My First Million
The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.
Daily Behavior Virality Model
When you change someone's daily behavior, they talk about it continuously because people discuss what they're currently doing, creating sustained viral marketing
Decision Rule
Prioritize products and campaigns that change what people do every day rather than one-time purchases
How It Works
People recommend books while reading them, talk about daily routines they're doing now, and evangelize current behaviors more than past experiences
Failure Modes
Trying to create completely new behaviors vs. modifying existing ones
Daily behaviors that don't create visible social proof
Making daily behavior too complex to maintain
Not connecting daily behavior to ongoing product purchase
Example Decision
“Bulletproof Coffee succeeded by modifying existing coffee drinking behavior rather than creating new supplement category, generating daily word-of-mouth as people discussed their morning routine”