Zero to One

Zero to One. This was an audiobook, narrated by the primary author, Peter Thiel. Thiel was cofounder of PayPal, is a director at Facebook and is an economic advisor to Donald Trump. It was originally compiled as entrepreneurship lecture notes by Stanford student Blake Masters.

Hearing his voice added a deeper insight into the book’s content. I could feel the experience behind his words. I could peer into the inner life of a Silicon Valley elite. How he viewed the world and those in it, as an insider. Surely an intellectual too.

He sounded mild and even tempered throughout, yet not boring because he sounded present and somehow healthy. Punctuated by sub-communicative insights. A hint of contempt for another elite person or organisation. A crack of sympathy for the unfortunate. Sometimes I felt this was contrived. It was interesting to hear someone speak about Facebook for example as an insider who had authority over it.

On to the content. I wasn’t struck by any great structure of the ideas. Being an audiobook it was hard to picture how the book was structured, as would appear in the contents. That can mean that the content itself is better though, remaining in the organic units of lessons, rather than being “boxed in” to an overall pleasing layout or architecture of ideas when they needn’t be. That’s how the content seemed to me overall: organised into lessons rather than a system. Then again “notes” is in the title.

It seems to me that the two great contemporary entrepreneurship books are The Lean Startup and this. Having read the former I felt compelled to contrast the two. During listening and now. The former felt more procedural and systematic. Whereas this felt more concerned with principles and fairly high level advices; the reason being that if you understand the principles and essential pieces then you can apply them to many or all scenarios and the details sort themselves out or don’t matter so much. Different people tend to prefer detailed or high level thinking, but I think it’s good to read both.

I feel Peter is more boss than Eric Ries. Thiel’s references to Shakespeare, Goethe and Tolstoy were impressive but it’s a rare person who can also speak personally about the likes of Elon Musk and Mark Zuckerberg as well. The book did feel a bit like a shrine to Thiel’s greatness or ego. It’s almost as if he rejected or never learned the value of humility. I suppose he intends and does a lot of good overall though which sufficiently justifies egoism in my view. It doesn’t beautify it but in this case the book is beautiful.

As the name suggests, this is a book primarily for ventures doing something new. I think the most central business message he had was that one should aim to be a monopoly: because in competition profits get competed away. The easiest way to be a monopoly is create something new.

Aim for technology that is 10x better than the nearest competitor. This was a message to engineers. This was balanced and contrasted by the message that you need a good sales strategy as well to succeed. The best ideas don’t always win, they have to succeed in the market to do that.

Some parts were very practical advice. Such as the importance of suitable cofounders and company culture.

It got philosophical at the beginning and towards the end. The thought experiment that there are four possible outcomes for humanity. The concept of “the singularity” being the logical end to technological advancement. Interesting, however briefly covered, and something that I’d want to look in to further. It made me realise that science fiction is probably good to read if you want to be a tech entrepreneur; thinking and feeling in terms of technology that doesn’t exist yet.

The Lean Startup

This book is the most scientific approach to entrepreneurship I’ve ever seen. The whole thing seems so congruent and yet the book manages to stand up as being original. I had the sense that this book has become a deep part of the zeitgeist and at the root cause of much change; particularly in America.

I was impressed with the trenchant quality of the writing and believe this indicates that he knows entrepreneurship very well, but also it had the “closed system” quality of a programmer’s mind. Hence why everything just seemed to fit and resonate quite well.

This will take a few days to sink in. Then again, its lessons aren’t meant to be understood in theory, they are meant to be practised (as in the concept of Genchi Gumbutsu). I like that it presents entrepreneurship as a learnable system, and thus one can take a skills-centred approach to it and even consider it a profession. He seemed to reference Japanese companies a lot so I wonder if he didn’t miss valuable knowledge from other countries.

I would have to apply the ideas in this book to truly comment on its merit but given its reception; I’d say this was a very good entrepreneurship book to start with.

The 5 Second Rule

the 5 second ruleThe 5 Second Rule by Mel Robbins. This was an audiobook that I got from Audible about a month ago. Just short of 8 hours in total. I got about half way through it in one go and then got too annoyed by the brusqueness of the narrator’s voice to continue. I resumed it yesterday though, resolving to finish the remaining 3.5 hours in one day. And so I did. I was pleasantly surprised by how Mel seemed to sound less masculine and more sensitive by the end. It’s interesting that she’s a professional speaker – you can sense it in the way she narrates. And not in a good way. It’s like Joe Rogan (who is one of my favourite public figures): when he does comedy it just seems to strike the wrong cord. It sounds like a commentator/broadcaster attempting standup and it’s not a good mix for such a subtle art.

The content of this book is incredibly simple. This book is like the anti-intellect. And yet ironically, there is an intellectually compelling discussion as well. Books generally seem to promote a circumspect attitude. Not this one. This book is like an antidote to analysis paralysis. We all know that there is power in quick action though.

The core idea is also the name of the book: The 5 Second Rule. Basically whenever you sense an inkling to do something and you know you probably should, count “5, 4, 3, 2, 1” and then just do it. This paragraph so far represents most of the content of the first half of the book. In the second half though I was impressed by how much she delved into why, how and when. On the other hand it’s not that impressive because of course you can find lots of ways that “acting now” can be beneficial. The simplicity of the book is why I gave it 3 stars, but that in no way detracts from the importance and quality of its message.

There is a certain genius in the 5 second rule. Importantly, it instills a sense of urgency which is otherwise hard to come by for some people. Applying the rule seems to activate the prefrontal cortex which is that part that would overcome our baser instincts such as sloth or fear. It’s simple and such that it can be applied to a range of situations.

Lately I’ve been thinking a lot about having a “mental toolbox”. This seems to fit in well because there is undoubtedly times in life where “just doing it” is best. I wouldn’t make it my central governing philosophy as the author appears to have done though; doing so would give a person an air of brusqueness and perhaps incongruence.

This book seemed to draw a dichotomy in my mind which wasn’t there before. Intellectually, I sense that this is what I gained most from it. The dichotomy is between the macro and micro perspectives of success. It drew this dichotomy by illustrating what success looks at the most operationally micro-level there is. This is something that I had little concept of because it’s generally overlooked by the intellect.

When I say micro I mean momentary. It’s easy for me to visualise what success looks like over the course of a year or a life time. What does success look like in a fleeting moment though? This book mounts a pretty convincing case that often it is acting without hesitation on certain inclinations or inspirations. I’m very nearly overcomplicating it here.

For me the most compelling advantage to living in this way is that it creates a certain element of magic, authenticity and urgency. Don’t get me wrong; living a circumspect life can be a beautiful thing. You can design yourself a perfect life and work towards it over years and it can be utterly wonderful. This in itself is missing something sexy: spontaneity, authenticity, vitality, urgency. Honouring subtle and fleeting parts of oneself by bringing them into concrete reality. I’ve been someone that generally prefers to take as much time as necessary to come to the best decisions. Or to motivate myself to do something over a period ranging from minutes to years. On some level I knew that my life was lacking these vital qualities. I also intuitively understood that they are attractive to women and necessary for achieving success of a non-academic flavour.

The main reason that I’ll be re-listening to this audiobook sometime soon is that it is rich in psychological concepts and studies. For example, I learned about something called “bias for action”: this idea has stuck with me like glue. The scientific aspect of the book alone earned it an additional star in my rating. Without this research to back it up, the book would be ugly – as motivational books often are. I do wonder if this impression would be different if it were narrated by a professional narrator instead of a professional speaker.

She gave various situations that the 5 second rule can be applied to. Some were more robust than others. Two that I remember are to stop worrying and to “leave nothing important unsaid” with loved ones.

According to Robbins, the single most important thing you’ll do all day is get up without pressing snooze. She managed to back this up with a scientific explanation. I detected a note of surprised self-satisfaction in her voice for this intellectualism, which was endearing. The argument was: when you press snooze your body tries to reenter another 90 minute sleep cycle, so if you do wake up in 10 minutes you have 80 minutes of “sleep inertia”. She suggested that it takes 4 hours or even ruins the whole day; which I believe from experience but couldn’t explain why it is so.

The 22 Immutable Laws of Marketing

The 22 Immutable Laws of Marketing by Al Ries and Jack Trout. This is a relatively short book. Only 130 pages or thereabouts. As the name suggests, the book is structured into 22 laws, each with 1 chapter.

Got this book after I decided to learn a bit about marketing. Having been through an entire finance degree and retaining little useful information about finance, however, I opted to learn about marketing with a “lean” amount of information. Perhaps you understand why I chose this particular non-fiction from among other books of the marketing genre.

In order to crystallise and consolidate my own knowledge from the book and also to create a useful summary, I’ll briefly summarise each of the 22 laws.

  1. The Law of Leadership. If you are perceived as being the first to do something there is a psychological preference given in buying decisions. I think this is Apple’s main advantage over Samsung with smart phones, it’s certainly part of the reason I prefer Apple.
  2. The Law of the Category. “If you can’t be first in a category, set up a new category you can be first in”. In other words, don’t try to beat Toyota in the car market, but perhaps try to beat them in a certain niche of the car market.
  3. The Law of the Mind. Closely related to the Law of Leadership. This states that it’s not so important that you are first in the market as you are first in the market in the minds of consumers. If you are first, people have to know that for it be advantageous.
  4. The Law of Perception. Marketing is not a battle of products, it’s a battle of perceptions. Often it’s not hard and fast facts which lead to marketing success, but rather working perceptions so as to influence consumer behaviour. It’s not so much about objective facts about products as it is about presenting products in a compelling way. In the long run, the best product does not always win.
  5. The Law of Focus. It’s a great victory in marketing if a company can own a word in the customer’s mind. FedEx managed to put the word “overnight” in peoples’ minds and their success skyrocketed because there was demand for that.
  6. The Law of Exclusivity. Two companies cannot control the same word in the customer’s mind. The one who already owns the word has managed to retain it time and time again.
  7. The Law of the Ladder. People tend to have a mental image of hierarchies between firms in certain industries, and if a company acts as if they are higher than they are they look upstart. Perhaps like they have no social intelligence. Thus the marketing strategy needs to take into account the company’s place on the ladder.
  8. The Law of Duality. In the long run every market becomes a two-horse race. I believe that this is due to the following law. Basically people tend to choose the product or they’ll choose the alternative. Think Apple and Samsung.
  9. The Law of the Opposite. If you want to be number two, present a popular alternative, don’t try to do what they do also.
  10. The Law of Division. Market categories divide over time. Thus the total number of categories tends to increase and become more niche.
  11. The Law of Perspective. These forces tend to occur over an extended period of time i.e. over the long run.
  12. The Law of Line Extension. It’s difficult to get a foothold in an established market so firms often leverage their existing brands. This weakens the brand in its key market category so this might not be smart in the long run.
  13. The Law of Sacrifice. The three things to sacrifice are product line, target market and change with time. Basically you need to say no to certain things in order to stand for something.
  14. The Law of Attributes. If the market leader is toothpaste that “fights cavities” for example, there are often other attributes which people will look for. “Whitens teeth” is another good attribute.
  15. The Law of Candor. A message of self-effacing honesty can make people drop their guards and be more receptive, there should be a positive message in there as well though.
  16. The Law of Singularity. It tends to be better to make singular definite moves than multiple unsure ones. Also, there is only ever one line of best practise, all others being relatively ineffectual. Not sure about that last part.
  17. The Law of Unpredictability. Peter’s law: the unexpected is always what happens.
  18. The Law of Success. “Ego is the enemy”. Success leads to arrogance and arrogance leads to failure.
  19. The Law of Failure. Failure is to be expected and accepted. Organisations should have the ability to accept failure. Japanese firms are good at doing this because they have a consensus approach to decision-making.
  20. The Law of Hype. The press often gets it wrong. The real story is often happening quietly, off the front pages.
  21. The Law of Acceleration. There are trends and fads. Trends last over the long term and accelerate slowly. Fads accelerate very quickly but don’t last long. Think Pokemon GO. Unless you have a way of cashing in big time from a fad, it’s usually better to hang your hat on a trend.
  22. The Law of Resources. Applies to business in general but regarding marketing, a good idea won’t have great effect if it’s not adequately funded.

The Power of Habit

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The Power of Habit by Charles Duhigg. Right off the bat I would say that this book is well written. However lot of the content is case studies and I had the feeling that that was in order to fill more pages. That being said the stories often had their “aha” moment where it dovetailed with the lesson of the chapter. Quite classy. I also noted that each chapter was very close to 30 pages which was quite satisfying actually. So there you have the most salient quality of this book: its excellent construction. A good example of a successful non-fiction book if ever one was to try and write one, in my opinion.

Onto the content itself. This is a rare book that bears directly on the reader’s behaviour. Often that’s what you hope from this genre. Among many ideas in the book; one sticks out as being central. You might even say the whole book revolved around just one idea. I’m referring to the theory that all habits are composed of three distinct parts:

Cue -> routine -> reward

I’ve found this very memorable and easy to apply to my own life. I even have the sense that it’s become a key part of my mental toolbox, if ever anything has. However, I’m yet to see if any positive behavioural changes will stick over the long term with this method (because I’ve only known about it for a week).

The way to “hack” your psychology, if you will, in order to change your behaviour, is to identify the three parts of the habit. Often a habit you’re trying to change. Once you’ve identified the cue then you must choose a different routine: a competing response. I’ve found that the effectiveness of this book breaks down with the selecting of a new reward. Or at least this is where the challenge lies. For example, it seems that sometimes any reward you could give yourself is just as bad or worse. For example if you’re trying to replace internet addiction and the steady dopamine rush you get from it, then what more innocuous reward can you replace it with? Marijuana? Sugary foods? Not all rewards are created equal. Over the long term it seems to me you have to learn how to delay gratification. There is a subtle balance there that this book doesn’t address.

Some things that I noted down from the book are:

  • A keystone habit is one which leads to other positive habits emerging. For example I identified a keystone habit for me as avoiding the snooze button.
  • The basal ganglia is the key part of the brain involved with habits. Brain scans show that over time the brain activity drops while doing the same activity. I.e. it becomes easier, more automatic, you can focus on other things while doing it even.
  • Apparently you can’t truly extinguish a bad habit you can only change it. I quit smoking so I’m not sure about this. Noticing what triggers habitual behaviour is known as awareness training.
  • It’s known as a competing response when you design a new response to the old cue e.g. chew gum when you crave a cigarette.
  • Many new habits have a tendency to break down in high stress situations. Duhigg drew an analogy of Alcoholics Annonymous to show how they deal with this. Apparently putting faith in a higher power is the key to maintaining a habit in tough times.
  • Willpower is a muscle not a skill. Build willpower through your habits and it can spill over into other things as well.
  • Organisational habits. Starbucks turned self-discipline into an organisational habit by identifying and drilling on inflection points. Inflection points are challenging scenarios. People are more likely to stick with a desired behaviour if they have a definite plan for how to deal with inflection points.
  • If you dress something new in old habits it becomes easier for people to accept. This is why new music on the radio sounds similar to last months. If it sounded too new people would be put off by it
  • Effective social movements are driven by a combination of strong ties between people (close friends and family) and weak ties (larger community). This point didn’t seem to fit well with the central thesis of the book. He was trying to discuss societal habits (having already discussed individual and organisational habits).
  • Most cues fall into one of five categories: location, time, emotional state, other people and immediately preceding action.

Reading this book has made me think a lot more about cues, routines and responses. Now I use cues as a way of anchoring certain behaviours that I’ve always wanted to employ – it does work well because cues are easy to remember. I’ve also started trying out rewarding myself for doing good things. It’s a bit of shock to my reward system. It’s like dopamine is generally a bit lower but then a big hit comes when I celebrate doing something important. For a long time I’ve been used to a very steady stream of dopamine and that pattern has been disturbed recently.

Usually books influence little more than your thoughts and feelings. All in all though I feel confident in saying that no book has had a more direct impact on my actions than this one.

The Black Belt Blueprint

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This book was eminently readable and touched on a lot of ground without wasting its breath, so to speak.

Reading it has shown me a lot of hidden meaning in Brazilian Jiu Jitsu that I wouldn’t have known otherwise. For example the more spiritual aspects of it such as mindfulness during grappling or using BJJ to master life in general.

This has dramatically increased my interest in the art because it’s shown me that there is an intellectualism of it beyond simply showing up to train. Thus it’s given me something to think about while training.

It’s shown me overarching principles of BJJ and a three-part strategy for improving based on conditioning, concepts and techniques. As a white belt, I look forward to putting into practice his advice of mastering one sequence (perhaps pulling guard followed by a triangle). The concept I will focus on first is remembering to breathe properly whilst grappling.

It was a quick read but you can’t really expect a martial arts book to be too heavy. It was particularly readable because it was so relatable due to the practice that I’ve done

The 4-Hour Work Week

As the title suggests, this is a book about cutting you51OWc0PhNqL._SX314_BO1,204,203,200_.jpgr working hours down. A lot. But it’s also about earning enough income to finance your “dream-lines”. Location independently. Or in other words, living how you really want to. This is a book which isn’t for everyone. To accept its premises is to think outside of the box. Indeed, most people would read it and shake their heads in non-acceptance – it poses too much questioning of settled reality. Much of it is radical even by my standards. However, I don’t argue that it’s not possible. I merely think it’s not as straightforward as he seems to see everything. The secret to that straightforward, pragmatic thinking can perhaps be found through this book also, though.
This is one of the key texts of the location independent lifestyle. And there’s no lifestyle I would rather have than a location independent one, hence why I decided to read the book. Although Timothy Ferriss seems to emphasise intermittent “mini-retirements” and dream-lines rather than the “purist” digital nomad lifestyle of indefinite travel. Vagabonding. Both of these are deeply appealing, however.
I believe that Ferriss essentially gives two different methods of financially achieving the “new rich” lifestyle:
1) A remote work agreement or some other sort of location independent employment
2) A muse: start-up venture that exists solely to generate maximum income with minimum time investment
Of these two methods, the first is more within the common sphere of reality. However, it is also much more time intensive and not scalable by nature. Admittedly, the second seems pretty far out to me but I suppose it would be more graspable if a viable idea itself was more graspable. To his credit he does lay out a method, however, you really do need to be able to offer value to a niche market. This I struggled to imagine and the book lost me a little bit. He provides tons of resources one you get going, though; many B2B services which I had never heard of and hopefully will one day revisit.
The main body of the book is structured into four “steps”:
1) Definition. This mostly included the beginning thought process, defining dream-lines and doing the start-up
2) Elimination. Where you significantly reduce your time spent working through various means
3) Automation. Ferriss is very big on outsourcing personal tasks to overseas “Virtual Assistants” who work relatively cheaply, but automating through a computer is even better (cheaper)
4) Liberation. Once you’ve defined, eliminated and automated you are then able to liberate yourself in terms of location and do the travel that you wanted to
This book has a certain ethos which seems very original to me and not really fitting well with any other philosophy that I’ve seen. I suppose that’s because a fundamentally different lifestyle initiates new values and lines of thinking. For example, he seems to be big on minimalism in all things. He has a very regimented attitude about what’s allowed to disturb his attention or take up his time. Leanness of enterprise and ruthlessness with personal resources such as energy – “be pound wise and penny foolish”. He’s super pragmatic and analyses things deeply with an uncommon clarity of thought. Thinking and acting outside the box. Being uncaring of what people think is a priority. It fits the humanist zeitgeist of maximising quality of life, and even takes it a step further than anything else, to its logical extreme. When you work the standard 9 to 5 this ethos appears pointless (I’ve tried) because then you’d just end up reducing your work hours and income. You relearn to just show up, trundle along for 8 hours and go along with company culture. If you’re location independent or an entrepreneur then this ethos becomes very relevant, though, because no one is looking over your shoulder and true effectiveness becomes imperative.