I can’t believe I did this

Newsletter · Jun 01, 2025

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An entrepreneur's recipe for sweet success

3.1min Read

Have you heard of the term Misogi?

If you haven’t, you definitely want to know and you definitely should do one.

I first heard about this through Jesse Itzler.
Jesse didn’t coin the term, but he’s popularized it.

Here’s the breakdown:

A Misogi is something difficult. It’s challenging. It’s a year defining goal. It’s SUPPOSE to be hard. Something that takes effort. Something that you can look back and say “I can’t believe I did that… let’s do another.”

I started doing Misogi’s last year and ran my first marathon. You don’t need to call it a Misogi to do challenging things, but what this does is it DEFINES it. It takes it from a pipe dream to something real.

I’m sure there’s a ton of things that you’ve thought about doing that you haven’t done. Maybe it’s something you’ve seen someone else do or just a bucket list accomplishment you’ve had in mind for a while.

The goal here is that you make the decision to ACTUALLY do the thing.

That is what a Misogi is all about. And just last weekend I completed my Misogi of 2025. The “Goggins 4x4x48”. 4 miles, every 4 hours for 48 hours.

But I wanted to kick it up a notch. Make it a mental battle as well. So I set out to build as many apps during that time as I could.

It was gnarly to say the least. In between runs I’d lay on the couch and try to get my brain fired up to think of another idea or work through problems while coding. When all was said and done, I built 4 apps during those 48 hours.

I documented the whole thing here in this thread if you want more details.

I’m stoked with this, but that’s not the point. The point is that doing gnarly things like this will change your life. When you can take seemingly crazy challenges head on and conquer them, the confidence you build is like NONE OTHER.

Here’s a list of a bunch of possible Misogi’s to give you an example of some bada## things to do.

First Ultramarathon
Progressive Ironman
29029
Run 1st Marathon
100km ultramarathon
Olympic Mountain, Greece
Couch to 13.1 with All Day Running Co
Chicago Marathon
Running a 5k
Touring Germany alone
70.3 Ironman
12 hour walk
Cycling the wild Atlantic way in Ireland
Goggins Challenge 4x4x48
10 day Icelandic Trek
Patent a product
Complete 60k Ultramarathon
Loose 50lbs
100 mile run
40 mile Ultramarathon this fall
50K ultra
Climbing Kilimanjaro
Toronto Marathon
100 mile ruck
NYC Marathon
Spartan Race
Back2back 1,000 mile bike & 1,000 mile run
NYC to Nashville and back in <50 days
Half Marathon
Skiing Tuckerman's Ravine at Mount Washington
Grand Canyon Rim to Rim
No Alcohol for the year
Run 730 miles this year
Run 20 miles
Ultraman
Test for 2nd degree black belt
Leadville 100 run
Tahoe 200
Hike to Griffith Park
Powerlifting competition
30 hour endurance race

BITES

BITE 1 - What momentum ACTUALLY looks like

BITE 2 - FB Ads for noobs

BITE 3 - Mysterypreneur Link

BITE 4 - AI Juice 🧃

BITE 1
— What momentum ACTUALLY looks like

Momentum is a funny thing. It’s often mistaken as being JUST a monetary gain. That’s a classic way of defining momentum. Rightfully so, but momentum happens WAY before that point and it’s important to realize that or you’ll forever be chasing something that might not ever come.

Momentum is found in the details.
It’s found in the systems you build.
The processes you put in place.
The conversations you have.

Real example:
I’m expanding an already existing lawn care service to now include other services. All home and yard related. Each will act as its own separate business and we’ll generate leads specifically to that business and funnel to subcontractors. All of this is in progress as we work out the logistics. I’m catching myself getting hung up on the fact that the revenue is very little right now. I’m basing the momentum on the money.

The truth is though, there’s SO much that we’ve done that marks progress that I need to remember.

We’ve hired a call center
We’re building relationships with subs
We’re offloading tasks that we shouldn’t have been doing
We’re building internal tech

Something new is happening every day. Even though the money isn’t there YET, the momentum is stacking.

Don’t get hung up on the glamour metrics, step back so you can see how far you’ve come.

BITE 2
— FB Ads for noobs

I just set up meta ads for our tree service. They’re live and running right now. Here’s the total breakdown:

First, The Flow:
Leads come in and they automatically get placed in a Google sheet and then notify our call center to follow up.

I’m not an expert, but this stuff is also not rocket science.

First 3 steps:

1) Log into Meta Ads Manager
Not the business page. Not Boost Post. The real dashboard: business . Facebook .com

2) Click “+ Create”
Pick “Messages” as the objective (because in this case I want DMs, not clicks or likes).

3) Name the campaign
Something simple:
“Service - Messages - May 2025”

Next 3 steps:

4) Skip special ad categories

5) Ad Set:
Set location + age 10-mile radius around my city Age 30–65+
No interests. kept it broad

6) Daily budget:
$10-$20
Enough to learn fast. Not enough to hurt

Next 3 steps:

7) Manual placements only
Facebook Feed, Instagram Feed, Stories. Uncheck everything else

8) Uploaded a photo or video (in this case)

9) Write copy using this formula:
Hook – Stop the scroll
Problem – Empathize
Offer – Solve with clarity
CTA – Tell them what to do

Last 3:

10) Headline: Short & sweet
Ex: “Tree Over Your Roof?” or “AC Not Working?”

11) Button: “Send Message”
Not “Learn More” or “Visit Website”

12) Hit publish and DONT TOUCH IT for 72 hours.

BITE 3
— Mysterypreneur Link

BITE 4
— AI Juice 🧃

If you aren’t playing with image generation right now, you are going to get left behind. The world is changing and the possibilities are becoming LIMITLESS.

Google just released Veo 3 and it is absolutely MIND BLOWING. The advantage is right now. Check this video out and at least dip your feet in understanding how things are about to change.

Until next time...

Stay in the fight,

My best tweet this week:

@kevinasrx

Had a call with

@mhp_guy.

Chris was asked if he had to start over HOW he would do it… This is what he said:

Step 1 - become a expert at fb ads

Step 2 - dive into AI. Just build a bunch of apps with Replit

Step 3 - Learn how to use Go High Level inside and out. Geek out on how

10:42 AM • May 28, 2025 ↗

My favorite tweet this week:

@SahilBloom

A hill I’m willing to die on: Driving in silence is more productive than driving with podcasts or audiobooks on 2x speed.

8:13 AM • May 29, 2025 ↗