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* Solve a pain people have. Not one you just have, but other people.
* Buying something doesn’t change behavior. e.g. buying running shoes and an elliptical machine won’t make you skinny.
* It’s about action and behavior. Just knowing something doesn’t mean people won’t make stupid mistakes.
* It’s a fools errand to say you’re going to solve anything.
* Always look to customer with good habits, you can’t change behavior.
* You can’t help people, you can only help those who help themselves. e.g. story about a guy praying to win the lottery, and God finally replies and says fine, but gotta buy a ticket.
* The core problem with so many businesses is it’s all based on what the person doing it wants. <-- So true!
* Behaviors are not technical problems.
* Remeet Sadi: “You can’t swim upstream, if people are already flowing in a certain direction, you can’t swim against the current"
* Every decision does not have equal weight
* Educational action oriented content marketing = ebomb. Takes a problem/pain/fear. Show them a small thing they can do right away to start fixing that issue. Gives them a win.
* People don’t care if you’re an expert, they only care if you can help them. Expert is a poor proxy.
* Target people who are already doing. Doers are doers.
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