In this monologue, the speaker outlines a disciplined, project‑first approach to all professional activities. He insists on never beginning any work without first drafting a concise, one‑page project description. When a client requests a service—such as a workshop—the speaker creates a project description for the offer itself (defining scope, format, delivery mode, etc.) and simultaneously sets up a separate project for the sales or campaign effort needed to sell that offer. This dual‑project structure ensures clear boundaries between value‑delivery work and revenue‑generation activities. He references his experience at Accenture, where business‑development projects were budgeted and tracked, illustrating how corporate practices reinforce this methodology. The speaker also treats recurring, non‑revenue activities—like mentoring or his "2200 list" of weekly conversations—as formal projects with their own descriptions and rhythms. Overall, he argues that making every element of a business project‑oriented creates defined beginnings and ends, improves budgeting, and aligns work with measurable outcomes.
Chapters
I don't do anything in my work that's not a project. Now, now here's the shift, Nate, for, for what you do as well in corporate and Sean, what we do in, in entrepreneurial work is that I don't, I don't begin spending any time on an activity until I have a project description for that project. Which means if I'm like, oh, that's a great idea, you know, oh, great example would be, let's say an organization comes to me and says, we'd like to work with you on, you know, building a workshop. The first thing I do is I say, okay, what's the project? And that would be then there's two projects launched out of that. There's the offer for that. You know, so they're gonna say, oh, we want you to do this work. I have to create the offer. What is it? Is it a, is it 2 workshops? Is it 4 workshops? Is it a day-long thing? Is it in, in person or not? Those are all offer questions. So then I create, I literally create a 1-page project description for that offer. But also I just got off a call with these folks saying like, hey, Hey, can we talk again next week and shape this thing? Now I'm not making any money off that offer. So now I've got a second project, which is a campaign project for that, for that particular offer. For me personally, I like to separate the building of the offer that's gonna deliver value and separate the time it takes to sell that offer. Does that make sense? So any given project, any given offer typically has 2 projects attached to it in my world anyway. And, you know, you think about that and we, we, we did some of that, you know, at, at Accenture. So we had projects like business development projects and then you had to set budget for that and there was activities and there was a set, all that. But there's a lot of things that we do that we don't set up as projects. That we end up spending time on. Things like mentor time, you know, is that a project? Well, I think of that if, you know, doing that kind of work, I have a project called my 2200 list where I talk to people. Well, I literally have a project description of just talking to people on a week-to-week basis. And that project is what I would put in my rhythm. And there's an offer piece of this too, right? So I think about that as like, what are, what are, everything should be in a project. At least that's how I think about this. Everything in your business should be project-oriented because projects help you create a beginning and an end.