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How I Conduct My Business

I started my own business at a late age — by the time I made Zen Habits into a business in 2007, I was in my mid-30s and had toiled through various jobs for 17 years.

So when I started out, I didn’t know what I was doing (and still don’t, but less so now). I tried everything to make money, to make my site more popular (which I thought was important). Some of it worked, some didn’t. Some made me feel bad about myself. Some things readers reacted badly to, and others they loved.

Through this trial and error, I learned some principles that work for me. I don’t share them here to show that I’m superior to anyone, but to show an example of what might work for you. To show that doing things that feel right can make a business succeed.

Here’s how I conduct my business.

  1. Readers first. This is my No. 1 rule, and it has served me extremely well. When I have a question (“should I promote X or not?”) the answer is always, “What would my readers want? What would help them most?” When the choice is between making some extra money or my readers’ interest, the choice is obvious. There is no choice. I can’t tell you how many times I’ve passed up being part of a mega-sale or affiliate marketing campaign that would have earned me $50K (and sometimes much more) in a day or two if I’d decided to participate. I’ve walked away from at least $1M because it would have put profits before my readers. And I think my readers trust me more because of this (see next item).
  2. Trust is everything. The most valuable assets I have are my readers’ trust and attention. And the attention will go really fast if they stop trusting me. Everything else in this list is based around these first two principles. When you start doing affiliate marketing, even if you think it would help the reader, if it would make them question your motives (is he trying to help me or make some money here?), it erodes their trust, a little at a time. That’s not worth the money.
  3. Make money by helping. I put out products and courses that I think will really help people, and that’s how I make money. This works really well for me. People are happy because their lives are better, and I’m happy because the revenue I make is entirely coming from making people’s lives better. We both win, our lives are all enriched. This is not the case from advertising (see next item).
  4. No ads, affiliate marketing. These are both the same, really. When you market someone else’s product as an affiliate, it’s just a hidden form of advertising. I should note that I had ads and did affiliate marketing for a couple years before giving it up. Why’d I give it up? Well, I realized (through experimentation) that the return on this kind of business model is very bad. You get very little revenue, and erode trust. That’s a bad formula for making money. When you sell an ad, what you’re really selling is your readers’ attention and trust — they trust you to put something important in front of their attention, and you capitalize on that. Of course, most readers learn not to trust the ads, and try to skip them, and put up with them because they want the good content (or service) you’re giving them. So they no longer trust you as much, but put up with your revenue tactics. This sucks. Who wants their customers to put up with anything? Why not delight them with how you make money? Why not enrich them? Now, can everyone do this? Possibly not, but I wouldn’t reject the idea without giving it a genuine shot.
  5. Just the text – no social media buttons, popups, dropdowns, or anything else that annoys or distracts. This goes back to trust — people come to my site to read something that will add value to their lives. Not to be pushed to share something on social media, or like something, or subscribe to my email newsletter. Yes, I have a thing at the bottom to subscribe, but it’s not pushy, and I don’t promise any gimmicky downloads. When your site has a popup or dropdown that asks people to subscribe, it’s annoying. I’m sorry to be blunt but I’m speaking as a reader now — I will never go back to a site that does that. Which means I don’t read a lot of my friends’ sites because they do this. Give the readers what they want, and nothing else, and you won’t have to ask them to subscribe or share. They’ll do it on their own, and this is the kind of share and subscriber you want.
  6. Uncopyright. My site has been uncopryrighted since January 2008 (there weren’t any other sites doing this at the time), and in the last 5+ years, uncopyright has not only not hurt my business, I strongly believe it’s helped tremendously. Why? Because it helps people share and spread my work much more easily. If someone wants to use an article of mine, they don’t have to go through the hassle of trying to contact me and ask permission — they just use it. This has caused people to use my work in books, magazines, blogs, newsletters, classroom materials, art, conferences and more. This is amazing. In addition, uncopyright promotes the idea of sharing, and when you share with people, they tend to trust you more. Sharing builds trust.
  7. No sales. I’ve seen many people do three-day sales of their products (or something similar), but I’ve never done one of these (that I can recall). Why not? Because it makes no sense to the reader (remember, readers first). Tell me the reader: why are you lowering the price of your product for three days? Why only those three days? If you can lower the price for those days, why not the other days? Is it to make more money from me (manipulate me into buying the book)? Is the price too high on the other days? What if I already bought the book at the higher price — was I ripped off? These are questions the reader has no answers to, and no matter how much you try to justify the reasons of the sale, it doesn’t make sense. Either set the price at the higher price point (because you think it’s worth it), or set it at the lower price point (because you want to get it into the hands of more people).
  8. Admit mistakes. It might sound like I’m pretending to be perfect at what I do, but the truth is I’m winging it. I’m making it up as a I go along, in hopes that I won’t screw it up, and constant fear that I am badly messing up. I have more trust in this process (and in my readers) now that I’ve been doing it for seven years and nothing has fallen apart, but I have made many mistakes along the way. I’ve been overly promotional, I’ve done affiliate marketing (just a couple of times), I had advertising, I asked people to share my work, I asked for votes. Those were mistakes, but I learned from them and try my best not to repeat them. Recently, in my Sea Change Program, I removed old habit modules from 2013 (I felt they were outdated), and my members were upset. I fixed the mistake and put the modules back. People don’t expect you to be perfect — they do expect you to try your best to fix mistakes when you make them. I admit my mistakes, and try to rectify them and do better. People trust me more because of it, I think.
  9. Don’t front. I don’t pretend I’m more than I am. I think there’s a tendency in the online world to overrepresent yourself — put yourself off as an expert or the world’s leading whateverthehell. But I’m not the world’s leading anything. I am just a guy who has a wife and six kids, who has changed his life by making small habit changes, one at a time. A guy who has simplified his life and focused on being mindful. I’ve learned a lot from these experiences, and share them as much as I can here on Zen Habits. That’s all I am, and I don’t try to be more. When you only try to be yourself, you can’t fail.
  10. Forget about stats, focus on helping. In the early days, I was obsessed about site statistics. I would check my stats counter several times a day, look at where all the traffic was coming from, try to get my numbers up. Here’s the thing: you can’t do anything with those stats. If you’re getting traffic from Reddit or Twitter, you can’t do anything about that. All you can do, once you’ve seen the stats, is try to create great content. Try to help people. Try to add value. That’s what you’d do even if you had zero stats. The stats don’t change what you should do — though they might motivate you to do things you shouldn’t do to get the stats up, things that aren’t trustworthy. The stats just make you obsessive. About three years ago, I removed all stats trackers from my site, and now am freed from that worry. Now I focus on what really matters: helping people as best I can.
  11. Do what feels right. This is vague and isn’t very helpful at first, because in the beginning, you’re never really sure what’s “right”. There are lots of choices to make and it always seems smart to just do what other people are doing, what the experts tell you to do. Unfortunately, that’s often wrong. Everyone else does what everyone else does because that seems safer, and so they act out of fear of doing the wrong thing. In fact, safer is not the right thing. Doing the right thing is going to be against the mainstream. For example, when I gave up copyright, or let go of ads or social media buttons or affiliate marketing, or comments, those were all very scary things for me. It was against what everyone else at the time was doing. But in the end, I knew they were the right thing, because it was what was best for my readers. And it made me feel good about what I was doing. This is the compass you need to develop, to build trust with your readers, and with yourself. Feel good about what you’re doing, don’t act out of fear.

Zen Habits

Leo Babuata
Chapters
Neither Averting Nor Craving in Each Moment How Taking Care of My Finances Changed My Life Tips for Traveling with Kids My Grand Travel Experiment The Parent I Aspire to Be The Best & Less-than-Best Motivations for Learning The Miracle of Suspending Mis-Belief 7 Strategies for Dealing with Toxic People Finding Motivation on Important But Non-Urgent Tasks Learning Tips for the Top 8 Learning Challenges The 30-Day Learning Challenge The Place Where You Are Feeling Determined to Change Practicing Non-Judgment Hold Your Own Feet to the Fire Don’t Waste Your Opportunity How to Beat Procrastination with Daily Training The Time When We’ll Be Present & Content A Simple, Powerful Self-Compassion Method When Others Frustrate You Your Internet Habits Create Your Reality The Case for Replacing Exercise with Play Leave Yourself Wanting More Fail Faster at Habits The Anti-Bucket List Getting Started with the Discipline Habit The Case for Caring About Your Work Questions of Priority The Futility of Always Pushing Myself to Be More Pare Down with the Declutter Habit You’re Not Doing Life Wrong Getting Lost in Just Doing An Addict’s Guide to Overcoming the Distraction Habit The Source of Contentment Savor Discipline: Merge the Interests of Your Future & Present Selves What You Can Say Instead of “I Don’t Feel Like It” The Things That Get in the Way of Doing The Girl Who Saw Through the Illusions A Gradual Approach to Healthy Eating Unconditional Acceptance of Yourself My Typical Day: How I Get People to Think I’m Productive The Contentment Habit The Delightfully Short Guide to Reading More Books In Praise of Limits The Art of Being My Dad 5 Ideas to Create an Amazing 2015 Essential Zen Habits of 2014 Karate Chop Practicing Slowness & Being Present Overwhelmed by All the Changes You Want to Make My 2014 Successes and Failures Finding the Motivation to Change Your Entire Life When You’re Lonely The Brain’s Fast Mode 5 Questions to Simplify Your Life During the Holidays The Zen Habits Holiday Gift Guide The Four Hidden Habit Skills The Power of Delay Overwhelmed & Rushed? Do a Stress Assess Writer as Coder: The Iterative Way to Write a Book Please Support the Zen Habits Book Are You a Lift or Drag Force? When Resistance Smacks You in the Face When Your Plate is Too Full The Quickstart Guide to Quitting a Bad Habit The Zen Habits Book is Almost Done A Quick Guide to Gaining Confidence When You Socialize The Empty Container The Realization A Guide to Changing Self-Destructive Behaviors Pushing Past the Terrifying Dip in Motivation It’s Not Too Late to Change Bad Habits The Smart Way to Stick to Habits My Most Effective Learning Tools What I Do When I Fail How to Put Your Writing in Public The Productive Sprint The Biggest Reasons You Haven’t Changed Your Habits Seized by the Thunderhold of Fear What to Eat for Fat Loss The Heartbreaking Cruelty of Comparing Yourself to Others A Brief Guide to Overcoming Instant Gratification How to Get Motivated After a Vacation 7 Strategies for Facing Your Internet/TV Addiction How to Breathe 7 Discipline-Mastering Practices 7 Rules That Keep My Life Simple An Education in the Majestic Sierra Nevada The Lies Your Mind Tells You to Prevent Life Changes How to Believe in Yourself Don’t Waste a Moment How to Find Your Life Purpose: An Unconventional Approach How to Be Great Making Yourself Work Inhabit the Moment How to Master the Art of Living The Delusional Fantasies We Live With Each Day Living the Simple Life How to Be Prepared for Anything Turn Toward the Problem The End of the Day Philosophy The Painful Beauty of Impermanence How to Change Other People Pursuing Happiness When It’s Already Within You The Quickstart Guide to a Decluttered Home Parental Zen: How to Keep Your Cool as a Parent Looking for Love How to Stop Your Habit Changes From Getting Derailed Why We Have Regret The Essence of Fatherhood: 6 Simple Lessons A Call for Revolt: Advertising is the Anti-Minimalism The Frustratingly Slow Pace of Making Changes My Struggles with Eating Boring Food The No Procrastination Challenge Creating a Lovely Morning A Father’s Manifesto: Raising Young Men Who Respect Women Turn Inspiration Into Action Coming Back From a Setback The Gift A Guide for Young People: What to Do With Your Life No Excuses: Minimalism with Kids How to Make a Marriage Work Love Notes Flavorless: My Month of Food Boringness The Letting Go Ebook, Free The Miracle of the Self-Compassion Habit How I Tackle a Big Writing Project The Habit Action List The Reality of This Moment Confidence in Your Business 10 Ways to Do What You Don’t Want to Do On Making It Through Tough Journeys The Hard Stuff Often Matters Most What to Think About During Exercise You’ll Be OK The Most Important Two Minutes of Your Life A Call for Compassion for the Defenseless The Cure for Your Distraction Syndrome You’re Not Worse Than Other People Being Mindful of Your Stress What if You Didn’t Have to Worry About Yourself? The Universe of a Single Task Simplifying Is Painful Becoming Emotionally Self-Reliant How I Cleaned House & Simplified My Work Life The Busy Person’s Guide to Reducing Stress My Month Without a Smartphone What I’ve Learned as a Writer What the Exercise Habit Did For Me Fear is the Root of Your Problems This Moment 36 Lessons I’ve Learned About Habits The 3 Do-What-You-Love Conundrums How I Conduct My Business Constant Task Switching The Habits of Five Amazing Founders The Incredible Importance of Sleep for Habits & Motivation What Really Motivates Us to Stick to a Project? I Tried to Quit & It’s Too Hard! Unwired: A Month With Limited Internet, & Now No Cell Phone Procrastination is a Mindfulness Problem Letting Go of Judging People Don’t Scratch the Itch Become Happy in the Face of Physical Misery How Repetition Can Kickstart a Habit Zen Productivity When You’re Feeling Self-Doubt & a Lack of Motivation The Child That Holds Us Back Stateless Mindset My Month of (Almost) No Internet 12 Changes for 2014 Essential Zen Habits of 2013 The Fear of Being Alone The Calm Approach Things Every Man Should Own Family Gatherings: The Ultimate Mindfulness Training Ground Letter to an 18-year-old on the Career Path Less Traveled A Method to Find Balance 16 Surprising Lessons from My First 50-Mile Ultramarathon The Simple Fitness Habit Holiday Challenge Struggles with My Morning Internet Fast Surrender, Mindfulness & Entrepreneurship How I Learned to Stop Procrastinating, & Love Letting Go Finding Focus When You Run Out of Ideas The Necessary Art of Subtraction Jealousy & Suffering How Creativity Works, & How to Do It Self-Discipline in 5 Sentences Make It Your Job Developing Selfless Compassion Lyrical Learning, & Why We Learn Habits Wrong A Month Without Sugar Why I Read (+ a Dozen Book Recommendations) 12 Indispensable Mindful Living Tools Burn Down the Farm My Most Minimal Travel Setup Yet The Exquisite Habits of the Founder of Blue Bottle Coffee 3 Little Tricks to Deal With People Who Offend You My Healthiest Travel Routine Yet Startup Founder Megan Casey’s Habits of Priorities My Pursuit of the Art of Living A Month Without TV or Video The Way of No Debt Letting Go: How to Live With the Loss of a Loved One The Way to Be Ramit Sethi’s Entrepreneurial Habits The Time to Shut Down The Pain & Beauty of Life Changes 8 Creativity Lessons from a Pixar Animator Zen Mountain: Leave It All Behind Overcoming the Social Costs of Being Different Finding Quiet and Mindfulness Through Food My Failed Month of ‘No Sitting’ The Thinking Habit That Changed My Life Liking Healthy Foods is a Choice Unschoolery: My New Blog on Unschooling My Advice for Starting a Business Creating Your Habit Environment Travel Lessons with My Family Easier Decision-Making: Conduct Experiments Simplify: Let Go of Your Crutches The Fear of Being Found a Fraud The Flexible Mind Declutter Your Life A Month Without Coffee The Healthful Vegan Diet Living the Quiet Life The Art of Tasting Chocolate Mindfully Why Fear of Discomfort Might Be Ruining Your Life The Habits of Happiness How to Keep Habits Going During Travel A Year of Living Without The Key Habits of Organization I Failed Vegan Guide to San Francisco The Futility of Comparing Yourself to Others A Secret to Dad Greatness Habits: A Simple Change in Mindset Changes Everything The Worry That You’re Doing the Wrong Thing Right Now 6 Steps To Being More Creative How I Finally Faced My Weight & Debt Problems Working with the Obstacles in Your Path 9 Rules for a Simpler Day The Little Book of Contentment The Obstacle is the Path 5 Lessons in Contentment from Billionaires Warren Buffett & Charlie Munger Smile in Each Moment A Guide to Practical Compassion 6 Steps To Healing Yourself The 7-Day Vegan Challenge Why You Should Write Daily Achieving Without Goals Flowing with the Stresses of Kids (or anyone else) Habit Mastery: Creating the New Normal Defeat Distraction: Refocusing with Purpose Expanding the Envelope: A Method for Beating Anger A Guide to Practical Contentment The Practice of Work Mind & Vacation Mind, Simultaneously How to Eat Real Food Without Spending Hours in the Kitchen Quitting Your Habits The 38 Best Methods of Successful Exercisers How To Make It Impossible To Fail The Not Knowing Path of Being an Entrepreneur How to Change Your Life: A User’s Guide Getting Your Family On Board with Life Changes How to Stick to a Habit When Life Falls Apart Zen Mind in the Middle of Chaos & Stress Create a Sacred Space in Your Heart Meditation: The Most Fundamental Habit Creating the Genuine Connections We Long For Tremors of Psychitude: One Little Trick to Find Purpose and Motivation Create the Habits of Being Lean, in 7 Years Walled-in: Life Without Facebook The 7 Habits of Calmness The Four Habits that Form Habits Advice to My Kids My 10 Essential Email Habits The Daily Checklist Sticking to a Habit: The Definitive Guide The Meditation Diet: How I Lost 60+ lbs. by Savoring The Power of Habit Investments Discomfort Zone: How to Master the Universe The Most Successful Techniques for Rising Early Do Less: A Short Guide How to Savor Life What We Lack in a Hyperconnected World Simplify the Internet 12 Rules to Live By The New Rules of Fitness for 2013 52 Changes for 2013 The Unprocrastination Month, and the Relaunch of the Sea Change Program Essential Zen Habits of 2012 The Other Person is Never the Problem The Do Plan, or Why We Know But Don’t Do 28 Brilliant Tips for Living Life The Clutter-free Holiday Guide The Little Trick to Make Any Moment Better Tim Ferriss vs. Leo Babauta Showdown: On Whether Goals Suck The Work You Love is Waiting For You The 7-Step Method to Find Focus for Writing The Buy-Nothing Holiday Survival Guide Challenge: Buy Nothing Until 2013 How to Learn Anything Shaken By Life’s Beauty, Shaken Untrack: Letting Go of the Stress of Measuring 15 Great Excuses Not to Form the Fitness Habit How to Make Health Insurance a Bad Bet Why the Fitness Habit is More Important Than the Plan The Willingness to Think Differently Create a Superhealth Community A Vegan Tour of NYC