The Magic of Now, Not How

Nir Eyal
Psychology of Stuff
6 min readFeb 6, 2024

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Nir’s Note: Noah Kagan is the Chief Sumo at AppSumo and runs a YouTube Channel with over 1 million subscribers. His new book, Million Dollar Weekend, is out now.

Airbnb began as a weekend project when the founders sent an email offering their living-room air mattress to hotelless attendees of a major design conference. Facebook started when Mark Zuckerberg built a clone of ConnectU over the weekend and told everyone in his dorm about it. Even Microsoft began with Bill Gates making software quickly for a company in Albuquerque, New Mexico.

Most of us think we are never ready for what we want: being in a relationship, living in another country, or starting a business. But the best way to make it happen is to start immediately.

And the most straightforward, powerful, life-changing motto that will help you take action today is:

The beauty of “Now, not how” is it does not discriminate. It applies to you regardless of your intelligence, education, wealth, or whatever disadvantages may hold you back. The motto will help you overcome any self-limiting beliefs that you harbor. Confidence and results will come, but to get to where you want to go, you must start…

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Nir Eyal
Psychology of Stuff

Posts may contain affiliate links to my two books, “Hooked” and “Indistractable.” Get my free 80-page guide to being Indistractable at: NirAndFar.com