Ep. 235 - Tim Kennedy: A US Special Op's Reason for Serving - "Win Hearts and Minds"

Ryan Holiday, stop writing books that are just for me! With "Perennial Seller" you just answered an obsessive question I've had for years: What makes something, someone, some product, some art, withstand the test of time? What is the magic sauce? The secret formula? What makes something sell a million copies a year (music, art, books, products, etc)... forever? I want to know. I'll try my best to summarize our conversation and your book but people should buy the book for your 1000s of examples:   BE COUNTERINTUITIVE If you write what everyone else is already thinking, then nobody needs to read your work, or use your product. They already have it. It doesn't matter if you are 50% better than anyone else. Nobody understands how to judge that except the experts in your field. And those experts don't care about you. They might even hate you. Create your own field. And be 1000% the best in that field.   DON'T TRY TO COMPETE The 100th person who writes a "50 Shades of Grey" style book, or a disco pop EMD album can...MAYBE...get 1% of the audience. If you find an underserved audience, you can get 100% of it. There's an important side effect of this: IF YOU ARE DOING SOMETHING FOR THE MONEY...YOU LOSE. Because the rest of the world is competing for that dollar. Money is a side effect of creativity, quality art, creating something unique, and building your marketing into that art.   VALIDATE THE IDEA Test out sample chapters. Release songs on YouTube. Keep iterating. Keep digging for your authentic voice. In comedy, it took Louis CK 20 years of telling jokes before he found his voice when talking about dating and parenting. Don't look for LOTs of fans at first. Look for the hard-core fans. The ones who will stick with you while you go on this crazy ride. The ones who will share. What my prior podcast guest, Kevin Kelly, calls "The One Thousand True Fans".   DON'T GIVE UP IF YOU DON'T WIN ON DAY ONE Ryan told me that "Smokey and the Bandit" beat "Star Wars" at the box office the same weekend they both opened. I did not know that! It almost seems like blasphemy to me. John Grisham only sold a few thousand copies when he first published "A Time To Kill". Only much later did it sell millions. Catcher in the Rye had a slow start. Now sells a million copies a year. The best works of art and the best products have to fight the masses to find their right audience. But when they do, the audience will reward them. Write or create what is unique to you, find the 1000 true fans. The ones who are hard-core and love the value you bring. And serve that market over and over. That divides the winners from the non-winners.   TELL A STORY THAT IS PERSONAL TO YOU "Choose Yourself" could have been another ranty personal development business book ("Blah!"). Instead I wove in a personal story of struggle and loss and pain. Pain that changed me and still does every single day to (hopefully) lesser extent. This is what makes a story both unique (it's my story) and universal (everyone experiences pain, everyone wants to solve it). Too many people play a persona ("my life is perfect so let me teach it to you") and that's inauthentic.   TELL A STORY THAT RESONATES WITH EVERYONE Star Wars is a perfect example. It's the 'arc of the hero'. A boy who struggles, encounters problems, faces them, lives forever. I.e. Jesus. Krishna. Buddha. Star Wars is a sci-fi western (great example of "idea sex") where he innovated on the graphics but used a story that was basically "Focus grouped" for thousands of years. Thousands! So he stuck within the rules of a genre (actually several that he combined) but also made it uniquely his own. This is the key to successful art. Telling a story that is personal to you AND resonates with everyone is very difficult. It takes practice. It takes marketing. It takes listening. That's why these are the items that become perennial sellers. It's worth... See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

18 Juli 20171h 27min

Scot Cohen is the best networker on the planet. I have never seen anything like it. And he used that skill to make tens of millions of dollars, not only for himself but for many others.   I wanted him to explain, in detail, how.   But first:   I'm sorry, Scot. I am really, truly sorry. I am horrified at my behavior. A year of bad behavior.   Imagine: you owe someone a phone call and you say to yourself, "Ok, I'll call tomorrow".   And then tomorrow you say, "Well, maybe tomorrow".   And then you delayed so much you feel awkward about calling. Because you know you have to apologize and you hate confrontation.   Stupid, right?   Let's make this even worse: the person you have to call back has been incredibly generous to you. In fact, he let you stay in his apartment for three months for free. You've worked together for 14 years and he's one of the most successful investors in NYC. And then you did this for no reason.   I'm an idiot.   ---   The day I threw out all of my belongings  and gave up my apartment I was sitting in a restaurant with my one bag and I called Scot Cohen. I said, "I'm just sitting in this restaurant."   "Where are you going to live?"   "I have no idea yet." I coudl've just stayed in a hotel. But for various reasons I was feeling a bit down. I just wanted to sit in the restaurant. I had no idea where I would live.   "Come on over," Scot said. "Stay here." And so I did. For the next three months I stayed in one of Scot's several apartments.   I invested in Scot's hedge fund in 2003. We've worked together on and off for 14 years. He's one of the most successful hedge fund managers I know.   He's made tens of millions, invested in dozens of companies that went up 1000s of percent, and I am glad that, in my own small way, I was able to help him in several situations. .   When you build your network over years, over decades, and your network is made up of good people, they help you out. They let you move in their apartment. You work on deals together to make money. You meet each others girlfriends who become wives.   And then sometimes you let them down and you have to apologize.   So I did. On the podcast.   This is how stupid and awkward I am: I hadn't seen Scot in a year. I had stupidly avoided his calls. And so I said, "come on to the podcast and that's where I will apologize".   And then, I said, step by step we will break down and figure out   1. HOW YOU BECAME THE BEST NETWORKER I HAVE EVER SEEN 2. HOW YOU USED THAT SKILL TO MAKE TENS OF MILLIONS OF DOLLARS   Scot came to NYC with nothing. But he had a skill that is worth tens of millions at the highest level. It's networking at a level I've never seen before or since.   -----   One time, a year earlier, I was sitting in his apartment. Scot rushed in, changed into a suit and rushed out.   It was Sunday night, 8 o'clock at night. He was rushing  from tennis with one hedge fund manager to the wedding of one of his investors.   That's how he made himself so successful. He networks seven days a week.   I just sit around and fall asleep early.   I asked him on the podcast how he did it. How can I do it? How can anyone do it?   We broke down his story: 1. Self awareness "Do self-work," he said. "Really try to dial in on who you are and where you want to go, because if you don't have that right, you're never going to be able to get off first base.   "This is fundamental. It takes a while. You've got to have patience to play this out, so give yourself the time. You're not going to get a quick fix. Nothing's going to happen in three months, or a year. It's going to take years. So get that fundamental work done on yourself first, and then you can start growing."   2. Keep a diary Scot told me to write down where you want to go.   "If you don't write stuff down, how are you going to go anywhere? You're not going to remember where you came from."   "I think it's really important... See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

13 Juli 20171h 24min

She was my partner in crime. Farnoosh recently hosted her own show on CNBC. She also has a super popular podcast. And she's a successful book author and all around writer. But to me she's more than that. From 2006 to 2008 we did videos together every day. We would meet on Wall Street, a video guy would tape us talking about whatever we wanted to talk about, and then we'd send that video out onto the interwebs. The day the first iphone came out we went to the Apple flagship store near Central Park. We interviewed the people who were waiting on line all night. A homeless guy started to pick on Farnoosh. Not that I am so brave but I didn't want to seem unmanly so I stood in between the man and Farnoosh and asked him to please go away. He lifted me up and threw me to the ground. And then he went away. That was a fun story that I wanted to share. But more...Farnoosh is a textbook example of how a career can be made and be a success. She had a fulltime job learning skills she loved and then mastered: financial markets, writing, video, multimedia, communication, and the business of business. While at the full time job, she wrote a book on the markets: YOU'RE SO MONEY. From that, she no longer needed thestreet.com and diversified her sources of income by writing for many outlets, going on various TV shows, starting her own show, writing more, starting a successful and profitable podcast, and many other activities. And ten years later, we still find each other doing videos together or podcasts, or articles, or whatever. Building a career is like knitting a tapestry. It's small thread by small thread. It takes years. It becomes beautiful. And it's something you can fall into when it's done for comfort and security. That tapestry becomes your network. A career is not what you created today, but the networks you built up today that will create unexpected opportunities for you ten, fifteen, twenty years later. As an example: I just did a deal with a friend of mine I began working with twenty years ago. Every day I see these opportunities. And I'm horrible at networking. Farnoosh isn't. But there's another reason I wanted Farnoosh on my podcast. Farnoosh is great at interviewing. And I wanted her to interview me. I find when I am a guest on other people's podcasts I always find new ways to say the things I want to express, new ways to say what I've learned from my guests and my experiences. Who better to interview me than the person who has been interviewing me for almost a dozen years. "I came prepared," she told me. Because she wanted to find out what you don't see on Google... Here's what we talked about: The rise of entrepreneurship and the rise of "gurus." Farnoosh asked me, "Who should people trust?" But really, it doesn't matter. Anytime you "study" entrepreneurship, it means you're not DOING entrepreneurship. It's great to have ideas. And it's fine to read one business books (TOPS), but then that's it. Get in the mud and starting doing. - listen at 7 minutes Farnoosh asked me, "Do you remember the first time you used the internet?"  It was before the web. I logged into a news group and could talk to people from Norway about Star Wars. Besides the phone, it was the first time I spoke to someone without being in the same room...  It was 1986. And then the web started. Hypertext came in. And I thought it would be used for storytelling. But then it became huge for commerce. Then she asked me, "What's next?" - listen at 19 minutes Mentorship and finding your inner circle - listen at 25 minutes Evolution, willpower and the access economy - listen at 36 minutes My daily schedule (the morning is my "maker" hours, in the evening I manage several businesses and at night I have fun. I do comedy.) - listen at 38 minutes Is it better to focus on one thing and enjoy the subtleties of what it takes to be the best in the world at something? Or diversify?... See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

11 Juli 20171h 35min

In my podcast Charlie and I talked half the time about getting past anxiety. And half the time about this: [14:00] - Charlie's time working for Tim Ferriss, doing a virtual internship with Seth Godin, and marketing Ramit Sethi's New York Times bestseller. He told me how he pitched his heroes (and how he suggests you can too) [23:00] - We talked about getting paid to do what you love (and how the first step usually means doing what you love for free). If you want a job you love, it (usually) has to start free. That's how you build the skill. People in low-level jobs are essentially paid to move away from their dreams. It's up to you to move toward your dreams. Charlie said, "You're brought into school where your spontaneity and impulses are muted. You're forced to work on stuff that is not that interesting to you... I think that's why it is so important to work for free because you have to tap back into what matters to you." [52:00] - Then we began talking about anxiety.  ------------What do YOU think of the show? Head to JamesAltucherShow.com/listeners and fill out a short survey that will help us better tailor the podcast to our audience!Are you interested in getting direct answers from James about your question on a podcast? Go to JamesAltucherShow.com/AskAltucher and send in your questions to be answered on the air!------------Visit Notepd.com to read our idea lists & sign up to create your own!My new book, Skip the Line, is out! Make sure you get a copy wherever books are sold!Join the You Should Run for President 2.0 Facebook Group, where we discuss why you should run for President.I write about all my podcasts! Check out the full post and learn what I learned at jamesaltuchershow.com------------Thank you so much for listening! If you like this episode, please rate, review, and subscribe to "The James Altucher Show" wherever you get your podcasts: Apple PodcastsiHeart RadioSpotifyFollow me on social media:YouTubeTwitterFacebookLinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

27 Juni 20171h 31min

You have five minutes to kill. That's it. Those five minutes can make or break a career. I don't think I would be able to handle the pressure. I've done a lot of public speaking. And now I've tried standup. For the past three months I've been going up once or twice a week. It's difficult. I thought 20 years of public speaking would help me. It doesn't. It's the Hunger Games on that stage. So Fred Stoller is my hero. He was a standup comic 30 years ago, then he was a writer on Seinfeld, then he's been a guest start on 60+ TV shows including Seinfeld, Friends, Everybody Loves Raymond, Scrubs, and every other show I can think of. He's sitcom history. And he wrote all about it in three excellent books, including his latest, "Five Minutes to Kill", about his five minutes on the 1989 HBO Young Comedians Special and what happened to the specific performers of that show. So I asked, "If everybody thinks you're so funny, then why didn't you have your own show?" But I wasn't the first person to ask Fred this... He asked himself the same question throughout his career. So did his mom. And it hurt his self-esteem. He said, "When I used to headline as a comedian, I'd feel sorry for the people lining up waiting to see me... like I was their weekend." Now he's entering a new world. He's writing. And learning how to embrace "this weird guy that I am... who got lost finding this place." He's learning how to express himself with his own voice. He reinvented from standup to writing on the best sitcom ever. Then he reinvented again to appear on all the TV shows he's been on. Now he's 59, and he's reinventing again. He's a writer. His books are excellent. Reinvention is not something special people do. It's not something for only a few. Fred has been frustrated and also exhilarated down every path he's chosen. Reinvention IS the goal. Not a pathway to it. Reinvention is a habit. It's what we do every day to bring out the fire inside that constantly wants to express itself. That's why I wanted to speak to Fred. Not because he wrote "The Soup" episode of Seinfeld. But because he's still doing what he loves to do. And what he loves to do is constantly changing. ------------What do YOU think of the show? Head to JamesAltucherShow.com/listeners and fill out a short survey that will help us better tailor the podcast to our audience!Are you interested in getting direct answers from James about your question on a podcast? Go to JamesAltucherShow.com/AskAltucher and send in your questions to be answered on the air!------------Visit Notepd.com to read our idea lists & sign up to create your own!My new book, Skip the Line, is out! Make sure you get a copy wherever books are sold!Join the You Should Run for President 2.0 Facebook Group, where we discuss why you should run for President.I write about all my podcasts! Check out the full post and learn what I learned at jamesaltuchershow.com------------Thank you so much for listening! If you like this episode, please rate, review, and subscribe to "The James Altucher Show" wherever you get your podcasts: Apple PodcastsiHeart RadioSpotifyFollow me on social media:YouTubeTwitterFacebookLinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

20 Juni 20171h 10min

I was afraid before interviewing Jocko. I think it was instinctual. His body is seven times the size of mine. I pointed at the cover of his new book, "The Way of The Warrior Kid. "See this kid," I said. "That's me right now." I like to overlap somewhere with my guest. Like a story we both can share and laugh about. With Jim Norton, for instance, we grew up together. With Garry Kasparov we were both chess players. And I also worked on Deep Blue for a while, the computer that would ultimately defeat him. But with Jocko...what? I felt intimidated. He was like this superhero that had conquered the world and everyone respected him and I felt like the nerdy little boy I was in junior high school. So I started talking. "I can't do a pull up. And I've never been in the battlefield... obviously. Or I would look completely different. You were the commander of your SEAL unit and you had to make life and death decisions. But out of that, you cultivated all of these leadership lessons." He listened. That was nice. Then I asked why he joined the military. (And stayed for 20 years.) But he flipped the question back to me. (He has a podcast, too. So he knows how to drive an interview.) "Ever since I was a little kid, I wanted to be in combat," he said. "Why?" "Well... what did you want to do when you were growing up?" he asked. "I guess I wanted to write and interview people." "Well, there you go." I don't think my brain fully realizes that I'm doing what I dreamt of doing as a kid. Jocko made it sound so simple. "Well, there you go." We're not all lucky with everything we do. Jocko is lucky. I am lucky. But some of his friends didn't make it back from war. Doing is the step forward. But sometimes it worthwhile to just pause... long enough to hear the words. "Well, there you go." We began the interview... ------------What do YOU think of the show? Head to JamesAltucherShow.com/listeners and fill out a short survey that will help us better tailor the podcast to our audience!Are you interested in getting direct answers from James about your question on a podcast? Go to JamesAltucherShow.com/AskAltucher and send in your questions to be answered on the air!------------Visit Notepd.com to read our idea lists & sign up to create your own!My new book, Skip the Line, is out! Make sure you get a copy wherever books are sold!Join the You Should Run for President 2.0 Facebook Group, where we discuss why you should run for President.I write about all my podcasts! Check out the full post and learn what I learned at jamesaltuchershow.com------------Thank you so much for listening! If you like this episode, please rate, review, and subscribe to "The James Altucher Show" wherever you get your podcasts: Apple PodcastsiHeart RadioSpotifyFollow me on social media:YouTubeTwitterFacebookLinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

12 Juni 20171h 41min

Jim Norton is the reason why I do podcasts. First, he's a world-famous comedian, recently released a one hour special on Netflix, has been on shows like "Louie" and "Inside Amy Schumer" has written two New York Times bestselling books and has appeared on countless radio shows and podcasts. But just as interesting to me...we grew up together. The first day Jim moved  into town we were in fourth grade. Rather than keeping his mouth shut like  anyone else just moving into town he immediately started making everyone laugh. Day one we were laughing so hard I thought my stomach was going to break. We all said out loud that day (Jim doesn't remember but I do), "you should be a comedian". And he did. He did! I like when my podcast combines the personal and the professional. Combines my own story with the story of someone achieving peak performance in an area of life that I love. Comedy is not just about making people laugh. And being a standup comedian is not just about "standing up" in front of a crowd of people and telling jokes. Comedy is about observing the hidden truths in life that everyone knows but nobody has ever quite articulated. And standup is about how to articulate that truth in such a way that people feel momentarily unsafe and confused (the setup), and relieved (the punchline). But that's only one theory of comedy. There are many. And so I wanted to try it for myself. I've been doing it now a few times a week for two months. It's hard! It's the most difficult thing I've ever tried to get good at. So I asked Jim, who has been doing it all of his life,  to come on the podcast. Here are some things I learned: Make Mistakes - listen at [8:08] I told Jim I was afraid to bomb. To tell a joke and have nobody laugh. "Bombing is what we learn from the most," Jim said. "It's not about how to avoid bombing. You will fall flat all the time. It's about getting up after that." "I left myself no safety net," he said. "I started when I was 21. I didn't have a diploma. I got a GED three years after I got sober. I have no high school diploma... So I knew it was going to be this or nothing." Sometimes to survive the biggest pains on the way up, you have to fly without a safety net. You have to fall. The way to hit the top tier in any area of life is to figure out where the line is, and go beyond that line. If you aren't failing, then you aren't trying to be unique. You aren't going to be the top tier. Find Time to Laugh at Yourself - listen at [14:45] Comedy is about connection. You tell something about your life, something honest and true and usually uncomfortable. The comedians job is to transform your pain. Like an alchemist. "I make fun of myself," Jim said. "I give my own personal examples, but I think if I'm doing that at least I'm being truthful and I'm not coming from a place of thinking I'm better than that guy... like who am I?" They laugh because it's a safe way for people to experience their own demons. You can get close enough to the shadows of your life without the fear of being overrun by guilt or shame. It's a chance for us all to be a little more human, a little more honest and a little more free. The Umbrella Theory  - listen at [28:50] Jim just started writing another book. He's on TV. He's touring. He's got a radio show (Jim Norton and Sam Roberts on Sirius), he has a podcast. He works with incredible talent. And is always looking for new material from his own life. "You can't just be lazy," he said. "I talked to Chris Rock recently and I know it sounds like I'm name dropping, but I'm not. "That's a total name drop," I said. "But I didn't mean it like that..." We talked about Chris Rock's career. He stopped touring. He hadn't been on the road for seven years. But yet you still hear his name all the time. He's hosting the Oscars, testing out material at clubs, etc. To succeed in any area, right now list all the things that... See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

6 Juni 20171h 11min