I recently read the book The Earned Life by Marshall Goldsmith, an executive coach who has worked with multi-billion-dollar company CEOS, NBA players, and Olympic athletes.
What stuck with me the most in Goldsmith’s book was his section on resolving dichotomies.
We often face decisions and situations requiring us to choose between two values or aspirations. To move forward, we must decide.
How to decide when two values pull you apart
I recently faced a decision in which I had to choose between two of my most important values.
I value simplicity. I prefer to do less when it produces the same result as doing more.
I prefer a more empty calendar, a simpler wardrobe, fewer things, fewer hobbies, less technology.
I also value generosity. I think the key to happiness is to think less about ourselves and more about what we can do for others.
I’d let my company, Amazing, nearly die.
My other company, Lifeboost Coffee, and earnings from my investments after years of studying Warren Buffett had grown so much that Amazing became tiny in comparison.
So I did nothing.
As it became harder and harder for new people to sell on Amazon, the opportunity that the company was built on, Amazing struggled.
I knew we could help people sell off Amazon. I knew many of the sellers we taught desperately wanted to reduce their reliance on Amazon. With my experience growing Lifeboost from $17K per month to $60M per year, I know the path.
I also knew I could help motivate, inspire, and provide clarity to the tens of thousands of people building businesses that we can reach through Amazing.
But I craved simplicity.
I didn’t want to get back into the arena. It was nice, comfortable, and lucrative to stay in the stands.
Yet, after reading Goldsmith’s book, I knew I had to resolve the dichotomy of two important values weighing on the decision.
Philosophers for hundreds of years have discussed the same dilemma.
The general advice, and the path I’ve taken, is to decide which is more important, the higher value.
I choose generosity.
The people I admire most in history are those who chose harder, more uncertain paths over simpler, more comfortable options.
When faced with a decision that puts two of your values in opposition, choose the greater value.
Choose discomfort.
—Matt
P.S. As part of this journey, I’m taking on a few people who own ecommerce brands doing at least $1M+ per year in total sales to show them how to double their businesses while removing themselves from 80% of day-to-day operations. If you’re interested, watch this.