Ryan Holiday

Results of Jedi Training

I turned 27 on May 5th- it was depressing. I’ve been a part of two excellent startups and one awesome company, but somehow I’m not satisfied. I’ve made a promise to myself that 3 years from now, by the time I turn 30, I’ll have my own company making at least 100k a year. The end of the year goal 6 months from now- is 20k profit. I believe it’s doable, and I’m currently taking the steps to make it happen. I also had a week off from work- it was needed.

I decided to go to the Hindu temple in Brea- there’s a 90 year old monk I know there who always invites me to spend a few nights with them, learn meditation and ask any tough questions I might have. So, that’s what I did. I left me computer at home, packed up my backpack with a weeks worth of clothing, grabbed 4 books, and went down to the temple.

The four books I took were

The Obstacle is The Way by Ryan Holiday

Meditations by Marcus Aurelius

48 Laws of Power by Robert Greene

and Trust Me I’m Lying also by Ryan Holiday

I’ve read 48 Laws and TMIL multiple times, but I’m trying to internalize both of them. I’m using TMIL to basically carve out a career path for myself. It is a very important book- a playbook of how to use the media to your advantage. I’m supplementing this book with two additional books from David Meerman Scott- also highly recommended by Ryan Holiday. (I sound like a fanboy, but the fact is that he has an easy to understand writing style, and I’m currently devouring any information I can on news, PR, and marketing. It’s something I want to be excellent at.)

To me, 48 Laws of Power basically amounts to mental self defense- I learn the strategies, and I find that I can apply them immediately in my own life. Especially Law 13. (Appeal to people’s self interest, not sense of pity or duty).

The other two books, Meditations and Obstacle is the Way, have been on my “need to read” list for a while. Obstacles showed up at my doorstep on my birthday so I was excited to read it. Both books were amazing. Even more amazing is how much overlap there is in between the philosophies of the Vedas in Hinduism and the practical applications of stoicism.

It was really fucking surprising to be reading the book, and coming across tidbits that my 90 year old monk friend had just mentioned not an hour before. There were highly practical tidbits that overlapped like how to react to events that happen to you and around you “no event is bad. Only your thinking it makes it so.” Also how to view luxuries (this steak is just dead flesh. This wine just old grapes) and to resist temptations.

I’m really glad I went. My biggest takeaway was about fear- when you feel nervous or afraid of taking action- usually it means that you really need to go do that thing. There’s no easy way to do it, so grit your teeth, plan what you can, take action, and don’t worry about the results. They don’t matter. All that matters is what you do, how well you do it, that you put all your effort into it, and whether you’re prepared to take action again, regardless of how well or poorly it went.

Now, time to get to work!

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Predictions on Ryan Holiday’s New Book

I’m currently waiting for my copy of “The Obstacle Is The Way” to show up in the mail.

I was working from home this morning, and found out Ryan was doing an AMA on reddit- I’m slightly embarrassed to say I have a long list of questions I was going to ask when I met him. I wanted to meet him after I could honestly say I had put his books to good use, so I haven’t tried to meet him. Anyways- the opportunity presented itself so I started asking away. Once I realized that I had too many questions, I made a dummy account. This way I could get away with asking more questions without annoying him.

Yes, I feel bad for manipulating the time of one of my favorite authors, but not too bad. I feel like it’s what he’d have done during the Tucker Max days.

The AMA proved really really valuable to me. Namely- I have 35 unread books sitting on my shelf that I need to go through, he basically prioritized which I’ll read first.

(In case you’re wondering, the new order is Marcus Aurelius, Blue Ocean Strategy, 33 Laws of War, Steal like an artist, and the list goes on from there.)

Then there were little bits of wisdom interspersed throughout it “never assume to know an author just because you read their book” and another great post- the list of things Neil Strauss taught him.

Anyways- onto his book- I’m making some predictions based on what I’ve learned from him and others in the space-

-He will do a Tim Ferriss Podcast, most likely around the time the audiobook is released, as there’s a good chance the audiobook will be released on Tim’s new audiobook publishing platform.

-This is going to hit the bestsellers list. Ryan has been plugging this book for months. Long before the book was published, his bio would constantly hint at what he was up to.

“Ryan is currently working on finishing his upcoming book, The Obstactle is the way” turned into “Ryan is a multiple bestselling author. his newest book, “The Obstacle is the Way,” is now available to preorder. I estimate he pre-sold at least 2-300 books just with this soft sell method.

And then there’s the multiple slideshares, the book trailers, the interviews on the podcasts- philosophy is a tough sell as it isn’t exactly sexy like other books he’s worked on, but he knows his audience, and he has a loyal following.

I feel like I’ve talked about Ryan pretty often on here. And its true. But more than anything, guys like Ryan, Charlie, Tucker, and Tim fuel my ambitions. They make me work harder and ignore fear. I’m really good at thinking of a million ‘what if’ scenarios…most of them fantastical and terrifying and utterly preposterous, but quite convincing and crippling in the moment. They remind me to be objective, to set a goal, and lay out the steps to get there- objective and steadfast despite what obstacles, real or perceived, may be there. It’s militant self improvement.

Plans for PR Launch, Book Launch, and Mitigating Fear

I am my own harshest critic, my biggest detractor. If I have an idea validated and ready to go, I’ll find a way to convince myself that it won’t work. In the last few months, however, I’ve been reading and researching what thought leaders my favorite thinkers respected- I thought I might find clues as to why these men thought the way they did, and why they weren’t held back by fear or anxiety.

Well, a few months ago, I found a guy. Turns out that Nassim Nicholas Taleb, Tim Ferriss, Tucker Max, and Ryan Holiday were all fans of Seth Roberts- noted personal science pioneer. Even Taubes, our favorite Santa Clause doctor, was a fan. I haven’t read much on him. I didn’t even take his reading all that seriously, as his books were added to my “books to read” pile, which is well over 200 books long at the moment, and growing every day.

I did however watch this video- a talk on experimental design, and found it extremely helpful.

My biggest takeaway from this video is that “the best way to learn, is to do.” And that’s a huge difference from just thinking about doing things, or reading about them. He also says that taking measured, small steps, will provide much better results and growth than jumping into massive projects with huge margins of error. Mind you- I don’t call this advice, because these are findings from his own experiences. This is what has worked for him- no hypothesizing or armchair professoring involved.

Seth passed away very suddenly last week- so I’m approaching his work with the utmost respect and care. I am curious about how he passed though- his last published article was about how he ate half a stick of butter everyday. If his cause of death is related to any of his work, then it’s important that they are not blindly accepted, but methodically looked through and tested. Lemmings follow blindly, and we are not lemmings. But I digress…he is gone too soon and the world is worse off for it.

I’m getting ready to do my first large scale media manipulation stunt since reading Ryan Holiday’s book, “Trust Me, I’m Lying.” I’ve done two before reading the book, and both went well, receiving national coverage. But I didn’t do it methodically. Last time I traded up the chain by fluke, my only thought being “let’s see how big we can get this.” This time around I have a timeline, a list of people to email, when to email, where I’d email, how I’d trade it up the chain, from what fake email/twitter address I’d send it- a lot more planning has gone into this.

I’m going to be creating a controversy about a product and a company that doesn’t exist. Well- a company that I created with a website, and one custom designed dress, and a bribed student. So…maybe $200 investment. The rest of my investment will be in time.

The other piece of information I’m implementing for this campaign is, funny enough, from Ryan Holiday again- one that he’s written about a few times, most recently this morning, in fact. His article on the importance of negative thinking provides another helpful piece of information- the importance of premeditating all possible negative outcomes. He writes more about this in detail in his new book, The Obstacle is The Way. His book is out today on amazon.

So for this campaign, I’m sitting down and listing everything that could possibly go wrong, how things could backfire, and how I’d mitigate these mistakes. I’m drawing from my imagination as well as from his book.

Finally, I found a video through Charlie Hoehn- it was a short animation by Trey Parker and Matt Stone, narration an excerpt from an Alan Watts speech. You can see it below.

A reminder that no matter how far outside of my comfort zone I think I’m going, it’s not that big of a deal. It’s a first world luxury, what I call a problem. Superficial, rat race stuff. I have to remember to not forget the big picture, to not get to anxious about things that haven’t happened yet/probably won’t happen, and have fun along the way. Charlie writes about this in his new book, Play It Away which I’ll do a review of on here as soon as receive it and read it thoroughly.

Anyways. Between this launch and the book launch proposal that I’m working on, I’ll be busy for a while. And that’s good. Really good, because like Charlie said in his first book, Recession Proof Graduate, it’s about doing fun, exciting, fulfilling work. About growing and learning and becoming a better person. No doubt in my mind that both of these projects will be difficult, but definitely satisfy all of those criteria.

Everyone mentioned in this post gives lessons based on experience. They don’t prescribe solutions to problems they’ve never experienced, or talk about stuff they aren’t sure about. They talk about things which they have learned by doing…and that’s extremely important. And it makes sense. Why should I take financial advice from a poor person? Or business advice from an economics professor who never started a business? This is something I have to become militant about, and really cut out the time wasters.

RIP Seth Roberts, and thank you for sharing your work with us while you were here.

These Marketing Guys are on to Something

For the last year, I’ve been pretty stalkerish about two dudes. Both around my age. I know this is off to a bad start but hear me out.

Ryan Holiday and Charlie Hoehn have walked interesting paths. Oddly similar in places. They’ve worked in the background, learned from and collaborated with some of the most brilliant minds and authors of our age. The combined list between the two makes me seethe with envy. After reading their blogs though, what lingers with me isn’t jealousy, but regret. I don’t feel like I’m any dumber than these guys. I’m not any smarter either though- they’ve worked extremely hard for what they’ve accomplished and it shows- look at the results. But I see their accomplishments and wonder, “why couldn’t I do this? I have the same opportunities.” I’ve always had grand ideas and plans, and my work ethic is solid- but my own fear was crippling. It held me back. It might have something to do with being bullied K-10th grade- the events that transpired whenever I tried to put myself out there or be more open are some of my darkest. Granted, I was a sensitive soul, but seeing the same bullies for most of your childhood will have that sort of impact.

At some point about a year ago, I decided I wouldn’t let it hold me back anymore. I think it was the realization that I was fat, balding, hairy in all the wrong places, and on the wrong side of 25. This is not how my life was going to play out…no fucking way. Where was the adventurous spirit that got me to the top of Mount Whitney? Where was the blazing soul that had scared off a mountain lion while hiking alone, at night, in the Sangre De Cristo mountain range in 2008? It was time to re-cultivate the hooligan and maverick that I used to be in the company of friends. I was going to start doing the things I liked, damn everyone else and their opinions.

I started reading aggressively from Ryan Holiday’s book recommendations. Once Ryan’s book, “Trust Me I’m Lying” came out, I realized that he’d been doing guerrilla marketing and PR the same way I had at my first company, only he had developed it and been very methodical about it- this was a skill I had fun doing, and could get better at. So I did. I read and studied/ still am studying every book Ryan mentioned in his book- and then some.

Charlie came into the picture about 4 months later- he wrote a free PDF called “Recession Proof Graduate” which I’ve read about 14 times. I refer to it every time I find myself broke and at home…I’ve failed a few times but refuse to work a corporate job. I’d much rather clean floors at a car museum (which I did and had a blast doing, and got to drive some very rare supercars, both vintage and new.)

Anyways- I was reading “RPG” today, again, when it clicked- I knew of a person who could benefit from the skills Ryan wrote about. I could get in touch with him using the methods Charlie had given me in his free PDF…

I wrote the email, and sent it.

5 minutes later, a reply. “I’m interested. I have some questions. Call me tomorrow”- and a phone number.

Regardless of whether or not I get this gig tomorrow, this has proven to me that the method works- and that’s a comforting feeling. It was worth stepping out of my comfort zone. These kind of things really encourage me to stop making decisions from a place of fear…that anxiety is terrifying and completely unhelpful.