What is up everyone? This is Alex Lieberman, co-founder and CEO of Morning Brew, and welcome back to Founders Journal.

My daily audio diary made public for the world where every day I will give you the listener a backstage pass into Building Morning Brew to help you think better in order to build better.

And today we are going to talk about addition by subtraction why subtraction is as important in business as addition is

let's hop into it so I fundamentally believe that something isn't talked that isn't talked about in business a lot, but it is so important is oftentimes to be a successful professional, successful manager, successful entrepreneur.

It's all about the things you don't say or do that are as impactful as the things you do say or do.

It's about the things you don't do with your time.

It's about the things you decide not to launch as a product. It's about the people

you decide not to cold email. It's about the feedback you don't give to a direct report. It's about the hires you don't make in your business.

And I think it's this type of thing where we as professionals,

we default to saying, what can I be doing right now?

Or what must I get done this week?

Like we all start a week saying,

what are the priorities for the week and then we write down what are the four or five

non-negotiables that we need to get done. But we don't realize in that exercise

when you're writing down the four non-negotiables the things you need to get

done today you're making an active decision about the five other things that you don't want to get done today.

That's subtraction that is an action we're just not oftentimes cognizant of that action.

And this reminded me of my interview yesterday with Simon Huck.

So for those of you, founders, journal listeners,

that don't know, I host a CMO series where I interview the smartest

marketers in the world. Simon Huck is the co-founder of Judy. It's a DTC direct to

consumer emergency preparedness company. Basically they make emergency kits for you to keep in your home in the case of an emergency.

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