Matt Gray

Herb

Herb helps brands drive more customers through email, content, and our community of 14 million people.

Founder & CEO

Founder OS

Founder OS helps you build a $5M profit per year empire on autopilot.

Bitmaker

Grew to largest coding school in Canada. Acquired by General Assembly, and subsequently acquired for $410M by Adecco.

Co-Founder & CEO

Founder & CEO, Herb (we're hiring)

Over the last decade, I’ve built 3 successful companies and a community of over 14 million people.

My mission is to inspire 100 million founders to live their dreams through proven systems.

I help entrepreneurs remove themselves from operations, grow on autopilot with content and an engaged audience, and automate core systems.

I’m the founder of Herb and Bitmaker (acq. General Assembly).

My portfolio:

→ I’m the founder & CEO of Herb, the leading cannabis-marketing-as-a-service (CMaaS) brand with a community of over 14 million people.
→ I teach the Founder OS Program to help entrepreneurs scale their companies to $5M+ revenue.
→ I coach entrepreneurs that need help with marketing, sales, systems, community, and growth.
→ I advise early-stage companies in AI, Education, and SaaS verticals.
→ I run a community of entrepreneurs around Founder OS.

My results:

→ 1.5M+ people following Founder OS
→ 14M+ people in the Herb community
→ 2B content impressions annually 
→ 0 advertisements
→ 60%+ margins

If you want to learn more about how I built this, you can join my newsletter:

→ GO HERE: https://www.mattgray.xyz/newsletter

If you want to explore 1:1 coaching or consulting visit my personal site:

→ GO HERE: https://www.mattgray.xyz/coaching

If you want to join Founder OS Program:

→ GO HERE: https://www.mattgray.xyz/courses

Email: matt@herb.co
Twitter: @matt_gray_
Instagram: @matthgray
YouTube: @realmattgray

Herb's mission is to change the way the world views cannabis. We've built the largest cannabis community in the world with over 14 million passionate people.

We help successfully connect the best brands with customers and provide a trackable and measurable end-to-end marketing solution.

I’ve hired 90+ high performers in the last 3 years.

Here are 8 rare traits I see in every high performer:

1. Grit

This one’s a non-negotiable. 

What is it?

• Ability to persist through obstacles
• Strength to bounce back from failure
• Tenacity to keep pushing, no matter the challenge

Hard work is common. 

Grit is rare.

2. Relentless Resourcefulness

Some people find a way no matter how “impossible” it seems.

They are innovative problem solvers.

They have the conviction that there's always a solution.

These are the people we want.

They’re like water.

They find a path around any obstacle.

3. Optimism

Entrepreneurship is a roller coaster.

Having optimistic people on your side is a massive mental boost.

Optimistic people don't see roadblocks, they see stepping stones to success.

Their energy is electrifying and infectious. 

A must-have when the going gets tough.

4. Constant Learning

The ROI on constant learners compounds.

In a fast-moving world, learning and adapting is essential.

These hires:

• Seek feedback
• Expand their skills
• Stay curious and hungry

Train them well, and they'll give you an infinite return on your investment.

5. Not Being an Asshole

It might sound simple, but it's vital.

I don’t care how smart, hardworking, or optimistic you are.

If you don’t:

• Show empathy
• Collaborate well
• Treat others with respect

I don’t want you on my team.

Period.

6. Fun to Be Around

I need people that I like spending time with.

Work can be intense. 

Having people who bring: 

• Positive energy
• A sense of humor
• A lightness to the office 

Makes a world of difference.

When we make work feel like play, we're unstoppable.

7. Growth Mindset 

This one is foundational.

I need someone who:

• Embraces challenges as growth opportunities
• Believes abilities and intelligence can be developed

People with a growth mindset get obsessed with the process.

Not fixated on the outcome.

8. Enjoys Responsibility

I need my team to take on responsibility.

I don’t want to chase people down.

If they:

• Take ownership of their work
• Care about doing a good job

We'll perform better.

And I’ll have way more breathing room and feel more at ease.

—

P.S. If you like proven systems, you'll love my weekly newsletter (it's free).

1 actionable tip to grow your online business.

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Share ♻️ these traits if you found this helpful.

11 habits that will make you happier than 98% of people:

1. Take Care of Your Health

You only get one mind and one body.

Both must last you a lifetime. 

Habits formed in your 20s and 30s will determine how you live in your 60s and 70s. 

Take your health seriously. 

Without it, you have nothing.

2. Give Sincere Appreciation

Practice gratitude daily.

It helps you keep things in perspective.

If you’re reading this, you probably have access to:
• Food
• Water
• Shelter
• Tech
• Internet 

Appreciate it, then plan to seize the day.

3. Pay it Forward

Studies show random acts of kindness improve well-being.

You can practice paying it forward by:

• Holding the door for someone
• Picking up trash outside
• Giving a compliment

One simple action can alter the trajectory of your day.

4. Choose Optimism

Optimists encourage you to live out your dreams. 

Pessimists tell you to stay as you are, never changing.

Pessimists often sound smart. 

But in the long run, optimists are the ones who live a life they’re proud of.

5. Reduce Your Wants

It is not the man who has too little that is poor.

It is the man who craves more. 

Happiness is not the result of external objects.

It is instead an internal sense of fulfillment.

Find your minimal lifestyle.

6. Don't Compare Yourself to Others

Comparison is the thief of joy.

There will always be someone:
• Who is healthier
• Who has more money
• Who's "living" a better life

Compare yourself to who you were yesterday.

If you are 1% better today, you’re winning.

7. Ignore the Nonessential

Shiny object syndrome kills motivation and growth.

It's commonplace today.

There is always a new opportunity or distraction available.

But in the long run, it will be those who can stay focused on what’s most important who will be most successful.

8. Constantly Read

A reader lives a thousand lives before he dies.

Anyone who doesn’t only lives one.

Books give you access to the: 

• Thoughts
• Stories
• Philosophies 

of those who came before you.

Don't navigate life without pre-existing playbooks.

9. Prioritize Growth

If you’re not growing, you’re dying.

There is no such thing as stagnant.

A 1% improvement in a day is a 3,700% improvement in a year.

Every morning ask yourself, “how can I improve today?”

10. Write Daily 

Putting your thoughts on paper forces you to organize them.

If you lack understanding, it will expose gaps in your thinking.

This is valuable information, as you can now fill in these gaps.

Use writing to sharpen your thinking and increase your brainspace.

11. Practice Meditation 

The world moves at a faster pace today than ever before. 

It is more crucial now than ever to step back and take time for yourself.

Take 10 minutes a day to be present and observe your thoughts.

It's revamped my mood, stress, and well-being.

_
Want to grow faster? Grab my free mini-course.

Plus get my Vision Board System (worth $249).

Get free access to it here 👇

https://lnkd.in/ewjh6F6q

♻️ ♻️

This took me 14 years to learn, I’ll teach it to you in 2 minutes:

1. Optimize Your Health

In order to be successful you need to be at peak performance.

Every morning I:
• Do a guided mindfulness meditation
• Get sunlight in my eyes
• Lift heavy weights
• Stretch my body
• Write

Entrepreneurs are athletes.

2. Experiments > Perfection

Get comfortable being uncomfortable:

• Write daily
• Publish daily
• Get 1% better daily

Don’t wait.

Start now. 

Done > Perfect

3. Build a Content System Day 1

Content increases your surface area for luck.

You need to build a system to:

• Follow a content schedule
• Build content formats
• Formulate a funnel

Hit publish daily and good things happen.

4. Build Your Revenue Funnel

The goal is to convert your dream customer to your product:

• Rented audience: Attract people on Twitter and LinkedIn
• Owned audience: Convert them to your newsletter
• Monetized audience: Get them to pay for your product

5. Excellence is a Habit

You are what you continually do. 

The Super Bowl is won in the preseason. 

Your day begins the night before:

• Curate your priorities before you go to bed
• Wake up
• Complete 3 big tasks
• Go into nature
• Come back and tackle more
• Repeat

6. Fall in Love With The Process

There is no shortcut to success. It’s a marathon, not a sprint.

Enjoy the small wins:

• You wrote a draft. Great work.
• You sent a big email. Great work.
• You closed a small deal. Great work.

Success is about stacking tiny wins.

7. Be Obsessed With Learning

The most successful people are lifelong learners:

• Learn from people on Twitter
• Watch YouTube videos
• Listen to podcasts

“Anyone who stops learning is old, whether at twenty or eighty. Anyone who keeps learning stays young.”

8. Your Network is Your Net Worth

Create your personal Board of Advisors.

Here’s mine:

• Sales: Alex Hormozi

• Writing: Dickie Bush

• YouTube: Codie Sanchez

• Community: Greg Isenberg
 
• Strategy: Alex Lieberman
 
Who are your advisors?

9. Have a Bias for Action

Get addicted to momentum.

If you know you should do something, do it in 5 seconds:

• Send the email
• Write the post
• Call that person
• Express gratitude

Don't wait. 

Life is too short.

Take action and have fun.

—

Want to grow on easy mode? Grab my free mini-course.

Plus get my Vision Board System (worth $249).

Get free access to it here 👇

https://lnkd.in/ewjh6F6q

P.S. ♻️ A little repost spreads the love ♻️

10 habits that will make you happier than 98% of people:

1. Take Care of Your Health

You only get one mind and one body.

Both must last you a lifetime. 

Habits formed in your 20s and 30s will determine how you live in your 60s and 70s. 

Take your health seriously. 

Without it, you have nothing.

2. Give Sincere Appreciation

Practice gratitude daily.

It helps you keep things in perspective.

If you’re reading this, you probably have access to:
• Food
• Water
• Shelter
• Tech
• Internet 

Appreciate it, then plan to seize the day.

3. Pay it Forward

Studies show random acts of kindness improve well-being.

You can practice paying it forward by:

• Holding the door for someone
• Picking up trash outside
• Giving a compliment

One simple action can alter the trajectory of your day.

4. Choose Optimism

Optimists encourage you to live out your dreams. 

Pessimists tell you to stay as you are, never changing.

Pessimists often sound smart. 

But in the long run, optimists are the ones who live a life they’re proud of.

5. Reduce Your Wants

It is not the man who has too little that is poor.

It is the man who craves more. 

Happiness is not the result of external objects.

It is instead an internal sense of fulfillment.

Find your minimal lifestyle.

6. Don't Compare Yourself to Others

Comparison is the thief of joy.

There will always be someone:
• Who is healthier
• Who has more money
• Who's "living" a better life

Compare yourself to who you were yesterday.

If you are 1% better today, you’re winning.

7. Ignore the Nonessential

Shiny object syndrome kills motivation and growth.

It's commonplace today.

There is always a new opportunity or distraction available.

But in the long run, it will be those who can stay focused on what’s most important who will be most successful.

8. Constantly Read

A reader lives a thousand lives before he dies.

Anyone who doesn’t only lives one.

Books give you access to the: 

• Thoughts
• Stories
• Philosophies 

of those who came before you.

Don't navigate life without pre-existing playbooks.

9. Prioritize Growth

If you’re not growing, you’re dying.

There is no such thing as stagnant.

A 1% improvement in a day is a 3,700% improvement in a year.

Every morning ask yourself, “how can I improve today?”

10. Write Daily 

Putting your thoughts on paper forces you to organize them.

If you lack understanding, it will expose gaps in your thinking.

This is valuable information, as you can now fill in these gaps.

Use writing to sharpen your thinking and increase your brainspace.

_

Want To Go From 100 Followers To 100k Followers?

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I'm 34.

When I was younger, I was obsessed with shit that didn't matter.

You can learn from my fuck ups.

If you're 20-something, read this 👇


1. Don't neglect your health.

If you're rich and sick you're going to be unhappy.

To be at your best, you need take care of your mind, body, and soul.


2. Cut toxic people fast.

You are the product of the 5 people you spend the most time with.

Choose wisely.


3. Experiences > Things

We're all going to die. You can't bring things to your grave.

Travel. Go on road trips. Get lost in nature.


4. Fuck outcomes. Show up every day and focus on the process.

There are no shortcuts to success.

The key is to fall in love with the journey.


5. Find your calling

Don't worry about what everyone else is doing.

Focus on the things that make you happy. Find your reason for being.


6. Experiments > Experts

Put in the reps.

Run as many experiments as you can.


7. Learn like your life depends on it. Then act.

Read.

Listen to podcasts.

And take massive action. Every day.


8. Implement the 5-second rule.

Don't procrastinate. The illusion is that you have time.

If there is something you should do, do it within 5 seconds.

Get addicted to progress. Build momentum.


Follow these steps and architect the life of your dreams.

Life is too short to give a fuck what others want you to do.

That's a wrap!

—

P.S. If you like proven systems, you'll love my weekly newsletter (it's free).

1 actionable tip to grow your online business.

Join 65,000+ subscribers here:

https://t.co/SoGNuDwdfO

Share ♻️ these tips if you found them helpful.

I’ve used SEO to grow my startup to 9 million visitors in 3 years.

But SEO marketing took me 10 years to learn. 

Here are 10 tips for writing the best SEO content in 5 minutes:

1. Focus on Keyword Research

Choosing the right keyword will make or break your SEO efforts.

Use these tools to find hidden gems:

• KWfinder
• Answer The Public
• Keywordsheeter

Good content is nothing without the right keywords.

Spend 80% of your time here.

2. Just Get On Base

Most people fail at SEO because they go too big, too soon.

Instead, choose keywords with:

• Low difficulty scores
• Low search volume
• Thin competition

Don’t swing for the fences too soon.

Just focus on hitting the ball.

3. Long Keywords > Short Keywords

Short keywords look sexy but have too broad intent.

Long keywords:

• Target your ideal customers.
• Convert higher.
• Rank easier.

Don’t try to rank for “Best Pizza”

Instead, rank for “Best deep dish Chicago style pizza in NYC”

4. Keep Your Enemies Close

Study the articles that are ranking for your target keywords.

Your competition will tell you:

• How many products to list
• How many words to write
• What topics to cover

Now do what they do, but better.

5. Don’t Write Without an Outline

The Superbowl is won in the preseason.

Make an outline with:

• Keywords to include
• Article subheadings
• Article inspiration

Good SEO writing comes from good planning.

Get organized first.

Write second.

Edit third.

6. Make it Effortless to Publish Often

Like most things in life, SEO is a game of consistency.

In the first 30 days:

• Build an article backlog
• Document your processes
• Create a publishing schedule

Consistency doesn’t come from willpower.

It comes from strategy.

7. Study Search Intent

You have a goal in mind when you open Google.

The most common goals are to:

• Buy
• Learn
• Discover

In SEO, these goals are called “search intent.”

Learn your audience’s search intent.

Then help them achieve their goal.

8. Build Content, Not Links

Most people think more backlinks = more rankings.

Maybe in 2010 this was true.

Now, Google prioritizes:

• Page count
• Authority
• Content

Building backlinks manually = spinning your tires.

Focus on content, and you’ll get backlinks naturally.

9. Use Original Photos

Google hates recycled content.

Instead, do this:

• Find free use images on http://unsplash.com
• Edit it slightly in photoshop
• Add some text overtop

If possible, use original photos.

If not, remix someone else's.

10. Bulld an SEO Board of Advisors

Here's mine:

• SEO Mastery - Rob Hoffman
• Building Trust - Rand Fishkin
• SaaS SEO - Jeremy Moser

—

Want to grow faster? Grab my free mini-course.

Plus get my Vision Board System (worth $249).

Get free access to it here 👇

https://lnkd.in/ewjh6F6q

Share ♻️ these tips if you found them helpful.

If you don’t have systems, you’ll never be a 7-figure entrepreneur.

These are my 7 core systems (that generate $8,370,000 in revenue):

1. The Content Waterfall System

The secret to viral content: Repurposing. A Twitter thread becomes:

• 5 Tweets
• 2 TikTok videos
• 1 LinkedIn Carousel
• 1 Newsletter in 6 weeks

Maximize your luck surface area with minimum effort input.

2. The Deep Work System

Get more done in 4 hours than 95% of people do in 1 week by:

• Preparing the day before 
• Removing dopamine triggers
• Focusing on impactful, Pareto Projects 

Deep work is the laser to the dim, flickering light of long unproductive hours.

3. The Soul Trip System

I take a spontaneous trip every 6 weeks that encourages:

• Immersing in nature
• Unplugging from routine
• Fostering authentic experiences

It's my spirit's preventative medicine against burnout and ruts.

4. The Personal Board System

Collect advisors like boards at public companies do:

• Experts - intellectual sparring partners
• Peers - fellow founders who have your back 
• Mentors - people whose outcomes you want

Crowdsource your success from your network's experience.

5. The Dream Week System

Many people don't have routines - then wonder why they're not getting anywhere. So, allot time every week for:

• Learning
• Deep work
• Exercise and breaks

A weekly routine converts big goals into actionable, repeatable habits.

6. The 80/20 System

The 80/20 rule: 20% of effort often leads to 80% of the results. Once you come across it, you'll start seeing it everywhere. So, identify the 20% in your:

• Relationships
• Business
• Health

And let leverage multiply your outcomes.

7. The Health System

As you take care of yourself, your outer world improves. At a minimum:

• Eat well
• Meditate
• Lift weights

Entrepreneurs are marathon runners, not sprinters. So focus on the highest ROI input: longevity.

—

P.S. Want to grow faster? Grab my free mini-course.

Plus get my Vision Board System (worth $249).

Get free access to it here 👇

https://lnkd.in/ewjh6F6q

Please share ♻️ these systems if they were helpful.

In 2023, I closed $3,243,000 of deals.

Most people overcomplicate sales. 

8 tactics (you can steal) to be a rainmaker:

1. Craft a Unique Offer

If sales is full of friction, you're doing it wrong.

Great offers sell themselves. 

Follow this:

• Identify an outcome
• List out perceived roadblocks
• Package solutions to roadblocks into an offer

A great offer hinges on solving pertinent problems.

2. Find a Starving Crowd

Focus your energy on finding people who urgently have the problem you solve.

Discover them via: 

• Rapidly growing subreddits
• Decision makers' social media activity
• Negative feedback on competitor brands

And sales becomes a breeze.

3. Use Seamless to Find Decision-makers

Email is your secret weapon.

• Take your target company
• Find the relevant decision maker on LinkedIn
• Use SeamlessAI to instantly find their email

Then, use a CRM (I like Yesware) to send them an irresistible email sequence.

4. Become a Cold Email Weapon 

Subject: 15 min. chat on [insert date]

"Hey [name],

I noticed [personalized intro]. [our product can help you....].

Do you have 15 mins to chat on [date]?"

Keep iterating on subject lines and body copy using open/reply rates as feedback.

5. Have a Sales Script

Don't reinvent the wheel - and don't wing it.

Refine your sales script to have a straight-line sale.

Most of it should be:

• Open-ended questions to discover pain points
• Mirroring and labeling their struggles
• Presenting a transformation

6. Hire Hungry Salespeople

I expect salespeople to:

1. Have 100 touchpoints per day
2. Run 40 meetings per month
3. Create 20 opportunities per month

But this only works if you've got well-crafted incentives.

Commissions and quota bonuses are your best friend.

7. Have Conviction

If you don't believe in your offer, why should your prospect?

Real conviction always shows - and it passes on.

Build conviction by: 

• Using the product regularly
• Re-reading client testimonials 
• Researching your competition and how you differ

8. Ruthlessly Iterate

The best way to improve your sales? 

Record and rewatch your sales calls.

Notice where:

• Interest was lost
• They didn't fully buy-in
• You seemed desperate

Athletes watch game-film to improve.

Rainmakers listen to sales calls.

—

Want to grow faster? Grab my free mini-course.

Plus get my Vision Board System (worth $249).

Get free access to it here 👇

https://lnkd.in/ewjh6F6q

Share ♻️ these tactics if you found this helpful.

How to beat procrastination (and get more done in 4 hours than in 2 days):

1. Ride Momentum 

The biggest mistake in tackling large projects = viewing them as a lot of work. 

Break it into small goals to hit daily: 

• Working out for 15 mins turns into 30
• Researching for 20 mins turns into 40

Focus on starting, and build your deep work endurance.

2. Eat the Frog 

Tackle your big, hairy project early and often. 

• Builds momentum rapidly 
• Leverages your peak performance 
• Ensure you complete your high-impact, important work 

The biggest drain on your energy: Falling asleep knowing you failed to tackle a big project.

3. Prepare the Day Before  

Preparing for the day lets you engage the day quickly. 

Before sleeping:

• Choose 1 major project 
• Brain dump 8 top-of-mind thoughts 
• Write out and prioritize 4-5 mini-tasks 

Wake up, read your notes, and immediately sprint into action.

4. Optimize Physical Performance 

Deep Work is rooted in physical preparation. 

Before I start work, I have a set routine: 

• Heavy Lift at 7 AM 
• Sauna + Shower
• Refuel with Gallon Jug 
• Zinc + Magnesium 
• Clean my desk area 
• Turn on Hans Zimmer

5. Hunt Down Distractions

Clean your digital workplace. 

For 4 hours I: 

• Turn on Do Not Disturb 
• Turn off data + WiFi on my phone 
• Log out of Twitter + social media 
• Use Freedom to block distracting sites

6. Use the 2-minute Rule 

Small tasks can pop up during deep work. 

Prioritize using the following ruleset: 

If it can be done in ~2 minutes, do it now. 

Don't waste the stress of putting it on your to-do list.

—

Want to grow faster? Grab my free mini-course.

Plus get my Vision Board System (worth $249).

Get free access to it here 👇

https://lnkd.in/ewjh6F6q

Share ♻️ these tips if you found this helpful.

In 2022, I closed $3,437,000 in deals. 

Most people overcomplicate sales. 

Here are 9 frameworks (you can steal) to master sales:

1. Build a Unique Offer

A unique offer sells itself.

Follow this process:

• Identify a target outcome
• List out all the perceived roadblocks
• Turn all the problems into solutions
• Package the solutions into an offer

This is how you can craft an offer with existing demand.

2. Practice Friction Minimalization 

Minimize the time and effort it takes to achieve the desired result.

Prospects will pay more to:

• Achieve results fast
• Minimimal additional costs/inconveniences to achieve the result

Do this to maximize your offer value.

3. Sidestep Confrontation 

As Alex Hormozi recommends, use the H-I-I framework:

1) Hypothesize: If this were perfect would you do it?
2) Isolate: What’s different between that perfect version and what you see?
3) Inform: What if we did X to accomplish Y to meet that. Fair enough?

4. Provide Certainty

Guarantees give prospects the confidence to buy.

Types:

• Performance/value-based
• Anti-guarantees - no refunds
• Conditional guarantees - terms and conditions
• Unconditional guarantees - refund, no questions asked

Always be bold with your guarantees.

5. Narrow Your Niche

Niche down to become a category of one.

This helps you understand the prospect's problem better.

Here's an example...

Coach for:

• CEOs
• Start-up CEOs
• Female start-up CEOs

Articulate their problems and solutions better to sell more.

6. Ruthlessly Iterate 

The best way to improve your sales? 

Listen to recordings of sales calls. 

• Your own 
• People on your team 
• The best sales calls available 

Athletes watch game film to improve.

Rainmakers listen to sales calls.

7. Find a Starving Crowd

Stop fighting uphill battles. 

Sales should never feel like you are forcing a solution upon a target. 

Build conviction by finding eager individuals. 

Discover them via: 

• Rapidly growing subreddits
• Negative feedback on competitor brands

8. Establish Trust

Your first goal with every conversation is to build trust. 

To build trust:

• Find common experiences (ie. schools, hometowns, interests) 
• Demonstrate expertise without sounding arrogant (ie. tell stories, not statistics)

9. Have Conviction

If you don't believe in your offer, why would your prospect?

Having conviction in your offer builds trust with your prospect. 

Build conviction by: 

• Use the product regularly
• Re-reading client testimonials 
• Researching your leads to evaluate fit

—

Want to grow faster? Grab my free mini-course.

Plus get my Vision Board System (worth $249).

Get free access to it here 👇

https://lnkd.in/ewjh6F6q

Please share ♻️ these frameworks if you found them helpful.

This took me 10 years to learn, I’ll teach it to you in 5 minutes:

1. Optimize Your Health

In order to be successful you need to be at peak performance.

Every morning I:
• Do a guided mindfulness meditation
• Get sunlight in my eyes
• Lift heavy weights
• Stretch my body
• Write

Entrepreneurs are athletes. 

Take training seriously.

2. Experiments are More Important Than Perfection

Get comfortable being uncomfortable:
• Write daily
• Publish daily
• Iterate on your product

Don’t wait.

Start now. 

Hit send.

Done > Perfect

3. Build a Content System Day 1

Content increases your surface area for luck.

You need to build a system to:
• Follow a content schedule
• Build content formats
• Formulate a funnel

Stay consistent.

Hit publish daily and good things happen.

4. Build Your Revenue Funnel

The goal is to convert your dream customer to your product:
• Rented audience: Attract your dream customer on Twitter and LinkedIn
• Owned audience: Convert them to emails and SMS
• Monetized audience: Get them to pay for your product

5. Excellence is a Habit

You are what you continually do. 

The Super Bowl is won in the preseason. 

Your day begins the night before:
• Curate your priorities before you go to bed
• Wake up
• Complete 3 big tasks
• Go into nature
• Come back and tackle more
• Repeat

6. Fall in Love With The Process

There is no shortcut to success. It’s a marathon, not a sprint.

Enjoy the small wins:
• You wrote a draft. Great work.
• You sent a big email. Great work.
• You closed a small deal. Great work.

Success is about stacking tiny wins.

7. Be Obsessed With Learning

The most successful people are lifelong learners:
• Learn from people on Twitter
• Watch YouTube videos
• Listen to podcasts

“Anyone who stops learning is old, whether at twenty or eighty. Anyone who keeps learning stays young.”

8. Have a Bias for Action

Get addicted to momentum.

If you know you should do something, do it in 5 seconds:
• Send the email
• Write the post
• Call that person
• Express gratitude

Don't wait. 

Life is too short.

Take action and have fun.

—

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Branding principles I know at 33, I wish I had known at 21:

1. Reactive Marketing

React to stories and news developments.

Show customers that you’re on the side of the people.

Example: 

• A guy on Tinder insults a woman's ASOS dress
• ASOS makes her the new model
• Story goes viral with 80+ media placements

2. Frictionless Communication

Customers have limited attention spans.

A lack of understanding leads to an instant loss of interest.

Make your copy and visual components clear and concise.

3. Be Real to Be Relatable

Connect with customers authentically and personally.

Be relatable by using:

• Real words
• Real stories
• Real people

4. Signpost Your Customers

Don't assume that your customers know what to do next. 

Handhold them with your language along the way: 

• Encourage active engagement
• Direct your customers to take the next step
• Make it clear what you want them to do

5. Be Antifragile

Own the story or the story will own you.

To take ownership:

• Don’t be too serious
• Embrace flaws/bad publicity 

Example: KFC's clever PR response turned its chicken shortage crisis into a positive.

6. Focus on the Headline

Your headline will make or break your marketing.

If you write a bad headline, your readers won’t bother reading the rest of the copy.

To nail the headline:

• Spark curiosity
• Grab attention
• Show a benefit

7. Write for One Reader

You're not talking to 1,000 people. 

You're addressing the single person reading your page. 

• Talk to the reader personally using “you”
• Use language to place them in the moment 
• Make it clear you understand who they are + what they deal with

8. Sell Benefits, Not Features 

Take your customers on a hero's journey. 

Make them feel pain, then feel relaxation. 

• Painkillers sell better than vitamins 
• Pain is the strongest motivator 
• People only value solutions if they value your problem

— 

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How to crush the rest of 2023. 

10 habits to transform your life in 6 months:

1. "Hell Yes" or "No" 

Life is decided by our ability to protect our time.  

• We suffer when we agree to everything 
• We thrive when we decline distractions

Learn to constantly evaluate opportunities as either: 

• "Hell Yes" 
• "No" 

Ruthlessly guard your time.

2. Cut Useless Expenses

Unnecessary costs put a hole in your wallet. 

But they put a bigger strain on your mind. 

Start by eliminating:

• Unused subscriptions
• Designer accessories
• Excessive eating out 

Leverage tools like Mint to automate this process.

3. Build a Personal Board of Advisors

Your network is your net worth. 

Don't underestimate mentorship as a growth accelerant. 

Here's mine: 

• YouTube: Codie Sanchez
 
• Sales: Alex Hormozi
 
• Strategy: Alex Lieberman
 
Find specialists to give you an unfair advantage.

4. Prioritize Deep Work 

A new goal in 2023: 

350 days where I get 4 hours of protected deep work. 

True progress is made in sprints. 

Deep work builds an opportunity to tackle: 

• Creative work 
• High-level strategy
• Traction on large projects

5. No Agenda, No Meeting

If you're going to meet, map it out.

Without a plan, you'll:

• Ramble
• Waste time
• Lack efficiency

Meetings are great, but not if they're unorganized.

Systemize success.

6. Build Customer Affinity 

Talk to 10 customers monthly. 

Customers don't just exist for revenue. 

They're the north star of your service. 

Talking to them: 

• Displays their core problems 
• Showcases the opportunities
• Uncovers where your business should evolve

7. The Pareto Principle

20% of your efforts will drive 80% of your returns.

But? 

It's rare to know which one of your efforts will have outsized returns. 

The best process instead: 

• Experiment 
• Listen for signal 
• Ruthlessly analyze data 
• Double down rapidly

8. Audit Your Customer Journey

Customers can be lost at any second. 

The only solution? 

Building an airtight journey to your product: 

• Handle objections via copy 
• Build multiple automated flows 
• Use forms to collect data on their opinions

9. Community > Everything 

In 2023, companies aren't built off ads.

They're built off of powerful communities. 

Double down on: 

• Connecting with like-minded people 
• Building positive-sum relationships 
• Creating a best-in-class experience

10. Create Content Daily 

Daily creation is a superpower.
 
Make things that:

• Educate
• Entertain
• Empathize 

After 365 days, your surface area for luck will hit exponential growth.

—

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10 powerful systems to conquer 2023 (and make it your best year):

1. Leverage the 7-38-55 Rule

In conversations, people will judge you based on:

• 7% words
• 38% tone and facial expressions
• 55% body language

What you say is not as important as how you say it.

• Smile
• Hold eye contact
• Give a firm handshake

2. Work Like a Lion

A lion doesn’t half-work, half-check social media/ email for 10 hours a day.

A lion:

• Sprints
• Rests
• Repeats

Be a lion.

You’ll get more done in 4 hours of focused work than 12 hours of fragmented attention.

3. Eisenhower Matrix

For every task use this framework.

Not important, not urgent?
Delete it.

Important, but not urgent?
Schedule it.

Not important, but urgent?
Delegate it.

Important + urgent?
Do it now!

Prioritize the stuff that matters.

Delete or delegate the rest.

4. The Two-Day Rule

Building new habits can be a challenge.

Skip one day?

You’re fine. Get back on track tomorrow.

But skip two?

The habit’s as good as dead.

When building a new habit, never allow yourself to skip more than 2 days.

5. How to Beat Perfectionism

So many people overanalyze everything.

So they do nothing.

Instead, use the 70-20-10 rule for your work:

70% will be mediocare
20% will suck
10% will be amazing 

Don’t let perfectionism hinder your volume.

6. Make Uphill Decisions

When choosing between two decisions,

Choose the one that’s more difficult in the short term.

Hard choices = Easy life
Easy choices = Hard life

Short-term pain creates long-term compounding gains.

7. Delayed Gratification

In the 1972 Stanford Marshmallow experiment, they found 3-year-olds who delayed gratification would go on to have:

• Higher ACT & SATs
• Better social lives
• More emotional control

Delaying gratification = success in the long run.

8. How to Make Decisions

Easy decision-making framework:

Either:

• Hell yes
• No

Don't do something that isn't making you jump out of your seat with excitement.

Saying yes to non-priorities ruins your priorities.

9. Bias for Action

Execution > Idea

Have a bias towards action.

Merely having the idea means nothing.

Acting on and implementing ideas are rare.

Ideas are worth nothing unless they are executed.

10. The Knife Theory of Hiring

When starting a company,

Find swiss army knives.

These are people who can do a bit of everything.

Once your company gets big,

Find kitchen knives.

These are specialists who are world-class at their jobs. 

Hire for the stage of your company.

—

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These life rules took me 34 years to learn, I’ll teach them to you in 2 minutes:

1. Pay it Forward

Random acts of kindness boost well-being - pay it forward today by:

• Holding the door for someone
• Picking up trash outside
• Giving a compliment

The waves of positivity you send into the world always ripple back to you.

2. Choose Optimism

Optimists find all the ways your dreams can be made possible.

You feel energized after spending time with them.

Pessimists tell you to stay as you are, never changing.

They often sound smart - but, in the long run, only optimists live a life they’re proud of.

3. Don't Compare Yourself to Others

Comparison is the thief of joy.

There will always be someone healthier, richer, or luckier than you.

But you can't control where you started - so ONLY compare yourself to who you were yesterday.

If you're even 1% better today, you’ve won.

4. Write Daily

Putting thoughts on paper forces you to organize them slowly and purposefully.

If you lack understanding, it'll expose gaps in your thinking.

You'll find your mind clearer and sharper with time.

That's why it's the perfect form of research, planning, or therapy.

5. Listen More Than You Speak

When you talk, you're only repeating what you already know.

The only benefit to it is stroking the ego.

But everyone has swathes of expertise to learn from - and listening is how you unlock it.

Turn the world into a classroom with infinite teachers.

6. Practice Gratitude

Gratitude will show you that true fulfillment doesn't come from external sources - it comes from a little self-awareness.

So take 5 minutes/day to write down 5 things you're grateful for.

And cultivate a new lens of contentment to enrich your worldview.

7. Invest in Yourself

Ultimately, you're the only asset that matters - find ROI in:

• Learning
• Mental health
• Optimizing your body

The dividends will be lifelong and serendipitous.

8. Hide Your Phone

Phone notifications are poisonous context switches - and it takes 25 minutes to regain focus after each switch.

So turn on airplane mode, set aside 4 hours, and focus on deep work.

Attention is the new currency; the more you reclaim, the richer you are.

9. Review Your Goals

Progress is simply: Goals + Action + Iteration.

And the best goals are process goals - not end goals.

e.g. reading 10 pages a day vs reading a 1000-page novel.

Review progress regularly and let the seeds of steady progress flower.

10. Maintain Relationships

Human connections are the most valuable - but they need to be cultivated amidst life's chaos.

So schedule time weekly for thoughtful texts to those you've neglected.

The ROI on a few words is unimaginable.

—

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Good habits are the new antidepressants.

If you're in a bad spot in your life, read this:

1. Remove Negative People

Negative energy is contagious. It infects and saps your spirit. I have a simple test - after meeting someone, do I:

• Feel full of energy?
• Feel drained?

To escape the darkness, cut out those who embody it.

2. Be Vulnerable

I used to think vulnerability made me weak - but vulnerability sparks all meaningful connections.

Be real and open your heart.

And diminish your stresses into collaborative problems to solve with your loved ones.

3. Find Community

Join communities - or, create your own. I built a community of:

• 14M legends with Herb
• 1.8M systems-obsessed followers across socials
• 2.8K+ freedom-seeking founders at Founder OS

They're my tribe of misfits that get me out of bed every day.

4. Grow Your Network

If you're in a conversation you find boring, the problem's not the other person; it's you.

Everyone - EVERYONE - has valuable expertise on something.

You just need to extract it.

Genuine interest is the catalyst to your circle expanding on autopilot.

5. Embrace Solitude

Loneliness ≠ solitude.

Solitude is an essential pillar to knowing yourself.

Cultivate it by doing something normally "social" alone - eat dinner, go to the park, or attend a movie.

It's your secret garden where self-discovery blooms.

6. Life Doesn't Owe You Anything

Nothing's free in life - you have to go out and win it.

Expecting something from the world is just plain ignorance.

And it's how you set yourself up for disappointment.

Life’s ledger balances action with reward, not wishes with handouts.

7. Never Feel Sorry for Yourself

Considering yourself a victim saps your sovereignty.

You've left your destiny down to the world's whims - vs grasping it yourself.

It's simple: if you've chosen the wrong road, go back and find the right one.

Use the suck as fuel to level up.

8. Don't Worry About What Others Think

Never seek others' approval.

Only your own.

Because, besides, no one cares as much as you think anyway - that's the beauty of the Spotlight Effect.

Focus on self-respect: it's the most rewarding respect of all.

---

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A 22-year-old follower recently messaged me asking for personal branding advice.

7 types of content I told him to focus on:

1. Educational 

You can do this in two ways:
• Borrow someone credible's lessons
• Use the lessons from your own life

But if you aim for virality, you're doomed to fail.

Instead, impart wisdom until you elevate every one of your followers to your expertise.

2. Entertaining

The aim of this type of content is:
• Shock
• Make people laugh
• Take someone on a rollercoaster

In other words, you're trying to induce an enjoyable emotion. And be the respite in someone's routine.

3. Edutaining

Despite the impressions you may have gotten from school, education can be entertaining.

If you nail it, you've got the best of both worlds.

You're adding value to the world - all while giving people a little joy.

Enrichment +  Entertainment = Enlightenment.

4. News / Timely

This type of content helps you stay relevant. Try to provide new perspectives on the facts - what are the:
• Key stakeholders
• Historical context
• Interesting parallels

That others overlooked? Make the content that makes people look good in conversation.

5. Inspirational

This can be the most rewarding form of content because if you impact even one person, you've positively changed the world.

But beware: you can always tell when this is forced.

Be the star of guidance - not the artificial light of platitude.

6. Trendjacking

You've got to have your ear on the pulse to successfully trendjack - or else your content will be washed away by the next wave. Use tools like:

• Search trends
• Rising subreddits
• Trending Twitter topics

To unearth content that'll magnetize engagement.

7. Listicles

These are a great starting point.

They're easy to write because your structure's pre-decided.

But they provide value to a reader because you've saved them the time of collecting the list themselves.

They're the ideal appetizer for the fast-food era of information.

—

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