www.artisanalpencilsharpening.com\">Www.artisanalpencilsharpening.com<\/a><\/li>\n\n\n\n<li><strong>My success is built entirely on my ability to fail quickly and then learn and adapt from the results of that failure.<\/strong><\/li>\n\n\n\n<li>Can I accelerate my learning? I can interview people for owner magazine, which will develop great content, but I can also ask a lot of questions that will be helpful to my education. Interviews and consultations are a great way to accelerate.<\/li>\n<\/ul>\n\n\n\n<p><strong>Chapter 11: worship obstacles and challenges.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The biggest challenge that we face is that what seems very obvious to people who understand the technology is not obvious to the people who don\u2019t understand the technology. And that is the thing that we, I mean we as in all of us who are fighting for the open Internet deal with.<\/li>\n\n\n\n<li>And even if you love your job and intended to be a freak at your cubicle desk, ask yourself this: would you rather impress your boss or impress the universe?<\/li>\n\n\n\n<li>When you get a few steps ahead in your business, and then your biggest buyer tells you she\u2019s moving to a new supplier, that\u2019s a puzzle. That\u2019s a challenge. That\u2019s what owners face.<\/li>\n<\/ul>\n\n\n\n<p><strong>Chapter 12: build your own media empire.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>I think the other really big distinction that let me build a business of my own choosing and inherit the earth is that I created interesting media that people read and respond to, and I drove business to me.<ul><li>By \u201cmedia,\u201d I mean \u201cinformation packaged for others consumption\u201d\u2014blog posts, newsletter posts, an online radio show, podcasts, YouTube videos etc.<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li><a href=\"http:\/\/Www.ChrisBrogen.com\/podcasting\">Www.ChrisBrogen.com\/podcasting<\/a>.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>What are the stories you should tell? In most cases, you create media by thinking of a story that needs telling. But what do I really mean? Here are some ways to think of what to create.<ul><li>Answer the questions your community members might have. A lot of topics I cover in my blog or newsletter are inspired by the questions I am asked when I connect with my audience.<\/li><\/ul><ul><li>Tell your community members stories by interviewing or profiling the people who inhabit the space you serve. If you sell skateboard accessories, talk about the people riding them. If you\u2019re an artist, talk about galleries and their owners.<\/li><\/ul><ul><li>Tell the \u201cbehind-the-scenes\u201d story of what you do. Everyone loves to see how something is made, or your process, or something else that isn\u2019t typically available simply by purchasing it.<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li>Interview the people who deliver the greatness. I once asked an air-conditioning company what separated them from the other companies. They said it was the team of installers. So, we shot some video interviews with those people, asking them questions about what drove them, what made them work so hard, and so on. The results were a bunch of proud people talking about quality\u2014which is exactly what you\u2019d want to see in any individual you\u2019re trusting your money and time with.<ul><li>Tell larger and inspiring stories. People at GoPro tell stories of their wearable cameras by sharing the lives of people using it.<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li>Tell simple and instructional stories on how to do something, not only with the product or services you sell, but in the space that your community populates.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Make your buyer the hero. You don\u2019t need to write \u201cyou\u201d stories, but instead use a name and suggest \u201cpeople like you,\u201d<\/li>\n\n\n\n<li>Or maybe I\u2019m selling podcasting hardware, and I use this story to illustrate a success story right before pointing out that I have the tools you might need to improve the likelihood that you will become successful. It\u2019s not really important exactly what I\u2019m selling, at least for the point I\u2019m trying to make. My point is that I\u2019m not talking about myself or my dumb product. I\u2019m talking about someone who is representative of you.<\/li>\n\n\n\n<li>Or maybe you\u2019ll snap a photo of your kids really cluttered playroom, a photo of your overloaded with papers and stickers desk, and a photo of yourself with not merely bags under your eyes but full on luggage. And these photos, nicely combined in a three-piece frame, can be shared on your website up interest or wherever, with a simple tagline like \u201cever have one of those times?\u201d And maybe there\u2019s a link back to your primary site, we sell white turbans and scented massage oils. Sometimes your life is your buyer\u2019s life. If that\u2019s the case, you might as well promote the business by making yourself the mere of the buyer you intend to attract.<\/li>\n<\/ul>\n\n\n\n<p><strong>Chapter 13: connect with your freaks.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>As I was writing this, I thought, \u201cI wonder what would happen if I just type something really silly into Google images. So, I typed in \u201cBatman baby.\u201d Should stop reading right now and do this. Go head. I\u2019ll wait<\/li>\n\n\n\n<li>The amount of people who will convince you that your idea is wrong usually grows in accordance with how unique the idea is.<\/li>\n<\/ul>\n\n\n\n<p><strong>Chapter 14: own everything.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>I immediately give him the means to connect to Katie Davis, the first person who comes to mind in my community who is a successful children\u2019s book author and book marketer.<\/li>\n\n\n\n<li>Own your future. The future is a weird thing. It\u2019s already here, only we haven\u2019t experienced it yet. And when I say that, let me get really practical and real about what I mean: if I eat a candy bar today, my belly will display that in a few days. If I stay in bed today, my bank will display that in a few days, too. The future is what I create today. Every day. If you want to learn how to play the guitar, you set a date three months from now and then just go about your days waiting for that day to come because then you will learn to play? No. You practice and learn. Every day. The more you practice, the more you learn. The more you mess up, the more you learn. Your future is today.<\/li>\n<\/ul>\n\n\n\n<p><strong>Chapter 15: when it all goes wrong.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The best way to apologize, according to the trainer, was to ignore knowledge, apologize, and act.<ul><li><strong>Acknowledge<\/strong>. Your food isn\u2019t ready to be served yet. It really has been a long time.<\/li><\/ul><ul><li><strong>Apologize<\/strong>. I\u2019m really sorry for the delay.<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li><strong>Act<\/strong>. I\u2019m going to credit you for your appetizer and may I give you your next drink on the house?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p><strong>Chapter 16: take action, fight crime, save the world!<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>This first became obvious to me when I started tracking how people talked about my books online. Here\u2019s what I\u2019d see, over and over again:<ul><li>\u201cJust finished trust agents. Now on to read the new rules of marketing and PR.\u201d<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li>People seem to believe that finishing a book is the same as doing something with the information. You, friend have the opportunity to leap past are well read friends who opted not to take any specific actions.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Chris Drogan. 2014 Preface Chapter 1: business new and old and new again. Chapter 2: the wild colors and the solid spine. How to build a discipline: Chapter 3: choose your own adventure, defining success. Chapter 4: skill building for your business goals. Chapter 5: fall in love with not knowing. Chapter 6: the structure [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4351,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[238,241,240,245],"tags":[],"class_list":["post-4350","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-booknotes","category-business","category-creativity","category-entrepreneurship"],"_links":{"self":[{"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=\/wp\/v2\/posts\/4350","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4350"}],"version-history":[{"count":2,"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=\/wp\/v2\/posts\/4350\/revisions"}],"predecessor-version":[{"id":4470,"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=\/wp\/v2\/posts\/4350\/revisions\/4470"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=\/wp\/v2\/media\/4351"}],"wp:attachment":[{"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4350"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4350"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.mattwkane.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4350"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}