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Stick to Your Circle of Competence
Concentrate on what you understand well before expanding out. The speaker's strategy for his book was to use it as a demonstration of the ideas in it, employing a meta concept for validation. He made the book available for free, along with a course, with the aim of proving the effectiveness of the concepts discussed. Over a period of 24 months, he focused on building an audience and employing various advertising methods to promote the book and provide evidence of their efficacy. By doing so, he sought to demonstrate that the principles discussed in the book remain relevant over time and across different platforms.