Tag: Culture

Givers, Takers, and the Resilient Mind. My Conversation with Adam Grant

Adam Grant

Are you a giver or a taker?
Have you ever struggled to find work/life balance?
How do you build resilience in yourself, your team, or your children?

I tackle these topics and many more in this interview with my special guest, Adam Grant.

If you know who Adam is, I don’t need to say anymore to convince you to listen. In fact, you’ve probably already stopped reading so you could get to the podcast right away. That’s what I would have done, anyways.

If you aren’t familiar with Adam yet, let me introduce you:

He simply describes himself as a professor, author, and speaker.

Sure, Adam is all those things, but allow me to expand a bit on his humble description:

  • He’s a professor…at Wharton…who has been awarded top professor for six straight years.
  • He’s an author…who’s written three books — and all three have been New York Times bestsellers, selling over a million copies and translated into 35 languages.
  • And he’s a speaker…whose last two TED talks have been viewed over ten million times.

On top of all of that, he carves out time to be a dedicated husband and father.

In short, he’s a helluva guy. And if you are an employee, an entrepreneur, a manager, (or quite frankly, someone who interacts with human beings in any way), then Adam has some incredibly valuable insights to share.

In this interview, we cover a lot, including:

  • How to tell if you are a giver or a taker (Spoiler: if you just told yourself you’re a giver, you might be in for a rude awakening)
  • How Adam filters down hundreds of ideas and opportunities to the select few he focuses on
  • How to tell if your business idea is a winner or a huge waste of time
  • Why “quick to start and slow to finish” is great advice for budding entrepreneurs
  • How to nurture creativity and resilience in your children (or team culture)
  • How to create positive competitive environments that bring out the best in people
  • Adam’s two core family values and how he instills them in his children
  • “Mental time travel” and how it can make you resilient to any challenge or obstacle
  • Why “how can I be more productive” is the wrong question to ask (and what to ask instead)
  • How Adam and I each address the topic of work/life balance

And so much more.

There’s so much great stuff packed in this episode, you won’t want to miss it.



A lot of people like to take notes while listening. A lightly edited transcript of this conversation is available to members of our learning community or you can purchase one separately.

Complex Adaptive Cities

Complex adaptive systems are hard to understand. Messy and complicated, they cannot be broken down into smaller bits. It would be easier to ignore them, or simply leave them as mysteries. But given that we are living in one such system, it might be more useful to buckle down and sort it out. That way, we can make choices that are aligned with how the world actually operates.

In his book Diversity and Complexity, Scott E. Page explains, “Complexity can be loosely thought of as interesting structures and patterns that are not easily described or predicted. Systems that produce complexity consist of diverse rule-following entities whose behaviors are interdependent. Those entities interact over a contact structure or network. In addition, the entities often adapt.”

Understanding complexity is important, because sometimes things are not further reducible. While the premise of Occam’s Razor is that things should be made as simple as possible but not simpler, sometimes there are things that cannot be reduced. There is, in fact, an irreducible minimum. Certain things can be properly contemplated only in all their complicated, interconnected glory.

Take, for example, cities.

Cities cannot be created for success from the top down by the imposition of simple rules.

For those of us who live in cities, we all know what makes a particular neighborhood great. We can get what we need and have the interactions we want, and that’s ultimately because we feel safe there.

But how is this achieved? What magic combination of people and locations, uses and destinations, makes a vibrant, safe neighborhood? Is there a formula for, say, the ratio of houses to businesses, or of children to workers?

No. Cities are complex adaptive systems. They cannot be created for success from the top down by the imposition of simple rules.

In her seminal book The Death and Life of Great American Cities, Jane Jacobs approached the city as a complex adaptive system, turned city planning on its head, and likely saved many North American cities by taking them apart and showing that they cannot be reduced to a series of simple behavioral interactions.

Cities fall exactly into the definition of complexity given above by Page. They are full of rule-following humans, cars, and wildlife, the behaviors of which are interdependent on the other entities and respond to feedback.

These components of a city interact over multiple interfaces in a city network and will adapt easily, changing their behavior based on food availability, road closures, or perceived safety. But the city itself cannot be understood by looking at just one of these behaviors.

Jacobs starts with “the kind of problem which cities pose — a problem in handling organized complexity” — and a series of observations about that common, almost innocuous, part of all cities: the sidewalk.

What makes a particular neighborhood safe?

Jacobs argues that there is no one factor but rather a series of them. In order to understand how a city street can be safe, you must examine the full scope of interactions that occur on its sidewalk. “The trust of a city street is formed over time from many, many little public sidewalk contacts.” Nodding to people you know, noticing people you don’t. Recognizing which parent goes with which kid, or whose business seems to be thriving. People create safety.

Given that most of them are strangers to each other, how do they do this? How come these strangers are not all perceived as threats?

Safe streets are streets that are used by many different types of people throughout the 24-hour day. Children, workers, caregivers, tourists, diners — the more people who use the sidewalk, the more eyes that participate in the safety of the street.

Safety on city streets is “kept primarily by an intricate, almost unconscious, network of voluntary controls and standards among the people themselves, and enforced by the people themselves.” Essentially, we all contribute to safety because we all want safety. It increases our chances of survival.

Jacobs brings an amazing eye for observational detail in describing neighborhoods that work and those that don’t. In describing sidewalks, she explains that successful, safe neighborhoods are orderly. “But there is nothing simple about that order itself, or the bewildering number of components that go into it. Most of those components are specialized in one way or another. They unite in their joint effect upon the sidewalk, which is not specialized in the least. That is its strength.” For example, restaurant patrons, shopkeepers, loitering teenagers, etc. — some of whom belong to the area and some of whom are transient — all use the sidewalk and in doing so contribute to the interconnected and interdependent relationships that produce the perception of safety on that street. And real safety will follow perceived safety.

To get people participating in this unorganized street safety, you have to have streets that are desirable. “You can’t make people use streets they have no reason to use. You can’t make people watch streets they do not want to watch.” But Jacobs points out time and again that there is no predictable prescription for how to achieve this mixed use where people are unconsciously invested in the maintenance of safety.

This is where considering the city as a complex adaptive system is most useful.

Each individual component has a part to play, so a top-down imposition of theory that doesn’t allow for the unpredictable behavior of each individual is doomed to fail. “Orthodox planning is much imbued with puritanical and Utopian conceptions of how people should spend their free time, and in planning, these moralisms on people’s private lives are deeply confused with concepts about the workings of cities.” A large, diverse group of people is not going to conform to only one way of living. And it’s the diversity that offers the protection.

For example, a city planner might decide to not have bars in residential neighborhoods. The noise might keep people up, or there will be a negative moral impact on the children who are exposed to the behavior of loud, obnoxious drunks. But as Jacobs reveals, safe city areas can’t be built on the basis of this type of simplistic assumption.

By stretching the use of a street through as many hours of the day as possible, you might create a safer neighborhood. I say “might” because in this complex system, other factors might connect to manifest a different reality.

Planning that doesn’t respect the spectrum of diverse behavior and instead aims to insist on an ideal based on a few simple concepts will hinder the natural ability of a system to adapt.

As Scott Page explains, “Creating a complex system from scratch takes skill (or evolution). Therefore, when we see diverse complex systems in the real world, we should not assume that they’ve been assembled from whole cloth. Far more likely, they’ve been constructed bit by bit.”

Urban planning that doesn’t respect the spectrum of diverse behavior and instead aims to insist on an ideal based on a few simple concepts (fresh air, more public space, large private space) will hinder the natural ability of a city system to adapt in a way that suits the residents. And it is this ability to adapt that is the cornerstone requirement of this type of complex system. Inhibit the adaptive property and you all but ensure the collapse of the system.

As Jacobs articulates:

Under the seeming disorder of the old city, wherever the old city is working successfully, is a marvelous order for maintaining the safety of the streets and the freedom of the city. It is a complex order. Its essence is intricacy of sidewalk use, bringing with it a constant succession of eyes. This order is all composed of movement and change, and although it is life, not art, we may fancifully call it the art form of the city and liken it to the dance — … to an intricate ballet in which the individual dancers and ensembles all have distinctive parts which miraculously reinforce each other and compose an orderly whole. The ballet of the good city sidewalk never repeats itself from place to place, and in any one place is always replete with new improvisations.

This is the essence of complexity. As Scott Page argues, “Adaptation occurs at the level of individuals or of types. The system itself doesn’t adapt. The parts do; they alter their behaviors leading to system level adaptation.”

Jacobs maintains that “the sight of people attracts still other people.” We feel more secure when we know there are multiple eyes on us, eyes that are concerned only with the immediate function that might affect them and are not therefore invasive.

Our complex behavior as individuals in cities, interacting with various components in any given day, is multiplied by everyone, so a city that produces a safe environment seems to be almost miraculous. But ultimately our behavior is governed by certain rules — not rules that are imposed by theory or external forces, but rules that we all feel are critical to our well-being and success in our city.

Thus, the workings of a desirable city are produced by a multitude of small interactions that have evolved and adapted as they have promoted the existence of the things that most support the desires of individuals.

“The look of things and the way they work are inextricably bound together, and in no place more so than cities,” claims Jacobs. Use is not independent of form. That is why we must understand the system as a whole. No matter how many components and unpredictable potential interactions there are, they are all part of what makes the city function.

As Jacobs concludes, “There is no use wishing it were a simpler problem, because in real life it is not a simpler problem. No matter what you try to do to it, a city park behaves like a problem in organized complexity, and that is what it is. The same is true of all other parts or features of cities. Although the inter-relations of their many factors are complex, there is nothing accidental or irrational about the ways in which these factors affect each other.”

A Primer on Critical Mass: Identifying Inflection Points

The Basics

Sometimes it can seem as if drastic changes happen at random.

One moment a country is stable; the next, a revolution begins and the government is overthrown. One day a new piece of technology is a novelty; the next, everyone has it and we cannot imagine life without it. Or an idea lingers at the fringes of society before it suddenly becomes mainstream.

As erratic and unpredictable as these occurrences are, there is a logic to them, which can be explained by the concept of critical mass. A collaboration between Thomas Schelling (a game theorist) and Mark Granovetter (a sociologist) led to the concept's being identified in 1971.

Also known as the boiling point, the percolation threshold, the tipping point, and a host of other names, critical mass is the point at which something (an idea, belief, trend, virus, behavior, etc.) is prevalent enough to grow, or sustain, a process, reaction, or technology.

As a mental model, critical mass can help us to understand the world around us by letting us spot changes before they occur, make sense of tumultuous times, and even gain insight into our own behaviors. A firm understanding can also give us an edge in launching products, changing habits, and choosing investments.

In The Decision Book, Mikael Krogerus wrote of technological critical masses:

Why is it that some ideas – including stupid ones – take hold and become trends, while others bloom briefly before withering and disappearing from the public eye?

… Translated into a graph, this development takes the form of a curve typical of the progress of an epidemic. It rises, gradually at first, then reaches the critical point of any newly launched product, when many products fail. The critical point for any innovation is the transition from the early adapters to the sceptics, for at this point there is a ‘chasm'. …

With technological innovations like the iPod or the iPhone, the cycle described above is very short. Interestingly, the early adaptors turn away from the product as soon as the critical masses have accepted it, in search of the next new thing.

In Developmental Evaluation, Michael Quinn Patton wrote:

Complexity theory shows that great changes can emerge from small actions. Change involves a belief in the possible, even the “impossible.” Moreover, social innovators don't follow a linear pathway of change; there are ups and downs, roller-coaster rides along cascades of dynamic interactions, unexpected and unanticipated divergences, tipping points and critical mass momentum shifts. Indeed, things often get worse before they get better as systems change creates resistance to and pushback against the new.

In If Nobody Speaks of Remarkable Things, Jon McGregor writes a beautiful explanation of how the concept of critical mass applies to weather:

He wonders how so much water can resist the pull of so much gravity for the time it takes such pregnant clouds to form, he wonders about the moment the rain begins, the turn from forming to falling, that slight silent pause in the physics of the sky as the critical mass is reached, the hesitation before the first swollen drop hurtles fatly and effortlessly to the ground.

Critical Mass in Physics

In nuclear physics, critical mass is defined as the minimum amount of a fissile material required to create a self-sustaining fission reaction. In simpler terms, it's the amount of reactant necessary for something to happen and to keep happening.

This concept is similar to the mental model of activation energy. The exact critical mass depends on the nuclear properties of a material, its density, its shape, and other factors.

In some nuclear reactions, a reflector made of beryllium is used to speed up the process of reaching critical mass. If the amount of fissile material is inadequate, it is referred to as a subcritical mass. Once the rate of reaction is increasing, the amount of material is referred to as a supercritical mass. This concept has been taken from physics and used in many other disciplines.

Critical Mass in Sociology

In sociology, a critical mass is a term for a group of people who make a drastic change, altering their behavior, opinions or actions.

“When enough people (a critical mass) think about and truly consider the plausibility of a concept, it becomes reality.”

—Joseph Duda

In some societies (e.g., a small Amazonian tribe), just a handful of people can change prevailing views. In larger societies (in particular, those which have a great deal of control over people, such as North Korea), the figure must usually be higher for a change to occur.

The concept of a sociological critical mass was first used in the 1960s by Morton Grodzins, a political science professor at the University of Chicago. Grodzins studied racial segregation — in particular, examining why people seemed to separate themselves by race even when that separation was not enforced by law. His hypothesis was that white families had different levels of tolerance for the number of people of racial minorities in their neighborhoods. Some white families were completely racist; others were not concerned with the race of their neighbors. As increasing numbers of racial minorities moved into neighborhoods, the most racist people would soon leave. Then a tipping point would occur — a critical mass of white people would leave until the area was populated by racial minorities. This phenomenon became known as “white flight.”

Critical Mass in Business

In business, at a macro level, critical mass can be defined as the time when a company becomes self-sustaining and is economically viable. (Please note that there is a difference between being economically viable and being profitable.) Just as a nuclear reaction reaches critical mass when it can sustain itself, so must a business. It is important, too, that a business chooses its methods for growth with care: sometimes adding more staff, locations, equipment, stock, or other assets can be the right choice; at other times, these additions can lead to negative cash flow.

The exact threshold and time to reach critical mass varies widely, depending on the industry, competition, startup costs, products, and other economic factors.

Bob Brinker, host of Money Talk, defines critical mass in business as:

A state of freedom from worry and anxiety about money due to the accumulation of assets which make it possible to live your life as you choose without working if you prefer not to work or just working because you enjoy your work but don't need the income. Plainly stated, the Land of Critical Mass is a place in which individuals enjoy their own personal financial nirvana. Differentiation between earned income and assets is a fundamental lesson to learn when thinking in terms of critical mass. Earned income does not produce critical mass … critical mass is strictly a function of assets.

Independence or “F*** You” Money

Most people work jobs and get paychecks. If you depend on a paycheck, like most of us, this means you are not independent — you are not self-sustaining. Once you have enough money, you can be self-sustaining.

If you were wealthy enough to be free, would you really keep the job you have now? How many of us check our opinions or thoughts before voicing them because we know they won't be acceptable? How many times have you agreed to work on a project that you know is doomed, because you need the paycheck?

“Whose bread I eat: his song I sing.”


In his book The Black Swan, Nassim Taleb describes “f*** you” money, which, “in spite of its coarseness, means that it allows you to act like a Victorian gentleman, free from slavery”:

It is a psychological buffer: the capital is not so large as to make you spoiled-rich, but large enough to give you the freedom to choose a new occupation without excessive consideration of the financial rewards. It shields you from prostituting your mind and frees you from outside authority — any outside authority. … Note that the designation f*** you corresponds to the exhilarating ability to pronounce that compact phrase before hanging up the phone.

Critical Mass in Psychology

Psychologists have known for a long time that groups of people behave differently than individuals.

Sometimes when we are in a group, we tend to be less inhibited, more rebellious, and more confident. This effect is known as mob behaviour. (An interesting detail is that mob psychology is one of the few branches of psychology which does not concern individuals.) As a general rule, the larger the crowd, the less responsibility people have for their behaviour. (This is also why individuals and not groups should make decisions.)

“[Groups of people] can be considered to possess agential capabilities: to think, judge, decide, act, reform; to conceptualize self and others as well as self's actions and interactions; and to reflect.”

—Burns and Engdahl

Gustav Le Bon is one psychologist who looked at the formation of critical masses of people necessary to spark change. According to Le Bon, this formation creates a collective unconsciousness, making people “a grain of sand amid other grains of sand which the wind stirs up at will.”

He identified three key processes which create a critical mass of people: anonymity, contagion, and suggestibility. When all three are present, a group loses their sense of self-restraint and behaves in a manner he considered to be more primitive than usual. The strongest members (often those who first convinced others to adopt their ideas) have power over others.

Examples of Critical Mass


Viral media include forms of content (such as text, images, and videos) which are passed amongst people and often modified along the way. We are all familiar with how memes, videos and jokes spread on social media. The term “virality” comes from the similarity to how viruses propagate.

“We are all susceptible to the pull of viral ideas. Like mass hysteria. Or a tune that gets into your head that you keep on humming all day until you spread it to someone else. Jokes. Urban legends. Crackpot religions. No matter how smart we get, there is always this deep irrational part that makes us potential hosts for self-replicating information.”

—Neal Stephenson, Snow Crash

In The Selfish Gene, Richard Dawkins compared memes to human genes. While the term “meme” is now, for the most part, used to describe content that is shared on social media, Dawkins described religion and other cultural objects as memes.

The difference between viral and mainstream media is that the former is more interactive and is shaped by the people who consume it. Gatekeeping and censorship are also less prevalent. Viral content often reflects dominant values and interests, such as kindness (for example, the dancing-man video) and humor. The importance of this form of media is apparent when it is used to negatively impact corporations or powerful individuals (such as the recent United Airlines and Pepsi fiascoes.)

Once a critical mass of people share and comment on a piece of content online, it reaches viral status. Its popularity then grows exponentially before it fades away a short time later.


The concept of critical mass is crucial when it comes to the adoption of new technology. Every piece of technology which is now (or once was) a ubiquitous part of our lives was once new and novel.

Most forms of technology become more useful as more people adopt them. There is no point in having a telephone if it cannot be used to call other people. There is no point in having an email account if it cannot be used to email other people.

The value of networked technology increases as the size of the network itself does. Eventually, the number of users reaches critical mass, and not owning that particular technology becomes a hindrance. Useful technology tends to lead the first adopters to persuade those around them to try it, too. As a general rule, the more a new technology depends upon a network of users, the faster it will reach critical mass. This situation creates a positive feedback loop.

In Zero to One, Peter Thiel describes how PayPal achieved the critical mass of users needed for it to be useful:

For PayPal to work, we needed to attract a critical mass of at least a million users. Advertising was too ineffective to justify the cost. Prospective deals with big banks kept falling through. So we decided to pay people to sign up.

We gave new customers $10 for joining, and we gave them $10 more every time they referred a friend. This got us hundreds of thousands of new customers and an exponential growth rate.

Another illustration of the importance of critical mass for technology (and the unique benefits of crowdfunding) comes from Chris LoPresti:

A friend of mine raised a lot of money to launch a mobile app; however, his app was trounced by one from another company that had raised a tenth of what he had, but had done so through 1,000 angels on Kickstarter. Those thousand angels became the customers and evangelists that provided the all-important critical mass early on. Any future project I do, I’ll do through Kickstarter, even if I don’t need the money.

Urban Legends

Urban legends are an omnipresent part of society, a modern evolution of traditional folklore. They tend to involve references to deep human fears and popular culture. Whereas traditional folklore was often full of fantastical elements, modern urban legends are usually a twist on reality. They are intended to be believed and passed on. Sociologists refer to them as “contemporary legends.” Some can survive for decades, being modified as time goes by and spreading to different areas and groups. Researchers who study urban legends have noted that many do have vague roots in actual events, and are just more sensationalized than the reality.

One classic urban legend is “The Hook.” This story has two key elements: a young couple parked in a secluded area and a killer with a hook for a hand. The radio in their car announces a serial killer on the loose, often escaped from a nearby institution, with a hook for a hand. In most versions, the couple panics and drives off, only to later find a hook hanging from the car door handle. In others, the man leaves the car while the woman listens to the radio bulletin. She keeps hearing a thumping sound on the roof of the car. When she exits to investigate, the killer is sitting on the roof, holding the man’s severed head. The origins of this story are unknown, although it first emerged in the 1950s in America. By 1960, it began to appear in publications.

Urban legends are an example of how a critical mass of people must be reached before an idea can spread. While the exact origins are rarely clear, it is assumed that it begins with a single person who misunderstands a news story or invents one and passes it on to others, perhaps at a party.

Many urban legends have a cautionary element, so they may first be told in an attempt to protect someone. “The Hook” has been interpreted as a warning to teenagers engaging in promiscuous behaviour. When this story is looked at by Freudian folklorists, the implications seem obvious. It could even have been told by parents to their children.

This cautionary element is clear in one of the first printed versions of “The Hook” in 1960:

If you are interested in teenagers, you will print this story. I do not know whether it's true or not, but it does not matter because it served its purpose for me… I do not think I will ever park to make out as long as I live. I hope this does the same for other kids.

Once a critical mass of people know an urban legend, the rate at which it spreads grows exponentially. The internet now enables urban legends (and everything else) to pass between people faster. Although a legend might also be disproved faster, that's a complicated mess. For now, as Lefty says in Donnie Brasco, “Forget about it.”

The more people who believe a story, the more believable it seems. This effect is exacerbated when media outlets or local police fall for the legends and issue warnings. Urban legends often then appear in popular culture (for example, “The Hook” inspired a Supernatural episode) and become part of our modern culture. The majority of people stop believing them, yet the stories linger in different forms.

Changes in Governments and Revolutions

“There are moments when masses establish contact with their nation's spirit. These are the moments of providence. Masses then see their nation in its entire history, and feel its moments of glory, as well as those of defeat. Then they can clearly feel turbulent events in the future. That contact with the immortal and collective nation's spirit is feverish and trembling. When that happens, people cry. It is probably some kind of national mystery, which some criticize, because they do not know what it represents, and others struggle to define it, because they have never felt it.”
―Corneliu Zelea Codreanu, For My Legionaries


From a distance, it can seem shocking when the people of a country revolt and overthrow dominant powers in a short time.

What is it that makes this sudden change happen? The answer is the formation of a critical mass of people necessary to move marginal ideas to a majority consensus. Pyotr Kropotkin wrote:

Finally, our studies of the preparatory stages of all revolutions bring us to the conclusion that not a single revolution has originated in parliaments or in any other representative assembly. All began with the people. And no revolution has appeared in full armor — born, like Minerva out of the head of Jupiter, in a day. They all had their periods of incubation during which the masses were very slowly becoming imbued with the revolutionary spirit, grew bolder, commenced to hope, and step by step emerged from their former indifference and resignation. And the awakening of the revolutionary spirit always took place in such a manner that at first, single individuals, deeply moved by the existing state of things, protested against it, one by one. Many perished, “uselessly,” the armchair critic would say. But the indifference of society was shaken by these progenitors. The dullest and most narrow-minded people were compelled to reflect, “Why should men, young, sincere, and full of strength, sacrifice their lives in this way?” It was impossible to remain indifferent; it was necessary to take a stand, for, or against: thought was awakening. Then, little by little, small groups came to be imbued with the same spirit of revolt; they also rebelled — sometimes in the hope of local success — in strikes or in small revolts against some official whom they disliked, or in order to get food for their hungry children, but frequently also without any hope of success: simply because the conditions grew unbearable. Not one, or two, or tens, but hundreds of similar revolts have preceded and must precede every revolution.

When an oppressive regime is in power, a change is inevitable. However, it is almost impossible to predict when that change will occur. Often, a large number of people want change and yet fear the consequences or lack the information necessary to join forces. When single individuals act upon their feelings, they are likely to be punished without having any real impact. Only when a critical mass of people’s desire for change overwhelms their fear can a revolution occur. Other people are encouraged by the first group, and the idea spreads rapidly.

One example occurred in China in 1989. While the desire for change was almost universal, the consequences felt too dire. When a handful of students protested for reform in Beijing, authorities did not punish them. We have all seen the classic image of a lone student, shopping bags in hand, standing in front of a procession of tanks and halting them. Those few students who protested were the critical mass. Demonstrations erupted in more than 300 towns all over the country as people found the confidence to act.

Malcolm Gladwell on Tipping Points

An influential text on the topic of critical mass is Malcolm Gladwell’s The Tipping Point. Published in 2000, the book describes a tipping point as “the moment of critical mass, the threshold, the boiling point.” He notes that “Ideas and products and messages and behaviors spread just like viruses do” and cites such examples as the sudden popularity of Hush Puppies and the steep drop in crime in New York after 1990. Gladwell writes that although the world “may seem like an immovable, implacable place,” it isn't. “With the slightest push — in just the right place — it can be tipped.”

Referring to the 80/20 rule (also known as Pareto’s principle), Gladwell explains how it takes a tiny number of people to kickstart the tipping point in any sort of epidemic:

Economists often talk about the 80/20 Principle, which is the idea that in any situation roughly 80 percent of the “work” will be done by 20 percent of the participants. In most societies, 20 percent of criminals commit 80 percent of crimes. Twenty percent of motorists cause 80 percent of all accidents. Twenty percent of beer drinkers drink 80 percent of all beer. When it comes to epidemics, though, this disproportionality becomes even more extreme: a tiny percentage of people do the majority of the work.

Rising crime rates are also the result of a critical mass of people who see unlawful behavior as justified, acceptable, or necessary. It takes only a small number of people who commit crimes for a place to seem dangerous and chaotic. Gladwell explains how minor transgressions lead to more serious problems:

[T]he Broken Windows theory … was the brainchild of the criminologist James Q. Wilson and George Kelling. Wilson and Kelling argued that crime is the inevitable result of disorder. If a window is broken and left unrepaired, people walking by will conclude that no one cares and no one is in charge. Soon, more windows will be broken, and the sense of anarchy will spread from the building to the street it faces, sending a signal that anything goes. In a city, relatively minor problems like graffiti, public disorder, and aggressive panhandling, they write, are all the equivalent of broken windows, invitations to more serious crimes…

According to Gladwell’s research, there are three main factors in the creation of a critical mass of people necessary to induce a sudden change.

The first of these is the Law of the Few. Gladwell states that certain categories of people are instrumental in the creation of tipping points. These categories are:

  • Connectors: We all know connectors. These are highly gregarious, sociable people with large groups of friends. Connectors are those who introduce us to other people, instigate gatherings, and are the fulcrums of social groups. Gladwell defines connectors as those with networks of over one hundred people. An example of a cinematic connector is Kevin Bacon. There is a trivia game known as “Six Degrees of Kevin Bacon,” in which players aim to connect any actor/actress to him within a chain of six films. Gladwell writes that connectors have “some combination of curiosity, self-confidence, sociability, and energy.”
  • Mavens: Again, we all know a maven. This is the person we call to ask what brand of speakers we should buy, or which Chinese restaurant in New York is the best, or how to cope after a rough breakup. Gladwell defines mavens as “people we rely upon to connect us with new information.” These people help create a critical mass due to their habit of sharing information, passing knowledge on through word of mouth.
  • Salesmen: Whom would you call for advice about negotiating a raise, a house price, or an insurance payout? That person who just came to mind is probably what Gladwell calls a salesman. These are charismatic, slightly manipulative people who can persuade others to accept what they say.

The second factor cited by Gladwell is the “stickiness factor.” This is what makes a change significant and memorable. Heroin is sticky because it is physiologically addictive. Twitter is sticky because we want to keep returning to see what is being said about and to us. Game of Thrones is sticky because viewers are drawn in by the narrative and want to know what happens next. Once something reaches a critical mass, stickiness can be considered to be the rate of decline. The more sticky something is, the slower its decline. Cat videos aren't very sticky, so even the viral ones thankfully fade into the night quickly.

Finally, the third factor is the specific context; the circumstances, time, and place must be right for an epidemic to occur. Understanding how a tipping point works can help to clarify the concept of critical mass.

The 10% Rule

One big question is: what percentage of a population is necessary to create a critical mass?

According to researchers at Rensselaer Polytechnic Institute, the answer is a mere 10%. Computational analysis was used to establish where the shift from minority to majority lies. According to director of research Boleslaw Szymanski:

When the number of committed opinion holders is below 10 percent, there is no visible progress in the spread of ideas. It would literally take the amount of time comparable to the age of the universe for this size group to reach the majority. Once that number grows above 10 percent, the idea spreads like flame.

The research has shown that the 10% can comprise literally anyone in a given society. What matters is that those people are set in their beliefs and do not respond to pressure to change them. Instead, they pass their ideas on to others. (I'd argue that the percentage is lower. Much lower. See Dictatorship of the Minority.)

As an example, Szymanski cites the sudden revolutions in countries such as Egypt and Tunisia: “In those countries, dictators who were in power for decades were suddenly overthrown in just a few weeks.”

According to another researcher:

In general, people do not like to have an unpopular opinion and are always seeking to try locally to come to a consensus … As agents of change start to convince more and more people, the situation begins to change. People begin to question their own views at first and then completely adopt the new view to spread it even further. If the true believers just influenced their neighbors, that wouldn’t change anything within the larger system, as we saw with percentages less than 10.

The potential use of this knowledge is tremendous. Now that we know how many people are necessary to form a critical mass, this information can be manipulated — for good or evil. The choice is yours.

The Trojan Horse: How Marketers, Retailers, and Artists Conceal Their True Intents

“Image: The Trojan Horse. Your guile is hidden inside a magnificent gift that proves irresistible to your opponent. The walls open. Once inside, wreak havoc.”
— Robert Greene, The 48 Laws of Power


The Basics

The story of the Trojan Horse is perhaps the most famous of all the Greek myths.

The Trojan War had been going on for a decade, with no end in sight and many Greek heroes dying, when Odysseus came up with an idea that won the war for the Greeks.

Because the Trojans considered horses to be sacred, the Greeks built a large, hollow wooden horse. To make it even more irresistible, they used wood from Cornel trees (also sacred) to construct it. Odysseus and a group of men hid inside while the rest of the Greek army pretended to leave the area, destroying their camp and boarding their ships.

After some debate as to whether the Greeks could be trusted, the Trojans dragged the giant horse inside the walls of the city. The end of the ten-year siege was a huge relief to the people of Troy, who spent the night celebrating.

By midnight, everyone was in a drunken stupor. Odysseus then acted, signaling to the Greek fleet to return and leading his men out of the Trojan Horse to kill the unsuspecting guards and open the doors. The Greeks then had access to the city. They massacred the Trojans, keeping a few alive as slaves. Some of the soldiers traveled further afield, forming settlements which are supposed to have led to the creation of Rome.

Ancient Greeks saw this myth as factual, with the events occurring between 1300–1200 BC in the area near Dardanelles.

There is some archeological evidence for the existence of Troy, although most historians now accept that the story is mythological. There is probably still some basis in actual events, as sieges were common during that era.

Myth or not, the fact that the story of the Trojan Horse has survived for over 3,000 years indicates its power and utility as a mental model.

Why, exactly, has this particular story retained its grip on our imagination for so long?

We can only speculate as to why. Perhaps the answer lies in the fact that the Trojan Horse is not just a story. It's also a parable, a metaphor, an invitation to be ingenious, an example of out-of-the-box thinking.

Reading it has sparked so many ideas for so many people. It is at once practical and bizarre.

Using it as a mental model, we can apply the Trojan Horse story to an array of disciplines and situations. As a concept, it can be used for both good and evil.

The Trojan Horse in Marketing and Business

We live in an era when we are all besieged by marketing messages every moment of the day. Like the Trojans hiding in their city, we have learned to shut these messages out — we use advertisement blockers, throw away junk mail unopened, ignore billboards, and filter out spam emails.

In order to gain our attention, marketers often use a technique similar to the Trojan Horse. They offer people an apparent gift — a free ebook, a discount card, a sample. Only once this item has been enjoyed can its real purpose can be enacted.

A good heuristic when things seem too good to be true is to just forget about them.

Many marketing lessons can be found in the original myth.

The Greeks chose a form which appealed to their targets, using a sacred creature and type of wood. Likewise, marketers must fit their gift to the audience, making it appealing to their basic interests. The Greeks used innovative thinking, inventing a tactic which was new and therefore unexpected. If they had tried the same thing again, it would have had no effect.

Once a marketing technique is recognizable, its impact wanes. No one is going to click on a “5 ways to kill belly fat” pop-up anymore, or fall for an email from a Nigerian prince telling you just how much money you left there, or enjoy a free executable file that will clean your computer. These ruses are now well known and we ignore them. But when these techniques were new and unfamiliar, huge numbers of people were attracted by the offers.

Some examples of Trojan Horse marketing include:

  • Offering the first chapter of a book for free to people who join an email list — Having read the chapter and received more emails which connect them to the author, people are more likely to buy the full book than they would have been if they had only seen an advert.
  • Creating free high-quality blog content for an audience to enjoy — Once people are interested in the blogger's voice and expertise, the marketing can begin. Many people will at some point want to support the person whose work they have been consuming for free. This support might include buying courses, books, or consulting services or donating to a Patreon page. We developed the learning community as not only a bunch of extras for people but also a means to support the free content we provide.
  • Writing a book detailing an expert's specialized knowledge — While sales of the book are often not high, having it published benefits the expert's business. For example, Ryan Holiday has stated that his books have led to more income from speaking and consulting than from actual book sales.
  • Making the most income from revenue streams which do not appear to be the main objective of a business — For example, high-fashion brands often make more money from perfume than from clothing, cinemas rely on sales of popcorn and drinks, and some restaurants profit predominantly from sales of alcohol.
  • Creating viral branded content which people share and engage with due to its being interesting and often amusing — For example, just try to watch the Android “Friends Furever” video without forwarding it to at least one person. The adorable video wraps up a marketing message, making people more likely to pay attention to it.

In his book Permission Marketing, Seth Godin discusses the idea under a different name. When you let people into your inbox, you're letting people into your city. They might be there for good or bad reasons; it's hard to know in advance. In a blog post, Godin explains how the concept works:

Permission marketing is the privilege (not the right) of delivering anticipated, personal, and relevant messages to people who actually want to get them.

It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.

Pay attention is a key phrase here, because permission marketers understand that when someone chooses to pay attention they are actually paying you with something precious…

Real permission works like this: if you stop showing up, people complain, they ask where you went…

Permission is like dating. You do not start by asking for the sale at first impression. You earn the right, over time, bit by bit…

In order to get permission, you make a promise. You say, “I will do x, y and z, I hope you will give me permission by listening.” And then, this is the hard part, that's all you do. You do not assume you can do more. You do not sell the list or rent the list or demand more attention…

In the book, Godin explains how Amazon has used permission marketing to build an empire:

Using permission, Amazon can fundamentally reconfigure the entire book industry, disintermediating and combining every step of the chain until there are only two: the writer and Amazon … Amazon appears to be building a permission asset, not a brand asset.

Amazon began by offering cheap books. Once people fell for that initial Trojan Horse, Amazon offered them other products and gradually captured more and more of their online spending. Services such as Prime, Echo, and Kindle are contained within the Trojan Horse — that first cheap purchase someone makes.

Just as the Greeks invested effort into building the horse, Amazon has invested millions in technology and infrastructure. This is the essence of Trojan Horse marketing: offering a gift (with Amazon, this includes free trials, discounts, and generally low costs for popular items) and then upselling and upselling and upselling.

On the topic of Amazon Prime, John Warrillow writes:

Like many subscription models, Amazon Prime is a Trojan horse that is expanding the list of products consumers are willing to buy from Amazon and giving the eggheads in Seattle a mountain of customer data to sift through.

The Trojan Horse and the Benjamin Franklin Effect

Let’s say there is a person who dislikes you — a lot. It’s fine; this happens to all of us.

But what if you need to form an allegiance with this person? Or maybe they don’t dislike you, they just don’t know you. Either way, you need to build a relationship with them.

What should you do? Ask them out for coffee, offer a gift, ask someone for an email introduction?

One solution is to utilize the Benjamin Franklin effect, essentially a sort of Trojan Horse approach to building relationships.

The Benjamin Franklin effect is a psychological phenomenon in which we begin to like people we have done favors for. Essentially, the initial favor is the Trojan Horse, containing within it a relationship. Franklin’s original story, told in his autobiography, details how he used this during his time as a legislator:

Having heard that he [a rival who disliked Franklin] had in his library a certain very scarce and curious book, I wrote a note to him, expressing my desire of perusing that book, and requesting he would do me the favour of lending it to me for a few days. He sent it immediately, and I return'd it in about a week with another note, expressing strongly my sense of the favour.

When we next met in the House, he spoke to me (which he had never done before), and with great civility; and he ever after manifested a readiness to serve me on all occasions, so that we became great friends, and our friendship continued to his death.

We can use Franklin’s technique as a Trojan Horse to gain the respect, friendship, and cooperation of other people.

Asking someone for a favor indicates that we already respect them and consider them to have something we lack — a form of flattery which serves as the gift. Once they have accepted this and performed the favor, it can be leveraged.

Examples of the conjunction between the Benjamin Franklin effect and the Trojan Horse include:

  • Salesmen use the foot-in-the-door technique. This involves making a small request (for example, filling in a survey), then trying to sell you something.
  • If someone you know has a particular area of expertise, try texting or emailing them (rather than Googling it) whenever you have a related question. One Reddit user on r/LifeProTips recommends texting your mother simple questions on a regular basis to strengthen the relationship. Doing so indicates to people that we consider them knowledgeable, making them more likely to respond to larger requests.

Robert Greene also recommends a number of Trojan Horse–style tactics in The 48 Laws of Power, concealing true intentions within a facade and using specific behavior to achieve goals.

Use selective honesty and judgment to disarm … One sincere and honest move will cover over dozens of dishonest ones. Open-hearted gestures of honesty and generosity bring down the guard of even the most suspicious people. Once your selective honesty opens a hole in their armor, you can deceive and manipulate them at will. A timely gift—a Trojan horse—will serve the same purpose.

In The 33 Strategies of War, Greene returns to the same analogy:

[B]efriend your enemies, worming your way into their hearts and minds. As your targets’ friend, you will naturally learn their needs and insecurities, the soft interior they try so hard to hide. The guard will come down with a friend. And even later on, when you play out your treacherous intentions, the lingering resonance of your friendship will still confuse them, letting you keep on manipulating them by toying with their emotions or pushing them into overreactions. For a more immediate effect, you can try a sudden act of kindness and generosity that gets people to lower their defenses—the Trojan Horse strategy. …

When confronted by something difficult or thorny, do not be distracted or discouraged by its formidable outer appearance; think your way into the soft core, the center from which the problem blossoms… Knowing the problem’s core gives you great power to change it from the inside out. Your first thought must always be to infiltrate the center… never to whale away at the periphery or just pound at the walls.

How Artists Change Your Mind

Botticelli primavera

Many artists (a term used here to denote anyone who creates something, not just those who paint canvases) have used their work to conceal important agendas.

The Beatles, Bob Dylan, and Conor Oberst wrap political and social messages within beautiful music.

Bloggers such as Seth Godin and James Altucher envelop key life lessons and paradigm-altering concepts within humorous anecdotes and metaphors. The women who embroidered the Bayeux Tapestry added their own subtle views to the panoramas of war and victory.

Companies such as Toms, Ben & Jerry, and Lush use the popularity of their products to fund real change. Johannes Vermeer's most serene paintings tell complex, taboo narratives.

Botticelli's La Primavera (above) is actually an exploration of his interest in horticulture, not a study of human figures.

Consider Gatsby, throwing lavish parties with the sole purpose of attracting Daisy back to him. This is the essence of much of art — an attractive and appealing exterior conceals the true purpose.

People use whatever means are available to them to express their views and attitudes. Sometimes this is intentional; sometimes the Trojan Horse is built unconsciously. The purpose is to get a message across in a form which is palatable to people.

Few of us enjoy or engage with straightforward expressions of a particular agenda. But when it comes in an interesting form, we pull the wooden horse within the city walls with glee. Just as with marketing messages, we have become desensitized to these sorts of messages. Artists must now use ingenuity and creativity to spread their ideas.

As Walter Hamady writes:

The book as a structure is the Trojan horse of art — it is not feared by average people. It is a familiar form in the world, and average people will take it from you and examine it whereas a painting, poem, sculpture, or print they will not.

This concept of art as a Trojan Horse is extremely important.

Farnam Street itself serves as a Trojan Horse. Our intention is to spread an appreciation of the importance of clear thinking, lifelong learning, making good decisions and living a meaningful life.

If upon your first visit to this site, you had found nothing but a list of instructions, the chances are high that you would have ignored it and never returned. Through the use of stories, analogies and careful explorations of important ideas, this agenda has reached and inspired many people. When you read a post about a military tactic or the life of a historic figure, the purpose is not the narrative alone. It is about much more than that — a way of changing how people think.

In Contagious, Jonah Berger explains the power of stories as a Trojan Horse:

People don’t just share information, they tell stories. But just like the epic tale of the Trojan Horse, stories are vessels that carry things such as morals and lessons. Information travels under the guise of what seems like idle chatter. So, we need to build our own Trojan horses, embedding our products and ideas in stories that people want to tell… we need to make our message so integral to the narrative that people can’t tell the story without it.

Francis T. Marchese also advocates the Trojan Horse approach to art:

The Trojan Horse is an artifact that possesses a host of hidden agendas. Rather than presenting a one-off manifestation, the Trojan Horse offers many platoons, capable of strategically addressing the wider culture, pointing to replicable solutions through demonstration. Thus, an artwork acting like a Trojan Horse can contain the seeds of multiple strategic outcomes.

In short, when we want to spread an idea or spark change, we would do well to learn from the ancient Greeks.

People have strong defenses against anything which challenges their worldviews. By packaging it in a format which appeals to them, we can pass on meaning. Artists, marketers, and politicians (among others) have long realized the importance of this approach. It is a means of injecting our ideas, both good and bad, into people’s worlds through an apparent gift.

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    Trojan Horse Image via PBS.

How to Live on 24 Hours a Day: Arnold Bennett on Living a Meaningful Life Within the Constraints of Time

“We shall never have more time.
We have, and have always had,
all the time there is.”


Despite having been published in 1910, Arnold Bennett’s book How to Live on 24 Hours a Day remains a valuable resource on living a meaningful life within the constraints of time. In the book, Bennett addresses one of our oldest questions: how can we make the best use of our lives? How can we make the best use of our time?

Bennett begins by reflecting on our counterintuitive tendency to value money over time. This is a topic which has been discussed as far back as the Stoics, and more recently by the financial independence movement. He writes:

Newspapers are full of articles explaining how to live on such-and-such a sum…but I have never seen an essay ‘how to live on 24 hours a day.’ Yet it has been said that time is money. That proverb understates the case. Time is a great deal more than money. If you have time, you can obtain money-usually. But…you cannot buy yourself a minute more time.

Next, he urges people to realize what a wonder it is that our daily allocation of time appears anew each time we wake:

The supply of time is truly a daily miracle. You wake up in the morning and lo! your purse is magically filled with 24 hours of the unmanufactured tissue of the universe of your life! It is yours.

Bennett’s original audience consisted of working people of slim means, used to structuring their lives around money. For this reason, he uses money as a metaphor for time, to make the abstract concepts seem more real:

You cannot draw on the future. Impossible to get into debt! You can only waste the passing moment. You cannot waste tomorrow, it is kept from you.

You have to live on this 24 hours of time. Out of it you have to spin health, pleasure, money, content, respect and the evolution of your immortal soul. It’s right use…is a matter of the highest urgency.

Perhaps one of the starkest and most memorable lines in the book is this:

We shall never have more time. We have, and have always had, all the time there is.

Bennett strongly encourages his readers to pursue their dreams, even if they fail. When we listen to the regrets of the elderly and dying, they invariably lament on what they neglected to do, not what they did. It is, however, the trying which matters, the journey which fulfills us:

A man may desire to go to Mecca… He fares forth…he may probably never reach Mecca; he may drown before he reaches Port Said; he may perish ingloriously on the cost of the Red Sea; his desire may remain eternally frustrated. Unfulfilled aspiration may always trouble him. But he will not be tormented in the same way as the man who…never leaves Brixton.

There is no magic bullet, no secret way to find more time. We see the desire to find one today, as people chase time management techniques which promise to free up more hours in the day:

I have found no such wonderful secret. Nor do I expect to find it, nor do I expect anyone else to find it. It is undiscovered… there is no easy way, no royal road. The path to Mecca is extremely hard and stony and the worst part is that you never get there after all.

This could be discouraging but it's not. Bennett encourages us to focus on how we can use our time to improve ourselves, stating that it is never too late:

You can turn over a new leaf every hour if you choose.

The idea that you can reinvent yourself each hour of the day is liberating. We get stuck in ruts and tell ourselves that we cannot change because we are too old, too young, too poor, too tied down. These are only excuses. They absolve us from responsibility. Bennett reminds us that just as money can be spent on anything, so can time. And, as Seneca reminded us, most of us fail to understand time until it's too late.

Bennett foreshadows modern research on habit change and personal development, which urges people to start small:

Beware of undertaking too much at the start. Be content with quite a little. Allow for accidents. Allow for human nature, especially your own… a glorious failure is better than a petty success.

Having set the stage, Bennett begins to discuss exactly how much time his audience has available to them. It is a simple fact that most of us believe we work for far more hours than we do – the average person’s estimate of their work week is out by 20 hours. Most workers are only productive for 3 hours a day. (the rest is spent on social media, gossiping and so on.) You can indeed get more done by working less.

You say your day is already full to overflowing. How? You actually spend in earning your livelihood – how much? Seven hours on the average. And in sleep, seven? I will add another two to be generous. And I will defy you to account for me the other 8 hours on the spur of the moment.

We all know the odd feeling of time passing without us noticing. We have all looked up on a Sunday evening, baffled as to where the day went. We have all arrived home at 6 pm and found that by the time we make dinner and shower, it is suddenly midnight.

Looking at the example of the average office worker at the time, Bennett reflects on our skewed attitude to work. We view our hours at work as our day and the rest as a margin. (Another example of how we fail to understand time.)

He persists in looking at the hours from 10 to 6 as ‘the day’ to which the 10 hours proceeding and the 6 hours following are an epilogue and prologue … this general attitude is illogical and unhealthy.

Next, Bennett laments the practice, ubiquitous of the time, of spending the morning commute reading the newspaper. We can apply his statements to the newspapers modern equivalent: social media. No doubt you have seen pictures of the past where a train carriage is full of people reading newspapers. Today the buses and subways are full of people on their telephones.

You calmly and majestically give yourself up to your newspaper. You do not hurry…your air is the air of a leisured man, wealthy in time, of a man from some planet where there are 124 hours in the day…I cannot possibly allow you to scatter such precious pearls of time with Oriental lavishness. You are not the Shah of time.

If you have ever known someone who complains of being time poor, yet scrolls Facebook with all the ease of a cat watching dust particles, you can doubtless relate to Bennett’s frustration. The number one question I receive from readers is how can I find more time to read? There is a simple answer but it involves tradeoffs that most of us are unwilling to make. It means putting reading and learning and growing ahead of the immediate gratification of social media. To waste vast swathes of time mindlessly consuming the day’s information is a bizarre concept to anyone who shares his attitude. Depending on the activity, The Red Queen of time is indeed formidable.

(In case you're wondering how I square this view of time squandering on newspapers with the fact you're reading a wesbite right now, allow me to explain the difference. Newspapers are focused on things that change. You can't run fast enough to keep up with this world and yet while you may think it's valuable the information you receive is full of noise. Farnam Street focuses on helping you learn things that don't change over time — It's an investment. What you learn today becomes the scaffolding to solving tomorrow's problem.)

Bennett describes the average person’s evening which has changed little in the last century.

You are pale and tired…in an hour or so you sit up and feel you could take a little nourishment. And you do. Then you smoke, seriously, you see friends, you potter, you play cards, you flirt with a book, you take a stroll, you caress the piano…by jove! A quarter past eleven.

Replace seeing friends for texting them, cards for video games, a book for a movie, a stroll for a trip to the gym and that is how most of us spend our evenings. Worn out by work, we flirt between whichever diversion seems interesting, dumping it when it begins to require focus. Then, suddenly it is time to sleep. Another day is over. But tomorrow will be different, right? Not without a concentrated effort, it won’t.

Bennett remarks on how different our evenings are when we have something specific to do and urges us to find specific diversions more often:

When you arrange to go to the theatre (especially with a pretty woman), what happens? You rush…you go. Friends and fatigue have been equally forgotten and the evening has seemed so long…can you deny that when you have something definite to look forward to at eventide, something that is to employ all your energy – the thought of that something gives a glow and more intense energy to the whole day?

Next, come some specific instructions on how we should spend our evenings. Bennett, echoing Machiavelli's ideas, suggests employing an hour and a half each evening for cultivating the mind, which still leaves 45 hours a week for errands, adventure, and seeing friends. This is a practice which we can all employ if only we'd stop the mindless diversions of Netflix and Snapchat and exchange the time for a concentrated effort on something meaningful.

My contention is that those 7 and a half hours will quicken the whole life of the week, add zest to it, and increase the interest which you feel in even the most banal occupations.

The control of the thinking machine is perfectly possible. And since nothing whatsoever happens to us outside our brains, since nothing hurts us or give us pleasure except within our brain, the supreme importance of being able to control what goes on inside the mysterious brain is patent… people complain of the lack of the power to concentrate, not witting that they may acquire the power if they chose…mind control is the first element of a full existence.

Bennett advocates an exercise which has much in common with mindfulness meditation, an idea which had yet to reach the country:

When you leave your house, concentrate your mind on a subject (no matter what to begin with.) You will not have gone ten paces before your mind has skipped away under your very eyes and is lurking around the corner with another subject. Bring it back by the scruff of the neck. Ere you have reached the station you will have brought it back 40 times. Do not despair. Keep it up. You will succeed.

As a subject to focus on, he recommends the works of the Stoics, which is still an ideal choice for personal study.

How can we, a century later in a somewhat different world, take Bennett’s advice?

It’s quite simple. His messages are uncomplicated, despite being wrapped up in his somewhat difficult to understand prose. For starters, we can stop viewing our work as our lives and learn to distinguish the two or intertwine them. We can plan specific pursuits for our spare time, rather than flitting it away. We can take stock of how much free time we actually have and where it is going. Then, we can structure those hours and minutes to ensure they are used for something meaningful. We can stop using all our spare time to consume stimulating information that changes quickly and focus on things that last. Instead, we can set aside blocks of time (guarded well) for working on our minds.

Unsurprisingly, the best way to improve ourselves is by reading. Books enable us to add the lives of other people onto our own. They are the most effective means humanity has found of making our lives meaningful, no matter how little time is available.

If you're looking to expand on these ideas, other books on the same topic which compliment this one include On the Shortness of Life by Seneca and Martin Eden by Jack London.

Philosopher Kahlil Gibran on The Tension Between Reason and the Silence Required for Thinking

Kahlil Gibran (1883–1931) published his masterpiece, The Prophet, in 1923. The work endures as a timeless meditation on the art of living. Gibran's thoughts on love and giving offer a glimpse into his genius.

Reminding one of the struggle most of us have with the three marriages, Gibran illuminates the beautiful struggle that exists within all of us between reason and passion.

Your soul is oftentimes a battlefield, upon which your reason and your judgment wage war against your passion and your appetite.
Would that I could be the peacemaker in your soul, that I might turn the discord and rivalry of your elements into oneness and melody.
But how shall I, unless you yourselves be also the peacemakers, nay, the lovers of all your elements.

Your reason and your passion are the rudder and the sails of your seafaring soul.
If either your sails or your rudder be broken, you can but toss and drift, or else be held at a standstill in mid-seas.
For reason, ruling alone, is a force confirming; and passion, unattended, is a flame that burns to its own destruction.
Therefore let your soul exalt your reason to the height of passion, that it my sing.
And let it direct your passion with reason, that your passion may live through its own daily resurrection, and like the phoenix rise above its own ashes.

As for his final piece of advice, on the tension between reason and passion, Gibran suggests something we should all take to heart, “rest in reason and move in passion.”

Just as there is a required solitude in leadership, there is a silence required for thinking. Increasingly, however, we use devices from iPhones and Echo's to entertain and reduce our ability to be present with ourselves. When it comes to Speaking and Talking, Gibran offers:

You talk when you cease to be at peace with your thoughts;
And when you can no longer dwell in the solitude of your heart you live in your lips, and sound is a diversion and a pastime.
And in much of your talking, your thinking is half murdered.
For thought is a bird of space, that in a case of words may indeed unfold its wings but cannot fly.

There are those among you who seek the talkative through fear of being alone.
The silence of aloneness reveals to their eyes their naked selves and they would escape.
And there are those who talk, and without knowledge or forethought reveal a truth which they themselves do not understand.
And there are those who have the truth within them, but they tell it not in words.

The Prophet goes on to explore love, marriage, children, crime and punishment and so much more. Complement with German Philosopher Arthur Schopenhauer on the Dangers of Clickbait.