If you’re stuck between the hard path and the easy path, choose the hard path, because if the easy path were the right path, you would’ve chosen it a… - Alex Hormozi

The point of good writing is for the reader to understand. The point of good persuasion is for the prospect to feel understood.

a lead is a person you can contact. That’s all. If you bought a list of emails, those are leads. If you get contact information from a website or database, those are leads. The numbers in your phone are leads. People on the street are leads. If you can contact them, they are leads.

There are two types of people:

1. People that work just enough that people don’t criticize them
2. People that work to be the absolute best there’s ever been

Do not ask them to work together.