Outwork everyone in your industry. Always giving your best effort breeds tremendous self-respect.
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The 10x Value Obsession is a principle that will significantly upgrade your impact, your business, your income, and your indispensability to the people who you do business with. The 10x Value Obsession simply says this, at every touch point of you doing business with your customers, give them 10 times the value that they expect. What comes to mind is my book, The 5AM Club. I spent four years on The 5AM Club. I rewrote it over 50 times. Every line, I wanted it to be the absolute best I have to give to the world. I wanted every model from The 20.20, the morning routine from 5:00 to 6:00 in the book, or the twin cycles of elite performance that explained that elite performance without deep recovery depletes your asset of genius. That model explains rest is not a luxury, it's a necessity. One of the other models, The 10 Rituals of Daily Genius that I talked about, the weekly design system and the 60-minute student, and The Second Wind Workout and the Two Massage Protocol. Or maybe it was the model I shared in the book about transient hypofrontality, which explains that every man, woman, and child on the planet can shift their brains out of the prefrontal cortex, which is the seed of thinking and worrying and self-editing and inner criticism. And get into flow state, which is a term coined by Mihaly Csikszentmihalyi of University of Chicago. I just wanted to put everything I had to give into The 5AM Club. So people would pay, let's say if you're in North America, $20 for the book or $ 30 for the book. I wanted them to receive thousands, actually millions of dollars worth of value from reading the pages. Imagine if you continue to become obsessed with being a value creator to the world, stunning things start to happen. When you actually say to yourself, I want to give my customers, each one of them, 10 times the value that they expect or even 100 times the value they expect. Well, here's what's going to happen. You'll become a magic worker of sorts in a world where almost every person in business and so many people are just card-carrying members of the cult of mediocrity. Most people just deliver minimum-viable product to their marketplace and then they wonder why they're not the domain leaders. They wonder why they don't have a global brand. They wonder why they don't have a movement of evangelists around the products or services that they offer. Well, one of the core things to remember about human nature is reciprocity. We almost cannot help but reply to good things that people do for us. When you do good in the world, it not only builds self-respect and self-love in your heart, when you do good things in the world, the people that you serve see that your generosity needs to be replied. So they become your fanatical followers. These people who taste and use your products and consume your products, they see the love you've put into it and the craft and the mastery and the acumen and the energy. I mean, when I finished The 5AM Club, I was mentally, emotionally, physically, spiritually exhausted. My wells were empty and that's what needs to happen if you feel you've put everything that you have so you're totally depleted in the project that you release into the world. So The 10x Value Obsession is something to really think about. In a world of takers, you want to be a giver. In a world with so much scarcity, where so many people, especially in business, it's like, how can I give as little as possible and then hype the product and service and expect these financial rewards or emotional rewards? I want you to think about generosity. I want you to handcraft everything that you do each day with love.I want you to work on your craft so you produce mastery for people. I want you to think about the user experience. So people just go, this is incredible. Like the great restaurants or like the great hotels, or like the great airlines or like the great shoe shops, or like the great whatever it is. Like the great people that you know. They take the time to prepare for a meeting. They take the time to be positive for a meeting. They take the time to be punctual for a meeting. They take the time to listen during a meeting. They take the time to be excellent.