SHIT Beetles

The problem with getting started on your journey to badassery is that the only thing you really have is the SHIT people have thrown at you over the course of your life. And since it's all you have, you kind of don't want to get rid of it.

Just like your typical dung beetles, who carry their ball of shit around with them forever and eat it and mate on it and hatch their children in it. Most people will never transcend this beetle brain stage.

Hey, want to see the reason why we can't have nice things, as a general rule?

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Buckets and Libraries

I'd sort of like to wrap up this whole bucket and library thing somehow. Make it easier to understand. I drew a bunch of diagrams, but they just seemed to make the whole thing more complicated and the metaphor got all tangled and twisted up.

The problem is that I'm trying to describe two very different things in a single process, and they kind of don't easily meld into a single metaphor. On the one hand, I have to explain how it is that people gather information from the world around them, and that's the bucket. On the other, I have to explain how it is that people manage this information, which is the library.

So basically we have to use magic.

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The FOCUS Factor

If you've been around any kind of marketing community at all, you've heard this one:

FOCUS: Follow One Course Until Successful

Good advice, and you should follow it, but what course?

Well, now you know.

Wait, what?

You're transitioning into the lizard-brain stage. You filled your bucket. You beetle-brained around and tried a bunch of shit. Everyone laughed when you sat down at the piano, but you were an idiot and kind of an arsehole and they laughed even harder when you played.

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The Exodus

So yesterday we talked about how your story begins, and of course I'm going to be offensive and draw biblical parallels because fuck you.

You started out with want, but you didn't know about it because your bucket was empty. Now you transition through filling your bucket and you go "hey, I need to do something about this thing that is wanting in my life."

And this is where you start the beetle-brain thing and you gather up your little ball of dung and start rolling it.

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In The Beginning

Now, we've talked a bit about the bucket already this week, but let's continue in that vein and point out that it's a growing metaphor.

See, the bucket is also the library is also your memory palace.

And it's all related to the S in SLIM, because all the bucket understands is want. You do not have a thing, and you should have that thing, because... well, because it is a thing. There's a reason "want" is a synonym for both "lack" and "desire." Want creates desire naturally, unless it is filtered through need.

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Excusing Failures

So if there's one thing that never changes no matter how long we live or how good we are at what we do, it's that we all fuck up.

A lot.

Especially when we're new at a particular thing, we tend not to make the smartest decisions. We might, say, launch the almighty fuck out of a product and make $8,500 in a week... then have no damn clue what to sell the customer list. Or how to talk to them. Or, indeed, whether this was even a good idea in the first place. (Guess who did that?)

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Confirming Suspicions

So the next part, of course, is Confirming suspicions. He said, confirming the title, which you suspected had something to do with the subject of the post. Which, again, you suspected would be about the C in NICER... and this has now been confirmed.

There's the simple way to do this and the complicated way. The complicated way is to climb inside your customers' heads via modeling and psychological analysis to figure out what they already suspect and say "that is totally true."

But there's an easier way.

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Inhibiting Fears

So we've talked about Nurturing dreams in the NICER method, but let;'s move on to one of the other ones: Inhibiting fears.

There are actually two ways to inhibit fears. One of them is to say that there's nothing to be afraid of, and there's no reason to be afraid of them at all. This is what your parents do when there's a monster in your closet: they open the door and say "see, no monsters in here," like they know nothing about monsters. Weren't they ever kids? Monsters have camouflage and shit. We all know that.

But there's a better way to inhibit fears that some parents are using. It's a good one. And it works on adults, too. And the monster in the closet is a great example, because to anyone that doesn't have a particular fear, it seems silly... but it's totally not silly to you. Always remember that.

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