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THROW TEN THINGS AT THE WALL. SEE WHAT THREE STICK.FOCUS ON THEM.
CRAFTSMANMINDSET.
FOLLOW YOUR PASSION. ADOPT THE
F A I L S M A L L .
FOCUS ON
DEFINE YOUR COMFORT
GROW. SHARE. PLAY NICE. BE REMARKABLE.
OUTSIDE OF IT. EARN CAREER CAPITAL. GET RARE AND VALUABLE SKILLS. GET
CONTROL. FOLLOW THE LAW OF FINANCIAL VIABILITY.
DEFINE YOUR COMPELLINGMISSION. DEFINE YOUR LIFES WORK.
DONT
FAIL BIG.FAIL OFTEN.LEARN FROM FAILURE.
BE SO GOOD THEY CANT IGNORE YOU.
S T R E T C HTURN DOWN A
PLACE A
LITTLE BET.
PROMOTION.
ZONE.
DELIBERATEPRACTICE.
ANALYZE THE RESULTS.TWEAK.PIVOT. CREATE A NEW HYPOTHESIS. REPEAT.
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designed by Matt Drake
Copyright 2013 Waveborn, LLC
All rights reserved. No part of this publication may be reproduced,distributed, or transmitted in any form or by any means, including
photocopying, recording, or other electronic or mechanical methods,without the prior written permission of the publisher, except in the
case of brief quotations embodied in critical reviews and certain othernoncommercial uses permitted by copyright law.
For permission requests, contact Michael W. Malloy.
For further details visithttp://wiki.waveborn.com/becoming-so-good-they-can-t-ignore-you
First PDF Edition, 2013
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Praise for Becoming So GoodThey Cant Ignore You
Remember you are SUPER!!- Tom Malloy
Wow. This is awesome. What a gread read. Extremely inspiring. It comesat a perfect time.
- Jackie Floyd
Great stuff. I think your age, experiences, and what you are talking abouthighlight your youthful zeal. I love watching/learning and being even aperiphery participant in all of this.
- Rob Luhrs
Fantastic content, and I like how well you work ultimate into it.- Kevin Porter
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Praise for Becoming So GoodThey Cant Ignore You
I love it - it was very well written and inspirational. I love the positivity, andof course all the fantastic pictures! It makes me want to find and live thedream. Heres to hoping Im already on my way.
- Marla Muha
I like the organization and hyperlinking texts and videos and other formsof media. I also like how you bolded key points and text that show youremphasis on the topic. Cant wait for the final product!
- Josh Tsung
Im officially inspired. I need to figure out my side project and make ithappen. I bought a pair of TOMS because they donate shoes for eachpair sold, and now Im going to need to see these do-gooder shades soI can selfishly donate to charity haha.
- Beth Broccolino
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Introduction
Rule 1: Dont Follow Your Passion
The Passion of Steve Jobs
Passion is Rare
Rule 2: Be So Good They Cant Ignore You
Craftsman Mindset vs. Passion Mindset
The Career Capital Theory of Great Work
Becoming a Career Capitalist
Becoming a Craftsman
The 10,000 Hour Rule
Five Steps to Adopting the Craftsman Mindset
Rule 3: Turn Down a Promotion
The First Control Trap
The Second Control Trap
Avoiding Control Traps
Table of Contents
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Nobody ever takes note of my advice, because its not the answer theywanted to hear. What they want to hear is Heres how you get an agent,
heres how you write a script, but I always say, Be so good they cantignore you. If somebodys thinking, How can I be really good? peopleare going to come to you.
- Steve Martin
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These rules directly align with my professional experienceover the past 4.5 yearssince graduating from Boston College with a B.S. in Computer Science and B.A.
in Mathematics in 2008. This book summarizes Cals description of each rule,
uses my real life experiences as examples, and illuminates the path you must
follow to find work you love. It explains why you should not follow your passion. In
order to find work you love, you must adopt the Craftsman Mindset. By adopting
the Craftsman Mindset, you will focus on deliberate practice and stretching yourabilities outside of your comfort zone to earn more career capital. You can invest
your career capital in traits that define great work.
Control is one of the most important traits that define great work, and it is a dream
job elixir that increases your happiness, engagement, and sense of fulfillment.
Proceed with caution as you gain more control. To avoid control traps, you must
follow the law of financial viability and pursue new ventures that other people will
be willing to pay for because money is a neutral indicator of value.
Introduction
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To find work you love, you need to define a clear and compelling mission foryour work. Striving to achieve your mission involves series of little bets, small
hypotheses with rapid and frequent feedback to learn which direction(s) to follow in
pursuit of your mission. These little bets teach you to accept failure as a necessary
part of the learning process when stretching outside your comfort zone. In order
for your mission to be successful, you must inspire people to remark about your
work and give them a platform to communicate with the larger community.
Introduction
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RULE 1: DONT FOLLOW YOUR PASSION
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Compelling careers often have complex origins that reject the simple idea that allyou have to do is follow your passion. The happiest, most passionate employees
are not those who followed their passion into a position, but instead those who
have been around long enough to become
very, very good at what they do. By mastering
a specific skill or job function, you will be
more satisfied when utilizing that skill in yourwork. The idea that follow your passion is
bad advice may be counter intuitive to you,
so here are three key points that support this
idea:
Career Passions Are Rare1.
Passion Takes Time2.
Passion Is a Side Effect of Mastery3.
Passion is Rare
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Dan Pink teaches us about Self-Determiniation Theory (SDT). SDT states thatmotivation, in the workplace or elsewhere, requires that you fulfill three basic
psychological needs:
Autonomy1. : the feeling that you have control over your day, and thatyour actions are important
Competence2. : the feeling that you are good at what you do
Relatedness3. : the feeling of connection to other people
These factors are required to feel intrinsically motivated by your work. If you want to
love your work, then it is imperative that your work includes autonomy, competence,and relatedness.
Passion is Rare
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Steve Jobs recommendation to follow your passion is bad advice. You do nothave pre-existing passions to discover that will lead you to your dream job and work
you love. Career passions are rare, and it takes time to develop a passion. Robert
Greene writes in his new book, Mastery, that the ultimate form of power is mastery.
The path to mastery is
guided by the ability to
focus deeply on a subjectthat compels you and then
to pursue a challenging
but clear course. In other
words, mastery requires
deliberate practice and
stretching your abilities
outside of your comfort
zone.
Recap of Rule 1: Dont Follow Your Passion
(Photo courtesy of CBS Radio Boston)
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RULE 2: BE SO GOOD THEY CANT
IGNORE YOU
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This section highlights the key differences between the Craftsman Mindset and thePassion Mindset. The Craftsman Mindset focuses on what value you are producing
at your job. It forces you to focus on becoming better at your craft with constant,
incremental improvements
in your skills. To fully adopt
the Craftsman Mindset,
you must allow yourselfto spend time every day
focusing on deliberate
practice to stretch your
abilities.
Your comfort zone is
(much) smaller than your
safety zone. Whatever
doesnt kill you makes you
stronger. When you work
Craftsman Mindset vs. Passion Mindset
(Photo by: Kevin Leclaire - UltiPhotos)
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outside of your comfort zone, you are able to stretch and expand your comfortzone to become more comfortable in new and exciting areas of your life. The
Craftsman Mindset helps you deal with the uncomfortable process of stretching
in new directions. It teaches you to embrace your uncomfortable feelings as part
of thethe climband the process of self-improvement.
As part of my Craftsman Mindset, I spend at least one hour every day reading ontopics that will increase my knowledge and enhance my personal development
in a variety of areas (e.g., entrepreneurship, leadership,technology, social media,
ultimate, etc.). The Craftsman Mindset, always focusing on honing your craft, is
vital to finding work you love.
Instead of focusing on how you can work to benefit others as the Craftsman
Mindset does, the Passion Mindset focuses on what value your job offers you.
The Passion Mindset thinks primarily about what you can do to benefit yourself.
You will not find work you love by adopting this mindset. This directly opposes our
philosophy at PunchRockto give before you get.
Craftsman Mindset vs. Passion Mindset
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Theres something liberating about the Craftsman Mindset: It asks you to leavebehind self-centered concerns about whether your job is just right, and instead
put your head down and plug away at getting really, really good. It argues that no
one owes you a great career. You need to earn it, and the process certainly wont
be easy. Regardless of how you feel about your current job situation, adopting a
Craftsman Mindset will be the foundation on which you will build a compelling
career.
Craftsman Mindset vs. Passion Mindset
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As you progress on your journey to find work you will love, you must analyze someof the traits that define great work. A few key traits of great work include:
Creativity:Ira Glass, for example, is pushing the boundaries of radio, and winning
armfuls of awards in the process
Impact: From the Apple II to the iPhone, Steve Jobs changed the way we live our
lives in the digital age
Control:No one tells Al Merrick when to wake up or what to wear. Hes not expected
in an office from nine to five. Instead, his Channel Island Surfboardsfactory is
located a block from the Santa Barbara beach, where Merrick still regularly spends
time surfing. Jake Burton Carpenter, founder of Burton Snowboards, recalls how
negotiations for the merger between the two companies happened while he and
Merrick waited for waves in a surf lineup.
The Career Capital Theory of Great Work
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The analysis of these traits that define great work leads to the Career CapitalTheory of Great Work. The traits that define great work are rare and valuable.
Supply and demand says that if you want these traits you need rare and valuable
skills to offer in return. Think of these rare and valuable skills you can offer as your
career capital. The Craftsman Mindset, with its relentless focus on becoming so
good they cant ignore you, is a strategy well suited for acquiring career capital.
This is why it trumps the Passion Mindset if your goal is to create work you love.
The Career Capital Theory of Great Work
Malloy guarded by Headmaster at the Colonial Conference Championships in 2012.Georgetown beat UMD for 2nd place in the Colonial Conference. (Photo by: Pete Guion - UltiPhotos)
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However, it is important to note that there are three disqualifiers for applying theCraftsman Mindset:
The job presents few opportunities to distinguish yourself by developingrelevant skills that are rare and valuable
The job focuses on something you think is useless or perhaps even
actively bad for the world
The job forces you to work with people you really dislike (or reallydislike you)
If one (or more!) of these three disqualifiers are in play, then the craftsman mindset
may not be right for you in that area of your life. However, you should constantly be
looking for personal development opportunities in other areas of your life where
you can apply the Career Capital Theory of Great Work.
The Career Capital Theory of Great Work
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Acquiring career capital requires hard work. Since my time at Archbishop SpaldingHigh School, one of my favorite mantras has been with hard work and dedication,
anything is possible. This is especially true if you want to become a career capitalist
who posses the rare and valuable traits required by great work. You need to adopt
the Craftsman Mindset and focus on deliberate practice. By deliberately practicing
skills, you are stretching your abilities and expanding them into new areas of
expertise.
Upon entering my second year at Deloitte, I applied to grad school at Georgetown
University to enroll in their Masters in Computer Science program. I started the
2.5 year part-time program in January 2010. I had always planned to go back to
grad school eventually, and I decided that being 23 and single, while living with
a med student, was the best time to get it out of the way. This decision marked
my commitment to becoming a career capitalist while adopting the Craftsman
Mindset with a concentration on developing my skills intechnologyand ultimate
frisbee.
Becoming a Career Capitalist
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Along with developing more career capital to improve my skill set at Deloitte, I had3 years left of USA Ultimate college eligibility to play on Georgetowns club ultimate
frisbee team. This allowed me to spend my free time between Deloitte and grad
classes to focus on honing my craft as an ultimate frisbee player. My commitment
to the team included attending 2-3 practices/week along with mandatory track
workouts and lifting workouts, while traveling most weekends to compete at
ultimate frisbee tournaments.This is the work that I love
to do. The highlights of my
week were the opportunities to
close my laptop and spend a
few hours with my teammates,
pushing myself physically to
improve individual aspects of
my game and mentally to teach
new concepts and philosophies
to younger teammates.
Becoming a Career Capitalist
My office as a traveling salesman
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Deliberate practice is the key to adopting the Craftsman Mindset. I cannot stressthis enough. Stretch your ability. Go outside your comfort zone. Embrace failure.
Succeeding 100% of the time is a waste. You must fail, so you can learn from the
failures to achieve greater success in the future. Focus on specific areas you want
to develop. Concentrate all your efforts on performing at the highest possible
level. And then find ways to stretch your abilities even more to perform at an even
higher level. When you deliberately practice and stretch your abilities, you acquiremore career capital.
Before I started grad school in January 2010, I spent a lot of time during December
reaching out to experienced ultimate players to ask for their advice on how to
improve specific areas of my individual game. I have documented and saved their
advice to share with others, so you can also learn new skills. This sort of due
diligence before starting my grad school ultimate career allowed me to deliberately
practice the areas of my game that I wanted to improve because I knew what drills/
techniques I needed to use to stretch myself beyond my current comfort zone. I
accepted the role of an apprentice in my field and consistently pushed myself to
improve at my craft.
Becoming a Craftsman
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The 10,000 Hour Rule comes from Malcolm Gladwells book, Outliers. It states thatit takes approximately 10,000 hours of deliberate practice to master a skill. For
instance, it would take 10 years of practicing 3 hours a day to become a master
in your subject. It would take approximately 5 years of full-time employment to
become proficient in your field. You
can work out how many hours you
have already spent on a specific skilland calculate how many more you
need to reach 10,000 to master it. If
you just show up and work, you will
eventually hit a performance plateau
and stop improving. To successfully
adopt the Craftsman Mindset, you have
to approach your job(s) the same way
professional athletes approach training
for their sport, with a dedication to
deliberate practice.
The 10,000 Hour Rule
Malloy guarded by Trap at College Secionals in 2010.Georgetown beat UMD in the game-to-go to Regionals.
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Step 1) Decide What Capital Market Youre InWhat type(s) of career capital are you building, and in what capital markets can you
leverage it? There are two types of market - winner-take-all (only one skill matters)
and auction (several skills come into play). For example, blogging is winner-take-all
because the only thing that matters is whether or not your posts are compelling
to the reader. Alternatively, law is an auction market where lawyers can leverage a
variety of skills to be successful in different areas.
Step 2) Identify Your Capital Type
Are you in a winner-take-all or auction market?
Step 3) Define Good
This is important. You can define good however you want to define it. With theCraftsman Mindset, you are not focused on the opinions of others. You are focused
on deliberate practice and consistently moving forward to improve. In our current
education system, you need to get above a 90% to be good. In football, a QB
who completes 60% of his passes is good. In baseball, a batter who has a batting
average of .333 is good. In online sales, a conversation rate of 2% is good.
Five Steps to Adopting the Craftsman Mindset
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That means if you can convince two percent of the people who go to your website tobuy your product, then you are good. You should pay attention to your conversation
rate to figure out how much traffic you need to meet your sales goals. For example,
if you have a conversation rate of two percent and you need to sell 100 pairs of
sunglasses each week, then how many visitors do you need to come to your
website?
x * .02=100
x =5,000
In this example, you need to get 5,000 visitors to
your website each week if you want to sell 100
pairs of sunglasses. Its a lot easier to be confident
in life if you only need to succeed two percent of
the time to be good. Try applying this strategy
to other aspects of your life. Its okay if you get
rejected by some ladies. Understanding the basic
principles of ladder theory, you should be able to
find one in 50 that will go out with you.
Five Steps to Adopting the Craftsman Mindset
Waveborn retail display at Diva Boutique
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designed by Matt Drake
Step 4) Stretch and DestroyDoing things you know how to do well is enjoyable, and thats
exactly the opposite of what deliberate practice demands.
Deliberate practice is an effort of focus
and concentration. That is what makes it
deliberate, as opposed to the mindless
playing of scales or throwing thefrisbee the same way over
and over again. Deliberate
practice is often
the opposite of
enjoyable.
Deliberate
practice is an
approach to
deliberatelys t r e t c h i n g
your abilities
beyond where youre
comfortable, leaving your comfort
zone to make yourself vulnerable, and
then receiving ruthless feedback on your
performance. This is what you should experience in
your own pursuit of good. If youre not uncomfortable, then
youre not stretching yourself far enough. Push yourself harder than
you did the day before - every day.
Five Steps to Adopting the Craftsman Mindset
(Photo by: Pete Guion - UltiPhotos)
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designed by Matt Drake
Step 5) Be PatientYou stretch yourself, day after
day, month after month, season
after season. You must focus
on the process of continual
improvement and not be
concerned with minor failuresalong the way. Eventually, you
will look up and realize, Hey,
Ive become pretty good, and
people are starting to notice.
I was not very good at ultimate
when I graduated Boston
College in 2008. I broke my leg during the first game Saturday morning of the
second tournament, Roll Call, of my senior season. That summer while rehabbing
my leg, I was able to serve as a practice player for Eastern Motors. I tried out for
the team again in 2009 and was cut after the first tournament.
Five Steps to Adopting the Craftsman Mindset
Jack Hatchett and Mike Malloy played togetherwith Eastern Motors FB in 2009.
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designed by Matt Drake
However, I (deliberately) practiced with the team all season to focus on improvingmy skill set. My commitment to the team and dedication to attend almost every
practice and work out earned me a roster spot for the post season as a d-line
cutter. Deliberate practice during the summer wasnt enough. I started playing at
Georgetown that winter, and the following summer I earned a spot as a starting
o-line cutter on Eastern Motors. In the summer of 2011, I co-founded PACME
(Pennsylvania Atlantic Coast Metro East) Ultimate and captained Swell to an 8thplace finish at Regionals. It took years and years of deliberate ultimate practice to
stretch my abilities and see myself elevate my level of play to new heights.
What are your long term goals? What skills and career capital do you need to gain
now, so you can achieve those goals later in your career? Put your head down
and start working hard today and before you know it, you will look up and see that
those around you have noticed.
Five Steps to Adopting the Craftsman Mindset
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designed by Matt Drake
What Are Your Long Term Goals?
(Photo by: Kevin Leclaire - Ultiphotos)
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designed by Matt Drake
The Craftsman Mindset trumps the Passion Mindset because it tells you to forgetthe self-centered concerns about what your job does for you, and to put your
head down and plug away at becoming so good they cant ignore you. The Career
Capital Theory of Great Work states that the traits that define great work are rare
and valuable and require rare and valuable skills, known as career capital. It takes
10,000 hours of deliberate practice to master a skill. By adopting the Craftsman
Mindset, your emphasis is placed on deliberate practice and stretching your abilitiesoutside of your comfort zone to earn more career capital. People with compelling
careers start by getting good at something rare and valuable, building their career
capital, and then cashing in this capital for the traits that make great work great.
The third rule will introduce the most important trait of great work, control.
Recap of Rule 2: Be So Good They CantIgnore You (Importance of Skill)
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RULE 3: TURN DOWN A PROMOTION
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designed by Matt Drake
Giving people more control over what they do and how they do it increases theirhappiness, engagement, and sense of fulfillment. Control is the dream job elixir.
If your goal is to love what you do, your first step is to acquire career capital. Your
next step is to invest this capital in the traits that define great work. Control is
one of the most important targets you can choose for this investment. Acquiring
control can be complicated and leads to potential control traps.
The Dream-Job Elixir
Mike Malloy and Roxie Alsruhe at PunchRock(1800 Wyoming Ave NW, Washington, DC 20009)
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You may try to take over control before you have enoughcareer capital. Its dangerous to try and gain more
control without the career capital to back it up. Control
thats acquired without career capital is not sustainable.
You cant live at the beach and only use technology a
couple hours a day without having enough rare skills
to earn that level of control inyour life. This is why you start
your project on the side at first.
Keep grinding out your 9-5 or
8-7, but ask yourself What am I
doing from 7pm to 2am to build
something that matters? Whatam I deliberately practicing to
stretch my abilities to gain more
career capital and take control in
my life?
The First Control Trap
Keep grinding out your9-5 or 8-7, but ask yourselfWhat am I doing from 7pmto 2am to build somethingthat matters?
Lei Out 2012 beach ultimate tournament in Santa Monica, CA
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My second startup, PunchRock, is DCs community for growing socialentrepreneurship through collaboration, education, and technical innovation. We
provide an environment for people to create that dream project and build it into
a sustainable business over the course of a few months or years. I spent a year
building Waveborn in my free time while working full-time for Deloitte, taking
2 grad school classes in computer science per semester at Georgetown, and
traveling 15+weekends/year to ultimate frisbee tournaments. If you want to makesomething happen, you have to put in the blood, sweat, and tears to create it. No
one is going to hand you a dream job (or company). It is hard work, and the work
never ends. But the nice thing is, if you do it right, it never feels like work. I wake up
every day and legitimately love the life I have built for myself. I work with fabulous
people, build great things, teach others, and do my best to make a difference in the
world - leaving it a little bit better off then when I went to bed the night before.
The First Control Trap
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What Can You Do to Avoid theFirst Control Trap?
Georgetown Catholic Justice 20123rd Place at Atlantic Coast Regionals(Photo by: Kevin Leclaire - Ultiphotos)
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Once you have acquired enough career capital to take meaningful control overyour working life, you will encounter the second control trap. The second control
trap happens when you have become so valuable to your current employer that
they will try to prevent you from making the change to take more control over your
career. This is when you must decide to turn down the promotion.
In May 2012, after completing my 2.5 year M.S. inComputer Science degree at Georgetown University,
I had officially acquired enough career capital to gain
more control in my working life. Deloitte recognized this
increase in career capital and offered me a promotion
to Senior Consultant, a raise to $90,000/year, and a
nice bonus. However, the catch was that I needed to
wait until September to receive the bonus and see the
raise reflected in my paycheck. I had also signed an
agreement with the firm that if I left within two years of
completing my degree, then I would have to pay them
back $20,000 that they spent on my education.
The Second Control Trap
Almost as good as this layout.(Photo courtesy of Chris Fitzpatrick)
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The Second Control Trap
I debated my options and weighed the pros and cons. In the end, I decided that2 years of my life from age 25-27 was worth well more than $20,000 and a salary
pushing 6 figures. I had gained enough career capital, and I was confident in my
ability to be successful in whatever future endeavors life had in store for me. I also
believed that by removing the ceiling on my earnings, I would be able to earn more
than $100,000 this year. June 15, 2012 was my last day working for the man. After
a 10 day trip to Boston, I moved to Dewey Beach, DE for the month of July to sellsunglasses and enjoy life at the beach.
While the beach lifestyle is pretty fabulous, I did make a couple of rules (no drinking
before noon and no shots) to maintain control and ensure I was able to have a
healthy, sustainable lifestyle and run my sunglasses business. Regardless of your
lifestyle, it is important to understand what potential pitfalls and risks you need to
avoid to be successful in your craft and maintain control. The majority of folks in
Dewey Beach are on vacation for a week(end) and are trying to maximize their fun
into the short trip - however, I became one of the locals by the end of my stay and
needed to maintain a reasonable work/life balance.
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The Second Control Trap
While living at the beach this summer, I took control of my working life and focusedon my development as a professional ultimate frisbee player. I worked out three
times each day to deliberately practice and train for ultimate. I did a core workout
and rehabexercises for my groin injury at my beach house every morning. I went
to the beach every afternoon to do atabata sprint workoutback and forth along
the water. The sand was too hot during peak hours to stand and throw the disc, so
I came back at 7pm each night to do a two-hour throwing workout as the sun set.Sometimes I had a friend visiting my beach house to throw with and other times I
would just play Laws-el-toss (throwing it as high as possible and catching it).
I also set up mini games of frolf to try to hit specific landmarks (lifeguard stand, trash
can, my shirt, etc) while deliberately practicing specific throws (e.g., lefty scoober)
in specific wind conditions. These short games allowed me to develop my throw-
and-go agility by immediately sprinting to the disc. I went for a brief swim in the
ocean after each beach workout, and would follow that up with a bike ride around
our six-block town to cool down and check out the nightlife. The summer allowed
me to take complete control over my daily schedule and apply the Craftsman
Mindset to the most important development area in my life, ultimate.
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Derek Siverswrote Anything You Wantand gave a phenomenal TED talk about Howto Start a Movement. I discovered Waveborn because of a Thrillist.comnewsletter
email. I was a lifeguard for 6 years, and I loved my Stunnerofthemonthsubscription,
which I also discovered via a Thrillist.com newsletter email. When I got to the
website, I liked the Wavebornshades, and I loved that they donated eyeglasses
for every pair sold. I bought a pair. I clicked the Get Involved link on the site and
sent an email to Jonathan Schilitto see how I could help the company. Turns outhe lived 10 minutes away in DC. We met the following week, and he hired me on
the spot as the second employee in the company. Everything that has happened
in my life since that moment is because I had the courage to stand up and be
Waveborns first follower.
Avoiding Control Traps
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Mike Malloy and Chris Guillebeauat a book signing for The $100 Startup
Where Do You See Potential OpportunitiesIn Your Life To Be The First Follower?
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The Law of Financial Viability is vital to avoiding the two control traps. If you are
contemplating following a new idea that will add more control to your work life, you
must make sure people are willing to pay for it. If they are, continue. If not, move
on. You must do what people are willing to pay for. Money is a neutral indicator of
value. By aiming to make money, youre aiming to be valuable.
I didnt