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.
Table of Contents
- Speaker 1
- The Duality of Success and Struggle
- Embracing the Journey, Not Just the Finish Line
- Principles of Growth and Personal Adventure
- Connecting Talents and Opportunities
- Lessons from Failure and Discomfort
- Physical and Mental Resilience
- Simplicity, Adaptation, and Risk
- Mental Resilience and Endurance
- Personal Responsibility and Emotional Health
- Influence of Environment and Connections
- Importance of Rest and Focused Energy
- Respecting Limits and Knowing When to Yield
- Speaker 2
- Speaker 3
- Speaker 4
- Speaker 5
- Speaker 6
- Speaker 7
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 isnât only the finish line; itâs essential to:
- Value the Process - Remember tough moments with gratitude: âIâll appreciate this later.â
- 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Challenge self-imposed rules that limit possibilities, like Samanthaâs journey to break outdated beliefs and prepare for unexpected paths.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 teamâs 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 donât work out, reflect on what youâve 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
âIf you want something new, you must be willing to try something new.â
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 Beginnerâs 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 Natureâs Limits
Some things canât 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%, thereâs 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% â creating a disconnect between fiscal policy and Reserve Bank policies.
- Currently, 20% of Australiaâs workforce is employed in public service, where job growth (6.1%) outpaces private sector growth by threefold. The governmentâs 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 isnât about motivation alone; itâs 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 isnât 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 informationâteach or share insights to embed them in memory.
Personal Branding and Authenticity
- The Value of Authentic Connections:
- âFake is the new realâ on social media â 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.
- Itâs essential to âthrow the box outâ 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 âall-or-nothingâ mindset by focusing on incremental improvements.
Communication and Respect
- Respect in Leadership:
- Be mindful of language in leadership â 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 oneâs health, maintaining autonomy over well-being, and not relying solely on doctors.
- âWhen the money is on the table, take itâ â a reminder to seize opportunities and secure gains when theyâre available.
Speaker 3
Marketing Strategy for 2025
Beyond Passion: Success demands mastery in practical skills, particularly in marketingânot 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
- Foundations: Identify target market, message, and offer.
- Ad Campaigns: Launch targeted ads.
- Data Collection: Track ad performance.
- Email Marketing: Essential for engagement.
- SMS Marketing: Direct and attention-grabbing.
- Retargeting: Reconnect with potential leads.
- Sales Conversion: Final funnel engagement.
- 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 userâs expertise. Prioritize effectiveness over perfection.
Effective Headlines & Offers
- Template Use: âHow to withoutâ 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 HelloFreshâs 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
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.
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 peopleâs 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.
Mindset Towards Wealth and Opportunity:
- Many people miss opportunities due to the preconception that they âcanât afford it.â
- 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, âWhat do I want?â mindset drives ambition and pursuit of goals rather than settling for whatâs available.
Key Quote for Inspiration
âYou are in danger of living a life so comfortable and soft that you will die without ever realising your true potential.â
â 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
Decide on Your Goals
- Identify what you truly want to achieve. Making a decision is the first step to meaningful change.
Commitment
- Decide on the sacrifices youâre willing to make within your ethical and moral boundaries.
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
- Quick Start & Lower Risk: Starting a new business has become easier and more accessible.
- 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 resistanceâwaking up early doesnât 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 itâs hard to rely on willpower alone.
Focus on the Positive
- Itâs 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.
- Donât let fear be the loudest voice in your mind.
Long-term Sacrifices and Perspective
- Sacrifices often donât yield immediate results, and reaching the top is rare.
- They reflected, âWhat if swimming is just the platform for something else?â
- Avoid comparing past experiences directly to the present; itâs often unrealistic to expect identical outcomes after achieving high levels of success.
Personal Growth and Faith
- They had a phase of doubt: âIâm doing all these things, and theyâre not working.â
- They sought hope and fulfillment, ultimately becoming Christian and moving to Dubai.
Self-Belief
- Confidence and a âcan-doâ mentality are essential for achieving more.
- Belief in oneâs unique qualities fosters the resilience to pursue and reach higher goals.
Speaker 6
What Does it Take to Succeed?
Success has three parts:
- Desire â âI want to be successful.â
- Commitment â âI am committed to success.â
- Execution â This is where most people fall short.
Most people donât succeed because theyâre not willing to sacrifice everything. Itâs not enough to want successâyou must be committed.
- Success demands sacrifice. Many want success but lack the commitment to make sacrifices.
- Commitment matters â without it, actions mean little.
Passion for Business and Growth
- Be obsessed with your growth and business.
- âIf youâre not obsessed with growth, why not?â
Cultural Challenge:
- Tall Poppy Syndrome â It is a tendency sometimes for Australians to squash ambition before it fully blooms.
Key Takeaways on Attitude and Mindset
- Negative people often have âa problem for every solutionâ â avoid them.
- Haters stem from jealousy; there are no excuses, only choices.
- Winning is memorable â âName anybody who came second.â
Consistency and Mastery
- 18 minutes a day = 100 hours a year â dedicating time daily to a subject can lead to mastery.
Core Business Strategies
Focus Areas
- 70%: Building and monetizing relationships
- 20%: Marketing and branding
âSameness or labour distinction â branding feels risky here due to cultural concerns about being âtoo Americanââ - 10%: Knowing your numbers
Eliminate Negativity â Negative influences can weigh you down and stall growth.
Enemies of Success
- Comfort Zone â People often ease off the effort after achieving some success. Be a paranoid optimist.
- Negative Mindset â People who say âI canât do itâ usually lack the right mindset.
- Shortcuts â People look for shortcuts rather than putting in the work.
Self-Improvement
- Biggest Weakness â 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
- âIf youâre born broke, itâs not your fault, but if you die broke, it is.â
- Authenticity matters â Never lose it by trying to imitate others.
- âFailure + Perseverance = Success.â
- Learning to fail is essential for success.
- Risk and Opportunity â Removing risk removes opportunity.
- Self-worth â âNothing is too good to be true. You deserve it.â
Strategy for Success
- Invest in People â Avoid deals without solid people behind them.
- âItâs about energy management, not time management.â
- Success is an investment â 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 â The User Illusion)
Networking
- âRich people go where rich people go; broke people go where broke people go.â
Motivation and Mindset
- Focus on adding value â It doesnât always cost money.
- Avoid focusing solely on referrals â they alone wonât 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-improvementâyou are all the purpose you need.
- Self-Love: True care for yourself means striving to be your best so youâre 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 werenât 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 âloserâ 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 Othersâ 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 âlowest form on earthâ 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 othersâ 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.
âSelf-Autopsyâ: 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.