My First Million
The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.
Daily Behavior Virality Model
When you change someone's daily behavior, they talk about it continuously because people discuss what they're currently doing, creating sustained viral marketing
Decision Rule
Prioritize products and campaigns that change what people do every day rather than one-time purchases
How It Works
People recommend books while reading them, talk about daily routines they're doing now, and evangelize current behaviors more than past experiences
Failure Modes
Trying to create completely new behaviors vs. modifying existing ones
Daily behaviors that don't create visible social proof
Making daily behavior too complex to maintain
Not connecting daily behavior to ongoing product purchase
Example Decision
“Bulletproof Coffee succeeded by modifying existing coffee drinking behavior rather than creating new supplement category, generating daily word-of-mouth as people discussed their morning routine”
Related Knowledge
Marketers have created most daily behaviors people take for granted
Human behavior is highly malleable and can be shaped through sophisticated marketing psychology
Seven Human Hijacks Framework
Seven psychological triggers that hijack the limbic system and force attention, making humans unable to resist paying at
Mario Marketing Model
Marketing framework that focuses on selling the customer transformation from small Mario to big Mario who shoots firebal
Three Market Evolution Stages
Framework showing how markets evolve through clueless, curious, and saturated stages, requiring different marketing appr
Create unforgettable proof that hijacks audience attention and memory
Demonstration becomes permanently lodged in viewer memory and creates viral sharing, like remembering fried egg drug com
Create movement by positioning product as tool for rebellion against status quo
Customers adopt product as badge of rebellion, generating organic word-of-mouth and tribal loyalty against established p