Pillar 1: The Self

1. Fill your buckets in the right order: Knowledge + Skills → Network → Resources → Reputation
   • There is no point doing “networking” + “coffee chats” if you don’t have substance. Focus on developing your knowledge and skills first, before seeking a network and resources.
2. To master it, you must create an obligation to teach it
   • Have some skin in the game, give yourself something to lose so that you have the pressure to lock in.
   • Learn → Teach → Share → Review
3. You must never disagree: The key to changing someone’s mind is finding a shared belief or motive that will help keep their brain open to your point of view
4. You do not get to choose what you believe
   • “Asking someone to explain the detail and logic underpinning their strongly held beliefs is a profoundly powerful way to reduce their conviction”
   • Stop telling yourself you’re not qualified, good enough or worthy. Growth happens when you start doing the things you’re not qualified to do.
5. You must lean in to bizarre behavior
   • Leaning out = arrogantly sure that you’re right that you refuse to listen, learn and pay attention to new information
   • I’ve long held the belief that passionate criticism of a technology is usually a positive indicator of its potential — it’s a sign that there’s something worth leaning in to, someone is threatened and innovation is coming
   • What matter to people is not whether an idea is true or effective, but whether it fits the preconceptions of a dominant convention or incumbent. New things put ego, statues, jobs and identities at stake.
   • Your most important beliefs should NOT be binary - you should be able to see the merit of both the old and new way.
   • Basically be open to change and be able to reason for yourself what the new thing is
6. Ask, don’t tell - the question/behavior effect: Questions, unlike statements, elicit an active response - they make people think. Don’t make statements, ask binary yes-or-no questions
7. Never compromise your self-story: Everything you do - with or without an audience - provides evidence to you about who you are and what you’re capable of.
8. Never fight a bad habit : Habit loop: Trigger → Routine → Reward. You have to do something that adjusts with the habit loop, and doesn’t fight against it
9. Always prioritize your first foundation: Take care of your body!!

Pillar 2: The Story

1. Avoid Wallpaper at all costs: In order to be heard, tell stories in an unrepetitive, unfilitered, and unconventional way.
2. You must piss people off: Don’t be afraid of alienating people with emotional, bold, or even divisive marketing approaches - triggering an emotional response that engages 20 per cent of your audience and enrages 80 per cent can be more valuable than an approach to which 100 percent is indifferent.
   • Some people will love you. Some people will hate you. Some people simply won’t care. You will only connect to the first two. But not the third. Indifference is the least profitable outcome.

Pillar 3: The Philosophy

Pillar 4: The Team