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Chapter 1: The Dreaded Dumb Tax

The bulk of my problems are a result of indigestion and greed, not starvation.

Had I been more thoughtful (and less emotionally impulsive) in the initial decision-
making process, I would have made far fewer bad choices and, as a result, my
wealth would be many multiples of what it is today . . .

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Chapter 1: The Dreaded Dumb Tax

Here it is on a bumper sticker:

All my problems started out as a good idea and all those “good” ideas were
emotionally justifiable at the time.

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 Cash is your brand’s oxygen.
Make sure you have enough oxygen canisters.

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Yet the biggest lie in business?
“Cash solves everything”

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10Xers remain productively paranoid in good times, recognizing that it’s what they
do before the storm comes that matters most.

Since it’s impossible to consistently predict specific disruptive events, they

systematically build buffers and shock absorbers for dealing with unexpected
events.

They put in place their extra oxygen canisters long before they’re hit with a storm.

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The biggest flawed thinking in our eComm industry?
Mistaking revenue growth for business growth

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The main temptation towards doom?
There’s more money coming in…
so we can afford more money going out…
Logical!

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1. Founder Earnings 2. Line-Extensions 3. Hiring Spree 4. Inventory Spike
I deserve nicer things now Let’s expand our product selection I deserve my 4-hour Work Week Let’s keep the good times rolling

5. Inventory lag 6. Cold traffic only 7. No financial savvy

Insufficient planning Short-sighted thinking Poor cashflow/P&L management

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Line Extensions?

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Hiring Spree?

Your people are force multipliers.

Great hires will drive your brand towards greatness
Bad hires will drive you crazy (and poor)

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Hiring Spree?

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Hiring Spree?

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Inventory Spike/Lag?

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Cold Traffic Only?

• Consistent cadence of product development & testing

• Great discipline of “sticking to what they’re great at”
• Relationships beyond transactions
• Highly active customer list
• High focus on customer loyalty & user experience
‣ Fast site speed
‣ Email marketing & Messenger
‣ Customer support
‣ Actively posting on social
‣ Actively responding to social comments

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1. Founder Earnings 2. Line-Extensions 3. Hiring Spree 4. Inventory Spike
I deserve nicer things now Let’s expand our product selection I deserve my 4-hour Work Week Let’s keep the good times rolling

5. Inventory lag 6. Cold traffic only 7. No financial savvy

Insufficient planning Short-sighted thinking Poor cashflow/P&L management

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1. Founder Earnings 2. Line-Extensions 3. Hiring Spree 4. Inventory Spike
I deserve nicer things now Let’s expand our product selection I deserve my 4-hour Work Week Let’s keep the good times rolling

5. Inventory lag 6. Cold traffic only 7. No financial savvy

Insufficient planning Short-sighted thinking Poor cashflow/P&L management

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HMU IF YOU WANNA
NERD OUT

@REALDOSEOFDEE

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