No matter what your goal is, you will suffer to achieve it.

So pick a goal that's big enough.

It's worth suffering for.

Just a few months ago, I wrote the world record of the fastest selling nonfiction book in history

and generated over $105 million in book sales within 72 hours.

And I've distilled everything I've learned from that experience and a decade of building

businesses into only lessons that truly matter for achieving big ass goals. Starting with number one, poor people suffer,

rich people suffer, single people suffer, married people suffer, entrepreneurs suffer, employees suffer.

Suffering is a fixed cost of life. So pick a life, pick a goal worth suffering for.

Your business will be painful when it's shrinking. It will be painful when it's plateauing.

It will be painful when it's growing. And so the biggest alpha that we can generate as entrepreneurs

or as human beings is picking destinations that we believe

are meaningful enough for us to get through the hard times. Right? I think it was Victor Franco

who said, a man who has big enough why can bear almost any how. Right. And so the idea is that the

how we know it's fixed, it will suck. It will suck. And the flavor of sucking will change. Sometimes it will manifest as uncertainty.

It will come in because you don't know what you have to do, but you have to take action either way.

You know you have to do something. You don't know what to do. And so you have this fixed cost that's

going that you will incur for taking this action,

for spending this money, for making this bet.

But the casino table has odds that aren't predetermined.

You don't know if you put it on 32, you get 30x.

If put it on red, you get double, right?

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