What's the best way to get initial traction for a new productivity tool if I have no platform?

Before launching, ensure your tool solves a problem people genuinely want solved by observing how 20 paid users interact with it, perhaps by having them record their sessions. For marketing, look for 'neglected but powerful' channels or 'nascent, up-and-coming' platforms. In the past, this was blogs for 'The 4-Hour Workweek' and podcasts for 'The 4-Hour Chef.' While sending free software to bloggers and podcasters can help, a strong, targeted pitch is crucial given the volume they receive. (0:349)

What's Tim Ferriss's biggest current project or challenge?

Tim Ferriss has a new 'absurd and hilarious art project' coming out in the near future. He describes it as something that will make many people 'cover their eyes,' but finds it exciting precisely because it could be a commercial flop. He confirmed it's codenamed Project 555. (0:866)

What is the 'low information diet' and why is it important?

The low information diet, described in 'The 4-Hour Workweek,' advocates for limiting exposure to constant news and social media notifications. Tim notes that algorithms are designed to be addictive, and it's exhausting to rely on willpower. By removing these distractions, one can single-task effectively for a few hours a day, gaining a significant competitive advantage as a knowledge worker. (0:897)

How do curated newsletters like Substack compare to traditional news consumption?

Tim views curated newsletters as a 'pull' way to get information, where you actively opt-in to sources that are relevant or actionable. This is superior to the uncontrolled 'online assault' of general news. Newsletters force you to make decisions about information priority beforehand, preventing algorithmic distractions and allowing for more focused consumption. (10:64)

What are the legal and financial risks of creating a franchise versus licensing a proprietary system?

Developing a franchise is very capital-intensive for the franchisor, requiring significant investment in setup and legal counsel. Licensing, as explored in Stephen Key's book 'One Simple Idea,' can mitigate this by letting other companies handle manufacturing, distribution, and sales while you collect a licensing fee. Partnering with a larger company for pilot studies could also allow you to be added as an 'additional insured' on their policies, covering potential legal liabilities like errors and omissions, which is crucial for high-risk ventures like construction. (1:414)

What are the potential side effects of recreational ketamine use?

Recreational ketamine use, as discussed by Dr. John Krystal, is associated with serious urinary tract damage, sometimes referred to as 'ketamine bladder syndrome.' This can lead to persistent lower urinary tract symptoms and is a recognized side effect, especially with recreational use. For clinical trial data frequency, one could refer to studies on platforms like PubMed. (1:907)

Can being a 'bottleneck' in one's business be a good thing?

Yes, it's not automatically bad. It depends on your business goals. For an artisan producing high-end, handcrafted products, being the sole creator might be a deliberate choice against scaling, allowing them to remain an artist focused on craftsmanship. The book 'Small Giants' highlights companies that prioritize being great over being big. (2:073)

What books and resources are recommended for launching a non-profit?

Tim advises studying for-profit trends as their principles are largely the same. He suggests looking at successful non-profits like DonorsChoose and Charity: Water for promotional efforts. Key books include 'The 22 Immutable Laws of Marketing,' '1,000 True Fans' by Kevin Kelly, and 'The 80/20 Principle' by Richard Koch. Additionally, he recommends Business Insider's YouTube series on 'business collapses' (e.g., Beanie Babies) to learn about what works and doesn't. (2:808)

How can I build a luxury brand for a niche product like high-end coffee mugs?

Tim recommends reading 'Selling to the Affluent' by Thomas Stanley and 'Deluxe: How Luxury Lost Its Luster' by Dana Thomas for insights into durable luxury brands. To evaluate worth, test the market with a small budget (e.g., $5-10k) and focus on the story luxury buyers get to tell. Also, research PR firms for luxury brands and create a 'swipe file' of ads that convinced you to make significant purchases to understand emotional drivers. (3:164)

What's Tim's current strategy for limiting alcohol intake and improved sleep?

Tim recently took a 30-day break from alcohol to avoid compromising sleep, especially before high-altitude hiking. He notes that even two drinks can significantly impede sleep. He tries to consume any alcohol (including hard ketone drinks he's experimenting with as an alternative) early in the evening, giving his body more time to metabolize it before bed. (4:316)

What are Tim's recommendations for getting into archery, especially traditional longbow?

Tim has been deeply exploring archery and owns several bows, including a traditional longbow. He recommends Byron Ferguson's book 'Become the Arrow' and watching his online videos for incredible longbow trick shots. He also finds Olympic recurve and barebow competition interesting, noting the increasing importance of biomechanics and body awareness as you move away from compound bows towards traditional ones. (4:547)

What tools or mental models help Tim stay grounded during unexpected life challenges?

Tim mentions Tara Brach (author of 'Radical Acceptance'), Jerry Colonna, Jack Kornfield, and Richard Schwartz (founder of IFS) as guests whose teachings help him. His default response to challenges is anger and self-criticism, so he uses their toolkits to create awareness, calm reactivity, and 'befriend' those parts of himself, rather than pushing them away. (4:824)

How does Tim prioritize projects and tasks?

Tim uses a simple question, adapted from Gary Keller's 'The ONE Thing': 'Which of these, if done, makes other things or all of these things either irrelevant or easier to do?' If that doesn't provide clarity, he asks 'Which of these, if done, would leave me feeling proudest at the end of the day?' For major creative projects, he asks, 'Which of these, even if it fails, can be the greatest success?' in terms of new skills, relationships, and energy. (4:992)

How would Tim launch 'The 4-Hour Workweek' if it were released in 2022 instead of 2007?

The core strategy of engaging with people 'in person at events in recreational settings over drinks' would remain consistent. While in 2007 this was primarily bloggers, the principle still holds. He would target the 'uncrowded channel' and engage genuinely, asking for advice and offering value before pitching his book. He'd initially target a very specific, tech-savvy demographic (e.g., 20-35 year olds in NYC, SF, LA) to create a 'surround sound' perception that would then cascade to broader audiences. (5:259)

What are Tim's thoughts on the metaverse and its potential use cases?

Tim is conflicted but believes that despite claims of decentralization, humans tend to gravitate towards centralized discovery and services due to laziness. He finds it hard to believe there will be dozens of compelling metaverses. Instead, he anticipates a handful of dominant virtual spaces created by players with massive capital, designed to be highly addictive and compelling. (5:605)

What's Tim's current workout routine?

Tim's routine is simple: full-body weight training twice a week, weighted sled pushing three to four times a week (often after his morning cold brew), kettlebell swings (one set of 50-100 reps twice a week), and jump rope to wake up his nervous system. He also uses a sauna four to five times a week before dinner, followed by a cold shower, and hikes with a weighted rucksack. (5:880)

What criteria should I use to select podcasts for advertising, especially if product/industry agnostic?

Tim suggests studying Athletic Greens, which has a methodical approach, due to their high customer lifetime value and low churn. He emphasizes that direct ROI tracking (via codes) often has significant 'slippage'; sponsors should offer compelling discounts (30-50%) to ensure code usage. He also stresses the importance of having an optimized website to ensure conversions. Consider who you want to know your brand (e.g., investment bankers vs. broad consumers) and choose platforms accordingly, even if the absolute numbers aren't massive. (6:215)

Key Moments

Q&A with Tim — PR and Marketing Lessons, Time Dilation, Selling to the Affluent, and Much More

Tim Ferriss

Howto & Style5 min read121 min video

Oct 12, 2022|18,671 views|401|31

tim ferriss 4 hour workweek 4 hour body 4 hour chef timothy ferriss entrepreneur author writer angel investor ferriss tim ferriss blog timothy ferriss speaker

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Key Moments

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TL;DR

Tim Ferriss discusses PR, marketing, risk mitigation, information diets, time dilation, and launching businesses.

Key Insights

Mitigate risk in business by starting small and prototyping concepts before full investment (e.g., food trucks, pop-ups).

Gather genuine user feedback by observing people use a product rather than just asking for opinions; pay users for their time and honest feedback.

Identify neglected or nascent marketing channels for maximum impact, as seen with blogs for book launches in the early 2000s and podcasts later.

Adopt a 'low information diet' by limiting exposure to addictive technology and push notifications to improve focus and single-tasking ability.

Experimentation and deliberate design of experiences can create 'time dilation,' effectively expanding the perceived length of one's life.

For luxury products or services, focus on the story and the customer's ability to tell a compelling narrative rather than just the product's features.

STRATEGIES FOR LAUNCHING NEW VENTURES

Tim Ferriss emphasizes risk mitigation when launching new businesses, advocating for low-risk, capped-downside approaches. For a fast-casual restaurant, he suggests starting with a food truck or a pop-up in an existing restaurant to test the concept and gather feedback before investing in a full build-out. This iterative process allows for refinement of the menu and customer experience based on real-world input, rather than a significant upfront investment without validation.

GATHERING INITIAL TRACTION FOR TOOLS

When launching a new productivity tool, Ferriss advises against solely relying on traditional methods like sending free software to bloggers. Instead, he recommends observing users interact with the product to identify genuine problems and refine the user experience. Paying individuals to use the tool and provide feedback, even if free versions exist, can yield invaluable insights. Utilizing tools like Loom for screen recording feedback can capture the user's authentic journey.

IDENTIFYING EFFECTIVE MARKETING CHANNELS

Ferriss highlights the importance of finding neglected or emerging channels for marketing. He cites his own experiences, such as leveraging bloggers before they were mainstream for his first book and embracing podcasts for 'The 4-Hour Chef.' The strategy involves identifying platforms where influence is growing but not yet saturated, allowing for greater impact with less competition. Staying power on a chosen platform is crucial, aligning natural skills and enthusiasm with the chosen channel.

THE POWER OF THE LOW INFORMATION DIET

To combat the constant barrage of digital distractions, Ferriss champions a 'low information diet,' drawing a parallel to removing junk food from one's house. He explains that relying on willpower to resist addictive technologies is exhausting and often futile. By removing social media apps and turning off notifications, one conserves mental energy, enabling deeper focus and single-tasking. This practice, he argues, provides a significant competitive advantage in knowledge work.

ENHANCING LIFE THROUGH TIME DILATION

Experiencing profound time dilation in the mountains of New Mexico, Ferriss reflects on the concept of expanding life not just through lifespan but through experiential richness. He suggests deliberately designing experiences that create the feeling of extended time. This, he posits, could offer a greater benefit than merely extending biological years, allowing individuals to feel as though they have lived more within their existing lifespan by creating memories that feel much longer than their chronological duration.

LAUNCHING LUXURY BRANDS AND SERVICES

When considering a luxury business, such as high-end mugs, Ferriss advises setting the price first and then figuring out how to deliver extraordinary value to justify it. He recommends studying successful luxury brands and their PR strategies to understand what creates perceived value. Testing the market with a limited budget to gauge customer willingness to pay is crucial. The accompanying story and the narrative customers can tell about their purchase are often as important as the product itself.

MARKETING TO AFFLUENT CLIENTELE AND NON-PROFITS

For products or services targeting high-profile individuals or launching non-profits, Ferriss suggests borrowing principles from the for-profit sector, particularly studying luxury brands and their PR firms. He also advises creating a 'swipe file' of effective advertisements that convince you to spend. For non-profits, studying successful examples like Charity: Water and Donor is recommended, emphasizing that the core principles of marketing and customer acquisition remain similar across sectors.

PRIORITIZING PROJECTS AND DECISION-MAKING

Ferriss shares a simple yet powerful mental model for prioritizing tasks: identify which item, if completed, would make other tasks irrelevant or easier. If further clarity is needed, he suggests asking which item would leave him feeling proudest, or which option, even if it fails, offers the greatest success in terms of learning new skills, building relationships, or generating energy. This approach focuses on identifying the 'lead domino' that can create momentum.

OBSERVATIONS ON THE METAVERSE AND GARDENING

Regarding the metaverse, Ferriss expresses a conflicted view, acknowledging the human tendency towards centralized services for ease of decision-making, despite claims of valuing decentralization. He anticipates only a few dominant, compelling virtual spaces will emerge. On a lighter note, he shares his successful gardening season, attributing good yields to consistent sun exposure, a solar-powered fence, and a timed watering system, though noting kale remains a pest magnet.

ROUTINES FOR WELL-BEING AND PHYSICAL PREPARATION

Ferriss details his simple workout routine, involving twice-weekly full-body weight training, sled pushes, and kettlebell swings, often combined with jump rope to start the day. He practices intermittent fasting and uses sauna and cold showers regularly. For preparation before a three-day fast, he follows a sub-maintenance calorie ketogenic diet for two days prior, coupled with exercise to deplete glycogen stores. He also highlights the use of devices like the 'so right' and 'hip hook' for alleviating lower back pain and improving sleep.

LESSONS FROM MARKETING AND BUSINESS APPROACHES

Tim Ferriss underscores core marketing principles, referencing 'The 22 Immutable Laws of Marketing,' stressing the importance of leadership and perception. He advocates for being first rather than just better, and understanding how perceived value drives sales, especially in luxury markets. He also touches on the strategy of competing against incumbents by finding a unique angle or differentiating factor, referencing the Avis 'We Try Harder' campaign as an example. Building strong early traction within a niche demographic is key.

THE ROLE OF STORY AND EXPERIENTIAL LIFE

Ferriss believes that in a crowded market, the story behind a product or experience is critical, particularly for luxury items. He advocates for a life lived expansively, where deliberate experiences create 'time dilation,' making life feel richer and longer. This contrasts with simply extending biological lifespan, suggesting that the quality and perceived duration of experiences can be equally, if not more, valuable for overall life satisfaction.

Mentioned in This Episode

●Supplements

●Software & Apps

●Companies

●Organizations

●Books

●Concepts

●People Referenced

Marketing & Business Strategy Quick Reference

Practical takeaways from this episode

Do This

Prototype new business concepts with low-risk, capped-downside experiments (e.g., food trucks, pop-ups).

Pay 20 people to use your product and observe their behavior for genuine feedback, rather than just asking opinions.

Identify neglected but powerful channels and nascent up-and-coming channels for marketing (e.g., blogs, podcasts circa 2005/2012).

Study successful non-profits like DonorsChoose and Charity: Water for promotional strategies.

Read 'The 22 Immutable Laws of Marketing,' '1,000 True Fans,' and 'The 80/20 Principle' for foundational marketing insights.

Study luxury brands and their PR firms' case studies to understand high-end marketing.

Set a high, luxury price first and then creatively brainstorm ways to over-deliver value to justify it.

Focus intensely on a very tightly defined demographic in the early stages; don't try to make everyone your customer.

Engage with people in person at events, approaching moderators or offering to get drinks to build rapport before pitching.

For podcast advertising, choose products with high customer lifetime value (LTV) and low churn, and ensure compelling discounts for tracking codes.

Optimize your website for conversion before investing heavily in advertising.

Define who you want to know about your brand (e.g., investment bankers vs. broad consumers) to dictate platform choice.

Avoid This

YOLO all your chips into an unproven concept without prior testing or feedback.

Assume willpower and self-control are sufficient against addictive technology and algorithms; remove temptations.

Add newsletters to your daily consumption without careful curation; prioritize 'just in time' over 'just in case' information.

Underestimate the legal costs and liabilities associated with developing and rolling out a franchise.

Compete solely on price against incumbents with significantly more capital, as they can bleed you out.

Overdo caffeine during a fast, as it can inhibit sleep.

Base success metrics for advertising solely on onerous tracking codes that users are unlikely to remember or input.

Be imprecise in the beginning stages of marketing by trying to appeal to everyone; this rarely works.

Common Questions

You can start with low-risk, capped-downside experiments such as operating a food truck to test the concept, or even having a pop-up in an existing restaurant during off-peak hours to gather feedback on your menu and experience before committing to a full build-out. Partnering with local organizations for revenue share in exchange for customer traffic can also mitigate risk and gather initial feedback. (0:68)

Topics

Time Dilation Health & Longevity Mindset & Self-Improvement Startup Strategy Productivity Tools Brand-building Mental Models Information Diet Fasting Protocols Risk Mitigation Podcast Advertising

Mentioned in this video

Concepts

Fear Setting

An exercise the speaker does at least once a quarter to identify risk factors and strategize how to eliminate or mitigate them, which was also the topic of his TED Talk.

Ketamine bladder syndrome

A recently recognized side effect of recreational ketamine use, causing damage to the urinary tract.

Low-information diet

A concept described in The 4-Hour Workweek, which involves limiting exposure to push news and social media to improve focus and reduce mental exhaustion.

Cosmic Insignificance Therapy

A chapter from the book '4000 Weeks' shared on the speaker's blog, offering perspective on time management and life.

Pop-up restaurant

A low-cost approach to prototyping a restaurant concept by temporarily renting infrastructure, successful in places like San Francisco.

NFTs

Mentioned in the context of market implosions and historical examples like Beanie Babies, also connected to the speaker's first fiction piece.

Cryptopunks

An NFT collection currently owned by Yuga Labs, mentioned as an example of a valuable collaboration with a luxury brand (Tiffany).

1,000 True Fans

An essay by Kevin Kelly (kk.org) recommending focusing on a small, dedicated audience to build a sustainable creative business.

Internal Family Systems

A therapeutic framework founded by Richard Schwartz, helpful for creating awareness and calming reactivity towards one's inner parts.

Companies

Uber

The speaker was very active in helping Uber apply leverage for regulatory purposes, particularly in high-stakes situations like Washington D.C.

Substack

A newsletter platform, which the speaker views as a 'pull' way to get information, superior to uncontrolled online assault.

Bloomberg

The media company where Matt Levine works.

Tiffany & Co.

A luxury brand that partnered with Yuga Labs to create customized CryptoPunks jewelry.

Avis

A car rental company whose 'We Try Harder' strategy against Hertz is recommended for studying how to outcompete established tech companies with similar products.

AngelList

A platform where one can see the range of companies the speaker has worked with (angel.co/Tim).

IKEA

The company that acquired TaskRabbit.

Shopify

The speaker helped design the 'Build a Business competition' for Shopify, which was a high ROI and leverage for the company.

Keller Williams

The world's largest real estate franchise by agent count, co-founded by Gary Keller.

LMNT

An electrolyte brand the speaker uses to fill his water bottle during fasting, helping to prevent lower back pain and cholinergic response.

EasyJet

Another low-cost airline example mentioned for its interesting competitive approach.

Dollar Shave Club

An example of a company that took advantage of a 'tremendous window of opportunity' with humor in its advertising campaigns.

Virgin

Richard Branson's airline that competed against British Airways, offering insights into strategic competition.

Yuga Labs

The company that owns CryptoPunks, which partnered with Tiffany for custom jewelry.

Twitter

Launched publicly at the same South by Southwest event as 'The 4-Hour Workweek' in March 2007, serving as a broadcast capability for influencers.

Hertz

An established car rental company that Avis competed against with its distinct marketing strategy.

Ryanair

A low-cost airline whose founder's biography/autobiography is recommended for studying how low-cost competitors enter an industry.

Southwest Airlines

Another fascinating example of a low-cost carrier mentioned for its competitive strategies.

British Airways

The airline Virgin competed against, offering an example of largely undifferentiated competition.

Starbucks

The coffee shop where the speaker gets his morning cold brew.

Athletic Greens

A company with a high-end premium product (AG1) and a very methodical, quantitative, and strategic approach to podcast advertising, serving as a case study.

People

Tobi Lütke

Co-founder of Shopify, with whom the speaker helped design the 'Build a Business competition.'

Cal Newport

Mentioned as an author of great books on deep learning and deep work.

Stephen Key

An exceptionally successful inventor who licenses his ideas to other companies, author of 'One Simple Idea.'

John Warrillow

Author of 'Built to Sell,' whose book helps business owners identify bottlenecks and prepare for selling their company.

Bas Rutten

Mentioned as having discussed the O2 breathing device with the speaker, advising not to overdo repetitions in the beginning.

David Kessler

Co-author of 'On Grief & Grieving.'

Elisabeth Kübler-Ross

Co-author of 'On Grief & Grieving.'

John Krystal

Chairman of the Psychiatry department at Yale, pioneered research on ketamine's antidepressant effects. The speaker recommends listening to his episode for information on ketamine.

Kevin Rose

Friend of the speaker and founder of Digg.com; also collaborated on the speaker's first experimental NFT.

Harley Finkelstein

President of Shopify, with whom the speaker helped design the 'Build a Business competition.'

Kathy Sierra

Mentioned for her advice to focus on 'just in time' information rather than 'just in case' information.

BJ Miller

A hospice care physician and triple amputee, whose philosophical yet actionable interview with the speaker is recommended for caregivers.

Derek Sivers

A friend of the speaker and previous podcast guest, known for his unique insights.

Thomas J. Stanley

Author of 'Selling to the Affluent.'

Dana Thomas

Author of 'Deluxe: How Luxury Lost Its Luster,' whose book provides insights into building durable luxury brands.

Steven Pressfield

Previously discussed writing fiction with the speaker on his podcast.

Richard Schwartz

Founder of Internal Family Systems (IFS), mentioned for his work on understanding and befriending different 'parts' of oneself.

Gary Keller

Co-founder of Keller Williams and author of 'The ONE Thing,' whose method for prioritizing projects is a key mental model for the speaker.

Robert Scoble

An influential blogger at the time of 'The 4-Hour Workweek' launch.

Leah Solivan

Founder of TaskRabbit, who the speaker helped raise her first round of financing.

Bo Burlingham

Author of 'Small Giants,' a book about companies that prioritize greatness over size.

Matt Levine

A Bloomberg writer known for his prolific work and dense insights, whose newsletter the speaker would consider adding to his regular consumption.

Gabor Maté

Interviewee who discussed animal communication with the speaker, prompting his interest in the topic.

Richard Koch

Author of 'The 80/20 Principle.'

Jerry Colonna

Recommended for his fantastic self-inquiry questions, such as 'How am I complicit in creating the conditions I say I don't want?'

Jack Kornfield

His interviews are highlighted as very powerful for developing awareness and calming reactivity.

Susan Garrett

A master dog trainer and multiple-time National Agility Champion, whose podcast episode is recommended for dog training advice.

Kevin Kelly

Author of the '1,000 True Fans' essay, emphasizing the power of a dedicated audience.

Byron Ferguson

An archer known for incredible longbow trick shots and author of 'Become the Arrow.'

Joe Rogan

Host of a popular podcast that the speaker would consider appearing on again for fun, recognizing his status as an 'undisputed king of all podcasts.'

Richard Branson

Founder of Virgin Group, whose book 'Losing My Virginity' chronicles his strategies for competing against incumbents in various industries.

Tara Brach

Author of 'Radical Acceptance,' recommended for tools to stay grounded and process emotions like anger and self-criticism.

Books

Fortune

A magazine that published a piece called 'The Invisible Selling Machine' detailing the speaker's involvement with Shopify's competition.

The Invisible Selling Machine

A piece in Fortune magazine about Shopify and the speaker's involvement in their 'Build a Business competition.'

Built to Sell

A book by John Warrillow, recommended for identifying potential bottlenecks in a business and preparing it for sale.

The 4-Hour Workweek

The speaker's first book, for which he focused on neglected channels like blogs for its launch in 2007.

The 4-Hour Body

The speaker mentions launching this book by targeting Digg.com for its power as a taste-making service at the time.

One Simple Idea: Turn Your Dreams into a Licensing Goldmine While Letting Others Do the Work

A book by Stephen Key that is recommended for those considering licensing their ideas, even though Key primarily operates in the toy world.

On Grief & Grieving

A book by David Kessler and Elisabeth Kübler-Ross, recommended for preparation and consolation in situations of loss.

Small Giants: Companies That Choose to Be Great Instead of Big

A book by Bo Burlingham, describing businesses that deliberately choose not to scale, which the speaker finds refreshing.

Guerrilla Financing

An out-of-print book that the speaker found helpful for bootstrapping his first company, offering ideas for low-cost startups.

The 4-Hour Chef

The speaker's book that used podcasts as a nascent channel for its launch in 2012.

The 80/20 Principle

A book by Richard Koch, which explores how 80% of results often come from 20% of effort, applicable to various business aspects.

Deluxe: How Luxury Lost Its Luster

A book by Dana Thomas, which explores the ingredients for durable luxury brands by examining how some have compromised themselves.

Radical Acceptance

An incredible book by Tara Brach, recommended as a tool for grounding and increasing self-love by befriending negative self-talk.

The ONE Thing: The Surprisingly Simple Truth Behind Extraordinary Results

A book by Gary Keller that provides a framework for focusing on the most important single task to achieve extraordinary results, inspiring the speaker's project prioritization methods.

The 22 Immutable Laws of Marketing

A foundational marketing book recommended for both for-profit and non-profit ventures, emphasizing principles of product positioning and leadership.

Selling to the Affluent

A book by Thomas Stanley, recommended for strategies on selling high-end products to wealthy clients.

Losing My Virginity

Richard Branson's book, which had a huge impact on the speaker and details Branson's competitive strategies in the music and airline businesses.

Become the Arrow

A book by Byron Ferguson on traditional longbow archery, recommended for those interested in the sport.

4000 Weeks: Time Management for Mortals

An exceptional book that the speaker plans to reread, with one chapter 'Cosmic Insignificance Therapy' shared on his blog.

Media

TED Talk

The speaker mentions his last TED Talk on fear-setting has about 10 million views.

How the Beanie Babies Frenzy Collapsed

An 11-minute YouTube video from Business Insider, recommended for insights into market implosions and what works in business.

The Price of Everything

A documentary about the Contemporary Art world, recommended for understanding what it takes to sell high-priced art and the importance of storytelling.

Software & Apps

Loom

A screen capture tool the speaker uses for training employees and contractors, and suggests for recording user testing sessions.

Wayback Machine

An online archive (web.archive.org) that can be used to access past versions of web pages, like the Fortune article mentioned.

usertesting.com

A service that provides user feedback and testing, although potentially out of budget for some startups.

Craigslist

A platform where one could find people to test a product.

Digg.com

A social news website founded by Kevin Rose, which was powerful for taste-making and launching products like The 4-Hour Body in the past.

Hacker News

Mentioned as a contemporary equivalent to Digg.com for taste-making and product launches.

TaskRabbit

An early-stage startup that the speaker helped its founder, Leah, raise her first round of financing; later sold to Ikea.

Gizmodo

An outlet the speaker targeted during the initial launch of 'The 4-Hour Workweek' to reach a tech-savvy demographic.

So-Rite

A plastic device that applies pressure to the psoas muscle, used by the speaker to alleviate lower back pain and improve sleep.

Hip Hook

A portable device that targets the psoas and iliacus muscles, used by the speaker to alleviate lower back pain and improve sleep, especially for travel.

Products

O2 Trainer

An inspiratory muscle training device used by the speaker to prepare for hiking at altitude, found to be very helpful and soreness-inducing.

Drugs & Medications

Ketamine

A drug whose antidepressant effects were pioneered by Dr. John Crystal; recreational use is associated with bladder damage (ketamine bladder syndrome).

R-1,3 Butanediol

A compound used in hard ketone drinks as an alternative to ethanol-based alcoholic beverages, providing a slight buzz but potentially affecting sleep.

Organizations

PubMed

A resource recommended for finding literature and clinical trials on topics like ketamine bladder syndrome and adverse events.

UC Berkeley

The institution from which 'The Microdose' newsletter originates.

Charity: Water

A non-profit highlighted for its effective promotional efforts.

Business Insider

A media company with a YouTube video series on business collapses, recommended for learning about principles of what works and doesn't work.

TechCrunch

An outlet the speaker targeted during the initial launch of 'The 4-Hour Workweek' to reach a tech-savvy demographic.

UFC