Speaker A
I'm going to be honest, I'm pissed off.
Learn how to overcome procrastination by focusing on the signal versus noise concept and doing things that don't scale for long-term success.
Key Takeaways
- Focus on the top 3-5 critical tasks (signal) each day to avoid wasting time on distractions (noise).
- Saying no to tempting but non-essential tasks is crucial for maintaining focus and productivity.
- Doing things manually and unscalable at the start can provide valuable insights and lead to long-term success.
- Organizing tasks into signal and noise categories helps maintain clarity and direction.
- Early-stage hands-on involvement is necessary before automating or scaling processes.
Summary
- The video introduces the concept of signal versus noise to improve productivity by focusing on the most important tasks.
- Steve Jobs' approach of prioritizing the top 3-5 critical tasks daily is highlighted as a key to success.
- The creator shares a personal system of organizing tasks into 'signal' and 'noise' columns to maintain focus.
- Emphasizes the importance of saying no to distractions and non-critical tasks to maximize productivity.
- Discusses the value of manual, unscalable efforts early in a project, referencing Paul Graham's essay 'Do Things That Don't Scale'.
- Examples include Airbnb founders personally taking photos for listings and Mark Zuckerberg manually pitching Facebook users.
- The video encourages viewers to implement the signal/noise method daily and share their experiences in the comments.
- Mentions experimenting with podcast retention analysis to improve content quality based on listener data.
- Highlights the zero-sum nature of time and the necessity of prioritizing tasks that align with goals.
- Encourages embracing manual, hands-on work in early stages to gain insights before scaling.
Full Transcript — Download SRT & Markdown
Speaker A
I'm annoyed that nobody told me what I'm about to tell you earlier in my career, and it all makes sense now. It makes sense as to why some people through history have been so unbelievably productive, while other people don't seem to make much progress at all.
Speaker A
And it comes down to this idea that I'm about to tell you.
Speaker A
Which is called signal versus noise.
Speaker A
And I'm going to show you how to implement it into your life.
Speaker A
Oh, and also there's this essay that I read called Do Things That Don't Scale.
Speaker A
I read it like a decade ago and it's changed my life so much.
Speaker A
So many of you are building things.
Speaker A
And you need to know this essay.
Speaker A
So stay with me. Stay with me, guys. Okay, we can do this.
Speaker A
Just give me 10 minutes of your time, max, okay?
Speaker A
Okay, I have to tell you this.
Speaker A
Probably to share it with you, but also probably because I've just learned something about productivity, entrepreneurship, building, success, which I can't get out of my head.
Speaker A
I just had Kevin O'Leary on the podcast, who's the shark from Shark Tank USA.
Speaker A
And he punched me in the face with a point that he made about his experience with Steve Jobs.
Speaker A
And how Steve Jobs has this ability to understand what the signal is versus the noise.
Speaker B
I used to work for Steve Jobs in the early 90s making all of his educational software.
Speaker B
There's a concept that he understood that very few people focused on back then in the early 90s.
Speaker B
Of signal to noise ratio.
Speaker B
His vision of signal was the top three to five things you have to get done in the next 18 hours.
Speaker B
You're going to get those three things or five things done that you have deemed critical for your mission.
Speaker B
They must get done today.
Speaker B
Anything that stops you from doing that is the noise.
Speaker B
So the signal to noise ratio to be successful for Steve Jobs was 80/20.
Speaker B
80 signal, 20 noise.
Speaker A
And as he was saying it, I realized that it's like very much the missing piece in my life at the moment.
Speaker A
Because as a creative and as someone who has so many ideas, sometimes I think I waste my energy pursuing things that are not the signal.
Speaker A
Are not the most important thing to get done today.
Speaker A
And I think we can probably all relate to the fact that sometimes we wake up in the morning with one particular plan and then our emails happen and WhatsApp happens and we end up drifting off into the noise.
Speaker A
And we've lost a day, which is taken away from the signal because life is a zero-sum game.
Speaker A
There is a finite amount of things that we can be doing.
Speaker A
And it just made me think, fuck, do you know what I should do?
Speaker A
What I should do is I should organize everything that I have to do today, every task that comes in into one of two columns.
Speaker A
The signal column, which is the most important things, the things that I woke up this morning focused on and a noise column.
Speaker A
And so that's what I've done.
Speaker A
I've just, as you can see over there, on my laptop, I've basically organized my tasks today into one of two columns.
Speaker A
There's a signal column and there's a noise column.
Speaker A
And everything that comes onto my desk today and all the things that I have buzzing around in my head and on my to-do list are now going to fall into one of those two columns.
Speaker A
Things that I have to do, things that I have to get done today because they're the most important stuff to move me towards my goals.
Speaker A
And things that are noise.
Speaker A
And the noise column are things that I'm going to delegate to other people.
Speaker A
I've actually used this clip that I'm about to show you of Johnny Ive saying this over and over and over and over again.
Speaker A
Run the clip.
Speaker C
You can achieve so much when you truly focus.
Speaker C
And one of the things that Steve would say, because I think he was concerned that I wasn't.
Speaker C
He would say,
Speaker C
How many things have you said no to?
Speaker C
And I would honestly, I would have these sacrificial things.
Speaker C
Because I, I mean, I wanted to be very honest about it and so I'd say, oh, I said no to this and no to that.
Speaker C
And he, but he, he knew that I wasn't vaguely interested in doing those things anyway.
Speaker C
Um, so there was no real sacrifice.
Speaker C
What, what focus means is saying no to something that you with every bone in your body you think is a phenomenal idea.
Speaker C
And you wake up thinking about it.
Speaker C
But you say no to it because you're focusing on something else.
Speaker A
In my calendar, I'm going to have a signal and noise session every morning.
Speaker A
To figure out what the most important things to accomplish today are.
Speaker A
Let's try this together.
Speaker A
And let's stay in touch via via the comment section.
Speaker A
When you wake up tomorrow, first thing you do when you wake up tomorrow morning.
Speaker A
Is create two columns on a piece of paper or on whatever tool you use.
Speaker A
And put the most important things you want to accomplish that day into the signal column and then everything else into the noise column.
Speaker A
Let's see how we get on.
Speaker A
I was just saying to Jemima in there that I have this new idea for us to figure out how to make a really, really retentive podcast episode.
Speaker A
We take the episode, unlisted link, we put it in Diary of a CEO Circle.
Speaker A
And from that we're going to get the retention graph back.
Speaker A
And then we're going to do the edit based on that.
Speaker A
And this, this is the first episode where we really like, we really do it that way.
Speaker A
And the reason I say this is because going forward in the future, if we find this to be useful,
Speaker A
we can, we'll, we'll, we can change our processes.
Speaker A
So, you know what I'm saying?
Speaker A
And Jemima's response to me was, I could see in her face, there was concern that it would take too long.
Speaker A
And it would be too manual based on our current process.
Speaker A
Because our current process runs like a military operation.
Speaker A
So adding something into that process that would be a bit clunky, a bit manual and that we haven't figured out, I could see was a bit of a concern.
Speaker A
As I saw that concern in her face, Paul Graham's 2013 essay sprung to mind and it's called Do Things That Don't Scale.
Speaker D
What do you think that don't scale means? Doing things very manually for your early customers.
Speaker A
So let me give you an example.
Speaker A
When Airbnb, the founders of Airbnb, and I've interviewed Brian Chesky from Airbnb, launched Airbnb, they noticed that their users were uploading really, really bad images of their Airbnbs to the website.
Speaker A
And that was impacting the customer's experience.
Speaker A
So to figure out if this was an important part of the customer experience,
Speaker A
the founders of Airbnb manually went knocking on doors of their users when they only had a couple of users and they said to those users, can we come in and take professional photos for you?
Speaker E
I would go there and be like, wow, the photos are terrible.
Speaker E
This is actually a really nice house.
Speaker E
And the hosts are like, well, I can't figure out how to get photos onto my computer.
Speaker E
And so I went home with Joe and we borrowed a camera from one of our friends.
Speaker E
And we knocked on the door, I'm here, the photographer and they're like, wow, this is a small company.
Speaker E
The founder's also photographing my home.
Speaker A
Now the founders of Airbnb knocking door-to-door is not scalable, you're not going to be able to do that with the hundreds of millions of users that they now have.
Speaker A
At the start, it wasn't scalable.
Speaker A
It was so unbelievably important that they did something that wasn't scalable.
Speaker A
And later they could figure out how to make it scalable.
Speaker A
But if they'd obsessed over it being scalable from day one, they never would have done it, they never would have then got the feedback from doing it.
Speaker A
And they never would have had the $100 billion success that was Airbnb's.
Speaker A
Mark Zuckerberg at Facebook manually pitched users at Harvard to join Facebook in the early days.
Speaker A
It wasn't scalable.
Speaker A
You can't scale that and when I say scale, I mean, you can't automate that process of Mark Zuckerberg manually pitching the three billion users that Facebook now has.
Speaker A
But in doing so, he got from zero to one.
Speaker A
He learned what he needed to learn.
Speaker A
And then he figured out how to scale.
Speaker A
And another example is one of the most famous companies in the world called Stripe, which is probably worth hundreds of billions of dollars now, it's a payment company.
Speaker A
And in the early days, the founders Patrick and John Collison would literally go to their customers' offices onto their computers and install the software for them.
Speaker A
It absolutely didn't scale.
Speaker A
You can't do that for a billion people.
Speaker A
And this is really the point because so many founders, they understand that they want to reach a billion people, they want to be the next Airbnb, the next Meta, the next Stripe.
Speaker A
So they think that they have to behave like Stripe, Meta and Airbnb behave now, they think they have to think in scale.
Speaker A
And this is where they make the critical mistake because all of those companies I just named, none of them at the start were thinking in terms of scale.
Speaker A
Whenever you feel like something that is unscalable is going to stand in the way of your team or you figuring out the answer to a very important question,
Speaker A
you have to come back to this phrase, which is do things that do not scale.
Speaker A
Hey guys, it's me, Will.
Speaker A
I edit these videos, the one you're watching right now, here on Behind the Diary with Alex on our team.
Speaker A
Now,
Speaker A
my goal is to sneak into every single one of these videos to ask you guys to subscribe.
Speaker A
Because the more of you that subscribe, the better these videos get, the bigger the channel gets.
Speaker A
And a few weeks ago he said that if this gets bigger than the main channel,
Speaker A
he will make me a millionaire.
Speaker A
So,
Speaker A
do me a favor.
Speaker A
If you want to see Steve lose a million pounds, click subscribe.
Speaker A
These videos get better.
Speaker A
It's currently half 12 at midnight, please subscribe, I really want to get this edit out.
Speaker A
So please, please subscribe.
Speaker A
Thank you, thank you so much.
Speaker A
Thank you, bye.
Speaker A
LA is now my new home and it's my home because we want to build the business out here.
Speaker A
So here's the context.
Speaker A
Flight story is expanding into America.
Speaker A
Our first studio is actually in Boston where Kristen Holmes, who signed to Flight Story, records her show.
Speaker A
Our next location is here in Los Angeles and I think our next location will be in New York City, which will be our commercial office.
Speaker A
Isn't this crazy, look, I'm moving to America.
Speaker A
That's the only suitcase I took other than this.
Speaker A
This is why I wear black every day.
Speaker A
Because if you just wear the same outfit every day, you can pack super light.
Speaker A
People always take the piss out of me because I think they think I think I'm Steve Jobs.
Speaker A
It wasn't a choice I ever made, it's just life gradually pushed me in the direction of the path of least resistance.
Speaker A
And that ended up being just wearing the same outfit every single day.
Speaker A
But we could run the maths on the screen.
Speaker A
Like if you just saved 20 minutes a day on choosing what to wear and you saved one hour a week on, let's say, things like travel and packing,
Speaker A
how much of your life would you save?
Speaker A
Will, Alex, run the numbers.
Speaker A
And listen, some of you get a tremendous amount of value from picking your outfits and fashion and all those kinds of things.
Speaker A
So knock yourself out.
Speaker A
But if it's not giving you tremendous value, if it's not giving you more value than the time you would save or give you,
Speaker A
then maybe that's a simple optimization, which is just simplifying your wardrobe a little bit.
Speaker A
I'm at the airport here in LA.
Speaker A
Flying out to Cannes in the South of France for the creativity festival that takes place every single year.
Speaker A
Every marketer, every big creative, every media owner flies out there for this one festival and I'm going to show you behind the scenes.
Speaker A
And there's three lessons you're going to learn.
Speaker A
The first is about failure and experimentation and why this is my absolute religion and why it needs to be yours.
Speaker A
The single button which big creators press every single day and why you need to press that button too.
Speaker A
And lastly, this framework called value for strangers, which I preach to everybody.
Speaker A
But it seems that almost nobody understands.
Speaker A
What do I do these things?
Speaker A
I do these things for a multitude of reasons.
Speaker A
Reason number one is it's a great opportunity to meet so many of you guys.
Speaker A
That listen to the show.
Speaker A
I have moments all the time when I meet fans that stay with me forever.
Speaker A
So I'm hoping to have some of those moments today.
Speaker A
Reason number two is it helps the business.
Speaker A
So we make lots of contacts with platforms and partners that are going to help us build Flight Story.
Speaker A
But also, again, in the sake of radical transparency, we get quite big fees for coming out here.
Speaker A
This trip will make Flight Story about 200,000 pounds.
Speaker A
Because I've come out here.
Speaker A
That money goes into the business.
Speaker A
I think sometimes when people hear that you're making 200k from doing some talks, people think that the money goes straight into your pocket.
Speaker A
But I'm building a business here.
Speaker A
So the money doesn't come to me.
Speaker A
Short-term sacrifice for long-term gain because we're going to try and build a multi-billion dollar company.
Speaker A
So, where is the team?
Speaker A
Bonjour, bonjour.
Speaker A
I'm doing a quick talk on stage here for YouTube/Google.
Speaker A
Which I'm excited about.
Speaker A
On my way there now.
Speaker F
Ladies and gentlemen, Steven Bartlett.
Speaker A
Thank you.
Speaker A
Thank you, everybody.
Speaker A
YouTube has the best data analytics and for someone like me that wants to be able to influence what I'm doing,
Speaker A
you need to be informed by data and analytics.
Speaker A
Now in the back end of YouTube, there's this like one button and you can click into the advanced section and see this wonderful graph.
Speaker A
And it tells you every single minute how many people dropped off in that exact minute.
Speaker A
And so I can go through every single minute of a two-hour, three-hour conversation and go, oh my God, yes.
Speaker A
I asked a question about that subject or I spoke for too long.
Speaker A
We've been able to learn exactly what our audience want.
Speaker A
The game of YouTube for us became just listening.
Speaker A
That informs next week's episode.
Speaker A
And having that control as a creator means that your destiny is in your own hand.
Speaker A
And it's no lie to say I spend two and a half hours still to this day in YouTube studio looking at the analytics.
Speaker F
Ladies and gentlemen, and everybody.
Speaker A
Thank you so much for everything.
Speaker A
I've been following you since the social chain.
Speaker A
Right now, marketing and getting out there is a madness.
Speaker A
I, I, when I speak to people one-on-one, I get business.
Speaker A
What is the one piece of advice that you can give that will blow it away?
Speaker A
I know you said experiment, I've got that down, but the one thing you know from your experience.
Speaker A
I always assume people aren't going to like the answer, it's not simple or sexy and it's kind of obvious.
Speaker A
So I would only focus on LinkedIn.
Speaker A
I don't need to know my analytics.
Speaker A
I get it.
Speaker A
I only focus, right?
Speaker A
So how many times do you post a day?
Speaker A
Once a day, like consistently.
Speaker A
So you've posted every day this week?
Speaker A
Yes, I posted yesterday.
Speaker A
And I've got a post coming up today.
Speaker A
And what type of thing did you post?
Speaker A
Did you post videos, photos?
Speaker A
So I post, I posted a video.
Speaker A
What did you learn?
Speaker A
That video, I learned about how you can, that's a good question.
Speaker A
How many comments did it get?
Speaker A
Wow.
Speaker A
It got, I think, without looking.
Speaker A
12, 12 comments.
Speaker A
Are you sure?
Speaker A
Do I need to know my analytics?
Speaker A
It's the most important thing.
Speaker A
If you don't have a feedback loop, you're going to feel like you're not making any progress.
Speaker A
I spent two and a half hours a day looking at the back end of my YouTube videos.
Speaker A
A day.
Speaker A
Okay.
Speaker A
And this is how you improve.
Speaker A
So if you have the consistency which you say you do, the end of your feedback loop where there's a gap is,
Speaker A
are you learning?
Speaker A
Every single thing you post is not about you and your business.
Speaker A
It is value for strangers.
Speaker A
What's your mom called?
Speaker A
Allison.
Speaker A
Okay, Allison.
Speaker A
So Allison will think everything you do is valuable.
Speaker A
Okay.
Speaker A
Because you can post what you eat for dinner, she'd think, thank God, right?
Speaker A
But that guy.
Speaker A
I need to understand him first.
Speaker A
I feel like I need to know him first.
Speaker A
I need to know what you mean.
Speaker A
So that's how you establish your persona.
Speaker A
Which is what we do.
Speaker A
So we have our four personas and every single time we write a post, we say which one of our personas are we serving.
Speaker A
Every single thing you post from now and forever, you need to ask yourself before you hit the post button.
Speaker A
Is this valuable to people who do not give a fuck about me?
Speaker A
Okay.
Speaker A
And a couple of times a day.
Speaker A
And every day.
Speaker A
Yeah.
Speaker A
Steven, are you okay with hugs?
Speaker A
Is that, is that comfortable?
Speaker A
You're so sweet.
Speaker A
I wish it was something I could give you.
Speaker A
I don't have anything on me, but I wish there was something I could.
Speaker A
I'll give you my hat.
Speaker A
You can have my cap.
Speaker A
It's a little bit sweaty, so don't put it straight on.
Speaker A
But.
Speaker A
You managed to break in.
Speaker A
I love that.
Speaker A
I love that.
Speaker A
Thank you so much.
Speaker A
What are you doing for the rest of the day?
Speaker A
I could fly home right now.
Speaker A
I don't care.
Speaker A
You're so sweet.
Speaker A
I wish it was something I could give you.
Speaker A
I don't have anything on me.
Speaker A
But I wish there was something I could.
Speaker A
I'll give you my hat.
Speaker A
You can have my cap.
Speaker A
It's a little bit sweaty, so don't put it straight on.
Speaker A
But.
Speaker A
You know you can tell.
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