And so this happened back in 2000 and 12.
So every five years or so, I come across a problem in my life that I haven't found a satisfactory answer to. Everything needs that task, right? Yeah, exactly. And if they've written an answer that that satisfies me, well, then I'm done. So I look at most the time when I when I have a problem in my life, I'll I'll read what others have written about the particular dilemma. I don't like writing books for answers that people already have to tough problems. And so the way I find the answer is by writing these books. I write because I need to know the answer. I mean, I don't write I'm not one of these authors that writes because they have the answer. So I write when I can't find a book that addresses the topic I'm looking to learn about.
How did you get into this? What was your passion that got you into writing and choosing these topics? Tell us the story. So why don't we talk a little bit about you and your background first and then we can talk about the books and we can talk about some of the takeaways. How do you create more attention to the things that are really generating value not only for them, but for their businesses with that, Nir welcome to the program. I think one of the key things that leaders in service based businesses need to do is figure out how to create more focus. We're going to talk a little bit about both of those excited about this. He's also author of Hooked How to Build Habit Forming Products. And he is author of Indestructible How to Control Your Attention and Choose Your Life. I'm your host and our guest today is Nir Eyal. You're listening to scaling up services where we speak with entrepreneurs, authors, business experts and thought leaders to give you the knowledge and insights you need to scale your service based business faster and easier. For more details about the program, visit /thrive. Thrive will help you grow your business more quickly and with less drama. Checkout Thrive Roundtable thrive combines a moderated peer group mastermind expert one on one coaching access to proven growth tools and a 24/7 support community created by Inc award winning CEO and certified scaling up business coach Bruce Eckfeldt. Are you a CEO looking to scale your company faster and easier. And now here is your host Business Coach Bruce Eckfeldt. You're listening to Scaling Up Services where we speak with entrepreneurs authors business experts and thought leaders to give you the knowledge and insights you need to scale your service based business faster and easier.
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