Welcome back. Thanks again for being here. One of my favorite movie scenes is in Lawrence of Arabia. When

Lawrence himself strikes a match and puts it out with his fingers and he doesn't even flinch.

There's another man who watches this happen and he tries to do the same thing.

He lights a match, he tries to snuff it out with his fingers, and he yells in pain.

He asked Lawrence, he says, wow, that hurt. What is the trick? And Lawrence says,

the trick is not minding that it hurts.

That's, I love that, I love that scene. And that is how most hacks work.

Whenever people are looking for a hack in life,

the real actual hack that actually works

is not minding that it hurts,

or the equivalent of that. Many years ago at a job

someone hired a social media consultant where I used to work and this consultant sat down and

did a three-hour session with us where she walked through how to use hashtags on Twitter and what time of day you should post to maximize engagement and how to threat a post those kind of hacks to increase

her social media influence and this consultant was was very nice but she never

mentioned the most important social media hack, the thing that actually works, which is,

write good content that people want to read. That's the only hack that actually works, right? It's the same in writing, maybe in podcast too.

And that's because writing good stuff is not a hack.

It's not a shortcut. It's hard. It takes time. It takes creativity. It can't be manufactured

It works. It absolutely works, but it's the social media equivalent of like a heavy workout. It's hard. That's why it works

And that story is pervasive. It's the same with diets and marketing and in finance.

Everybody wants a shortcut and it's always been like that.

But I suspect it's getting worse as technology just inflates our

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