What's up everyone? This is Alex Lieberman, co-founder and executive chairman of Morning Brew.

Welcome back to Founders Journal, my personal audio diary where I give you the business builder,

the tools you need to think better in order to build better, whether that's building a business,

a team, or a new product. I want to share an update with you all. For the next little while,

few weeks probably, we're going to be republishing classic episodes of Founders Journal. Why?

Well, first of all, these classic episodes, I think, are really good and many of you haven't heard

them. And second, I've been spending a lot of time thinking about how we can evolve this show,

so it can be as good as humanly possible for the next generation of builders and entrepreneurs.

And I'd love for you to help me as we think about what is this next iteration of Founders Journal.

So once you've listened to this episode, shoot me an email to Alex at Morning Brew.com and the prompt

is simple. If you had your perfect entrepreneurship show, what would we be talking about,

what are the biggest pain points you're dealing with? Who would I be talking to? Shoot me that email.

Now, time for the episode. In today's classic episode, originally published on November 15th, 2021,

I talk about a powerful mental model known as inversion. Let's hop into it.

So what I'm going to start by doing is walking you through the typical way that I saw problems

in business in order to introduce inversion, which is a third and really powerful way to solve

problems and make decisions. Let's use Morning Brew as an example. If I was to pick something like,

let's say Morning Brew Education, which is a new but fast growing line of business for us,

here's how I would think about planning for the future of Morning Brew Education.

I'd start top down where I'd say something along the lines of, okay, let's say we want Morning Brew

Education to be a six million dollar business in 2023. And today, let's say it's a five hundred

thousand dollar business. What would need to happen to close that gap? I would say, well,

...