How to use fake deadlines to make your dreams come true.

You have dreams. I know you do. You have visions of a future that is better than today. In your dream state you have a better job, a more exciting career or your own thriving business. You have lost weight, gained fame, made a fortune and crossed off everything on your bucket list. You, my friend, are Forrest Gumping.

Want To Do’s vs Have To Do’s

The hard part about making your dreams come true is that dreams are electives. They are not required. Which means that unlike taxes, you can put dreams off forever without getting into any trouble. The downside is that when you die your dreams die too. And as you are carried off to your final resting place your unrealized dreams will be left behind, still in their wrappers. Like sad little veal dreams.

Making Your Dreams Come True

The key to bringing your dreams to life is simple. You have to create fake deadlines. How do you do this? You just make them up. It’s the same way we created Leprechauns, Unicorns and the Backstreet Boys. You simply create your own fake timeline to make your dreams a reality.  Then deadline your way forward.

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Give yourself deadlines to keep your dreams alive.

My Entrepreneurship Deadline

On the eve of my 40th birthday I set a series of goals and fake deadlines for myself. One of my goals was to start my own advertising agency. Less than 3 years later I formed The Weaponry. A fake deadline gave my entrepreneurial dream urgency. Which made it a priority. Which gave it attention. Which created the action it required to meet the fake deadline. #3Whiches

Traction Deadlines

Today The Weaponry sets quarterly rocks, or goals, that we must accomplish within 90 days. The 90-day deadline is completely made up. But it creates urgency and forces us into action. It gamifies our efforts and keeps us moving forward and improving as an organization.

My Blogging Deadlines

I publish 3 new posts to The Perfect Agency Project blog every week. I do this to share my experiences, insights and wisdom gained from building my own advertising agency. No one is making me write. No one else is telling me that a new post needs to go live every Tuesday, Thursday and Sunday. But that’s what my fake deadlines demand. So I deliver. As a result my readership steadily increases by 50% each year.

Key Takeaway

Fake deadlines make things happen. They are the true keys to progress. To accomplish something that is important to you start by setting a fake deadline to get started. Then set a fake deadline for completion. And set lots of fake deadlines to meet important and aggressive milestones along the way. Without fake deadlines dreams die. That’s just reality. But don’t let it happen to you. Instead, set your fake deadline today, by 10pm local time. Tick Tock. Tick Tock. Tick Tock.

If you know someone who could benefit from this post, please share it with them.

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My inspirational visit to the original Starbucks.

Last Saturday morning I went to Starbucks. A typical Starbucks run is not exactly newsworthy. Or Blogworthy. Or spongeworthy, But this Starbucks trip provided an expresso shot of inspiration for me. Because this wasn’t just any Starbucks. It was the original Starbucks at Seattle’s Pike Place Market.

I should mention that I don’t drink coffee. My standard meet-up/networking drink of choice is chocolate milk. I’ll do a venti hot chocolate when my go-to chocolate milk is not on the menu. You know, when I’m slumming it.

But I wasn’t viewing this Starbucks as a meet-up joint. Or a beverage joint. Or even as a tourist attraction. Although clearly it was. I saw the original Starbucks through the eyes of Adam Albrecht, the Founder of the advertising and idea agency The Weaponry. I evaluated the original Starbucks through the lens of a guy who started a small business and has large ambitions.

The first Starbucks serves as a reminder that we all start small. Because even the biggest brands, companies and cultural pillars begin as a vision. That vision, combined with action, soon becomes a small store, office, shop or stand. And if you just keep taking more steps and more action there is no telling how big your vision can become.

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Raising a cup to Howard Schultz!

Key Takeaway

Even the biggest, most influential businesses start small. The key is having a vision and taking action. We can all do this. There is no magic formula. All you need is a venti vision with a double shot of action, topped with some stick-to-it-ness. That’s how Howard Schultz started Starbucks. And it is how you will start your next big thing.

An unusual life hack for people who work best under pressure.

I love advertising. Some people find it is way too stressful. But for most of us who thrive in advertising and other high pressure jobs (like deep sea diving and Instapot cooking) we love the pressure. It brings out our best. We are motivated, excited and engaged when the heat is on. Like Glen Frey.

The Heat Is Off

But sometimes the heat isn’t hot. For heat seeking professionals it can be harder to be as productive on days when there aren’t looming deadlines, freaking clients and nail biting coworkers. On those days, I have a life hack that’s fun, motivating and really grabs your attention.

The Hook and Bladder

To maximize productivity on low pressure days, I challenge myself to get absolutely as much work done as possible before I visit the restroom. What I have found is that this self-imposed deadline turns my productivity into a game. It forces me to rapidly knock things off my to do list, and quickly look for the next task, project or chore.

The mounting bladder pressure creates a looming deadline. And a challenge. For people who like to prove how tough they are, the Bladder Beater Challenge pushes your can do attitude, while you think about what you could be doing at the can.

Key Takeaway

If your slow-day productivity could use a little kick in the pants, try the Bladder Beater productivity challenge. Try to get as much done as possible before you take a bathroom break. You will zip through that to do list faster than Game Of Thrones goes through leadership changes. Now if you don’t mind I really have to go…

400 words on how my Dad taught his kids to be successful without using words.

In 2015 I started The Perfect Agency Project blog when I began planning the launch of my advertising and ideas agency, The Weaponry.  I wanted to share my experience, learnings and insights with others. Today I publish a new post 3 days a week. I enjoy writing this blog because I like sharing what I know. You name a topic and I can write about it. Because I have philosophies on everything. In fact, even my philosophies have philosophies. The wide range of topics I cover include:

My Father

Today is Father’s Day. So naturally I am thinking about my father, Robert Albrecht. He knows so much about so many subjects that he could easily write a great blog and share all of his accumulated wisdom with the word. But he won’t. That’s not his style.

My Dad is not a writer. He is not a philosopher, reflector or pontificator. He would never write a book of Roberts Rules of Order. Although that title sounds like it would be a hit.

My Dad didn’t tell me and my sisters how to be successful, productive or impactful. He showed us.

My Dad is my action hero. Because he is always in motion. He’s a doer. A maker. A baker. A builder. A griller A gardner. A fixer. A shower-upper (meaning he shows up, not that he shows you up). And he’s a see-things-througher. (meaning he completes things, not that he has X-Ray vision).

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My Dad taught me the most important ingredient of successful entrepreneurship: Action.

He is a Can-Do, Will-Do, Did-It, What’s-Next? kind of guy.

He is an early riser. He’s a frick’n workhorse. He makes the most of each day. And he’s really hard to keep up with. I love that about him.

Thank you Dad for being such a great example. You didn’t have to write a blog, a book or a manifesto to teach Heather, Alison, Donielle and I how to be great at life. You showed us. So we get up early. We put in the work. We make and we bake and we do and we don’t complain. We are people of action. Just like you taught us, through your actions, not your words.

I love you Dad. Happy Father’s Day. Thanks for stopping for a moment to read this post.

Why you should be proud of your slow progress.

I love podcasts. I use them as part of my continuing education. Most of what I listen to is somehow related to business. One of the podcasts that I listen to always ends by asking guests what they think separates people who are successful in business from those who fail, or never get started.

I Say

Every time I hear this question I repeatedly shout out, ‘Action!’ as if I was an audience member on The Price Is Right. I believe that action is the most important ingredient to entrepreneurial success. In fact, I wrote about it in the post: The most important ingredient to entrepreneurial success.

Confucius Say

Earlier this week, while writing a post called The one thing you need to have if you want to start a business, I started exploring the philosophies of Confucius. I quickly found out that he wasn’t as hilarious as I always thought he was. It seems that all those funny sayings the my crazy Uncle Jonny attributed to Confucius most likely came from my crazy Uncle Jonny himself.

Actual Confucius philosophy is smart, insightful, and deep. With almost no double entendres referring to your private parts. The Confucius saying that sticks out to me today is:

It does not matter how slowly you go so long as you do not stop. -Confucius

This is another great way to emphasize the importance of action. There will be times when your progress will feel snail-y, or turtle-y, or glacier-y. Sometimes that is just how the process works. But remember, that by simply moving forward a few inches every day a glacier can change the entire landscape.

Key Takeaway

There is a fine line between slow progress and no progress. But that line makes all the difference. Keep moving forward. Keep acting. Keep doing. And you will get a little closer to your goals every day.

If you know someone who could benefit from a little Confucius, please share this story with them.

How to be successful, even if you are really lazy.

The world is full of lazy people. You can find them in schools, government jobs, businesses, and superglued to couches. They are in every sector of society. And they are easy to spot. Because they don’t move very fast.

Team Energy

At the other end of the human spectrum you will find the Rise and Grind crowd, the Every Day I’m Hustling crowd and the I’ll Sleep When I’m Dead crowd. Most of us self-identify with these more aggressive, work-hard-play-hard types. But there is a surprising reality you should know. Sometimes lazy people outperform the hard chargers.

Wait? What?

How could it be possible that the tree sloths sometimes outperform the workhorses? They do this by adhering to The Lazy Person’s Key To Success:

Do small things with large consequences.

The Fallacy of Activity

It is easy to keep busy without getting ahead. Have you ever watched a human doggy paddle in a pool or pond? It’s not pretty. By swimming doggy-style (#snickering), humans create a lot of motion, but very little progress. Don’t do this. It is a waste of time, energy and calories.

Instead, do the little things that create enormous impact. Remember that 80% of your results come from 20% of your effort. Which means that you can be both lazy AND successful by performing the small tasks that generate large results.

Examples

  1. Make the right phone calls
  2. Ask the right question
  3. Ask for what you want
  4. Show up
  5. Know a guy
  6. Read the directions
  7. Pay attention
  8. Connect dots
  9. Be seen
  10. Create a top 10 list and post it to your blog for successful people to read

Key Takeaway

You don’t have to work hard to be successful. The quality of your actions far outweighs the quantity of your actions. By doing small things with large consequences you are using minimum force to create maximum results. Find the small activities in your world that make the greatest impact. Then perform them repeatedly. It’s not just lazy. It’s efficient and effective.

But remember, when the the Rise-and-Grinders also do the small things with large consequences, they eat lazy people for breakfast. (Gulp)

Pass the syrup.

If you know someone who could benefit from this little secret, please share it with them.

The one thing you need to have if you want to start a business.

I love a good proverb. It offers a great way to summarize and remember a simple truth. I recently stumbled upon an interesting old Chinese proverb. By stumbling, I mean I found it by accident. Not that I tripped and fell on top of it.

Here it is:

 ‘A Man Without a Smiling Face Must Never Open a Shop’ -Chinese Proverb

This proverb makes me laugh. It isn’t poetic. It lacks the thought-inspiring depth of Confucius. It’s what I would label a very niche-audience proverb. I don’t know if this was intended for the non-smiling crowd, or the maybe-I-will-open-a-shop crowd.

Smiling Is A Requirement

Regardless of how narrow and niche and blunt the proverb is, it is true. Businesses are about human interactions. If you don’t have a smiling face, you can’t show people you are happy to see them. Customers won’t feel welcomed, appreciated or valued. A person without a smiling face creates a poor customer experience. If you can take someone’s money, but can’t give them a smile in return, there will be no repeat business.

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Dr. Demond Means, one of my great clients, loves a good smile!

Make Them Feel Good

This proverb is a great reminder about the doors that open when we smile. Smiling makes you magnetic, pleasant and warm. Smiling make others feel good. And customers will pay a premium for that feeling. Customers and clients have a wide range of options to choose from. They will always go where they feel welcomed and appreciated. And a smile makes them feel both.

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My client Mike Bortolotti likes smiling. Smiling is his favorite.

Smiling Is a Customer Magnet

When I was young I spent a few valuable Saturdays working at a concession booth at a stadium. I smiled the whole time. It was clear that by smiling I gave the crowd walking past the impression that I was happy to see them. Which made them more likely to approach the booth. I’ll never forget that lesson. As a result I sold a lot of foam fingers.

Be A Good Host

As a business owner you must always put the customer first. You must be a good host. By putting a smile on your face you attract customers and keep them coming back over and over again.

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My clients Tarun, Payal, Nina and Jake like to see me and Adam ‘Henry’ Emery smile, even in India.

Resting Smile Face

Smiling is my default. I don’t put a lot of thought into it. Because I don’t have to. I am sure that my naturally smiley nature has been an important factor in my entrepreneurial success. I want to make my clients’ interactions with The Weaponry, my advertising and idea agency, the most enjoyable part of their day. And by the looks on their faces, it often is.

Key Takeaway

If you can’t put a smile on your face you can’t be an entrepreneur. Because if you can’t put a smile on your own face you certainly won’t be able to put one on anyone else’s. Customers have options. In the age of online commerce, one of the greatest reasons to enter a shop is to see a smiling face that is happy to help you. Offer a smiling face to every customer you see. And you are likely to see them over and over again.

If you know someone who could benefit from this message, please share it with them.