“Never, ever go forward with an idea without actually testing it on the consumer first” Karen Bilimoria – Cobra Beer.

Supermarkets are hard to break into. Use someone who already has a relationship with them to get in the door. Or make your product provably superior in tests and be very persistent

First to market is often over rated. Many businesses are late to the market and beat established competitors. For example Facebook wiped the floor with Myspace. It is more important to have a superior offering and to execute well rather than be first.

People want something that is authentic and speaks to their actual desires. People don’t like products when it feels faked or manipulated. Teens for instance tend to be turned off by products that are overtly targeted at teens. The targeting needs to be about genuine value.

A product has to deliver on the promises of its communications.

100% commitment is easier than 98% commitment. At 98% you are still leaving options open. You are expending energy deciding on what to do. There is a tug of war on what to do. (eg on diet etc, watching youtube etc). There is decision fatigue. There is a difference between decision and decision fatigue. Instead you what to go 100% and you never have to think about it again. This frees up your energy.

The Intelligent Investor: Focus on long term future cash flows.

Starve distractions… starve compulsions.

• Planning and visualisation.
• Prepare yourself for the next day and visualise the next day.
• Block out hour by hour the next day.
• As you plan the visualise what will happen.
• The two main causes of procrastination being: 1. Overwhelm. 2. Not knowing what to do.
• Find the tiny hinges that open huge doors.
• Reduce friction and make the good things easy.
• Focus on what is important.

• Allows you to get full rotation and so get full power and reach.
• Useful point about bend in front knee. Can’t be over bent or locked.

3 Twists. Leg twist – rotates the body weight. Hip twist extends the leg. Body twist keeps you facing forward as the leg twist would otherwise turn you away from target.

Push up onto toes to allow rapid rotation. Push chest up to reduce moment.

Keep body upright. Hold your other arm behind your back to stop you bringing your body into the technique.