Many, many years ago, I worked with an entrepreneur. And he was very, very good. He knew exactly what he needed to do. And so he had absolutely amazing focus. Every day, he'd go into the office, when he would go, bam, bam, bam, bam, and he would get the shit done. And that was absolutely brilliant.

The problem was, he said he had no idea what else was happening in the world. So when he actually got as far as launching, he discovered, nobody really cared. It was a waste of time and effort, because he'd been very successful back in the 90s. He'd sold a business to Rupert Murdoch's News core. One of the very early internet companies, and he made an absolute killing and he lived off that For a number of years, and his ideas have got absolutely fixed. And so when he was I think it was digital identity that we were playing around with.

He knew what the answer was. And every time he said, Okay, so what about this? Or what about this? Or have you read that? Now that said, Yes. They don't know, what are they talking about?

Go away. Don't talk to me about that. They, the whole thing was an absolute disaster. I mean, it literally was I mean, we look at thinking back now, probably we put three to $5 million into that venture in time that he paid for a effort that we put in, and to a large extent it died because that entrepreneur didn't have enough curiosity does that so this is the first thing that I really want to teach you, too, so that you're you you make sure that you Understand this, if you are not curious if you're not questioning absolutely everything, and you're not going out and always trying to find new ideas, you're on a very, very risky path. Because the world doesn't stay set static that entrepreneur thought the world was the way it was. Everything was locked in crystal, he just had the key, he would be able to make a huge impact.

Because the world change, the keyhole had gone. There was nothing there to put his key into these left, holding it escape. So what you need to do is an entrepreneur, another guy I know, he's, he's an absolutely brilliant entrepreneur, goes out every morning, and he scans crunchbase and or TechCrunch in his industry, the news, what's happening, what's happening in their understanding the market, how it's changing in his particular sector, but he's also going He reads The Economist he reads, I think he reads is UK so he reads the guardian. He reads the telegraph. No, because he typically likes those. But he's getting lots of diversity of different news sources reads nature.

So lots of things coming in. And because he's asking questions, he's always going out and asking people, what do you think about that? Or why does that work? Well, what are you doing? He's constantly getting a stream of what looks chaotic data coming into him. But because humans are really sense making we we want to try and understand the world.

He then sort of just puts it together, click, click, click, and it comes together in a jigsaw and nobody ever else has ever seen the jigsaw that he's making, or the how the pieces come together. But because he's making this jigsaw he were able to then come up with much better ways of growing the company of understanding what is possible and finding ways to outwork the competition. So, when you as an entrepreneur are thinking about your business, it really does pay to think well outside your box, because a lot of the time you see competition. They're going straight down on that they're like, horses with blinkers. Yeah, keep them focused on the one thing, but because they're not looking outside the box, yeah, you could just go straight down the outside, and they don't know where you're going, what you're doing, why you're doing it, they just know that you're doing something and they can't understand why or where you're getting that competitive advantage from.

So beyond they're asking questions, not just about your industry, but about other industries. The broad is spread it the more questions you ask them interest that you have in lots and lots of things. And it may seem like a real tax on very limited time that you have, you get an absolutely massive return. And my my calculation broadly is that for every hour that you spend doing what seems to be like unconnected care Honesty driven research, you will say, two to three hours of your time or your team's time. It because you're increasing productivity, you're getting better quality of ideas, you're moving moving faster. So that is the first lesson.

Always be curious about everything. And the more curious you are, the faster you move, the quicker you achieve your results.