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    Education

    Derek Sivers podcast

    Derek Sivers very short articles and audiobook chapters, read by Derek Sivers. Transcripts at https://sive.rs/blog

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    Copyright: © 2022 Derek Sivers

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    Latest Episodes:
    Doing the opposite of everyone is valuable Jun 24, 2009
    Show notes

    It’s supply and demand. The more people do something, the less valuable it is.

    Everyone else is multi-tasking. So it’s more valuable to single-task.

    Everyone else is hyper-connected. So it’s more valuable to disconnect.

    Warren Buffett’s investing advice is “Be fearful when others are greedy, and be greedy when others are fearful.”

    So do what others aren’t doing.

    If you play an instrument, give it a twist that nobody’s done before. Like Greg Pattillo’s beatbox flute. The New York Times said he’s “the only person in the world who does what he does”.

    When I made a living playing colleges, I had three different acts: a rock band, a solo acoustic show, and “The Professional Pests”, an act where I’d run around in a black lycra bag, bothering people. The Professional Pests out-booked the other acts by 5-to-1, because there are tons of rock bands, tons of solo acoustic shows, but only one place to hire a guy running around in a bag, bothering people.

    Look at what your competitors are doing, then vow not to do that. Don’t try to beat them at their game. Play a completely different game. Be radically opposite. Don’t be associated with them in any way. Be so different that people don’t even think to compare you.

    Before Starbucks launched, a cup of coffee almost anywhere cost 50 cents. But Starbucks wanted to sell their coffee for $4. How could they get away with it? They made a unique ambience inside their shops. They created unique names for their sizes, like Grande and Venti. They created unique names for their drinks, like Frappuccino. Their offerings were so different that people accepted the $4 price without comparing it to the typical 50-cent cup of coffee.

    That is how different you should be. Don’t compete. Be completely different.


    That’s version infinity. First launch version 0.1. Jun 15, 2009
    Show notes

    I hear lots of business plans.

    Most of them are trying to do a ton of things.

    For example: “It’s a social networking e-commerce portal for live music, where everyone creates a profile to enter all their dates, if they’re a musician or venue, or their available dates if they’re a music fan. Then we connect the fans with artists’ dates. Then we can sell the tickets for the events, and give a digital download preview of the music. After the show, the artist uploads the video from the night, and people can purchase the video of the show they were at, and connect with other people who attended that same show to create tribes of people, who will recommend other music you may like if you like that. Oh and it will have a dating component, and real-time chat.”

    It sounds like I’m exaggerating but this is unfortunately a very typical example.

    I have to say, “OK. You know software version numbers? Mac OS version 10.4? 10.5? What you just described is version infinity. That’s everything it will ever do in the future. First focus on launching version 0.1.”

    What’s the one crucial part of that giant plan? What’s the one killer feature that nobody else is doing? Get it launched with just that. Then add the rest later.

    The book “Good to Great” studied hundreds of companies that started out as good, then at some point in their history became great.

    They found that all of these companies had the “Hedgehog Concept.” They focused on the one thing they do best, and let go of the rest.

    A fox is smart, with many tricks. A hedgehog only knows one trick: curl into a ball with its spikes out. But the fox’s many tricks are no match for the hedgehog’s one. A fox can’t eat a hedgehog. Many companies are trying to be the fox. The book says the winners are like the hedgehog.

    Got a complex business idea? Break it down into its ingredients, and let the specialists do what they do best.

    Video aspect? Let YouTube handle that part. E-Commerce aspect? Use Amazon’s system. Payments? Use Stripe.

    Don’t reinvent any of these wheels. Focus on what’s left — what hasn’t been done.

    Specialize at that one thing, and become that go-to company that nobody can beat in your niche.

    http://www.flickr.com/photos/benkimball1/2679112598/

    (P.S. I think the term “version infinity” came from a talk with Jason Fried.)


    Show success before asking for help Jun 11, 2009
    Show notes

    I learned this huge life lesson from a secret document.

    Music publishers give a cash advance to a songwriter in return for owning half the future income generated from their songs. The publisher is betting that those songs will earn at least as much as that cash advance.

    I was working at Warner/Chappell music publishing, when someone stepped away from her desk. I noticed she had accidentally left out the private financial statement showing every songwriter we had signed, the amount of their cash advance, and how much they had earned. I secretly made a copy for myself, then put hers back.

    I noticed a huge difference between two songwriters:

    One was a great writer, constantly delivering songs with great hit potential, super professional, and a great collaborator. She got her deal because one of the managers heard her and believed in her. But she hadn’t had any success yet.

    Her advance: $15,000.

    The other writer was horrible. His songs were really bad metal that would make the worst metal band cringe. They were poorly recorded and terribly performed. But in the 80s he had been in a band with a major rock star, so he had a partial songwriting credit on a song on a record that sold over 12 million copies.

    His advance: $500,000.

    The moral of this story?

    You have to make your own success first, before you ask the industry for help.

    Show that you’re going to be successful without their help. Show that you have momentum. If they want to accelerate or amplify your success, they will have to pay to ride your train.

    If you approach them before you can show some success, then you’ll have no negotiating leverage, and will get the worst deal possible.


    Why you need your own company Jun 10, 2009
    Show notes

    We all need a place to play.

    Kids need playgrounds and sandboxes. Musicians need an instrument. Mad scientists need a laboratory.

    Those of us with business ideas? We need a company.

    Not for the money, but because it’s our place to experiment, create, and turn thoughts into reality. We need to pursue our intrinsic motivation.

    We have so many interesting ideas and theories. We need to try them!

    The happiest people are not lounging on beaches. They’re engaged in interesting work!

    Following curiosity is much more fun than being idle. Even if you never have to work a day in your life.

    That’s the best reason to have a company. It’s your playground, your instrument, your laboratory. It’s your place to play!

    Get the ideas out of your head and into the world.


    Are you present-focused or future-focused? Jun 05, 2009
    Show notes

    Everyone knows about being introverted versus extroverted, but there’s another axis that makes a much bigger difference. It’s present-focused versus future-focused.

    Some people are mostly focused on the present moment. They live for today and do what feels good right now.

    Some people are mostly focused on the future. They use today as a stepping stone and do what’s best for their future selves.

    I learned about this from the book The Time Paradox, by legendary psychologist Phil Zimbardo, and it blew my mind. It helped me understand these people who had seemed crazy to me before. It also helped me understand why I act the way I do.

    Check out these examples.

    Present-focused people:

    • Pursue pleasure, excitement, and novelty
    • Focus on immediate gratification
    • Especially appreciate life, nature, and the people around them
    • Are playful, impulsive, and sensual
    • Avoid anything boring, difficult, or repetitive
    • Get fully immersed in the moment and lose track of time
    • Are more likely to use drugs and alcohol
    • Are better at helping others than helping themselves

    Future-focused people:

    • Delay gratification
    • Are driven with self-discipline because they vividly see their future goals
    • Tend to live in their minds, picturing other selves, scenarios, and possible futures
    • Especially love their work
    • Exercise, invest, and go for preventative health exams
    • Are better at helping themselves, but worse at helping others
    • Are more likely to be successful in their careers, but often at the expense of personal relationships, which require a present focus

    Your time-focus is environmental. People who grow up in unstable places are more present-focused because imagining the future is hard. People who grow up in cold climates are more future-focused because they have to prepare for the winter.

    Your time-focus can change in an instant. If you ask a present-focused person to describe their ultimate career and write down the steps to achieve those goals, their focus will change to the future. If you ask a future-focused person to name every background sound they can hear, or where their body is touching their chair, their focus will change to the present.

    Your values change your focus. Being in love or making art pushes someone towards a present-focus. Ambition pushes someone towards a future-focus.

    Both mindsets are necessary. You need a present-focus to enjoy life. But too much present-focus can prevent the deeper happiness of achievement. (I call this “shallow happy” versus “deep happy”.)

    I wish all of this was part of a common understanding, the way we understand when extroverts want to go out for excitement, and introverts want to stay home with a book.

    This concept even helps me understand myself when I’m acting out of character. If I’m acting too undisciplined, I realize it’s because I’ve stopped vividly seeing my future. I can only see the present. If I’m acting too disconnected, I realize it’s because I’m obsessed with my goals. I can see only the future.

    I hope you find the idea as useful as I have.


    Some people like to pay. Let them Jun 03, 2009
    Show notes

    Not everyone is broke.

    When musicians put me on the guest list at a venue, I pay anyway. I like to support the venue and the artist.

    When the record label Magnatune let people pay as little as $5 to buy an album, they paid an average of $9.82. Many pay much more, because they know it goes to the artist.

    Radiohead’s album “In Rainbows” was offered for free, but 40% of people chose to pay for it anyway.

    It’s like donating money to their favorite charity. They don’t have to, but it makes them happy.

    When you’re offering something for free, don’t forget that there are lots of people that like to pay! Appeal to this side of people, giving them a reason to pay that feels good.

    Tell them what their payment will support. Show them how much you appreciate the purchase. It will actually make them happy to give you money.


    Are fans telling friends? If not, don’t promote Jun 02, 2009
    Show notes

    Should you spend more time promoting right now?

    Or should you spend more time creating and improving?

    It’s a tough question. Lucky for you, I’ve got the answer.

    It comes down to one observation: Are your fans telling their friends?

    If not, then don’t waste time promoting it yet. Keep working, improving, and creating, until your fans are telling their friends about you.

    To be clear, I don’t mean fans told friends because you asked them to! They can’t do it just to help you, like a favor. They have to do it just because they love your music so much that they’re doing their friends a favor by turning them on to you.

    Your music needs to be remarkable — so surprisingly good that others remark about it, like this.

    Until that point, you’re better off just improving and creating as much as you can.

    For more thoughts on this, read Seth Godin’s book, “Purple Cow”.


    The security of no security Jun 01, 2009
    Show notes

    If you’re a full-time musician, you’ll never have a job, a boss, a salary, or insurance. You’ll bootstrap everything yourself. You’ll always struggle against apathy and gate-keepers. And you’ll have to be one-in-a-million to achieve this incredibly difficult goal.

    To some people, this sounds horrible. To me, it was a dream come true.

    Someone with a steady 9-5 job asked me how I could handle the lack of security.

    Lack of security? Living this way is like learning wilderness survival skills. Being able to fend for yourself is real security.

    • You’re constantly thrown into new scenarios, and learn something new every time.
    • You’re not given a safety net, so you learn to make your own.
    • Your career is not tied to any one company.
    • Your success or failure is up to you — not the whims of a boss.
    • You’re a free agent, so you can take any opportunity.
    • Your pay is always negotiable. You can experiment in doubling your rates, or charging however you’d like.

    Basically, having no steady job keeps you at your best! To me, it’s the ideal life.


    You need to be profitable to last May 28, 2009
    Show notes

    A musician sent me her album, and very proudly said, “This cost $80,000 to make and two years to record. Everything is top-notch. We used one of the finest studios in the world.”

    She wanted me to be impressed, but once she said “$80,000” I lost hope in her ability to make a living making music.

    I’d be much more impressed with someone who could make an album for $800, because that shows they are resourceful. They could record a hundred albums for the price of hers! If I was an investor, I’d invest in that kind of person.

    Great music isn’t enough. Losing money can’t last. For a career to be sustainable, it has to be profitable.

    Don’t impress people with how much you spend. Impress people with how little you spend.

    Same goes for expensive tools. The audience can’t hear the difference between cheap and expensive equipment. So saying you need a certain tool is just another excuse to avoid the real work. The more talented somebody is, the less they need the props.

    Your ability to be resourceful diminishes over time. You get older and feel you’ve earned the comforts. So especially early in your career, be as resourceful as possible. It shows you can survive.


    My $3.3M mistake May 27, 2009
    Show notes

    Ever since I was a teenager, my dad would occasionally send me things to sign — things for the family business. I didn’t understand the complexities of it, and didn’t need to, so I’d just sign without question.

    Four years before starting CD Baby, as I was recording my first album, I needed to borrow $20,000 to buy studio equipment. My dad said, “Instead of lending you money, start a corporation. Then the family business can buy shares in your corporation.”

    So I did. Because my band was called Hit Me, I called the company Hit Media Inc.

    My dad’s company bought some shares, and that helped me finish my album, and continued to run my recording studio at a profit.

    Four years later, I was living in Woodstock, New York, and started this little hobby called CD Baby.

    The first time I got a check addressed to “CD Baby”, I brought it down to the bank and told the bank teller, “I need to set this up as a new business, so let’s open a new business account.”

    She said, “Oh you don’t need to do that. You can just make it an alias on your Hit Media account.” At that time, Hit Media was a recording studio and booking agency.

    It seeemed a little strange since CD Baby was definitely a new business, but it saved 10 minutes and $100, so I said OK.

    Four years later, CD Baby was doing really well. A few million dollars in sales. Probably half a million dollars in net profits. I paid my dad back the $20,000 I borrowed.

    I called up my accountant in January to say, “OK. I got all the accounting books balanced. Should we file early this year?”

    He said, “Oh, you don’t need to file. CD Baby is just a line item on your dad’s company’s tax return.”

    I said, “Uh... what?”

    “You didn’t know that your dad’s company owns 90% of CD Baby?”

    “Uh... what?”

    “You should talk to your dad.”

    Yes, it turns out that one of those pieces of paper I signed without question had sold 90% of the shares of Hit Media Inc to his company.

    Then because the bank teller advised me to make CD Baby an alias of Hit Media, that meant my dad’s company owned 90% of CD Baby as well.

    Oh, what a sinking feeling. What I thought was my company all these years was not actually my company. I owned only 10%.

    I couldn’t be mad at my dad. He was doing me a favor back then, and thought I knew the deal. Nobody thought my little hobby was going to turn into a multi-million-dollar business.

    It was my fault for not reading what I signed. My fault for letting a bank teller’s quick advice make that major decision for my business structure.

    What made it even worse is that I couldn’t just buy it back for the original $20,000. The IRS won’t allow that. The only way was to pay full market value, as determined by an outside valuation company.

    In the end, I had to pay $3.3 million dollars to buy back that 90%.


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