In September 2023, my brother and I had an idea. For 100 days, we’d spend 100 minutes a day working on our businesses and see what happened. That was basically the whole idea. 100 days. 100 minutes a day. Work on your business.

I invited some other people to do it with us, because apparently if I’m doing something slightly ridiculous I need witnesses. The important bit is that I wasn’t telling people what they had to spend those 100 minutes doing. It wasn’t 100 minutes of sales, or marketing, or writing emails. It was basically: spend 100 minutes working on your business.

Every day, everyone logged what they’d actually done through an Airtable form. Obviously there was an Airtable involved. This is me we’re talking about. So at the end, I had actual data on where all those minutes had gone.

And roughly 60% of them had gone on creating content.

SIXTY PER CENT.

Nobody had told them to create content! They could have done basically anything 😂

Anyway, naturally I discovered this interesting little thing and immediately investigated further. Then, I binned the whole thing off and went on my AI and automation-induced side quest for the next couple of years.

But when I eventually came back to it, I didn’t want to do the same thing again. We’d done that experiment. This time I wanted to fuck with one of the variables.

Not 100 minutes a day doing anything for your business. 100 minutes a week doing one very specific thing.

Sales.

What happens if we do that?

That’s the experiment I started running in May. And, well. I have quite a lot to tell you about that 😂

Zx