Ch.16 Azure vs Chuma THE FASTLANE IS A BUSINESS SYSTEM: THE SLOWLANE IS A JOB The Slowlane is a job: your time traded for your employer's cash. Azur's struggles resemble that of a Slowlaner; to get rich, you're told to get stronger (spend money, return to school, and earn more in the job market), so you can lift heavier stones. The Fastlane is about building a better system, a better gadget, a better prod-uct, or a better "something" that will leverage your work. In the Slowlane, you are the source of heavy lifting, while in the Fastlane, you construct a system that does it for you. The Slowlane roadmap asks that you endure a long, tiresome walk on your wealth road trip. The toil of wealth is the process itself. In the Fastlane, wealth is driven by a business system you create—the toil is the creation and management of the system itself.

Ch.44 summary • Tekel Syndrome sufferers are polygamist opportunists who opportunity-hop. • A weak business commitment commits you to weak assets. Weak assets do not accelerate wealth. • The most successful entrepreneurs lived and breathed their business with 100% commitment. • Successful business monogamy can lead to successful business polygamy, a diversification into many passionate interests and investments. • Save the "I have ten businesses" until after you sell one company for millions.

Ch.44 The Tekel Syndrome is a compulsion to scatter your focus across different projects and opportunities. It's also a symptom of money chasing versus need filling. You become a polygamist-opportunist when you invest your time in five other businesses. The idea is to toss as much shit on the wall as possible because something's gotta stick. Something's gotta make me some money! A scattered focus leads to scattered results.

Ch.43 summary • Consumers are selfishly motivated. Always target your messages toward the predisposition of "What's in it for me?" • Features are translated to benefits when you switch positions from producer to consumer, identify the feature's advantages, and extrapolate those advantages into a specific result. • A cheap and a premium price are value skews, implicitly conveying value and worth. • Don't allow your own perception of price to tarnish your brand to mediocrity.

Ch.43 summary • Polarization is a tremendous tool if your product targets a polarized audience-usually politics, minority opinions, and even sports teams. • Sex sells and always draws eyeballs. (But it can tarnish your brand image.) • Consumers make buying decisions based on emotions before practicality. • Il you can arouse audience emotions, convincing customers to buy is easier. • People like talking about themselves. You will have better success if you can incorporate interaction or "try before you buy" into your campaigns. • To be unconventional means to isolate and identify what is conventional, then do the opposite, or interrupt that convention.