Beruflich Dokumente
Kultur Dokumente
Whats
Inside
Pg.
Introduction
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37
Introduction
November
2013
Miami,
Florida
Exactly
one
year
ago
today,
I
arrived
in
London
for
a
Breakthrough
Blueprint
Live
event
I
was
holding
at
the
Tower
Bridge
Hotel.
Serendipitously,
Dan
Sullivan
and
Babs
Smith
were
in
London
at
the
same
time.
We
spent
the
day
wandering
around
SoHo
and
the
conversation
turned
to
books.
Dan
had
just
finished
a
book
he
wrote
completely
in
one
day
and
was
excited
about
the
potential
of
the
new
model
of
creating
Version
1
of
a
book...the
first
80%...and
not
getting
caught
up
in
the
endless
cycle
of
planning
and
waiting
till
it's
just
right
to
get
it
out
into
the
world.
This
was
like
music
to
my
ears.
I
told
Dan
I
would
have
my
first
book
done
and
delivered
to
Strategic
Coach
in
time
for
my
next
workshop
in
2
weeks.
I
got
that
book
done,
and
in
the
process
got
hooked
on
being
able
to
write
books
at
the
speed
of
thought.
When
Dan
shared
the
distinction
between
being
an
author,
not
a
writer...I
realized
the
true
focus
should
be
on
helping
authors
not
get
blocked
by
the
thought
and
process
of
writing.
3
Over
the
last
year,
I've
put
a
team
in
place
who
have
helped
me
produce
over
30
books
now
with
a
unique
process
we
call
"The
90-Minute
Book"
(tm).
This
book
is
a
result
of
that
exact
process.
Writing
a
90-Minute
book
about
The
90-Minute
book
feels
a
little
like
the
Seinfeld
episode
where
Kramer
creates
a
coffee
table
book
about
coffee
tables...but
the
process
works...and
we've
been
able
to
help
others
easily
get
their
first
book
out
into
the
world.
This
book
was
conceived,
outlined,
and
written
in
less
than
90-
minutes
of
my
time.
I
spent
30
minutes
brainstorming
the
outline...and
60
minutes
recording
the
content...all
in
less
than
a
24
hour
timeframe.
From
there,
the
whole
process
was
handled
by
the
team
I've
put
in
place
to
make
this
process
easy.
Enjoy
the
book.
I
hope
it
changes
the
way
you
think
about
books...and
encourages
you
to
take
the
leap
and
get
your
first
book
out
into
the
world!
Dean:
Susan:
Dean:
Why
Don't
More
People
Write
Books?
But,
the
general
idea
is
that
entrepreneurs,
business
owners,
coaches,
anybody
who
is
in
business
that
needs
to
be
introduced
to
new
people
or
has
an
idea
that
they
want
to
spread,
theyve
got
the
idea
kind
of
rolling
around
in
their
head,
and
they
can
talk
5
Susan:
Dean:
Don't
Focus
on
Being
a
"Writer"...
Focus
on
Being
an
Author
Dan
Sullivan
said
to
me,
one
time,
in
one
of
our
Strategic
Coach
workshops,
that
you
dont
have
to
write
to
be
an
author.
I
thought,
Thats
pretty
profound,
because
an
authorship
is
really
about
ownership
of
the
idea
and
its
about
the
creative
process.
Its
your
idea.
Youre
the
author
of
the
content.
But
the
writing
doesnt
have
to
be
you.
And
when
you
really
think
about
it,
all
of
these
celebrity
books
that
you
see,
celebrities
who
write
their
memoirs
or
write
these
success
or
self-help
books,
theyre
not
actually
sitting
down
and
writing
these
books
in
their
writing
room,
with
their
typewriter.
7
Dean:
Susan:
9-month book.
Dean:
Its
so
much
faster
to
really
get
this
out
into
the
world
this
way.
The
essence
of
your
idea,
you
should
be
able
to
communicate
that
and
add
a
lot
of
value
in
a
one-
hour
conversation
about
it.
Its
enough
time
to
really
9
Dean:
And
I
think
that
these
90-minute
books
are
the
best
thing.
The
best
use
for
them
is
as
lead
generating
books,
as
a
way
to
start
a
conversation.
On
the
I
Love
Marketing
podcasts,
we
talk
about
this
concept
of
the
3
units
of
your
business:
the
before
unit,
the
during
unit,
and
the
after
unit;
the
before
unit
being
the
part
of
your
business
that
is
in
charge
of
finding
people
who
want
to
do
whatever
it
is
you
do.
So,
if
youre
a
coach,
finding
people
who
want
to
get
the
results
that
you
can
coach
them
to
get.
Or
if
youre
a
real
estate
agent,
finding
people
who
want
to
buy
and
sell.
Or
if
youre
a
financial
advisor,
finding
people
who
want
some
help
managing
their
money.
Youre
using
it
to
get
in
front
of
the
people
who
ultimately
could
be
your
ideal
prospects,
and
do
it
in
a
way
that
speaks
directly
to
them.
11
The
Only
3
Things
You
Need
To
Get
Your
Ideas
Out
In
The
Marketplace
The
concept
is
that
the
only
3
things
that
you
need
to
use
a
book
as
a
lead
generator
are:
1)
youve
got
to
have
a
book,
so
you
can
offer
a
book.
Now,
the
thing
is
that
it
doesnt
matter
whether
the
book
is
50
pages
or
250
pages,
because
when
they
ask
for
it,
they
dont
know
how
big
it
is.
12
The
next
thing
that
you
need
is
a
title
that
gets
your
audience
to
say,
I
want
that.
So,
whether
youre
writing
a
book
called
The
Cosmetic
Surgeons
Guide
To
Early
Retirement,
if
Im
a
cosmetic
surgeon
and
I
see
that
I
can
get
a
free
book
called
The
Cosmetic
Surgeons
Guide
To
Early
Retirement,
Im
going
to
say,
I
want
that!
And
thats
done
its
job.
Now,
youve
got
to
have
a
simple
way
to
get
that
message
out
there.
Thats
the
third
element.
So,
you
need
a
book,
you
need
a
title
that,
upon
hearing
it,
your
audience
will
say,
I
want
that,
and
youve
got
to
have
a
way
to
get
that
message
out
in
front
of
them.
Now,
you
can
do
easy
things.
Weve
got
another
gentleman
in
my
mastermind
group,
Yuri
Zolov,
I
named
him
that,
Yuri
Zolov.
His
real
name
is
Yevgeny
Zolotoreski.
But
Uri
Zolov
sounds
like
a
best-
selling
author
to
me.
It
sounds
more
friendly.
So,
he
wrote
a
book
called
Hypnotize
Your
Husband.
This
was
a
90-minute
book.
This
guy
is
an
action-taker.
He
came
to
my
Breakthrough
Blueprint
even
in
London,
and
we
talked
about
this
concept.
We
came
up
with
the
name,
Hypnotize
Your
Husband:
How
To
Make
Him
Want
You,
Only
You,
And
Never
Even
Look
At
Anybody
Else.
That
was
the
essence
of
the
book.
And
we
drew
out
a
little
flyer
concept
that
had
a
picture
of
the
book,
the
cover
of
the
book,
and
then
that
free
book,
Hypnotize
Your
Husband:
How
To
Make
Him
Want
You,
Only
You,
And
Never
Even
Look
At
Anybody
Else,
and
go
to
HypnotizeYourHusband.com.
Thats
all
that
the
message
needs
to
be.
13
Dean:
Dean:
Susan:
Dean:
How
Dan
Sullivans
80%
Approach
Changed
My
View
Of
What's
Possible
The
very
first
one,
this
was
about
a
year
ago,
I
was
in
London
and
I
was
just
serendipitously
there
at
the
same
time
that
Dan
Sullivan
and
Babs
Smith
were
there,
and
we
ended
up
spending
the
day
together
in
17
Dean:
Susan:
Dean:
The
90-Minute
Book
Works
for
Lots
Of
Different
Businesses...
You
use
this
example.
You
can
add
to
it,
if
you
want
to.
If
youve
got
a
concept
that
is
bigger
than
one
hour,
you
could
do
multiple
hours
and
do
a
bigger
book,
get
more
of
the
information
out
there.
I
have,
right
now,
in
Success
magazine,
a
full-
page
ad
running
offering
a
book
called
Email
Mastery.
That
is
a
book
that
is
the
transcript
of
4
podcast
episodes.
Joe
Polish
and
I
do
the
I
Love
Marketing
podcast,
and
we
spent
4
episodes
talking
about
email
marketing.
We
had
those
transcribed
and
had
those
turned
into
the
Email
Mastery
book,
which
is
now
available
on
Amazon.
But
I
put
it
up
there
at
just
the
lowest
price
that
Amazon
will
allow
you.
So,
I
think
its
$3.99
for
the
book.
The
whole
purpose
is
to
get
it
into
the
hands
of
people,
to
use
to
start
that
process.
Weve
generated
almost,
at
this
point,
almost
1,000
leads;
1,000
people
have
opted
in
to
get
the
Email
Mastery
book.
And
now,
its
about
engaging
in
a
dialogue
with
those
people
and
introducing
them
to
other
things
where
now
well
start
the
email
mastery
class,
where
21
Dean:
26
29
Very nice.
Dean:
Susan:
Dean:
Susan:
Right.
Dean:
30
Here's
Exactly
How
the
90
Minute
Book
System
Works...
So,
this
process
here,
what
were
going
through,
weve
created
a
book
called
The
90-Minute
Book.
Weve
spent
an
hour,
almost
here
now,
talking
31
Dean:
Dean:
Dean:
Susan:
35
Dean:
Susan:
Dean:
Awesome.
36
You
already
know
what
your
book
is
going
to
be
about.
Youve
spent
years
thinking
about
it,
and
developing
your
specialized
knowledge.
The
time
consuming
part
is
to
get
whats
in
your
head
out
on
paper
where
it
can
start
spreading
your
idea.
Thats
where
we
come
in.
We
help
people
just
like
you
get
your
first
book
outlined,
written
and
published
as
a
paperback
in
as
little
as
90
minutes.
Step
1:
We
spend
30
minutes
outlining
and
developing
your
chapters,
titles,
headlines,
and
the
questions
that
your
book
will
answer
to
fully
express
your
idea.
Step
2:
We
record
a
60
minute
podcast-style
audio
interview
where
you
get
to
talk
about
your
ideas
in
a
comfortable
format
where
we
can
draw
out
your
best
thinking
and
fully
address
your
topic.
37