This tactic (“practice” is a better word to describe this) has been the single most impactful thing I’ve done in 2018.

It’s free to do (shocker!). And it only takes 25-40 minutes a day to complete. I do this Monday to Friday.

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I first created the concept of Frank & Matt back in 2011.

I did it to demonstrate the two archetypes that make up the vast majority of internet marketers who go on the journey for “success” and freedom.

I named one archetype, Frank (the larger segment). The other, Matt (the much smaller segment).

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Learning isn’t about consuming yet more information. It’s not about stockpiling info for later, just in case the need may arise. Learning isn’t even about execution.

Internalizing something new, that’s intentional, and then executing on it, is just the first step to acquiring a new skill.

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Context matters. It matters BIG TIME.

No idea or thought happens in isolation.

As humans, we have to link ideas and thoughts to other pieces of information to create context and give color.

When it’s not provided, we create our own meaning. We link or attach ideas to “cognitive pegs” in our mind.


Mention “funnel” to ten marketers, and you’ll get back ten different “versions” of what they THINK a funnel is or represents.

Depending on the group you ask, what represents a funnel could be very similar or vastly different.

What about “tripwire?

Low priced front-end offer, right?

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In this article I reveal what a Tiny Asset Engine (TAE) is, and how to build ’em.

Firstly, what they are?

As the name suggests, they’re “assets”:

asset (noun):

a useful or valuable thing,
regarded as having value.

In other words, something that has a store-of-value, like “money,” real estate, art, precious metals (gold, silver), etc. But this value typically isn’t “unlocked” until the asset is sold.

Tiny Asset Engines (TAE) on the other hand produce income that gets realized into your bank account every month (or every week).

Month after month, year after year.

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EACH QUARTER ANITA, who does our accounts, forces me under extreme duress to go through our company expenses spreadsheet with her.

It’s like going to the dentist.

I’m not a fan, but I also know it’s important and needs doing.

So I play ball.

She works her way down the list, asking the same question each time, “Do we still use or need this?”


“And this?” she asks.

“Yes,” I say.

“And this?”

“Um .. no, not really.”

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THIS EMAIL IS A REAL life example of the difference between how a pro and an amateur operate.

There seems to be two types of business owners on the inter-webs (within our little marketing subculture).

Those who actively play an offensive role and those who are passively defensive.

The distinction being that the former will actively go after opportunities (read: not shiny objects; that’s very different) that will add more value and stability to the engine of their business.

Whereas the latter will wait for shit to happen (or not happen) before reacting.

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I READ A BOOK TWO weeks ago and I really connected with the thesis in a massive way. Which has already created change in how we “rig” things in our business.

Before I reveal the book, some context and wisdom from almost a decade ago. An insight which resulted in us leveling up our own game.

So, back in 2008, Seth Godin wrote an article titled, How to read a business book.

In it Seth said some things that instantly shifted how I consumed business books, and most importantly, the value I derived from them.

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TWENTY YEARS AGO Amazon went public.

And I guess it’s then fitting that, yesterday, after the Amazon’s third-quarter earnings report (which beat analysts’ estimates for earnings and revenue), their share price jumped more than 8%.

Jeff Bezos owns around 81 million shares.

That 8% share bump increased Jeff’s net worth (on paper) by $6.44 billion IN A SINGLE DAY.

(Oh how the other half live.)

According to data from Bloomberg, with the extra $6.44 billion, Jeff passes Bill Gates to be the richest person in the world as of right now ($90.6 billion).

This isn’t, however, why I’m sharing this story with you today.

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AS A RESULT OF the previous post, some interesting things played out. The “butterfly effect” in action I guess.

One such thing was a customer who emailed me with a link to an article that he had written that complements Ryan’s note-taking system.

Similar topic, different application.

Where Ryan’s article is a workflow for note taking to assimilate information (and most importantly, easy retrieval for when needed later)…

… This other article is a “mental model” to leverage information overload; and a creative tool for problem solving.

It’s a new way of looking at the world and how to deal with information overload (a “lens” in which we can then filter information).

It’s simple, but brilliant!

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