with FightMediocrity. And today I’m going to talk to you about the habit loop.”

The problem is no one cares about me, or my brand, or a concept or a product if I were

in business.

Here’s how I actually started my presentation for the habit loop in my last video…

In the early 1900s, only 7 percent of Americans had toothpaste in their homes. After Pepsodent

put a few ingredients in its toothpaste which had absolutely no effect on the cleanliness

of teeth, that number jumped up to 65 percent in about a decade. What did Pepsodent do?

I started with a story. In fact, not only do I start with a story, but I try to make

my entire presentation a story with only a few seconds of talking about the concept and

quickly coming back to the story again, because here’s the key: a human doesn’t care about

a concept or a product unless that concept or product does something for that human, and

the best way to convey what it does is through a story.

I remember I started my first paper in college with a story. When the teacher read it, she

gave me a bad grade. I talked to her about it and she said I had it all wrong. You weren’t

supposed to start with a story. You were supposed to tell your audience how you were going to

bore them, then you were supposed to bore them, and once you were done, you needed to

tell them how you bored them. So I did that for the rest of my papers and I got mostly As.

The difference is now I’m dealing with real people, and real people tend to grade

you differently.