How to do more in 12 weeks than others do in 12 months

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How to do more in 12 weeks than others do in 12 months

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Transcript
00:00Okay, so if you're anything like me,
00:01you probably think a lot about how to get more stuff done.
00:04And the typical approach to this is to set annual goals
00:07and to track your progress throughout the year.
00:08But for a lot of us, this doesn't really work.
00:10We can lose motivation.
00:11We can forget about our goals.
00:12We can get sidetracked by other things.
00:14And the worst part about this
00:15is that you're not achieving the things you want
00:17or building the life that you want
00:18because your system isn't really working for you.
00:20But what if there was a system
00:21that helped you achieve your annual goals in just 12 weeks
00:23and do more than most people do in 12 whole months?
00:26That is where this book comes in,
00:27The 12-Week Year by Brian Moran and Michael Lennington.
00:30And this is what we're talking about
00:32in this episode of Book Club, the ongoing series
00:34where for the last four years,
00:35I have been distilling and discussing highlights
00:37and learnings from some of my favorite books.
00:39And really in this video,
00:39I wanted to talk about three key concepts
00:42that I've personally taken away from the book.
00:44The book has 21 chapters.
00:45It's fairly in-depth.
00:46I would recommend reading the book
00:47because it actually is a genuinely good book.
00:49But in this video, I'm just gonna focus on three key ideas
00:51that if you apply to your life,
00:53will hopefully help you get more done in 12 weeks
00:55than other people do in 12 months.
00:56Key idea number one is the execution gap.
00:59Now really, their whole shtick in this book,
01:01which I broadly agree with,
01:02is if you look at the thing that differentiates
01:05high performers from low performers
01:07or people who are successful
01:09versus people who are not successful,
01:10however really people define their own terms of success,
01:13obviously it doesn't have to be in terms of money,
01:14but however you define success,
01:16the thing that separates people who are successful
01:17from the people who are not successful is not knowledge
01:20and it's not strategy and it's not information.
01:22It is simply execution.
01:24There is a major execution gap
01:27between high performers and less high performers.
01:28And there's a nice quote from Thomas Edison
01:30in the very first chapter, which is,
01:31if we did the things that we are capable of,
01:33we would literally astound ourselves.
01:35And then they go on to talk about how 65% of Americans
01:38are overweight or obese.
01:39Do you think that there is some secret
01:41to losing weight and getting fit?
01:42The diet and fitness industry is a $60 billion industry
01:45as of 2013 when this book was written.
01:46Each year, new books are published on diet and exercise.
01:48When I searched diet books on the internet,
01:50my search came back with 45,915 results,
01:52almost 46,000 books, some with familiar titles
01:55like the Atkins diet or South Beach diet.
01:57Some with less familiar titles like run, fat bitch, run.
02:00Yet Americans continue to be overweight and out of shape.
02:02Most people know how to get back in shape,
02:04eat better, exercise more.
02:05They just don't do it.
02:06It's not a knowledge problem, it's an execution problem.
02:09Our experience has shown that most people have the capacity
02:11to double or triple their income
02:13just by consistently applying what they already know.
02:16Despite this, people continue to chase new ideas,
02:18thinking that the next idea is the one
02:20that will magically make it all better.
02:22And like the whole first chapter kind of basically
02:24elaborates on this point in great detail
02:26that the single biggest barrier between you
02:28and the life that you are capable of living
02:30and the success that you're capable of achieving,
02:31however you choose to define that,
02:33is simply a lack of consistent execution.
02:36There are still basic fundamentals like this,
02:38a lack of consistent execution
02:40that also like really deeply connects with me.
02:42You know, I'm supposedly a productivity expert.
02:43Some might say the world's most followed
02:45productivity expert according to my publisher.
02:48But even still, I just found myself thinking
02:50as I was reading this, damn, I am also holding myself back
02:53simply because of a lack of consistent execution.
02:57There's a journaling prompt that came to my mind
02:59as I was reading this book,
02:59which is where am I allowing a lack of consistent execution
03:03to hold me back?
03:03And honestly, I would encourage you to pause the video now
03:05and just like think about that.
03:07Where am I allowing a lack of consistent execution
03:10to hold me back?
03:11You know, to use a personal example,
03:12one of the reasons why my health is not in the place
03:14that I would like it to be
03:15is simply a lack of consistent execution.
03:18It's not that I don't have the knowledge
03:19of what it takes to go to the gym and eat protein
03:21and eat relatively well consistently.
03:24It's just that I don't do the thing.
03:25Similarly, last year, our business did like 5 million
03:28in annual revenue.
03:28And had I in fact consistently executed the things
03:31that I know I should have done,
03:32it probably would have been closer to 8 or 9 million.
03:34So there's literally a $4 million difference
03:35between me inconsistently executing
03:38and me consistently executing.
03:40And so the whole point of this book
03:41as they lay out in chapter one
03:42is to close this execution gap.
03:44And the concept of the 12 week year,
03:46which is sort of what it says on the tin,
03:48which we're gonna talk about next.
03:49But the whole concept of the 12 week year
03:50is designed to help us close this execution gap.
03:54So if you've identified that in your life, for example,
03:55there's some sort of execution gap
03:56that's stopping you from living the life
03:57that you actually wanna live,
03:59then hopefully you can watch the rest of this video
04:01and then maybe you can consider picking up a copy
04:02of the book as well.
04:03Now, once you've solved this execution problem
04:05and you've freed up more time and energy in your life,
04:07and you might wanna spend some more time learning,
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05:13Key idea number two,
05:14replace annualization with periodization.
05:17Now I wanna start this with a clip from Ed Milet,
05:20which I saw last year
05:21that I thought had some profound wisdom to it.
05:23My day is 6 a.m. to noon and I'm not crazy.
05:26You're crazy for thinking it takes 24 hours
05:28just like some dude in a cave did 300 years ago.
05:30My second day starts at noon and goes till 6 p.m.
05:33That's day two.
05:34And then the next day is 6 p.m. to midnight.
05:36What I've done now is I have changed a manipulated time.
05:38I now get 21 days a week.
05:40Stack that up over a month, I'm gonna kick your butt.
05:42Stack it up over a year, you're toast.
05:44Stack it up over five years,
05:45my entire life is different
05:46than it would have been otherwise.
05:47Now this was a clip that went viral on TikTok
05:50and so the comments are kind of funny, you know?
05:52So in other words, he splits his day
05:53into morning, afternoon, and night.
05:54Me chatting with the nurse
05:57while she puts the straitjacket on me.
05:58Now obviously this clip taken out of context,
06:00like Ed Milet is great, Tom Bilyeu is great,
06:02their podcast is absolutely sick,
06:03like it's a great conversation.
06:04But this clip taken out of context,
06:05like I can see why people would quibble about this thing.
06:07But there is actually profound wisdom in this.
06:10One of the comments here is,
06:11I cut my pizza into 48 slices equals more pizza.
06:13It's like, yes, but also no.
06:17Like there actually is wisdom in what Ed is doing here,
06:20which is basically what he's doing is periodization.
06:22So let's segue that into what these guys
06:24actually talk about in the book.
06:25And the whole reason why it's called the 12 week here
06:27is because the way that we generally think
06:30about setting and achieving goals
06:31is based on annualized thinking.
06:33Level zero is you don't set goals at all
06:35and you don't even think about your life
06:36and you don't do any kind of new year stuff
06:37because you're just like operating on autopilot.
06:40I suspect if you are a viewer of this channel,
06:42you are a little bit more, hopefully,
06:45intentional about how you're spending your time.
06:47Hopefully you might've seen some of my previous videos
06:49around goal setting, around the importance of goal setting
06:51and maybe you've decided to actually set
06:53some of your own goals.
06:54That's, you know, level zero is the people
06:56that don't set any goals at all.
06:57Level one is the people who set annualized goals.
06:59That these are my goals for 2024.
07:01This is what I need to do to achieve them,
07:02et cetera, et cetera.
07:03This is how most businesses operate as well.
07:05They set, we set annual goals.
07:06Like our goals for 2024 are A, B, C, D, and E.
07:08And then often businesses will break them down
07:10into quarterly goals.
07:12But as individuals, we tend not to think about quarters.
07:14Quarters are a very kind of business speaky type thing
07:17where mostly, yeah, we don't think about like
07:20how can I achieve my annual goal
07:20and break it down into quarters.
07:21But even that, that is all based on annualized thinking.
07:24And basically what the guys in the book are talking about
07:25is that when you think in an annualized timeframe,
07:29it means you're wasting a lot of time.
07:30So when it comes to the end of the year,
07:32this is usually when a lot of progress is made.
07:34There's the idea of Parkinson's law,
07:35which is that work expands to fill the time
07:37that we allocate to it.
07:38If you set a goal for the new year in January or February
07:41or whatever, you still have this sense of like,
07:45oh, you know, the end of the year is so far away.
07:47And then by the time the end of the year
07:49starts to roll around, you see this in the workplace,
07:50you see this in most people's personal lives.
07:52There's a real push of like, oh crap,
07:54we need to hit our targets by the end of the year.
07:56And often businesses, you know, a lot of businesses
07:58will do like 40% of their annual revenue
08:00in the final two months of the year.
08:01Yeah, Black Friday, Christmas probably makes a difference,
08:03but there is a certain sense of urgency
08:06that happens when you get closer and closer to a deadline.
08:08Deadlines, as much as I don't particularly like them,
08:10are generally annoyingly motivating.
08:13Back when I was working on my book,
08:14I had weekly deadlines from my editor
08:17and I was just making no progress in the book.
08:19And every Tuesday we'd have a meeting at like 5 p.m.
08:22And so on Tuesdays, you can bet your ass
08:24that like that morning I was like,
08:25crap, I need to have the meeting
08:27and I don't wanna show up to the meeting empty-handed.
08:29And so I would write lots of words on a Tuesday.
08:32This is the deadline effect.
08:33As we get closer to a deadline, our performance increases,
08:35there's more of a sense of urgency.
08:37It's not that we're working any harder.
08:38I wasn't working any harder on a Tuesday
08:40than I was on a Monday or the weekend or a Friday
08:41or whatever the thing might be.
08:43I just had more of this sense of urgency
08:45and I was spending my time doing sensible things
08:48rather than wasting my time playing PlayStation
08:50or scrolling social media or doing random stuff
08:53that had nothing to do with the primary goal
08:55that I was working towards.
08:56Now, according to the book,
08:57the concept of periodization was first starting
08:59to be a thing in the Olympics in the 1970s
09:02where Eastern European athletes were using that skill
09:05and they were using it to great effect.
09:06Basically, the idea is that if you're an athlete
09:08trying to improve a skill,
09:10instead of trying to improve all aspects of the skill
09:12all in one go, you're instead periodizing your training.
09:15So you have four to six weeks working on skill A,
09:18then you stop, and then the next four to six weeks
09:20working on skill B,
09:21and then you're sort of stacking this up
09:23and doing things one at a time in series
09:25rather than trying to do multiple things in parallel.
09:28I've talked about this concept
09:29in a bunch of videos before around how
09:30trying to make a little bit of progress
09:32across lots of things all at the same time
09:34is generally a lot less effective
09:36than just focusing on one thing and then finishing it
09:39and focusing on another thing and finishing it.
09:41And the whole idea of this whole 12-week year
09:42is that it periodizes the year
09:45into four periods of 12 weeks, or quarters in other words,
09:47but they're calling it 12 weeks
09:48because it just sounds cooler than quarterly planning.
09:51Basically, the whole book is about quarterly planning.
09:52It's about thinking of your year,
09:55instead of it being 52 weeks,
09:57instead thinking of a year as being 12 weeks,
09:59and the idea there is that it means that you set goals
10:02that are more focused on things
10:04that you can actually get done in the next 12 weeks.
10:06When you only have 12 weeks, every week counts,
10:08whereas when you have 52 weeks
10:10is you can sort of screw around for a lot of the time,
10:11and it means you're taking advantage of the deadline effect,
10:13which means that as the 12 weeks starts to come to an end,
10:16you get more of that sense of urgency
10:17and you're actually gonna work a little bit harder
10:19or in a more focused fashion to achieve the goals
10:21that you set out to achieve in that 12-week period.
10:23Now, a criticism to this might be,
10:25well, like, bro is doing what Ed Milet is suggesting
10:28and just arbitrarily breaking down time
10:30into different chunks, but that actually does work.
10:32If you arbitrarily break down a year
10:34into four 12-week segments with like, I don't know,
10:36a week break in the 13th week,
10:38or if you arbitrarily break down a day into three days,
10:41well, like, whatever terminology you want to use,
10:43you're really taking advantage
10:44of that psychological phenomenon,
10:46of the fact that as things come to an end,
10:48we tend to push a little bit harder at them.
10:49This is not an advocation of hustle culture.
10:51This is simply a case of using our time
10:53in a way that's actually more effective
10:54and more aligned with the goals
10:55that we say we want to achieve.
10:57And key idea number three
10:58is your emotional connection to the outcome.
11:01Okay, so the first idea here is that often,
11:03like, if you do decide to set goals for a 12-week period,
11:06usually that involves doing new actions,
11:08and new actions can be uncomfortable,
11:10which is why we tend not to do them.
11:11And there's a quote here,
11:12in our experience, the number one thing
11:14that you'll have to sacrifice to be great,
11:16to achieve what you're capable of
11:17and to execute your plans is your comfort.
11:20We always have to sacrifice comfort.
11:22You know, for me to get jacked,
11:24I have to sacrifice the comfort of playing on the PS5
11:27and instead go to the gym and lift some weights.
11:29It's going to be uncomfortable.
11:31For me to grow my income or grow my business
11:33or like be more intentional about my relationships,
11:35I might have to have uncomfortable conversations.
11:38I might have to initially experience
11:40an uncomfortable amount of work.
11:41Over time, I would get better at dealing
11:43with that discomfort,
11:44and it would then go into my comfort zone,
11:46but I have to face that discomfort in the first place.
11:48And this is a big thing that holds a lot of us back
11:50because we do not want to face that discomfort.
11:52We're so addicted to comfort.
11:53There's a whole book about this called The Comfort Crisis,
11:56but we're so addicted to our comfort
11:57that we allow the love of comfort to hold us back
12:00from living our best life,
12:01which leads us to another journaling prompt.
12:03I love collecting journaling prompts.
12:04It's like one of my favorite things
12:05because I think these questions can be incredibly powerful
12:08if we just ask them to ourselves, even every now and then.
12:11The question that came to my mind was this,
12:12where am I allowing my fear of discomfort
12:15to hold me back from building a life that I love?
12:17Again, I'd recommend pausing the video
12:19and having a think about these two prompts.
12:20And I can guarantee if you just think about this
12:22for a minute, you will get more value from this video
12:24than you've gotten from most YouTube videos
12:26that you probably tend to watch
12:27because you can watch videos all day, right?
12:29Like, and just feed your brain with the information.
12:31But as we know from studies around active recall and stuff,
12:33like the actual change will happen in your life
12:35when it's driven from within.
12:37And so that's why I think these questions
12:38are incredibly powerful.
12:40Yeah, I could tell you that you're probably allowing
12:42your love of comfort to sacrifice your income potential
12:44or your health or whatever,
12:45but like it wouldn't be nearly as powerful
12:47as you asking that question for yourself
12:48and really recognizing, oh crap,
12:50in this specific area of my life,
12:52I'm allowing my love of comfort to hold me back.
12:54That's useful to know.
12:55That is like the initial spark that leads to the change
12:58that may happen further down the line.
13:00So anyway, I talked for a bit longer than that,
13:01but like, please pause the video
13:02and have a think about these two little prompts.
13:06So how do we actually get over this love of comfort
13:08and fear of discomfort that we have
13:09and actually take actions that are gonna help us
13:12get more done in 12 weeks than others do in 12 months?
13:14Well, chapter three of the book talks about
13:16how the one key skill that you need to have
13:19to make that happen is a compelling vision for the future.
13:23Now, I wanna play a clip from the Diary of a CEO podcast
13:25where my friend, Dr. K, who is a psychiatrist
13:28was being interviewed.
13:29This is what he had to say.
13:29If you look at the statistics on suicide,
13:31it's very interesting.
13:33So the number one thing that correlates
13:36with male suicide is not depression.
13:37And this is super scary.
13:38There's one study I saw recently that suggests
13:40that 50% of men who kill themselves
13:43have no history or evidence of mental illness.
13:46And this, I believe the statistic in my clinical practice
13:48because I know what depression looks like.
13:51I know what bipolar disorder looks like.
13:53And half the men that I've worked with, at least,
13:55are not actually mentally ill.
13:57See, mental illness means a pathology of the mind,
14:00which means that the mind is malfunctioning.
14:02Most of the suicidal men that I work with,
14:04they're not, their mind isn't malfunctioning.
14:07They genuinely have a life that is no longer worth living.
14:10They're looking at things and objectively realizing
14:12that there's no way out of this situation.
14:14So they turn to suicide.
14:15Now, obviously, this video is not going
14:17into the whole mental health stuff.
14:18What I took away when I heard that,
14:19I was like, oh, that's interesting.
14:21And it sort of vibes with what the authors
14:23of the 12-week year talk about in the book,
14:24which is that if you don't have a vision of the future,
14:28which is significantly better than your current state,
14:32there is no reason for you to act in a way
14:34that pulls you towards that future.
14:36If you can create this compelling vision
14:37and you just have lots of reasons to act,
14:39that pulls you in a direction that helps you overcome
14:41this fear of discomfort or the love of comfort,
14:43you're unlikely to bother doing that
14:45unless you genuinely thought there was something worthwhile
14:48on the other end.
14:49Part of the whole concept of feel-good productivity
14:51is that it's not really about the destination,
14:54it's about the journey, but even so,
14:56there is no journey without a compelling destination.
14:59Most people don't enjoy just leaving the house
15:02and sort of wandering aimlessly.
15:03It's like, if you just do that all the time,
15:04the wandering aimlessly doesn't feel that fun.
15:06Whereas if you have a destination in mind,
15:08you're like, okay, I'm going in that direction.
15:09Now, wandering in that direction,
15:11yes, you can enjoy the journey along the way,
15:13but you kind of need to have a specific destination in mind,
15:16but you kind of need to have at least a sense of direction,
15:19at least a sense of what is this compelling vision
15:21of the future that's gonna pull me in that direction
15:23and get me to actually do things and get off my bum
15:25and get off the PlayStation and actually go to the gym,
15:27for example, or actually work on my business
15:29or actually be a bit more intentional
15:30about my relationships, whatever the thing might be.
15:32So these are some of the things
15:33they encourage us to think about.
15:34Think about what you truly want to achieve.
15:36What legacy do you wanna create?
15:38What do you want for yourself and for your family?
15:40What do you want spiritually?
15:41What level of security do you seek?
15:43What level of income and fulfillment
15:44do you want from your career?
15:46What interests do you wish you could pursue?
15:48What do you really wanna do
15:49with the time you've been allotted?
15:50If you're gonna perform at a high level,
15:52take new ground and be great,
15:53then you better have a vision that is compelling.
15:56In order to achieve a level of performance
15:57that is greater than your current performance,
15:59you will need a vision of the future
16:01that is bigger than the present.
16:03You must find a vision
16:04with which you are emotionally connected.
16:06Without a compelling vision,
16:07you'll discover that there is no reason
16:09to go through the pain of change.
16:12This is good.
16:13Here we go.
16:14Vision is the starting point of all high performance.
16:16You create things twice, first mentally, then physically.
16:19The biggest barrier to high performance
16:21is not the physical manifestation,
16:22but in fact, the mental creation.
16:25You will never outpace your mental models.
16:27Vision is the first place where you engage your thinking
16:29about what is possible for you.
16:31I like, yeah, again,
16:33having been in this productivity space
16:34for a very long time,
16:35like almost everyone around,
16:39everyone who's written books about this stuff,
16:41even mine, chapter nine, alignment,
16:43talks about this idea
16:44of creating a compelling vision for yourself,
16:46because it's just so incredibly powerful
16:48in helping you actually take action
16:49towards what the thing is.
16:51And I find that when I'm giving talks
16:52and when I'm speaking to people,
16:53and it often turns into like pseudo life coaching,
16:55E-type productivity coaching sessions,
16:57people often struggle with stuff.
16:59And my first question is usually,
17:01okay, what's the goal and why is that the goal?
17:03Like, what are we actually working towards here?
17:06And usually I kind of talk people through various prompts
17:09that help them figure out some sort of personal vision,
17:11because you start with a life vision,
17:13and then you figure out what does your work vision look like
17:15to facilitate the life vision that you want.
17:17And once you have that sense of like,
17:18okay, this is the direction I'm currently headed in,
17:21that doesn't mean you can never change your mind
17:22on that thing.
17:23It's just a rough first draft.
17:24But even having that rough first draft
17:26usually gives people enormous clarity
17:28and the sense of like, oh, cool, now I get it.
17:30Now I'm willing to put in the effort
17:32to put in that kind of facing of discomfort
17:35in order to get to this thing,
17:36this destination that actually feels really compelling.
17:39And crucially, this is where the emotions come in.
17:41Your vision that you create for your life,
17:42like the goals that you're working towards,
17:44kind of need to be emotionally resonant within you.
17:47They can't be shoulds.
17:49Like a should is like, oh, I really should work on my health.
17:52But a should is not at all emotionally resonant.
17:54A should is like based on fear
17:56and based on like avoidance of negativity
17:58and based on like duty.
17:59And these things tend not to motivate us
18:02as much as a vision that we genuinely,
18:04you know, I would love to do this thing.
18:06I'd love to have a business that allows me to quit my job.
18:08I would love to be in amazing shape
18:10so that I can play with my kids when I'm 85.
18:12I would love to be better at the guitar
18:14so I can play anything by ear.
18:15That feels so emotionally resonant.
18:17And therefore, when I figure out
18:19what do I then need to do every day, every week,
18:21every 12 weeks, as in the book, The 12 Week Year,
18:24to make progress towards that vision,
18:25now I'm way more likely to actually overcome
18:27the discomfort of practising guitar
18:29and choosing to practise guitar
18:31or choosing to go to the gym
18:32or choosing to work on my business
18:33instead of scrolling TikTok or playing on the PlayStation.
18:35Now, if you're interested in creating a personal vision
18:37and in 12 week planning and all this sort of stuff,
18:39I actually host regular free Zoom workshops about this.
18:42There'll be a link down below.
18:43Depending on when you're watching this,
18:45the next one is on April 20th, 2024,
18:46but I'm hosting these basically every three months.
18:49They're completely free for anyone to attend.
18:50You can check out the link.
18:51This is all part of the free version of Productivity Lab,
18:54which is a new community that I'm building
18:55of ambitious entrepreneurs, creators, and professionals,
18:57just like you, to help us all double our productivity
19:00while enjoying the journey
19:01and making friends along the way.
19:02But yeah, quarterly planning sessions,
19:04vision planning sessions,
19:05a bunch of these are gonna be completely free.
19:07Check out the link below if you wanna attend.
19:08And if you don't wanna do this thing live
19:09and you'd rather figure out your own vision
19:11and your goals on your own, which is also totally fine,
19:13you should check out this playlist over here.
19:15This is three videos, which is part of my series
19:16about why you might feel lost in life.
19:18And basically, if you just follow the advice
19:20in this series of videos,
19:21that will help you create a compelling vision,
19:23translate it into goals.
19:24And then when you read the 12-week year
19:26and start implementing it into 12-week plans,
19:28all of that stuff will make a lot more sense.
19:30So thank you so much for watching
19:31and see you in the next video.
19:31Bye-bye.