Getting Started

Now on sale: Your Move: The Underdog’s Guide to Building Your Business

Editor’s note: Our brand new e-book Your Move: The Underdog’s Guide to Building Your Business is now on sale. Pick up your copy on Amazon today.

In college, I happened to walk past a locked door with a sign on it.

“Persuasive Technology Lab at Stanford University”

I stopped and stared. I had no idea this lab even existed. Nobody talked about it. But it encompassed my two interests: persuasion and technology. I had this feeling that if I could talk to the lab director, it could be one of those decisions that would change my life.

I knocked. Nobody answered.

Next week, I came back for another meeting. Walked over and knocked on the lab door. Still no answer.

I tried again for 2 weeks but nobody was ever at the lab.

It’s your move. What would you do?


Around the same time, I also started a blog on personal finance. I was 22 years old running a blog called I Will Teach You To Be Rich.

As you can imagine, not a lot of people read my site. In fact, if you go look at the early days of this blog, there are STILL almost no comments for the first six months.

Even worse, I had friends say, “Dude, who would read a site like that?” Imagine how that feels when you’re already insecure about trying something new.

The site wasn’t getting a lot of traffic. It was ugly. And I was getting ridiculed for it.

But I felt I had something to say.

Your move. What would you do?


Years later, I’d grown the same blog into a business with dozens of employees, tens of thousands of paying customers, and millions of readers.

We decided to launch an advanced course on business strategy priced between $10,000 and $25,000. I’d spent weeks narrowing down our prospect list, speaking to almost everyone on the phone, and getting together a select group of customers to share this advanced material with.

Then our business strategy changed.

We realized this course would distract us from where we were taking our business. We realized it had been a mistake to create this course.

But we’d already sold the course, scheduled the events, and our customers had even booked their plane tickets to NYC. Oh, and we had ~$400,000 sitting in our bank account from the sales of this product.

Your move. What would you do?


Every one of us faces these kinds of decisions in our lives. Should I buy that book? Go to that party? Take on that extra project?

It’s your move. Nobody is going to do it for you.

What if you’re willing to put in the work, but you don’t have the right connections? What if you want to start a business but you don’t have 100,000 readers?

This is something I know a little bit about. I grew up in a middle-class family — no special connections. I got into Stanford, paid my way through undergrad/grad school with scholarships, and went on to write a New York Times bestseller and launch a multimillion-dollar business.

What if you have something to say, but you’re an underdog? I know something about this (and man, it sucks). I had something I genuinely wanted the world to hear…but nobody knew who I was. Even worse, there were a million other people talking about exactly what I wanted to talk about.

How do you stand out with no connections? We don’t always have a rich uncle, or a million-dollar business, or a trust fund to help us.

How do you build something that people want to talk about when other people have been doing it for years…and they have more traffic, more readers, more press…just MORE of everything?

How do you win if you’re an underdog?

I was fortunate. I made a few good decisions, and looking back, I realized that these tiny decisions can change everything — but you have to know how to recognize them.

And now I want to share those lessons with you.

I’ve created a new e-book called Your Move: The Underdog’s Guide To Building Your Business.

Cover Designs Final1

If you’ve ever thought about starting a business but it wasn’t the right time…or you didn’t know how to start…or you were worried you couldn’t find an idea…

…the answer is not to “think about it more.” The answer is to make a move. It’s your move.

I want to get this in front of as many people as possible, so I priced it at $2.99 on Amazon.

I don’t give a damn about the money we’re making from this. What I DO care about is you taking action and getting unstuck.

If you can learn even one insight from my experience, it will be worth it.

Read it here:

It’s your move: Your Move: The Underdog’s Guide To Building Your Business.

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