The 100 Most Important Words in the Bestseller “Made to Stick”

We will give you suggestions for tailoring you ideas in a way that makes them more creative and more effective with your audience. We’ve created our checklist of six principles for precisely this purpose.

But isn’t the use of a template or a checklist confining? Surely we’re not arguing that a “color by numbers” approach will yield more creative work than a blank-canvas approach?

Actually, yes, that’s exactly what we’re saying. If you want to spread your ideas to other people, you should work within the confines of the rules that have allowed other ideas to succeed over time. You want to invent new ideas, not new rules.

-Page 24, Made to Stick

The concept described here is so powerful. It took a little while to really sink in when I first read it. But I find myself referencing this idea ALL THE TIME.

Don’t just read what this passages says, but what it implies. What they’re describing here applies to so much more than just creating sticky ideas. It describes the process for effectively doing almost ANYTHING.

The message: Don’t start from scratch and try to reinvent the wheel. The things that work almost always follow a common pattern. Research what others have said the successful pattern looks like. If you can’t find any research, at least make an attempt to infer the pattern on your own.

A page earlier the authors write,

Highly creative ads are more predictable than uncreative ones. It’s like Tolstoy’s quote: “All happy families resemble each other, but each unhappy family is unhappy in its own way.” All creatives ads resemble one another, but each loser is uncreative in its own way.

Whatever you want to do there’s a small finite number of effective approaches that are far superior to randomness or just “trying stuff and seeing what happens”, whether it’s creating sticky ideas, creating a startup, getting people to like you or achieving happiness.Taking this idea a level of abstraction higher is an homage to the patternist view of life. We are not our matter, we are our pattern.

To transcend means to “go beyond,” but this need not compel us to an ornate dualist view that regards transcendent levels of reality (e.g., the spiritual level) to be not of this world. We can “go beyond” the “ordinary” powers of the material world through the power of patterns. Rather than a materialist, I would prefer to consider myself a “patternist.” It’s through the emergent powers of the pattern that we transcend.

-Ray Kurzweil

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Why You Can’t Get More Happiness, Money and Love By Pursuing Them Directly

Many things people strive for are actually byproducts of what the real goal should be. But by focusing on the byproduct instead of the goal, the desired byproduct is ever elusive.

Let’s look at a few examples:

Happiness

The real goal is finding activities you’re passionate about and consistently engaging in them.

That definition skews towards work, but consider spending time with people you enjoy being around an ‘activity’ and it can encompass romance and family time.

Becoming “Networked”

Lots of people want a big network, full of powerful influential people, but if you focus on that is the end goal it’s probably not going to work out very well and you’ll come off as very insincere.

Having a large, powerful network is the byproduct where the end goal is helping other people, building relationships or trying to make an important vision happen that others can get behind.

Making Money

Making money is a byproduct of focusing on creating value.

If you focus on making money, you might end up making a lot if you’re very driven, but if that drive was applied toward how you could create the most value, you’d make a lot more money.

The one caveat with making money is that it only captures the economic spectrum of “value”, but a lot of people are working on how we can measure other kinds of currencies and make them more fungible so that in addition to financial capital we can measure things like social capital and emotional capital.

Confidence

I can’t become more confident by saying to myself, “C’mon Max, be more confident”.

Confidence is a byproduct of being really good at something, which is only obtainable through practice and repetition.

Though often people can practice and practice and not improve. That’s why people will tell you, “practice doesn’t make perfect. Perfect practice makes perfect.” While that’s directionally correct, a better answer is “practice in pursuit of perfection will allow you to increasingly approach perfection and achieve excellence”

Conclusion

The list goes on and on of things that many people try to achieve directly but are actually byproducts: Enlightenment, Love, Creativity, Status, Success, etc. etc.

It’s not wrong to want byproducts, but they are not things we can get, in the capacity we want, by focusing on achieving them directly. Byproducts are the rewards we get for living our lives the right way.

And by recognizing how byproducts break down into corresponding end goals it becomes clear there are no short cuts. When we care about other people, other people care about us. When we create value for others, we are rewarded financially. When we do amazing work, we gain respect. To live a rich life where we are happy, financially abundant, surrounded by amazing people and confident in our own abilities, requires cultivating curiosity, persistence, self-reflection, self-discipline, compassion, character, drive and many other esteemed traits.There is truth in the words that our external reality is a manifestation, or a byproduct, of our internal reality.

I encourage you to look at the things you want, and figure out what’s a byproduct and what’s the actual end goal that you should authentically commit to.

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Intelligence isn’t the engine it’s the steering wheel

Intelligence is about building up continually improving mental models of the world and correcting false assumptions as you find them. As you have more models and modules you can solve more problems and understand more things. For example, when you can cross pollinate modules from psychology to shed new light on business problems. Some people learn faster than others, but intuitively or unconsciously improving your models is more important than building them quickly.

Think of it like winning a race. A fast engine is important, but being a great navigator is a stronger competitive advantage, and is something you can control. Good navigators know what to pay attention to, they know how to read a map, they know what roads are short cuts, what roads are windy, what roads are dead ends and what roads are breathtakingly scenic.

Winning your own race of intellectual fulfillment is less about your engine—we’ve all got relatively similar equipment— and more about your ability to drive the car.

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Lean Education and Learning

I haven’t been writing much lately. Building my public voice hasn’t been a priority. But I thought I’d share this email I wrote, (lightly edited). The ideas in this post strongly reference the lean startup theory. If you don’t know much about that, this post might be a bit confusing.

…This also inspired me to write about lean startups applied to learning and education more broadly. I think right now the way classes are taught and the way education is structured is analogous to the old linear product development model. Where classes and skills are analogous to features and customer development is analogous to passion and purpose.

Most learning is incredibly fat (unlean) because people make no assumptions about what they actually want to do. So all the classes they never use are akin to wasted code. The goal of education should not be broad exposure or diversity of skills, it should be passionately doing something, whether it’s making art or solving a problem.

Everything else will follow from there. As John Seely Brown said, “very often just going deeply into one or two topics that you really care about lets you appreciate the awe of the world … once you learn to honor the mysteries of the world, you’re kind of always willing to probe things … you can actually be joyful about discovering something you didn’t know … and you can expect always to need to keep probing. And so that sets the stage for lifelong inquiry.”

That’s also reminds me why I had a slightly negative gut reaction to teaching customer development classes to people who haven’t done a startup or aren’t working on a startup. It’s analogous to when you said to me, “people shouldn’t hire consultants until they’ve fucked it up themselves. Otherwise they can’t even process a Sean Ellis or Sean Murphy”. Same thing with students. They need to create a first draft for a startup startup and mess it up before they learn customer development. I guess you overcome some of this problem with simulations, so they experience the problem viscerally. But that says that customer development is an end not a means. I think people need to apply customer development to solving a problem that they are really passionate about, and thinking about regularly; that resonates deeper than a simulation.

I interacted a lot with students from a few student entrepreneurship clubs this last year and I was frustrated with how many people wanted to consume inordinate amounts of knowledge about entrepreneurship before even hypothesizing about the company they wanted to start, much less just starting. It’s easy to fall into the skill accumulation as progress trap. Skill accumulation doesn’t even work very well because the Human Forgetting Curve is so steep.

Before learning customer development people should focus on vision — just exploring their own interests, and finding problems they want to solve.

Education is usually like the linear product development model startups use, in that students follow the process and get to the end ( a degree) yet most fail to find something they are passionate about. And failing to find their passion they get a regular job to pay the bills and that cycle is really hard to break out of.

In approaching my education, I have an hypothesis about what I want to do: This business Founders First. And I’m going to learn way more doing this then I could from scattered classes. Then I’m looking to learn what I need to make this happen. And along the way I get to meet great people, make an impact and integrate ideas from many disciplines.

Then after this project I get to go broad again: refocusing on things like the humanities. It doesn’t make sense to explore unrelated interests in left field when I’ve found something I’m passionate about. It’s like building all sorts of cool but extraneous features even after I’ve found product market fit. Once Product Market fit – I.e. Passion for a project, is found double down all your energy there.

Free form inspiration mode is waiting when you’re looking for the next thing to do.

I’ve written a few blog posts before about how to improve education and career development paths

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5 Steps of Entrepreneurial Growth

I defined 5 steps in the entrepreneurial journey that I think most people go through. The distribution is a pyramid and only a small percentage of people make it through each stage.

(1) No Desire —intrinsic motivation suppressed (usually by the school system) (2) Desire to make an impact and be entrepreneurial, but uncertainty about how to channel that desire (3) Possess an idea for a project but lack the knowledge and ability to know how to begin (4) A prototype has been built but need help gaining traction (5) The project has succeeded on a small scale but needs support going mainstream.

I believe the world’s biggest problem is not one of the many challenges we face such as global warming or extreme poverty, but rather that we have too few people engaged in working on solutions. The root of this problem stems from the ineffectiveness of the world’s institutions to support people in finding their passions, and their inability to help people align their work with these passions. Entrepreneurship in its broadest sense can give people the intrinsic motivation to solve these problems. And the way to solve the world’s biggest problem is to support a greater percentage of the population through each of these 5 stages of the entrepreneurial journey.

Founders First, my current focus right now, is trying to support groups 4 and 5. In hindsight, I can see that what I’ve been working on has evolved through solving problems in each of these stages.

1- Technology Club — One major goal was to find exciting people, projects and companies and integrate into my uninspiring education

2- Youth Action Research Network — Bring together all the people inspired to do something more and actually start doing

3- Force For the Future stage 1 – targeting college students with ideas who are having trouble making waves

4, 5 – Force For the Future stage 2: Founders First — targeting founders who are alumni of start accelerators

I’m confident that the best way to approach solving the problem of liquidity through the 5 stages, is to start from stage 5 and work backwards.

It is actually the most doable, because by the time people are there, they are very motivated. And the ecosystem for people in that stage is the most developed, because enough people in this stage have been able to create profitable or impactful organizations.

Tackling the other stages is much more complicated, and requires a lot more infrastructure. To affect stages 1-3 where most of the world’s population resides, we requires resolving political conflicts, alleviating poverty, overhauling institutions, and overcoming pressures from peers, family and other lower level Maslovian needs. And while it’s important for work to be done there, I don’t think we can create any lasting change until the higher stages are more organized and developed, otherwise we’ll just have people temporarily reaching new levels and then falling back down to tell all their peers that it isn’t possible and isn’t worth trying.


I have a philosophy called the T Model - A framework for learning, work, personal growth and non-linear career progression that describes evolving through these stages from an individual’s perspective.

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The T Model: A framework for learning, work, personal growth and non-linear career progression

The T Model is a framework I made to describe how to most effectively approach learning, work, and non-linear career progression.

In the T Model you alternate between a broad, horizontal phase and a deep, vertical phase, (though it’s actually an upside-down T because starting with the horizontal phase is a must) . In the broad, horizontal phase the goal is to try as many things as possible, and in small doses to maximize variety. You want to continue experimenting until you find many things you are passionate about and also accumulate many reference frames to better categorize and make sense of new experiences and information.

Once you have a huge pool of things that excite you, look to switch to the vertical phase, where you will hone in on a few specific passions and combine them, to do something tangible. (This tangible thing should be something you can point to quickly and say, “I did this” and the word “project” could be considered loosely accurate).

Going through this cycle is very simple conceptually, but rarely executed. But if you look at most successful people they’ve usually followed a path similar to this. This is because in order to be really successful at something you need to be passionate, you need to be able to focus, and increasingly you need to be interdisciplinary. Success without passion exists, but those people are usually severely unhappy and prone to burn out.

Often completing this cycle even once sets off a positive feedback loop, marking the start of a lifetime of engaged pursuit and contribution. On completion of the first cycle an internal flame is lit, that once ignited is very difficult to put out. John Seely Brown former head of Xerox Parc describes this phenomena as such, “Very often just going deeply into one or two topics that you really care about lets you appreciate the awe of the world … once you learn to honor the mysteries of the world, you’re kind of always willing to probe things … you can actually be joyful about discovering something you didn’t know … and you can expect always to need to keep probing. And so that sets the stage for lifelong inquiry.”

Many people don’t complete the T cycle because they get stuck in one phase or the other. People who get stuck in the horizontal phases are people who are very creative and always have lots of little side projects going on, but they suffer from a lack of “big wins”, that provide the reputation and credibility that lead to greater opportunities and chances for financial sustainability— not to mention that gratification that comes from pulling off something big. People stuck in this mindset are resistant to focusing on a particular project because they can’t bear the possibility of turning down an interesting opportunity. They fear picking only one thing would put them in a box, vaporizing their multi-facted identity they associate so strongly with. The lives they lead are very unique, but by not reaping the rewards from alternating into cycles of focus, they strongly limit their ability to realize their potential.

Many people also jump into a focus phase prematurely, spending all their energy on something they aren’t passionate about. This is more dangerous than being stuck in the creative phase because the extrinsic reward will be there for focusing even if the activity is done without passion. This often fools people into believing they are headed in the right direction for themselves. But people who make this error frequently end up suffering from burn out, hitting midlife crises or working tirelessly to reach the top of their field only to be left wondering why they are so unfulfilled and whether all the sacrifice was really worth it.

There’s also a large sector of the population who isn’t in either the creative or focus phase and are resigned to getting by with whatever pays the bills. While the onus is on the individual to find their passion, trying to do so in our education system is like swimming upstream against a level 5 rapid. And most people just get swept away. (Even at the better public and private schools, you’re still swimming upstream, just against a lighter current).

If you can complete even one T cycle, the rewards will start rolling in. Executing a project you’re passionate about is rare, and separates you from a cacophony of wannabes. Everybody talks about things they want to do, but few people have the self-discipline and initiative to make projects come to life. This scarcity of executors, makes people pay close attention to you if you are one, and opens up a whole new set of opportunities unavailable before. Opportunities will start chasing you down instead of the other way around. When this happens the second T cycle has begun. You now have the chance to explore horizontally again, this time with more freedom and opportunity.

The exploration here is much richer. You’re a more developed person. You have access to more people. You have more financial freedom. You get flown places to speak and are invited to contribute to more interesting projects. You have more influence, and as a result, people listen to what you have say and want to support or join your cause. This more intensive exploratory phase should lead to a new point of focus, where you can again combine your rapidly growing pool of knowledge, experiences and passions to build something new, likely more ambitious than your last.

As you turn the corner towards your second focus project, true interdisciplinary thinking begins to emerge. You can combine your breadth of knowledge on many subjects with the depth of your previous focus, charting new territory from a variety of informed perspectives.

All in all, a cycle probably takes anywhere from 2 to 7 years, so you have the opportunity to pursue both learning and doing many times in your life. And the T cycles start linking up very naturally. When they do that they begin resembling something like a series of s curves— a natural evolutionary growth cycle with some intriguing implications (to be explored later). Strictly interpreting the analogy of the T implies alternating between stages of being 100% horizontal and 100% vertical. But it is probably not realistic nor optimal to be one phase 100% of the time. A good rule of thumb is to allocate 80% of your time to the designated phase and 20% of your time to the other phase, i.e. 80% Creative & 20% Focus or vice versa. This allocation will also give the T smoother curves if graphed, creating a more natural looking S curve.

This model can be used as framework for decision making and allocating priorities in almost any field of interest. I’ve shared this model with numerous friends the last few months and many have appreciated the insight and clarity it has produced.

I hope to explore more facets and implications of this model. A few areas I’ve mapped out: The emotional journey through different phases. Why the T Model Works. How School Follows the Exact Opposite of the T Model, which is why students hate it. My Personal Path Along the T. Complimentary Theories to the T Model from Stefan Sagmeister, Seth Godin, and IDEO’s Tim Brown.

Picture 3

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Passion Is An Epiphenomenon

This blog post started as a comment on Ben Casnocha’s post on passion and voice. Most of my blog posts recently have come as a result of something provocative coming into my environment, a conversation, an idea, a quote, and unplanned, I end up writing. I’m not allocating much time to write these days, but when the thoughts come I try to capture them. I have plenty of ideas captured. I’m going to try to start allocating time to finish them off and shipping as Seth Godin would say. Enough hoopla, let the post commence:

While passion is undeniably important for your career I think it is the wrong thing to focus on is because it is an epiphenomenon. And epiphenomenon are by definition elusive if pursued directly.

For finding passions here’s what I’m advocating now:

- Try as many things as possible with as low a commitment as possible: School does a terrible job at this, you get to try a maximum of 6 things a semester, and you’re locked in (after the first two weeks). And outside of school most people don’t try many things on their own. So therein lies a big part of the problem of passion and why most people haven’t found it. They simply have tried enough things and pursued in enough depth to find it. I could go into more depth about why school destroys passion, but here, I won’t.. Many people think that their only options for passions are what school presents them with. So they don’t even try to look outside of school. And they think they don’t have passions, so they give up.

- Ratchet up your commitment one level – Ways to do this: Read more in depth about one of the things you tested out and enjoyed doing, or practice it for an hour, talk with other people who like this thing too, talk with professionals who have done it for years. Then assess whether you want to go further. Passion doesn’t come until you’ve put in enough hours to become hooked. Passion doesn’t really come until you become good at something, or at the very least, you feel good at and no one has told you that you aren’t yet.

- Begin devoting more and more energy to this thing you enjoy, testing whether it can become one of your passions. This is where you try the passion on as a noun. Do I want to be a ___ (artist, dancer, marketer, entrepreneur). Before you were just trying it on as verbs and adjectives (gerunds are verbs for all intents and purposes here): I’m being artistic, I’m dancing, I’m writing copy, I’m being entrepreneurial. Now you can pick up the plethora of advice on literature about how to build your life around following your passion. You can read all the success literature and a lot of it will stick. The hard part was finding your passion in the first place.

And now a personal anecdote of passion seeking and passion finding:

My interest in computers and technology started when I began playing around with the first computer my family positioned in an accessible place. My dad occasionally bought macworld magazines. I read them and began learning more about computers and working through tutorials in the magazines. I began playing with the system and  experimenting on my own. I browsed the internet and bought books.  I was hungry to learn more. I worked through books on html and built a website for my mom. I listened to podcasts online and on my iPod. I found my way through an interview on a tech podcast to the ITConversations site. Where I then began listening to talks on accelerating change. I loved those and listened to more whenever I could. I bought books based on the talks and talked with people about the ideas. When the rest of my family was shopping for in Barcelona, I parked myself on a bench and listened to awe-inspiring lectures.

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I went to the conference and began meeting the people involved. I kept showing up. I eventually got a job out of my connections. These big ideas I heard filled in the blank for how I was going to make a difference in the world. At first I thought it was big business, but then later I discovered the idea of entrepreneurship. I reached out to entrepreneurs. I read about entrepreneurship. I went to events when I was underaged and knew nobody. I began to get connected. I helped organize events. I figured out how to turn some of my previous projects into a startup. I started asking for introductions and setting up meetings with people who had done startups before. I met with anyone I could just trying to expand the breadth of people I knew and get new perspectives. I decided this was a path I loved and I decided to take a gap year and give myself the time to focus hard and fully commit. Now I’m fully committed to this passion of mine and I’m learning faster than ever before, meeting incredible people, and opening up new possibilities faster than I could have ever imagined when I began playing with my computer and reading macworld magazine.

Everyone I meet now knows I have “the itch,” as they say. But it grew in proportion to my effort. That’s how you know you’ve found one of your passions, when the more time you put into it, your desire to do more increases. Many times you’ll find things that feel like passions in the beginning but you realize you don’t like that much after putting more energy into it. That’s fine. It’s part of the process. Just pick up something new that interests you and run with it. If it feels wrong consider dropping it. But if it feels right keep going. And going.


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When Exposing Yourself To New Interesting Things, Make It Closely Related To Your Core Skills

Spend 80% of your time on your passions, improving your core skills. There are plenty of things you can find that simply meet the “interesting” criteria.

The argument that colleges expose you to things you wouldn’t otherwise be exposed to is not that compelling a value proposition because it is not very hard to find new things that are interesting.

You need to be selective about the 20% of your time you spend entertaining new ideas that are interesting but not related to your core passions and work. Ideally you’d like everything that’s interesting but not in your core circle to have the potential to become one of your core skills.

It becomes one of your core skills by being developing it enough to put you in the top 25% of people.

Personal Example:

Why do I watch so many TEDTalks then?

I want to reduce what I don’t know I don’t know and it gives me a lot of conceptual ammo to formulate new ideas and frameworks about the cutting edge.  And understanding the cutting edge is one of my core pursuits.

Should other people watch TEDTalks who don’t have a desire to be on the cutting edge? Yes, but they probably shouldn’t try to watch as many as I do. Their watching should be more targeted and focused on the talks closely related to their core interests.

I’ve developed very systematic approaches to information intake, capturing and digesting information and methods and tools for discerning what to spend time focusing on that I’ll be blogging more about.

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A Remarkable Life Requires Exhibiting Courage and THEN Putting in Effort

I started to write a comment on Cal Newport’s provocative post on whether a remarkable life requires courage or effort?…and while I tried to formulate my opinion on the matter while brushing my teeth enough thoughts broke through my conflicted un-opinionated state  to warrant the comment stand-alone status:

The process that I have seen work is:

1) Realize sticking with the status quo isn’t going to get you a life you want

2) Begin learning about alternative paths

3) Start entertaining thoughts about leaving and making a path for an exit in the near future

4) Meanwhile, experimenting with what you’re going to be really great at

5) Make the leap to leave the status quo not as soon as your famous but as soon you see that investing energy in the status quo gets you next to nothing and you have something that you think you might want to be great at.

The only way to know is to give yourself permission to focus hard. You jump when the value of focusing hard on something, even if you eventually abandon it, is more valuable than stalling in the status quo. You don’t jump when you don’t even know what to focus on, though even then maybe you should, because what are you gaining sticking around in the status quo? The only value I see is a subsidized jump due to money and credibility from society’s run of the mill institutions. So you’re just waiting until you have something worth making a bet on. Even if the bet doesn’t pan out you’ll learn how to play your hand better next time.

It seems like whenever you make that big bet someone comes by and hands you a 500 check-point chip that lets you buy back in at 500 for free even if you bust. Then after the next failure you get to buy back in at 1000. And eventually through combination of luck, timing and experiential muscle you win a hand. It doesn’t even have to be a big hand. And that gets it’s own kind of pass where you get access to the VIP room where only people who have won hands are allowed. This is where you meet your partners in crime, your mentors, who carry you on to the next big thing. And it starts with the courage to make the bet but requires committing hard focus to try and play the hand successfully.

To sum up my longwinded response above, I would basically say living a remarkable life requires courage in the beginning to try, and effort to make the remarkable life a reality.

The first thing you must do is muster the courage to dare to be different and be willing to dream. Then you must match the tiny bit of courage required just to entertain possibilities in your mind, with the little bit of effort required to test the possible paths that might lead to a remarkable life. Then once you find a dabbling interest that you’d like to dive deeper into you have to muster a lot more courage to ditch your current status quo driven path by the wayside, and give yourself the opportunity to put in the massive effort required to pull off being remarkable.

It’s a courage-effort escalation ladder.

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Richard Branson Reflects on His Success

Desmond Tutu: If a young man says to you, sir Richard, if I want to be successful what must I do?

Branson: You must realize that money is not the definition of success, you want to get involved with whatever interests you in life and try to do it the best you can, it may be that money will be a byproduct of that and you’ll be able to put that money to good use. Achieving things you can be proud of and making a real difference.

DT: You’ve been very successful, what would have happen had you not succeeded.

Branson: Honestly, as long as I tried hard to succeed…I’m not the sort of person who feared failure.

There’s a thin diving line between success and failure. And I feel fear like anybody else. I’ve been picked out of the sea 6 times by helicopters. And on the laws of average I shouldn’t be alive today.

I think there’s not much a difference between an adventurer and an entrepreneur. You’re trying to achieve things that have never been achieved before, you’re trying to do it better than it’s ever been done before and you’re trying to protect against the downside. And the downside for an adventurer is obviously your life.

One could easily psychoanalyze me and say this is incredibly stupid and this incredibly irresponsible, and of course it is. But equally, if you stand back in life, you think would I rather be doing things or sitting in front of a television watching other people do things…

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