I'm not a fan of research. It's one of those necessary evils that you have to do when starting your own business, but it's never been my favorite thing to do.
There is one big misconception about research that I'd like to clear up: you don't need to do years worth of research before starting your own business. In fact, sometimes you're better off not doing any at all. Let me explain.
One of the most common excuses I hear from solo business owners is:
"I can't do _____ because I don't know how. "
Put anything here. Any skill. Any tactic.
- Website building
- ... literally anything.
Admitting you don't know something takes radical self-awareness. But admitting defeat because you don't know how to do it is bullshit.
Nobody knows how to do anything until they learn. And guess what? The best way to learn is by doing. Now you might say "Well actually Justin, I'm a visual learner. I learn best by watching YouTube videos!".
If that were the case you'd be an expert by now. Don't kid yourself. While it's true that you can learn in many different ways:
- Watching on YouTube
- Listening to Podcasts
- Reading Books
- Investing in Courses
- Paying for Coaching
- Doing 👈
... you learn the fastest by doing.
Even if you suck at it. Even if you fail the first 10 times. If you keep going you will eventually learn it. And if you continue to learn, you will master the thing.
We're hardwired to avoid pain.
Doing something and failing is painful, so we try to avoid it.
It's much safer to learn online. It feels productive sinking 10 hours into a course, or 20 hours into reading every book on the subject. We immerse ourselves in countless hours of content, videos and other people's experiences instead of having these experiences ourselves.
I'm not saying you shouldn't learn from books, lessons or courses. I have a library of books at home and I've invested in multiple courses to further my education.
But if you're learning instead of doing, then you're removing any possibility of failure. If there's no chance of failure, there's also no chance of success.
You let kids make mistakes so they can learn from them. You can tell a child not to touch something hot and they'll do it anyways. Once they do, their brain will register that pain so they can avoid burning themselves in the future.
By avoiding "doing" you're avoiding extremely valuable lessons.
You get hurt. You course correct. You keep going. You try another way. You see something that works. You start to see success. You keep testing. You work off of that success. You find shortcuts. You get even better. You keep going.
Eventually you master it.
You can't master something without doing it. I know that seems obvious, but you wouldn't believe how many people will try to become experts at something without ever actually doing the fucking thing.
Do I sound like a broken record yet?
Do the fucking work.
Even if you don't enjoy it.
Even if you suck at it.
You won't always suck.
Eventually you'll benefit from compound interest.
But before you can get there, you NEED to put the hours in.
There's no way around it.
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