Hey, {{ subscriber.first_name }}!

REMINDER: our epic Cyber Monday Action Pack deal expires TONIGHT! Grab yours before it's gone!

I hope you're holding onto your butt, cuz I'm about to drop a truth bomb on ya. 
Have you ever thought much about excuses? 
In my line of work I hear a lot of them, so I can't help but think about them all the damn time. Feel free to imagine me brooding in my castle basement laboratory, fretting over glowing green and purple test tubes, attempting to distill the concentrated essence of the magical entity we call "excuse". 

Plot twist: IT DOESN'T EXIST!
Think about it… does any of this make sense??
  • You can always find an excuse when you need one. 
  • You can never run out of excuses. They're infinite in their variety, reusable, recyclable, and all around us all the time.  
  • You can even use the same excuse over & over again for years and it'll never wear out and just. keep. working.
Even though almost every excuse contains within it the seed of their own destruction — the exact recipe required to overcome the excuse and make it null and void — rarely will anyone bother to point this out. All you need to do to get out of doing something is to make an excuse: I can't, because I'm busy / it's not done / I'm afraid / I just don't have the personality type to launch a product. Oh, ok, moving on. Press E — get out of jail free.

Tell me that's not some kind of effed up black magic.

One excuse I hear a lot from folks is, "I can't ship my thing because it isn't done." Which makes perfect sense, right? If you turned in an unfinished essay to your teacher, you'd get an F. And if you turned in a half-finished project to your boss, you might get fired. These singular authorities hold your future in their hands, and if you fail to please them, they could slam the gate in your face.

But the universe of business — unmediated by all-powerful gatekeepers — is not the same as these artificial, approval-driven environments.

Real life doesn't have term papers.

Three years ago, I shipped a rough & ready half-finished book… and sold 513 copies in a week.

That was over $5,000 in revenue — and a lot of happy customers! Yes, even though the book wasn't complete by the time they bought it, the response was overwhelmingly positive. My book, in its rough format, helped people

Did I go on to finish and polish that book? You bet your sweet butt I did. I shipped a chapter complete version a week later, and a few weeks after that it was fully edited and nicely formatted.

As of today, it's sold nearly 4,000 copies. That's a great number, but!! It's not just about the revenue (the sweet, sweet revenue), because 4,000 copies sold means…
  • 4,000 people I've managed to touch…
  • 4,000 people I've taught the 21 principles of JFS…
  • 4,000 people I've managed to infect with the drive to
    just f&#!ing ship
  • and, of course, a large fraction of 4,000 new people on my mailing list!
Not that the revenue isn't also awesome. Because I self-published it digitally, I got to keep every penny. Woo! 

Yes, as you probably guessed by now, the book in question is my favorite foul-mouthed nonfiction: Just F&#!ing Ship.

The one in that omg amazing mega rock-your-2018 Cyber Monday deal  that expires tonight at midnight eastern time 😎

And it all started with a mad 24-hour challenge.

Yes, you heard right: I wrote that first version — that sold 513 copies — in 24 hours. That's JFS principle #2Set a Deadline… and Mean It. There was no way to ship a finished book in 24 hours, so I also embraced principles 
  • #6 Start Small (it's a super tight list of principles, not a thick 300-page tome), and also
  • #12 Choose your Difficulty Setting (rough draft), and
  • #10 Every Version Better (ship a crappy v1 in order to ship at all!), and it goes without saying
  • #14 Niceties vs Necessities (there's still no Kindle version!)
I liveblogged it, too. So you can see how it played out.

Shipping doesn't have to be awful, scary, or impossible.

We talk ourselves into our excuses because we're afraid that a gatekeeper will appear and rap our knuckles with a Ruler of Eternal Damnation. That if we ship something imperfect — if there are bugs, missing features, holes… if it's not perfect, and gorgeous, and up to "our standards…" that everyone in our entire audience will decide that we're a piece of crap, and never trust us again. 

I used to be an epic procrastinator. I talked about shipping a SaaS for years before we did it. I just knew it had to be perfect, or I would lose all cred as both a Rubyist and an interface designer. People trusted me! I had a reputation to live up to! It had to be amazing! 

And then one day, years into this fantasy, I got slapped in the face with the 2x4 of reality, complete with consequences:

What the hell am I waiting for?!
The sun of rationality broke through the clouds of doubt and illuminated a horrifying fact:

While all this time I wasted worrying IF I shipped something bad, MAYBE people would ridicule me forever and ever… I was already losing out, every single day that I shipped nothing. Every day that I had zero products, I gained zero new skills, zero sales, zero opportunities, zero connections, and zero financial security. 

That's when I discovered principle #19, Embrace the Pauli Principle.

That's what drove me to ship everything I've ever shipped since.

And that's why I shipped JFS in 24 hours. 

And that's why I made those 4,000 sales. And touched those 4,000 people.

I put everything I learned from shipping two SaaSes, multiple workshops online and in person, three major versions of 30x500, and of course, JFS itself into my book JFS. The 21 no-fluff, no-bullshit principles that'll help you tackle that project you're too scared or overwhelmed to ship.

And, of course, that's why I have something awesome to create a bundle like our Cyber Monday Action Pack. We've made $22,000 in sales on this deal alone so far — but without that shitty little 24-hour draft, it wouldn't exist.

If you want to learn to ship like me, now's the time.

So you can embrace the Pauli Principle, and overcome your excuses, and get the things you're losing out on.

You can get JFS alone for just $5. That's not even 1.5 Pumpkin Spice Lattes. 

You can get JFS and a bunch of awesome crash course guides to help you implement planning, marketing, and launch for just $19. You can spend that much on burritos, chips, and soda for two. 

And, finally, you can get JFS, all the crash courses, my new habits book+course Flip the Bit, and a heckuva lot more for just $99.

​But don't wait til midnight.

Because the deal is going away. Grab yours before it does:

Get your Just F*#!ing Ship today


PS: Here's a little excerpt from Principle #19: Embrace the Pauli Principle:

Here’s a dilemma for you: You can’t host a dinner party with tried & true dishes, and a dinner party with all-new exotic recipes.

You can’t reap the gains of shipping early and the gains of waiting to ship til perfection. You can’t both ship and unship.

Every time we ship and make money, there are things we could have done to make more money than we did.

But which is better:

  • a good amount of real, quantifiable money now
  • more theoretical money, potentially in the future
No contest, my friends.

It’s better to host a dinner party now, with people you know, and dishes you can make, than it is to hold off in the hopes that if you wait long enough and try hard enough, you’ll be able to host a dinner party with the Queen of England.

Especially if you hope to be good enough & connected enough to dine with the Queen, you need to get to work. The more you host, the better you’ll become at hosting, the more people you’ll get to know, the more connections you’ll have. 

Get your Just F*#!ing Ship today