Entrepreneurs waste time on surface complaints. What people actually want is simpler: lean bodies, real relationships, money. Find that one core desire, call it your North Star, and build everything around it. Skip the word "and" that muddles your offer.
When people say, I struggle with my diet and I'd like to go to the gym, what they're really saying is I want to be lean. When people say, I'm struggling to talk to girls, I don't know what I should do, what they're really saying is I just want a healthy relationship. Our job as entrepreneurs isn't to complicate, it's to simplify. So we find out what the people truly want and we label their North Star. What do they actually want? Like for me, on Twitter, people didn't really want growth. That's what I figured out. You want to make money from Twitter. So what I help people do is monetize their Twitter. That's my North Star. So you figure out for your people, what is their north star? And here's a caveat: you cannot have the word 'and' because that'll add complexity to the offer. And the more things you add, the less compelling it is. Pick one north star so you can focus all your content on that.
