How JEFF BEZOS Would Build An SMMA (7 Secrets)
Summary
TLDRIn this insightful video, the speaker shares the profound impact of Jeff Bezos's shareholder letters on their entrepreneurial journey. After investing in Amazon for years, they discovered the power of long-term thinking, customer obsession, and the importance of building a high-performance culture. The speaker distills seven key lessons from Bezos's approach, including the significance of making type 2 decisions efficiently and the 'flywheel effect' for business growth. The video also highlights the common traits of successful individuals, such as passionate curiosity and a childlike sense of wonder, inspiring viewers to adopt these mindsets for their own ventures.
Takeaways
- 🕰️ Takeaway 1: Long-Term Thinking - Jeff Bezos emphasizes the importance of focusing on a five to seven-year time horizon for business decisions, which sets Amazon apart from competitors.
- 🔮 Takeaway 2: Predicting the Future - Bezos's foresight in predicting business trends and adapting to changes has been instrumental in Amazon's success.
- 💡 Takeaway 3: Customer Obsession - A consistent theme in Bezos's letters is an intense focus on customers' needs and wants, which has driven Amazon's growth and customer satisfaction.
- 🌱 Takeaway 4: Planting Seeds - Amazon's approach involves planting seeds for the future, nurturing them over time, and being patient with the growth process.
- 🤝 Takeaway 5: Anti-Entropy Hiring - Bezos advocates for hiring practices that improve the company over time, ensuring each new hire raises the bar for the team.
- 🚪 Takeaway 6: Type 1 and Type 2 Decisions - Bezos distinguishes between irreversible decisions and those that can be reversed, advocating for swift action on the latter.
- 🛠️ Takeaway 7: The Flywheel Effect - Amazon's growth is attributed to focusing on key areas that, when improved, enhance the entire business ecosystem.
- 💡 Takeaway 8: Four Big Ideas - Consistent long-term thinking, customer obsession, operational excellence, and a passion for invention are the pillars of Amazon's success.
- 🎨 Takeaway 9: Arts and Sciences - Successful individuals often connect the arts with the sciences, valuing creativity and innovation in their endeavors.
- 🌌 Takeaway 10: Reality Distortion Field - Highly successful people have an expanded view of what is possible, often defying conventional wisdom and limitations.
- 🧒 Takeaway 11: Childlike Wonder - Maintaining a sense of wonder and adventure is a common trait among the ultra-successful, keeping them curious and open to exploration.
Q & A
What is the main theme of Jeff Bezos's shareholder letters from 1997 to 2019?
-The main theme is the focus on long-term thinking, customer obsession, and the importance of innovation and operational excellence for the success of Amazon.
Why did Jeff Bezos emphasize long-term thinking in his first letter to shareholders in 1997?
-Bezos believed that by extending the time horizon to seven years, Amazon could out-compete others as few companies were willing to plan that far ahead, allowing them to plant seeds for future growth.
What is the significance of the 500-foot tall clock that Jeff Bezos invested in?
-The clock, designed to count to ten thousand years, symbolizes Bezos's commitment to long-term thinking and serves as a physical representation of patience and foresight.
How does Jeff Bezos define 'customer obsession' and why is it important?
-Bezos sees customer obsession as a core value that drives the company to constantly improve and innovate to serve customers better. It is important because it aligns the company's goals with customer satisfaction, leading to long-term success.
What is the concept of 'anti-entropy hiring' mentioned in the script?
-Anti-entropy hiring is a strategy where each new hire is expected to be better than the last in the same position, ensuring the company's quality and culture improve over time, thus fighting against the natural increase in complexity as the company grows.
What are 'Type 1' and 'Type 2' decisions as described by Jeff Bezos?
-Type 1 decisions are irreversible and require great care, while Type 2 decisions are reversible and can be changed if necessary. Bezos advises to not overthink Type 2 decisions, allowing for faster and more efficient scaling of the company.
Can you explain the 'flywheel effect' in business as mentioned in the script?
-The flywheel effect refers to the idea that improving one key aspect of a business can lead to overall improvement in the entire operation. It's about identifying the main driver that can accelerate the business's growth when enhanced.
What are the four big ideas Jeff Bezos believes have contributed to Amazon's success?
-The four big ideas are consistent long-term thinking, a unique obsession over customers, a passion for invention, and operational excellence.
What common traits did Walter Isaacson identify in ultra-successful individuals like Jeff Bezos?
-The common traits include passionate curiosity, connecting the arts to the sciences, having a reality distortion field (belief in the possible), and maintaining a childlike sense of wonder and adventure.
How does the concept of 'reality distortion field' relate to successful people according to Walter Isaacson?
-The 'reality distortion field' refers to the ability of successful individuals to perceive what is possible differently from the average person. They have an unwavering belief in their vision, even when others see it as impossible, which drives them to achieve extraordinary things.
What advice does the script provide for entrepreneurs on making decisions?
-The script advises entrepreneurs to distinguish between Type 1 and Type 2 decisions, to make Type 2 decisions more efficiently, and to focus on long-term thinking and customer obsession to drive their businesses forward.
Outlines
📚 Embracing Long-Term Thinking: Jeff Bezos' Vision
The speaker reflects on the profound impact of Jeff Bezos' shareholder letters, emphasizing the importance of long-term thinking for success in entrepreneurship. The first lesson from Bezos' 1997 letter is the focus on the 'long term,' advocating for a 5-7 year time horizon to outpace competitors. The speaker shares insights on how this mindset fosters patience and strategic planning, allowing for the planting of seeds that will grow into a successful business over time. Bezos' approach to the future and his methodical, forward-thinking strategy are highlighted as key takeaways for aspiring entrepreneurs.
🛍️ Customer Obsession: The Core of Amazon's Success
The second paragraph delves into Jeff Bezos' relentless focus on customer obsession, a philosophy consistently expressed throughout his shareholder letters. The speaker illustrates how prioritizing customer satisfaction has not only bolstered Amazon's reputation but has also been a driving force behind its financial success. The summary underscores the idea that being customer-centric is a guiding principle that has contributed to Amazon's unparalleled customer satisfaction scores and its status as a market leader.
🚀 Building a High-Performance Culture: Anti-Entropy Hiring
In the third paragraph, the speaker discusses the concept of building a high-performance culture through 'anti-entropy hiring,' a strategy inspired by Jeff Bezos. This involves assessing new hires based on their potential to elevate the company's standards and contribute positively to the team's collective productivity. The speaker highlights the significance of Bezos' approach to hiring, which includes asking whether a candidate is admired, has the potential to become a superstar, and will improve the team's overall performance.
🔍 Distinguishing Between Type 1 and Type 2 Decisions
The fourth paragraph examines Jeff Bezos' classification of decisions into Type 1 and Type 2, with Type 1 being irreversible and Type 2 being reversible. The speaker explains how most decisions are Type 2 and should be made more efficiently, without the hesitation often associated with Type 1 decisions. The summary stresses the importance of making quick, decisive actions, especially when the decision is reversible, to enable rapid scaling and adaptation in business.
🔄 The Flywheel Effect: Momentum Through Focused Improvement
The fifth paragraph explores the 'flywheel effect,' a concept popularized by Jim Collins and embraced by Jeff Bezos. The speaker describes how focusing on a single economic unit or metric can accelerate the growth of the entire business. The summary details how Amazon leveraged third-party sellers to enhance customer experience, prices, and shipping times, creating a virtuous cycle of improvement that benefited all aspects of their operations.
🌟 The Four Pillars of Amazon's Success
In the sixth paragraph, the speaker outlines the four key ideas that Jeff Bezos believes have been instrumental in Amazon's success: long-term thinking, customer obsession, operational excellence, and a passion for invention. The summary explains how these principles have guided Amazon's growth and innovation, creating a culture that consistently strives for improvement and excellence in all aspects of the business.
✨ Traits of the Ultra Successful: Curiosity, Connection, and Wonder
The final paragraph shifts focus to the common traits of ultra-successful individuals as identified by Walter Isaacson. The speaker summarizes the four traits: passionate curiosity, the ability to connect arts with sciences, a reality distortion field that allows them to perceive possibilities beyond the ordinary, and a childlike sense of wonder and adventure. The summary reflects on the importance of maintaining curiosity and a sense of adventure throughout life to fuel success and innovation.
Mindmap
Keywords
💡Entrepreneurship
💡Long-term Thinking
💡Customer Obsession
💡Anti-entropy Hiring
💡Type 1 and Type 2 Decisions
💡Flywheel Effect
💡Operational Excellence
💡Reality Distortion Field
💡Passionate Curiosity
💡Inventiveness
💡Childlike Sense of Wonder and Adventure
Highlights
Jeff Bezos emphasized the importance of long-term thinking, stating that focusing on a five to seven-year time horizon can provide a competitive advantage.
Bezos's first letter in 1997 titled 'It's All About the Long Term' set the foundation for Amazon's approach to business strategy.
The concept of 'customer obsession' is a recurring theme in Bezos's shareholder letters, highlighting the significance of prioritizing customer needs above all else.
Bezos's 2001 letter coined the phrase 'customer franchise' as Amazon's most valuable asset, underscoring the link between customer satisfaction and shareholder value.
The idea of 'anti-entropy hiring' was introduced, focusing on hiring individuals who are better than the last person in the same position to maintain a high-performance culture.
Bezos's approach to decision-making categorizes decisions into Type 1 (irreversible) and Type 2 (reversible), advocating for swift action on reversible decisions.
The 'flywheel effect' is a concept popularized by Jim Collins and utilized by Bezos, where improving one aspect of the business can accelerate overall growth.
Bezos identified four key ideas contributing to Amazon's success: long-term thinking, customer obsession, a passion for invention, and operational excellence.
Walter Isaacson, author of 'Invent and Wander', notes four common traits among ultra-successful individuals: passionate curiosity, connecting arts and sciences, reality distortion fields, and a childlike sense of wonder.
The importance of maintaining a childlike sense of wonder and adventure to fuel exploration and innovation is highlighted as a key trait of successful individuals.
Bezos's investment in the '10,000-year clock' symbolizes his dedication to long-term thinking and patience.
The transcript discusses the value of focusing on what will not change in the next 10 years, rather than what will change, as a strategic approach to future-proofing business.
The concept of 'shiny object syndrome' is discouraged in favor of a consistent focus on serving customers excellently over the long term.
Bezos's shareholder letters reveal a consistent message of the importance of innovation and invention in staying ahead of competitors and serving customers better.
The transcript emphasizes the need for operational excellence in scaling a business, as demonstrated by Amazon's ability to manage massive growth in orders and logistics.
The importance of timing in invention is discussed, with successful inventions being those that are introduced at the right time when the market is ready.
The transcript concludes with a call to action for viewers to apply these lessons to their own businesses and lives, encouraging a mindset shift towards long-term success and innovation.
Transcripts
when I first started in entrepreneurship
four and a half years ago I had heard
these stories of these almost mysterious
letters written by the then richest man
in the world Jeff Bezos now six and a
half million dollars later generated
online I have to say one of the things
that I wish I did way sooner was read
these letters I just finished reading
every single one of Jeff bezos's Secret
Letters to shareholders from 1997 to
2019 and it was incredible I mean I
literally got chills reading these
letters and reading what Jeff Bezos did
because he he predicted the future and
tapping into his mind there were so many
valuable lessons that I wish I had known
way sooner so today I want to share with
you the top seven lessons that I learned
reading every single one of Jeff bezos's
Secret Letters to shareholders
at number one probably the single
biggest lesson that I took away from
this book comes from Jeff bezos's first
letter written in 1997 so 26 years ago
he wrote this the letter was titled it's
all about the long term and in this
letter Jeff Bezos breaks down his
futuristic view of the world and what he
believes it will take for Amazon to be
at the top of this world and what it
will take for them to become a
successful company so Jeff has this
amazing quote that I actually read
online before I ever read these letters
where he says if everything you do needs
to work on a three to five year time
Horizon then you're competing against a
ton of people but if you're willing to
raise that time Horizon to seven years
you're competing against a fraction of
those people because very few companies
are willing to do that at Amazon we like
things to work in five to seven year
time Horizons we're willing to plant
seeds watch them grow and we're very
very stubborn see this is both simple
and and sophisticated most people are
not willing to pursue something for a
long enough time to actually see the
fruits of it not only that but as the
measurement of success grows and as
people go from zero to one million to 5
million to 10 million to 100 million I
think you see a similar thing play out
which is the people who got to one
million are willing to focus on
something and go all in on something for
one million dollars worth of time the
people who get to 10 million are willing
to focus on that thing for 10 million
dollars worth of time and I believe that
scale plays out all the way to a billion
100 billion and that's why Jeff was so
successful he thought so long term there
was no investing in airbnbs there was no
Amazon Drop Shipping automated stores
there was no shiny object there was only
how do we make Amazon as successful as
possible how do we make it serve its
customers as excellently as possible for
the next foreseeable future five to
seven years was the time frame he used
so that's the first thing that really
stuck out to me how can you think longer
about what you are trying to do rather
than chasing what is natural in us which
is immediate gratification because it
makes us feel safe how can we push back
past that mindset and think in five to
seven years people ask Jeff all the time
what do you think is going to change in
the next decade and what Jeff said is
what people don't ever ask enough is
what do you think won't change in the
next 10 years and he says I submit to
you that question is far more important
than the previous so that's what I'm
thinking about right now I'm thinking
long term what is going to be around
seven years from now and what do I need
to do to build the best company in seven
years not in seven months that is a huge
mental shift another funny story here
actually is Jeff invested 42 million
dollars into a clock it is a 500 foot
tall clock that is going in the side of
a mountain he spent 42 million dollars
on this thing and it counts to ten
thousand years so this clock is going
from zero to ten thousand years and he
invested 40 million dollars which is
more money than most of us will ever
make in our lifetimes he invested that
into this clock because he wanted it to
be a symbol of patience and long-term
thinking that is how unusually
passionate he is about the long term the
second big takeaway that I had from
reading these letters was something that
Jeff Bezos has become very well known
for which is customer Obsession reading
this book he mentions customer Obsession
at least a few times in every single
letter all the way from 1997 to 2019
he's writing about how obsessed he is
about customers and what the customers
want bezos's 2001 letter to shareholders
which I'm actually reading right now
this is an amazing book by the way it's
called invent and wonder it has every
letter that he ever wrote and has all of
his collected teachings that he spoke as
well in this book the 2001 letter is
called the customer franchise is our
most valuable asset he summarizes the
following letter in 2002 with this he
says in short what is good for the
customer is good for shareholders and
not enough entrepreneurs myself included
think like that now I have really
shifted my thinking to be customer
obsessed but it took me too long what
will be the best for the customers
because if you can just always answer a
question and if you can always make a
decision with is this better for our
customers then you have an easy North
Star and ironically the more that you do
that the better and more consistently
that you ask is this better for our
customers the better it will be for your
bank account because what is good for
customers is good for shareholders
Amazon has recorded the highest customer
satisfaction scores of any company ever
so I think it is safe to say that Jeff
Bezos who set out to build Amazon and
make it the most customer-centric
company on Earth that was his goal I
believe it is fair to say that he
achieved that and that is probably the
thing that I respect the most about him
he built a company that serves people
incredibly well because he was obsessed
over them it's not even that he's
necessarily some customer genius it's
that he cared enough I mean he is a
customer genius the guy's a genius a lot
of things relating and pertaining to
business but it's that he cared enough
to actually make it a prior Authority
and ingrain it in the culture of Amazon
I think that is so incredibly important
the third lesson that I learned from
these letters and this is one of my
tactical lessons that I've actually
applied at our companies as we've scaled
from zero to multi-million dollar a year
run rate and this is the idea of
building a high performance culture and
very specifically it's something that I
call anti-entropy hiring which I heard
Sam Evans who stole this from from Bezos
I heard Sam explain this in a YouTube
video years ago and it always stuck with
me he said when you hire somebody and
you're wondering is this person going to
make the company better or worse he says
you want to ask yourself is this person
better than the last person we hired in
this position is this person better than
the last person so if you're hiring a
salesperson is this sales rep better
than the last sales rep that we hired in
this role in this division of the
company Jeff would go to his managers
and he would ask his managers when they
are hiring somebody who would ask them
three questions he said first do you
admire this person you're thinking about
bringing into our team that's a really
powerful question on its own he said
said second on what scale is this person
likely to become a superstar so what
superstar potential do they have and
then third last but not least will they
make the collective productivity of the
unit better or will they bring it down
so essentially will they make the team
they're going into better or worse and
these three questions I think are some
of the most powerful questions you can
ask yourself before bringing on somebody
into your team or into your company do
you admire them what is their likelihood
of being a superstar and will they make
the company ultimately as a collective
unit better really make it worse so
that's anti-entropy hiring anti-entropy
for those who don't know entropy is the
second law of Thermodynamics which
states that for every unit you add into
a closed system the more complexity that
that system incurs right so I'm in this
room right now if you added 10 people
into this room and be a way more complex
room than just if I'm in here myself
companies are the same way in the
beginning there's just one person
there's a lot of difficulty but there's
not a ton of complexity as far as the
scale of the organization goes but once
you're at a thousand people one once
you're at 10 000 people how do you
maintain that culture how do you
maintain that quality how do you
maintain that standard that was set by
somebody like Jeff Bezos to make sure
that you know Jeff Jimenez or whoever
you're hiring like how do you make sure
that person can match the quality of
Jeff Bezos the way you do that is by
asking yourself is this person better
than the last person we hired in the
same position and if you can do that you
can have a company that will scale
anti-entropically and that is so so
powerful so I've stolen this from Jeff
and Sam and I've used it at our company
and I'm very very grateful that I did
because it helped me save so much money
on so many potential bad hires the
fourth takeaway I had from Jeff is that
there are type 1 and type 2 decisions he
says type 1 decisions are decisions that
are a one-way door you walk through that
door there is no coming back these are
the decisions that you need to be
extremely cautious and careful of and
that you need to really spend some time
thinking about he says the problem is
the majority of decisions that we make
are type 2 decisions these are decisions
that are reversed possible you can make
the decision today and you can be fine
tomorrow if you change your mind it may
not be ideal but they're reversible they
are not life or death he says the
problem is that most people make type 2
decisions as if they're type 1 decisions
meaning they're very inefficient they're
very slow to make the decisions whether
it's firing somebody they're too slow to
do it whether it's leaving whatever
they're doing right now and starting a
business in the first place they're too
slow to do it they don't make those type
2 reversible decisions effectively and
efficiently enough and that's why they
don't scale as quickly as a company like
Amazon or just any fast-growing company
they're not willing to make the hard
decisions in a quick enough decisive
enough manner to be able to scale
effectively this is something that I've
struggled with a lot as I've gotten
better as an entrepreneur I've made my
decisions more and more efficiently and
I've started to kind of create a bias
for Action which is look I might not
know what I need to do here but I know
this decision is reversible so I just
need to do something I see a lot of
people who are in college on the fence
about becoming an entrepreneur and
though go four years debating whether or
not they should drop out only to never
do it and regretting and wishing they
had to start that business here's the
beautiful thing dropping out of college
is a type 2 decision if you drop out you
give your business idea six months 12
months you can go back to college it's a
reversible decision so this distinction
between type 1 decisions and type 2
decisions has been very very important
for me to understand and hearing Jeff
talk about it has been very very
powerful so lesson number five is
something called the flywheel effect now
this is something that was popularized
by Jim Collins the author of that book
good to great but something that Jeff
Bezos really capitalized on and started
to make a little bit more famous and
well known in the industry the flywheel
effect is this idea that for every unit
you add into one area of the business or
every unit you improve the entire
business becomes better and if you can
focus on improving that one unit the
whole machine will run faster for Amazon
their economic unit wasn't prices wasn't
shipping times even their economic unit
was third party Sellers and so Jeff
Bezos knew the more third-party sellers
they could attract to the platform the
better prices they could offer customers
the better quality because of supply and
demand the better shipping times the
better variety the better options the
better customer experience the more
sellers they could add the better
customer experience so this flywheel
effect is something that these great
companies use to understand what is the
one economic unit that we need to focus
on in order to make the whole machine
run faster for somebody like Alex
hermosi and acquisition.com you might
ask yourself what's the economic unit
surely it's portfolio growth month over
month or its number of applicants we get
on our website or whatever it is right
but I would I would go as far to say
that I think the economic unit for a
company like acquisition.com just to use
an example I think their number one
economic unit is Alex's YouTube
subscribers and I think if they focus on
just getting more and more subscribers
they will get more and more applicants
thus they will get more and more
portfolio Revenue so an idea there is
basically the more videos that Alex
makes the more money that
acquisition.com makes so if you can
focus on that one economic unit it makes
it makes your focus extremely clear and
extremely simple if I post better videos
more videos I will get more subscribers
which means I will get more clients from
my business thus I will make more money
now the thing about that is it can't
just be what's a leading indicator
there's a difference between a leading
indicator and a flywheel indicator the
reason why I think subscribers for Alex
hermosi could fit the flywheel effect is
because the more subscribers they get
the more applicants they get thus the
more businesses they get in their
portfolio the more businesses they get
in their portfolio the more data they
have the more data they have the more
effective they can be as consultants to
the companies in their portfolio so the
more businesses they get the more
variety of data and insights they have
which makes them better and better
Consultants so then their question
becomes well how do we get more and more
portfolio companies and that would go
right back to getting more and more
subscribers and making more and more
content and better and better content on
YouTube and Instagram and Tick Tock and
all that stuff so that's the flywheel
effect what is the one unit and Metric
that you can focus on that makes the
whole machine run faster focus on that
one metric obsessively and watch your
entire business grow and scale as a
byproduct of that so take away number
six these are the four big ideas that
Jeff Bezos mentions and one of his later
shareholder letters he says these are
the four ideas that have built I've
always asked myself like what is
somebody like Jeff Bezos think about
what allows him to build a company like
that well these are the four main things
that Jeff thinks about that he has
attributed to the growth and the success
of Amazon number one is something we've
talked about he says it is consistent
unwavering long-term thinking number two
he says a unique obsession over
customers instead of competitors that
distinction is very important what do
most companies focus on they focus on
what X Y and Z competitors charge you
know what they're offering or what
they're doing but instead if you take
that energy because we only have a
finite amount of energy so if you take
that energy and you focus it on the
customer and say instead of what will
make us beat our competitors what will
make us better serve our customers it's
a very very valuable thing to do so
long-term thinking customer Obsession
number three he says is a passion for
invention they have a passionate culture
they have an inventive culture at Amazon
they've started so many companies under
this main umbrella of Amazon that have
gone on to be extreme successes such as
AWS such as audible such as well that
they actually acquired audible but they
have this inventive culture and they're
always thinking about what do we need to
do to stay ahead of the curve and beat
our competitors when we are in a world
in a landscape like we are in 2023 where
everything is changing so quickly with
AI with content with all of these
different forms of Leverage and all
these different ways to distribute
products and services things are
changing so quickly right things are
changing so quickly you see this is why
companies like Blockbuster get wiped out
to use a cliche example things are
changing so quickly and if you don't
have a culture of people that is
inventive in their nature and that is
passionate about create creating and
improving and inventing then you will
fall behind to the company that does so
that's a big takeaway I had from Amazon
at my companies I really need to make
sure that we are ingraining
inventiveness into the culture to make
sure the entire team is constantly
thinking about what what can we do to
make this place better for our customers
right it's not shiny object syndrome
inventiveness it's not what new product
can we do what new what new service can
we do that is a component for Amazon but
it's more focused on what can we do to
better serve our customers and if new
products and services fall into that
category then it makes sense then they
take it on but for a lot of
entrepreneurs this advice could be risky
because you're doing 10K a month and you
think you need to do something new to
get to 100K a month I don't think it's
time for you to be inventing yet so I
want to say this advice with a with a
grain of salt it might be time for you
to start innovating and improving what
you're already doing but not necessarily
inventing so be careful with that word
and focus on timely inventions that is
one of the things he talks about is our
inventions that worked they worked
because we invented them at the right
time our inventions that didn't work
they didn't work because not necessarily
they were bad inventions but the
marketplace wasn't ready for it yet or
somebody had already taken over this
vertical that we were going after so
time your inventions well the fourth
thing the fourth big idea is operational
excellence so in all of their operations
he wanted Amazon to be excellent in the
way that they operated and you can see
this in the way that they were able to
sustain such incredible growth and to
handle going from zero orders to
billions and billions of orders a month
I mean that is incredible scale the
logistics in the supply chain behind
that I can't even fathom but they had
this ingrained in their culture this
idea of operational excellence and I
think that is just as much personal as
it is professional and systematic I
think that goes back to finding people
that are excellent by nature and then
giving them the direction of focus to
focus their Excellence on operations to
support the scale of the company so
those were the four thing things that
Jeff Bezos used to summarize the success
of Amazon long-term thinking customer
Obsession operational excellence and a
passion for invention focus on those
four things Implement them into your
company and I think you will see a lot
of good come from it takeaway number
seven is something that I had reading
this book invent and wonder not so much
from studying Jeff's letters but
actually studying something the author
said in the preface of the book this is
the same author Walter Isaacson who
wrote about Steve Jobs who wrote about
Einstein who wrote about Pablo Picasso
who wrote about the most successful
people in history in their respected
Endeavors Walter says that there are
four common traits that he has noticed
amongst the ultra successful people that
he studied and I found these these
fascinating I mean they changed my
perspective on life he says the first
one is to be passionately curious I want
to read you something that Walter
actually wrote In This Book he's talking
about Leonardo da Vinci he says take
Leonardo in his delight-filled notebooks
we see his mind dancing across all
fields of nature with the Curiosity that
is exuberant and playful he asks and
tries to answer hundreds of charming
random questions why is the sky blue
what does the tongue of a woodpecker
look like do a bird's wings move faster
when flapping up or flapping down how is
the pattern of swirling water similar to
that of curling hair I mean just these
bizarre questions but he's so curious
about how everything works why does it
work the way it does I think when we
look at somebody like Elon Musk the
second richest man in the world but
arguably the most successful based on
his net worth escalation in the last few
years we look at him and we say he's a
genius we say he's extraordinarily smart
but we don't say he's extraordinarily
curious and I think that is at the
backbone of building something like
Tesla building something like SpaceX I
think you have to be passionately
curious and so it's really stuck with me
to start thinking deeper about why
things are the way they are Walter says
a second key and common trait is to
connect the Arts to The Sciences of life
I found this fascinating as well wow I
just got chills reading this I forgot
about this he says whenever Steve Jobs
launched a new product such as the iPod
or the iPhone his presentation ended
with street signs that showed an
intersection of liberal Art Street and
Technology street it's in Apple's DNA
that technology is alone not enough we
believe that it's technology married
with the humanities that yields us the
results that makes our hearts sing wow
that's incredible and it shows when he
when he combined beautiful calligraphy
into the Macintosh that's one of the
things that made the Macintosh so unique
and special at its time was the
beautiful font that was created through
the calligraphy that he added into it
from the calligraphy courses that he
took at that Community College that he
went to and that's a really fascinating
thing another thing Walter quotes in
this book he quotes Einstein thinking
over the theory of relativity and how
Einstein would pull out a violin and
start playing Mozart to help him think
through the problem he was combined
finding the Arts and the sciences and I
think there's something really really
special in that the third thing and this
might be the most important the third
common trait is another thing they use
to describe Steve Jobs which was he had
a reality Distortion field he had a
reality Distortion field and just side
note guys if you want me to make a video
like this on Steve Jobs somebody else
I've spent a lot of time looking into
comment that below I would love to keep
making more videos like this I I think
they're extremely valuable and they can
save you guys a ton of time on having to
not do all this research your own but
just take the biggest synopsis and
takeaways from somebody who's
practically applying them to their
business but that is the third thing and
I think the most important he says
people like Steve Jobs people like
Einstein people like Jeff Bezos they
have reality Distortion Fields meaning
when an average person might think is
impossible somebody like Steve or Jeff
they can't even comprehend why it's
impossible they have a distortion from
what average people think is possible
and achievable and what they think is
possible and achievable those two things
are distorted right this idea of reality
Distortion as I'm reading the book again
it actually comes from Star Trek and
it's something where the aliens would
create an entirely new planet just by
using sheer mental force and if there's
something about that parallel to
successful people that I find so
fascinating which is these people take
on tasks like Landing a rocket ship on
Mars and things that I I would
personally think that's impossible like
I'm not even gonna think about that I
would never even have that idea and they
think what do we need to do to make it
happen and no is not an answer for them
it's just like this is possible we just
need to figure it out think about
another human being born of the same
Flesh and Bones that you and I are born
of using sheer mental Force to land a
rocket ship on another planet hundreds
of thousands of miles away or tens of
thousands of miles away and then think
about another human being born of the
same Flesh and Bones that doesn't think
it's possible to make ten thousand
dollars a month you don't think making
ten thousand dollars a month is possible
and yet we have human beings on this
planet that are building rocket ships
from scratch to land them on planets
that that are tens of thousands of miles
away think about the reality Distortion
think about the difference in thinking
from the person who doesn't even believe
that 10K a month is possible to the
person that is building a rocket ship to
land on Mars it's not that one thing is
possible and the other is impossible
it's that the person approaching it
believes that is the difference that's
why when it comes to self-development
when it comes to business I believe the
most important ingredient is belief and
that is shown and backed up by this idea
of the most successful people that
Walter studied having reality Distortion
fields on what they believe is possible
and the last trait to finish off this
video is a childlike sense of wonder and
Adventure I found this one pretty
interesting kind of similar to
passionate curiosity but here's the
distinction at a certain point the
adventurousness that we have as human
beings it gets beaten out of us you take
the same 40 year old that has become
vegetative and just stagnant and they've
stopped Exploring Life and they've
stopped investigating and looking at
life as an adventure that same 40 year
old when they were five six seven years
old I guarantee you they were running
around their neighborhood going on bikes
trying to figure out where is this where
is that trying to figure out how these
things work that same person has had
their curiosity and their
adventurousness beaten out of them by
society and that's something Walter
talks about he says the most successful
people he studied they've retained that
adventurousness they never cease to stop
and he tells the story of Einstein who
wrote a letter to one of his friends
Walter uses this as an example he says
we might Savor the beauty of a blue sky
but we no longer bother to wonder why it
is that color Leonardo did so did
Einstein who wrote to another friend you
and I never ceased to stand like Curious
children before the great mystery into
which we were born we should be careful
to never outgrow our Wonder Years or to
let our children do so that is one of
the things that I took with me the most
I do a lot of weird I walk around
Barefoot I do a lot of like weird
meditations and like I just do a lot of
weird things and I'm grateful for that
I'm grateful that I haven't stopped
exploring This Thing Called Life this
great mystery that you and I were born
into and I hope that that never gets
taken out of me by Society because it
might possibly be the most important
thing for us is to never stop exploring
to never stop investigating this thing
called life so with that being said
those were the seven takeaways that I
had from Jeff bezos's Secret Letters to
shareholders that he's been writing
since 1997 and I hope that you got some
value from this I hope that this is
enhanced the way you think in some way
shape or form if you did I want to keep
making more and more videos like this I
just spent like a ton of money on this
setup so if you could subscribe and like
comment send this video to a friend
shout it out on your Instagram story I
will repost you I appreciate you
watching more business lessons takeaways
and Adventures in the next video as
always much love I will see you in the
next one peace
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