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by Jeff Goins

The point of marketing is not to convince people to buy your stuff. It’s to help you find the people who need your work. Don’t create something for everyone. Create something for someone.

I once saw a conversation between Michael Hyatt and an upset fan.

The fan started complaining about how Michael didn’t really care about people and all he cared about was money. He started to attack how my friend had conducted himself on his blog and podcast. The fan ranted and protested, and as I watched this go down on Twitter, I wondered what Michael might be thinking or feeling. I know what I would’ve been feeling at that point: a strong need to defend myself. However, when I saw Michael’s response I was blown away.

He said quite simply, “I’m not for everyone.”

Did you know that your work is not for everyone?

That is actually the point of it. Most of us get into creative work, whether that’s starting a business or painting a picture or trying to write a book, not because we want to make something for everyone but because we want to make something for someone.

We want to create something that has never been created before. We want to write something that has never been written, not like this, ever. But at some point along the journey, we lose our way. We start to think about who might not like it. And as we consider those who don’t like it, we start to hedge and play it safe. We remove any of the strong language that could potentially lead to people disapproving of it. They might unsubscribe or ask for a refund, we think, so we do whatever we can to avoid any kind of criticism.

Not for Everyone Book cover by David Leddick

But here’s the problem: the kind of work that doesn’t deserve criticism doesn’t deserve praise. Read that again and let it sink in.

The kind of work that doesn’t deserve criticism doesn’t deserve praise.

If you don’t do something worth criticizing, then you aren’t doing something worth appreciating. So as we venture forth to make our things and share them with the world, we have to consider a few questions before we begin.

Who am I not trying to reach?

Before we think about who this work is for, I wonder if it would be a better strategy to consider who this is absolutely not for.

Who is going to disapprove of this?

Who is going to hate it?

In fact, in the “growth hacker” marketing community, thinking about who will absolutely hate this is one way to stir up buzz about the product.

If this thing is not worth hating at least by someone, is it even worth creating?

What will it not do?

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Your Optimal Life Equation (YOLE) is an algebraic formula to describe, contemplate, and re-calibrate the optimality of one’s life.  The relationships of the major elements are shown as well as the potential  impacts a change may have. The equation is introduced, here, and referred to throughout the “The Outliers Handbook“.

When I got the idea to describe an Optimal life with an algebraic formula the flaws in the approach were obvious: The units don’t match and assigning one number to something that, by its very nature, is multi-dimensional is absurd. Such absurdities are built-in to something else passed on as knowledge, every day . . . the IQ. Who in the world thinks something as multi-faceted as intelligence can be fully captured and described by an integer? It can’t. And yet, the IQ is still, somehow, useful. So is YOLE.

Cross-discipline metaphors are useful for the same reason any metaphor can be: Patterns in nature are like other patterns in nature. Sometimes, the same fractal pattern in one natural structure is duplicated exactly in another. Fractals prove that stupefying complexity can emerge from utter simplicity. The reverse is not true.

Those who have no problem “dividing” a mountain by a triangle  or seeing the golden ratio in a conch shell or human face may find YOLE useful. It doesn’t reach fractal-like perfection (Yet) but Your Optimal Life Equation may show how some of the major elements of life may be changed to lead to a more optimally functioning one.

Your Optimal Equation

Where all people have S,W,V,G,H,T,El,j,c and at least one Pg. Not every person has Pr, Pb or EB.

 

YOE-Variables
Key

Talking Through the Equation

The sum total of your Strengths and Weaknesses is all you have to maintain everything you Value, your Goals, the People in your life (H), and the Things you own. The results of that division is multiplied by  the purposeful roles you play in the lives of others, the purpose of your business activities, and whatever you most desire or worship (Your God). The resulting numerator is what you bring into (Is divided by) your larger environment: The physical or virtual stage of  your life and business. The major elements of your Environment are physical location, legal jurisdiction and community. Your business may have a separate environment with its own physical location, legal jurisdiction and community.

Small Changes Can Have a Huge Impact

The legal jurisdiction of one’s physical body and business could be the sole determining factor of whether one is at liberty to accomplish anything, at all. Likewise, the wrong community could leave one alone and bereft of the amplifications (And enjoyment) that a strong and thriving community can provide.

Whether or not one has an immediate family, an optional component of Pr , will have a huge impact on the nature of the most purposeful roles in one’s life.

What You Control . . .

You determine the inputs and amounts of most variables. You may have little to no control over some of them, in the short-term. You can have some degree of control over most of them, eventually. It’s  daunting to realize how most of the important aspects of life are the direct result of personal choice. The sheer amount of decisions one could make to optimize life is probably why people rarely take full control over all the elements they could potentially control. Of course, depending on resources available  (Strengths) an attempt to control everything might lead to a failure to control anything.

. . . and What You Don’t

Your unique disposition of strengths and weaknesses is part of your natural disposition at birth. You have huge latitude in honing and deploying strengths. You also have many options for minimizing the impacts of natural weaknesses. However, it’s still mostly a matter of playing smarter with the hand you’ve been dealt.

Likewise, you don’t choose to live on “The grid” of planet earth. You choose where to locate the various elements of your life on that grid.

You don’t choose the members of your local (And virtual) communities. You choose the location and subjects around which those communities are organized, and possibly united.

On Values

Values present a cost to maintain and uphold. Hold to as few of the best values in life while tending to values.  Discard bad values and replace merely good values with great ones. Great values are consistent with Purpose(s) and decrease net costs to Strengths.

On Goals

Goals are costly to achieve. Achieving goals is usually a good thing. A great thing, however, is achieving great goals. Great goals align with the purposes of your life. Discrimination between good and great goals requires awareness of purpose(s).

On People (H)

People can be among the greatest sources of abundance on earth. They can also be the most taxing. The task here is to have the right balance of people in your life. Those congruent with your purposes will bring abundance to your life (And you to theirs) even if they’re taxing. For one thing, people tend to motivate growth. Growth makes us stronger and leaves us with more strengths to optimize life. Therefore, the tax of people in our lives may be a large cost in the short-term and change the fundamental balance of the equation in the long-term. People are a “Capital” investment in the grandest sense of the world.

On Things

Things, or possessions, require some combination of storage, maintenance, insurance, licensing, money, time, registration, bill processing (Registration renewal, licensing updates, etc.) and on and on. The least number of Things you need to accomplish purpose(s) the better.

On Purpose(s)

Ants, snails, and bugs may have one purpose. People have multiple purposes. The popular myth that people have just one purpose is harmful and tends to thwart the discovery of what one’s purposes may be. There’s a purpose for every role, family member, business activity, ongoing responsibility and activity in your life. The YOLE encapsulates them all into the roles you play in the lives of others, business purposes, and God (Pr,b,g).

On Environment(s)

Personal and Business environments might be separate. Therefore, the equation allows for both E and EB. Each have their own components of physical location, legal jurisdiction and community.

Location has a dramatic affect on the prevailing Law, Jurisdiction, and Community with which you’re interacting with in time. However, physical location is not a static, one-time-only, choice. With cyberspace, jet travel, dual-citizenship, and multi-state and national entities a person’s Environment is no longer determined solely by physical Location. Of course, if your E and EB are tied to one physical location then it makes the equation easier to “Calculate”. The cost of that simplicity will probably increase as technocratic mechanisms of control and taxation become more refined and perfected. Also, as such mechanisms are refined and perfected E, EB, and their subcomponents will tend to merge into one. The more completely merged, the more each component will be the same for more people. Physical locations will always vary but characteristics of legal jurisdiction and community may become so similar that distinctions are of little importance. In some ways this can be seen as one drives across the US stopping into the “Same” fast-food franchises in every state.

Environments are multi-locational and sometimes virtual. Where is the PT (Perpetual Traveler) located if his business is in one country, money in another, investments in another and body in another? His body can only be in one location at a time, of course. But will he be there long enough to be viewed as a resident (Legal jurisdiction)? Even so, his business may be in a different jurisdiction. Complex combinations can grow out of varied components of E and EB.

Reality has ~10 Dimensions, Not Four

Theoretical physicists now presume Reality presents in 10 dimensions. That’s six more than most people assume comprise the Reality in which their life is taking place. To distinguish the standard four from the 10 I’ll use the convention of uppercase Reality (10) and lowercase reality (4). I might turn YOLE into a graphic to account for Reality. For now, think of E as not limited to the dimensions of X,Y,Z and Time/Space but extending into dimensions that may or may not be discernible to the five senses.

People with a keener sense of dimensions, beyond the four, may possess either a physical, intellectual or theological strength. Some choices of Pg enable such awareness and some preclude it. Since anything that obscures the full  dimensions of Reality is a handicap one can better optimize life with a Pg that enables full awareness.

What God?

Desire provides powerful insight into purpose. People align their lives with what they most desire in the moment. What people most desire can be described as their god of the moment.

There are as many gods (Idols) as there are nouns in the dictionary: Money, alcohol, sex, prestige, control over others, Buddha, Allah, nature, Lucifer or the Holy Trinity of the God of the Bible, etc. Gods are swapped in and out over time. Whatever one desires most during a given period is the god of that period. Sex in the morning, money in the afternoon, control over others at night . . . gods tend to become the sole purpose of one’s life for the time period they are most desired. During that period everything about the person tends to be oriented around obtaining or reveling in (Worshipping) whatever it is. Such desires effect physical, mental and spiritual changes in the person experiencing them. In a sense, we become what we most desire.

Business (Job) vs. Calling

If what you do for a living is also the highest purpose of your life, i.e., your business or job is also your calling,  then Pb will be a higher “Number” or of greater magnitude, to be more accurate.. The components of your business environment (EB) will still have a large impact on the equation but the first main numerator of the equation will tend to offset any negatives that may be components of EB.

Some Output Examples

O = (((S + W) / (V + G + H + T)) * Pr,b,g) / (El,j,c * EBl,j,c)

  • Strength(s) and Purpose(s) are the positive inputs used to optimize life. Their number, amount, deployment and alignment determine the positive “Numbers” of the equation, after which, everything gets divided.
  • By minimizing the impact of your weaknesses the impact of your strengths is greater.
  • Choose only the highest quality Values to uphold or maintain because any value presents a cost to your strengths to maintain. Replace merely good values with great values.
  • Choose only the highest quality goals to accomplish because any goal presents an achievement cost to your strengths. Replace merely good goals with great goals. Great goals still tax your strengths but are also components of Purpose and, therefore, counterbalance the equation.
  • Surround yourself with high quality people. All roles and relationships tax your strengths but the right people are components of Purpose and counterbalance the equation.
  • The less Things you own (Store, maintain, insure, move, sell, buy) the better. Anything that owns you must go. Such things make an optimal life impossible unless the purpose of your life is Thing(s).
  • If you have no Purpose(s) the chance of optimizing life falls to zero.
  • If you get stronger (Or deploy existing strengths more efficiently) you can support more Values, Goals, People and Things in your life. However, the least number of these you have, ideally keeping only those that will be factored with  purpose(s), the more optimal your life.
  • If the impact of your weaknesses are lessened you can support more Values, Goals, People and Things in your life because the tax (Direct subtraction) to your strengths is lessened.

This is a short list of example outputs from YOLE. It is, by no means, exhaustive.

On and On It Goes

There’s no end to the complexities of even one human life. The YOLE can be referred to in the middle of a storm (When nothing seems clear because everything is happening fast) or tranquil waters (When everything is fine and you want to focus on what small changes might have the best impact). Whatever the context it can show how some of major elements of life may be changed to enable one’s life to function more optimally. In “The Outliers Handbook” I refer to the equation in the context of the subjects and areas of life being addressed.

The world discards ideas and people that present multiple standard deviations away from “normal”. And yet, Reality has always been phenomenal and noumenal. To ensure you’re able to thrive in the artificial chaos of this generation you’ll need to be an outlier, in many ways. Here’s “The Outlier’s Handbook” to optimize your trajectory.

The Outlier’s Handbook

(Thriving in Artificial Chaos)

Table of Contents

Part 1 — What Outliers?

“Let Your Reasonableness Be Known to Everyone”

  • Ockham’s Razor: Benefits & Limits
  • The Bookends of Normalcy Bias & Cognitive Dissonance
  • “This Book Goes Too Far!”

What Outliers?

  • Outliers Defined
  • You Know You’re An Outlier If . . .
  • Outlier Benefits
  • Outlier Costs
  • Personal Secession and Other Outlier Mindsets

Part 2 — It’s Your World, Boss!

This Is Where You Live

American Roulette

  • The Constitution is Safe!
  • A Bank with Social Services Around It
  • Democracy: The God that Failed
  • The Corporation
  • The Deep State
  • Fascism, American Style

Lifecycle of Nations

  • “Poverty of Nations” Report Card
  • Imperial Collapse Playbook

Danger, Will Robinson!

Technocracy: The Trojan Horse of Global Transformation

Regional Bloc Head Mercantilism

  • Gee, Maybe Nation-States Weren’t So Bad, After All
  • Solutions Amidst Global Fascism
  • Change Happens Like This, Now

Part 3 — The Usual Suspects

Call Them As You See Them

Origin & Story of Rulers and Authorities

  • Angelic Gen 6 View: Consistency & Insights
  • So, Who are “They”?
  • The “New” Face of Evil (Follow the Blood)
  • Long Term Trends Require Spiritual Unity
  • The Minions
  • A Working Structure of Oppression

They Walk Among Us

  • Serial Killers
  • How Can You Spot One?
  • Political Ponerology
  • 7 signs you might be dating one
  • Protection From Them
  • Speech Patterns
  • I, Psychopath
  • The Hidden Cost of Killing Psychopaths
  • Beware the Backlash

Elements of Their World View

Their Goals

  • ”Ye Shall Be As Gods”

Their Methods

  • The Moral Code of Evil
  • Inversion
  • Undisclosed Adhesion Contracts
  • Counterfeit Money
  • Controlled Markets
  • Technocracy
  • Stacked & Interlocking Pyramidical Structures
  • Consolidation
  • Democracy
  • Eugenics
  • Perpetual Fear
  • Long-Term Planning
  • With Methods Like This, Who Needs the Occult?

Part 4 — Acquiring Immunity

Move #1: Acquire Personal Immunity

Personal Matters

  • Purpose is Everything
  • Managing Outlierhood
  • Growth
  • Ethical Time Travel

Health Matters

  • First Do No Harm
  • Clean Food, Water, Air & Place
  • Nutrient Dense Diet
  • Gut Flora, Probiotics and the Second Brain
  • Optimal Exercise
  • Stress & Breathing
  • Life Extension & Blood Sugar Management
  • Sensible Health Insurance
  • Putting It All Together

Spiritual Matters

  • Intelligent or Random Design
  • Oneism (Monism) vs. Dualism
  • CINO’s & MINO’s
  • Christianity Leads To Science, Islam leads to Murder
  • Gandhi or Jesus?
  • Get Blessed
  • Get Uncursed
  • Supernatural Immunity: The Mind & Way Of Christ
  • The Whole Council of God
  • Spiritual Warfare
  • Practical Examples of Spiritually Based Solutions

Locational Matters

  • The Best Place to Live
  • Where Not to Live
  • Should you relocate?
  • The World is Yours
  • The Illusion of Ownership
  • Mobility
  • G.O.O.D Project – Lessons Learned

Family Matters

  • Instrument of Recursive Perfection
  • Spouse Choice
  • Children
  • Extended Family
  • Friends Worth the Title are Family
  • Community

Legal Matters

  • Natural Law
  • The Constitution is Safe!
  • Jurisdiction Matters
  • Where is the Agreement?
  • It’s Hard to Be a Free Man
  • Unraveling Your Liberty

Financial Matters

  • Money is for Immunity & Purpose
  • Business as Extension of Purpose
  • Tax Penalties for Fear and Poor Planning
  • Mortgage Slavery, Repealed
  • Austrian Economics is Real Economics
  • Investments in Immunity & Purpose Have the Highest ROI
  • Asset Protection

Political Matters

  • Terms of “State” & “Government”
  • The Diversion Of Left – Right Thinking
  • The Votes that Matter
  • Optimal Government = Perfect Self-Government
  • The Chief Asset Of The State: Fear & Belief In It’s Necessity
  • All Matters of Liberty Are Related
  • Caveat Viator: Libertarianism and Anarchy are Aspects of a Complete Worldview
  • Govern Thyself Perfectly and Hold Death Dear

Perspective Matters

  • The Most Valuable Commodity on the Planet
  • Philosophers On Donuts
  • Terms of “Freedom” & “Liberty”
  • Equality & Authority
  • Freedom & Structure
  • Peace Does Not Flow From Passivity
  • Proof and Truth
  • You Can’t Beat Everything with Nothing
  • “Let’s Just Split the Difference and Find a Middle Ground”
  • Stoicism
  • The Opportunity in Uncertainty
  • If Swamp Rats Can’t be Exterminated Why Can You?
  • What About America?

Doing Matters

  • Tony Robbin’s Best Trick
  • Think Spiritually, Act Locally
  • Getting Things Done
  • Low Hanging Fruit
  • Tragic Flaws of Conventional Prepping
  • Expert Tips
  • How To Lose Without Fighting (An Outlier’s Not To-Do List)

Part 5 — Ants & The Human Mosaic

Change The World in Four Moves

  • Humans as an Ant Army
  • Move #1: Immunity
  • Move #2: Specialize
  • Move #3: Move
  • Move #4: Cooperate
  • Humanize the Best Attributes of Animals & Insects

Part 6 — Problems: Solutions

Move #2: Specialize & Pick One

Personal Concerns

  • Training Disguised as Education
  • Shortening Attention Spans
  • Media Agitprop

Health Concerns

  • Eugenics
  • Vaccines Vs. Immunity
  • Socialized Medicine
  • Food Fascism & GMOs
  • Fluoridated water
  • Nuclear Waste & Meltdown Disasters
  • Geo-Engineering
  • Disease(s) Cured

Spiritual Concerns

  • Psychopathy
  • Moral Relativism
  • Odious Debt (Slavery)
  • Wars of Conquest
  • False-Flag Attacks
  • End Times Decoder Rings
  • 501c3 Churches

Locational Concerns

  • Agenda 21
  • Scientific Control Grid
  • Power Grid Fragility

Family Concerns

  • The State as Great Father
  • Broken Families

Legal Concerns

  • Patent Squelching
  • Webs of Undisclosed Adhesion Contracts
  • Drug Wars
  • Licensing
  • Militarization of Police
  • Surveillance State
  • Monopoly
  • Bonus: Beating Traffic Tickets

Financial Concerns

  • Fractional Reserve Banking (The Theft of Human Labor)
  • Disappearing Middle-Class A.K.A Unemployment
  • Currency Wars
  • US Bankruptcy
  • World Banking Systems
  • Institutional(ized) Theft
  • Market Manipulation
  • Global Cooling, Warming …Climate Change?
  • Technocracy

Political Concerns

  • Collectivism
  • Globalism

Part 7 — Appendices

  • In Case of Emergency: Read First!
  • Four Ways to Parse Solutions
  • Reading List for Outliers
  • Outlier Creeds
  • Sovereignty & Law
  • Agorist Manifesto in 95 Theses
  • Agorist Road-map Kyle Bennet
  • 100 Ways To Leave Leviathan
  • Wayne & Barry’s Guide for World Rulers