Success Advice
14 Tips Joel Brown Taught Me For Contacting And Interviewing Influential People
Before I became an author on Addicted2Success, I didn’t really know much about contacting influential people. Joel Brown taught me the art, and now I am teaching you. Most of what Joel told me made sense, but I just wasn’t consciously aware of it. Having done hundreds of interviews now, Joel has mastered the art of contacting people that are normally quite hard to reach, and he is at a world-class level.
Below are the fourteen tips Joel Brown gave me on how to contact influential people.
1. First contact is crucial
Always try a warm introduction first
– Before attempting to contact any person of influence, it’s always best to see if you know anyone in common first. When someone is in common with the influential person you are trying to contact, you can ask for an introduction. What this does is almost guarantee you a response and provides leverage. When someone who you know asks for a favor, you feel obligated to at least hear them out even if you can’t meet their request because of the connection you have. Reaching out cold doesn’t work because there is no leverage or obligation for the influential person to respond to you.
The best way to find out if you know anybody in common is to have a look on LinkedIn. If you haven’t already learned yet from previous articles, LinkedIn is the key to almost any form of networking or connecting. Once you identify someone in common, reach out (ideally via phone or worse case, email) to that person and ask for an intro. Try and offer something in return if you can and always give them an out in case they’re not comfortable.
Don’t forget to ask them how well they know the person. I had a situation recently where the person introing me hadn’t spoken to the person of influence in a while, and it was awkward. Given how famous the person, was though, I was willing to take the risk.
If the mutual connection says yes, then get them to send an intro email and CC you.
Ring their personal assistant
If you can’t get a warm introduction because you don’t know anyone in common, try and find the number of their office so you can talk to their personal assistant. Always be respectful and acknowledge the influential person’s time and then do your spiel about why they should get the influential person to be interviewed by you.
If all else fails, write to them in this format
Once you have tried the above methods, if you haven’t been successful, try and write to them via LinkedIn or email. Like with previous methods, make sure you mention anyone that you know in common.
The subject line should is very important and should outline the opportunity and grab their attention. Something along the lines of “Exposure for your new book Sales Mastery in front of an audience of 5000.”
In this short sentence, you have explained how you can help them and what your reach is which is the most important thing. It’s a good idea to mention their name or product title in the subject so that it doesn’t come across as a generic message.
In the body of the message, you should keep it to three short paragraphs. In the first paragraph, you explain who you are, and your audience reach. In the next paragraph, you mention a few names of people that you have interviewed before to help build credibility. It’s also a good idea to give them a link to a recent interview that you feel best represents your work.
In the final paragraph, you mention your ask and state the time commitment. You will find that if you start out asking for 20-30 minutes, you will get a lot more responses. You can always ask for more time later, but a small amount of time (like twenty minutes) is almost rude to decline someone who wants to promote your brand. Out of the entire paragraph, the thing you should spend most of your time articulating is what’s in it for them.
Be clever and write something like “I saw you have a new book coming out in a few weeks, and I would love to line up our interview in line with that so we can promote the book and help get you more readers.” The key is to tie the interview into something they are doing that’s important to them. They may not necessarily be selling something; it could be simply helping them to get exposure for a charity they work with. You then finish the paragraph with “let me know if this is possible and I look forward to your response.”
In your email signature, you must clearly list your full name, email address, direct phone number and ideally a link to your website or Linkedin page to give some further credibility. Write the message a few times and get a friend or partner to look over it for you to make sure it reads well.
Tell them why you do what you do and what inspires you
Throughout all your communication with a person of influence, it’s important to articulate why you do what you do and what inspires you. If a person of influence believes that you just want to talk to them because they are famous or so you can promote yourself, they probably won’t be that interested.
2. Your first reply needs to have the detail
In your first reply you can be a lot more detailed with your response. Often at this stage, your request may have been forwarded to a PR person or marketing firm so you have to communicate with that in mind. Highlight again the benefits in more detail and send more of your previous work.
The purpose of this second message is to secure a topic for the interview. I will usually put forward three topic ideas and then ask if they like any of mine or whether they had one they were keen to do. Ultimately, it’s important that you make the final decision on the topic. Tell them that the wording of the headline might change later but the topic won’t.
You then want to end this second message with a request for a date and time to do the interview. Make sure you find out where they will be on the date in case the local time is different to yours. There are lots of websites that will convert the time for you to your local time.
Tell them the means in which you will do the interview (phone, Skype, Facetime etc) and request for their contact information. The moment you get their contact details make sure you save them in your phone so that you are pre-prepared for the interview and not looking around at the last minute to find their details. Some of the people you contact might be a bit more old school and expect a face to face interview, so consider doing this if they are local to you.
3. Your second reply is the interview confirmation
Now that you have your final reply from the person with a topic and time, send them back a third and final message thanking them for doing the interview and make sure you reconfirm the time. It’s a good idea to send them a calendar invite as well so they don’t forget about your interview. A day or two before the interview, you can choose to send them another message to reconfirm the time. I generally don’t do this but if they are really famous, it’s a good idea.
It’s good to consider telling them what they need to do on the day of the interview. I tell them that I must call them so that the conversation is recorded and that they need to be in a quiet area with a strong Internet connection. While talking about Internet, mention that it’s always best to be hardwired rather than use wireless, to get the best possible quality audio.
4. Send them the questions in advance
You will still need to send one final message to them with the questions that you want to ask. This is quite important because it helps give them some background on what you will be talking about. I find that when you send the questions before hand you get much better responses. The other reason you need to do this is that depending on how famous they are the questions may need to be checked with a marketing or PR team beforehand.
The other reason you need to do this is that depending on how famous they are the questions may need to be checked with a marketing or PR team beforehand.
5. Use the right tools
To conduct interviews Joel taught me to use these tools:
– Ecamm Call Recorder for Skype or Facetime
– A lightweight laptop so you can do interviews on the fly
– A Blue Snowball Microphone
– A pair of comfortable headphones so you can hear the other person
– A quality internet connection with a major provider
One tip that I will give you after doing lots of these interviews now is that Facetime quality is a lot better than Skype, and it’s much less likely to drop out. Always try and use Facetime if you can.
6. Be prepared on the day
Make sure on the day of the interview you are prepared. Have your laptop battery charged, do a sound check, make sure you have their contact details and know exactly which quiet spot you are going to be doing the call from. It’s also critical to be on time to the interview so be ready to hit record five minutes beforehand.
Have a bottle of water with you in case you get something in your throat, you don’t want coughing to end the interview – this happened to me once before.
7. Research beforehand
It almost goes without saying that you need to research the person before the interview. What you want to find out is the basis of their story so that the person does not have to tell you the basics, which they will expect you to know already.
I like to listen to other interviews that they have done so that I can try to cover things that haven’t been mentioned before. There is nothing worse than an interview that covers exactly the same ground as previous interviews.
8. Ask great questions
I usually have three paragraphs of questions. The first lot of questions is about them and the massive success they have achieved in their field, the second is the questions for the topic, the next lot are questions around the particular thing they want to plug and then finally, I ask them their favourite book and their favourite quote.
Joel taught me to have one final killer question that is the best question you will ask. His is “if you were to deliver your last 30-second speech to the world, what would that last 30 seconds sound like?” Try to narrow your questions down to a few gems rather than lots of short questions that are not interesting. Keep them as open as possible so the person you’re interviewing has a chance to direct their response in their way.
9. Think on the fly
Joel taught me that the best interviews are the one’s that occur on the fly. There is nothing worse than a pre-rehearsed interview. Even though I have the questions ready beforehand I always change them on the day and think of a few on the fly. You will also find that sometimes more than one of your questions gets answered in a response, so nothing ever goes to plan. It’s this spontaneity that makes the interview interesting.
10. Keep the interview on time
As the interview is occurring make sure you keep an eye on the time. If you find that you’re halfway through and haven’t even got onto to the topic questions, politely get things back on track. Assume that if the person has told you that you only have 45 minutes that you must stick to this.
If you get some bonus time at the end, that’s great but often they will have another meeting straight after so be conscious of the time otherwise you will have no good content at the end.
11. Try and get one light bulb moment
During every interview I aim to get one light bulb moment. Some that I have had so far are – when the person I was interviewing didn’t know their age, when I learnt that you had to be truly dedicated to social media for it to work and respond in real time, to when Andrew Morello taught me that sales is even more human than I thought it was. When you have found the light bulb moment in the interview, it’s best to highlight this later when you write your article and perhaps put it as your first, most important point.
“The key to good interviews is to try to think of yourself as a gold miner looking for golden nuggets that you can bring back to your audience”
The interview should be a reflection of what you have learned. I often like to ask things that I know the audience will be interested in or even just information that people haven’t had presented in a logical way before.
12. Request the interviewee to post on social media
At the conclusion of your interview you should ask the interviewee to share the final result on all of their social media platforms. One piece of advice I will give you is make sure that you double check they actually post it as sometimes they can forget. The other thing I have found is that sometimes they only post it on one social media platform or the one that doesn’t haven’t a very large following.
It’s important to insist when you’re setting up the interview that you get them to agree to post on their company page, not just their personal page.
13. Ask for original photos
To top off an excellent interview you need to have great visuals to complement the article. At the end of the interview ask the person how you would go about getting photos of them that haven’t been used before. If you want to be really bold, ask them if it’s possible to get a photo of yourself with them (if they live locally to you) to use with the article. A photo with you in it makes the content just that little bit more original and shareable.
I usually ask for a few photos of the interviewee, a photo of their office and one more photo of a proud moment in their life. The last thing I do after asking them for photos is to end the interview with, “is there anything you want to ask me?” Sometimes they will be dying to ask a few questions about you so make sure you let them do that if they choose and then say thank you and let them move on.
14. Send them a first draft
I don’t do this for every interview but if they are someone that is well known and have a very high profile brand, you are really best to send them a draft copy of the interview before you release anything. It’s very easy to get a few things wrong about their life, and you want to give them a chance to remove anything they don’t like. Surprisingly, I would be lucky to get more than three changes on the times that I have had to send a first draft.
***Final note – what I get out of it
I wanted to share with you the best part about interviewing other people. What I have found is that you get to learn things that you would never of known. By the end of the interview, you find that you have a bond and a permanent connection with the person.
The interview also helps you to believe that things that you thought were impossible are actually possible. Unconsciously you start to pick up new ideas and new beliefs, and it begins to change you as a person. You start to find the roadmap to success, and you now have references to back up your new beliefs.
If you would like to read the result of some of my interviews visit my Facebook Page and please Retweet this article.
Success Advice
Why Founders Beat Professional Managers When Industries Change
Founders vs professional managers comes down to one question: who can run a company when the industry stops standing still? Marc Andreessen’s answer, built on James Burnham’s theory of the managerial class, is that interchangeable professional managers are good at protecting a stable machine but tend to freeze when the product or the market changes underneath them. That is why Andreessen Horowitz would rather teach a founder to manage at scale than ask a manager to become a founder.
The managerial-capitalism section of this Dwarkesh Patel interview with Marc Andreessen starts around the nine-minute mark, and the founders section around fifty minutes in. A shorter clip from a separate Andreessen interview, where he walks through the same Burnham frame with a SpaceX example, has been circulating on X. One note if you watch that clip: the captions say “James Byrne.” He is talking about James Burnham.
The Advice That Sounds Smart Until the Market Moves
I have heard the same sentence in green rooms, on podcast calls and over dinner with founders for more than a decade: “Hire great people and get out of their way.” It sounds mature.
And I have watched what happens when founders take it literally. The founder hires a polished operator with a beautiful resume, hands over the product roadmap, and steps back to “work on the business.” For a year, everything looks cleaner. Then the market shifts. A new tool shows up, a platform changes its rules, customers start wanting something different. And the polished operator does exactly what they were trained to do: protect the plan.
That is the moment the company stalls. Not because the manager is lazy or dumb, but because they were hired to run a machine, and the machine just became obsolete.
Here is the line I keep coming back to: a manager protects the machine you built; a founder notices when the machine is pointed at the wrong target. You need both. But only one of them can turn the ship.
Burnham’s Frame in Plain English: Bourgeois Capitalism vs Managerialism
James Burnham was an American political theorist who wrote The Managerial Revolution in 1941. That book is where his core argument lives: ownership and control of big organizations were splitting apart, and a new class of professional managers was taking control. Andreessen also often cites Burnham’s 1943 book The Machiavellians, which is about how elites actually hold power.
In the Dwarkesh interview, Andreessen lays out two kinds of capitalism.
Bourgeois capitalism is the old model. One person owns the business, runs the business and often puts their name on the door. Andreessen’s examples include Ford Motor Company, and Andreessen Horowitz itself. He describes it as the owner, builder and CEO being “one person with a direct link between ownership and control.”
Managerial capitalism is what replaced it across most of the economy. Ownership is spread across thousands or millions of shareholders who are not paying attention, so a professional managerial class steps in and runs the company. In Andreessen’s summary of Burnham, the managers end up in control even though they might own only a sliver of the company.
Here is the rough timeline, in plain English:
- 1880s to 1920s: Railroads, steel, oil and early auto companies grow too big and too complex for one owner to supervise. Layers of salaried managers appear to coordinate them.
- Early 1900s: Business schools such as Harvard Business School and later Stanford’s business school turn management into a teachable, portable profession. The idea spreads that a well-trained manager can run almost anything.
- 1960s and 1970s: The conglomerate era pushes that idea to its extreme. If management is a universal skill, why not run a hotel chain, a bakery and a defense contractor under one roof?
Burnham’s argument was that this shift was inevitable because of scale and complexity. Andreessen agrees that big organizations do need people who can run things at scale. This is not an anti-manager rant.
Where Professional Managers Shine, and Where They Freeze
In the Dwarkesh conversation, Andreessen puts it bluntly: managers “don’t build new things.” They are not trained for it, and their incentives point the other way. If you are a manager, your number one job is “not to upset the applecart.” You want to keep the job, keep the comp and avoid introducing risk.
In the clip circulating on X, he sharpens the point. Managers may be good at running something that is “going to be status quo for a long time.” But “the minute things change,” he says, the manager personality type “doesn’t know how to deal with change.”
Think about it as two kinds of terrain:
| Situation | Professional manager | Founder |
|---|---|---|
| Stable product, stable customers (a soup brand, a regional bank, a legacy car line) | Strong: optimizes cost, process and predictability | Can get bored, may over-tinker |
| New technology changes the product itself | Weak: defends the old plan and the old metrics | Strong: has the knowledge and authority to rip up assumptions |
| Company needs to run 1,000+ people | Strong: knows how to manage managers | Weak, unless they deliberately learn it |
| Long-term bet that hurts this year’s numbers | Weak: paid on quarterly and annual targets | Strong: the company is their life’s work |
Look at that last row. Ben Horowitz made the same point back in 2010 in Why We Prefer Founding CEOs: professional CEOs are effective at maximizing a product cycle, while founding CEOs are better at finding the next one. His example: record-label executives who would not let go of their old business model when the internet arrived.
The SpaceX Example: What Good Are Management Skills Now?
Andreessen’s sharpest illustration in the clip is rockets.
For decades, orbital boosters were treated as expendable. You built an extraordinarily expensive machine, launched it, and most of it was gone. If you were a professionally trained manager at a launch company, your skill was running that system well: hitting schedules, managing contractors, controlling cost overruns.
Then, as Andreessen tells it, “this crazy guy in California comes up with this thing where the rockets land on their bottom and you can’t replicate it.” His question is the whole thesis in one line: “What good are your management skills at that point?”
The point is not “be like Elon.” It is structural. When the core assumption of an industry breaks, the person who is best at executing the old assumption is often the worst-positioned person in the building. Their expertise is in the thing that just stopped mattering.
This is where, in the clip, Andreessen says Burnham’s thesis “collapses.” Yes, there is a need to run things at scale. But managers “can’t adapt.” That is a stronger stance than his Dwarkesh-era framing, where he treated the drift toward managerialism as close to inevitable. The through-line in both: managers can run scale, but they will not build the next thing.
The a16z Operating Theory: Teach Founders to Manage at Scale
So if managers cannot adapt and founders cannot run 10,000 people, what do you do?
Andreessen’s answer, in the clip: “The founders can actually learn how to do this.” He frames it as a big part of how his firm thinks. Horowitz’s 2010 post says the same thing from the inside: teaching a founding CEO how to maximize the product cycle is easier than teaching a professional CEO how to find a new one.
In the Dwarkesh interview, Andreessen names the specific breakthrough a founder has to make: learning to manage managers. Even a CEO of a 100,000-person company only has eight to twelve direct reports. If you can lead a team of managers, that skill scales. He describes the best case as a founder-minded CEO “managing a team of managers who are doing all the managerial stuff required at scale.” Best of both worlds.
He also tells founders the honest part. In his estimate, nearly every founder they back is smart enough to run a big company, but maybe half have the temperament, and fewer still actually want to be doing it twenty years later. Horowitz is even more direct: almost no founder has the CEO skill set on day one, and learning it on the job is often “a miserable, debilitating experience.” He did it anyway, because it is the most reliable way to build something great.
That is the real choice in founders vs professional managers. It is not founder or manager. It is founder who learns to manage versus manager who tries to become a founder. The first one is hard. The second one rarely happens.
7 Things a Scaling Founder Can Do This Month
If you are a founder somewhere between ten and a few hundred people, here is how I would put this into practice. All of it requires you to stay in the building.
- Learn to manage managers before you need to. Pick one leader who already has a team and coach them weekly. This is the skill Andreessen says separates founders who scale from founders who get replaced.
- Keep your hands on product taste. Review the roadmap and sit in on at least one product or customer session every week. Delegating execution is smart. Delegating judgment about what to build is how founders lose the company.
- Hire operators who amplify your judgment, not replace it. In interviews, ask candidates how they handled a time the strategy changed under them. You want someone who builds systems around a moving target, not someone who needs the target to hold still.
- Run skip-level conversations. Once a month, talk directly with people two levels down. You will hear about market shifts weeks before they reach a slide deck.
- Write down your company’s core assumptions. List the five beliefs your business model depends on. Once a quarter, ask your leadership team which one is most likely to break. This is the founder’s version of watching for the rocket that lands.
- Protect your own capacity. Founders who burn out hand the company to the managerial class by default. Build a founder energy operating system so you can still think clearly at 200 people.
- Delegate without disappearing. The opposite of micromanaging is not vanishing. Most founders struggle with the psychology of letting go, so they swing from doing everything to doing nothing. Hand off outcomes, keep the feedback loop.
Don’t confuse this with Paul Graham’s “Founder Mode.” Graham’s 2024 essay, sparked by Airbnb’s Brian Chesky, is about how founders should run their own companies day to day, including skip-level meetings, instead of following conventional delegation advice. It is related and worth reading. Andreessen’s Burnham frame is a bigger, economy-wide argument about who runs organizations and why professional managers stall when industries change.
The Bottom Line on Founders vs Professional Managers
Andreessen describes the economy as roughly 99% managerial, with venture capital trying to keep the other 1% alive so new things still get built.
Managers are not the enemy. The enemy is a company that forgets why it exists the moment the ground moves. If you are the founder, your job is not to hand the keys to someone with a better resume. Your job is to become the person who can drive the bigger vehicle, without losing the instinct that told you where to go in the first place.
The industries that matter most are the ones that are about to change. Make sure the person in charge can change with them.
FAQ
What is the difference between founders and professional managers?
Founders start companies and usually hold both ownership and control, so they can change direction fast. Professional managers are hired to run existing organizations, are often trained in business schools and are typically rewarded for predictable results rather than reinvention.
What did James Burnham mean by the managerial revolution?
In his 1941 book The Managerial Revolution, Burnham argued that ownership and control of large organizations were separating. Dispersed shareholders owned companies, but a new class of professional managers actually ran them, gaining real power without holding much ownership themselves.
Why does Marc Andreessen prefer founder-led companies?
Andreessen argues that managers are good at running things at scale but do not build new things and struggle when industries change. Founders, he says, can learn to manage at scale, which is easier than teaching managers to innovate.
Can founders learn to manage at scale?
Yes, but it takes deliberate work. Andreessen says the key breakthrough is learning to manage managers, because that skill scales. Ben Horowitz adds that almost no founder starts with CEO skills, so most learn them on the job, often painfully.
Is founders vs professional managers the same as Founder Mode?
No. Paul Graham’s Founder Mode essay is about how founders should operate inside their own companies. Andreessen’s Burnham frame is a broader argument about managerial capitalism and why professional managers tend to stall when an industry changes direction.
Disclaimer: This article is for educational purposes only and is not business, legal or investment advice. Quotes from Marc Andreessen are drawn from his public Dwarkesh Patel interview and a widely shared interview clip; summaries of James Burnham’s work are simplified for a general audience. Make leadership and hiring decisions with advisers who know your company.
Success Advice
Memento Mori Meaning: How to Practice It Every Day
Memento mori meaning, in plain English: it’s Latin for “remember that you must die.” In Stoic philosophy it isn’t a gloomy slogan or a skull aesthetic, it’s a daily practice of keeping your mortality in view so it sharpens what you do today. You practice it with short, regular reminders that end in action: cut the trivial, stop postponing what matters and treat each day as if it could be complete.
I’ve watched this idea change people more than almost any productivity system I’ve seen. Not because it scares them, but because it cuts through the noise. When a founder genuinely remembers the clock is running, the inbox gets smaller, the hard conversation finally happens and the “someday” project gets a start date. Two words, and suddenly you know what matters.
Before we get into the practice, here’s Ryan Holiday from Daily Stoic explaining memento mori in about five minutes. It’s the clearest short take I’ve found, and he shows the coin he carries in his pocket as a reminder.
What Does Memento Mori Mean?
Word for word, memento means “remember” (a command, not a suggestion) and mori means “to die.” So the phrase is an instruction to yourself: remember that you will die. Over the centuries it also became a noun. A memento mori is any object made to remind you of death, which is why Tate describes old paintings full of skulls, hourglasses, guttering candles and wilting flowers.
Here’s a detail most explainers skip. The exact Latin phrase is a later label, mostly medieval and Christian. The early Christian writer Tertullian recorded something close to it from Roman triumphs, where a victorious general was reminded, “Look behind you; remember you are a man.” The practice though is older, and the Stoics are the ones who turned it into a working tool. They never said “memento mori” as a catchphrase. They just did it, every day.
That’s the line I want you to take from this section: memento mori isn’t a mood, it’s a filter. Its only job is to make your next decision clearer.
How the Stoics Actually Used It
Three Stoics, three angles, all from the primary texts.
Marcus Aurelius, the most powerful man in the Roman world, wrote this to himself in his private notebook: “Since it is possible that thou mayest depart from life this very moment, regulate every act and thought accordingly” (Meditations 2.11). Notice the second half. The thought of death isn’t the point. Regulating the next act is. If you want more from his notebook, I’ve pulled together the best Marcus Aurelius quotes with their book and section sources.
Epictetus gave it a frequency: keep death “daily before your eyes,” and “you will never entertain any abject thought, nor too eagerly covet anything” (Enchiridion 21). Daily. Not once a year at a funeral.
Seneca gave it a bedtime ritual. In Letter 12 he suggests going to sleep able to say, “I have lived,” and treating any extra day as a gift. In his words, the person who can say that receives a bonus every morning they wake up.
Put those together and you get the whole system: a reminder (Epictetus), a decision rule (Marcus) and a way to close the day (Seneca).
Why Memento Mori Sharpens Your Priorities
Most high performers I meet aren’t lazy. They’re busy on the wrong things. They’re answering every message, sitting in meetings that could have been an email, defending a decision they already know was wrong, and pushing the work that actually matters to “next quarter.” Nobody does that on purpose. You do it because, deep down, you’re acting like time is unlimited.
Steve Jobs said it better than anyone in his 2005 Stanford commencement address. For 33 years he looked in the mirror each morning and asked, “If today were the last day of my life, would I want to do what I am about to do today?” When the answer was no for too many days in a row, he knew he needed to change something. He called remembering that he’d be dead soon “the most important tool I’ve ever encountered to help me make the big choices in life,” because pride, external expectations and fear of embarrassment “just fall away in the face of death.”
That’s the mechanism. Death doesn’t add motivation. It removes the junk that was blocking it. Status games, people-pleasing and the fear of looking stupid all lose their grip when you remember none of it is permanent. We already have a deeper piece on why remembering you’re going to die will wake you up. This one is about the how.
How to Practice Memento Mori Daily: 6 Steps
Here’s what I’d do if I were starting from zero tomorrow. None of these take more than a few minutes. Pick two, run them for a month, then add more.
- Ask the morning question. Before you open your phone, borrow Jobs’ line: “If today were my last day, would I want to do what I’m about to do?” You don’t need to overhaul your life on a Tuesday. Just notice the answer. If it’s no three or four days in a row, that’s data.
- Use it as a decision filter. At every fork in the day, ask: would I be okay if this were the last version of me people saw? It’s amazing how fast it kills the sarcastic email, the pointless argument in a group chat and the third hour of “research” that’s really just avoidance.
- Run a quick reverse visualization. Pick one thing you keep postponing, the product, the trip, the call to your dad. Picture yourself five years from now and it still hasn’t happened. Sit with that for 60 seconds, then schedule the first step today. Keep it short and practical. The goal is a calendar entry, not a spiral.
- Keep a physical cue. The old painters used skulls. You can use a coin in your pocket, a sticky note on your monitor or a life-in-weeks calendar, where an 80-year life is roughly 4,160 small boxes. Every time you see it, ask one question: what’s the next useful thing?
- Apply it to people, not just projects. Epictetus told his students to remember that the people they love are mortal too. That isn’t cold, it’s the fastest way I know to become more patient, more present and quicker to say the thing you’ve been meaning to say. Make the call. Send the message.
- Close the day like it was complete. This is Seneca’s version. At night, look back and ask: did I spend today on purpose? Then let it go. If you get tomorrow, you’re playing with house money, so treat it that way.
Quick daily checklist: morning question asked, one decision filtered, one postponed thing moved forward, one person reached out to, day closed without carrying it to bed.
Memento Mori Done Right vs. Done Wrong
This idea gets misused a lot, so here’s the simple version I’d want any founder or team leader to understand:
| Done right | Done wrong |
|---|---|
| A short reminder that ends in a clear next action | Long rumination that ends in dread or doom-scrolling |
| Cutting trivial work so the important work gets done | “Nothing matters anyway,” so nothing gets done |
| Being more present with the people you love | Pulling away from people because everything is temporary |
| Bold, considered decisions you won’t regret | Reckless “you only live once” decisions you’ll pay for later |
| A private practice that changes your behavior | A skull tattoo or aesthetic with no change in behavior |
Common Mistakes to Avoid
Mistake 1: Turning it into nihilism. “We’re all going to die, so why bother?” is the exact opposite of what the Stoics meant. Marcus remembered death and then went back to running an empire. Finite time makes your choices matter more, not less.
Mistake 2: Morbid rumination. If the thought lingers for twenty minutes and leaves you anxious instead of clear, it’s stopped being a practice and become brooding. Set it down and pick up the next task. And if you’re grieving or anxiety about death is heavy right now, be gentle with yourself and talk to someone you trust. The tool should serve you, never the other way around.
Mistake 3: Using it as an excuse. I’ve seen people quote “life is short” to justify blowing up a business, skipping the boring work or treating people badly. Life is short. That’s exactly why the boring work, done well, matters. Memento mori asks for wisdom, not impulsiveness.
Mistake 4: Keeping it as decoration. A coin or a print on the wall is fine, but only if it triggers the question. If you stop noticing it, move it or swap it.
The Real Point
Here’s what I believe after years of watching people build things: the people who remember they’re going to die tend to live like they mean it. They say no faster, they forgive faster and they start sooner. They stop treating their best work like something they’ll get around to.
You don’t need a skull on your desk. You need one honest question each morning and the courage to act on the answer. Ask it tomorrow before you touch your phone, and see what changes.
Frequently Asked Questions
Is memento mori a Stoic phrase?
The exact Latin phrase became popular later, mostly in medieval Christian art. The practice is classically Stoic: Marcus Aurelius, Epictetus and Seneca all wrote about keeping death in view daily to guide better choices.
What are common memento mori symbols?
The classic symbols are a skull, an hourglass or clock, a snuffed or guttering candle, wilting flowers and fruit. Modern versions include engraved coins, life-in-weeks calendars and simple written reminders.
Is memento mori morbid or depressing?
It shouldn’t be. Practiced well, it’s brief and ends in action: a clearer decision, a call you’ve been putting off, less time on trivia. If it leaves you anxious rather than clear, shorten it or set it aside.
How often should you practice memento mori?
Daily, but briefly. Epictetus said to keep death before your eyes every day. A 30-second morning question and a short evening review are enough for most people to feel the difference within weeks.
What is the difference between memento mori and carpe diem?
Memento mori is the reminder: your time is finite. Carpe diem, “seize the day,” is the response. Done right, remembering death leads to using today well, not reckless “you only live once” choices.
Success Advice
What Is the Dichotomy of Control? How to Practice It Daily
The dichotomy of control is the Stoic idea that some things are up to you and some things are not, and that your peace and performance depend on knowing the difference. What’s up to you is your own judgments, choices, effort and responses; what isn’t is the outcome, other people, the market, your reputation and the past. You practice it by sorting every worry into those two columns, putting all your energy into the first one and deliberately letting go of the second.
I’ve seen this play out with more founders than I can count, and on myself while building Addicted2Success. The people who burn out aren’t usually the ones working the hardest. They’re the ones spending most of their energy on things they were never in charge of: the investor who hasn’t replied, the competitor’s launch, the one-star review, the algorithm change. The dichotomy of control is the simplest fix I know for that leak, and it’s about 2,000 years old.
Before we get practical, here’s Ryan Holiday from Daily Stoic putting the whole idea into under two minutes. Watch it once, then we’ll turn it into something you can use on a Monday morning.
What Is the Dichotomy of Control?
The idea comes from Epictetus, a Greek Stoic teacher who was born a slave and went on to become one of the most influential teachers of the Roman era. The very first line of his handbook, the Enchiridion, says it plainly: “Some things are in our control and others not. Things in our control are opinion, pursuit, desire, aversion, and, in a word, whatever are our own actions. Things not in our control are body, property, reputation, command, and, in one word, whatever are not our own actions.”
That’s the whole framework. Two buckets. Epictetus wasn’t saying the second bucket doesn’t matter. He was saying it isn’t yours to command, so tying your peace of mind to it is a bad trade. He also warned what happens when you get it wrong: you’ll lament, you’ll be disturbed, and you’ll find fault with everyone around you. If you’ve ever spent a Sunday night refreshing a dashboard, you know exactly what he meant.
Here’s the line I want you to remember: you don’t control the outcome, you control the input, and the input is where all your power lives.
Up to Me vs. Not Up to Me: A Founder’s Version
The ancient examples are about property, reputation and office. Swap in the modern equivalents and it gets very real, very fast. This is the table I’d put on the wall of any small team:
| Situation | Up to me | Not up to me |
|---|---|---|
| Raising money | The quality of my deck, how many investors I contact, how well I prepare, how I follow up | Whether a partner says yes, their fund timing, the market mood that quarter |
| Customer churn | Onboarding, response time, product fixes, how honestly I read the exit survey | A customer’s budget cuts, their boss changing tools, a competitor’s discount |
| Bad reviews | How I respond, what I learn, whether I fix the real issue | What a stranger posts, how many people read it |
| Team drama | My clarity, my standards, the hard conversation I’ve been avoiding | Another person’s mood, their history, how they choose to react |
| A launch | The work, the timing I pick, the story I tell, the people I personally reach out to | The algorithm, the news cycle, whether it trends |
| My health and energy | Sleep, training, food, when I shut the laptop | Getting sick anyway, aging, genetics |
Notice something about the left column. Every item is an action you can take today. Every item on the right is a result you can only influence. That’s not an accident. The dichotomy of control is really a tool for moving your attention from results back to actions.
Why It Works (and Why It’s Not Just a Nice Quote)
Most people treat this as a calming thought. It’s actually a performance tool. When your attention is stuck on what you can’t control, you’re spending energy without producing anything. Worry feels like work, but it ships nothing.
There’s also some modern evidence behind it. Writing in Psychology Today, Stoic author and therapist Tim LeBon reported that during Stoic Week 2022, more than 2,000 participants rated how much they “control the controllables” and “let go of things I can’t control.” Both habits correlated positively with well-being, and controlling the controllables showed a strong link to flourishing. It’s survey data, not a clinical trial, but it lines up with what I’ve watched happen to people who adopt the habit.
I keep a few Stoic quotes on my phone for the days the noise gets loud, but a quote only helps if you’ve already done the sorting. The sorting is the practice.
How to Practice the Dichotomy of Control: 6 Steps
This isn’t a philosophy lecture. Here’s exactly what I’d do if you want to use this starting tomorrow.
- Do a two-column brain dump. Take a notebook, draw a line down the middle and write “Up to me” and “Not up to me” at the top. List everything that’s bothering you right now. Don’t judge it, just sort it. Most people find the right column is twice as long as the left, and that alone is a wake-up call.
- Turn every outcome into an input. For each item on the right, ask, “What part of this is mine?” “Will the investor say yes?” becomes “Send three more warm intros this week and tighten slide four.” You’re not ignoring the outcome. You’re finding the handle on it.
- Set process goals, not just outcome goals. Keep the big target, but judge your day on the part you own. “Hit $50K MRR” is a direction. “Ten sales conversations this week” is a scoreboard you control.
- Pre-decide your response. Bad news is coming at some point. Decide now what you’ll do when the deal falls through or the launch flops: take a walk, write down what you can learn, make the next call within 24 hours. A response you’ve already chosen is a response that’s up to you.
- Name it out loud in the moment. When you feel the spiral start, say, “That’s not up to me.” It sounds simple. It interrupts the loop long enough for you to ask the better question: what is?
- Review it at night. The Stoics loved an evening review. Ask three questions: Where did I spend energy on things I couldn’t control? Where did I let something I could control slide? What will I own tomorrow?
The Daily Dichotomy Checklist
- Morning: write the one result I want today and the three actions that are fully mine.
- Before any hard conversation: list what I’ll say and how I’ll act, not how they’ll react.
- When I check metrics: note one input I’ll change, then close the tab.
- When something goes wrong: “Not up to me” first, then “What’s my next move?”
- Evening: three-question review, two minutes, done.
Dichotomy of Control vs. Locus of Control
These two get mixed up all the time, so let’s clear it up. If you’ve read about building an internal locus of control, this will sound familiar, but they aren’t the same thing.
Locus of control is a psychology concept about what you believe drives your life. People with an internal locus believe their actions shape their results. People with an external locus believe luck, other people or circumstances run the show. The dichotomy of control is a practice for sorting each specific situation into what’s actually yours and what isn’t.
Here’s how I’d put them together. Locus of control is the belief that your effort matters. The dichotomy of control is the discipline to aim that effort only where it can land. An internal locus without the dichotomy can turn into control-freak behavior and self-blame for things you never owned. The dichotomy without an internal locus can turn into passive acceptance. Together, you get someone who takes full ownership of their actions and stays calm about the rest.
What About Things You Can Partly Control?
Most of business lives in a gray zone. You can’t control whether a client signs, but you’re not powerless either. Philosopher William Irvine, in A Guide to the Good Life, suggested a “trichotomy of control”: things you control completely, things you don’t control at all, and things you control partly.
It’s a useful nuance, but don’t let it become a loophole. The trick for anything in the middle is the same as step two above: break it down until you find the piece that’s entirely yours, then make that your goal. Irvine’s own example is a tennis match. You can’t control whether you win, but you can set the goal of playing your best. That’s the dichotomy doing its job inside the gray zone.
Common Mistakes When People Try This
Using it as an excuse. “Revenue isn’t up to me” is true and useless if you stop there. The dichotomy should make you more active, not less. The left column is supposed to be crowded with action.
Pretending not to care. Letting go of the outcome isn’t the same as not wanting it. You can want the deal badly and still refuse to let your peace of mind ride on it.
Putting other people in the wrong column. You don’t control your co-founder, your kids or your customers. You control how clearly you communicate, what boundaries you set and how you show up. That’s still a lot of power. It’s just the right kind.
Doing it once. One brain dump feels great. The benefit comes from doing the sorting every single day until it’s automatic.
The Bottom Line
Every founder I respect has some version of this habit, whether they call it Stoicism or not. They work like crazy on the things that are theirs, and they refuse to bleed energy on everything else. That’s not detachment. That’s focus.
So grab a notebook tonight and draw the line down the middle. Put what’s bothering you in the right column, find the action hiding inside each one, and move it to the left. Then go do the left column. That’s the dichotomy of control, and it’s one of the most practical things you’ll ever learn.
Frequently Asked Questions
What is the dichotomy of control in simple terms?
It’s the Stoic idea that some things are up to you, like your choices, effort and responses, and some aren’t, like outcomes, other people and the past. Focus your energy on the first group and let go of the second.
Who came up with the dichotomy of control?
The Stoic philosopher Epictetus, who taught in the first and second centuries AD. It opens his Enchiridion, or Handbook, and later shaped Marcus Aurelius’s thinking and modern cognitive behavioral therapy.
How do you practice the dichotomy of control every day?
Write a two-column list of what’s up to you and what isn’t, turn each outcome into an action you own, set process goals, pre-decide your response to setbacks and review at night where your energy went.
What is the difference between the dichotomy of control and locus of control?
Locus of control is a belief about whether your actions shape your results. The dichotomy of control is a practice for sorting each situation into what’s yours and what isn’t. The first fuels ownership; the second aims it.
Does the dichotomy of control mean you should stop caring about results?
No. You can want a result and work hard for it. The point is to judge yourself on the inputs you own and stop letting your peace of mind depend on outcomes you can only influence.
Success Advice
Amor Fati Meaning: How to Practice Loving Your Fate
Amor fati meaning, in plain English: it’s Latin for “love of fate.” It’s the practice of embracing everything that happens to you, including the setbacks and the pain, not as something you put up with, but as raw material you can use to grow. It isn’t passive resignation or “everything happens for a reason.” It’s an active decision to say yes to what already happened, then get to work on what you can still shape.
I love this idea because it flips the most expensive habit high performers have: fighting reality. The launch flopped, the investor passed, the co-founder left, the market moved. Most people spend weeks wishing it hadn’t happened. The ones who build something great spend that same energy asking, “Okay. What can I make out of this?” That one question is the whole game.
Before we get into the practice, watch Ryan Holiday from Daily Stoic break down amor fati. He tells the story of Thomas Edison watching his own factory burn down, and it’s the best illustration of this idea I’ve seen.
What Does Amor Fati Mean?
Word for word, amor means “love” and fati comes from fatum, which literally means “what has been spoken,” the thing that’s already decreed. Put together, amor fati is the love of what is, especially the parts you didn’t choose. As Dictionary.com puts it, it’s embracing all of your experiences as necessary, “regardless of how mediocre, joyful, or distressing those experiences may be.”
Notice the word is love, not tolerate. That’s what makes it so demanding, and so powerful. Tolerating a setback keeps you in a defensive crouch. Loving it means you stop arguing with it and start using it.
Here’s the line I want you to remember from this section: amor fati isn’t about liking what happened. It’s about refusing to waste what happened.
Where Amor Fati Comes From: The Stoics and Nietzsche
The phrase itself belongs to Friedrich Nietzsche. In The Gay Science (section 276) he wrote that he wanted “to see as beautiful what is necessary in things,” and declared, “Amor fati: let that be my love henceforth!” (quoted in the Stanford Encyclopedia of Philosophy). Later, in Ecce Homo, he called it his “formula for greatness”: to wish nothing to be different, and not only bear what is necessary but love it.
The attitude, though, is much older. The Stoics never used the two-word phrase, but they lived it:
- Epictetus: “Don’t demand that things happen as you wish, but wish that they happen as they do happen, and you will go on well” (Enchiridion 8).
- Marcus Aurelius: “The mind converts and changes every hindrance to its activity into an aid… and that which is an obstacle on the road helps us on this road” (Meditations 5.20).
- Seneca, translating the Stoic Cleanthes: “The willing soul Fate leads, but the unwilling drags along” (Letter 107).
That Seneca line is the one I come back to most. Life is going to move you either way. You can walk with it or get dragged. If you want more lines like these, we’ve collected the best Stoic quotes with their sources. But don’t make this a quote collection. The value is in the practice.
Amor Fati vs. “Everything Happens for a Reason”
This is where most people get it wrong. Amor fati gets confused with toxic positivity on one side and fatalism on the other. It’s neither. Here’s the simple breakdown:
| Amor fati | Toxic positivity | Fatalism |
|---|---|---|
| “This hurts, and I’ll use it.” | “It’s fine! Good vibes only.” | “It is what it is. Nothing I do matters.” |
| Feels the pain honestly, then moves | Hides the pain and calls it mindset | Sinks into the pain and stays there |
| Creates meaning through your response | Assumes a hidden reason will appear | Assumes there’s no point responding |
| Increases agency | Fakes agency | Kills agency |
| Ends in a next action | Ends in a caption | Ends in giving up |
“Everything happens for a reason” waits for the universe to explain itself. Amor fati doesn’t wait. You don’t find the reason. You build it.
How to Practice Amor Fati: 6 Steps
Here’s what I’d do the next time something goes sideways, whether it’s a lost deal, a health scare or a plan that blew up overnight. You don’t need to feel grateful in the first five minutes. You just need to run the steps.
- Name it honestly. Write down exactly what happened and how it feels. “We lost our biggest client and I’m scared about payroll.” No spin. You can’t love something you refuse to look at.
- Sort what’s yours. Split the situation into two columns: what you control (your response, your effort, your next call) and what you don’t (the client’s decision, the market, the past). Amor fati applies to the second column. Action applies to the first.
- Say yes to the constraint. Out loud if you have to: “This is the situation now.” The budget is smaller. The timeline is shorter. The team is two people, not five. Saying yes ends the argument with reality and frees up the energy you were burning on it.
- Ask the journal question: “What would loving this require?” This is the heart of the practice. Maybe loving it requires you to finally fix the pricing, diversify your clients or have the conversation you’ve been avoiding. Write three answers. One of them is usually the move.
- Use the obstacle as material. This is Marcus’s “the obstacle on the road helps us on this road” in action. A rejected pitch becomes a sharper pitch. A public failure becomes your most honest piece of content. Psychologists who study mental toughness call this seeing a setback as a challenge rather than a threat, and it’s a learnable skill.
- Act within 24 hours, then review. Take one concrete step in the first day, so the reframe turns into behavior. A week later, ask: “What did this give me that I wouldn’t trade back?” That review is where the love part shows up, usually after you’ve acted, not before.
Quick amor fati journal: What happened? What’s in my control? What constraint am I saying yes to? What would loving this require? What’s my one action in the next 24 hours?
What It Looks Like in Real Life
The Edison story from the video is the classic example. In December 1914, a fire tore through his West Orange laboratory complex. As his son Charles later told it, Edison told him to go get his mother because she’d never see a fire like this again. Then he started rebuilding. He didn’t pretend the loss was small. He just refused to let it be the end of the story.
Now picture a modern version, because I’ve seen this pattern play out with founders over and over. A SaaS founder loses the client that made up 40% of revenue. The fatalist says the business is done. The toxic-positive founder posts that “it’s all part of the plan” and changes nothing. The amor fati founder writes down the honest number, says yes to the smaller runway, asks what loving this would require, and realizes the answer is the thing she’d been dodging for a year: stop depending on one whale. Twelve months later, she’d tell you that losing that client was the best thing that ever happened to the business. Not because it didn’t hurt, but because of what she built with it.
Common Amor Fati Mistakes to Avoid
Mistake 1: Pretending the pain is fine. Amor fati is not a smile you paste over grief, burnout or fear. Feel it first. If you skip step one, everything after it is fake. And if what you’re going through is heavy, like loss, trauma or a mental health struggle, lean on people you trust and get proper support. This is a mindset tool, not a replacement for help.
Mistake 2: Spiritual bypass. Using big ideas to avoid hard feelings or hard work. “I’m practicing amor fati” can become a fancy way of not dealing with a problem. The test is simple: did it lead to an action? If not, it’s avoidance with a Latin name.
Mistake 3: Fatalism that kills your agency. Loving your fate doesn’t mean loving every future outcome in advance and doing nothing. Embrace the past and what’s outside your control, then fight like crazy for what’s inside it. The Stoics accepted events and then went back to work.
Mistake 4: Tolerating what you should change. Amor fati is not an excuse to accept a toxic partner, a bad hire or an unfair deal. You can embrace the lesson of a situation and still walk out of it. Often that’s exactly what loving it requires.
The Real Point
Here’s what I believe: the people who win long term aren’t the ones who avoid setbacks. They’re the ones who stop wasting them. Every plan you’ve ever made will get punched in the face at some point. You don’t get to choose that. You do get to choose whether that moment becomes your excuse or your material.
So the next time something goes wrong, don’t ask, “Why is this happening to me?” Ask, “What would loving this require?” Then go do it.
Frequently Asked Questions
What is the literal meaning of amor fati?
Amor fati is Latin for “love of fate.” Amor means love and fati comes from fatum, what has been spoken or decreed. In practice it means embracing everything that happens to you, the good and the painful, as material you can use.
Is amor fati a Stoic or a Nietzsche idea?
Both. Nietzsche coined the phrase in The Gay Science and Ecce Homo. The attitude is much older and Stoic: Epictetus, Marcus Aurelius and Seneca all taught welcoming events as they happen and turning obstacles into fuel.
Is amor fati the same as acceptance?
Acceptance is the first step, amor fati goes further. Acceptance says “this happened.” Amor fati says “this happened, and I’ll make it part of my story,” then looks for what the situation lets you build, learn or become.
Does amor fati mean you should never try to change things?
No. You embrace what has already happened and what is outside your control, then act hard on what’s in your control. Amor fati removes the energy you waste resenting reality so you can put it into changing what you can.
How do you practice amor fati daily?
When something goes wrong, name it honestly, sort what’s yours to control, then ask one journal question: “What would loving this require?” Write the answer, take one action within 24 hours and review what it taught you.
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