# How To Run a Distribution-First Company

## Метаданные

- **Канал:** Varun Mayya
- **YouTube:** https://www.youtube.com/watch?v=6CFV9meBEEE
- **Дата:** 19.09.2024
- **Длительность:** 1:09:19
- **Просмотры:** 110,142

## Описание

In this video, I present a unique analogy comparing companies to living organisms. Drawing from my experience in building and running businesses, I explore how different parts of a company function like organs in a body.
This perspective offers practical insights into company operations, growth strategies, and common challenges businesses face. Whether you're an entrepreneur, business student, or simply curious about how companies work, this video provides a fresh way to understand business dynamics.

00:00 -  Highlights
00:25 - Company As An Organism
02:08 - Introducing characters
03:55 - Founder as Heart
08:49 - Management as Nervous System
14:34 - Mid-level Management as Organs
21:41 -  PROTEIN AND CARBOHYDRATES - The agricultural revolution
32:32 - FERTILE LAND
34:24 - Threats & Competitors
37:22 - Companies in Fight or Flight
47:47 - Curious Case of VC funded Companies
50:38 - Healthy Communication
54:21 - Company's Immunity
57:58 - Anti-bodies for Workplace Toxicity
1:05:17 - Recap & Closing Thoughts
1:08:27 - Conclusion

## Содержание

### [0:00](https://www.youtube.com/watch?v=6CFV9meBEEE) Highlights

one learning I had with buildin public is if you're not doing well nobody cares or they're laughing at you if you're doing well you're leaking Secrets what you want though is to create content that looks like carbohydrate but packs protein inside we do like more than 150 million views a month now in English content right you can't buy that you can't remake that with capital in the long run people prefer to watch more AI generated content than real content something with a story it works I could have presented this deck one and a half years ago but I like first let us use this to make progress then show people so in March 2023 I was thinking

### [0:25](https://www.youtube.com/watch?v=6CFV9meBEEE&t=25s) Company As An Organism

about what I should do next what kind of company I should build and I already had a channel and we had some views on the channel and I said I wrote something down and I wrote it as a bunch of WhatsApp notes and I said this is how we should build it grow etc and as you've all seen we've grown a little bit now so I thought I wrote it and I know not many people read writing so I said fine I'll make a video about it and maybe it's useful to people who are watching the deck is titled and the article was titled the company as an organism cuz I've run companies now for 10 years and more than that and this new distribution first business it felt like a living entity to me right and I know that sounds like crazy work or some something that a crazy person says but if you follow along with me in the deck and you suspend for the next 30 minutes your idea of what is crazy what is normal maybe we can meet ey to ey okay and maybe you learn something from this cuz I feel like some of it we have put into practice just before this I showed you all how the company's doing over the last quarter it's all the results of this thing thinking and writing almost a year and a half ago usually in life some of My Success has been random luck or it's been failure but this one was like very like written down thought through that played out almost exactly and this is the also the first time in my life where I sat down and thought about strategy because I always thought strategies for losers that's wrong it's not for losers but I wish I had that wisdom earlier anyway next slide this session is about bio like how a company and biology are how our bodies work is kind of the same it's not supposed to be 100% biologically accurate because I've taken some Crea Liberties to give you an analogy uh but it is close and it's a good way to think about things next slide awesome so we'll set some initial

### [2:08](https://www.youtube.com/watch?v=6CFV9meBEEE&t=128s) Introducing characters

characters okay the CEO of a company the person who founds it the founder let's say let's use the word founder do you think that's the brain of the company do you think a Founder is the brain of the company some people said yes anyone disagree some people that disagree I'll tell you what I think the founder is more like the heart not for emotional reasons that he brought the company he or she brought the company together I not because of those reasons but I feel like a Founder's job is to circulate resources inside the company and I'm talking about when the company works right I'm not talking about day one day two but even on a Founder's job is to circulate resources it's a slightly different way to think about companies so please bear with me so if you can say that the founder is the heart the Founder's job is to send resources inside of this body that we'll call the company for now so let's take two units the blood your bloodstream actually carries this let's call cash as oxygen and let's call glucose as customer leads these are two most important things you need to run a company believe it or not the technology piece we'll come to in a bit it actually enables both of this okay so the heart beats it sends blood to the rest of the body and it comes back what is the brain who is the brain in all of this it's the management team it's your leaders ship team your cxos your SE Suite VP level whatever you want to call them right the folks there that's the management team those are the people that are making the actual day-to-day decisions not just here but in almost every other company because they have more context and we'll come to what that means in a bit but let's start with these preconditions I think we'll be able to tell a good story that many of you will relate to next slide so

### [3:55](https://www.youtube.com/watch?v=6CFV9meBEEE&t=235s) Founder as Heart

there's a disease called pots has anyone heard of this it stands for postural orthostatic intolerance no postural orthostatic tachicardia syndrome that's what it's called so what happens is in Parts your heart sends blood to the rest of the body but the Blood starts pooling in your legs because the nerves in your legs or rather the muscles in your legs don't push blood back to the heart you know what starts happening because the blood is not recirculating back to the heart your heart starts pumping harder heart starts compensating it's like bro you know I need to push more blood because we're not hitting the your brain you start feeling dizzy so blood your heart compensates your heart rate can go up to 100 plus that's why it's called tachicardia right postural orthostatic tachicardia syndrome tachicardia stands for fast heart rate okay so if the founder is somebody who sends resources to the rest of the body the founder has to compensate when the rest of the body does not return resources to him or her okay next slide so the heart which is the founder if the compan is not doing well the founder has to send more and more resources I'll tell you what it was like for me 10 years ago company was not doing well I took because I knew nobody at that time okay you call customers you open some book or some website you call customers you call investors you're trying to get either cash or customer leads so you call all these people and you're trying to get these leads and then divert it to your team they go your customer I right so you're trying to do that and if it's not working then you beat harder you're trying to send more of this you're trying to absorb more of this as a company repeated cycles of expected stress and return okay which is you pump and it comes back the cash flow because the cash and oxygen the oxygen which is the cash and the customer leads has to return back to the founder has to keep coming back without that it you fail so repeated cycles of expect expected stress and return which is exercise we could also call it exercise you run really hard you're getting better at you know circulating nutrients it makes the body better companies get better at converting more leads right now we have a lot of leads we need to convert them right companies are actually inefficient at converting leads so you get better at converting more leads and better at using less oxygen right when you run if you keep running again and again you can run that same 100 met after a few months with much less oxygen consumption so you burn less cash you're a leaner company you have to spend less talent to do the same work right over time the goal is for the heart to pump slower actually in the beginning Founders are always at a high heart rate trying to push you know stuff to the rest of the team but athletes well oiled athletes have a resting heart rate between 30 and 40 because the organs everything the body has become efficient they're all very good at taking on lots of consumer lead lots of customer leads at a very low um cash burn rate small teams lean teams you're able to do with one person two people three people the goal of the company is to run as is with minimal intention from the founders we like to call this homeostasis if you ever studied biology in college you know homeostasis is where the body maintains normal you know running sort of State um and sort of like the heart has this economical Zone where once you reach a particular heart rate the circulation continues by itself we call this momentum when a company has momentum it doesn't matter your founder could go sit in Hawaii for like 2 years company will still do well momentum getting into that momentum getting into orbit as some Founders call this product Market fit is actually one of the hardest problems to solve in startups it's not actually running the company that's that hard companies that hard it's actually getting to the place where company running the compan is on momentum that it's easier okay next slide so let's talk about communication next as we're talking about the body so there's also a biology lesson packed in this which is did you know the difference between an artery and a vein you have both arteries and veins arteries go away from the heart veins are towards the heart right so paths in companies are messy like I could go to Tes who is one of your bosses and I could say Tes can you get this person to do this or I could go to you directly so it's messy how Founders communicate with the teams but it's also messy how teams communicate with their teams and how they access teams from you know a different uh vertical or whatever right it's complicated so even if a path is blocked the founder will usually find a teammate through another path you've probably seen me do this multiple times if I can't reach out to your boss I'll just directly reach out to you and be like hey can you help me with this and the last person I did this to was Natan right so directly reaching out to the person organs can also communicate with each other through chemicals andent through the bloodstream not everything needs to pass through the brain okay next slide let's talk about the nervous

### [8:49](https://www.youtube.com/watch?v=6CFV9meBEEE&t=529s) Management as Nervous System

system did you know there are two nervous systems in your body one is the central nervous system which is your brain and your spinal cord then there's the peripheral nervous system okay these are things that come out of your spinal cord these are things that are there you know when you touch something okay so your human nervous system the human version of this the company version of this has actually has two parts one is high level management also called the central nervous system okay these are your cxos your vice presidents whatever it's called and your mid-level management which is your peripheral nervous system okay and you'll it turns out as companies mature over time these are two different nervous systems right a sain and somebody sitting on top of suchin are two very different entities okay the central service system makes conscious choices and sometimes unconscious ones okay so the central nervous system is deliberate about everything it does the main focus is survival just like any human any organism survival safety reputation reproduction right our first goal as a companies to survive yeah it's our main goal next thing is safety that we're able to survive for a while we have at least one year Runway two years Runway three years whatever it is then it's reputation you want to be seen as a good company to work with for reproduction which is once something works let's make the next thing work to answer Sha's question it's this companies grow like crazy if I mean the goal is to also grow after you figured out the other few things right next slide okay now let's talk about the peripheral nervous system very important we mid-level management because I think companies are run on mid-level management over time okay so I'll tell you how pain works okay with you let's take the finger as an example let's say I put the finger on something hot there are actually two pains one driven by the thinly melinated um uh fibers and then the unmyelinated fibers so there's actually two waves one is the first pain and then there's a second pain did you know this you touch something hot when you get whatever it is there are two pains okay this is the peripheral nervous system in action these are the nerves at the tips of everything when mid management senses something in the business okay you hear about the immediate problem first there's a small delay immediate first pain and then you gain a deeper understanding of the problem a few weeks later second pain this sounds insane but it's exactly how it works in companies as well would you agree to some extent the point is that the central nerv system is which is the brain the people making the executive decisions are fully dependent on the peripheral nervous system for feedback like I actually don't know like Sachin will know better than me about that specific thing if he's mid-level management then I do I don't know enough but Sachin comes back and says this is working this is not working trust me right so as long as our communication is efficient he's touching the things on the outside I'm making the decision on whether to pull the hand out or not okay next slide this opens up the company to all sorts of bullshittery and miscommunication between an external event taking place and top level Management's understanding of it dude the number of people who they'll see an external event happen to their company or some event happen to the company and walk away with the wrong impression WR away the idea oh we push this feature that's why the app did well but actually what it could be is maybe it was Diwali and people really wanted your app and you were selling something on your app that's responsible I mean that was tied into the like getting accurate attribution of why something worked is so hard cuz everyone all over the place in your company is trying to take credit for it so there's like a insane amount of bullshittery going on of which what actually work what didn't work etc right strategy set by Executives but the actual execution and feedback collection is performed by mid-level management and maybe the lower level folks right people who are actually sitting on the thing day to day if you're nervous if your peripheral nervous system is not built to be fast and accurate which is middle level management touch something decide this is not the right thing to do or this is your exact team will face all sorts of problems the decision makers right so early stage companies should probably not have a peripheral nervous system your central nervous system peripheral nervous system are very muddled some of mid-level management can be seen as high level is also doing mid-level your central nerv system must directly be in contact with the world you can't sit on a high horse and say yeah we should try this and then not actually see what the results of that are in Paul Graham's words talk to users in the early days right but you should be doing that and when you have mid-level management mid level management should be doing that the brain on the other hand your central nervous system is Al also sense making it navigates it tells itself a story okay a lot of people think it's the CEO or the Founder's job to tell the story internally but I don't think that's true today it doesn't matter I mean I can influence it to some extent but I feel like after a while the top in mid- level management would create their own culture and internal story do you know there are four companies here you all work out of the same office but all your company stories are so different from each other right your goals your ideas what you want to do next what the company's doing the team everything is so different across the four of you your objectives so it's very incredible how U you know you all created your own culture you all have created your own internal story and it's kind of out of my control you might think but Von it's in your control you can go you can say this it's not right and maybe in the early days it was a lot in my control now it's like it really depends on you know outputs if the company fails or the company stops performing then the narrative will change by itself whether I say or do not say anything okay next slide middle level management including

### [14:34](https://www.youtube.com/watch?v=6CFV9meBEEE&t=874s) Mid-level Management as Organs

HR Sales Management Finance they're all organs till now we've spoken about the brain heart some are external facing like the years they're picking up information from outside some are internal like the liver produces glucose right it's the sales department in a company when your blood sugar dips like during fasting or intense exercise when you need more you know cash or customer leads in this case the liver can make glucose from scratch from the resources that it has so you can think of this process like outbound sales can generate money right the liver also stores glucose in the form of glycogen in a process called glyconeogenesis right um sorry it's glycogenolysis basically the liver can also store glucose which is leads for later extraction remember glucose equal to leads today shashan ganchi came with this thing about a company let's just say it's a very big real estate company he's like hey they really like what we sent but I don't think they're proceeding with us right now but it's good to build a relationship with them because we all understand now that 3 months later 6 months later 9 months later they'll do something with us so there no rush we can extract something out of them later as long as we build a good relationship and you know necessarily in the short term we shouldn't be looking for a you know a sweet ter we can store that relationship for later you want the brains control on things like the liver to be automatic and this is important okay you want leadership let's say a Tas here to have like sales or sending out deck this that t shouldn't be involved in at all need to be automatic what that means is that you want sales to be a process if people leave or new people join you want everything from onboarding to appraisals to exit to be sort of automatic your sales team it's a weird way to think about it your sales team if one person is leaving you need to be able to replace them ASAP which means you need to have all the processes all the documentation all the KT possible you also need this with Engineers editors it's more like an automatic process right still very important but still to some extent automatic whereas next slide whereas some parts you want the brain's control over to be partially automatic like the eyes or mouth right what this means is that some parts of the business are full of ambiguity and require really smart analytical people to make decisions and lose their jobs if they make the wrong decisions right all your leadership P will lose their job if they make the wrong decisions two in a row right whereas it's less important for like somebody who just joined or somebody who's a fresher to make very important decisions multiple times the roow it's more forgiving okay so the eyes are like the system that looks at the outside world markets competitors Etc it's an organ right the brain needs manual control over this to a large extent and you want to avoid this being fully automatic if your research guy leaves it's not like you have some automated process where you get the next person because you need the research guys the research person is very important right and makes and not just research the person making decisions on the research very important can't it's not an automatic process that you can create making decision on which markets to enter probably shouldn't be an automatic formula process right obviously hiring for automatic versus non-automatic roles is also very different okay for automatic roles you are probably looking for diligence and the ability to do the same thing over and over again well you're looking for all the things that you know are required plus you're looking for somebody who can do the same thing again and again for non-automatic roles you probably looking for a lot more creativity and initiative but also experience you actually don't want too much initiative in a automatic sales process for example you want people who can follow the process well whereas in your the let's say the uh process of research or creativity you actually don't want people who can follow the process well and actually they would suffer if you make them do the process well but at the same time you can't expect reliability there are pros and cons on either side so your analyst will sometimes be wrong very often will be wrong and if they're wrong too often then you know it's not good for the company same time somebody storyboarding a video a creative person you cannot say you have to storyboard a video every 3 days have you seen how okus will suffer if you make him do that or anyone creative here to do storyboarding every X number of days no they need their own Cadence time some videos will take 3 weeks days you've seen this happen it's not possible to predict this you can have a rough idea but you cannot predict this so very different expectations from both roles and we knew going in that there'll be parts of the business that are automatics creative SL ambiguous how do we what's the kind of talent we need from both ends so how do we create our hiring structure next slide most organs failing will kill your company but some you can survive without you can run a company without certain organs okay for example HR is like kidneys it filters blood so communication leads cash it filters all of it but it's not perfect sometimes bad stuff will get through and if your kidneys are damaged then all bad stuff will get through like if companies that go really bad go bad because of HR in my opinion cuz the HR sets a set of expectations the HR is diluting Communications from the founders or the management to people it's not like I don't like HR run companies my personal opinion I'm sure some people are out there doing HR run companies really well but I feel it's like you're just pushing the problem to somebody else right you can cut off a large part of your kidneys and you'll be fine the lungs are like the finance department they circulate filtered oxygen in the bloodstream which is cash as we've spoken about you can live with one lung or kidney you can run with poor HR Finance but you'll pay the price later for cutting off these parts some like design hair they make you more attractive but um but the human body is okay without it too do you know one thing we could still run without design we would not be doing as well as we're doing or how the last quarter is done I don't think we could have done that without high quality design cross video and whatnot I get that but we could also run without it we'll make far less money but we wouldn't die right so it's a nice to have and you need the nice to haves also as you as we'll come to okay next Slide the job of most of the organs is to maintain homeostasis okay homeostasis the body's absorb this is a Char gbd definition is the body's ability to maintain relatively stable internal environment despite changes in the external environment so Market keeps changing stuff keeps happening in the market today this guy does this today that guy does that outside you have to react to it this means keeping things like body temperature blood sugar levels pH balance fluid levels within a narrow healthy range their job is to keep things running as is okay as an enlightened Lumber Jack would say chop wood carry water okay next slide okay at some scale you will start having a research division okay it try which tries new things the research department and new projects are similar to the hands and legs of the body so hands and legs helped early man explore new environments markets and make tools build efficiencies today without our R& D Department which currently is kind of mixed with vun Maya team is uh you know the flux lowas thumbnails we we've automated to some extent right the um AI avatars the AI audio it wouldn't be possible if there's some bunch of people that just trying new stuff so it comes from there next

### [21:41](https://www.youtube.com/watch?v=6CFV9meBEEE&t=1301s) PROTEIN AND CARBOHYDRATES - The agricultural revolution

slide so that was the Baseline I said the Baseline of how a company is an organism now let's look at how that organism Works in different markets okay first let's talk about how organisms live how do they live if oxygen which is cas and glucose which is customer leads are important how does human beings how do we manufacture food how do we get glucose from the environment we eat food so let's talk about food first okay to produce glucose humans eat food okay so those customer leads that are coming in are not going to come from inside you're not going to be able to produce them they need to come from outside correct in our case food is our distribution okay the and I wrote this a long time ago the people that watch our videos for other companies it may be the advertisements they're running or the people they know in their contacts list who may buy whatever they are selling right it's people you know it's customer leads from outside that you can bring into the business and this is not for all businesses specific to the kind of businesses we run but it can be generalized to all businesses some distribution is like protein some is like carbohydrates okay ignore the health influences both carbohydrates and protein are important humans can't live with just protein if you ate just protein you would have problems after a few weeks you also need some carbs right and actually while some people will say all the benefits of a keto diet you actually need a diverse carbohydrate diet as well it's a healthy way to live so carbohydrates are the kind of audiences you gain from putting out short form low loyalty low Insight content short form all short form content we produce in the company right now in my books is the equivalent of carbohydrate okay protein is the kind of audience you gain from putting out deep meaningful well researched insightful content long form content so yesterday uh A's video did it'll do a million views something like that right uh I also put out a couple of videos which got some views but I know that short form even though we maybe did a million views yesterday on short form on my channel I'm very confident the Loyalty will be much higher on that video cuz it's long form it's deep insightful and you can see right like people are sharing that so you can compare the relative loyalty of a short and long form Creator and see that long form creators command far more loyalty than New Age short form creators the more educational the content the more loyalty okay so physics Val has a good example of this short form content is far easier to produce than long form content carbs are easier to eat than protein obviously very easy to digest tasty what you want though is to create content that looks like carbohydrate but packs protein inside okay the health wave in America is perfect of this you go to any store in America you'll see this beautifully packaged things which are like protein and very boring to eat I'm sure but packaged very well so your thumbnail title still needs to be you know like pictured like carbohydrates like something sleazy but the actual content has to be good this is the content I ASP personally aspire to make right solid meaningful insightful content but packaged like candy and just so you know it's all written like quite some time ago and I'm glad and at that time our numbers were nowhere close to what our numbers are today so you have to see the you have to appreciate the fact that we understood the space pretty well before we even got in because I was like such a risky thing no to do content as a business next slide yeah these are the American these are all healthy plant-based protein three egg whites 14 peanuts two dates see how well they've packaged it it's beautiful and this is what we should aspire to do create deep meaningful ightful content and then back that up or package it in this and these guys have perfected it you can see it it's deep meaningful insightful content how does a 10 rupee Indian 100 rupe Indian th000 rupe Indian live and package just so well next slide there's a version of carbohydrate you should avoid consuming though Ultra processed carbs okay this is the online version of clickbait content filled with very little substance typically attacking some individual online this brings you an audience that generally doesn't convert into leads cuz people don't take you seriously like this was happening with warp recently if you see on Twitter right it's just garbage like there's no point of doing that content because it will not it will push people away from you okay the Holy Grail is a high calorie protein meal disguise as a carbohydrate the channel KES I don't know how to pronounce them whatever great Channel C Kaz yes um is a great example of this high quality science content wrapped in childlike packaging Prett pretty visuals uh I remember watching them many years ago every time they put out a video on black holes or anything right I will go watch it and remember I can't even pronounce the name of the channel well but I still have such brand loyalty their identity is unique you seen their identity that those birds the calendars that they make unique identity they packaged it beautifully well very rememberable over the long term whereas they did just did science content one guy standing there saying oh this is what happens in a black nobody cares no brand value no recognition 2 3 years later so this matters however what we've realized is people don't like investing in protein long form is expensive deeply research content is boring to produce after a while because you actually have to sit and do the research uh carbs pizza way more fun to produce easier to produce in a factory like fashion but protein brings you solid long-term glucose we're going back to the glucose piece now you need customer leads have you seen what happens with have you ever seen a blood glucose graph and you eat protein or carbs will go like this and drop but protein is flat what you want is flat there are videos I've done three years ago that still get me leads you know the indust valley reports that I do still get me leads people saying hey we should do this together we should do that together so creating the protein of content is what we should really be aiming for while we still do some of the carbs are useful if you need a quick fix of leads tomorrow this week if we need some leads for something we will figure out a way to make a shot for video that works either an ad or not okay this is why companies that fully rely on Advertising need to keep doing it every day or die my personal opinion is not a great way to run a business right to be fully dependent on ads there are companies who can run purely on brand and organic distribution maybe a little bit of advertising is fine but these companies the companies that run purely on brand and organic distribution I had this I did this one podcast with Nan Kat and Nan said at the ending that their margin is exactly what their cost of acquisition would have been like if they had a cost of acquisition on ads it's exactly the same they like we have made zero profit if he were spending on Advertising so in 12 years we had gotten to I think a CR customers if I had spent we had spent three to 4,000 rupees a customer to acquire there would have been around 4,000 Crowes that was all the profits we had made in 12 years right so 11 12 years so that means if we had spent 3 to 4,000 rupees a customer we you not be profitable wow you know so it's uh yeah I mean if people are wow so your C is your margin it's a different way of looking at it but uh but yeah it is that interesting you can run businesses without advertising it's not as wild as you think it is and all the best companies in the world have been run like that next Slide the reason I believe distribution based businesses are going to be extremely disrupted and this remember this was written a while ago right before we had any of the things that were going on for us right now is because other types of businesses that have existed so far cannot grow their own crops okay distribution based businesses are like the agriculture Revolution the other companies are either hunting which is they're doing outbound sales they're sending email to somebody else saying please use my product or service or whatever or they're buying food at the table at the Facebook restaurant or Google ads Cafe think about it no you want customer leads you want glucose okay how are you going to get that food to get that glucose you're either going to go to somebody else to a restaurant and say give me food or you are going to hunt for the food yourself okay but the great Revolution equivalent to when man moved on from hunting and Gathering to agriculture the Agricultural Revolution where we realized we can just grow crops ourselves and that is what we wanted to be when we started this company we started AOS like can we build our own distribution can we grow our own crops ourselves so we do not need to depend on advertising or maybe minimally dependent on Advertising we do not need to go do outbound sales and hunt for leads ourselves even though now we do little bit of both this happens to other business as well after getting fed up with the ad platforms they come to us as creators influencers whatever you want to call it cuz they also realize they can come to our farms for food at better rates at the end of the day in a way let's take one of our Channel let's take my channel you know I'm slightly competitive with meta or Google to some extent uh obviously they're much much bigger but the competition is when a Advertiser comes they have to choose between spend one rupe on ads directly on meta let's say uh Instagram or spend one rupe on vun they have this choice and actually the prices for what we charge are just slightly under what it would cost for ad prices on that on the Range they want on the expected views that they want so we are competitive with them in pricing and it's a very important distinction because if you look at YouTube they've started this new brand thing where you can Brands can reach out to creators on YouTube itself and do deals with them directly on YouTube itself so they are also trying to find a way where they can use our Farms to kind of sell that as End Food to a brand or a business but my personal opinion and the reason we built as part of AOS something called YouTube as a service which is Yas is that we can introduce companies to the Agricultural Revolution why we defend in a way Yas is comparative with what I do I built a one of the business we built a brand has a choice either go to Varun and do get some content out on his platform or any other Creator or I can go to Yas and build my own content so longterm I'm safe and secure right so it's all you have to understand these are all slightly competitive but it's the right thing for the business to do over the long run to build their own content distribution right so we set up farms for them we introduced them to the Agricultural Revolution and that is the only reason Yas Works cuz brands are getting fed up with ads right both running ads as well as being dependent on ads they're like let's go organic okay next slide next let's talk about

### [32:32](https://www.youtube.com/watch?v=6CFV9meBEEE&t=1952s) FERTILE LAND

markets we understood now we need customer leads from outside any business you run you need customers whether B2B b2c you need customers so where do you find these customers you find customers in places called markets okay next slide let's go back to the eyes for a second eyes are an organ a lot of people think that the brain and the eye are separate they're not really separate um if you look at an embryo you'll see that there's very strong relationship with brain and eyes uh especially in like if you look at even if you look at like earlier mammals it's the same across them as well you cannot make executive decisions without keeping your eyes peeled you should know miles in advance if oxygen or food are disappearing in your territory I te good example of this right they had time to see that online was not working as well and they needed to move offline okay some of them made that move some of them did not but if your eyes are not peeled and you cannot predict the next 2 3 years I don't think it's going to work so this means that by looking at how the market needs are evolving and whether customers exist or are being taken away by some other competitor or are changing their behavior cuz that can happen as well right you can change your behavior over time with AI all of this is more important than ever because with AI it turns out customers are changing their behavior like I said right one thing I'm very sure about is over in the long run people will prefer to watch more AI generated content than real content nobody watching this video believes me but I have evidence on the content and that doesn't mean you create crap AI content right you create something with a story it works so you need to keep your eyes peeled and you need to run that experiments by yourself okay now let's talk about other organizations in this context they would be akin to other bodies or humans or whatever right other companies are just like you they have their own circulatory system management they have their own needs etc some are PE you get to learn from them next slide but mainly I want to talk about

### [34:24](https://www.youtube.com/watch?v=6CFV9meBEEE&t=2064s) Threats & Competitors

threats okay a small proportion of them will be buying for the same food sources you are going after in the same piece of land as you Market came out you have competitors usually you shouldn't see things as threats any new company that competes with you usually they don't last too long or you know they might be going after a different track whatever but the minute they compete with you and seem competent okay usually it's the colorful ones the ones with distribution you can tell right they are the colorful ones they the ones that are very loud uh you generally have to take notice step one is identifying the threat okay ideally it's the eyes and brains that identify these threats early step two is to decide whether you want to fight or run okay it's a very important decision what does run mean in a business what does running away mean AET choosing a different Market what does fighting mean how do you fight an enemy in the market fighting is a weird thing right it happens in the real world with fists and all that how does it happen in the market Market no I'll tell you how fighting happens in the market you outspend the enemy more projects more features more ad spend more customers Etc whichever path you choose the standard sympathetic fight response take place you know what the sympathetic response is Right fight of flight you know that feeling you start sweating you're attentive your eyes start getting tunnel vision you feel anxiety the founder will start pumping more cash oxygen and leads glucose I remember the one time not giving going to give you specifics where there was a competitor in one of our spaces and we just started spending on ads this is true some of you know when we did this it's the first time we ever ran an ad because we like oh competitor has now come in one of our faes we got scared we start pumping more resources wasting more money but it's inevitable you have to do it right so I will be I will start sending you more customer leads I'll be like we have to beat them I will start sending you redirecting cash to you or whoever the you know management team is they'll start redirecting cash right so the glucose level of the body actually go up during a stressful event so your spends go higher right you're now under stress you're now competing it's called the counter regulatory response breathing now gets faster so cash consumption is higher have you run you've seen a breathing rate go up when you run so all that starts happening now you either run which is you pivot and you're entering a new market so you have to figure all of it out so you need to run very fast cuz it's a new market or fight okay most Founders will spend a lot more on Advertising generating leads when a comparators hot on their heels I've seen this play out too many times I've seen competitors like a Founder say okay now I'm going to start spending more because now I have competitors next thing that's why Peter thi keeps saying right competitions for losers makes you run a stressed body all the time the more you are well oiled the

### [37:22](https://www.youtube.com/watch?v=6CFV9meBEEE&t=2242s) Companies in Fight or Flight

more exercise you have performed the lower your oxygen consumption and the higher your ability for you to sink glucose into your muscles the better so if you're in great shape you can either pivot quickly go enter a new market win that market quickly or beat the other person but I'm of the philosophy that you should avoid this is me personally too many direct fights unless you are going to be a clear winner unless you know bro I can easily beat this new person that's coming you should not be taking the fight if it's too big a player unless you won the market if you are still figuring out or you don't have clear pmf better pivot okay cuz no matter what in any fight you will take damage in any fight with any other competitor we will have to spend okay you will spend more you may lose customers your ability to explore and do research is limited the competitor will start doing funny [ __ ] with your customers adrenaline gives you tunnel vision so it Narrows your eyes you can't do R& D um your focus is also very narrowed like maybe one of the reasons why we expanded so much and we have now four verticals that are doing well is because we've had the liberty of not having too much competition near our spaces we've gone after certain markets that I don't think are Venture attractive markets so it allows us to sort of focus on multiple things but if let's say there was one of the businesses under threat we felt that then it would be narrow Tunnel Vision on that business for a while right so any company with a threat to their Core Business goes back into tunnel vision who's the last company that did this big when they were the main thing was a threat they shut down or not shut down they stopped focusing on everything else went off the main thing you want to know it's called Google when open a came out chat GPD Google sounded a code red right it's this it's back to tunnel vision you can relax and spread out only when you have some Monopoly type Dynamics otherwise you can't if animal take damage in a fight what are the Alternatives I told you fighting is bad okay they turn to display so what animals do in a battle is they start posturing you seen this right show yourself as bigger show your put your hood out if you're a snake so you're demanding the other person to back down you're saying you go choose another Market this is my territory right it's actually a physical damage sparing move companies beef up they raise money for a watches they do PR it's the best company they do the song and dance on Twitter you know what I'm talking about right they raise like an insane amount of money but regardless if you have to fight prepare to take damage and also better be in good shape if you are a company that's unnecessarily leaking cash you're not in good shape you have to be able to run lean because in a fight this matters right so uh if you already absorb a lot of glucose or have a high oxygen requirement in a race or too much fat tissue uh you should avoid fighting actually almost every time there is fertile land discovered with Juicy Fruit in it expect a fight any new market expect a fight next Slide the other alternative is to settle for partnering with them and being number two don't fight get acquired Acquisitions are a good route to this eventually markets consolidate because a few decide to band up and compete out the others which is actually a very viable strategy monkeys do this a lot weaker monkeys will partner against an alpha in order to take on the alpha cuz in animals usually like lower level animals usually one-on-one but humans and monkeys you can band up you can group up if we feel like we are going to lose a type of content space we try to partner with other top content creators we have done this before when you partner you lose significant equity in that channel but you gain more certainty you're like okay 1 plus one here can win out the market and being number one actually matters it gets you a lot of deal flow uh to defend from large sectors especially if the Market's really big you can you lose um you need allies we have a lot of companies who today we think are allies right treat them nicely share as much as you can send them deals send them as much work help them investors Partners friends they'll be useful when a bigger sectoral threat comes over you'll see this a lot in finance right where every time one new rule comes all the finance Founders will stick in solidarity even though in a way they compete with each other cuz they realize the bigger daddy is you know out there okay if people think you are sitting on fertile land they'll come disturb you right so people can partner and come after you make sure you have allies or you may lose ground like I said easiest way is to avoid spaces with too much competition the ways to do this are to pick a small Niche with an unattractive minimally fertile land with very few growing fruits if I say I'm going after a market where there only like very less Revenue no VC funded compared compete nobody will compete with be like it's boring it's too small okay the alternative which I prefer is to find an early Market with land that you believe will become fertile in a few seasons like this content space specifically the way we are approaching content right in a more B2B fashion in a more with artificial intelligence fashion I think is a very fertile space but it's underrated people don't believe it people don't believe that AI generated content can be watchable or viewable or whatever right I think they're wrong and because they don't believe it's true they're going after everything else in AI oh we'll build the next llm because again that's a very competitive space and winning is really hard the Giants there are really big giants so we choose a very different route right so they will figure it out someday that there's a fertile land there but you need time to eat absorb the leads absorb the customer leads absorb the oxygen etc by which time when they come you are big enough to take that battle if necessary if there's a new green pasture you should beware uh like if everyone knows there's a new market there it's very scary because otherwise you'll be number 10 and you'll get very little all your competitors with much larger watches will actually bully you they see the opportunity to remember if you see all of this sounds like me admitting to the fact that I can't compete with Venture funded companies directly therefore I need to pick markets that I know they won't get into but it turns out and what I was unsure about that back then when I wrote this and what I'm sure about now is that actually if you choose some of these niches and you actually get some progress then you can get big enough where tomorrow if a venture funded company comes in it's very dude like I said we do like more than 150 million views a month now in English content right you can't buy that like you can't you able to buy it in ads but you can't remake that with capital it's very hard to build a new media Network and I see some of the money that other media companies New Media companies are trying to do to are trying to spend to make a new media Network I'm like that's unsustainable and I'm glad we took over this space quickly uh at least for the kind of content we wanted to create there's still lot of Nas which we haven't tapped or we haven't managed to tap but that's for a different day next slide but the core problem back again is that in any battle you're taking stress when you're stressed your body temperature goes up breathing rate goes up you're using up more cash spending more to generate leads as a Founder you are prioritizing away from you know anything other than winning that Land Battle you'll flood the system with adrenal and cortisol like I said before adrenal gives you tunnel vision uh it increases glucose levels paradoxically if glucose and oxygen levels fall too low like we running out of cash or leads your body actually responds with adrenaline again to raise glucose levels this is the counter regulatory response actually so unnecessarily organs are temporarily slowed like uh your stomach is not very important in a fight so digestion slows down right um brain experiences anxiety so when you are under stress as a business fighting somebody else you do your leadership makes the most irrational decisions oh that guy's doing this I'll do this it's all this right so it's not wellth thought out decisions next slide okay unless you see a gap you should not take on any new ecosystem um existing if someone's already won a market they already have the relationships uh with customers they already have iterated on product long enough they have glucose and oxygen reserves they have a war chest they know obvious pitfalls they know the map well part of becoming successful as a company seems to be making your own knowledge of your own terrain complete to understand your space really well uh you can choose to make it intentionally confused for competitors as well right uh I was saying this about buildin public right one learning I had with buildin public is if you're not doing well nobody cares or they're laughing at you if you're doing well you're leaking secrets so building public is not a good strategy selling public is fine but building public is actually not very good strategy Mr you know I know Founders were literally sitting on Twitter looking for the next guy revealing Mr if the number is good they will clone the business like then why are you revealing the numbers status no you're doing it for status to show that you're big don't do it because you're putting a you're telegraphing a map of your ecosystem I know a lot of companies in India who are like oh we're so profitable we're doing so well are you surprised then when there are now VC funded competitors outs spending you don't be surprised um I met a lot of Founders who are making several times more than unicorns but uninterested in the Press CU they want to hire their competitive Advantage from others also I feel like looking at a media article of a company and making a decision is like making a map of a place while drunk right because it's like no company doing well will reveal enough secrets and any external research it's not ever going to know what's exactly happening in a company it's very scary to make those decisions based on third hand information fourth hand information um and beware of hungry competitors about to die they do all random [ __ ] uh very young companies with nothing to lose they will try in every route to pick a battle against you or use your name everywhere uh very ambitious people uh I think there are some those who are very ambitious outside who are never happy with anything very hungry uh I fear them there's nothing wrong with saying this right I fear those Founders because uh only the paranoids survive and every time I meet some of those Founders I keep track and I know all the founders in India who see another founder doing good stuff in any space they will track them CU I want to know before anybody else in the animal kingdom this colorful comparators of distribution in Animal Kingdom this is known as aposematism this you know red back this that stay away from me I think with distribution you have some of that where competitors are little worried about entering your space because like these guys already have so much distribution like competing against of Facebook people still try but I think when you have distribution it's or aggressive behavior it's not wise to battle them next slide

### [47:47](https://www.youtube.com/watch?v=6CFV9meBEEE&t=2867s) Curious Case of VC funded Companies

next let's talk about the VC funded company so the VC funed company is very strange because um next slide he's going to win some fights right this is a person that's intentionally increased their breathing rate to like maximum intentionally increase their you know glucose rate to maximum uh has you know he's a bully basically been taking steroids outside glucose he's been fed right outside oxygen he can out compete other players in the short term and in Fertile lands where the winner takes everything a competitor who has raised a lot can be a serious threat but he will get diabetes do you know why as a company when you build a company on the philosophy that I'm going to spend insane amounts of money okay to keep this alive or to even get started it's very hard to cut off that fat your glucose requirement is always high your oxygen when your glucose requirement is always very high your Baseline glucose High you have diabetes so it's not in the short term yes you can bully and win a land and the way the Googles of the world have actually won being VC funded companies is the incredible burn rate doesn't matter when you're a company that wins a very fertile land like the entire internet Google it back then right then actually it doesn't matter you can have as much waste as you want you can have a very high burn rate and it doesn't matter you've seen with us as well right like now that we're starting to do slightly well we can afford to let go of a smaller office and say let's get a bigger one even if there's some Le time left on the old office so could be slightly wasteful if you know things are generally trending upwards and sometimes there are market so big that if you totally dominate them uh it doesn't matter whether you've taken VC funding it's a small blip in the you know in the radar but for me personally no matter how well we do we avoid over spending on anything okay that's why I chose to do bootstrap this time because I'm like the minute I raise VC by itself your Baseline everything is increased so pivoting changing markets especially in AI where we're unclear about anything it's very hard to make those decisions up front because as much as we wrote all of this a long time ago and some of it turned out to be right could have been wrong also no so you have to model that risk it's a viser option longterm and it also gives you us plenty of time to exercise I said if we go in a new small field bootstrap it we'll get to learn we'll get to gain some experience over the next one and a half years um but in order to bootstrap like I said I need to look for Less fertile unattractive land less likely to attract VC steroid monsters um or to be early to a fertile land that VCS do not believe yet is fertile all VCS thought the llm route is a much more fertile route right like build our own llm or whatever I don't know what they were thinking on ly but we knew that early on because if you actually experiment with all this you go keep checking different markets you'll get an idea of what's working what's not working and you cannot do it without experiment without trying one or two experiments next slide a healthy body

### [50:38](https://www.youtube.com/watch?v=6CFV9meBEEE&t=3038s) Healthy Communication

next slide now we've spoken about the body we've spoken about you know food proteins and carbohydrates we've talken about markets and fertile land where you can get this protein and carbohydrate but let's talk now about internally in the body when you're a young company with 5 to 10 employees the surface areas of your arteries are small they're clear over time cholesterol deposits plaque creates blockages you get stiff changing things require a lot of approvals now do you know when we were a young company changing the internet very easy process today it's actually a hard process like who runs it who's going to get approvals who's approving budget it's all a headache now so you start getting stiff bureaucracy appears ego there's a lot of ego in between that starts slowing down the company Founders need to be capable of pumping through the plaque if they need to right I won't tolerate like I was here Sunday uh because we needed to get something shipped today and I was here Sunday and I was like if I don't sit here it's not going to get done so I had to come on Sunday right which I don't care about cuz I'm like this is the one blockage and I need to cut through the blockage you need to keep seeing threats or exercising to avoid PL why does cholesterol form plocks if you just sit in one place and do nothing if you're constantly exercising if you're constantly under stress return you get good at you know avoiding this plaque nothing like competitors keep you as much as we said comp competition is bad nothing like competitors to keep you focused on the battle instead of internal [ __ ] you want lean mean and flexible arteries you might think well waron you're saying that if we make a lot of money and we do well we're going to become a lazy company the answer is yes I've seen this happen to so many companies where if they faced a really strong competitor they would struggle a little bit okay once plaque has developed removing it is always will always hurt surrounding tissue but it needs to be removed at some point right so communication blockages happen very often in companies especially like these kind of companies and it's our job to identify where the communication blockage is or somebody doing politics or drama and identify the problem and say this is a problem we need to solve it I'm sure all of you at some point now that we've grown a little rapidly you have experienced this in the company some amount of ego communication blockages drama You' seen this we need to cut that out quickly the best equivalent for arteries in a company are your communication channels slack WhatsApp you know or inperson communication you want fairly transparent communication between everyone except to and from the brain where you have a bloodb brain barrier you know we have a blood brain barrier it prevents molecules above a certain size from entering the brain okay it keeps toxins out in some way many medications don't cross the bloodb brain barrier the BB protects the brain from pathogens and toxin circulating the blood which could disrupt you know your brain's function your leadership's function you have to have some privileged information at the level of your executive management allowing nonsense into the blood brain barrier creates chaos as much as people have appreciated remote work my opinion on remote work is it slows down your Communication System remember that thing I told about the mid-level management and Senior Management if your mid-level management is remote and they're touching something recognizing it they're going to slowly transmit that information to upper level management so you're not going to be able to tell very quickly what's happening in the company the minute you start working remote especially with a large company size right that's why all of them said during pandemic all the big companies said oh we'll do remote now they're all like come back to office otherwise lose your job why because they're suffering from communication lapses the feedback loop from your peripheral nervous system finding out something new to your environment about your environment to brain making a decision that Gap is very important uh this is okay I mean it's okay to be slightly slow if you're already in the chop W carry water if there's no competition you think the coast is clear you can continue doing the same thing remote but very hard when you have to Pivot or fight or flight next slide I

### [54:21](https://www.youtube.com/watch?v=6CFV9meBEEE&t=3261s) Company's Immunity

think this is the last chapter let's talk about autoimmunity next slide not sure who said this but um there's this quote 100% of early battles are external but as the company matures 50% of battles are internal in the beginning it was all external battles now there's some internal [ __ ] right that we need to keep solving that's because of autoimmunity when employees are disconnected from revenue like editors or Engineers where you don't know exactly whatever you're doing how much revenue it's adding or deleting um you don't have to directly uh focus on threats some start creating internal fires because they're not directly connected to revenue they're not feeling the stress that A salesperson is feeling and I think some of that is important I don't know how you create it's not about creating the stress I don't know how you communicate the stress that the salesperson is feeling to somebody who's not in sales um I'll tell you a better way to think about it it's useful to think about the human immune system actually has two parts one is the Adaptive IM immune system and one is the innate immune system let me explain both okay this is an actual thing the innate immune system is your body's first line of defense non-specific system anything it looks at that's roughly looks like a threat responds quickly when non-specific problems occur companies already have some idea of how to fix them your bathroom stops working we all know roughly how we'll fix it right um the Adaptive immune system which is also known as the acquired what we take vaccines for right is a branch that develops a highly specific response to individual pathogens to very specific pathogens is like no this one we have to Mount Co a response and we mount it quickly the Hallmark is the antibody response you'll have an you can take a blood test and you'll actually get an antibody level against that particular pathogen right um most employees actually you all will create an antibody response depending on how the founders react to something non-specific in innate immune system you all have somebody's being extremely toxic you'll all be like bro he's being extremely toxic but some things like for example um let's say I reacted very poorly to running ads whatever I'm just giving you an example and you saw me doing that then you'll all internalize to some you'll create an antibody response to running ads or you know if like I have this great fear of um you know creating too much short form cont whatever it is right like those responses to threats they will determine how you respond as well so the antibody level is set by how the founders responds and how the leadership responds the gravity of response so sometimes I respond I respond really aggressively or unnecessarily over dramatic about some things because I'm also trying to set show you guys what the antibody response to this is right and I'm hoping that you mimic some of this antibody response uh the more harsh the initial response to an event by the founder the better the antibody response from the team the next time after a long period of not facing a particular threat the antibody response cools off we forget that this is a threat in the first place that is why constant vaccinations are required are constantly reminding people of the specific Nega negative instances and the rules formed because of that culture and tradition are actually because of these things just so you know in the real world we form this because we're like bro all this keeps happening again and again so let's ban this in our culture and let's constantly show people let's constantly sacrific some people I'm making a video on Gerard's mimetic desires it'll cover some of this and this is just from the antibody lens you can see that from the philosophy lens of how people interact with each other in real world and you know how Society actually minim has to minimize desire we'll come to that later but anyway next slide okay the immune

### [57:58](https://www.youtube.com/watch?v=6CFV9meBEEE&t=3478s) Anti-bodies for Workplace Toxicity

system responds to threats with inflammation if someone's being toxic and you guys let's say four of you decide to take action against it creates conflict in the company yeah it's going to reduce the amount of work you do correct cuz there's conflict now there's always a little inflammation going on in your body right now if you poop right now and you see the number of inflammatory cells there'll be a small number so constant inflammation in your gut is normal constant inflammation your mouth is normal um startups are always constantly fighting tiny battles so there's always little bit of irritation in everyone in the company with somebody else they're working with or something a little bit of redness is there the trick is not to completely eliminate it because if you completely eliminate it people start tolerating bad behavior but the question is how much of this inflammation you keep too much toxic environment too little the company dies two laks environment toxicity takes over so what's the right balance people believe that companies can run with zero inflammation are wrong too much is of course a recipe for disaster sometimes it's abnormal sometimes it's autoimmune okay autoimmunity is when your immune system starts attacking healthy tissue by mistakenly recognizing them as Invaders this sometimes happens because of founder quirks where Founders don't like something inside the company which is totally normal but you've created maladaptive behaviors because of it so have to be so that's the thing about being a Founder right you have to be so clear about your flaws like [ __ ] I do that very often I should stop doing that in front of people right it's very important your team starts creating antibodies against it company context autoimmunity when certain rules are bad rules and they're applied religiously just like antibody formation to healthy tissues and disease like arthritis you must be very careful as a founder of what you attack and also think through the second order issues next slide we take this instance as an example maybe a manager fired an employee and this is an actual instance that has happened in our company okay let's say a manager fired an employee and the team says the employe reports it to the HR as it's an abuse of power okay and it's been very non-specific wague about it now abuse of power is a term that encompasses a lot of things it could be sexual abuse of power definitely not something we can say okay to it could be a Power Trip Now power trip is very subjective or it could be somebody that wanted to get something done and was fed up with the employee and said shut up please do this right so there are many different ways to see it also to then look at the wording was it shut up or was it [ __ ] you right so you really have to dive deep into this but let's say you decide not to do that cuz what happens and I've seen this I first saw this with my Discord because it got to scale and also so random things start happening right cuz when you do this it gets misinterpreted very quickly and people come up with their own narrative oh of this is what happened okay and you don't have time to look into the truth because 50 people are pissed off with you because like if you don't take a decision and fire this person we're going to leave whatever you think this is not never happened in our company but this happens very often in other companies then you have a choice okay as a founder and this is the hard choice that many of you as mid-level management many of you that will eventually become management will have to take okay let's assume this abuse of power didn't actually happen but you decide to fire the manager anyway to appease the crowd okay all the other managers see this you know what happens now all the other managers get scared I have seen this happen in real time where a manager did nothing wrong employee got angry went out did some social media post this that whatever and now the manager is scared to even hire or work with new employees I'm like yo this is we can't work like this employees unconsciously think this is unacceptable behavior for a manager to shout at this thing and now the actual context of the words disappears is just okay any sort of raising Voice or any sort of slightly come on Saturday it starts extending what is what I've seen right uh other managers avoid firing employes trouble there are Troublesome managers also Troublesome employees but managers start getting scared okay for fear of being reprimanded now you're in trouble you're attacking your managers versus healthy tissue as a company you have decided the antibody response against your managers and it's not a good response and becomes maladaptive and as a company you suffer okay you can't fix it because the system supports the problem this is how it's always been done now let's take the flip side if your managers if you let your managers actually Abus Talent you're autoimmune against Talent right you have the exact same problem again good people will leave when Injustice takes place so actually being autoimmune to Talent is worse than being autoimmune to managers right so you need to set rules that are favorable and this is the hard part of running a company you need to set rules that are favorable to both sides with the window or the gap for managers to have slightly just slightly more power than employees to get stuff done it makes sense we all understand this we all know this anyone who's ever run a team company knows this but social media has forgotten this now so setting that right amount this 2 to 3% tolerance to some mild bad behavior defining exactly what that slightly mild bad behavior is and bad is also subjective there but defining that behavior very hard you can't it's very situational oh the guy didn't pick me up on his bike and he just left me in the rain in the middle of the night is that bad behavior depends on how the story is told and how it's interpreted it can right so um the immune system privilege for example brain and eyes have much more immune system privilege right the antibodies don't actually attack your eyes there are some exceptions but eyes are protected they have immune privilege so your leadership needs to have a little more immune privilege because of the same reasons um yeah next slide yeah with VC funded startups you actually end up with a lot of autoimmunity because the founder just says there's a problem but I'll raise the next round and I'll just fire all these people I'll hire a new set of people so you can't run a company like that you can't say I'll just cut this cancer out later so one of the things I've started doing these days if you notice is I started repeating the same thing over and over again and there's a reason for it because I'm trying to set the right antibody responses if you forgotten you know some threat I'm constantly trying to remind people of the threat it's kind of my job at this point um okay and remember the cost of you mounting an exaggerated response me being over exaggerated about some stupid thing is a fever it's unnecessary inflammation redness in the short term but it's important because it sets the long-term immunity to a problem uh sometimes and this is the last point I want to bring to is I've seen companies go through a coupe a coup is how you pronounce it actually these are like cancers where some cells will band together form a movement to replace current management I've seen this often in other companies we saw this openi recently right um as a Founder You Should Be watchful of these um weak immune systems where you're not attacking those unhealthy cells they actually cause cancer if you take immune suppressions now your propensity for getting cancer is much higher right because tea cells are not destroying cancer cells in the Earth early days T cells are a type of immune cell so you need to watch out for these coups as manager and you need to stop them because they never work they only destroy the company even though the people on the other end think they're doing the right thing cancer cell probably doesn't think it's evil and it's technically not evil it's just nature right um but to you as the human being facing cancer it is evil awesome next slide awesome so I

### [1:05:17](https://www.youtube.com/watch?v=6CFV9meBEEE&t=3917s) Recap & Closing Thoughts

just have closing thoughts after this I'm just going to summarize everything I said let's do it very quickly brain and the eyes find fertile low competitive ground the founder pumps glucose which is leads and oxygen cach to the team organs consume oxygen and food the central nervous system consumes the most resources the company's immune system prevents autoimmunity and Cancers uh pick battles wisely battle always takes a toll on you find lands with lower competition you want the founders and Founders time and effort into the company to reduce over the long term where in the first one or two years the founder has to work the hardest if the company dies then the founder has to work harder again to build the next one if it doesn't it has to the goal is to try and get into orbit um beware stiffness of arteries at scale um beware things leaking across the bloodb brain barrier don't do fraud it's like smoking cigarettes uh it makes the entire oxygen system sort of tarnished um so all your cash flow you don't know if it's like some fraud cash or not it's not a good thing to do uh remote work tends to slow down the feedback loop of uh the peripheral to central nervous system so try not to be remote U learn to run lean which is capable of sinking lots of glucose on low amounts of oxygen um learn to grow crops distribution you know don't go to Facebook and Google tables even though obviously they're doing a good job and you should be exposed to them to some extent but try to build it on your own and you're still building on their platform so they don't lose much or they will pivot and figure out a way to make money of that chop would carry water after your farm is made build processes that do not require too much manual intervention next slide partner with allies weak monkeys partner with weak monkeys to take down stronger monkeys uh you can only afford to have no allies if you're number one and nobody's really number one avoid revealing your territory map to others immature cells differentiate into specialized cells based on their micro environment so learning is best when people are sitting next to each other versus you know like a formal knowledge transfer uh constantly reset the level of autoimmunity eliminate pathogenic antibodies introduce antibodies to bad behavior PR is not real distribution You Don't Own It grow crops don't become a foodie which means don't get too addicted to carbohydrates in short form content try to create long form content uh government is like Chief big Burly strong uh better to play at one arms distance in case he wants the farm later uh study those who own farms and are fat um most content creators are vain self-absorbed and know no end to their ego uh because they've not run a company but they're genuinely really good at farming they're really really good at not just engagement farming but also building their own distribution learn from them uh I've studied many of these top content creators that's why we know what we know today uh but some of them do a really good job they work because they have very low costs also like a Content creation costs are very low compared to of business's costs right adpost tissue which is fat is the cost of high glucose levels and lack of exercise so keep doing it um it's very hard to run when there's an emergency and of course increases glucose levels and versus oxygen requirements you can tolerate some inflammation at organs like skin you can't tolerate it at the heart or the brain inflammation at the brain level sometimes you know you get multiple sles in the mile and sheets

### [1:08:27](https://www.youtube.com/watch?v=6CFV9meBEEE&t=4107s) Conclusion

break all right so that's about it um it's a very weird way of looking at companies and it's something I wrote many years ago not all of it may fit your experience it's worked well for us so I thought good to make a video about it for people online good to tell my team uh yeah and I think almost everything I told you makes obvious sense to you today but to the people watching and when you actually see this video online you realize it doesn't make so much sense to them be like but they'll have their own reasons for why it does not make sense to them but the truth is it works for you because you've seen some of the outputs of this so that's why I could have made this deck I mean I could have presented this one and a half years ago but I'm like first let us use this to make progress then show people right so I think that's the cool part I hope you guys liked it watching online bye

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*Источник: https://ekstraktznaniy.ru/video/12143*