Doing the thing that scared me most - giving away my secrets - led to the biggest breakthrough in my life. - Alex Hormozi

If you can do it when it’s hard, you can keep doing it under any conditions.

If you only wait to start when it’s easy, you’ll either never start, or, you’ll quit the moment it gets hard again (which it always does).

So you might as well start when it’s hard.

People want what they can’t have. People want what other people want. People want things only a select few have access to.

Lloyd, from the above newspaper story, could have gone through this entire book and nothing in here would have worked for him. Why? Because he would be targeting newspapers, a dying market. That being said, having a great market is an advantage. But you can be in a normal market that’s growing at an average rate and still make crazy money. Every market I have been in has been a normal market. You just don't actually want to be selling ice to eskimos.