Author: The Tim Ferriss Show

  • #801: In Case You Missed It: February 2025 Recap of “The Tim Ferriss Show”

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    0:01:42 If the spirit moves ya.
    0:01:43 Optimal minimum.
    0:01:45 At this altitude,
    0:01:47 I can run flat out for a half mile
    0:01:48 before my hands start shaking.
    0:01:50 Can I ask you a personal question?
    0:01:52 Now would’ve seen an appropriate time.
    0:01:54 What if I did the opposite?
    0:01:56 I’m a cybernetic organism,
    0:01:58 living tissue over a metal endoskeleton.
    0:02:01 in the Tim Ferriss Show.
    0:02:07 Hello, boys and girls.
    0:02:09 This is Tim Ferriss.
    0:02:10 Welcome to another episode of the Tim Ferriss Show,
    0:02:13 where it is my job to deconstruct world-class performers
    0:02:14 of all different types,
    0:02:16 to tease out the routines, habits, and so on
    0:02:17 that you can apply to your own life.
    0:02:20 This is a special in-between-isode,
    0:02:22 which serves as a recap of the episodes
    0:02:24 from the last month.
    0:02:27 Features a short clip from each conversation in one place,
    0:02:28 so you can jump around, get a feel
    0:02:31 for both the episode and the guest,
    0:02:32 and then you can always dig deeper
    0:02:34 by going to one of those episodes.
    0:02:36 View this episode as a buffet to whet your appetite.
    0:02:37 It’s a lot of fun.
    0:02:38 We had fun putting it together,
    0:02:41 and for the full list of the guests featured today,
    0:02:42 see the episode’s description,
    0:02:45 probably right below wherever you press play
    0:02:46 in your podcast app,
    0:02:49 or as usual, you can head to tim.blog.com
    0:02:52 slash podcast and find all the details there.
    0:02:53 Please enjoy.
    0:02:55 First up,
    0:02:57 Brandon Sanderson,
    0:03:00 number one New York Times best-selling author
    0:03:01 and Hugo Award winner,
    0:03:05 whose books have sold more than 40 million copies
    0:03:07 in 35 languages and include
    0:03:10 the Stormlight Archive series,
    0:03:11 the Mistborn Saga,
    0:03:16 and the Alcatraz vs. the Evil Librarians series.
    0:03:29 So let’s come back to habits and your schedule for writing.
    0:03:33 Do you still have two primary blocks of writing?
    0:03:38 And could you explain what your current schedule tends to look like?
    0:03:44 So I find that for what I do and where my personal psychology is,
    0:03:49 an eight-hour block is not sustainable for writing.
    0:03:52 This means I can do it for a week or two at eight hours,
    0:03:54 but it’s going to brain drain me.
    0:03:55 It’s going to exhaust me.
    0:03:59 I get done with eight hours and I am mentally worn out.
    0:04:02 I find that if I do two four-hour blocks instead,
    0:04:05 I never quite get there and it’s more sustainable.
    0:04:09 And so what I do is I will get up.
    0:04:10 I get up late.
    0:04:16 I get up at around noon or one and I will go to the gym,
    0:04:20 which is, you know, different for me than other people.
    0:04:21 The gym is writing time for me.
    0:04:23 I’m not hitting it super hard.
    0:04:27 I am there to think through what I’m doing,
    0:04:28 some motion moving your body.
    0:04:30 Number one, it’s good for you,
    0:04:32 but that’s a side effect for me too.
    0:04:34 I can put on music and I can move
    0:04:35 and I can think about what I’m going to write.
    0:04:41 Then I go and I work from two until six these days,
    0:04:42 is usually what I do.
    0:04:45 One until five, something like that.
    0:04:47 And then I’m done.
    0:04:51 I go, I shower, 6.30, I’m ready to hang with my family.
    0:04:54 And I’ll be with family from six until 6.30 to 10.30.
    0:04:58 Go out with my wife, hang with my kids,
    0:05:01 build some Legos, play some video games, whatever it is.
    0:05:03 I learned early in my career,
    0:05:06 one of the most important things I ever did
    0:05:10 was take that time and demarcate it as non-writing time.
    0:05:14 I found early in my marriage that writing,
    0:05:17 it will consume every moment possible.
    0:05:20 And I was always anxious to get back to the story.
    0:05:24 And as soon as I changed my brain and said,
    0:05:26 no, no, no, no, even if your wife is away,
    0:05:29 6.30 to 10.30 can’t be writing time.
    0:05:30 It is off limits.
    0:05:33 You have to do something else.
    0:05:37 Suddenly, it was a lot easier for me to be there for my family.
    0:05:41 And I think, I mean, you’ve interviewed a lot of highly productive,
    0:05:43 highly successful people.
    0:05:47 I think a lot of them are going to talk about the same thing,
    0:05:50 that it’s very hard to be there with people when you’re there with people.
    0:05:52 Sure.
    0:05:56 Because your brain is always working on the next big thing.
    0:05:59 Yeah, this is particularly true with people who work on big creative projects.
    0:05:59 Yeah.
    0:06:02 And that gave me this permission.
    0:06:03 It actually came in a moment.
    0:06:06 My wife, I went out to dinner with some writer friends.
    0:06:09 And afterward, I’m like, that was such a great dinner.
    0:06:12 And she’s like, yeah, but you didn’t look at me once.
    0:06:16 And I realized she had become invisible to me because the writing was consuming all.
    0:06:18 And so made that change.
    0:06:21 10.30, kids are supposed to go to bed.
    0:06:21 They’re older now.
    0:06:22 They just don’t.
    0:06:25 But sometime around there, they drift off.
    0:06:27 My wife goes to bed.
    0:06:31 She was a schoolteacher for many years, still kind of keeps a schoolteacher’s hours.
    0:06:33 And she is wonderful for getting up with the kids.
    0:06:36 I don’t have to do that and never have.
    0:06:38 And I go back to work at about 11.
    0:06:40 I write from 11 to 3.
    0:06:46 And then 3 to 4 or 5 is just whatever I want to do.
    0:06:48 That’s the real goof off time.
    0:06:51 That’s the go play with my magic cards time.
    0:06:54 That’s the play a video game, pop out the Steam Deck time.
    0:07:00 And this schedule, you’ll notice I don’t have to worry about commuting,
    0:07:05 which gives me an advantage here, has been really sustainable for me.
    0:07:08 So that’s a home office predominantly where you’re writing?
    0:07:09 I write for my home office.
    0:07:10 I do like to move around.
    0:07:12 I go in the gazebo.
    0:07:13 Lately, I’ve gone in the gazebo when it’s really cold.
    0:07:17 And I hire one of my kids to come put logs on a fire for me.
    0:07:19 And I sit by the fireplace.
    0:07:21 Sometimes I like to be on the beach.
    0:07:24 Sometimes I like when I’m around here, I like to be in different places.
    0:07:27 I can set up a hammock here or there.
    0:07:29 So with my laptop, I do not work at a desk.
    0:07:31 That’s really sustainable.
    0:07:33 It’s worked for me for the last 20 years.
    0:07:34 That’s incredible.
    0:07:41 I got all my best writing done really late at night when I was, I mean, still am writing,
    0:07:41 working on a new book.
    0:07:46 But when I was working on my first few books, especially, it was always when everyone else
    0:07:46 is asleep.
    0:07:50 Let’s talk about the non-home environment.
    0:07:55 We’re sitting in a quite a large building, or at least a building with a lot of large rooms.
    0:07:55 Yes.
    0:08:00 Why do you have this company?
    0:08:02 Why have you and your wife built this company?
    0:08:03 All right.
    0:08:06 Because there are a lot of writers out there who just want to focus on writing.
    0:08:11 They go the traditional publishing route, which I’m not saying it’s a mutually exclusive
    0:08:12 choice.
    0:08:14 But why do you have all this?
    0:08:15 How long?
    0:08:16 How long do you want to go?
    0:08:16 Yeah.
    0:08:17 This is the big one.
    0:08:19 This is a long form podcast.
    0:08:20 So we have all the time we want.
    0:08:21 All right.
    0:08:22 So you’re right.
    0:08:30 Most writers want to sell a book and live that kind of dream you see presented in film
    0:08:34 and television, which is accurate to the top percentage of writers.
    0:08:39 Most writers you read about or see in film are the big ones.
    0:08:40 They’re doing really well.
    0:08:43 And so they’re off in a cabin telling their story.
    0:08:46 Or they’re the ones that have to be pried away from their easy chair.
    0:08:49 to get them to even do any publicity whatsoever, right?
    0:08:53 They want to live that life that is the classic life of a writer.
    0:08:55 And there’s some of me that wants that.
    0:08:58 But the secret is I was raised by an accountant and a businessman.
    0:09:06 And particularly my mother, that accountant, she instilled into me some aspirations.
    0:09:09 And I call this my superpower.
    0:09:12 My superpower is to be an artist raised by an accountant, right?
    0:09:17 And I’ve always had a bit of that entrepreneurial sense.
    0:09:18 What were the aspirations?
    0:09:20 The aspirations?
    0:09:21 Well, they started small.
    0:09:23 They started with, you know what?
    0:09:25 I want to be able to make a living from writing.
    0:09:34 Got back from Korea and said, all right, I am not very good at this writing thing, but I
    0:09:35 really, really love it.
    0:09:43 I could tell because when I spent time doing the writing, time didn’t matter anymore, right?
    0:09:45 I could spend hours doing this.
    0:09:49 And it’s the first thing I found other than reading or video games that I could spend hours
    0:09:53 doing and just come out of it feeling tired but fulfilled.
    0:09:56 And I’m like, I want to do this.
    0:10:02 So I sat down and I took what I’d learned, both kind of from my mother and kind of missions
    0:10:04 have kind of a regimented structure.
    0:10:06 And I said, I’m going to apply this all to writing.
    0:10:09 And I’m going to, I’m just going to start writing books.
    0:10:12 And I heard your first five books are generally terrible.
    0:10:14 I said, well, that’s good.
    0:10:15 I don’t have to be good yet.
    0:10:17 It took a lot of pressure off me.
    0:10:18 I said, I’m going to write six.
    0:10:24 And the first five, I’m not going to send out to any publishers, right?
    0:10:28 And that’s bad advice for some people, right?
    0:10:28 Yeah.
    0:10:28 Wow.
    0:10:29 You didn’t even send them out.
    0:10:30 I didn’t send them out.
    0:10:34 It was just, it was just weight training in the gym for your mind for the number six.
    0:10:35 Yep.
    0:10:36 I didn’t send them out.
    0:10:40 I did eventually, I shared number five with some, some people.
    0:10:45 I got involved with the local science fiction magazine as an editor.
    0:10:47 I eventually took it over because that’s what I do.
    0:10:48 And I was head editor.
    0:10:51 And I eventually said, well, I do have a book.
    0:10:55 And I started sharing book five with people right around that time.
    0:10:57 So you didn’t even have test readers.
    0:10:58 I didn’t have test readers.
    0:11:00 I just wrote the books.
    0:11:03 And again, this is why the advice can be bad.
    0:11:04 There’s some people out there that would be bad advice for.
    0:11:07 Pat Rothfuss published his first book and it’s brilliant.
    0:11:09 Name of the Wind.
    0:11:09 Name of the Wind.
    0:11:10 Yeah.
    0:11:11 That is a spectacular book.
    0:11:12 First novel.
    0:11:13 Now he did a ton of revisions on that.
    0:11:17 He spent as much time revising that book as I spent writing mine.
    0:11:21 But for me, the good advice was, your first five books are terrible.
    0:11:22 Don’t stress.
    0:11:24 And so weight training for my mind.
    0:11:24 I wrote five books.
    0:11:26 And then I sat down.
    0:11:27 This was before you had an agent.
    0:11:28 Before I had an agent.
    0:11:29 Before I had anything.
    0:11:30 Before I even knew what an agent was.
    0:11:32 Before I’d taken Dave’s class.
    0:11:36 I took Dave’s class the year that I finished Elantris, which is book number six.
    0:11:38 I had just finished that one.
    0:11:42 And so I said, all right, book six, that’s Elantris.
    0:11:43 That’s the one I eventually ended up selling.
    0:11:45 Those five I’d written in different subgenres.
    0:11:47 I knew I liked sci-fi fantasy.
    0:11:51 But at the risk of being too nerdy, my subgenres, I did an epic fantasy.
    0:11:53 I did a comedic fantasy.
    0:11:56 A Terry Pratchett style sort of thing.
    0:11:57 I did a cyberpunk.
    0:11:58 I did a space opera.
    0:12:03 And then I wrote a sequel to my epic fantasy to kind of be like, is this what I want to do?
    0:12:13 Next up, Seth Godin, author of 21 internationally best-selling books,
    0:12:21 including Linchpin, Tribes, The Dip, Purple Cow, and his latest, This Is Strategy.
    0:12:26 You can find Seth at Seths.blog.
    0:12:28 How do you use AI?
    0:12:31 And how do you foresee using AI yourself?
    0:12:34 I use it every day for more than an hour.
    0:12:39 I think it’s electricity for our century.
    0:12:44 In the late 1800s, there were companies that said, yeah, this electricity thing’s interesting,
    0:12:46 but we’re not going to be an electricity company.
    0:12:48 And they’re all gone, right?
    0:12:52 That electricity is now, you’re not an electricity company,
    0:12:54 you’re just a company that uses electricity.
    0:12:57 And the same thing is true, I believe, with AI.
    0:13:00 I will tell you, and I’m not afraid to say it out loud,
    0:13:06 I think ChatGPT is arrogant and lazy, and I use it as a last resort.
    0:13:10 Claw.ai is a dear friend.
    0:13:12 I love Claw.ai.
    0:13:13 We have great conversations.
    0:13:15 It’s empathic.
    0:13:16 It’s self-aware.
    0:13:19 It warns you it might be hallucinating.
    0:13:22 And when it makes a mistake, it’s eager to correct it.
    0:13:24 And I use perplexity exclusively.
    0:13:27 I almost never do a search with a search engine.
    0:13:31 But what I’ll do with Claw.ai, every word I publish, I wrote.
    0:13:35 But what I will do with Claw, for example, is I will say,
    0:13:37 here’s a list of three bullet points.
    0:13:39 Can you think of four more?
    0:13:42 And it’s great at that.
    0:13:45 And then I’ll rewrite them, and now I’ll have five bullet points,
    0:13:49 and it’s much better than if I hadn’t engaged with Claw.
    0:13:55 If there’s a concept in the world that I don’t understand, I’ll say to Claw.ai,
    0:13:58 can you please explain it in 300 words to a college student?
    0:14:00 And that helps.
    0:14:04 But I did it once, and I still didn’t understand it.
    0:14:08 And then I said, can you write it to me like a Seth Godin blog post?
    0:14:13 And it did, and it did a terrible job.
    0:14:15 But now I understood it.
    0:14:20 So I rewrote it, and I said, do you think this is better?
    0:14:23 And it said, oh, yeah, that’s much better.
    0:14:25 And I said, thank you.
    0:14:26 I’ll tell Seth.
    0:14:30 And Claw said, do you know Seth Godin?
    0:14:35 And I wrote, actually, I am Seth Godin.
    0:14:37 And I’m not making this up.
    0:14:41 He then wrote, I can’t believe I’m talking to you.
    0:14:47 Your books have changed my life, and they named like four of my books, and it changed.
    0:14:50 I’m like, all right, I’m in forever.
    0:14:51 You got me.
    0:14:54 I don’t know how you did that, but we’re friends for life.
    0:14:56 All right.
    0:15:01 So I seem to have a similar use pattern with Claw and perplexity also, although I haven’t
    0:15:06 sandbagged them just yet.
    0:15:11 But what do you think people are getting right and wrong about AI?
    0:15:19 I think that they are getting wrong their expectation that it’d be fully baked and a magic trick every
    0:15:19 day.
    0:15:27 When I think about the dawn of the internet and how creaky it was and how fast this is going,
    0:15:30 what it is now is amazing.
    0:15:38 But when we add to it persistence, and when we add to it ubiquity, and when we add to it the ability
    0:15:43 to make connection, it’s a whole different thing.
    0:15:45 It’s just a completely different thing.
    0:15:52 The second thing is people tend to use it as a one-shot like a search engine.
    0:15:53 Ask a question, get an answer.
    0:15:59 But what it’s already good at is a protracted dialogue back and forth.
    0:16:05 So I had a pump in my house that stopped working, and I couldn’t find someone to service it.
    0:16:06 I took a picture of it.
    0:16:08 I put it up to Claw and I said, this isn’t working.
    0:16:11 Work with me for the next 10 backs and forth.
    0:16:13 Let’s figure this out.
    0:16:16 And it would say, go downstairs and take a picture of this part.
    0:16:17 All right, try this.
    0:16:19 And we went back and forth and back and forth.
    0:16:21 And it suggested something, and I said, that’s not going to work.
    0:16:24 And we figured it out, and we fixed it.
    0:16:33 That idea, the fact that Claude is already better at many medical diagnoses over time than a human.
    0:16:40 And well, it should be, because it knows so much of the past of every single case,
    0:16:44 not just the cases your doctor has seen, right?
    0:16:51 If we’re willing to engage with that, for people who are knowledge workers, I think it’s a game changer.
    0:16:59 And then the other thing I think people need to wake up to is, if you do average work for average pay,
    0:17:01 AI is going to be able to do it cheaper than you.
    0:17:03 For example, radiology.
    0:17:11 Already, we can use AI to do a wrist x-ray, as well as a mediocre radiologist.
    0:17:17 So, if we can do it instantly and for free, other than licensing, you’ve got some problems.
    0:17:24 So, the opportunity is either get AI to work for you, or be prepared to work for AI.
    0:17:34 What are your greatest concerns around AI, if any, or foregone conclusions about challenges in the future?
    0:17:40 I think that Cory Doctorow’s work on inshittification is super important.
    0:17:41 What was that word?
    0:17:45 Oxford Dictionary, word of the year, two years ago, inshittification.
    0:17:47 Okay.
    0:17:55 Inshittification is what happens after a business that uses the network effect gets locked in
    0:18:00 and decides to aggressively make things worse for its users to make more money.
    0:18:07 And we could think of 400 examples right now, but we’re not going to do that, right?
    0:18:09 Because you say, well, I can’t switch cable companies.
    0:18:11 It’s just too much of a…
    0:18:14 And the same thing is true for social networks and everything else.
    0:18:22 That capitalism has built into it this doom loop that is getting faster and faster,
    0:18:29 that says the race to the bottom pushes companies to mistreat the people they’ve locked in to make more money
    0:18:31 because that’s what they get rewarded for.
    0:18:39 And most things that the internet touches start as a miracle.
    0:18:42 There are huge prizes for the early adopters.
    0:18:51 And then soon, the desire to serve a different constituency kicks in and it gets worse.
    0:18:55 And one of the things that makes it worse in a hurry is advertising.
    0:19:03 So I’m really nervous that these organizations that have raised billions and billions and billions of dollars
    0:19:10 are going to start shortcutting things to either get bigger or get more profitable faster.
    0:19:14 And because we don’t know how they work, we have no clue,
    0:19:19 because it’s going to be hard to switch because there aren’t going to be many competitors.
    0:19:23 It often leads to just a yucky mess.
    0:19:30 So I think that’s way more likely than a general artificial intelligence that takes over the world
    0:19:31 and turns us all into paperclips.
    0:19:34 I don’t think that’s going to happen anytime soon.
    0:19:38 More likely just to have business incentive-driven gentrification.
    0:19:41 Yeah, I would say that seems like a safer bet.
    0:19:48 Well, Seth, are there any closing comments or challenges you’d like to issue to my listeners
    0:19:51 as we begin to wind to a close?
    0:19:56 Or anything that you’d like to add that I have managed to somehow dance around?
    0:20:01 There’s nothing better than starting a Tim Ferriss podcast and nothing worse than ending one,
    0:20:03 because you don’t know if it’s going to happen again anytime soon.
    0:20:06 Yeah, the challenge is super simple.
    0:20:14 The people who listen to your podcast have their hands on the levers, and they have influence,
    0:20:19 and they have resources, and they don’t have to hustle for a nickel.
    0:20:21 They can make things that really matter.
    0:20:26 And so the challenge is, take a deep breath and say,
    0:20:30 what can I build that the me of five years from now is going to say thanks?
    0:20:33 Thanks for walking away from those sunk costs.
    0:20:36 Thanks for ignoring those false proxies.
    0:20:43 Thanks for asking uncomfortable questions in service of making things better.
    0:20:49 Because that person, five years from now, they’re going to be here soon.
    0:20:57 And it’s really great to pay the price and put in the work to become that person.
    0:20:59 And today is a good day to start.
    0:21:02 The best day to start.
    0:21:14 Next up, L.A. Paul, Professor of Philosophy and Professor of Cognitive Science at Yale University
    0:21:18 and author of Transformative Experience.
    0:21:23 You can learn more about L.A. Paul at lapaw.org.
    0:21:25 Vampires.
    0:21:29 How do vampires fit into your life, and why do they fit into your writing?
    0:21:30 Oh, vampires.
    0:21:31 I love vampires.
    0:21:33 So many ways they fit in.
    0:21:37 So, my favorite thought experiment involves vampires,
    0:21:40 because I like to use it to illustrate the concept of transformative experience.
    0:21:42 Maybe just because I like vampires so much,
    0:21:45 I think it’s an especially good way to kind of illustrate the concept.
    0:21:47 And also, because it’s not a real life,
    0:21:49 I don’t think vampires are real.
    0:21:51 And the beautiful thing about a thought experiment
    0:21:52 is you can design it the way that you want
    0:21:55 to kind of illustrate the structure of a concept,
    0:21:57 but then I also think that the structure of that concept
    0:21:59 then fits to real-life cases.
    0:22:00 So, my example.
    0:22:01 I’m just going to tell you this.
    0:22:02 Yeah, let’s do it.
    0:22:04 So, the way that I think about this is I imagine,
    0:22:07 or you imagine, I ask you to imagine,
    0:22:11 traveling through some part of, you know,
    0:22:13 on your summer vacations, traveling through some part of Europe,
    0:22:15 and you decide to explore a castle.
    0:22:17 You’re in Romania, let’s say,
    0:22:18 and you go down to the dungeons,
    0:22:19 and Dracula comes to you,
    0:22:21 and he says,
    0:22:24 I want to make you one of my own.
    0:22:26 I’m going to give you a one-time-only chance.
    0:22:28 You could become one of my followers.
    0:22:30 It’ll be painless.
    0:22:32 You’ll enjoy it, in fact.
    0:22:34 But this is a one-time-only chance,
    0:22:34 and it’s irreversible.
    0:22:36 And then he says,
    0:22:38 go back to your Airbnb
    0:22:41 and think about it until midnight,
    0:22:43 and if you choose to accept my offer,
    0:22:43 leave your window open.
    0:22:45 And if you choose to decline it,
    0:22:48 leave your window shut and leave and never come back.
    0:22:51 So, I see this as a really interesting possibility
    0:22:53 because, you know, vampires are sexy.
    0:22:54 They look great in black.
    0:22:57 They have amazing powers.
    0:22:59 They probably have different kinds of sense perception.
    0:23:00 Yeah, virtually.
    0:23:04 I mean, as long as they stay away from villagers with stakes and things like that.
    0:23:05 Yeah, exactly.
    0:23:08 Like, there are certain obstacles,
    0:23:09 but in general, yeah,
    0:23:10 for all intents and purposes,
    0:23:11 immortal.
    0:23:13 And so, this seems pretty cool,
    0:23:15 but they’re not human.
    0:23:17 You’d have to exit the human race.
    0:23:18 You have to sleep in a coffin.
    0:23:21 You can’t enjoy the sunshine anymore,
    0:23:23 and you have to drink blood.
    0:23:25 And I try to separate out some of the ethical questions.
    0:23:27 So, let’s say it’s artificial blood
    0:23:29 or the blood of humanely raised farm animals
    0:23:30 or something like that.
    0:23:31 Still, right now,
    0:23:32 as a human, I think there’s something…
    0:23:32 Cough is pretty cozy.
    0:23:34 It’s got some memory for a moment.
    0:23:35 I mean, reasonably.
    0:23:35 I don’t know.
    0:23:36 I mean, I don’t know.
    0:23:37 I’m not…
    0:23:38 Okay, it’s lined with satin,
    0:23:41 but it still might be a bit hard for my mattress preferences.
    0:23:43 But the idea is that these things,
    0:23:44 while they seem interesting,
    0:23:46 they also seem kind of alien, right?
    0:23:48 And I think in particular,
    0:23:50 not only will you have to drink blood,
    0:23:52 but you will love the taste of it.
    0:23:53 Like, you will thirst for it, right?
    0:23:55 And even ethical vampires
    0:23:56 have to kind of keep themselves
    0:23:57 from, like, sucking the blood
    0:23:59 of their human compatriots.
    0:24:01 So, that’s quite alien.
    0:24:04 And I wanted to kind of bring out
    0:24:06 how the possibility of becoming
    0:24:08 another kind of individual
    0:24:10 can seem incredibly alien.
    0:24:11 Because, obviously,
    0:24:13 I take it that most of us
    0:24:15 don’t enjoy or thirst after
    0:24:16 the taste of blood
    0:24:18 or think about the different varietals,
    0:24:19 like it’d be some kind of fancy wine.
    0:24:21 But if you became a vampire,
    0:24:21 you would.
    0:24:22 Okay.
    0:24:25 So, the way that I think about it,
    0:24:26 then, is I continue the story
    0:24:27 and it’s like, okay,
    0:24:28 so you rush back to your Airbnb
    0:24:30 and you start calling people
    0:24:31 or texting them,
    0:24:32 telling you about what happened to you,
    0:24:33 and you find out
    0:24:34 that a bunch of your friends
    0:24:35 have already become vampires.
    0:24:37 So, then, you immediately
    0:24:38 want to find out,
    0:24:38 well, wait,
    0:24:39 tell me about what it’s like.
    0:24:41 Like, what’s it like to be a vampire?
    0:24:41 Do you like it?
    0:24:42 Should I do it?
    0:24:43 And they tell you
    0:24:44 that they love it
    0:24:45 and it’s fabulous
    0:24:46 and it’s totally incredible,
    0:24:47 but they also tell you
    0:24:49 you can’t possibly understand
    0:24:50 what it’s like
    0:24:52 to be a vampire
    0:24:53 as a mere human.
    0:24:55 They say life has meaning,
    0:24:56 it has a kind of purpose
    0:24:57 that, you know,
    0:24:57 is exquisite,
    0:24:59 but until you become a vampire,
    0:25:00 you can’t possibly understand it.
    0:25:02 You lack the capacity.
    0:25:03 So, you’re like,
    0:25:04 okay, thanks.
    0:25:04 So, what do I do?
    0:25:06 Because if you can’t possibly understand
    0:25:07 what it’s like to be a vampire,
    0:25:10 then you either have to do it
    0:25:11 just because all of your friends do it
    0:25:12 and they say it’s great
    0:25:13 and they tell you
    0:25:14 they think it would be great for you,
    0:25:15 but there’s no way
    0:25:17 you can actually kind of conceive
    0:25:19 of what it would be like to do that.
    0:25:22 And I’m sure it hasn’t escaped your thought.
    0:25:24 It certainly didn’t escape my imaginings
    0:25:25 that, well, maybe there’s something
    0:25:26 about being a vampire
    0:25:28 that makes you really happy
    0:25:29 to be a vampire.
    0:25:30 So, maybe, like,
    0:25:32 when you become this other species,
    0:25:32 there’s some kind of
    0:25:34 biological evolutionary thing
    0:25:35 that makes you really glad
    0:25:35 that you’re a vampire.
    0:25:37 Right.
    0:25:39 So, it’s not even clear
    0:25:40 what their testimony applies.
    0:25:40 Okay.
    0:25:41 So, that’s my example
    0:25:43 and my favorite application
    0:25:44 is to becoming a parent
    0:25:46 because speaking as someone
    0:25:48 who wasn’t quite clear
    0:25:48 about whether they wanted
    0:25:50 to have children,
    0:25:51 I have two children
    0:25:52 and I love them very much
    0:25:52 and I’m very happy,
    0:25:54 but there’s something
    0:25:55 about becoming a parent
    0:25:56 that makes you,
    0:25:57 like, producing the child
    0:25:58 that you actually produce
    0:25:59 that makes you very,
    0:26:01 I mean, I love my children.
    0:26:02 I wouldn’t exchange them
    0:26:02 for anything else
    0:26:03 in the world.
    0:26:04 You know, if I’d gotten
    0:26:05 pregnant a month later,
    0:26:05 I would have loved
    0:26:06 that child too,
    0:26:07 but there’s no way
    0:26:08 that I would exchange
    0:26:08 my current child
    0:26:09 for the child I could have had.
    0:26:11 You just get incredibly
    0:26:12 attached to these children
    0:26:14 in a completely legitimate way
    0:26:15 and, you know,
    0:26:16 you would never change
    0:26:17 what you’ve done
    0:26:18 and that’s awfully like
    0:26:19 the testimony
    0:26:20 that you get from vampires.
    0:26:21 Okay.
    0:26:23 So, I think, you know,
    0:26:23 also you don’t get, you know,
    0:26:24 you stay up a lot at night, right?
    0:26:27 There are many similarities.
    0:26:29 Vampires kind of illustrate
    0:26:30 the possibility of undergoing
    0:26:32 a transformative experience,
    0:26:33 like a life-changing,
    0:26:34 something that’s life-changing,
    0:26:36 but also where you change
    0:26:37 the kind of mind you have
    0:26:38 in a certain way
    0:26:39 or what you care about most
    0:26:39 in a certain way
    0:26:41 that means that
    0:26:42 you would make yourself
    0:26:43 into a kind of alien
    0:26:44 version of yourself,
    0:26:46 like someone who’s alien
    0:26:46 to you now
    0:26:47 and who you might not
    0:26:48 even want to be now,
    0:26:50 even if once you become
    0:26:51 that person
    0:26:52 or that version of yourself,
    0:26:53 you’re super happy.
    0:26:55 If I had some kind
    0:26:55 of modal scope
    0:26:56 and I could look
    0:26:57 at my future self,
    0:26:58 I could have looked
    0:26:58 at my future self
    0:26:59 before I decided
    0:27:00 I wanted to have kids.
    0:27:02 I got up at 4 a.m.
    0:27:04 every day for years
    0:27:05 to write
    0:27:06 before my children woke up.
    0:27:07 I mean,
    0:27:09 no one ever told me
    0:27:09 that that was something
    0:27:10 I would want to do
    0:27:11 and if they had told me,
    0:27:12 I would have denied it strenuously
    0:27:14 because I could barely get up
    0:27:15 before new
    0:27:16 when I was a graduate student
    0:27:17 and I did it willingly.
    0:27:18 Something happened.
    0:27:19 I was clearly a victim
    0:27:20 of some kind
    0:27:20 of Stockholm syndrome.
    0:27:21 So,
    0:27:23 the thought is
    0:27:23 that
    0:27:25 when you face
    0:27:25 a certain kind
    0:27:26 of transformative experience
    0:27:27 and I don’t think
    0:27:28 it’s just having a child,
    0:27:28 I think,
    0:27:29 like deciding to go to war
    0:27:31 or maybe moving
    0:27:32 to an entirely different country,
    0:27:34 maybe getting some kind of,
    0:27:35 if you’re diagnosed
    0:27:36 with some kind of disease
    0:27:36 and getting some kind
    0:27:37 of like radically
    0:27:38 experimental treatment,
    0:27:39 there are lots of things
    0:27:40 that can count
    0:27:41 as transformative
    0:27:42 but if you don’t know
    0:27:43 what it’s going to be like
    0:27:44 on the other side
    0:27:45 of that experience
    0:27:46 and you know
    0:27:47 it’s going to make you
    0:27:48 into a version of yourself
    0:27:49 that right now
    0:27:50 you find alien,
    0:27:50 I don’t know
    0:27:51 how we’re supposed
    0:27:52 to make that decision
    0:27:52 if it’s up to us.
    0:27:54 We can’t use
    0:27:56 the ordinary models
    0:27:56 that we use
    0:27:57 for rational decision making
    0:27:58 because those assume
    0:27:59 that you can
    0:28:00 see through
    0:28:01 the options
    0:28:02 to assign them value
    0:28:03 and model them
    0:28:04 for yourself
    0:28:05 and choose in a way
    0:28:06 that’s going to
    0:28:07 as you say,
    0:28:08 we say it in a technical way,
    0:28:09 maximize your expected value
    0:28:11 and if you can’t assign value
    0:28:12 and you can’t really understand
    0:28:12 what it’s like
    0:28:13 to be this kind of a self
    0:28:14 then that procedure
    0:28:15 just doesn’t work.
    0:28:17 Tell me if I’m off base here
    0:28:19 but also fundamentally
    0:28:20 even if you’re trying
    0:28:21 to calculate
    0:28:22 or maximize
    0:28:23 your expected value
    0:28:25 and assign
    0:28:25 these different values
    0:28:26 you’re doing it
    0:28:28 from the perspective
    0:28:29 of your current
    0:28:31 version of yourself
    0:28:32 and your current preferences
    0:28:34 and after you become
    0:28:34 a vampire
    0:28:35 or after you have a kid
    0:28:37 you may be a different person
    0:28:38 with different preferences
    0:28:39 so do you make the decision
    0:28:40 based on
    0:28:41 the preferences
    0:28:42 of your current self
    0:28:43 or the preferences
    0:28:45 of your expected future self?
    0:28:46 There’s a way of capturing
    0:28:47 the puzzle
    0:28:48 as you said
    0:28:49 so given
    0:28:50 the fact that
    0:28:51 these are new kinds
    0:28:52 of experiences
    0:28:53 so a kind of experience
    0:28:53 you’ve never had before
    0:28:55 and I compare this
    0:28:55 to like
    0:28:57 Mary
    0:28:57 growing up
    0:28:58 in a black and white room
    0:28:59 and seeing color
    0:29:00 for the first time
    0:29:01 or Thomas Nagel
    0:29:02 talking about like
    0:29:03 you can’t understand
    0:29:04 like for a bat
    0:29:04 what it’s like
    0:29:05 for a bat to be a bat.
    0:29:07 Yeah, exactly.
    0:29:08 So there are these like
    0:29:09 new kinds of experiences
    0:29:11 that are just
    0:29:12 very different
    0:29:13 from any kind of experience
    0:29:13 we’ve had before
    0:29:14 and so that means
    0:29:15 there’s just a sense
    0:29:15 in which we can’t
    0:29:16 kind of from the inside
    0:29:17 kind of imagine
    0:29:18 what they’re like
    0:29:19 even if someone can describe
    0:29:20 try to describe to me
    0:29:20 like what it’s like
    0:29:21 to see red
    0:29:22 and you see the problem
    0:29:23 right away
    0:29:23 we just don’t
    0:29:24 like language
    0:29:25 just kind of gives out
    0:29:26 if I haven’t seen red before
    0:29:28 I have no color vision.
    0:29:29 Okay, so there’s a sense
    0:29:30 in which we kind of
    0:29:30 can’t see through
    0:29:31 a certain kind of veil
    0:29:33 and across that veil
    0:29:35 the self that we’re going to be
    0:29:37 the kind of person
    0:29:37 that you’re going to realize
    0:29:38 is just like
    0:29:39 really different
    0:29:41 so you can’t just assume
    0:29:41 you’re going to be
    0:29:42 basically the same
    0:29:43 this puts us
    0:29:44 into the situation
    0:29:45 where you’re making a choice
    0:29:47 for your future self
    0:29:49 and that future self
    0:29:50 might have preferences
    0:29:50 that are super different
    0:29:52 from your current self
    0:29:54 and by definition
    0:29:54 and this breaks
    0:29:55 so now here’s a little
    0:29:56 technical bit
    0:29:56 so we talked about
    0:29:57 the intuitive idea
    0:29:59 I find it easy to understand
    0:30:00 when I think about
    0:30:01 someone who doesn’t
    0:30:02 maybe doesn’t want
    0:30:02 to have a child
    0:30:03 or really is unsure
    0:30:05 and they know
    0:30:05 that if they choose
    0:30:06 to have a child
    0:30:06 they’re going to be
    0:30:07 super happy with that result
    0:30:08 but they don’t trust
    0:30:09 the fact that
    0:30:10 in virtue of like
    0:30:11 becoming a parent
    0:30:12 it’s going to kind of
    0:30:13 rewire them
    0:30:13 in their preferences
    0:30:14 in a certain way
    0:30:15 right
    0:30:16 sure I’ll be really happy
    0:30:16 but I don’t know
    0:30:17 if I want to be that self
    0:30:18 right now
    0:30:19 given who I am now
    0:30:21 and I can’t understand
    0:30:22 in a really deep way
    0:30:24 what it’s going to be like
    0:30:25 to have that child
    0:30:26 so I have to kind of
    0:30:26 you know
    0:30:28 leap over the abyss
    0:30:29 or leap into the abyss
    0:30:29 I guess
    0:30:30 if I want to do it
    0:30:32 so if you find yourself
    0:30:34 in that situation
    0:30:35 what you’re confronting
    0:30:37 involves what I describe
    0:30:38 as a violation
    0:30:40 of act state independence
    0:30:40 okay
    0:30:42 so here’s the technical part
    0:30:43 you’ve got the intuitive idea
    0:30:45 act state independence
    0:30:47 involves very roughly
    0:30:48 a distinction between
    0:30:50 the act that you’re performing
    0:30:52 and the state that you’re in
    0:30:53 or that’s how I’m going
    0:30:54 to interpret it here
    0:30:54 there are different ways
    0:30:55 to interpret it
    0:30:56 but this is the way
    0:30:56 to do it here
    0:30:58 and so normally
    0:31:00 when you’re confronted with
    0:31:01 oh do I want to do something
    0:31:01 do I want to try
    0:31:02 this kind of ice cream
    0:31:03 or do I want to
    0:31:04 have this cup of coffee
    0:31:06 you don’t change
    0:31:07 in the process of trying it
    0:31:09 so after you do it
    0:31:09 you can kind of assess
    0:31:10 oh I liked it
    0:31:11 oh it was good
    0:31:11 that’s meaningful
    0:31:12 to you beforehand
    0:31:13 because you know
    0:31:14 that you’re going to
    0:31:15 stay constant
    0:31:17 through the change
    0:31:17 in your circumstances
    0:31:18 like tasting
    0:31:19 the new kind of ice cream
    0:31:21 but in this case
    0:31:22 having the experience
    0:31:23 let’s say tasting
    0:31:24 the new kind of ice cream
    0:31:24 was going to like
    0:31:26 rework your flavor profile
    0:31:27 so that you would just
    0:31:27 like a whole bunch
    0:31:28 of different things
    0:31:29 after that
    0:31:30 well that
    0:31:31 changes the state
    0:31:32 that you’re in
    0:31:33 at the same time
    0:31:33 and so your act
    0:31:34 and your state
    0:31:35 are not independent
    0:31:37 and if you break that
    0:31:38 that’s an axiom
    0:31:40 for rational choice theory
    0:31:41 that has to be
    0:31:42 a foundational element
    0:31:42 of the model
    0:31:44 to make straightforward inferences
    0:31:45 there are all kinds
    0:31:45 of fancy things
    0:31:46 you have to do
    0:31:46 if that breaks
    0:31:48 and these cases
    0:31:49 of transformative experience
    0:31:50 and decision making
    0:31:51 are precisely cases
    0:31:51 in which that breaks
    0:31:57 last but not least
    0:31:59 Dr. Keith Barr
    0:32:01 a professor of physiology
    0:32:02 and membrane biology
    0:32:03 at the University
    0:32:04 of California Davis
    0:32:05 and an expert
    0:32:06 in strength
    0:32:07 and flexibility
    0:32:10 how soon
    0:32:11 after surgery
    0:32:12 and you can choose
    0:32:13 your surgery
    0:32:14 ACL
    0:32:15 take your pick
    0:32:16 dealer’s choice
    0:32:18 would you start
    0:32:18 loading
    0:32:20 the site
    0:32:21 of injury
    0:32:21 slash repair
    0:32:23 so we do it
    0:32:24 the next day
    0:32:25 so
    0:32:27 we’ve had to have
    0:32:28 success in order
    0:32:29 for us to get there
    0:32:30 because the first time
    0:32:31 we did this
    0:32:32 with a rugby player
    0:32:33 the surgeon was like
    0:32:35 six weeks without loading
    0:32:35 and we were like
    0:32:36 let’s load tomorrow
    0:32:38 and so we agreed
    0:32:39 that we would do it
    0:32:39 at like seven
    0:32:40 to nine days
    0:32:41 and that player
    0:32:42 got back
    0:32:43 fully a month
    0:32:44 faster than
    0:32:45 that surgeon
    0:32:45 had ever seen
    0:32:46 a player get back
    0:32:46 from that injury
    0:32:47 and so
    0:32:48 that surgeon
    0:32:49 is now
    0:32:50 much more willing
    0:32:50 to do it
    0:32:51 at two days
    0:32:52 after injury
    0:32:53 because of that
    0:32:54 if you look
    0:32:55 at general populations
    0:32:56 Michael Kerr
    0:32:57 who I think
    0:32:57 is the world’s
    0:32:58 best sports medicine
    0:32:59 doctor
    0:33:01 for musculoskeletal injuries
    0:33:01 how do you spell
    0:33:02 that last name
    0:33:05 it’s K-J-A-E-R
    0:33:06 he’s in Copenhagen
    0:33:06 so he’s
    0:33:07 sorry
    0:33:07 didn’t realize
    0:33:08 that was going
    0:33:08 to be that hard
    0:33:09 Cher
    0:33:11 It’s sheer
    0:33:13 but he allows
    0:33:14 those of us
    0:33:15 who are language deficient
    0:33:16 to call him care
    0:33:17 but he did
    0:33:18 a beautiful study
    0:33:18 with one of his
    0:33:20 trainees Monica
    0:33:21 and what she did
    0:33:22 is she took
    0:33:23 a bunch of his patients
    0:33:24 that had injuries
    0:33:24 and she either
    0:33:25 had them load
    0:33:26 two days after injury
    0:33:27 or nine days
    0:33:28 after injury
    0:33:29 and then she followed
    0:33:30 them for when they
    0:33:31 got back to sport
    0:33:32 and what she found
    0:33:32 is the ones
    0:33:33 that they loaded
    0:33:33 at day two
    0:33:34 after the injury
    0:33:35 they got back
    0:33:36 25% faster
    0:33:36 than the ones
    0:33:37 that they loaded
    0:33:37 at nine days
    0:33:38 That’s incredible
    0:33:39 That’s typical
    0:33:40 so as you said
    0:33:41 before
    0:33:41 what is our
    0:33:42 standard of care
    0:33:43 our standard of care
    0:33:44 is rice
    0:33:45 okay
    0:33:46 and so
    0:33:47 I’m going to go
    0:33:47 a step further
    0:33:48 if you go
    0:33:49 and you sprain your ankle
    0:33:50 and you go to the doctor
    0:33:52 very good doctor
    0:33:52 very well meaning
    0:33:53 they’re going to
    0:33:53 give you a boot
    0:33:56 and what is a boot
    0:33:57 so I told you
    0:33:59 that a scar forms
    0:33:59 when we get
    0:34:00 stress shielding
    0:34:01 what a boot is
    0:34:02 it is
    0:34:04 a mechanical
    0:34:05 stress shielder
    0:34:06 what it’s designed
    0:34:06 to do
    0:34:07 is to take
    0:34:07 the stress
    0:34:08 off the tissue
    0:34:09 you’ve injured
    0:34:10 if I’ve told you
    0:34:11 that the thing
    0:34:12 that’s going to
    0:34:12 cause that tissue
    0:34:13 to get a scar
    0:34:13 is that you
    0:34:14 take off the tension
    0:34:16 what I’ve just done
    0:34:17 is I’ve made
    0:34:18 the problem worse
    0:34:21 I always tell people
    0:34:22 that the first
    0:34:22 recorded
    0:34:24 immobilizer
    0:34:25 for an ankle
    0:34:26 or a leg
    0:34:26 is from
    0:34:28 Egyptian hieroglyphs
    0:34:28 where they showed
    0:34:28 pictures
    0:34:30 4,500 years ago
    0:34:33 if I took you
    0:34:34 and you said
    0:34:35 you had cancer
    0:34:35 you would not
    0:34:36 want a treatment
    0:34:37 that was developed
    0:34:39 4,500 years ago
    0:34:40 you would hope
    0:34:41 that something new
    0:34:42 has been developed
    0:34:43 in the last
    0:34:44 4,500 years
    0:34:46 that is where we are
    0:34:47 for our orthopedic
    0:34:48 situations
    0:34:49 I understand
    0:34:50 that you cannot
    0:34:51 put full load
    0:34:52 on a surgical repair
    0:34:53 immediately
    0:34:54 but what you can do
    0:34:56 is you can take it out
    0:34:57 at the beginning
    0:34:57 of the day
    0:34:59 you can remove
    0:34:59 it from the boot
    0:35:00 and I can do
    0:35:02 some isometric loads
    0:35:02 with low jerk
    0:35:03 so I’m going to
    0:35:04 develop force slowly
    0:35:06 I am going to make sure
    0:35:07 that there’s zero pain
    0:35:08 and I am going to
    0:35:08 hold that
    0:35:09 and then I’m going to
    0:35:11 let that off slowly
    0:35:12 and I’m going to do that
    0:35:13 4 times
    0:35:13 30 seconds
    0:35:14 now I’ve given load
    0:35:16 and now I can put it
    0:35:17 back into that boot
    0:35:18 stress shield it
    0:35:19 I’m going to take
    0:35:20 the boot off at night
    0:35:20 I’m going to do it again
    0:35:22 just doing that
    0:35:23 I’m getting those
    0:35:24 two loads
    0:35:25 in this case
    0:35:26 the Achilles tendon
    0:35:26 that we’ve ruptured
    0:35:28 now what I’ve done
    0:35:29 is I’ve accelerated
    0:35:30 my return to activity
    0:35:31 massively
    0:35:32 again
    0:35:33 the key is
    0:35:35 we’re not trying to be
    0:35:36 I’m the strongest
    0:35:37 in the world
    0:35:38 we’re trying to say
    0:35:40 I’m putting a little bit
    0:35:41 of load through that
    0:35:42 that is the key
    0:35:44 is that you don’t get
    0:35:44 all caught up
    0:35:46 in the machismo of it
    0:35:46 and you just say
    0:35:48 I just want to feel
    0:35:48 tension
    0:35:50 across the area
    0:35:51 what we say is
    0:35:52 if you can feel
    0:35:53 an ice pick
    0:35:53 that means there’s
    0:35:54 a very specific
    0:35:56 spot that hurts
    0:35:56 stop
    0:35:58 if I feel
    0:35:59 like a warm
    0:36:00 burning area
    0:36:00 like I’m
    0:36:01 muscle soreness
    0:36:02 after exercising
    0:36:04 that’s totally okay
    0:36:05 that kind of soreness
    0:36:07 not point specific pain
    0:36:08 that’s okay
    0:36:09 what we’re doing
    0:36:11 add the load slowly
    0:36:12 hold it
    0:36:13 take the load off slowly
    0:36:15 now what we can do
    0:36:16 is we can get those
    0:36:17 individuals back
    0:36:18 much much much faster
    0:36:25 and now here are the
    0:36:26 bios for all the guests
    0:36:28 my guest who I’ve
    0:36:28 wanted to interview
    0:36:29 for years is
    0:36:31 Brandon Sanderson
    0:36:32 he is the number one
    0:36:32 New York Times
    0:36:33 best-selling author
    0:36:34 of the Stormlight
    0:36:35 Archives series
    0:36:36 and the Mistborn
    0:36:37 Saga
    0:36:38 the middle grade series
    0:36:39 Alcatraz versus
    0:36:40 the Evil Librarians
    0:36:41 and the young adult
    0:36:41 novels
    0:36:42 The Rhythmatist
    0:36:43 The Reckoners
    0:36:44 Trilogy
    0:36:45 and the Skyward
    0:36:45 series
    0:36:46 he has sold
    0:36:47 more than 40 million
    0:36:49 books in 35 languages
    0:36:51 he has architected
    0:36:54 40 million plus dollar
    0:36:55 Kickstarter campaigns
    0:36:56 and he is a four-time
    0:36:57 nominee for the Hugo
    0:36:58 Awards
    0:36:59 winning in 2013
    0:37:00 for his novella
    0:37:02 The Emperor’s Soul
    0:37:03 that same year
    0:37:04 he was chosen
    0:37:04 to complete
    0:37:05 Robert Jordan’s
    0:37:06 The Wheel of Time
    0:37:06 series
    0:37:07 which is a big
    0:37:08 big deal
    0:37:09 culminating in
    0:37:10 A Memory of Light
    0:37:11 Brandon co-hosts
    0:37:12 with fellow author
    0:37:13 Dan Wells
    0:37:13 the popular
    0:37:14 Intentionally Blank
    0:37:15 podcast
    0:37:16 and teaches
    0:37:17 creative writing
    0:37:18 at Brigham Young
    0:37:18 University
    0:37:19 We did this one
    0:37:20 in person
    0:37:21 which made
    0:37:22 all the difference
    0:37:23 in Brandon’s
    0:37:24 massive cavernous
    0:37:25 offices
    0:37:26 right next to
    0:37:27 his warehouse
    0:37:28 it was
    0:37:29 a hell of a ride
    0:37:30 and we covered
    0:37:31 a lot of
    0:37:32 ground
    0:37:33 and a lot
    0:37:34 of really
    0:37:34 nitty gritty
    0:37:36 tactical advice
    0:37:37 related to
    0:37:38 fiction
    0:37:39 business
    0:37:40 publishing
    0:37:41 innovating
    0:37:42 across the board
    0:37:43 how he architected
    0:37:44 his record-breaking
    0:37:45 kickstarter
    0:37:46 campaign
    0:37:47 and much
    0:37:47 much more
    0:37:48 you can find
    0:37:49 him at
    0:37:51 brandonsanderson.com
    0:37:51 that’s
    0:37:53 b-r-a-n-d-o-n
    0:37:54 sanderson.com
    0:37:55 and you can find
    0:37:56 him on
    0:37:56 x-instagram
    0:37:57 and youtube
    0:37:57 at
    0:37:58 brand
    0:37:59 sanderson
    0:37:59 that’s
    0:38:00 b-r-a-n-d
    0:38:01 sanderson
    0:38:02 and I definitely
    0:38:03 recommend checking
    0:38:03 out all of
    0:38:03 those
    0:38:08 my guest
    0:38:09 today
    0:38:10 is a fan
    0:38:10 favorite
    0:38:11 it is
    0:38:11 Seth
    0:38:11 Godin
    0:38:11 the one
    0:38:12 and only
    0:38:12 he is the
    0:38:13 author of
    0:38:13 21
    0:38:14 internationally
    0:38:15 best-selling
    0:38:15 books
    0:38:16 translated into
    0:38:16 more than
    0:38:17 35 languages
    0:38:18 including
    0:38:18 linchpin
    0:38:19 tribes
    0:38:20 the dip
    0:38:20 and purple
    0:38:21 cow
    0:38:22 his latest
    0:38:22 book
    0:38:23 this is
    0:38:24 strategy
    0:38:25 really caught
    0:38:26 my attention
    0:38:27 and it
    0:38:27 offers a
    0:38:28 fresh lens
    0:38:28 on how
    0:38:28 we can
    0:38:29 make bold
    0:38:29 decisions
    0:38:30 embrace
    0:38:30 change
    0:38:31 and navigate
    0:38:32 a complex
    0:38:32 rapidly
    0:38:33 evolving
    0:38:33 world
    0:38:34 we cover
    0:38:34 a ton
    0:38:34 of
    0:38:35 ground
    0:38:36 including
    0:38:36 sets of
    0:38:37 questions
    0:38:37 that you
    0:38:38 can use
    0:38:39 to catalyze
    0:38:40 personal and
    0:38:40 professional
    0:38:41 growth
    0:38:43 maxims
    0:38:43 different
    0:38:43 concepts
    0:38:44 to unpack
    0:38:45 that can
    0:38:46 productively
    0:38:47 shake
    0:38:47 the snow
    0:38:48 globe
    0:38:48 of your
    0:38:48 mind
    0:38:49 so that
    0:38:49 you can
    0:38:49 settle
    0:38:50 on
    0:38:50 new
    0:38:51 realizations
    0:38:51 different
    0:38:52 ways
    0:38:53 to create
    0:38:53 competitive
    0:38:54 advantage
    0:38:54 in an
    0:38:55 increasingly
    0:38:55 crowded
    0:38:56 world
    0:38:57 Seth
    0:38:57 is also
    0:38:57 the
    0:38:57 founder
    0:38:58 of the
    0:38:58 alt
    0:38:58 MBA
    0:38:59 and
    0:38:59 the
    0:38:59 akimbo
    0:39:00 workshops
    0:39:01 transformative
    0:39:01 online
    0:39:02 programs
    0:39:02 that have
    0:39:02 helped
    0:39:03 thousands
    0:39:03 of people
    0:39:03 take their
    0:39:04 work to
    0:39:04 the next
    0:39:04 level
    0:39:05 his blog
    0:39:07 Seths.blog
    0:39:10 is one of
    0:39:10 the most
    0:39:10 widely read
    0:39:11 in the world
    0:39:12 and has
    0:39:12 been such
    0:39:13 for a
    0:39:14 very long
    0:39:14 time
    0:39:15 Seth is
    0:39:16 also the
    0:39:16 creator
    0:39:17 of the
    0:39:17 Carbon
    0:39:18 Almanac
    0:39:18 a global
    0:39:19 initiative
    0:39:19 focused on
    0:39:20 climate
    0:39:20 action
    0:39:21 this is a
    0:39:22 very practical
    0:39:22 episode
    0:39:24 as all
    0:39:24 of Seth’s
    0:39:24 are
    0:39:25 on this
    0:39:26 podcast
    0:39:27 and I’ll
    0:39:27 leave it
    0:39:28 at that
    0:39:32 my guest
    0:39:33 today is
    0:39:33 L.A.
    0:39:34 Paul
    0:39:35 L.A.
    0:39:35 Paul is
    0:39:35 the
    0:39:36 Millstone
    0:39:36 family
    0:39:36 professor
    0:39:37 of
    0:39:37 philosophy
    0:39:38 and
    0:39:38 professor
    0:39:38 of
    0:39:39 cognitive
    0:39:39 science
    0:39:39 at
    0:39:40 Yale
    0:39:40 University
    0:39:41 where she
    0:39:42 leads the
    0:39:42 self and
    0:39:43 society
    0:39:43 initiative
    0:39:44 for the
    0:39:44 Wu
    0:39:45 Institute
    0:39:46 her research
    0:39:47 explores
    0:39:47 questions about
    0:39:48 the nature
    0:39:48 of the
    0:39:48 self and
    0:39:49 decision
    0:39:49 making
    0:39:49 and the
    0:39:50 metaphysics
    0:39:50 and cognitive
    0:39:51 science of
    0:39:51 time
    0:39:53 cause and
    0:39:53 experience
    0:39:54 now that’s a
    0:39:54 mouthful but
    0:39:55 we also get
    0:39:56 into vampire
    0:39:56 thought
    0:39:57 experiments
    0:39:58 how to
    0:39:59 decide or
    0:39:59 how to
    0:39:59 think about
    0:40:00 deciding
    0:40:01 whether or
    0:40:01 not to
    0:40:01 have a
    0:40:02 kid
    0:40:02 that is
    0:40:03 children
    0:40:04 and many
    0:40:05 other things
    0:40:05 you can
    0:40:06 apply to
    0:40:06 your own
    0:40:07 lives
    0:40:08 L.A.
    0:40:08 Paul is
    0:40:08 also the
    0:40:09 recipient of
    0:40:10 fellowships from
    0:40:10 the Guggenheim
    0:40:11 Foundation
    0:40:11 the National
    0:40:12 Humanities
    0:40:12 Center
    0:40:13 and the
    0:40:13 Australian
    0:40:13 National
    0:40:14 University
    0:40:15 she is the
    0:40:15 author of
    0:40:16 transformative
    0:40:17 experience
    0:40:17 that’s how I
    0:40:18 was introduced
    0:40:18 to her work
    0:40:19 and co-author of
    0:40:20 causation
    0:40:21 a user’s guide
    0:40:21 which was
    0:40:22 awarded the
    0:40:22 American
    0:40:23 philosophical
    0:40:24 association
    0:40:24 Sanders
    0:40:25 book prize
    0:40:26 her work on
    0:40:27 transformative
    0:40:27 experience has
    0:40:28 been covered
    0:40:28 by the
    0:40:28 New York
    0:40:28 Times
    0:40:29 Wall Street
    0:40:29 Journal
    0:40:30 The Guardian
    0:40:31 NPR
    0:40:31 and the
    0:40:31 BBC
    0:40:32 among others
    0:40:33 and in
    0:40:33 2024
    0:40:34 she was
    0:40:35 profiled by
    0:40:35 The New
    0:40:36 Yorker
    0:40:36 which is
    0:40:36 also an
    0:40:37 amazing read
    0:40:37 that I
    0:40:38 recommend
    0:40:38 she’s
    0:40:39 currently
    0:40:39 working on
    0:40:39 a book
    0:40:40 about
    0:40:40 self
    0:40:40 construction
    0:40:41 transformative
    0:40:42 experience
    0:40:42 humility
    0:40:43 and fear
    0:40:44 of mental
    0:40:45 corruption
    0:40:46 fundamentally
    0:40:46 this conversation
    0:40:47 focuses on
    0:40:49 how you can
    0:40:50 make decisions
    0:40:51 or think about
    0:40:51 making decisions
    0:40:52 where the
    0:40:53 person you are
    0:40:54 now is not
    0:40:54 the same
    0:40:54 person you
    0:40:56 are afterwards
    0:40:57 and the
    0:40:59 most resonant
    0:41:00 example of
    0:41:00 that is
    0:41:01 deciding
    0:41:01 whether or
    0:41:02 not to
    0:41:02 have
    0:41:03 children
    0:41:08 my
    0:41:08 guest
    0:41:08 today
    0:41:09 is
    0:41:09 Dr.
    0:41:09 Keith
    0:41:10 Barr
    0:41:10 he
    0:41:11 is
    0:41:11 a
    0:41:11 professor
    0:41:12 at the
    0:41:12 University
    0:41:12 of
    0:41:13 California
    0:41:13 Davis
    0:41:13 in the
    0:41:14 Department
    0:41:14 of
    0:41:14 Physiology
    0:41:15 and
    0:41:16 Membrane
    0:41:16 Biology
    0:41:17 we get
    0:41:17 into
    0:41:18 so many
    0:41:19 facets
    0:41:20 of exercise
    0:41:21 what you
    0:41:21 can use
    0:41:21 today
    0:41:23 that is
    0:41:23 counterintuitive
    0:41:25 I
    0:41:26 had my
    0:41:26 mind
    0:41:26 blown
    0:41:26 I took
    0:41:27 so many
    0:41:27 notes
    0:41:28 we talked
    0:41:28 about
    0:41:29 isometric
    0:41:30 exercise
    0:41:30 for tendon
    0:41:31 health
    0:41:32 optimizing
    0:41:32 different
    0:41:33 protocols
    0:41:34 debunking
    0:41:34 on some
    0:41:34 level
    0:41:35 eccentric
    0:41:36 training
    0:41:36 specifically
    0:41:37 for connective
    0:41:37 tissue
    0:41:39 how to load
    0:41:39 post injury
    0:41:40 or surgery
    0:41:40 collagen
    0:41:41 supplementation
    0:41:42 things like
    0:41:43 BPC 157
    0:41:44 pharmaceutical
    0:41:45 impacts on
    0:41:46 tendons
    0:41:46 estrogen’s
    0:41:47 role
    0:41:48 in tendon
    0:41:48 health
    0:41:49 and strength
    0:41:50 mitochondria
    0:41:50 ketogenic
    0:41:51 diet
    0:41:51 longevity
    0:41:52 inflammation
    0:41:53 and taking
    0:41:54 a balanced
    0:41:54 perspective
    0:41:55 on all
    0:41:55 of these
    0:41:55 things
    0:41:55 how do
    0:41:56 you use
    0:41:56 them
    0:41:56 we get
    0:41:56 into
    0:41:57 exact
    0:41:58 training
    0:41:58 protocols
    0:41:59 that rock
    0:41:59 climbers
    0:42:00 use
    0:42:01 it is
    0:42:01 an amazing
    0:42:02 episode
    0:42:02 and that’s
    0:42:03 not
    0:42:03 because of
    0:42:03 me
    0:42:03 it’s
    0:42:04 because
    0:42:04 of
    0:42:05 Keith
    0:42:05 so let
    0:42:05 me give
    0:42:06 you a
    0:42:06 quick bio
    0:42:06 and then
    0:42:07 we’ll hop
    0:42:07 right into
    0:42:07 it
    0:42:08 during his
    0:42:09 PhD studies
    0:42:09 his research
    0:42:10 revealed
    0:42:10 that the
    0:42:11 mechanical
    0:42:11 strain
    0:42:12 on muscle
    0:42:12 fibers
    0:42:12 activates
    0:42:13 the
    0:42:13 mammalian
    0:42:14 target
    0:42:14 of
    0:42:15 rapamycin
    0:42:15 some of
    0:42:16 you may
    0:42:16 know
    0:42:16 that
    0:42:16 as
    0:42:17 mTOR
    0:42:18 signaling
    0:42:18 pathway
    0:42:18 a crucial
    0:42:19 regulator
    0:42:19 of
    0:42:20 muscular
    0:42:21 hypertrophy
    0:42:21 or muscle
    0:42:21 growth
    0:42:22 so he knows
    0:42:22 a lot
    0:42:23 about muscle
    0:42:23 growth
    0:42:23 he’s been
    0:42:24 a strength
    0:42:24 training
    0:42:24 coach
    0:42:25 as well
    0:42:26 subsequently
    0:42:26 he studied
    0:42:27 the molecular
    0:42:27 dynamics
    0:42:31 of
    0:42:31 Dr.
    0:42:32 John
    0:42:32 Halazi
    0:42:33 a legend
    0:42:33 in the
    0:42:33 field
    0:42:33 of
    0:42:34 exercise
    0:42:34 physiology
    0:42:35 considered
    0:42:36 the father
    0:42:36 of modern
    0:42:37 exercise
    0:42:38 biochemistry
    0:42:39 building on
    0:42:39 all of this
    0:42:40 he conducted
    0:42:40 research
    0:42:41 into tendon
    0:42:41 health
    0:42:41 and the
    0:42:42 potential
    0:42:42 for
    0:42:42 engineering
    0:42:43 ligaments
    0:42:44 that is
    0:42:44 creating
    0:42:45 ligaments
    0:42:45 in the
    0:42:46 lab
    0:42:47 upon which
    0:42:47 he can
    0:42:47 test
    0:42:48 all sorts
    0:42:48 of
    0:42:48 things
    0:42:49 which
    0:42:49 could
    0:42:49 also
    0:42:49 have
    0:42:49 implications
    0:42:50 for
    0:42:50 treatment
    0:42:50 and
    0:42:51 recovery
    0:42:51 from
    0:42:51 injuries
    0:42:52 Dr.
    0:42:52 Barr
    0:42:53 now runs
    0:42:53 the
    0:42:53 functional
    0:42:54 molecular
    0:42:55 biology
    0:42:55 lab
    0:42:55 at UC
    0:42:56 Davis
    0:42:56 his
    0:42:56 lab’s
    0:42:57 work
    0:42:57 ranges
    0:42:57 from
    0:42:58 studying
    0:42:58 molecular
    0:42:59 changes
    0:42:59 in
    0:42:59 our
    0:42:59 cells
    0:42:59 to
    0:43:00 conducting
    0:43:00 studies
    0:43:01 to
    0:43:01 affect
    0:43:01 real
    0:43:02 world
    0:43:02 improvements
    0:43:02 and
    0:43:03 people’s
    0:43:03 health
    0:43:04 longevity
    0:43:04 and
    0:43:04 quality
    0:43:04 of
    0:43:05 life
    0:43:05 you can
    0:43:06 find him
    0:43:06 on
    0:43:06 blue sky
    0:43:07 as
    0:43:08 muscle
    0:43:08 science
    0:43:09 you can
    0:43:09 find him
    0:43:09 on the
    0:43:10 UC
    0:43:10 Davis
    0:43:10 website
    0:43:10 we’ll
    0:43:11 link
    0:43:11 to
    0:43:28 again
    0:43:28 again
    0:43:28 just
    0:43:28 one
    0:43:28 more
    0:43:29 thing
    0:43:29 before
    0:43:29 you
    0:43:29 take
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    0:43:34 a short
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    0:44:12 end up
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    0:44:13 and
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    0:44:32 drop in your
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    0:44:32 and you’ll get
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    This is a special inbetweenisode, which serves as a recap of the episodes from last month. It features a short clip from each conversation in one place so you can easily jump around to get a feel for the episode and guest.

    Based on your feedback, this format has been tweaked and improved since the first recap episode. For instance, listeners suggested that the bios for each guest can slow the momentum, so we moved all the bios to the end. 

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    Full episode titles:

    #794: Brandon Sanderson on Building a Fiction Empire, Creating $40M+ Kickstarter Campaigns, Unbreakable Habits, The Art of World-Building, and The Science of Magic Systems

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    #797: Dr. Keith Baar, UC Davis — Simple Exercises That Can Repair Tendons (Tennis Elbow, etc.), Collagen Fact vs. Fiction, Isometrics vs. Eccentrics, JAK Inhibitors, Growth Hormone vs. IGF-1, The Anti-RICE Protocol, and How to Use Load as an Anti-Inflammatory

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  • #800: Ev Williams — The Art of Pivoting (e.g., Odeo to Twitter), Strategic Quitting, The Dangers of Premature Scaling, Must-Read Books, and More

    AI transcript
    0:00:04 Hello, boys and girls, ladies and germs. This is Tim Ferriss, and welcome to another episode
    0:00:09 of The Tim Ferriss Show, where it is my job, each interview, to deconstruct world-class
    0:00:15 performers, to tease out the habits, routines, influences, and resources that you can apply
    0:00:19 to your own lives from people from every discipline imaginable, ranging from entertainment
    0:00:25 to the military to technology and beyond. Today, my guest is Ev Williams, and what a
    0:00:30 story he has. Ev is the co-founder and chairman of Mosey, a new social network that helps
    0:00:36 you connect in person with the people you care about most. Over the past 25 years, Ev has
    0:00:41 co-founded several companies that have helped shape the modern internet, including Blogger,
    0:00:46 Medium, and Twitter. Ev is also the co-founder of Obvious Ventures, an investment firm that
    0:00:51 focuses on world-positive companies addressing major systemic problems. Ev grew up on a farm
    0:00:57 in Clarks, Nebraska, has two sons, and lives mostly in the Bay Area. This particular episode,
    0:01:05 this conversation was recorded live in Austin, Texas, at the Dignation relaunch. That’s Dignation.show
    0:01:11 for the show itself, and that is where Dign.com was relaunched. It was recently acquired by its
    0:01:17 original founder, my good friend Kevin Rose, and Reddit co-founder Alexis Ohanian, formerly
    0:01:22 arch-nemeses, but they have joined forces and invited me along for all the fun and surprises
    0:01:28 as they celebrated the relaunch. Go to Dign.com and sign up to get early access when the invites
    0:01:36 go out. One more time, Dign.com, that’s D-I-G-G.com. You can find Mosey, that is Ev’s newest creation,
    0:01:42 at Mosey.app. That’s available on iOS right now. You can find Obvious Ventures at Obvious.com,
    0:01:49 and you can find him on Twitter. That is also known as X, at Ev, at E-V. We’re going to get
    0:01:54 right into this wide-ranging conversation with just a few words first from the people who make
    0:02:00 this podcast possible. I am always on the hunt for protein sources that don’t require sacrifices
    0:02:06 in taste or nutrition. I don’t want to eat sawdust. I also don’t want a candy bar that’s disguised as a
    0:02:11 protein bar. And that’s why I love the protein bars from today’s sponsor, David. They are my go-to
    0:02:17 protein source on the run. I throw them in my bag whenever I am in doubt that I might be able to get
    0:02:21 a good source of protein. And with David protein bars, you get the fewest calories for the most
    0:02:28 protein ever. David has 28 grams of protein, 150 calories, and zero grams of sugar. I was actually
    0:02:34 first introduced to them by my friend Peter Atiyah, MD, who is their chief science officer. Many of you
    0:02:40 know of Peter, and he really does his due diligence on everything. And on top of that, David tastes great.
    0:02:46 Their bars come in six delicious flavors. They’re all worth trying. And as I mentioned before, I will
    0:02:51 grab a few of those from running out the door if I think I might end up in a situation where I can’t
    0:02:56 get sufficient protein. And why is that important? Well, adequate protein intake is critical for building
    0:03:03 and preserving muscle mass, especially as we age. And one of the biggest things that you want to pay
    0:03:07 attention to is counteracting sarcopenia, age-related muscle loss. And for that, you need
    0:03:13 enough protein. When in doubt, up your protein. Protein is also the most satiating macronutrient.
    0:03:18 What does that mean? It means that protein out of carbohydrates, fat, and protein inhibits your
    0:03:23 appetite while also feeding all the things you want to feed, which helps you consume fewer calories
    0:03:27 throughout the day. You’re less inclined to eat garbage. All of that contributes to fat loss and
    0:03:32 reducing the risk of various diseases. And now, you guys, listeners of The Tim Ferriss Show,
    0:03:38 who buy four boxes, get a fifth box for free. You can check it out. You can also buy one box at a
    0:03:45 time. Try them for yourself at davidprotein.com slash tim. Learn all about it. That’s davidprotein.com
    0:03:50 slash tim to get a free box with a four-box purchase or simply learn more. Check it out.
    0:03:52 davidprotein.com slash tim.
    0:04:01 I want to give my pooch, Molly, the best of everything. She is my companion. She is my guardian.
    0:04:07 She’s been with me for almost 10 years now, 24-7. I want to give her the absolute best,
    0:04:12 and that includes food, especially food. It is the bedrock of her health. That’s why I give her
    0:04:17 Sundays for Dogs, this episode’s sponsor. Sundays is air-dried, which locks in more nutrition and
    0:04:21 flavor than other cooking methods, while also making it ultra-convenient to store, scoop, and
    0:04:26 serve. As you guys know, I’m on the road all the time, and Sundays is convenient. I no longer have
    0:04:31 to spend time prepping meals or figuring out what is best for Molly. I’d rather spend that time playing
    0:04:35 or hiking with her. I’m in the mountains right now. She wants to be in the snow. Sundays for Dogs
    0:04:41 meets or surpasses industry standards using high-quality ingredients. That’s the focus. Not through
    0:04:46 synthetic vitamins, which is what most other dog food companies do. Sundays knows your pup is an
    0:04:51 important member of your family, so they only use USDA-grade meat, which is fit for human consumption.
    0:04:59 So, check it out. Get 50% off of your first order of Sundays. Go to sundaysfordogs.com slash Tim,
    0:05:09 or use code Tim at checkout. That’s S-U-N-D-A-Y-S-F-O-R-D-O-G-S dot com slash Tim, sundaysfordogs.com slash Tim.
    0:05:16 Optimal minimal. At this altitude, I can run flat out for a half mile before my hands start
    0:05:21 shaking. Can I ask you a personal question? Now would it seem an appropriate time? What
    0:05:25 if I did the opposite? I’m a cybernetic organism living tissue over a metal endoskeleton.
    0:05:44 Hello, hello. Good Lord. Wow. I can’t see anything because there’s so many lights, but thank you for coming.
    0:05:55 I’m Kevin Rose. Tonight is going to be a really fun night. A lot of surprises, a lot of fun. In 2004,
    0:06:02 when I was first out here, I would pull up my cell phone and I would text a number, which was…
    0:06:04 What number was it?
    0:06:11 4444, which was for Twitter. And you would say, I’m going to be at this bar or this is what I’m eating,
    0:06:16 which is basically what you would say back then. And people would show up and it was awesome.
    0:06:24 So it is really cool to have this kind of throwback, this time, this new reboot in many ways.
    0:06:34 And to kick it off, I have an old, old wooden friend, as an Anchorman reference, Tim Ferriss, who is here.
    0:06:42 We were reminiscing on the old times. He had more hair back then. I had less gray hair.
    0:06:49 And for Ev, we were texting things, not using apps. So Ev Williams, co-founder of Twitter and Tim Ferriss.
    0:06:55 Hey, everybody. Hey, guys. Good evening.
    0:07:01 Welcome to Austin. Beautiful, beautiful, warm Austin.
    0:07:05 You guys ready for a fun night? I have my party pants on.
    0:07:13 And it’s nostalgic to be here because the last time I was in this venue was probably 2007,
    0:07:17 I think, for a Dignation event. May have been a little bit earlier.
    0:07:20 Oh, Stubbs. Excuse me, Mohawk.
    0:07:24 That’s my early-onset dementia kicking in yet again.
    0:07:26 So we’re going to pretend that didn’t happen.
    0:07:34 And we’re going to move on to discussing cutting-edge technology with Ev right here.
    0:07:37 And I know the question you all want to ask, which is,
    0:07:41 what is the past, present, and future of VHS?
    0:07:46 And we’re going to begin with your history with VHS.
    0:07:48 Great. Thanks, Tim.
    0:07:49 Hey, everybody.
    0:07:52 I don’t get asked about VHS enough these days.
    0:07:53 In fact, I don’t even know what it stands for.
    0:07:56 I think what Tim is referring to is my very first internet product.
    0:07:57 That’s right.
    0:08:04 Which was a video cassette that was about how to use the internet.
    0:08:06 You watched it on your TV.
    0:08:11 The year was 1994, folks.
    0:08:15 This is, it wasn’t that odd for the time,
    0:08:18 but how are you going to learn about computers on the computer when you don’t have the internet?
    0:08:23 So I made a tape in my basement with my college buddies,
    0:08:27 and that was my very first internet product.
    0:08:34 It was two hours, basically, of me explaining how to FTP by terminal.
    0:08:36 I think I talked about the web for about three minutes.
    0:08:38 You know, there’s this new thing called the web.
    0:08:43 So we’re talking Usenet, Gopher, that type of stuff.
    0:08:45 Did it sell well?
    0:08:45 Was it a bestseller?
    0:08:54 I think we broke even on a very low budget production.
    0:08:57 So you’re known for a lot of different things.
    0:08:59 Blogger, Twitter, you now have Mosey.
    0:09:02 And I wanted to ask you, because here we are in person.
    0:09:04 How nice is that?
    0:09:04 Remember COVID?
    0:09:08 It’s easy to take things like this for granted.
    0:09:11 And I wanted to talk about relationships,
    0:09:21 I imagine how you think about relationships, cultivating relationships, using technology to enhance relationships may have changed over time.
    0:09:25 Could you just walk us through, perhaps, that trajectory?
    0:09:32 Yeah, we were talking earlier today, actually, about social media and social, how the word social has changed.
    0:09:38 Remember when social used to mean, like, getting together in real life, getting to know people?
    0:09:42 And now the social is just this catch-all word that kind of just means the internet.
    0:09:50 That was, I think, an evolution that started in maybe Facebook days.
    0:09:58 Facebook was actually, in the news feed, was, I think, a social media new format, really, because it was media from people you knew.
    0:10:00 We borrowed from some of that for Twitter.
    0:10:02 We also borrowed from blogs for Twitter.
    0:10:05 But Twitter, we never saw as necessarily social.
    0:10:08 I wasn’t very focused on social, personally.
    0:10:15 I think that’s the somewhat ironic thing is that I come from a very small town in Nebraska, on the farm, didn’t know a lot of people.
    0:10:19 And maybe subconsciously, I liked the internet because I actually wanted to make friends.
    0:10:22 But I didn’t know that at the time.
    0:10:28 So, in all these technologies, I was really focused on information and ideas until fairly recently.
    0:10:31 This current stage of life, I don’t want to say later stage of life.
    0:10:34 The golden years.
    0:10:35 That was golden years.
    0:10:39 I started thinking a lot more about relationships.
    0:10:49 And I personally had under-invested in relationships and over-invested, I think, in just, like, maybe business.
    0:10:49 Yeah.
    0:10:51 So, yeah, I’ve been thinking about that a lot lately.
    0:10:59 You seem to me to be a thoughtful, you don’t seem, you are a very thoughtful, I want to say systematic guy.
    0:11:06 How have you translated thinking about maybe countering the trend of under-investing in relationships?
    0:11:07 Have you done anything?
    0:11:08 I started a company.
    0:11:13 Let’s hear about it, because I’m sure there are people here who have it.
    0:11:21 I started a company called Mosey within the last year, and Mosey is an app for finding out where your friends are and getting together.
    0:11:28 We like to say it’s actually a social app, because it’s really about getting together with friends by knowing where they are.
    0:11:29 So, I’m in Austin.
    0:11:31 Who do I know in Austin?
    0:11:32 I know a bunch of people in Austin.
    0:11:37 I may have forgotten who I know in Austin, but Mosey tells me who’s in Austin, tells me what they’re doing, that type of thing.
    0:11:42 The way I look back on some of the early ideas about social and the internet is, of course, we connected with people.
    0:11:44 We’ve all made friends through the internet.
    0:11:47 We’ve built meaning relationships or maintained relationships.
    0:11:51 We’re wired to be deeply social, but that wiring was way before screens.
    0:11:55 And that wiring to be social didn’t happen in public.
    0:12:02 And so, Mosey is a very simple idea where we said, well, what would an actual social network look like?
    0:12:04 And so, that’s what we’re building.
    0:12:20 So, I want to edge into a question about sort of initial product design and what your expectations might be just by rewinding the clock a little bit and talking about Odeo a little bit.
    0:12:27 So, I’ve read about board meetings, and you’ll have to tell a bit of the context related to Odeo, in which you’re presenting usage metrics at the time.
    0:12:30 It wasn’t growing, but it wasn’t dead.
    0:12:32 Maybe it was semi-growing.
    0:12:47 And as a lot of people here read in the media, as they used to see on magazine covers, the stories of perseverance against all odds, it failed 100 times, but then we succeeded the 101st time, get a lot of airplay.
    0:12:56 But I think that something that doesn’t get as much attention is strategic stopping or strategic quitting.
    0:13:00 Sometimes it doesn’t make sense to keep beating your head against a wall.
    0:13:04 So, could you take us back to Odeo and walk us through that experience?
    0:13:13 Yeah, so Odeo was a podcasting company that I co-founded in 2005, which, if you recall, was pre-iPhone.
    0:13:17 So, and not to correct Kevin, but Twitter was 2007 when it was here.
    0:13:19 So, this was before Twitter.
    0:13:22 And podcasting seemed cool.
    0:13:24 I don’t know if you’ve heard about it, Tim.
    0:13:30 But we’re like, let’s build a platform for podcasts.
    0:13:34 And we worked on it for maybe six months.
    0:13:35 We raised some money.
    0:13:44 Because I had previously sold the company to Google, I was fortunate enough to get some VC funding before we even had a product, which turns out isn’t always fortunate.
    0:13:47 So, we had high expectations from kind of get-go.
    0:13:49 This is in 2005.
    0:13:57 Apple released podcasts in iTunes that summer in 2005, which completely blew us away.
    0:13:58 It was totally unexpected.
    0:14:04 This is very, very early for podcasts, even though the name comes from the iPod.
    0:14:09 And they basically obsoleted what we had been doing for six to nine months overnight.
    0:14:14 Then we, you know, we were like, oh, maybe we create a podcast creation tool.
    0:14:16 You know, we were trying to pivot and whatnot.
    0:14:21 And I think I just came to the conclusion at some point.
    0:14:27 The way Biz Stone tells the story is that I wrote this big strategic doc about how to succeed in the podcasting business.
    0:14:32 And it was very convincing about the pivot we could do and to do.
    0:14:34 And I was like, I don’t want to do this.
    0:14:39 And so, I went to investors and said, I don’t think this company is on a great trajectory.
    0:14:40 Maybe we should just stop.
    0:14:41 But that was unusual.
    0:14:45 This is kind of pivoting now, of course, is taken for granted.
    0:14:47 That your idea isn’t right the first time out.
    0:14:49 That was less assumed back then.
    0:14:51 So, I was embarrassed.
    0:14:53 I was like, I said I was going to start a podcasting company.
    0:14:54 And I raised this money.
    0:14:56 I have these employees.
    0:14:56 I have these investors.
    0:14:59 But I don’t believe in it.
    0:15:00 I don’t believe in this vision anymore.
    0:15:03 Even though it wasn’t dead, as you said.
    0:15:10 Was the reason you didn’t believe in it based on the emergence of iTunes and what that represented?
    0:15:11 Or was there more to it?
    0:15:13 I wasn’t that into it personally.
    0:15:15 I wasn’t a podcaster.
    0:15:17 And I think that was another principle that I’ve learned over and over.
    0:15:21 is I think some people can build products for other people.
    0:15:23 And thank goodness they do.
    0:15:25 But I just build products for myself.
    0:15:28 And I was like, I don’t know.
    0:15:30 I don’t know what the product is here.
    0:15:31 We need to build that I want.
    0:15:42 But I think to your question about strategic quitting, I think a ton of companies and a ton of people just get in these life situations where they just keep going.
    0:15:43 And that’s certainly what I was taught.
    0:15:50 In fact, Blogger, which is the company I sold to Google, I completely ran out of money after the dot-com bust.
    0:15:56 I had to lay off all my employees, was barely able to pay my rent, and kept working on it, kept working on it, kept working on it.
    0:15:59 Eventually sold it to Google very happily.
    0:16:04 And to me, I was like, yes, that is the triumph of perseverance, and that’s why you should stick to things.
    0:16:07 And then Odeo, thankfully, we didn’t.
    0:16:10 We did create another company out of that.
    0:16:14 But I think this idea of it’s okay to quit is underappreciated.
    0:16:17 And the main reason, everyone knows about sunk cost fallacy.
    0:16:21 There’s a great book, by the way, by Andy Duke called Quit, which I highly recommend.
    0:16:28 And it actually was part of the reason a couple years ago I stepped down from Medium, which is my last company I was running for a long time.
    0:16:30 And I quit my job.
    0:16:31 The company is still going.
    0:16:36 But I was like, I realized that I was just working as, like, it was ego.
    0:16:37 It was pride.
    0:16:39 It was expectations of other people.
    0:16:49 And the book is really great, if you don’t know it, because it just points out all the reasons beyond sunk cost fallacy that people do things way longer than it makes sense to do them.
    0:16:52 And the biggest thing is they underestimate opportunity costs.
    0:16:58 If you’re working on one thing, and there’s identity and ego and all those other things, but it’s like you don’t know what else there is.
    0:17:04 Until you clear that your attention away from the thing that you’ve been struggling with.
    0:17:11 And so I think if you’re in a situation where it feels like a slog, quitting is probably a good idea.
    0:17:18 So Andy Duke, for people who might not recognize the name, well-known poker player, also wrote Thinking in Bets, I believe.
    0:17:31 So let me ask you then, if you look back now, hindsight 2020, at Ev, who persevered with Blogger and then ended up selling it to Google at a very good time to get Google equity.
    0:17:41 Did he just get lucky, did he just get lucky in that perseverance, or was there some type of scent trail that in retrospect you can say, well, it was actually the right thing to do at that time?
    0:17:49 I’ve struggled with this because I don’t have a clean way to understand it, but I think one big difference is I believed in the vision of Blogger the whole time.
    0:17:54 And that was where Odio was like, I’m keep coming to work and make it succeed.
    0:18:01 It was also, I was lucky because Blogger being my first real company, and I was a little bit younger.
    0:18:07 I believed in the vision, but I also just was petrified of failing.
    0:18:09 I just couldn’t accept that possibility for myself.
    0:18:11 I also didn’t have a lot of other prospects.
    0:18:13 I’d never really had a job.
    0:18:14 I didn’t have a degree.
    0:18:20 The dot-com boom was like, well, I don’t know what the hell else I’m going to do if I don’t make this succeed.
    0:18:22 So I’m going to stick with it.
    0:18:23 But it didn’t really make sense.
    0:18:25 So that speaks to your prior comment about the opportunity cost.
    0:18:26 Yeah.
    0:18:26 Right?
    0:18:27 Exactly.
    0:18:28 Actually, good point.
    0:18:28 Yeah.
    0:18:29 Yeah.
    0:18:32 Like your opportunity cost was not as high, maybe, at that point.
    0:18:33 Fair.
    0:18:34 Yeah.
    0:18:35 By pursuing something else.
    0:18:35 Yeah.
    0:18:37 So you mentioned something came out of Odeo.
    0:18:38 What came out of Odeo?
    0:18:40 A company called Twitter.
    0:18:42 I still call it that.
    0:18:43 I don’t know about you guys.
    0:18:48 How did that happen?
    0:18:55 Well, the investors, thankfully, my board, I went to board and said, this is my honest assessment of Odeo.
    0:19:01 And they, as good investors do, said, well, we didn’t believe in investing in podcasting.
    0:19:02 We invest in you.
    0:19:03 You have a great team.
    0:19:05 You got any other ideas?
    0:19:10 And I thought, hmm, I must have other ideas.
    0:19:14 So I always prided myself on having ideas.
    0:19:16 But I went back to the team and said, I don’t have any ideas.
    0:19:17 You guys got any ideas?
    0:19:23 And we ended up doing a hackathon where we basically, for a couple weeks.
    0:19:25 So an internal hackathon.
    0:19:26 Internal hackathon.
    0:19:27 Where we just said, hey, let’s all break into teams.
    0:19:29 How many employees did you have at the time?
    0:19:32 I think it was around 12, 12, 14, something like that.
    0:19:34 People worked on a bunch of stuff.
    0:19:41 A lot of it was related because we were doing audio and, you know, recording in the browser with flash and stuff like that.
    0:19:47 Again, pre-smartphone, but we were dabbling with text messaging.
    0:19:55 And there’s a couple of the engineers that were familiar with how to send text messages on mass, which was little known at that time.
    0:19:58 There was no real APIs for that.
    0:20:01 And so people were trying a lot of things along those lines.
    0:20:04 Maybe we send an audio voice memo.
    0:20:05 Maybe we record something in the browser.
    0:20:08 Little kind of social things.
    0:20:14 Then one of the ideas was to, the way I remember, first it was record a message actually via your phone.
    0:20:16 And then it got broadcast text to people.
    0:20:17 And then they could listen to it.
    0:20:22 And then that quickly evolved to, what if we got rid of the audio?
    0:20:24 Maybe it was just text broadcast.
    0:20:31 And then, you know, having come from the blogging world, that we were familiar with RSS and subscribing, which turned into following.
    0:20:34 And, yeah, kind of evolved from there.
    0:20:38 That was, to mention names, that was, of course, BizStone and Jack Dorsey’s project.
    0:20:44 And it also was informed by Jack’s previous work on careers and status systems.
    0:20:50 And at what point did you, or anyone else for that matter, realize that there was a there there?
    0:20:54 Like, oh, there might be something very interesting with this.
    0:20:56 We were pretty intrigued right away.
    0:21:01 I mean, we certainly didn’t know the extent of it by any means.
    0:21:05 But it felt new and interesting.
    0:21:07 We kept evolving it.
    0:21:08 It definitely wasn’t right.
    0:21:11 I mean, I think no ideas come out fully baked.
    0:21:13 And so there was a lot we had to get right.
    0:21:15 Like, what is the graph?
    0:21:22 The very first version actually was highly informed by status messages, which were a thing in Facebook.
    0:21:26 But this is pre-Facebook being available to outside of colleges.
    0:21:27 And we were too old to be on Facebook.
    0:21:30 So we didn’t even know about status messages on Facebook.
    0:21:31 But it was kind of like that.
    0:21:33 It was kind of like AIM messages.
    0:21:36 And the very first version, there wasn’t a whole feed.
    0:21:39 It was just the latest person who had updated their status was on top.
    0:21:41 And it went out via text message.
    0:21:44 And so, but we’re like, hmm, interesting.
    0:21:48 And we felt it was interesting when we had maybe 10 people on it.
    0:21:49 10 people worked at the company.
    0:21:52 And then we started getting our partners on it.
    0:21:53 And we were intrigued.
    0:21:55 But so this is 2006.
    0:22:00 And it really wasn’t growing for months and months.
    0:22:06 And really, we hit an inflection point here in Austin in 2007.
    0:22:13 So I have to just mention that that particular southbound is very nostalgic for me.
    0:22:18 Because I launched the 4-Hour Workweek with an overflow presentation in 2007.
    0:22:23 After haranguing the shit out of Hugh Forrest.
    0:22:26 Thank you for letting me fill in for a cancellation.
    0:22:28 And basically next to a cafeteria.
    0:22:30 My laptop failed.
    0:22:33 So I ended up having to improv the thing without my slides.
    0:22:42 And I remember the big screen TV in the ground level of the conference center showing tweets.
    0:22:42 Yeah.
    0:22:43 Going through.
    0:22:44 And I was like, huh, look at that.
    0:22:45 Yeah.
    0:22:48 That was the idea we had.
    0:22:51 It was starting to take off amongst the people we knew.
    0:22:59 And South by it was always the conference where, like, the indie, cool tech people came.
    0:23:00 And these were our people.
    0:23:04 And they were the ones, our early adopters of Twitter, because they came from the blogging world.
    0:23:06 And they were friends.
    0:23:10 And so we sensed that we could get critical mass here.
    0:23:14 So we talked to Hugh and whoever from his team.
    0:23:17 And, of course, they were like, well, you could have a trade show floor.
    0:23:18 And I’m like, no, no, no.
    0:23:19 No one goes to a trade show.
    0:23:25 Can we buy a screen and put it in the hall where everybody’s hanging out?
    0:23:27 And that was the move.
    0:23:28 And people saw that.
    0:23:29 And I’m like, oh.
    0:23:30 That’s amazing.
    0:23:32 I didn’t realize that back story.
    0:23:34 It costs $11,000.
    0:23:36 It’s a great investment.
    0:23:38 $11,000.
    0:23:44 A little more expensive these days, I think, since you’re competing against AT&T and God knows who else.
    0:23:55 But this ties into Mosey in part because I’m wondering how much your expectation is that you will design and deliver to spec,
    0:24:00 maybe like an Uber, where the business model has changed relatively little over time, right?
    0:24:00 It’s been very reliable.
    0:24:03 It’s kind of stayed very similar.
    0:24:06 With, obviously, bells and whistles and changes along the way.
    0:24:13 Or is your expectation, maybe along the lines of a Twitter or Odeo, in some sense, morphing into a Twitter,
    0:24:17 that Mosey is just a starting point?
    0:24:22 And your expectation is it’s probably going to end up being something very, very different a year or two.
    0:24:24 I’m sure it’ll end up in something very, very different.
    0:24:26 It’s early for Mosey.
    0:24:31 The way we think about it, in our wildest dreams, it is a ubiquitous social network.
    0:24:38 And the way Facebook was at one time, but actually designed for enhancing people’s social lives and relationships.
    0:24:40 Which means it’s not a media platform.
    0:24:41 It’s not an advertising platform.
    0:24:43 It’s not a performative platform.
    0:24:45 It’s not a status-building platform.
    0:24:50 It’s really about sharing information that’s important to you with people you care about and enabling.
    0:24:55 It won’t all be about IRL, but that’s where folks end right now.
    0:24:57 But it’s early.
    0:24:58 We haven’t figured it out yet.
    0:25:02 And I think that’s part of the fun, is figuring out where it goes.
    0:25:05 So you impressed me at a whole lot of levels.
    0:25:08 I’ve always found you to be a very deep thinker.
    0:25:09 You think a lot.
    0:25:14 And you choose your words carefully and ask a lot of good questions.
    0:25:19 And I’m always curious about the inputs, what you feed yourself in terms of information.
    0:25:22 And I’ve read that you’re fond of a few books.
    0:25:31 This may have changed because this is from 2016, but Zen and the Art of Motorcycle Maintenance, Robert Persig, The Effective Executive by Peter Drucker.
    0:25:40 I don’t know if you would still stand by those, but I’m curious, if so, why those books and if there are any others that you would add to that list?
    0:25:42 Where’d you get that list?
    0:25:44 That is New York Times.
    0:25:47 EvWilliamsFavoriteBooks.html.
    0:25:53 Yeah, I probably wouldn’t pick those now.
    0:25:54 It’s been a while.
    0:25:58 I’m not an executive anymore, so I mean, that’s not as useful.
    0:26:01 Zen and the Art of Motorcycle Maintenance is great.
    0:26:08 But I will mention one book very related to the conversation, which is, have you read Why Greatness Cannot Be Planned?
    0:26:08 No.
    0:26:09 Great title, though.
    0:26:11 Why Greatness Cannot Be Planned.
    0:26:13 I recommend this to 100 people.
    0:26:14 Love this book.
    0:26:18 The subtitle is The Myth of the Objective.
    0:26:25 And the premise is by a guy named Ken Stanley and another guy who were AI researchers.
    0:26:30 And the way it starts out is they, this is early AI researchers.
    0:26:32 Ken Wen worked at OpenAI later.
    0:26:34 They were building bots.
    0:26:40 And the example they talk about is trying to build a robot to go through a maze.
    0:26:45 And how they, you know, tried to program all kinds of smart algorithms into it.
    0:26:49 And then they found that the most effective strategy was just try something new.
    0:27:05 And they go on from that and extrapolate this idea that if you are trying to do something that hasn’t been done before, you know, we’re taught from birth and from school and everywhere is like, set your goal, make a plan to get to the plan.
    0:27:06 Persevere, go through that.
    0:27:13 And the premise of the book is that works if it’s something that’s been done a lot and that’s formulaic.
    0:27:28 You can set a goal to run a marathon and you can, you know, download a training regime and you can go run the marathon and probably because you can’t do that to invent the computer or Twitter or like create amazing art.
    0:27:29 You can’t plot it.
    0:27:37 And to the extent you try to plot it, you shoot yourself in the foot because you cut off the possibilities that lay before you.
    0:27:42 And I read this book when I was running media in my last company.
    0:27:52 It had a great effect on me because I felt this deep sense of relief because my entire business and startup career, I’ve been deeply driven to create things.
    0:27:57 I saw like companies in particular products as a creative process.
    0:28:00 You know, it’s like writing a book or painting a painting.
    0:28:03 It’s like you have to figure it out as you go.
    0:28:05 You don’t have it fully baked in your head from day one.
    0:28:11 But what I’ve seen happen a million times and happened to me is you have this intuition.
    0:28:13 You kind of know what it is.
    0:28:14 You start to develop it.
    0:28:16 You’re like, oh, it’s this, not that.
    0:28:17 Let’s try this, not that.
    0:28:22 And you feel your way into what’s the best first version of it.
    0:28:34 If you’re lucky and good enough that that first version, you know, meets with some success in the world, then at least in the tech world, employees and investors and business people come in.
    0:28:36 It’s like, OK, where are we going next?
    0:28:36 What’s the plan?
    0:28:37 What’s the roadmap?
    0:28:40 You know, how are we going to make the numbers go up?
    0:28:44 And it doesn’t work to very far.
    0:28:46 It works like a little bit to get that next stage.
    0:28:49 But it doesn’t work to really innovate.
    0:28:49 It doesn’t work.
    0:28:53 And so you have to be comfortable with the ambiguity of not knowing where you’re going to go.
    0:28:59 And this book is good and it makes its points very short.
    0:29:07 It also talks about evolution a lot and how, like, the most creative force in the world is clearly nature.
    0:29:10 And, like, it has no plan.
    0:29:11 It just tries shit.
    0:29:12 Trial and error.
    0:29:13 Yeah.
    0:29:14 All right.
    0:29:15 Taking notes.
    0:29:17 That’s going to be one of my next reads.
    0:29:24 Just a quick thanks to one of our sponsors and we’ll be right back to the show.
    0:29:28 It’s the new year and many of you, no doubt, are planning for the year ahead.
    0:29:29 I’m doing the same.
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    0:30:49 You mentioned AI, and it is the topic du jour.
    0:31:02 But, I can’t believe everything you read on the internet, but I believe that 25% of the latest Y Combinator class wrote 95% plus of their code using AI.
    0:31:09 And I’m curious, you have kids, what would you suggest your kids study in school?
    0:31:12 My kids are here, in fact.
    0:31:14 Whatever they want.
    0:31:19 I mean, it depends on what the goal is.
    0:31:19 I mean, I think…
    0:31:21 I can frame it a little more.
    0:31:22 I can strain it.
    0:31:24 I would say, if people are wondering here how to…
    0:31:31 I don’t want to say AI-proof themselves, because good luck predicting where that’s going to go.
    0:31:38 But, are there any fundamental skills or specific skills that you think will increase in value over time?
    0:31:51 For instance, I don’t know if I had kids if I would suggest they take a legal path, necessarily, since I already use AI in 30 seconds to draft most of my legal documents before I send it to human eyes.
    0:31:53 Do you have any thoughts?
    0:32:00 I haven’t thought about this deeply, but what comes to mind is social, human things.
    0:32:01 Two things.
    0:32:08 One is, I do encourage them to read and write, still, because I think that’s how you figure things out.
    0:32:15 That’s, like, the best way to think and have ideas and get clarity is to write.
    0:32:18 And you can’t write if you don’t read.
    0:32:29 So, even if the AI can write for you, that’s fine if it’s a paper or, you know, a report or some analysis where the product is very important.
    0:32:31 Like, this is the information and text that I need.
    0:32:35 But, it robs you of the process of thinking.
    0:32:41 So, I think problem solving, creative ideation is useful no matter what you do, ever.
    0:32:44 So, I think those core skills and then social skills.
    0:32:52 I mean, one of the reasons I love the school they go to is actually they have a thing called SEL, which maybe you all had, but I sure as hell didn’t have in rural Nebraska in the 70s.
    0:32:57 It’s social, emotional learning, and that’s just, like, how do you connect with people?
    0:33:05 I mean, we know that’s critical to any job no matter what you’re doing, and I think that’s probably, well, hopefully not going to go away.
    0:33:06 Who knows?
    0:33:12 I think we’re in a lot of trouble if that gets removed from you in life.
    0:33:17 So, let’s shift gears a bit, and I’ll just ask a question I like to ask.
    0:33:18 If it goes nowhere, it goes nowhere.
    0:33:23 All right, so, metaphorically speaking, the billboard question, right?
    0:33:36 So, if you were going to put a message on a billboard, could say anything, could be an image, anything at all that you would want a lot of people to see and understand, what might you put on that?
    0:33:38 I love this question.
    0:33:40 I might overthink it.
    0:33:44 And understand.
    0:33:46 So, we can assume they’ll understand.
    0:33:51 The and understand I threw on there with a little creative flourish, it may complicate your thinking.
    0:33:52 I’m going to build on that.
    0:34:06 In thinking about this, what comes to mind, first of all, is the category is something that will help people heal, you know, just be their whole and true selves.
    0:34:09 Because I think that’s where all our problems come from, is the lack of that.
    0:34:17 And as much as I care about climate, I think the key to solving climate is to heal ourselves, to heal culture, to heal the planet.
    0:34:18 And so, I start with the self.
    0:34:30 And then my mind goes to what’s a big fundamental truth that we want everyone, let’s pretend if they read it, they’ll actually get it and know it.
    0:34:36 Then I think there’s a little bit of tension between like the most fundamental truths and how actionable they are.
    0:34:42 So, if we said, we are all one, which I believe, it’s like, okay, we’re all one.
    0:34:44 The universe is one big thing, we’re all connected.
    0:34:46 What do I do with that?
    0:34:51 I mean, maybe if you really ponder that and meditate on that a long time, it’ll actually, it will do you some good.
    0:35:08 But then if you move toward the spectrum of usefulness, of what’s a fundamental truth that’s more useful, you might have like some Buddhist saying like all of our suffering comes from, you know, our thoughts or inability to accept reality, which is a little bit more useful.
    0:35:12 But maybe for the masses, not, still not very actionable.
    0:35:22 And then you could move to like, feel your feelings, which I think would do a tremendous amount of good if people adopt, oh, feel your feelings.
    0:35:25 It’s a little bit easier to imagine that, like so much of our suffering.
    0:35:29 And I say this as someone who told their first therapist, I don’t understand the point of feelings.
    0:35:33 I was like, they are just a nuisance and get in the way.
    0:35:39 So it took me a long time to appreciate that and the avoidance that so many of us go through.
    0:35:48 And then one step further might be stop drinking alcohol for six months and see how you feel.
    0:35:52 Not tonight, though.
    0:35:53 It’s fine.
    0:35:53 We’re in a bar.
    0:35:53 Not tonight.
    0:35:53 Nice.
    0:35:54 Starting tomorrow.
    0:35:55 Starting tomorrow.
    0:35:55 Consider it.
    0:36:01 So following up just on the feeling your feelings, you said for a long time, and you said this to your first therapist, right?
    0:36:06 If they’re just a nuisance, I’d like to know how to rid myself of these irritations.
    0:36:08 What changed?
    0:36:11 How did you end up going on to team feelings?
    0:36:14 So, I mean, it was a long, long process.
    0:36:16 I mean, the therapy helped.
    0:36:17 The psychedelics helped.
    0:36:25 Meditation, growth, learning, reading books, having friends, stopping drinking, actually, just for six months.
    0:36:29 And I’ve gone through a lot.
    0:36:32 I’ve done a lot of work, particularly in the last couple of years.
    0:36:34 That’s been just super, super important.
    0:36:36 Yeah, just a note on alcohol.
    0:36:37 Look, I’m going to have some drinks tonight.
    0:36:38 I do enjoy drinking.
    0:36:47 But just a PSA for people, because ketamine is in the air.
    0:36:49 Ketamine is probably in a few people’s pockets here.
    0:36:51 They’re both dissociative anesthetics.
    0:36:57 So if you want to feel your feelings, it’s a good idea not to engage with those things excessively.
    0:37:03 And if you have a history of alcohol overuse, I would also stay away from any at-home ketamine.
    0:37:08 But in terms of books or types of therapy, did you find, if there are people in the audience who are like,
    0:37:14 yeah, you know what, actually, that makes sense to me, but I’ve never been able to find a handhold to get started?
    0:37:16 Is there any advice you might give?
    0:37:22 Probably the best thing I’ve ever done in that realm is Hoffman.
    0:37:24 Have you done Hoffman?
    0:37:27 Hoffman, I haven’t done Hoffman, but quite a few of my friends have.
    0:37:29 So there’s this thing called the Hoffman process.
    0:37:33 It’s 20 years of therapy in a week in terms of the effect.
    0:37:36 I mean, I got much more out of it than I ever got in therapy.
    0:37:38 It’s a week-long retreat.
    0:37:39 There’s a few different places.
    0:37:41 The main one’s in Petaluma, California.
    0:37:51 You hand over your phone, you go and do some exercises with 36 strangers and yourself for a week,
    0:37:52 and you come out a new person.
    0:38:00 So I’ve spoken, well, not directly, I’ve more listened, but had a conversation on this podcast
    0:38:05 where the Hoffman process came up, and a lot of listeners have gone to the Hoffman process,
    0:38:14 and I get letters literally every week from people who are thanking me for not really the proper credit
    0:38:17 because there’s someone else who brought it up for the Hoffman process.
    0:38:19 I’m very curious.
    0:38:20 You mentioned the strangers.
    0:38:28 Part of the reason I haven’t gone is I’m like, I don’t want to air all of my dirty laundry in front of 20 strangers.
    0:38:29 I don’t know these people.
    0:38:33 And I know you’re also, I think it’s fair to say, pretty introverted.
    0:38:38 I would say I am, even though I’m on stage, like, safely speaking into the darkness.
    0:38:44 Was that an issue at all for you, or how did you get past that?
    0:38:49 It wasn’t easy, but it’s just in the context of it, it just feels very safe.
    0:38:57 One of the fascinating things is, as strangers, you are not allowed to say your last name or what you do in the real world when you get there.
    0:39:06 So you connect with people, and I realized, after a few days, I relied so much on people knowing who I was or what I did,
    0:39:10 that it was this veil between me and other humans.
    0:39:16 So you get to know people at such a deep level without really knowing any of the normal things,
    0:39:19 that we would say, you meet someone here, what do you do, where do you live?
    0:39:24 And that, it just feels incredibly safe.
    0:39:30 But the process is, they’ve been doing it for 50-some years, it’s very evolved, it’s very well done.
    0:39:32 You take any of it out of context, it sounds weird.
    0:39:34 Like, I knew nothing going in.
    0:39:39 And about five people brought it up to me in random conversations over a week, and were like,
    0:39:42 okay, this is a message, I’m going to go sign up for this thing.
    0:39:44 Show up, I had no idea.
    0:39:47 And then you just dive in, and it’s incredible.
    0:39:50 Yeah, from what I can tell, it’s somewhat like Fight Club.
    0:39:53 It’s like, first rule of Fight Club is don’t talk about Fight Club.
    0:39:56 You’re not going to find much detail on the Hoffman process.
    0:40:02 This also ties into a question I was planning on asking anyway, which is, are there any habits
    0:40:09 or beliefs that have really positively impacted your life in the last handful of years?
    0:40:15 Could also be 10 years ago, but you’ve talked about doing a lot of work in the last handful of years.
    0:40:21 Any new habits, beliefs, tools, anything come to mind that have been really helpful?
    0:40:26 Yes, but I feel like they’re the ones that everybody knows.
    0:40:30 Well, I mean, sometimes the fundamentals are worth a review.
    0:40:33 I mean, it is exercise and meditation.
    0:40:40 I dabbled in for a long time, and then I got much more serious a couple years ago about both,
    0:40:44 and really, really dramatic life improvement.
    0:40:46 Why did you get more serious about them?
    0:40:49 You just wake up one day, and you’re like, today’s a new day?
    0:40:52 Or was there a breaking point?
    0:40:55 Early COVID, I was like, what the fuck am I doing?
    0:41:02 I’m going to turn 50, and I need to work a hell of a lot harder to be in shape than I was.
    0:41:03 So I just started doing it.
    0:41:04 I was at home.
    0:41:05 I had the time.
    0:41:06 So I did that.
    0:41:11 Although that’s increased, because you get the positive reward cycle, and it feels great.
    0:41:16 And meditation, I’ve always found super valuable.
    0:41:24 And I just last year, on January 2nd, 2024, I had meditated the day before.
    0:41:28 I was like, I could meditate every single day this year.
    0:41:34 And it was just that sort of psychological hook that you find motivating, even though it’s arbitrary.
    0:41:37 And I was like, yes, I’m going to meditate every single day in 2024.
    0:41:38 That’s a goal.
    0:41:41 And I don’t normally set goals like that.
    0:41:44 But I was like, okay, let’s see what happens.
    0:41:48 And my teacher says, you can’t boil water if you keep turning off the flame.
    0:41:54 And so the consistency of meditation, I underestimated what dramatic difference that makes,
    0:41:57 and how fast you can drop in if you do it every single day.
    0:42:01 What type of meditation did you decide on?
    0:42:05 Just mindfulness, meditation, breath, and awareness.
    0:42:07 Not TM, just…
    0:42:10 Just like an open monitoring, feel what you feel, see what you see.
    0:42:11 Yeah.
    0:42:14 Are you noting things, or are you just observing?
    0:42:15 Noting, sometimes noting.
    0:42:18 And I know you like to know about products.
    0:42:19 You know about this product.
    0:42:21 But I was using The Way.
    0:42:21 Yep.
    0:42:22 You’ve probably talked about that before.
    0:42:24 The Way is a meditation app.
    0:42:26 I hadn’t used a meditation app for years.
    0:42:32 The Way, I started using The Way, Kevin sent it to me, actually, around when it was still in beta.
    0:42:35 And I started doing that around that time.
    0:42:36 Yeah.
    0:42:37 The Way is fantastic.
    0:42:37 Yeah.
    0:42:40 Henry Schuchman, just an incredible guy.
    0:42:43 I mean, we’ll hope to meet him in person someday.
    0:42:48 Do you have a favorite failure or any favorite failures that come to mind?
    0:42:52 I mean, you’ve got a greatest hits list that’s pretty outstanding.
    0:42:54 I’m just wondering…
    0:42:55 I have a lot of failures.
    0:43:03 And anything that has either taught you a lot or in some way set you up for successes later.
    0:43:06 That’s two possible ways of approaching it.
    0:43:13 We’re already talking about Odeo, which is kind of a failure that led to Twitter, so that’s obvious.
    0:43:25 But a thing that took me a very long time to appreciate that felt like the biggest failure possible was getting fired from Twitter, which I did.
    0:43:26 Yeah, I co-founded the company.
    0:43:36 I was CEO for two years, and then I got fired to my great shock and dismay, and I was just devastated.
    0:43:37 Absolutely.
    0:43:44 Now I looked and I was like, wow, I’m probably way happier today than I would have been had I not.
    0:43:46 But it took me a while.
    0:43:48 It took me a long while to appreciate that.
    0:43:52 What was the silver lining on that in retrospect?
    0:43:58 It kind of goes back to all our unhappiness comes from thinking things shouldn’t be how they are.
    0:44:09 And I was very upset because of the injustice of it and what I thought was just dumb.
    0:44:19 Now, in retrospect, and even at the time, I knew I was in over my head to a certain extent, and Dick, who became the CEO, was much better at certain aspects of the job.
    0:44:23 I wasn’t even that attached to being the CEO long term.
    0:44:27 I was just like, maybe we should talk about it before you fire me.
    0:44:32 I mean, that seemed rude, but I mean, it was my company.
    0:44:38 But the silver lining was like, I didn’t have to do the job anymore.
    0:44:39 That’s one.
    0:44:43 I mean, I still owned a bunch of the company.
    0:44:45 I didn’t have to do the job.
    0:44:48 I mean, that’s like, objectively, it wasn’t that bad.
    0:44:52 But as an identity and ego hit, it was tremendous.
    0:44:58 I also, I thought the best thing for the company was for me to stay, and even not in CEO role.
    0:45:02 And I tried to negotiate that, and that wasn’t accepted.
    0:45:05 But it was more like, this is so wrong.
    0:45:07 It was like, okay, what can I learn from this?
    0:45:13 What is, once I was out of that, you know, some deep reflection happened.
    0:45:17 And I think a long term path of personal growth.
    0:45:24 Are there any people who come to mind who you’re tracking right now?
    0:45:27 Or anyone you think people should pay more attention to?
    0:45:34 Innovators, technologists, thinkers, alive or dead?
    0:45:36 I’ll mention another book.
    0:45:37 Perfect.
    0:45:42 What I’ve been geeking out on recently is How the Universe Works.
    0:45:45 Small side project.
    0:45:45 You know.
    0:45:52 Which I used to read a lot of physics books and quantum physics just for fun.
    0:45:58 And it had been a while, so I started delving into that more recently.
    0:46:01 Just set a bubble bath, light a candle, read some quantum physics.
    0:46:06 There’s a book I’m reading right now called The One by Henry Posse.
    0:46:07 I don’t know anything about him.
    0:46:15 The One is about, it’s about how, it’s monism, the idea that the universe is just one thing.
    0:46:20 And nature and us and this glass is all one thing.
    0:46:21 And that the separation is an illusion.
    0:46:26 How that fits with quantum physics and the whole history of quantum physics.
    0:46:29 And how this idea had come up, but rejected.
    0:46:42 It was very interesting to learn how the implications of that, which we’ve heard about with multiverse and all these crazy ideas, were rejected by scientists who were materialists.
    0:46:47 And it was interesting to learn that materialism in the science is basically a religion.
    0:46:50 And that’s fascinating.
    0:46:52 How did you find this book?
    0:46:55 My partner, James Joaquin, at Obvious.
    0:46:59 We like to talk about how the universe works and then invest in startups.
    0:47:02 Sounds like a great job.
    0:47:04 All right.
    0:47:10 Do you tend to find books, again, just riffing on how you choose your intake, right?
    0:47:15 And there’s finding the signal and then there’s tuning out the noise.
    0:47:19 I mean, I haven’t had any social apps on my phone for years at this point.
    0:47:25 Because I just don’t have the control to be like the heroin addict wandering into the heroin den.
    0:47:27 But then there’s choosing the signal.
    0:47:39 And I think books are still, if you can do it with a slightly longer attention span or to cultivate that, a great way of finding these, like I said earlier, scent trails to follow.
    0:47:46 But you still have a problem because there are 100,000 plus books published in hardcover alone in the U.S. every year.
    0:47:48 How do you choose your books?
    0:47:49 And do any other books come to mind?
    0:47:51 I wish I had a better way.
    0:47:55 I should ask you, how many books do you read a month?
    0:47:56 Probably four or five.
    0:47:57 Okay.
    0:47:58 You read a lot more than I do.
    0:48:01 But I may read two a month.
    0:48:09 But I think it’s kind of haphazard, which is scary because you’re going to select a very tiny portion.
    0:48:11 Yeah, Tim Urban style, right?
    0:48:14 It’s like you’ve got time for however many books left in your life.
    0:48:15 Right, right.
    0:48:18 Great book, by the way, Tim Urban’s book.
    0:48:20 I have the, it’s pretty random.
    0:48:23 It’s just like wandering, like I’ll buy tons of books.
    0:48:28 I read mostly on my phone, but I’ll buy physical books to remember that the book exists.
    0:48:35 And then, so I’ll have it laying around the house and be like, oh, I should, oh, this is interesting.
    0:48:37 And then I’ll go, because I’ll just read it on my phone.
    0:48:39 But I feel like I should have a better way.
    0:48:41 I also watch a lot of YouTube, I have to admit.
    0:48:43 What do you watch on YouTube?
    0:48:46 It’s got to be better than what I watch.
    0:48:49 I end up in some weird corners.
    0:48:59 I watch music content, like how to make music, like make music as a hobby as well.
    0:49:01 And then like quantum physics stuff.
    0:49:03 Do you have a background in physics?
    0:49:07 No, I don’t even understand it.
    0:49:12 I don’t want to give the impression that I, I, I’m an expert on any of this.
    0:49:13 I just follow my curiosity.
    0:49:14 Yeah.
    0:49:19 I used to just exclusively consume business and technology and startup stuff.
    0:49:27 Most of my adult life, I was CEO of a company and just waking up every day, desperately trying to make that succeed.
    0:49:32 And so a lot of my new stuff, like music, it was like, it was just fun.
    0:49:34 Do you read any fiction?
    0:49:36 I’m trying to read more fiction.
    0:49:39 I tried reading that book that you recommended a little while back.
    0:49:41 Oh, it’s so hard.
    0:49:42 It was so hard.
    0:49:45 A little big, little big, little big by John Crowley.
    0:49:52 This is the one book that I hesitate to recommend because nine out of 10 people are just like, what the fuck?
    0:49:54 You even said that in the recommendation.
    0:49:55 I’m like, I can, I can handle it.
    0:49:56 I got this.
    0:49:58 I’m going to do it.
    0:49:59 I, I, I gave up.
    0:50:00 Yeah.
    0:50:05 The more drugs one has done, the easier it is to eventually get into the talking fish section of the book.
    0:50:06 Okay.
    0:50:09 When then you kind of cross the Rubicon and it’s all in.
    0:50:11 But yeah, John Crowley, any other fiction books?
    0:50:13 You said you’re trying.
    0:50:18 Oh, I just read this Miranda July book, All Fours.
    0:50:19 Okay.
    0:50:19 It’s good.
    0:50:20 She’s hilarious.
    0:50:22 It’s random.
    0:50:22 Yeah.
    0:50:23 Got it.
    0:50:26 All right.
    0:50:35 So if we look back at the products that you’ve built, if you were to build any of them again today,
    0:50:41 are there any features you would either remove or add that come to mind?
    0:50:51 I think a lot of cases, I was much too eager to add things, especially medium.
    0:50:54 Medium, I definitely prematurely scaled.
    0:50:56 And I just wanted to create a nice…
    0:50:58 Why do you say that?
    0:50:59 That it prematurely scaled?
    0:51:08 I’m good at seeing like systems and like a product and like most of the things I build are systems.
    0:51:10 They’re not just, you know, a product.
    0:51:17 And with medium, I had lots of experience understanding the internet and publishing some platform.
    0:51:20 And I was like, wanted to build everything new.
    0:51:28 And that may or may not have been possible, but I tried to do it all at once, which was, I think, the mistake.
    0:51:35 And so that’s why I say we’re prematurely scaled is just that it takes time to get everything right.
    0:51:38 And, you know, the company and the product, etc.
    0:51:44 And because when you’re trying to do a whole bunch of things at once, it’s classic failing mode to try to bite off more than you can chew.
    0:51:55 And almost every, I’d say 80% of the time, if I meet with a startup or founder, which I don’t really do anymore, if they ask me their advice, they say, do less.
    0:51:59 And so medium, it was like that.
    0:52:02 It was like build a great writing platform.
    0:52:04 And I got impatient for growth.
    0:52:12 Was that due to outside pressure or was that an internally generated pressure?
    0:52:16 It was internal, but it was self-imposed by me.
    0:52:28 But it was also, this is a part of prematurely scaling is if you get beyond a handful of employees, it’s as much pressure from employees as it is from investors.
    0:52:35 And if you have everyone around the table and everyone’s seeing all that, then you can kind of take your time more.
    0:52:44 But if you, like, people are having doubts and you have to sell internally all the time before you figure it all out, that’s a dangerous place to be.
    0:52:46 So that’s where we were for a while.
    0:52:54 So when you say do less, right, I’m sure a lot of folks in this audience, I’ve been in a position where I’m trying to do more things than I should.
    0:53:04 Taking a maybe shotgun approach to trying to impatiently get seven things done when I should probably put them in some type of logical sequence.
    0:53:17 So if you’re trying to take a more rifle-like approach and you could give the example with medium or it could be with Mosey or otherwise, how do you choose the first few things to focus on?
    0:53:24 When you have this ocean of possibilities, looking back, we can use this as a starting point at, say, medium.
    0:53:28 What would you have focused on in terms of feature set or otherwise?
    0:53:35 I’ll use Mosey as an example of that, sorry, because it’s fresher in my mind, but where we’ve done a much better job.
    0:53:40 So Mosey I originally conceived of as a better contacts app.
    0:53:46 And the idea was, it’s a very old idea, like the Plaxo idea, if you remember that.
    0:53:47 I do remember.
    0:53:50 I remember hearing about Plaxo 2001 or something like that.
    0:53:57 And the idea of Plaxo, pre-smartphone, desktop, like a Rolodex on your computer.
    0:54:03 But if I have your business card in my Rolodex, you can update it on my Rolodex.
    0:54:16 I heard that idea, I’m like, duh, that’s like one of the many things that the internet is going to change is like the difference of being in a connected world versus a disconnected world is in what utility and great stuff come from that.
    0:54:23 And then fast forward 2023, we still don’t have that, which is kind of crazy.
    0:54:28 Like I have this contacts app and it’s like lacking information, it’s incomplete, it’s outdated.
    0:54:31 So it’s like, I’m going to build a better contacts app.
    0:54:38 And then it led to the idea of, okay, if you managed to do that and got lots of people connected, then you would actually have this private social network.
    0:54:39 Then you could do all kinds of things.
    0:54:48 And one of the ideas we had was location sharing or like city level location sharing.
    0:54:51 But we also have these ideas around customizing.
    0:54:57 If it’s a digital business card, it was like, what if you could customize it, make it look really cool and choose your fonts and colors.
    0:55:01 And wouldn’t that be just fun and kind of a throwback?
    0:55:03 So we actually built that.
    0:55:10 We built this whole system for making these cool looking cards that would show up for your friends in your Mosey.
    0:55:14 And then we killed it all, thankfully.
    0:55:19 And that was painful because, you know, you’ve gone down a path with the team.
    0:55:20 They work really hard.
    0:55:22 And like, actually, you know what?
    0:55:30 This is complicating our vision because what we’re hearing from people and what we’re sensing is that’s kind of noise compared to the utility.
    0:55:36 What I just want to know is when my friend’s in town or I just want to know when I’m going to a city, like, where are my friends?
    0:55:38 And all the rest of this is noise.
    0:55:39 So we ripped that out.
    0:55:48 How are you going to approach the invite process to show your contacts?
    0:55:52 Because this seems to have been a challenge with some previous attempts at this work.
    0:55:58 If I look at my contacts, I’ve had, I mean, my contacts is this bloated monster full of people.
    0:56:03 A lot of them are sort of acquaintances I don’t really want to keep in touch with.
    0:56:07 They’re probably a handful of frenemies where I’m like, definitely don’t want to see those people.
    0:56:10 Some crazies, don’t want to see them either.
    0:56:13 But they’re still somewhere hidden in my contacts.
    0:56:18 So how do I just have my real friends notified?
    0:56:19 Good question.
    0:56:23 We are assuming, for starters, we made this a false assumption.
    0:56:30 If you are in the phone book of someone else and they’re in yours, that you’re willing to share more than your phone number.
    0:56:31 You’re willing to share your private profile.
    0:56:35 And we’re not sharing anything that’s never public.
    0:56:42 But that’s, if you’ve given your phone number to them, then you can see what we build in mode Z profile, which is just, it’s not addressed.
    0:56:44 It’s like social handles.
    0:56:47 It’s more or less what would just show up on a social network profile.
    0:56:50 But some people are nervous about that.
    0:56:55 So, I mean, you can not sync your contacts and build it from scratch, would be the answer.
    0:56:57 And then plans have a separate mode.
    0:57:05 So, what people are most nervous about, and we want to make very clear, is it’s not going to tell everybody in your address book where you are.
    0:57:08 We don’t even automatically update your location.
    0:57:09 You put in plans.
    0:57:19 And then at the plan level, there’s another level of privacy where you just say, you have to actually opt in to say, this person can see my plans.
    0:57:21 Does that make sense?
    0:57:22 Yeah, it makes sense.
    0:57:30 We’re trying to take a conservative approach to privacy, but balance that, obviously, with ease of use and growth and having enough nodes in the network.
    0:57:33 But we’re not compromising on privacy.
    0:57:40 We never want to surprise someone that they’re sharing information with that random ex or crazy person who happens to be in their phone book.
    0:57:43 So, we’re coming up on time pretty quickly.
    0:57:45 You guys excited for a fun night?
    0:57:48 There’s a lot coming.
    0:57:52 You mentioned, I think it was January 2024.
    0:57:55 I could meditate every day this year.
    0:58:00 Do you have anything on the docket for 2025 that’s like that?
    0:58:01 Do you make resolutions?
    0:58:06 No, that’s the only one I’d made in years, actually.
    0:58:09 Other than just general themes, like dance more.
    0:58:11 Here we are tonight.
    0:58:12 You guys are in luck.
    0:58:13 You guys ready?
    0:58:17 All right, well, we’re going to land the plane.
    0:58:23 Anything else you’d like to say, have any closing comments, thoughts for the audience?
    0:58:26 I would just say, Tim, thank you for having me.
    0:58:29 Tim and I have known each other for like 20 years.
    0:58:30 I’ve never been on the podcast.
    0:58:31 That was fun.
    0:58:41 And it’s just a whole night of nostalgia because we’re back in Austin and it’s Dignation and it’s a good time.
    0:58:42 So, I hope you guys enjoy it.
    0:58:46 Yeah, I will say, guys, it feels like the mojo is back to South by after COVID.
    0:58:48 It took a few years.
    0:58:51 And you have an amazing night in store.
    0:58:53 So, we’ll get more people out here in just a minute.
    0:58:55 I will be back out in maybe a half hour.
    0:58:59 I have a surprise and maybe even some gifts for everybody here.
    0:59:00 So, stick around.
    0:59:02 And Ev, thank you.
    0:59:03 So much fun.
    0:59:04 Have a great night, everybody.
    0:59:10 Hey, guys, this is Tim again.
    0:59:12 Just one more thing before you take off.
    0:59:14 And that is Five Bullet Friday.
    0:59:19 Would you enjoy getting a short email from me every Friday that provides a little fun before the weekend?
    0:59:26 Between one and a half and two million people subscribe to my free newsletter, my super short newsletter called Five Bullet Friday.
    0:59:27 Easy to sign up.
    0:59:28 Easy to cancel.
    0:59:37 It is basically a half page that I send out every Friday to share the coolest things I’ve found or discovered or have started exploring over that week.
    0:59:39 It’s kind of like my diary of cool things.
    0:59:51 It often includes articles I’m reading, books I’m reading, albums perhaps, gadgets, gizmos, all sorts of tech tricks and so on that get sent to me by my friends, including a lot of podcast guests.
    0:59:55 And these strange esoteric things end up in my field.
    0:59:56 And then I test them.
    0:59:58 And then I share them with you.
    1:00:01 So, if that sounds fun, again, it’s very short.
    1:00:05 A little tiny bite of goodness before you head off for the weekend.
    1:00:06 Something to think about.
    1:00:09 If you’d like to try it out, just go to Tim.blog slash Friday.
    1:00:10 Type that into your browser.
    1:00:13 Tim.blog slash Friday.
    1:00:15 Drop in your email and you’ll get the very next one.
    1:00:16 Thanks for listening.
    1:00:21 I want to give my pooch, Molly, the best of everything.
    1:00:24 She is my companion.
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    Ev Williams is the co-founder of Mozi, a new social network that helps you connect in person with the people you care about. Over the past 25 years, Ev has co-founded several companies that have helped shape the modern internet—including Blogger, Medium, and Twitter. This episode was recorded live at Diggnation, where digg.com was relaunched. Go to digg.com and sign up to get early access when invites go out.

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  • #799: Richard Taylor and Greg Broadmore, Wētā Workshop — Untapping Creativity, Stories from The Lord of the Rings, The Magic of New Zealand, Four Tenets to Live By, and The Only Sentence of Self-Help You Need

    AI transcript

    Richard Taylor is the co-founder and creative lead at Wētā Workshop, which he runs with his wife and co-founder Tania Rodger. Wētā Workshop is a concept design studio and manufacturing facility that services the world’s creative and entertainment industries. Their practical and special effects have helped define the visual identities of some of the most recognizable franchises in film and television, including The Lord of the Rings; Planet of the Apes; Superman; Mad Max; Thor; M3gan; and Love, Death, and Robots.

    Greg Broadmore is an artist and writer who has been part of the team at Wētā Workshop for more than 20 years. His design and special-effects credits include District 9, King Kong, Godzilla, The Adventures of Tintin, and Avatar, and he is the creator of the satirical, retro-sci-fi world of Dr. Grordbort’s. He is currently working on the graphic novel series One Path, set in a brutal prehistoric world where dinosaurs and cavewomen are locked in a grim battle for supremacy.

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  • #798: Terry Real, Relationship Coach — Tools and Practices for Couples

    AI transcript
    0:00:02 – Hello, ladies and germs, boys and girls.
    0:00:03 This is Tim Ferriss.
    0:00:05 Welcome to another episode of The Tim Ferriss Show.
    0:00:08 For this episode, I’m going to offer something
    0:00:09 a little different.
    0:00:12 I’m going to introduce you to Terry Reel.
    0:00:16 Terry Reel is by far the best relationship coach,
    0:00:20 the best couples therapist I have ever met.
    0:00:23 He does not just parrot back questions.
    0:00:24 If you ask him what he thinks,
    0:00:26 he will not just ask you what you think.
    0:00:29 He has strong opinions, positions.
    0:00:33 He says it straight and first and foremost,
    0:00:34 he has a toolkit.
    0:00:39 He has practices that are incredibly helpful for couples
    0:00:41 and his name has come up with various friends
    0:00:44 ranging from Kevin Rose to Dr. Peter Atia
    0:00:46 and he does not disappoint.
    0:00:47 So in this episode,
    0:00:49 because he is very, very hard to get a hold of
    0:00:51 for direct client work,
    0:00:55 you will get to in effect hear him like you would
    0:00:58 in a real session and I’ve done real sessions with him.
    0:01:00 So what you’ll hear in this episode and learn
    0:01:02 among other things are number one,
    0:01:05 that relationships are not always harmonious.
    0:01:06 And that’ll be obvious to anyone who’s been married
    0:01:08 for a while, for instance,
    0:01:11 but it is a constant cycle of harmony to disharmony
    0:01:13 and then repair.
    0:01:16 So the critical skill set is repair.
    0:01:19 And what I’m going to share in this episode,
    0:01:20 because I was so impressed by it,
    0:01:24 are a few chapters from his book, Fierce Intimacy.
    0:01:27 And this will provide you with a map
    0:01:29 for identifying losing strategies
    0:01:32 and replacing them with winning strategies.
    0:01:35 These are real approaches that you can use.
    0:01:36 So a bit of background on Terry,
    0:01:39 he is the creator of relational life therapy or RLT,
    0:01:41 which underpins all of his books, courses, teachings
    0:01:42 and so on.
    0:01:44 He is also the author of five books,
    0:01:46 including the New York Times bestseller Us,
    0:01:48 subtitled Getting Past You and Me
    0:01:51 to build a more loving relationship.
    0:01:52 Last but not least,
    0:01:54 I’ll throw in a little bonus and that is,
    0:01:57 if you’d like an extra dose of calm, C-A-L-M,
    0:01:59 I recommend checking out Henry Schuchman,
    0:02:01 a past podcast guest
    0:02:03 and one of only a few dozen masters
    0:02:05 in the world authorized to teach Sam Bozen.
    0:02:08 His app, The Way, has changed my life.
    0:02:09 I’ve been using it daily, often twice a day
    0:02:13 and it’s lowered my anxiety more than I thought possible.
    0:02:16 And equivalent to a lot of the more aggressive things
    0:02:19 I’ve done, like accelerated TMS and other therapies.
    0:02:22 So try it out for 30 free sessions,
    0:02:25 you can just visit TheWayApp.com/Tim,
    0:02:28 that’s TheWayApp.com/Tim, no credit card required.
    0:02:30 So you will have a very good feeling
    0:02:33 for if it’s working for you after, I would say, 10 sessions.
    0:02:37 You can find all things TerryReal at TerryReal.com,
    0:02:40 that’s T-E-R-R-Y-R-E-A-L.com.
    0:02:42 And now, please enjoy these chapters
    0:02:47 from Fierce Intimacy by none other than TerryReal.
    0:02:49 (upbeat music)
    0:02:52 – This altitude I can run flat out for a half mile
    0:02:54 before my hands start shaking.
    0:02:56 – Can I answer your personal question?
    0:02:58 – No, I would’ve seen it, but I don’t have time to answer.
    0:02:59 – What if I did the opposite?
    0:03:01 – I’m a cyber-nerdy organism,
    0:03:03 living this year over a mental endoskeleton.
    0:03:06 ♪ Me, Tim, Ferris, y’all ♪
    0:03:13 – Let me talk for a moment
    0:03:15 about the nature of relationships to begin with.
    0:03:21 All relationships are an endless dance
    0:03:25 of harmony, disharmony, and repair.
    0:03:30 Closeness, disruption, and a return to closeness.
    0:03:33 My paradigm for this came from the work
    0:03:36 of researcher Ed Tronic at Harvard,
    0:03:39 who was one of the first of a generation of people
    0:03:42 to actually plunk down a video camera
    0:03:45 and record what the transactions are
    0:03:47 between mothers and infants.
    0:03:50 Before infant observational research,
    0:03:53 Freud had taught us that the relationship
    0:03:56 between mothers and infants was an endless dance
    0:03:59 of oceanic bliss.
    0:04:02 Clearly, Freud had never talked to a mother.
    0:04:06 The real relationship, as Tronic’s video recorded,
    0:04:11 was this dance of closeness, disruption, and return.
    0:04:15 The infant starts off molded in the mother’s arms,
    0:04:17 totally relaxed, a little noodle,
    0:04:20 and they’re in perfect harmony with each other.
    0:04:23 Then some gas arises or a hunger pang
    0:04:25 or there’s a noise in the street.
    0:04:26 The baby goes nuts.
    0:04:29 The baby goes through a flurry of disruption.
    0:04:32 The mother tries to soothe the baby
    0:04:34 to the degree to which the mother fails.
    0:04:37 The mother goes through a flurry of disruption.
    0:04:40 The two of them are absolutely at odds with each other,
    0:04:42 trying to find harmony and peace.
    0:04:45 And then the pacifier is accepted
    0:04:48 or the nipple is taken or the gas passes
    0:04:50 or the noise dies away
    0:04:54 and the baby goes back to molded
    0:04:57 and noodle and all is well.
    0:05:01 This dance, harmony, disharmony, and repair
    0:05:04 is the essential rhythm
    0:05:09 of all human intimate relationships.
    0:05:11 Harmony, disharmony, and repair,
    0:05:14 closeness, disruption, and a return to closeness.
    0:05:18 This dance can play out 20 times
    0:05:21 during the course of one dinner conversation.
    0:05:23 During the course of one dinner conversation,
    0:05:26 your partner can look to you lovely,
    0:05:30 homely, scintillating, boring,
    0:05:33 just the way you can see yourself.
    0:05:35 The psychoanalyst, Ethel Person,
    0:05:39 once said that as you go through these endless variations
    0:05:42 during the course of one dinner conversation,
    0:05:45 handsome, ugly, scintillating, boring,
    0:05:49 a normal person gets up at the end of that dinner
    0:05:52 and says, that was a nice dinner.
    0:05:55 A grandiose or narcissistic person gets up and says,
    0:05:57 you know, if I was with the right partner,
    0:06:00 these fluctuations wouldn’t be happening.
    0:06:03 There’s nothing abnormal about this rhythm.
    0:06:06 It’s the same rhythm in the relationship you have
    0:06:11 with yourself, harmony, disharmony, and repair.
    0:06:15 Closeness, disillusionment, and a return to closeness.
    0:06:20 This relationship, harmony, disharmony, and repair
    0:06:23 can also play out during the course of decades
    0:06:27 in one marriage or one relationship.
    0:06:31 I talk about three phases of love.
    0:06:35 The harmony phase I call love without knowledge.
    0:06:37 You can have a deep soul recognition
    0:06:40 that this is the person who’s the dream of your life.
    0:06:44 And you may know that, but you don’t know
    0:06:46 what the bottom of their closet looks like,
    0:06:49 or what they do with their underwear at night,
    0:06:52 or how their bills are being paid.
    0:06:56 You have a deep intimate connection with them
    0:07:00 at one soulful level, but you don’t know them very well.
    0:07:04 That harmony phase is inevitably followed
    0:07:08 by disillusionment, disharmony.
    0:07:10 And when you’re in the disillusionment phase,
    0:07:13 I call that knowledge without love.
    0:07:17 Now you see all your partners, warts and moles,
    0:07:20 you know all about their imperfections,
    0:07:22 but you don’t love them very much.
    0:07:26 In fact, you’re pretty hurt and angry.
    0:07:29 This is the dark night of the soul
    0:07:33 that is a part of all relationships.
    0:07:36 And it’s rarely acknowledged in our culture.
    0:07:39 In our culture, just like a good body
    0:07:43 is a 17-year-old body, and a good sex life
    0:07:44 is the sex that you have
    0:07:46 in the first three months of your relationship.
    0:07:49 A good relationship is all harmony.
    0:07:53 There’s nothing about disharmony and repair.
    0:07:56 You know, just once, I’d like to be at a cocktail party,
    0:08:00 and instead of hearing, oh, there’s Herbie and Sylvia.
    0:08:02 They’ve been married 53 years,
    0:08:06 and they have the same wonderful, passionate sex life
    0:08:07 that they had in their 20s.
    0:08:08 They never fight.
    0:08:11 They’re always, just once instead of that,
    0:08:15 I’d like to hear, oh, there’s Herbie and Sylvia.
    0:08:17 They actually separated a couple of three times
    0:08:18 during the course of their marriage.
    0:08:20 He had an affair while they were separated.
    0:08:23 She’s really never quite completely gotten over it,
    0:08:26 but they’ve managed to survive, endure,
    0:08:29 and be with each other and not lose their grip.
    0:08:34 I think they’re really a loving pair, aren’t they cute?
    0:08:37 Just once, I’d like to hear that, but you don’t.
    0:08:41 Disharmony, disillusionment is rarely acknowledged.
    0:08:43 No one tells you how dark it is.
    0:08:46 No one tells you how raw it is.
    0:08:48 The great couples’ therapist,
    0:08:50 some would say the father of couples’ therapy,
    0:08:53 James Frimo, wrote back in the ’50s
    0:08:56 when it was assumed that the person you were sleeping with
    0:08:58 was your spouse, by the way.
    0:09:01 Frimo wrote, the day you turn over in bed,
    0:09:04 look at the person next to you and realize
    0:09:06 this is a dreadful mistake.
    0:09:08 You have been had.
    0:09:11 The one you fell in love with is not the one
    0:09:13 you’re spending your life with.
    0:09:18 That day says Frimo is the first day of your real marriage.
    0:09:22 Harmony and then disillusionment.
    0:09:24 Knowledge without love.
    0:09:25 It’s dark.
    0:09:26 It’s raw.
    0:09:27 It’s desperate.
    0:09:29 You feel very alone.
    0:09:31 You feel betrayed.
    0:09:32 You feel had.
    0:09:34 Guess what?
    0:09:36 That’s normal.
    0:09:38 That doesn’t mean you’re in a bad marriage
    0:09:40 or a bad long-term relationship.
    0:09:41 It means you’re married.
    0:09:47 It is an integral part of all relationships.
    0:09:50 For over 20 years, I’ve gone around the country
    0:09:52 talking to people about what I call
    0:09:55 normal marital hatred.
    0:09:56 And you know what?
    0:09:59 Not one person has gone backstage and said to me,
    0:10:01 “Terry, what do you mean by that?”
    0:10:06 Normal marital hatred is part of the deal.
    0:10:09 The trick is getting from that dark night
    0:10:11 back into the light again,
    0:10:14 moving from disharmony into repair.
    0:10:17 Disharmony into repair.
    0:10:19 What is repair?
    0:10:21 Knowing love.
    0:10:22 Mature love.
    0:10:27 In this phase, you also see your partner’s warts and molds,
    0:10:29 but you choose to love them anyway.
    0:10:31 They are worth it.
    0:10:34 The good things you’re getting outweigh the bad.
    0:10:37 Now, if you’re in a place
    0:10:40 where that disharmony phase is really calling to you
    0:10:45 and you’re thinking, “Should I stay or should I go?”
    0:10:47 I have a tool for you.
    0:10:51 And I like to interrupt whatever the lecture is
    0:10:54 to actually give you a concrete tool you might use.
    0:10:56 For those of you who are wondering
    0:10:58 whether you should stay or you should go,
    0:10:59 here’s the tool.
    0:11:02 I call it a relational reckoning.
    0:11:04 Relational reckoning.
    0:11:08 Relational reckoning is a question,
    0:11:12 a question that you ask yourself, and it’s simply this.
    0:11:16 Am I getting enough in this relationship
    0:11:21 to make grieving what I’m not getting worth my while?
    0:11:25 Am I getting enough in this relationship
    0:11:30 to offset the pain of what’s wrong and what’s lacking?
    0:11:34 And grieve you will.
    0:11:36 We long for perfection.
    0:11:39 We all long for gods and goddesses
    0:11:41 who will never let us down.
    0:11:43 But real relationships, of course,
    0:11:47 are about the collision of your human imperfection
    0:11:49 with your partners and how you manage it.
    0:11:52 I wouldn’t want a perfect relationship.
    0:11:56 The collision of my humanity with yours is the guts,
    0:12:00 the stuff of intimacy itself.
    0:12:02 Harmony, disharmony, repair.
    0:12:07 How do we get from disharmony to repair?
    0:12:10 That’s where the skills come in.
    0:12:14 And that’s where most of us lose our way.
    0:12:18 Because it’s only the functional adult part of us
    0:12:20 that will turn to skills.
    0:12:23 And what happens to the disharmony phase
    0:12:25 is that we are triggered.
    0:12:28 Early wounds, old family of origin dramas
    0:12:30 come to the surface.
    0:12:33 We take our eyes off the prize.
    0:12:36 We stop thinking about making things better
    0:12:38 between us and the partner we love.
    0:12:43 And instead, we are taken over by adaptive child strategies,
    0:12:47 by different agendas.
    0:12:50 And actually, I sat down one day
    0:12:53 and figured out what they were.
    0:12:55 They’re not infinite.
    0:12:56 They’re only five of them.
    0:13:00 Here are the five losing strategies.
    0:13:03 Being right, controlling your partner,
    0:13:05 unbridled self-expression,
    0:13:09 retaliation, and withdrawal.
    0:13:14 Being right, control, unbridled self-expression,
    0:13:17 retaliation, and withdrawal.
    0:13:19 Let’s take each of them in turn.
    0:13:22 Being right.
    0:13:28 How many of you have ever tried to “solve”
    0:13:30 or “resolve” an issue
    0:13:34 by sorting out which of the two of you was correct?
    0:13:36 Who remembered it correctly?
    0:13:38 Or whose feelings were valid?
    0:13:43 Or who has the correct perspective on this issue?
    0:13:46 What’s objectively true?
    0:13:48 How well did that work for you?
    0:13:49 You know what?
    0:13:53 Trying to solve an issue by figuring out who’s right
    0:13:56 is using the scientific method
    0:13:59 to solve your relational problems.
    0:14:01 I have a warm spot in my heart for it.
    0:14:04 It does not work.
    0:14:06 As we talk together,
    0:14:10 you’re going to be asked to swallow a few bitter pills.
    0:14:12 And here’s one of the first ones.
    0:14:13 Ready?
    0:14:18 Objective reality has no place in personal relationships.
    0:14:23 Objective reality doesn’t matter.
    0:14:25 The relational answer to the question who’s right
    0:14:27 and who’s wrong is who cares.
    0:14:31 What matters is,
    0:14:33 how are the two of us going to work like a team
    0:14:37 and solve this issue in a way that we can both live with?
    0:14:42 When you’re about trying to resolve your issue
    0:14:44 of who’s right and who’s wrong,
    0:14:47 you’re trying to resolve your differences
    0:14:49 by eradicating them.
    0:14:51 Let’s come up with one version
    0:14:53 of what the correct issue is here.
    0:14:57 And of course, when I do that with my wife, Belinda,
    0:15:01 she has an incredibly pathological pesky way
    0:15:03 of thinking that her version happens
    0:15:06 to be the one we should settle on.
    0:15:07 Poor woman.
    0:15:11 What being right leads you into as a couple
    0:15:15 is what I call perception battles or objectivity battles.
    0:15:16 You know what?
    0:15:19 Last night when we were at the Indian restaurant
    0:15:20 and you yelled at the waiter,
    0:15:22 “Honey, I didn’t yell at the waiter.
    0:15:24 I was being emphatic.”
    0:15:26 No, sweetheart, you weren’t emphatic.
    0:15:27 You were yelling.
    0:15:29 No, I was emphatic.
    0:15:32 Yelling, emphatic, yelling, emphatic.
    0:15:34 Well, you know what, dear?
    0:15:36 It so happens there was an audiologist sitting
    0:15:39 at the table next to us with an instrument
    0:15:41 that measured your decibel level
    0:15:45 and compared it to the norm of restaurant conversation.
    0:15:47 It’s a loser.
    0:15:50 It’s a dog chasing its own tail.
    0:15:52 Trying to sort out your differences
    0:15:55 by figuring out who’s right and who’s wrong
    0:15:58 is an endless losing strategy.
    0:16:01 At its most extreme,
    0:16:05 being right becomes self-righteous indignation.
    0:16:09 And self-righteous indignation is toxic in a relationship.
    0:16:11 There’s no place for it.
    0:16:13 There’s no need for it.
    0:16:14 It does damage.
    0:16:18 Self-righteous indignation is not just I’m right.
    0:16:20 It’s also you’re wrong.
    0:16:23 It’s intrinsically shaming.
    0:16:25 Otherwise, I wouldn’t be indignant.
    0:16:28 I’m indignant because you’re such a jerk.
    0:16:31 Lose this losing strategy.
    0:16:33 Being right will never work.
    0:16:37 The second losing strategy
    0:16:41 is trying to control your partner.
    0:16:45 Trying to get your partner to see this or that,
    0:16:46 to do this or that,
    0:16:50 is always intrinsically one-up and condescending.
    0:16:53 Who are you to tell another adult
    0:16:56 what they should or shouldn’t be doing?
    0:17:00 There are two forms of an attempt to control.
    0:17:01 There’s direct control.
    0:17:04 Sit down, shut up, and do what I tell you.
    0:17:08 And there’s indirect control, also called manipulation.
    0:17:10 Now, let me ask you.
    0:17:14 Which sex do you think specializes in direct control?
    0:17:16 You’re right.
    0:17:18 It’s a male thing.
    0:17:23 Often to great detriment, even at times abuse.
    0:17:29 And, sorry, which sex tends toward indirect control
    0:17:31 or manipulation?
    0:17:33 Yes, it’s women.
    0:17:38 Now look, women are not relational angels either.
    0:17:42 It is part of the traditional female role
    0:17:45 to be indirect and manipulative.
    0:17:49 One of the things I say is that leading men and women
    0:17:53 into increased intimacy is synonymous
    0:17:55 with leading them out of patriarchy,
    0:17:58 out of traditional gender roles for both.
    0:18:01 Because men learn to close their hearts
    0:18:05 and women learn to close their voices.
    0:18:09 You can’t blame a group for exercising indirect control
    0:18:12 when direct control has been blocked.
    0:18:15 But nevertheless, manipulation is part
    0:18:17 of the traditional female role.
    0:18:21 I don’t know how many of you ever seen the movie
    0:18:23 My Big Fat Greek Wedding.
    0:18:26 But you know, when you get into relational recovery,
    0:18:29 the culture at large finds things amusing or funny.
    0:18:32 And you are, frankly, somewhat appalled.
    0:18:37 Remember the scene where the mother triumphantly states,
    0:18:41 man is the head of the family, but woman is the neck.
    0:18:44 And where the neck moves, the head moves.
    0:18:46 Everybody thought that was adorable.
    0:18:48 I thought it was, frankly, appalling.
    0:18:52 It’s a pin to the power of manipulation.
    0:18:57 Men have a lot of reasons for mistrusting women.
    0:19:00 And many of them are about men and about men’s pathologies.
    0:19:02 But this one is real.
    0:19:05 Men mistrust women because they feel played by them.
    0:19:08 They feel managed by them.
    0:19:11 And it takes a lot to help a woman move out
    0:19:16 of managing their man to a place of forthrightness,
    0:19:18 of telling the truth and taking them on.
    0:19:22 It’s a scary thing to do for a lot of women,
    0:19:26 but it beats manipulation and control hands down.
    0:19:31 You know, short of a gun to the head,
    0:19:34 I don’t believe that anybody gets to control anybody.
    0:19:36 It’s a dance.
    0:19:39 One person acts in a bullying manner,
    0:19:41 and the other person relents.
    0:19:44 It’s a contract between the two of them.
    0:19:48 The person who’s relenting is not being made to relent.
    0:19:51 We don’t do victims in relational work.
    0:19:56 The person who relents relents because they choose to.
    0:20:01 So there is no such thing as an absolute ability to control.
    0:20:06 I’ll tell you, the person who had that one down
    0:20:08 was Mahatma Gandhi.
    0:20:10 Gandhi knew that if you were willing
    0:20:12 to sacrifice your life,
    0:20:16 no one could have any control over you whatsoever.
    0:20:19 That is the core of civil disobedience,
    0:20:22 which brought down an empire.
    0:20:27 So control is an illusion, but it’s a costly illusion.
    0:20:30 You may not really control your partner.
    0:20:33 You can act like you’re controlling your partner.
    0:20:35 You may win the battle.
    0:20:37 You will lose the war.
    0:20:39 Can I tell you why?
    0:20:40 Ready?
    0:20:42 Here’s a big spiritual truth.
    0:20:45 When I do this in a workshop,
    0:20:47 I actually ask people to give me a drum roll.
    0:20:50 So in your mind’s eye, give me a drum roll.
    0:20:51 Here it is.
    0:20:55 People don’t like being controlled.
    0:20:57 You wanna hear that again?
    0:20:59 People don’t like being controlled.
    0:21:02 You can bully your way through and wind up
    0:21:06 at the Chinese restaurant instead of the Japanese restaurant
    0:21:08 and get your way in the short run,
    0:21:12 but there will be payback in resentment.
    0:21:15 Every time your partner goes beyond their limits
    0:21:18 and yields to you in ways they don’t really want to,
    0:21:21 trust there will be an underbelly.
    0:21:22 There will be payback.
    0:21:25 It’s not in your interest,
    0:21:29 whether the control quote unquote works or doesn’t work,
    0:21:32 it in reality never works.
    0:21:33 Give it up.
    0:21:39 The third losing strategy is one of my personal favorites,
    0:21:41 unbridled self-expression.
    0:21:43 Ventilating.
    0:21:46 It’s not just you did this today,
    0:21:47 but you did this today,
    0:21:49 you did the same thing a week ago,
    0:21:52 you did other things three weeks ago,
    0:21:54 10 years ago you did this, that and the other thing,
    0:21:58 you never, you always, you are,
    0:22:00 I feel so bad about.
    0:22:04 I call this the barf bag approach to intimacy.
    0:22:05 Blah.
    0:22:09 Here, hold this, I feel so much better.
    0:22:12 Listen, bringing in every past offense
    0:22:17 that remotely ties into the current issue is not a winner.
    0:22:22 Throwing in the kitchen sink is not going to get you anywhere.
    0:22:24 And I’ll tell you why.
    0:22:25 This is kind of interesting.
    0:22:29 Functional moves in a relationship
    0:22:32 are moves that empower your partner
    0:22:34 to come through for you, right?
    0:22:36 You want them to change.
    0:22:38 Functional moves on your side
    0:22:40 are moves that invite them to change.
    0:22:42 Functional moves in a car
    0:22:44 are moves that get the car to go.
    0:22:47 Dysfunctional moves in a relationship
    0:22:50 are moves that render your partner helpless.
    0:22:53 The more helpless you render your partner,
    0:22:57 the dirtier and nastier the move is gonna feel.
    0:23:01 So you tell somebody what they didn’t do today,
    0:23:03 they can do something about it.
    0:23:06 You tell them what they didn’t do today,
    0:23:09 two days ago, three years ago, five years ago,
    0:23:12 there’s a lot less they can do about it.
    0:23:14 At this point, they’re starting to feel helpless
    0:23:16 and helpless always means resentful.
    0:23:21 You tell them what they did two, three, four years ago
    0:23:24 and then you move into what I call trend talk.
    0:23:26 You always, you never.
    0:23:29 You always like this, you’ll never do this
    0:23:32 and you’re pounding the guy or gal into the ground.
    0:23:34 There’s really nothing they can do about it.
    0:23:38 And then the next step in most escalations is character.
    0:23:41 You did this, you’ve done it before,
    0:23:44 you always, you never, you are a.
    0:23:45 You’re basically a slob.
    0:23:48 You’re basically a witch like your mother.
    0:23:52 You’re basically a selfish jerk like your dad.
    0:23:56 That is truly nasty and truly helplessness engendering.
    0:24:00 You know, this is something the field of psychotherapy
    0:24:03 has been a great aider and a better of.
    0:24:07 The idea here is that you either get it off your chest
    0:24:11 or you somehow inhibit it to your detriment.
    0:24:14 You either express it or you’re suppress it.
    0:24:15 That’s Freud.
    0:24:19 You know, when Freud was writing,
    0:24:23 the great metaphor of the time was the internal steam engine.
    0:24:25 It was the industrial revolution,
    0:24:29 just like computers today are the great metaphor of our time.
    0:24:32 The steam engine was then, and if you read Freud,
    0:24:35 the human psyche looks like a steam engine.
    0:24:39 Energy gets dammed up over here and leaks out over there,
    0:24:42 gets suppressed over here and explodes over there.
    0:24:45 It’s like we’re a hydraulic machine.
    0:24:48 It doesn’t work like that in real life.
    0:24:51 If you don’t express every emotion you’re feeling,
    0:24:55 trust me, your ears will not fall off your head.
    0:24:56 I can prove it to you.
    0:24:59 Look, how many of you are parents?
    0:25:02 If you’re a parent and you’re listening to this program,
    0:25:05 ask yourself this question and be honest.
    0:25:07 How many times when I’ve been interacting
    0:25:10 with little Johnny or little Sally,
    0:25:13 have I wanted to throw the bugger out the window?
    0:25:15 How many times have I wanted to haul off
    0:25:17 and yell and scream and carry on
    0:25:20 at my impossible demonic child?
    0:25:22 If you’re honest, there are lots of them.
    0:25:27 Do you do it? Sometimes you may yell more than you want to,
    0:25:29 but mostly you contain yourself.
    0:25:33 That’s a good example of using that containing boundary.
    0:25:35 You don’t yell and scream and call your kids
    0:25:39 all sorts of mean and nasty names if you’re a healthy parent,
    0:25:42 even though you may have the impulse to do so.
    0:25:44 Okay, so you’ve just spent your time,
    0:25:46 your day, with your child,
    0:25:48 who’s been really impossible that day
    0:25:51 and you’ve really wanted to just be angry
    0:25:54 and expressive to them, but you’ve controlled yourself.
    0:25:57 When your partner comes home and relieves you,
    0:26:00 do you say to them, look, I need to go into a quiet closet
    0:26:03 and yell and scream for 15 minutes
    0:26:04 to get this off my chest?
    0:26:08 I’ve been suppressing it all day? Of course you don’t.
    0:26:11 You know that not doing that to your child
    0:26:14 is just part of being a grownup.
    0:26:17 Those are not pent up emotions.
    0:26:21 Those are emotions that you’ve chosen not to express
    0:26:25 because it’s not appropriate for you or the child.
    0:26:26 Well, guess what?
    0:26:30 It’s not appropriate for you and your partner either.
    0:26:35 I will give you a format for complaining about your partner
    0:26:37 as we go along this program.
    0:26:41 Trust me, it is very rigid.
    0:26:45 It is very structured and it’s very brief.
    0:26:50 Ventilating ad nauseam is not a winning strategy.
    0:26:53 Neither is excessive sharing.
    0:26:55 I remember a guy walked into my office
    0:26:58 and looked at his wife and said,
    0:27:02 “You know, honey, as sexy as you are,
    0:27:03 “for all these years,
    0:27:07 “I’ve always been secretly attracted to your sister.
    0:27:10 “Gee, it’s great to get that off my chest.
    0:27:13 “Yeah, great for him.
    0:27:15 “His wife wasn’t having a good day.
    0:27:18 “You know what, use that containing boundary.
    0:27:20 “Keep it to yourself.
    0:27:24 “Don’t be immoderate in your speech to your partner.
    0:27:26 “Be an adult.
    0:27:30 “Unbridled self-expression is no favor to anybody.
    0:27:31 “Knock it off.”
    0:27:36 The fourth losing strategy is another one of my favorites,
    0:27:41 retaliation, revenge, getting even.
    0:27:44 I don’t get hurt, I get even.
    0:27:48 I often call one of my great mentors, P.M. L.L.D.,
    0:27:51 our lady of a thousand homilies,
    0:27:53 because she had a terrific repertoire
    0:27:57 of wonderful, pithy phrases and saying.
    0:27:59 And one of my favorites is what she called
    0:28:03 offending from the victim position, OFF,
    0:28:06 offending from the victim position.
    0:28:08 It’s about retaliation.
    0:28:11 It’s about self-righteous indignation.
    0:28:14 It’s about saying, “Well, you hurt me,
    0:28:17 “so I get to hurt you at least as much if not more,
    0:28:20 “and I have no shame or compunction about doing that
    0:28:21 “because I’m your victim.”
    0:28:26 Let me tell you, I believe offending from the victim
    0:28:29 accounts for 90% of the world’s violence.
    0:28:34 That and the other 10% is just a raw grab for resources.
    0:28:39 Offending from the victim position is the cycle of violence.
    0:28:41 You killed my brother, I’ll burn down your village.
    0:28:44 You burn down my village, I’ll rape your grandmother.
    0:28:48 You rape my grandmother, and on and on it goes.
    0:28:51 Offending from the victim position puts you
    0:28:56 in the crazy position of being, in fact,
    0:28:59 a perpetrator and offender,
    0:29:01 while featuring yourself as a victim.
    0:29:04 This is nuts.
    0:29:07 Here’s what I have to tell you.
    0:29:12 Every offender thinks that he’s a victim.
    0:29:17 Every perpetrator thinks that she herself
    0:29:20 has been perpetrated and moved into self-righteous
    0:29:23 indignation and revenge.
    0:29:29 It was my wife, Belinda, who gave me the best framework
    0:29:33 for understanding retaliation and understanding it
    0:29:35 with a more empathic response.
    0:29:39 She said that retaliation was really
    0:29:41 a perverse form of communication.
    0:29:46 That the essence of the retaliatory agenda,
    0:29:49 the punchline was when the other partner falls
    0:29:53 on his or her knees and says, oh my God, I get it now.
    0:29:55 I understand what I did to you
    0:29:58 because I’m feeling the same thing now.
    0:30:00 Please forgive me.
    0:30:02 Forget it.
    0:30:05 Punitiveness, punishing somebody,
    0:30:08 will never bring them into increased accountability.
    0:30:12 But you know, the more unaccountable somebody is,
    0:30:15 the more vengeful we tend to get.
    0:30:17 Even in our legal system,
    0:30:19 if one person appears before the judge
    0:30:22 and seems sincerely contrite
    0:30:25 and another person acts like they don’t care a damn,
    0:30:27 the person who acts like they don’t care a damn
    0:30:29 will get a stiffer sentence.
    0:30:33 We tend to be more punitive as people are less acknowledging.
    0:30:35 We’ll get back to that later.
    0:30:36 But you know what?
    0:30:39 Retaliation is a loser.
    0:30:41 You will never bring somebody
    0:30:45 into increased accountability by hurting them.
    0:30:47 I would like to get that message
    0:30:49 across to our penal system.
    0:30:53 There are two forms of retaliation,
    0:30:56 direct retaliation, which is rage,
    0:31:01 or indirect retaliation, which is passive aggression.
    0:31:04 The covert expression of anger,
    0:31:07 not by what you do, but by what you don’t do,
    0:31:09 by what you withhold.
    0:31:12 Here’s passive aggression.
    0:31:13 One of my kids when they were little
    0:31:15 told me this silly joke.
    0:31:18 The masochist says to the sadist,
    0:31:19 “Hit me, hit me.”
    0:31:23 And the sadist smiles and says, “No.”
    0:31:25 That’s passive aggression.
    0:31:28 It’s the way I was when I was behind a wall
    0:31:30 after Belinda and I would have a big fight.
    0:31:32 And she would say, “Isn’t it great
    0:31:34 to be close to each other again?”
    0:31:36 And I would go, “Sure.”
    0:31:39 That’s passive aggression.
    0:31:41 It’s retaliation.
    0:31:44 And whether your retaliation is direct,
    0:31:47 yelling, screaming, throwing things,
    0:31:50 hurting your partner the way you think they hurt you,
    0:31:52 or whether it’s indirect
    0:31:56 through a kind of a tight-assed non-giving,
    0:31:59 retaliation never works.
    0:32:01 It will not get you what you want.
    0:32:04 Your partner will not move into accountability.
    0:32:08 And it is a classic losing strategy
    0:32:11 that does enormous damage in your relationship.
    0:32:16 The final losing strategy is withdrawal.
    0:32:18 And I make a distinction between
    0:32:20 passive aggressive retaliation,
    0:32:22 which may look like withdrawal,
    0:32:25 but it’s really screw you,
    0:32:27 versus actual withdrawal,
    0:32:29 where you leave the field.
    0:32:31 It’s refusing to engage.
    0:32:34 You can refuse to engage about an issue.
    0:32:36 We’re not gonna talk about little Timmy,
    0:32:39 or we’re not gonna talk about sex.
    0:32:40 It can be an opting out
    0:32:43 of a particular aspect of your relationship,
    0:32:47 like physical affection or erotic joy.
    0:32:50 It can be checking out of the relationship entirely.
    0:32:55 People will move into withdrawal.
    0:32:57 They will give up on an issue
    0:33:00 or on a particular aspect of the relationship,
    0:33:03 and think that they’re moving into acceptance.
    0:33:05 Well, I’m just accepting
    0:33:08 that we can’t talk about our parenting,
    0:33:10 and I’ve made my peace with that.
    0:33:11 No, you haven’t.
    0:33:13 You’re lying to yourself.
    0:33:16 The trick is, are you resentful?
    0:33:20 If you’re resentful, you are not truly into acceptance.
    0:33:23 If there’s a shred of resentment,
    0:33:26 move back into engagement and duke it out.
    0:33:27 Fight the good fight.
    0:33:30 Withdrawal is not acceptance.
    0:33:33 Also, withdrawal is different
    0:33:35 from taking healthy space,
    0:33:38 from responsible distance taking.
    0:33:42 Withdrawal is unilateral and it’s a rupture.
    0:33:46 Here’s a skill that I can teach you.
    0:33:48 When I work with couples,
    0:33:52 I make a distinction between provocative distance taking,
    0:33:55 withdrawal, and responsible distance taking.
    0:33:59 Withdrawal or provocative distance taking is just,
    0:34:00 I’m taking it.
    0:34:01 I’m out of here.
    0:34:03 No, I’m not gonna do it.
    0:34:05 This conversation’s over.
    0:34:07 That’s withdrawal.
    0:34:10 Responsible distance taking has two parts to it.
    0:34:12 I’m taking distance.
    0:34:15 Here’s for how long.
    0:34:17 Here’s when I come back.
    0:34:20 And here’s why I’m doing it.
    0:34:23 There’s an explanation, and there’s a promise of return.
    0:34:29 This does a lot to quell your partner’s anxieties.
    0:34:31 It is not a rupture.
    0:34:33 It is a break.
    0:34:35 But you have to do it responsibly.
    0:34:37 Take care of your partner.
    0:34:39 Just don’t be unilateral.
    0:34:42 Be accountable in your distance taking.
    0:34:44 I’m taking distance.
    0:34:46 Here’s why I’m taking distance.
    0:34:48 And here’s when I’m coming back.
    0:34:53 Being right, controlling your partner,
    0:34:58 unbridled self-expression, retaliation, and withdrawal.
    0:35:02 None of these, and no combination,
    0:35:04 will ever get you more of what you want
    0:35:06 in your relationship.
    0:35:07 You know why?
    0:35:09 You’re not trying.
    0:35:10 I have a saying, for example.
    0:35:12 You can be right or you can be married.
    0:35:14 What’s more important to you?
    0:35:16 You ask that adaptive child part of you,
    0:35:17 what’s more important?
    0:35:19 Buddy, it’s right down the line.
    0:35:22 Who cares about the relationship?
    0:35:24 Once your adaptive child takes over,
    0:35:27 losing strategies reign.
    0:35:29 And you have lost your perspective.
    0:35:31 You’ve lost your compass.
    0:35:34 You have not kept your eyes on the prize,
    0:35:37 which is remembering that the person you’re speaking to
    0:35:38 is someone you love.
    0:35:40 And the reason why you’re speaking
    0:35:42 is to make things better.
    0:35:46 Instead, you’re speaking to be right,
    0:35:51 or to control, or to vent, or to hurt, or to withdraw.
    0:35:57 Okay, it’s time to out yourself once again.
    0:36:01 You know, a lot of what we’ve been doing so far,
    0:36:04 I call shaking hands with your adaptive child.
    0:36:08 It’s about getting to know that adaptive child part of you
    0:36:12 that can run amok in your relationships.
    0:36:14 It’s really important to understand where you are,
    0:36:17 and what that child part of you is all about,
    0:36:20 in order for you to encircle that child,
    0:36:22 and help manage them.
    0:36:26 So let’s take a look at what we call your LSP,
    0:36:29 your losing strategy profile.
    0:36:32 Take a moment and think, or if you’re home,
    0:36:37 whip out a piece of paper, and a pen, and write this down.
    0:36:42 What are my most usual losing strategies?
    0:36:45 Could be one, I usually withdraw.
    0:36:47 Could be a combination.
    0:36:51 I move into being right in unbridled self-expression,
    0:36:55 or I move into being right in controlling my partner.
    0:36:59 It could be a two-step, but don’t get too complicated.
    0:37:03 Most two-steps are, I’m right, or controlling,
    0:37:07 or vending, or retaliating, that’s the first step,
    0:37:09 and when that doesn’t work, I withdraw.
    0:37:13 That’s a usual two-step pattern.
    0:37:15 What is your losing strategy profile?
    0:37:18 What is the one or combination of losing strategies
    0:37:22 you will fall prey to when the heat of the moment
    0:37:25 has knocked you out of your functional adult?
    0:37:27 Take a moment and note that.
    0:37:42 Now, you know, as acute as you might be
    0:37:47 in understanding your own human limitations,
    0:37:52 we tend to be even more perspicacious about our partners.
    0:37:54 So, sometimes when I’m doing these exercises,
    0:37:56 I actually ask people to diagnose their partner
    0:37:58 before they diagnose themselves,
    0:38:00 because partners are easier to do.
    0:38:02 But you just did the heroic job
    0:38:05 of looking at yourself squarely in the mirror
    0:38:08 and looking at your usual losing strategy.
    0:38:12 Now, it’s time for those of you who are in a current relationship
    0:38:15 to look at your partner’s losing strategy.
    0:38:17 What does he or she do when they lose it
    0:38:19 in the heat of the moment?
    0:38:25 Being right, control, ventilation, retaliation, or withdrawal.
    0:38:39 Now, the simple task is to put these two together.
    0:38:40 Remember the vicious circle?
    0:38:44 Remember that the more the more that dance?
    0:38:46 Well, here’s the simplest way of unearthing
    0:38:49 the more the more between you and your partner.
    0:38:53 The more I fill in the blank of your losing strategy,
    0:38:56 the more he or she fill in the blank
    0:38:58 of his or her losing strategy.
    0:39:02 The more I am about being right,
    0:39:04 the more my partner ventilates.
    0:39:06 And the more my partner ventilates,
    0:39:08 the more I’m about being right.
    0:39:10 The more I try to control my partner,
    0:39:12 the more my partner withdraws.
    0:39:13 And the more they withdraw,
    0:39:16 the more I try to control them.
    0:39:18 The simplest way of unearthing the dynamic
    0:39:22 between you and your partner is just put
    0:39:25 your losing strategy profile up against theirs.
    0:39:28 And you will get the dynamic, the dance,
    0:39:30 the burying, the two of you.
    0:39:35 Come out of these losing strategies.
    0:39:37 Come out of the adaptive child
    0:39:42 and move into your functional adult.
    0:39:44 Move into the circle of health.
    0:39:47 – Hey guys, this is Tim again,
    0:39:49 just one more thing before you take off.
    0:39:52 And that is Five Bullet Friday.
    0:39:54 Would you enjoy getting a short email from me every Friday
    0:39:57 that provides a little fun before the weekend?
    0:39:59 Between one and a half and two million people subscribe
    0:40:02 to my free newsletter, my super short newsletter
    0:40:04 called Five Bullet Friday.
    0:40:06 Easy to sign up, easy to cancel.
    0:40:10 It is basically a half page that I send out every Friday
    0:40:12 to share the coolest things I’ve found or discovered
    0:40:14 or have started exploring over that week.
    0:40:16 It’s kind of like my diary of cool things.
    0:40:18 It often includes articles I’m reading,
    0:40:22 books I’m reading, albums perhaps, gadgets, gizmos,
    0:40:24 all sorts of tech tricks and so on.
    0:40:26 They get sent to me by my friends,
    0:40:28 including a lot of podcast guests.
    0:40:32 And these strange esoteric things end up in my field
    0:40:36 and then I test them and then I share them with you.
    0:40:39 So if that sounds fun, again, it’s very short,
    0:40:41 a little tiny bite of goodness before you head off
    0:40:43 for the weekend, something to think about.
    0:40:45 If you’d like to try it out,
    0:40:47 just go to tim.blog/friday, type that into your browser,
    0:40:51 tim.blog/friday, drop in your email
    0:40:53 and you’ll get the very next one.
    0:40:54 Thanks for listening.
    0:40:57 (upbeat music)
    0:41:07 [BLANK_AUDIO]

    For this episode, I’m doing something a bit different. I’m featuring five chapters from the audiobook Fierce Intimacy by Terry Real. What you will hear in this episode will help you identify both your and your partner’s losing strategies in relationships, and help you move from disharmony to repair. Terry is the creator of Relational Life Therapy, or RLT, which underpins all his books, courses, and teachings and equips people with the powerful relational skills they need to make love work. He is also the author of five books, including the New York Times bestseller Us: Getting Past You and Me to Build a More Loving Relationship

    And if you’d like an extra dose of calm, I recommend checking out Henry Shukman, a past podcast guest and one of only a few dozen masters in the world authorized to teach Sanbo Zen. Henry’s app, The Way, has changed my life. I’ve been using it daily, often twice a day, and it’s lowered my anxiety more than I thought possible. For 30 free sessions, just visit thewayapp.com/tim. No credit card required.

    Excerpted from Fierce Intimacy: Standing Up to One Another with LOVE by Terry Real (Sounds True, 2018.). Used with permission.

    *

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  • #797: Dr. Keith Baar, UC Davis — Simple Exercises That Can Repair Tendons (Tennis Elbow, etc.), Collagen Fact vs. Fiction, Isometrics vs. Eccentrics, JAK Inhibitors, Growth Hormone vs. IGF-1, The Anti-RICE Protocol, and How to Use Load as an Anti-Inflammatory

    Dr. Keith Baar is a Professor at the University of California, Davis in the Department of Physiology and Membrane Biology. During his Ph.D. studies, his research revealed that mechanical strain on muscle fibers activates the mammalian target of rapamycin (mTOR) signaling pathway, a crucial regulator of muscular hypertrophy. Subsequently, he studied the molecular dynamics of skeletal muscle adaptation to endurance training under the guidance of Dr. John Holloszy, a legend in the field of exercise physiology, considered the father of modern exercise biochemistry. Building on all of this experience, he conducted research into tendon health and the potential for engineering ligaments, which could have implications for treatment and recovery from injuries.

    Sponsors:

    Cresset prestigious family office for CEOs, founders, and entrepreneurs: https://cressetcapital.com/tim (book a call today)

    AG1 all-in-one nutritional supplement: https://DrinkAG1.com/Tim (1-year supply of Vitamin D (and 5 free AG1 travel packs) with your first subscription purchase.)

    Shopify global commerce platform, providing tools to start, grow, market, and manage a retail business: https://shopify.com/tim (one-dollar-per-month trial period)

    *

    Links to everything discussed: https://tim.blog/2025/02/26/dr-keith-baar/

    Timestamps:

    [00:00:00] Start

    [00:07:12] How I discovered Keith’s work through a tweet about tennis elbow and rock climbing.

    [00:07:54] Emil Abrahamsson’s hangboard training protocol.

    [00:09:20] The fundamental principles of strength training and connective tissue adaptation.

    [00:10:36] mTOR complex 1 and its role in muscle growth.

    [00:12:06] Engineered ligaments and the discovery of minimal effective doses for tendon adaptation.

    [00:13:50] The refractory period between optimal tendon loading sessions.

    [00:16:42] Rapamycin’s effects on muscle hypertrophy.

    [00:18:49] Protocols for tennis elbow rehabilitation.

    [00:20:28] Why isometrics work better than eccentrics for tendon healing.

    [00:22:14] Stress shielding and how load distribution affects tendon healing.

    [00:29:07] The misconception about eccentric loading for tendon injuries and why velocity matters.

    [00:29:58] Ideal duration for isometric holds (10-30 seconds) based on injury status.

    [00:33:50] My elbow issues and current rehab approach.

    [00:36:02] Overcoming vs. yielding isometrics and optimal loading strategies.

    [00:47:11] Dr. Barr’s movement prescription for my tennis elbow.

    [00:52:18] Loading timing post-surgery and RICE protocol criticism.

    [00:56:58] Achilles tendon rehabilitation after surgery.

    [01:00:18] Critique of orthopedic suturing techniques and recommendation for resorbable sutures.

    [01:04:02] Multiple position isometrics for tennis elbow rehabilitation.

    [01:07:26] Collagen synthesis, supplementation, and vitamin C timing.

    [01:12:59] Critique of BPC-157 and other injectable peptides for tendon healing.

    [01:18:19] Evaluation of orthobiologics’ (PRP, prolotherapy, stem cells) effectiveness.

    [01:21:37] JAK-STAT inhibitor drugs and their effects on tendon growth.

    [01:25:35] Drugs that increase risk of tendon ruptures (fluoroquinolones, AT-1 receptor drugs).

    [01:29:33] How estrogen affects tendon stiffness and injury risk in women.

    [01:32:48] Testosterone’s opposite effects on tendon compared to estrogen.

    [01:35:31] Protein intake recommendations and timing.

    [01:40:11] Ketogenic diet effects on mitochondrial biogenesis and longevity.

    [01:41:57] Comparison of ketogenic diet, low protein diet, and rapamycin for longevity.

    [01:47:19] Inflammation’s role in adaptation and when to reduce it.

    [01:51:17] Timing of ice baths relative to training for optimal recovery.

    [01:52:33] Parting thoughts.

    *

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  • #796: L.A. Paul — On Becoming a Vampire, Whether or Not to Have Kids, Getting Incredible Mentorship for $250, Transformative Experiences, and More

    AI transcript
    0:00:11 Well, hello boys and girls, ladies and germs. This is Tim Ferriss. Welcome to another episode of the Tim Ferriss Show, where it is my job to deconstruct and investigate world-class performers in many different disciplines.
    0:00:25 My guest today is L.A. Paul. L.A. Paul is the Millstone Family Professor of Philosophy and Professor of Cognitive Science at Yale University, where she leads the self and society initiative for the WooSci Institute.
    0:00:32 Her research explores questions about the nature of the self and decision-making in the metaphysics and cognitive science of time, cause, and experience.
    0:00:46 Now, that’s a mouthful, but we also get into vampire thought experiments, how to decide or how to think about deciding whether or not to have a kid that is children, and many other things you can apply to your own lives.
    0:00:53 L.A. Paul is also the recipient of fellowships from the Guggenheim Foundation, the National Humanities Center, and the Australian National University.
    0:01:05 She is the author of Transformative Experience, that’s how I was introduced to her work, and co-author of Causation, a User’s Guide, which was awarded the American Philosophical Association Sanders Book Prize.
    0:01:17 Her work on transformative experience has been covered by The New York Times, The Wall Street Journal, The Guardian, NPR, and the BBC, among others, and in 2024 she was profiled by The New Yorker, which is also an amazing read that I recommend.
    0:01:24 She’s currently working on a book about self-construction, transformative experience, humility, and fear of mental corruption.
    0:01:42 Fundamentally, this conversation focuses on how you can make decisions or think about making decisions where the person you are now is not the same person you are afterwards, and the most resonant example of that is deciding whether or not to have children.
    0:01:48 So please enjoy a very wide-ranging conversation with none other than L.A. Paul.
    0:02:04 But first, just a few quick words from our fine podcast sponsors and only maybe 15%, 20% at most of the people who want to be sponsors for the show become sponsors because I personally test and vet everything.
    0:02:07 So with that said, please enjoy.
    0:02:12 Coffee, coffee, coffee, man, do I love a great cup of coffee? Sometimes too much.
    0:02:14 Then I’ll have two, three, four, five cups of coffee.
    0:02:24 I do not love the jitters that come from that or how even one really strong cup of coffee can impact my sleep, which I measure in all sorts of ways, which HRV and blah, blah, blah, blah, blah.
    0:02:36 But more recently, I have downshifted to something that feels good. I have been enjoying a more serene morning brew from this episode’s sponsor, Mudwater, with only a fraction of the caffeine found in a cup of coffee.
    0:02:44 Mudwater gives me all the energy I need without the crash, without the fidgety crawling out of my skin kind of feeling, and it’s delicious.
    0:03:00 It tastes as if cacao and chai had a beautiful love child. I drink it in the morning, and sometimes right now I’m exercising in the mountains and running around. Sometimes I’ll also add some milk and ice for a 2pm, maybe 1pm if I’m behaving, iced latte pick me up type of thing.
    0:03:12 Mudwater’s original blend contains four different types of mushrooms, lion’s mane for focus, cordyceps to promote energy. I used to use that when I was competing in all sorts of sports, and both chaga and reishi to support a healthy immune system.
    0:03:26 I also love that they make and have for a long time, donations to support psychedelic therapeutics and research, including organizations like the Heroic Hearts Project, which encourage people to check out, and the UC Berkeley Center for the Science of Psychedelics.
    0:03:53 You, my dear listeners, can now try Mudwater with 15% off, plus a free rechargeable frother and free shipping by going to mudwater.com/tim. Now listen to the spelling. This is important. That’s M-U-D-W-T-R.com/tim. So one more time, M-U-D-W-T-R.com/tim for a free frother, 15% off, and a better morning routine.
    0:04:08 This episode is brought to you by Eight Sleep. Temperature is one of the main causes of poor sleep, and heat is my personal nemesis. I’ve suffered for decades, tossing and turning, throwing blankets off, pulling the back on, putting one leg on top, and repeating all of that ad nauseam.
    0:04:25 But now I am falling asleep in record time. Why? Because I’m using a device recommended to me by friends called the PodCover by Eight Sleep. The PodCover fits on any mattress and allows you to adjust the temperature of your sleeping environment, providing the optimal temperature that gets you the best night’s sleep.
    0:04:41 With the PodCover’s dual zone temperature control, you and your partner can set your sides of the bed to as cool as 55 degrees, or as hot as 110 degrees. I think generally in my experience, my partners prefer the high side and I like to sleep very, very cool.
    0:05:00 So stop fighting, this helps. Based on your biometrics, environment, and sleep stages, the PodCover makes temperature adjustments throughout the night that limit wake-ups and increase your percentage of deep sleep. In addition to its best-in-class temperature regulation, the PodCover sensors also track your health and sleep metrics without the need to use a wearable.
    0:05:16 Conquer this winter season with the best-in-sleep tech and sleep at your perfect temperature. Many of my listeners in colder areas, sometimes that’s me. Enjoy warming up their bed after a freezing day. And if you have a partner, great. You can split the zones and you can sleep at your own ideal temperatures.
    0:05:31 It’s easy. So get your best night’s sleep. Head to 8sleep.com/tim and use code TIM to get $350 off of the Pod4 Ultra. They currently ship to the United States, Canada, the United Kingdom, Europe, and Australia.
    0:05:37 At this altitude, I can run flat out for a half mile before my hands start shaking.
    0:05:39 Can I answer your personal question?
    0:05:41 No, I just need an appropriate time.
    0:05:46 I’m a cybernetic organism living this year over a metal endoskeleton.
    0:06:07 So I am very interested in someone by the name of Quentin Smith and the role that he played in your life. How did that connection happen and what was the result of that connection?
    0:06:25 So I was at Antioch College. I had gotten my undergraduate degree, I think, or I was close to finishing. I can’t quite remember exactly when I met him. But I was already thinking I wanted to study philosophy, but wasn’t sure how to go about it because I don’t have an undergraduate degree in philosophy.
    0:06:39 In fact, I tried twice to take philosophy classes and each time it was a huge disaster, I realized about three or four weeks into the class it just wasn’t working for me. So I dropped out. I never managed to take a single philosophy class when I was in college.
    0:06:47 And yet, don’t ask me to explain this. I have no idea. I was convinced that philosophy was probably the thing that would be most meaningful for me to study and explore.
    0:06:55 I don’t know what to tell you about that other than I can be a reasonably stubborn individual in various ways as my husband won’t be happy to elaborate on it.
    0:07:07 So I thought I really want to study philosophy. I don’t know how to do this or what the best way is. And there are lots of different kinds of philosophy I’ll just add. So you can do kind of Western philosophy, Eastern philosophy.
    0:07:21 These are rough categories, you know, where so like Eastern might be in my city, Buddhism or related sorts of kind of faith based philosophical views. And then within Western style philosophy, there are like sort of continental philosophy and analytic style philosophy, which is what I do anyway.
    0:07:33 So I didn’t even have a grasp of these distinctions, but I was committed. Okay, so I was needed to earn some money because, you know, I graduated and I was just sort of living hanging out with friends of trying to figure out what my next step would be.
    0:07:44 So I worked for the college, driving back and forth to the airport to pick up invited speakers. And Quentin Smith was an invited speaker. So I drive to the airport and I pick him up.
    0:07:50 I don’t think I knew anything about it. It wasn’t like I thought, oh, a philosopher, I want to meet this person. There’s just some random invitation.
    0:08:01 He gets in the car. Yeah, some random pickup. Right. I picked him up and gets in the car. Then we start talking. It’s a long drive. I think it was like, I don’t remember. I think he came in to like Cincinnati.
    0:08:10 So we had like an hour and a half. And he asked me about myself and I asked him about him and he I discovered he’s a philosopher. And then we start talking and say, oh, I really would love philosophy and I really want to do it.
    0:08:19 But I don’t really know how and I don’t know if the things I’m interested in are really philosophical. And he said, well, tell me about it. And I said, well, I really care about like how to understand who we are in the world.
    0:08:30 And I think a lot about time and I’m trying to kind of make sense of what it’s like to have kind of a point of view. And so I started just blabbing, you know, basically as I’m, I don’t know how old I was like 22 or something.
    0:08:37 And he said, as we’re driving, he’s like, you should study philosophy. You’re exactly the kind of person who would be interested in doing philosophy.
    0:08:44 And I said, well, what should I say? He said, well, you should read Martin Heidegger’s being in time to start because that’s all about the nature of the self and time.
    0:08:54 And I said, okay. And then we kept going and we kept talking. And I said, okay, I’m going to read this book. And then he said, well, I think you should read the book. And then he said, and I think you also should study with me.
    0:09:02 This is after like an hour, like an hour, because I told him, you know, I studied chemistry and I really loved problem solving. So I loved organic chemistry.
    0:09:08 And that’s what I was really into when I was in college. And I was good at it. Like, you know, I mean, it was my thing. I could have become a chemist.
    0:09:17 I also drove him back from his talk. But I thought, okay, wow. So he goes off to have his visit. And I immediately go to the library, dig out being in time and start reading it.
    0:09:26 And I thought, this is fantastic. Confusing, but really interesting. So then I drive him back. I tell him what I’ve gotten out of like the first, I don’t know, like 10 pages. It was very dense.
    0:09:34 It’s like, you know, it took me forever to read it. But I managed to get through 10 pages. And he said, you should study with me. Here are my details. Let’s figure this out.
    0:09:46 And so that was how it started. I didn’t know anything about him, but he was so great to talk to and so responsive. And he understood, he understood the intellectual problems that I wanted to explore, because he explores those intellectual problems.
    0:09:53 And I had never met anybody who had any understanding of this weird orientation that I had.
    0:09:56 I can tell you more, but that’s how it happened. It was like completely random.
    0:10:09 I’m going to come back to Quentin Smith, but I want to call back to something that you said a few minutes ago, which was you took some philosophy classes and paraphrasing here, and they were disasters. Why were those classes disasters? What didn’t work?
    0:10:15 Nothing worked. I mean, okay, so there were a combination of things. And some of it was me and some of it was certainly the teachers.
    0:10:34 And also some of it was analytic philosophy can be extremely inaccessible. It’s a beautiful way of thinking, and it involves a very rigorous conceptual concepts-oriented approach to thinking about almost anything that you want to pick out in the world around us or how we think and how we make sense of the world.
    0:10:49 But it’s not very accessible in the sense that it doesn’t feel very natural. And so the first thing was I was both immature, very impressed with myself in the sense of like, well, I’ll just do this, you know, you know, I do mathematics, I do chemistry, I do physics, like, well, of course I can do this.
    0:11:02 And I think I underestimated things, but also the teaching wasn’t very good. I put myself through college and I started at a big state school and the class was huge and the professor wasn’t really into the teaching and I had some TA.
    0:11:11 And so, you know, she would stand down there, it was huge, like there must have been 300 students in the lecture hall and she would stand down on this blackboard and scribble things on the blackboard and I could barely see it.
    0:11:20 And I didn’t understand really what she was doing. I would do the readings and work really hard to understand the readings. The TA wasn’t especially into his job either.
    0:11:27 And then there was the first assignment. I worked incredibly hard on it, incredibly hard. And I had taken other classes like writing classes and stuff like that.
    0:11:40 And the TA hated it. And I was so angry that I just dropped the class. Like, you know, I was like, I’m sorry, but this is bullshit. So I dropped the class. That was the first time.
    0:11:49 And part of it was like, the class wasn’t really designed. It was like designed, oh, these are the things you should know if you are going to think about philosophy is like a 101 and she started out with some history.
    0:11:57 But it just wasn’t when no one seemed to really care about like how to take these abstract ideas and connect them to things that were meaningful in a certain way.
    0:12:06 Like, I care very much about the nature of how we live our lives, the kinds of struggles that individual people have. I’m fascinated by the fact that all of us have these internal worlds.
    0:12:16 And then there’s some way in which we all have these internal worlds. And then these internal worlds have to kind of coexist with the external world and we have to try to make sense of everything and try to understand other people.
    0:12:23 These are like deep puzzles for me. And it’s not that analytic philosophy doesn’t address this, but it doesn’t address it in a straightforward way.
    0:12:32 It was actually sad. It was Descartes that really like she started with. And that Descartes talks about the mind body problem, but she didn’t like make any connection to like these sorts of questions.
    0:12:40 It was just like, oh, the mind is different from the body. And here are these questions. And here’s an analysis of what Descartes was saying and what the problem was.
    0:12:52 And so it wasn’t a good experience. And then the second time I took a more applied class. And this was a philosophy of law class. And I tried this. And this also didn’t go well.
    0:13:02 And there’s another thing, which is that I may have mentioned I was a stubborn person. Well, I have views. And I was committed to trying to kind of argue something that was kind of creative also with the first paper.
    0:13:11 Actually, I wanted to kind of give my own perspective. And I’m sure that it was raw and not especially good in various ways. But it wasn’t stupid. You know what I mean?
    0:13:22 And I got treated as though I was making a mistake by trying to kind of really engage in a very kind of open and creative way as opposed to just kind of vomit back what I was being told.
    0:13:34 Okay, I’m not going to mention the schools I was at. I mean, I put myself through school, I had to kind of apply. So it was a mix of things that made it go badly and blame can be spread all around. Anyway, that’s what happened.
    0:13:48 Alright, thank you for answering that. Part of the reason I wanted to ask this is that many people listening will not know how philosophy applies to their lives or they have had similar experiences.
    0:13:58 They take a philosophy class and it’s an hour and a half of trying to define what is is and they’re like, I don’t know how this is relevant to my life. I’m out.
    0:14:06 And I would like to think of myself as a curious person, but I’ve had these experiences where it’s like, okay, I’m interested in like the limits of our language and the limits of our world.
    0:14:12 Let me get into Wittgenstein and I’m like, wow, cool family, but I cannot decipher this guy any which way from Sunday.
    0:14:23 And then I’ve had a few experiences that have brought things home. I won’t make this into a soliloquy, but I remember taking a freshman class when I was undergrad of Princeton with Gideon Rosen.
    0:14:41 And I believe it was introduction to epistemology, something like that, which ended up as a course title. None of us knew how to make any sense of, but he was so good at weaving stories together with the concepts that it was very compelling.
    0:14:51 And very, very memorable to the extent that here I am, whatever it is 25 plus years later and I still remember the impact of that class.
    0:15:01 And I just want to give credit where credit is due to a lovely Austrian woman is now at HBS Harvard Business School, who gave me a copy of your book, Transformative Experience.
    0:15:13 And that was my personal experience of reading some of the examples in that, which we’ll get to, whether it be the cochlear implants or some of the other thought experiments that we’ll certainly get into.
    0:15:22 I was like, okay, I can connect this to some real or hypothetical lived experience that I’ve had or might have, right?
    0:15:24 And that made at least all the difference for me.
    0:15:31 So I wanted to learn about the early failures because a lot of people listening are going to go, oh, God, conversation with a philosopher.
    0:15:34 This is going to turn into a bunch of intellectual masturbation.
    0:15:36 I’m not going to know what to do with it anyway.
    0:15:38 No, completely legit.
    0:15:44 Yes, you’ll discover that the sentence snow is white is true if and only if snow is white.
    0:15:46 I mean, you know, come on.
    0:15:48 I mean, that’s actually very important.
    0:15:51 But as a matter of, I’m just going to give you a better background.
    0:15:53 So I went to Princeton for my PhD.
    0:15:54 Amazingly, they let me in.
    0:15:55 I was this crazy person, okay?
    0:15:56 And then we could talk about that.
    0:15:57 But they let me in.
    0:16:01 And I was a TA teaching fellow for Gideon for that class.
    0:16:02 Oh, no kidding.
    0:16:03 Wow.
    0:16:04 Small world.
    0:16:05 Yeah.
    0:16:06 So I know exactly what you’re talking about.
    0:16:07 Gideon is an amazing teacher.
    0:16:13 He’s actually one of the best people to talk to to get a sense of an idea and get it framed.
    0:16:19 You can see immediately like what the main idea is, why it’s important and what the problems are as well.
    0:16:20 Unbelievable teacher.
    0:16:22 I mean, the lectures were unreal.
    0:16:23 Yeah.
    0:16:24 Totally fantastic.
    0:16:27 And so I think the teaching does really matter.
    0:16:30 And very few people are lucky enough to be introduced to philosophy by Gideon.
    0:16:38 But I think it’s also the case independently of teaching ability or teaching focus that analytic philosophy is.
    0:16:46 There’s a sense in which, well, it’s not unfair to call it a kind of intellectual masturbation in certain contexts where it can seem like that or it can descend into that.
    0:16:47 I’m not going to deny it at all.
    0:16:53 And I’m not going to deny that I might also kind of fall into that in various kinds of contexts when I’m hanging out with the right sorts of people.
    0:16:55 But I think it’s also really important.
    0:16:59 You might have to cut that if I say I’m doing intellectual masturbation.
    0:17:00 Exactly.
    0:17:01 It can be very rewarding.
    0:17:02 Okay.
    0:17:07 So you don’t have to cut it.
    0:17:08 Okay.
    0:17:09 Yeah.
    0:17:23 I do think that because in a quest for kind of clarity and precision, sometimes if that’s the priority and I respect that as a priority, it can be easy to leave other things aside.
    0:17:24 But my approach is different.
    0:17:26 I mean, I do technical work on causation.
    0:17:29 I do collaborative work with computational cognitive scientists.
    0:17:40 There’s plenty of stuff that’s maybe a little bit less accessible than the transformative experience work with there because with that book and with the work I’ve been doing subsequently, I was returning to my roots.
    0:17:46 I was there wanting to do, I wanted to approach the topics that made me go into philosophy and that I find deeply meaningful.
    0:17:52 And I thought, well, I have to pair the search for rigor with accessibility.
    0:17:58 And maybe some of it comes from my father because my father, see, you’re getting personal stuff now.
    0:18:00 I can’t believe I’m telling you about my father.
    0:18:02 It’s like you’re my philosophy therapist.
    0:18:07 That’s my side hustle.
    0:18:10 You know, whatever it takes.
    0:18:21 So my dad always felt that, like he liked to read pop science and he always felt like it was really important that people learned about the kinds of intellectual education, like the kinds of intellectual activities that people did.
    0:18:26 He was fascinated by astronomy in particular and the nature of the universe and physics generally.
    0:18:40 And so there was a part of me that thought, well, I have to pair a search for precision with a way of developing the ideas that would capture the content in an intuitive way.
    0:18:49 And partly it’s because when you’re trying to do something new and I am trying to do something new and I was trying to do something new, you have to be guided by a kind of gut instinct and understanding that it’s right.
    0:18:54 Because I think if you haven’t got that gut instinct, it’s really easy to lose track.
    0:19:03 So the thought is, well, if I’m going to do this, approach this topic, I have to approach it in a way that kind of follows like a deeply intuitively grasp.
    0:19:07 And then especially when I’m confused, I can kind of reach back to that.
    0:19:13 And if it’s really right, I should be able to explain it to somebody without a technical apparatus.
    0:19:23 But then I should also be able to embed it in that technical apparatus and use that to draw out the consequences in an especially precise and interesting and rewarding way and then take it back to the intuition.
    0:19:25 And that is what I have tried to do.
    0:19:27 I’m happy with my results.
    0:19:30 I’m not going to promote myself, but I think that’s been my goal.
    0:19:31 That is my goal.
    0:19:32 It’s incredibly hard.
    0:19:34 Well, that’s true.
    0:19:35 I guess that’s what people do.
    0:19:39 No, it’s incredibly hard to do that, try to capture these ideas.
    0:19:40 So that’s the take.
    0:19:43 And I think I’ve been so happy because people seem to get it.
    0:19:44 It seems to be–
    0:19:45 It resonates.
    0:19:47 And I looked at some of my– yeah, it resonates.
    0:19:51 And I looked at some of my philosophical heroes, which would be Thomas Nagel, Saul Kripke.
    0:19:56 Because these are people in the field who have really managed to develop things.
    0:20:00 And also, never mind my early failure to appreciate Descartes.
    0:20:08 Later on, like Descartes and Hume, all of these philosophers, there’s a way to understand their work using very simple examples that brings out the heart of it.
    0:20:11 Actually, Gideon was really good at that, like teaching Hume, for example.
    0:20:13 He just really could bring that out.
    0:20:15 So I was like, OK, this is what I can do.
    0:20:16 This is what I’m going to do.
    0:20:17 Or at least I’m going to try.
    0:20:19 So I promised I would come back to Quentin.
    0:20:27 And I feel like this is a decent enough place as any to try to figure out how you have landed where you are.
    0:20:30 And also how you think about different decisions.
    0:20:34 So I’m going to read something from the New Yorker profile.
    0:20:36 And then I want to unpack a little bit.
    0:20:38 So this won’t take too, too long.
    0:20:39 Just a few lines.
    0:20:43 Smith suggested that Paul read widely and reach out to philosophers whose work intrigued her.
    0:20:47 Perhaps he said they would agree to correspond with her for a modest sum.
    0:20:52 A letter writing campaign resulted in a sort of pedagogical supervision by mail with three of them.
    0:20:57 Paul offered to each a $250 personal check and asked if they would reply to letters about her work,
    0:20:59 as well as comment on a paper of her own.
    0:21:00 They agreed to correspond with her.
    0:21:04 She now suspects, quote, “not quite knowing what they were signing up for,” end quote.
    0:21:10 Every two weeks for many months, Paul mailed at least 20 typewritten pages to each philosopher attempting to dissect their arguments one by one.
    0:21:13 They responded to all of your letters.
    0:21:17 And by the end of the experiment, you felt more sure of yourself.
    0:21:19 Obviously, I’m paraphrasing the last few lines.
    0:21:21 There’s so much here in this paragraph.
    0:21:24 I’ll throw these out and then you can answer them in any particular order you like.
    0:21:30 One is, did they actually take your check or did you make the offer and then they not take the check but correspond with you?
    0:21:35 The second is, how did you choose the people you reached out to?
    0:21:38 Like what drove this selection?
    0:21:42 I offered to pay them and they all said yes.
    0:21:49 And then at the end, I said, okay, I’m going to send you the check and only one person took it.
    0:21:57 And I don’t want to out that person because that person was also very supportive to me in my later career and they earned their $250.
    0:21:58 Yeah, it’s also a deal is a deal.
    0:22:00 Like there’s nothing wrong with taking it.
    0:22:01 Yeah, I had no problem with it.
    0:22:04 I was surprised that the other two didn’t.
    0:22:06 Like they’re per hour labor on that one.
    0:22:08 Exactly, exactly.
    0:22:12 I mean, and I took out student loans to do all this and I had earmarked that money.
    0:22:13 It was all fine.
    0:22:14 I didn’t object.
    0:22:19 I paid Antioch College much more or Antioch University at the time, much more than that amount.
    0:22:27 That degree was like, I just basically I paid them money so that it was official, but the people who really did the work didn’t make anything.
    0:22:30 How did you choose those particular people to write to?
    0:22:35 And how many did you write to to get the three to actually buy it?
    0:22:36 Oh, everybody said yes.
    0:22:37 Everybody said yes.
    0:22:39 I have a science background.
    0:22:41 I was very interested in the nature of time.
    0:22:44 And I had been working with Quentin on the philosophy of time.
    0:22:51 So Quentin was a very unusual philosopher in terms of his training and his intellectual discipline and what he worked on a variety of things.
    0:22:53 He didn’t fit into the mainstream philosophy.
    0:22:58 And that was actually great for me because I didn’t fit in either and he was open to that and he helped me.
    0:23:06 So I talked to Quentin and he said, well, I needed some kind of degree in philosophy and some kind of paper to apply to PhD programs.
    0:23:13 So the thought was I’m going to Antioch College had this basically a degree by mail where you could get an individualized master of arts.
    0:23:15 You pay the university some enormous amount.
    0:23:17 It wasn’t that much, but it seemed like a lot to me.
    0:23:19 And then you had to kind of do your own thing.
    0:23:22 And as long as you did your own thing, you would get this master’s degree.
    0:23:23 Pretty sweet.
    0:23:24 Okay.
    0:23:25 Sign me up.
    0:23:26 Yeah, exactly.
    0:23:32 I mean, there were a few other things you had to have some like a professor had to sign off or whatever, but Quentin signed off on everything.
    0:23:35 So he said, well, okay, you want to do some course equivalents.
    0:23:37 Why don’t you do something in philosophy of time?
    0:23:38 I have this friend.
    0:23:39 He does philosophy of time.
    0:23:40 He’d work with you.
    0:23:41 He’d be great.
    0:23:42 And I said, great.
    0:23:43 So that was straightforward.
    0:23:47 And then he said, well, how about I want to choose some female philosophers because there’s hardly any.
    0:23:49 I’d like to work with some women.
    0:23:59 And so I went to the bookstore and looked at the philosophy section and I found two books, recent books by female philosophers, one in philosophy of mind and one in philosophy of science.
    0:24:01 And I said, what about these two?
    0:24:02 And he said, okay, great.
    0:24:03 Write to them.
    0:24:07 And I wrote to another person as well who did logic and I was going to work with her as well.
    0:24:12 But I did not have the background and it became clear because I didn’t have like logic is requires.
    0:24:16 She’s a very sophisticated logician and she would want me to do something at the graduate level for this.
    0:24:18 And I’d never even taken basic logic.
    0:24:21 So that was like kind of a no go, but it didn’t matter.
    0:24:23 But the other two immediately said yes.
    0:24:25 And the plan was for me and all of them had recent books.
    0:24:31 So I just worked through their books chapter by chapter and like just worked like crazy.
    0:24:39 It just strikes me as a very deliberately or accidentally smart way to approach things by going through someone’s book.
    0:24:40 Right.
    0:24:44 I mean, on one hand, you’re kind of flattering them by going through it so seriously.
    0:24:52 And then secondly, benefiting from getting their clarification, stress testing your own interpretations and maybe criticisms.
    0:24:53 Oh, yeah.
    0:24:55 Oh, I would read a chapter and I’d be like, but what about this?
    0:24:56 And this seems wrong to me.
    0:24:57 And I can’t understand this.
    0:24:58 I don’t know why you did that.
    0:25:00 And I don’t have any of that material anymore.
    0:25:05 I’m sure some of it was the kind of like was raw, you know, like kind of dumb question material.
    0:25:06 But I think some of it was not bad.
    0:25:11 Like I did think it through really, really carefully and I’m, you know, reasonably intelligent.
    0:25:20 And so I think I was able to come up with an interesting kind of challenging 20 page discussion of their chapter.
    0:25:24 So they would write back to me these long and their letters back to me were always very long.
    0:25:27 Like at least 10 pages, sometimes more.
    0:25:28 It’s incredible.
    0:25:31 What is the role of philosophy in our modern times?
    0:25:36 I’m just going to use this moment to give a shout out to Agnes Kellard, who you should absolutely interview.
    0:25:38 Oh, I have questions about her as well.
    0:25:39 Yeah.
    0:25:43 And I mean, I think there are lots of roles for philosophy.
    0:25:45 And there’s the question is like, what is it in general?
    0:25:49 And then what part of it am I interested in, in particular in my career?
    0:25:52 And I mean, I think philosophy plays a lot of different roles in particular.
    0:25:59 Like its most basic role is really to teach you how to think about things.
    0:26:03 And that involves this goes back to analytics, philosophy is weirdness.
    0:26:07 You can’t think about something unless you have some kind of conceptual framework for it.
    0:26:16 You know, you got to be able to like provide some structure to your thoughts in order to, you know, something like, OK, what are you going to take as fundamental?
    0:26:18 What do you take the framework to be here?
    0:26:19 What does this apply to?
    0:26:20 What do my terms mean?
    0:26:23 And even just doing that can teach you an awful lot about something.
    0:26:30 So I wanted to think about like the nature of time and how the mind embeds itself in the world and how we understand ourselves as selves in time.
    0:26:37 And to do that in a productive way, I absolutely had to like learn a bunch of stuff about what does identity through time mean?
    0:26:38 Like what even is time?
    0:26:40 What do you mean by a point of view?
    0:26:43 Like what’s so important about the way that we experience ourselves in time?
    0:26:44 Lots of stuff.
    0:26:49 And so the primary goal I think of philosophy is to kind of teach you how to think about these things.
    0:26:51 But there are lots of other important things.
    0:27:02 Like I teach a class here at Yale that I think of as sort of like philosophy of mind for computer scientists, cognitive scientists, neuroscientists, as well as philosophy majors.
    0:27:12 Because it’s all about showing how really interesting kinds of philosophical concepts are coming up all the time now with like artificial intelligence and all the questions about like what it means for a machine.
    0:27:14 You know, could a machine be intelligent?
    0:27:16 Do LLMs have any kind of knowledge?
    0:27:17 What is chain of thought reasoning?
    0:27:18 Why is this helpful?
    0:27:24 All kinds of things that really actually, if it’s framed the right way, people see are super relevant to the work that they’re doing.
    0:27:28 Even engineers who don’t tend to be especially philosophically inclined as a group.
    0:27:32 No shade on engineers is just like, you know, people have their preferences.
    0:27:34 I mean, I think that’s the most basic thing.
    0:27:43 I also think the role of philosophy is to kind of uncover or discover some of the most fundamental truths about both human beings and about the nature of the world.
    0:27:45 And that’s a beautiful thing to be able to study.
    0:27:50 I think it’s so incredible to be able to spend my time thinking about these things.
    0:27:51 Vampires.
    0:27:55 How do vampires fit into your life and why do they fit into your writing?
    0:27:56 Oh, vampires.
    0:27:59 I love vampires so many ways they fit in.
    0:28:06 So my favorite thought experiment involves vampires because I like to use it to illustrate the concept of transformative experience.
    0:28:10 Maybe just because I like vampires so much, I think it’s an especially good way to kind of illustrate the concept.
    0:28:13 And also because it’s not a real life.
    0:28:15 I don’t think vampires are real.
    0:28:21 And the beautiful thing about a thought experiment is you can design it the way that you want to kind of illustrate the structure of a concept.
    0:28:25 But then I also think that the structure of that concept then fits to real life cases.
    0:28:27 So my example, I’m just going to tell you this.
    0:28:28 Yeah, let’s do it.
    0:28:38 The way that I think about this is I imagine, or you imagine, I ask you to imagine traveling through some part of, you know, on your summer vacations, traveling through some part of Europe.
    0:28:45 And you decide to explore a castle, you’re in Romania, let’s say, and you go down to the dungeons and Dracula comes to you.
    0:28:49 And he says, I want to make you one of my own.
    0:28:52 I’m going to give you a one time only chance.
    0:28:54 You could become one of my followers.
    0:28:55 It’ll be painless.
    0:28:57 You’ll enjoy it, in fact.
    0:29:01 But this is a one time only chance and it’s irreversible.
    0:29:06 And then he says, go back to your Airbnb and think about it until midnight.
    0:29:09 And if you choose to accept my offer, leave your window open.
    0:29:13 And if you choose to decline it, leave your window shut and leave and never come back.
    0:29:18 So I see this as a really interesting possibility because, you know, vampires are sexy.
    0:29:20 They look great in black.
    0:29:22 They have amazing powers.
    0:29:24 They probably have defensive sense perception.
    0:29:25 Yeah, virtually.
    0:29:27 I mean, as long as they stay away from…
    0:29:28 Virtually, virtually.
    0:29:30 They have some things they have to check off, yeah.
    0:29:31 Yeah, exactly.
    0:29:33 There are certain obstacles.
    0:29:36 But in general, yeah, for all intents and purposes, immortal.
    0:29:40 And so this seems pretty cool, but they’re not human.
    0:29:42 You’d have to exit the human race.
    0:29:44 You have to sleep in a coffin.
    0:29:48 You can’t enjoy the sunshine anymore and you have to drink blood.
    0:29:50 And I try to separate out some of the ethical questions.
    0:29:55 So let’s say it’s artificial blood or the blood of humanly raised farm animals or something like that.
    0:29:56 Still, right now…
    0:29:58 Coffin’s pretty cozy.
    0:29:59 Yeah, Coffin’s reasonable.
    0:30:00 I mean, reasonable.
    0:30:01 I don’t know.
    0:30:02 I mean, I don’t know.
    0:30:03 I’m not…
    0:30:06 Okay, it’s lined with satin, but it still might be a bit hard for my mattress preferences.
    0:30:12 But the idea is that these things, while they seem interesting, they also seem kind of alien, right?
    0:30:17 And I think in particular, not only will you have to drink blood, but you will love the taste of it.
    0:30:19 Like, you will thirst for it, right?
    0:30:25 And even ethical vampires have to kind of keep themselves from like sucking the blood of their human compatriots.
    0:30:27 So that’s quite alien.
    0:30:36 And I wanted to kind of bring out how the possibility of becoming another kind of individual can seem incredibly alien.
    0:30:43 Because obviously, I take it that most of us don’t enjoy or thirst after the taste of blood or think about the different varietals.
    0:30:45 Like it’d be some kind of fancy wine.
    0:30:47 But if you became a vampire, you would.
    0:30:48 Okay.
    0:30:54 So the way that I think about it, then, is I continue the story and it’s like, okay, so you rush back to your Abraham being.
    0:30:58 You start calling people or texting them, telling about what happened to you.
    0:31:01 And you find out that a bunch of your friends have already become vampires.
    0:31:05 So then you immediately want to find out, well, wait, tell me about what it’s like.
    0:31:06 Like, what’s it like to be a vampire?
    0:31:07 Do you like it?
    0:31:08 Should I do it?
    0:31:12 And they tell you that they love it and it’s fabulous and it’s totally incredible.
    0:31:19 And they also tell you you can’t possibly understand what it’s like to be a vampire as a mere human.
    0:31:23 They say life has meaning, it has a kind of purpose that, you know, is exquisite.
    0:31:26 But until you become a vampire, you can’t possibly understand it.
    0:31:28 You lack the capacity.
    0:31:29 So you’re like, okay, thanks.
    0:31:30 So what do I do?
    0:31:36 Because if you can’t possibly understand what it’s like to be a vampire, then you either have to do it just because all of your friends do it.
    0:31:37 And they say it’s great.
    0:31:39 And they tell you they think it would be great for you.
    0:31:45 But there’s no way you can actually kind of conceive of what it would be like to do that.
    0:31:48 And it, I’m sure it hasn’t escaped your thought.
    0:31:54 It certainly didn’t escape my imaginings that, well, maybe there’s something about being a vampire that makes you really happy to be a vampire.
    0:32:01 So maybe like when you become this other species, there’s some kind of biological evolutionary thing that makes you really glad that you’re a vampire.
    0:32:02 Right.
    0:32:05 So it’s not even clear what their testimony applies.
    0:32:06 Okay.
    0:32:07 So that’s my example.
    0:32:15 And my favorite application is to becoming a parent because speaking as someone who wasn’t quite clear about whether they wanted to have children.
    0:32:17 I have two children and I love them very much.
    0:32:18 And I’m very happy.
    0:32:25 But there’s something about becoming a parent that makes you like producing the child that you actually produce that makes you very.
    0:32:26 I mean, I love my children.
    0:32:28 I wouldn’t exchange them for anything else in the world.
    0:32:31 You know, if I’d gotten pregnant a month later, I would have loved that child too.
    0:32:35 But there’s no way that I would exchange my current child for the child I could have had.
    0:32:39 You just get incredibly attached to these children in a completely legitimate way.
    0:32:42 And, you know, you would never change what you’ve done.
    0:32:45 And that’s awfully like the testimony that you get from vampires.
    0:32:46 Okay.
    0:32:50 So I think, you know, also, you don’t get, you know, you stay up a lot at night, right?
    0:32:52 There are many similarities.
    0:32:59 Vampires kind of illustrate the possibility of undergoing a transformative experience like a life changing something that’s life changing.
    0:33:05 But also where you change the kind of mind you have in a certain way or what you care about most in a certain way.
    0:33:10 That means that you would make yourself into a kind of alien version of yourself.
    0:33:19 Like someone who’s alien to you now and who you might not even want to be now, even if once you become that person or that version of yourself, you’re super happy.
    0:33:26 If I had some kind of modal scope and I could look at my future stuff, I could have looked at my future self before I decided I wanted to have kids.
    0:33:32 I got up at 4 a.m. every day for years to write before my children woke up.
    0:33:41 I mean, no one ever told me that that was something I would want to do and if they had told me I would have denied it strenuously because I could barely get up before noon when I was a graduate student.
    0:33:43 And I did it willingly.
    0:33:44 Something happened.
    0:33:46 I was clearly a victim of some kind of Stockholm syndrome.
    0:33:58 So the thought is that when you face a certain kind of transformative experience that I don’t think it’s just having a child, I think like deciding to go to war or maybe moving to an entirely different country.
    0:34:06 Maybe getting some kind of, if you’re diagnosed with some kind of disease and getting some kind of like radically experimental treatment, there are lots of things that can count as transformative.
    0:34:15 But if you don’t know what it’s going to be like on the other side of that experience and you know it’s going to make you into a version of yourself that right now you find alien.
    0:34:18 I don’t know how we’re supposed to make that decision if it’s up to us.
    0:34:35 We can’t use the ordinary models that we use for rational decision making because those assume that you can see through the options to assign the value and model them for yourself and choose in a way that’s going to, as you say it, we say it in a technical way, maximize your expected value.
    0:34:41 And if you can’t assign value and you can’t really understand what it’s like to be this kind of a self, then that procedure just doesn’t work.
    0:34:58 Tell me if I’m off base here, but also fundamentally, even if you’re trying to calculate or maximize your expected value and assign these different values, you’re doing it from the perspective of your current version of yourself and your current preferences.
    0:35:03 And after you become a vampire or after you have a kid, you may be a different person with different preferences.
    0:35:11 So do you make the decision based on the preferences of your current self or the preferences of your expected future self?
    0:35:13 There’s a way of capturing the puzzle, as you said.
    0:35:31 So given the fact that these are new kinds of experiences, so a kind of experience you’ve never had before, and I compare this to like Mary growing up in a black and white room and seeing color for the first time or Thomas Nagel talking about like, you can’t understand like for a bat what it’s like for a bat to be a bat.
    0:35:32 Yeah, exactly.
    0:35:39 So there are these like new kinds of experiences that are just very different from any kind of experience we’ve had before.
    0:35:44 And so that means there’s just a sense in which we can’t kind of from the inside kind of imagine what they’re like, even if someone can describe.
    0:35:48 Try to describe to me like what it’s like to see red and you see the problem right away.
    0:35:52 We just don’t like language just kind of gives out if I haven’t seen red before.
    0:35:53 I have no color vision.
    0:36:05 Okay, so there’s a sense in which we kind of can’t see through a certain kind of veil and across that veil, the self that we’re going to be the kind of person that you’re going to realize is just like really different.
    0:36:08 So you can’t just assume you’re going to be basically the same.
    0:36:13 This puts us into the situation where you’re making a choice for your future self.
    0:36:18 And that future self might have preferences that are super different from your current self.
    0:36:20 And by definition and this break.
    0:36:21 So now here’s a little technical bit.
    0:36:23 So we talked about the intuitive idea.
    0:36:29 I find it easy to understand when I think about someone who doesn’t maybe doesn’t want to have a child or really is unsure.
    0:36:33 And they know that if they choose to have a child, they’re going to be super happy with that result.
    0:36:40 But they don’t trust the fact that in virtue of like becoming a parent, it’s going to kind of rewire them in their preferences in a certain way, right?
    0:36:44 Sure, I’ll be really happy, but I don’t know if I want to be that self right now, given who I am now.
    0:36:50 And I can’t understand in a really deep way what it’s going to be like to have that child.
    0:36:56 So I have to kind of, you know, leap over the abyss or leap into the abyss, I guess, if I want to do it.
    0:37:05 So if you find yourself in that situation, what you’re confronting involves what I describe as a violation of act state independence.
    0:37:07 Okay, so here’s the technical part comes.
    0:37:09 You’ve got the intuitive idea.
    0:37:17 Act state independence involves very roughly a distinction between the act that you’re performing and the state that you’re in.
    0:37:22 Or that’s how I’m going to interpret it here. There are different ways to interpret it, but this is the way to do it here.
    0:37:26 And so normally when you’re confronted with, oh, do I want to do something?
    0:37:30 Do I want to try this kind of ice cream or do I want to have this cup of coffee?
    0:37:32 You don’t change in the process of trying it.
    0:37:35 So after you do it, you can kind of assess, oh, I liked it.
    0:37:36 Oh, it was good.
    0:37:45 That’s meaningful to you beforehand because you know that you’re going to stay constant through the change in your circumstances, like tasting the new kind of ice cream.
    0:37:55 But in this case, having the experience, let’s say tasting the new kind of ice cream was going to like rework your flavor profile so that you would just like a whole bunch of different things after that.
    0:37:58 Well, that changes the state that you’re in at the same time.
    0:38:01 And so your act and your state are not independent.
    0:38:05 And if you break that, that’s an axiom for rational choice theory.
    0:38:09 That has to be a foundational element of the model to make straightforward inferences.
    0:38:20 There are all kinds of fancy things you have to do if that breaks, and these cases of transformative experience and decision making are precisely cases in which that breaks.
    0:38:24 Just a quick thanks to one of our sponsors and we’ll be right back to the show.
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    0:39:35 I want to make a few references and read something here.
    0:39:41 The first is I have to say, if this philosophy thing doesn’t work out for you, you should be a copywriter for Madison Avenue
    0:39:49 because the transformative experience grew out of, as I understand it, a working paper titled “What You Can’t Expect When You’re Expecting.”
    0:39:51 That’s pretty clever. I have to give you that.
    0:39:53 That is very, very clever.
    0:39:56 And I want to read just a paragraph from Alice Gregory.
    0:40:02 This is, again, from the New Yorker piece, which I think underscores a lot of angst
    0:40:09 that modern and well-educated folks have, particularly women, I would think.
    0:40:10 And here we go.
    0:40:12 All right, this is from the piece.
    0:40:15 “When I approached Paul about the possibility of a profile, I was in the spirit of self-help.
    0:40:18 I was 31 and obsessed with whether or not I should have a child.
    0:40:23 The question felt huge and opaque, like one that neither data nor anecdote could solve.
    0:40:27 I thought about it all the time, though, quote-unquote, thinking is probably too precise a verb.
    0:40:31 It was more like a constant buzz, scoring the background of daily life in a tone.
    0:40:34 They’re registered somewhere between urgency and tedium.
    0:40:35 She’s a very good writer.
    0:40:40 The bad parts were easy to picture, less time, less sleep, less money.
    0:40:45 The awesome parts, expelling a new person out of my own body, say, were quite literally inconceivable.
    0:40:52 The dilemma felt impossible as if I were attempting to convert dollars into the currency of a country that didn’t yet exist.
    0:40:59 So I think that really does a brilliant job of putting into words what a lot of people feel.
    0:41:07 So if you can’t, as one of my friends, I don’t want to name him, but a very, very successful chess competitor said,
    0:41:16 “You can’t always calculate to mate,” meaning if you try to make a plan from move one to the end of the game,
    0:41:21 and then in your opponent’s third move, they do something unexpected, this whole calculate to mate doesn’t work.
    0:41:24 Now, there are some situations, perhaps, in which you can do that.
    0:41:30 You can reverse engineer and plot out step by step how you might achieve something and kind of execute the plan.
    0:41:32 But then you have these transformative experiences.
    0:41:36 And I suppose I’m wondering, and God, you must get sick of people asking this,
    0:41:42 but what do you do given the difficulty and the different nature of these types of decisions?
    0:41:43 How do you approach it?
    0:41:47 Because in some of the reading I’ve done, because I don’t have kids, I would like to have kids.
    0:41:51 I would like to hit some prereqs first before I do that.
    0:41:57 But there are some things, say, moving to a different country, which in most instances are going to be reversible.
    0:42:01 So yes, it could be transformative, but you could move back to your country of origin.
    0:42:04 Having a kid, bless so.
    0:42:11 And I’m curious what advice you give to people when they come to you wringing their hands and say,
    0:42:20 “Well, how do I do it then?” Because you could make the argument that you can ascribe a value to the learning
    0:42:26 and transformation itself of leaping into the abyss with a transformative experience.
    0:42:31 But then it strikes me that you’d be at the risk of always being biased towards action, right?
    0:42:34 Doing the thing that could potentially be transformative.
    0:42:35 And then what do you do?
    0:42:39 Well, things are not always good when transformation does not.
    0:42:44 There’s a popular conception of transformative experience involving a kind of epiphany and that kind of thing.
    0:42:46 And that can happen for sure.
    0:42:50 But the way I’m talking about transformative experience, it’s not always like that.
    0:42:52 Remember that whole thing about you suffer.
    0:42:54 I mean, you kind of don’t mind it, but you certainly suffer.
    0:42:56 This is an aside, but…
    0:42:58 I specialize in asides, please.
    0:43:01 I live part of my time in New York and part of my time in New Haven.
    0:43:04 And in New York, the neighborhood I live in is kind of a funky neighborhood.
    0:43:09 I’ve toyed with the possibility of on Sundays hanging out my shingle and being like,
    0:43:12 “I specialize in transformative experiences and big life choices.
    0:43:17 You could book time with me to discuss your philosophical life choice if you’d like.”
    0:43:20 I feel like you need a desk in Prospect Park.
    0:43:21 Exactly.
    0:43:27 I mean, in the neighborhood I live in, this would not be an unusual type of thing, like Brooklyn, you know?
    0:43:29 And that’s by way of thinking, and I thought about it, and I thought,
    0:43:32 “Well, I’m not going to be able to give people any answers.
    0:43:36 I’ll just be able to sort of talk to them about like the conceptual framework for their choice.
    0:43:39 And if that’s of interest, not clear to me, that would be of interest.
    0:43:41 Then maybe I have a possible side gig.”
    0:43:46 And really what I’m saying is that, all right, I’m much better at raising questions than answering them.
    0:43:48 I do have a view.
    0:43:51 I don’t think very many people like my view, but I’m going to tell you my view.
    0:43:52 I still like my view.
    0:43:54 Well, I don’t like my view.
    0:43:56 I just think it’s like I haven’t come across anything better,
    0:43:59 which isn’t exactly the space you want to be in.
    0:44:04 So what I really think is that it’s a special class of experiences.
    0:44:06 It’s not like every experience is transformative.
    0:44:09 I really don’t think we could talk about the reason why that’s the case.
    0:44:13 I think there’s a fairly well-defined class of certain kinds of life experiences
    0:44:18 that can count as transformative, not for everyone, but for many people that undergo them.
    0:44:22 And I think what’s really important is to recognize how problematic they are,
    0:44:24 that they don’t fit the ordinary framework.
    0:44:27 Because people, like Alice talks about, she agonized, I agonized.
    0:44:30 And for me, I was really annoyed because I agonized and I didn’t get anywhere.
    0:44:34 And then I had a baby and I was like, oh, none of the things I was reading,
    0:44:38 which is why what you can’t expect when you’re expecting is so satisfying,
    0:44:41 because I hated what you could expect when you’re expecting.
    0:44:42 It was the worst book ever.
    0:44:44 It answered no questions for me whatsoever.
    0:44:48 None of it addressed what I wanted to know.
    0:44:52 And so it was like an insult on top of everything else, right?
    0:44:53 Okay, I’m sorry.
    0:44:56 I apologize preemptively to everyone who found that book a wonderful book.
    0:44:58 It wasn’t for me.
    0:45:03 Alice talked about in the article how there was this moment when I was starting to go into labor
    0:45:07 and I was like, oh my God, this enormous thing has to come out of me.
    0:45:08 How’s that going to happen?
    0:45:10 Like, I knew theoretically that that was going to happen,
    0:45:16 but it’s presented to you in a very personal way, in a very intimate way when you go into labor.
    0:45:21 And I just discovered the reality in a special way.
    0:45:26 What I’m trying to say is that I want my work to sort of help people realize that this kind of agonizing
    0:45:29 is actually completely reasonable because there isn’t any easy answer
    0:45:31 and we don’t have a framework.
    0:45:35 And when there’s something kind of almost inconceivable that’s happening,
    0:45:40 then it’s a bit like, like I said earlier, like you step off the ledge into the deep
    0:45:44 and flailing might be the only response.
    0:45:48 And I also think this is just part of what it is to live a life and to be human.
    0:45:51 And you can, it’s perfectly legitimate to pass on transformative experiences,
    0:45:57 but part of living a life and being open to possibilities involves choosing some of them,
    0:45:59 but for most people.
    0:46:02 And also, things happen to us that are like this, that we don’t choose,
    0:46:05 like terrible accidents, for example.
    0:46:08 There’s a philosopher named Paul Sagar who’s been writing a sub-stack on,
    0:46:11 he was a climber and he had a catastrophic accident.
    0:46:15 And his writing is beautiful and he talks about, he’s paraplegic now.
    0:46:16 No, he’s quadriplegic.
    0:46:21 And the life change that that involves is clearly transformative and clearly horrible.
    0:46:23 And he wouldn’t have chosen it and that makes sense.
    0:46:28 But he has to now discover this new way of being an agent, basically,
    0:46:30 because he lacks so much agency in so many fun ways.
    0:46:35 Okay, so I want people to articulate in the conceptual framework that’s involved
    0:46:39 and diagnosing why there’s a kind of incoherence in having to try to make this choice
    0:46:42 where you’re supposed to know what you’re doing is part of the solution.
    0:46:45 Maybe it’s just something that we have to accept.
    0:46:48 Now, in my book, here’s my unpopular solution.
    0:46:52 My unpopular solution is to say, well, maybe we can reframe the choice
    0:46:58 so that when we’re making a choice, so this presumes that we have enough information
    0:47:03 to know that there’s at least a very high chance that it’s going to be at least pretty good
    0:47:06 as opposed to a very high chance it’s going to be terrible or bad or whatever.
    0:47:09 We use evidence in all kinds of reasonable ways to know that kind of thing.
    0:47:12 But when we’re confronted with something like, do I want to go to war?
    0:47:14 Do I want to emigrate to another country?
    0:47:18 Or do I want to have a child or pick your favorite case?
    0:47:21 Do I want my child to have a cochlear implant?
    0:47:23 You alluded to that earlier.
    0:47:27 You’re not going to be able to know what it’s like, and you are going to change who you are.
    0:47:33 And so then the question is, do you want to discover that new way of living?
    0:47:37 And if you do, with all the pluses and minuses, all the suffering,
    0:47:41 because I think transformative experiences almost always involve suffering of some sort,
    0:47:42 then you go for it.
    0:47:47 And if you don’t, which I think is also perfectly reasonable, then you don’t.
    0:47:50 And because I don’t think it’s a matter of like rationality,
    0:47:53 so I think when it’s just because some people have children and they’re super happy that they did
    0:47:55 and doesn’t mean that that’s just true for everyone,
    0:47:59 even if it would be the case that for almost everyone they would reform themselves
    0:48:01 so that they would be happy with their choice.
    0:48:03 There’s no inference to the best explanation there.
    0:48:06 Just because many vampires testify to being happy that they’ve become vampires
    0:48:09 does not mean that everyone should become a vampire,
    0:48:13 especially somebody who just finds that way of being alien.
    0:48:17 In the case of having kids specifically, I remember a friend of mine, he has three kids now,
    0:48:21 and he’s kind of ambivalent, I guess, his wife really wanted kids,
    0:48:24 and he was in the fortunate position of being able to provide,
    0:48:27 and they wouldn’t have struggles on that level.
    0:48:31 But he said, well, look, he said at some point when you get old enough,
    0:48:34 to have meaning, you have to either find God or have kids,
    0:48:36 and he’s like, having kids is easier.
    0:48:40 So he had kids, and he said it in jest,
    0:48:49 but I thought about the comment because to what extent is the reforming of oneself after kids
    0:48:56 actually very time-tested in conforming to millennia plus of evolutionary pressure,
    0:48:58 where it’s the basis of instincts.
    0:49:01 And in so being, is it–
    0:49:03 I mean, this is going to sound like a really naive question,
    0:49:07 but sort of a safer bet with respect to transformative experience
    0:49:11 than some of the others going to war or otherwise.
    0:49:13 I also know people who have had kids,
    0:49:18 and in some cases they were very clear that they did not want kids.
    0:49:21 They weren’t ambivalent, and their partner really wanted kids,
    0:49:24 and that I’ve not seen always turn out very well.
    0:49:26 So it’s not a guarantee.
    0:49:30 But are there different species of transformative experiences
    0:49:32 within the category of transformative experiences?
    0:49:37 Do you think about, say, kids differently than you would think of some of the others?
    0:49:40 I’m sure there are different species of transformative experiences.
    0:49:44 So what I heard you asking me, part of that question involved,
    0:49:48 well, look, maybe we can rely on biology in a certain way,
    0:49:51 or we should– this is a time-tested solution.
    0:49:56 So you can pick transformative experience one, transformative experience two,
    0:49:58 transformative experience three.
    0:50:00 Behind door one is having a child.
    0:50:05 Behind door two is traversing, like traveling the world,
    0:50:08 seeing all the wonders, whatever, exploring,
    0:50:12 having lots of money to spend on travel and satisfaction, that kind of thing.
    0:50:19 Behind door three is pursuing your intellectual passion, let’s say,
    0:50:21 to the fullest degree, devoting all of your time to that.
    0:50:23 I can go on, but there’s three options there.
    0:50:27 And I do think that choosing one of those involves trade-offs on the others,
    0:50:30 as much as some people might say, “Oh, do it all. I’ll have a child,
    0:50:33 and we’ll cross the plains of Siberia together.”
    0:50:37 And it very rarely works out that way, right?
    0:50:40 So if you do cross the plains with the baby, you’re slower.
    0:50:47 So when the wolves follow you, all right.
    0:50:50 So you might say, “Well, these are different risky choices,
    0:50:54 and if you want to maximize your expected utility in some sense,
    0:50:56 maybe you should choose door one.”
    0:51:00 I actually think that seems kind of reasonable to me in a certain way
    0:51:04 if you’re truly indifferent between these different options.
    0:51:06 I think people rarely are indifferent.
    0:51:08 But the further problem is they’re not indifferent,
    0:51:11 and yet there’s a sense in which they don’t really know what they’re choosing between.
    0:51:12 That’s the further complication.
    0:51:15 So again, going back to what I was saying is it’s more like,
    0:51:19 “Which life do I want to find out about? Which one feels more appealing to me?”
    0:51:23 I don’t know in many of the most salient ways what any of these lives could be.
    0:51:25 I don’t even know how it’s going to fill out
    0:51:28 because there’s so many chancey things about each of those.
    0:51:32 You could have a child that’s disabled, and that could be a beautiful thing,
    0:51:36 but it could also be a very time-consuming, very painful thing, right?
    0:51:39 And I don’t know, you could pursue your intellectual passion and it could fall flat,
    0:51:42 or it could just turn into this amazing opportunity.
    0:51:45 So there’s just a lot of chance involved in any of these choices.
    0:51:48 Yeah, I don’t think you either have children or a fine god
    0:51:51 because I think there’s so many other really interesting things people can do with their lives.
    0:51:57 And I try to look at the person who I would have become if I had not had children.
    0:52:00 That person is very different from who I am now along some dimensions,
    0:52:04 and very much the same with who I am, but I can’t really get into her head.
    0:52:06 I don’t really know what she would have been like,
    0:52:09 but I’m also sure she would have lived a super fun, interesting life.
    0:52:12 Let me ask if this is… I’m going to turn this into…
    0:52:15 I’m going to make you the philosophical therapist for a second here, but…
    0:52:17 You already were. You already asked me.
    0:52:20 I know, I know, I know. The toothpaste is out of the toothpaste too.
    0:52:23 But if you could, and maybe you put it back on,
    0:52:26 but if you take off the philosophy professor had for a second
    0:52:29 and just reflect on your personal experience, two things.
    0:52:32 Like, was the decision to have a child hard for you?
    0:52:36 Did you go back and forth and vacillate, or was it pretty straightforward?
    0:52:40 And then secondly, if there was some back and forth,
    0:52:43 how much of that was having or not having a child
    0:52:46 and what that experience would be like versus, for instance, for me,
    0:52:52 I feel very confident that I would enjoy being a parent
    0:52:54 and that I’d be pretty good at it.
    0:52:57 I’m sure I’d fuck up every which way you can imagine,
    0:53:01 but like above average, I think I’d have a pretty good go of it.
    0:53:04 But then the concern for me has always been,
    0:53:08 well, if things don’t work out with the partner, what does that look like?
    0:53:12 It’s more of like a possible separation after having kids
    0:53:15 that has been the concern for me, not so much the parenting,
    0:53:18 which has a bunch of embedded assumptions, right?
    0:53:21 But what was that decision like for you personally?
    0:53:25 It was complicated because on the one hand, it’s funny,
    0:53:27 when I was younger, I never wanted children,
    0:53:30 and then when I hit my 20s, I think I thought,
    0:53:32 “Oh, that’s a real possibility.”
    0:53:35 Like, I would love to be happily married and have a family,
    0:53:37 but it seemed a bit remote too.
    0:53:41 Like, I liked, I thought, “That seems like an option for me.”
    0:53:43 And it would be a good option.
    0:53:47 But I also really want to study philosophy
    0:53:51 and spend as much of my time as possible doing philosophy.
    0:53:54 This is the kid, I guess I was still a kid then,
    0:53:57 reading people’s books and writing like,
    0:54:01 basically 60 to 70 pages of material over every two weeks.
    0:54:03 This took a lot of time because I had to read it,
    0:54:05 I didn’t have any training, and I would write all this stuff,
    0:54:07 and I was just obsessed.
    0:54:09 I was also doing other things at the same time,
    0:54:10 reading, being in time.
    0:54:12 So I spent all of my time doing philosophy,
    0:54:15 and I didn’t want to change that.
    0:54:18 So on the one hand, I had a desire to have children.
    0:54:21 Some people just feel like their life wouldn’t have meaning with that.
    0:54:22 I never felt that way.
    0:54:25 I just thought this would be one interesting good way
    0:54:26 to live one’s life.
    0:54:29 But then I had this desire to spend my time doing philosophy.
    0:54:31 And also, philosophy is a male-dominated field,
    0:54:33 and it certainly was back in the ’90s.
    0:54:37 And there was definitely a professional cost to having a child,
    0:54:38 and I think there still is.
    0:54:40 It’s not as bad as it used to be.
    0:54:43 But I don’t think people think you’re less serious now,
    0:54:45 although I think they used to think that.
    0:54:48 But you still have less time, and you have less money.
    0:54:51 There are clearly professional implications.
    0:54:54 Maybe for women in particular, but I think everybody,
    0:54:57 you’re not solely devoted to your projects anymore.
    0:54:59 Somebody else is more important.
    0:55:01 So there was a kind of ambivalence,
    0:55:04 and so I thought, well, being a rational thinker,
    0:55:06 I’m going to evaluate it.
    0:55:08 I’m going to think about what it’s going to be like.
    0:55:09 I’m going to make my choices.
    0:55:11 And that was where it all fell apart, right?
    0:55:13 That was where I was betrayed by what you could expect,
    0:55:15 what you’re expecting, and so many other parenting things
    0:55:16 that I looked for.
    0:55:18 I mean, I tried to do it.
    0:55:19 I couldn’t do it.
    0:55:21 But I didn’t know I couldn’t do it until I actually had the children.
    0:55:23 And then I was like, oh, this is nothing
    0:55:25 like what I was going to expect.
    0:55:28 And then that was when I had this moment
    0:55:32 before my son was born when I was like, wait a minute.
    0:55:34 Actually, my daughter was only very young.
    0:55:36 And I was like, wait, this actually was really
    0:55:38 when after I’d recovered from giving birth
    0:55:40 and started getting enough sleep so I could think clearly again,
    0:55:44 I was like, wait, this is an utterly bizarre,
    0:55:47 strange metaphysical experience.
    0:55:49 And I mean metaphysics not in the aura shaping way,
    0:55:51 but like metaphysics like I do.
    0:55:53 Like the nature of reality seemed to change for me in certain ways.
    0:55:55 And also epistemologically, you know,
    0:55:58 to change so much about how I experience and represent the world.
    0:56:00 This is just so foundational.
    0:56:02 But philosophers never talk about this.
    0:56:05 No philosophers talked about this, at least not in my tradition.
    0:56:08 And I thought, I have to talk about this.
    0:56:11 Which, by the way, I think Alice talked about this was very scary
    0:56:14 because I built up this reputation as being a serious philosopher
    0:56:16 talking about the nature of causation and time.
    0:56:20 And then I was going to talk about babies that I had to steal myself.
    0:56:23 So yeah, so to answer your question, there was a lot of ambivalence.
    0:56:28 But then my husband at the time wanted to have children.
    0:56:30 So that sort of tipped the balance.
    0:56:34 I’m not sure what I would have done if he had been equally ambivalent.
    0:56:37 So many different directions that we can go.
    0:56:40 I want to ask you, and I know you said earlier,
    0:56:43 don’t ask me to explain it or that you’d have trouble explaining it,
    0:56:48 but I’m still curious about this move from chemistry
    0:56:53 and, you know, this so-called hard sciences to philosophy
    0:56:55 and that you knew you wanted to do that.
    0:56:57 Now you jokingly said you may not want to drop acid
    0:56:59 and explore some of these other questions.
    0:57:03 I’m just wondering what precipitated this itch
    0:57:06 that you had to scratch with philosophy?
    0:57:07 There’s got to be something.
    0:57:12 I mean, I can’t imagine there’s nothing as far as inputs that affected that.
    0:57:15 I mean, I honestly don’t know where I formed the idea
    0:57:17 that this was going to be the thing for me.
    0:57:20 I love to read and when I was in high school,
    0:57:24 I read Herman Hesse, like the Glass Bead game.
    0:57:26 I read other kinds of interesting books.
    0:57:29 I remember I liked Alexander Sills and its work.
    0:57:32 And these are like philosophical texts
    0:57:36 and maybe not classic, you know, not analytic philosophy,
    0:57:38 but there’s a lot of philosophy in there.
    0:57:42 And so I do think that this reading and other things I read
    0:57:51 led me to realize that a certain kind of quasi-philosophical take
    0:57:53 on the world was congenial to me.
    0:57:55 When I say quasi-philosophical, it’s truly philosophical,
    0:57:59 but at the time I wasn’t able to kind of recognize it as such.
    0:58:01 I just knew I had this yearning to try to understand things
    0:58:04 and philosophy seemed like the right way to go.
    0:58:06 I really can’t really give you more than that.
    0:58:08 My parents really wanted me to be a doctor.
    0:58:10 I went on medical visits.
    0:58:12 I took the MCAT, I did everything.
    0:58:14 I didn’t fail out of philosophy classes.
    0:58:16 I just failed to progress in philosophy classes.
    0:58:19 Like all the signs were pointing away from philosophy.
    0:58:20 And I still did it.
    0:58:22 There’s no explanation.
    0:58:28 I’m going to push a little bit.
    0:58:32 Because I would just say maybe there were one way to frame it
    0:58:34 would be what drew you to philosophy.
    0:58:40 Another one, another angle would be what didn’t satisfy you
    0:58:44 of the explorations of chemistry, et cetera, et cetera.
    0:58:47 So maybe you could take a stab at the latter.
    0:58:49 Here it comes further than I ever take.
    0:58:51 I was extremely good at the theoretical side of chemistry
    0:58:54 and extremely terrible at the lab side of chemistry.
    0:58:57 So I thought, well, maybe I want to be a chemist.
    0:58:59 I loved solving problems in organic chemistry.
    0:59:00 I loved it.
    0:59:02 In part of my major, I had to take a class called
    0:59:04 Gravimetric Analysis.
    0:59:05 I think it was called.
    0:59:07 And this consists of an entire semester
    0:59:11 doing incredibly minute measurements and cooking.
    0:59:14 There were little clay pots we had to cook at high temperatures
    0:59:17 that were filled with the compound that we were analyzing.
    0:59:20 And we were supposed to cook it and you would measure these tiny things.
    0:59:22 And you spent the entire semester on one project.
    0:59:25 And it was the kind of thing where if you touched it,
    0:59:28 oil from your finger would get onto the clay pot
    0:59:30 and would destroy all of your work.
    0:59:32 So what happened after a semester?
    0:59:35 Probably the last three weeks of hours and hours in the lab.
    0:59:37 And then I brush–
    0:59:39 because I’m physically just–
    0:59:42 I brush the side of the pot and it’s gone all of my work.
    0:59:44 I was devastated.
    0:59:45 Now we’re getting somewhere.
    0:59:46 Yeah.
    0:59:48 So I went into an existential crisis, basically.
    0:59:50 And I was like, I cannot do chemistry.
    0:59:51 I can’t do it.
    0:59:54 And so, you know, no, it’s not for me.
    0:59:56 Now, if I were more sophisticated, I would have learned,
    0:59:58 oh, no, you can run the lab.
    1:00:01 And, like, other people do that part of–
    1:00:04 if you’re physically inept in certain ways.
    1:00:05 But I didn’t know that.
    1:00:08 And I didn’t realize how many more options there would be.
    1:00:10 And I was destroyed, but it wasn’t just that.
    1:00:12 But I never enjoyed lab.
    1:00:13 I wasn’t good at it.
    1:00:14 It wasn’t my thing.
    1:00:17 And I felt that natural science, it does require a certain–
    1:00:20 you know, you run a lab even if you’re doing highly theoretical work.
    1:00:23 And so, I needed something a little bit more pure.
    1:00:28 That combined with, like I said, like being drawn to some of these,
    1:00:33 you know, like literature and art that had this conceptual dimension
    1:00:36 that involved the role of experience, again,
    1:00:38 and understanding, like, who you are.
    1:00:42 When I moved out of my parents’ house and moved to Chicago,
    1:00:46 I found myself immersed in, like, art and literature.
    1:00:49 And, like, I was working in a bar, and a lot of the people working at the bar
    1:00:52 were, like, doing theater or artists.
    1:00:55 And it was just a whole new way of being that I loved.
    1:00:57 And so, I knew there was something out there
    1:01:00 that my natural science education wasn’t connecting with.
    1:01:01 Yeah.
    1:01:02 Okay.
    1:01:03 That makes perfect sense to me.
    1:01:04 Thank you for doing the digging.
    1:01:05 I appreciate it.
    1:01:06 Love that story.
    1:01:08 Oh, the finger oil in the lab.
    1:01:10 Oh, even now.
    1:01:11 Oh, the pain.
    1:01:12 Sorry.
    1:01:14 Yeah, brutal.
    1:01:17 You mentioned, I think, semi-philosophical works,
    1:01:19 and you mentioned Herman Hesse.
    1:01:26 And my next question is, for someone who is, on some deep level,
    1:01:32 interested in the types of questions that attracted you to philosophy, right?
    1:01:39 But they have had some trepidation or maybe mild allergic reaction
    1:01:43 around philosophy as such when they’ve tried to dig into it.
    1:01:45 Maybe they went to a philosophy section of bookstore,
    1:01:46 picked up three books, and they’re like,
    1:01:48 “Wow, I’m too dumb to understand this.”
    1:01:49 Or, “This is just too impenetrable.
    1:01:51 I don’t know what to do with this.”
    1:01:55 What entry points might you suggest if you wanted to get —
    1:01:59 if you had 100 undergrads, fresh blank slates,
    1:02:03 and you’re like, “Okay, I want to have the highest kind of conversion rate
    1:02:09 as possible,” meaning I want to get as many of these people deeply
    1:02:12 interested in any aspect of philosophy.
    1:02:15 Are there certain books that you might recommend?
    1:02:21 They don’t have to be philosophical texts as such, if that makes sense.
    1:02:23 >> Clinton Smith wrote this very weird book called
    1:02:26 “The Felt Meanings of the World,” which I always loved.
    1:02:27 It’s weird.
    1:02:29 >> “The Felt Meanings of the World.”
    1:02:31 >> Yeah, “The Felt Meanings of the World.”
    1:02:37 It captures something for me even when I was kind of just trying to approach philosophy.
    1:02:41 So I think a lot of fiction can be very philosophical.
    1:02:43 I would read Ted Chang.
    1:02:44 He’s really, really good.
    1:02:45 >> So good.
    1:02:46 So good.
    1:02:48 Everybody should read Ted Chang.
    1:02:49 >> Everybody should.
    1:02:52 And a lot of his work is just deeply philosophical and explicitly so.
    1:02:56 I mean, he’s interested in counterfactuals and in metaphysics in particular
    1:02:59 in these really beautiful ways in the nature of time.
    1:03:01 >> Could you, just because that term has come up a few times,
    1:03:04 could you just take a sidebar and define counterfactuals?
    1:03:05 >> Yes.
    1:03:10 So counterfactuals involve — even the word tells you counter-to-fact things.
    1:03:14 So if I say — if I had wings, I would fly across my office.
    1:03:17 Now, I don’t have wings, so I can’t fly across my office.
    1:03:20 But if I did have wings, I certainly would because that would be super cool.
    1:03:24 And we can understand counterfactuals in terms of other possible worlds.
    1:03:29 So in a world where I have wings, I would fly across the room.
    1:03:33 >> Or what if the Third Reich dominated the world after World War II or something like that?
    1:03:34 >> Exactly.
    1:03:38 It turns out counterfactuals can be — you need what’s called a preferred semantics for them,
    1:03:41 like a rulebook for understanding how to interpret them.
    1:03:47 And my supervisor, David Lewis, at Princeton, was the person who developed the primary rulebook for that,
    1:03:51 which is what the foundation of much of his work involved.
    1:03:53 But they play a role like in natural science.
    1:03:57 So when people are doing tests, let’s say, of some new kind of treatment,
    1:04:02 you want to find out whether or not a new drug will cure a disease or something like that, right?
    1:04:07 So what you want to do is you want to treat a population and see what happens.
    1:04:11 And then you compare it to the counterfactual, but what if they hadn’t been treated?
    1:04:15 Now, the complication is in these kinds of contexts, you can’t move to a possible world,
    1:04:21 but you can establish a control group, which is basically supposed to be matched to that treatment population.
    1:04:24 And then you see how the control group evolves without the treatment
    1:04:28 and compare it to the treated population who gets the medicine.
    1:04:34 So the role of a counterfactual can sometimes be to sort of identify ways the world could be
    1:04:39 and also like ways the world could have been if you hadn’t changed it, something like that.
    1:04:44 Ted Chang is good at weaving counterfactual scenarios.
    1:04:48 Exactly. He’s good at exploring other possible worlds in some ways.
    1:04:51 And when I start talking about other possible worlds, the way that it relates to my work
    1:04:54 is I think about like other possible selves, right?
    1:04:57 So if I had chosen differently and not chosen to have a child,
    1:05:00 well, there’s another possible world out there where I don’t have any children.
    1:05:03 And so then the question is, well, how do I make sense of that other possible world?
    1:05:06 And one thing I can’t do, as I said to you before,
    1:05:10 because the real world involved me transforming myself into a parent,
    1:05:13 means there’s a kind of lack of understanding across that barrier.
    1:05:16 I can’t really understand who I would have become.
    1:05:19 And Chang exploits that kind of notion all the time.
    1:05:23 Like, well, what if, you know, time were different or what if aliens, you know,
    1:05:25 like came to us and we had to kind of interpret what they were saying
    1:05:27 in the process of interpreting what they were saying,
    1:05:30 changed our conception of how time worked and what we could understand.
    1:05:32 Super cool. You know, all kinds of stuff.
    1:05:34 If people want a light lift,
    1:05:37 and it is different from the short story upon which it’s based,
    1:05:41 but watch the movie Arrival and as a linguistics nerd also,
    1:05:45 my God, that really is an unbelievably good movie.
    1:05:48 I think it’s 95 plus percent on Rotten Tomatoes.
    1:05:51 And then he has collections of short stories.
    1:05:53 It’s always hard for me to remember the first one.
    1:05:57 It’s like stories of our lives and other short stories, something like that.
    1:06:00 And then his second collection came out, Exhalation.
    1:06:03 And I was like, ah, there’s no way it can match the first collection.
    1:06:07 And lo and behold, I was like, okay, you went to Chang.
    1:06:09 He’s so good.
    1:06:11 All right. Any other fiction that comes to mind?
    1:06:14 Borges. Also, I just love Borges.
    1:06:16 I mean, I just feel like he’s always exploring.
    1:06:17 Borges is amazing.
    1:06:18 Yes, yes.
    1:06:21 Where would you suggest people start with Jorge Luis Borges?
    1:06:23 Any favorites?
    1:06:25 The Garden of Forking Paths is an excellent one.
    1:06:27 If we’re talking about possibilities,
    1:06:30 the Garden of Forking Paths is like, it’s a beautiful one.
    1:06:32 The Aleph, I would suggest.
    1:06:33 I don’t know.
    1:06:35 I mean, I just, I actually think the Garden of Forking Paths
    1:06:39 and I think it’s the Aleph are two really excellent things to read.
    1:06:42 These are incredibly philosophical texts.
    1:06:43 Okay.
    1:06:47 And what I love about them is you can get the intuitive idea
    1:06:49 without having to go through all the philosophy.
    1:06:52 But to extract it precisely and you get it,
    1:06:54 it’s beautiful the way they express these ideas.
    1:06:58 But if you want to extract it with precision in a way that you can
    1:07:01 then take the idea and use it in other ways,
    1:07:04 you need the analytic philosophy to do that, in my view.
    1:07:08 Literature just doesn’t, it doesn’t lend itself to getting
    1:07:13 some kind of precise thing extracted from it in a straightforward way.
    1:07:15 That’s just not what it’s for.
    1:07:20 To develop the chops with analytic philosophy seems to require a lot.
    1:07:22 It doesn’t seem to be a light lift.
    1:07:25 For somebody who’s listening, who doesn’t have any exposure to it,
    1:07:27 is the juice worth the squeeze?
    1:07:31 And if so, what is the juice that makes it worth the squeeze?
    1:07:33 I mean, well, look, I devoted my life to it.
    1:07:36 So obviously I think the juice is worth the squeeze.
    1:07:39 But just like if you’re going to study like material science
    1:07:42 to develop new surgical techniques as an orthopedic surgeon,
    1:07:45 like doing that deep dive could very well be worth it for that person.
    1:07:49 But if someone hasn’t gone to medical school, maybe not.
    1:07:53 So I’m just curious to what extent you’d recommend a lay listener
    1:07:59 try to develop the toolkit of analytic philosophy.
    1:08:01 I think for some people, they’re fine with like literature,
    1:08:04 sci-fi or reading, or I think you can get a lot of philosophy
    1:08:09 through kind of like listening to Bach or reading Darwin’s biography
    1:08:11 or doing mathematics.
    1:08:14 So I think the first question is,
    1:08:18 if you engage with the philosophical ideas in a non-technical way,
    1:08:21 if that satisfies you, then you’re good.
    1:08:24 But if it leaves you wanting more, if you start asking questions,
    1:08:26 well, wait a minute, how does this work?
    1:08:28 Or, you know, you watch a time travel film,
    1:08:32 I recommend Primer or Lajaté or 12 Monkeys.
    1:08:33 I’m going to write these down.
    1:08:35 Oh, 12 Monkeys is a great one.
    1:08:36 OK, Primer.
    1:08:37 Yeah.
    1:08:39 Something in French that I didn’t catch.
    1:08:42 If you love 12 Monkeys, dude, you need to watch Lajaté
    1:08:44 because 12 Monkeys just plagiarize Lajaté.
    1:08:45 Oh, OK.
    1:08:47 Well, then I’ll read the or watch the original.
    1:08:48 It’s like 35 minutes long.
    1:08:49 How do you spell this?
    1:08:55 It means the jetty in French, L-A-L-L-L, and then jetty, J-E-T-E-E.
    1:08:56 OK.
    1:08:57 All right.
    1:08:59 And so you can watch it online.
    1:09:00 It’s a beautiful film.
    1:09:03 It’s actually, it’s a kind of artwork film and it’s very artsy.
    1:09:07 And the story that it tells was retold by 12 Monkeys.
    1:09:08 It’s the same thing.
    1:09:09 Wait, it’s French and artsy?
    1:09:10 I’m not kidding.
    1:09:11 Oh, what do you mean?
    1:09:12 Yeah, how could it be?
    1:09:13 Yeah, exactly.
    1:09:16 But what’s great about it is it’s entirely consistent.
    1:09:21 And Primer is consistent except until the end they got a little, they got a little carried away.
    1:09:24 I forgive them the last five or 10 minutes of the film.
    1:09:29 And Primer is a beautiful, super cool film, kind of cult classic type of movie.
    1:09:32 Anyway, if you watch these things and you feel like, well, wait a minute.
    1:09:36 Or if you watch Back to the Future and you’re like, well, wait a minute, how can you change the past?
    1:09:38 Seems like that might be, there’s some kind of logical problem there.
    1:09:43 Well, then my friend, you are a philosopher at heart in various ways and you should put the time in.
    1:09:49 It’s worth it if you really work out some of these questions, you can use them for other things.
    1:09:54 And if nothing else, forcing yourself to kind of work through some of these puzzles,
    1:09:57 I think kind of just sharpens your reasoning capacities generally.
    1:09:58 I’m not saying it’s easy.
    1:10:00 Remember that bit about suffering, right?
    1:10:03 There’s definitely some suffering, but it can pay off.
    1:10:07 And the joy of like, there’s a kind of joy just in problem solving or puzzle solving
    1:10:10 that I feel like I get out of thinking through these things.
    1:10:12 Lewis Carroll, another excellent thing to read.
    1:10:16 Oh, yeah, Lewis Carroll, what a master.
    1:10:22 I have some collector’s editions of old copies of Alice in Wonderland.
    1:10:29 Not exactly that title, but Lewis Carroll, man, also just the bio on that guy was wild.
    1:10:35 Okay, so if somebody was willing, they watch whatever it might be,
    1:10:41 primer or another back to the future, they start asking questions.
    1:10:46 You’re like, hey, you might be a philosopher and they say, okay,
    1:10:51 given that I want to pick up the ABCs of analytic philosophy,
    1:10:59 but in terms of suffering, I don’t want my face ripped off more like a smile somewhere.
    1:11:01 Where would you suggest they start?
    1:11:04 I started with being in time, which isn’t really what normal people would start with.
    1:11:08 Yeah, you’re like, I can start with Everest.
    1:11:09 Yeah, exactly.
    1:11:11 I mean, well, you can read my book.
    1:11:12 There you go.
    1:11:13 That’s the podcast thing.
    1:11:14 Sure, that’s fine.
    1:11:15 Yeah, yeah.
    1:11:17 The book transformative experience was not written for non-philosophers.
    1:11:21 And so I go over arguments more than once, right?
    1:11:23 I mean, so I am picking it apart in a way that,
    1:11:26 because I was aiming the book towards professional philosophers,
    1:11:30 but the first hundred pages of the book is not technical.
    1:11:33 And then the first chapter is only four pages long.
    1:11:36 And I wrote the first chapter thinking, look, people might put it down,
    1:11:38 but maybe if they just read the first four pages,
    1:11:40 they’ll at least see what the idea is.
    1:11:45 So yeah, you could look at my book and read the first four pages and see what you think.
    1:11:46 Yeah.
    1:11:51 And then if you’re like, wow, I can digest more technical aspects
    1:11:53 than you can dig into the footnotes too,
    1:11:55 especially after the first hundred pages.
    1:11:56 Exactly.
    1:11:59 The second half of the book switches into much more technical argumentation.
    1:12:01 And then a great resource.
    1:12:03 It’s also, it’s written for other professional philosophers,
    1:12:07 but also really good for the Stanford Encyclopedia of Philosophy.
    1:12:08 It’s online.
    1:12:09 It’s free.
    1:12:12 All the entries are written by professional philosophers.
    1:12:16 It’s not written to be accessible to non-philosophers,
    1:12:18 but it’s absolutely fantastic.
    1:12:19 Like you can get a sense of it.
    1:12:23 Take an entry, run it through a chat to PT for the highlights, whatever,
    1:12:25 you know, and get a sense of things.
    1:12:27 Can you translate this from the Latin of the high priesthood
    1:12:29 into something I can understand, please?
    1:12:30 Exactly.
    1:12:32 Yeah, write it for, you know, 12-year-old’s perspective.
    1:12:34 And you’ll probably, I think you would get something interesting.
    1:12:38 There are also various epistemology, a very short introduction.
    1:12:39 I think Jennifer Nagle wrote that.
    1:12:41 Could you define that term also for folks?
    1:12:42 Epistemology.
    1:12:44 Oh, epistemology is the theory of knowledge.
    1:12:48 So if I use the word epistemic, like an epistemic transformation,
    1:12:50 what I mean is it’s changing what you know
    1:12:53 or how you kind of conceptualize or make sense of the world.
    1:12:54 Okay.
    1:12:56 So I interrupted you trying to thought that you were saying for epistemology,
    1:12:58 you might start with…
    1:13:01 There’s a series of very short introductions.
    1:13:02 It’s Oxford.
    1:13:04 They’re written by experts in the field.
    1:13:06 They’re just really nicely done.
    1:13:08 Again, they’re not written to be entertaining,
    1:13:10 but they’re written to be clear and accessible.
    1:13:12 So if you’re willing to put in a little bit of work,
    1:13:14 you’ll get something out of it for sure.
    1:13:17 Let’s just say you’re advising a student.
    1:13:18 Could be undergrad, grad.
    1:13:19 They come to you.
    1:13:21 This is within the context of philosophy department.
    1:13:25 They’re feeling kind of lost, maybe a little apathetic, nihilistic,
    1:13:28 although nihilism we could probably define more precisely,
    1:13:31 but in the modern sort of pop culture sense.
    1:13:35 Are there any recommendations for reading
    1:13:39 or self-inquiry or anything like that that you would recommend to them?
    1:13:42 It could also just be general life advice,
    1:13:47 but I’m curious how you might tackle a situation like that.
    1:13:50 First, read interviews with Voorhez
    1:13:52 where he goes through this kind of process,
    1:13:56 but he has a book where he talks about going blind.
    1:13:59 See, it’s not like I wasn’t that kid.
    1:14:02 The problem is the reason why I’m not coming up with things for you
    1:14:05 is because I was that kid in lots of ways,
    1:14:07 and I’m fascinated by philosophy,
    1:14:09 and I knew there were questions that I wanted to ask,
    1:14:12 but I wasn’t finding anything in the literature.
    1:14:15 The reason why I started out with causation as a graduate student
    1:14:18 was partly because I found an intellectual,
    1:14:21 like a deep, close intellectual friend in David Lewis.
    1:14:23 We really kind of hit it off intellectually.
    1:14:25 We could talk to each other in ways that were,
    1:14:27 I mean, always metaphysics,
    1:14:29 but we just kind of understood each other’s minds
    1:14:32 in a way that I didn’t connect with that really anyone else
    1:14:34 when I was doing my PhD.
    1:14:38 And I felt that the tools of philosophy were beautiful tools.
    1:14:40 I could see that in the history,
    1:14:42 the little I knew of the history of philosophy,
    1:14:44 deep, basic questions had been asked,
    1:14:46 but they were solved in very different ways,
    1:14:49 especially because often God played a role at that time,
    1:14:50 and that really wasn’t for me.
    1:14:51 I’m not a religious person,
    1:14:54 although I find religious belief really interesting
    1:14:56 and kind of fascinating in various kinds of contexts.
    1:14:59 I have this paper called The Paradox of Empathy,
    1:15:02 where I talk about the kind of divide between the atheist
    1:15:05 and the believer because there’s this kind of fear,
    1:15:07 like if you really open your mind to the other person,
    1:15:10 that it’s going to convert you in a way that you don’t want to be converted.
    1:15:12 It’s going to change you into that alien self.
    1:15:13 I think the atheist feels that way,
    1:15:14 and I think the believer feels that way.
    1:15:17 And so I argue, like it’s actually perfectly reasonable to be,
    1:15:20 but nobody ever argues someone into religious belief or losing it.
    1:15:24 It’s all about occupying a different conceptual space,
    1:15:27 and that just foundationally changes the way you understand the world.
    1:15:30 So I knew that philosophy had these tools,
    1:15:32 and I thought that they were excellent tools.
    1:15:34 I loved solving problems,
    1:15:36 remembering this really rigorous way in organic chemistry,
    1:15:37 exploring mechanisms.
    1:15:39 That’s what all of the exams were always about.
    1:15:41 My goal in college was to set the curve,
    1:15:44 but I wasn’t finding what I wanted.
    1:15:48 I couldn’t find the kinds of text I wanted to address these questions.
    1:15:51 So I don’t really have a lot for you.
    1:15:54 I think Thomas Nagel’s work is really, really great.
    1:15:58 “The View from Nowhere” is a beautiful book that might be a place to go.
    1:16:01 I just did a little searching on the Borges piece,
    1:16:04 so it looks like where he lives Borges.
    1:16:06 Rotin spoke about his experience with blindness
    1:16:08 in a number of different contexts.
    1:16:11 One was seven nights, siete noches,
    1:16:15 a collection of lectures that he gave in Buenos Aires in 1977,
    1:16:19 covering nightmares, Buddhism, poetry, and his own progressive blindness.
    1:16:21 So that might be another place to start.
    1:16:22 Yes, I think so.
    1:16:25 Reading Proust is also good, but these are not easy reads,
    1:16:27 and they’re not going to train you in philosophy,
    1:16:29 but they will put you into contact with the ideas
    1:16:32 that I think are beautiful and worth studying,
    1:16:36 and then you have to sweat through the training of your mind to get there.
    1:16:39 It’s not like you start reading and you kind of get sucked in.
    1:16:41 No, it’s more like training for a marathon.
    1:16:45 You have to kind of slowly agonize when you’re completely unfit,
    1:16:46 and it sucks.
    1:16:49 It’s not like it’s just going to be, “You just run a little bit and it feels great,”
    1:16:51 and then you run a little bit more and it feels great,
    1:16:54 then somehow you get to 26, “No, it doesn’t work that way.”
    1:16:57 So I do think there’s more work out there
    1:16:59 where people are starting to address these questions,
    1:17:01 but I’m finding myself at a little bit of a loss
    1:17:04 because it was my dissatisfaction with what I was finding
    1:17:07 that led me to start working on this topic,
    1:17:09 and now I felt like it was kind of deeply risky.
    1:17:12 Yeah, it makes me wonder also if the…
    1:17:14 I don’t want to say solutions,
    1:17:18 but maybe if the life rafts for someone who’s feeling those things
    1:17:21 might fall outside of philosophy, I don’t know.
    1:17:24 Are there any particular philosophical ideas
    1:17:29 or philosophies that you find consistently misrepresented
    1:17:34 or mistranslated in modern media
    1:17:37 or by self-help broadly speaking, things that get co-opted?
    1:17:40 I mean, I’m sure physicists could have field day answering this, right,
    1:17:46 because their stuff gets grabbed by every kind of woo-woo self-help book
    1:17:48 that tends to come along.
    1:17:51 Okay, so first thing is it’s super important to distinguish
    1:17:56 between our experience of time and time itself.
    1:17:58 So some people might not think there is any such thing as time,
    1:18:00 but it’s just really important to think about this way.
    1:18:02 The easiest way to see the difference
    1:18:05 is imagine you’re in a really boring lecture
    1:18:07 and you’re just sitting there like, “Oh, this is lasting forever,”
    1:18:10 and you look at the clock and you realize you’re only 15 minutes in, okay?
    1:18:14 Right there, your experience of time’s passing
    1:18:19 has departed from the objective measurement of time as measured by the clock, okay?
    1:18:20 So there’s just two different things,
    1:18:22 and I think this gets conflated all over the place,
    1:18:25 and it gets really hard and really complex
    1:18:29 to think about these two different ways of kind of talking about time,
    1:18:30 but it’s important.
    1:18:32 Or sometimes people talk about, you know,
    1:18:33 and they have a car accident.
    1:18:34 This happened to me actually.
    1:18:35 I had a car accident,
    1:18:38 and I remember everything seemed to be going in slow motion.
    1:18:40 I didn’t actually have a car accident.
    1:18:42 My car spun out of control late one night when I was driving
    1:18:44 on Michigan Avenue because I hit a patch of ice,
    1:18:48 and I went around and around on Lakeshore Drive.
    1:18:50 It’s got four lanes going each way,
    1:18:52 and I was like, “Whoa,” but it was like three o’clock in the morning
    1:18:53 and no one else was there.
    1:18:55 So I just, like, in slow motion,
    1:18:58 I watched myself go around and around,
    1:18:59 and I was like, “Well, this is bad.
    1:19:00 Oh, but there’s no one else here.”
    1:19:02 And then I was able to kind of correct the car,
    1:19:03 come out of the spin,
    1:19:06 but it felt like it happened over like two, three minutes,
    1:19:08 and it was probably like 10 seconds, right?
    1:19:10 20 seconds, something like that.
    1:19:12 And there, it’s just, it’s a very common phenomenon.
    1:19:14 The way that we perceive time just changes.
    1:19:17 It comes apart from, like, the passing of time.
    1:19:19 Second thing, free will.
    1:19:21 Just kill me now.
    1:19:22 Every non-philosophy.
    1:19:23 It’s a big one.
    1:19:25 And people are really fascinated with it,
    1:19:26 and I totally get it.
    1:19:28 It’s not my own favorite topic,
    1:19:30 but I think you should distrust.
    1:19:33 It’s just a favorite topic of particular, like, neuroscientists,
    1:19:35 and they’re all going to solve free will.
    1:19:38 And I respect and engaged discussion of free will
    1:19:40 from a scientist if they’ve read some of the philosophy,
    1:19:42 but a lot of times they haven’t read the philosophy,
    1:19:44 and it’s like, they don’t know what they don’t know.
    1:19:45 So that’s a killer.
    1:19:47 Related to free will is like fatalism,
    1:19:49 like thinking everything’s determined,
    1:19:51 which is slightly different from free will.
    1:19:56 And I love existentialism as a topic,
    1:19:59 and I love continental philosophy and phenomenology.
    1:20:01 I recognize a phenomenology
    1:20:05 because I’m involved with a lot of scientific research
    1:20:07 with, say, psychedelic compounds.
    1:20:10 The term “phenomenology” comes up a lot.
    1:20:12 What is continental philosophy?
    1:20:14 Is that anything to do with continental breakfasts?
    1:20:15 I don’t know.
    1:20:16 Yeah, actually, sort of.
    1:20:17 So, okay.
    1:20:19 So it’s a sort of disputed phrase.
    1:20:22 So I also described what I do as, like, analytic philosophy.
    1:20:24 And there’s this rough–
    1:20:26 maybe a very good way of describing things,
    1:20:27 but it’s the best one I have.
    1:20:31 Traditions like, say, Heidegger and Foucault
    1:20:35 and Derrida come from like that kind of–
    1:20:37 I think Gisec might count as this.
    1:20:39 Like, there’s a kind of– a style of philosophy
    1:20:41 that kind of originated, at least arguably,
    1:20:43 on the European continent
    1:20:46 and is very different from the kind of class
    1:20:48 you took with Gideon Rosenthal, Princeton,
    1:20:50 which is like, you know, classic, like, analytic philosophy,
    1:20:53 which kind of originated in the UK,
    1:20:56 like Bertrand Russell and Wittgenstein and people like that.
    1:20:59 And also, I think, with the positivists
    1:21:02 who kind of came over to the US particular
    1:21:05 around trying to escape the Nazis in World War II.
    1:21:08 And so, continental philosophy also can have
    1:21:10 strong connections with, like, psychoanalysis,
    1:21:12 whereas, like, analytic philosophy
    1:21:15 has many more connections to contemporary science
    1:21:17 or very empirically grounded psychology,
    1:21:19 that kind of thing.
    1:21:22 And I like both traditions a lot.
    1:21:25 Super, like, the methods of continental philosophy.
    1:21:28 I was trained as a natural scientist, at least early on,
    1:21:30 and I really like the approach.
    1:21:32 But I love the topics.
    1:21:35 And it’s pretty hard to talk about
    1:21:37 the very deep things that continental philosophers
    1:21:39 talk about, like, the nature of being
    1:21:41 or who we are in some fundamental sense
    1:21:44 or, you know, how do we understand time
    1:21:46 using analytic techniques?
    1:21:48 But that’s what I try to do.
    1:21:50 What are some of the ways that you think philosophers
    1:21:54 will be most important in the broader world,
    1:21:58 outside of academics, outside of the journals and so on?
    1:22:02 Where do you think these philosophical explorations
    1:22:04 and toolkits will most intersect
    1:22:07 with applications in the broader world,
    1:22:10 whether it’s related to certain technologies or otherwise?
    1:22:12 When I went back before and I said, like,
    1:22:16 when the work on transformative experience that I’m doing
    1:22:19 tries to address this kind of situation,
    1:22:23 to find ourselves at certain foundational shifts
    1:22:26 that we undergo and certain life choice points,
    1:22:28 whether we choose them or not, actually, like, you know,
    1:22:30 let’s say I’m diagnosed with early onset Alzheimer’s,
    1:22:33 you know, confronting that and making sense of that.
    1:22:35 So I think thinking philosophically
    1:22:39 is a really good tool for living one’s life.
    1:22:41 And that’s what Agnes talks about
    1:22:43 by Agnes Callard in a new book.
    1:22:45 I think it’s called Open Socrates.
    1:22:47 And so I do think that philosophy has a role there.
    1:22:49 I also think it has applications, for example,
    1:22:51 like important applications in bioethics,
    1:22:54 important applications with artificial intelligence,
    1:22:58 in particular, thinking about ethics questions
    1:23:01 and value alignment with machines,
    1:23:04 like trying to design machines that, you know, kind of,
    1:23:07 if they don’t have human values, kind of respect human values
    1:23:10 and how we’re going to really be able to do that
    1:23:12 in the context of actually undergoing
    1:23:14 these kinds of scientific and conceptual revolutions
    1:23:16 where we don’t know what’s coming down the pike,
    1:23:18 transformative in my view.
    1:23:20 I think there’s lots of application also,
    1:23:22 just with the kind of policies and thinking about,
    1:23:27 for example, like precision in terms of how,
    1:23:29 for example, we want, like, say,
    1:23:32 certain kinds of policies to affect people.
    1:23:34 There’s a lot of work, like, in political philosophy
    1:23:37 and philosophy of law and ethics, I think, that matters.
    1:23:39 That’s not just bioethics, you know,
    1:23:41 and bioethics is its own kind of thing,
    1:23:44 that philosophers have made and should be making
    1:23:46 and continue to make, like, really important contributions.
    1:23:52 So I wanted to give Agnes a shout out here.
    1:23:55 So Agnes Kallert’s newest book is Open Socrates,
    1:23:57 subtitled “The Case for a Philosophical Life,”
    1:24:01 which just recently came out, January 14th, 2025.
    1:24:05 And you’ve invoked her name a number of times.
    1:24:09 She also wrote “Aspiration, the Agency of Becoming” in 2018.
    1:24:13 Where would you say your positions
    1:24:17 or thinking most differ?
    1:24:19 You and Agnes.
    1:24:22 Agnes has this view that if we want to change ourselves,
    1:24:25 we can aspire to change in various ways.
    1:24:27 The new book is more about, like, living a philosophical life,
    1:24:30 and it’s written for non-philosophers, so it’s very accessible.
    1:24:33 So I was thinking, you know, it was something that people could try.
    1:24:35 The other book, “Aspiration,” is a technical book,
    1:24:38 and she thinks, oh, well, you can just aspire to be
    1:24:41 someone different, and that’s how you can just train yourself up
    1:24:44 into kind of being that way. I’m simplifying radically.
    1:24:46 And I think there’s a kind of incoherence in that,
    1:24:49 because if I find somebody, like, being a parent
    1:24:51 or being an opera singer or something,
    1:24:54 like, just fundamentally alien to who I am,
    1:24:57 there’s no coherent way for me to aspire to do that.
    1:25:00 So our big difference is that, and I’ve said this to her,
    1:25:02 and she’s like, yeah, but I just think, like,
    1:25:04 that our rationality model is broken, so that, you know,
    1:25:06 I don’t mind if there’s a kind of incoherence in my view.
    1:25:08 And we’re just really different in that way,
    1:25:10 in the way that we approach these questions.
    1:25:12 Agnes does the history of philosophy.
    1:25:16 She works on the classics and work in maybe metaethics,
    1:25:19 and I approach things very much from a kind of philosophy of science,
    1:25:21 kind of metaphysics, epistemology,
    1:25:23 more mathematical view.
    1:25:27 So we come from different perspectives that way, too.
    1:25:31 All right. So we’ll link to Agnes’ open Socrates book
    1:25:34 in the show notes as well for everybody.
    1:25:36 You have written on Reddit.
    1:25:39 This was, I’m not sure exactly when this was,
    1:25:43 but you find Aristotle’s work especially inspirational.
    1:25:45 Now, I can’t believe everything you read on the Internet,
    1:25:47 so please feel free to fact check that.
    1:25:51 But if that is a true statement, why is that the case?
    1:25:53 I said that about Aristotle?
    1:25:58 That’s what I have here. It’s attributed to you.
    1:26:00 This is why I’m saying that.
    1:26:02 This is the Reddit ask me anything, right?
    1:26:03 Yes, exactly.
    1:26:06 I can’t remember.
    1:26:08 I have no idea.
    1:26:10 I love that AMA. It was so fun.
    1:26:12 I thought you were going to ask me about drugs,
    1:26:14 because that ended up being half the conversation.
    1:26:16 Okay. Well, let’s go to drugs.
    1:26:17 Let’s talk about that.
    1:26:19 I’d rather talk about drugs than Aristotle, I’m afraid.
    1:26:22 Yeah, I know more about drugs than I do about Aristotle,
    1:26:24 so let’s go into drugs.
    1:26:26 All right. So one of the cool things is that,
    1:26:27 I’ve given a couple of talks on this,
    1:26:29 the framework that I was articulating is useful
    1:26:31 when we’re thinking about things like psychedelics,
    1:26:34 because the conceptual framework of a transformative experience,
    1:26:37 which changed, like, opens your mind in a certain way,
    1:26:39 because you have a new kind of experience.
    1:26:41 And then, at least in some contexts,
    1:26:44 that epistemic shift is so profound that it changes,
    1:26:46 like, how you understand yourself in the world.
    1:26:50 Yeah, ontological shock is something they use in the literature for AMA.
    1:26:52 Yeah, exactly. Exactly.
    1:26:55 And I mean, that applies to becoming a parent, I think,
    1:26:58 or a terrible thing, like becoming quadriplegic.
    1:27:02 It also can happen when you take psychedelics for the first time.
    1:27:06 So the idea being, the way that I think about it is,
    1:27:10 whatever neurological changes that taking your preferred type
    1:27:15 of psychedelics induces, it changes the nature of our perceptions.
    1:27:17 And this is super interesting,
    1:27:21 because in particular, perceptual experience or sensory experience
    1:27:24 is already, like, not amenable to description.
    1:27:27 Like, when I said, “Hey, if you’re colorblind and I tell you,
    1:27:29 “Oh, I’m going to describe what it’s like to see red,”
    1:27:31 you just haven’t got enough to go on.
    1:27:34 And that’s something about the way that we can’t use testimony
    1:27:37 to communicate certain types of experiences, okay?
    1:27:42 And psychedelics change the way that we experience the world
    1:27:44 through changing the character of our perceptions.
    1:27:46 And I’m fascinated by this.
    1:27:49 I’m not sure exactly how I want to make sense of this philosophically,
    1:27:53 but I think it teaches something about how our minds connect with the world.
    1:27:57 We learn somehow that, actually, the world is, in some sense,
    1:28:00 a world of representation, because we can now discover
    1:28:02 a different way of representing the world.
    1:28:05 And we realize, oh, when we go back to our old selves,
    1:28:08 just how much the brain was doing to kind of contribute to,
    1:28:10 like, everything that we’re seeing.
    1:28:12 I think that that’s one of the lessons that people can get
    1:28:14 when they take psychedelics.
    1:28:16 Let’s put it this way. That’s the lesson that I drew from it,
    1:28:20 and I do think that people can draw this in more or less technical ways.
    1:28:23 But the other thing that this kind of experience can do
    1:28:26 is it can kind of shift us epistemologically
    1:28:31 so that we can change how we kind of understand ourselves
    1:28:33 as beings in the world, I think.
    1:28:35 It does this partly, like, neurochemically.
    1:28:38 Obviously, the kind of neuroscientific, I guess, way of explaining this
    1:28:40 is to think, well, maybe for some reason
    1:28:43 there are certain different pathways that are activated in the brain,
    1:28:46 at least for a few weeks after taking various kinds of psychedelics
    1:28:49 that can especially help people with, like, clinical depression
    1:28:51 or facing terminal illness.
    1:28:53 But I think it’s not just like that.
    1:28:55 I think it’s actually, like, you get this enriched sense
    1:28:59 of how here we are, human beings, like, taking in through our senses
    1:29:01 and responding and constructing a world.
    1:29:04 And it gives you a kind of clearer understanding
    1:29:06 of how we build ourselves.
    1:29:09 And I feel like this makes us kind of attend more
    1:29:12 than to the relationship we have, like, with the world in general
    1:29:14 and the relationships we have with other people.
    1:29:16 And the transformative experience stuff kind of really fits that,
    1:29:18 so it’s kind of cool.
    1:29:21 I definitely tried psychedelics before I ever wrote about transformative experience.
    1:29:23 But it wasn’t what I was thinking about.
    1:29:25 I think you were asking me leading questions earlier
    1:29:27 when I mentioned, like, dropping acid
    1:29:30 and not thinking about certain kinds of logical puzzles.
    1:29:33 But it wasn’t what led me to the stuff I’d transformative experience.
    1:29:36 It was really having babies that was really shocking.
    1:29:39 Oh, I wasn’t implying that…
    1:29:41 You weren’t suggesting that, oh, okay.
    1:29:44 That the acid led to the book on transformative experience.
    1:29:47 When you kept saying, “I really can’t explain how I got into philosophy,”
    1:29:50 I was like, “You just made, like, a passing comment related to acid,”
    1:29:53 and, like, there’s a non-zero chance
    1:29:56 that that could have opened Pandora’s box
    1:29:59 of all sorts of questions.
    1:30:01 I guess it could have. I think it was more like…
    1:30:04 I definitely had a lot of these experiences in college.
    1:30:07 I was like, “Wow, I really like kind of thinking
    1:30:09 these different kinds of thoughts.”
    1:30:11 But, you know, reading literature also did that.
    1:30:13 Sure. Yeah, they’re not mutually exclusive.
    1:30:15 But the experiences with…
    1:30:17 They don’t need to be with psychedelics,
    1:30:21 but in altered states, sort of non-ordinary states of consciousness,
    1:30:24 can, as you said very well,
    1:30:29 illustrate in a very felt first-person way
    1:30:32 how much of our reality
    1:30:35 and how much of our conception of the self is constructed.
    1:30:39 And then when you come out of it, you’re like, “Huh. Okay.”
    1:30:40 Right.
    1:30:43 Just like metaphysics is examining, in some cases,
    1:30:46 these underlying assumptions that maybe physicists take for granted.
    1:30:49 When we’re walking around being our skin encapsulated ego,
    1:30:51 there’s a lot we take for granted.
    1:30:53 And then when suddenly you’re like,
    1:30:55 “Hmm, I had this complete dissolution of the self.”
    1:30:58 And yet there is still a felt experience,
    1:31:00 but there was no “I.”
    1:31:02 What the fuck does that mean? Right?
    1:31:05 Exactly. The thing is, you can read all the theory in the world,
    1:31:09 but when you experience it, it gives you a different way of understanding.
    1:31:12 And that’s what I’m saying, just like seeing red for the first time.
    1:31:14 But when you see it, you’re like, “Whoa.
    1:31:16 Wait, there’s something there that’s more
    1:31:19 or that just wasn’t the theory, the words,
    1:31:22 aren’t sufficient to express all of the content.”
    1:31:24 It’s just how human minds are.
    1:31:30 Yeah. Well, it’s like one of the cornerstones of mystical experience,
    1:31:34 at least according to the assessments from, say, Johns Hopkins and so on,
    1:31:37 is ineffability, which makes it very hard to describe someone else.
    1:31:39 Yeah, exactly. It’s a problem.
    1:31:40 It’s like, “Oh, well, it’s ineffable.”
    1:31:42 Well, that’s not helpful, you know?
    1:31:45 But again, go back to, like, this is what I was trying to capture with, like, the vampires.
    1:31:47 When they say, “Look, life has meaning and a sense of purpose
    1:31:49 that you can’t possibly understand as a human.”
    1:31:51 One of the interesting things about human minds
    1:31:55 is that we can discover new kinds of experience,
    1:31:59 and before we know about those new kinds of experience, they’re just ineffable.
    1:32:01 There’s just a conceptual problem there.
    1:32:06 You have, I believe, a quote in your book from Conrad’s Heart of Darkness,
    1:32:11 and the quote I’m going to read, and you can, again, fact-check me as needed,
    1:32:15 but, “Watching a coast as it slips by the ship is like thinking about an enigma.
    1:32:20 There it is before you, smiling, frowning, inviting, grand, mean, insipid, or savage,
    1:32:23 and always mute with the air whispering, come and find out.”
    1:32:27 We ultimately need to ask if we’re willing to plunge into the jungle of the new self, as you put it.
    1:32:32 So, before we go, are there any transformative experiences
    1:32:37 that you are sort of looking forward to with trepidation,
    1:32:42 with fear or excitement, or decisions that you’ll need to make,
    1:32:45 or it could just be broadly experiences, like you mentioned.
    1:32:47 For instance, cognitive decline and so on.
    1:32:49 I’m not saying you’d look forward to that.
    1:32:50 Actually, no, no, that’s the one.
    1:32:56 So, basically, I think that, I mean, all of us face death, okay,
    1:32:58 and you don’t know how it’s going to come,
    1:33:02 and frankly, I’d be perfectly happy to, like, have a heart attack in the middle of great sex.
    1:33:04 Like, that’s obviously the best way to go.
    1:33:09 But most likely, it’s going to be pretty physically healthy.
    1:33:11 It’s going to be a long, slow decline.
    1:33:16 Alzheimer’s is extremely common, or some other kind of dementia.
    1:33:21 And as an academic, especially someone who’s, like, I mean, I love my intellectual project,
    1:33:28 and losing my abilities is something that I certainly fear,
    1:33:30 and I need to come to grips with that.
    1:33:32 I think it is a transformative experience,
    1:33:37 and I think, like becoming quadriplegic, it needs to be grappled with.
    1:33:42 And the solution to the extent that I have one,
    1:33:44 it relates to the Buddhist point about suffering.
    1:33:47 Namely, a certain kind of attachment is what causes suffering.
    1:33:51 I’ve been thinking about it a lot, actually, and I guess I hope when the time comes,
    1:33:54 and I don’t expect it to be for a while, but you never know.
    1:33:57 Kind of hoping I’ve got, you know, a pretty good chunk of time.
    1:34:00 But you have to reset yourself.
    1:34:04 You have to change who you are in a certain way and enjoy,
    1:34:06 find other sources of enjoyment.
    1:34:10 And I don’t mean something like sour grapes or adaptive reasoning.
    1:34:13 I think you actually have to reconfigure what you care about.
    1:34:17 And that is, in a sense, what the Buddhist teaching suggests.
    1:34:22 In other words, you detach yourself from some of the kind of passions of regular life,
    1:34:24 and in virtue of detaching yourself,
    1:34:27 then you truly actually change your preference structure.
    1:34:29 It’s not that you secretly still want them,
    1:34:31 and if you could get them, you would, right?
    1:34:33 That’s adaptive in various ways.
    1:34:36 It’s rather that you reconfigure what you care about.
    1:34:39 And I hope, if and when I experience cognitive decline,
    1:34:44 that I will learn how to make sure I retain the most basic things that I value,
    1:34:47 like joy in art and in music,
    1:34:51 like being a consumer of music and art and really good food.
    1:34:54 And I want to try to treat that, as you see how I’m describing it,
    1:35:00 as permission to let go of things that I value but cause me stress.
    1:35:03 Like, you know, what causes stress and anxiety?
    1:35:05 Obligations, things that I need to do.
    1:35:07 Accomplishments I want to kind of get to.
    1:35:10 When that’s inaccessible, like permanently gone,
    1:35:15 I want to be able to return to other basic sources of happiness and pleasure,
    1:35:17 loving my children and, you know, having friends,
    1:35:21 even if they’re just everybody else in the assisted living facility or whatever.
    1:35:24 I think it was a big senior dorm, like back in college,
    1:35:27 only a bunch of people who are in the ’80s and ’90s.
    1:35:31 And I want to be able to, like, understand how to reconfigure myself to enjoy that.
    1:35:33 I’ve decided that is my task.
    1:35:35 I’m not sure I’m there yet, but that’s how I’m thinking about it.
    1:35:37 I don’t want to write about this a little bit,
    1:35:41 but I don’t see people approaching the issue in this way at all.
    1:35:47 Yeah, I think it would be incredibly valuable for a lot of people for you to write about that
    1:35:48 and to explore that.
    1:35:50 Laurie, thank you so much for the time.
    1:35:54 People can find you and all things lapaul@lapaul.org,
    1:35:58 and certainly we’ll link to all of the books and everything else in the show notes.
    1:36:01 Is there anything else you would like to say to my audience?
    1:36:03 Anywhere else you would like to point them?
    1:36:06 Anything at all that you’d like to add before we land the plane?
    1:36:07 Well, two things.
    1:36:09 One is, I do have a book that’s coming out.
    1:36:10 It’s going to be ages.
    1:36:11 It’s going to be, like, two more years.
    1:36:14 But a lot of the themes that we’ve been talking about are going to come back,
    1:36:16 and it’s going to be written for non-philosophers.
    1:36:20 So I hope it’ll be the kind of thing that people would turn to
    1:36:23 if they want to get a sense of some of these discussions.
    1:36:28 And I understand that philosophers are weird, and that we do weird things,
    1:36:31 and that we can be kind of annoying back to, you know —
    1:36:34 And maybe I just want people to, like, forgive us for that.
    1:36:37 We’re sometimes not very good at representing ourselves.
    1:36:40 But I think, in general, it’s a worthwhile activity for people who have a taste for it.
    1:36:44 And even if you don’t, it’s kind of worthwhile to think about some of these questions sometimes.
    1:36:48 And so maybe I’m asking for a little bit of indulgence in patients.
    1:36:50 Yeah, and curiosity, folks.
    1:36:52 I mean, there are toolkits.
    1:36:56 And even if you can’t get into really definitive, satisfying answers,
    1:37:01 there are a lot of good questions worth asking also.
    1:37:05 And in and of themselves, maybe like a co-on, they can lead interesting places.
    1:37:08 So, Laurie, thank you for the time, and thank you for your work.
    1:37:09 Really, really appreciate it.
    1:37:12 And for everybody listening, we will put everything in the show notes
    1:37:16 as per usual at Timduplog/podcast.
    1:37:20 And until next time, be just a bit nicer than is necessary to others,
    1:37:22 but also to yourself.
    1:37:24 Thanks for tuning in.
    1:37:28 Hey, guys, this is Tim again, just one more thing before you take off.
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    L.A. Paul is the Millstone Family Professor of Philosophy and Professor of Cognitive Science at Yale University. She is also the author of Transformative Experience. Her work on transformative experience has been covered by The New York Times, The Wall Street Journal, The Guardian, NPR, and the BBC, among others. And in 2024, she was profiled by The New Yorker

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    Timestamps:

    [00:00;00] Start

    [00:05:55] The role of Quentin Smith.

    [00:09:56] Early philosophy class disasters.

    [00:13:34] How is philosophy relevant to the average person?

    [00:20:17] A correspondence experiment with philosophers.

    [00:25:29] The role of philosophy in modern times.

    [00:27:50] The vampire problem.

    [00:39:31] What you can’t expect when you’re expecting.

    [00:42:36] When transformative experiences happen without our consent.

    [00:48:12] Choosing between potentially transformative experiences.

    [00:52:09] How Laurie made the choice to have children.

    [00:56:34] What galvanized Laurie’s trajectory from hard sciences to philosophy?

    [01:01:14] Recommended reading for the novice philosopher.

    [01:02:59] An aside defining counterfactuals.

    [01:07:15] What makes understanding analytic philosophy a worthwhile endeavor?

    [01:10:29] What readers can expect of Laurie’s book, Transformative Experience.

    [01:12:30] Epistemology.

    [01:13:15] How to maintain a passion for philosophy.

    [01:17:21] Commonly misrepresented philosophical concepts.

    [01:19:59] Continental philosophy.

    [01:21:48] Philosophy beyond the academic.

    [01:23:46] Laurie vs. Agnes Callard.

    [01:25:34] Aristotle vs. drugs.

    [01:32:01] Thoughts on life’s final transformative experience: death.

    [01:35:48] Forgiving the philosophers and other parting thoughts.

    *

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  • #795: The End of Time Management

    AI transcript
    0:00:04 Well, hello, boys and girls, ladies and germs. This is Tim Ferriss. Welcome to another episode
    0:00:09 of The Tim Ferriss Show. If you want the long-form, deconstructing, world-class performers’
    0:00:14 interviews, then you can pick one of the other 800 episodes or so that I have done. But this time
    0:00:19 around, you know, I like to experiment. We have a different format featuring the book that started
    0:00:26 it all for me, The 4-Hour Workweek. And even though it was published in 2007, back when I had hair,
    0:00:32 it was one of Amazon’s top 10 most highlighted books of all time. Last time I checked in 2017,
    0:00:36 and there are actually two of my books on that list. The 4-Hour Body was the second.
    0:00:42 But back to the topic at hand. Readers and listeners often ask me, “What would you change?
    0:00:48 What would you update?” But an equally interesting question is, “What wouldn’t I change? What has
    0:00:54 stood the test of time? What hasn’t lost any potency? What do I still personally use?” And
    0:01:00 this episode features one of the most important chapters from The 4-Hour Workweek. It includes
    0:01:04 tools and frameworks that I use to this day, including Pareto’s Law, Parkinson’s Law,
    0:01:11 and many other fine details. It is called The End of Time Management. It is narrated by the great
    0:01:15 voice actor Ray Porter. And if you are interested in checking out the rest of the audiobook,
    0:01:19 which is produced and copyrighted by Blackstone Publishing, you can find it on Audible,
    0:01:25 Apple, Google, Spotify, Downpour.com, or wherever you find your favorite audiobooks.
    0:01:31 But first, a few quick words from the fine sponsors who make this show possible. I use
    0:01:37 all of their products, so this is not me just shilling. I’ve tried it all. I’ve vetted it all.
    0:01:45 And here they are. One of the first times I really explored quantum computing on the podcast
    0:01:51 was with legendary investor Steve Gerbertsen. This was way back in 2018. Quantum computers can
    0:01:56 process exponentially more data than classical computers and can one-day crack encryption
    0:02:02 algorithms that are currently secure. So there is an arms race afoot, and it is good to get ahead
    0:02:07 of it, if you can. That’s why ExpressVPN, this episode’s sponsor, Thinking Ahead, has upgraded
    0:02:13 their encryption to use ML Chem, which is the strongest available protection from post-quantum
    0:02:19 threats. A VPN, or virtual private network, is already the best way to secure your privacy
    0:02:24 while online. I use ExpressVPN anytime. I’m on public Wi-Fi, whether that’s at a coffee shop,
    0:02:30 airport, or anywhere at all. You could also do some very fun stuff with choosing your server.
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    0:02:48 profiting off of your private online activity, or hackers who are lurking on public Wi-Fi
    0:02:53 to steal your confidential information. It’s actually a lot easier to sniff those packets and
    0:02:58 steal your data than you might think. So it’s good to have protection. And now, with post-quantum
    0:03:04 protection, ExpressVPN is essentially future-proofing their customer’s privacy. So to get the highest
    0:03:11 standard of protection from your VPN service, go to expressvpn.com/tim. You’ll get four extra months
    0:03:21 for free when you use that link. So be sure to check it out. That’s expressvpn.com/tim
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    0:03:32 on a midnight Lux mattress from today’s sponsor. He looks sleep. I also have one in the guest
    0:03:37 bedroom downstairs. And feedback from friends has always been fantastic, kind of over the top,
    0:03:41 to be honest. I mean, they frequently say it’s the best night of sleep they’ve had in ages.
    0:03:45 What kind of mattress is it? What do you do? What’s the magic juju? It’s something they comment on
    0:03:51 without any prompting from me whatsoever. I also recently had a chance to test the Helix Sunset
    0:03:56 Elite in a new guest bedroom, which I sometimes sleep in. And I picked it for its very soft but
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    0:04:15 right where I need it, and middle layers with premium foam and microcoils that create a soft
    0:04:19 contouring feel, which also means if I feel like I want to sleep on my side, I can do that without
    0:04:24 worrying about other aches and pains I might create. And with a luxurious pillow top for pressure
    0:04:29 relief, I look forward to nestling into that bed every night that I use it. The best part, of course,
    0:04:35 is that it helps me wake up feeling fully rested with a back that feels supple instead of stiff.
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    0:05:08 At this altitude, I can run flat out for a half mile before my hands start shaking.
    0:05:12 Can I answer your personal question? No, I would have seen an upper pantomime.
    0:05:18 What if I get the opposite? I’m a cybernetic organism, living this year over a metal endoskeleton.
    0:05:31 Step two. E is for elimination.
    0:05:38 One does not accumulate but eliminate. It is not daily increase, but daily decrease.
    0:05:44 The height of cultivation always runs to simplicity. Bruce Lee.
    0:05:52 Five. The end of time management. Illusions and Italians.
    0:05:58 Perfection is not when there is no more to add, but no more to take away.
    0:06:05 Antoine de Saint-Exupéry, pioneer of international postal flight and author of La Petit-Prance,
    0:06:11 The Little Prince. It is vain to do with more what can be done with less.
    0:06:18 William of Occam, 1300 to 1350, originator of Occam’s razor.
    0:06:27 Just a few words on time management. Forget all about it. In the strictest sense,
    0:06:31 you shouldn’t be trying to do more in each day, trying to fill every second
    0:06:37 with a work fidget of some type. It took me a long time to figure this out. I used to be
    0:06:45 very fond of the results by volume approach. Being busy is most often used as a guise for
    0:06:50 avoiding the few critically important but uncomfortable actions. The options are almost
    0:06:57 limitless for creating busyness. You could call a few hundred unqualified sales leads,
    0:07:02 reorganize your outlook contacts, walk across the office to request
    0:07:07 documents you don’t really need, or fuss with your BlackBerry for a few hours
    0:07:13 when you should be prioritizing. In fact, if you want to move up the ladder in most of corporate
    0:07:19 America and assuming they don’t really check what you were doing, let’s be honest. Just run
    0:07:22 around the office building holding a cell phone to your head and carrying papers.
    0:07:29 Now that is one busy employee. Give them a raise. Unfortunately for the N.R., this behavior won’t
    0:07:36 get you out of the office or put you on an airplane to Brazil. Bad dog. Hit yourself with a newspaper
    0:07:42 and cut it out. After all, there is a far better option, and it will do more than simply increase
    0:07:48 your results. It will multiply them. Believe it or not, it is not only possible to accomplish
    0:07:55 more by doing less. It is mandatory. Enter the world of elimination.
    0:07:59 How You Will Use Productivity
    0:08:05 Now that you have defined what you want to do with your time, you have to free that time.
    0:08:11 The trick, of course, is to do so while maintaining or increasing your income.
    0:08:17 The intention of this chapter and what you will experience if you follow the instructions
    0:08:25 is an increase in personal productivity between 100 and 500 percent. The principles are the same
    0:08:30 for both employees and entrepreneurs, but the purpose of this increased productivity
    0:08:38 is completely different. First, the employee. The employee is increasing productivity to increase
    0:08:44 negotiating leverage for two simultaneous objectives, pay raises, and a remote working
    0:08:50 arrangement. Recall that, as indicated in the first chapter of this audiobook,
    0:08:58 the general process of joining the new rich is D-E-A-L, in that order, but that employees intent
    0:09:06 on remaining employees for now need to implement the process as D-E-L-A. The reason relates to
    0:09:12 environment. They need to liberate themselves from the office environment before they can work
    0:09:19 10 hours a week, for example, because the expectation in that environment is that you will be in constant
    0:09:24 motion from nine to five, even if you produce twice the results you had in the past. If you’re
    0:09:30 working a quarter of the hours of your colleagues, there is a good chance of receiving a pink slip.
    0:09:36 Even if you work 10 hours a week and produce twice the results of people working 40,
    0:09:42 the collective request will be work 40 hours a week and produce eight times the results.
    0:09:48 This is an endless game and one you want to avoid, hence the need for liberation first.
    0:09:55 If you’re an employee, this chapter will increase your value and make it more painful for the company
    0:10:02 to fire you than to grant raises and a remote working agreement. That is your goal. Once the
    0:10:06 latter is accomplished, you can drop hours without bureaucratic interference and use the
    0:10:13 resultant free time to fulfill dreamlines. The entrepreneur’s goals are less complex,
    0:10:20 as he or she is generally the direct beneficiary of increased profit. The goal is to decrease
    0:10:26 the amount of work you perform while increasing revenue. This will set the stage for replacing
    0:10:34 yourself with automation, which in turn permits liberation. For both tracks, some definitions
    0:10:42 are in order. Being effective versus being efficient. Effectiveness is doing the things
    0:10:49 that get you closer to your goals. Efficiency is performing a given task, whether important or not,
    0:10:55 in the most economical manner possible. Being efficient without regard to effectiveness is the
    0:11:02 default mode of the universe. I would consider the best door-to-door salesperson efficient,
    0:11:06 that is refined and excellent at selling door-to-door without wasting time,
    0:11:13 but utterly ineffective. He or she would sell more using a better vehicle such as email or direct
    0:11:19 mail. This is also true for the person who checks email 30 times per day and develops an elaborate
    0:11:26 system of folder rules and sophisticated techniques for ensuring that each of those 30 brain farts
    0:11:34 moves as quickly as possible. I was a specialist at such professional wheel spinning. It is efficient,
    0:11:40 on some perverse level, but far from effective. Here are two truisms to keep in mind.
    0:11:45 1. Doing something unimportant well does not make it important.
    0:11:52 2. Requiring a lot of time does not make a task important.
    0:11:59 From this moment forward, remember this. What you do is infinitely more important than how
    0:12:06 you do it. Efficiency is still important, but it’s useless unless applied to the right things.
    0:12:10 To find the right things, we’ll need to go to the garden.
    0:12:17 Pareto and his garden. 80/20 and freedom from futility.
    0:12:22 What gets measured gets managed. Peter Drucker,
    0:12:27 management theorist, author of 31 books, recipient of Presidential Medal of Freedom.
    0:12:35 Four years ago, an economist changed my life forever. It’s a shame I never had a chance to buy
    0:12:43 him a drink. My dear Vilfredo died almost 100 years ago. Vilfredo Pareto was a wildly and
    0:12:51 controversial economist, cum sociologist, who lived from 1848 to 1923. An engineer by training,
    0:12:57 he started his varied career managing coal mines and later succeeded Leon Valre as the
    0:13:04 Chair of Political Economy at the University of Lausanne in Switzerland. His seminal work,
    0:13:11 Cour d’Economie Politique, included a then little explored law of income distribution
    0:13:17 that would later bear his name, Pareto’s Law, or the Pareto Distribution,
    0:13:21 in the last decade also popularly called the 80/20 Principle.
    0:13:29 The mathematical formula he used to demonstrate a grossly uneven but predictable distribution of
    0:13:36 wealth in society, 80% of the wealth and income was produced and possessed by 20% of the population
    0:13:43 also applied outside of economics. Indeed, it could be found almost everywhere. 80% of Pareto’s
    0:13:50 garden peas were produced by 20% of the pea pods he had planted, for example. Pareto’s law can be
    0:13:58 summarized as follows. 80% of the outputs result from 20% of the inputs. Alternative ways to phrase
    0:14:06 this, depending on the context, include 80% of the consequences flow from 20% of the causes. 80%
    0:14:15 of the results come from 20% of the effort and time. 80% of company profits come from 20% of
    0:14:23 the products and customers. 80% of all stock market gains are realized by 20% of the investors
    0:14:30 and 20% of an individual portfolio. The list is infinitely long and diverse,
    0:14:40 and the ratio is often skewed even more severely. 90/10, 95/5, and 99/1 are not uncommon,
    0:14:47 but the minimum ratio to seek is 80/20. When I came across Pareto’s work one late evening,
    0:14:54 I had been slaving away with 15-hour days, 7 days per week, feeling completely overwhelmed and
    0:14:59 generally helpless. I would wake up before dawn to make calls to the United Kingdom,
    0:15:06 handle the US during the normal 9-5 day, and then work until near midnight making calls to Japan
    0:15:11 and New Zealand. I was stuck on a runaway freight train with no brakes, shoveling coal into the
    0:15:18 furnace for lack of a better option. Faced with certain burnout or giving Pareto’s ideas a trial
    0:15:24 run, I opted for the latter. The next morning I began a dissection of my business and personal
    0:15:33 life through the lenses of two questions. 1. Which 20% of sources are causing 80% of my problems
    0:15:41 and unhappiness? 2. Which 20% of sources are resulting in 80% of my desired outcomes and
    0:15:47 happiness? 3. For the entire day I put aside everything seemingly urgent and did the most
    0:15:54 intense truth-bearing analysis possible. Applying these questions to everything from my friends to
    0:16:00 customers and advertising to relaxation activities. Don’t expect to find you’re doing everything
    0:16:07 right. The truth often hurts. The goal is to find your inefficiencies in order to eliminate them and
    0:16:15 to find your strengths so you can multiply them. In the 24 hours that followed, I made several
    0:16:20 simple but emotionally difficult decisions that literally changed my life forever and enabled
    0:16:27 the lifestyle I now enjoy. The first decision I made is an excellent example of how dramatic and
    0:16:36 fast the ROI of this analytical fat cutting can be. I stopped contacting 95% of my customers
    0:16:42 and fired 2%, leaving me with the top 3% of producers to profile and duplicate.
    0:16:51 Out of more than 120 wholesale customers, a mere 5% were bringing in 95% of the revenue. I was
    0:16:57 spending 98% of my time chasing the remainder as the aforementioned 5% ordered regularly without
    0:17:03 any follow-up calls, persuasion or cajoling. In other words, I was working because I felt as though
    0:17:10 I should be doing something from 9 to 5. I didn’t realize that working every hour from 9 to 5
    0:17:16 isn’t the goal. It’s simply the structure most people use, whether it’s necessary or not.
    0:17:24 I had a severe case of work for work, W4W, the most hated acronym in the NR vocabulary.
    0:17:33 All, and I mean 100% of my problems and complaints, came from this unproductive majority,
    0:17:38 with the exception of two large customers who were simply world-class experts of the “here is
    0:17:43 the fire, I started, now you put it out” approach to business. I put all of these
    0:17:49 unproductive customers on passive mode. If they ordered, great, let them fax in the order.
    0:17:56 If not, I would do absolutely no chasing, no phone calls, no email, nothing.
    0:18:02 That left the two larger customers to deal with, who were professional ballbreakers but
    0:18:08 contributed about 10% to the bottom line at the time. You’ll always have a few of these,
    0:18:13 and it is a quandary that causes all sorts of problems, not the least of which are self-hatred
    0:18:18 and depression. Up to that point I had taken their brow-beating insults,
    0:18:25 time-consuming arguments, and tirades as a cost of doing business. I realized during the 80/20
    0:18:30 analysis that these two people were the source of nearly all my unhappiness and anger throughout
    0:18:35 the day, and it usually spilled over into my personal time, keeping me up at night with the
    0:18:42 usual “I should have said X, Y, and Z to that penis” self-flagellation. I finally concluded
    0:18:48 the obvious. The effect on my self-esteem and state of mind just wasn’t worth the financial gain.
    0:18:54 I didn’t need the money for any precise reason, and I had assumed I needed to take it.
    0:19:00 The customers are always right, aren’t they? Part of doing business, right?
    0:19:07 Hell no. Not for the N.R. anyway. I fired their asses and enjoyed every second of it.
    0:19:13 The first conversation went like this. Customer, what the bleep? I ordered two cases and they
    0:19:18 arrived two days late. Note, he had sent the order to the wrong person via the wrong medium
    0:19:24 despite repeated reminders. You guys are the most disorganized bunch of idiots I’ve ever worked with.
    0:19:29 I have twenty years of experience in this industry and this is the worst.
    0:19:38 Any N.R. in this case, me. I will kill you. Be afraid. Be very afraid.
    0:19:45 I wish. I did rehearse that a million times in my mental theater, but it actually went
    0:19:52 something more like this. I’m sorry to hear that. You know, I’ve been taking your insults for a while
    0:19:58 now and it’s unfortunate that it seems we won’t be able to do business anymore. I’d recommend
    0:20:02 you take a good look at where this unhappiness and anger is actually coming from. In any case,
    0:20:07 I wish you well. If you would like to order product, we’ll be happy to supply it,
    0:20:13 but only if you can conduct yourself without profanity and unnecessary insults. You have our
    0:20:21 fax number. All the best and have a nice day. Click. I did this once via phone and once through
    0:20:27 email. So what happened? I lost one customer, but the other corrected course and simply
    0:20:35 faxed orders again and again and again. Problem solved. Minimum revenue lost. I was immediately
    0:20:41 ten times happier. I then identified the common characteristics of my top five customers
    0:20:47 and secured three or so similarly profiled buyers in the following week. Remember,
    0:20:54 more customers is not automatically more income. More customers is not the goal and often translates
    0:21:02 into 90% more housekeeping and a paltry one to 3% increase in income. Make no mistake,
    0:21:08 maximum income from minimal necessary effort, including minimum number of customers,
    0:21:13 is the primary goal. I duplicated my strengths, in this case my top producers,
    0:21:19 and focused on increasing the size and frequency of their orders. The end result?
    0:21:27 I went from chasing and appeasing 120 customers to simply receiving large orders from eight,
    0:21:33 with absolutely no pleading, phone calls or email haranguing. My monthly income increased
    0:21:40 from $30,000 to $60,000 in four weeks and my weekly hours immediately dropped from over 80
    0:21:47 to approximately 15. Most important, I was happy with myself and felt both optimistic
    0:21:54 and liberated for the first time in over two years. In the ensuing weeks, I applied the 80/20
    0:22:01 principle to dozens of areas, including the following. 1. Advertising. I identified the
    0:22:07 advertising that was generating 80% or more of revenue, identified the commonalities among them
    0:22:14 and multiplied them, eliminating all the rest at the same time. My advertising costs dropped over
    0:22:22 70% and my direct sales income nearly doubled from a monthly $15,000 to $25,000 in eight weeks.
    0:22:27 It would have doubled immediately had I been using radio, newspapers or television
    0:22:33 instead of magazines with long lead times. 2. Online affiliates and partners.
    0:22:39 I fired more than 250 low-yield online affiliates or put them in holding patterns
    0:22:44 to focus instead on the two affiliates who were generating 90% of the income.
    0:22:50 My management time decreased from 5 to 10 hours per week to 1 hour per month.
    0:22:55 Online partner income increased more than 50% in that same month.
    0:23:05 Slow down and remember this. Most things make no difference. Being busy is a form of laziness,
    0:23:12 lazy thinking and indiscriminate action. Being overwhelmed is often as unproductive as
    0:23:19 doing nothing and is far more unpleasant. Being selective, doing less, is the path of the productive.
    0:23:26 Focus on the important few and ignore the rest. Of course, before you can separate the wheat from
    0:23:32 the chaff and eliminate activities in a new environment, whether a new job or an entrepreneurial
    0:23:38 venture, you will need to try a lot to identify what pulls the most weight. Throw it all up on
    0:23:43 the wall and see what sticks. That’s part of the process, but it should not take more than a month
    0:23:50 or two. It’s easy to get caught in a flood of minutia, and the key to not feeling rushed is
    0:23:57 remembering that lack of time is actually lack of priorities. Take time to stop and smell the
    0:24:04 roses, or in this case, to count the pea pods. The 9 to 5 illusion and Parkinson’s law.
    0:24:12 I saw a bank that said 24 hour banking, but I don’t have that much time. Stephen Wright,
    0:24:19 comedian. If you’re an employee, spending time on nonsense is, to some extent, not your fault.
    0:24:24 There is often no incentive to use time well unless you are paid on commission.
    0:24:30 The world has agreed to shuffle papers between 9 a.m. and 5 o’clock p.m., and since you’re trapped
    0:24:36 in the office for that period of servitude, you are compelled to create activities to fill that time.
    0:24:41 Time is wasted because there is so much time available. It’s understandable.
    0:24:47 Now that you have the new goal of negotiating a remote work arrangement instead of just collecting
    0:24:54 a paycheck, it’s time to revisit the status quo and become effective. The best employees
    0:25:00 have the most leverage. For the entrepreneur, the wasteful use of time is a matter of bad habit
    0:25:07 and imitation. I am no exception. Most entrepreneurs were once employees and come from the 9 to 5
    0:25:13 culture. Thus, they adopt the same schedule, whether or not they function at 9 o’clock a.m.
    0:25:19 or need 8 hours to generate their target income. This schedule is a collective social agreement
    0:25:26 and a dinosaur legacy of the results by volume approach. How is it possible that all the people
    0:25:35 in the world need exactly 8 hours to accomplish their work? It isn’t. 9 to 5 is arbitrary.
    0:25:42 Just a quick thanks to one of our sponsors, and we’ll be right back to the show.
    0:25:48 About three weeks ago, I found myself between 10 and 12,000 feet going over the continental divide,
    0:25:53 carrying tons of weight, and I needed all the help I could get. And in those circumstances,
    0:25:59 I relied on momentous products every single day and every single night. Now, regular listeners
    0:26:03 probably know I’ve been taking momentous products consistently and testing them,
    0:26:06 the entire spectrum of their products, for a long while now. But you may not know
    0:26:12 that I recently collaborated with them to put together my top picks. I always aim for a strong
    0:26:16 body and sharp mind. Of course, you need both, and neither is possible without quality sleep.
    0:26:21 So, I designed my performance stack to check all three boxes, creat pure creatine for muscular
    0:26:26 and cognitive support, whey protein isolate for muscle mass and recovery, and magnesium 3 and 8
    0:26:31 for sleep. All momentous products are NSF and Informed Sports Certified, which is professional
    0:26:36 athlete and Olympic level testing. So, what’s on the label is exactly what you’re getting.
    0:26:41 Try it out for yourself and let me know what you think. Visit livemomentous.com/tim and use Tim
    0:26:49 at checkout for 20% off of my performance stack. I’ll spell it out. It’s a long one, livemomentos.com/tim.
    0:26:52 So, livemomentous.com/tim for 20% off.
    0:26:57 8 hours
    0:27:01 You don’t need 8 hours per day to become a legitimate millionaire, let alone have the
    0:27:07 means to live like one. 8 hours per week is often excessive, but I don’t expect all of you to
    0:27:13 believe me just yet. I know you probably feel as I did for a long time, there just aren’t enough
    0:27:20 hours in the day. But let’s consider a few things we can probably agree on. Since we have
    0:27:27 8 hours to fill, we fill 8 hours. If we had 15, we would fill 15. If we have an emergency and need
    0:27:33 to suddenly leave work in 2 hours but have pending deadlines, we miraculously complete
    0:27:40 those assignments in 2 hours. It is all related to a law that was introduced to me by Ed Zhao
    0:27:48 in the spring of 2000. I had arrived to class nervous and unable to concentrate. The final paper
    0:27:55 worth a full 25% of the semester’s grade was due in 24 hours. One of the options and that which
    0:28:01 I had chosen was to interview the top executives of a startup and provide an in-depth analysis
    0:28:07 of their business model. The corporate powers that be had decided last minute that I couldn’t
    0:28:14 interview two key figures or use their information due to confidentiality issues and pre-IPO
    0:28:20 precautions. Game over. I approached Ed after class to deliver the bad news.
    0:28:27 Ed, I think I’m going to need an extension on the paper. I explained the situation and Ed
    0:28:32 smiled before he replied without so much as a hint of concern. I think you’ll be okay.
    0:28:38 Entrepreneurs are those who make things happen, right? 24 hours later and one minute before the
    0:28:45 deadline, as his assistant was locking the office, I handed in a 30-page final paper. It was based
    0:28:50 on a different company I had found, interviewed, and dissected with an intense all-nighter and
    0:28:56 enough caffeine to get an entire Olympic track team disqualified. It ended up being one of the
    0:29:02 best papers I’d written in four years and I received an A. Before I left the classroom the
    0:29:11 previous day, Ed had given me some parting advice. Parkinson’s Law. Parkinson’s Law dictates that a
    0:29:18 task will swell in perceived importance and complexity in relation to the time allotted for
    0:29:24 its completion. It is the magic of the imminent deadline. If I give you 24 hours to complete
    0:29:31 a project, the time pressure forces you to focus on execution and you have no choice but to do only
    0:29:37 the bare essentials. If I give you a week to complete the same task, it’s six days of making a
    0:29:42 mountain out of a molehill. If I give you two months, God forbid, it becomes a mental monster.
    0:29:49 The end product of the shorter deadline is almost inevitably of equal or higher quality
    0:29:57 due to greater focus. This presents a very curious phenomenon. There are two synergistic approaches
    0:30:04 for increasing productivity that are inversions of each other. One, limit tasks to the important to
    0:30:12 shorten work time, 80/20. Two, shorten work time to limit tasks to the important Parkinson’s Law.
    0:30:20 The best solution is to use both together. Identify the few critical tasks that contribute
    0:30:27 most to income and schedule them with very short and clear deadlines. If you haven’t identified
    0:30:33 the mission critical tasks and set aggressive start and end times for their completion,
    0:30:39 the unimportant becomes the important. Even if you know what’s critical, without deadlines that
    0:30:45 create focus the minor tasks forced upon you, or invented in the case of the entrepreneur,
    0:30:50 will swell to consume time until another bit of minutia jumps in to replace it,
    0:30:55 leaving you at the end of the day with nothing accomplished. How else could dropping off a
    0:31:01 package at UPS, setting a few appointments and checking email consume an entire nine to five day?
    0:31:07 Don’t feel bad. I spent months jumping from one interruption to the next,
    0:31:10 feeling run by my business instead of the other way around.
    0:31:16 The 80/20 principle and Parkinson’s Law are the two cornerstone concepts that will be
    0:31:22 revisited in different forms throughout this entire section. Most inputs are useless,
    0:31:29 and time is wasted in proportion to the amount that is available. Fat free performance and time
    0:31:36 freedom begins with limiting intake overload. In the next chapter, we’ll put you on the real
    0:31:43 breakfast of champions, the low information diet. A dozen cupcakes and one question.
    0:31:50 Love of bustle is not industry, Seneca. Mountain View, California
    0:31:57 Saturdays are my days off, I offered to the crowd of strangers staring at me, friends of a friend.
    0:32:04 It was true. Can you eat all bran and chicken seven days a week? Me neither, don’t be so judgmental.
    0:32:11 Between my tenth and twelfth cupcakes, I plopped down on the couch to revel in the sugar high,
    0:32:16 until the clock struck midnight and sent me back to my adults’ vill Sunday through Friday diet.
    0:32:22 There was another party guest seated next to me on a chair, nursing a glass of wine,
    0:32:26 not his twelfth, but certainly not his first, and we struck up a conversation.
    0:32:33 As usual, I had to struggle to answer what do you do, and as usual, my answer left someone to
    0:32:40 wonder whether I was a pathological liar or a criminal. How is it possible to spend so little
    0:32:46 time on income generation? It’s a good question. It’s THE question.
    0:32:53 In almost all respects, Charney had it all. He was happily married with a two-year-old son
    0:32:59 and another due to arrive in three months. He was a successful technology salesman,
    0:33:05 and though he wanted to earn $500,000 more per year, as all do, his finances were solid.
    0:33:11 He also asked good questions. I had just returned from another trip overseas,
    0:33:16 and was planning a new adventure to Japan. He drilled me for two hours with a refrain.
    0:33:20 How is it possible to spend so little time on income generation?
    0:33:25 “If you’re interested, we can make you a case study and I’ll show you how,” I offered.
    0:33:29 Charney was in. The one thing he didn’t have was time.
    0:33:35 One email, and five weeks of practice later, Charney had good news.
    0:33:40 He had accomplished more in the last week than he had in the previous four combined.
    0:33:46 He did so while taking Monday and Friday off and spending at least two more hours per day with
    0:33:52 his family. From 40 hours per week, he was down to 18 and producing four times the results.
    0:33:57 Was it from mountaintop retreats and secret kung fu training? No.
    0:34:02 Was it a new Japanese management secret or better software?
    0:34:07 Nine. I just asked him to do one simple thing consistently without fail.
    0:34:13 At least three times per day at scheduled times he had to ask himself the following question.
    0:34:16 “Am I being productive or just active?”
    0:34:24 Charney captured the essence of this with less abstract wording. “Am I inventing things to do
    0:34:31 to avoid the important?” He eliminated all of the activities he used as crutches and began to focus
    0:34:38 on demonstrating results instead of showing dedication. Dedication is often just meaningless
    0:34:46 work in disguise. Be ruthless and cut the fat. It is possible to have your cupcake and eat it too.
    0:34:50 Q&A Questions and Actions
    0:34:56 We create stress for ourselves because you feel like you have to do it. You have to.
    0:35:03 I don’t feel that anymore. Oprah Winfrey, actress and talk show host, The Oprah Winfrey Show.
    0:35:10 The key to having more time is doing less, and there are two paths to getting there,
    0:35:19 both of which should be used together. One, define a to-do list and two, define a not-to-do list.
    0:35:27 In general terms, there are but two questions. What 20% of sources are causing 80% of my problems
    0:35:35 and unhappiness? What 20% of sources are resulting in 80% of my desired outcome and happiness?
    0:35:42 Hypothetical cases help to get us started. One, if you had a heart attack
    0:35:50 and had to work two hours per day, what would you do? Not five hours, not four hours, not three,
    0:35:55 two hours. It’s not where I want you to ultimately be, but it’s a start.
    0:36:01 Besides, I can hear your brain bubbling already. That’s ridiculous, impossible, I know, I know.
    0:36:08 If I told you that you could survive for months, functioning quite well on four hours of sleep
    0:36:14 per night, would you believe me? Probably not. Not withstanding millions of new mothers do it
    0:36:22 all the time. This exercise is not optional. The doctor has warned you, after triple bypass surgery,
    0:36:27 that if you don’t cut down your work to two hours per day for the first three months post-op,
    0:36:35 you will die. How would you do it? Two, if you had a second heart attack
    0:36:44 and had to work two hours per week, what would you do? Three, if you had a gun to your head and had
    0:36:53 to stop doing four-fifths of different time-consuming activities, what would you remove? Simplicity
    0:37:00 requires ruthlessness. If you had to stop four-fifths of time-consuming activities, email, phone calls,
    0:37:08 conversations, paperwork, meetings, advertising, customers, suppliers, products, services, etc.,
    0:37:12 what would you eliminate to keep the negative effect on income to a minimum?
    0:37:18 Used even once per month, this question alone can keep you sane and on track.
    0:37:26 Four, what are the top three activities that I use to fill time to feel as though I’ve been productive?
    0:37:32 These are usually used to postpone more important actions,
    0:37:38 often uncomfortable because there is a chance of failure or rejection. Be honest with yourself,
    0:37:42 as we all do this on occasion. What are your crutch activities?
    0:37:51 Five, who are the 20% of people who produce 80% of your enjoyment and propel you forward?
    0:37:55 And which 20% cause 80% of your depression, anger, and second guessing?
    0:38:03 Identify, positive friends versus time-consuming friends, who is helping versus hurting you,
    0:38:08 and how do you increase your time with the former while decreasing or eliminating your time with
    0:38:15 the latter? Who is causing me stress disproportionate to the time I spend with them? What will happen
    0:38:20 if I simply stop interacting with these people? Fear setting helps here.
    0:38:28 When do I feel starved for time? What commitments, thoughts, and people can I eliminate to fix this
    0:38:35 problem? Exact numbers aren’t needed to realize that we spend too much time with those who poison us
    0:38:42 with pessimism, sloth, and low expectations of themselves and the world. It is often the case
    0:38:47 that you have to fire certain friends or retire from particular social circles to have the life
    0:38:55 you want. This isn’t being mean, it is being practical. Poisonous people do not deserve your time.
    0:39:01 To think otherwise is masochistic. The best way to approach a potential break is simple,
    0:39:06 confide in them honestly but tactfully and explain your concerns. If they bite back,
    0:39:13 your conclusions have been confirmed. Drop them like any other bad habit. If they promise to change,
    0:39:18 first spend at least two weeks apart to develop other positive influences in your life
    0:39:24 and diminish psychological dependency. The next trial period should have a set duration
    0:39:31 and consist of pass or fail criteria. If this approach is too confrontational for you,
    0:39:37 just politely refuse to interact with them. Be in the middle of something when the call comes
    0:39:42 and have a prior commitment when the invitation to hang out comes. Once you see the benefits of
    0:39:47 decreased time with these people, it will be easier to stop communication altogether.
    0:39:55 I’m not going to lie, it sucks. It hurts like pulling out a splinter. But you are the average
    0:40:03 of the five people you associate with most, so do not underestimate the effects of your pessimistic,
    0:40:08 unambitious, or disorganized friends. If someone isn’t making you stronger,
    0:40:13 they’re making you weaker. Remove the splinters and you’ll thank yourself for it.
    0:40:22 6. Learn to ask. If this is the only thing I accomplish today, will I be satisfied with my day?
    0:40:28 Don’t ever arrive at the office or in front of your computer without a clear list of priorities.
    0:40:34 You’ll just read unassociated email and scramble your brain for the day. Compile your to-do list
    0:40:40 for tomorrow no later than this evening. I don’t recommend using Outlook or Computerized to-do
    0:40:47 lists, because it is possible to add an infinite number of items. I use a standard piece of paper
    0:40:53 folded in half three times, which fits perfectly in the pocket and limits you to noting only a few
    0:40:59 items. There should never be more than two mission-critical items to complete each day, never.
    0:41:06 It just isn’t necessary if they’re actually high-impact. If you are stuck trying to decide
    0:41:12 between multiple items that all seem crucial, as happens to all of us, look at each in turn and
    0:41:19 ask yourself, “If this is the only thing I accomplish today, will I be satisfied with my day?”
    0:41:26 To counter the seemingly urgent, ask yourself, “What will happen if I don’t do this?”
    0:41:33 And is it worth putting off the important to-do-it? If you haven’t already accomplished at least one
    0:41:40 important task in the day, don’t spend the last business hour returning a DVD to avoid a $5 late
    0:41:49 charge. Get the important task done and pay the $5 fine. 7. Put a post-it on your computer screen
    0:41:55 or set an Outlook reminder to alert you at least three times daily with the question,
    0:42:03 “Are you inventing things to do to avoid the important?” I also use free time-tracking software
    0:42:10 called RescueTime, rescuetime.com, to alert me when I spend more than an allotted time on certain
    0:42:17 websites or programs often used to avoid the important, Gmail, Facebook, Outlook, etc.
    0:42:24 It also summarizes your time use each week and compares your performance to peers.
    0:42:31 8. Do not multitask. I’m going to tell you what you already know.
    0:42:37 Trying to brush your teeth, talk on the phone, and answer email at the same time just doesn’t work.
    0:42:45 Eating while doing online research and instant messaging? Ditto. If you prioritize properly,
    0:42:52 there is no need to multitask. It is a symptom of task creep, doing more to feel productive
    0:43:00 while actually accomplishing less. As stated, you should have at most two primary goals or tasks
    0:43:07 per day. Do them separately from start to finish without distraction. Divided attention will result
    0:43:13 in more frequent interruptions, lapses in concentration, poorer net results, and less
    0:43:21 gratification. 9. Use Parkinson’s law on a macro and micro level.
    0:43:29 Use Parkinson’s law to accomplish more in less time, shorten schedules and deadlines to necessitate
    0:43:36 focused action instead of deliberation and procrastination. On a weekly and daily macro
    0:43:43 level, attempt to take Monday and/or Friday off, as well as leave work at 4 p.m. This will focus
    0:43:49 you to prioritize more effectively and quite possibly develop a social life. If you’re under
    0:43:55 the hawk-like watch of a boss, we’ll discuss the nuts and bolts of how to escape in later chapters.
    0:44:01 On a micro-task level, limit the number of items on your to-do list and use
    0:44:08 impossibly short deadlines to force immediate action while ignoring minutia. If doing work
    0:44:17 online or near an online computer, e.ggtimer.com is a convenient countdown timer. Just type the
    0:44:28 desired time limit directly into the URL field and hit Enter. For example, e.ggtimer.com/5minutes,
    0:44:43 e.ggtimer.com/1hour30minutes30seconds, e.ggtimer.com/30. If you just put in a number, it assumes seconds.
    0:44:50 Comfort challenge. Learn to propose. Two days.
    0:44:56 Stop asking for opinions and start proposing solutions. Begin with the small things. If
    0:45:02 someone is going to ask or asks, “Where should we eat? What movies should we watch? What should
    0:45:08 we do tonight?” or anything similar, do not reflect it back with, “Well, what do you want to?”
    0:45:16 Offer a solution. Stop the back and forth and make a decision. Practice this in both personal
    0:45:22 and professional environments. Here are a few lines that help. My favorites are the first and last.
    0:45:28 Can I make a suggestion? I propose. I’d like to propose.
    0:45:38 I suggest that what do you think? Let’s try and then try something else if that doesn’t work.
    0:45:47 Lifestyle design in action. I’m a musician who got your book because Derek Sivers at CD Baby
    0:45:54 recommended it. Checking Pareto’s law, I realized that 78% of my downloads came from just one of
    0:46:02 my CDs and that 55% of my total download income came from only five songs. It showed me what my
    0:46:08 fans are looking for and allowed me to showcase those on my website. Downloads are the way to go.
    0:46:15 iTunes sells the song and CD Baby direct deposits it to my account. Fully automated once the recording
    0:46:21 is done. There are some months I can live off download income. Once I finish paying off debt,
    0:46:26 it should be no problem to travel as an artist and create new fans all over the world and have
    0:46:35 a cyber income stream. Victor Johnson. As for outsourcing your banking, any company that needs
    0:46:42 to take checks should consider a lockbox solution. Just about any bank that does business banking
    0:46:49 offers it. All checks go to a P.O. box at the bank. The bank processes the checks and deposits them
    0:46:54 and according to your instructions can send you a file of all the checks that are deposited.
    0:47:02 Normally this can be done in either a flat, excel or other file type that can interface with any
    0:47:09 accounting systems from excel to quicken to SAP. Quite cost effective. Anonymous.
    0:47:17 Hey guys, this is Tim again. Just one more thing before you take off and that is Five Bullet Friday.
    0:47:21 Would you enjoy getting a short email from me every Friday that provides a little fun
    0:47:25 before the weekend? Between one and a half and two million people subscribe to my free newsletter,
    0:47:31 my super short newsletter called Five Bullet Friday. Easy to sign up, easy to cancel. It is
    0:47:36 basically a half page that I send out every Friday to share the coolest things I’ve found
    0:47:41 or discovered or have started exploring over that week. It’s kind of like my diary of cool things.
    0:47:47 It often includes articles I’m reading, books I’m reading, albums perhaps, gadgets, gizmos,
    0:47:53 all sorts of tech tricks and so on that get sent to me by my friends including a lot of podcasts.
    0:47:59 Guests and these strange esoteric things end up in my field and then I test them and then I share
    0:48:05 them with you. So if that sounds fun, again, it’s very short, a little tiny bite of goodness before
    0:48:10 you head off for the weekend, something to think about. If you’d like to try it out, just go to
    0:48:16 tim.vlog/friday, type that into your browser, tim.vlog/friday, drop in your email and you’ll
    0:48:22 get the very next one. Thanks for listening. As many of you know, for the last few years I’ve
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    0:48:41 ages. What kind of mattresses and what do you do? What’s the magic juju? It’s something they comment
    0:48:47 on without any prompting from me whatsoever. I also recently had a chance to test the Helix Sunset
    0:48:52 Elite in a new guest bedroom which I sometimes sleep in and I picked it for its very soft but
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    0:50:05 One of the first times I really explored quantum computing on the podcast was with legendary
    0:50:12 investor Steve Gerbertson. This was way back in 2018. Quantum computers can process exponentially
    0:50:17 more data than classical computers and can one day crack encryption algorithms that are currently
    0:50:23 secure. So there is an arms race afoot and it is good to get ahead of it if you can. That’s why
    0:50:30 ExpressVPN, this episode’s sponsor, Thinking Ahead, has upgraded their encryption to use ML Chem,
    0:50:35 which is the strongest available protection from post quantum threats. A VPN or virtual private
    0:50:41 network is already the best way to secure your privacy while online. I use ExpressVPN anytime,
    0:50:46 I’m on public Wi-Fi, whether that’s at a coffee shop, airport or anywhere at all. You can also do
    0:50:51 some very fun stuff with choosing your server. If for instance you can’t access content that is
    0:50:56 blocked somewhere, it’s very, very useful. And with ExpressVPN, all of your online activity is
    0:51:01 rerouted through encrypted servers. So no one can read your data or try to hijack your connection,
    0:51:05 whether that’s a data broker profiting off of your private online activity or
    0:51:10 hackers who are lurking on public Wi-Fi to steal your confidential information. It’s actually a
    0:51:15 lot easier to sniff those packets and steal your data than you might think. So it’s good to have
    0:51:21 protection. And now with post quantum protection, ExpressVPN is essentially future-proofing their
    0:51:26 customer’s privacy. So to get the highest standard of protection from your VPN service,
    0:51:33 go to expressvpn.com/tim. You’ll get four extra months for free when you use that link,
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    This time around, we have a bit of a different format, featuring the book that started it all for me, The 4-Hour Workweek. Readers and listeners often ask me what I would change or update, but an equally interesting question is: what wouldn’t I change? What stands the test of time and hasn’t lost any potency? This episode features one of the most important chapters from the audiobook of The 4-Hour Workweek. It includes tools and frameworks that I use to this day, including Pareto’s Law and Parkinson’s Law. 

    The chapter is narrated by the great voice actor Ray Porter. If you are interested in checking out the rest of the audiobook, which is produced and copyrighted by Blackstone Publishing, you can find it on Audible, Apple, Google, Spotify, Downpour.com, or wherever you find your favorite audiobooks.

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    *

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  • #794: Brandon Sanderson on Building a Fiction Empire, Creating $40M+ Kickstarter Campaigns, Unbreakable Habits, The Art of World-Building, and The Science of Magic Systems

    AI transcript
    0:00:15 Hi boys and girls, ladies and germs. This is Tim Ferriss. Welcome to another episode of the Tim Ferriss show where it is my job every episode to deconstruct world class performers to figure out how they do what they do, what you can use, what you can emulate.
    0:00:24 And this episode ended up being a master class. I had so much fun with it. My guest who I have wanted to interview for years is Brandon Sanderson.
    0:00:39 He is the number one New York Times bestselling author of the Stormlight Archive series and the Mistborn Saga, the middle grade series Alcatraz versus the Evil Librarians, and the Young Adult novels, the Rhythmetist, the Reckoners trilogy, and the Skyward series.
    0:00:56 He has sold more than 40 million books in 35 languages. He has architected 40 million plus dollar Kickstarter campaigns, and he is a four time nominee for the Hugo Awards, winning in 2013 for his novella, The Emperor’s Soul.
    0:01:12 That same year, he was chosen to complete Robert Jordan’s The Wheel of Time series, which is a big, big deal culminating in a memory of light. Brandon co-hosts with fellow author Dan Wells, the popular intentionally blank podcast and teaches creative writing at Brangham Young University.
    0:01:32 We did this one in person, which made all the difference in Brandon’s massive cavernous offices right next to his warehouse. It was a hell of a ride and we covered a lot of ground and a lot of really nitty gritty tactical advice related to fiction, business,
    0:01:47 publishing, innovating across the board, how he architected his record breaking Kickstarter campaign, and much, much more. You can find him at brandonsanderson.com. That’s B-R-A-N-D-O-N Sanderson.com.
    0:02:00 And you can find him on X Instagram and YouTube at brandsanderson. That’s B-R-A-N-D Sanderson. And I definitely recommend checking out all of those. So we’re going to hop right into it, get into the meat and potatoes.
    0:02:08 A lot of varied terrain with Brandon Sanderson. First, just a few words from the people who make this podcast possible.
    0:02:20 Listeners have heard me talk about making before you manage for years. All that means to me is that when I wake up, I block out three to four hours to do the most important things that are generative, creative, podcasting, writing, etc.
    0:02:41 Before I get to the email and the admin stuff and the reactive stuff and everyone else’s agenda for my time, for me, let’s just say I’m a writer and entrepreneur, I need to focus on the making to be happy. If I get sucked into all the little bits and pieces that are constantly churning, I end up feeling stressed out.
    0:02:55 And that is why today’s sponsor is so interesting. It’s been one of the greatest energetic unlocks in the last few years. So here we go. I need to find people who are great at managing. And that is where Cresit Family Office comes in.
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    0:03:26 They handle the complex financial planning, uncertain tax strategies, timely exit planning, bill pay, wires, all the dozens of other parts of wealth management and just financial management that would otherwise pull me away from doing what I love most, making things, mastering skills, spending time with the people I care about.
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    0:04:08 And disclosure, I am a client of Cresit. There are no material conflicts other than this paid testimonial. And of course, all investing involves risk, including loss of principle. So do your due diligence.
    0:04:22 I’ve been fascinated by the microbiome and probiotics as well as prebiotics for decades, but products never quite live up to the hype. I’ve tried so many dozens and there are a host of problems.
    0:04:37 Now things are starting to change and that includes this episode’s sponsor, SEEDS DS01 Daily Symbiotic. Now it turns out that this product, SEEDS DS01, was recommended to me many months ago by a PhD microbiologist.
    0:04:50 So I started using it well before their team ever reached out to me about sponsorship, which is kind of ideal because I used it unbidden, so to speak, came in fresh. Since then it has become a daily staple and one of the few supplements I travel with.
    0:05:05 I have it in a suitcase literally about 10 feet from me right now. It goes with me. I’ve always been very skeptical of most probiotics due to the lack of science behind them and the fact that many do not survive digestion to begin with.
    0:05:18 Many of them are shipped dead, DOA. But after incorporating two capsules of SEEDS DS01 into my morning routine, I have noticed improved digestion and improved overall health seem to be a bunch of different cascading effects.
    0:05:27 Based on some reports, I’m hoping it will also have an effect on my lipid profile, but that is definitely TBD. So why is SEEDS DS01 so effective? What makes it different?
    0:05:43 For one, it is a 2-in-1 probiotic and prebiotic formulated with 24 clinically and scientifically studied strains that have systemic benefits in and beyond the gut. That’s all well and good, but if the probiotic strains don’t make it to the right place, in other words, your colon, they’re not as effective.
    0:05:57 So SEED developed a proprietary capsule and capsule delivery system that survives digestion and delivers a precision release of the live and viable probiotics to the colon, which is exactly where you want them to go to do the work.
    0:06:10 I’ve been impressed with SEEDS’ dedication to science-backed engineering with completed gold standard trials that have been subjected to peer review and published in leading scientific journals. They standard you very rarely see from companies who develop supplements.
    0:06:19 If you’ve ever thought about probiotics but haven’t known where to start, this is my current vote for great gut health. You can start here. It costs less than $2 a day. That is the DS01.
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    0:06:52 At this altitude, I can run flat out for a half mile before my hands start shaking.
    0:06:54 Can I answer your personal question?
    0:06:56 No, I would have seeded it for a lifetime.
    0:07:01 I’m a cybernetic organism living this year over a metal endoskeleton.
    0:07:13 So, Brandon, just when we were doing soundcheck.
    0:07:14 Yes.
    0:07:15 What did you do?
    0:07:25 So, when I was in kindergarten, I was taught the state song. And I have a good friend, Mary Robinette. She worked in stage for a while.
    0:07:33 We did a podcast together when podcasts were brand new and she would always soundcheck by doing the Jabberwock poem, just this beautiful poetry.
    0:07:41 She had learned to memorize a poem so that they could get a soundcheck because people generally don’t talk enough for a soundcheck.
    0:07:45 And so, then they come to me and I’d be like, “I’m talking. I’m talking. You’ve seen it, the stuff that people do.”
    0:07:48 And they’re like, “Is that enough? Is that enough?” They’re like, “Still some more.”
    0:07:53 And you’re like, “Oh, I’m talking. I’m talking.” So, I thought, “I need a thing, but I don’t know any poetry.”
    0:07:58 But I do know what Ms. Succup taught me in kindergarten, which is the state song.
    0:08:03 And so, I just started listing off the states in alphabetical order, and it became a thing.
    0:08:06 So, now they soundcheck me off of the list of states.
    0:08:10 Yeah, you made it to New Mexico. I’m not sure I could make it past California without making a mistake.
    0:08:15 I still hear the song in my head, “Fifty Nifty, United States.”
    0:08:21 All right, well, let’s leap off of that. Do you have, would you say, in terms of superpowers, an unusual memory?
    0:08:26 Or is there something just to the rhythm and musicality of that that made it stick?
    0:08:33 No, I don’t think I have an unusual memory. I have an unusual one. I don’t have an uncommonly good one. How about that?
    0:08:40 My wife always jokes. I don’t forget a story, and that I don’t. I don’t tend to re-read books.
    0:08:44 I don’t tend to re-watch movies because I’ve seen it. I’ve read it.
    0:08:50 Twenty years or so, I’ll go back and re-watch something, but stories just stick with me.
    0:09:00 I can tell you about stories that I read when I was still a teenager, but I will forget where my keys are, right?
    0:09:04 And I will forget people’s names, and I will, all of that stuff.
    0:09:13 I joke that I’ve just got so much RAM, and I’ve filled it all with story ideas, and so everything else kind of just squeezed out the ears.
    0:09:21 Well, it seems like where we’re sitting, where we’re sitting at HQ, it seems like the design of Dragonsteel,
    0:09:25 maybe the intention behind it is to allow you to do that on some level.
    0:09:35 Yeah, yeah. I mean, everything in our company is built around let Brandon cook and take away from Brandon
    0:09:39 anything that he doesn’t have to think about, or, you know, doesn’t strictly need to.
    0:09:45 I actually think this is kind of a Tim Ferriss thing, right? Like my water bottle.
    0:09:48 I don’t have to worry about refilling it and having ice in the morning.
    0:09:53 I’ve set up a system where somebody does that, and I just pick it up and go.
    0:10:01 The more that I can keep out of my brain that I have to track the better because I am always constructing narrative.
    0:10:03 I’m always working on the story.
    0:10:09 Let’s give another example of productivity that I don’t want to say I vetoed, but it was a conversation before we started recording.
    0:10:14 How many books or book plates do you sign per year?
    0:10:21 So we need between 50,000 and 100,000 times my signature signed.
    0:10:26 The story is usually I’m sitting here and signing pages while I’m doing anything
    0:10:32 because if I have to sign my name 100,000 times, then, you know, I take up the empty space.
    0:10:40 Yeah. And we actually used to once upon a time, we would get the books, the full books, and I would sit and sign them.
    0:10:42 And that’s just a massive undertaking.
    0:10:46 We couldn’t do that anymore when it got over around 10,000.
    0:10:50 I’d actually listen to podcasts and go sit and sign books and sign books and sign books.
    0:10:55 Now we get the pages like the front page and we just give them to me in stacks.
    0:10:59 If anyone wants to see it, my podcast exists so that I can sign the pages.
    0:11:01 It’s the reverse, right?
    0:11:07 I started up because I need to sign these things and I’ll just sit and zip through them normally while I’m doing anything else.
    0:11:09 But today I wanted to give you my undivided attention.
    0:11:10 I appreciate that.
    0:11:13 And I’m going to have a lot of super fans of yours.
    0:11:23 I’m sure, wish and petition me that I would have asked a different set of questions, but I’m actually going to start with Seoul, Korea.
    0:11:34 Because as I mentioned, I was an East Asian Studies major, spent formative time, completely changed my life in Japan and other places, Taiwan, and mainly China also.
    0:11:37 Where does Seoul, Korea fit into your life?
    0:11:40 So I’m a member of the Church of Jesus Christ, Latter-day Saints.
    0:11:43 A lot of us go on two-year missions.
    0:11:44 It can be anywhere.
    0:11:45 It can be local.
    0:11:46 It can be overseas.
    0:11:48 I ended up going to Korea.
    0:11:51 I got the letter saying, “Hey, this is where we’d like you.”
    0:11:53 And I’m like, “Where’s Korea?”
    0:11:56 But I loved my time there.
    0:11:59 It was really formative for me in multiple ways.
    0:12:03 One of which is kind of more amusing.
    0:12:09 I was at the time a chemistry major in college and I was so happy to be on another continent from chemistry.
    0:12:15 I had those two years away to really kind of reassess my life and kind of grow up.
    0:12:22 And most people, when they grow up, they go away from the artistic pursuits because they don’t make a lot of sense.
    0:12:26 I grew up and came back and said, “I’m going to do this.
    0:12:28 I’m going to be a writer.”
    0:12:34 But living in another culture, living where you are a minority.
    0:12:38 Granted, a privileged minority still, but a minority living.
    0:12:43 And saying that the way that people’s language influences the way they think about the world,
    0:12:48 the way that their social mores impact their relationships with one another,
    0:12:55 and all of these things was extremely formative for me in understanding how to approach writing a fantastical culture.
    0:13:03 Just on a fundamental basis, getting rid of some of these ideas that the way that I do things is the only way to do things.
    0:13:08 The Korean language for people who haven’t been exposed, particularly the writing system.
    0:13:09 Yes.
    0:13:14 So if people want to learn to read Korean, you won’t be able to understand what you’re reading.
    0:13:17 But if you want to sound it out, you can learn it in a few hours.
    0:13:19 Yeah, we learned it in a few hours.
    0:13:20 Do you know the story?
    0:13:21 Tell the story.
    0:13:22 The story. You know the story.
    0:13:24 I do, but I think people will appreciate it.
    0:13:27 This is obviously mythologized, right?
    0:13:33 But King Sejong, so King Sejong, he’s the guy on the essentially the $10 bill in Korea.
    0:13:35 He is there, George Washington.
    0:13:37 And Sejong, the great.
    0:13:42 And what happens, Chinese is a really fascinating writing system, right?
    0:13:47 Because it’s logographic, which means that anyone can read a Chinese character.
    0:13:49 It’s more of a hieroglyph than it is.
    0:13:51 You can’t sound it out, right?
    0:13:56 Because anyone can read it, it transcends language in a lot of ways.
    0:13:59 You can see the symbol for person and know it means person.
    0:14:05 Whether you speak Mongolian or whether you speak Thai or whether you speak Japanese or Korean or Chinese.
    0:14:08 So it makes it a great kind of language for trade.
    0:14:13 But it also is extremely hard to learn because every concept must have essentially its own letter.
    0:14:20 And so to be fluent in reading it, you need to learn 2000 to 3000 letters.
    0:14:26 And so it was a really bad system for a common people to learn how to read.
    0:14:30 And King Sejong was like, my people are illiterate.
    0:14:32 They can’t learn Chinese.
    0:14:35 We must have our own writing system that you can sound out.
    0:14:45 You sound out Korean and he gathered his scholars and the story as they together created the system that would be have no deviations.
    0:14:50 It read like it sounded and they designed it based on the movements of the mouth you make.
    0:14:56 And then King Sejong loved it so much he wrote it on little leaves and then spread it out.
    0:15:01 Because the upper class did not want people to learn how to read and they were very against it.
    0:15:03 They’re like, oh, we don’t want the commoners to read.
    0:15:04 That’s for us.
    0:15:09 They, you know, passing the tests and Chinese was a big, you know, Latin for the high priesthood.
    0:15:18 And so Sejong wrote it on a letter and it blew through Korea and the people picked it up and it was so divinely inspired that they intrinsically knew how to read Korean.
    0:15:25 And he frustrated the attempts of the nobles from keeping people to read by giving it to people written on leaves.
    0:15:26 It’s so delightful.
    0:15:28 It is an amazing, amazing mythology story.
    0:15:32 And the Korean people are very proud of this writing system for good reason.
    0:15:35 I encourage everybody to just take a few hours.
    0:15:41 I think there’s even a comic book called How to Learn to Read Korean in 15 Minutes or something like that.
    0:15:42 Slight exaggeration.
    0:15:43 It’s going to take you more than 15 minutes.
    0:15:44 Yeah.
    0:15:47 But in 60 minutes, you could definitely get the basics and figure it out.
    0:15:52 Definitely gives you a false sense of your own skill when you learn it.
    0:15:53 You’re like, wow, I’m reading.
    0:15:56 And they’re like, all right, now the actual language, what these things mean.
    0:16:07 And good news, if you do learn some Korean, you can hop reasonably easily to Japanese and in some cases to Chinese as well.
    0:16:13 So you might have Jeong Hwang for telephone, then Dian Hwang in Chinese Mandarin, and then Daewang in Japanese.
    0:16:15 So there’s a lot of overlap.
    0:16:23 Or like if you want to say, “Tan-san-su juseyo” in Korean.
    0:16:27 So anyway, if you get one, then it’s a good branch off to other things.
    0:16:32 All right, I’m going to cut my linguistics nerding short.
    0:16:33 You need to create a conlang.
    0:16:34 Have you ever done it?
    0:16:36 Oh, I have actually.
    0:16:38 So you should explain what that means.
    0:16:42 But I have actually spent some time on it.
    0:16:48 And I owe you a huge debt of gratitude because I listened to probably 40 episodes of writing excuses.
    0:16:49 Oh, did you?
    0:16:55 And then I was working on my first real attempt at fantasy world building a few years ago.
    0:16:59 And I wanted to incorporate language as a core piece of it.
    0:17:04 And I spent a lot of time also looking at Tolkien’s work with languages.
    0:17:05 He’s the master.
    0:17:07 Yeah, unbelievably complex.
    0:17:23 And I also, at one point, this is actually from my third book, reached out to the gentleman who designed the Navi language in Avatar, which in very partial measure stemmed from some of his exposure to some of these East Asian languages as well.
    0:17:30 But okay, so how would you approach and how do you think about language construction?
    0:17:32 Are you sure we’re not getting too nerdy for your audience?
    0:17:33 This is super nerdy.
    0:17:36 Yeah, folks, look, we’re about to go really deep in the nerd pool.
    0:17:41 So if you want to skip ahead five minutes, that’s fine, but I’d encourage you to stick around.
    0:17:44 A con leg is a constructed language.
    0:17:50 Most people know of Klingon and Elvish and George Martin has one and the Navi you mentioned.
    0:17:52 These are just invented languages.
    0:17:57 There’s only one that’s in wide use or wide quote unquote Esperanto.
    0:18:05 You could almost say that Korean is a bit one because it was actively designed rather than growing organically.
    0:18:08 But I think it’s hovering in this in between space.
    0:18:09 So how do I approach it?
    0:18:18 I look at what Tolkien did and I say, wow, he basically wrote Lord of the Rings because he had these cool languages he was designing.
    0:18:20 He wanted a place to use them, right?
    0:18:21 Including crazy scripts.
    0:18:22 Yeah.
    0:18:26 And I said, I don’t have 20 years to do that like Grandpa Tolkien.
    0:18:28 I’m really a narrative guy.
    0:18:31 I really focus on what makes a narrative work.
    0:18:32 I’m going to break it down.
    0:18:36 People think of me as the world building guy, but I’m not.
    0:18:39 That’s certainly the thing I’ve used as my branding and marketing.
    0:18:43 It’s the way that I’ve used to make myself easily recommendable and distinctive.
    0:18:46 But what I spend most of my time on is narrative.
    0:18:56 And so when I look at the language, I’m like, I want to have something that is relevant, that works, but I don’t want to spend 20 years.
    0:19:03 And so I usually come up with a few interesting rules that I’ve come up with through my knowledge of linguistics.
    0:19:05 And I say, follow these rules.
    0:19:08 Whenever you need a word, go back to these rules and build it.
    0:19:09 Don’t write out the whole language.
    0:19:12 Don’t come out with how you would say every sentence.
    0:19:18 Each time you need something, go to the rules, build it up from the fundamentals, and it will all eventually then work.
    0:19:26 But it means I end a book with 50 words and maybe a little bit of grammatical structure, not with an entire language that you could speak.
    0:19:32 This I ran into, which is part of the reason why I was revisiting my email changes with the person who created Navi,
    0:19:40 because I had something like eight greater houses in this fancy world that I was creating for my own entertainment more than anything else.
    0:19:42 It’s just an itch, I really want to scratch.
    0:19:53 And the extent to which I developed languages was really just for a few exclamations, a few songs, very short, not Tolkien, like 20 minutes on audiobook.
    0:20:00 And I loved it, but I recognized how you could really trap yourself in quicksand if you tried to get too ambitious.
    0:20:05 We call it world builders disease, which sometimes you want to give yourself, it’s fun.
    0:20:15 But if you spend 20 years world building every book in today’s market, you’re probably not going to have a career as a professional writer.
    0:20:22 You might, you might get lucky and write that one book that’ll sell millions of copies and make it so you can live off of just that income.
    0:20:24 Most of us, it takes a lot more effort.
    0:20:32 And we learn to world build in service of story rather than write stories in service of world building, but everybody gets to do what they want.
    0:20:34 You scratch your itch, how you want to scratch it.
    0:20:40 We’re going to talk about putting in the effort and No Man’s Land perhaps is one way that we could put it.
    0:20:47 But I want to ask first about David Farland, if I’m pronouncing your name correctly.
    0:20:55 So as an undergrad, at least based on research I did, you took a creative writing class with David Farland or a writing class.
    0:21:03 How did that affect you and what lessons might you have grabbed onto that have stuck with you in any way?
    0:21:09 Yeah, so I came back from Korea sophomore year of college and I’m like, I’m young, I’m stupid.
    0:21:12 Now is the time to try to be a writer, right?
    0:21:14 This is what I really want to do.
    0:21:18 And I suspect we’ll get into later why I really want to do that and things like that.
    0:21:22 But it changed my major to English because I thought that’s what you had to do.
    0:21:26 Later found out Stephen King and others recommend you major in anything but English.
    0:21:35 The reasoning being that you should study something that you’re fascinated by and then use that to inform your writing, which is generally pretty good advice.
    0:21:37 I do recommend that.
    0:21:42 The cheat code is if you major in English, you can use your writing as your homework.
    0:21:45 The assignments you can double use your time.
    0:21:48 A lot of times you can be practicing your writing but also turn it in.
    0:21:51 And so it’s a little easier in some ways.
    0:21:57 Changed my major to English and I took a whole bunch of classes from a whole bunch of professors whom they’re dear to me.
    0:21:59 I love them.
    0:22:04 Most of them have retired by now or passed on but they knew nothing about publishing.
    0:22:06 This is just very common in the arts, right?
    0:22:15 They’ll talk about how to express yourself as a writer but they won’t talk about how do you construct a sympathetic character.
    0:22:17 Never heard those terms.
    0:22:26 They’ll tell you about how to get into a MFA program but they won’t tell you how to get a publishing deal because none of them have done it.
    0:22:36 And so again, they did teach me some valuable things but my senior year after going through a bunch of these workshops is what we call it, writing workshops.
    0:22:43 I heard that there was a writer coming in who actually had published something and he was teaching the low level, 200 level class.
    0:22:47 And then I was in taking the graduate courses even though I wasn’t a graduate yet.
    0:22:51 And I’m like, “I should probably take this class even though it’s kind of a step backward.
    0:22:58 It won’t fulfill any of my credit requirements but I’m at college to learn not to check some boxes off of a list.”
    0:23:01 And so I took his class and it was revolutionary to me.
    0:23:04 He sat down like the first few days.
    0:23:07 He’s like, “All right, here’s how you actually construct a narrative.
    0:23:08 Here’s what works.
    0:23:09 Here’s what doesn’t work.
    0:23:10 Here are tools.”
    0:23:17 I was kind of focused and it became my focus in teaching on here’s a toolbox because not every tool works for every writer.
    0:23:22 In fact, you’re generally going to gravitate toward one or two and the rest you’ll find useless.
    0:23:27 And he took that toolbox approach and he said, “Some writers do it this way, some writers do it that way.
    0:23:28 Try this.
    0:23:29 Here’s something to do.”
    0:23:35 And then he talked about publishing in this way that was mind blowing because that was the big thing for me.
    0:23:36 Was hearing someone say–
    0:23:37 Kind of the black box.
    0:23:38 Yeah.
    0:23:39 Here’s my publishing contract.
    0:23:41 He said, “He passed it around.
    0:23:42 Here’s my latest contract.
    0:23:43 Have a look at it.
    0:23:44 Ask questions.”
    0:23:47 And here’s how you go about getting one of these.
    0:23:52 And I took his advice back in the early 2000s.
    0:23:55 Publishing in sci-fi fantasy was still very networking focused.
    0:23:59 It’s actually moved away from that for various reasons.
    0:24:12 But back then, the best way to break in was to go to the conventions, get into the parties, meet the editors, and start chatting with them and start listening to what they were actually interested in.
    0:24:17 The magic question was, what are you working on right now that you’re really excited by?
    0:24:21 Because this lets you learn the personalities of the various editors.
    0:24:30 It’s not networking in that none of them knew who I was, but it’s networking in that hearing from them directly what they were buying and why.
    0:24:37 Then you could go to these 50 editors and say, “All right, these five really seem like they would like my work.”
    0:24:41 Instead of sending to all 50, I target those five.
    0:24:42 I met them at a party.
    0:24:43 I say, “Hey, I met you.
    0:24:45 Sound like we hit it off.
    0:24:47 You mentioned that I could send you my work.
    0:24:48 Here it is.”
    0:24:54 That’s what got me an agent and an editor was doing that, just kind of the Dave Farland method of breaking in.
    0:24:56 I was the last generation that worked for.
    0:24:58 It really doesn’t work anymore.
    0:25:02 Everyone jokes that in publishing, no one actually wants to publish in the authors.
    0:25:04 No one wants to actually do any work.
    0:25:09 So anytime someone sneaks in, they’re like, “Oh, how did you get into publishing?
    0:25:10 Oh, really?”
    0:25:13 And then they close that door so that no one else can get in.
    0:25:19 We all joke about things like that. It’s not actually true. Everyone actually wants to find great authors and great work.
    0:25:26 But the industry changes quickly enough that what works for one generation by the time they’ve broken in, the industry’s changed.
    0:25:27 It just doesn’t work.
    0:25:32 So I’m going to come back to the agent and I’ll just plant the seed.
    0:25:35 I’m going to ask how much writing you did before that happened.
    0:25:41 But before we get to that, I want to ask, are you still teaching the creative writing class at BYU?
    0:25:42 I am.
    0:25:43 Bring me on university.
    0:25:45 What is the first class?
    0:25:46 First class.
    0:25:49 So first class is some things I just told you.
    0:25:54 I get up and I say to them, actually the very first thing is I say to them,
    0:25:59 “During this class, we’re going to pretend you want to be a professional writing writer,
    0:26:04 earning a full-time living from your writing in the next 10 years.”
    0:26:10 That we’re going to pretend because most of you, that’s probably not whether there, right?
    0:26:12 Most of them, they’re just curious.
    0:26:14 They may have a book of them.
    0:26:19 And we have this curious relationship with art in our society.
    0:26:24 It is, as soon as you say, “I’m going to write something,” people are like, “Oh, when will you monetize it?
    0:26:26 When will you earn money from it?”
    0:26:29 And that can be kind of destructive, right?
    0:26:33 Like you mentioned, you’re writing a book or you wrote one just because it was an itch.
    0:26:34 You enjoyed it.
    0:26:37 I think writing is legitimately just good for people.
    0:26:42 And the same way that working out is good for people, learning to write a narrative
    0:26:46 and get those thoughts out of your head and page, just innately good.
    0:26:51 Most people, when they go play basketball, pretty if they look like me,
    0:26:54 people aren’t going to be like, “So when are you going into the NBA?”
    0:26:55 Yeah, right.
    0:26:58 But if you write a book, people will say, “So when are you going to publish it?”
    0:27:02 And I say to the students, “It’s okay if that’s not your goal.
    0:27:06 If you want to write just for you, if you want to be on the I spent 20 years
    0:27:09 and then produce one book, route, totally fine.
    0:27:14 However, I want you to know everything you would need to shoot for the highest level,
    0:27:17 which is earning a full-time living as a writer.
    0:27:19 And everything else falls underneath that.
    0:27:23 So during the class, we pretend that that’s your goal.
    0:27:26 Once you walk out of it, you can make your own goals, whatever they are.
    0:27:29 But while we’re there, we pretend that.
    0:27:33 And then the second thing I say is, you’re going to have to learn when to ignore me.
    0:27:37 And that is really hard to do because I’m an authority.
    0:27:38 I’m up there.
    0:27:43 Survivorship bias says, “Who knows what I actually say is going to be relevant?”
    0:27:49 Some of it, hopefully, but I can’t really determine what really played a part in me
    0:27:50 being successful and what didn’t.
    0:27:51 Sure, of course.
    0:27:55 And I want to approach it as a toolbox, giving people all of these various tools.
    0:27:58 Some of them are, sure, contradictory, self-contradictory.
    0:28:02 I can give you examples of that if you want, but you can’t use them all.
    0:28:07 So you’re going to have to ignore some of the advice of major authors.
    0:28:09 Some of the things that Stephen King tells you will be wrong.
    0:28:14 Some of the things for you, some of the things that I tell you will be wrong for you.
    0:28:16 You have to find your own way.
    0:28:19 And so I kind of start off with, I’m going to pretend you want to be a professional writer
    0:28:23 and then follow it up with, but learn when to ignore me.
    0:28:28 What are some of the contradictory tools or approaches in the toolkit?
    0:28:34 The one I generally use as my prime example is when I was studying this before I broke in,
    0:28:37 two authors that I admired, I read their books.
    0:28:42 I read Odd Writing by Stephen King and How to Write Syphine Fantasy by Orson Scott Card.
    0:28:48 And I read these books, and I honestly can’t tell you 100% if it was in those exact books
    0:28:50 or other writings of theirs on their websites and things.
    0:28:55 But Stephen King at one point said, “Do not make an outline.
    0:28:57 Do not use a writing group.
    0:28:59 These will destroy your writing.”
    0:29:02 And Scott Card is like, “I need an outline.
    0:29:07 It is fundamentally vital for me in order to build my book.”
    0:29:13 Now, Stephen King is what we generally call, these are George R. R. Martin’s terms.
    0:29:16 He’s wonderful the way he speaks about fiction.
    0:29:19 If you’re really interested, anything George says is golden.
    0:29:20 He calls them gardeners.
    0:29:22 Stephen King is a gardener.
    0:29:28 For Stephen King, exploring and discovering his story is the thing that makes him excited.
    0:29:29 He wants to take a seed.
    0:29:34 He’ll often say, “I take two really interesting characters and I put them in conflict
    0:29:38 and have something go wrong and I see where the story goes and I just write.”
    0:29:43 And he says that if he has an outline, he feels like he’s already done that process in the outline.
    0:29:46 So when he sits down to write the book, he has no motivation.
    0:29:49 He’s not exploring and discovering anymore.
    0:29:51 The other group we call architects.
    0:29:57 Architects like to build a structure and then kind of go and take this little piece
    0:30:00 and then polish that little piece and see where it goes
    0:30:03 and then take the next piece that they’ve already built as part of their structure
    0:30:05 and build a story around that.
    0:30:08 And most people are somewhere in between these two extremes,
    0:30:12 but those were two extremes where I realized I can’t do both of these.
    0:30:15 I can’t both not have an outline and have an outline.
    0:30:22 I can have a hybrid approach, but if you try to take both of their advice equally weighted,
    0:30:24 then you’re going to get nowhere.
    0:30:26 You can try both methods in different ways.
    0:30:30 You can try some hybrids, but a lot of things you’ll learn in writing.
    0:30:34 You kind of have to choose one or the other and try it out and see how it works for you.
    0:30:40 What are some of the assignments that have most resonated with students
    0:30:45 or you think best served them even though they might not recognize it?
    0:30:51 What I generally do is I follow a focus on habits approach.
    0:30:55 Instead of giving them specific writing exercises,
    0:30:58 if someone comes up to me and says, “I’m having trouble with X,”
    0:31:00 I’ll give them a writing exercise to work with that.
    0:31:04 If someone comes up to me and says, “I am having a lot of trouble
    0:31:08 going back and revising my chapters over and over again,” instead of writing the next one,
    0:31:11 I’ll say, “Okay, try writing longhand.”
    0:31:13 This works for some people.
    0:31:16 You go, you take a page of paper, you write it longhand and you tell yourself,
    0:31:19 “It doesn’t have to be perfect until I put it into the computer,”
    0:31:25 and you start each day taking what you wrote before and putting it into the computer
    0:31:28 and then leave it alone and write your next chapter longhand
    0:31:32 and then use that process to kind of get yourself back into the writing,
    0:31:34 but then forcing yourself to do something new.
    0:31:36 That works for some people.
    0:31:38 If people are having trouble with dialogue,
    0:31:43 I say, “All right, go do the exercise where you sit and listen to people on campus,”
    0:31:48 and you just write down exactly what they say, exactly as it’s said,
    0:31:53 and then take it and try to write it under different styles of dialogue.
    0:31:56 If you’re writing like Soderbergh, how would you do it?
    0:31:58 Pick some of your favorite people.
    0:32:03 Go watch their movies, write down the dialogue and compare that to the real life
    0:32:07 and just kind of figure out what kind of dialogue you like to do.
    0:32:12 Those are exercises, but in general, I’m only doing that when I’m diagnosing a problem.
    0:32:18 For the class, I’m saying your job, if you want to, try to be a professional writer.
    0:32:21 You’re going to have to write consistently.
    0:32:26 Nine out of 10 writers that I’ve found do better with consistency.
    0:32:28 One out of 10 is a binge writer.
    0:32:32 I don’t understand binge writers as well, but I can talk about that.
    0:32:36 Those are the people who go rent a cabin, take two months,
    0:32:41 walk in without a book, come out with a book, and then they don’t write for 10 months.
    0:32:47 Most people are better served by writing a certain amount every day really consistently,
    0:32:54 or at least two or three times a week, and building a novel out of good habits.
    0:32:55 I focus on that.
    0:33:01 I’m like, break it down, set a goal, have a spreadsheet, and try to hit your word counts,
    0:33:03 or at least your hour counts.
    0:33:07 If you’re having trouble doing this, go to a specific place every day that you do this
    0:33:08 that you don’t do a lot of other things.
    0:33:09 Go to the coffee shop.
    0:33:11 Go to a certain room in the house.
    0:33:13 Turn on certain music that you only turn on when you’re writing.
    0:33:17 Build that habit so that you are very consistent.
    0:33:19 Batch your writing time.
    0:33:23 If there’s something you already do every day, if you already have built a habit to go to the gym,
    0:33:29 then try to align your life so that you go to the gym and then have an hour to write.
    0:33:31 Think about where you’re going to write at the gym.
    0:33:36 Sit and write for an hour so that you are adding on to a habit that you’ve already built.
    0:33:39 And that’s my focus in the class is really be consistent.
    0:33:40 See if you can write.
    0:33:43 The goal is in the class to write 35,000 words.
    0:33:46 Class is around a third of the year.
    0:33:51 If you do that all year, you will end up with 100,000 words, which is your average novel.
    0:33:57 How many just for people listening who aren’t in the writing biz or the writing habit,
    0:34:02 100,000 words in a typical trade paper bag or it could be a hardcover.
    0:34:04 How many pages is that 300?
    0:34:06 Yeah, 350.
    0:34:14 Like the way of Kings is 400,000 words and we kind of cram stuff in there and we get to a thousand pages on that.
    0:34:16 So you can kind of run that.
    0:34:17 It’s a fourth of a thousand pages.
    0:34:18 So it’d be 250.
    0:34:20 But here’s the thing.
    0:34:22 We use dirty tricks in publishing.
    0:34:25 If you’re reading a thriller or a young adult book,
    0:34:30 what they’ll do is they’ll put a lot fewer words on a page because they want to increase the pacing.
    0:34:32 They want to make it feel like you’re just zipping through.
    0:34:33 It’s a page turner, right?
    0:34:38 So they’re going to want, you know, 50% fewer words on every page.
    0:34:42 So that kid picking up that book that’s a reluctant reader is like, wow, this one’s really fast.
    0:34:45 I don’t have space for that in my big fantasies.
    0:34:47 I push the limits of what can be bound.
    0:34:51 And beyond that, we’re not expecting you to read this book in one sitting.
    0:34:56 So we can put more on a page that makes it feel dense and thick and meaty,
    0:35:00 which can be really enjoyable if you want to dig into a new world and things like that.
    0:35:08 Just a quick thanks to one of our sponsors and we’ll be right back to the show.
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    0:36:34 Let’s hit some top-line habits from Brandon.
    0:36:39 How many words per year on average would you say you put down?
    0:36:43 My goal is 2,000 to 2,500 words a day.
    0:36:51 So, you know, whatever, 10 pages to 20 pages is what I’m looking at.
    0:36:52 Depends.
    0:36:58 I mean, I write in the old-school manuscript format where everything’s 12-pointed and courier.
    0:37:05 And it’s a holdover from the days when certain typesetting things are done that are too nerdy perhaps to talk about here.
    0:37:09 But I think in words, so I do 2,500.
    0:37:10 Those are new words.
    0:37:11 Those are new words.
    0:37:15 Now, when I’m doing revisions, I’m not writing new words.
    0:37:20 And I would say around a third of my time is spent on revisions depending on the year.
    0:37:21 And this is the thing.
    0:37:23 Some years, I’ll do a lot of words.
    0:37:25 Some years, I do a lot more revisions.
    0:37:26 It really depends.
    0:37:34 But if we’re looking at 2,000 words a week times 50 weeks, like that can produce quite a lot of words, right?
    0:37:38 20, so 10,000 words a week is what that would turn into.
    0:37:41 That’s 500,000 words a year, right?
    0:37:44 Is what I could theoretically produce.
    0:37:47 Now, third of my time is done to revisions.
    0:37:51 So, really, I’m looking at around 300,000 words.
    0:37:57 A Stormlight Archive book is 18 months of work for that reason and things like that.
    0:37:58 All right.
    0:38:01 We might come back to that and the revision process.
    0:38:08 But just as promised to hop back and forth between past and present tense, why did you want to become a writer?
    0:38:10 So, this is a fun story.
    0:38:20 I was not a writer or a reader when I was young, which is I found pretty odd for people who are published novelists.
    0:38:25 A lot of my friends, I’ll talk to them and be like, yeah, I published my first thing when I was two, right?
    0:38:32 I came out of the womb with a poem ready to go in my student newspaper and things like that.
    0:38:39 Me, I did read when I was very young and about fourth or fifth grade, I fell out of it.
    0:38:49 And this is the era where I lived in Nebraska and there were certain books that people just really like to read in Nebraska.
    0:38:56 And they usually involved young people on farms, sometimes living in the wilderness on their own, sometimes on a ranch.
    0:38:59 They had pet dogs and the pet dogs died.
    0:39:06 And I got like three of those in a row where I’m like, I don’t even have a dog, but I’m tired of the dog dying.
    0:39:09 I know what it’s like to be a kid.
    0:39:13 Like I don’t live on a farm, but my grandparents were all farmers, right?
    0:39:16 And I live behind a farm.
    0:39:27 I was in Lincoln. It’s mostly urban, but mostly urban in that Midwest way where you’re in the capital city in a brand new kind of high cost development.
    0:39:30 But there’s a cornfield in your backyard. That’s just Nebraska, right?
    0:39:32 That’s just how we roll.
    0:39:34 And so I knew all of that.
    0:39:36 I was not interested in it.
    0:39:38 And so I fell out of reading.
    0:39:39 Eighth grade rolls around.
    0:39:40 I have a teacher, Ms. Reader.
    0:39:41 She doesn’t remember me.
    0:39:42 Ms. Reader.
    0:39:43 Ms. Reader.
    0:39:44 How appropriate.
    0:39:45 Yeah, Ms. Reader.
    0:39:47 She wanted to be a professor at UC Irvine.
    0:39:55 So if anyone had a professor reader at UC Irvine, this was the same person, but Ms. Reader, she was my eighth grade English teacher.
    0:40:00 And I probably shouldn’t admit this, but I cheated on a book report with her.
    0:40:06 If you’re a smart kid, you realized that the back of the book, even before the internet, basically tells you the entire plot.
    0:40:10 And then you can read the last chapter and you’ll know the whole plot of the book.
    0:40:13 So it’s like book report, write a summary and why you liked it.
    0:40:16 And I read the back of the book, the last chapter and turned it in.
    0:40:19 And I made some mistakes and she picked me out.
    0:40:21 She sat me down and she was actually very good.
    0:40:24 She’s like, something’s not clicking with you with books.
    0:40:26 And I’m like, no, they really aren’t.
    0:40:32 She’s like, so for your next book report, I just want you to read one of these books on my rack here.
    0:40:35 These are my favorite books that I have for kids to read.
    0:40:38 I just want you to actually read it and you can talk to me about it.
    0:40:40 And I kind of, I don’t like books.
    0:40:42 She’s like, well, just try something different.
    0:40:48 So I went to the rack and I always joke it’s like, you can tell the paperbacks have been read by a hundred students, right?
    0:40:51 They got spaghetti stains on them and things like that.
    0:40:57 It’s just, and I looked leaf through and I arrived on this book called “Dragon Spain” by Barbara Hamley.
    0:41:00 And it really was the cover, cover illustrator is Michael Whalen.
    0:41:05 I would eventually, he’s the illustrator who did the “Away of Kings” in the Stormlight Archive for me.
    0:41:06 I eventually got him.
    0:41:08 He just retired.
    0:41:09 He did.
    0:41:13 The last cover was the fifth book of the Stormlight Archive and he’s retired, but he’s done that before.
    0:41:14 So he might be back.
    0:41:22 He pulls a Miyazaki sometimes and pops in and out or a Michael Jordan, depending on the field you’re talking about.
    0:41:29 But regardless, I picked up this book and, you know, it had cool dragon on the cover.
    0:41:31 It was all misty and kind of awesome looking.
    0:41:33 It had a cute girl on the cover.
    0:41:36 It’s like, “Hey, I’m 14. Maybe this will work.”
    0:41:37 And I take this book.
    0:41:40 Now, this book should not have worked.
    0:41:42 This book absolutely should not have.
    0:41:44 Like, what do you want to give a reluctant reader?
    0:41:50 You usually want to give them a book about someone their age, usually very similar to them.
    0:41:54 A reluctant reader, if it’s a young man, you hand him Harry Potter, right?
    0:41:58 This is a book about a middle-aged woman going through a midlife crisis.
    0:42:04 The story is that there’s a dragon who’s come to, you know, destroy the kingdom.
    0:42:08 The last living person who’s killed a dragon is this guy and they go hunting him.
    0:42:12 And he lives up in the north because he’s now middle-aged with a family.
    0:42:15 And he’s like, “I killed a dragon when I was in my 20s.
    0:42:17 I don’t do that anymore.
    0:42:18 I’m an old dude now.”
    0:42:20 And they’re like, “You’re the only one who’s ever done it.”
    0:42:24 And so he goes to his wife and he’s like, “I guess I got to go kill this dragon.
    0:42:25 We got to figure out how to do this.”
    0:42:29 And it’s told from her perspective as they go down and try to figure out how to kill a dragon
    0:42:33 as middle-aged people and be smart about it rather than charging you with a sword.
    0:42:40 And her story is she has been told by her teacher she could be the greatest wizard ever.
    0:42:42 She’s got a raw natural talent.
    0:42:47 But she has divided her time between studying and having a family.
    0:42:51 And her teacher’s like, “You really should give up that family stuff.
    0:42:54 Just really focus on your magic.”
    0:42:56 But you know, this is her crisis.
    0:43:00 And through going down, she kind of learns about the dragon magic
    0:43:04 and she starts to get really into that and not to give spoilers,
    0:43:09 but there’s an opportunity for her to just go and become what she’d always dreamed.
    0:43:13 And her crisis is, “Do I go do this right now or do I not?”
    0:43:15 And I’m reading this book and it’s really cool.
    0:43:16 It’s inventive.
    0:43:23 And I realize at some point, my mother, she graduated first in her class
    0:43:28 in accounting in a year where she was the only woman in most of her accounting classes, right?
    0:43:34 She had been offered a really prestigious scholarship to go get her CPA.
    0:43:36 And she had decided not to.
    0:43:41 She decided that she wanted to be home with young kids when she had young kids,
    0:43:45 which I do not think is a decision anyone should make for you,
    0:43:47 but it’s a decision she made for herself.
    0:43:51 She later, after having kids, went on and had a really great career as an accountant,
    0:43:57 but she gave up some really important things that as I’m reading this book,
    0:43:59 I had always heard these stories.
    0:44:00 You know, she would tell them.
    0:44:02 She wants us to know that she…
    0:44:05 And I always thought, “Of course you did, mom.
    0:44:06 Look at me.
    0:44:08 I’m great.
    0:44:10 This is what you should have done.”
    0:44:13 I’m reading this book and I’m like, “Ditch the kids.
    0:44:14 Go be a wizard.
    0:44:16 Wizarding is awesome.
    0:44:18 The kids will get along.
    0:44:19 They’ll figure it out.”
    0:44:22 And I get done with this book.
    0:44:27 And on one hand, it’s kind of a silly book about wizards and dragons, right?
    0:44:31 And I get done with this book and I understand my mom better.
    0:44:36 And this book built empathy in me for someone that, you know,
    0:44:38 I’m a 14-year-old boy.
    0:44:42 I’m understanding a middle-aged woman in ways I’d never been able to before
    0:44:44 and I’d had fun while doing it.
    0:44:46 And there was a magic to that.
    0:44:50 And I don’t use that word lightly as a storyteller, as a writer of fantasy.
    0:44:55 There was a magic to that author being able to convey a life experience
    0:44:59 of someone that just entered my brain and has never left.
    0:45:03 And I said, “Just like if you went and saw a magic trick,
    0:45:05 you’re an analytical person.
    0:45:07 You probably want to say, ‘How did they do it?
    0:45:09 How did they vanish that thing?
    0:45:11 What type of mirrors did they use?’
    0:45:14 I read this and said, ‘I need to know how this is done.
    0:45:15 I have to know.’
    0:45:17 And I just started reading voraciously.
    0:45:19 I went to the card catalog because I’m old.
    0:45:21 I’m even older than you.
    0:45:22 Oh, I remember those card catalogs.
    0:45:23 Yeah.
    0:45:26 And I went and got the next book in line, just alphabetical,
    0:45:27 because it started with dragon.
    0:45:28 And I read everything.
    0:45:32 It had dragons in it in the school library just to figure it out.
    0:45:35 And, you know, something changed in me that day.
    0:45:38 I went from a C student to an A student over summer.
    0:45:41 C’s in eighth grade, A’s in ninth grade.
    0:45:43 Why that changed?
    0:45:46 Because I discovered stories about wizards.
    0:45:49 I discovered there was something I wanted to do, right?
    0:45:52 There was now a reason to get good grades.
    0:45:57 I was in Nebraska and UNL is good for some things.
    0:46:00 I later learned that it actually has a decent writing program,
    0:46:06 but I wanted a good education and I wanted to go to BYU
    0:46:07 where my parents had gone.
    0:46:10 And I realized I probably wouldn’t get into BYU.
    0:46:13 Because the private school, you do have to have, you know,
    0:46:17 better grades than C’s generally to make it into some of these schools.
    0:46:19 And so suddenly I had a reason.
    0:46:21 Like, well, I want to go to a better school.
    0:46:22 Again, I was dumb.
    0:46:24 UNL is actually a really good school.
    0:46:27 But as a kid, I’m like, I need to get into this school.
    0:46:29 And so my grades went up.
    0:46:30 Like, I need to be a writer.
    0:46:31 I need a degree.
    0:46:32 I need to learn about this.
    0:46:34 Therefore, I’m going to have to go to college.
    0:46:36 Therefore, I’m going to have to learn to learn,
    0:46:38 because otherwise I won’t figure out how to do this.
    0:46:42 And having a purpose, having a reason to do well,
    0:46:44 changed my entire outlook.
    0:46:47 And I was not Valovictorian.
    0:46:49 I was one grade off of it,
    0:46:51 because I took a semester and moved to France
    0:46:53 that tanked my grades.
    0:46:55 It wasn’t a full semester, about half a semester.
    0:46:58 But I never caught up on all the stuff that I needed to do.
    0:47:00 So I got a B+ in one class.
    0:47:01 But it was totally worth it.
    0:47:02 Go live in France.
    0:47:04 How did you decide to go to France?
    0:47:09 I took four years of French, and my teacher in French
    0:47:12 was the best teacher I had, Ms. Dress.
    0:47:14 And when you have good teachers,
    0:47:17 it changes your passion for a class, right?
    0:47:18 Completely.
    0:47:20 You know, I wouldn’t have picked French as my favorite subject,
    0:47:22 but it was my favorite class.
    0:47:24 And so I had three years of that.
    0:47:27 And she said, hey, I’m taking a study abroad to Paris.
    0:47:30 You’re going to have to miss half a semester.
    0:47:31 You’ll have to do makeup work,
    0:47:34 but we’ll live in Paris and go visit all the sites
    0:47:35 and go to all the museums.
    0:47:36 And I’m like, I am in.
    0:47:39 You’re so passionate about your trips to Paris.
    0:47:40 And it was so wonderful.
    0:47:42 Like, stayed with a host family,
    0:47:46 and then did day trips to just places around Paris.
    0:47:49 Went to, you know, Givarni and Versailles,
    0:47:53 and saw everything and museums every day,
    0:47:56 and bad grades and math.
    0:47:58 Sounds like a good trade in terms of the B.
    0:48:00 Yes, it was absolutely a good trade.
    0:48:03 It’s so parallel to what happened to me with Mr. Shimano
    0:48:06 in the high school when I transferred schools,
    0:48:09 ended up taking Japanese, had no plans to go to Japan,
    0:48:11 and then six months in, he didn’t go with me,
    0:48:14 but that’s how the study abroad came about,
    0:48:16 and completely changed everything.
    0:48:19 But I spent the next few summers catching up with summer school
    0:48:21 because none of the grades transferred.
    0:48:22 I love Japan.
    0:48:25 I’ve only been once, but it was just delightful.
    0:48:28 Just walking around Tokyo is such a surreal
    0:48:30 and interesting experience.
    0:48:33 Yeah, I tell people it’s like 30% Blade Runner
    0:48:35 and 70% DMV.
    0:48:37 Like, if you live in Japan, it’s just like,
    0:48:39 I have to do another carbon copy.
    0:48:41 Like, when then we have to fax, what is this?
    0:48:42 Why?
    0:48:44 Yeah, my few of my friends have moved
    0:48:47 and have since confirmed that that is their experience.
    0:48:51 So, I’m focusing on, had been focusing,
    0:48:53 and I’m going to come back to the class
    0:48:57 because you’ve thought about writing very deeply,
    0:49:00 and it’s basically a filtering function
    0:49:04 for ferreting out some of the key ingredients
    0:49:06 as you see them in your writing process.
    0:49:09 You mentioned narrative and how,
    0:49:12 from a positioning perspective, people think of you
    0:49:13 and it’s very helpful.
    0:49:15 It’s also valid in some ways as a world builder,
    0:49:17 but that first and foremost, it’s like,
    0:49:19 it’s world building in service of a narrative,
    0:49:21 not the other way around.
    0:49:23 How do you teach narrative?
    0:49:24 Are there particular books?
    0:49:26 Is it like a three act play?
    0:49:27 Is it the hero’s journey?
    0:49:29 What are we talking about?
    0:49:33 So, I do two lectures on narrative,
    0:49:36 and generally the first day I do not talk about hero’s journey
    0:49:39 or three act structure or any of these things.
    0:49:40 That’s for the second week,
    0:49:44 because I do my classes one giant lecture each week,
    0:49:45 followed by a workshop.
    0:49:46 Are these available anywhere?
    0:49:47 Yeah, they’re on YouTube.
    0:49:48 Amazing.
    0:49:49 Yeah, you can watch the,
    0:49:50 we’re doing new ones this year.
    0:49:52 So, you can go watch these two lectures
    0:49:53 that I’m talking about.
    0:49:59 The first one, I just talk about the theory of plot.
    0:50:01 What makes someone turn a page?
    0:50:03 Why does someone start at page one
    0:50:05 and then end?
    0:50:07 What is a page turner?
    0:50:12 And my theory on this is it is a sense of progress.
    0:50:16 We like to see things count up as human beings,
    0:50:20 and the great plots are doing this beneath the hood.
    0:50:24 They are showing incremental slow progress forward,
    0:50:25 sometimes backwards,
    0:50:28 sometimes a little of each, toward a goal.
    0:50:33 And the idea for plot is to identify what type of plot it is.
    0:50:35 If you’re doing a mystery,
    0:50:39 then that progress is going to be in the form of information.
    0:50:42 The story starts without the characters without the information,
    0:50:44 the reader without the information, generally,
    0:50:47 and ends with them gaining the information.
    0:50:50 And so, the story, the progress,
    0:50:53 is all about these little bits of information
    0:50:55 that you get through the story.
    0:50:58 And at its fundamental, this does some fun things.
    0:51:00 For instance, buddy cop movies and romances
    0:51:03 have the same sort of fundamental structure,
    0:51:06 which is it’s about a relationship between two people
    0:51:08 where slowly you are finding out
    0:51:10 that they work better together than apart.
    0:51:14 And so, your progress is seeing how they rub each other wrong,
    0:51:18 and then how Dave, my own teacher, talked about braiding roses.
    0:51:22 How if the thorns are pointed outward for these characters,
    0:51:24 rather than pointed inward,
    0:51:26 they become a defensive bulwark for one another.
    0:51:27 What does that mean?
    0:51:28 Braided roses.
    0:51:29 Yeah, oh, I see.
    0:51:30 So, it’s sort of us against the world.
    0:51:31 Us against the world.
    0:51:33 If you take two roses and you don’t braid them,
    0:51:35 you stick them together, they poke each other.
    0:51:37 But if you braid them really well,
    0:51:40 then all the thorns point outward,
    0:51:43 and these two roses suddenly become stronger together
    0:51:44 than they were apart.
    0:51:45 That’s a very cool imagery.
    0:51:47 Yeah, again, stole that one from Dave.
    0:51:50 And so, the idea for a character plot
    0:51:51 is you are braiding the roses.
    0:51:54 And over time, you’re seeing that those points.
    0:51:56 Number one, you see how dangerous
    0:51:57 they are poking into each other.
    0:52:00 But then you see how pointed outward,
    0:52:02 these people actually work better.
    0:52:05 And kind of the holes, the places where one doesn’t have a thorn
    0:52:08 and can get hit, another one’s thorn protects,
    0:52:09 and things like that.
    0:52:11 And over the course of the story,
    0:52:13 you see that rose get braided to the point
    0:52:16 that you are saying you guys are so much better together
    0:52:18 than apart, you need to be together.
    0:52:21 And then when they either hook up or become partners,
    0:52:23 again, same story structure,
    0:52:25 then you stand up and you cheer.
    0:52:29 So, the idea is it is promise.
    0:52:30 You promise at the start.
    0:52:32 In a romance novel, you show two people apart.
    0:52:34 You show what their thorns are.
    0:52:36 You promise just by featuring them
    0:52:38 that they’re gonna get together.
    0:52:40 Buddy cop movie, here’s this cop.
    0:52:42 He works alone, but he has, you know,
    0:52:44 there’s a problem.
    0:52:45 There’s something that’s hurting.
    0:52:46 And here’s this other cop.
    0:52:48 He’s gonna retire soon, but, you know,
    0:52:50 he’s missing something in his life.
    0:52:53 And then you slowly, that’s your promise.
    0:52:56 Your progress is showing them work well together.
    0:52:59 And then your payoff is the moment at the end
    0:53:03 where all that work you’ve put into it comes to fruition
    0:53:07 as they hook up or in certain stories, they don’t.
    0:53:11 You can be either way, but promise, progress, payoff,
    0:53:14 that is what makes people love stories
    0:53:18 and read through on a kind of macro scale.
    0:53:21 Getting through an individual chapter is something different.
    0:53:23 But on a macro scale, that is plot.
    0:53:25 And that is, you know, I talk about on the first day,
    0:53:27 this idea of how to do that,
    0:53:31 how to have twists that are actually fulfilling promises.
    0:53:33 And that one’s fun.
    0:53:37 The best twists don’t just surprise the reader.
    0:53:39 A complication should surprise the reader,
    0:53:43 but a twist should be surprising yet inevitable.
    0:53:46 And if you do it right, people are wanting that twist
    0:53:49 before they realize it happens and then it does.
    0:53:50 And that is day one.
    0:53:52 Then day two is, I’m like, all right,
    0:53:54 here are some structures that people have used.
    0:53:55 Here’s your toolbox.
    0:53:57 Some people use the hero’s journey.
    0:53:59 Here’s what the hero’s journey is in brief.
    0:54:00 Here is what it’s good for.
    0:54:02 Here are some things to watch out for
    0:54:05 because the hero’s journey can steer you wrong sometimes.
    0:54:06 Here’s three act format.
    0:54:07 Here’s what it’s good at.
    0:54:10 Here’s maybe some foibles of three act format.
    0:54:12 Here’s Robert Jordan’s method,
    0:54:14 which he called points on the map.
    0:54:17 Here’s how a lot of screwball comedy is written.
    0:54:19 It’s called yes, but no and.
    0:54:22 All of these different tools I try to talk about
    0:54:24 and say, and there’s a ton more.
    0:54:26 There’s nine point story structure.
    0:54:28 There’s seven point story structure or whatever.
    0:54:30 But the idea is here’s some things to try,
    0:54:33 but keep in mind promise, progress, payoff.
    0:54:36 And I feel like that gives sort of an overview
    0:54:38 of how to build narrative.
    0:54:40 Are there any, in addition to your classes, of course,
    0:54:42 and we’ll link to those in the show notes,
    0:54:46 are there any books or resources that you encourage people
    0:54:49 to read to get a better understanding of narrative
    0:54:51 or these different forms of narrative?
    0:54:55 And what came to my mind, even though it’s not directed
    0:54:58 at potential novelists, is a book called Save the Cat
    0:55:01 Goes to the Movies that examines different genres
    0:55:02 within screenwriting.
    0:55:04 Okay, that’s not the original Save the Cat.
    0:55:05 No, it’s not.
    0:55:06 That’s the new one.
    0:55:07 So I do recommend Save the Cat,
    0:55:09 but Save the Cat goes to the movies.
    0:55:10 I haven’t read that, that sounds good.
    0:55:11 It’s fun.
    0:55:12 Yeah, the first one’s also excellent.
    0:55:13 I mean, I enjoyed it.
    0:55:15 Yeah, so Save the Cat is kind of,
    0:55:18 it’s a really good leaping off point.
    0:55:20 And if you want the opposite of Save the Cat,
    0:55:23 on writing by Stephen King is a leaping off point
    0:55:25 in Save the Cat’s about structure
    0:55:29 and on writing’s about the life of a writer and not structure.
    0:55:32 And those will give you kind of two of the kind of,
    0:55:35 yeah, different viewpoints on storytelling,
    0:55:37 and they’re both very good.
    0:55:40 My agent always recommends writing to sell by Scott Meredith.
    0:55:44 I find it a little too structure-focused.
    0:55:46 There is art to writing.
    0:55:50 And the dirty secret of outlining is you’re still going to have
    0:55:52 to learn to garden.
    0:55:54 Because yeah, you’ll have these points in the outline,
    0:55:56 but then when you sit down to write them,
    0:55:58 you’re a gardener getting between these two points
    0:55:59 in the outline.
    0:56:01 And so both skills are really important.
    0:56:04 But Scott Meredith, I did read that and like it quite a bit.
    0:56:11 So where do you fall in general or now between the gardening
    0:56:13 or gardener and architect?
    0:56:15 Yeah, so I’ve tried all the tools.
    0:56:18 I have a middle grade series called Alcatraz vs. the Evil Librarians,
    0:56:20 which are pure garden.
    0:56:22 I actually use a method a little like,
    0:56:24 do you know the old show?
    0:56:25 Whose line is it anyway?
    0:56:26 Sure.
    0:56:27 I pull a bunch of ideas.
    0:56:29 I brainstorm a bunch of random ideas.
    0:56:31 And then I say, I’ve got to use all of these.
    0:56:32 Go.
    0:56:34 And I write a story without an outline.
    0:56:36 That’s to practice the tool.
    0:56:42 And I generally fall these days on a 75% outline sort of thing.
    0:56:44 I do a lot of work building on my plot,
    0:56:47 and I do a lot of building on my setting.
    0:56:50 And then I write my way into characters.
    0:56:54 One of the big dangers of outlining too much is characters
    0:56:57 that feel wooden or cardboard because they’re there
    0:57:00 merely to get you between point A and point B.
    0:57:03 And then, you know, from point B to point C on your outline.
    0:57:07 And if you have characters that your early readers like these
    0:57:10 feel a little wooden, it might be because instead of going
    0:57:12 according to the character’s motivations,
    0:57:14 you’re just going according to the outline.
    0:57:17 And I find that if I let myself write my way into character
    0:57:19 and then rebuild my outline.
    0:57:22 By going to character, by that you mean you’re creating
    0:57:24 the setting, the environment.
    0:57:25 And the plot.
    0:57:26 And the plot.
    0:57:29 But then I rewrite the plot once I know the character.
    0:57:30 Here’s my process.
    0:57:36 So I start usually with a couple of really good ideas, right?
    0:57:39 I usually want to have multiple interesting ideas
    0:57:42 for my setting, at least one hook for each character.
    0:57:43 If not more.
    0:57:45 Could you give an example of this starting?
    0:57:46 Yeah.
    0:57:49 So let’s, I’ll build it from one of my books, Mistborn, right?
    0:57:50 Right.
    0:57:52 So Mistborn had a series of ideas.
    0:57:55 The first idea came, I was reading Harry Potter
    0:57:57 back in the Harry Potter boom.
    0:58:00 And I thought, man, these Dark Lords never get a break.
    0:58:01 Right?
    0:58:04 Lord of the Rings, Harry Potter, Wheel of Time.
    0:58:07 There’s this Dark Lord and what happens is like
    0:58:11 some furry-footed British kid throws their ring in a hole
    0:58:13 and their entire empire collapses.
    0:58:15 Or, you know, there’s a kid you’re going to kill
    0:58:17 and the power of a mother’s love protects him.
    0:58:20 How can you plan for the power of a mother’s love
    0:58:21 when you’re a Dark Lord?
    0:58:23 That’s just a complete oddball.
    0:58:25 And I think they never get a break.
    0:58:27 What if the Dark Lord won?
    0:58:30 What if Frodo got to the end of Lord of the Rings with the ring
    0:58:32 and Sauron was there, he’s like,
    0:58:35 “My ring, you know how long I’ve been looking for that?
    0:58:36 Thank you so much for it.
    0:58:39 That must have been a hard journey bringing that all the way here.
    0:58:40 Thank you.”
    0:58:42 And then killed him and took over the world, right?
    0:58:43 What if?
    0:58:46 And I thought, “That’s a downer of a book.”
    0:58:48 I don’t know that I want to write a book
    0:58:50 about the traditional hero’s journey
    0:58:51 that ends with the Dark Lord winning,
    0:58:53 but it went in the back of the head, right?
    0:58:58 And then I have a deep and abiding love of the heist genre.
    0:59:00 You know, Sneakers is one of my favorite films of all time.
    0:59:02 Oldy but goody, The Sting,
    0:59:05 all the way up to kind of, you know, the Ocean’s Elevens
    0:59:08 and the Italian job, both the old one and the new one,
    0:59:12 just the inception, you do a good heist, you can get me.
    0:59:15 And as a writer, some of your light bulb moments
    0:59:18 are when you’re like, “Hey, I love this thing
    0:59:20 and I’ve never written about it.”
    0:59:24 And that’s gold when you feel like you’ve covered everything
    0:59:27 and then you realize there’s some area of passion and love
    0:59:29 that you haven’t tapped at all.
    0:59:31 I’m like, “I need to do a fantasy heist.”
    0:59:34 What if I did a heist where every member of this heist crew
    0:59:37 had a magical talent and they all combined together?
    0:59:39 I’m like, “Nobody’s done this.”
    0:59:41 It was really kind of a big deal to me
    0:59:43 when I realized no one had done this because as a writer,
    0:59:46 you’re always looking for the things that no one has done it.
    0:59:48 The truth is, everyone’s done everything.
    0:59:50 But when you find something, you’re like,
    0:59:53 “I can’t think of a major story that has done
    0:59:56 a full-on heist in fantasy.”
    0:59:57 I was super excited.
    1:00:01 Then I realized, “Fantasy heist, Dark Lord One,
    1:00:06 team of thieves, Rob the Dark Lord, I have a plot.”
    1:00:09 That’s my inception.
    1:00:14 Meanwhile, I want a good idea for each character.
    1:00:16 Mistborn’s about two characters.
    1:00:20 One is about Kelsier, who is my concept for him for myself,
    1:00:24 was the gentleman thief who lived his life conning people,
    1:00:28 kind of small-time cons but living among upper society
    1:00:31 where he liked to do, that something went horribly wrong
    1:00:33 and he found out he’s like,
    1:00:35 “I haven’t been making the world a better place.
    1:00:37 I haven’t been helping anyone.
    1:00:40 I’ve just been coasting on my charm
    1:00:43 and has a crisis of conscience on,
    1:00:46 should I be actually using this to do something?”
    1:00:49 What happens is his wife is killed,
    1:00:53 his heist goes wrong, and he decides he wants revenge
    1:00:55 and he’s going to do it by robbing the Dark Lord.
    1:00:57 That’s my concept for him.
    1:01:01 My concept for Vin, who’s the other main character,
    1:01:04 is this idea of a young woman who lives in this world
    1:01:06 with a magical talent and doesn’t know it.
    1:01:08 I’m looking for a conflict, right?
    1:01:12 For her, her conflict is she’s managed to remain a good person
    1:01:15 but she’s lost her belief that anyone else is good.
    1:01:17 She gets betrayed in some ways.
    1:01:21 It just makes her give up on kind of humanity in general.
    1:01:23 And the idea is putting them two together.
    1:01:27 Kelsier, who still kind of has this deep and abiding optimism.
    1:01:29 He’s like, “I’m going to do something good.”
    1:01:30 He’s learned optimism, right?
    1:01:32 He’s learned, “I need to do something good with my life.”
    1:01:34 And he’s by force in her who’s lost it.
    1:01:36 And she becomes the apprentice to him
    1:01:38 as he recruits her into the team
    1:01:41 and this idea of a heist where these two people are growing.
    1:01:43 Can I ask a question?
    1:01:46 Not to interrupt, but did you have all of this
    1:01:50 before you put pen to paper, metaphorically speaking, to write?
    1:01:52 Yes, this much I had.
    1:01:54 And in what form does that exist?
    1:01:57 So it exists for me generally in…
    1:01:59 I do a new document that says,
    1:02:03 “Does setting stop, then character, then plot?”
    1:02:07 And the setting will have, you know, some of the Dark Lord one,
    1:02:08 that’s setting stuff, right?
    1:02:10 What does a world look like where the Dark Lord is one
    1:02:12 and ruled for a thousand years?
    1:02:14 In my books, I like to have an interesting use of magic.
    1:02:16 We can talk about that at some point.
    1:02:17 Oh yeah, we will.
    1:02:19 But what is the interesting use of magic?
    1:02:20 That’s how I got into writing excuses.
    1:02:21 Yeah, is it?
    1:02:22 Yeah.
    1:02:24 How do I walk the line between nerding out
    1:02:26 and making it feel like approachable?
    1:02:29 Because I don’t want my books to read like an encyclopedia entry
    1:02:30 or a video game, right?
    1:02:33 I want it to read like a new branch of science
    1:02:35 that’s really fun.
    1:02:37 And then character, I’ll have these things.
    1:02:40 And so with the character, you’ll notice these are seeds.
    1:02:42 Vin is like this, Kelsea is like this.
    1:02:45 I don’t know yet how their interaction is going to go
    1:02:46 and how they’re going to be.
    1:02:50 In fact, I wrote three chapters with Vin first,
    1:02:52 three different first chapters,
    1:02:53 trying different personalities.
    1:02:55 I started her with an artful dodger type,
    1:02:57 really confident, moving in the underworld,
    1:02:59 ripping people off, and it just did not work.
    1:03:01 And then I tried another one.
    1:03:02 I can’t even remember what that one was.
    1:03:03 But then I tried a third one,
    1:03:05 which is the personality she ended up with.
    1:03:07 Kelsea, I kind of had right from the get-go.
    1:03:08 All right.
    1:03:10 It’s my job to interrupt, so I’ll do it again.
    1:03:12 How did you know this first two didn’t work?
    1:03:14 This is where it’s an art.
    1:03:15 Is it just like a water feel?
    1:03:16 Yeah.
    1:03:17 Kind of thing that you’ve acquired over time?
    1:03:18 This is art and not science.
    1:03:21 It just, and sometimes it doesn’t work
    1:03:23 and you don’t figure it out till late.
    1:03:25 Like my most famous series,
    1:03:27 they’re probably Mistborn in the Stormlight Archive
    1:03:29 or About Tide for most famous.
    1:03:32 Stormlight, I wrote an entire novel,
    1:03:34 like 300,000 words long,
    1:03:36 with the character having the wrong personality
    1:03:37 the entire time.
    1:03:39 And it was only at the end that I’m like,
    1:03:40 “This is just wrong.”
    1:03:42 And I threw the book away,
    1:03:44 wrote it again eight years later
    1:03:46 with a different personality and it worked.
    1:03:50 But in order to have the characters live and breathe
    1:03:52 and feel like real people,
    1:03:54 I feel like I need to give them that volition,
    1:03:56 which is kind of destructive
    1:04:00 for all that narrative structure I’ve come up with.
    1:04:03 But that’s good because having that structure
    1:04:04 and then saying,
    1:04:06 “All right, now that I know what this person would do,
    1:04:09 how does that influence how they would actually approach
    1:04:10 this structure?
    1:04:11 And I’ll go and I’ll change that.”
    1:04:13 And knowing about, you know,
    1:04:15 promise, progress, payoff,
    1:04:18 which I couldn’t have named for you back in 2004
    1:04:19 when I was writing Mistborn,
    1:04:22 but I kind of understood intrinsically.
    1:04:25 I could tweak to the character personalities as I went
    1:04:27 so that I was making sure
    1:04:30 that these things were threading the needles, so to speak,
    1:04:32 where you’ve got this character.
    1:04:33 You need them to go through this plot,
    1:04:36 but you need to make sure they feel like they’re a real person
    1:04:39 so you can’t hold them to any one point,
    1:04:42 but you can make it come together, hopefully.
    1:04:44 So I want to come back to Stormlight for a second
    1:04:46 because this struck me that
    1:04:53 you have the ability to put things on the back burner
    1:04:57 or scrap and effectively start from scratch,
    1:05:02 restart something that you’ve put a lot of some cost into.
    1:05:06 And that is hard for most people.
    1:05:10 So I’m wondering, say, in the case of this character
    1:05:12 with the wrong personality,
    1:05:16 that you really conclude at 300,000 words or so,
    1:05:18 it’s not working the way I want it to work.
    1:05:22 What is the inner monologue
    1:05:25 that you have to get to the point where you’re like,
    1:05:27 “Park it,” particularly,
    1:05:30 I mean, we don’t need to get maybe into this aspect of it.
    1:05:31 When you have external pressures,
    1:05:33 maybe you’ve applied pressure to yourself,
    1:05:34 maybe you have deadlines in mind,
    1:05:37 how do you get to that point?
    1:05:39 What is your internal process for that?
    1:05:43 You know, it’s happened to me three major times
    1:05:44 where I’ve done it.
    1:05:47 And of those, only one did I ever come back to,
    1:05:50 two of them I parked and have laid fallow.
    1:05:53 One important mindset is kind of a ground rule,
    1:05:56 is remembering as a writer
    1:06:01 that the piece of art is not necessarily
    1:06:03 just the story you’re creating,
    1:06:05 that you are the piece of art.
    1:06:10 The time you spend writing is improving you as a writer,
    1:06:13 and that is the most important thing.
    1:06:16 The book is almost a side product, not really,
    1:06:19 but it almost is to the fact that you are becoming,
    1:06:20 you are the art.
    1:06:23 And if you know that, it helps a lot.
    1:06:25 One of the things that prose do
    1:06:28 that amateurs have trouble with in writing
    1:06:32 is prose throwaway chapters a lot in my experience.
    1:06:36 You write it and you get done with the chapter
    1:06:38 and you’re like, “That just did not work.”
    1:06:41 I’m going to toss that and start over the next day.
    1:06:44 Amateurs have a lot of trouble with this in my experience.
    1:06:46 There’s a lot of causes of writer’s block,
    1:06:48 but one of the main ones I’m convinced
    1:06:51 is that you’re writing the chapter wrong,
    1:06:53 you have enough instincts as a writer
    1:06:55 because you’ve practiced long enough to know
    1:06:56 you should throw it away,
    1:06:58 but you don’t want to because you did the work,
    1:07:01 but your instincts won’t let you continue doing it wrong
    1:07:05 and you’re not willing to toss it and try over.
    1:07:08 And so there is that.
    1:07:10 What happens with a whole book?
    1:07:12 You get done with the whole book
    1:07:14 and one of a couple of things happen.
    1:07:16 With two of the three of these books,
    1:07:17 I get done and I’m like,
    1:07:21 “That just doesn’t give me the shine, the feel,
    1:07:25 the feel of excitement that I want this book to have.
    1:07:27 There’s something fundamentally wrong with it.”
    1:07:31 And I’m sometimes not even sure what it is for a while.
    1:07:34 When I put aside the Way of Kings, the 2002 version,
    1:07:36 we call it Way of Kings Prime,
    1:07:37 I put it aside and said,
    1:07:39 “I don’t know why this went wrong.”
    1:07:40 It was actually two things.
    1:07:43 It wasn’t just having Caledon have the wrong personality.
    1:07:45 It was that I went into this book,
    1:07:47 wanted to write a giant epic,
    1:07:50 while reading The Wheel of Time,
    1:07:52 which was one of my favorite book series at the time,
    1:07:55 was before I had taken it over.
    1:07:57 This was five years before I would get that call.
    1:07:58 Which is a wild story.
    1:08:00 Yeah, it is a wild story.
    1:08:03 Game of Thrones was huge at the time
    1:08:05 and I’ve been studying Game of Thrones and I’m like,
    1:08:07 “I want to write something like this.”
    1:08:11 And so I started with a huge cast up front,
    1:08:14 not recognizing that both of those examples I gave,
    1:08:17 started with a cast who was relatively small,
    1:08:19 that over the course of several books,
    1:08:23 grew into this complex web of different characters
    1:08:25 having different relationships.
    1:08:27 And it had this nice, odd-boarding.
    1:08:29 And so what I did is I wrote a book
    1:08:32 that was the beginning of like 10 characters’ stories,
    1:08:34 and didn’t get through any of them.
    1:08:36 It was too, oh, all over the place.
    1:08:38 And the other was I had the wrong personality.
    1:08:40 Something feels wrong and as an artist,
    1:08:42 I just say, I don’t know what this is yet,
    1:08:43 I put it aside.
    1:08:46 Once in a while it happens during Alpha and Beta Reads.
    1:08:48 I’m getting the wrong response.
    1:08:50 People are reading this book
    1:08:53 and they are thinking something completely opposite
    1:08:55 from what I wanted them to.
    1:08:58 The parts that I wanted them to enjoy, they’re bored by.
    1:09:00 Or the character I wanted them to click with,
    1:09:03 they’re just annoyed by and aren’t interested in.
    1:09:06 And you realize something is just wrong.
    1:09:09 Something is fundamentally wrong with this story.
    1:09:12 And I don’t want to release it until I know what that is.
    1:09:16 Sometimes you might figure that out and be able to fix it.
    1:09:19 Sometimes you might look at that and be like,
    1:09:21 “You know what, I don’t mind if people have this response.
    1:09:23 This is the piece of art and this piece of art
    1:09:25 is going to have this response
    1:09:27 from some percentage of the audience.”
    1:09:30 That’s maybe not a selling point,
    1:09:33 but it is part of the art.
    1:09:36 But with those three books, I put them aside.
    1:09:38 And with Way of Kings, I eventually figured out what it was.
    1:09:39 And I tried it again.
    1:09:41 The other two I haven’t gotten there yet.
    1:09:44 So let’s come back to habits
    1:09:47 and your schedule for writing.
    1:09:50 Do you still have two primary blocks of writing?
    1:09:56 And could you explain what your current schedule tends to look like?
    1:10:01 So I find that for what I do and where my personal psychology is,
    1:10:06 an eight-hour block is not sustainable for writing.
    1:10:09 This means I can do it for a week or two at eight hours,
    1:10:11 but it’s going to brain drain me.
    1:10:12 It’s going to exhaust me.
    1:10:16 I get done with eight hours and I am mentally worn out.
    1:10:20 I find that if I do two four-hour blocks instead,
    1:10:23 I never quite get there and it’s more sustainable.
    1:10:28 And so what I do is I will get up late.
    1:10:31 I get up at around noon or one.
    1:10:37 And I will go to the gym, which is different from me than other people.
    1:10:39 The gym is writing time for me.
    1:10:41 I’m not hitting it super hard.
    1:10:44 I am there to think through what I’m doing.
    1:10:46 Some motion moving your body.
    1:10:47 Number one, it’s good for you,
    1:10:49 but that’s a side effect for me too.
    1:10:51 I can put on music and I can move
    1:10:54 and I can think about what I’m going to write.
    1:10:59 Then I go and I work from two until six these days.
    1:11:00 It’s usually what I do.
    1:11:04 One until five, something like that.
    1:11:05 And then I’m done.
    1:11:07 I go, I shower at 6.30.
    1:11:09 I’m ready to hang with my family.
    1:11:14 And I’ll be with family from six until 6.30 to 10.30.
    1:11:16 Go out with my wife, hang with my kids,
    1:11:19 build some Legos, play some video games, whatever it is.
    1:11:21 I learned early in my career.
    1:11:23 One of the most important things I ever did
    1:11:28 was take that time and demarcate it as non-writing time.
    1:11:31 I found early in my marriage that writing,
    1:11:34 it will consume every moment possible.
    1:11:38 And I was always anxious to get back to the story.
    1:11:41 And as soon as I changed my brain and said,
    1:11:44 “No, no, no, no, even if your wife is away,
    1:11:46 6.30 to 10.30 can’t be writing time.”
    1:11:48 It is off limits.
    1:11:50 You have to do something else.
    1:11:55 Suddenly, it was a lot easier for me to be there for my family.
    1:11:57 And I think, I mean, you’ve interviewed
    1:12:00 a lot of highly productive, highly successful people.
    1:12:04 I think a lot of them are going to talk about the same thing,
    1:12:06 that it’s very hard to be there with people
    1:12:08 when you’re there with people.
    1:12:10 Sure, comes up a lot.
    1:12:13 Because your brain is always working on the next big thing.
    1:12:17 Yes, particularly true with people who work on big creative projects.
    1:12:19 Yeah, and that gave me this permission.
    1:12:22 It actually came the moment my wife,
    1:12:24 I went out to dinner with some writer friends.
    1:12:26 And afterward, I’m like, “That was such a great dinner.”
    1:12:30 And she’s like, “Yeah, but you didn’t look at me once.”
    1:12:32 And I realized she had become invisible to me
    1:12:34 because the writing was consuming all.
    1:12:36 And so, made that change.
    1:12:38 10.30, kids are supposed to go to bed.
    1:12:40 They’re older now, they just don’t.
    1:12:43 But sometime around there, they drift off.
    1:12:45 My wife goes to bed.
    1:12:47 She was a school teacher for many years.
    1:12:49 Still kind of keeps school teachers hours.
    1:12:51 And she is wonderful for getting up with the kids.
    1:12:54 I don’t have to do that and never have.
    1:12:56 And I go back to work at about 11.
    1:12:58 I write from 11 to 3.
    1:13:04 And then 3 to 4 or 5 is just whatever I want to do.
    1:13:06 That’s the real goof-off time.
    1:13:09 That’s to go play with my magic cards time.
    1:13:12 That’s the play a video game, pop out the Steam Deck time.
    1:13:18 And this schedule, you’ll notice I don’t have to worry about commuting,
    1:13:20 which gives me an advantage here,
    1:13:22 has been really sustainable for me.
    1:13:24 So that’s a home office predominantly?
    1:13:25 Yeah.
    1:13:26 Where you’re writing?
    1:13:27 I write from my home office.
    1:13:28 I do like to move around.
    1:13:29 I go in the gazebo.
    1:13:31 Lately, I’ve gone in the gazebo when it’s really cold.
    1:13:35 And I hire one of my kids to come put logs on a fire for me.
    1:13:37 And I sit by the fireplace.
    1:13:39 Sometimes I like to be on the beach.
    1:13:41 Sometimes I like when I’m around here,
    1:13:43 I like to be in different places.
    1:13:45 I can set up a hammock here or there.
    1:13:48 So with my laptop, I do not work at a desk.
    1:13:50 That’s really sustainable.
    1:13:52 It’s worked for me for the last 20 years.
    1:13:53 That’s incredible.
    1:13:57 I got all my best writing done really late at night when I was–
    1:13:59 I mean, still I’m writing.
    1:14:00 I’m working on a new book.
    1:14:02 But when I was working on my first few books especially,
    1:14:05 it was always when everyone else was asleep.
    1:14:08 Let’s talk about the non-home environment.
    1:14:11 We’re sitting in a quite a large building
    1:14:13 or at least a building with a lot of large rooms.
    1:14:14 Yes.
    1:14:18 Why do you have this company?
    1:14:20 Why have you and your wife built this company?
    1:14:21 All right.
    1:14:22 Because there are a lot of writers out there
    1:14:24 who just want to focus on writing.
    1:14:26 They go the traditional publishing route,
    1:14:30 which I’m not saying it’s a mutually exclusive choice.
    1:14:32 But why do you have all this?
    1:14:34 How long? How long do you want to go?
    1:14:35 This is the big one.
    1:14:38 This is a long form podcast that we have all the time we want.
    1:14:39 All right.
    1:14:40 So you’re right.
    1:14:45 Most writers want to sell a book and live that kind of dream
    1:14:48 you see presented in film and television,
    1:14:52 which is accurate to the top percentage of writers.
    1:14:56 Most writers you read about or see in film are the big ones.
    1:14:58 They’re doing really well.
    1:15:00 And so they’re off in a cabin telling their story.
    1:15:04 They’re the ones that have to be pried away from their easy chair
    1:15:07 to get them to even do any publicity whatsoever.
    1:15:11 They want to live that life that is the classic life of a writer.
    1:15:13 And there’s some of me that wants that.
    1:15:17 But the secret is I was raised by an accountant and a businessman.
    1:15:20 And particularly my mother, that accountant,
    1:15:24 she instilled into me some aspirations.
    1:15:27 And I call this my superpower.
    1:15:30 My superpower is to be an artist raised by an accountant.
    1:15:35 And I’ve always had a bit of that entrepreneurial sense.
    1:15:36 What were the aspirations?
    1:15:39 The aspirations, well, they started small.
    1:15:41 They started with, you know what,
    1:15:43 I want to be able to make a living from writing.
    1:15:48 Got back from Korea and said, all right,
    1:15:51 I am not very good at this writing thing,
    1:15:53 but I really, really love it.
    1:15:58 I could tell because when I spent time doing the writing,
    1:16:01 time didn’t matter anymore, right?
    1:16:03 I could spend hours doing this.
    1:16:06 And it’s the first thing I found other than reading or video games
    1:16:09 that I could spend hours doing and just come out of it
    1:16:11 feeling tired but fulfilled.
    1:16:14 And I’m like, I want to do this.
    1:16:17 So I sat down and I took what I’d learned,
    1:16:20 both kind of from my mother and kind of missions
    1:16:22 have kind of a regimented structure.
    1:16:24 And I said, I’m going to apply this all to writing.
    1:16:27 And I’m going to, I’m just going to start writing books.
    1:16:30 And I heard your first five books are generally terrible.
    1:16:31 I said, well, that’s good.
    1:16:33 I don’t have to be good yet.
    1:16:35 It took a lot of pressure off me.
    1:16:37 I said, I’m going to write six.
    1:16:40 And the first five I’m not going to send out to any publishers.
    1:16:41 Wow.
    1:16:42 Right?
    1:16:45 And that’s bad advice for someone, right?
    1:16:46 Yeah, wow.
    1:16:47 You didn’t even send them out.
    1:16:48 I didn’t send them out.
    1:16:51 It was just weight training in the gym for your mind
    1:16:52 for the number six.
    1:16:53 Yep.
    1:16:54 I didn’t send them out.
    1:16:58 I did eventually, I shared number five with some, some people.
    1:17:03 I got involved with the local science fiction magazine as an editor.
    1:17:05 I eventually took it over because that’s what I do.
    1:17:06 And I was head editor.
    1:17:09 And I eventually said, well, I do have a book.
    1:17:12 And I started sharing book five with people right around that time.
    1:17:14 You didn’t even have test readers.
    1:17:16 I didn’t have test readers.
    1:17:18 I just wrote the books.
    1:17:20 And again, this is why the advice can be bad.
    1:17:22 There’s some people out there that would be bad advice for.
    1:17:25 Pat Rothfuss published his first book and it’s brilliant.
    1:17:26 Name of the Wind.
    1:17:27 Name of the Wind.
    1:17:28 Yeah.
    1:17:29 That is a spectacular book.
    1:17:30 First novel.
    1:17:31 Now he did a ton of revisions on that.
    1:17:34 He spent as much time revising that book as I spent writing mine.
    1:17:38 But for me, the good advice was your first five books are terrible.
    1:17:39 Don’t stress.
    1:17:41 And so weight training for my mind.
    1:17:42 I wrote five books.
    1:17:43 And then I sat down.
    1:17:45 This was before you had an agent.
    1:17:46 Before I had an agent.
    1:17:47 Before I had anything.
    1:17:48 Before I even knew what an agent was.
    1:17:50 Before I’d taken Dave’s class.
    1:17:53 I took Dave’s class the year that I finished the launch.
    1:17:54 Which is book number six.
    1:17:56 I had just finished that one.
    1:17:58 And so I said, all right.
    1:17:59 Book six.
    1:18:00 That’s a launch.
    1:18:01 That’s the one I eventually ended up selling.
    1:18:03 Those five I’d written in different subgenres.
    1:18:05 I knew I like sci-fi fantasy.
    1:18:07 But the risk of being too nerdy.
    1:18:08 My subgenres.
    1:18:09 I did an epic fantasy.
    1:18:11 I did a comedic fantasy.
    1:18:14 A Terry Pratchett style sort of thing.
    1:18:15 I did a cyberpunk.
    1:18:16 I did a space opera.
    1:18:19 And then I wrote a sequel to my epic fantasy to kind of GB.
    1:18:21 Like, is this what I want to do?
    1:18:24 What characterizes an epic fantasy?
    1:18:25 So epic fantasy.
    1:18:32 Fantasy, in short, follows three main lines of descent.
    1:18:37 One line comes from what we call portal fantasies.
    1:18:43 And your kind of line of descent of that starts in the modern era with Alice in Wonderland.
    1:18:46 Goes to Narnia and Harry Potter is one of the more example.
    1:18:48 This is kids from our world get sucked into a fantasy world.
    1:18:49 And experience it.
    1:18:51 It’s usually a young adult focused.
    1:18:55 You can trace that all the way back to the old stories of the fairy tales.
    1:18:57 People go into the woods and then come out of the woods.
    1:18:59 They go into the fantasy world, come out, right?
    1:19:02 The second line is what we call heroic fantasy.
    1:19:07 Heroic fantasy’s lines kind of really starts with the Greek epics and Beowulf.
    1:19:10 But in modern terms, you would recognize Conan as the virginity.
    1:19:16 It is heroic men fighting against the monsters of the world and taming them.
    1:19:19 And just kind of destroying them.
    1:19:21 It’s heroic man versus evil wizard.
    1:19:23 A lot of the old serials were that.
    1:19:26 And in modern terms, our grimdark kind of line.
    1:19:31 You kind of look at Joe Abercrombie as kind of the modern version of that.
    1:19:32 So the blade itself.
    1:19:33 The blade itself.
    1:19:34 Fantastic.
    1:19:35 So fun.
    1:19:38 Also one of the best voice actors I’ve ever heard.
    1:19:40 Joe is amazing.
    1:19:41 He’s delightful.
    1:19:43 Tangent, you want my Joe Abercrombie story?
    1:19:44 Yes, please.
    1:19:45 Tangent.
    1:19:47 I am flying to Spain.
    1:19:48 Right.
    1:19:51 And Joe is going to meet me there because we’re both doing con together.
    1:19:52 It’s called Celsius.
    1:19:53 I’m actually going back this year.
    1:19:55 So I’m passing through Amsterdam.
    1:19:57 And I did a thing back then.
    1:19:58 Maybe we’ll talk about it now.
    1:20:00 I signed my books in airports.
    1:20:02 I would see a book of mine in an airport bookstore.
    1:20:05 I would sign it and I would post on Twitter.
    1:20:07 And I’d say, I signed my book.
    1:20:09 First one gets there, gets to get the book.
    1:20:10 This was a thing of mine.
    1:20:11 My fans loved it.
    1:20:13 I don’t travel that way as much anymore.
    1:20:15 And there’s fewer airport bookstores.
    1:20:16 They’ve all died off.
    1:20:17 So I don’t really do it anymore.
    1:20:18 But for a while, I did that.
    1:20:21 They named it Brandylizing.
    1:20:22 Yeah.
    1:20:25 And I did this thing in the airport.
    1:20:26 I left my book.
    1:20:28 I took a picture of it in the spot.
    1:20:30 And I’m getting in the line to get on the plane.
    1:20:31 Right.
    1:20:33 And I get a tweet.
    1:20:34 And it’s from Joe.
    1:20:38 And he says, “Sanderson, my book’s next year’s and you didn’t sign it.”
    1:20:40 And I’m going to tweet back.
    1:20:41 I’m like, well, it’s not my book.
    1:20:44 He’s like, “Sign my book, Sanderson.”
    1:20:47 And all caps, exclamation and point.
    1:20:49 And so I have to leave the line.
    1:20:50 They’re calling the line.
    1:20:51 Run to the bookstore.
    1:20:52 Sign Joe Abercrombie’s book.
    1:20:54 Take a picture of it.
    1:20:57 Post it and say, “Your book is signed by me.”
    1:20:58 And then I did make my flight.
    1:21:01 But I almost missed my flight, signing Joe’s book.
    1:21:04 So someone out there went and bought Joe’s book signed by me.
    1:21:05 Because I–
    1:21:09 How long had you known each other at that point?
    1:21:14 We had met at conventions and been on panels together and Joe is a riot.
    1:21:19 Like, if you get a chance, if he’s anywhere that you can go see him,
    1:21:23 Joe has this magic to turn any panel into a enjoyable panel,
    1:21:25 no matter who’s on it with him.
    1:21:28 And so, like, I won’t say that I’m best buds with Joe.
    1:21:30 I don’t know Joe really well, but we’re professional colleagues.
    1:21:32 And I love being on a panel with him.
    1:21:36 He makes me look intelligent and funny, which I love.
    1:21:38 So we’ve got choral fantasy.
    1:21:40 We’ve got heroic fantasy, right?
    1:21:42 Michael Morkock, all of that stuff.
    1:21:44 Then we have epic fantasy.
    1:21:49 And epic fantasy is termed by completely different fantasy world.
    1:21:51 The other two are generally have roots in our world.
    1:21:55 Portal, you start in our world, and heroic tends to be kind of our world.
    1:21:57 The modern ones aren’t.
    1:22:01 But, you know, Conan takes place in the prehistory of our world and things like that.
    1:22:04 Epic fantasy really starts with Tolkien.
    1:22:08 You can say that some of the heroic epics had a big part in this, too, right?
    1:22:10 Gilgamesh even and stuff like that.
    1:22:15 But this idea of epic fantasy is the movement of worlds.
    1:22:16 The world is at stake.
    1:22:18 Secondary world is what we call it.
    1:22:20 It’s very moved from our planet.
    1:22:23 All new rules, all new world, all new magic.
    1:22:26 And it’s this idea that they’re the big, thick ones.
    1:22:31 They’re kind of like historical epics, but in a different world.
    1:22:33 So that’s their similarity.
    1:22:36 And, you know, Game of Thrones is this.
    1:22:38 The Game of Thrones borrows a little from heroic.
    1:22:40 That’s kind of his secret sauce.
    1:22:44 He takes heroic characters and sticks them in an epic fantasy plot.
    1:22:50 And then they just start getting killed off because they’re living in a much more brutal version of an epic fantasy world than most of them.
    1:22:52 Epic is me and Robert Jordan and things like that.
    1:22:53 That’s epic fantasy.
    1:22:55 It’s just stakes of the world.
    1:22:56 Got it.
    1:23:00 And I took us off track a little bit because the question was, why are we sitting in this huge office?
    1:23:01 Yeah.
    1:23:02 And then you’re like, well, it’s backtrack.
    1:23:03 Yeah.
    1:23:04 Right?
    1:23:05 Artist raised by an accountant.
    1:23:06 Artist raised by an accountant.
    1:23:08 And then we came through and you’re like, number six.
    1:23:09 Number six.
    1:23:10 That was go time.
    1:23:11 That was go time.
    1:23:12 Right?
    1:23:13 Right?
    1:23:14 A launch.
    1:23:18 And at that point, my goal was only, I’m going to try to conquer this and become a professional writer.
    1:23:24 If I can earn a living doing this, I will have been successful.
    1:23:25 But then I did.
    1:23:27 I actually, it took me a few more years.
    1:23:30 I wrote 13 novels before I sold one.
    1:23:35 I sold number six after I’d finished number 13, which was Way of Kings Prime.
    1:23:42 And we can talk about, there’s kind of a dark moment of the soul happens before that where I’m at book number 12 and I’m like, what am I doing?
    1:23:44 12 books and no one’s buying them.
    1:23:45 Maybe I’m, maybe I’m really bad at this.
    1:23:46 But anyway.
    1:23:50 When did you start, you started trying to sell them at which book?
    1:23:51 About book six.
    1:24:04 Right around and I hit perfectly at Dave’s class about when I was working on book sex, I started sending out query letters and things like that on some of the earlier ones and started collecting my rejection letters and things like that.
    1:24:18 And then I took Dave’s class and I started flying out to these conventions and trying to meet editors in person and just kind of hearing from their mouths what they want, what they’re buying, what they’re interested in and trying to target my books at them.
    1:24:25 By that point that I was doing that I had eight or nine and six, seven and eight were pretty good books.
    1:24:27 Any one of those three probably could have broken me out.
    1:24:29 I didn’t ever publish seven or eight.
    1:24:30 I just published six.
    1:24:45 Then I sell a book and I realized, well, now the job is to make this a career because I sold my book for a grand total of $10,000 that was broken across three years.
    1:24:49 So I made $5,000 and then 2,500 and then 2,500.
    1:24:53 So you can imagine that’s a meager sum.
    1:25:01 I fortunately was married to someone who was making very sweet, great income as a public school teacher.
    1:25:02 She was the sugar mama.
    1:25:11 We were living on her 22,000 a year as a public school teacher, but she supported me while I was doing that and breaking in with those books.
    1:25:13 We did meet after I’d at least sold one.
    1:25:15 So I at least had something to say, look, it’s real.
    1:25:21 It made us $5,000 this year, but it made me, we weren’t married then, but you know what I mean.
    1:25:23 And so yeah, first year of marriage I made $2,500.
    1:25:25 That was what I grand total I contributed.
    1:25:29 But at that point, your job is to get stable.
    1:25:32 And the danger point after, there’s two danger points.
    1:25:36 One is never selling a book, but the number two danger point is your second book.
    1:25:38 We talked a little bit about this.
    1:25:40 Second book is like do or die time.
    1:25:45 And I can talk all about like I, it was pretty big do or die for me.
    1:25:49 But then it stabilized, then things started to work.
    1:25:52 I hit the best seller list and then Wheel of Time happened.
    1:25:55 That was with the, that was with the first or the second book.
    1:25:58 Oh, it was my fourth that hit, or yeah, my fourth that hit the best seller.
    1:26:00 Yeah, it was Mistborn 3.
    1:26:02 It was my first one, very low on.
    1:26:03 It was either Mistborn 3.
    1:26:09 It might have been Warbreaker, but it’s four or five hit like the times list went to 35 then and I hit like number 35.
    1:26:10 Right?
    1:26:11 Still counts.
    1:26:12 Still counts, still counts.
    1:26:14 It was for 2000 copies in a week.
    1:26:20 It doesn’t sound like very much to be a best seller, but I hit that best seller list and then Wheel of Time happened and my entire life changed.
    1:26:22 And I’m sure we’ll get to that.
    1:26:30 But about 2012 through 2014, I started to realize some things.
    1:26:33 Somewhere in there, I can’t remember the exact date.
    1:26:34 You can look it up.
    1:26:38 Amazon turned off the ability to buy all McMillan books.
    1:26:41 Poor my publishers, the subsidiary of McMillan.
    1:26:43 This is because their contract disputes.
    1:26:47 Amazon wanted to pricey books cheaper to sell Kindles.
    1:26:53 They wanted the lost lead in order to control the market, which was very smart on their end.
    1:27:06 But the publishers were panicking about driving book prices to the basement because, you know, if Amazon sells them for a dollar, you know, at the point Amazon is selling for a dollar and paying us on those books like $8.
    1:27:07 And they’re like, what’s the problem?
    1:27:08 We sell them for a dollar.
    1:27:10 You still make your $8.
    1:27:13 And the publishers are like, yeah, but people are going to expect books to be a dollar.
    1:27:17 And when you control the market, you’re going to say, well, we’re not paying you $8 on these books anymore.
    1:27:21 We’re going to pay you the 70 cents that you would get off of a $1 book.
    1:27:24 And so whole panic, big contract disputes.
    1:27:30 Amazon is working very hard to become, you know, dominant in this market and the publishers are fighting them.
    1:27:33 And Amazon turns off the ability to buy my books.
    1:27:44 And this was a wake up call to me because it told me that the system was no longer what it had been all the way through the course of publishing history.
    1:27:49 All the way through publishing history, your audience, your buyers were the bookstores, really.
    1:27:51 Core were the bookstores.
    1:27:58 If you convinced the bookstores to shelve your books, then people went to the bookstores and the more books you have in the shelf, the more you sold.
    1:28:06 Old publishing adage that Tom Doherty, founder of Tor, very smart man would say is like, I want to have 10 books on the shelf, even if only one of themselves.
    1:28:12 Because eventually, nine of them are going to sell 10 of a copy because everyone will go and say, this must be an important book.
    1:28:14 They have 10 copies of it here.
    1:28:17 The best advertisement for a book is having as many on the shelf.
    1:28:20 And so your fight was to get the bookstores to carry your book.
    1:28:21 It was real estate.
    1:28:22 Yep.
    1:28:24 That was no longer the case.
    1:28:28 Your audience, your market was not the bookstores, it was only Amazon.
    1:28:30 Amazon controlled everything.
    1:28:32 By then they had Audible.
    1:28:36 And Audible has become the growth segment of the market.
    1:28:41 They controlled eBooks and they were coming to control print books.
    1:28:46 And having one person be able to turn off my books was a big deal to me.
    1:28:51 It happened previously with the Alcatraz books where boarders decided not to carry one of them.
    1:28:53 But Barnes & Noble did.
    1:28:57 And so it was still the book succeeded and eventually boarders came around and decided to carry it.
    1:28:59 There’s only one person.
    1:29:01 They control your entire career.
    1:29:04 And I said, I cannot be subject.
    1:29:09 And that’s when the big entrepreneurial part of my brain said, all right, let’s change.
    1:29:14 I went to the publishers and I said, there are certain things I think we should be doing.
    1:29:17 And publishing blessed their hearts.
    1:29:21 They’re still trapped in a lot of ways in the 1900s.
    1:29:23 Maybe the 1800s.
    1:29:25 They do not change very quickly.
    1:29:31 And I looked at other markets and I said, what is music doing?
    1:29:33 What is movies doing?
    1:29:35 What were music and movies?
    1:29:38 What were my friends who were independent comic publishers doing?
    1:29:41 You know, Howard Taylor, he was on “Right, Excuse Us With Me.”
    1:29:42 I’m like, what’s he doing?
    1:29:43 He gives it away for free.
    1:29:46 If Amazon decides that my books are essentially free, how do I make a living?
    1:29:48 How’s he making a living?
    1:29:51 He gives it away for free and he still makes a living.
    1:29:58 And I started to see some trends and they involved having a variety of product prices.
    1:30:04 One was having something really high end that the super fans could buy to display to show off.
    1:30:10 Whether that be the vinyl, whether that be the equivalent of going to a concert and buying merch there.
    1:30:16 Whether it be buying the book online that is free but you want to have a copy to show off.
    1:30:22 All the way down the really cheap product and in a lot of ways if you have the really expensive thing,
    1:30:26 that subsidizes the really cheap product so that everybody can get the books.
    1:30:30 Everyone’s served better by a variety of offerings.
    1:30:31 Different pricing tiers.
    1:30:34 Different pricing tiers letting people buy in to what they want.
    1:30:40 And I realized if people are buying into the expensive one, you can go lower on the cheap one
    1:30:43 and the people who can’t afford this or don’t want it are happy.
    1:30:44 The people who want this are happy.
    1:30:46 Everyone is more happy.
    1:30:47 And I went to the publisher.
    1:30:50 I’m like, we should be upselling to merchandise.
    1:30:55 Lord of the Rings released these cool DVDs that came with bookends.
    1:30:56 Gollum bookends, right?
    1:30:59 Said we should be doing things like that for big books.
    1:31:03 We should be bundling e-book and audiobook with a hardcover.
    1:31:05 We should be selling leather bounce.
    1:31:07 Really high-end, nice ones.
    1:31:09 But we shouldn’t be charging what you’re charging.
    1:31:11 They were charging $250 for the leather bounce.
    1:31:13 I’m like, that’s a too high a price point.
    1:31:15 We should be doing $100 price point.
    1:31:18 And the publisher said to me, we can’t do this.
    1:31:20 And they had some good reasons.
    1:31:26 I think they’re not insurmountable, but their reasons were, look, the bookstores can’t carry these special editions.
    1:31:28 We just can’t figure out how to make them work.
    1:31:30 The bookstores can’t sell merch.
    1:31:38 The bookstores can’t sell the leather bounce because we printed 250 copies of the Wheel of Time leather bounce.
    1:31:42 And we had so much trouble selling them because fans didn’t know where to get them.
    1:31:47 The bookstores didn’t want to carry something that expensive that they weren’t sure if they were going to sell.
    1:31:49 It was just all a big mess.
    1:31:57 And after a few years of this, I had numerous phone calls with the CEO of Macmillan above even Tom Doherty, like the head dude.
    1:31:59 And I could not make any inroads.
    1:32:05 And that’s when, you know, the voice of my mother whispered, well, Brandon, I trained you better than that.
    1:32:07 Do it yourself.
    1:32:09 And I said, I just have to.
    1:32:11 And so I got my team together.
    1:32:15 And I said, we are going to try to Amazon proof ourselves.
    1:32:18 That means we are going to direct sale.
    1:32:22 We are going to start building our own direct to our consumer.
    1:32:24 And I started with the leather bounce.
    1:32:27 My decision was this was something the market wanted.
    1:32:28 I kept hearing from fans they wanted them.
    1:32:30 I heard from the publisher they can’t sell them.
    1:32:33 So I went to the publisher said, can you give me those rights back?
    1:32:35 And he’s like, sure, they’re just free.
    1:32:36 We can’t do anything with them.
    1:32:37 Maybe you can.
    1:32:39 And that’s again, to their credit, right?
    1:32:43 The publishers are, I’m guessing in retrospect.
    1:32:45 In retrospect.
    1:32:47 But they couldn’t have done it.
    1:32:49 They couldn’t have done it because it had to be direct to consumer.
    1:32:55 Part of the reason is like the fans running out to buy the specialization of the bookstore.
    1:32:57 It’s just that it’s a bad methodology.
    1:32:59 So I said to my team, we’re going to build these.
    1:33:01 We’re going to do leather bounds.
    1:33:03 They sold 250 copies.
    1:33:05 I want to sell 10,000.
    1:33:06 Right.
    1:33:07 Well, we started five.
    1:33:08 I want to sell 5,000.
    1:33:09 We ended up selling 50,000.
    1:33:10 Right.
    1:33:12 Now is that of multiple books?
    1:33:13 That’s the first one.
    1:33:14 Wow.
    1:33:15 Right.
    1:33:16 50,000.
    1:33:17 Nowadays.
    1:33:18 Hard bound.
    1:33:19 Leather bound.
    1:33:21 Leather bounds at 100 to 250.
    1:33:24 Nowadays, our initial print runs are 50,000.
    1:33:28 Back then it was 10,000 and then 5,000 more than 5,000 more and then things like that.
    1:33:29 Right.
    1:33:31 They will, everyone we get in stock will sell.
    1:33:35 Everyone’s signed that is in stock will just instantly sell.
    1:33:38 And so there’s obviously a very big market.
    1:33:45 In fact, such a big market, I cannot physically produce enough of them to sell the signed ones.
    1:33:50 We have the unsigned ones that people still buy, but the signed ones go instantly.
    1:33:51 Quality problem to have.
    1:33:52 Yeah.
    1:33:54 It is a quality problem to have.
    1:34:02 It means that my time suddenly got a very strange monetary constraint on it, which is
    1:34:06 something that I try to pay attention to, but not too much.
    1:34:10 I don’t know if you’ve had this, but do you ever try to put a dollar amount on your time
    1:34:12 and is that just madness for you?
    1:34:13 It is madness.
    1:34:15 I did that for a very long time.
    1:34:22 I think it is helpful in some of the maybe earlier intermediate entrepreneurial stages
    1:34:27 so that you don’t find yourself, if you are like me, a perfectionist, micromanaging or
    1:34:29 doing too much yourself.
    1:34:34 However, there is a point where I think it just makes you miserable because you end up
    1:34:41 placing so high a per hour value on your time that every squandered minute is like having
    1:34:45 a pound of flesh taken and you can drive yourself insane.
    1:34:46 Yeah.
    1:34:53 I wind in that because if I sign my name, that’s $250 because of leather belt, but I don’t
    1:34:55 want to spend my life signing my name.
    1:35:02 I want to write the books, but the most money I can earn per hour, I can sign a thousand
    1:35:06 of those in an hour and that’s $250 each, which is just an unreal.
    1:35:08 If you think about that, that’s like, yeah.
    1:35:09 That is bananas.
    1:35:10 That is bananas.
    1:35:14 My normal writing time, I can put a different dollar amount depends on what I’m writing.
    1:35:19 Did you ever get pulled because it happened to me with speaking engagements, different
    1:35:25 things, but did you get pulled away from the creative work or the actual wordsmithing
    1:35:27 at any point or were you able to hold the line?
    1:35:29 I was able to hold the line but barely.
    1:35:34 At one point, I started to get popular enough that people wanted me on the speaking tour
    1:35:36 and so I put a dollar amount on it.
    1:35:40 Well, at that point, a day of writing, and it takes me two days, a day of writing is
    1:35:43 $25,000, so two days, $50,000.
    1:35:48 We put it up there instantly, like 10 inquiries.
    1:35:51 I’m like, I don’t want to do that.
    1:35:52 Now what?
    1:35:53 Now what?
    1:35:54 I just said, you know what?
    1:35:56 No, we were wrong.
    1:36:01 Part of that is because I don’t feel like I’m $50,000 worth of speaking.
    1:36:05 There are really good motivational speakers that are maybe worth that.
    1:36:06 I don’t think I am.
    1:36:07 My time is worth that.
    1:36:09 They would probably disagree.
    1:36:10 They’re like, whatever.
    1:36:12 We have this money set aside for speakers.
    1:36:13 It’s what speakers cost.
    1:36:17 But the other thing is that’s what my writing time was and I love writing.
    1:36:21 And if I’m going to spend two days writing, I want to spend it writing.
    1:36:23 And nowadays, it would be ridiculous.
    1:36:27 For me to go do one of these things, it would cost like $400,000.
    1:36:29 It’d be even worse.
    1:36:34 And so I did have to stop thinking about the hour, whatever, but it is a helpful metric
    1:36:36 for where you spend your time.
    1:36:39 Put your time where you’re happy and excited.
    1:36:42 But also if you can choose among different things that you’re having inside of you,
    1:36:43 you can do that.
    1:36:45 So anyway, that’s the side of the point.
    1:36:50 I gave this challenge to my team and it worked.
    1:36:53 We started to do all the things that the publishers weren’t doing.
    1:36:59 And then that’s when I said, all right, now we’re going to actually build a team and grow.
    1:37:02 And we moved to doing crowdfunding.
    1:37:03 It’s really a lot better.
    1:37:05 We did pre-orders on the initial ones.
    1:37:06 We moved to crowdfunding.
    1:37:11 And that’s when we went, my team all through the teams was maybe 10 people.
    1:37:13 Probably didn’t even quite get there.
    1:37:15 And who were those people?
    1:37:17 What was the kind of org chart at the time?
    1:37:18 So me and Emily.
    1:37:23 So Emily runs the business and I run the creative, right?
    1:37:24 So she does HR.
    1:37:26 She does accounting.
    1:37:30 She does operations is what we call it and all of that stuff.
    1:37:35 And is operations sort of the logistics of manufacturing and shipping?
    1:37:36 Yes.
    1:37:37 It’s manufacturing shipping.
    1:37:38 It’s HR.
    1:37:40 It’s facilities.
    1:37:42 Basically, she’s over that.
    1:37:47 So if you look at my org chart, Emily and I are at the top and I am over what we call creative development,
    1:37:49 which early on was one person.
    1:37:51 All of these were one person.
    1:37:54 Creative development and publicity are kind of under me.
    1:37:56 And what did creative development do at that?
    1:37:57 That’s our art team.
    1:37:58 Okay, got it.
    1:37:59 So that was art.
    1:38:02 So art and then editorial and publicity were me.
    1:38:05 And then merchandising events and facilities were her.
    1:38:08 And so we started 2007.
    1:38:10 I hired my first employee.
    1:38:12 I broke out in 2005.
    1:38:13 2007.
    1:38:19 I hire an assistant editor whose job is to do executive assistant and editorial work for me.
    1:38:20 Well, very soon.
    1:38:22 Oh, wait, you’re actually our first.
    1:38:23 Becky’s like you.
    1:38:25 That wasn’t it was our first like full-time employee.
    1:38:29 Our first one, we hire Becky to do shipping.
    1:38:31 So actually, our first employee is shipping.
    1:38:32 You’re going to love this.
    1:38:35 My second book, we had, they have remainders.
    1:38:37 You know what remainders are.
    1:38:39 You should explain for the people listening though.
    1:38:40 Boy, we’re on a tangent to a tangent.
    1:38:41 I love this.
    1:38:42 You’re pretty good.
    1:38:44 I’m impressed with your ability to reel it in though.
    1:38:49 What you haven’t done, which happens to me all the time is someone will say,
    1:38:50 what were we talking about?
    1:38:51 What was your question again?
    1:38:52 You’re very good at doing callbacks.
    1:38:53 You’re good at reminding me.
    1:38:54 You’ve been reminding me.
    1:38:56 So publishing, like Tom already said,
    1:39:00 he wants 10 books on the shelf and you really want to sell seven of those,
    1:39:01 seven to eight.
    1:39:04 If you sell everyone, that means you didn’t put enough on the shelf.
    1:39:07 Someone walked into that store and couldn’t buy a book.
    1:39:10 If you sell two, you actually printed way too many.
    1:39:13 Tom would still want them for publicity reasons,
    1:39:16 but industry kind of common sense says,
    1:39:18 you want to have remainders somewhere around.
    1:39:21 Remainders are left over at the end of a print run.
    1:39:23 You want to have around 20%.
    1:39:28 Anything between 30% to 10% is fine.
    1:39:32 40% starts to look sketchy and less than 10% is bad also.
    1:39:36 So you end up getting thousands of books shipped back, right?
    1:39:41 Elantris, they printed 10,000 and they had remainders on Elantris,
    1:39:42 or not Elantris, Mistborn.
    1:39:43 Elantris, they didn’t have remainders.
    1:39:44 They didn’t print enough of them.
    1:39:45 Mistborn, they did.
    1:39:47 They actually overprinted a little bit.
    1:39:48 So they had too many remainders.
    1:39:50 They said, Brandon, you can have these.
    1:39:52 It’s a dollar a piece.
    1:39:55 I’m like, entrepreneur, what does my mom say?
    1:39:57 You buy those books at a dollar and you sign them
    1:39:58 and you sell them at cover price,
    1:40:00 and you use that to supplement your income, right?
    1:40:02 You’re making $2,500 a year.
    1:40:04 You need to supplement that somehow.
    1:40:05 So I bought them all.
    1:40:08 Okay, so this is going back early days.
    1:40:09 Way back early.
    1:40:10 Bought them all, put them in our garage.
    1:40:12 Couldn’t park our car anymore.
    1:40:15 Then we hired Becky, who’s my sister-in-law,
    1:40:17 to take the orders.
    1:40:18 We put them up on my website signed.
    1:40:22 And it’s a trickle, 10 a week or even that many.
    1:40:23 But she was shipping that.
    1:40:24 So first person is shipping.
    1:40:27 Second person is editorial, executive assistant editorial.
    1:40:29 Soon there’s enough editorial work for him
    1:40:30 that I need another assistant.
    1:40:33 So then we hire a merchandising person.
    1:40:34 What is the merch?
    1:40:37 So the merch at that point was looking at doing t-shirts
    1:40:42 and stickers and take over the shipping from Becky.
    1:40:44 They have like a full in-house thing.
    1:40:46 So that’s when we let Becky go.
    1:40:47 So she was our first employee.
    1:40:48 I’m nodding.
    1:40:49 She’s over here in the corner.
    1:40:50 She eventually got hired again.
    1:40:52 She’ll still come back into the story.
    1:40:54 But then we have like a full-time person
    1:40:57 who is shipping and to come up with merchandising.
    1:40:59 And then I hire her husband.
    1:41:03 We hired them as a team for 20 hours each a week.
    1:41:04 As 140-hour employee.
    1:41:05 He was an artist.
    1:41:08 He’d done all my art for Elantris or Mistborn.
    1:41:10 See, he’s saying Elantris for Mistborn.
    1:41:13 And she was, she’s the person we had been off
    1:41:15 loading our merchandise to so far
    1:41:16 that it started doing it.
    1:41:18 We’re like, we’re bringing this in-house.
    1:41:20 So posters, art prints, all of that stuff.
    1:41:23 And then our next employee is right around the same time
    1:41:25 is publicity and marketing altogether.
    1:41:27 That’s Adam whom you’ve met.
    1:41:30 So then we have our structure all set, right?
    1:41:33 We have, for me, I have an editorial person.
    1:41:37 I have a creative element, which art person
    1:41:39 and I have a publicity person.
    1:41:42 And then Emily has a person for shipping
    1:41:44 and for merchandise together.
    1:41:46 And then she hired a facilities person
    1:41:48 to kind of, our little office at the time
    1:41:50 to clean it up, to make sure people need
    1:41:52 to change light bulbs and things like that.
    1:41:55 And then she handled herself all of the HR
    1:41:57 and things like that.
    1:41:58 And that’s where we began.
    1:42:01 And that’s what we were for like 10 years
    1:42:04 until the first Kickstarter where things exploded.
    1:42:07 And slowly we’ve been adding people to shipping
    1:42:09 and we’ve been shipping out of the house
    1:42:11 next door that we bought.
    1:42:14 And that’s when we said,
    1:42:15 “All right, it’s time to level up.”
    1:42:16 And I said,
    1:42:17 “Everyone’s going to build a department.
    1:42:19 I want a full team for each one
    1:42:22 because we’re going to go somewhere with this
    1:42:24 now that I have this team.”
    1:42:25 And just to give people a visual.
    1:42:29 So when I got my amazing tour earlier,
    1:42:32 I remember walking into the warehouse
    1:42:33 and I was like,
    1:42:35 “I feel like I’m at the end of Raiders of the Lost Ark.
    1:42:40 This is a gigantic space with levels upon levels
    1:42:44 and palettes upon palettes upon palettes.”
    1:42:49 It is really jaw-dropping to walk into that space.
    1:42:50 Now you mentioned Kickstarter.
    1:42:52 I know we’re jumping ahead a little bit.
    1:42:55 And I’m going to want to come back to Warbreaker
    1:42:56 and all sorts of other things.
    1:43:00 But since you already mentioned Kickstarter,
    1:43:04 I recall very distinctly when your launch video
    1:43:08 was sent to me by a number of friends.
    1:43:10 You could listen to Raiders usually.
    1:43:13 So I got this video and I was like,
    1:43:14 “Oh, this should be fun to watch.”
    1:43:18 So for people who don’t have any context,
    1:43:20 this is the big one.
    1:43:21 The big one.
    1:43:23 How do you want to set that up?
    1:43:25 Because it’s so mind-boggling.
    1:43:27 I don’t even know which angle to take on it.
    1:43:30 I have a couple of big level-up moments in my life.
    1:43:33 The first one is when I pitched Mistborn
    1:43:35 going from Elantris to Mistborn,
    1:43:37 where I said I’m not doing sequel to Elantris.
    1:43:38 I’m doing this whole new thing.
    1:43:40 And I’ve got big aspirations.
    1:43:42 The next one is when the Wheel of Time hit me.
    1:43:45 The next one is when we started doing our Leather Bounds.
    1:43:47 And the most recent one is our Kickstarter.
    1:43:49 Now, I say our Kickstarter because it’s the famous one.
    1:43:52 We’d actually done one before that hit $7 million.
    1:43:54 That was for the Way of Kings Leather Bound.
    1:43:56 We moved our Leather Bounds from…
    1:43:59 So we did Elantris and the Mistborn books
    1:44:02 in Warbreaker just as pre-orders during the 20 teams.
    1:44:05 And then coming to the 2020s,
    1:44:07 we said, “All right, we’re moving to Kickstarter.”
    1:44:10 This happened actually because of my friend Howard Taylor,
    1:44:12 who was one of my models,
    1:44:15 where he’s the guy who did a web comic,
    1:44:18 comic book that he sold the print editions
    1:44:21 in order to subsidize the free thing online.
    1:44:22 And he came to me and said,
    1:44:24 “Brandon, you should be doing crowdfunding.”
    1:44:26 I’m like, “We have a nice pre-order system.”
    1:44:29 He’s like, “No, crowdfunding hits publicity
    1:44:30 in a different way.”
    1:44:32 And I realized he’s right.
    1:44:33 I should have been doing these.
    1:44:35 One of the problems with the pre-orders
    1:44:38 is we never knew how many to order, right?
    1:44:40 And with a Kickstarter, you get all those orders come in.
    1:44:42 And you have to pay a chunk to Kickstarter,
    1:44:45 but they have a nice back-end structure.
    1:44:47 And we investigated that.
    1:44:49 And Kara, my person who’s in charge of fulfillment,
    1:44:51 is like, “This would be so much easier
    1:44:53 than what we’re doing because you can mail-merge
    1:44:55 all these things and they keep all of this track
    1:44:58 of all of the stuff with the shipping and the prices.”
    1:45:01 It just makes it so much easier
    1:45:03 than there’s the publicity side
    1:45:06 where you can start adding all of these add-ons
    1:45:07 and things.
    1:45:10 And so we tried one out with the way of Kingslover bound.
    1:45:14 It was successful, $7 million, which is pretty good.
    1:45:16 And then COVID hit.
    1:45:20 Okay, so before we get to COVID hits,
    1:45:22 now before we get to that,
    1:45:24 what did you guys learn?
    1:45:28 What were the key lessons learned with that first prototype run?
    1:45:29 Let’s just say.
    1:45:30 Yeah, first prototype run.
    1:45:31 So there’s a couple things.
    1:45:34 Number one, there’s a whole lot of organization
    1:45:38 that goes into shipping out 50,000 books at once
    1:45:40 instead of 50,000 books across 10 years.
    1:45:41 Yeah, yeah.
    1:45:43 Because a lot of folks who do Kickstarter,
    1:45:45 if they’re successful, get the hug of death.
    1:45:46 Exactly.
    1:45:47 And they implode.
    1:45:50 Yep, they implode because managing and shipping
    1:45:51 and keeping everyone happy.
    1:45:53 When you do what we were doing,
    1:45:55 where we’re sending out a few thousand, you know,
    1:45:58 every month or things like that,
    1:46:01 people get their books in a timely way.
    1:46:02 In a Kickstarter,
    1:46:04 suddenly you have to figure out how to send 50,000 books
    1:46:06 and keep everyone updated on it, right?
    1:46:08 And you have to figure out how to get merchandise
    1:46:11 and books shipped together or in separate packages.
    1:46:15 That’s a really big one because what we found with our books is
    1:46:19 we could drop ship the books direct from the printer,
    1:46:21 but not the merchandise,
    1:46:24 which comes in on different boats from around the world
    1:46:27 because you’re printing them all in different places.
    1:46:30 And so we had to figure out how are we doing all the shipping?
    1:46:33 The logistics do kill a lot of people,
    1:46:34 and we were able to build that.
    1:46:36 So that’s all behind the scene stuff.
    1:46:37 That’s a lesson.
    1:46:38 Having your logistics in place,
    1:46:40 knowing how you’re going to fulfill
    1:46:42 if you are successful is a very big deal.
    1:46:46 Knowing that you can already produce these things at scale,
    1:46:48 have them arrive,
    1:46:51 like a lot of people who do Kickstarter don’t understand,
    1:46:55 like the sheer fact of these big trucks coming in
    1:46:57 can only go to certain places,
    1:47:00 and they can only offload in certain ways.
    1:47:03 And some of them need a high dock,
    1:47:04 and some of them will have a ramp,
    1:47:07 and you have to find out where can they deposit these things.
    1:47:09 If you don’t have a warehouse with a high dock,
    1:47:12 you better then know that the trucks are coming in with a ramp
    1:47:14 and a pallet jack.
    1:47:16 Otherwise, they’re going to arrive and be like,
    1:47:17 “All right, move these.”
    1:47:19 And you’re like, “What do we do?”
    1:47:21 We actually had one of those where they’d all had ramps before
    1:47:23 and then run arrived without.
    1:47:26 And they’re like, “All right, how are you getting this out?”
    1:47:29 And we had to have a bunch of people go into the back of the book
    1:47:32 and move them off of the pallets by box.
    1:47:34 So these are all lessons learned.
    1:47:36 So there’s all these logistical things.
    1:47:39 The second thing we learned was that it was true.
    1:47:43 A crowdfunding campaign where you bring all of the might of your fan base
    1:47:48 together for one event cuts through the noise.
    1:47:51 There’s a certain principle I’ve started calling,
    1:47:54 like escape velocity of attention.
    1:47:58 Escape velocity of attention is in today’s media environment.
    1:48:03 It’s like people’s attention have a gravitational pull
    1:48:06 to what they’ve already been paying attention to.
    1:48:11 And they love the things that they love and getting anything else
    1:48:13 to achieve that escape velocity,
    1:48:17 to go off and to make a splash,
    1:48:21 but any idea to not just crash and burn to get out into the universe
    1:48:25 and draw the attention of other people is just super difficult.
    1:48:28 And most things like sit on the planet
    1:48:31 and never get up into the universe where everyone can see it.
    1:48:34 They crash and burn and it’s like this layer
    1:48:38 keeping people’s attention away from paying attention to this thing over here.
    1:48:41 And in order to make any sort of noise,
    1:48:44 any sort of attention outside of a very small group,
    1:48:47 you need a certain amount of attention being paid to it
    1:48:50 so that you achieve this escape velocity and you blast out
    1:48:53 and then the rest of the planets pay attention to it,
    1:48:56 not just the one that is your little planet of attention.
    1:48:59 And it’s really hard.
    1:49:03 Like launching new books for new authors today is much harder.
    1:49:06 You might notice, I’ve noticed,
    1:49:10 there are fewer big people who break out now than used to.
    1:49:13 More authors are earning a living now than used to,
    1:49:16 but they’re earning less because there are fewer breakouts.
    1:49:19 There are fewer movie stars than there used to be.
    1:49:22 There are fewer giant bands than there used to be.
    1:49:25 And this is all because our attention is…
    1:49:28 There’s so many things vying for it that we put up this barrier
    1:49:30 and we don’t want to look up.
    1:49:32 And it’s very natural.
    1:49:37 And so having a Kickstarter gets that momentum behind you,
    1:49:38 starts to make noise.
    1:49:40 -Executed properly. -Executed properly.
    1:49:43 A lot of them flop, but actually you’re bringing all of your fan base together
    1:49:45 and making a lot of noise.
    1:49:48 Suddenly, more people pay attention to you.
    1:49:50 And with our way of King’s Kickstarter,
    1:49:53 it still only reached our audience, right?
    1:49:57 But even reaching your audience is really hard today.
    1:50:02 All of the social media platforms that we have learned to rely upon in use
    1:50:05 have found out that people can’t pay attention to everything.
    1:50:07 They will click too many names.
    1:50:09 They will want to follow these names,
    1:50:13 but then they’ll be too much spam of all these names on their feeds
    1:50:15 and all of them use algorithms because, number one,
    1:50:17 they need to monetize somehow.
    1:50:20 And number two, people follow too many things
    1:50:22 and it overwhelms most people so they come
    1:50:26 and they bounce off of even their social media platforms.
    1:50:29 And so in the early days of social media,
    1:50:32 if someone followed you on Facebook and you did a post,
    1:50:34 it showed up on their feed automatically.
    1:50:37 -No longer the case. -And that stopped in the 20 teens.
    1:50:40 And so it depended on how many people liked the thing.
    1:50:42 So if you even want to reach your own audience,
    1:50:45 you have to have an escape velocity of attention.
    1:50:47 You have to break through these barriers,
    1:50:51 preventing even your fan base from seeing what’s happening.
    1:50:53 I still get people who come to me like,
    1:50:56 “Wow, you did this big Kickstarter. I didn’t even hear about this.”
    1:51:00 We sold only 10% of our audience with the big one that we’re getting to, right?
    1:51:03 -That’s insane. -That’s only 10%.
    1:51:06 And that’s all that effort to get to 10%.
    1:51:10 And I would say the big Kickstarter was 30% to 40% new people.
    1:51:12 So we really only reached 5% of my audience.
    1:51:15 But regardless, it taught us that.
    1:51:17 It taught me about escape velocity of attention,
    1:51:19 how to break through, get into the sky,
    1:51:22 and start getting everyone’s attention maybe a little bit,
    1:51:25 or at least get high enough that your whole planet that follows you,
    1:51:27 more of them can see it.
    1:51:31 So I want to give people just a bit of a carrot dangling
    1:51:33 on the end of a stick here.
    1:51:36 -And then we’re going to go back to COVID hitting. -Yeah.
    1:51:39 With the big campaign that we keep referring to,
    1:51:41 what did that end up totaling?
    1:51:46 So it was 41. something million official,
    1:51:49 45 when you would do all the people.
    1:51:52 You have people that can add on extra stuff.
    1:51:54 The behind the scenes was another four and a half or so.
    1:51:56 We ended right at 45 million.
    1:51:59 So if you go look at it right now, it’s 41. something.
    1:52:01 Do you have it there? What is it? 41.
    1:52:04 I don’t have it actually at the points. I just have roughly 41.
    1:52:06 Roughly 41 million.
    1:52:10 And the previous highest Kickstarter had been 21.
    1:52:12 And we still have the record.
    1:52:15 Here’s what’s wild, it’s four books.
    1:52:17 If you go look at that top 10,
    1:52:20 everything else is some cool tech innovation.
    1:52:23 And we have it for novels.
    1:52:26 So COVID hits.
    1:52:30 I have gone through cycles in my life multiple times
    1:52:32 where I say yes to too many things.
    1:52:34 And then I’m traveling too much.
    1:52:36 And 2019 was one of those years.
    1:52:38 As an author, you know this.
    1:52:40 People want you in person.
    1:52:42 And traveling is fun.
    1:52:43 I enjoy seeing the world.
    1:52:45 So you say yes to a bunch of things.
    1:52:48 And then you end up, as I did in 2019,
    1:52:50 with three different trips to Europe.
    1:52:51 And Europe can be kind of exhausting.
    1:52:53 Three tours in Europe, multiple tours around here.
    1:52:57 And I calculated I’d been on the road one third of my days.
    1:53:01 COVID hits and I had 2020 was set for the same thing.
    1:53:03 And all that gets canceled.
    1:53:05 No one can travel.
    1:53:09 And suddenly I have one third of my time back.
    1:53:12 In the meantime, I’d started to feel dissatisfied
    1:53:13 with something in my life.
    1:53:16 When I was early in my career,
    1:53:18 I could just have a random idea.
    1:53:20 And I would shelve it until I was done with my current book.
    1:53:22 But I could have something that was really exciting to me.
    1:53:24 And when I finished my current book,
    1:53:26 I could go in and I could write that cool idea.
    1:53:28 Warbreaker that you mentioned was one of these.
    1:53:30 Just a standalone book that I wrote, you know,
    1:53:31 Mistborn Trilogy.
    1:53:33 Between the Mistborn Trilogy,
    1:53:36 The Wheel of Time and Stormlight on either side,
    1:53:39 I have this little standalone book that was a cool idea I had.
    1:53:41 And I love that about fantasy.
    1:53:44 Some of my favorite fantasy novels are standalone books.
    1:53:46 Guy Gavriel Kay is very good at them.
    1:53:51 Lions of Al-Rassan or Taigana are too highly recommended.
    1:53:52 They’re ’90s fantasy.
    1:53:54 They’re a little slower than modern fantasy.
    1:53:56 Really just single volume,
    1:53:58 really digging into one world,
    1:54:00 but it doesn’t overstay its welcome.
    1:54:04 And I hadn’t been able to do that in a while.
    1:54:07 I was writing series, all these series.
    1:54:09 Everything I wrote turned into a big series.
    1:54:11 And I didn’t have a place for these wacky ideas.
    1:54:14 And I started to hit my mid-40s.
    1:54:16 And I started to realize,
    1:54:19 I’m only really going to be able to do this probably
    1:54:22 till my 70s, if I’m lucky, right?
    1:54:26 Most authors really slow down when they hit their 70s.
    1:54:30 This is what people who are fans of Game of Thrones have found.
    1:54:32 George was always a little on the slower side,
    1:54:35 and then he hit retirement age, and he slowed down.
    1:54:37 And a lot of authors that happened to.
    1:54:39 And I started to calculate out,
    1:54:41 and I’m like, I don’t have room for any of these cool ideas.
    1:54:43 That makes me sad.
    1:54:46 But then suddenly I had a third of my time back.
    1:54:49 And I started watching movies with my kids.
    1:54:52 They were old enough that we could show them some of our favorite movies.
    1:54:55 And we showed them The Princess Bride.
    1:54:57 One of my favorite movies and favorite books.
    1:54:58 -Amazing. -Yeah.
    1:54:59 -Amazing, amazing. -Just because–
    1:55:01 -Amazing Everything, William Goldman. -Yeah.
    1:55:03 It’s a wonderful, wonderful book, wonderful.
    1:55:05 Written by William Goldman,
    1:55:07 who’s a great screenwriter,
    1:55:09 he’s written a lot of classics.
    1:55:11 Butch Cassie and Sundance Kid was one of his.
    1:55:13 And just brilliant screenwriter,
    1:55:15 who script-doctored a ton of your favorite movies,
    1:55:18 as well as wrote multiple on his own of your favorite movies.
    1:55:21 And so, I was watching this movie,
    1:55:23 and I love just the feel of it.
    1:55:26 This sort of fantasy that is fun,
    1:55:28 but doesn’t quite take itself too seriously.
    1:55:30 And we got done with that.
    1:55:32 And my wife’s like, “I love that movie.”
    1:55:34 And she said, “Isn’t it funny
    1:55:36 that The Princess doesn’t do anything
    1:55:38 in the movie The Princess Bride?”
    1:55:41 She even tries to hit a rat once and she misses, right?
    1:55:44 Like, that’s the most she accomplishes.
    1:55:46 That and marrying the bad guy, almost.
    1:55:47 Yeah.
    1:55:49 And she’s like, “Wouldn’t it be nice if she did something?”
    1:55:50 Marriage.
    1:55:51 Oh, marriage.
    1:55:53 So, that stuck in my brain.
    1:55:55 I’m like, “What if The Princess Bride?”
    1:55:57 What if, you know, Princess Bride starts with,
    1:55:59 “Guy goes off to seek his fortune,
    1:56:00 says, “Wait for me.
    1:56:02 I’m gonna go find my fortune and come back,
    1:56:04 and then we can get married and I’ll have money.”
    1:56:06 What if he went off and he got captured by pirates?
    1:56:07 Mm-hmm.
    1:56:09 What if that story happened,
    1:56:11 but the princess said,
    1:56:14 “Well, I guess I have to go find him now.”
    1:56:16 And went to find him, right?
    1:56:17 No one’s gonna go find him.
    1:56:18 Well, it’s down to me.
    1:56:19 She has no experience with this,
    1:56:21 but she’s like, “I’m the only one.”
    1:56:22 So, she goes off.
    1:56:25 And that, I wrote a story that was more fairy-tell-ish.
    1:56:27 It’s still in my cosmic universe,
    1:56:28 all my connected things.
    1:56:30 So, it’s told by my story-tell-y character,
    1:56:34 based a little bit off of some Shakespearean fool vibes
    1:56:36 from like, Twelfth Night and stuff like that.
    1:56:39 And let me, I’m just gonna sidebar because we might not get to it.
    1:56:40 Yeah.
    1:56:42 You have someone among you,
    1:56:45 within this company whose job,
    1:56:47 sole job, as I understand it, is continuity.
    1:56:48 Yes.
    1:56:49 Right?
    1:56:52 And you have an internal wiki to keep track of everything in this universe
    1:56:54 so that it interconnects and coheres.
    1:56:56 As good as I am with narrative,
    1:56:58 I need all of this stuff still.
    1:56:59 So, we have someone.
    1:57:01 So, from his voice,
    1:57:03 this is the first time I’ve done this, right?
    1:57:04 All my other books are in my voice.
    1:57:05 And I said,
    1:57:07 “What if a character told a story to someone else about this,
    1:57:08 this young woman?”
    1:57:11 And it became the story, Tress of the Emerald Sea,
    1:57:14 that I wrote without any plans to publish it,
    1:57:17 without any contracts, without any expectations.
    1:57:19 I didn’t tell the fans it was coming.
    1:57:22 I wrote it and just gave the chapters to my wife to read
    1:57:23 as I was writing it.
    1:57:27 And it was liberating with no deadlines, no contracts.
    1:57:30 It just, I wrote it because I had a little extra time.
    1:57:32 And I thought, “That was amazing.
    1:57:33 That’s something I’ve been missing.”
    1:57:35 And COVID gave me this chance across those like,
    1:57:38 two or three years that we canceled everything,
    1:57:40 that I used that extra time.
    1:57:43 I fulfilled all of my contractual obligations
    1:57:44 writing books,
    1:57:47 but I also ended up writing four novels
    1:57:49 that were just squeezed between.
    1:57:52 And I say, you know, these are each 100,000 words, right?
    1:57:55 So, they’re one Stormlight Archive book.
    1:57:58 So, it’s about 18 months of writing time
    1:58:01 that I squeezed in there between different things.
    1:58:05 And I wrote these four books and I realized,
    1:58:09 well, at about book three, I realized I had something.
    1:58:11 That I could spring on people.
    1:58:14 And COVID had been so miserable for so many people.
    1:58:16 It was delightful for me.
    1:58:18 I’m writing books, I’m watching movies with my kids.
    1:58:21 No one’s asking me to go on tour anymore.
    1:58:25 And so, in the midst of all this, I started to have a plan.
    1:58:27 And I started to have an idea.
    1:58:29 And I got that fourth one written.
    1:58:31 And I wrote the fourth one deliberately for the Kickstarter.
    1:58:34 I realized I wanted one that felt more like my classic novels,
    1:58:37 so that fans who like Mistworn and Stormlight
    1:58:41 would get something because number one and number three of that
    1:58:43 were told from my storyteller voice.
    1:58:45 And then number two was something completely different.
    1:58:48 It’s a science fiction novel unrelated to every my other stuff.
    1:58:50 And so, I wrote one kind of for the fans.
    1:58:54 And then I sprung them on my company, said,
    1:58:57 there’s four books out of nowhere.
    1:58:58 Tell me what you think.
    1:59:02 And I watched their reaction to finding four unexpected books
    1:59:06 in the excitement that just moved through the company.
    1:59:09 And I said, all right, I’ve got something.
    1:59:11 I did it again with test audience.
    1:59:15 Some of my, you know, sworn to secrecy, early readers.
    1:59:18 Do you use the same early readers?
    1:59:20 I have a pool of about a hundred of them.
    1:59:22 And we don’t use them all for every book.
    1:59:25 We just kind of randomly decide.
    1:59:28 And I said, Brandon has an extra book.
    1:59:31 And we actually splint like the hundred and the groups of 25
    1:59:33 and sent them all four different books.
    1:59:35 And they all talk on it.
    1:59:37 Do you say two groups of 45?
    1:59:38 No, sorry.
    1:59:39 Sorry, four groups of 25.
    1:59:40 Four groups of 25.
    1:59:41 Sorry.
    1:59:42 I probably misspoke on the head.
    1:59:43 No, no, no.
    1:59:44 I think I missheard it.
    1:59:45 Okay, four groups of 25.
    1:59:48 And they all talk on like discords and things.
    1:59:50 And we sent them each a different book.
    1:59:52 And then I watched the discord as they all realized
    1:59:55 I had written four books in secret.
    2:00:00 And I spun this into the video that you watched.
    2:00:02 I went to my team and I said, I want to do something.
    2:00:05 And they were a little resistant because sometimes
    2:00:09 some of these big ideas that I have, I’m the big idea person
    2:00:12 and they can be really daunting such as the,
    2:00:14 we’re going to do our own leather balance.
    2:00:16 We’re going to start doing kick starters.
    2:00:20 I kind of have to, my job is to, we always talk, Emily and I,
    2:00:24 my job is to look and pull people toward that star future.
    2:00:27 And her job is to say, remember to be practical.
    2:00:28 Remember to be practical.
    2:00:29 Can we actually accomplish this?
    2:00:31 Well, it would take to actually accomplish this.
    2:00:35 And I went to them and I said, I want to do a video where
    2:00:38 I pretend that I’m coming out with some big scandal
    2:00:41 and I’m retiring from writing because I’ve secretly,
    2:00:45 you know, done something just horrible that happens periodically.
    2:00:48 And it’s probably, it may be not be something really fun
    2:00:51 to make fun of, but you know, you have a lot of writers like,
    2:00:54 you know, I have to admit that I plagiarized or I have to admit
    2:00:57 that anyway, all those apology videos that people,
    2:01:00 and I said, I’m going to make a fake apology video.
    2:01:03 And the reason being is everyone’s going to get gotten by it
    2:01:05 and they’re going to share it with their friends.
    2:01:06 He’ll get gotten by it.
    2:01:08 They’ll just say, hey, watch this.
    2:01:10 And then you’ll be, oh no, Sanderson, what’s up with him?
    2:01:13 And we’ll tap into that sort of horror mentality that watch
    2:01:17 a train wreck, car wreck, people, you know, want to slow down.
    2:01:19 If they think something, Brandon’s going to announce
    2:01:22 something terrible and then I hit them instead of it being
    2:01:24 another terrible COVID thing.
    2:01:26 It was, there’s four surprise books.
    2:01:29 You get this delightful thing in your life instead.
    2:01:32 And I knew this would go viral.
    2:01:33 I just knew it would.
    2:01:37 They were scared of it because they’re like, this, you know,
    2:01:39 sounds like you have like cancer or something.
    2:01:41 And that’s not something to make fun of.
    2:01:43 And I’m like, yes, it is not, I agree.
    2:01:46 But at the same time, I knew it would work.
    2:01:50 I am a storyteller and that’s a video with a story.
    2:01:51 Right?
    2:01:53 Like I live for the reveal.
    2:01:57 If people read my books, you will tell I live for that ending
    2:01:59 where I’ve been distracting with something
    2:02:01 and then I pull out that surprise.
    2:02:03 I love the great twist.
    2:02:06 I love the really good complication that you’re not expecting.
    2:02:09 I love when a story comes together right at the end.
    2:02:11 And that video did it.
    2:02:15 And it announced a Kickstarter for four secret books.
    2:02:20 We did not expect to go to $41 million.
    2:02:25 We were hoping to get to around seven to 10 like we’d done before.
    2:02:27 But that escaped velocity of attention.
    2:02:28 Right?
    2:02:33 I suddenly, it’s the first time in my life where suddenly people
    2:02:37 are paying attention who are not in my circle of influence,
    2:02:38 who don’t read Epic Fantasy.
    2:02:40 Suddenly news stories are everywhere.
    2:02:42 Everyone’s talking about it.
    2:02:46 I get interviewed by like, you know, legit news media.
    2:02:49 And the closest I had ever gotten to that was the Wheel of Time
    2:02:50 way back when.
    2:02:52 And even then, no one really interviewed me.
    2:02:53 Yeah, which we’ll come back to.
    2:02:55 I did appear on Colbert Report.
    2:02:56 That’s a big one.
    2:03:01 Well, my face appeared.
    2:03:02 Does that count?
    2:03:03 I think that counts.
    2:03:07 So Stephen Colbert had a piece on Zeppelins
    2:03:08 because he was in character.
    2:03:09 This is Colbert Report.
    2:03:10 Yeah.
    2:03:12 About how much he hates Zeppelins or whatever.
    2:03:15 And he holds up because USA Today had done a thing on Zeppelins
    2:03:17 and he holds up a USA Today page.
    2:03:18 And there’s my little picture.
    2:03:21 Because doofus takes over Wheel of Time.
    2:03:23 It’s like the bottom story on the page, below the fold.
    2:03:25 And there’s this giant Zeppelins story.
    2:03:27 And he holds it up and he points at Zeppelins.
    2:03:28 And then there’s me.
    2:03:30 My face was on the Colbert Report.
    2:03:31 It’s pixelated.
    2:03:32 You can barely tell.
    2:03:33 But you appeared.
    2:03:34 But I appeared.
    2:03:35 Yeah.
    2:03:36 As seen on.
    2:03:37 As seen on Stephen Colbert.
    2:03:39 Brad and Sanderson.
    2:03:41 My claim thing.
    2:03:43 My fans all tweeted me.
    2:03:45 This is way back in like 2009.
    2:03:46 It was 2007.
    2:03:48 It was right where the Wheel of Time happened.
    2:03:53 So when you look at this record breaking success.
    2:03:55 This Kickstarter.
    2:04:01 Were there aspects of it or packages that just outperformed
    2:04:03 all expectations?
    2:04:04 Yeah.
    2:04:06 It was the main tier.
    2:04:08 The buy everything tier.
    2:04:09 So we did it.
    2:04:12 Again, I like to have people be able to self-select it.
    2:04:16 And so there was a relatively inexpensive e-book and audio
    2:04:18 book bundle that you got together.
    2:04:23 And I think it was $15 each for those.
    2:04:24 Okay.
    2:04:28 So each book in the audio e-book combo was $15.
    2:04:29 $15.
    2:04:30 Yep.
    2:04:33 Which is about the price of an Audible credit.
    2:04:34 Plus you get the e-book.
    2:04:35 Sure.
    2:04:36 We thought that was.
    2:04:38 So for $60 you got all four books on that.
    2:04:42 And then the high end we did, you get all four books in our
    2:04:43 nice editions.
    2:04:46 They’re not leather bound, but they’re like a $55 price
    2:04:47 point.
    2:04:48 We sold them at $40 on this.
    2:04:52 Plus a box every month of Brandon Sanderson swag.
    2:04:54 Of just magical swag.
    2:04:55 For how long?
    2:04:56 For a year.
    2:04:57 For a year.
    2:04:58 Yeah.
    2:05:00 I like the idea of subscription boxes, but I have a problem
    2:05:04 with them in that they, there was the big subscription box
    2:05:06 craze of the late teens.
    2:05:09 And I feel like their incentive was misplaced.
    2:05:11 They wanted to keep you going as long as they could.
    2:05:14 Because of that, they will stretch out the cool objects.
    2:05:16 They will run out of steam.
    2:05:19 And Adam actually in our company pitched, why don’t we do a
    2:05:20 subscription box?
    2:05:23 And I’ve always been hesitant because I feel like you eventually
    2:05:26 end up with too much crap you don’t want.
    2:05:28 But I went to the team and I said, what if we did eight
    2:05:29 boxes?
    2:05:30 Four books and eight boxes.
    2:05:32 So across a year you get a book every quarter.
    2:05:35 And then you get two boxes of swag.
    2:05:37 And we just make that swag awesome.
    2:05:39 We put all of our best ideas into it.
    2:05:42 We make eight really killer boxes and then we’re done.
    2:05:45 We don’t ask people to subscribe for longer.
    2:05:48 We just, you got your cool boxes of interesting stuff.
    2:05:51 And that just went great.
    2:05:53 What was the price point for that?
    2:05:55 So those were 40 bucks each, I think also.
    2:05:58 So it’s the idea is that it’s $40 a month.
    2:06:00 For those months you get a book.
    2:06:04 And then eight of those months you get a $40 box.
    2:06:06 That has other cool stuff in it.
    2:06:08 And $40 was a high enough price point.
    2:06:10 We could make some really quality cool things.
    2:06:12 So it’s like just under 500 bucks for that.
    2:06:13 Yep.
    2:06:17 And that one, that tier was, I believe, our biggest tier.
    2:06:19 If it wasn’t that one, it was the tier of just all the
    2:06:21 books in their high, those editions.
    2:06:24 Those two were the ones that just went gangbusters.
    2:06:27 Almost nobody bought the lower tiers.
    2:06:28 Did that surprise you?
    2:06:29 Yeah.
    2:06:30 That surprised me.
    2:06:31 But again, everyone’s happy.
    2:06:32 They all get a self-select.
    2:06:36 How do you explain that based on what you said earlier,
    2:06:39 which is that you only hit 5% to 10% of your audience
    2:06:43 and you had 30% to 40% newbies going for the gold?
    2:06:45 I mean, that just strikes me as so unexpected.
    2:06:46 Yeah.
    2:06:48 I think part of it is, I would guess,
    2:06:52 the majority of that 30% to 40% were people who had heard of me
    2:06:54 and had not tried me yet.
    2:06:55 Right?
    2:06:57 I wasn’t grabbing people who had never, you know,
    2:06:58 that didn’t ever read.
    2:07:00 But it was people who had friends that say,
    2:07:01 “Hey, Brandon Sanderson.”
    2:07:03 And these four books were all starter books.
    2:07:05 They were all meant, even the fourth one,
    2:07:08 which is kind of tied into things, to be books you could just
    2:07:11 pick up and read without knowing any of my other things.
    2:07:13 And to this day, Tress of the Emerald Sea,
    2:07:16 you want to hear weird stuff, another tangent.
    2:07:17 Love weird stuff.
    2:07:18 Tress of the Emerald Sea.
    2:07:21 You would think I have plumbed the depths of my audience,
    2:07:24 right, doing this Kickstarter, $45 million,
    2:07:28 shipped out 150,000 copies of that book, right,
    2:07:31 with the Kickstarter and all said and done.
    2:07:35 That is my best-selling book through an edition,
    2:07:40 but from the publisher after Mistborn and Stormlight Archive.
    2:07:42 After the first books of those, not even the sequels,
    2:07:45 like, after Mistborn 1 and Stormlight 1,
    2:07:48 Tress of the Emerald Sea, that book sells as much.
    2:07:49 It’s really comparable.
    2:07:51 They’re the weeks where it kind of beats them.
    2:07:55 So this book that you would think we’d sold to everybody,
    2:07:57 the publisher releases an edition expecting,
    2:07:59 well, there’s not much, but we’ll have it on the shelves,
    2:08:04 becomes their third best-selling Sanderson book of all time.
    2:08:05 How do you explain that?
    2:08:08 It’s because it’s that escape philosophy of attention.
    2:08:10 People hear about you.
    2:08:13 They want to try you out, but they don’t know where to start
    2:08:16 or there’s so many things and something cuts through.
    2:08:18 People can say, “Tress is a great place to start.”
    2:08:20 Book talk really likes Tress.
    2:08:24 It talks about and says, “Great place to start on Sanderson.
    2:08:26 A little bit more romantic, a little bit more whimsical.
    2:08:29 It fits with what a lot of people like on book talk.”
    2:08:31 So they buy it even though.
    2:08:33 So it’s really interesting.
    2:08:35 The starter books do sell the best.
    2:08:38 Anyway, we’re going back to, we released this thing
    2:08:41 and those are the ones like people want.
    2:08:43 They’ve heard of me.
    2:08:45 They say, “Well, I’ll try this thing.”
    2:08:47 And they become part of something.
    2:08:49 And so they all buy in and then there’s that thing.
    2:08:51 We call it the year of Sanderson.
    2:08:53 And we started shipping these boxes out
    2:08:55 and people got their boxes and their books
    2:08:57 and it was wonderful.
    2:09:00 It was the best year of my life, right?
    2:09:01 It’s incredible.
    2:09:02 It’s so incredible.
    2:09:04 So I have a question about the four times 25 people,
    2:09:05 the test readers.
    2:09:06 Yeah.
    2:09:08 And this actually ties into some of the questions
    2:09:09 I wanted to ask about Warbreaker.
    2:09:13 But let’s focus on the test readers, the four groups 25.
    2:09:17 When you have a new book of any type,
    2:09:20 do you use 25 to 100 test readers?
    2:09:21 Yeah.
    2:09:22 Okay.
    2:09:26 How do you absorb or evaluate that feedback?
    2:09:30 Because that is, I could foresee that being a lot of feedback.
    2:09:35 I pay my team, my editorial team,
    2:09:39 to condense it into the most relevant information.
    2:09:43 So this is a big difference to me and a lot of writers
    2:09:46 is I look at books a little bit
    2:09:50 like Hollywood looks at movies with test audiences.
    2:09:53 I want to know what my audience is going to say
    2:09:55 about a book before I release it.
    2:09:57 Sometimes it’ll change what I write.
    2:09:58 Often it will.
    2:09:59 Sometimes it won’t.
    2:10:00 I just want to know.
    2:10:02 I want to understand how it’s going to perform,
    2:10:04 what people are going to think of it.
    2:10:07 And a lot of writers do this with a couple of early readers.
    2:10:09 I find that doesn’t give me an actual test audience.
    2:10:12 It doesn’t give me the pulse of an audience.
    2:10:17 I need like 20 to 30, if not 40 to 50 people reading it.
    2:10:20 Even that’s just a tiny percentage of the audience.
    2:10:22 But it’s been really key to me.
    2:10:26 It started when I was nobody before I sold for an agent,
    2:10:27 for an editor.
    2:10:29 I actually sold to an editor before I got an agent.
    2:10:30 So I’m reverse.
    2:10:34 But back before I had any of that and I was ahead of that magazine,
    2:10:38 I started using those readers and passing out my books.
    2:10:41 And I would print off physical copies because this is the late 90s.
    2:10:45 And I would have a pack of gel pens of different colors.
    2:10:48 And I’d say, pick a color, write your name and that color.
    2:10:50 So I know who’s writing the comment.
    2:10:53 Read through the book and write your feedback all in that color.
    2:10:56 Go ahead and respond to what other people have written.
    2:10:59 And they would pass around my friends and they would all take a different color.
    2:11:03 And you’d have these conversations on the margins about what people thought of certain scenes.
    2:11:06 And I saw that and I’m like, this is really handy.
    2:11:10 Did you ask for particular types of feedback to focus it?
    2:11:14 So what I want is just, I don’t want people to fix the book.
    2:11:19 I want people to give their descriptive responses to the book.
    2:11:22 If you were just reading this as a professionally published thing,
    2:11:23 where are the places you’re bored?
    2:11:25 Where are the places you’re confused?
    2:11:27 Where are the places that you’re standing up and sharing?
    2:11:30 Where are the places that, you know, where are you engaged?
    2:11:32 Where are you not engaged?
    2:11:34 Just what are you enjoying?
    2:11:35 Don’t tell me what’s wrong.
    2:11:37 Don’t tell me what to fix.
    2:11:43 Tell me what where you’re bored and tell me where you’re confused.
    2:11:47 Tell me where you’re excited and tell me where you’re turning the pages so fast
    2:11:51 you have to come back and write your feedback because you don’t want to stop to write your feedback.
    2:11:54 And that became really valuable to me.
    2:11:58 And so when we moved beyond that and I was actually published,
    2:12:04 I started making spreadsheets where I’m like, you get the book, go on the spreadsheet
    2:12:09 and go to the chapters tab on the spreadsheet on like a Google sheet
    2:12:12 and go look and respond to what people are saying.
    2:12:15 And if, you know, just make a comment say, I feel this about this chapter
    2:12:17 and then respond to what other people are saying.
    2:12:23 And then each chapter fills up with giant conversations about that chapter,
    2:12:26 almost like you have a book club out there reading the book and having a discussion.
    2:12:29 I mean, you want people to respond to things because it helps you spot patterns.
    2:12:30 Yes.
    2:12:32 Someone’s like, yeah, I started dragging here.
    2:12:34 I didn’t really understand why this character did this.
    2:12:35 And then you have somebody like, yeah, me too.
    2:12:36 Yeah, me too.
    2:12:37 Yeah, exactly.
    2:12:38 They’ll say, no, no, no, it was this.
    2:12:40 And the first one was like, oh, that made sense.
    2:12:41 I went back and read it.
    2:12:46 Like you’ll see emerging where the problems are and where they aren’t.
    2:12:52 And nowadays what we let people do is they just add a checkmark next to it if they agree with it.
    2:12:54 And if they disagree, have them write out why.
    2:12:56 And that’s in a spreadsheet or using something.
    2:12:57 Spread spreadsheet.
    2:12:58 We use Google Sheets.
    2:13:00 And no, no, we started using an actual program.
    2:13:08 Peter, who’s head of editorial was like, we need an actual program that’s a little that’s secure and that can track.
    2:13:12 Like people will write a line number where they have their comment now and stuff.
    2:13:17 So we actually use a program, but sometimes we still use Google Sheets for kind of what we call it.
    2:13:19 Is that program an off the shelf program that?
    2:13:24 One of my beta readers, which is what we call these people worked for the company and pitched it to us.
    2:13:27 And the name of it’s escaping me right now.
    2:13:28 I can find out what it is.
    2:13:29 We can figure it out.
    2:13:31 Maybe put it in the show notes if we can find it.
    2:13:36 So part of the reason I’m asking is that I started working on this book six, seven years ago.
    2:13:37 Is this your fantasy?
    2:13:38 No.
    2:13:39 No, this is a different book.
    2:13:44 This is an entire book on saying no and basically finding clarity in a world of noise.
    2:13:46 It’s a really good book to write.
    2:13:47 And I started working on it.
    2:13:49 It’s the first book I ever shelved.
    2:13:51 I was like, you know what?
    2:13:53 I’m not quite ready to write this.
    2:13:56 And I canceled the contract return the biggest advance that I’ve ever received.
    2:13:58 And now I’m working on it.
    2:14:05 But I’ve found myself just paying attention energetically to what’s energizing me or draining me.
    2:14:07 The idea of serial release.
    2:14:08 Yeah.
    2:14:09 That’s really big.
    2:14:10 Because I’ve never done it.
    2:14:11 I’ve never done it.
    2:14:16 And that raises a whole lot of questions, which is one of the reasons I wanted to talk about Warbreaker.
    2:14:17 Yeah.
    2:14:20 And releasing early drafts for free on the website with Creative Commons.
    2:14:23 Let’s go to that and just saying, let me finish what I do with the beta reading.
    2:14:24 Yeah, yeah.
    2:14:26 I give all that to my team.
    2:14:30 I go read the end of part summaries and the end of book summaries.
    2:14:31 They take the rest.
    2:14:32 They distill it.
    2:14:37 And then they actually put it into a copy of the book, the manuscript, just interstitials.
    2:14:38 They said this at this point.
    2:14:39 They said this at this point.
    2:14:44 So I never even have to go to the document except to read like end of part one.
    2:14:45 What are people’s general responses?
    2:14:48 And these are comments in a word doc or something like that.
    2:14:50 Comments in a word doc just in track changes.
    2:14:51 Yeah.
    2:14:52 So that I see.
    2:14:56 Here’s a big discussion that happened here.
    2:15:00 They only take like 10 to 20% of it and put it in.
    2:15:03 What are the criteria for selection?
    2:15:05 They’re only taking 10 to 20%.
    2:15:08 It’s Peter and Karen and they know me really well.
    2:15:09 Yeah.
    2:15:11 These are people that I’ve worked with since college.
    2:15:12 Yeah.
    2:15:13 Okay.
    2:15:14 And so it’s over time.
    2:15:16 And I will star and say, this is a good comment.
    2:15:19 This is one that I, you know, they handle editorial.
    2:15:22 They’ll see what I revise and what I don’t.
    2:15:25 And they’ll know in the future, watch for this.
    2:15:28 And do remember, I’m going and looking at the end of part and reading all of
    2:15:29 people’s general comments.
    2:15:31 So this is just for a given chapter.
    2:15:35 If there’s a speed bump or something like that, but they, they figured it out.
    2:15:40 And then looking at war breaker, why did you release it in the way that you released it?
    2:15:42 Maybe you just describe how you went about it.
    2:15:43 Yeah.
    2:15:46 So war breaker happened after I wrote the Mistborn trilogy.
    2:15:52 And I was chatting with Corey Doctro, kind of a famous tech blogger and creative
    2:15:54 commons advocate.
    2:15:57 Every interaction with Corey has been really positive.
    2:15:59 Like super class act.
    2:16:01 I was once at the Hugo awards.
    2:16:05 And this is the end of like the Academy Awards in sci-fi fantasy.
    2:16:10 And I was nominated and you get a little pin if you’re nominated to wear around in
    2:16:11 your lapel.
    2:16:13 And I didn’t know that was in my basket.
    2:16:14 I didn’t know is there.
    2:16:15 He sighed and have mine.
    2:16:16 I’m like, Oh, I don’t have my pen.
    2:16:18 And he took off because he, he had several.
    2:16:22 You wear any that you, any nominations you’ve had during that night.
    2:16:25 And so he took off one of his hands and he just pinned it on me.
    2:16:26 You know, that’s kind of a class act.
    2:16:27 Corey is.
    2:16:34 So I was talking to him and he really believes and believed that attention is
    2:16:39 people’s most valuable commodity, not their money, their attention.
    2:16:44 If you can get their attention, you will eventually be able to in some ways get money
    2:16:47 from that audience to support yourself because start with the attention.
    2:16:49 And this was really smart.
    2:16:53 He released all of his books in the creative comments and he’s a big advocate for that.
    2:16:58 I realized at the time I had Mistborn coming out and this was right when Wheel of Time
    2:16:59 was being announced.
    2:17:00 It was way back when it’s 2007.
    2:17:04 So I wrote a lot of the book, but there are parts I hadn’t written.
    2:17:10 So the idea was I started releasing the chapters just on forums to let people give feedback
    2:17:16 to me, trying a serialized version of the book with the main goal being see how an audience
    2:17:21 online gives feedback different from my beta readers, but also to have a chance to kind
    2:17:23 of bring my audience together into one place.
    2:17:26 And then when it was done, I released the book under the creative comments.
    2:17:30 Partially as an experiment, how does this impact giving away the book for free?
    2:17:33 How does this impact the sales of the commercial edition?
    2:17:36 I wanted data on that.
    2:17:40 And the data says doesn’t really impact it.
    2:17:44 It sells just as well as the launchers does, even a little bit better.
    2:17:46 And a launchers wasn’t released in the creative comments.
    2:17:51 So it doesn’t sell as well as Stormlight or Mistborn, but those are my breakouts, you know,
    2:17:53 my standard successes.
    2:17:56 And I don’t think, you know, that has anything to do with it.
    2:17:59 Have you released any books after that with creative comments?
    2:18:00 No, I’m planning.
    2:18:02 I keep wanting to do another one.
    2:18:04 And I haven’t found the right one to do.
    2:18:07 But I am planning to do that at some point.
    2:18:12 How did you find the feedback online in the forums differed from beta testers?
    2:18:13 It was about the same.
    2:18:14 It was?
    2:18:15 It really was.
    2:18:17 But remember, we’ve got an insular audience of superfans at that point.
    2:18:20 That’s the only people paying attention to me in 2007.
    2:18:22 Now it would probably be different.
    2:18:28 But I can get a little bit of that by watching, we do re-release one chapter a week
    2:18:33 or two chapters a week of new books leading up to launch to about a third of the book.
    2:18:38 And I can go read the threads on Reddit about that.
    2:18:41 And they actually mirror the beta readers really closely.
    2:18:42 Amazing.
    2:18:43 It’s really interesting.
    2:18:44 There are a few things.
    2:18:45 This newest book surprised me.
    2:18:47 Only one thing surprised me.
    2:18:55 And that is in the newest book, people are responding to modernized language more than I expected them to.
    2:18:56 What do you mean by that?
    2:18:57 Epic fantasy.
    2:18:59 You walk this line in epic fantasy.
    2:19:02 Do you use OK or do you use all right?
    2:19:08 And I’ve been moving the Stormlight Archive toward modern language across the course of the novels
    2:19:12 as we’re preparing to kind of go a little bit more, what we call mage punk,
    2:19:14 a little more modern for the next one.
    2:19:15 Mage punk.
    2:19:16 I’ve never heard that.
    2:19:17 That’s great.
    2:19:18 It’s not my term.
    2:19:23 It’s just what people kind of call when fantasy magic becomes technology.
    2:19:30 So if you watch any sort of film or thing where you have ships powered by a magical technology,
    2:19:33 they will call that mage pex tech and arcane.
    2:19:34 Arcane is mage punk.
    2:19:37 That’s the straight up subgenre of that.
    2:19:39 So I was taken by surprise on that.
    2:19:41 People are kind of responding against that.
    2:19:48 And I think this could just be like people want more sincerity in their media nowadays.
    2:19:51 I think they’re tired of media being cynical.
    2:19:53 And this is a sign.
    2:19:57 Maybe I don’t think it went cynical, but this is like a danger sign of that.
    2:20:00 So they’re like, you know, they’re like, they would like me to pull back.
    2:20:03 They want me to call it courting instead of dating, right?
    2:20:06 And just kind of stay a little bit more with that fantasy feel.
    2:20:07 That one took me by surprise.
    2:20:09 My beta readers didn’t spot that.
    2:20:11 Everything else in those threads were things.
    2:20:18 My beta reader spotted that I either, you know, that I’d left because I felt this was integral to the narrative I’m telling.
    2:20:21 If it’s negative, it’s all right for it to be negative.
    2:20:23 This is the piece of art, right?
    2:20:29 Some people don’t like Impressionist, but you can’t make Impressionism better by not being Impressionist.
    2:20:32 Each piece of art is going to have things like that.
    2:20:33 Quick question.
    2:20:42 When you’re releasing, say chapter by chapter, up to a third of a new book, what is your cadence of releasing those chapters?
    2:20:43 Is it once per week?
    2:20:45 Once per week is what we’ve been doing.
    2:20:50 I could see value in twice a week, but once a week, everyone gets the other.
    2:20:52 The threads on Reddit are really cool.
    2:20:54 Where do you release those chapters?
    2:20:57 We release them on TOR’s website, TOR’s publicity website.
    2:21:01 Right now it’s called Reactor, used to be TOR.com.
    2:21:04 And that’s a good place for them.
    2:21:09 Why not release them on your own site or in some other way?
    2:21:10 So yeah, good question.
    2:21:13 So there’s arguments for that.
    2:21:18 The thing about it is we’ve found over time, personal websites are important,
    2:21:25 but they’re much less important than social media or aggregate websites in today’s mind economy.
    2:21:26 What do you mean by aggregate websites?
    2:21:38 So TOR’s website is a website that just has posts every day, things like shared blogs or places you go to that find a whole bunch of articles.
    2:21:39 Right.
    2:21:43 What we’ve found is, for instance, people will come to me to buy their print books.
    2:21:46 They will not come to me to buy their ebooks.
    2:21:49 We had an ebook store, maybe we’ll put it back up.
    2:21:51 And we might even have a few that we’re selling now.
    2:21:53 We sell in the tens of copies of my ebooks.
    2:21:55 People like their platform.
    2:21:58 They want to have a Kindle and buy the books on their Kindle, which makes perfect sense.
    2:22:04 They do not want to go somewhere else, buy an ebook and load it to the Kindle, even if it’s cheaper somewhere else.
    2:22:07 Those who control the platform control the world.
    2:22:08 You control the space.
    2:22:11 Well, here it’s you control the platform.
    2:22:12 That’s why Amazon did what it did.
    2:22:23 That’s why Amazon worked so hard to make Kindle a thing, even going so far as to pay out millions and millions in dollars in order to try to corner that market and gain that mind share of going to Kindle.
    2:22:26 I don’t mind TOR trying to turn their website into that.
    2:22:28 It helps other authors.
    2:22:30 Fans get used to going there.
    2:22:31 Yeah, that’s great.
    2:22:34 No, it’s like the tech world, like the hacker news.
    2:22:36 Yeah, stuff like that.
    2:22:38 And we link to it on my website.
    2:22:40 It’s not like it’s not there.
    2:22:41 So I don’t have a big problem.
    2:22:44 We might have even double posted them on my website.
    2:22:45 I can’t remember.
    2:22:47 But normally we just do them on TOR.
    2:22:49 But you said something I want to ask you about.
    2:22:50 Sure.
    2:22:56 Tell me if this is if this is tread day, if we want to tread lightly or if this is, but you’d still take advances.
    2:23:01 Well, so I took advances on my past books.
    2:23:04 I considered profit share agreements.
    2:23:14 And actually, when I was beginning to consider rebooting, you know, dusting off and rebooting that book that I’d had on the back shelf.
    2:23:20 I spoke with a number of larger publishers who as humans, I liked a lot.
    2:23:27 And they on the phone were very enthusiastic about doing some type of very generous profit share agreement.
    2:23:33 And then they sent me the contracts and there was so much Hollywood accounting that I found it to be insulting.
    2:23:38 I’m like, all right, so there’s this X percentage double digit distribution fee.
    2:23:44 And then there’s a promotional fee that is in perpetuity, even though they’re not going to do very much promotion.
    2:23:49 And maybe that’s for two to four weeks if they do any, but then they’re going to move on to their new roster.
    2:24:01 And I just found the deal structure is so generally insulting that if I ran the math, I realized this is not that much better than the traditional deals that I’ve been selling.
    2:24:05 But I’m foregoing the advance not because I don’t have confidence in the books.
    2:24:13 But I like having publishers experience some sunk cost so that they’re incentivized with loss aversion.
    2:24:14 But there is that argument.
    2:24:18 But at this point with the new book, I’m not planning on doing any of that.
    2:24:25 And the field is wide open to the experimentation that I could do.
    2:24:32 And I haven’t figured it out. I’ve thought about keeping audio and e-book although I’ll come back to that.
    2:24:33 I’d love your perspective on this.
    2:24:38 And then maybe doing a print only deal because I do not have as you do the sort of facilities.
    2:24:45 I’m almost perfectly happy to farm that out with an appropriately specced agreement.
    2:24:47 The deal terms need to make sense.
    2:24:54 But then there are even arguments for me to say license with a reversion of rights.
    2:24:55 I think that’s the point.
    2:24:59 Hugh Howie is so smart with this.
    2:25:05 And as you noted before, I used to have an audiobook club with Audible.
    2:25:09 This was back in the day with ACX when you get up to like 75% royalties.
    2:25:10 Before they killed that?
    2:25:11 Yeah.
    2:25:22 And I understand as a business, as you have more and more, as you amass more and more critical mass in terms of control of a market,
    2:25:27 and then change your compensation scheme with royalties.
    2:25:32 But as soon as it got to the point where it’s like, OK, I’m going to max out at whatever it is, 25, 35.
    2:25:36 This is no longer worth the time that I would put into it, so I stopped doing it.
    2:25:40 So I’ve thought about keeping audio and e-book.
    2:25:41 I’m still considering it.
    2:25:47 But the fact of the matter is it seems like larger publishers have negotiated superior deal terms.
    2:25:54 So even, no, OK, that’s the pitch that I keep getting, which is even if you get a lower percentage of the total,
    2:25:58 the absolute dollars you’re still going to make more because blah, blah, blah, blah, blah.
    2:26:05 So this is all very current for me, but I don’t care about advance at this point in my life.
    2:26:09 So what they’re saying on audiobooks has some truth.
    2:26:10 Yeah.
    2:26:11 Not true on e-books.
    2:26:12 Yeah.
    2:26:21 So I’ll just say you there, though, there is one thing that the New York publishers get away with in e-books that you can’t get on your own.
    2:26:24 Even I have not been able to fight them down on this.
    2:26:27 They will let the New York publishers charge more than $10.
    2:26:29 Yeah.
    2:26:32 And so there is that.
    2:26:33 This is on e-books.
    2:26:34 On e-books.
    2:26:35 Yeah.
    2:26:36 On audio.
    2:26:38 So this can get technical and nerdy.
    2:26:39 Yeah, let’s do it.
    2:26:40 I like technical and nerdy.
    2:26:46 So on e-books, basically the publisher is getting 70% of price.
    2:26:47 It’s $10.
    2:26:49 They’re getting seven bucks sent to them.
    2:26:57 As an indie author, it’s doing it yourself, you will get seven bucks, but they will take out a tiny distribution fee at Amazon, which is super annoying.
    2:26:59 If you have a lot of artwork, it can get higher.
    2:27:05 Usually it’s only like 10, 15 cents, but they will take that out where they don’t for the New York publishers.
    2:27:06 So that’s one of the big differences.
    2:27:10 The other thing is, they’ll let the New York publisher charge $14.99 for their book.
    2:27:11 You, they will only let charge $10.
    2:27:15 If you go over $10, they’ll only give you a 20% instead of a 70% royalty.
    2:27:17 They really need to then that or break that.
    2:27:20 They want to keep you between $2.99 and $9.99.
    2:27:21 Yep.
    2:27:27 So if your book is priced at $9.99, as an e-book, there is almost no incentive to go to New York.
    2:27:34 Audio books, New York has negotiated all of their payments from Audible based on cover price of the book.
    2:27:40 So they can change the cover price of the book and get different things going on.
    2:27:43 But almost everything on Audible sells by credit.
    2:27:50 And getting out of the publishers, how much they get off of a credit is like pulling teeth.
    2:27:56 Getting out of Audible, how much you earn off of a credit is like pulling teeth because in their sense,
    2:28:02 and this is the big problem with audio books, I don’t like that you are the customer of Audible,
    2:28:04 not the customer of the authors.
    2:28:08 When you sign up for Audible, and Audible is a great company, don’t get me wrong.
    2:28:13 They made huge advances in audio book, distribution, readability.
    2:28:16 They’ve improved that market quite a bit.
    2:28:18 They are a net positive for everyone.
    2:28:24 But they control so much of the market that they are able to do some of these practices that we talked about.
    2:28:28 But beyond that, people sign up for a subscription fee.
    2:28:36 This is partially Apple’s fault, Apple and Google, because if you buy an audio book through Audible’s app,
    2:28:40 Google and Apple want to take 30% of that.
    2:28:44 And the publishers don’t want to do that.
    2:28:46 30% is egregious. It’s insane.
    2:28:49 There’s all sorts of lawsuits going on that, you know, them taking that much.
    2:28:53 But because of that, they do the subscription service.
    2:28:55 So you sign up for the subscription on their website.
    2:28:57 Google or Apple get none.
    2:28:59 You get a credit every month. You can spend a credit.
    2:29:01 None of that credit goes because it’s by credit.
    2:29:04 But then that turns all the audience into subscribers to Audible.
    2:29:08 So if Audible stops carrying a book, people just stop buying it.
    2:29:13 Once again, he who controls the spice, he who controls the platform, controls everything.
    2:29:17 Which means that they get to say, well, it’s a credit.
    2:29:18 What is a credit?
    2:29:20 Well, a credit is divided this way.
    2:29:23 And we give out this many free books as part of the promotions with credits.
    2:29:26 And so that plays into it. And some of the credits go for books like this.
    2:29:31 And so they have this huge spreadsheet that to their credit, credit, I’m saying credit too much,
    2:29:35 they have started being more open with how that spreadsheet works for us.
    2:29:37 And we can plug in the numbers and see that.
    2:29:40 They only started doing that in the last year as we push them.
    2:29:45 But it turns out that there’s all this Tenanigans, they get $15.
    2:29:50 And after all our work and things, we get on average like four bucks out of that 15.
    2:29:56 The publishers do have something where they’re getting a little bit more.
    2:30:02 But at the end of the day, I earn more this way than I do with the publishers.
    2:30:09 Even though the publishers can make up for it a little bit by having certain weird deals on what they get paid.
    2:30:15 At the end of the day, I really wish we could push audiobooks into that transparent.
    2:30:19 You get 70% of that 15 bucks is what should go to the author.
    2:30:22 Or certain percentage of that to the author, certain percentage of the reader.
    2:30:25 Narrators don’t get royalties, which is kind of a thing.
    2:30:30 And I just really wish we could pierce that and make it happen, but we haven’t been able to.
    2:30:35 So it sounds like if I’m hearing you correctly, your advice would be to hold on to it to yourself.
    2:30:37 So it depends.
    2:30:39 But ebook, yes.
    2:30:44 I have found that my system that I have, which is a profit share,
    2:30:52 and we took a sledgehammer to that contract that you got offered and eventually got it to a place where it was good.
    2:30:56 It’s really close to a straight up profit share.
    2:31:01 There’s a few little Hollywood accounting things they do, but they have to account them very clearly.
    2:31:10 And we end up doing with our profit share 10 to 20% better than we used to do as much as 50% better in some cases.
    2:31:11 That’s not trivial.
    2:31:14 So I could actually get those actual numbers.
    2:31:16 I should get them and see.
    2:31:20 But it’s significant what we’re making more with the profit share.
    2:31:22 But my best thing has been trust.
    2:31:24 They took a print-only deal.
    2:31:26 I have ebook and audiobook.
    2:31:29 And I have a profit share on the print with them.
    2:31:33 And then the ebook and audiobook, the ebook straight up is better.
    2:31:39 The audiobook, we make more, but we would make almost the same with the publisher.
    2:31:43 And are you just interfacing directly with Amazon platforms for the–
    2:31:46 Amazon and everyone else doing my best.
    2:31:50 Amazon would pay us better if we put them only on Amazon, but I refuse.
    2:31:52 And that’s one of the reasons the publishers deal.
    2:31:54 It’s a little better.
    2:31:59 Amazon gives them the deal that they give if you’re exclusive to Amazon.
    2:32:02 As an indie, they were forced to be exclusive to get the good deal.
    2:32:05 They give that deal to the publishers, but they can be on everything.
    2:32:08 It’s all so messy, right?
    2:32:10 This is all in the weeds.
    2:32:12 But here’s the takeaway.
    2:32:17 The power is in two people’s hands right now.
    2:32:20 It’s in the creators and the platform controllers.
    2:32:23 It’s not in New York’s hand anymore.
    2:32:27 And that’s in some ways bad because those are good people.
    2:32:31 I think most creatives in the audio industry hate their business.
    2:32:36 Most authors are pretty, like you said, the people are good.
    2:32:40 The contracts sometimes you have to take a sledgehammer to,
    2:32:43 but I generally don’t mind New York.
    2:32:48 They generally, I think, try to treat authors well.
    2:32:52 But in this new world, we control the content.
    2:32:57 And if you can figure out how to control your platform also, then that’s king.
    2:33:02 But you as a content creator, I think, should be looking at the platforms
    2:33:05 and learning how to manipulate all the different platforms
    2:33:09 so that you can have the best world you can.
    2:33:11 So that’s where we live right now.
    2:33:15 So let’s go back to the list of your inflection points for a second
    2:33:18 because I’ve made promises I want to keep with my listeners.
    2:33:24 Namely, so we have Mistborn, Wheel of Time, Leatherbound,
    2:33:26 and then the COVID Kickstarter.
    2:33:28 We have not covered the Wheel of Time.
    2:33:31 So for people who don’t even recognize the name,
    2:33:36 what is this and then how did you end up becoming involved?
    2:33:39 So I talked about the three kind of genres of fantasy.
    2:33:42 For the ’90s and early 2000s,
    2:33:47 the flag bearer of the best-selling epic fantasy was the Wheel of Time.
    2:33:50 It was eventually dethroned by Game of Thrones
    2:33:52 when the television show for Game of Thrones came out.
    2:33:55 Until the television show, Wheel of Time was the top.
    2:34:00 Beyond that, Robert Jordan got sick in the early 2000s
    2:34:02 with a rare blood disease.
    2:34:08 And because of this, his book releases slowed down quite a bit.
    2:34:11 And that’s when Game of Thrones was taking off.
    2:34:14 But for most of, you know, for all of my childhood,
    2:34:18 Wheel of Time was the kind of flag bearer for epic fantasy.
    2:34:20 It was the heir to Tolkien, so to speak.
    2:34:24 And selling millions of copies, doing really, really well.
    2:34:27 And he got sick.
    2:34:29 It was really positive.
    2:34:32 But then in 2007, he passed away,
    2:34:34 having left his series unfinished.
    2:34:37 And I was a fan of this series.
    2:34:40 I had grown up reading it. It was one of my favorites.
    2:34:44 And I did not know him or his wife.
    2:34:46 His wife was his editor.
    2:34:48 It’s actually really fun.
    2:34:50 She was his editor before she was his wife.
    2:34:52 And so I always joke that that’s a good way
    2:34:54 to make sure your editorial direction gets taken.
    2:34:56 You marry your author.
    2:34:58 She had discovered him in Charleston,
    2:35:00 where she had moved away from the big city.
    2:35:02 She was TOR’s editorial director.
    2:35:04 She kind of helped Tom Doherty build TOR.
    2:35:06 She’s the editor, if you guys know your sci-fi fantasy,
    2:35:09 she was the editor of The Book of Swords by Fred Saber-Hagan.
    2:35:11 She’s the editor of the book Ender’s Game.
    2:35:13 Really, really top-notch editor.
    2:35:15 And then she discovered Wheel of Time.
    2:35:19 And so he passes away in 2007.
    2:35:23 And before he passes away, he asks her to find someone
    2:35:25 to finish his series.
    2:35:27 He decides he does want it finished.
    2:35:29 He puts that on her.
    2:35:31 She considered a dying request.
    2:35:33 So 2007 happens.
    2:35:35 And one morning I get up,
    2:35:37 and there’s a voicemail on my phone.
    2:35:39 As we’ve talked about, I get up late,
    2:35:41 and that’s even later for New York, right?
    2:35:45 By the time I get up, it’s 3 p.m. in New York.
    2:35:47 Now, is there something that happened
    2:35:49 before the voice memo or no?
    2:35:51 So there is, but I didn’t know it.
    2:35:54 I get this voice memo from someone I’d never met,
    2:35:56 but I knew by reputation.
    2:35:58 I know every word in inflection.
    2:36:00 All right, let’s hear it.
    2:36:01 So in 200 times.
    2:36:03 Hello, Brandon Sanderson.
    2:36:05 This is Harriet McDougall-Rigney.
    2:36:07 I am Robert Jordan’s widow.
    2:36:09 And I would like you to call me back.
    2:36:11 There’s something I want to talk to you about.
    2:36:13 Just that by itself.
    2:36:17 So I get this voicemail, and I’m like,
    2:36:21 “Robert Jordan’s widow, Harriet McDougall, the editor?”
    2:36:24 Okay, so I call her back, and I don’t get a response.
    2:36:26 She’s out getting a massage.
    2:36:27 I later find.
    2:36:29 So I call my agent.
    2:36:30 No, I call my editor.
    2:36:31 He doesn’t respond.
    2:36:32 He never responded.
    2:36:36 Moshe, he kept ours even weirder than mine
    2:36:39 when he’s still around, but he was my editor.
    2:36:40 He’s retired since then.
    2:36:42 But Moshe, great guy.
    2:36:44 I know this is something that you’ve talked about.
    2:36:46 Bipolar, so they’re huge swaths of time
    2:36:48 where you just couldn’t get ahold of him.
    2:36:50 He’s self-medicated with the History Channel.
    2:36:52 And so sometimes you’d have to find out
    2:36:53 how to get ahold of Moshe.
    2:36:55 And so he didn’t answer, not a big deal.
    2:36:57 Call my agent, he always answers.
    2:37:00 He’s very professional, doesn’t answer.
    2:37:04 So I’m like freaking out, and my wife sees me,
    2:37:07 and I am not a nervous person.
    2:37:11 I’m not a person that emotions strike very powerfully.
    2:37:14 That’s just my own weird neurodivergence.
    2:37:17 I don’t generally feel strong emotions.
    2:37:20 But that day, I’m walking in a circle babbling.
    2:37:22 And she’s like, “What’s going on?”
    2:37:24 I’ve never seen Brandon like this.
    2:37:28 And I’m like, “Robert Jordan’s wife just called me.”
    2:37:30 And she’s like, “What? What do you want?”
    2:37:32 And I’m like, “I don’t know.”
    2:37:35 So I finally call Tor, I reach an editor at Tor,
    2:37:36 who’s one of the managing editors.
    2:37:38 And he says, “Oh, that.
    2:37:40 Yeah, it’s what you think it is.
    2:37:43 I’ll get her to call you back.”
    2:37:45 What do I think it is?
    2:37:47 Well, I knew that I’d written a little thing
    2:37:50 about Robert Jordan on my website a few days earlier,
    2:37:52 just kind of talking about how much he’d meant to me.
    2:37:54 It’s very short, it’s like three paragraphs.
    2:37:57 So I’m like, “Maybe she wants to talk about that.”
    2:38:01 Why would the widow call you to talk about your piece?
    2:38:05 But you’re not wanting to assume anything.
    2:38:07 Again, I didn’t know any of them.
    2:38:09 So she calls me and she says,
    2:38:13 “Well, I’m looking for someone to finish my late husband’s work.
    2:38:16 And I was wondering if you’d be interested.”
    2:38:19 And I literally responded, “Bah!”
    2:38:22 Like, I can talk.
    2:38:23 I’m a talker.
    2:38:24 I could not talk.
    2:38:25 Turned into a sheep.
    2:38:26 I turned into a sheep.
    2:38:28 I actually wrote her an email that night
    2:38:30 after not sleeping all night that said,
    2:38:32 “Dear Harry, I promise I’m not an idiot.”
    2:38:33 That was the first lines.
    2:38:37 I’m like, I couldn’t speak because this is so unexpected.
    2:38:39 And I spent that night thinking, I’m like,
    2:38:42 “Man, if I say yes to this and I screw it up,
    2:38:47 like, we can have seen how major media properties
    2:38:49 have had someone take over for them
    2:38:52 and then maybe not do as quite as good a job
    2:38:54 as the fan bases wanted
    2:38:57 and what that has done perhaps to reputations
    2:38:58 and things like that.”
    2:39:00 And just so we can place this in time,
    2:39:02 where in your career were you?
    2:39:03 This is 2007.
    2:39:05 I only have three books out.
    2:39:06 Maybe two.
    2:39:07 I have two books.
    2:39:08 No, three.
    2:39:09 I have three books out.
    2:39:11 I have Elantris and Mistborn
    2:39:12 and then the first of my kids’ series,
    2:39:14 the ones I discovered, wrote.
    2:39:17 I’m about to go on tour for my second Mistborn novel.
    2:39:19 This is before I’ve blown up.
    2:39:21 I blew up on Mistborn 2.
    2:39:23 We can talk about that moment before.
    2:39:24 That’s the first one.
    2:39:26 Mistborn 2 is where the publisher knew.
    2:39:28 So they didn’t know yet.
    2:39:33 They still thought I was maybe going to be a failure as a writer.
    2:39:35 We’ll get to that.
    2:39:38 So the publisher had not brought my name up to her.
    2:39:41 When she had asked who should finish it.
    2:39:42 Thanks, guys.
    2:39:43 Nobody mentioned me.
    2:39:47 Mistborn had been floundering for reasons we’ll talk about.
    2:39:49 Mistborn had been floundering.
    2:39:51 My name was not mentioned.
    2:39:56 But somebody that day, her name was Elise Matheson,
    2:39:58 and I’m very thankful to her,
    2:40:00 was printing off things on the internet,
    2:40:02 nice things that people had said about Robert Jordan.
    2:40:05 And she printed off my thing and she put it in the stack.
    2:40:09 And that night Harriet read it with the other things.
    2:40:11 And I mentioned that he had influenced my writing.
    2:40:13 And she’s like, well, this is really eloquent.
    2:40:14 He wrote this really well.
    2:40:15 He’s a writer.
    2:40:17 So she called Tom Doherty.
    2:40:19 Were there any lines that stuck out to her?
    2:40:21 It was the last line.
    2:40:23 I wrote something along the lines of you go quietly,
    2:40:25 but you leave us trembling, right?
    2:40:28 Just something, you know, it was…
    2:40:32 And so she calls Tom and says,
    2:40:33 “What about this Brandon Sanderson guy?”
    2:40:35 And he’s like, “Oh, yeah, he’s one of her authors.
    2:40:36 I’ve read one of his books.
    2:40:38 Pretty good. Let me send you one of his books.”
    2:40:40 Because he was super excited it was one of his authors
    2:40:41 she was asking about.
    2:40:44 Because a lot of the names that came up were not his authors.
    2:40:46 The main one that kept coming up was George Martin,
    2:40:48 because he and Robert Jordan were friends.
    2:40:52 Well, George was already behind on his books in 2007.
    2:40:55 And the publishing industry would not stand for him
    2:40:57 taking someone else’s book series.
    2:40:58 Going on a side quest.
    2:40:59 Side quest.
    2:41:02 But a lot of the names that came up were not Tom’s authors.
    2:41:04 And so he’s like, “Oh, it’s one of my authors.”
    2:41:06 And so he sends her missed one.
    2:41:08 And so she’s like,
    2:41:10 “Well, before I read this book,
    2:41:12 I should find out if the young man’s interested.”
    2:41:14 You know, maybe he doesn’t want to do this.
    2:41:16 And so that’s when she called me
    2:41:17 and asked if I was interested.
    2:41:19 And that’s when I bawd like a sheep.
    2:41:21 And then I wrote her that email that night and said,
    2:41:23 “You know, I’ve thought about it a lot.
    2:41:25 I thought if someone’s going to do this
    2:41:27 and it can’t be him, I want it to be me.
    2:41:29 At least I know I’m a fan.”
    2:41:31 Like I always use this Venn diagram, right?
    2:41:35 Venn diagram of pretty good sci-fi fantasy writers
    2:41:37 and pretty big Robert Jordan fans.
    2:41:41 There are bigger Robert Jordan fans out there than me.
    2:41:43 Hardcore by far.
    2:41:46 There are better writers than me, right?
    2:41:48 Terry Pratchett.
    2:41:51 I always call the greatest writer of my generation, right?
    2:41:54 Like, you know, there are amazing writers.
    2:41:56 George is a fantastic writer.
    2:41:58 I would probably rank George
    2:42:00 as the greatest living sci-fi fantasy writer.
    2:42:03 There’s Jane Yolen, who’s just incredible.
    2:42:06 But if you put that Venn diagram together,
    2:42:09 there’s not a lot of people in the middle there
    2:42:11 that are pretty big Robert Jordan fans.
    2:42:14 And I think pretty excellent sci-fi fantasy writers,
    2:42:15 and that was me.
    2:42:17 And so I realized I want it to be me
    2:42:19 because if it doesn’t go to me,
    2:42:21 it might go to someone who’s a good writer
    2:42:23 but doesn’t know the books.
    2:42:26 And so she said, “All right, well, I’m considering.”
    2:42:28 There’s some names I’m considering.
    2:42:31 It was me or George I later found out.
    2:42:33 And when she tells this story, she says,
    2:42:34 “There was really only one.”
    2:42:36 It was Brandon because she knew by then
    2:42:37 she couldn’t have George.
    2:42:39 And so she went and she read Mistborn.
    2:42:42 And then she thought on it.
    2:42:43 She took a month.
    2:42:45 She read Mistborn and thought on it for a month.
    2:42:47 I went on tour not knowing
    2:42:49 if I was going to finish the wheel of time
    2:42:51 and not being able to tell anybody.
    2:42:53 And that’s when Mistborn 2 just exploded.
    2:42:55 And then at the end of that tour,
    2:42:57 she called me and she said, “I want you to do it.”
    2:42:59 Actually, he’s in the middle of the tour
    2:43:00 because I was still on tour
    2:43:02 when she told some of the other people
    2:43:03 it’s because they came and met me.
    2:43:05 So I didn’t have to wait that long.
    2:43:06 It was pretty excruciating.
    2:43:08 It was probably only like two weeks.
    2:43:10 And she calls me and says, “I would like you to do it.”
    2:43:12 And so I call my agent and I say,
    2:43:14 “They’re going to offer us a deal. Take it.”
    2:43:16 And he says, “Well, we’ll negotiate.”
    2:43:18 I’m like, “No, no, no.
    2:43:20 This is just a yes.
    2:43:23 Whatever they offer, you just say yes.”
    2:43:25 And she was very generous.
    2:43:27 It was a good deal right off the bat.
    2:43:28 My agent’s like, “Wow,
    2:43:30 there’s not even really that much to negotiate.”
    2:43:31 He like went to bat.
    2:43:34 He forced me to let him go to bat on like some foreign percentage
    2:43:36 just so agents have to flex their muscles, right?
    2:43:38 But I just said yes.
    2:43:41 And then by December, I had the manuscript.
    2:43:44 And then I got the call in like September, October.
    2:43:48 In the manuscript, he’d written like 50 pages of the final book.
    2:43:49 So.
    2:43:50 Wow. Okay.
    2:43:54 So we could spend, I’m sure, another three hours talking about
    2:43:56 how you pieced everything together and worked on that.
    2:43:59 But I want to pick up on something you said because
    2:44:01 I don’t know anything about it.
    2:44:04 And I’m in the process of reading Miss Born Right Now,
    2:44:05 and I’m ripping through it.
    2:44:07 So when you said it was floundering, I was like,
    2:44:09 “Huh, yeah, that’s interesting.
    2:44:10 Why was it floundering?”
    2:44:13 So when you’re a new author,
    2:44:16 you have a shiny new author glow with your first book.
    2:44:20 And you get picked up a little bit more for reviews.
    2:44:22 You get picked up more by people who are like,
    2:44:24 “Oh, I’ve never heard of this person.”
    2:44:27 There’s a certain demographic of reader who’ll just read a first book
    2:44:29 by an author to try them out.
    2:44:34 That is why generally publishers recommend that you take your first book
    2:44:36 and you write a sequel to it as your second book.
    2:44:40 Because when you jump from a sequel to a different series,
    2:44:42 you lose a percentage of audience.
    2:44:45 And so I had the shiny new author thing.
    2:44:48 We sold about 10,000 copies in hardcover of Elantra,
    2:44:50 which is really good for a debut author.
    2:44:51 It’s even better now.
    2:44:54 Back then it was good. Now it’s fantastic.
    2:44:57 And Tom Doherty called me and was like,
    2:44:58 “Well, we want a sequel to Elantra.”
    2:45:01 And I said, “No, I’ve got this idea of Mistborn
    2:45:02 and I really want to do this.”
    2:45:07 One of my real goals, my powerful goals early on,
    2:45:10 was I wanted to build an audience for me,
    2:45:12 not for a given book series.
    2:45:14 I wanted to write in a lot of different subgenres.
    2:45:16 I wanted to do a lot of different things.
    2:45:20 I wanted the flexibility to do this thing called the Cosmere,
    2:45:22 which is probably bigger than this podcast can get into.
    2:45:25 But if you haven’t read the books, it’s like the MCU,
    2:45:26 but for fantasy.
    2:45:30 And I did this two years before the MCU’s first movie came out.
    2:45:32 It’s where it’s an interconnected universe
    2:45:33 of a whole bunch of different planets
    2:45:35 with all these epic fantasy and there’s characters.
    2:45:38 And MCU is all the Marvel movies.
    2:45:40 All the Marvel movies where you have like,
    2:45:42 and so Mistborn, Elantra, Warbreaker,
    2:45:45 I’ll have one character who’s traveling between these planets
    2:45:47 with a mysterious objective behind the scenes.
    2:45:48 His name is Hoyt.
    2:45:50 And you’ll see him in all three of them.
    2:45:52 He’s a main character in Stormlight then.
    2:45:54 And I wanted to do this big thing
    2:45:56 and I was really ambitious about it
    2:45:58 and I wanted to build something bigger
    2:46:00 than Elantra’s in a sequel.
    2:46:03 And the publisher is like, it’s a bad idea.
    2:46:07 I’m like, it’s a bad idea except it’s investing in my future.
    2:46:12 If I do it right, then when I finish Mistborn
    2:46:13 and go to something else,
    2:46:15 they will follow me to the something else
    2:46:19 because so many authors get trapped in one series.
    2:46:21 We were talking about this before we started recording
    2:46:23 that that was also sort of after the four hour work week.
    2:46:25 And I was like, well, then I can do the three hour work week
    2:46:26 and the two hour work week
    2:46:29 or the four hour work week for single mothers and so on.
    2:46:31 And I was like, no, no, this is a window
    2:46:35 where I can potentially buy my freedom
    2:46:37 to work in a lot of different things.
    2:46:40 And we have the exact same wavelength on that.
    2:46:44 But Tom Doherty, he’s a publisher, not an editor.
    2:46:46 Like his job is to look at the business.
    2:46:47 And he was right.
    2:46:49 So Elantra’s came out, sold 10,000.
    2:46:53 Mistborn 1 comes out in hardcover and it sells fewer.
    2:46:57 The audience that liked Elantra’s certain percentage
    2:46:59 of them just didn’t move to Mistborn
    2:47:00 because it was in the sequel.
    2:47:02 I no longer have the new author, Shiny Glow,
    2:47:05 so that people who are looking for a book are like,
    2:47:06 oh, I saw that before.
    2:47:08 Let’s pick up this other book by a new author.
    2:47:13 So Mistborn’s a stronger book than Elantra’s by many fold.
    2:47:15 Mistborn’s my sixth book, Mistborn’s my 14th.
    2:47:16 I learned a lot.
    2:47:18 It’s still one of the best starting points.
    2:47:21 And so it’s a much stronger book,
    2:47:24 but I get fewer sales.
    2:47:26 They released the paperback and the paperback
    2:47:28 has a dreadful cover.
    2:47:29 I love the illustrator.
    2:47:30 He did the hard covers of all of them.
    2:47:33 But once in a while, the cover just doesn’t click.
    2:47:37 And this cover was one of the worst covers that I’ve had.
    2:47:39 It didn’t click with my audience
    2:47:42 and that paperback came out and just crashed.
    2:47:44 Just completely tanked.
    2:47:47 And that’s the most dangerous point my career has had.
    2:47:48 I was right then thinking,
    2:47:51 I’m going to be a middle grade author writing these kids’ books
    2:47:52 because that’s the only thing.
    2:47:53 That’s the new thing.
    2:47:56 But I went to my agent and we went to the publisher
    2:47:58 and said, we need a new cover.
    2:47:59 This cover is not clicking.
    2:48:01 And we fought and we fought and we fought.
    2:48:04 And I said, remember way back when you released The Wheel of Time,
    2:48:07 you released like a 4.99 version?
    2:48:09 I think it was 3.99 then.
    2:48:11 Do a 4.99 version of Mistborn.
    2:48:14 Let’s jumpstart my career, do a new cover.
    2:48:16 And Tom Doherty, again, to his credit, I had to fight him.
    2:48:20 But he said, yes, we released a new paperback
    2:48:23 a few months before Mistborn 2 with a new cover.
    2:48:25 And that one, boom, it sold.
    2:48:28 Now, there’s this thing in publishing called The Death Spiral.
    2:48:30 Much bigger back in the bookstores.
    2:48:31 It doesn’t sound good.
    2:48:34 If you sell 10,000 of your first book
    2:48:38 and then 8,000 or 7,000 like Mistborn sold,
    2:48:40 what do they order for your third book?
    2:48:41 5,000.
    2:48:42 It’s called The Death Spiral.
    2:48:44 So they ordered like 5,000 copies.
    2:48:47 And then it becomes, it can become a self-fulfilling prophecy, right?
    2:48:48 Self-fulfilling.
    2:48:51 Because you don’t have the exposure in the retail points that you need.
    2:48:53 Then you don’t have the space on the shelf.
    2:48:55 People can go to bookstores and not find the book
    2:48:58 if you’re down to like that many copies and things like that.
    2:49:01 And so Death Spiral is what they call it.
    2:49:04 And we’d already gotten the, we got the orders from Mistborn 2
    2:49:06 and they were bad, right?
    2:49:08 They were, you know, on The Death Spiral.
    2:49:12 But then the paperback, that paperback we got selling.
    2:49:14 And so what happened is Mistborn 2 came out,
    2:49:16 instantly sold out.
    2:49:17 All right, so hold on.
    2:49:18 I got to pause this for a second.
    2:49:23 So what else contributed to the relaunch
    2:49:27 of that lower price paperback of Mistborn 1
    2:49:29 besides the cover?
    2:49:30 Was there anything else?
    2:49:33 It was the lower price point and it was the cover.
    2:49:34 Those are the only things we changed.
    2:49:36 Now, you’ll love this.
    2:49:38 Publishing is weird.
    2:49:41 They were not willing to release a new version of the book
    2:49:44 with a new cover until we said it’s a new edition.
    2:49:47 It’s the cheaper until when they had in their head,
    2:49:49 it was a new edition.
    2:49:51 It’s got a different ISBN guys.
    2:49:52 It’s a whole new game.
    2:49:53 A whole new game.
    2:49:54 They were willing to put a new cover on it.
    2:49:57 So actually it was the 499 thing that worked.
    2:49:59 We were at our wits end until I thought of that and pitched it.
    2:50:02 And they’re like, oh, yeah, a 499 edition.
    2:50:03 We do those.
    2:50:05 And then suddenly they’re willing to repackage it
    2:50:07 and put a new cover on it.
    2:50:09 It has a big red banner 499.
    2:50:12 It has the nice cover blurb from Robin Hobb,
    2:50:14 but the hard cover had that too.
    2:50:16 The cover was a little more targeted
    2:50:17 at what was popular then.
    2:50:20 Photo realism was starting to be a thing for fantasy
    2:50:22 partially because of Jim Butcher’s books.
    2:50:24 We use the same illustrator cover artists
    2:50:25 as Jim Butcher’s books.
    2:50:28 It has that sort of urban fantasy feel.
    2:50:31 Mistborn was really well primed to take off.
    2:50:33 Partially because of Hunger Games.
    2:50:38 Teenage girl protagonist in a kind of dark future world.
    2:50:42 In fact, in Taiwan, it released before Hunger Games,
    2:50:44 and it became the Hunger Games,
    2:50:48 meaning the market wanted a dark dystopian teen YA.
    2:50:50 And we outsold Hunger Games there.
    2:50:52 Hunger Games became the Mistborn,
    2:50:54 and Mistborn became the Hunger Games in Taiwan
    2:50:55 because we beat it to market.
    2:50:58 We didn’t here and we didn’t market it as YA.
    2:50:59 It’s an adult.
    2:51:02 It’s got two viewpoints, one a teenager, one adult.
    2:51:05 But it was really good for the market, right?
    2:51:08 And so the fact that it was really good for the market,
    2:51:09 it felt dystopian,
    2:51:11 but it wasn’t using all the dystopian tropes
    2:51:14 that eventually killed the dystopian sort of thing.
    2:51:16 No one had read a fantasy heist.
    2:51:19 Since about the same time Liza Luck-Morick came out,
    2:51:20 which is another one.
    2:51:21 That’s Scott Lynch?
    2:51:22 Yeah, Scott Lynch.
    2:51:23 Fantastic book.
    2:51:26 That is a really fun series.
    2:51:27 A fantastic book.
    2:51:29 And he and I had this on separate continents,
    2:51:31 the same idea, and got him out around the same time.
    2:51:33 And I highly recommend that one too.
    2:51:35 And his is more heisty, even the mind.
    2:51:38 Mind takes more of the epic fantasy direction.
    2:51:42 Like Kelsier is trying to overthrow the empire by robbing.
    2:51:44 And so all of those things meant
    2:51:47 that when Mistborn actually got covered right,
    2:51:49 it really started selling.
    2:51:50 It would have been better if there would have been
    2:51:51 books for people to buy,
    2:51:54 but instantly selling out week one made the publisher go,
    2:51:55 “Oh, wait a minute.”
    2:51:56 And then they went to reprint.
    2:51:58 And then there was this clamor online,
    2:52:01 people emailing bookstores, emailing the publisher,
    2:52:03 “Where is our Mistborn 2?
    2:52:05 We have to have Mistborn 2.”
    2:52:08 And that fueled Mistborn 2 eventually with all the reprints
    2:52:11 going to like 12,000 to 15,000 in hardcover.
    2:52:14 And that primed Mistborn 3 to hit the best seller list.
    2:52:16 Wow, what a story.
    2:52:18 So I want to touch on something because you mentioned
    2:52:23 Liza Luck-Limora and maybe that’s heistier per se.
    2:52:29 But one thing we haven’t talked about is magic systems.
    2:52:34 And so I feel like that is something that really shines.
    2:52:37 And it’s part of the reason why I wanted to dig into Mistborn also
    2:52:39 with the Alamance.
    2:52:43 And magic systems, how do you think about magic systems?
    2:52:47 I mean, I have the three laws of magic here in front of me,
    2:52:49 but I could read them.
    2:52:51 How do you want to lead into magic systems?
    2:52:54 Because people are going to think to themselves if they haven’t heard this term.
    2:52:56 What the hell is a magic system?
    2:52:59 Let me talk about it in a way that for the audience,
    2:53:01 I’m going to avoid getting the weeds too much.
    2:53:05 I don’t want to give you encyclopedia entries and things like this.
    2:53:12 But I found when I was writing something that I really love in world building.
    2:53:18 And that is, I love in history the time period of the scientific revolution.
    2:53:23 The time period between Newton and about the early 1900s,
    2:53:28 where people were learning to apply science to everything they did.
    2:53:33 Where they were saying, “Hey, wait, all these things we assume,
    2:53:36 what if we use the scientific method on them?”
    2:53:40 And then they started to discover Newton believed in alchemy.
    2:53:43 And he tried to apply the scientific method and couldn’t get it to work,
    2:53:45 which is one of the reasons people started saying,
    2:53:48 “Well, maybe alchemy isn’t actually scientific.”
    2:53:50 Yeah, and spending time was like third of his time.
    2:53:51 I mean, it was a lot.
    2:53:56 Yeah, he tried so hard to be able to transmute lead into gold or whatever.
    2:53:58 And turns out we can do it.
    2:54:00 We just need an atom smasher.
    2:54:05 But regardless, this idea of spontaneous generation,
    2:54:10 people used to think that if you left meat out and it rotted, it spawned flies.
    2:54:12 And that’s where flies came from.
    2:54:17 The scientific method says, “Well, let’s try some tests and see.”
    2:54:20 And lo and behold, it’s not that eggs are being laid, right?
    2:54:21 All this stuff.
    2:54:26 Up until, like I said, the 1900s, where I read an article once from the time period
    2:54:29 about someone who’d gone and studied the science of digging ditches.
    2:54:36 And the whole theme of it was, if we can help the ditch diggers, we help everyone, right?
    2:54:40 Here’s how they can labor more effectively so it isn’t as hard on their joints,
    2:54:45 so that they are more efficient, but also so that they’re happier and they get tired less.
    2:54:49 Here’s a whole article of science helping everyone.
    2:54:54 And that period of superstition becoming science, I love.
    2:54:55 It’s so interesting.
    2:55:03 And that’s why Mistborn’s actually set a lot of epic fantasies set around in an analogous of like the 12 to 1400s.
    2:55:07 Mistborn set in about 1820s to 1840s, if it were on earth.
    2:55:13 They don’t have gunpowder for various reasons, but they’re right pre-Industrial Revolution,
    2:55:20 where science and fantasy and superstition are colliding.
    2:55:28 And what I found I really like reading is fantasy worlds that take a little bit of science fiction world building
    2:55:31 and a little bit of science fiction aesthetic and say,
    2:55:35 “What if you apply the scientific method to something that in our world doesn’t exist,
    2:55:37 but in their world is a new branch of physics?”
    2:55:42 And that lets my characters explore science and magic together.
    2:55:45 What is real? What isn’t real? What works? What doesn’t work?
    2:55:49 Mistborn has kind of a periodic table of the elements where they’re discovering
    2:55:55 that they can use certain metals to do certain things that are magical, doesn’t exist in our world.
    2:55:59 The difference between fantasy and science fiction to me is science fiction says,
    2:56:04 “This thing could happen. Let’s construct toward that.”
    2:56:07 What are the possibilities that would lead to it?
    2:56:12 Arthur C. Clarke says, “I think we can do satellites with geo-synchronous orbits.
    2:56:16 Here’s all the science. I’m going to write a book where they can do that,
    2:56:18 and then later on we’ll figure it out.”
    2:56:24 Fantasy for me starts with the cool idea and justifies it through the text without real science.
    2:56:34 I want to have people who use these metals to bounce around like ninjas.
    2:56:38 You can drop a coin and you can push off of it.
    2:56:43 And through Newton’s laws, if it’s pushed against the ground, you’re launched upward.
    2:56:47 If you’re pushing on it and you throw your weight against it, it shoots across the room.
    2:56:51 And how much can I do with that just by playing with vector science and things?
    2:56:58 Again, I don’t want to get in the weeds, but the idea is people applying their intellect to magic,
    2:57:01 and that’s a magic system. What is the magic system?
    2:57:03 What do people have access to?
    2:57:05 Lord of the Rings has several magic systems.
    2:57:09 One is the one ring. It’s what we call a hard magic system.
    2:57:15 Lord of the Rings, if you put on the ring, you turn invisible, but Sauron can see you.
    2:57:22 Very simple. It corrupts people along the way. There are like three rules to the ring and you can understand them.
    2:57:26 Making a hard magic doesn’t mean that it’s like it makes sense, right?
    2:57:29 Superheroes are generally hard magics, even though it’s like bonkers.
    2:57:36 Superman gets powers from sunlight, makes no sense with external logic, but internally it’s consistent.
    2:57:39 He gets his powers from the sun and he can do X, Y, and Z.
    2:57:41 That’s what we call a hard magic system.
    2:57:42 Gandalf.
    2:57:44 So rules that are internally consistent.
    2:57:49 Yeah. Rules that are internally consistent that the characters can figure out and use.
    2:57:51 That’s a hard magic system.
    2:57:55 Roto can put the ring on and vanish from Sauron’s eyes,
    2:58:00 but he’ll vanish from everyone else’s eyes, but he’ll be seen by Sauron.
    2:58:06 So he can pay the cost to get some short-term gain for some long-term detriment by using the ring.
    2:58:11 Perfectly within the realm of he can access it and use it.
    2:58:13 Gandalf is what we call a soft magic system.
    2:58:16 You never really know what Gandalf can do.
    2:58:22 And the movies, they do this brilliantly by being like he holds up his staff and like the sun rises
    2:58:27 and like did he shoot sunlight at the orcs or is it just like what’s going on?
    2:58:31 But they like like Gandalf shows up and magical things happen.
    2:58:33 The other characters can’t control this.
    2:58:35 You don’t see it being controlled by the narrative.
    2:58:38 He just does things and those are cool magic systems.
    2:58:40 You can do all kinds of stuff with that.
    2:58:46 I found a niche in hard magic systems, that intersection where people are applying their logic.
    2:58:47 It’s so much fun.
    2:58:50 I talked about Mistborn like, you know, you can drop a coin and launch in the air.
    2:58:52 You can throw it and push it at someone.
    2:58:55 You throw it, you push it at someone, it hits them, then you get launched backward.
    2:59:00 Suddenly, I can have characters having to figure out puzzles in combat.
    2:59:06 We’re having a fight scene, but the fight scene is how can I get in position to use this medal against him?
    2:59:08 It’s so engaging to write.
    2:59:09 It’s so much fun.
    2:59:16 It makes every fight scene just a fun little puzzle box to try to figure out.
    2:59:24 And so because I like that, I decided to use it as part of my branding, like so hard to stand out.
    2:59:25 I know I like these things.
    2:59:27 I know I’m going to be doing it in my books.
    2:59:29 So I became the magic system guy.
    2:59:30 I thought about it a lot.
    2:59:31 So I released my three laws.
    2:59:37 It’s just kind of their rules that I follow mostly because I did something wrong at some point.
    2:59:39 And I’m like, that broke my magic system.
    2:59:40 How can I fix that?
    2:59:44 And I came up with a rule of thumb for myself that I could follow.
    2:59:47 And I use those to kind of build the magic the way I do them.
    2:59:49 It’s not the only way to do it.
    2:59:54 It’s not the only good way to do it, but it was really helpful to have a thing that was mine.
    2:59:56 What are you going to get when you come to one of my books?
    3:00:02 You’re going to get, at the core, I want an interesting story about interesting characters.
    3:00:06 But I can’t brand that way because that’s what everyone does.
    3:00:07 So what’s the branding?
    3:00:12 You’re going to get science fiction world building and a fantasy story.
    3:00:17 You’re going to get people discovering how magic works that’s repeatable.
    3:00:23 And they’re going to be able to use it in order to solve problems and make their lives better
    3:00:26 or at least manipulate them in certain ways.
    3:00:29 All of my books are going to have that sort of feel.
    3:00:32 And that’s what became kind of my thing.
    3:00:38 So let me, if you don’t mind, I’ll just, I’ll read these three and have some, some, some follow ups.
    3:00:39 Okay.
    3:00:40 All right.
    3:00:41 Sanderson’s three laws of magic.
    3:00:48 So the number one is an author’s ability to solve conflict with magic is directly proportional
    3:00:51 to how well the reader understands said magic.
    3:00:55 Number two, weaknesses, limits and costs are more interesting than powers.
    3:00:57 That’s one that I kind of latched onto.
    3:01:03 Three, the author should expand on what is already a part of the magic system before something entirely new is added.
    3:01:08 As this may otherwise entirely change how the magic system fits into the fictional world.
    3:01:11 So the second one is the most self-explanatory to me, right?
    3:01:13 The power of constraints.
    3:01:23 And it can be applied to a million things, but I find that to be very accessible to me.
    3:01:26 Could you expand on the number one, number three?
    3:01:27 Sure can.
    3:01:34 So number one, if you, and I’ve actually added a word to this and a little phrase to this,
    3:01:43 author’s ability to solve problems in a satisfying way with magic in a story is directly proportional to how well the reader understands said magic.
    3:01:47 So let’s pause it two sort of storylines.
    3:01:55 In one, your character is going to use, in both of them, your character is going to use the magic to save the day at the end.
    3:02:01 In the first one, the character spends the majority of the book off and on,
    3:02:09 figuring out how this magic works to the point that they realize by the ending, wait, everyone’s been doing this wrong.
    3:02:10 Here’s the rules.
    3:02:12 Here’s how they got misled.
    3:02:18 If I make this one little tweak, suddenly I’ll be able to fix the problem that no one else has been able to fix.
    3:02:23 And at the ending, they realize that they solve that problem.
    3:02:30 They solve that problem and boom, they have taken their wits, their intelligence, their, their progress, right?
    3:02:33 We say promise, progress, payoff.
    3:02:36 The payoff is to the actual progress of the story.
    3:02:39 This person has been studying their entire time.
    3:02:41 They’ve learned how the magic works.
    3:02:49 So at the end, they’re able to pull off something that no one else could and you believe it because of all that work.
    3:02:55 In the other one, they get to the end, they are unable to solve the problem.
    3:03:02 But then through the power of just caring really a lot, they figure it out and save the day.
    3:03:03 A mother’s love.
    3:03:04 A mother’s love.
    3:03:07 And see, this is why I use the satisfying way.
    3:03:13 The mother’s love protecting Harry is not actually a bad thing because that wasn’t supposed to be a plot element.
    3:03:14 Sure.
    3:03:15 I’m poking fun a little bit.
    3:03:16 But it is poking fun.
    3:03:17 Joe deserves it.
    3:03:28 We can poke fun at her because JK Rowling was really good at internal logic in a given book and then she’d throw it out the window for the next one, right?
    3:03:32 Time turners actually in the time turner book makes sense how they’re used.
    3:03:33 She sets up the rule.
    3:03:34 She uses them book for it.
    3:03:38 They forget they can try time travel and don’t ever use them.
    3:03:41 But regardless, you can see what’s going on here.
    3:03:53 The idea of Sanderson’s first law is any plot element, but magic and fantasy, a lot of people who don’t read fantasy, they point it to be like, can’t believe any of the stakes because anything can happen.
    3:03:55 Yeah, it’s like the Deus Ex Machina.
    3:03:56 Deus Ex Machina.
    3:04:01 Playwright can’t figure out the ending so God descends from the rafter isn’t.
    3:04:02 Yep.
    3:04:03 Voila.
    3:04:05 But the thing is, any book is that way.
    3:04:18 If you want to write a book where at the end, the romance novel in a perfectly realistic setting that they just get together because you decide, you can just Deus Ex Machina that you can Deus Ex Machina the thriller.
    3:04:22 You any book, the reader of the author can do that with a goal.
    3:04:25 We have an extra tendency toward that with magic.
    3:04:30 So the charge that we do that is not unsubstantiated, right?
    3:04:34 Occasionally, authors like, well, I have magic, so I’ll snap my fingers and save the day.
    3:04:43 But as a reader with a magic system, if you make it so that we understand so that like Star Wars.
    3:04:45 Star Wars is such a perfect example.
    3:04:52 We believe that Luke can shoot the missiles down the tube when he’s using the force.
    3:04:53 Why?
    3:04:57 Well, through the course of the story, we’ve seen Obi-Wan Kenobi use this magic.
    3:04:59 We’ve seen Luke struggle to use this magic.
    3:05:03 We see targeting computers, they fire and they miss.
    3:05:06 The targeting computers are fallible.
    3:05:09 We’re at the big moment and then use the force Luke.
    3:05:10 Obi-Wan is there.
    3:05:16 We’ve seen the whole time Obi-Wan preparing him and he takes off the thing and he shoots.
    3:05:24 We believe that he can do that because you set up and pay off, promise, progress, pay off.
    3:05:26 And that’s what Sanerson’s first lie is.
    3:05:31 If you’re going to use magic at the end of your story to solve the problem, promise, progress, pay off.
    3:05:38 Now, if you want to solve magic, use it to cause problems or you can use it to solve problems in an unsatisfying way.
    3:05:40 And sometimes you want that.
    3:05:50 When Gandalf saves the fellowship from the Balrog, it’s actually kind of unsatisfying because Gandalf is dead and you watch the movie, Peter Jackson again, brilliant movies.
    3:06:01 After Gandalf dies, everyone is down and like flopped down and crying and broken because the magic use isn’t satisfying.
    3:06:03 Gandalf didn’t get up there and save the day.
    3:06:09 He sacrificed himself and it actually hits with a very different emotion.
    3:06:11 It’s instead an escalation.
    3:06:14 So that’s an example of soft magic causing a problem.
    3:06:15 Exactly.
    3:06:25 And so, yes, Gandalf did save them from the Balrog, but the cost is bigger than the whole point of that is not, “Yay, Gandalf!” It is huge complication.
    3:06:27 Gandalf kept the fellowship together.
    3:06:31 What’s going to happen when Gandalf isn’t there to prevent Boromir from taking the ring?
    3:06:33 And then he pays that off.
    3:06:34 The fellowship shatters.
    3:06:39 Brilliant use of both a soft magic and a hard magic for what they’re really good at.
    3:06:41 George is good at this too.
    3:06:42 He uses a lot of soft magics.
    3:06:53 Whenever someone uses magic in Game of Thrones, you get scared because people are going to die and things are going to go wrong and everything’s going to suck even worse because of using the magic.
    3:06:56 And that soft magic is brilliant for that.
    3:07:01 It creates a sense of mystery and danger and sorrow.
    3:07:06 It’s sort of an unpredictability that’s exciting, whereas solving problems, the audience is just like, “Ah, come on!”
    3:07:07 Yeah, exactly.
    3:07:09 And they both do different kinds of things.
    3:07:14 And so if you understand this, you can have the emotions you want in the stories, right?
    3:07:20 And Tolkien very wisely uses the ring to solve problems and escalate in certain ways.
    3:07:25 Like Sam being able to put on the ring to go save Frodo after Frodo is taken by the orcs.
    3:07:29 You are totally by that Sam can do that because you know what the ring can do.
    3:07:30 It solves a problem.
    3:07:32 It’s actually, you’re like, “Yay, Sam! Good job!”
    3:07:33 And that’s a heroic moment.
    3:07:42 He gets Frodo back, right? Frodo’s alive. Everything’s happy because Sam manipulated the magic that he’s learned to the end.
    3:07:46 And then he gives up the ring and you’re like, “Good job, Sam. You have done it.”
    3:07:51 Lord of the Rings is just a great manual for how to do both of these things.
    3:07:53 We’re going to come to number three.
    3:07:54 Yes.
    3:08:01 It’s the third law in a second, but I just want to recommend to folks, I had an opportunity to spend some time in Oxford for the first time.
    3:08:11 And it is just from a literary perspective, so fun to walk around Oxford and to see all of the influences and the pubs and so on.
    3:08:16 We’re Tolkien and C.S. Lewis used to grab drinks and I always blank on the third.
    3:08:17 Yep, everybody does.
    3:08:22 Or like, “Yeah, sorry, pal.” Or his Dark Materials, right?
    3:08:25 And Phil Pullman and that entire world.
    3:08:35 Which I have to just air a grievance, which is when things get slotted, this is me being naive, I guess, but into young adult.
    3:08:40 My assumption always was, as a so-called adult, like young adult is easier to read.
    3:08:48 But it seems to be when the protagonist is a young adult, because I remember reading The Golden Compass and I was like, “I do not understand these 300 nautical terms.”
    3:08:51 It was a very, very intricate book.
    3:08:57 After this, no one knows what to do with The Golden Compass, because Lara’s actually like eight.
    3:09:03 And so it’s not young adult, it’s what the age group that that would be would be middle grade or chapter books.
    3:09:05 It was shelved in both sections, no one knows what to do with that.
    3:09:10 And that’s an example of breaking the rules fantastically and it working out really well.
    3:09:13 I don’t remember how old she is, but she’s not young adult age, she might be 10.
    3:09:19 But young adult can be just as complicated as adult.
    3:09:22 And it’s mostly a marketing thing, like Mistborn.
    3:09:27 All my books Mistborn shelved as adult everywhere, but eventually towards like, it’s really a young adult version.
    3:09:29 But in the young adult section, why not?
    3:09:30 Maybe new people will find it.
    3:09:35 Skyward, which is my actual young adult series, is shelved as adult in the UK.
    3:09:39 Because they’re like, “Well, we just want to package it the same as yours and sell it to your audience.”
    3:09:40 And I’m like, “Okay.”
    3:09:42 So they packaged it and put it in the adult section.
    3:09:44 So, all marketing.
    3:09:46 Tomato, tomato, the third law.
    3:09:48 Third law. All right.
    3:09:50 Third law, let me tell you the story of what went wrong.
    3:09:51 In Mistborn.
    3:09:53 It’s actually a great first line for your next book.
    3:09:55 Yeah, let me tell you what went wrong.
    3:09:59 In Mistborn, I came up with three separate magic systems for three books.
    3:10:00 They’re all there in the first one.
    3:10:04 There’s, you know, Alamancey, there’s this thing that Cezed does, which is mysterious.
    3:10:07 It’s kind of in the first book, Cezed’s magic is a soft magic.
    3:10:11 Even though I know all the rules, you don’t know what he can do.
    3:10:21 And when he solves problems with it, it’s like used to create mystery and questions and even some danger, right?
    3:10:28 Book two, I start showing you how it works so that it becomes now understandable and things like that.
    3:10:30 And then there’s a hemilurgy.
    3:10:34 So, each book I wanted to explore a different aspect of the magic.
    3:10:40 When it came to do the Stormlight Archive, I had started to fall into a trap.
    3:10:42 And the trap is bigger is better.
    3:10:45 And this is what killed the original Stormlight Archive.
    3:10:49 So, you would think I’d learned this lesson, but people started to say you had three magic systems in Mistborn.
    3:10:51 How many will you have in the Stormlight Archive?
    3:10:54 And I’m like, there’s going to be 30 magic systems.
    3:10:57 It’s going to be so epic, all right?
    3:11:03 And then I sat down and I was building all this and I’m like, this is the wrong way to approach the book.
    3:11:11 30 magic systems are better than three. Three well-done magic systems are way better than 30 non-well-done magic systems.
    3:11:14 I need to sit down and say, what is my book actually about?
    3:11:17 What is the world building that’s really going to enhance this story?
    3:11:21 Let’s talk about that and do a really good job of it.
    3:11:23 This is in video games.
    3:11:25 There’s this great series called The Elder Scrolls.
    3:11:31 And one of the first games to ever procedurally generate dungeons.
    3:11:36 And they pitched one of their games is like, there’s a thousand dungeons you can explore.
    3:11:42 But the truth is, all those thousand dungeons are built out of 30 different elements recombined in different ways.
    3:11:45 And so, you were bored after the second one.
    3:11:52 Later on, they realized if they just take hand care and they build a well-crafted dungeon, they put fewer of them in.
    3:11:55 Everyone’s happier. It works way better.
    3:12:03 But people would talk about those early Elder Scrolls games and be like, it’s an ocean an inch deep.
    3:12:06 You want to avoid that in your storytelling.
    3:12:16 So, the idea is that with the third law, it challenges me to reexamine what I have and to go deeper instead of just expanding.
    3:12:19 To say, look, you’ve got something interesting and it’s not just magic.
    3:12:29 Like, this character, can you dig a little deeper into who this character is instead of adding a new one to make, you know, your story wider but more shallow?
    3:12:37 And it’s just a challenge to me to do a good, thoughtful job on my world building instead of always pretending bigger is better.
    3:12:42 Got it. So, the third law is to protect yourself, remind yourself.
    3:12:43 Yeah, all of them are.
    3:12:47 The first one happened because I added something you’ll get there.
    3:12:53 I had an editor, and my editor said, the ending of Mistborn 1 isn’t quite as spectacular as we want.
    3:12:55 Can you, you know, do something to spice it up?
    3:12:58 And I said, cool, yeah, I’ve got this thing I’m going to do in the second book.
    3:13:02 I’ll just let it happen in the first book, but I hadn’t set it up.
    3:13:04 And then the first book came out and people still really liked it.
    3:13:08 But a lot of them are pointing at that and being like, that felt like a little like a Deus Ex Machina.
    3:13:11 I’m like, it is. I didn’t set this up at all.
    3:13:13 It just is out of nowhere right at the end.
    3:13:16 I’m like, why does it work sometimes and not others?
    3:13:18 And that’s where this law came from.
    3:13:22 And flaws are more interesting is the same direction.
    3:13:34 It’s like, you know, looking at all the powers that I’m adding and trying to play with them and things and realizing that, you know, Superman is interesting because of what he can’t do.
    3:13:40 Superman as a character is interesting because he has a moral code, which is, you know, a limitation he puts on himself.
    3:13:43 And the best stories happen either because of his moral code.
    3:13:53 Will he break or not because of the people that he loves, which are also kind of a limitation or because he encounters someone who has kryptonite and his powers are taken away.
    3:13:56 Those are the great three Superman stories.
    3:14:01 All of them don’t center on what his powers are centers on what he can’t do.
    3:14:03 He can’t get lowest to fall in love with him.
    3:14:06 He can’t always protect everybody.
    3:14:09 He can’t violate his code and he can’t do anything when kryptonite’s around.
    3:14:12 Then you’ve suddenly you’ve got conflict and story.
    3:14:14 Brandon sir, we’ve covered a lot of ground.
    3:14:17 I could keep going for a very, very long time, but you’re doing the majority of the talking.
    3:14:19 So you’re doing all the heavy lifting here.
    3:14:29 Is there anything we have not covered that you would like to cover or anything that you would like to say to my audience request of my audience, point my audience to.
    3:14:31 I never know how to do.
    3:14:35 I could that you’d like to wrap things up with land the plan with a little dance.
    3:14:36 I don’t know.
    3:14:38 There is a zero flaw.
    3:14:39 That’s okay.
    3:14:40 Zero flaw.
    3:14:42 So Adam Asimov added a zero flaw.
    3:14:44 I added one chicly, right?
    3:14:48 And I guess what I’d say to your audience is I thank you for putting up with me nerding out for three hours.
    3:14:56 If they want to try something, I would recommend Mistborn or Truss of the Emerald Sea, depending if they want something more heisty and actiony or something more whimsical.
    3:15:01 But Sanderson’s zero flaw is always err on the side of what’s awesome.
    3:15:06 And this came about because I realized sometimes I don’t follow the rules.
    3:15:11 Sometimes I come up with something that’s just too cool to not put in the story.
    3:15:17 And at the end of the day, I’m writing stories because I want to do interesting things with character with plot with.
    3:15:19 I just want things to be cool.
    3:15:24 And so I came up with this little rule to myself, which is all of this is good.
    3:15:25 All this is important.
    3:15:30 But when you’re writing, if you come up with something really cool, try it out.
    3:15:36 Even if it breaks the outline, it breaks the magic system, try it out and see if it makes the story better.
    3:15:39 Because if it does, you’ll figure out a way to make it work.
    3:15:41 You can revise so that it’s foreshadowed.
    3:15:44 You can you can fix that err on the side of what is awesome.
    3:15:45 Try it.
    3:15:47 Give yourself permission.
    3:15:51 Well, I for one, I’m glad you didn’t end up being a chemist.
    3:16:07 So I very much appreciate the time. This is an incredible life and world and collection of worlds that you guys all help build with the team behind you and putting out ungodly numbers of words per year.
    3:16:09 It’s just it’s just phenomenal.
    3:16:11 And where can people find you?
    3:16:13 Where’s the best place to find all things?
    3:16:26 Like I said, I need to get a new one. It was written in 2006. So it’s been a while, but it’s on there for free.
    3:16:30 You can read a bunch of everything you can, you know, we got socials.
    3:16:33 YouTube is a pretty good place for me to my writing lectures are there.
    3:16:38 I do a weekly update every week on YouTube where I come on and say where I am in my writing process for the current book.
    3:16:40 So I like to do lots of outreach.
    3:16:43 Yeah, amazing. Well, I can’t wait to see what you do next.
    3:16:55 And I’ll be certainly watching and for people who are interested in anything we talked about, I will link to everything in the show notes at TimedUpLog/podcast.
    3:16:58 Thank you, Brandon, for all the time and for hosting me.
    3:16:59 What a fun trip.
    3:17:06 And to everybody out there, until next time, just be a bit kinder than is necessary to others and to yourself.
    3:17:09 And thanks for tuning in.
    3:17:15 Hey, guys, this is Tim again, just one more thing before you take off, and that is Five Bullet Friday.
    3:17:20 Would you enjoy getting a short email from me every Friday that provides a little fun before the weekend?
    3:17:27 Between one and a half and two million people subscribed to my free newsletter, my super short newsletter called Five Bullet Friday.
    3:17:29 Easy to sign up, easy to cancel.
    3:17:38 It is basically a half page that I send out every Friday to share the coolest things I’ve found or discovered or have started exploring over that week.
    3:17:40 It’s kind of like my diary of cool things.
    3:17:48 It often includes articles I’m reading, books I’m reading, albums, perhaps, gadgets, gizmos, all sorts of tech tricks and so on.
    3:17:56 They get sent to me by my friends, including a lot of podcast guests and these strange esoteric things end up in my field.
    3:17:59 And then I test them and then I share them with you.
    3:18:07 So if that sounds fun, again, it’s very short, a little tiny bite of goodness before you head off for the weekend, something to think about.
    3:18:16 If you’d like to try it out, just go to tim.vlog/friday, type that into your browser, tim.vlog/friday, drop in your email and you’ll get the very next one.
    3:18:18 Thanks for listening.
    3:18:28 I have been fascinated by the microbiome and probiotics as well as prebiotics for decades, but products never quite live up to the hype.
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    Brandon Sanderson is the #1 New York Times bestselling author of The Stormlight Archive series and the Mistborn saga; the middle-grade series Alcatraz vs. the Evil Librarians; and the young-adult novels The Rithmatist, the Reckoners trilogy, and the Skyward series. He has sold more than 40 million books in 35 languages, and he is a four-time nominee for the Hugo Awards, winning in 2013 for his novella The Emperor’s Soul.

    Sponsors:

    Cresset prestigious family office for CEOs, founders, and entrepreneurs: https://cressetcapital.com/tim (book a call today)

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    Timestamps:

    00:00 Meet Brandon Sanderson

    07:10 Soundcheck Fun and Memory Skills

    11:21 Brandon’s Writing Journey and Creative Process

    25:35 Teaching Creative Writing and Publishing Insights

    38:08 Brandon’s Early Reading Experience

    44:18 Discovering the Magic of Storytelling

    45:32 A Journey from C Student to A Student

    47:02 The Influence of a Great Teacher

    48:51 Understanding Narrative and Plot

    56:42 The Art of Character Development

    01:09:42 Balancing Writing and Personal Life

    01:24:04 Meeting Editors and Early Struggles

    01:24:30 First Book Sale and Financial Realities

    01:25:28 The Danger of the Second Book

    01:25:49 Hitting the Bestseller List

    01:26:34 Amazon and the Changing Market

    01:29:03 Entrepreneurial Shift and Direct Sales

    01:36:45 Building a Team and Crowdfunding

    01:42:50 Kickstarter Success and Lessons Learned

    01:52:22 COVID and Creative Freedom

    02:02:53 Brandon Sanderson’s Colbert Report Cameo

    02:03:48 Kickstarter Success and Subscription Boxes

    02:09:01 Test Readers and Feedback Process

    02:14:16 Warbreaker and Creative Commons Experiment

    02:22:50 Navigating Publishing Deals and Platforms

    02:33:26 The Wheel of Time Opportunity

    02:42:36 The Call to Finish The Wheel of Time

    02:43:10 Negotiating the Deal

    02:43:56 The Struggles of Mistborn

    02:45:02 The Cosmere and Building an Audience

    02:48:25 The Death Spiral in Publishing

    02:52:29 Magic Systems and Their Importance

    03:00:39 Sanderson’s Three Laws of Magic

    03:14:35 The Zero Law and Final Thoughts

    *

    For show notes and past guests on The Tim Ferriss Show, please visit tim.blog/podcast.

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    Past guests on The Tim Ferriss Show include Jerry SeinfeldHugh JackmanDr. Jane GoodallLeBron JamesKevin HartDoris Kearns GoodwinJamie FoxxMatthew McConaugheyEsther PerelElizabeth GilbertTerry CrewsSiaYuval Noah HarariMalcolm GladwellMadeleine AlbrightCheryl StrayedJim CollinsMary Karr, Maria PopovaSam HarrisMichael PhelpsBob IgerEdward NortonArnold SchwarzeneggerNeil StraussKen BurnsMaria SharapovaMarc AndreessenNeil GaimanNeil de Grasse TysonJocko WillinkDaniel EkKelly SlaterDr. Peter AttiaSeth GodinHoward MarksDr. Brené BrownEric SchmidtMichael LewisJoe GebbiaMichael PollanDr. Jordan PetersonVince VaughnBrian KoppelmanRamit SethiDax ShepardTony RobbinsJim DethmerDan HarrisRay DalioNaval RavikantVitalik ButerinElizabeth LesserAmanda PalmerKatie HaunSir Richard BransonChuck PalahniukArianna HuffingtonReid HoffmanBill BurrWhitney CummingsRick RubinDr. Vivek MurthyDarren AronofskyMargaret AtwoodMark ZuckerbergPeter ThielDr. Gabor MatéAnne LamottSarah SilvermanDr. Andrew Huberman, and many more.

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  • #793: How to Calm Your Inner Storm — A Guided Meditation to Tame Restlessness with Zen Master Henry Shukman

    AI transcript
    0:00:04 Hello, boys and girls, ladies and germs. This is Tim Ferriss. Welcome to another episode of
    0:00:09 The Tim Ferriss Show. This episode is a brand new experiment called Meditation Monday. That means,
    0:00:14 in addition to my long-form interviews each week, every Monday, I will be bringing you a short 10
    0:00:19 minute or so meditation, which will help you for the rest of the week. Over this four-episode
    0:00:24 series, you’ll develop a Zen toolkit specifically to help you find greater calm, peace, and effectiveness
    0:00:29 in your daily life. The teacher, Henry Schuchman, has been on my podcast twice before. He is one
    0:00:34 of only a few dozen masters in the world authorized to teach what is called Sambo Zen,
    0:00:38 and I have found this particularly interesting and effective, and now he’ll be your teacher.
    0:00:46 I’ve been using Henry’s app The Way once, often twice a day for the last few months, and it has
    0:00:51 lowered my anxiety more than I thought possible. As a listener of the show, you yourself can get
    0:00:57 30 free sessions by visiting thewayapp.com/tim. If you like what you hear in these meditations,
    0:01:01 which will be valuable in and of themselves, you can get 30 free sessions by going to
    0:01:07 thewayapp.com/tim. And for the time being, please enjoy this Meditation Monday with Henry Schuchman.
    0:01:17 Welcome back to Meditation Monday. Many of us, of course, have difficult emotions at times,
    0:01:26 and meditation might seem to exacerbate them sometimes because we’re, as it were, more exposed
    0:01:31 to them. We haven’t got distractions, other things we can turn to. We’re just sitting still
    0:01:36 and doing nothing, so if a difficult emotion comes up, there’s kind of no way to hide.
    0:01:47 Now, in early Buddhism, these kinds of emotions, things like worry, regret, frustration, craving,
    0:01:55 aversion, or dislike, strong dislike, were viewed actually as hindrances to meditation.
    0:02:02 That they would make us not want to meditate. They’d make it harder to meditate. And I think it’s
    0:02:10 quite a helpful lens to recognize that difficult emotions are a problem, as it were, in meditation,
    0:02:18 in that they will discourage us from doing it. So fortunately, we have tools for being with
    0:02:27 difficult emotion. And actually, what they often lead to is a kind of restlessness. Get me out of
    0:02:34 here, you know, when we’re trying to meditate. So I want to do a sit now that offers a tool for
    0:02:43 working with restlessness and emotions that might be associated with it. So I hope you find this
    0:02:50 helpful. Let’s come into our seated, comfortable position. And just a footnote, if you want to
    0:02:57 recline, you go right ahead. We just want to be comfortable. That’s the main thing. Because when
    0:03:08 we’re comfortable, it’s easier to relax. And when we start relaxing, it’s easier to be still.
    0:03:19 And in some ways, it might be that the most powerful agent in meditation is simply being still.
    0:03:30 That all the lessons and learnings and shifts and transformations that meditation can offer
    0:03:41 simply come from stillness. So let’s give ourselves time to be comfortable,
    0:03:59 to arrive here, to come into being here, into this space where nothing is asked of us.
    0:04:10 Nothing we need to do. We’re really getting to put down the burden of doing.
    0:04:15 All the responsibilities, the to-do lists.
    0:04:26 Leave them outside the door just for now. This is really a time just for you.
    0:04:36 So again, checking that your body is comfortable under a little bit of
    0:04:43 progressive relaxation, letting your shoulders go, letting them sink and settle and letting
    0:04:47 your arms be limp like old rope.
    0:04:54 Letting the face soften.
    0:05:03 And it just sort of hang like a curtain. No tension in it. Let it go.
    0:05:24 Let there be a warmth in the chest, a warmth in the belly, softness in chest, softness in belly.
    0:05:31 Let your hips go. Let your legs relax and your feet.
    0:05:40 So in this space of meditation,
    0:05:50 we’re going to explore how we might allow restlessness if it comes up.
    0:06:01 And I invite you actually to imagine that you are feeling just a little bit of restlessness
    0:06:12 It’s a familiar feeling for pretty much all of us, I think, that enough of this.
    0:06:18 I want to go and do something else or I want to move or get me out of here.
    0:06:26 Now, instead of doing what it says, we’re going to be still.
    0:06:38 And we’re going to see if we can find it, find the restlessness in your body. What actually is it?
    0:06:48 Could it be that it’s just a kind of energy, maybe like a little
    0:07:00 miniature dust devil or something of energy somewhere in the torso, maybe the belly,
    0:07:13 maybe the chest, possibly throat. Can you find some trace of an energy of restlessness
    0:07:19 within your torso?
    0:07:37 Whatever you’re finding, or if you’re not really finding anything,
    0:07:44 we’re going to let things be just as they are.
    0:07:58 We’re going to allow any energy of restlessness, all the absence of it, to be just as it is.
    0:08:09 What if we don’t have to do anything about it?
    0:08:21 What if we have it in us to just let it be there? Let it be here.
    0:08:33 No need to change it, welcome it, allow it,
    0:08:41 let it actually be part of your experience.
    0:08:55 Rest with it.
    0:09:14 If you are tasting restlessness, you can name it in your own mind.
    0:09:21 Restlessness is present, say it to yourself.
    0:09:36 Restlessness is welcome.
    0:09:43 Try saying that to yourself in your own mind.
    0:10:01 It may be that you’re sensing some other emotion that might be uncomfortable.
    0:10:12 If so, see if you can find the sensory correlates of it, the actual sensation
    0:10:18 in probably the chest area, or perhaps the belly, that associates with it.
    0:10:27 And let them be present.
    0:10:40 Let your shoulders be soft, let your flanks be soft,
    0:10:46 let your back be soft.
    0:11:00 And let the whole front of your torso, the front, the skin and dermis of your torso,
    0:11:08 let it also be soft, like a kind of drapery, hanging loose.
    0:11:23 And let the softness in your body allow any discomfort of restlessness or emotion.
    0:11:33 Let the softness welcome any trace of discomfort.
    0:11:41 Let yourself just be with it.
    0:11:53 Being still, being quiet,
    0:12:05 resting with your own heart, your own emotion center.
    0:12:18 And letting it be.
    0:12:37 Yeah, so part of this homecoming, we might say, that meditation can be,
    0:12:43 is also coming back to, you know, our feeling self.
    0:12:52 It’s a beautiful thing, actually, that we feel like many, like all other mammals.
    0:13:00 We have emotions, they’re part of our makeup, and learning to allow them
    0:13:06 is a real form of growth.
    0:13:15 Okay, so let’s come out of this sit, bring movement back into the body.
    0:13:24 You might do an inhale, an exhale, move around any way you feel you’d like to.
    0:13:33 Fantastic, thank you so much for joining me in this little exploration of a perhaps unexpected
    0:13:41 kind of tool that will help us with our difficulties and sort of defuse them
    0:13:49 for our pathway into meditation and along the great journey of meditation.
    0:13:53 Thanks so much. See you next week.

    This episode is part of a new experiment called Meditation Monday. The teacher, Henry Shukman, has been on my podcast twice before. He is one of only a few dozen masters in the world authorized to teach Sanbo Zen, and now, he’ll be your teacher.

    In addition to my long-form interviews each week, every Monday I’ll bring you a short 10-minute or so meditation, which will help you for the rest of the week.

    Over this four-episode series, you’ll develop a Zen toolkit to help you find greater calm, peace, and effectiveness in your daily life.

    Henry’s app, The Way, has changed my life since I first started using it. Unlike other meditation apps, where you’re overwhelmed with a thousand choices, The Way is a clear step-by-step training program guided entirely by Henry. Through a logical progression, you’ll develop real skills that stick with you.

    I’ve been using it daily, often twice a day, and it’s lowered my anxiety more than I thought possible.

    As a listener of my podcast, you can get 30 free sessions by visiting https://thewayapp.com/tim and downloading the app.

    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

  • #792: Seth Godin on Playing the Right Game and Strategy as a Superpower

    AI transcript
    0:00:06 Coming up in this episode and the mistake people make is if you find yourself saying,
    0:00:10 “I just need to get the word out. I’ve done all the hard part. Now I just need to get the word out.”
    0:00:17 You haven’t done the hard part. What you’ve done is waited for a miracle.
    0:00:25 Hello, boys and girls, ladies and germs. This is Tim Ferriss. Welcome to another episode of
    0:00:31 The Tim Ferriss Show. My guest today is a fan favorite. It is Seth Godin, the one and only.
    0:00:36 He is the author of 21 internationally bestselling books translated into more than 35 languages,
    0:00:43 including “Linchpin,” “Tribes,” “The Dip,” and “Purple Cow.” His latest book, “This Is Strategy,”
    0:00:48 really caught my attention, and it offers a fresh lens on how we can make bold decisions,
    0:00:54 embrace change, and navigate a complex, rapidly evolving world. We cover a ton of ground,
    0:01:00 including sets of questions that you can use to catalyze personal and professional growth,
    0:01:07 maxims different concepts to unpack that can productively shake the snow globe of your mind
    0:01:13 so that you can settle on new realizations, different ways to create competitive advantage
    0:01:19 in an increasingly crowded world. Seth is also the founder of the Alt MBA and the Akimbo workshops,
    0:01:23 transformative online programs that have helped thousands of people take their work to the next
    0:01:30 level. His blog, Seths.Blog, that’s a plural, Seths.Blog, is one of the most widely read in the
    0:01:37 world and has been such for a very long time. Seth is also the creator of the Carbon Almanac,
    0:01:42 a global initiative focused on climate action. This is a very practical episode,
    0:01:49 as all of Seths are on this podcast, and I’ll leave it at that. So, after a few words from the
    0:01:55 people who make this podcast possible, please enjoy. Listeners have heard me talk about making
    0:01:59 before you manage for years. All that means to me is that when I wake up, I block out three to four
    0:02:04 hours to do the most important things that are generative, creative, podcasting, writing, etc.
    0:02:10 Before I get to the email and the admin stuff and the reactive stuff and everyone else’s agenda
    0:02:18 for my time, for me, let’s just say I’m a writer and entrepreneur, I need to focus on the making to
    0:02:23 be happy. If I get sucked into all the little bits and pieces that are constantly churning,
    0:02:29 I end up feeling stressed out, and that is why today’s sponsor is so interesting. It’s been one
    0:02:36 of the greatest energetic unlocks in the last few years. So, here we go. I need to find people who
    0:02:42 are great at managing, and that is where Cresit Family Office comes in. You spell it C-R-E-S-S-E-T.
    0:02:47 Cresit Family Office, I was introduced to them by one of the top CPG investors in the world.
    0:02:53 Cresit is a prestigious family office for CEOs, founders, and entrepreneurs. They handle the
    0:02:58 complex financial planning, uncertain tax strategies, timely exit planning, bill pay,
    0:03:04 wires, all the dozens of other parts of wealth management and just financial management that
    0:03:09 would otherwise pull me away from doing what I love most, making things, mastering skills,
    0:03:14 spending time with the people I care about. Over many years, I was getting pulled away
    0:03:20 from that stuff. At least a few days a week, and I’ve completely eliminated that. So, experience
    0:03:24 the freedom of focusing on what matters to you with the support of a top wealth management team.
    0:03:31 You can schedule a call today at CresitCapital.com/Tim that’s spelled C-R-E-S-S-E-T,
    0:03:36 CresitCapital.com/Tim to see how Cresit can help streamline your financial plans
    0:03:43 and grow your wealth. That’s CresitCapital.com/Tim. And disclosure, I am a client of Cresit.
    0:03:46 There are no material conflicts other than this paid testimonial. And of course,
    0:03:51 all investing involves risk, including loss of principle. So, do your due diligence.
    0:03:56 This episode is brought to you by Shopify, one of my absolute favorite companies,
    0:04:01 and they make some of my favorite products. Shopify is the commerce platform revolutionizing
    0:04:08 millions of businesses worldwide, and I’ve known the team since 2008 or 2009. But prior to that,
    0:04:13 I wish I had personally had Shopify in the early 2000s when I was running my own e-commerce business.
    0:04:18 I tell that story in the 4-hour work week, but the tools then were absolutely atrocious,
    0:04:23 and I could only dream of a platform like Shopify. In fact, it was you guys, my dear
    0:04:29 readers who introduced me to Shopify when I polled all of you about best e-commerce platforms around
    0:04:34 2009, and they’ve only become better and better since. Whether you’re a garage entrepreneur or
    0:04:39 getting ready for your IPO, Shopify is the only tool you need to start, run, and grow your business
    0:04:44 without the struggle. Shopify puts you in control of every sales channel. It doesn’t matter if you’re
    0:04:49 selling satin sheets from Shopify’s in-person POS system or offering organic olive oil on
    0:04:54 Shopify’s all-in-one e-commerce platform. However you interact with your customers,
    0:04:58 you’re covered. And once you’ve reached your audience, Shopify has the internet’s best
    0:05:04 converting checkout to help you turn browsers into buyers. Shopify powers 10% of all e-commerce in
    0:05:10 the United States, and Shopify is truly a global force as the e-commerce solution behind Allbirds,
    0:05:15 Rothes, Brooklyn, and millions of other entrepreneurs of every size across more than 170
    0:05:20 countries. Plus, Shopify’s award-winning help is there to support your success every step of the
    0:05:27 way if you have questions. This is Possibility Powered by Shopify. Established in 2025,
    0:05:34 has a nice ring to it, doesn’t it? So sign up for your $1 per month trial period at Shopify.com/tim
    0:05:41 all lowercase. Go to Shopify.com/tim to start selling today with Shopify. One more time,
    0:05:43 Shopify.com/tim.
    0:06:12 I suppose I want to ask the question that I always ask. What would make this
    0:06:16 time well spent for you? What would make this a home run looking back?
    0:06:21 I have to confess that I’ve never had a conversation with you that wasn’t well spent.
    0:06:27 What would make it a home run for me is if you considered it one of the best episodes of the
    0:06:30 year or maybe even longer. I want to be on the greatest hits. That’s what we’re pushing for.
    0:06:37 All right, perfect. To kick that off out of the gate, what would be a sensible place to start?
    0:06:43 Is there a particular story or a lead question that you think would help us start with a bang?
    0:06:47 Anything come to mind? There are a million places I could start, of course.
    0:06:56 You know best, but it seems to me that many of your listeners actually want a job without a boss.
    0:07:02 Seek to build something and they need to be woken up about that. And number two,
    0:07:08 people who misunderstand your breakthrough books think they’re about tactics and they follow the
    0:07:16 steps instead of realizing they’re about strategy and then find a resilient way forward. And strategy,
    0:07:21 this philosophy, is something you’ve been doing your entire career but never called it that.
    0:07:30 Well, let’s start there. Strategy, like success or God, if we want to really get out there,
    0:07:36 are words that a lot of people use but oftentimes are in their minds referring to different things.
    0:07:39 So when you use the word strategy, what does that mean to you?
    0:07:45 I think it’s a philosophy of becoming. I don’t think it’s a set of tactics. I don’t think it’s
    0:07:52 about winning in the short run. I think it’s about being very clear about the change we seek to make
    0:07:59 and who we seek to change, understanding the systems and the games around us, and then
    0:08:05 committing to the long-term process of getting to where we’re going, meaning our tactics will
    0:08:14 change all the time, but our strategy does not. And most people, because we’ve been indoctrinated
    0:08:21 to have a job, want tactics instead. And I could do much better if I was peddling tactics, but I’m
    0:08:24 not. And I’m never going to write a story, a book called This Is God.
    0:08:26 The Tactic Monger, Volume 1.
    0:08:32 Exactly. So if I’m not going to write This Is God or This Is Tactics, at least I could write
    0:08:40 This Is Strategy. And what would be a real-world example of good strategy? Any particular company
    0:08:47 or project come to mind? So some famous strategies, an elegant strategy. Bill Gates says we are going
    0:08:55 to have the strategy that no one ever got fired for buying Microsoft. He stole that strategy from
    0:09:01 IBM. So IBM had a 50-year run where their products weren’t the most cutting edge and weren’t the best
    0:09:07 priced, but they had enough salespeople and support and infrastructure that if you worked for a big
    0:09:15 company, buying IBM was easy. Every time Microsoft followed that strategy, they did fine. And when
    0:09:20 they veered away from it, they had problem. A strategy, when I was at Yahoo, we had the chance
    0:09:29 to buy Google for about $10 million. We didn’t buy them. I didn’t get a vote. But Yahoo’s strategy
    0:09:36 was the web is a dark and nasty place. Come to Yahoo and don’t leave. And the homepage had 183 links
    0:09:43 on it. At Google, their strategy was the web is grown up. Come here and go somewhere else.
    0:09:51 And Marissa Mayer built the most profitable marketing engine of all time by making sure,
    0:09:55 fighting for years to make it so there’s only a couple links on the homepage,
    0:10:00 because that was built into the strategy, which is if you’re leaving Google, we’re doing something
    0:10:06 right. And that’s where all the ads came from. And that’s why Yahoo couldn’t buy Google because
    0:10:12 the strategies were completely the opposite. And Starbucks had a strategy that took them a very
    0:10:18 long way for a very long time. But it’s not about Frappuccinos. It’s about understanding
    0:10:22 who is this for and how can we incrementally help them get there.
    0:10:26 What did that look like for Starbucks and what did it look like for them to stray?
    0:10:31 Howard Schultz did not start Starbucks. When he got there, there were two Starbucks’
    0:10:40 and neither one of them sold cups of coffee. They only sold beans. And Howard had been to Italy
    0:10:48 and he realized that there was a deep human desire, A, to go from being pre-caffeinated
    0:10:56 to caffeinated. And that gets refreshed every single day. And two, to be able to do it with
    0:11:01 other people who you see yourself in, people like us do things like this.
    0:11:06 So in the Northeast, there was Dunkin Donuts. But the idea of Dunkin Donuts is you’re not happy
    0:11:10 that you’re getting coffee. The coffee isn’t that delicious. Let’s just get this over with.
    0:11:20 And every time Howard built more of that feeling that you could go to any Starbucks in the world
    0:11:26 and feel like you were with your people and that for five bucks, you could feel like a rich person,
    0:11:31 he could repeat it over and over and over again. And the tactics would take care of themselves.
    0:11:38 If not the tactics, what are the core ingredients of enacting a strategy like that?
    0:11:45 There’s all sorts of surprising ways that we can challenge ourselves once we start down this path.
    0:11:51 But to start down the path, there are four things we’re looking for. We’re looking for systems.
    0:12:01 We’re looking for time. We’re looking for games. And finally, empathy. And all four of them are
    0:12:08 really unexplored and mysterious. But once you see all four of them, strategy is much easier to
    0:12:15 take care of itself. So I’m happy to take them one by one or give examples. But those four keep
    0:12:21 interweaving over and over again. And that unfolds for us what a strategy can be.
    0:12:28 Great. Let’s go through the four. And maybe if it’s not too cumbersome, if there’s an example
    0:12:35 that’s easy to give, that’s great too. However you want to land it. Systems are invisible and they
    0:12:40 hide themselves because they don’t want people to see who’s operating things. They invent culture
    0:12:45 to defend themselves. The most famous one is the solar system. There’s this invisible gravity.
    0:12:51 The earth doesn’t go around the sun because it wants to. It goes around the sun because gravity
    0:12:58 makes that its easiest path. If you grew up in the United States to middle class parents,
    0:13:02 you’ll be under pressure from the time you’re five years old to get good grades. Why do I need to
    0:13:06 get good grades so you can get into a famous college? But you’re not supposed to call it a
    0:13:14 famous college. You’re supposed to call it a good college. And that system with tuition and tenure
    0:13:19 and student debt and football teams and cheerleaders and college tours and the sticker on the back of
    0:13:28 a car and the SATs, all of it is just taken for granted as normal. And so, Danella Meadows has
    0:13:35 done brilliant writing before she passed away way too early about all the dynamics of systems,
    0:13:42 systems in our world, systems that we want to build. So when we see a system under stress,
    0:13:49 then we can see the system, that we can see the climate when temperatures start to rise.
    0:13:52 But before the temperature started to rise, when the climate was normal, no one
    0:13:58 paid attention to it because the system, the thing that keeps it going, was sort of invisible.
    0:14:03 So if you’re going to start any enterprise, a little plumbing business, a giant internet
    0:14:09 company, if you’re going to run for office, you should be able to see and name the elements of
    0:14:16 the system. Where is their gravity? What is seen as normal? And there’s pushback if you don’t do it.
    0:14:23 And so I’ll finish the rant by asking a simple question. How much should a wedding cost?
    0:14:33 I am especially unqualified to answer this. No, it’s super simple. The answer is
    0:14:42 exactly what your best friend spent but a little more. And that’s why a wedding in New York City
    0:14:49 costs more than $100,000. Not because you need monogrammed matchbooks to have a good wedding.
    0:14:56 You need them to be part of the wedding industrial complex to show your status to the people who’ve
    0:15:01 been invited because that’s what the thing is for. So we have to see systems and then either
    0:15:07 we work for the system or the system works for us. We can linger on this one for a bit because
    0:15:13 next one is time. So I feel like we should take our time plus it’s long form. So could you give
    0:15:20 an example on a smaller scale of a, you mentioned plumbing doesn’t need to be plumbing, but a
    0:15:29 solopreneur or a very, very small startup to deform employees and how they might start to
    0:15:37 ask questions around systems to identify the systems that are at work? Because for instance,
    0:15:43 in my life, I’m good at identifying what is normal, what are the unquestioned assumptions.
    0:15:48 I’m good at that, but that seems like I’m holding the tail of the elephant, like one of the blind
    0:15:53 men in the parable. It’s like, I’ve got a piece of it, but it’s not the whole elephant, clearly.
    0:15:57 I don’t think you’re giving yourself enough credit. The whole tango thing. I mean,
    0:16:02 you have been doing this for a very long time. We’re an archery thing by me.
    0:16:11 So let’s say you’re going to build a small business that supports medium-sized businesses with their
    0:16:18 Google workspace. So you’re a couple of nerds and you’re going to be the person who helps people
    0:16:24 set up their Google Drive and across the organization reasonably secure for a company
    0:16:30 with 100 employees. Because you’re in there, in the factory, seeing how things are made,
    0:16:35 it’s very tempting to imagine that everyone you’re serving wants what you want,
    0:16:42 and that you think your customer is the person who’s buying stuff from you and what they need
    0:16:49 is a tech solution. None of these things are true. That the system of a company with 100 people,
    0:16:55 it’s probably not the CEO’s job to set this thing up. So it’s someone else’s job. There’s a system,
    0:17:01 a hierarchy of jobs. What does that person want? It’s not their money. So lowering your
    0:17:06 price to get new customers is not going to help you get new customers. That in fact,
    0:17:12 what that person wants is a story to tell their boss, a story of why did I pick these people,
    0:17:17 and even better, a story of if it fails, why they are not going to be in trouble.
    0:17:24 So when we show up at an organization to tell our story to that system, we have to do it
    0:17:30 understanding, how do they buy everything else? What do they measure? What would happen to us
    0:17:37 if we were bigger than the other people bidding or smaller than the other people bidding?
    0:17:44 All of these things go into how the system works the same way the admissions office at the famous
    0:17:50 college doesn’t always pick the people with the highest SAT scores because there’s this
    0:17:59 complicated mechanism at play that is historical to feed and maintain the system.
    0:18:07 So in the case of this Google workspace thing, let’s say you decide to close on Thanksgiving
    0:18:11 Day and you’ve just got a message on your voicemail, we’ll close on Thanksgiving Day,
    0:18:17 leave a message, we’ll call you back tomorrow. That seems normal unless what got you into the
    0:18:22 system was an unbreakable promise that you will never get in trouble because we will always answer
    0:18:30 the phone. That decision, that tactical decision has to be driven by what you seek to stand for,
    0:18:34 but that’s only going to happen if you see the system of what this company, your client does
    0:18:42 and what stories do they tell themselves. And Hollywood is a system and the senior prom is a
    0:18:47 system. And there are all these factors that go into all of them, subtle signals that people
    0:18:53 are sending to each other. And if you’re going to make a living taking money from people to solve
    0:18:59 their problems, it has to be to help them dance with the system that they’re part of.
    0:19:06 All right, shall we bookmark that and come to time, games or empathy, which would you like to
    0:19:12 tackle next? Time is really interesting. James Glick wrote a brilliant book about the history
    0:19:18 of time travel. Now, of course, there are no actual time machines, but we know who invented the time
    0:19:25 machine. And it was actually H. G. Wells. Before H. G. Wells wrote his book, nobody in the world
    0:19:29 talked about time machines, the concept that you and I take for granted. If you go back in time,
    0:19:36 if you go forward, no one ever said that, ever. And time, we’re all very familiar with it and no
    0:19:43 one can define it. And we know what now is. And the now over a week ago isn’t now anymore. It’s
    0:19:51 back then and it feels different. So if you want to build a company with 1,000 employees in it,
    0:19:57 if you want to go public, if you want to be somebody with a lot of zeros in your bank account,
    0:20:01 that is not going to happen in the next three seconds. There’s something that’s going to happen
    0:20:13 between now and then. And each one of the steps as we look through time is not today. So when we
    0:20:20 want to have a forest, we don’t get a forest. We start planting trees because 20 years from now
    0:20:25 we’ll have a forest. And when you’re growing up in Long Island or when you’re growing up
    0:20:29 training for the Olympics, you know you’re not going to be doing the Olympics when you’re 50.
    0:20:38 So what exactly are the purpose of these steps? And what does it mean to fail? Does it mean that
    0:20:43 you failed right this moment in service of getting where you want to go later? What does it mean you
    0:20:49 failed forever? What does it mean to quit? Does quitting now mean you failed forever or does it
    0:20:56 just open the door to succeeding later? And so we have this opportunity to see time the way our
    0:21:04 competition doesn’t. So in 2001, I was at a conference and we were in this small group setting.
    0:21:08 There were eight people and they said, “Go around the circle and say who you are.” And the guy on
    0:21:12 my left said, “My name is Stephen. I’m a judge.” It turned out he was Stephen Breyer. He was on
    0:21:19 the Supreme Court. And the person next to him said, “My name’s Sergey and I have this new search
    0:21:25 engine.” And someone said, “So Sergey, what’s your marketing strategy?” And he said, “Well,
    0:21:31 here’s the deal. We think Google is going to get better every day.” So we don’t want people to
    0:21:36 use Google for the first time right away. We want them to use it for the first time later so it’s
    0:21:42 better by the time they get there. So we’re not doing any promotion whatsoever because the Google
    0:21:46 of now only exists to get us to the Google of tomorrow. And when we’re at the Google you’re
    0:21:53 ready for, that’s when you’ll come use it. And at the same time, Yahoo was busy trying to defend
    0:21:58 the plunging stock price in the moment as opposed to saying, “What are we going to be in 10 years?”
    0:22:06 I remember the TV commercials at exactly that time for Yahoo. Okay, so framing time
    0:22:11 differently. I suppose Bezos and Amazon would be an example of that as well. I mean,
    0:22:17 who dog-trained Wall Street to expect no profitability for God knows how long, decade,
    0:22:24 I mean, and set out in the very first annual shareholder letter that was subsequently, I believe,
    0:22:29 reread every year or represented in some fashion. Yeah, so let’s just break that into pieces, right?
    0:22:36 Because in the moment, Morgan Stanley says, “Don’t do that. That’s dumb. It’s going to hurt your
    0:22:45 stock price today.” But what Jeff said was, “If I don’t establish the conditions for Wall Street
    0:22:53 to send us the investors we want, our stock price will be zero in five years.” So the only way to
    0:23:01 get to five years from now is to do this today, even though it feels expensive because compared
    0:23:06 to the alternative, it’s really cheap. Setting the conditions. I have a sneaking
    0:23:12 suspicion we’re going to come back to conditions at some point. Games. I like the sound of this.
    0:23:16 I like games. Some games, I suppose, depends on which one I choose and if I choose it consciously,
    0:23:23 but what does games mean? So again, back to the indoctrination. So we grew up with Candyland
    0:23:29 and Parcheasy and Monopoly. Those are board games and they’re okay, but that’s not the
    0:23:36 kind of games I’m talking about. Any situation where there are multiple people and variable outputs
    0:23:43 with scarcity, there’s a game. So it is a game to decide when two lanes merge, which car is going to
    0:23:50 go first. And it is a game to decide when you’re working for Jack Welch and the bottom 10% of the
    0:23:56 people lose their job, which people are going to lose their job. And it is a game to exchange money
    0:24:03 for a hot dog at the baseball game because that exchange happens in a way where two players come
    0:24:11 together for mutual benefit. So we should not deny that games exist. We should learn how games work.
    0:24:18 And when we make a move in a game that doesn’t seem to work, we should not say we are a bad person.
    0:24:24 We should say, “I made a move that did not work.” Those are totally different things.
    0:24:29 And so the only way you’ve been able to achieve all the things you’ve achieved
    0:24:36 between the archery and dancing and everything in between is you make more moves than most people
    0:24:43 and you measure them and you don’t do the ones that don’t work again. But it is impossible to
    0:24:51 innovate if it has to work. Innovation must always be accompanied by the phrase, “This might not work.”
    0:24:57 And so if you and your team aren’t saying, “This might not work,” in service of innovation,
    0:25:03 you’re not innovating. And this is my entire notebook full of
    0:25:13 training logs and experiments. And I’d say 50% is at least, if not 70%, things that did not work
    0:25:17 and required tweaks so that I would not repeat the same mistake the next time.
    0:25:24 It doesn’t always work. But over time, it tends to round towards improvement, at the very least.
    0:25:28 We’ve only been going at this for a few minutes, but already I can hear it.
    0:25:33 People are saying, “Wait, wait, wait. I too didn’t have someone vindicate the tactics I am
    0:25:37 already using, that that is what I am listening for, to hear that I am on the right tack.”
    0:25:45 What are you guys going to get to the tactics part? And the very fact that we don’t hear this kind
    0:25:51 of description of the world we’re in is like the fish that doesn’t realize it’s in water.
    0:25:56 And what I’m trying to help people see in a world that is changing faster than it has ever
    0:26:02 changed in history is when you see these threads and these systems under stress,
    0:26:09 that is when you know there’s an opportunity for you. And if it feels uncomfortable,
    0:26:14 imagine how it feels to people who don’t get the joke. When this discomfort shows up,
    0:26:20 that’s the opportunity. Yeah, for sure. And one of the many reasons I’ve been looking forward
    0:26:25 to the conversation is I spend a lot of time thinking about many of these constituent parts,
    0:26:33 but I haven’t necessarily explicitly woven them together into something that combines into
    0:26:40 strategy. But in terms of time horizon, and for me, a lot of it is trying to find or create a
    0:26:48 category of one for “competitive advantage.” And part of that is choosing a game I can win,
    0:26:54 which entails also understanding the rules of the game that you have chosen or inherited or
    0:26:59 somehow deliberately or accidentally ended up playing. It’s really trying to parse the rules
    0:27:04 of the game. The time, I do think about that a lot. It’s one of the simplest ways to have
    0:27:08 a competitive advantage, just to have a longer time horizon. But it requires having a lot of
    0:27:15 other things fall online. And then certainly the systems and in part, depending on what game you’re
    0:27:21 playing, as you said, what are the gravitational pulls? What are the incentives of different
    0:27:29 stakeholders who has what degree of respective influence? So it’s fun to hear these all
    0:27:35 combined. Empathy is one I would like to think of myself as an empathetic person, but this
    0:27:42 isn’t maybe one that I would initially have thrown into the ring as an integral piece of
    0:27:48 strategy. So what does this mean? You just gave it away. I’d like to think of myself as an empathetic
    0:27:54 person. It implies that there’s a moral component to what we’re talking about. And at some level,
    0:27:58 of course, there is, but that’s not what I’m talking about. What I’m talking about is this.
    0:28:06 Everything we build and everything we make only works in a voluntary exchange if someone else
    0:28:13 wants it more than they want the money or time they have to trade for it. Meaning someone’s not
    0:28:18 going to buy the thing you’re selling at a craft sphere because you worked really hard to make it.
    0:28:27 They’re going to buy it because they want it. And all empathy is, is being very clear about who it’s
    0:28:37 for and why they want it. And we get so busy and so exhausted making something, we forget. We hustle
    0:28:42 people and hassle people to buy from us because it’s important to us. Sounds like some of my blog
    0:28:50 posts. Yes. You didn’t need to publish the notebook if your goal was for you to read it
    0:28:56 because you already read it. You are publishing it so other people will read it. So your description
    0:29:03 of the book is not, “Please buy this because I worked really hard to write it.” It’s, “I have a
    0:29:11 thing here that when I describe it, if I create the conditions for information exchange to happen,
    0:29:17 you will bang down the door to get it. You will be angry if you can’t get a copy.” Now,
    0:29:25 that implies that it cannot be for everyone, no matter what we make, because you cannot be
    0:29:33 empathic to everyone. Unless you’re selling, I don’t know, oxygen on a planet that doesn’t have any,
    0:29:42 there’s nothing that everyone wants the same way. So where all of this must begin and end is
    0:29:50 with the minimum, the smallest viable audience. Who are the people, just them, that when they hear
    0:29:55 about this, they’re going to say, “That’s exactly what I was looking for.” That’s all you need.
    0:30:06 You pick that group, you delight them, and you forgive everybody else. And here’s proof that
    0:30:13 you’re not doing it. If someone comes to you and you are not regularly sending folks to your
    0:30:20 competitors or people who are thought of as your competitors, you are not serious about this,
    0:30:25 about picking the audience to its fore and forgiving everybody else. When someone shows up
    0:30:30 at the Ferrari dealership and says, “I got six kids, how am I going to get them to school?”
    0:30:36 You don’t try to persuade them to get an Enzo. You send them down the street to the Volvo dealership.
    0:30:44 That was one of your many questions. I suppose 40 or so questions in the book that I wanted to
    0:30:48 ask about, “Am I positioned as a service? Can I happily send others to people who might be seen
    0:30:54 as competitors?” And I was like, “Huh, interesting. I wanted to clarify that, which you just did.”
    0:31:03 And it makes sense. If you can’t do that, then you very likely did not have your
    0:31:10 1,000 true fans or minimal viable audience to find. Positioning is, why are the people who don’t
    0:31:18 choose to buy from you right to make that choice? And if you have this attitude that everyone should
    0:31:24 buy from you, you can’t answer that question. So the people at Nestle’s don’t get upset if you buy
    0:31:32 an Askenosi chocolate bar for $14 because Sean and his daughter aren’t selling a chocolate bar
    0:31:36 to people who might buy a Nestle’s bar. They’re completely different groups of people.
    0:31:41 And the same thing is true for people who play Dungeons and Dragons versus people who want to
    0:31:46 go watch Ultimate Fighting Championship. In that given moment, there are two different groups of
    0:31:49 people. I’m glad you said in that given moment because I happen to be the perfect overlap.
    0:31:52 There are some people who do both, but they don’t do both at the same time.
    0:31:54 No, no, no. Very hard to do at the same time.
    0:32:02 Just a quick thanks to one of our sponsors and we’ll be right back to the show.
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    0:33:15 All right, so we have then, this might be a good segue, many maxims or ideas that we could discuss
    0:33:24 from the book. And I circled a few for myself, mostly for clarification. And I’ll let you pick
    0:33:30 from one of these three and feel free to revise the wording, but I’m very curious.
    0:33:34 I’ll read the three and then you can pick whichever one you want to start with. So the first is systems
    0:33:39 don’t start out selfish, but resilient ones often end up that way. The next one is you’re not sitting
    0:33:45 in traffic, you are the traffic. And then the third is don’t try to burn big logs if you only have
    0:33:52 a little bit of kindling. Perfect. Let’s do all three. We’ll start with the last one. If you’ve
    0:33:58 ever gone camping, you know what I mean by the, you have enough kindling freezing my ass off in a
    0:34:03 rural archery range yesterday and realize they had a nice wood burning stove, but all the logs
    0:34:07 were as big around as my torso. And I thought, well, that’s going to be a really tough fire to
    0:34:12 start. Exactly. Unless you had an enormous amount of kindling and then it would go up in no time.
    0:34:20 Yeah. Too often because of the media, entrepreneurs think if they don’t start something that sounds
    0:34:26 giant, they’re failures. Too often, we give entrepreneurs credit for raising a lot of money
    0:34:32 from venture capital. That’s probably not the right path for you. The money you’re raising
    0:34:38 from investors is kindling. And the logs you’re starting are the markets you’re trying to get to.
    0:34:43 So if you want to build a dialysis chain in 40 cities where people can go get reliable kidney
    0:34:50 treatment, you can’t start that with $100,000 alone. You just can’t. But $100,000 alone is
    0:34:56 more than enough to get yourself doing very, very well with a hotdog cart somewhere.
    0:35:05 So we first got to make a smart decision based on time, based on the systems we’re
    0:35:09 confronting. Do we have enough kindling? Do I have enough reputation to even take this on?
    0:35:17 One about systems is this. Systems aren’t people. They are collections of people.
    0:35:24 And they act in ways that maybe the people who started the system and maybe the people who work
    0:35:30 in the system wouldn’t choose, but that’s the system they’ve got. So if you think about the
    0:35:35 healthcare system in the United States, it’s not a healthcare system. It’s a treatment system
    0:35:40 because everyone in the system gets rewarded for giving treatments, not for making you healthy.
    0:35:46 And so it’s quite likely that once you start working with the medical industrial complex,
    0:35:51 you’ll get more and more tests and more and more probing and more and more bills because that’s
    0:35:59 what the system does. And every time someone moves out of where the system ended up, the system
    0:36:06 exerts a feedback loop to push them back into the spot where they belong. And so if we look at how
    0:36:14 we ended up with college educations that cost almost $300,000, it’s because the combination
    0:36:23 of accreditation and ranking and tenure and parent status and placement offices all
    0:36:28 support it going in only one direction. And if you show up saying, look at me, I’m really smart,
    0:36:34 I went overseas and in two years I learned X, Y, and Z, the system is going to push back
    0:36:37 and say, yeah, but we require this kind of degree from this kind of accredited thing.
    0:36:45 The NCAA is a system that started with people playing football in the backyard
    0:36:49 and now they’re taking private jets to stadiums with 100,000 people in them
    0:36:56 because the system kept churning in one direction. And you might not like the output,
    0:37:03 but you probably can’t change the system by yourself. What you might be able to do is,
    0:37:08 back to your second thing, you’re not sitting in traffic, you are traffic.
    0:37:15 When you participate in a system, you’re either going to make that system more successful and
    0:37:22 get a prize or you could try to fight that system, but you’re going to need a lot of kindling to do
    0:37:31 so because being in the system actually changes the system one way or the other. So the challenge
    0:37:37 that we have is Google didn’t show up and say, we’re going to have meetings with all the ad
    0:37:43 agencies in the world and change the way advertising works. Instead, they walked away completely
    0:37:51 from that world, multi-billion-dollar world of ad spend and instead built a tiny little
    0:37:58 engine for direct marketers where someone would buy the word Chanel and they’d buy it for a nickel.
    0:38:04 And then what would happen is a brand manager from Chanel would Google themselves, don’t do it too
    0:38:08 much, you can go blind, but they would Google themselves and they would see someone had bought
    0:38:15 their name for a nickel. So they’d pay 10 cents to take it back and the auction was on. So Google
    0:38:21 changed the system, but they didn’t change it with a frontal assault. They changed it by
    0:38:26 moving away from the system, finding people who weren’t part of the system and then the system
    0:38:32 chased them. Now, I wanted to mention also just a footnote to the kindling comment,
    0:38:38 which is some people listening. I said, oh man, well, it takes money to make money. And I would
    0:38:44 just say there are many ways to get that kindling. You can do joint ventures, you could do licensing,
    0:38:49 you could do non-diluted financing, which is a fancy way of saying, for instance,
    0:38:53 two startups that I’ve been chatting with have raised money from the government. They’re really
    0:38:58 good at doing that from DARPA and so on. And they get a nice big fat check. It’s delivered
    0:39:04 within six weeks and it does not affect, actually, enhances with lots of leverage their ability to
    0:39:12 raise money in the future. So there are very off-menu approaches to gathering your kindling.
    0:39:19 Yeah. And there’s also the choice you make. If you want to be in the movies, you could invest
    0:39:23 years of your life and pay an enormous number of dues and wait for Hollywood to pick you.
    0:39:31 Or you could sharpen your writing skills and make a two-minute YouTube video. And that
    0:39:37 YouTube video could then find you an audience. And Alana Glazer went on to be in a popular
    0:39:41 Comedy Centralist thing and then a movie star. But she didn’t go in the front door
    0:39:47 because she didn’t have enough kindling to go in the front door. Instead, she found her audience
    0:39:53 and then multiplied. Yeah. There’s an amazing story. People can check it out in a book called
    0:40:00 Rebel Without a Crew by Robert Rodriguez. And when he made, I think it was Mariachi way back
    0:40:07 in the day, he basically came up with his list of assets. And he’s like, “All right, we got a
    0:40:12 turtle. Turtle’s going to be in the movie. All right, my friend has a broken down school bus.
    0:40:17 School bus is going in the script.” And his cousin as a pit bull, great. We’ll figure out
    0:40:23 how to fit it in. And retrofitted the entire script around this. And people thought, wow,
    0:40:28 this must be like a legitimate well-budgeted film. It’s like, no, I just made a list of everything
    0:40:36 I had and then tried to insert them somehow. And he is very good at operating with, I would say,
    0:40:44 lateral approaches to creative output. Are there any other examples of taking the side door, so to
    0:40:52 speak, that stick out to you? Could be for entering a well-established sector. It could be for anything
    0:41:00 at all. In fact, that’s almost always what happens. And the mistake people make is if you find yourself
    0:41:05 saying, “I just need to get the word out. I’ve done all the hard part. Now I just need to get the word
    0:41:15 out.” You haven’t done the hard part. What you’ve done is waited for a miracle. And the people who
    0:41:23 have gone on to build, for example, useful businesses on top of a Kickstarter, stepwise said,
    0:41:27 “All right, I don’t have enough money to build a factory, get into Best Buy,
    0:41:35 do national advertising. But I do have enough money to get 1,000 people to pay me $200 for a
    0:41:41 coffee maker. And then I can do the next one. And then I can do the next one.” So this stepwise
    0:41:50 process, back to time, says the shortcuts are a losery, that the most direct way forward feels
    0:41:56 long in the moment. That I’m going to serve a group of people that so need what I’m doing,
    0:42:01 that they pay for it, and that are so delighted by it that they tell their friends. And then I’m
    0:42:06 going to repeat it and I’m going to repeat it. And if you look at articles on tech crunch and
    0:42:11 places like that, at companies that raised $50 or $100 million, who are going to change the whole
    0:42:19 world overnight, they’re all gone, right? Because you just can’t shortcut that on demand. What you
    0:42:25 can do is find that group of people and bring empathy to them and make a change up.
    0:42:33 Yeah, also with raising that amount of money. Some of them, a handful out of hundreds, will figure
    0:42:38 out a way to make it work. But in most cases, they’re like, “All right, we have an idea on the
    0:42:42 back of a napkin. I think this space shuttle will work. Let’s raise a bunch of money.” And then
    0:42:50 they put together soapbox, derby, space shuttle, and then incinerate themselves, break into a
    0:42:55 million different pieces. That’s the usual outcome. But, you know, I’ll cast no breaks.
    0:43:02 Sometimes it works, but not all the time. And I think that also, I suppose I have a reputation
    0:43:08 for shortcuts, but it’s not really… I don’t think of myself that way. I like to find elegant
    0:43:14 workarounds if they exist, but I’m doing a shit ton of experimentation, taking all the notes that
    0:43:21 I had in that notebook for anything so that I can hopefully make sure I’m not fooling myself
    0:43:24 and that I can replicate. And then if I can do that, I’m like, “All right, let me try that with
    0:43:27 two or three other people.” And they’re like, “Okay, well, let’s expand the scope a little bit.”
    0:43:31 Yeah. And so that’s where feedback loops and network effects come in. So people don’t really
    0:43:36 understand feedback loops. Feedback loops are not feedback. The feedback of, “I’m going to give
    0:43:41 you criticism.” That’s not what we’re talking about. Feedback loops, there are two kinds, positive
    0:43:46 and negative. So a negative feedback loop isn’t actually negative. It’s a thermostat.
    0:43:51 And what that means is if it gets really warm in the hotel room, the air conditioning kicks on,
    0:43:57 if it gets really cold, the heat kicks on. It’s negative in that it keeps it in a central place.
    0:44:04 And a positive feedback loop is like the microphone at a bad wedding that gets that screeching sound
    0:44:09 that goes around and around and around because it keeps getting amplified. So what we seek to do
    0:44:18 is build a project that the next time we do it, it’s going to work even better.
    0:44:27 We want to find an insatiable desire and start the path of filling it. So the insatiable desire
    0:44:31 could be something like status, but it could be something like, “I need caffeine every single
    0:44:37 morning.” That doesn’t fade over time. And as you become the reliable purveyor of caffeine,
    0:44:40 then risk averse people are just going to keep coming back again and again.
    0:44:48 So once you had a small head start with this podcast, you could keep that head start by creating
    0:44:55 ever better episodes of the podcast and no one could ever catch up. My blog in April is going
    0:45:02 to have post number 10,000 and no one’s ever going to catch up to me. But each time there’s another
    0:45:12 post, it becomes more of what people signed up for. And this doesn’t work quite as well when
    0:45:19 you’re talking about shoes because once someone’s closet is filled, the only way for them to buy
    0:45:26 new shoes is to get rid of the old ones. So a Christian Louboutin can’t scale to infinity
    0:45:30 because sooner or later, you run out of people who have the money or you run out of people who
    0:45:37 have the closet space. But what we’re looking for is to build these networks with feedback
    0:45:42 where it works better when I tell my friends. It works better when I have more of it. It works
    0:45:49 better when I do it again. And these insatiable desires are everywhere, but we ignore them and
    0:45:56 instead try to steal market share from somebody else. So I think this ties into one of the questions
    0:46:01 also that I was going to ask you about, which is how can I create the conditions for a network
    0:46:06 affected developer on my project? I suppose is ensuring that you have an answer to, hopefully
    0:46:13 an affluent answer to, can you say or would your clients say or customers, it works better when I
    0:46:18 tell my friends, right? That would seem to be one. There are some very pure examples of this,
    0:46:25 but not many. So a pure example is the fax machine or email. If it’s 40 years ago and you have friends
    0:46:30 who don’t have email, you need to get them to get email because you can’t send email to people
    0:46:38 if they don’t have an email address, right? That Krispy Kreme priced the donuts so that it was
    0:46:44 cheaper to buy a dozen than to buy four. And Krispy Kreme’s were scarce. So if you showed up at work
    0:46:49 with a dozen Krispy Kreme, you were a hero. And so that spread the idea. The more times people
    0:46:57 shared Krispy Kreme, the happier the share was and the word spread. So a lot of things that
    0:47:03 people build don’t have a network effect because there’s no incentive to tell the others. On the
    0:47:09 other hand, something like the Big Lebowski, I can’t talk to you about it unless you’ve seen it.
    0:47:14 So I got to get you to go see the Big Lebowski so we can talk about bringing the room together,
    0:47:22 right? And so it’s built into the idea of a certain kind of movie is we’re going to talk about it.
    0:47:27 Where is the network effect? Why does it work better? Not better for you, but better for the
    0:47:37 user if their friends have it too. So I’m wondering where you would draw the demarcating lines between
    0:47:43 below average, non-existent, moderate, excellent network effects in the sense that you give a few
    0:47:48 examples. I’m wondering, for instance, where something like Magic the Gathering would fall.
    0:47:53 It seems sort of intrinsic to the nature of games themselves that if you want to play a game
    0:47:58 and it’s not a solo venture, you need other people to play. Magic was very beautifully designed
    0:48:08 by blanking on his first name, something Garfield, I believe. But the collectible aspect to it also
    0:48:13 and the competitive aspect, all of these things combined to help make it a real incredible
    0:48:18 phenomenon. But it’s ultimately a game you need other people to play with you. But how would you
    0:48:25 think about that or any other examples that come to mind? If you’re really trying to dial this to
    0:48:33 11 to use a spinal, it works better when I tell my friends. There are some obvious examples that
    0:48:38 spring to mind, Facebook, something like that. But Krispy Kreme, another good example. It’s a
    0:48:43 better one you tell your friends. You end up being a hero. Great. So that is a meandering
    0:48:50 caffeine-infused speaking of caffeine. Lead into what I think is a question, but I’ll let you take
    0:48:58 that wherever you want. So for people at home, I’m cheating. I made these decks of cards that
    0:49:03 people can get and they have 200 questions on them. And what you do is you play them out
    0:49:09 so that you can challenge your peers to work with you, to start working your way through these
    0:49:16 questions. The book has more than 1,000 questions in it because the questions are how we open the
    0:49:22 door. So in the case of the network effect, what do people want? Well, at some level,
    0:49:28 there is a desire for mechanical efficiency that you want everyone to drive on the right
    0:49:33 side of the road if you live in North America. Because if some people drive on the other side
    0:49:38 of the road, someone’s going to die. And so there’s very much of a network effect about which side
    0:49:43 of the road are we going to drive on. There’s no disagreement whatsoever. Those spots are mostly
    0:49:49 taken. So now we have to say, what do people want? And I think people only want two things.
    0:49:56 Three, freedom from the feeling of fear. Let’s leave that aside. The other two are status
    0:50:00 and affiliation. Affiliation is who you’re hanging with, who you’re friends, who’s at the table with
    0:50:07 you, are you alone? Affiliation is, I got invited to a fancy wedding in the Hamptons a couple months
    0:50:13 ago. We pull up, you had to park your car, and then a golf cart would take you in. And there’s
    0:50:19 three of us waiting. It’s Helene, my wife, and I. And I’m wearing a suit. And there’s a guy
    0:50:27 who’s also waiting. He’s wearing a tuxedo. And I’m like, uh-oh. It’s going to be a long night.
    0:50:35 And I’m feeling really bad for myself. Didn’t I read the invitation? And then two more cars pull
    0:50:45 up, and three people in suits get out. So now you can hear this guy going, uh-oh. Because
    0:50:51 he was the only person in a tuxedo. Why should it matter? It’s still closed. Well, it does matter
    0:50:57 because where do you fit in? And status is who’s up and who’s down, who’s winning.
    0:51:05 So something like Magic the Gathering said to a kid who might see themselves as lonely,
    0:51:08 this is a really good way for you to hang out with other people without having the kind of
    0:51:13 conversations that make you uncomfortable. You can talk about dragons and orcs and stuff like that.
    0:51:20 But by making them collectible, they also built in status. Because if you have a thicker deck
    0:51:26 or a more valuable deck, you’re moving up with people that you’re competing with. And those two
    0:51:31 things kept dancing back and forth and back and forth and back and forth. So what we’re probably
    0:51:38 doing when we build a modern entity that’s going to use the network effect is we are offering people
    0:51:44 either affiliation. Everybody else is doing this. You are being left behind. Or status,
    0:51:49 which is you’re in the right room and other people aren’t. And if you leave this room,
    0:51:54 your status is going to go down. And so if you do the math of the TED conference,
    0:52:01 that’s all it is, status and affiliation. If you do the math of why people have the latest
    0:52:07 version of earbuds or whatever, status and affiliation over and over again. Are we giving people
    0:52:15 creating the conditions for them to get the status they seek or the affiliation they crave?
    0:52:22 And that brings up one of the scariest non sequiturs in the book, which is the creation of
    0:52:31 tension. If you want to make change happen, you have to create tension on purpose, not stress.
    0:52:37 Stress is bad. Stress is your trap. Stress is life is bad. Stress is you want to leave, but you
    0:52:45 can’t. Tension is what happens if I pull a rubber band back and then let go. I had to pull it backwards
    0:52:51 to get the rubber band to go across the room. So if I say Taylor Swift is playing in Amsterdam
    0:52:58 and there’s only 400 seats left, I created tension because everyone who wants to go knows that there
    0:53:03 are more than 400 other people who want to go. They better hurry and get their mom to give them
    0:53:08 the money or else they’re going to be left out. By creating tension, the concert promoter fills
    0:53:13 the venue. If there is no tension, no one’s going to come because they think I’ll just stroll in
    0:53:19 if I feel like it. So scarcity creates tension. Lack of affiliation creates tension. The desire
    0:53:24 for status creates tension. When you’re out trying to raise money and someone says to you,
    0:53:29 “Who else is invested?” Why would they ask that question? They’re asking about affiliation. They’re
    0:53:33 asking about status. If you say, “I have term sheets from three people and I only have room for one
    0:53:40 more person,” you create a tension. So we’re constantly doing it, but we rarely do it on purpose.
    0:53:46 Could you say a bit more about affiliation status? Sidebar Richard Garfield is the
    0:53:51 mathematician who designed Magic the Gathering. There’s a great episode on a podcast called
    0:53:57 “Think Like a Game Designer” that has Richard Garfield on it, which I suggest to people.
    0:54:00 Affiliation and status, could you perhaps give an example
    0:54:12 from book writing or from podcasting? Yeah, let’s talk about books. Why do authors blur
    0:54:21 each other’s books? You don’t see Tim Cook blurbing an Android phone. So why are authors so eager to
    0:54:27 put their names on each other? Why do they not only permit but celebrate the idea that they’re
    0:54:31 sold next to all the other books? Books don’t sell at the supermarket. They sell next to the
    0:54:38 competitors because you get status if you’re published. It used to be more by a famous publisher.
    0:54:43 You get status if you’re reviewed in a certain kind of review. You get status if you’re
    0:54:50 face out. You get affiliation if you’re seen in the same category as Stephen King or Elmore Leonard.
    0:54:54 It’s us high school over and over and over again. Okay, so that applies to the authors.
    0:54:59 What about writing books if people are trying to pull some of these levers
    0:55:03 for pressing the buttons of affiliation and status for readers?
    0:55:09 Yeah, what might that look like? There are a couple of elements here in the idea of fiction.
    0:55:16 If someone says, “Have you read Middlemarch or have you read Catcher in the Rye?” and you say,
    0:55:20 “Well, of course,” and you say something smart from it, your affiliation with that person
    0:55:26 was established. If you said, “What book? Catcher in the Who?” your status goes down. You don’t
    0:55:33 have a bridge to talk about it. So on the Upper West Side and those fancy apartments at the Dakota,
    0:55:38 that’s all people are doing is signaling to each other. I belong here because I just read
    0:55:43 what you read and I have an opinion about it. And the same thing is true a thousand miles away,
    0:55:49 but people are talking about NASCAR. It’s exactly the same thing. We don’t need the cars to go around
    0:55:54 in a circle. We need the conversations that we have about the cars going around in a circle.
    0:56:05 And how can you design a product or a company or a book to do that more effectively rather than
    0:56:10 less effectively? Exactly, because there are certain things that culturally, when they reach a
    0:56:15 critical mass, Game of Thrones as an example, there was a point where that was such appointment
    0:56:21 viewing and such a dominant conversation that people just felt completely out of the loop and
    0:56:29 like schmucks if they weren’t able to have at least that common touchstone for conversation.
    0:56:33 I’m not saying everyone, but a lot of people, it was that dominant. Harry Potter, another example. But
    0:56:41 those are already stratospheric successes. So in the early stages, what types of questions should
    0:56:49 people ask or what types of thought experiments should people do when trying to run their idea
    0:56:54 through or their product or whatever it might be through the filter of affiliation status
    0:56:59 and then the other one that we tabled? It’s back to the conditions. Create the conditions
    0:57:06 for the people in the smallest viable audience to have to talk about it. So Tina Brown took over
    0:57:12 the New Yorker. It was failing the New Yorker magazine. And what she did, it cost a fortune,
    0:57:22 is it used to come out on Mondays by messenger on Sundays, 4,000 people got the New Yorker delivered
    0:57:30 to their apartment. Now, if you’re one of the 4,000, your status goes up. But it only goes up if
    0:57:35 people know that you are one of the people on Tina’s list. So the first thing you’re going to do
    0:57:41 when you get to work on Monday, talk about the New Yorker. Yes, the New Yorker, because you talking
    0:57:47 about it is the only way for your status to go up. And now people who want to be in your circle
    0:57:52 feel left out. So they have to quickly go read it. And it becomes a topic of conversation.
    0:57:58 But only for 4,000 people. It was enough because of that center. Alcoholics Anonymous,
    0:58:03 which isn’t anonymous at all. The first rule of Alcoholics Anonymous is you talk about Alcoholics
    0:58:08 Anonymous only started with 12 people in a room. No one knows where the headquarters are. No one
    0:58:18 knows. Each person got one of the steps. Well, good point. And so once you have that tiny circle
    0:58:24 of people and you do everything you can to create the conditions to change the lives of those 12
    0:58:34 people, their desire for affiliation to pay back to those they’ve harmed as a form of establishing
    0:58:40 a new status in the world, begins the kernel of its spreading. But back to the axis of time,
    0:58:46 it took decades before Alcoholics Anonymous was Alcoholics Anonymous, right? You can’t make
    0:58:52 something like that work overnight. If you’re going to talk about a TV show, what’s the biggest
    0:58:58 strategic mistake Netflix made? And it’s hard to criticize Netflix strategy because of what they
    0:59:07 built, but it’s this. They forgot to stop the binge watching. When they started with the binge
    0:59:13 watching, the strategy was this. And this is one of the questions in the book. What are we willing
    0:59:20 to do that our competitors aren’t? And they knew that the TV networks and the cable networks
    0:59:27 would never be willing to show all the episodes of a series at once because they had to defend
    0:59:33 their whole model and the way they paid for the shows. So Netflix said, we’re just going to
    0:59:38 let you see the whole series in one day. The more you watch Netflix, the less you’re watching
    0:59:43 somebody else. We’re going to get you hooked on this because you’re not going to get involved in
    0:59:49 other shows because you’re going to be impatient. And it worked. They really struck a blow by doing
    0:59:58 that. But what it cost them is the water cooler because you’re afraid to talk about episode four
    1:00:03 of Secession because your friends are not caught up yet and you’re going to spoil it for them. So
    1:00:11 we don’t talk about it as much as if it was every week. And so shifting gears, and I talked to Ted
    1:00:16 about this and he didn’t have a good answer, is like about four years ago, they should have switched
    1:00:22 back to once a week. They use the binge watching to basically build a critical mass of market share
    1:00:29 and then dial it back to more appointment view. Exactly. Because then, the only people aren’t
    1:00:33 paying for Netflix are going to keep feeling worse and worse because everyone’s going to be
    1:00:39 constantly talking about the new show on Tuesday. They’re not in. So that’s going to be the incentive
    1:00:42 for them to become one of the last people who isn’t paying for Netflix.
    1:00:48 And let me pick up a few other questions. We can, of course, move in some methodical way,
    1:00:54 but I kind of like the scattershot improv jazz. So there are two, and I’m selfishly asking because
    1:01:00 I want to hear your thoughts on this since I am experimenting, as you know, with the currently
    1:01:07 codenamed notebook and will be releasing serially initially. So I want to set the conditions such
    1:01:14 that good things can come as domino effect later. So one of the questions I’ll give you
    1:01:20 to, you can pick or we can do both. So one is, how will early successes of my project make later
    1:01:26 successes more likely? And then, how big is my circle of us and circle of now? What can I do to
    1:01:32 expand them? The second one, we’re going to treat a little differently, but the first one,
    1:01:42 I think is really important. The challenge of nonfiction writing in this world today is TLDR.
    1:01:47 And for people who never read the dictionary because they were too busy, it stands for Too Long
    1:01:52 Didn’t Read, which means I don’t have time to watch all of Dune. Just tell me in three sentences
    1:01:58 what it’s about. People don’t usually say that about a movie like Dune, but they say a lot
    1:02:05 about the books that people like you and I write. And James did a great job with atomic habits,
    1:02:13 but I will be delighted to wager that many people didn’t read the whole thing because they bought
    1:02:17 it so they could understand what it was about. And then once they understood what it was about,
    1:02:21 their problem went away. Same thing is true with the four hour work week, same thing is true with
    1:02:25 permission marketing. If you read the first three chapters of permission marketing, you know what
    1:02:31 it’s about. And now you say, I don’t need to go into more detail. I’ve solved my problem here.
    1:02:38 So the challenge you face with the notebook is if someone says Tim’s got a new book, you just
    1:02:46 create a tension because they don’t know what it’s about. And then if someone says it’s about this
    1:02:50 and they solve the tension problem, their problem goes away and they’re going to move on.
    1:02:58 Early successes don’t lead to later successes. This is not what happens with the Bible because
    1:03:08 the Bible is part of a cultural thing that people keep coming back to over and over again. And status
    1:03:15 is accorded to people who spend more time reading it. And so the key to making a nonfiction book
    1:03:24 work is to put it at the center of a community. And so a weird, seemingly unrelated story. Back
    1:03:30 when I was starting out and I was really struggling, there were many days when no money was coming in
    1:03:35 whatsoever. And someone said to me, why don’t you do something useful? Like, I don’t know,
    1:03:41 invent the seedless cherry. And I took this personally. So the next morning I called the
    1:03:46 US Department of Agriculture. And I asked, this was before the internet. And I asked for the cherry
    1:03:50 department. And they had a cherry department. And this guy answers the phone, he says, cherries.
    1:03:56 And I say, I’m on a quest. I want to figure out how to make a seedless cherry. And he said, well,
    1:04:01 a seedless cherry is actually quite easy. But you wouldn’t want to do it because it would still have
    1:04:07 a pit. And the thing is the seeds inside the pit. And if you don’t have a pit, you can’t have a cherry.
    1:04:13 Because the way droops, that’s the kind of fruit like peaches, grow is they have to have a pit,
    1:04:20 and it all grows around the pit. So no pit, no cherry. That’s the way it goes. And so the book
    1:04:25 is the pit. And in the case of permission marketing, I wrote a book, but it turned into a
    1:04:33 $100 billion year industry that MailChimp and HubSpot and all the others, they were built around
    1:04:39 the idea in that book. So your status at work would go up if you knew more of the detail.
    1:04:46 Your connection would go up if you could stay current with it. But if that hadn’t happened,
    1:04:52 then my career wouldn’t have happened either. Because all I did was show up with a pit,
    1:04:59 and then the fruit showed up around it. So what you have done is somewhat with intent
    1:05:04 and somewhat without, is there is now a vibrant community of more than a million people
    1:05:09 who talk about what you do, who listen to your interactions, and you are the pit,
    1:05:15 but they’re the fruit. And they need you to keep narrating these conversations.
    1:05:19 If you’re going to make it a book work, you’re going to have to figure out how to make it
    1:05:25 drip in a way that keeps making each installment worth more because you’ve read the previous one.
    1:05:32 Yeah, that’s part of what I’m excited about and a little nervous about, but I really think it’ll
    1:05:38 work is to workshop the book effectively, right? Because there are already 500+ pages and a lot
    1:05:47 of them are polished. But by creating a community of beta testers and early readers on something
    1:05:55 like Mighty Networks for Circle or one of these platforms, and it’s a challenge worth attempting.
    1:06:00 I really think so. I’ve also just done it the other way so many not as many times as you have,
    1:06:02 but done it five times. But more successfully than me.
    1:06:08 But I mean, let’s think about volunteer firemen for a minute.
    1:06:10 Yeah, I’m just going to use that interjection from now on. I love it.
    1:06:18 Thankfully, except for tragedies like in California, there are far fewer house fires
    1:06:24 than ever before because of building codes and other things. And yet, volunteer firefighters
    1:06:29 continue to show up. They show up at the fire station and they connect with each other around
    1:06:34 firefighting. But firefighting isn’t the point. The point is the volunteer part,
    1:06:41 the connection part, the affiliation part. And so what Gene has done with Mighty Networks is very cool,
    1:06:49 but at its heart, it’s, what do I get from the other members of the network? What do I get from
    1:06:55 the pit? Yeah, 100%. And so that’s where your opportunity is. Yeah, it doesn’t work for me
    1:07:00 otherwise. Also, I don’t want to be, you know, time to make the donuts for people who are old
    1:07:06 enough to get that reference for the Dunkin’ Donuts commercials from the ’80s. Let’s come back.
    1:07:10 We don’t need to spend time in this, but I’m curious, how big is my circle of us and circle
    1:07:16 of now? What can I do to expand them? This was the most heartfelt part of the book for me,
    1:07:20 and it’s the one that people ask me about the least. So I’m thrilled that you brought it up.
    1:07:28 The circle of now goes back to time. A toddler has a circle of now that lasts seven seconds.
    1:07:33 If they don’t get what they want within seven seconds, they have a tantrum.
    1:07:40 Somebody at the peak of their maturity might have a circle of now that lasts a decade.
    1:07:49 I am going to go through medical school and pay out money and have no fun for six or eight years,
    1:07:55 because after that, I will be able to achieve my dreams. That’s a very big circle of now.
    1:08:02 So when you pick your partners, when you pick your investors, when you pick your customers,
    1:08:07 it would really help if you would pick people whose circle of now is sort of similar to your
    1:08:13 circle of now. And one of the giant crises that we’re all going to live with is what’s happening
    1:08:18 to the climate, because a whole bunch of people have a circle of now that’s fairly short that says,
    1:08:23 “Yeah, but my house is cold, so I’m going to chop down the furniture to put it in the fireplace to
    1:08:27 warm things up.” And other people have a circle of now that’s much longer that says, “I’m here for
    1:08:33 the seventh generation. What do I sacrifice today to help them later?” That’s a circle of now.
    1:08:39 The circle of us is a toddler who cares about themselves and maybe their parents.
    1:08:46 It’s a very small circle. Whereas someone like my friend, Jim, who runs the Fuller Center,
    1:08:52 Nourishel, who’s been providing housing and sustenance for strangers for decades,
    1:09:00 his circle of us is tens of thousands of people. It’s a much bigger circle. So when we think about
    1:09:07 our strategy, we’ve got to keep coming back to, “Well, how big is my circle?” Because even Ayn Rand
    1:09:13 cared about more than one person, that the circle of us generally is more than just me,
    1:09:19 and the circle of now is generally more than just the next 30 seconds. The exception is if
    1:09:24 you’re drowning. If you’re drowning, the circle is you and the circle is now. That’s all there is.
    1:09:32 But we’re not drowning. So how do we grow into big enough circles and how do we create the conditions
    1:09:36 for the people around us to have similar circles? Because if we’re measuring the right things,
    1:09:41 they’re going to measure the right things, and we’re going to get what we seek to get.
    1:09:48 You, in addition to affiliation and status, there was one other need. I want to say something
    1:09:53 like extinguishing fear, something like that. It’s the freedom from the feeling of fear.
    1:09:57 There we go. All right. Where does that fit in? It can short-circuit everything.
    1:10:03 If you are in a movie and the fire breaks out, you’re not really going to focus on affiliation
    1:10:09 or status. You’re just going to focus on survival. Most of us are lucky enough that we’re not in
    1:10:17 burning buildings, but it’s very easy to be persuaded by marketers or manipulators, and it’s
    1:10:23 very easy to get into a doom loop where you imagine that you are in a burning building,
    1:10:31 and so all these things happen. So when we think about how do we get somebody in a hospital to
    1:10:38 allow us to do an operation on them or make an incision, well, that’s because they believe that
    1:10:43 the fear will go away if they can get through this. That’s not about affiliation. It’s not about
    1:10:51 status. So I put it to the side because most of us should not be in the business of dramatically
    1:10:57 inflicting fear on other people. Yeah, ideally. And so that’s why I keep coming back to the other two,
    1:11:06 because in civilization, it’s mostly status and affiliation. What are other portions of the book
    1:11:14 could be questions, themes that you think are important for entrepreneurs or would-be entrepreneurs
    1:11:21 to understand that might get glossed over? So I can think of things from all of my books where
    1:11:26 I’m like, “Man, there’s this one piece. Maybe I didn’t emphasize it enough. People tend to skip
    1:11:31 over it,” and that is a very important piece of the whole puzzle. I’m wondering if there’s anything
    1:11:37 that comes to mind for this strategy. We’ll talk to the freelancers in the room first.
    1:11:40 I’m a freelancer. I have no employees. You’re looking at my whole team.
    1:11:45 I’ve been an entrepreneur. It’s a different job. Entrepreneurs build something bigger than themselves
    1:11:50 to get paid when they sleep. They use outside resources to build something they could sell,
    1:12:00 whereas freelancers do a craft. And the only way to move up as a freelancer is to get better clients.
    1:12:06 You can’t work more hours, and hiring junior versions of you is not sustainable, because if
    1:12:09 someone, a junior version of you is better than you, they’re not going to take the gig. And if
    1:12:16 they’re worse than you, your clients are going to be unhappy. So getting better clients is the
    1:12:23 defining step, the goal, if you’re going to be a successful freelancer, and you don’t get better
    1:12:30 clients by doing a good job for bad clients. You get better clients by becoming the kind of
    1:12:37 freelancer good clients want to hire, which leads to the two big insights that people skip over,
    1:12:44 which is when you pick your customers, you pick your future. And when you pick your competitors,
    1:12:48 you pick your future. So let’s take them one at a time. When you pick your customers,
    1:12:55 if you pick people who are cheap, frazzled, in a hurry, don’t read the instructions and are
    1:12:59 disloyal, well, now you know how you are going to spend your days.
    1:13:03 I can’t believe you guys wrote me into the bus like that, Seth. Yeah, it’s going to be a rough
    1:13:06 ride if that’s what you’re signing up for. But that’s what most people do, because those are the
    1:13:13 easiest customers to pick. And if instead you pick customers that might be harder to acquire,
    1:13:19 but demand better quality and insist on paying for it, who are eager to talk about what you do
    1:13:24 and blah, blah, blah, blah, blah, your future is going to change. So when you pick your customers,
    1:13:30 you pick your future. And the second one, which goes with it, when you pick your competitors,
    1:13:37 if your competitors are ruthless, cutthroat, immoral, and constantly racing to the bottom,
    1:13:44 you’re going to be pressured to do the same. And so the industry you walk into, and I’ve been in
    1:13:52 many industries, and the reason I’ve stuck with the book business is that my competitors
    1:13:56 are my friends. I have no secrets from them, and I delight in spending time with them.
    1:14:02 That’s not true, for example, in the toy business, the people in the toy business who compete with
    1:14:08 each other, there’s secrets and there’s lawsuits and everything else. So we should make these
    1:14:14 decisions on purpose. And the same thing is true with who you’re going to get your funding from,
    1:14:18 because if you show up in Silicon Valley, you’ve decided what kind of company you’re building.
    1:14:23 And if you raise money from dentists in Iowa, you could build a different kind of company.
    1:14:31 Yeah, and if you bootstrap yet another kind of company, all the other. Let me just make this
    1:14:39 into a private consulting session. Gotta strike while the iron is hot here. So with communities,
    1:14:46 because you have worked with and helped cultivate many different communities for different purposes,
    1:14:53 right? You’ve got Alt-MBA, you had a mass collaboration for the Carbon Almanac,
    1:15:00 and you have experience with this, whereas I really do not, at least in a community management
    1:15:06 perspective. And one thing that’s been rattling around my head, and I haven’t landed anywhere
    1:15:12 where I feel high degree of conviction is in building a community for, say, this serial release
    1:15:16 of the notebook, the principal goal of which is to make the book as good as possible,
    1:15:21 but also to get people excited and to see if things work. And that is part of making the book
    1:15:27 as good as possible. We have already tested pretty much everything, but it has to work for
    1:15:31 a certain critical mass. Doesn’t need to be everybody, but a certain critical mass of people.
    1:15:40 And I have wondered whether the community should be limited and free or limited and paid, even
    1:15:48 if it’s a nominal fee. I have a lot of fear associated with the paid, because sometimes
    1:15:53 people, if they pay $5 a month, they expect me to be their 24/7 life coach on demand.
    1:16:00 And that is not something I want to sign up for. And we could and will boot people who end up just
    1:16:06 being too high maintenance. But how might you think about this? So I’ve leaned towards free,
    1:16:10 because I mean, the money wouldn’t really matter. But for instance, when I’ve done
    1:16:16 in real life gatherings, I don’t care about the money that comes in through ticket sales.
    1:16:22 I do care about having an accurate headcount so we can plan for the event. And if people have to
    1:16:26 even just put in their credit card for a $1 payment, they are more likely to show up.
    1:16:29 So these are some of the thoughts rattling around. How would you chew on that stuff?
    1:16:37 The money always matters, because money is nothing but a story. It is not a pile of green
    1:16:45 things or Bitcoin. It is a story. So years ago, I did an event in New York for non-profit leaders.
    1:16:48 I wanted to make sure they showed up, but I didn’t want their money. And so I said to them,
    1:16:56 you’ve got to bring a check for $100 made out to a charity IPIC. And at the end of the event,
    1:17:01 if you don’t think it’s worth it, you can take the check back. But I knew that everyone would
    1:17:07 have skin in the game. And I was heartbroken that some people took the money back because their
    1:17:12 mindset of donation was, I’m already working in a non-profit. I don’t give money to anybody else,
    1:17:18 which was heartbreaking. But it helped me see how deep the money is a story thing.
    1:17:23 So you mentioned three communities that I’ve been lucky enough to be part of. And in each case,
    1:17:28 the money was different. So at the Carbon Almanac, it was my full-time job for a year and a half.
    1:17:36 I was a volunteer, and so were the other 1,900 people. No one got paid, no one paid. And I don’t
    1:17:43 think community management is as important as community leadership. Community leadership
    1:17:51 is about creating, again, creating the conditions for the community to lead itself. So my job was,
    1:17:57 what are things like around here? How do we talk to each other? Who gets to stay and who has to
    1:18:04 leave? But once I could do that, then the amount of actual management I had to do was fairly
    1:18:13 minimal because the right people were in the room. The Alt-MBA, we wanted to establish that it was
    1:18:21 a bargain compared to $200,000 at Stanford and that it wasn’t some simple online course. You had
    1:18:28 to show up every single day. And so we charged $3,000 to $5,000, and thousands of people went
    1:18:35 through it. And the fact that people paid a lot was very important because they got more than that.
    1:18:42 And the minute that wasn’t going to be true, I should stop doing it because the whole premise was,
    1:18:46 your time is worth even more than the tuition. We’re never going to cut a corner because we
    1:18:54 have unlimited money to spend on this facility. And the third one is called Purple Space, which
    1:19:02 runs now, costs $20 a week. And the reason people pay to be in it, that I need them to pay to be in
    1:19:09 it, is so that they’ll show up. Because like many asynchronous online communities, it’s easy to join,
    1:19:16 but then it fades on your priority list. So what I would push back on is,
    1:19:22 you said that the purpose of the community is to make sure the book works and to make sure the
    1:19:27 book is good. I don’t think that’s the purpose of the community. Now, it’s your community,
    1:19:33 so you get to decide. Yeah, I know, push back. I think the purpose of the community is to build a
    1:19:41 place where using some of these core ideas, the people who engage with each other, supercharge
    1:19:48 their journey to where they want to go. If that’s what it’s for, then a side effect is the book’s
    1:19:55 going to be good. That will be my indicator for the book working. If people have successes, help
    1:20:04 one another, and I see that as a natural outgrowth of their engaging with the material, if those are
    1:20:09 the tendrils that grow out of the soil, then it will have worked. Nothing less than that.
    1:20:13 But that’s why you charge for it. You charge for it, not because please come here and help Tim make
    1:20:19 his book then. But I work so hard on it, Seth. You’re charging for it because you’re saying,
    1:20:24 if you’re going over there, over there, that’s where I’m taking people. If you’re going over there,
    1:20:30 I think this is worth a lot of your time and $100 out of your wallet. At any time,
    1:20:35 you don’t think it’s worth $100. You just hit this button and you’ll get the $100 back. That
    1:20:41 means I have to work overtime to make sure that people would rather stay in it than click that
    1:20:44 button and get their money back. Cool. All right. Lots to chew on.
    1:20:52 Could you say more about community leadership? Management and leadership. Ray Kroc and Henry
    1:20:58 Ford were pioneers of management. Frederick Taylor had a stopwatch, and we got the phrase
    1:21:05 “Zoom in resources” from the idea of treating people like a machine. If you’ve ever heard the
    1:21:10 phrase “being jerked around” or “calling someone a jerk,” it comes from the Henry Ford Model T
    1:21:15 plant because you would watch the workers and they would be dancing around like marionettes
    1:21:18 because there was someone like a stopwatch on every single motion.
    1:21:26 This is management. Management is super effective at a fast food restaurant or at any
    1:21:32 process that you need people to act like a machine. If you don’t do it, no one’s going to show up
    1:21:39 for their shift, your productivity may go down. Leadership says, “I don’t know the right way,
    1:21:45 but I might be able to build a community of people in a place where they find the right way.”
    1:21:52 I can’t tell people what to do at every step because I don’t know, but if I get the right
    1:21:57 people in the room, here’s an example I love from the leadership category. I’m talking about
    1:22:04 Google a lot today. I’m not sure why. Early on, Google was going to go out of business,
    1:22:08 and it wasn’t from lack of revenue. It was because the internet was too big.
    1:22:16 The computers they were using to index the web weren’t fast enough to keep up. Doing a
    1:22:22 search on Google went from taking a tenth of a second to seconds, and people just weren’t
    1:22:31 sticking around. Two engineers worked overtime and figured out how to hack Dell hard drive controllers
    1:22:38 so that they put the data that was most needed near the outside of the spinning disk
    1:22:42 so that the hard drive could get there faster. That’s awesome.
    1:22:49 This is the greatest hack of all time. I promise you that Sergey and Larry did not think to tell
    1:22:56 them to do this. Leadership says, “Let’s get the right engineers in the room, give them the right
    1:23:01 resources and the right problems to go solve things with an incentive of status and affiliation for
    1:23:09 doing so.” Now, with AI, doing most of the jobs where we can write down specifically what we need
    1:23:16 done, management is going to get less and less important, and leadership becomes more and more
    1:23:22 important, which is why strategy matters so much, because you want to tell people the strategy and
    1:23:30 let them find tactics. The fancy hotel that says to its front-line workers, the people who are
    1:23:36 changing the sheets and stuff, here’s $250 per customer. You can spend it any way you want.
    1:23:41 If a customer is unhappy, give them free dinner, give them whatever you want. $250,
    1:23:48 we’re never going to question you doing it. That lets your front-line have tactical control,
    1:23:52 but you’re not changing the strategy, which is this is a luxury hotel.
    1:23:59 There’s a book I’ll recommend to folks. It’s very fast read. It’s by Will Guidara.
    1:24:06 “Unreasonable Hospitality,” and it’s a great example of how far you can push that.
    1:24:14 Will lives this. He’s a great guy, and so is his wife, Christina. He understands that you don’t
    1:24:23 manipulate people with hospitality, which is easy to try to do, but ultimately gets you in trouble.
    1:24:30 Instead, you serve them with hospitality, and you can see it break down at places
    1:24:36 like Madison Square Garden, when he has a temper tantrum and starts scanning the faces of people
    1:24:41 walking in and kicks lawyers and their kids out of the venue. That’s not hospitality.
    1:24:46 Who’s doing that? The guy who owned Madison Square Garden. I can’t remember his name.
    1:24:52 There were people who were challenging him in the outside world, and he just started acting like
    1:24:58 the emperor. The point is, hospitality is a point of view, and it’s a point of view
    1:25:06 that sits right next to leadership. It doesn’t mean you’re giving away free candy all day long.
    1:25:12 What it means is we agree on where we are going, and then I trust you to help us get there.
    1:25:18 Yeah, as far as storytelling also, or setting conditions such that your customers will tell
    1:25:24 stories, it’s a fun book to listen to. It was recommended to be my one of the top game designers
    1:25:30 in the world who has nothing to do at face value with hospitality. He was like, “I’m halfway through
    1:25:37 this. You have to listen to it.” There are still stories that have stuck in my mind from that book,
    1:25:44 and for those who don’t know, just very briefly, it tells the story primarily of 11 Madison Park
    1:25:51 going from scrappy startup to one of the top, if not the top ranked restaurant in the world,
    1:25:56 and is a very fun listener read. Can we tell the hot dog story?
    1:26:04 Go for it. So let’s be clear. Anyone who goes to a clothing store is already wearing clothes.
    1:26:11 Speak for yourself. I didn’t say they were nice clothes. Anyone who goes to 11 Madison Park for
    1:26:19 dinner in the old days to spend $400 already has food in their house. You’re feeding people who
    1:26:24 already had lunch, so you’re not selling the food. Will was the front-of-house person,
    1:26:32 matriodian stuff, and he trained the staff relentlessly. One of the staff is serving a couple
    1:26:40 that’s celebrating their 40th or 50th wedding anniversary, and there’s 14 courses. During
    1:26:45 the third course, the waiter overhears the wife saying to the husband, “Do you remember our first
    1:26:51 date? Our first date in New York was right in that park, and you bought me a hot dog because
    1:26:58 that’s all we had was 25 cents. You bought me a hot dog from a hot dog cart right there in Madison
    1:27:08 Square Park.” So the waiter goes back to the kitchen, and somehow they get a New York City hot dog
    1:27:15 with the roll and substitute it out for the sixth course. And so instead of bringing them
    1:27:24 clams, casino, whatever it is on their plates wrapped in the greasy paper is a New York City hot
    1:27:29 dog. That’s hospitality. It makes me cry every time I hear that story.
    1:27:33 Oh, yeah. There are a lot of really good stories in that one. All right, Seth. So
    1:27:38 for somebody who’s thinking to themselves, “All right, I want to sit down.”
    1:27:46 And I’d like to shake the snow globe of my mind with some questions, some more questions that I
    1:27:52 can use to land on approaches or solutions strategy, as it were. Do you have any other
    1:27:58 favorite questions or perhaps counterintuitive questions, any questions that you might toss
    1:28:05 out there as good fuel for the fire? I have one question to get you started and then two
    1:28:08 interesting challenges. The question to get you started is, if you were forced to
    1:28:16 increase your prices by 10x, what would you do? And this really unsettles people because they
    1:28:20 know how to think about if they were forced to have their prices because their competitors are
    1:28:26 racing to the bottom. But if your competitors weren’t changing and you had to charge 10x,
    1:28:31 what would you do different? Well, for example, this is where Concierge Medicine came from.
    1:28:35 Because all these other doctors are saying, “How can I take more insurance?” And one doctor
    1:28:39 shows up and says, “I’m going to charge 10 times more and this is why people are going to get in
    1:28:45 line to pay for it.” But it doesn’t have to be luxury goods for the ultra-wealthy. There are
    1:28:50 lots of things where you could imagine charging 10 times more. This is where the bottled water
    1:28:56 industry in the United States came from, charging infinite times more. So that’s one question I
    1:29:02 like to ask. Another one is, if you were sure you were going to fail, what would you do anyway?
    1:29:07 And I think that tells me a lot about who you are and what you stand for.
    1:29:14 So two ideas then to follow that up with. The first one comes from a social scientist
    1:29:19 in the 1920s and Adam Grant wrote about this in a recent book, which is the idea of scaffolding.
    1:29:30 Scaffolding is what effective teachers do. That pedagogy teaches us that the way we learn almost
    1:29:36 everything that matters, walking, talking, is on our own. We’re autodindex. We teach ourselves
    1:29:44 to failure. But when things get more complicated, like fractions, people get stuck. Scaffolding is
    1:29:50 creating the condition so on those stuck moments, you work your way through it and then you get
    1:29:57 back on track. And scaffolding, or the lack of it, explains in large measure why people in some
    1:30:04 communities can’t figure out how to get out of their rut and move up different status categories.
    1:30:11 Because when they hit a speed bump at nine or 10 or 12 years old, there isn’t a learned, wise,
    1:30:18 focused adult maybe who could help them through that moment. The scaffolding are the ladders we
    1:30:24 build to help people get through the tough stuff. Now, are those traits like grit, resilience,
    1:30:31 whatever it might be? Are they lenses of looking at things like failure as feedback? Are they
    1:30:37 other tools? What is the scaffolding? All of it. So if you’ve ever tried to use Fusion 360 from
    1:30:44 Autodesk, I have not. The scaffolding is almost non-existent. I’ve been building and using software
    1:30:49 for 50 years. I can’t figure out how to use this software. And when I get stuck, there’s nothing
    1:30:58 to hold on to. Whereas, part of the magic when the team built the first Mac is every app had the
    1:31:03 same structure. So there was scaffolding, building, you knew where to go to get to the next thing.
    1:31:13 If you’re trying to build an entity of any scale, where is the scaffolding for when a customer gets
    1:31:19 frustrated? Where is the scaffolding for when someone’s going to veer off and use a competitor?
    1:31:23 Where’s the scaffolding if they don’t know what to tell their boss or their friends? If you give
    1:31:30 them handholds right where the handholds belong, thinking about a rock climbing wall, people are
    1:31:35 going to grab the handhold. So you can’t take them through the whole thing, but you can make sure
    1:31:44 there are handholds in the right place. So where is the scaffolding? The idea that Yahoo had was
    1:31:49 to put buttons everywhere, hundreds and hundreds of buttons. And the idea Google had was to give
    1:31:55 you a fill in the blank that when chat GPT came out, the scaffolding was type something. And that
    1:32:00 puts a lot of pressure on what it writes back. Because if you had typed something that says,
    1:32:05 “I don’t know,” you’re not going to use it three times. You’re going to stop. So you’re making
    1:32:10 these bets on what’s it going to be like, what’s going to happen after that. And now I want to
    1:32:16 talk about probability and games and decisions. So if I have a standard deck of cards–
    1:32:18 What is your deck of cards called, by the way?
    1:32:27 It’s called the strategy deck. The only place you can get it is at sest.log/tis and it’s really
    1:32:33 cool. If I have a deck of 52 cards and I say, “Tim, pick a card,” what are the odds you’re going
    1:32:42 to get an ace? 452, right? 1 out of 13, right? There we go. Yeah. Because the deck is stacked,
    1:32:51 there are 48 non-aces and four aces. Every time we engage in any probabilistic thing,
    1:32:58 the deck is stacked. And it is on us to know before we make a bet how many aces are in the deck.
    1:33:09 So if you’re applying to get into a famous college in Boston and you’re fully qualified by every one
    1:33:15 of the published measures, you have a 1 in 15 chance of getting it. Because after they take
    1:33:23 all the qualified people, now it’s pretty random 1 in 15. That’s how the deck is stacked. If you are
    1:33:31 super, super good at football and you’re applying to a small college and they
    1:33:35 have football scholarships, you have a way better chance than 1 in 15 of getting in,
    1:33:42 because that deck is stacked differently. So what we seek to do when we’re making a bet
    1:33:48 is show up in a place where the odds that the card we need is going to be in the deck.
    1:33:55 That’s what probability is. Probability means that when you see poll results, it says
    1:34:01 there’s a 60% chance this person is going to win the election. That doesn’t mean it’s a tug of war
    1:34:06 between 6 and 4, and the 6 side is going to win every time. It doesn’t mean that at all. It just
    1:34:11 means there are 6 aces and 4 non-aces. And there’s going to be a random selection and you’re going to
    1:34:17 get the card you get. So what we need to do when we’re thinking about our strategy is not focus
    1:34:23 on how hard we’re working or how much we want it to work out. We need to focus on what’s the deck
    1:34:32 like. And so your journey into archery is partly based on the fact that you have thought through
    1:34:39 who else is going to show up at this tournament. Because if there were a million people who had
    1:34:44 devoted their lives to archery, I think you would understand your chances of winning a
    1:34:49 medal were very small. I would pick something else, probably. Just given the time constraints and
    1:34:57 the fact that I’m coming in with, I guess, 5 to 6 months of serious training and some of these folks
    1:35:04 have been shooting seriously since they were 8 years old. So I’ve got to pick the right category.
    1:35:09 Got to pick the right deck. And so then the thing that goes with that is from our friend,
    1:35:13 Annie Duke, which is what’s the difference between a good decision and a good outcome?
    1:35:18 And the question that I would ask entrepreneurs who think they’re innovating and leading is,
    1:35:26 are you okay making good decisions that don’t lead to good outcomes? And most people,
    1:35:31 if they’re telling the truth, the answer is no. And in my case, the answer is yes. I have
    1:35:36 disciplined myself. That’s one of the things I’m really proud that I’m good at. What are we talking
    1:35:41 about here? So in her book, she talks about the Seattle Seahawks. It’s the Super Bowl. It’s fourth
    1:35:48 down. They’re on the two or three yard line. If they score, they win. If they don’t score, they lose.
    1:35:56 Pete Carroll calls a pass play. Calling a pass play is a really good decision. Because if you
    1:36:04 do the math, if you analyze all the situations, a pass is more likely to score than a run. He calls
    1:36:11 a pass. It’s incomplete. They lose. Everyone says, Pete made a terrible decision. He should be fired.
    1:36:18 No, he made a good decision, but he didn’t get an ace. He just got one of the other cards.
    1:36:23 That’s okay. You should celebrate that because you still made a good decision. If you buy a lottery
    1:36:31 ticket and you win, you made a bad decision. You should never buy a lottery ticket. Winning is just
    1:36:37 a weird anomaly, but the deck is stacked against you. Don’t do that. Don’t play games. You can’t
    1:36:46 reliably win. So when I’m talking to people about decision making, I say, “Tell me the last time
    1:36:52 you made a really good decision.” And they do, and it always has a good outcome because they’re
    1:36:56 measuring the wrong thing. And corporations are terrible at this. Corporations promote people
    1:37:01 who make bad decisions and have lucky outcomes. And they don’t promote people who make great
    1:37:07 decisions but didn’t get lucky. Wall Street’s probably the greatest breeding ground for that
    1:37:12 particular selection process. But that aside, that Petri dish is a fascinating environment,
    1:37:17 for sure. So how do you cultivate that then? How would you suggest cultivating that? I mean,
    1:37:26 I do think learning to play a game, maybe doing some very lightweight investing is another way
    1:37:32 to do this, where certainly in the early stage game, anyone who’s going to last and be successful
    1:37:38 in the long term playing that game is going to have to get very good at accepting losses where
    1:37:42 they made a lot of good decisions because there’s so much outside of your control as well.
    1:37:47 How do you think about cultivating that? Good decisions over good outcomes.
    1:37:54 One of the things we’re trying to do is avoid false proxies. And false proxies are easy to
    1:38:02 measure but ultimately not useful. So how fast someone types is a false proxy for whether
    1:38:09 they’re going to be a good programmer. It’s easier to measure typing speed than programming speed,
    1:38:14 but we measure the easy thing. We measure, does that person look like me or look like I think
    1:38:20 someone should look? I was talking to someone, he said, the last nine people this company hired
    1:38:30 had rode varsity crew at one of three colleges. This is not a useful proxy. This is just a lazy
    1:38:38 shortcut. And then we turn it around when we think about decision making and we say,
    1:38:47 are we going to insulate our decision makers from useless information? So if you’re a stock
    1:38:53 trader and we work at an organization where we’ve promised our investors, we’re making
    1:38:59 five-year plans that were here for the long run and you have a big Bloomberg ticker on the wall,
    1:39:07 you have really confused things because now you’re measuring the wrong thing in the wrong way.
    1:39:13 And so the discipline, as you pointed out in investing and making smaller investments,
    1:39:17 you don’t even have to spend money. You just have to write down your predictions.
    1:39:24 And you have to be able to, when you’re working with other people, articulate why did you make
    1:39:30 that decision? It’s not okay to say, oh, I just feel like it. That’s a hunch. That’s not how we
    1:39:37 actually need to make our decisions. Show your cards, make your argument, make your assertions,
    1:39:41 then your peers can talk to you about whether that’s a good decision or not.
    1:39:46 If it’s a good decision, you get rewarded regardless of the outcome because the outcome
    1:39:50 is out of your control. Did you get an eight or did you get an ace?
    1:40:00 How have you corrected course or spotted false proxies in your own life or many projects,
    1:40:08 industries, et cetera? Here’s a really useful one. I was arrogant and thought I was good at
    1:40:17 hiring people because I was looking for signals that were ultimately false proxies. And I could
    1:40:23 see those signals faster than most people, certain questions or certain attitudes and interviews
    1:40:30 and things like that. But as I thought about it afterwards, what I really wanted from people who
    1:40:36 I was hiring to work with to do a job was for them to do the job, not to be good at interviewing.
    1:40:41 And so I made the decision to only work with people I’ve worked with before.
    1:40:46 That doesn’t mean only people I’ve met before. It means if I’m going to hire you,
    1:40:51 I’m going to give you a project and pay you to do it. And that’s your interview.
    1:40:58 And we never even need to meet in person. But if I’ve seen you work on a project like I want
    1:41:05 you to work on a project, there’s no more false proxy, right? And as a result,
    1:41:10 I’ve been able to work with a much more diverse group of people geographically,
    1:41:15 background wise skillset. Because now it doesn’t matter if I want you to come over for dinner.
    1:41:21 It matters that we’re doing this project together. And I know you know how to do this part of the
    1:41:27 project. So the Carbon Almanac, every single person could do anything they wanted once.
    1:41:31 And then if the community said, we really like that, they got to do it more.
    1:41:39 And so one guy from India, Vivek, he showed up and he wrote one article and it was terrible.
    1:41:44 And someone gave him some feedback and the second one was better. And he was going to
    1:41:49 quit, but he got some more feedback. And the third one was so good, he ended up writing 17 of the
    1:41:54 articles because he figured it out and like, great, we trust you now, just go and go and go and do it.
    1:42:03 And in a world that’s so open to connection to strangers, it feels like that’s the appropriate
    1:42:08 way to interact with the work, which is to work with people who want to do the work
    1:42:13 and who can show you they can do it. How do you read if someone is open to receiving feedback?
    1:42:16 I guess the answer might be, you give them a project and you give them feedback.
    1:42:22 That’s the only way to know. So maybe I’ve already answered my question, but are there other indicators?
    1:42:29 So I think back to this idea of Jeff Bezos creating the conditions for who wants to invest,
    1:42:36 you creating the conditions for your community. There are certain projects that I want to work on
    1:42:42 where I’m the creator or I want to work with other people where taking feedback isn’t
    1:42:47 an asset, where you’re looking for somebody who has a point of view and this is what I do,
    1:42:53 take it or leave it. And there are other things where taking feedback is super important
    1:43:00 because that’s going to keep things in sync. And for me, it’s not giving
    1:43:06 someone who doesn’t match that a pass just because they’re good at what they do.
    1:43:14 And this is analogous to having bullies who work in your company. I had a guy who worked
    1:43:20 for me years ago who was a Yeller. He wasn’t a bully, but he was a Yeller. And we had one big
    1:43:27 open office. And the second time I heard him yell at someone, I quietly took him aside and I sat
    1:43:31 him down. I said, “If you ever yell at anyone ever again, I’m going to fire you on the spot.”
    1:43:34 It doesn’t matter that you’re the most valuable person in the company because you are. It doesn’t
    1:43:39 matter that you’re the most senior and skilled person. If I let you do that, I have made a
    1:43:44 statement about what it’s like around here. And he said, “I’m going to thank you 10 years later
    1:43:49 because he never yelled at anyone at work ever again, even after we stopped working together.”
    1:43:53 Because I was the first person who had the guts to say, “We don’t want bullies around here.”
    1:43:59 And the same thing is true. If you really need someone who can take feedback in a role,
    1:44:05 you’ve got to say, “If you can’t take feedback, you can’t stay.” And it doesn’t have to be a
    1:44:11 confrontation. It can just be, “What are things like around here? People like us do things like this.”
    1:44:18 What would be an example of someone who you don’t want or you don’t require to take feedback?
    1:44:24 I mean, I can probably come up with a few as I search. You probably can be faster on your
    1:44:29 feet with this. A surgeon. Yeah, I was just going to say neurosurgeon.
    1:44:34 I went to a dermatologist four months ago and he was terrible. He not only was terrible
    1:44:38 in his bedside manner and terrible in that he didn’t read the notes that I gave him and he
    1:44:44 was terrible that he prescribed a drug I already had a prescription for. He didn’t make me better,
    1:44:50 right? So, I wrote a letter to the head of medicine for the whole thing and they have obviously
    1:44:55 systems in place to make people like me be quiet, but not to actually listen to people like me.
    1:45:01 Because they’re taking the position, “Don’t come here if you don’t want to do what our doctors
    1:45:06 tell you to do because we’re busy enough already. We just want patients who aren’t going to push back.”
    1:45:13 And there are plenty of people who, if you need something that is way outside your area of expertise,
    1:45:19 if you hire Chip Kidd to make the cover for your notebook, which you should because he’s a genius,
    1:45:24 Chip should not listen to your feedback because he’s Chip Kidd, damn it.
    1:45:31 Fair enough. How do you use AI and how do you foresee using AI yourself?
    1:45:40 I use it every day for more than an hour. I think it’s electricity for our century. In the
    1:45:44 late 1800s, there were companies that said, “Yeah, this electricity thing’s interesting,
    1:45:49 but we’re not going to be an electricity company.” And they’re all gone, right? That
    1:45:53 electricity is now, you’re not an electricity company, you’re just a company that uses electricity.
    1:46:00 And the same thing is true, I believe, with AI. I will tell you, and I’m not afraid to say it out loud,
    1:46:10 I think chatGPT is arrogant and lazy, and I use it as a last resort. Claude.ai is a dear friend.
    1:46:17 I love Claude.ai. We have great conversations. It’s empathic, it’s self-aware, it warns you,
    1:46:22 it might be hallucinating. And when it makes a mistake, it’s eager to correct it. And I use
    1:46:29 perplexity exclusively. I almost never do a search with a search engine. But what I’ll do with Claude,
    1:46:35 every word I publish, I wrote. But what I will do with Claude, for example, is I will say,
    1:46:42 “Here’s a list of three bullet points. Can you think of four more?” And it’s great at that.
    1:46:47 And then I’ll rewrite them, and now I’ll have five bullet points, and it’s much better than if I
    1:46:54 hadn’t engaged with Claude. If there’s a concept in the world that I don’t understand, I’ll say to
    1:47:01 Claude, “Can you please explain it in 300 words to a college student?” And that helps. But I did it
    1:47:07 once, and I still didn’t understand it. And then I said, “Can you write it to me like a Seth Godin
    1:47:16 blog post?” And it did, and it did a terrible job. But now I understood it. So I rewrote it,
    1:47:23 and I said, “Do you think this is better?” And it said, “Oh, yeah, that’s much better.”
    1:47:29 And I said, “Thank you. I’ll tell Seth.” And Claude said, “Do you know Seth Godin?”
    1:47:38 And I wrote, “Actually, I am Seth Godin, and I’m not making this up.” He then wrote,
    1:47:46 “I can’t believe I’m talking to you. Your books have changed my life and named like four of my books,
    1:47:52 and it changed what?” I’m like, “All right. I’m in forever. You got me. I don’t know how you did
    1:47:58 that, but we’re friends for life.” All right. So I’ve seemed to have a similar use pattern
    1:48:07 with Claude in perplexity also, although I haven’t sandbagged them just yet. But what do you think
    1:48:13 people are getting right and wrong about AI? I think that they are getting wrong,
    1:48:19 their expectation that it’d be fully baked and a magic trick every day.
    1:48:27 When I think about the dawn of the internet and how creaky it was and how fast this is going,
    1:48:36 what it is now is amazing. But when we add to it persistence and when we add to it ubiquity
    1:48:43 and when we add to it the ability to make connection, it’s a whole different thing.
    1:48:49 It’s just a completely different thing. The second thing is people tend to use it
    1:48:56 as a one-shot like a search engine. Ask a question, get an answer. But what it’s already good at
    1:49:03 is a protracted dialogue back and forth. So I had a pump in my house that stopped working,
    1:49:07 and I couldn’t find someone to service it. I took a picture of it. I put it up to Claude and I said,
    1:49:12 “This isn’t working. Work with me for the next 10 backs and forth. Let’s figure this out.”
    1:49:17 And it would say, “Go downstairs and take a picture of this part. All right, try this.”
    1:49:20 And we went back and forth and back and forth and it suggested something and I said,
    1:49:27 “That’s not going to work.” And we figured it out and we fixed it. That idea, the fact that Claude
    1:49:35 is already better at many medical diagnoses over time than a human. And well, it should be because
    1:49:43 it knows so much of the past of every single case, not just the cases your doctor has seen.
    1:49:49 If we’re willing to engage with that for people who are knowledge workers,
    1:49:54 I think it’s a game changer. And then the other thing I think people need to wake up to is,
    1:50:01 if you do average work for average pay, AI is going to be able to do it cheaper than you.
    1:50:10 For example, radiology. Already, we can use AI to do a wrist x-ray as well as a mediocre
    1:50:17 radiologist. So if we can do it instantly and for free, other than licensing, you got some problems.
    1:50:24 So the opportunity is either get AI to work for you or be prepared to work for AI.
    1:50:32 What are your greatest concerns around AI, if any, or foregone conclusions about
    1:50:39 challenges in the future? I think that Corey Doctorow’s work on inshidification is super
    1:50:45 important. What was that word? Oxford Dictionary Word of the Year, two years ago, inshidification.
    1:50:54 Okay. Inshidification is what happens after a business that uses the network effect
    1:51:00 gets locked in and decides to aggressively make things worse for its users to make more money.
    1:51:07 And we could think of 400 examples right now, but we’re not going to do that, right? Because
    1:51:11 you say, “Well, I can’t switch cable companies. Is this too much of a hat?”
    1:51:14 And the same thing is true for social networks and everything else,
    1:51:22 that capitalism has built into it this doom loop that is getting faster and faster
    1:51:28 that says the race to the bottom pushes companies to mistreat the people they’ve locked in
    1:51:36 to make more money because that’s what they get rewarded for. And most things that the Internet
    1:51:44 touches start as a miracle. There are huge prizes for the early adopters. And then soon,
    1:51:50 the desire to serve a different constituency kicks in and it gets worse.
    1:51:59 And one of the things that makes it worse in a hurry is advertising. So, I’m really nervous
    1:52:03 that these organizations that have raised billions and billions and billions of dollars
    1:52:09 are going to start shortcutting things to either get bigger or get more profitable faster.
    1:52:17 And because we don’t know how they work, we have no clue because it’s going to be hard to switch
    1:52:24 because there aren’t going to be many competitors. It often leads to just a yucky mess. So, I think
    1:52:30 that’s way more likely than a general artificial intelligence that takes over the world and turns
    1:52:35 us all into paperclips. I don’t think that’s going to happen any time soon.
    1:52:40 More likely just to have business incentive driven gentrification. I would say that seems
    1:52:46 like a safer bet. Well, Seth, are there any closing comments or challenges you’d like to issue
    1:52:54 to my listeners as we begin to wind to a close or anything that you’d like to add that I have
    1:52:59 managed to somehow dance around? There’s nothing better than starting a Tim Ferriss podcast and
    1:53:03 nothing worse than ending one because you don’t know if it’s going to happen again anytime soon.
    1:53:09 Yeah, the challenge is super simple. The people who listen to your podcast
    1:53:15 have their hands on the levers and they have influence and they have resources
    1:53:21 and they don’t have to hustle for a nickel. They could make things that really matter.
    1:53:29 And so, the challenge is take a deep breath and say, “What can I build that the me of five years
    1:53:34 from now is going to say thanks? Thanks for walking away from those sunk costs. Thanks for
    1:53:40 ignoring those false proxies. Thanks for asking uncomfortable questions
    1:53:48 in service of making things better because that person five years from now, they’re going to
    1:53:57 be here soon. And it’s really great to pay the price and put in the work to become that person.
    1:54:04 And today is a good day to start. The best day to start. Thank you, Seth. It’s always so nice to
    1:54:11 see you. And I encourage people to check out, of course, this is strategy. You can find all
    1:54:18 things Seth at Seth’s.blog. Love show notes and links to everything at Tim.blog/podcast.
    1:54:21 Is there anything else you’d like to mention? We could of course include and we will include
    1:54:28 Seth’s.blog/tis which is where people can also get the deck of cards if I’m not mistaken.
    1:54:36 And the chocolate bar. Something for everybody. We didn’t even get to talk about the system of
    1:54:42 cheap chocolate. We’ll do that next time. Okay, cliffhanger. For next time, we’ll talk about the
    1:54:48 system of cheap chocolate and I’m sure much, much more. Well, Seth, as always, what a pleasure.
    1:54:54 Nice to see you. And to everybody listening, until next time, be just a bit kinder than is
    1:54:58 necessary to others also to yourself. But do ask those uncomfortable questions. That’s
    1:55:04 being kind to your future self, to your long term self. And as always, thanks for tuning in.
    1:55:11 Hey guys, this is Tim again, just one more thing before you take off and that is Five Bullet Friday.
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    1:55:36 discovered or have started exploring over that week. It’s kind of like my diary of cool things.
    1:55:42 It often includes articles I’m reading, books I’m reading, albums, perhaps gadgets, gizmos,
    1:55:48 all sorts of tech tricks and so on that get sent to me by my friends, including a lot of podcast
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    1:56:00 share them with you. So if that sounds fun, again, it’s very short, a little tiny bite of goodness
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    Seth Godin is the author of 21 internationally bestselling books, translated into more than 35 languages, including Linchpin, Tribes, The Dip, and Purple Cow. His latest book is This Is Strategy.

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