People love music, not CDs. Make it easier to accessCognitive dissonance is worst when it undermines our identity or threatens us. When your thoughts conflict with your behaviour.Listen, learn, adapt. Don't be rigid and arrogant. Listen to the market.Innovation inherently should look weird, feel unconventional, sound wrong, stupid, illegal. Innovation puts ego, status, identities and jobs at stakeRate of Change is accelerating. Get aheadWhen a friend makes a mistake, the friend remains a friend and the mistake remains a mistake Two conflicting things can be true at the same time

5. Embrace the uncomfortable

KnowledgeSkillsNetworkResourcesReputation You cannot pour from empty buckets.Knowledge and skill can never be taken away from you. The rest flow on naturally

You need to show subjectively true evidence to change someone's mind. The most powerful is first person evidence (observed by the senses of the person)If we trust someone's authority on a subject, we are likely to adopt their beliefCreate/identify a local example for the non-believer to see it for themselves (e.g. localised impacts of climate change)Four factors - current evidence + confidence in it- new evidence + confidence in itWe work with confirmation bias, searching for information that confirms our current beliefs

4. You don't choose your beliefs, but you can change them

It is much easier to influence someone if they like the new idea better. Tell them they're good looking, they'll take it onboard.Don't fight the old evidence, instead focus on implanting new evidence and highlight the positive impact this evidence will have on them.Asking someone to explain or analyse the details of their beliefs will cause them to lose conviction and make them easy to sway. Instead of trying to debunk an idea, raise all the benefits of your idea that outweigh their idea.This works for poor self esteem. Get them to explain their limiting belief till they lose conviction

Give them something to do or to distract them while they wait - "preview clips, free appetiser, T Rex game in chrome, watch the car animation on uber"Operational Transparency builds trust. Give arrival time estimates, price breakdowns and quick updates to stay in the good books.Uncertainty Anxiety from lack of comms is worse than the negative outcome. It's not about faster delivery, it's about knowing when the pizza will arrive.Goal Gradient we speed up the closer we get to our goal (perceived goal). Profile completeness bar or coffee loyalty card encourage more customer interaction

Webjet slows down the search process to make it seem like it searched more thoroughly even tho it has the info instantly. Red bull makes the drink taste worse so you feel it has a medicinal value, Betty Crocker cakes removed the egg from the premade cake mix to make the home cook feel like they put in more effort.

14. Increased friction can increased perceived value

Are you better off than you were 4 years ago? Instead of "you're worse"Questions illicit thought - an active response.Turn your statement into a Question - instead of please recycle, will you recycle?Needs to be a yes or no question. No room for justification or excusesThe yes needs to bring the responder closer to who they want to be (identity). Personal and social ambitions.Start the question with "will" to imply ownership. Stronger than can/could/would as it implies immediate actionCognitive Dissonance can be used as a tool - remind them of the person they want to be and the path required

Instead work together against a problem.Begin response by identifying commonalities - beliefs, ideas. Gets you on the same pageListen so they feel heard and respond so they feel understood.Make bridges to comprehension through connection

3. Never disagree

Cue, response, rewardReplace one if the factors. Remove the cue, change the response or change the rewardBrain associates action with reward. Give it a better action to focus on.The car goes where you look. Focusing on stopping the behaviour acts to reinforce it. Instead focus on the behaviour you want to replace it with (action)Sleep more. You need a stress free baseline and it is hard to function without sleep. Willpower is a muscle that tires. Focus on changing one habit at a time.

8. Never fight a bad habit

If your health goes, so does everything else. Eat well, drink well, exercise lots, sleep lots.Your body needs to last longer than every other thing in your life

9. Prioritise your Health

Reciprocity - people will help you if they think you've done something for the"If you've ever enjoyed our videos, please subscribe"Promise of a future reward - the bigger the channel gets, the biggest guests we can bring on. Strong marketing calls for love or hatred. You need to use your words and actions to cut through and beat the filter of habituation.

Doing the thing you fear, repeatedly, is the best way to conquer fearStep out of the comfort zone into a space that challenges the limiting belief. Growth zone, achievable - going past it into the panic zone will reinforce and create new negative evidence.Growth happens when you start doing the things you aren't qualified to do.

Why do I hold these beliefs? Am I avoiding it because I don't understand? Run towards ideas that make you uncomfortable

Your beliefs create your thoughts, which create feelings and in turn actions which evidence our self story. Think you can do it and then do it.Prove to yourself that you have the mental fortitudeYour thoughts limit your ability.

Teaching solidifies learning. Share 1 idea of socials every day? Learn it, record it then share it.The obligation becomes the social contract you have put in place to share. Give yourself something to loseLoss aversion is a strong psychological tool. We want to hold onto what we haveExplain it simplyResearch thoroughly and then boil it down so simply that a child would understand.Get feedback

2. Create the obligation to teach

Habituation is the body's ability to block out unimportant informationOur brain gets used to information and eventually tunes it out to be able to deal with new stimulus. Songs tend to drop off at the same speed that they became popularNew things grab our attention but we like things we're familiar with (multiple exposures already) Optimal level of exposure?It's why musicians remix their songs and sample classics.Customers become desensitised to marketing terms e.g. black Friday. Use terminology that is unexpected and unusualTell stories in a non-repetitive and unconventional way

11. Avoid Wallpaper (Don't Be Boring)

Hate is a signal you're doing something rightMake people feel something. Indifference is not profitable.Bypass the semantic satiation effect by doing something different that cuts through our filtersIf you piss off 80%, the other 20% will love you. Diminishing returns. If something works, it'll become popular and eventually become the norm. Habituation see rule 11. Keep innovating

12. You have to piss people off

Pull Marketing - do something slightly crazy and you'll never have to spend on marketing. E.g. the big blue slideEnsure that this absurdity promotes your values. The blue slide silently promoted fun, youth, disruption, innovation.Creates a brand through absurdity. Theseare the aspects your customers will talk about.Tesla has $0 marketing spend, it's all PRIts hard to measure ROI from Absurd marketing, so many avoid the risk.Founders are more fun to work with, open to risk and have more financial control and conviction to brand value vs CEOsMake it illogical, costly, inefficient, nonsensical.

Make the process enjoyable. Don't make the trains faster, make the WiFi better so it doesn't feel as longPlacebo makes you feel in control, like a product is working etc - eucalyptus to make tingling feeling in hand soap or an elevator close button that doesn't workMcDonald's self serve Checkout increased sales 10percent - knowing how many orders are ahead of your ticket number, visually seeing photos of products vs just the name, novelty/fun of touchscreen, avoiding shame through the privacy

A small investment that drastically improves perception.Its cheaper to invest in perception than reality.- make the work stand out. Colour/brightness/timing for visibility- interaction with customers- element of performance "The assessment and final snip after a haircut" - creates the feeling of attention to detailThe peak (best/worst) and the end of the experience are the moments we remember, not an averaging of the experience.Ensure you make the ending memorable and enjoyable/exciting. The finale!Idle unhappiness - busy people are happy, even if it is pointless busyness.

A galvanizing playbook for success from Steven Bartlett, one of the world’s most exciting entrepreneurs and the host of the No. 1 podcast The Diary of a CEO "This is a must-read for anyone dreaming of doing something audacious." Jay Shetty "Valuable lessons about the importance of following a different and unconventional path to power.” Robert Greene At the very heart of all the success and failure I've been exposed to - both my own entrepreneurial journey and through the thousands of interviews I’ve conducted on my chart-topping podcast - are a set of principles that ensure excellence. These fundamental laws underpinned my meteoric rise, and they will fuel yours too, whether you want to build something great or become someone great. The laws are rooted in psychology and behavioral science, in my own experiences, and those of the world's most successful entrepreneurs, entertainers, artists, writers, and athletes, who I’ve interviewed on my podcast. These laws will stand the test of time and will help anyone master their life and unleash their potential, no matter the field. They are the secret sauce to success.

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