Summary
Highlights
Most entrepreneurs are stressed, overworked, and earn little, constantly saying "I am very busy." This video summarizes Dan Sullivan's book "Who Not How," which argues that instead of asking "how can I achieve this goal?" or "how can I solve this problem?", the correct question to ask is "who can solve this for me?" or "who can do this for me?" This shift in perspective can lead to more time and money.
The story of Richie, a 16-year-old who wanted to earn money, illustrates the concept. Instead of working all summer, his father, the "who," suggested buying oddly-shaped watermelons cheaply and selling them to neighbors. This allowed Richie to earn money in a short time and enjoy his vacation. Working with a "who" provides access to knowledge, insights, and expertise, reduces effort, increases quality, and frees up time. Freedom of time is crucial for entrepreneurs to think and generate creative ideas, as research shows most creative ideas happen during rest. Involving "whos" provides time to think and improves results.
You already have many "whos" in your life, like postal workers or garbage collectors. Life would be impossible without them. Entrepreneurs often forget this when starting a business, taking on tasks equivalent to collecting garbage. To grow, you need to involve more "whos." Sometimes, you need several "whos" to find the ultimate "who." For example, if you don't know how to hire a logo designer, you need a "who" to help you find that designer. This simple truth can be overlooked, leading to personal struggles in hiring.
Procrastination is a signal that you need another person. It indicates that you desire more for yourself but lack the knowledge or capability to achieve it. To find the right "who," Dan Sullivan uses an "impact filter," a one-page document with seven questions: project, purpose, importance, ideal outcome, best result (action), worst result (no action), and success criteria. Completing this filter helps clarify your vision and effectively communicate your needs to potential "whos."
Business problems fall into two categories: technical and adaptive. Technical problems have known answers; you just need to find out how to do them (e.g., building a website). For these, always ask, "who can do this for me?" Adaptive problems are for creators; only you can generate certain ideas (e.g., unique business visions). To gain freedom of money, focus on adaptive tasks that only you can do and delegate technical problems to "whos." Asking "how" for technical problems diverts your attention and postpones your major goals.
Asking "how" leads to decision fatigue, exhausting your mind and reducing willpower. Dan Sullivan avoids driving to focus his attention on important matters. Inspired by this, an attorney named Jacob started using Uber daily, freeing up 90 minutes, decreasing stress, and arriving at meetings with a fresh mind, which often led to significant financial gains. Delegating tasks frees up your time and mind, allowing you to focus on high-impact tasks and innovation, leading to better performance.
Many entrepreneurs view hiring "whos" as a cost, not an investment. Shifting to an investment mindset positively impacts your relationships with the people you hire. A cost mindset can lead even wealthy entrepreneurs to do tasks they shouldn't, refusing to spend money on delegation.
The story of Wes, a billionaire who tried to fix his own air conditioner to save $7,900 and ended up with a severe injury, highlights this lesson. Despite having abundant money, his cost-saving impulse led to a two-month recovery period. If you have the money to solve a problem, then it's not truly a problem.
Being a "buyer" means you get to choose who you work with. If a potential client is rude or demanding, even if profitable, you can refuse the work if you are a buyer. This position is achieved through freedom of time and money. When entrepreneurs free up their time, revenue increases, which in turn improves the quality of relationships by allowing them to choose clients who align with their values.
You can get 80% of a project done quickly, but the final 20% takes significantly more effort. The key is to complete 80% and then pass it to the next "who" for refinement. The longer you over-perfect an idea yourself before feedback, the slower the transformation. This rule prevents wasted time and allows for faster progress. For example, the author used to perfect video scripts 100% before feedback, often leading to deleting hours of work or inability to implement good feedback due to already substantial progress.
When evaluating a client or business partner, if you have mixed feelings, or it's not a "hell yes," then it should be a "hell no." Don't start relationships solely for profit if there's a personality clash or differing values.
The traditional education system fosters competition, leading to isolated and self-centered lives. The story of Karen, an attorney struggling to write her grandmother's biography, illustrates this. She initially resisted collaborating with a history professor, viewing it as competition. However, when advised to collaborate, she found relief and produced a much better book together. Collaboration, rather than competition, creates success and a sense of meaning and belonging.