The major turning point for me was when I got serious with my girlfriend. She made about a third of what I made, but she had about a year's salary saved up. I was ashamed to have $40,000 in debt, so I started applying the IWT principles to pay down debt and accomplished that inside two years.

To test for demand, just ask yourself, "Do a lot of people care about this?" If the answer is yes, then ask yourself, "Are people willing to pay a lot to solve this problem?" to figure out price. You'll quickly see where your different ideas fall on the chart.

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The American Psychological Association reports that Americans today, compared to the 1950s, seem less happy, even though we eat out twice as much and own two times as many cars. We have so many more toys, like big-screen TVs, smartphones, and microwaves. But that isn't leading to a more satisfying life.

He created a "Top 50 Favorites" list of contacts on his phone. He prioritizes them when it comes to hanging out. When he has a free minute, he calls/texts the people on his Top 50 list. Then he told us, at the end of the year, he re-evaluates who should be on the list and shuffles/deletes/adds to it. It can only be 50 people, so every year, he makes the tough decisions as to who's in his Top 50. People DID NOT LIKE THIS.

Rule #1: People pay me for the value I create. In other words, if I create value, people will be more than happy to pay me for it. Rule #2. The more I make, the more value I can create. I can invest back into the business, by building systems, creating technology, and hiring new people. Rule #3. Money is a marker that I'm doing the right thing. We're going to avoid fake proxies of success, like how many people like my Facebook page. Instead, we'll focus on the ultimate sign that you've created something the world wants: Sales.

My friend Jim once called to tell me that he'd gotten a raise at work. On the same day, he moved into a smaller apartment. Why? Because he doesn't care very much about where he lives, but he loves spending money on camping and biking. That's called conscious spending.