what's up guys pat flynn here with Jay
pops on co-author of the one thing one
of my all-time favorite books and I feel
it is required reading for all
entrepreneurs and actually everybody in
this world i feel so j welcome to SPI TV
thanks for being here thanks for having
me man i'm really honored so we're here
at austin and we're gonna be talking
about the one thing and you know there's
so many things we could do in and around
this book but i really wanted to know
kind of where this book came from with
you and Gary putting it together I mean
you guys are keller williams realty
incorporated and so why a book what
where did this come from if you look at
the history of gary keller how he built
the company over 30 years and you asked
him what his one thing is i think it's
always been teaching and then you know
over time it started with him coaching
an agent and then maybe he's teaching in
real estate school and then he looks up
i think it around 2000 and tues when we
started writing together and the big
idea is like oh I can teach through a
book like that's a bigger a bigger
audience and so he sought an extension
of how he was building his company right
it's how I can spread my value
proposition and the one thing was a big
kind of departure for us because instead
of a real estate book we're writing a
business productivity book so it was
kind of a big adventure did you have any
was the main purpose of it for for boat
for the company really um any time you
write a book as a business professional
you have a now you can come in and say
well we wrote the book on that and we
wanted to be known for being
productivity efficient effective
business people that when for us with
the people that we serve and we felt
like we had some really good ideas and
it's funny the actual idea is I wish I
could say in retrospect that that's how
it goes it was an essay you know we
wrote a real estate course on how to
lead gen for a new agent for a business
and Gary liked it and he said but it's
kind of AA here's let me take it home
for the weekend and he wrote a short
essay called the power of one and I
remember when he walked in with that
essays like 10 pages long I was like
I've been in publishing for almost 20
years I was like this is his good to
great this is this thing this idea of
focusing on the priority more than
anything else this is his gift to the
world and I remember I said this is a
book
and that's actually it was just like
this is absolutely the book that you
live and therefore your authentic and we
live as a company and so I felt like it
just the goals kind of came with it it's
like oh and that would do this for us so
I kind of got the cart before the heart
purchasing start with Si and then how
long at that point until it actually
turned into a book ok so we're writing a
book about focus and the real estate
market collapses and we got distracted
we actually wrote another best-selling
book called shift because we like the
number one thing we could do for our
company was tell people how to survive
shift so we actually wrote a book during
the process of researching it but it was
about five years roughly from that sa to
publication in april 2013 so april 2013
and it's the end of 2015 now right we
were just talking right before we hit
record about how much this book has just
taken off kind of over the past year and
i didn't realize it was it was published
in 2013 it only feels like it feels like
to me that it just came out because
everybody's talking about it now why do
you think that's happening right now um
I've been in publishing a long time and
got a chance to work on some big books
and this is even our publisher we sit
down with him earlier this week and he's
like this is an aberration this is very
unusual and we track our weekly sales
going all the way back to eight weeks
out because the first eight weeks for us
was launched and so this little
artificial so we call that all organic
sales last April you know you look up a
year after publication and we were up
month-over-month 35% and then we go out
another year and we're up 35% again and
I can see the point is April a year
after the book got published there was
this long downward trend and then all of
a sudden it starts inching up you know
50 copies a week here and there and I
can say we're doing all these blog
interviews all these things I think as
people actually had time busy people had
time to read this book and say hey you
should read this because I hear that
like all gave it to my uncle I didn't
read it but then he said this is really
good and then i read it and i hear
variations of that story so it's I think
it's a long tail word of mouth I think
that's exactly what it is and I heard
about it from Michael Hyatt and now I'm
sharing it with everybody because it's
just completely changed my life and I
didn't even know that Michael Hyatt had
read the book that's really cool because
I looked up to him too so I said it's
crazy so what do you think would it for
all the potential
authors out there or those of you who
have books already what is that thing
that that one thing they could include
in that book that would make something
like that happen why do you think about
this word of mouth is so popular with
this particular book I think that where
Gary and I our partnership is lasted for
so long is when we talk about our
favorite books they change our paradigm
and how we see something but then they
give us a simple path to go do it hmm
we're doers I'm reading this book not to
be intellectually enlightened I want to
read this book please i want to do
things better and a lot of books
enlighten us but don't tell us what to
do and the ones that just tell us what
to do kind of post asleep and so it's
that finding that balance so if someone
out there is trying to write their book
to drive their business my advice to you
would be you need to inspire them to get
them going down that path right tell
them what they need to know the big new
paradigm but then kind of at least give
them the fundamentals what are the three
or four steps they have to do and keep
it simple and when people live it and
feel the impact is when they start
talking about it so I'm in the middle of
marketing my upcoming book yeah will it
fly and I found that by taking a lot of
it out and you had told me this when we
attack before of what's called killing
your darlings right murdering your
darlings yes on who you quote I think
Faulkner said it first Stephen King said
it later yeah but tell us what that
means because I think it's really
important in it actually in taking a lot
of things out which was really hard to
do because I love those things like you
would love darling and and because of
that the book just became so much better
so can you speak on what exactly that
means and how we can our publisher was
our objective guide on that he's you
know when we turned in this manuscript
this is about 220 pages it would have
been 430 well I think we could cut the
book by like forty four percent and he
said this is great I mean we were so
into it everything matter does because
we've been living it for five years if
we were all in and he just said you know
what people don't need that much
information that might be a second book
or a lecture or a workshop what are the
core essentials they need because when
someone buys something called the one
thing they don't expect a doorstop right
so the whole thing was is a lot of times
you know they say the sculpture is
chipping away the things that don't look
like a horse but a lot of times if you
just have especially an objective person
really holding you accountable and
editor a partner
if you say look what's really truly
necessary versus what I like what's
necessary is a much smaller group and
that serves the sort of the person
better it's less complicated for them I
have to ask you is there anything that
was left out that you wish was put back
in gosh there's one chapter I do wish
we'd made shorter there is there a
couple of ideas the idea of the
low-hanging fruit and it was almost one
of the lies and I still think about it
and I still teach it and that when
people are on the path to their one
thing you see this low hanging fruit and
it's a business person you might
actually make a profit doing it but if
you don't have your compass really
engaged that could be taking you in the
opposite direction of where you
ultimately want to go so it's incredibly
seductive and so we had worked up a
chapter on that and it just didn't make
the cut because it was kind of far down
the line that's a really interesting
concept I feel like that and itself
could be a book well you know it's
something I've been kicking around we
probably will work with someone and
probably right like you know the seventh
lie you know the low-hanging fruit and
that might be like a little bonus for
the people who are in our community and
you know I've been teaching it long
enough I think we could probably pull
that together so I guess I'm on the hook
now all right or we could do a whole
video on just the line for exec yeah III
know how attractive that is when it's
just right there but maybe it's not the
one that it justifies our
entrepreneurial need to go for the shiny
new thing right you know we're always
like squirrel yeah and we want to rush
off and do that thing and when it's
called the low-hanging fruit it's got
fruit attached so it's a look at the
bounty and so it gives us that
rationalization for doing but maybe we
shouldn't be doing so it's a very
dangerous thing right now writing a book
isn't necessarily low-hanging fruit
because it's you know a lot of work so
what around what it is a grind trust me
but what are some tips you have you know
several best-selling books now for brand
new authors or or people who have books
but maybe they're just you know
struggling through them and creating new
ones what are some tips for authors out
there I think if your audience is a lot
of entrepreneurs so one of the things
they're going to suffer from is
impatience to get done the excitement of
the idea it's hard to hold that through
the process about
creating a quality product your name is
attached to this book wherever it goes
and you're not there to defend it and so
you really want it to represent your
best thinking so take your time but chip
away every single day I was reflecting
before our conversation that you know
you go through I'm in the research mode
I'm in writing mode and I'm in promotion
mode and for a long time in my career
the promotion mode was you know three or
four months and then you're back and
research for the next thing this has
been two years but you can stay in that
writing research mode for I mean I've
done it for almost four years straight
in the development of this book and you
get so powerful so i would say never get
out of that if you can avoid it but the
writing in the research should be
separate correct because i found that at
least when I write I have to be either
in editing research mode and or creative
writing mode if I'm if I combine the two
I just I don't get anything done I I've
sat in front of the computer for hours
with just a paragraph to show for it and
it's it's a terrible terrible feeling
there's a lot of emotions that go
through writing a book and so on your
first time you're doubting like maybe I
can't do this but experienced authors
run it when they call it writer's block
all those things raibeart our publisher
he's really brilliant he calls that
first faced the mad scientist face you
know you're reading things you're
researching you maybe whiteboarding
ideas that can be really electric and
fun I enjoy that I mean I'm into self
learning and so i can even indulge in
the research phase the writing phase
that creativity portion is a separate
thing you've now a good friend of mine
that wrote fedex direct he said the
person who's the most creative person is
the person who connects the most dots so
have the most dots to connect so he's
really big on the research and so I love
that I think if all these dots they're
making crazy connections and you're
writing that that's as different mindset
editing is a completely different
mindset so we went all the way to that
440 page finish before we really really
started editing the book because that's
the architectural phase now you're going
through and measuring and it's a whole
different part of your brain right left
you know that whole business so yeah i
agree with you you want to be in a mode
I go from research to writing editing as
a separate
for me how do you write what are the
tools that you use I know there's a lot
of different tools out there scriveners
some people use no cards to organizers
their stuff I mean oh yeah do you have
something special I guess the tools that
I use I use word like a lot of people do
with my researchers we shared Google
Docs and Google drive's that we have
everything there I use Evernote a lot a
lot of our research these days you can
get a lot of white papers off the web
like legitimate research it used to be
pretty fishy but you can get some really
legit stuff there and save a lot of
quotes so I have about three or four
trusted receptacles my main thing though
and I think scrivener does this for you
when i'm in writing mode i have to shut
down my firefox browser I shut down my
email I've already turned off all my
notifications I go into bunker mode that
we talked about in the book and I have a
chrome browser because I sometimes we
want to look something up on Google
write a quick fact right I've got no
bookmarks and I've got nothing there no
saved passwords so I can't get
distracted so that's a real important
thing for me and I've also got a
standing desk I don't know about your
idea of saying this yeah I actually find
that I have to sit half on a stool half
off when I'm writing based if I stand I
start to fidget in research mode I can
stand an interview mode I can stand but
writing I like the scenic desk because
I'm kind of alternating I can pace
around the room when I'm stuck and get
right back to it but that's my
environment but I've known people i
edited a book called the eleventh draft
and I got to interview all these amazing
writers and some of them are like I have
to be in bed in a robe and a yellow you
know legal notepad yeah I mean literally
that specific for the muse to start
talking to them it's a habit you know so
make it a healthy habit and if you don't
have the habit yet then think I want to
be an environment that's conducive to
focus and that's where I want to start
finding this muse you know for lack of a
better word and the more often you go
there the faster you'll find her I love
that and the bunker concept is so
powerful another powerful topic that you
talked about the one thing is time
blocking oh yeah just like bunkering
your time for that particular thing that
you're trying to do but that's something
all of us struggle with and I found that
that was really hard for me i found my
extra time to write in the morning so I
wake up an hour earlier roof and that
our just add it up over time do have any
tips for authors out there who just in
their heads like I can't write a book
because I just don't have the time okay
well this comment if you're started
getting up earlier i hope you started
going to bed earlier because that sleep
deficit will get you exactly i almost
always if you've got a full-time life
you know full-time job everything's
going the place you're going to find a
protected time that you can build a
habitant is almost always going to be in
the morning and it's usually before 8am
so it's just a fact most creative people
want to sleep in so that creates a
little bit of a conflict but it's a
reality you need to do it every day or
at least five days a week if that's your
work schedule some people just want to
take off the weekends and i support that
but whatever your rhythm is five or
seven days you want to do at the same
time every day so that your brain just
starts to learn hey I'm going into this
mode now I should be at a desk or I
should be in that place so you know I've
talked to people the first habit we
talked about 66 days to form a habit
you're making an appointment with
yourself at this certain time if you're
not used to getting up early make the
first journey is I'm going to start
getting up an hour earlier and I'm just
going to indulge in whatever I want to
do I don't care I'm know I'm gonna binge
on netflix but for the first couple of
months until I'm used to waking up
that's what I'm gonna do and then I'm
going to flip it and i'm going to start
writing because now that first habit was
just learning to get up right so
sabotage the second one because we want
the results so fast but taking those
steps there how long does it take you to
write a book i mean if you're doing it
fast you can get it done in five or six
months and if you're doing it like us
the slowpoke method it could take you
five years but know that the time block
is making an appointment with yourself
to do your most important work and i
find that when you have that appointment
there most people will follow it you
just have to kind of protect that time
and make a real commitment a stand like
i'm gonna do this thing right no
interruptions no distractions a knowing
kind of your environment that you're in
that would distract you and stopping
that from happening that's right that's
the bunker right yeah like where am I
gonna do this activity there's a study
that didn't make it into the book
and they tried to get people to exercise
for 20 minutes and they had three groups
they had the control group they just
said exercise for 20 minutes they had
motivation group were told all the
benefits of exercise and then they had
what was called the intention group and
the intention group had the motivation
they had little pamphlet on health but
they also had to write down on these
days at this time at this place you know
daytime place I'm going to exercise for
20 minutes so the first two groups were
thirty-five percent exercise 38%
exercised the last group was 91 % well
so the simple act of minimally blocking
that time off the time and the place
they put a win and aware to their why
and it kind of three times more
effective right I mean I literally have
to schedule those moments I have that in
my schedule to write every morning or
else it won't get done you know if you
don't schedule it sometimes it's just
not going to get done well one last
story unless but like I think the most
successful people in the world if you
opened up their calendars you would see
a lot of little moments that are blocked
off that say things like right make my
calls I think successful people
intuitively or kind of through education
figure this out that the most important
time blocks invites of every day are the
ones they make with themselves to do the
most important work and you know when I
interview with Gary Keller back in 2002
I heard he was going to write a book the
first thing he asked to see was my
calendar wow thank goodness i'm an
introvert right because i only had a
point miss with myself because i didn't
want to go see a lot of people but he's
like oh wow so you have your to-do list
on every day and I was like yeah that's
kind of how I work already and I had no
idea that he'd already started the
interview process but in his mind like
that's success success is making
commitments in time to do what you need
to do love it guys my mind is below and
I hope yours is too J papasan co-author
of the one thing go ahead and pick it up
if you haven't already linked you can
find below and Jay thank you for coming
by we appreciate you and I think you've
inspired a lot of authors out there do
you to get their thing done alright man
thanks thank you
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