Sublime

James Clear, the author of “Atomic Habits,” one of the best-selling self-help books of the past few years, is a perfect example. On his website he has a $299 video course called “The Habits Academy,” which is him, sitting in front of his bookshelf, essentially walking listeners through the same information that’s already in his book—just in video f

By shifting from his own goals (getting clients) to serving musicians with a specific problem at scale (Remember: people follow you because you are useful), Noa transformed his struggling practice into a thriving business serving an audience of over 50,000 subscribers.

Dan Kennedy’s magnificent teaching about defying the norms of your industry. In the teaching I heard, he advised making a big, fat list of all the norms of your industry: What everyone does just because that’s what everyone does. And then, go through that list, one-by-one, and literally defy them by doing the opposite.