13 words I fell in love with this week.


Pneumonoultramicroscopicsilicovolcanoconiosis — weighing in at a hefty 46 letters, this is the second longest word in the English dictionary. It's meaning? The lung diseases caused by inhaling volcanic ash. 


Phantasmagoria — a sequence of imaginary images like those seen in a dream.


Madeleine — this lovely French word refers to something that triggers a memory or feeling of nostalgia.  


Cosmic – the extraterrestrial vastness of the universe in contrast to Earth. Or, the name of the brownies you used to eat as a kid. Did you hurl back in time? You just experienced a Madeleine. 


Daemon — this word dates back to Greek mythology where it was spelled Daimon, referring to a divinity or supernatural being between humans and gods. Today, this word means “genius” or the creative genius within all of us.


Supernova — an exploding star. 


Blatherskite — an individual that talks at great lengths without making much sense. 


Eyewater — Indian word for tears. 


Minibeast — a tiny animal without a vertebrate (think: spider, roach or centipede). 


Snakebitten — someone or something that is “snakebitten” is doomed. Think of that kid in second grade that was constantly wearing a stinky cast. 


Moonwater — this is a word that was recently created by Bon Iver (my favorite artist). He refers to it in a few of his songs on his most recent album 22, A Million. You would have to ask the man himself to know for sure, but my interpretation is that it means a longing for something that does not exist. 


Jaguar — a colossal, heavily built cat belonging to the Panthera family with lethal almost god-like hunting abilities (able to rip a small crocodile right out of a riverbed). 


Thirteen – the equivalent to the sum of six and seven; three more than ten, or 6 less than nineteen; 13.

By Cole Schafer. 

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Are your customers scared of you?

If you watch closely enough, you will notice that fear dominates most decisions –– especially buying decisions. 

The reason people aren’t buying from you is because they are scared. No, they aren’t necessarily shit their pants and call the cops scared, but they certainly fear something about your product. 

They might be scared they can’t afford it. 

They might be scared they are getting scammed. 

They might be scared there is a similar but better product somewhere else.

Your job as a salesperson (and all of us are salespeople) is to highlight the underlying fear that is keeping someone from buying your product. 

While the underlying fear will vary drastically depending on the brand and particular product the brand is selling, one of the most common fears is price. 

Let’s talk about a company that has done a tremendous job removing price-based fears associated with their products… 

The reason Apple has thousands of loyal customers waiting outside its doors hours before the release of the latest iPhone is because they have removed any fear associated with buying their products. 

For a long time, Apple was able to sell $300+ iPhones because they were “Apple”, but as they continued to increase their pricing, customer’s were less apt to shell out $800+ for a phone. 

So, what did Apple do to mitigate this fear of cost? For the iPhone X, customers can pay $49.99 a month for 24 months to have the most innovative smartphone available. Or, $1.67 a day. 

Legendary sales guru J. Douglas Edwards referred to this pricing strategy as the reduction to the ridiculous –– or breaking down a price of a valuable product so extensively that it is ridiculous not to buy it. 

At $1,200 some people would think it’s a bit silly to buy the iPhone X. But, at $1.67 a day… most people would think it completely idiotic to NOT own the best smartphone in the history of smartphones. 

The takeaway from all of this? Your customers are scared of you. Trust me, if they are scared of a high-caliber brand like Apple, they certainly are scared of you. In order to push more product, you need to discover what these fears are and remove them. 

By Cole Schafer.

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How to make more money.

This is a short post about how to make more money. But, before we dive into it, I want to actually give you some money –– real money that can grow for you over time. Here is a free share of stock with your name on it. By signing up for Robinhood, a free stock trading app, both you and I will receive a free share of stock… which is pretty cool. 

How is that for a Medium post? You opened it up and already made some more money. 

Now… how’s that saying go? Something about… give a man (or woman) a fish and they eat for a day, teach them how to fish and they eat for a lifetime? 

Yes, well this post sort of combines the two. Here is a fish. Now, let me teach you how to fish for yourself moving forward. 

The truth is –– all of us know what money is. But, very few of us understand how to make more of it. Financial gurus will tell you to save and budget and not have any fun. It’s the cliche advice when it comes to personal finance –– save more don’t make more. 

But, while I don’t think you should be running around like the Wolf of Wall Street blowing millions on Yachts, Lambos and Mansions… I do think you can live comfortably without being a frugal little bean counter. 

Don’t count beans, just earn more beans. 

So, the question becomes… how do you earn more beans? Well, while most of us know what money is, very few of us fully understand how money is earned.

In college, we are taught that you graduate, get a job, work the job and at the end of every two weeks, a check magically appears in your bank account. We are taught to believe that money is earned through time –– if you spend 40 hours a week working for Fred, Fred will pay you a salary. 

While this is certainly a way to make money, it doesn’t necessarily teach us the truth about making more money. 

Which is that money, at its core, is simply points in exchange for value. 

If you cut my grass I will give you 40 points.

If you handle my taxes I will give you 300 points.

If you build my website I will give you 3,000 points.

I believe entrepreneurs and freelancers have a leg up here in comparison to full-time employees. Why? Because they get to see first hand how a website or a blog or a [fill in the blank] they create is physically exchanged for points. 

When you work full-time at a company you don’t fully understand this –– especially when you are first starting out. With that said upper management probably has a better idea of this value-point exchange than an entry-level employee. 

Now, as of right now you probably are getting the vibe that I am hating on working for someone else versus working for yourself. This isn’t the case. 

I think there are pros and cons to being an employee… and pros and cons to being a freelancer or entrepreneur. 

Employees get tons of benefits and PTO. Entrepreneurs become extremely skilled at the art of making money.

With that said, I believe anyone (entrepreneur or not) can gain this skill I am talking about –– by starting a side-hustle –– or a small project that allows you to make money outside of your 9–5. 

Here are 5 examples of side hustles you could start tomorrow:

1. Cut grass and do landscaping on the weekends.

2. Design awesome stickers and sell them for $3 a piece online. 

3. Take a few online courses on interior design and help dentists decorate offices that don’t look God awful. 

4. Learn how to build websites on Squarespace then start building websites for other people. 

5. Design online landing pages for job seekers. Individuals looking for jobs will be able to send companies a link to a personalized web page highlighting all of their skills. It will be more convenient and more impressive than a resume. 

Anyways, a side hustle can be anything –– anything at all. And finding the perfect side hustle simply comes down to the following question –– what am I good at that people would be willing to pay for? 

Once you find the answer to this question, write a number down –– $1,000, $2,000, $3,000. It will be the number you want to make each month outside of your day job. 

Let’s say the number is $1,000 a month. The question then becomes, how many lawns do I need to cut at $40 a piece to hit this number? 25 per month or roughly 6 each week. So… how many clients do you need? 6 –– assuming that they will want their lawn(s) cut each week. You then create some fliers and start knocking on doors. 

That’s how you make more money –– you exchange value for points. And, once you make more points or money rather… don’t forget to invest it in Robinhood. That way the money you make can make more money. 

By Cole Schafer. 

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How to run the best gas station in the world.

1. Have a worker outside to pump your customer’s gas (especially when it is cold).

2. Instruct the worker to clean your customer’s windows, armor all their tires and shine their rims –– thoroughly. 

3. In the winter, offer your customers complimentary coffee delivered right to their car window.

4. In the summer, offer your customers complimentary sweet tea delivered right to their car window.

5. When it is raining, have umbrellas available for your customers at each pump –– just in case they need to make a trip inside the gas station.

6. Make it a priority to have the cleanest restrooms in the city –- this means no clogged toilets or pee on the toilet seats.

7. Put up a billboard advertising that your gas station has the cleanest restrooms in the city. 

8. As you notice that you are receiving regulars because of your gas station’s stupendous service –– reward these regulars –– gift them a free car wash. 

9. Make it your mission to be the brand that transforms the way Americans view a trip to the gas station. Make them love rather than dread going to the gas station.

10. Instead of offering unhealthy preservative ridden stereotypical gas station food, offer delicious and healthy food options. Perhaps even set up a few tables inside the gas station where customers can dine-in and chat. 

Notice that nowhere in this list of points did I mention “offer cheaper gas than your competitors”. Why? Because creating something special, like the best gas station in the world doesn’t happen by making something cheaper. It happens by providing more value. 

By Cole Schafer.

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The lizard brain.

When we lived in caves, we had to have a ton of inner dialogue. It’s what kept us from getting eaten by saber-tooth tigers… 

When caveman Joe had the bright idea to go fetch an apple in the middle of the night because he was having a craving, his inner dialogue would chime in and say, “Or, how about not Caveman Joe… it’s dark outside… and is an apple really worth the risk of getting eaten by a prehistoric cat?”

You get the idea.

Our inner dialogue was what kept us from doing stupid stuff –– like wandering into the darkness where there were predators just because we wanted an apple.  

Experts define what I am referring to as the lizard brain –– which is the part of the brain responsible for fear and aggression –– existing with the sole purpose to keep its owner alive. 

While the lizard brain was extremely useful when we lived in caves (often being the difference between life and death), today it has an adverse effect on us. 

Believe it or not, when we fear starting a business, public speaking, looking someone in the eyes, making a cold call or taking advantage of a business opportunity… what we are really feeling is our lizard brain going apeshit in our heads telling us, "don’t do that because you might die". 

You might recognize this voice –– this inner dialogue I am referring to. Often times it sounds like… 

“I’m not good enough.”

“This might not work.”

“I didn’t go to Stanford.”

“I’m too old.”

“I’m too young.”

If you don’t believe me or feel skeptical about anything I just said, pay attention the next time you are having dinner with someone –– take note of the excuses they make to justify avoiding a specific fear. 

This is the lizard brain talking.

And, if you pay close enough attention, you will notice yours is talking too. 

By Cole Schafer. 

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Multiple choice tests aren't going to solve world pollution.

1. How to make money –– not Business 101 but rather how to turn $100 into $200. At the start of the semester, everyone would receive half of what they paid to take the class, they would then be instructed to turn the money into more money through any (legal) means necessary. By the end of the semester, if they don’t come back with more money, they fail. Nearly every college kid has taken a business course, but hardly any of them understand how to actually make money. 

2. How to thrive as an adult –– how does an adult change their oil, pay taxes, set up a 401(k) plan, save money and stay out of legal trouble? In addition, how does an adult create healthy habits that can last a lifetime (like reading every day, meditating, exercising and other daily rituals)? 

3. How to have a healthy intimate relationship with another person –– they taught us how the penis goes into the vagina (safely), but they never taught us how to treat our significant other(s) with respect, nor how to differentiate between a healthy and toxic intimate relationship. In other words, they taught us about sex... not about love. 

4. How to make change happen –– this course would be a mix of psychology, marketing and hustle. It would educate students on how to effectively spark massive change within their organizations and communities. It would be a semester-long course that studies some of the greatest leaders in history and how they went from somebody with a vision to somebody that changed the world. 

5. How to solve hard problems –– in this course, students would be given a series of extremely difficult and diverse problems ranging across a variety of industries. They would then be placed into groups and instructed to solve the difficult problems. The problems would range from “how do you stop North Korea without a single casualty?” to “how do you quadruple the revenue of a small local bakery without hiring any additional employees?”

*** Notice that none of these courses consisted of multiple choice tests and parallelograms. Notice that they aren’t designed to make hundreds of thousands of Americans better cogs. But, are instead designed to make hundreds of thousands of Americans movers and shakers. 

Because at the end of the day, being handed a multiple choice test covering parallelograms isn't going to solve world pollution nor build great companies and ultimately spark change. But, learning how to solve difficult problems and create change just might... 

And, in addition, who really gives a fuck about a parallelogram? 

But (as always) I digress. 

By Cole Schafer.

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What is your gift?

Within all of us is a gift waiting to be unwrapped. 

And, underneath the pretty baby blue wrapping paper (or whatever color wrapping paper you prefer), we expect to see our gift in full form, living, breathing — standing at the ready to take the world by storm.

In reality, what appears is instead a vague ambiguous outline of our full potential.

The small unimpressive beginnings of something special —

The ability to make people laugh.

The ability to draw a pretty picture.

The ability to make something taste good.

The ability to make money out of anything.

We have the misconception that the greatest masterminds of our generations tore off their wrapping paper to find millions of dollars, best-selling books, award winning work, raving fancs (or whatever your idea of success is).

We have the misconception that God blessed these greats with a gift more developed than our own. A gift further along.

But, in reality, this is anything but true.

When Steve Jobs tore off his wrapping paper, he found he could understand machines better than the average person.

When Mark Cuban tore off his wrapping paper, he found he had a knack for turning $1 into $2.

When Warren Buffett tore off his wrapping paper, he found he had a solid eye for spotting good companies.

All of these masterminds had gifts that God or the universe or whomever blessed them with, but they had to work to transform these gifts into something truly magnificent.

The difference between these masterminds and most people in this world are two simple yet extraordinarily important decisions:

1. The decision to tear off the wrapping paper — not ignoring the gift given to them, refusing to allow it to accumulate dust under the tree.

2. The choice to turn the gift they were given into something remarkable — appreciating the unique gift they were born with and not taking it for granted.

Within all of us is a gift waiting to be unwrapped — what is yours?

By Cole Schafer.

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Why we don't tell the truth.

The hardest thing in the world is telling the truth. Not because we are liars or scum bags or monsters but because we’re human –– and a major aspect of being human is not wanting to hurt other human’s feelings. 

Growing up, your parents and teachers and pastors told you to tell the truth. Yet, when their wives walked out in the dress that made them look fat and asked if the dress made them look fat, they lied to their faces. Every single time.

Even they had trouble telling the truth. Not because they were hypocrites but because they were human and as I mentioned earlier –– a major aspect of being human is not wanting to hurt other human’s feelings (especially the humans that we love). 

Unfortunately, while our lying (or finagling of the truth) momentarily avoids an uncomfortable conversation and a few hurt feelings, it eventually leads to something far more serious –– bankruptcy, toxic relationships, unfulfilling careers and sometimes even death. 

Your best friend has a serious spending problem –– meaning he spends more than he makes on annual basis. You’re watching as he is throwing away his money, digging himself deeper and deeper into debt. As his best friend, when do you sit him down and say, “Chuck, I love you brother and I am going to be here for you no matter what… but I think you need to cut back on how much you’re spending.”

Your other best friend has cheated on every boyfriend she has ever had. And, while she always acts upset after doing so, it doesn’t stop her from making the same mistake the next go around. As her best friend, when do you sit her down and say, “Linda, I am asking this because you’re my best friend in the world and I care about you… why do you cheat on every boyfriend you have?”

Your wife hates her job. She works 50+ hour weeks and is constantly complaining about her manager and her manager’s manager and an annoying employee that eats stinky tuna sandwiches at his desk. As her husband, when do you sit her down and say, “Sweetheart, this job isn’t for you. Let’s find another one where you will be happier.”

And lastly, I often wonder if the 45 year old man who died of the massive heart attack because he was one hundred pounds overweight, could have lived to see his daughter walk down the aisle if his wife at some point in their two and half decades of marriage, would have stepped up and said –– “honey, I love you with all my heart, but you’re fat and you’re going to die if we don’t do something about it.”

Now, upon reading this article, you might be thinking… Cole is harsh. To which I would argue, I think massive heart attacks at the age of 45 are harsher. 

Tell the damn truth –– whether it hurts someone’s feelings or not. 

By Cole Schafer. 

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12 words I fell in love with this week.

Last Friday, I wrote a post for P.S. I Love You titled –– 11 words I fell in love with this week. While it wasn’t one of my most popular posts, I felt the small few who read it got something out of it (and I certainly got something out of writing it). Bradie Gray recommended that I start writing these types of posts every Friday –– so that’s exactly what I am going to do.

This week there will be 12 words. Next week there will be 13. The following week there will be 14. Let’s see if I can get to 100. 


Chatoyant –– a gem that is cut in such a way that it reflects a single streak of light resembling a cat’s eye. 


Nemesis –– an unconquerable or long-standing arch-enemy (Trump or Hitler or Voldemort or one PTA mom to another PTA mom).


Plethora –– a large or excessive amount of something.


Umbrella –– a protecting force or influence or coverage from sun or rain.


Bumblebee –– a lovely furry insect with four wings that flies from flower to flower collecting nectar and pollen to make honey (this word is both exceptional and unique because it is an onomatopoeia –– see number six).


Onomatopoeia –– a word imitating the sound by or associated with the thing it is referring to (purr, mumble, warble, bumble).


Although –– in spite of the fact that; even though… however; but… (prolific because it expresses conflict or discord with great poise). 


Unicorn –– a mythical creature (yet to be determined) resembling a horse with a long straight horn protruding from its head (like a Narwhal but not at all like a Narwhal).


Zesty –– lively and invigorating.


Tintinnabulation –– the tinkling, ringing or sounding of bells.


Lissome –– agile, nimble or graceful.


Twelve –– equivalent to the sum of seven and five; two more than ten; 12.

By Cole Schafer.

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Keeping up with the Joneses.

One of the best pieces of advice I ever received was from my best friend. 

I was experiencing a rough patch in my career as a writer and was falling into the habit of measuring my success or lack thereof to other more successful people. 

One evening when the two of us were on the phone, I began to play the woe is me record, whining about how I wished I were as far along at 23 as so and so

Suddenly, he cut me off mid-sentence –– “Cole, stay in your lane. Just stay in your lane.”

It was a bit brash, but that’s what best friends are for –– giving you honest un sugar-coated feedback (sometimes in the form of a verbal slap in the face). 

He went on to explain that what everyone else was doing didn’t matter and that life wasn’t a race. 

And, he was right –– he still is right. 

Humans have a bad habit of viewing life like a Nascar Race –– us against 40-something other cars barreling around a track at 200 miles an hour. 

We tell ourselves that if we don’t go fast enough (or at least faster than Mark, Sally and Bob), we are going to crash and burn. 

But, in reality, it’s the racing that kills us. It’s the keeping up with the Joneses. It’s the stories we tell ourselves –– we have to make more money, be more successful and have more impact than so-and-so. 

It's a funny story. So-and-so and The Joneses aren't paying the mortgage on your house –– but they may be the reason you bought the damn thing.

By Cole Schafer. 

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On Quitting.

Before we dive too deep, you should know that my philosophy on quitting is to do it often. So, for you Vince Lombardi fans that pound your fat knuckles to the table and have the quote “Winners never quit and quitters never win” taped to your car steering wheel, save yourself the frustration and quit this article now. 

Are they gone? Good –– let’s continue. 

Most of us were raised to believe that quitting was for mentally weak unsuccessful failures who were destined to eat canned tuna for the rest of their lives and become dungeon dwellers in their mom’s basement. 

We were raised wrong. 

It’s not just okay to quit. In many instances, it is beneficial to quit. 

Below you will find a few instances where you are better off quitting than sticking with it:

You spend $12 on a “gourmet sandwich” that ends up tasting something short of dog shit. Instead of eating the dog shit sandwich because you spent $12 on it, you should quit the sandwich and throw it away. By quitting, you’re just out $12 versus a sick stomach, 1200 calories of junk and $12.

Tesla just came out with a self-driving semi truck. In a decade, there will be no more human semi-truck drivers. You can either refuse this truth and stick with your profession... or you can learn another skill in your spare time while you still have a salary and eventually quit. By quitting early, you can get a head start in a new industry and you don’t have to spend a decade of your life getting paid less and less to be a human semi-truck driver as self-driving semi-trucks become cheaper and cheaper to employ. 

You have a client that pays you $2,500 a month to do freelance graphic design work for them. Your client treats you similar to the way a knight would treat a peasant in 1100’s. Clients who don’t appreciate their freelancers are more likely to drop them for cheaper more affordable options. By quitting your client, you miss out on $2,500 now... but have the cleared up bandwidth to build a stronger relationship with another client that respects you more. 

I believe that winners quit when quitting makes sense (and quitting makes sense more times than we realize).

By Cole Schafer.

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11 words I fell in love with this week.

When writing, I do my best to write simply and in such a way that can be widely understood. To quote Hemingway –– 

“Prose is architecture, not interior decoration, and the Baroque is over.”

By Baroque, Hemingway is referring to the highly ornate and arguably obnoxious style of architecture, art and music that spread across Europe in the early 17th century to the late 18th century. 

Regardless… obnoxious or not… necessary or not… effective or not… big beautiful words are a big and beautiful thing. And, as a writer, while big and beautiful are the easiest words to describe something that is of substantial size and aesthetic… we all could use some other words to grab from. 


Compelling –– overpoweringly enticing. 


Honeyed –– written or spoken language that is soothing and soft, intended to woo. 


Salesmanship –– the craft of selling a product or service. 


Wabi-Sabi –– a Japanese philosophy that focuses on finding beauty and acceptance in life’s imperfections. 


Fika –– Swedish term used to describe the coffee break taken between friends or colleagues, often involving pastries (we need to do more of this).


Frenetic –– fast and energetic in a rather wild and uncontrolled way.


Goya –– the suspension of disbelief that occurs in good storytelling; a story that feels like reality.


Meraki –– to do something with soul, creativity or love; the essence of yourself that you put in your work (I have this tattooed on the inside of my left bicep).


Spookasem –– this is Afrikaans and translates to Candy-Floss (it’s essentially just a much cooler way to say Cotton Candy).


Indigo –– the dark blue dye extracted from the Indigo plant. 


Eleven –– equivalent to the sum of six and five; one more than ten; 11.

By Cole Schafer. 

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The best damn birdhouse you ever did done see.

We see it all the time –– businesses, people and organizations become so obsessed with growing that they eventually shoot themselves in the foot. 

Toy’s ‘R’ Us is currently in the process of closing 180 stores. 

By the end of this month, Sears will have closed another 103 stores (in addition to the 63 they’ve already shut down). 

And, last year, RadioShack had officially closed 1,000 stores. 

Many would argue (and wouldn’t be wrong in arguing) that these store closings had something to do with the giant ever creeping blob that is Amazon.

But, besides Amazon, there is a larger issue at play –– our obsession with more! more! more! And, our willingness to sacrifice quality for this quantity (that will never be enough). 

In the next two decades, the businesses, people and organizations that will succeed are those who cut away this cancerous obsession and change the conversation to quality over quantity. 

In other words, we don’t want our handmade vases or birdhouses or cheeseburgers in every nook and cranny across the United States. 

"No, we just want to simply make the BEST handmade vases… the BEST bird houses… the BEST cheeseburgers in the United States and sell just enough for us to make a damn good living but not enough for them to become a commodity." 

As this mindset shifts, what’s going to happen is that our world is gonna go from big brand McDonald's focused to... "visit Dennis’ Burger Shop in Chattanooga Tennessee... you will never have a better burger and it’s the only place you can get them."

"Oh, and don’t forget to tape a dollar to the wall with your signature on it –– they collect them all over the holidays and buy Christmas presents for kids that wouldn’t normally get Christmas presents." 

By Cole Schafer. 

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Why you should never market to Pistachio haters.

If you are a Pistachio salesman, you run into three types of prospects. 

One, the prospect who thinks Pistachios are a disgusting nut mined from the fiery depths of hell. 

Two, the prospect who has either never tried Pistachios or is completely indifferent about the nut. 

Three, the prospect who loves the little greenish-brown nuts with such a burning passion that at times they may or may not have had fantasies about living in a home made completely of Pistachios.

As a Pistachio salesman, which of the three Pistachio prospects you choose to focus your energies on will have a tremendous impact on the overall success of your Pistachio business. 

You could spend 100% of your time trying to convert Pistachio haters into Pistachio lovers… feeding them Pistachio Ice cream, Pistachio Sweet Rolls and Pistachio Cookies.

And, at the end of the day, if you work really really hard, you might convert a very small percentage of the Pistachio hating population into Pistachio lovers. 

Or, you could spend 100% of your time selling Pistachios to the Pistachio lovers who are already on your side… and in your spare time try to sway those who are indifferent about Pistachios to become Pro-Pistachio. 

Upon reading this, it is obvious you should choose the latter as a Pistachio salesman, concentrating 100% of your efforts on the 20% of the Pistachio population that yields 80% of all your Pistachio sales. 

Yet, why in our lives and businesses do we focus so much time and attention on those who hate us and our products? 

Perhaps because we are searching for affirmation and we have the misconception that if those who hate us start loving us... our value will finally be affirmed. Or, maybe we are just stubborn. 

Or, maybe we are a little bit of both. Regardless, we can spend our lives pushing our Pistachio wheel barrels up a hill or we can spend our lives pushing them down a hill. 

I choose down. 

By Cole Schafer. 

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How to run the best coffee shop in the world.

1. Know every one of your customers by name (especially if they have been in your shop more than once).

2. Serve a damn good cup of coffee (and remember that after doing so your customers will expect a standard).

3. Never fail to meet the standard you set in #2.

4. Offer fast wi-fi that is easy & convenient to access.

5. Don't ever take your customers for granted (understand they are exchanging their hard earned money for you to make a living doing what you love).

6. On occasion, show them you aren't taking them for granted by reminding them how appreciative you are (give them a cup of coffee on the house). 

7. Tell them if they bring their friends, they will get a free cup of coffee too.

8. Remember that at the end of the day it's just business and if another better coffee shop comes along, your regulars will leave you and walk across the street. 

9. Remember that it's never just business and to stay in business you need to offer something that can't be valued in just dollar and cents. 

10. Understand that you aren't in the coffee business –– you're in the people business. 

Lastly, if you run a business that doesn't serve coffee, simply replace the word "coffee" with your product or service. 

By Cole Schafer

P.S. If you liked this post, you can get more like it straight to your inbox by subscribing for free on the other side of this pretty red link.

It's Just Business.

If you have to get knee surgery, you want the best orthopedic surgeon cracking open your knee and splaying your insides out. 

If you are on vacation in a sunny beach town and have a craving for Mexican food, you’re going to ask the locals what the best Mexican eatery is (or ask Google). 

If you are shopping around for a brand new laptop, you’re going to ask your tech-savvy friend for his or her opinion on the best laptop. 

Why? Because whether it is surgery, Mexican food or a laptop… you want the best of the best. 

Yet, why do marketers, entrepreneurs and creators forget this quality about themselves and the people they are creating something for? Because they are overly concerned with cutting costs and snipping features just to make a few additional dollars.

It’s just business, they say as they package an underwhelming product, stamp their brand onto it and ship it to the masses. 

And they are right, it is just business. 

If you don’t do business right, your customers will just do business somewhere else where the grass is greener and the pool is cooler and the margaritas are on the rocks. 

And, as they take their $100 to the widget seller across the street that is selling the best widgets, they look at you with glass-less eyes and mouth –– it’s just business

By Cole Schafer. 

P.S. If you liked this post, you can get more like it straight to your inbox by subscribing for free to P.S. If you liked this post, you can get more like it straight to your inbox by subscribing for free on the other side of this pretty red link..