This is trend following radio where great thinking comes alive.

Nobel Prize winners, legendary traders, bestselling authors, and the pros that know what drive us irrational human beings.

I am your host, Michael Coval.

Not filtered, raw, honest.

That's my passion.

You might already know that I have featured on this podcast, I believe twice, best-selling author Tucker Max.

Tucker made his bones early on with some crazy stories about life as a young guy.

But he's morphed into something else.

And you can hear about those stories on my podcast episodes with Tucker.

My guest today has a collaboration with Tucker and a collaboration with the author Ben Hardy.

My guest today is Dan Sullivan.

He's a performance coach.

He helps entrepreneurs.

He's been doing this for like 35 years.

He's got a hell of a lot of experience.

So how did we come to talk today?

Well, Dan has a new book, as many of my guests do.

Dan's book is called Who Not How, which he might already have a feeling about what it's all about.

But the reason I bring all this up is this who not how book,

the background, this book comes from Tucker Max's new company, oh relatively new company,

that helps voices, business people, entrepreneurs who have content but are not, let's say, writers to get their first book out,

to get their second book out, from cradle to grave, the writing, the publication, the marketing,

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