培养注意力和热情是企业家的超能力，这些特质能让人发现别人忽视的机会，并在不竞争的领域获得优势。

18:16consulting project with this thing, and I got into that, which then I got introduced to this other guy in this other thing. And I just was asking myself how like I was envious of like people who do these like dirty tech-ish jobs, and they discovered these problems that I had no idea were even a thing. >> It's it's the art of noticing. I told you I spent like a bunch of months

18:36looking up how some of the world's most creative people work. How do the best writers work? The best musicians? The best filmmakers? Because you know, I spent so much of my life studying how great entrepreneurs work, which is a lot of brute force, a lot of high agency, a lot of scale thinking, a lot of hustle. And you know, there's obviously creativity involved, but I thought, "Well, let me

18:55go study the people who specialize in this." If you go listen to like what Rick Rubin says, what the great comedians say, it's all about noticing. It is actually why comedians, when they get rich and famous, they fall off. Because it's the struggles of the everyday person >> [snorts] >> that led them to an insight that when they said it in front of a crowd, everybody connected with it.

19:17But when you're flying private and you you have four nannies and you have a chef and you have this and that, well, you don't really encounter the same struggles that the everyday person does. So, you stop coming up with the genius insights that make that resonate like a truth that you said out loud to the audience. And so, you have to really like create a system where you were

19:38going to be exposed to interesting things and a habit of noticing them. Of paying attention to them, of writing things down, of slowing down, of not being too busy, not being too distracted, of being more present. And that's where the great If you If you look up like Remember Mark Manson came on the podcast and he's got this crazy hit book, right? He made a like one of

19:57the best-selling books um if a non-fiction in the history of the world is The Subtle Art of Not Giving a And he wrote that book and it's like he was blogging, he wrote, you know, thousands of blogs, but nothing really resonated. That one That one or nothing resonated the same level as this idea did. And um where did that Where did that name come from? And he was like, "Oh, I actually

20:19really liked this band." And the band had a song called The Subtle Art of Something. It was something It was like the last part was different. He's like, "And I just noticed that like I just really like that name and I remember I couldn't tell you the other 15 songs on the album, but I remember that one." So, then I wrote that down and I that became the book title. And it's like,

20:37"Noticing is such a superpower. It's a superpower for entrepreneurs." Paul Graham wrote this essay called How to Do Great Work. And what he describes is like a few steps system and I'll just just It's like a 3,000-word essay. It's probably one of his most important essays, but it's so long. In it, he basically says, "Look, like here's the formula. You want to first just follow the path of most excitement, so of most