An Anxiety Product - Number Ten

We're working on an anxiety product right now, not to create anxiety, but to build resistance to anxiety. The foundational principle of the entire book has to come down to the word autonomy. People don't want to be told what to do. If you use phrases like it's completely up to you, you can do whatever you want, is is entirely your choices, your business, not my horse. It's about autonomy, reinforcement.