Codie Sanchez uses Dr. Kurt Richter's 1957 rat experiment, where rescued rats swam for over 60 hours when re-released, to argue that proof of survival creates persistence. Most people quit because they don't believe help will come. Seeing others succeed gives you the evidence that you can too.
Chapters
This shocking experiment about rats teaches you more about success and how to get it than any textbook. So in 1957, a professor at John Hopkins named Dr. Kurt Richter ran a dark experiment. He actually dropped rats into a pool to see how long they'd swim before drowning. Most gave up after 15 minutes. But then he did something interesting. Before they drowned, he rescued them. He let them rest, gave them a break, and he put them back in the water. The next time they were dropped in, they Swam for over 60 hours. Once the rats knew survival is possible, they refuse to give up. Most people drown because they don't actually believe help is coming. Entrepreneurs. You learn to swim knowing you'll figure it out. So what's the difference between drowning and surviving? It's not actually strength. It's hope that progress is possible, even if it's not obvious right now. Buying a business works the same way. You just need proof that it's possible. You get around other people doing the thing that you're too scared to do. You watch them do it. Live. And maybe your life changes too, and then you can swim longer.
