Brendon Burchard

Our preferences are our ceiling.

Everybody listening right now, you have a preference and you've had it your entire life of how much problem complexity you wanted to take on.

I prefer hard problems, complex multivariant problems.

Other people that go, you know what?

I like no problems.

We read all these like little books on habits, like do this little habit, do this little habit, this, you know, tiny habit, incremental habit, atomic habit, all these, they're great.

Except they sold this story to the world that like, oh, make it easy for yourself.

The way to have a great habit is to make it easy.

I'm like, go talk to high performers.

Is it easy?

Did you set it up to try to be easy?

They're like, no, actually, I kind of did it the hard way and bumbled in.

This is a huge insight I didn't get until maybe four years ago.

I love this.

This is a huge insight I didn't get until maybe four years ago.

The non-negotiable doesn't sound like non-negotiable, but it is.

It is that their preferences...

do not win over their performance or their aspirational vision.

What does that mean?

Like I prefer to have sugar all day.