having

I might have to stand. I know I'm sitting right now but I got really excited because my best friend in the whole world

Ryan Holiday. Yes, the writer that we've had on a few times. He's changed the way a lot of you people think

And I'm so excited that he's here. Sims is gone. I said stay at home. I don't need you today Ryan. How are you?

I'm really good. This is a special Friday conversation. Okay. So it's you and me. Yeah, but we're so this is something I've seen you do on other podcasts

And I wonder if they were met you were all with Aubrey Marcus. Yeah, I recommend checking his stuff out too. And you you mentioned the Saints Falcons game. Okay.

And I'm like man, that was a long time ago. That's true. This dude probably had this interview in the can. You love to say what time it is.

Am I you know dates. I do know I sometimes I never know what day it is usually but yeah, I did reference that. That was an interesting game.

It was an amazing game. So you are a big football fan. Yes, yeah. Okay. We introduced Ryan to you guys. It was two years ago in case you didn't know.

When he had the book ego is the enemy. This is after I had my quake book as Ryan likes to call it obstacle is the way.

Obstacles the way was a book that was rapidly adapted from the Patriots the Seahawks. It's spread all over the NFL.

It preached stoicism which you describe as. I say it's what's an ancient philosophy. But it basically says we don't control the world around as we control how we respond.

Which is basically the attitude you have to have in sports. And coaches agreed with you. And it took on a life of its own.

Egos the enemy was great. And then I got my hands probably about a year ago or however long ago was on perennial seller.

Which if you are looking to get into really any industry but especially one if you're interested in writing highly encouraged.

Perennial seller is really asking the question when something lasts for a hundred years. Did they set out for it to last a hundred years.

Which I think was a very interesting question. And now we sit here today on the release day of your new book.

I did not realize it was coming out today. Conspiracy. Yes.

Is this another baby out there in the world for you?

Yeah. This was 18 months of an 18 month sprint basically about what I think is probably the most unreal unbelievable news story of the 21st century.

A billionaire spends ten million dollars and ten years plotting the destruction of a media outlet that had thoughtlessly outed him.

And even though it's the most covered media story of its time nobody knew he was doing this because he was doing it completely in secret.

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