Bulletproof Coffee: Simple vs Complicated, and Easy vs Hard

I was listening to a Derek Sivers Q&A on the Tim Ferriss podcast and he talked about the interesting concept to which this story is entitled.

Look at running.
If you talk with people who hate running, you’ll hear them say, “Ugh. First you have to get your running clothes, and get dressed. Then you have to put on your shoes, then lace them up just right. Then you have to stretch, and warm up. Then afterwards you need to cool down, then shower. It’s such a pain!”
But if you talk with people who love running, they’ll say, “You just pop out for a quick run.” If you ask them about the steps involved, they’ll say there’s only one: just run.
So knowing that we have this human nature to think of things we like as simple, and things we don’t as complicated, you can use this to deliberately simplify how you think of something you’re avoiding, making it more appealing.
An ultra-marathon is simple: you just run 100 miles to the end. But that doesn’t mean it’s easy!
Success in business can be simple: find a need that people are proving they are willing to pay for, then find a profitable way to solve that need for them. But that doesn’t mean it’s easy!
Notice (in your mind) when your complications are holding you back. Turn the dial towards simplicity, so you just jump out the door and start running.
Notice (in your results) when your simplified approach is holding you back. Perhaps you’re using only one tool in the toolbox, and need to learn others.
And as for all the business advice out there, well, if information was the answer then we’d all be billionaires with perfect abs. So really you, yeah you listening to this, you need to shut that shit off, put your blinders on, get out the door and start running. (Metaphorically speaking, that is.)

So, how does this relate to Bulletproof coffee? If you are living under a rock and have not heard of it yet by brand name you might have at least heard about crazy people putting butter in their coffee. The concept of being bulletproof, however, goes far deeper than that. The key ingredients are four items:

  1. The Bulletproof branded coffee.
  2. The grass fed butter.
  3. The Brain Octane oil.
  4. The process of making it.

You can talk about all of the benefits — why the specific oil, what makes grass fed important for the butter, what makes the branded coffee different (especially in the United States), and even get people to taste it and have them find it surprisingly good. You can go further to talk about the results — no brain fog, no crash, mycotoxin free. Then, however, when you talk about the process the look and the comment that comes back from most is, “Oh, I would never have time to do that!”

So, notice (in your mind) when your complications are holding you back. Turn the dial towards simplicity, so you just jump out the door and start — in this case — brewing. Notice (in your results) when your simplified approach is holding you back — in this case your body is crashing, you have brain fog, etc. Perhaps you’re using only one tool in the toolbox, and need to learn others.

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