With so much of your attention being pulled from multiple directions, knowing where to put your energy is important.

I’ve been working with 3 clients lately and while being busy is always great, I can feel that my focus is challenged.

It’s a normal part of the business.

And as a business owner it’s your job to make sure each client or customer gets the attention to detail they deserve.

No matter how frazzled you feel.

So as I’m writing this email, while also posting a Youtube video and thinking of the 3 projects I’m working on, I try to keep one rule in mind when it comes to prioritizing and managing my energy…

Focus on what isn’t changing.

Jeff Bezos said it best in a 2012 speech:

“What’s going to change in the next ten years?” And that is a very interesting question; it’s a very common one. I almost never get the question: “What’s not going to change in the next ten years?” And I submit to you that that second question is actually the more important of the two—because you can build a business strategy around the things that are stable in time. . . .When you have something that you know is true, even over the long term, you can afford to put a lot of energy into it.”

For me this means focusing on studying human nature and behavior. Focusing my energy on understanding what makes people tick.

Because in a client project or in picking the right Youtube video to post, the fundamentals of how humans think and act guide me in making the right (or best possible) decisions, fast.

It’s my “shortcut” to writing and designing high-converting copy, and identifying unique, strong positioning angles.

For you it might mean looking at your SaaS product and prioritizing X feature over Y feature, because you know that its basics have worked in the past and will keep working.

Or if you run an Ecommerce store, it might be remembering that your best customers are past customers. So how can you get them to buy more, rather than focusing on acquiring new ones?

There’s no real secret or superhuman productivity here.

It’s just understanding that your energy needs to be spent on the often overlooked, sometimes non-sexy fundamentals.

Have a great weekend.

P.S. New Youtube video teardown is up! We’re looking at a fitness coaching website 💪 Check it out and like/comment/subscribe if you find value.

Quote and reflection of the day:

“As the Buddha said, You have to do your own work; those who have reached the goal will only show the way.”

• William Hart, The Art of Living

Mentors can guide you and even open up opportunities for you, but the work rests on you. Seeing the way is different from walking it, and learning the lessons along the way is what made your mentors who they are.

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