This article all about Lisa Messenger and how she has completely disrupted the magazine industry and has influenced game changers like Arianna Huffington, George Clooney and Richard Branson to contribute to her vision.
I have wanted to have Lisa Messenger on Addicted2Success for a while. I recently caught up with her for an interview and in my eyes she is one of the most exciting female entrepreneurs in Australia right now. When I first saw her speaking on stage she was dressed in all white, with a glorious, graceful, angelic like appearance and she came across as a visionary leader from another planet that was destined to change the world.
Lisa is most well known for launching her magazine in 2013 called The Collective with no money and no experience in magazines what so ever! The Collective Magazine has gone on to be a global success and is now in thirty-seven countries with a vision of empowering people to live their best life and telling the story behind the story.
It took Lisa over twelve years to start looking at doing business outside of Australia and she puts it down to fear, perceived lack of knowledge, incorrect thinking around the need for government grants, and even thinking she needed someone’s permission.
Below are Lisa’s eight ways to not make the same mistakes she did and start a global business from nothing.
1. Be bold like Lisa and keep the plan simple
Think about why you want to take your business global and don’t do it just to be global for the sake of it. It’s only fear and your own misconceptions that are holding you back from going global, and once you start to look into it, it’s not that complex.
What happens with 99.9% of entrepreneurs is that they think they need to write laborious business plans that are a hundred pages long and contain every last detail before they can go global. Lisa sees’s herself as purposely, counter-intuitive to all of that and prefers to do what she calls back of the envelope plans. The most her plan will ever be is two pages and sometimes as little as two sentences.
Many entrepreneurs carry around a limiting belief that involves them thinking they lack the finances to get their idea off the ground and into an international market – Lisa has proven this is simply not true.
2. Pre-sell your idea
Once the plan is written out Lisa will then go around to corporate’s and tell them her idea so she can raise the money she needs to take it global. Every single thing that Lisa ever does is presold. There is usually no strategy on how she is going to implement the idea, and it’s made up as she goes along. This process is called being visionary and then executing.
At the execution stage, Lisa is very good at finding teams, putting them together, and then making the idea happen. In the early stages of The Collective, Lisa was very tenacious and would tell corporates that she had no money, no team and no experience in magazines, but that she can deliver on her promise.
With traditional magazines, they would normally sell pages of advertising to make revenue, whereas Lisa approached corporates and did sponsorships to cover the $350k that it costs to put out each issue of the magazine.
Each corporate sponsorship came bundled with advertorials, syndicated content back to them, speaking gigs, copies of the magazine to give to their clients and event partnerships. These sponsorships were combined with traditional advertisements in the magazine allowing her to ask for more money each time and focus on doing chunkier deals and less of them.
All of these factors combined were what allowed Lisa to pre-sell her idea to corporates. No matter how small the investment was from a corporate, it didn’t matter in the early days of The Collective because Lisa saw it as someone believing in her idea other than her, which validated the concept clearly in her mind.
You need to hustle a lot and embrace the challenge to pre-sell your idea, which will give you the success you need to take your startup global. Recognise what your currency is other than dollars. For a company like The Collective it’s content and so they can trade with a non-competing partner to maybe have their magazine distributed to a partner’s database in exchange for an article on their company that interests The Collective’s readers.
At the start of your business, you almost need to throw yourself at prospects, but as you get bigger and bigger things become easier. As an example, Lisa had Ryan Gosling on the front of one of her magazine issues and after that moment, she now get’s lots of publicists contacting her with influential people to feature on the front cover.
3. Attend an overseas trade fair
When Lisa found out, there was an event called Distripress she made the bold move to travel to the event with her Marketing Director Claire Bellbeck when they had very little money. They had to do lots of small deals just to be able to have the money to get there. In one day, they got to have a meeting with thirteen global media distributors all in the one place.
After the end of the event, they ended up being able to piece together distribution deals with thirteen different distributors, which Lisa says anyone can do, and it’s not that complex. She feels it’s really just a matter of finding out who distributes your particular product and going to a place where there are going to be more than one distributor.
With the deal in place, Lisa wanted to be in over fifty countries as quick as she could but she didn’t realise that it can be quite costly to ship physical magazines all around the world. She later settled on thirty-seven countries so she could focus on making a good return in strategic markets.
4. Pre-convince everyone you do business with
When you start working with a global distributor, they want you to commit to a certain spend in each market. It’s one thing to get product into a store, but it’s another thing to get it out of the store and for people to know it exists in the first place.
Using the power of persuasion and thinking differently, Lisa started saying things like, “I can’t afford to have a placement in the newsagency or to spend money on advertising, we need people to back us and believe in our vision.” What she did do though is make the bold move of guaranteeing them a certain amount of profit, which had never really been done in the magazine industry.
Distributors would then ask her how she knew that the magazine was going to sell, and she would tell them that she didn’t and that if it didn’t work out, she would have to find the money somehow to pay them back.
The way Lisa described her technique for doing deals in the early days was to reverse engineer them because she didn’t have the money to do things the traditional way.
Another example of a deal Lisa did early on in her journey was when she managed to get the airport light walls (floor to ceiling walls) covered with advertisements of her magazine. These are typically paid for up front, but Lisa managed to convince them to back her and put them up without upfront payment.
“People love entrepreneurs and they really want to help small business. You have to get people to buy into your dream and your passion. If you’re doing something with integrity that is going to have a positive impact on the world, you will be surprised at how many people get behind you“
5. Make the right approach and try traditional media
The first way that Lisa says you can market your business for global success is to approach traditional media like television, print and radio. To be successful at getting your brand onto these channels, it’s all in the way you position your approach. It’s best to start with getting to know the head of the area that you are going to pitch too first, rather than a cold approach.
The biggest mistake Lisa has seen startups make in these types of pitches is presenting a one size fits all solution. Second to this, many startups pitch ideas to traditional media where they say “this is my story, and I am amazing”. This approach won’t work either. You need to pitch the something that fits with their audience and gets you noticed at the same time.
The way you position your pitch needs to be about what’s in it for them not the other way round.
6. Think clearly about your social strategy
For your startup to go global, you need to have a clear and concise social media strategy just like The Collective. The key to this strategy is to share openly and authentically content that is relevant to your audience.
“With any business it is important to have multiple touch points, be where people want you, on a platform they want you, at a time they want you. This might sound cliché, but it’s cliché for a reason”
Don’t try and be somebody else on social media, get to the heart of who you are and what your startup is about and convey that message as best as you can. As you find influencers that are in line with your startup, begin commenting and sharing their articles so that you’re on their radar, and they might share your content in return.
If you’re selling chairs, for example, you need to think to yourself who are the most influential bloggers that have the greatest followings in the interior space. Maybe you send ten of your bespoke chairs to these influencers, and they photograph or blog about the product.
“You cannot underestimate the power of having a great product or service because when it’s great, it speaks for itself”
Ask yourself the question, what would you do to be a good person in the world and how would you communicate if the conversation were face to face? The result of this question is what you should take online.
Try to make sure that the articles or content you share don’t date as much as possible. This means that if someone came to your social media page for the first time and they read an article, they wouldn’t feel like they were reading yesterday’s news.
Another strategy you can try is if you have a cool top-secret project coming up or idea, you can half tell or plant things into different communities, to test people’s reactions and create a buzz. If the reaction to something were very negative, you could think twice about proceeding with the idea.
When you have great content, the amplification of your brand across social media can be enormous. The community of The Collective has carried the visionary message that Lisa wants to spread as if it’s their own. Even though Lisa is technically the sole financier of The Collective, she feels that it’s the community that own it now.
7. Demand a great culture
As the founder of the business, Lisa feels that it’s her job to set the tone of the culture, the direction and the vision. As your startup grows, your team will start to buy into and emulate the vision. Lisa gave a great example where she said that one of her new team members with good intention posted on social media, “Yay it’s Friday,” and Lisa said kindly, “hey that’s not quite in line with our culture we don’t like to position work as the enemy.”
Lisa strongly believes your life and work can blend if you find your purpose, your passion and your why, then you can be your authentic self at any time of the day, not just when you finish work. In Lisa’s life, she is so passionate about what she does that the lines between work and her personal life are blurred because she is doing what she has always wanted to do.
To be able to scale your vision globally, you must have a team that love working for you and work with you because they love what they do, not because they necessarily get paid to do it.
8. Run a lean team and find ways to attract talent
For many years, Lisa felt inadequate as a startup because people seem to have a measurement around how many staff you have and how that correlates to your success. For twelve years of Lisa’s business journey she had only three staff and she looks back now and says it was one of the smartest ways to do business.
In the early days Lisa had a lot more freelancers and consultants that she would bring in depending on the project, which meant that she wasn’t paying staff when she didn’t have projects. The twenty-three people she directly employs now are very much the dealmakers, marketing, management and design that are core, and then the other functions are fulfilled by eighty freelancers. This structure also allows The Collective to pay a set fee for a task and pull in the right teams for the right jobs based on their speciality.
To attract talent to your startup Lisa feels it’s a little bit of “fake it till you make it” and you have to get really good at telling your story even if you haven’t had any success yet. What I love is that when Lisa meets someone who hasn’t heard of The Collective and turns her down for an offer, she gets quite excited because it just shows her that she still has a long way to go which equals more growth for The Collective – this is such a great mindset to have.
In terms of remuneration, Lisa says that you can’t always pay freelancers great money early on but what you can do is think outside of the box and invite them to cool events or send them some product for free. It comes back to the same overarching idea that Lisa lives by which is what currency do you have other than money to exchange value?
- Don’t wait for someone else to back you
- Don’t wait for government grants
- Invest in yourself
Lisa is offering YOU, as an Addicted2Success reader a 30% off exclusive for a 12 month subscription to her magazine THE COLLECTIVE. – Click Here for this Special Offer.
8 Key Factors That Discourage Investors From Putting Money Into Your Startup
Today’s ideas are tomorrow’s winning businesses. Ideas executed brilliantly and with proper investment bring your business success. That is how the world of business got the likes of Apple, Google, McDonald’s, Amazon and so on.
But why in spite of the brilliant and promising ideas at the core of their business, many startups fail to attract investors? Why do investors hesitate to put their money into some startups? Well, investors have reasons and only by deciphering these reasons we could get hold of some deterrent factors that hold them back.
Let us explain some of the vital factors that prevent investors from putting their money in the startups below:
1. Inefficiency or Absence of Leadership Qualities
Inefficiency is the most significant deterrent factor for pulling the success of most startups. This can also be referred to as the lack of leadership qualities. Investors always want to make sure that they don’t lose their money through a company that has an extraordinary business model but no efficient and skilled business leader to make it successful. When fetching investment from investors, you need to offer a clear prospect and detailed plan of how you are going to achieve the goals.
2. Lack of Trustworthiness
An investor puts his money on a venture purely on the basis of the credibility and trustworthiness of the business. This is why besides having a sound business plan with clear objectives, you need to establish the integrity in terms of the security of the investor’s money and how the fund is going to be invested to give results as per business plan.
If an investor has a feeling that the startup may not have enough customers to fulfil its financial liabilities or if it finds that the business is hiding some information, it may further push the trust of the investors down. Total transparency and establishing the faith of the business brand are crucial for finding investors in favor.
3. Lacking Experience in Business Management
You have a great business idea backed up by a sound business plan and solid trustworthiness based on your background, but you have zero experience in managing a business. This is a serious reason for an investor to deny making any investment in your business. An investor cannot put his money just to allow you trying and learning your management skills the harder and riskier way. Uncertainty is the single biggest turn-off factor for any investor and lack of managerial experience is synonymous to that.
4. Business Model is Not Sound Enough
You have a business idea, some efficient, competent and experienced professionals as leaders, the great stamp of trust and pretty much everything that make a company look promising. But what about your business strategy and business model? Are they sound enough to take on the market competition and challenges for business growth? Well, this is what investors are most interested in.
In most cases, a business model is what makes an investor think twice and even take a backward step from investing in a startup. After all, your business model and strategy will decide how your business and products will be able to withstand competition and become victorious.
5. Taking Investors for Granted
This is a big mistake on the part of many startups. Just by becoming confident in the potential and the soundness of the business model and prospect, a business can consider getting investors on board requires just a little effort and time. But in reality, getting investors on board is the toughest thing a business can think of.
This is why without proper and meticulous preparation, it would be foolish to approach investors for your business. Most investors receive hundreds of such emails and a similar number of approaches through other means and they coldly just let them pass. This is why you need to send them very detailed proposals backed by strong recommendations and referrals.
6. Targeting the Wrong Investor
Every business has a target customer base, right? Not all customers are interested in every product in the market. Similarly, not all investors are interested in your business. Investors based on their prior experience and industry exposure, put their money in businesses that they know like their own palm of their hand.
So, targeting an investor who has no interest in your business will only drain your energy and bring you unnecessary frustration. When you are seeking investors for your software startup, don’t approach someone investing in real estate business.
7. Non-Realistic Proposal for Funds
Investors normally come with huge experience of your industry and so they have a clear idea about the fund requirements for your business startup. Moreover, they already have invested in other ventures or have gone through many proposals. Naturally, they have every bit of estimate already in their mind. So, any proposal claiming a lofty and unrealistic amount will only face rejection.
This is why it would be wise to become meticulous about your estimation of the required fund and calculation of various cost factors. Have meticulous details about every facet of investment backed up by breakup of the costs. Only when you can convince them with correct estimation, investors can take interest in discussing the matter further.
8. Make Sure Your Product Solves a Customer Problem
Will any investor put money in building a simple calendar app now? No, simply because such an app idea has no value for the end users now. Will an investor put money in a product that has already been outdated and has no use? No, no investor has to even go through such a proposal for dismissing them.
Well, to fetch investment, your product must be thoroughly customer-centric. It not only has to solve a problem but has to deliver some competitive value in comparison to similar products in the market.
Obviously, finding an investor for a new business is not an easy task, considering the huge competition that businesses need to deal with. But, if your business idea is unique and you fill all those requirements correctly as mentioned above, finding investors may not be as tough as it sounds.
5 Must Have Branding Tools for Your Startup
Your brand is more than just the colors on your website. And for startups, it’s important to create a strong and memorable brand from the beginning if you want to stand out from the competition, scale your company, and find your ideal customers faster.
Here are 5 simple tools that will help your company avoid branding mistakes, take charge of your visual identity, and set a solid foundation for future growth:
1. Graphic Design Software
The word “design” doesn’t have to be overwhelming. Before deciding on your startup’s logo, colors, designs, and overall tone, consider working with a brand strategist who can translate the core ingredients of your startup into a visual identity that speaks to your target market.
Brand strategists have expertise in the psychology of colors, shapes, textures, and words, and they will work with you to make sure that your branding appeals to your target audience. Once you have those basics of your brand established, there are several tools that can help your company refresh and maintain your visual identity.
The absolute best graphic design tool for non-designers is Canva. While the free version has a lot of functionality, the paid plans offer more customization such as the ability to import your exact brand fonts and colors.
But if your company handles all of your design in-house, you will need something more advanced than Canva. In that situation, I would recommend Adobe Creative Cloud to startups who work on their designs in-house, as it includes top-notch design software like Photoshop, Illustrator, Lightroom, InDesign, and more.
“Branding is what people say about you when you are not in the room – Jeff Bezos
2. Visuals & Creative Imagery
Have you ever wondered where your competitors get those beautiful branded photographs that end up on their website? While it’s possible that they worked with a photographer, it’s also likely that much of their imagery comes from stock photos.
Here are my recommendations on the exact places to purchase stock imagery to improve your company’s branding:
- Creative Market – A treasure trove of quality visual imagery where you can buy anything from stock photos, to branding mockups, to social media templates (Facebook cover photo, anyone?), to custom fonts… the options are nearly endless.
- Adobe Stock – Beloved by designers, and the platform offers tiered pricing plans based on your image needs and download quantity.
- Pixels – If you’re on a tight budget and just need to grab an image or two for a blog post, you may be able to find what you need on Pixels – which is great because all of the photos and videos on Pixels are free!
3. Social Media Scheduler
You’re a leader. You’re an entrepreneur. Your staff, board, funders, and admirers depend on you to make big decisions, lead the ship, and plot the vision towards your company’s future. You don’t have time to stare at a blank screen every day wondering what to post on Facebook.
By using a social media scheduling tool, you can sit down for a few hours, schedule batches of content, and schedule the dates and times when it will post to your accounts over the next couple of months. Then, once the content is posted, you only need to worry about responding to comments and engaging with your customers. 21st century efficiency at its finest.
Popular social media schedulers include Buffer and Hootsuite, both of which include free and paid plans. Not sure what exactly to post? Check out these social media ideas from influential businesses. And if the idea of writing and planning months of content still overwhelms you, our next tool will help you stay organized and on-brand.
4. Editorial Calendar
When it comes to your content, it’s time to step it up a notch and start thinking like a media outlet. Every piece of content that you put out as a company, whether it’s an e-mail blast, blog post, social media post, podcast, or video, needs to be aligned with your brand.
Each major magazine maintains an editorial calendar which outlines the overarching theme for each of the upcoming 12+ months. By establishing a monthly content theme in advance, they create a framework to generate and organize their ideas.
Consider creating an internal editorial calendar that will guide your startup’s content over the next 6-12 months. The software tool you use to maintain your editorial calendar isn’t that important — I like to use Trello, but you can also create a simple numbered list in Google Docs or Microsoft Excel. You may be surprised at how quickly the creative juices flow once you have an editorial calendar in place.
“Design is the silent ambassador of your brand.” – Paul Rand
5. In-Person Networking
Offline efforts count towards your branding too! And if you run your entire startup from behind your laptop screen, you miss out on ample opportunities to build your business offline and gain local referral partners.
If you’re new to in-person networking, start by visiting Meetup.com or Eventbrite.com where you can browse for events in your area. Think outside the box when it comes to selecting events to attend. For example: If you’re a chiropractor, it makes sense to attend local holistic health meetups. But you could also attend a travel event and meet digital nomads who don’t yet realize that a chiropractor can help them recover after long plane rides.
Remember that you’re not at the networking event to make instant sales, you’re looking for referral partners and connections. Don’t be the person who tries to shove your sales pitch down everyone’s throat upon meeting them.
As you can see, there are many simple online and offline resources that can help you spruce up your branding, reach new customers, and pique the interest of your target market. If you take branding one step at a time and start with the tools above, you will be well on your way to creating a brand that your customers will cherish and remember.
Have you used any of these branding tools before? Are there any additional tools that have helped your startup’s branding shine? Share your thoughts below!
5 Ways to Deal With Startup Uncertainty
Starting your own company may sound like a dream come true in your mind, on social media, and to all the people looking on in envy from their office jobs. But when the fantasy fades, you realize how much uncertainty you now have in your life. The inherent risk in any startup is that you are trading the certainty of a normal job for real growth and freedom. What people get from office jobs is much more than a steady pay check and free coffee. It’s a sense of certainty that their lives, work, and finances are in order.
You will have to give up certainty to fully take on the risks of this lifestyle. It will be roller-coaster and something you need to prepare for. Logically, it’s easy to know that. But emotionally, there are so many ups and downs in an entrepreneur’s life. Stress, frustration, and decreased motivation are inevitable.
Here are 5 ways you can deal with startup uncertainty:
1. Stick to a morning routine
There’s many ways to start a morning routine. What’s important is to have a stable, predictable routine. This centers your mind and gives you some order to your day. You manage your business and you can do whatever you want. No boss and no one telling you what to do, it can be mix of productive to outright messy days. By giving yourself some stability, you start the day off in a predictable way so that you can jump into work each day.
It’s as easy as taking your dog to the park, having a cup of coffee, and listening to a motivating audiobook for 20 minutes. You may need meditation to get into the state. Whatever it is that you need to get from a sleepy/hungover mindset to that of taking on the day.
“If you win the morning, you win the day.” – Tim Ferriss
2. Make time for high performance books
Speaking of audiobooks, everyone – especially entrepreneurs, need motivation. Get a few motivating books from other business leaders. This will do incredible things for your mindset and the way you think. Most of them help by keeping you excited for bigger goals. Look for classics from Jim Rohn and Tony Robbins. Or the newer motivational personalities like David Goggins and Rachel Hollis. You’ll be surprised at how much hearing someone’s hardships on their journey will help you on your own.
It’s easy to get a packed calendar working an office job. Everyone else in the company seems to be demanding your time for one meeting or another. Pointless meetings are even the reason some people leave their jobs in the first place. The issue with having your own startup is that while the pointless meetings are gone, so too is any semblance of structure from a filled up calendar.
Spend one evening and fill the upcoming week as much as possible. I recommend Sunday afternoons to think about your goals. Plan big tasks every day throughout the week. That way you always know what you should be working on and stay on track.
4. Hit the gym
This one is actually part of my morning routine and it’s benefits can’t be overstated. Exercise helps fight off anxiety and stress. There’s no better way to funnel your business frustrations more than into the weights. By the time you’re done, your body and mind will be much more relaxed. A necessity when it comes to the tension of being an entrepreneur. Whether that’s staring at your laptop or making sales calls.
“Daily exercise is an insurance policy for future illness.” – Robin Sharma
5. Be grateful
Gratitude was one of the feel good things that I always used to skip whenever it was mentioned. I wanted cold, calculated strategy or tools I could use to build a business as fast as possible. Many brilliant minds in not only self help but also in business, speak about the need for gratitude.
Here’s why it helps me when the business is going through growing pains or everything seems like it is going wrong. I get filled with doubt and uncertainty and gratitude is the quickest way to relief.
Yes, starting your own business is a massive effort, but there is always some job out there. You decided to launch something of your own because you don’t want a baseline existence. You want to grow and build with the freedom someone can only give themselves.
That alone is enough to be grateful. But if you need more, how about that most people are too scared to do what you’re doing. Or that you are taking the time to believe in yourself and live a life of taking chances.
That speaks to your character and self-worth. Much more than the life of quiet misery so many people in the world allow to decide their entire lifestyle. Be grateful you have this opportunity and make the most of it.
The Best Side Hustle You Can Start Today In Just 15 Minutes
The best side hustle you can start in 15 minutes is blogging.
It can be writing, making videos or speaking about topics you love through a regular podcast show. All of these acts are a form of blogging.
15 minutes is not long
That’s why blogging is a good choice.
A video that’s less than 15 minutes is easy to make and will work well.
A short piece of writing can be written in under 15 minutes.
A 10-minute audio conversation on one single question will give people heaps of value and detail in one particular area.
Starting is not where the power lies. Doing this side hustle every single day is how you get what you’re really looking for.
Many successful people are doing this
Whether it’s Hollywood actors like Will Smith or writers like Tim Ferriss or musicians like Ariana Grande — everyone is doing it.
Why is everyone doing the side hustle of blogging?
- It’s how we connect with each other.
- It actually works.
- It’s a way to create an audience which can become a business.
I didn’t invent this side hustle
I just tried it for myself and saw how powerful it was.
It got me:
- New clients for my 9–5
- A new 4 day a week day job
- Clients to coach via Skype
- Features in major publications like CNBC
- The opportunity to meet amazing human beings like LinkedIn influencer Michael Chapman
The side hustle of blogging gave me meaning for my life
Before this side hustle, I was washed up, uninspired, negative and pissed off with the world.
Spending 15 minutes to start the habit of blogging got me out of my head. It forced me to search all over the internet and find things to talk about. Pretty soon I was spending 2+ hours a night researching personal development and figuring out what I wanted to blog about.
Blogging led me to want to help the homeless, share my very private battle with mental illness, come to grips with my startup failures and share the lessons, and even overcome my fear of public speaking in the process.
Now I have a meaning for my life thanks to the side hustle of blogging. I reckon it can do the same to help you grow and get you to the next level. You can blog about whatever you want and then watch it grow from there.
Why is blogging the best side hustle?
It’s how you be creative.
It’s how you express yourself.
It’s how you grow.
It’s how you attract the right people into your life.
There are many side hustles you could choose. Blogging is one of many. In my opinion and based on my experience, it’s the best. There are so many avenues you can go down.
“Attracting what you want in your life has a lot to do with what you’re putting out into the world”
Blogging is a fantastic way to put out more of what’s important to you, into the world. Like a magnet, blogging attracts more of what you put out into your life.
Oh and don’t forget the income
Investing, giving back and making an income are all possible through blogging too. Part of my monthly income comes from blogging.
This allows me to back causes that help those in need, invest in stocks that provide me with a passive income and have money to spend on the occasional treat such as dinner dates and drinks with my co-workers.
That money comes from:
- Ghostwriting for other people
- Posting on Medium.com
- Coaching clients via Skype
- Consulting to businesses on how they can create content that aligns with their brand
There aren’t too many side hustles that can do that for you
Seriously, blogging is a game-changer. It’s a habit you can start in 15 minutes and repeat daily without much effort. Choose your poison — writing, video or audio — and then get started.
Do it for around twelve months and then send me an email with what you experience. I already know, having challenged lots of people already to start this side hustle, that it will work. It just requires patience and the habit of doing it daily.
15 minutes to start today.
And then 15 minutes every day for the rest of your life.
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