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Those doing their Life’s Work


Focus is concentrating interest and activity on one thing.

It’s a strategy best suited for those committed to the long game, building their Judgment and credibility in a specific field, and those devoted to cultivating their Owned Identity, business, or initiatives as their life’s work.

In fact, they are well-positioned to run their own media operations, thanks to their education, mindfulness, and thoughtfulness. They have the content ready!

Who are we talking about?

  • Professionals such as academics, researchers, reporters, policy makers, consultants, analysts, and think tank members who develop deep Judgment in their study field.
  • The “Fortune 50 million” rather than the Fortune 500—sustainable Work Products earning an honest living, solving specific problems for a clearly defined customer base (Niche).
  • Enthusiasts and hobbyists with a profound appreciation for their chosen subject or activity using Passion work products.
  • Independent media and content creators dedicated to telling the truth using Candid Communication.
  • Investors who’ve spent decades building their credibility and stand to lose from short-term, opportunistic decisions.

They tend to invest in things that don’t change. They’ve built up credibility over decades and have things to lose from taking short-term, opportunistic decisions. Eventually, they tend to become Anti-fragile. For example, Amazon believes that most of their investments are focused on three evergreen factors: lower prices, more choice, and faster shipping. They avoid the Peanut Butter Manifesto.

It is not for everyone!

  • Venture Capital funded products, if not profitable, may get axed (remember Google Reader), acquired (recall Posterous, Nuzzel), or simply fall out of fashion (think Orkut).
  • It also fails in organizations with extractive monopolies or businesses causing negative externalities like oil or tobacco.
  • This approach is not suitable for professionals in strategic industries such as law, politics, and diplomacy.
  • It isn’t suitable for those who chase what’s trending online for the sake of standing out, the focus here is on enduring value, not transient trends. Fast fashion flaunting influencers and Instagram-friendly food might get attention, but they lack long-term depth.
  • Beyond these categories, Candid Communication does not work for snake oil salesmen. Their modus operandi often involves altering opinions, personality traits, accents, and behaviors to suit their audience. They cherry-pick facts, favoring only those that benefit their narrative. These individuals project grand ideas without delving into the nitty-gritty of implementation, often complicating simple matters to disguise their lack of detail. Additionally, they tend to gravitate towards industries involving large sums of money but marked by low accountability.

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