Shiny Object Syndrome? (the cure)

Shiny Object Syndrome? (the cure)


Do you get distracted by shiny objects? Always looking for something new to replace the thing that was new yesterday?

At its core, shiny object syndrome (SOS) is a disease of distraction, and it affects entrepreneurs specifically because of the qualities that make them unique: High motivation, crave new technology, new developments, and no fear of starting new things.

It's called shiny object syndrome because it's the entrepreneurial equivalent of a small child chasing after shiny objects. Once they get there and see what the object is, they immediately lose interest and start chasing the next thing. For entrepreneurs, rather than literal shiny objects. Shiny objects may be business objectives, marketing strategies, clients or even other business ventures.

Today's video shows you how to BEAT shiny object syndrome by implementing 9 practical steps you can take immediately. 

Check it out and let me know what you think in the comments?

Here's what we cover:

1. Invert your philosophy: What you don’t do is more important than what you do (In and Out Burger, B&H Photo Video).

2. Take your finger off the trigger: Stop emotionally/impulsively shooting people, observe yourself in the 3rd person and think how to play yourself as if you’re a player in a game.

3. Slow the fuck down: Business isn’t high-frequency trading, move fast by moving slow.

3. Let the universe scream at you: When you hear about something don’t write it down, don’t worry about remembering it, forget about it. If it's truly important it will come up again and again and again and the universe will start screaming at you (then do that). 

4. Distance yourself from the hype: Why Warren Buffett lives in Omaha, and why Peter Thiel left Silicon Valley (and me El Segundo).

5. Regain your sanity: Get some sleep, eat properly, take a rest day each week, take a 7-day vacation every 90-days.

6. Cross-pollinate your sources: Get outside of your traditional incest tribe, start mixing with some outsiders and applying their principles/philosophies to your work.

7. Out of sight out of mind: Delete your apps, stop using social media, don’t tempt FOMO/envy/stupidity. 

8. Focus on value by weighing things: In the short term the market is a voting machine, and in the long-term, it’s a weighing machine. Be somebody who cares about weight, not fashion. 

To Your Success!

Sam Ovens & the team at


Hey everyone, Sam Ovens here, and in today's video I'm going to give you the cure to shiny object syndrome. If you don't know what shiny object syndrome is, it basically goes like this. You know what you need to do and that's very obvious, but you don't really want to do what you need to do, and so you go to Facebook or Instagram or any other social media platform and you just start scrolling. You're basically looking for something that makes you celibate or really just emotionally influences you so much to the point that it takes you out of your current reality that's probably not very good and takes you to some fantasy land where everything's amazing and everything goes awesome and you feel really good, but ... And of course you get that through buying something or trying something new or basically doing anything that isn't the shitty thing that you know you need to do right now. So of course, because it feels so good and it makes us forget about what we need to do, we're like, "This is it. This is ... I have found God." And whatever this object is, some new piece of technology, some new strategy, some new method, some new book, some new fucking anything, right? Just anything that isn't just the simple, mundane thing that you absolutely know is the thing you need to do, but one of these, a shiny object. So then you do that thing, but then it turns out to just basically bring you right back to the thing you needed to do anyway and then this loop repeats. Because now, you've tried out the shiny object, all of its emotional, dopamine-causing attributes have faded out. You've now become immune to this object's shininess. And now it looks the same as the other shitty object that you had, which was the thing that you had to do. So you come back and you confront this thing anyway, and you still have to do it. But you don't want to, so you go back onto your social media and you just keep having the feed. They literally even call it a feed, because you're basically like a battery hen, just in some cage with an intravenous pipe coming straight into your mouth, just being fed information containing shiny objects. So then you spot another one, same thing repeats. You like the feeling, makes you forget about the reality which is kind of shit, and wave happens again. You become immune to it, it looks just like every other object, cycle repeats. Life ends and you're like, "Oh, shit." So that's shiny object syndrome, and basically everyone has it. It's actually rare to find somebody who doesn't have it. And in this video, I'm going to show you how to not have it. Let's get started. I've basically got nine things. The first one, now, what we've got ... Is to invert philosophy. So it all really begins with philosophy, like everything. This is kind of off topic, but if you want to see something cool, go to Wikipedia and find anything on Wikipedia. I don't care if it's a damn armadillo or something to do with Russia or just anything. Any page on Wikipedia, and click the second link in each description, and just keep clicking the second link in every single description, and just see where it takes you. I know where it'll take you, you'll end up on one page. Philosophy. Doesn't matter where you go in the Wikipedia tree, you're going to land in philosophy. That's the root of everything. So, of course, we're going to begin with philosophy, because everything starts from there. Really, when you want to stop suffering with shiny object syndrome, you need to invert your philosophy, because most people live with this philosophy that new is good and old is bad. If it's really popular, it's good, and if pretty much everyone knows about it and it's not that hype-y, it's bad. Right? That's what most people live with. That is a very, very simplistic way of saying it, but you basically want to turn that thing upside down. You want to think new is bad and you want to think that old is good, and you also want to think that popular is dangerous and most probably wrong and unpopular is probably good. Right? It all starts by inverting your philosophy. And really, a lot of people think that what we as a person do defines us and what we as a company do defines us and our success and all of these things. But the inverse of this would be, what we don't do defines us more than what we do. And what we don't do as a company more defines us and more influences our success than what we do do. If you want two examples of this, like real life case studies, one is In-N-Out Burger. It's a fast food chain. They only have a meat burger, and I'm pretty sure they only make it with one patty, two patties, or three. That's it. And then they've got some fries. That's all they have. They don't spend any money on advertising. Their advertising budget is and forever will be zero. They are probably the strongest fast food chain in America. They make a lot of money, they've always made a lot of money, and people still go to them. They don't advertise at all, and they also have survived throughout many recessions. Now, McDonald's, on the other hand, it started with this playbook. It only had a meat patty burger and some fries and that was basically it. It was very popular and always was successful, but then some person with shiny object syndrome, or multiple people with it, came in and started screwing with things. They started adding lots of crap to the menu. Shiny objects. And then of course, they were like, "Let's add a café to our menu," because all of these people eating all of these burgers would love a coffee and McDonald's brand really goes with some coffee. And sell it. Why not? And they just kept adding crap, and basically now, they're in a lot of trouble. They forgot what got them there. But In-N-Out Burger used what got McDonald's to where they were to get them there, and then they didn't forget about it. They still kept it. So they've basically defeated McDonald's with their own playbook, which is kind of interesting. And another company is B&H Photo Video. I find this one fascinating. It's a physical store in Manhattan, but it's also an online store. It's where everyone goes to buy photography equipment, even online, even in the days where Amazon exists. To find a category such as technology where the business doesn't own the merchandise that they're selling ... They're basically like a platform for selling other people's goods. Basically, none of those platforms can exist and win against Amazon. It's like game over. The only way you really can have competitive advantage against Amazon is if you sell your own things, because Amazon can't compete because they can't sell your thing. But they'll still probably knock it off or do something. So to find a category where a business beats Amazon today, online and offline and in a category where they don't sell their own stuff, B&H Photo Video is an amazing case study of this. They're one store, and they sell over $1.2 billion a year. And get this, they're closed on Saturdays. Not only the store, but the bloody website, too. Who closes their website? But they do it because it's their faith or something, they're Jewish or something. I think they close on Saturday or Sunday, one of those days. And, you know, they don't do that, but the whole philosophy is, "You should be open all the time, always," but by not doing some things, B&H has really ... Same with In-N-Out Burger, have really ... What they don't do is, it creates things that other people talk about which is their marketing. So by not doing something, they're actually doing something and it's more powerful than the actions that other companies are doing. You've got to think about it a bit different. Sometimes not doing something makes more of a statement than doing it, and sometimes not doing something is more potent and more powerful than doing something, a lot. Kind of interesting. That's where we begin, philosophy. Number two is, you want to take your finger off the trigger. You want to stop emotionally and impulsively shooting people. I'll explain what I mean in a sec here. So, most people ... Just reading my note. Most people, they've basically got their finger on the trigger and it's loaded and it's cocked, it's ready. So the moment anything comes out and it affects them, they, bam, it's already gone. Before they can even think about it. Like, "Should I have pulled the trigger? Is this a thing that I should shoot, or should I not shoot it? Is this a civilian?" They basically just fire. That's what most people are like, this is like impulsiveness. To do that, you need to do something that is life-changing, quite honestly. The moment I could do this is the moment that I really, everything changed. What you need to be able to do is, take yourself from within your thoughts and within your emotions, and you need to break yourself off and view yourself from the third person. You can do this when you're not in an intense situation and you'll probably be able to do it. It's another thing to do it when you're in the middle of some heat. But imagine yourself right now, just in the third person. I'm sure you've played a video game before, and you're looking down at this person, you're behind them and you can basically control them and make them go where you want them to go. If you can view yourself like that in your situation, and then you ask yourself, "What am I thinking? What am I feeling?" And if there's a strange thought pattern that happens, start to catch it and then trace it back up the tree and be like, "How the hell did I get here?" Or, "That caused that, that caused that, that caused that," and then dismiss it and basically cut off the branch of that thought. And then you start to be able to control yourself as if you're separate from yourself. This takes some skill and some practice. It's one thing to do it in a calm situation, it's another thing to do it in the middle of pressure and fear and anxiety and impulsive, kind of intense emotion. But when you're going through your feed or when you're talking to people, or when you're just living and going through life, things happen. Someone might come to you and just start really hyping something up to you and making it sound like this thing is the most amazing thing ever. And if you're really impulsive, you'll just think, "I'm doing this now. I don't care about anything, I'm just going to do this." That's very impulsive behavior. And what you want to do is just, when you feel those emotions and thoughts going through your head, you want to stop. Don't act. Whatever you do, don't pull the trigger. And then just view yourself from the third person and think, "Is this the right thing to do? I know where I'm trying to go in the long term. Is this decision the right thing to do?" You'll find when you can remove yourself from yourself, you're a lot more objective. This is a great way to stop yourself from going down rabbit holes or making dumb decisions or being impulsive or basically buying or doing a shiny object. Now, the third one is to slow the thoughts down. What you need to understand is that business isn't ... For most businesses and most entrepreneurs, this isn't a high frequency trading kind of thing. It's not about who can be the most reactive to all of the stimuli in the market in real time, every second and every moment of every day. That person is not going to win the long term business game. Now, that person might have a chance at some high frequency day trading stuff, but not in most businesses. And really, the way to move fast is to move slow. This is kind of inverting this philosophy again. This really changed me a lot when I learned this, but I realized that with some time, and often it takes some time to accrue before you realize that all of these fast, rapid decisions you made were really stupid. With some time, you start to live with the consequences of your actions and your decisions that you made a year ago or whatever. And you start to realize there's a pattern to all of this and that a lot of these things that are ruining your life right now and ruining your business and really just sucking badly, they're the byproducts of these decisions you made in a hurry without really thinking things through. All right? And so, of course it sounds like ... You might think that if you're in business or whatever that you should make decisions rapidly and move through everything rapidly, right? But really, you want to slow down a bit, and you want to limit the number of decisions you have to make, because then you can think about them more carefully. So you want to do less stuff, and you want to simplify the hell out of your life and your business and everything. And then you really want to take your finger off the trigger, view yourself objectively in the third person, and just slow down. Take some time to make some decisions. Especially if these decisions are going to be hard to undo or cause some downstream effects in the second, third, fourth order. You really want to be a bit slower with those. I often find that taking a few days to let major decisions kind of sit, settle, and just see whether what I should do helps a lot. I try, I used to make impulsive decisions all the time with my business, because I just thought that's what you do, that's how you scale. But then I saw what that did, and then I realized, "Hmm. I actually would have moved a lot faster, and I'd be much more successful and much further ahead if I had gone a bit slower back there." So, slow down. Now, this doesn't mean paralyze yourself into just lie in bed anxious and never make a decision, all right? It just means slow down. So instead of making a decision in five seconds, or immediately, or within ten minutes, even if you know what you're going to do, just still give yourself 24 to 48 hours. All right? You can write down your argument for why you should do it or why you shouldn't do it. And then even if you're certain that's it, just put it on a piece of paper and just leave it for 24 to 48 hours. Then come back and read it through. I guarantee you you'll be amazed at how many times that you look at it and you're like, "What was I thinking?" Because your emotions are wavy and they really affect your decision making. Even when you think something has a sound, logical argument, when you look at it in 24 to 48 hours, you realize that you're insane. So that's a good one. The fourth one is, let universe scream at you. What's that? Well, this is a cool one. When you hear about something ... Most people, they've got a billion to-do lists, and they've all got all of these notes and everything and they're constantly writing down things they need to do. Like, someone just mentions something once, probably by accident, and someone's like, "I knew it, I knew it. I need to do that." I see this all the time in my industry, which is kind of sad, and kind of makes me not even want to be in it. But people, they see or hear one person talk about one thing once, with no evidence and not even any argument, and then they're like, "I'm doing that." Like, chat box, doing it. Facebook ads, doing it. Okay, we need this video, let's do it. Events, do it. Book, do it. Live chat on our website, do it. Pop-ups. They just do everything, even if they hear it once. It's craziness. And remember that what we don't do more defines us than what we do do, and sometimes not doing something makes more of a statement and makes more often a fit than doing something a lot. So, let the universe scream at you. What does it mean? Well, instead of writing down everything that you are ever told or ever see or ever think about, try just not writing it down. Like, if you really need to do something, like pick up someone tomorrow at 3:00, or if you need to pay rent at this time or pay bill, those things you should still have a to-do list for, because we know we need to do those ones, okay? But I'm talking more about ideas about what you're going to do. So, should I do this funnel? Should I do this type of website? Should I start this business? Or should I change my product or my service or my pricing? Or should I make some other kind of change that isn't a to-do list item that needs to be done? Don't write those ones down. Just try this out. I see people all the time, they ask me at my events and things, they're like, "Sam, what do you use for writing down all of your ideas?" And I'm like, "Dude, I don't write them down. I just let it go," because the truth is, is that if something's really important, it will keep popping up. It'll keep coming back, it'll keep popping up, and it will start to get angry and it will be like, the universe will basically start to scream at you right in front of your face that you need to do this thing. When it does that, do it. That's how I basically keep a to-do list of things. I basically wait until ... I come aware of a lot of these things that I should do or am contemplating doing, but I typically don't get around to doing it unless it's just screaming at me, because at that point I know that it's something I should do. And a lot of the time, those things I do, they turn out to be very wise decisions, and they come right at the right time. But when I do something prematurely and it's because I really just got one tiny signal that wasn't even a signal and I did it anyway, it turned out to take a lot of time and it was perceived as totally useless by basically everybody. So it was just a waste of time. So, just let the universe scream at you when it's not things like pick someone up or go to this appointment or whatever. Those things, they're time-sensitive and they're events, but these initiatives, let your to-do list sort itself through it coming at you. This is especially true for changing your products. Your customers might say all sorts of things, like, "Oh, you should add this feature," or, "You should change this," or, "You should do this." And people that react to those singular instances, they build a Frankenstein fucking spaceship product that nobody wants, because they basically, it's just a random collection of crap that people didn't mean, and then they're like, "Oh, I didn't want that. Sorry, I don't want that," and that sucks. So you shouldn't be reactive to all of these things and singular instances. But the things that everyone is saying, repetitively, at louder and louder volumes, at shorter and shorter intervals, like more and more frequently, these things are the things you should probably do. And that's what makes a great product. Not doing things that aren't important and doing the things that are important. Often, people let the trivial, meaningless, useless thing no one wants take priority over the thing everyone wants, because they're just, they've got a list of a thousand things and this one was first on that list. And really, the thousandth thing on the list is what users want the most, but yeah. So let the universe scream it. Five is to distance yourself from the hype. Distance from hype. So what do I mean by this? Well, hype is a dangerous thing. I personally despise it. It's basically like a bubble or an echo chamber, or basically just a collection or group of people that repeat these same things to each other and use each other's agreeance with their statement as feedback and further evidence that what they are thinking and doing is more right than what they thought, and it feeds back onto the other person, then they're in this incestuous, psychotic relationship, and it grows exponential until, and that's how we get a bubble. And then there's always a collapse. Whenever there's something that goes like that, there is always something coming. This is especially true, just think of something recently, like bitcoin. I swear, no matter what I did, this bitcoin was just coming at me. I had gotten an Uber and some guy was talking about bitcoin. You get out on the streets and people are talking about bitcoin, you overhear people talking about bitcoin. Bitcoin's bloody everywhere. You just go on the internet and try not to find any bitcoin and it's everywhere. Even my staff are talking about bitcoin. That was everywhere, and I have to try really hard to not get involved in this whole bitcoin nonsense. So you have to distance yourself from the hype and be weary of it. But sometimes you can do this physically. Warren Buffett's a perfect example. Warren Buffett has his office in Omaha. That's in the middle of nowhere, right? You would think Warren Buffett, oh, okay, that guy's in business, so he might be in New York or he might be in Silicon Valley or something. Right? Surely you want to be where all the action is. No. And when people have asked Buffett why he chose there, he says he wants to be out of the noise. He says he wants to be out of the chaos. Because when you're in the hype machine, you're susceptible to group think and extremely popular delusions and the madness of the crowd. And this is a bad thing. Quite often, the best investors are the ones that are outsiders and they have unconventional thinking and they're contrarians. That requires discipline and it requires being separate from the hype. This is the exact reason why Peter Thiel left Silicon Valley and moved to LA as well. When I was making a decision about where I was going to live, I was like, "New York's too intense. San Francisco, it's a has-been, basically. It's gone well past its curve." Silicon Valley was popular in its infancy because it was cheap and counterculture and it had a diverse range of opinions and beliefs. And now, it's the most expensive place ever. It's an echo chamber. Everyone shares the exact same opinion, and if you speak out against it, they'll, like, bite your head off. So it's become the inverse of what it once was, yet everyone still believes it is what it has been, which is kind of crazy. So that's why I chose LA, but not only LA, but El Segundo, because it's cheap there, and it's still close enough to these hot places like LA and San Francisco to get good talent, and it's got a good climate. It's got these things, it's close enough to these things to be able to get the benefits, but it's not within these things, so it doesn't get the cons. It has Florida prices in California, and it's probably more, a better location for employees than the main city hubs. Your rent's probably going to be, quite actually, probably six times less than San Francisco or Santa Monica or LA or something. So, distance from the hype, very important. Now, six, regain your sanity. Quite often, when I'm thinking about doing something that is related to a shiny object, I feel very impulsive and I feel like I'm about to pull the trigger on something, and I'm like, "All right, I've been here before. This is a dangerous place." So I take my finger off the trigger, and then I view it objectively. Sometimes I'm not even able to view it objectively. If I can't, if I try to go out there in that third person and view myself like that, if I fail to do that and I just get sucked back into the intensity of the moment, then I know that I am probably sleep-deprived or these emotions are so intense that I definitely need to get out. Right? So, when you want to regain your sanity, nothing beats that, nothing is better for regaining sanity than sleep. If you sleep deprive yourself, you'll actually go a bit crazy and your intelligence gets reduced significantly. So getting, like, eight hours of sleep or taking a day off ... I take one day off a week, on Sunday, and I would work that day if I actually thought I'd be more productive and get more stuff done, but I find one day off a week makes me more objective about what I should do, because it's not so much a game of doing and doing the most, it's more a game of doing the right things well. So, that one day off helps me regain clarity and objectivity about what I should do. It does take some time away, so it probably reduces my overall ability to do, but my choice of what to do is more of a force multiplier on this equation than the linear additive of more time input. I can influence the outcome of this in a much more powerful way by still working hard, but taking one day off to make sure my choices of what I'm doing are more objective and more clear. And also, taking a vacation, that can help a lot. So I take about seven days off every 90 days. I align it with Q1, Q2, Q3, Q4. That's a great way to do it. I'm basically doing sprints of 90 days in business, and I plan initiatives for each quarter and for each year, and then I take seven days off. It's also very good if you work long hours and you want to have a wife that isn't angry at you, then it's also very helpful. Now, what else have we got? Seven, cross-pollinate your sources. Most people, they belong to one incestuous community. They might join some cult or what might be called a community, and then they are so sucked into all of this belief system and these people that they're surrounding themselves with, and they don't realize that the reason why that they think it's the right thing to do is because everyone in there thinks it's the right thing to do and that anyone who doesn't think it's the right thing to do will get kicked out. They fully just forget that one, and then they basically just think, "That's just the way it is," and they get sucked in and they start becoming crazy, basically. This typically happens in cults, but really, any community is still a cult. It's still like a religion. If we think of what a religion is, it's basically some central thesis or book or something and some core principles that together create some philosophy and world view and people like to adopt it. That's basically what a religion is, or a cult is, or what any community or anything is. So you want to make sure that you belong to these things, but cross-pollinate them. Don't just go to one. Because this is how you get real crazy and make some bad decisions and start getting sucked in by shiny objects. So if you're like, I see this badly in digital marketing and funnel people and all of these, they get so sucked into marketing that they think the only thing that matters is marketing. That's kind of crazy. And you'll even see them marketing marketing, like they've got a course on marketing and then they're marketing about the marketing that talks about the marketing, and you can see this doing some strange things. And really, you want to, that's the sort of incest, kind of mutated child of a group thing, basically. It's all very well to belong to different communities, but go to different ones. And try visiting some that are far outside of your space. I really like, I still need to learn about marketing and things like this, and digital marketing. But I also like to learn about computer science or engineering, even civil engineering and software engineering. I also like to learn about statistics, and data science is something I like learning a lot about. And then also finances and mergers and acquisitions, tax structuring, accounting, hostile takeovers, and the stock market, philosophy. All sorts of different things. I like looking at different eras in time. I like to get a nice mixture of things. At first, it seems like this mixture is strange, and probably the whole world seems to think that you should just do one thing only, never, ever do anything that isn't that. But really, if we think of what specialization is, it's basically learning more and more about less and less until you know everything about nothing. That's specialization, right? And so, you don't want to do that. You want to cross-pollinate some things, make some unique mixtures, because that's where creativity really begins. Then eight, out of sight, out of mind. This is a great, simple method. If we can't see something or we don't know about it at all, then it's not really going to affect us. That's a really great way to deal with shiny object syndrome. So, if you don't go on Facebook and scroll through your feed, or if you go to Facebook but you use a news feed killer, or if you delete the Facebook mobile app off your phone and you delete all the apps off your phone, you'll want to really take all of these places ... Think of all the shiny objects you have ever been screwed over by, and then think, "Where the hell did I discover this shiny object?" And you'll probably be able to trace it back to social media and looking at other people and being envious and having FOMO about their life that was artificially made to look good so that you got sucked in and then you realized that it wasn't what it was and it wasn't even what they were saying that it was, and everyone basically got screwed and wasted a bunch of time and money and just had to resort back to the basics. So, think of everywhere where that's ever happened and trace it back to where the hell did that source come from. Start getting rid of those sources. And out of sight, out of mind, it's a great way to ... Like, I don't watch the news, I'm not on anyone's e-mails list, I don't follow anybody, and I don't really go to any conferences or events. I basically just stay the hell out of all of these places where there's a lot of shiny objects and hype and group think. I try to just watch things from a little bit of a distance. When I'm quite objectively sure that something is the right thing to do, I'll do it, and I'll do it pretty fucking intensely. And I'll probably do it to the nth, right? I'll really do it. When I find something that really works, I will just unleash hell on it. But I'm very selective and slow about the things that I will do. I tend to watch things from a distance, and only when I know it's the right thing to do, I'll just unleash on it. But I barely do anything, which is kind of like, that's how I have the energy and resources and focus to do that when I find the thing. So that's a way that you can reduce shiny object-ness, if that's even a thing, by getting it out of sight. And then, the ninth one, which is our final one today, is focus on value. Now, when assessing something, you always want to think, "What is the value?" This one's pretty simple. In the book by Benjamin Graham called The Intelligent Investor, which is the book that inspired Warren Buffett ... And Warren Buffett was actually in Benjamin Graham's class at college. He's influenced him so much, he even says this openly and publicly, that this is where Warren Buffett learned his paradigm and his world view. This even influenced, if you read Amazon's letters to shareholders by Bezos, or Google's letters to shareholders by Larry and Sergey, they even state clearly that Benjamin Graham created their financial world view. Benjamin Graham basically believes in value investing. Here's a powerful statement that I'll never forget, where he says that, "In the short term the market is a voting machine. But in the long term the market is a weighing machine." What he means by that is, in the short term things will always swing with popularity and fashion. Opinion, basically. Perception. Everyone thinks this is the thing to do, or this is the hot thing, and then it creates all this hype, and then that creates more hype. But then eventually ... So in the short term, if you are only planning to make a short term win, then you should absolutely play with this hype thing. But long term, it's always weighing. And everybody in every company in every thing will always get weighed. It's just inevitable. What you want to think is, "How do I build something or how do I become someone that wants to be weighed?" Not voted, weighed. Because these are very different things. If you're somebody that wants to be voted, then you're very short term optimized. You want to win based on perception, and based on what others think and believe. You're basically manipulating this warped kind of abstraction that isn't real, but that people think is real. Which, at that time, is real, but will later become not real and they'll weigh you and see what it really is, and then you'll be fucked. So that happens to companies all the time. It happened to bitcoin, it happens to basically every bubble in the world ever, and every great delusion. Like Theranos and her big whatever you call that, scam, whatever. And so, if you look at these, the common pattern is that these people focused on perception. But if you look at cases where they've built really great, long lasting value, often the perception in the beginning was bad, and people thought, "Oh, this is stupid," and they got ridiculed. They didn't care. They just knew that they would get weighed eventually. So when you're making a decision, focus on value. Think, "In the long term, how will this be weighed?" Don't think in the short term, "Is this hot or not? Is this fashionable? Is this a trend?" Don't think about that crap, just think, "How is this going to get weighed?" And make your decisions based on what it's going to be when it's weighed. Focus on value. So, that's it for today's video, how to not get screwed over by shiny objects, by one, inverting your philosophy. Two, finger off the trigger. Three, slow down. Four, let the universe scream at you. Five, distance from hype. Six, regain your sanity. Seven, cross-pollinate sources. Eight, out of sight, out of mind. And nine, focus on value and weighing things. That's it for today's video. If you liked it, click that like button and then click that subscribe button because I release a video like this once a week on a Tuesday. If you liked this one, you'll probably like some other ones. Let me know what you thought in the comments. I look at them and I get feedback from it and that influences what videos I might make. So, do it. Thanks for watching, see you soon.