00:00:00All right, so if you've ever had a big dream,
00:00:01but you have found yourself spending weeks or months
00:00:04or maybe even years planning and analyzing
00:00:06and thinking about it and waiting for the moment
00:00:08where everything finally feels ready
00:00:09before you take the first step,
00:00:11then firstly, hopefully this video will help.
00:00:12And secondly, don't worry, you are not alone
00:00:14because most of us without realizing it
00:00:15are living in a thing that I like to call
00:00:17the prison of certainty.
00:00:19So in this video, we're gonna talk about firstly,
00:00:20where this prison comes from
00:00:21and it starts with the schooling system.
00:00:23Secondly, we're gonna talk about why success
00:00:25in the real world plays by completely different rules.
00:00:28And thirdly, I'm gonna share a few mindset shifts
00:00:30that have really helped me
00:00:31that can hopefully help you break through
00:00:32the prison of certainty and actually achieve your potential.
00:00:35By the way, if you're new here, hello, my name is Ali.
00:00:36I'm a doctor turned entrepreneur
00:00:38and I started out my career
00:00:39doing absolutely everything right.
00:00:40I ticked all the boxes, I got all the grades,
00:00:42I got into a fancy university, I became a doctor
00:00:44and I ended up in a job that society considered successful.
00:00:46But for me, it didn't really have the freedom
00:00:48or the fulfillment and certainly not
00:00:50the financial independence that I actually wanted.
00:00:51So it was a long journey for me
00:00:52to break free from that system.
00:00:54And actually I've been documenting that journey
00:00:55on this YouTube channel since like 2017.
00:00:57But now that I'm on the other side
00:00:58and I now coach people on how to build a business
00:01:01and a life they love, there is a pattern
00:01:02that I've started to see with a lot of my students
00:01:04that I think really, really holds them back
00:01:07from achieving the dreams of financial freedom.
00:01:08And it all relates to this idea of the prison of certainty.
00:01:11Okay, so the prison of certainty is the invisible jail
00:01:15that most of us never really escape.
00:01:17And it's a jail that is built from the belief,
00:01:18I can't move forward until I'm sure it will work.
00:01:22Now this belief seems very reasonable.
00:01:24We certainly don't wanna waste time, right?
00:01:26If you're watching this video, you probably don't have
00:01:28an abundance of free time in your life.
00:01:29And so like, of course you don't wanna do something
00:01:32unless you have reasonable confidence
00:01:33that it's actually gonna work.
00:01:35Why would you start that business
00:01:36unless you have the right business idea?
00:01:37Why would you take that risk
00:01:39unless you're sure it's gonna pay off?
00:01:40'Cause your current situation is probably like, okay.
00:01:42It's not like you're in a drastically terrible situation
00:01:44'cause in many ways it's actually easier
00:01:45to escape from a really, really, really terrible situation
00:01:48than it is to escape from a situation that's just okay.
00:01:50This is something known as the region beta paradox,
00:01:52which is that when things are kind of like good enough,
00:01:54it often takes quite a big push for us to make a change.
00:01:57Whereas when things really suck,
00:01:58then you got nothing to lose, you might as well go for it.
00:02:01But my argument in this video
00:02:02and what I hope to convince you of
00:02:03is that this belief is a prison that will hold you back
00:02:06from achieving your dreams.
00:02:07And to get there, we need to understand where it comes from.
00:02:09And that brings us to the idea of the one shot brain.
00:02:11Now this is where we can blame the school system.
00:02:13So what school basically taught us
00:02:16is that life is a series of one shot exams.
00:02:19Generally, when you are preparing for an exam,
00:02:20you can only take the exam once.
00:02:22And if you have to retake the exam,
00:02:24you're like some kind of idiot
00:02:25because what the hell is wrong with you
00:02:26that you had to reset the exam?
00:02:27That's the general attitude around resets.
00:02:29If you're applying for college or university,
00:02:31you generally have one shot at getting the application in.
00:02:34You have one shot at doing well in the interview.
00:02:36And these are fairly high stakes situations.
00:02:38Like for me, for my Cambridge medicine interview,
00:02:40I prepared so much for that because I only had one shot.
00:02:43And if I hadn't gotten in
00:02:44to study medicine at Cambridge university,
00:02:46my life trajectory would have been completely different
00:02:48to what it is now.
00:02:49And so all of the zillions of hours
00:02:50that I spent preparing for that interview
00:02:51and really optimizing things
00:02:53and really making sure I maximized my chances,
00:02:55all of that was worth it because I had one shot.
00:02:58And so really what the school system teaches us,
00:03:00the way all of these kind of artificial games are set up,
00:03:02the artificial game of exams,
00:03:04the artificial game of university admissions,
00:03:06all of these games are set up in a way
00:03:07that encourages us to develop a one shot brain,
00:03:10which is where you do loads and loads and loads of preparation
00:03:12and thinking and analysis and planning
00:03:14because you only have one shot.
00:03:15Now, this wiring is amazing for passing exams,
00:03:17but it's actually terrible for most things in the real world
00:03:20that involve achieving our dreams.
00:03:21And beyond the one shot brain,
00:03:22there is something even deeper
00:03:23that this conditioning from school does to our minds.
00:03:25There is an idea that psychologists talk about,
00:03:27which is defend mode versus discover mode.
00:03:30Now, this is something I learned
00:03:30from Jonathan Haidt's amazing book, "The Anxious Generation."
00:03:32And basically what he talks about is that when we are kids,
00:03:35by default, we are in discover mode.
00:03:37We are curious, we are playful,
00:03:39we are open to new experiences, we are willing to fail,
00:03:42we have an intrinsic growth mindset.
00:03:43Like you very rarely see small kids who are playing,
00:03:46getting really, really worried about failure
00:03:48or trying to make sure they get it right.
00:03:50In contrast to discover mode, you have defend mode.
00:03:52This is where you're not like open to new experiences
00:03:54and open and playful and curious.
00:03:56This is where you're constantly scanning for threats
00:03:58and trying to make sure you're safe
00:03:59and trying to optimize for security and certainty
00:04:01and not taking risks.
00:04:02And this is where you are terrified of looking stupid
00:04:05or looking foolish or looking dumb,
00:04:06and you are terrified of losing whatever you've earned.
00:04:08And this is a thing that happens to kids
00:04:10as they go through the schooling system often.
00:04:12The school system and its obsession with like pass fail
00:04:14and that kind of stuff.
00:04:15And also the kind of social groups we find ourselves in
00:04:17where if you do something that looks dumb,
00:04:19you're at risk of ostracism from the social group.
00:04:21And especially if you've grown up
00:04:22during an age of social media
00:04:23where like there's even more of this pressure
00:04:25to try and conform and try and fit in
00:04:27because otherwise people can be talking about you
00:04:28behind your back even when you're not in school,
00:04:29like in the weekends and in the evenings
00:04:31and when you're like scrolling your phone in bed
00:04:32and when you're on the toilet.
00:04:33All of this makes kids switch from discover mode
00:04:35where they're like open and curious and like open to failure.
00:04:37And it makes them switch into defend mode
00:04:39where we're sort of entering our shells
00:04:40and trying to make sure
00:04:41that nothing in the outside world actually harms us.
00:04:43And this thing, the one-shot brain
00:04:44and operating in defend mode,
00:04:46which a lot of us are trained to do from a young age.
00:04:48This is actually really terrible for life in the adult world
00:04:50because most areas of adult life
00:04:52and business and wealth building
00:04:53and most things that involve you chasing a dream
00:04:56that you have.
00:04:57Mostly those things are not one-shot games.
00:04:59They're actually infinite shot games.
00:05:01Now, if you have decided to take action on your goals,
00:05:03one of the most helpful things you can do
00:05:04is make the first step as easy as possible
00:05:07because whether you are starting your first business
00:05:08or you're putting your work out there into the world
00:05:10in any capacity,
00:05:11or you're finally taking that idea out of your notes app,
00:05:14at some point you will need a place to put it.
00:05:15And that is where Hostinger comes in
00:05:17who are very kindly sponsoring this video.
00:05:18Hostinger is your one-stop shop solution
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00:05:23or launching a business or hosting web apps,
00:05:26Hostinger houses it all in one ecosystem.
00:05:28We've been using Hostinger for a few years now
00:05:30and they're the host of all of our different websites.
00:05:32Their AI website builder lets you go from idea
00:05:34to live website in just a few minutes.
00:05:36You enter your brand name,
00:05:37you describe what you're building,
00:05:38you tweak things with a simple drag and drop interface.
00:05:41And suddenly you're no longer thinking
00:05:42about starting the thing,
00:05:43but you've actually made tangible progress
00:05:44and you have something to show for it.
00:05:46They've also got built in AI tools
00:05:47for things like product descriptions
00:05:49and images and email marketing,
00:05:50and they charge a 0% transaction fees,
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00:06:15So thank you Hostinger for hosting our stuff
00:06:16and for sponsoring this video.
00:06:17Now let's get back to it.
00:06:18Now there's an analogy that Jeff Bezos,
00:06:20the founder of Amazon uses for this,
00:06:22which I think is really good.
00:06:22Now, if you imagine playing baseball,
00:06:24whether or not you know the rules of baseball,
00:06:25you probably know that the ball goes
00:06:27and then you hit the ball with the bat.
00:06:28When you hit the ball with the bat,
00:06:29there is a maximum number of points you can score.
00:06:31And that number is four.
00:06:32So you can score zero points.
00:06:33If you didn't hit the ball at all,
00:06:34you could score one or two or three or four.
00:06:36You cannot score any more than four points.
00:06:38If you hit an amazing shot and you score a home run,
00:06:40you still only get four points.
00:06:41But the analogy that Jeff Bezos uses
00:06:43is that in the world of business,
00:06:44it's sort of like playing baseball,
00:06:45but instead of getting a maximum of four points,
00:06:48there is no cap to, no cap,
00:06:50there is no cap to the amount of points you can earn.
00:06:51So for example, you could take a shot and earn nothing
00:06:53and take another shot and earn zero points
00:06:55and take another shot and earn zero points.
00:06:56And then your fourth shot could earn you a million points
00:06:59or a billion points.
00:07:00And so generally when it comes to following your dreams
00:07:02or like building that business
00:07:03that gets you to financial freedom
00:07:04or whatever the goal might be,
00:07:05often it just takes one thing to go right
00:07:08for you to really, really, really win.
00:07:10And yet most of us are so scared to take the shot.
00:07:12We're spending ages polishing the bat
00:07:14and like making sure everything is perfect, et cetera, et cetera
00:07:16making sure that no one's gonna think
00:07:17we look like a fricking idiot.
00:07:18Like we're so busy overthinking and planning
00:07:20and perfectionisming all of that stuff.
00:07:21We don't realize that the more shots you take,
00:07:23the more likely you are to succeed.
00:07:24It's sort of like if you are dating
00:07:26and you're trying to find the person to marry.
00:07:27A lot of people these days are just really, really concerned
00:07:30about like going on a date.
00:07:31Like unless your physical safety is at risk,
00:07:33the worst case scenario from a date
00:07:35is that it's kind of a bit boring
00:07:36and it was kind of a waste of an hour or two hours
00:07:38or two and a half hours in the middle of the afternoon
00:07:40or in the evening.
00:07:41That's like the worst case scenario.
00:07:42But the best case scenario
00:07:43is that you end up falling in love
00:07:44and you end up getting married.
00:07:45And then that's like you only need dating to go right once.
00:07:48And so all of the overthinking that people do
00:07:49around like going on a first date
00:07:51is all kind of completely pointless
00:07:52because who cares how many first dates you go on?
00:07:54You just needed to go right once.
00:07:55And it's the same thing if you're trying to build a business
00:07:57that gets you to financial freedom or start a side hustle
00:07:59or like start creating content.
00:08:00You actually have unlimited shots on goal
00:08:02and you just need one of them to work.
00:08:04So we often have people coming up to me at events.
00:08:06We often have students in our lifestyle business academy
00:08:08who are so concerned about like,
00:08:09I really wanna start a business,
00:08:10but I don't have the right idea.
00:08:12And they've spent years
00:08:13trying to think about the perfect idea,
00:08:15failing to realize that for most entrepreneurs who've made it
00:08:17it was not their first idea that got them there.
00:08:19It was like their fourth or fifth or sixth or seventh
00:08:21or whatever the thing might be.
00:08:22In fact, it's really, really unusual
00:08:24to see an entrepreneur whose first idea
00:08:26was the one that made them rich or made them successful
00:08:28and made them financially free.
00:08:28And so the thing that separates the entrepreneurs
00:08:30from the wantrepreneurs is the fact that the entrepreneurs
00:08:32are just willing to take shots even when they are uncertain.
00:08:35Whereas the wantrepreneurs end up stuck
00:08:36in the prison of certainty.
00:08:38They keep on waiting until they're a hundred percent certain
00:08:40that the idea is gonna work.
00:08:42And until they are a hundred percent certain
00:08:43they're not gonna take action.
00:08:44But the thing is in the real world,
00:08:45once you get outside of the school system,
00:08:47there's no way to be a hundred percent certain
00:08:49of anything at all.
00:08:50Like back in the days of school,
00:08:51I knew I wasn't gonna take an exam
00:08:52unless it was a hundred percent certain
00:08:53I was gonna get a hundred percent score
00:08:55because the curriculum was finite.
00:08:56And so if you just memorize the curriculum,
00:08:58memorize the mark schemes,
00:08:59the process of getting a hundred percent in a math exam
00:09:01is fairly straightforward.
00:09:02But that does not hold true at all in the real world.
00:09:04There is almost nothing in which you could have true
00:09:06a hundred percent certainty.
00:09:07And so really the people that are operating
00:09:09in the sort of one shot brain mechanism of school
00:09:12are the ones who stay on the sidelines forever
00:09:14because they are never a hundred percent certain.
00:09:16Now, crucially, that is not to say that you shouldn't plan
00:09:18or you shouldn't analyze.
00:09:19There's another thing that Jeff Bezos talks about,
00:09:20which is when it comes to making decisions,
00:09:22you wanna know fairly quickly,
00:09:23is the decision a one-way door or is it a two-way door?
00:09:26Is it a one-way door that you cannot go back from
00:09:28without incurring massive costs?
00:09:29Or is it a two-way door
00:09:30where actually you can like fairly easily walk back
00:09:32if the decision turns out not to be the right one.
00:09:34Now in life, there are some examples of decisions
00:09:36that are one-way doors.
00:09:37For example, you probably wanna consider the decision
00:09:39of getting married to be a one-way door.
00:09:40You don't really wanna approach that
00:09:42from an experimental mindset of like,
00:09:43let me just try out marriage and see how it goes.
00:09:45It's generally in your interest to approach that,
00:09:47at least initially, at least going into it,
00:09:49as if this is a lifelong decision
00:09:50because it's a lifelong commitment you are making.
00:09:52Similarly, you probably don't wanna approach kids
00:09:53as a two-way door decision, right?
00:09:54If you're gonna have kids,
00:09:55you're kind of stuck with a kid
00:09:56and you gotta look after the kid.
00:09:57So you better be reasonably sure
00:09:59that you want kids before having kids.
00:10:01But there are very few of those kinds of decisions
00:10:03in real life.
00:10:03Generally, when it comes to the thing that you wanna do
00:10:05to follow your dreams,
00:10:06let's say it's building a business
00:10:07to get you to financial freedom,
00:10:08almost everything you can do there is a two-way door.
00:10:10We have students in our Lifestyle Business Academy
00:10:11who are terrified of making their first post on LinkedIn.
00:10:14And we've had a couple of students
00:10:15who are spending like three hours
00:10:16on their first LinkedIn post.
00:10:17They've got zero followers on LinkedIn.
00:10:19The thing they're worried about
00:10:20is that their former colleagues,
00:10:21you know, Jane from HR or whatever,
00:10:22is gonna see the post and then is gonna judge them.
00:10:24And so they spend ages overthinking that one LinkedIn post.
00:10:27And really the thing that we encourage our students to do
00:10:30as part of their lifestyle business plan
00:10:32is that once you pick a social media platform,
00:10:34you're gonna post on it every day for the next five years.
00:10:37If someone's gonna take LinkedIn seriously,
00:10:38they're gonna post 1,800 times on LinkedIn
00:10:40over the next five years.
00:10:41So why would you spend three hours
00:10:43overthinking the very first post?
00:10:44Also, if you put the post out there
00:10:46and people don't like it, you can just delete the post.
00:10:48And then people are like,
00:10:49oh, but nothing's truly deleted from the internet.
00:10:50But like, bro, that first LinkedIn post you make
00:10:52where you tell your backstory is not the sort of thing
00:10:54that someone's gonna dredge up
00:10:56at like an employment interview 10 years later
00:10:58to be like, oh, screw you.
00:10:59You made a LinkedIn post 10 years ago about your life.
00:11:00Like the amount of overthinking people do
00:11:02for tiny, tiny, tiny decisions is utterly absurd.
00:11:05And I see this among some of our students
00:11:06in the Lifestyle Business Academy,
00:11:07and then we have to kind of nudge them nicely.
00:11:08We have to coach them through that process
00:11:10because they're not used to this.
00:11:11They're used to the school system.
00:11:12They're used to corporate employment
00:11:13where you kind of have one shot
00:11:14and you have to make sure you get the right answer.
00:11:15But this is completely counterproductive
00:11:17when you're working on your dreams
00:11:18or when you're trying to become an entrepreneur.
00:11:19Most things in life are two-way doors.
00:11:21And if it is a two-way door decision,
00:11:22then you wanna make the decision in a small amount of time
00:11:25rather than a large amount of time
00:11:27because you know you can always reverse the decision.
00:11:29Now, all of this leads to what I like to think of
00:11:31as the overthinking tax.
00:11:33Every time you overthink a decision, you are taxing yourself.
00:11:36You're taxing yourself in three ways.
00:11:37The first way you are taxing yourself
00:11:38is like if we take one of our students, for example,
00:11:40who spends three hours to write a LinkedIn post
00:11:41because she or he is overthinking the LinkedIn post
00:11:44compared to another student
00:11:46who spends 10 minutes to write the LinkedIn post,
00:11:48it's like there's a massive tax, right?
00:11:50Because entrepreneur A who spends three hours on it
00:11:51is spending two hours and 50 minutes more
00:11:53on that one LinkedIn post
00:11:54compared to the other guy who's just done it in 10 minutes.
00:11:56Also broadly, we generally find that if you spend less time
00:11:59working on something like an Instagram post or a LinkedIn post
00:12:01it actually tends to perform better
00:12:02because it's more authentic and less like in your head.
00:12:04But that aside, like you've already paid the tax
00:12:06of wasting a tonne of time doing something
00:12:08that your competitor or your colleague or someone else
00:12:10would have done in a way less time.
00:12:11So firstly, there is the tax on time.
00:12:13Secondly, you pay the overthinking tax
00:12:14in terms of like lost earnings, shall we say.
00:12:16For example, if you've been overthinking
00:12:18starting a business for seven years
00:12:20and it takes you seven years
00:12:21to get over that initial hurdle to start the business,
00:12:23you are seven years behind the person that just thought,
00:12:25you know what, screw it, I'm just gonna do it.
00:12:27And then the third thing is that overthinking is not fun.
00:12:30Most people say that overthinking
00:12:31is not a pleasant experience.
00:12:32Now, if overthinking a LinkedIn post for three hours
00:12:36brought you incredible joy and fulfilment
00:12:38and you really approached it like an artisan,
00:12:40like a craft person where you recognise
00:12:43that I only need to spend 10 minutes on this,
00:12:45but because I just love the process so much
00:12:47I'm gonna spend another three hours on it.
00:12:48If that were the case, then I'd be like, okay, sure.
00:12:50I mean, we all need our hobbies.
00:12:52For some of us that's playing the guitar or the ukulele.
00:12:54For others of us it's spending three hours
00:12:55writing a LinkedIn post.
00:12:56And if that's genuinely bringing you
00:12:57fun and fulfilment and joy, fantastic.
00:12:59Spend three hours doing the thing,
00:13:00I'm all for smelling the roses.
00:13:02But for the most part,
00:13:02when I speak to people who are overthinking,
00:13:04they are not enjoying the process of overthinking.
00:13:07So not only are you wasting time overthinking,
00:13:09not only are you wasting money
00:13:11that you could have earned in the money example
00:13:13by overthinking and not taking action,
00:13:15but you're also just not having a good time
00:13:17while you're overthinking
00:13:18because your brain is in anxiety mode
00:13:19and it's in stress mode and it's in defend mode.
00:13:21And in general, being in defend mode is not fun.
00:13:24Being in discover mode is a lot more fun
00:13:25where we are curious and open and playful
00:13:27rather than when we're like,
00:13:28oh my God, I have to work really hard to get it right.
00:13:30And if it's not right, then it's gonna suck
00:13:32and I will suck and then everything will fall to shit
00:13:34and all of that kind of spiralling that the mind likes to do.
00:13:37So what do we do about this?
00:13:38Well, the first thing to do about this
00:13:39is to recognise when you are in overthinking mode,
00:13:42when you are in that prison of certainty.
00:13:43And a question I like to think of for myself is,
00:13:45firstly, how much certainty do I currently have
00:13:48and how much certainty do I need
00:13:50in order to make this decision?
00:13:52I think in Obama's biography, he talked about this,
00:13:54autobiography, he talked about like,
00:13:55as president of the United States,
00:13:57you will always have imperfect information.
00:13:59And so you have to learn to make decisions
00:14:01with 51% certainty.
00:14:02And that's interesting.
00:14:03Coming from the president of the United States,
00:14:04who can press a button and launch a drone
00:14:06and kill a bunch of people
00:14:07and talking about how like 51% certainty,
00:14:10'cause if you're trying to get more certainty,
00:14:11it's just never gonna happen
00:14:12because you couldn't possibly have enough information.
00:14:14I could be butchering this.
00:14:15Barack, apologies if I've misquoted you,
00:14:18if you haven't been watching this video, my bad.
00:14:19And so it's worth putting numbers on these, right?
00:14:21It's worth asking yourself.
00:14:21Like, you know, if you're thinking of starting a business
00:14:23or making your first LinkedIn post,
00:14:24how much certainty do I need
00:14:26that this post is worth putting out
00:14:27and how much certainty do I currently have?
00:14:29And in general,
00:14:30I find that if I think of our most successful students
00:14:33in our Lifestyle Business Academy,
00:14:34compared to the ones who are still like struggling
00:14:36and overthinking,
00:14:37generally the ones who are succeeding
00:14:39are the ones who have a lower threshold of certainty
00:14:42that they need to hit in order to make something happen.
00:14:45If you're okay with putting something out there
00:14:47with 20% certainty that it's any good or 20% confidence,
00:14:50then you will do way more things
00:14:52than someone who needs 95% confidence
00:14:54in order to do something.
00:14:55The other question I find super helpful is,
00:14:56how much confidence do I need to simply run the experiment?
00:15:00And this word experiment
00:15:01is something that I'm absolutely obsessed with.
00:15:03In my book, "Feel Good Productivity,"
00:15:04I talk a lot about it, the experimental mindset.
00:15:06In the book, there's, you know, nine chapters
00:15:08and each chapter has six different experiments you could try.
00:15:10And the nice thing about the word experiment
00:15:12is that whether the experiment succeeds or fails,
00:15:15either way, you have learned something,
00:15:17you've gotten some useful data.
00:15:18And so when you frame things as experiments,
00:15:20that is often a very easy hack to avoid overthinking.
00:15:24What does it take to just run the experiment?
00:15:25Could we just try it out and see what happens?
00:15:27What would it take to just do 10 minute long posts
00:15:30every day on LinkedIn for a week?
00:15:31Do you reckon we could try that as an experiment?
00:15:33We find that with our students,
00:15:34when we kind of frame it that way,
00:15:36that, hey, how about we just run it as an experiment
00:15:39and we see what happens?
00:15:40Then that framing of it almost always helps them
00:15:44get over the hurdle of overthinking.
00:15:46Because if you're in defend mode
00:15:47and you're having to get it right,
00:15:48that's very different to being in discover or experiment mode
00:15:50where you're like, you know what, I'm just gonna give it a go.
00:15:52And if it doesn't work out, that's okay,
00:15:54because it will teach me something.
00:15:55And I'm just gonna keep on trying until something works.
00:15:56Again, to our baseball analogy of like,
00:15:58all it needs is for like one thing to work,
00:16:00one business idea to be successful,
00:16:01and now you're financially free.
00:16:02Whereas if you spend ages and ages and ages overthinking,
00:16:05even launching that first experiment,
00:16:06you're probably never gonna get there.
00:16:08Now, a few weeks ago,
00:16:08I was at this entrepreneurs event in California,
00:16:10in Palm Springs, where we did some cool stuff.
00:16:12We ran on hot air balloons and everything.
00:16:14And the guy running this event is a mentor of mine.
00:16:15He's a guy called Taki Moore.
00:16:16And there was a quote he said at the start of the event
00:16:18that really stuck with me,
00:16:19which is that every business grows
00:16:21through a series of experiments.
00:16:23And the faster you can run cycles of experiments,
00:16:25the faster your business is gonna grow.
00:16:27And he sort of threw that out fairly casually.
00:16:28And that just really resonated.
00:16:30And I think it applies to more than just business.
00:16:31Like for almost any dream you wanna go after,
00:16:34your goal is probably achievable
00:16:35through a series of experiments.
00:16:37You have the thing that you need to do.
00:16:38Let's say in the context of business,
00:16:40it's like the problem that you have is,
00:16:41I don't have a business idea.
00:16:42So you're like, cool, I've identified the problem.
00:16:44Then you come up with a hypothesis.
00:16:45Okay, I reckon maybe starting an AI automation agency
00:16:48could be a good thing.
00:16:49Then you run an experiment.
00:16:50You ask yourself, okay, what is the quickest,
00:16:52cheapest experiment that I can run
00:16:53to test the hypothesis as to whether this might work?
00:16:56And then you think, okay,
00:16:57maybe I'll do a deep research query.
00:16:58Maybe I'll do some market research.
00:16:59Maybe I'll speak to business owners that I know
00:17:02through LinkedIn and ask them about what their struggles
00:17:04with AI automation are.
00:17:05Maybe I'll just try building an NA10 sort of workflow
00:17:08over a weekend and just see what happens.
00:17:09And then once you've run the experiments,
00:17:10you look at the results of the experiment and you see like,
00:17:12okay, what data has that now given you
00:17:14to inform your next move?
00:17:15And so running the cycle of like identify the problem
00:17:18or whatever the next thing you need to do is,
00:17:19come up with a hypothesis,
00:17:20run a quick, cheap, simple experiment
00:17:22to test the hypothesis and then report back.
00:17:25That is often a great way to design a life
00:17:27and or business that you love.
00:17:28A similar strategy is called wayfinding.
00:17:31It's from the book "Designing Your Life"
00:17:32by Bill Burnet and Dave Evans,
00:17:33who are like Stanford Business School professors.
00:17:35And they talk about this question of how to figure out
00:17:36what to do with your life.
00:17:37Now, how to figure out what to do with your life
00:17:39is unlikely to be something that you can just sit down
00:17:41and think about it for ages
00:17:42and then come up with the right answer.
00:17:43Usually it requires these cycles of experimentation.
00:17:46So for example, you might think, huh,
00:17:48I really hate my corporate job.
00:17:49Maybe I should apply to medical school.
00:17:51This is something I hear from people a lot,
00:17:52especially people in the US
00:17:53where you apply to medical school later than
00:17:55when you're in the UK, for example.
00:17:56So these people are like, all right, cool,
00:17:57maybe I should apply for medical school.
00:17:59'Cause I think being a doctor might be good.
00:18:00So really their hypothesis is, if I were a doctor,
00:18:03then I will have a better life.
00:18:05Now, a expensive way to test that hypothesis
00:18:08is to apply to medical school, go to med school,
00:18:10do it for six years, become a doctor,
00:18:12train for 10 years and then see what happens.
00:18:13That is a very expensive way of doing it
00:18:15because it costs a lot of time and it costs a lot of money.
00:18:16But there are cheaper ways to run that experiment.
00:18:19You could, for example, do some work experience
00:18:21where you shadow a doctor for a week at your local hospital
00:18:24and see if you like it.
00:18:25You could contact doctors that you know
00:18:26and you could offer to take them out for coffee
00:18:28or breakfast or lunch.
00:18:29You know, mostly people are down for a free meal
00:18:30and you could just ask them, be like,
00:18:31hey, what's it like being a doctor?
00:18:33And they'll give you the honest truth.
00:18:34And you can see like, okay, do I like the sound of this?
00:18:36These are quick, easy, cheap experiments that you can run
00:18:39to gather data on whether you would enjoy being a doctor.
00:18:42And in the book, "Designing Your Life,"
00:18:43what they basically say is that this is a process
00:18:45called wayfinding, right?
00:18:46Like you don't really know what destination
00:18:48you wanna go for because you generally just know
00:18:51I want joy and fulfillment, peace, financial independence
00:18:54or whatever in my life.
00:18:55You don't really have a clear picture of the destination.
00:18:58But as long as you're like running experiments,
00:19:01gathering data and then reviewing that
00:19:03and then keep on doing that process,
00:19:05you will end up finding your way, navigating your way
00:19:08to somewhere interesting that will probably be good for you
00:19:10in the long run.
00:19:11But the people that spend ages and ages and ages
00:19:13thinking about it and just living in their heads
00:19:16and not actually, you know, in the context of business,
00:19:18never actually taking an idea
00:19:20and like trying to bring it to the market,
00:19:21never putting their ideas in contact with reality.
00:19:24Those are the people that end up stuck for ages
00:19:26and then they come up to me at my events being like,
00:19:28oh man, I've been dreaming about starting my business
00:19:29for like 10 years and I've never taken action
00:19:31'cause I've got too many ideas
00:19:32and I don't know what the right one is.
00:19:33And honestly, what I wanna tell them is like,
00:19:35bro, you are currently sitting on the fence
00:19:37and it's just a bit weird
00:19:39if you're sitting on the fence for 10 years.
00:19:40Like you could get off the fence in this direction
00:19:42and go for that business,
00:19:43or you could get off the fence in that direction
00:19:45and go for that business.
00:19:45But either way, you probably wanna get off the fence
00:19:47and just do something because the more you bring your ideas
00:19:50in contact with reality, the more real world data you get
00:19:54and the more likely you are to make sensible decisions.
00:19:55You know, it's like, again, to use the dating example,
00:19:57the people that spend ages imagining in their head
00:19:59what their ideal partner looks like
00:20:01and never go on any dates are very, very, very unlikely
00:20:04to find their life partner.
00:20:05But the people that don't think about it too hard
00:20:07and just go on a lot of different dates
00:20:08will end up gathering a lot more data
00:20:10compared to the people that are overthinking it
00:20:12and sort of stuck in the prison of certainty
00:20:14and will never actually do the thing.
00:20:15Now, if you're ready to finally stop overthinking
00:20:17and start actually doing the thing that you wanna do,
00:20:19then you might wanna check out that video over here,
00:20:21which is my evidence-based guide to goal setting.
00:20:23Once you're ready to take action, click on that video
00:20:26and that will teach you exactly
00:20:27how you can set an appropriate goal
00:20:29and create a plan and a system around that goal
00:20:31to actually achieve it.
00:20:31So that'll be right over there
00:20:32and I will see you in that video.
00:20:33Bye-bye.