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Seth Godin: 3 Essential Skills Every Entrepreneur Should Cultivate

If you’re an entrepreneur, you’ve got your hustle on.

Brian Elliot

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You don’t work normal hours, every day is spent on your business and you’re doing all you can to make it go. You know how to work hard, but there are other skills that great entrepreneurs need too. In Seth Godin’s new book The Icarus Deception (Portfolio, 2013) he shares three essential skills every great entrepreneur needs.

1. Quiet your lizard brain.

Whether you know it or not, we all have what Godin refers to as a lizard brain. He says, “The lizard is a physical part of your brain, the pre-historic lump called the amygdala near the brain stem that is responsible for fear and rage and reproductive drive.”

Godin has written a lot about this in previous books including Linchpin and Poke the Box and cites author Steven Pressfield for further explanation –

“As Pressfield describes it, the lizard brain is the resistance. The resistance is the voice in the back of our head telling us to back off, be careful, go slow, compromise. The resistance is writer’s block and putting jitters and every project that ever shipped late because people couldn’t stay on the same page long enough to get something out the door. The resistance grows in strength as we get closer to shipping, as we get closer to an insight, as we get closer to the truth of what we really want. That’s because the lizard hates change and achievement and risk,” Godin says in The Icarus Deception.

Quieting the lizard brain is a constant struggle for entrepreneurs. It is a skill that needs to be developed. But as we tune into the frequency of what we feel is the right decision and tune out the lizard brain we will be able to truly test our business plans and hypothesis.

2. Think like an artist.

Most of us put ourselves in one of three categories. Godin breaks it down into being either the chef, cook or bottle washer. Chefs run the show, they hire and fire, make plans and big decisions for their subordinates. Chefs have all the power.

Cooks are the executors; they get it done. Bottle washers are often disrespected. They are the grunts on the front line in the trenches doing the dirty work. Which one are you at this particular day and time?

In The Icarus Deception, Godin challenges us to think beyond the norm and become artists.

“It’s not art if the world (or at least a tiny portion of it) isn’t transformed in some way. And it’s not art if it’s not generous. And most of all, it’s not art if there’s no risk. The risk isn’t the risk of financial ruin (though that might be part of it). No, the risk is the risk of rejection. Of puzzlement. Of stasis. Art requires the artist to care, and to care enough to do something when he knows it might not work.”

Thinking like an artist instead of like chefs, cooks and bottle washers opens up a whole new world of possibilities for change, progress and success.

3. Connect the disconnected.

Connecting people on the surface might feel like old-school networking events where everyone just exchanges business cards. Godin writes about “The Connected Economy” and explains that the era where we needed to care about catering to the masses is gone.

It’s about connecting people who are disconnected – then connection becomes a function of art. The opportunity in the Connection Economy is about finding the problem (where are people disconnected).

This is an essential skill that might require significant effort, he says:

“How much connection did you just make? That’s one way to measure whether or not the work you did made a difference. When you make a daring comment at a meeting, when you produce a video or app or an idea that spreads, when more people visit your farm stand because they can’t get enough of the way you engage…Boring and safe rarely lead to connection. Connection happens when humility asserts itself.”

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Bryan Elliott is CEO of The GoodBrain Digital Studios and a Southern California native with a 15-year history on the client side of brand marketing and production in industries including action sports, entertainment and movies, and digital tech. Recent credits include writer and executive producer of the recently launched reality web series, Looks Easy, and Behind the Brand, a TV show that profiles the people in business who are making things happen. Behind the Brand is in its fourth season with more than 40 full-length episodes. Bryan is an active writer and speaker, community builder and advocate of social business.

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Self Development

Listening To These 8 Audiobooks On Success Is A Better Use Of Your Long Commute

Commuting is mostly just unpaid work, unless you make an effort to learn something along the way.

John Boitnott

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Commutes are getting longer, and in some cities they’re up to two hours each way. I have a friend in Los Angeles who does this. He passes the time with audiobooks. Now that’s still a lot of time to be stuck in transit, but he doesn’t view it that way. He says it allows him plenty of time to feed his personal and professional goals.

I’ve spent years listening to literature in the car while commuting, but somewhere along the line I switched over to books on business and personal improvement. I mostly gravitated toward amazing people who built their success from scratch and who experienced tremendous hardship. It stands to reason that if you’re dealing with hardships like a long commute, it’s important to hear motivational words that can help you transcend the difficulties.

Here are eight audiobooks that will help grow your success, both personal and professional, on your next commute:

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Self Development

3 Questions To Guide You To Success In 2018

Most of the goals we set have some external component to it. Some component that we cannot control. Yet, we act like we can.

Erik Kruger

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3 Questions To Guide You To Success In 2018

Goal setting as a concept makes perfect sense. At the most basic level you decide on the destination and then plot the way to get there. But as with many things, we like to overcomplicate that which should be simple.

Before you know it, you end up with 2 big goals in 15 different areas of your life and 100 micro goals that will help you reach your 30 big goals.

Complicating something simple. Some of the biggest obstacles to people in reaching their goals are:

  • The overestimate the effort it will take to achieve those goals
  • They want to go from 0-100km/h in the blink of an eye
  • Life is dynamic and static goals often do not make sense
  • They get so entrenched in the day to day running of things that goals get pushed aside.

What if instead of goals, we just focused on giving our best every day?

Of course, you still want to have an indication of where you are going.

But, if you are giving your 100% every day then you can forego the micro goals for a better way of calibrating your compass… using questions.

Related: Goal Setting Guide

I suggest you ask yourself these three questions regularly:

1. What does better look like?

The question at the heart of development and incremental improvement. This question allows you some creative space in which you can imagine a better future.

  • What does better health look like?
  • What does a better business look like?
  • What does better customer service look like?
  • What does better leadership look like?

By reflecting on this question, you materialise the gap between where you are and where you could be. Now, the only thing that is left is to align your daily actions with the better future you imagined.

2. What can I control?

Borrowed from Stoicism this question highlights the power of decision in your life. Epictetus said we should always be asking ourselves: “Is this something that is, or is not, in my control?”

Once you ask this of yourself regularly you will feel more in control of your life and more in control of your business.

Why?

Because your focus is solely on the things that you can influence. It restores the belief that you can actually impact the world around you in a meaningful way.

3. Was I impeccable with my actions today?

One inherent flaw with goal setting is that the goal setter often feels judged. As if we need more of that. In addition to the constant negative self-talk we have to endure we now have an additional source of judgement – whether we reached our goals or not.

As we discovered in question #2 We cannot control everything. Most of the goals we set have some external component to it. Some component that we cannot control. Yet, we act like we can.

So, instead of judging yourself, commit to giving your best every single day.

Related: The Tim Ferriss Approach to Setting Goals: Rig the Game so You Win


Accountability

What I love most about these questions is that they provide a built-in layer of accountability. Use them every day.

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Self Development

To Be Successful Stay Far Away From These 7 Types of Toxic People

You need a network of talented people, not toxic personalities who undermine you.

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Surrounding yourself with prospective mentors is an excellent way to build lifelong success. When Steve Jobs founded Apple, he learned from colleagues like Steve Wozniak about what it took to build computer hardware. And he learned from early investors like Mike Markkula about what it took to build a successful company and market a product. Now imagine if Jobs had surrounded himself with toxic personalities instead. It is likely that he would not have been able to create a company that is on course to be valued at $1 trillion.

If you interact with people who demonstrate questionable behaviour, you’re more likely to model that behaviour yourself or to become stressed as a result. At the very least, you will be missing out on the opportunity to network with more successful and inspiring individuals.

This article will review seven personality types that should be eliminated from your life in order to build your most successful self. Once these people are gone, you can work on building a network of people who influence you positively.

1. Micromanagers

According to a report by NPR, micromanagement is one of the biggest factors associated with employee dissatisfaction, lowered motivation and lack of professional creativity. To be successful, you must learn to solve problems independently. Micromanaging can make it difficult to develop these skills.

Related: Keep An Eye Out For Toxic Employees

2. Short-term thinkers

If you surround yourself with short-term thinkers, it will be difficult to know if an idea is destined for long-term success. Those who are narrow-minded may be more likely to dismiss one of your ideas because it will take time to develop into a meaningful success.

Take the creation of Airbnb as an example. The company was founded in 2008. At the time the “sharing economy” did not exist, and hotel chains like Starwood and Hilton dominated the lodging market. A short-term thinker would have criticised an idea like Airbnb.

In order for the company to be successful, Airbnb would need to change people’s attitudes and expectations about travel. They would need to encourage people to be comfortable staying with strangers, and they would need to find ways to mitigate possible liability should something tragic happen during a customer’s stay.

Well-respected venture capitalists decided to pass on Airbnb because of these short-term concerns. The Airbnb founders were only able to find success once they connected with people who were comfortable thinking long term.

3. Pessimists

pessimistsPessimism is not always a bad trait; at times it can help entrepreneurs to recognize certain pitfalls that might otherwise be overlooked. However, a steady diet of pessimism is toxic when it comes to taking big professional risks.

As David Armor, an assistant professor of psychology at Yale University, says, “An entrepreneur starting up a company, for example, might drive himself to work 18-hour days for months and even years because he optimistically believes that there will be a big payoff for him at the end.” Conversely, a pessimistic attitude would make it difficult to tolerate such a prolonged stressful situation.

For those interested in taking on stressful professional situations, pessimistic people should be avoided in most cases.

Related: Tips on how to Survive and Thrive in a Toxic Workplace

4. Selfish people

Relationships that contribute to success are mutually beneficial. This dynamic cannot exist when dealing with selfish people. As a result, it is best to eliminate selfish people from your life in order to make room for more giving relationships.

A recent study found that a job applicant who is referred by an existing employee is 15 times more likely to be hired than someone who applies via a job board. If you befriend a selfish person, you probably can’t rely on them to introduce you to new career opportunities. However, forming connections with someone who is altruistic could give you a professional leg up.

5. Risk-averse personalities

Business success is about making informed decisions by weighing risks and rewards. If you are surrounded by people who over-index on possible risks while ignoring the possible rewards, it will be challenging to identify good business opportunities.

Take Amazon as an example. In 2014 Amazon launched a smartphone called the Fire Phone. In the end, the phone was not successful. Following the unsuccessful launch of the Fire Phone, risk-averse people might have avoided developing another piece of computer hardware.

But instead, Amazon correctly assessed the opportunity for an in-home smart speaker, and launched the Amazon Echo just one year later. Today, Echo has 75 percent of the smart-speaker market in the United States.

6. Unmotivated individuals

People who lack motivation or work ethic set a bad example for those interested in working diligently to become a professional success. There is no worse colleague than someone who simply does the bare minimum to get by.

Rather than associate yourself with people who cut corners or avoid hard work, try to surround yourself with people who are motivated to succeed. Collaborating with people who have a healthy drive for success can instill an extra dose of motivation in you.

Related: 3 Strategies for Dealing With Toxic People

7. Spendthrifts

Financial responsibility is a critically important quality to develop if you want to become successful. Warren Buffet is perhaps the supreme example of a financially responsible and successful person.

Buffet is the third wealthiest person in the world, worth nearly $80 billion. But despite his professional success, Buffet does not spend his money on flashy cars or large homes. In fact, Buffet still lives in the modest home in Omaha, Nebraska, that he purchased in 1958.

Those who associate with spendthrifts may be more motivated to make irresponsible financial decisions in order to fit in. At the very least, it will be harder to associate with people who make good financial choices, as these personalities are frequently diametrically opposed.

Conclusion

Business is all about who you know. From landing a new job to launching a new company, your network will enable or prevent future professional success. When developing a network of talented people, it is best to avoid toxic personalities who could set a bad example or demotivate you.

Be sure to avoid people who are micromanagers and short-term thinkers, as they can make it difficult to think autonomously. Risk-averse individuals or pessimists may cause you to think twice about great business ideas, and spendthrifts or selfish people may hamper your ability to grow. Last but not least, stay away from unmotivated individuals, as your success is dependent on your willingness to work diligently in order to succeed.

This article was originally posted here on Entrepreneur.com.

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