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- Massive Mission Impact: A 100X benefit, packaged for effective distribution
- Think 100X BIGGER — Strategize (with AI) on 100X Results; not 10% efficiency gains
- Radical innovation of NEW offerings
- The only durable moat is a 100X insight that AI cannot quickly replicate and that advisors cannot get elsewhere — a genuinely defensible, client-first framework for debt-leverage education
- 80/20 for (almost) everything, except Strategy
- Learning, development, marketing, docs, logs, product (minimal WOW)
- Exception: Strategy
- One innovative or better strategy can dwarf the impact of everything else. Blue ocean.
- Go deep and broad on strategic research and innovation
- Critical: avoid existential threats to business model/mission, such as free or low-cost AI solutions that are easy alternatives to your offerings
- Critical: scan equally for existential opportunities — new tools, market shifts, or cultural moments (e.g., rising financial anxiety) that could amplify the mission’s reach or urgency
- When a direction is clear, the next move is the smallest experiment that proves or disproves it within 2 weeks — not more research
- Marketing and Distribution trump Product
- The Microsoft Lesson: Microsoft rarely had the best product. They won on distribution.
- SMART DEBT’s problem is latent and counterintuitive — advisors don’t know they need this yet.
- The build decision IS a distribution decision. Before building anything, ask: will this travel, and will it create the aha moment when it arrives? If not, redesign or defer it.
- A 100X benefit, packaged for effective distribution, {is the only complete strategy}.
- NO to almost everything non-mission
- Filter aggressively: Does this activity directly advance my SMART DEBT Mission’s highest priority Next Step? If not, delete or defer.
- NO to learning, or worse storing, knowledge that doesn’t advance mission or can be retrieved or regenerated later
- Focus requires subtraction
- Highest-Impact Activities First
- Strategy, Marketing, Development — in that order; not Learning, Tools
- During most productive time, 3+ hours 6 days/week
- Use Timeboxing
- Identify most important 2–3 activities, slot in calendar, work from calendar
- NO to beyond Minimum Viable WOW (MVW)
- Focus on best version 1.0, deferring 80% of possible features, iterating on true fans’ feedback
- Every MVW element must earn its place by answering: does this create the aha moment, or enable distribution?
- Use best AI for Everything
- Strategy, research, development, execution, automation, …
- Use best AI tactics: very clear context, role, think deeply step-by-step, output format, …
- Operate as CEO of an AI Agent team — 24x7 parallel execution of mission plan subtasks
- Your role: set objectives, review outputs, make decisions, redirect. Not execution.
- Define agent roles explicitly: strategic research, content generation, development, SEO/marketing
- All agent outputs flow into Obsidian — orphaned output is wasted leverage
- Have AI generate automation scripts whenever practical
- Don’t reinvent the wheel
- Use existing (FOSS) solutions as much as possible
- Make progress easy
- Break tasks into very small subtasks (<20 min) to make it easy to start and maintain momentum
- Incubate before sleep
- On next task for progress
- Fuel passion for mission
- Continuous improvement — researching better strategy, marketing, processes, development, AI tools, …
- Wife support
- Hire #2, freelancers
- Maintain health and energy — the primary input to everything else
- Being active, stretching, strengthening
- Protect cognitive peak hours; an hour at full capacity is worth three hours depleted
- $MART DEBT Inner Circle, Mastermind Group
- The Inner Circle is simultaneously a feedback loop, a source of early adopters, and a distribution seed
- Give members something genuinely valuable (early access, co-creation credit, tools like the Visualizer) and make it easy for them to share with their own advisor networks
- These “true fans” are the first propagation layer for the SMART DEBT message
- Members: Rob Robinson, Dave Lush, Robert Moysey (TD), Ed Rempel
- Strategic Partnerships & Alliances
- Identify advisors, influencers, media, and organizations that already serve your ICP
- Distribution-first framing: the question is not “can we work together?” but “do they have trusted reach into the advisor audience I need?”
- Offer co-branded, client-first education content — brandable tools are the partnership currency
- Centers of Influence in the advisor media space are highest priority