Notes from Adapt or Die 2024 with David Goggins

Published: 9 November 2024

These are the notes that I took at the Adapt or Die 2024 event in Melbourne.

David Goggins presenting at Adapt or Die 2024

Table of Contents

Speaker 1

The Duality of Success and Struggle

Growth lives in a duality of success and struggle, where:

  • Moments of Success - Standing atop mountains symbolizes achievement.
  • Moments of Discomfort - Growth also requires enduring discomfort, both physical and mental, pushing us beyond comfort zones.

Embracing the Journey, Not Just the Finish Line

Success isn’t only the finish line; it’s essential to:

  • Value the Process - Remember tough moments with gratitude: “I’ll appreciate this later.”
  • Face Uncertain Outcomes - Embrace adventure with unknown outcomes and inevitable failures, creating unique paths.

Principles of Growth and Personal Adventure

  • Breaking Invisible Rules
    Challenge self-imposed rules that limit possibilities, like Samantha’s journey to break outdated beliefs and prepare for unexpected paths.
  • Balancing Effort and Reflection
    Growth has seasons of pushing forward and pulling back. Balance the known with the unknown to find your personal rhythm.
  • Seeking Wise Counsel
    Rely on those around you for perspective, helping to refresh creativity and calm the mind.

Connecting Talents and Opportunities

  • Link Skills to Action
    Sometimes success means connecting our skills with those who have the means to bring ideas to fruition.
  • Hard Work and Dedication
    Example: A team’s 16-hour days turned a fundraiser into a successful event with over $1.13 million raised for the Red Cross.

Lessons from Failure and Discomfort

  • Gratitude for Failure
    Embrace failure as a learning experience, seeing it as a stepping stone toward growth.
  • Intentional Discomfort for Growth
    Boldly step into discomfort; it often reveals hidden potential.
  • Failure as a Progress Tool
    When things don’t work out, reflect on what you’ve learned to bring you closer to success.

Physical and Mental Resilience

  • Overcoming Physical Challenges
    Physical challenges, even if unexpected, can be vital growth experiences.
  • Selective Advice-Taking
    Be open to advice but selective, adopting only what aligns with your journey.
  • Pushing Boundaries for Results
    “If you want something new, you must be willing to try something new.”

Simplicity, Adaptation, and Risk

  • Simplicity for Clarity
    Embrace simplicity to reduce overwhelm and maintain focus.
  • Risk and Adaptation
    True adventurers take risks, adapt, and learn from setbacks.

Mental Resilience and Endurance

  • Mental Strength in Endurance
    Challenges like ultramarathons are more mental than physical. Belief in oneself is key.
  • Shoshin: A Beginner’s Mindset
    Stay curious and free from assumptions for accelerated growth.
  • Breaking Stagnation
    Consistently shaking things up prevents regression.

Personal Responsibility and Emotional Health

  • Mental Well-being
    Caring for mental health is vital, and perseverance supports a fulfilling life.
  • Composure Under Pressure
    Calmly solving problems in adversity is an invaluable strength.

Influence of Environment and Connections

  • Surrounding Yourself Wisely
    Your circle affects how you handle challenges. Stay close to those who support your goals.

Importance of Rest and Focused Energy

  • Power of the Pause
    Pausing allows for thoughtful decision-making and prevents missteps.
  • Choosing Worthy Battles
    Decide which challenges deserve your energy, allowing time to regroup when needed.

Respecting Limits and Knowing When to Yield

  • Accepting Nature’s Limits
    Some things can’t be changed; resisting them only drains energy. Recognize when to yield.

Speaker 2

Economic Perspective and Policy

  • Interest Rates and Inflation:
    • With the Reserve Bank aiming to lower inflation to 2%, there’s a question of when they will reduce interest rates.
    • Labour policy focuses on keeping unemployment down to 4%, while the Reserve Bank aims for 4.5% – creating a disconnect between fiscal policy and Reserve Bank policies.
    • Currently, 20% of Australia’s workforce is employed in public service, where job growth (6.1%) outpaces private sector growth by threefold. The government’s provision of jobs keeps unemployment low, though the productivity of these jobs remains questionable.

Starting a Business

  • Advice for Aspiring Business Owners:
    • Starting a business isn’t about motivation alone; it’s about commitment to learning, discipline, and systems.
    • Key traits of successful entrepreneurs:
      • Obsessive behaviour towards business
      • Avid learning and belief in systems
      • Dedication to research and continual improvement
    • Emphasis on documentation: 90% of what isn’t written down is often forgotten.

Mindset and Resilience

  • Overcoming Fear of Failure:
    • Failure is a natural part of the process. They regret worrying too much about what others thought when they failed early in their career.
    • Key lesson: embrace systems and processes to prevent mistakes and instill a sense of structure.

The Importance of Systems

  • Systematise Your Work:
    • Every aspect of business, from calendar management to task completion, should operate under a consistent system.
    • Incorporate systematic note-taking, task management, and planning to create a seamless workflow.
  • Learning and Retention:
    • Taking notes is critical, but so is processing the information—teach or share insights to embed them in memory.

Personal Branding and Authenticity

  • The Value of Authentic Connections:
    • “Fake is the new real” on social media – often, the wealth and luxury shown online are facades.
    • Instead of showcasing wealth, focus on genuine relationships and accomplishments.
    • Advice for social media: show who you are through meaningful interactions, not material possessions.

Continuous Improvement and Passion

  • Developing Expertise:
    • Aim to be the best in your field through passion and dedication.
    • It’s essential to “throw the box out” and innovate beyond existing structures.

Pressure and Resilience

  • Handling Pressure:
    • Pressure is a privilege; resilience is built by facing and overcoming challenges.
    • Learn from your mistakes and avoid the “all-or-nothing” mindset by focusing on incremental improvements.

Communication and Respect

  • Respect in Leadership:
    • Be mindful of language in leadership – swearing can impact perceptions of respect and influence.
    • True respect and class cannot be bought but must be earned.

Health, Wealth, and Legacy

  • Project 100:
    • Emphasizes taking control of one’s health, maintaining autonomy over well-being, and not relying solely on doctors.
    • “When the money is on the table, take it” – a reminder to seize opportunities and secure gains when they’re available.

Speaker 3

Marketing Strategy for 2025

  • Beyond Passion: Success demands mastery in practical skills, particularly in marketing—not passion alone.

  • Common Pitfalls: Many businesses outsource marketing without understanding the metrics; owners must be hands-on marketing experts.

  • Ad Mistakes: Avoid generic claims about experience. Focus on how your service benefits the customer with compelling calls to action.

  • Australian Social Media Use: Facebook, Messenger, Instagram, and WhatsApp dominate, but only 37% of businesses run ads, highlighting the gap in reach with DIY marketing.

  • Key Ad Elements: Engage viewers immediately, focusing on lead conversion through funnels rather than brand-building alone.

Funnel Fundamentals

  • Definition: Funnels are step-by-step customer journeys to drive engagement and conversion.
  • Types: Include upsells (additional purchases) and a focus on profitable metrics like leads, not vanity metrics.
  • Effective Funnels: Tailor steps to customer needs in health, wealth, and relationships; focus on education over hard selling.

Core Marketing Principles

  • Preframe: Prepare customers for your brand with consistent messaging, similar to movie trailers.
  • Audience Awareness: Differentiate between followers for visibility and leads for growth.

Educational Marketing

  • Inform Over Pressure: Empower customers with knowledge to make confident choices.
  • Authentic Content: Use real photos over stock images to build trust and relatability.

9-Step Funnel Process

  1. Foundations: Identify target market, message, and offer.
  2. Ad Campaigns: Launch targeted ads.
  3. Data Collection: Track ad performance.
  4. Email Marketing: Essential for engagement.
  5. SMS Marketing: Direct and attention-grabbing.
  6. Retargeting: Reconnect with potential leads.
  7. Sales Conversion: Final funnel engagement.
  8. Scaling: Increase budget if ROI is high.

Media Buying

  • Priority Platforms: Start with Meta (Facebook, Instagram), expand to Google and YouTube.
  • LinkedIn: Costly but effective for B2B.

AI in Marketing

  • Skill-Dependent: AI enhances results based on the user’s expertise. Prioritize effectiveness over perfection.

Effective Headlines & Offers

  • Template Use: “How to without” structures work well. Be Specific.
  • Market Testing: Test content with target audiences, not friends or family.

Funnel Types by Industry

  • Restaurants & Subscriptions: Use trials to engage, like HelloFresh’s free boxes.
  • Tradespeople: Offer tools like calculators and booking systems.
  • Medical & Fitness: Follow niche-targeting and compliance standards.
  • Education: Emphasize skill value over traditional paths.

Mindset for Success

  • Marketing Excellence: Profitability often lies in superior marketing, not solely in core services.
  • Focus on Results: Avoid vanity metrics; aim for meaningful, measurable outcomes.
  • Self-Ownership: Success requires personal dedication; no one will work harder for your goals than you.

Speaker 4

What is an Empire?

  • Definition: An empire is a structure with multiple businesses generating multiple income streams.
  • Risks of a Single Income Source: Relying on one source is risky, as demonstrated by the pandemic; diversification is key to resilience.
  • Strategy: Emphasis on risk mitigation through multiple ventures, providing stability even during crises.

Approaches to Starting and Building Wealth

  1. Starting a Company:

    • Viable, but best pursued once you have capital you can afford to lose.
    • Emphasis on entering business as a pathway to fast returns compared to other avenues like property or stocks.
  2. Alternative Pathways to Wealth:

    • Buying a Business: Offers a head start with an existing structure and customer base.
    • Equity Investment: Involves buying shares in other people’s companies or being granted equity, creating passive income streams.
    • They invest in private equity, holding stakes in several private businesses valued at over $2.5 million.
  3. Mindset Towards Wealth and Opportunity:

    • Many people miss opportunities due to the preconception that they “can’t afford it.”
    • Higher education often lacks training on adapting to dynamic, real-world industries.

The Importance of Mindset

  • Growth Mindset: Embrace failure as a learning experience and maintain a positive attitude toward setbacks.
  • Fixed Mindset: Rigid thinking can hinder personal growth and adaptability.
  • Proactive vs. Reactive Mindsets:
    • Most people have a defensive stance, only responding to challenges.
    • A proactive, “What do I want?” mindset drives ambition and pursuit of goals rather than settling for what’s available.

Key Quote for Inspiration

“You are in danger of living a life so comfortable and soft that you will die without ever realising your true potential.”
— David Goggins

The Australian Dream

  • Context: Originally a government marketing campaign to attract migrants.

    Fact Check: This statement is false. The Australian Dream emerged more organically as a cultural ideal post-WWII, associated with homeownership and suburban living, and was not part of a formal government-led migration campaign.

  • Current Relevance: Encourages viewers to rethink their goals and strive beyond traditional aspirations.

The Path to Building Your Empire

  1. Decide on Your Goals

    • Identify what you truly want to achieve. Making a decision is the first step to meaningful change.
  2. Commitment

    • Decide on the sacrifices you’re willing to make within your ethical and moral boundaries.
  3. M.A.I.A. (Massive And Immediate Action)

    • No perfect moment exists to begin; start with what you have and keep pushing forward.
    • Live by design, not by default.

Advantages of Starting a Business Now

  1. Quick Start & Lower Risk: Starting a new business has become easier and more accessible.
  2. Current Market Trends:
    • 75% of business owners in Australia are aged over 65, many of whom are ready to sell due to a lack of succession interest.
    • 85% of business owners would sell if offered the right price.

Sales Techniques in Action

To promote their course, they employ:

  • Value Anchoring: Highlights the high value of the course content and reduces perceived cost to $10,000.
  • Payment Plans: Eases entry by breaking down the financial barrier.
  • Limited-Time Offers: Creates urgency with one-day-only offers and limited availability.
  • Free Added Value: Adds bonuses to enhance perceived value.
  • Survivorship Bias in Testimonials: Selects positive testimonials to reinforce course effectiveness.
  • Countdown & QR Code: Visual prompts to encourage quick decisions and easy access.

Speaker 5

Athletic Success and Preparation

  • Success as an athlete relies on performing well and being prepared for training.
  • They trained as a professional athlete from age 14 to 24.
  • Daily structure from age 14 through Olympic-level training remained consistent.

Daily Training Routine

  • Wake-up time: 4:48 AM
  • Training hours: 5:30 - 8:00 AM
  • Olympic-level training involved swimming 15 km per day.
  • Other training elements included strength and conditioning, weight training, Pilates, and recovery.
  • Prioritized sleep to maximize recovery.

Mindset and Motivation

  • Early routines come with mental resistance—waking up early doesn’t mean you feel motivated every day.
  • Focusing on the bigger picture helps overcome pain and struggle, allowing one to push through.
  • Surrounding yourself with like-minded individuals is crucial as it’s hard to rely on willpower alone.

Focus on the Positive

  • It’s easy to dwell on standout bad sessions, but essential to recognize all the good ones.
  • Having someone who can maintain the broader perspective is valuable for progress.
  • Don’t let fear be the loudest voice in your mind.

Long-term Sacrifices and Perspective

  • Sacrifices often don’t yield immediate results, and reaching the top is rare.
  • They reflected, “What if swimming is just the platform for something else?”
  • Avoid comparing past experiences directly to the present; it’s often unrealistic to expect identical outcomes after achieving high levels of success.

Personal Growth and Faith

  • They had a phase of doubt: “I’m doing all these things, and they’re not working.”
  • They sought hope and fulfillment, ultimately becoming Christian and moving to Dubai.

Self-Belief

  • Confidence and a “can-do” mentality are essential for achieving more.
  • Belief in one’s unique qualities fosters the resilience to pursue and reach higher goals.

Speaker 6

What Does it Take to Succeed?

Success has three parts:

  1. Desire – “I want to be successful.”
  2. Commitment – “I am committed to success.”
  3. Execution – This is where most people fall short.

Most people don’t succeed because they’re not willing to sacrifice everything. It’s not enough to want success—you must be committed.

  • Success demands sacrifice. Many want success but lack the commitment to make sacrifices.
  • Commitment matters – without it, actions mean little.

Passion for Business and Growth

  • Be obsessed with your growth and business.
  • “If you’re not obsessed with growth, why not?”

Cultural Challenge:

  • Tall Poppy Syndrome – It is a tendency sometimes for Australians to squash ambition before it fully blooms.

Key Takeaways on Attitude and Mindset

  • Negative people often have “a problem for every solution” – avoid them.
  • Haters stem from jealousy; there are no excuses, only choices.
  • Winning is memorable – “Name anybody who came second.”

Consistency and Mastery

  • 18 minutes a day = 100 hours a year – dedicating time daily to a subject can lead to mastery.

Core Business Strategies

  1. Focus Areas

    • 70%: Building and monetizing relationships
    • 20%: Marketing and branding
      “Sameness or labour distinction – branding feels risky here due to cultural concerns about being ‘too American’”
    • 10%: Knowing your numbers
  2. Eliminate Negativity – Negative influences can weigh you down and stall growth.

Enemies of Success

  1. Comfort Zone – People often ease off the effort after achieving some success. Be a paranoid optimist.
  2. Negative Mindset – People who say “I can’t do it” usually lack the right mindset.
  3. Shortcuts – People look for shortcuts rather than putting in the work.

Self-Improvement

  • Biggest Weakness – Identify your primary weakness, as it might prevent you from achieving your goals.
  • Turn your top three weaknesses into strengths through focused effort.

Key Phrases and Concepts

  • “If you’re born broke, it’s not your fault, but if you die broke, it is.”
  • Authenticity matters – Never lose it by trying to imitate others.
  • “Failure + Perseverance = Success.”
    • Learning to fail is essential for success.
  • Risk and Opportunity – Removing risk removes opportunity.
  • Self-worth – “Nothing is too good to be true. You deserve it.”

Strategy for Success

  • Invest in People – Avoid deals without solid people behind them.
  • “It’s about energy management, not time management.”
  • Success is an investment – You pay with either time or money.

Practical Advice

  • Decision-Making

    • Think about the best, worst, and most likely outcomes.
    • Make a decision within 5 seconds, trusting your gut. (See Tor Norretranders – The User Illusion)
  • Networking

    • “Rich people go where rich people go; broke people go where broke people go.”

Motivation and Mindset

  • Focus on adding value – It doesn’t always cost money.
  • Avoid focusing solely on referrals – they alone won’t scale a business.
  • Marketing vs. Branding
    • Marketing is the engine; branding is the fuel.

Speaker 7

Finding Purpose

  • Starting Point: When lacking clear purpose, start by focusing on self-improvement—you are all the purpose you need.
  • Self-Love: True care for yourself means striving to be your best so you’re ready when opportunities appear.

Overcoming Obstacles

  • Challenges in Modern Society: With 67% of Australians obese, society often chooses easy solutions (like Ozempic). Real, lasting results come from hard work and discipline.
  • Personal Example: They lost significant weight over eight months through persistence, not shortcuts.
  • Choosing Self-Awareness: They consciously rejected a victim mentality, challenging the status quo.

Building Character and Values

  • Creating an Alter Ego: They weren’t born extraordinary; they faced abuse and adversity. They built their foundation by self-education and values based on personal integrity.
  • Facing Hard Truths: Honest self-reflection was key. They called themselves a “loser” by their standards, which pushed them to transform.

Embracing Failure

  • Using Failure to Grow: They needed to lose 106 pounds in three months for Navy entry. Despite repeated failures, they learned persistence.
  • Celebrating Small Victories: Each setback led to minor achievements, keeping them moving forward.

Handling Others’ Opinions

  • Accepting Flaws: Everyone has flaws; some are just better at hiding them.
  • Vulnerability as Power: Openly sharing struggles disarms others and removes the power from those who may try to use them against you.

Mindset and Personal Experimentation

  • Self as Experiment: They viewed themselves as a project to see what the “lowest form on earth” could become through relentless effort.
  • Making Hard Decisions: Transformation demands hard choices about your identity and sacrifices.

Facing Difficult Conversations

  • Confronting Directly: Instead of talking behind others’ backs, They advocate addressing issues with people directly out of genuine care.

Staying Focused on Goals

  • Avoiding Distractions: Straying from focus limits potential.
  • Leading by Example: Align your actions with your words to set a credible example for others.

Daily Habits for Self-Mastery

  • Discipline:

    • Limit social distractions.
    • Avoid alcohol.
    • Commit to routines that foster self-improvement.
  • “Self-Autopsy”: Practice honest reflection to recognize both strengths and areas needing growth.

  • Faith and Accountability: Their relationship with God is based on tough accountability. They take responsibility and demonstrates commitment instead of blaming external factors.