Codie Sanchez

And so the only way that that happened was opening that laptop on a random Tuesday and writing the worst version of a newsletter anyone had ever read.

And that bad newsletter is the only reason any of this exists.

So here's the fix, or what we call the protocol.

Shrink, specify, stack.

You shrink the action until your brain stops fighting it.

The avoidance reflex fires when the task looks too big.

It kind of threatens your identity.

So you shrink it until your brain doesn't really feel like it needs to defend against anything.

You don't say, I'm going to write a book.

You're like, I'm just going to write a sentence.

You don't launch the business.

You buy the domain.

You know, you don't make 20 cold calls.

You write one cold email.

So this actually comes from that famous BJ Fogg study at the Stanford Behavior Design Lab.

His model is simple, but like, oh, so brilliant.

He said behavior equals motivation times ability times prompt.

So like you can't reliably crank motivation, right?

You can crank ability, though, by making the tasks.

smaller and smaller.