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Why is it so difficult to be productive? To do the things you need to do, in order to reach your goals?

Most people don't realize how much time they waste when pursuing their goals. It's so easy to fall into a trap of endless planning, preparing, trying, testing, practicing... and we can convince ourselves that we have to do all of this. We have to do everything to "get ready" to do the thing... and then we never do it.

When I was faced with the challenge of turning a group of people into a highly capable marketing team for my software business, I had to make sure this wouldn't happen. I had to get them to become highly productive in the shortest time span possible.

To do this, I taught them a principle I learned from a long-forgotten talk Seth Godin gave, many years ago. One phrase from that talk resonated with me and I made it a way of life, ever since.

To turn my team into productive marketing badasses, I told them this one, 5-word phrase, over and over again. It became a constant reminder.
Today, I'm sharing that phrase (the most productive 5 words) and the story behind it, for the first time.

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