Now (not how)

When starting something new, we first know nothing.

Complete beginner. Noob. 

Starting our careers we have to research everything. This is great to get going, but it leads to a bad habit.

We soon find we can’t research everything. We need to move quicker. 

But…easier said than done. We have this muscle memory from our early days, which defaults to research. And it’s a hard habit to break. 

I wasted countless hours stuck in this research habit loop. Whenever I would start a new project, I wanted to first read a book on it. Maybe take a course to learn more. And then finally do the thing (maybe). 

For example, getting into online marketing I first read The Sales Acceleration Formula. Then I did a Google Analytics certification. Both of which I did before doing any actual online marketing. At the time, I thought this seemed logical. 

Action Bias

Until I discovered a better path. 

I noticed the most impressive people all worked in a different way. They all had a bias toward immediate action. They were experts by doing, not waiting on the sidelines overthinking it. 

When I wanted to research the thing with books/courses, they had already done the thing. And by doing so, they received real-world feedback which was far better than any “research” could do. 

I especially noticed this when I first started working with Noah Kagan (#30 employee at Facebook, AppSumo founder). He moved quicker than anyone I’d ever seen. From running an eight-figure company to publishing weekly videos and podcasts while writing a book. He was constantly in motion. 

I tried to mimic this for myself, but I needed a framework. Journaling one day I gave myself a mantra to break free from my old research-first mentality. I will prioritize the now, not the how. 

Sometimes (read: most times) I have an idea that seems good at the time, but then I end up never using it again. This was not that. Instead, I immediately started using the “now, not how” framework and reaping the benefits.  

And I haven’t stopped since.

Exercising in the morning, I think, “now, not how”. This gets me out of bed and moving. Otherwise, I get trapped debating if I’ll run two miles or four. Lift weights or run. Nope, doesn’t matter. Just tie the shoes and get my pale buns out the door. 

A few years ago I decided to blog again and thought the same. Rather than endlessly contemplating the how (which domain to use? which CMS is best?) — I just got started. MitchellCohen.com was taken, so I grabbed MitchellLandon.com (middle name) and got writing. 

Tugging the Future to the Present 

One of my favorite examples of “now, not how” is a story Shaan Puri told on the My First Million podcast. At his old startup, they had the “One-Month, One-Week, One-Day” rule. Whenever someone came up with an idea that might take a while to implement, it’s the other person’s job to say “great idea, but what’s the one-week version look like?” Then finally, “what’s the one-day version?” 

This was the forcing function for them to act now. Tug at the future like a rope — and pull it to the present. 

When they needed feedback on a new app that wasn’t released yet, they started brainstorming. The one-day version was to give high school students free burritos to test their app. In a few hours, they had 20 users. Boom instant feedback. 

Shaan argues, “A simple plan violently executed today, is better than a nuanced plan over six months. Ideas and inspiration are perishable, they expire. So strike while the idea is hot.”

Naval has a famous tweet expressing the same. 

Acting immediately not only gives feedback, but also momentum. It’s the invisible tailwind that gets us moving. Otherwise, we’d never start at all.

Dipping Your Toes 

The best part about this mentality — is the fact that you can literally start today. 

The other weekend I was looking up swimming lessons. I’m considering a triathlon, so figure I should get some formal lessons. As I was getting analysis paralysis on which course to take and which instructor to choose I caught myself…

Aha, this is exactly where I used to get trapped. 

Instead, I thought what is the smallest unit of action I could take NOW? I settled on a five-minute YouTube video on how to swim. Then jumped in the car to Barton Springs and dove in headfirst. 

So the next time you want to do something, but don’t know where to start — remember that inspiration is perishable. Skip the endless research. Prioritize the now, not the how.