GYA Swipe File

Email #1

Subject: I’m Homeless

Text:

Hey Contact,

At the end of last year, I left my old place in London.

Right in the heart of Chelsea, it had been my home for the past two years, and I adored it. It’s the only
place I’ve lived since I moved out of my mom’s.

But this year, I’m doing things a little differently. It didn’t make sense to stay there, however much I
wanted things to stay the same forever - and trust me, I’ll miss that place.

So I set about moving. And in doing so, I found out how astonishingly comfortable and complacent I’d
become.

A little experiment for you: call your cable company, WiFi provider, and anyone else who you pay
monthly to. Tell them you’d like to cancel.

Every time I did, I was amazed just how much they offered me to stay. For broadband, I was offered three
months free.

The truth is, we all suffer from the status quo bias. We like what’s familiar.

Even when I look back at my old apartment. The walls needed repainting, the lock on the door always got
stuck... - things the landlord wouldn’t bother with while I was there… but the new tenant would demand.

The status quo bias goes one step further. It completely distorts our sense of risk and reward.

In 1992, two psychologists found that we value risk at twice the level of reward. Only when we stand to
gain $200 would we risk $100.

Margins this high, and biases like this stunt our growth. They keep us stood still, unwilling to see what’s
on the other side. They keep us in houses we’ve outgrown, relationships that have run their course, and
careers that are going nowhere.

I’m going to miss my old place a hell of a lot, but I can promise you one thing, wherever I go next, it’s
going to be even better.

It’s a risk, but in order to keep moving forward, it’s one I’ve got to take.
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=> Sick of Standing Still? Doing Something About it

Warm regards,

Iman

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Email #2

Subject: *Tiger Escape*

Text:

Hey Contact,

Bengal tigers are vicious killing machines.

Weighing anywhere up to 500 pounds, and measuring up to six feet in length, they hunt nocturnally:
killing large mammals like deer, wild pigs and even buffalo.

In a single sitting, they are known to eat up to 80 pounds of meat, and often travel miles and miles to
hunt. But with only approximately 1-in-20 hunts being successful, they often go for days without food.

It may be why, in 2012, one lone Bengal tiger wondered into Nandankanan Zoo in India.

The unnamed six-year-old tiger was looking for a female mate with and was allowed to stay by the
zookeepers.

For the next month, it made itself at home. Mating freely, being fed a steady stream of meat, and napping
for hours at a time in the zoo's plentiful shady spots. It wanted for nothing, had no worries in life, and
lived a calm, easy existence.

Which is why it surprised zoo keepers, less than a month later, when it escaped. Ripping through wire, the
tiger made its way back into the wilderness and was never seen again.

It’s impossible to say why the tiger did what it did. But if I were to guess, I’d say it chose to make the
trade between comfort and captivity. What the tiger found in endless supplies of food, easy mating and
endless rest, it lost in freedom.

The tiger understood something fundamental: we’re not meant to be kept in captivity. Comfort is
tempting. But we all long to live life by our own terms. To be free.

=> Ready to Escape Captivity? Join Me Here

GYA Swipe File

- Iman

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Email #3

Subject: The Path Not Taken

Text:

Hey Contact,

Here’s a poem from 1916.

If you’re from an English-speaking country, you’ll probably have heard of this one.

It’s called The Road Not Taken.

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The poem’s always had a bit of significance to me - it’s not hard to see why haha.

At a pretty young age, I decided not to take the road well traveled. I left school early, didn’t go to
university, didn’t go for a soulless job in the city or intern in a major agency.

I went at it alone. With no safety net, no well-worn path in front of me. It was scary as hell.

But here’s what a lot of people don’t know about the poem, it’s not so much a call for people to take the
path others don’t; It’s about regret.

The author actually wrote it for his friend, Edward Thomas.

Thomas always regretted his choices. He even regretted not making choices. Whenever he made a
decision, he wished he’d made another. He was paralysed by fear.

In life, we’re always faced with decisions. I’m pretty happy with the one I took. But more than anything,
I’m proud I took the decision at all.

That’s what this poem means to me now, not going it alone, not making a point by doing something
others haven’t.

But making the decision in the first place.

=>Walk the path to your own six-figure agency

Warm regards,

Iman

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Email #4

Subject: Playing A Bad Hand?

Text:

It’s been a while since I played poker.

I could say it’s because I spend most of my downtime with my girlfriend or reading books.
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But the truth is… I’m not very good at it hahaha…

My expressions give me away: I’m the kind of guy who gets a pair of kings, my eyes light up, and then I
go all-in in the first round.

I get excited by shiny things, by something new, or the possibility of success. It’s just who I am...

It’s a shame though, I like playing it. Because as so many people have pointed out, it’s the perfect
metaphor for life.

Some people get the pair of kings, others get dealt a pretty bad hand. You might argue it’s not fair but the
truth is... everyone’s sat at the same table, in front of the same dealer, and everyone’s got the same chance
of a decent hand.

The enormous difference; the massive, gaping chasm between good and bad poker players though, is how
they play the hand they’re dealt.

It’s got nothing to do with luck - just like in life.

The players who win are the ones who stay composed, they give nothing away, they focus for hours on
end with steely determination, they take losses when they come, silently lick their wounds, wait, and then
when the time comes, make their move and their killing.

Bad players complain. They focus on their hands, not on the table. They lose concentration, look for easy
wins, lose their nerve and lose it all.

If you know anything about me, you know the hand I was dealt with wasn’t the best. I’m open about it -
but you’ll never catch me complaining.

My hand hardened my resolve, it made me the man I am and put my chips in front of me.

When I saw the opportunity to raise, to win it all, I took it - I didn’t wait for a better hand.

=> Play Your Hand, It’s Time to Win Big.

Warm regards,

Iman

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Email #5

Subject: The Billion $ Company Between Your Legs

GYA Swipe File

Text:
Hey Contact,

Look at your zipper.

On your jacket, or even the fly on your pants. What do the three letters say?

YKK.

The Yoshida Kogyo Kabushikikaisha corporation employs approximately 45,000 people in over 100
countries.

And they make zips. The tiny bit of metal you’re looking at now has spawned a multi-billion dollar
company.

How the hell do they do that?

Simple: they focus on one thing, and do it outstandingly-well. They know that nearly every fashion brand
in the world needs zips.

And fashion houses know that zips are the one thing you don’t mess with: anyone who’s ever had an
expensive coat or dress rendered unwearable by a broken zipper knows this too.

So they go back to the one manufacturer that consistently produces the highest quality zips.

They’re not always the cheapest. But because YKK has consistently reinvested in its business, and now
manufacturers the machines its own factories use, the packaging the zippers are shipped in, and even
melts the metal it uses, they’re not the most expensive either.

What they are is reliable. When the earthquake struck Japan in 2011, YKK’s factories were almost
entirely uninterrupted.

But more than anything: they’re indispensable.

When Tadao Yoshida founded the company in 1934, he introduced what he termed ‘the cycle of
goodness’ meaning ‘no one prospers unless he renders benefit to others’. This means the company to this
day strives for lower costs, and greater reliability.

That’s how YKK have achieved total dominance in their industry. Not by selling fast fashion, or endless
lines of clothing.

And not by constantly re-inventing the wheel.

GYA Swipe File
By doing one thing well: and selling a zipper.

=> Ready to Dominate Your Industry? Let Me Show You How

Warm regards,

Iman

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Email #6

Subject: Look Up

Text:

Hey Contact,

Probably the most groundbreaking psychological experiment of the last two decades took place, believe it
or not, during a Friday morning rush hour, in a Washington Metro Station.

Two days previously, the Grammy-award winning musician, Joshua Bell had sold out a 2,000+ ticket
event at Boston’s Symphony Hall, with a $100 minimum ticket price. He was regarded as one of the
finest violinists in the world.

But on that morning, he blended in perfectly with the morning’s commuters and wore plain clothes and a
baseball cap to barely conceal his identity.

In the middle of the L’Enfant Plaza, he took out his instrument - worth $3.5 Million - and began to play,
for exactly 43 minutes, six complicated but achingly-beautiful pieces of classical music.

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But instead of receiving the applause he was accustomed to, or even passing attention, 1,097 people
passed by him. Twenty people actually gave him money - but then just kept walking. Only six commuters
actually stopped and listened to one of the most extraordinary concerts of all time.

This experiment received a lot of attention in 2007. The author of the article documenting it even received
a Pulitzer Prize.

It’s a great story, and for most people, was a little reminder about life getting away from them. They
needed to wake up and smell the roses.

But to me… well… the video still haunts me every time I watch it.
GYA Swipe File
I defy you to watch it and not question what the hell is wrong with the world.

For the thousand or so commuters who walked past… they missed out hearing one of the world’s most
talented musicians playing a priceless instrument - and for what?

In 2019, I’m guessing the experiment would be even more marked. Every single commuter would walk
along with AirPods or headphones in, probably looking at their phone, desperately trying to escape any
form of reality.

Every time I watch that video, I thank my lucky stars this isn’t my life. And it reinforces in me my vision
to free others from the same.

To give people an opportunity, a chance, to build a business that works for them.

So they can stop missing what the world has to offer - be it a world-class violinist, or a walk in the park.

=> Look Up, See What’s Waiting For You

Warm regards,

Iman

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Email #7

Subject: This Isn’t Sexy

Text:

Hey Contact,

A couple of weeks ago, one of my friends came round to my place in London and produced a scratch
card. She chipped away at the silver foil on the front and announced that she’d not won anything. We
weren’t surprised haha.

I asked her why she’d bought the ticket and she’d told me the night before, she’d seen her dream
apartment, in the heart of London. It cost $3 Million. So she thought she’d try the lottery.

And honestly? I didn’t think less of her, even for a moment. Because when I first started my business, I
had a similar mentality. I thought I’d be able to come up with a million-dollar idea, and my business
would shock the world with its innovation.
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That’s the dream of every business owner, to have the next Apple, Uber, or Google: to win the business
lottery.

But very quickly, I realised there was something to be said for something else entirely.

An unsexy business.

That’s what Jamie Waller - he’s an English millionaire investor and former bailiff - calls businesses that
don’t try and break the mould.

Businesses that stick to a tried and tested method, but improve it, beat their competition, and dominate a
space. Walmart, CVS, and in the UK - a $100 million plumbing company.

To me, that’s what my agency is. It doesn’t keep me up at night with fantasies of world domination, and if
you sat next to me at a party and told you I was in digital marketing, you’d probably walk off.

But it’s a business that works. It’s wildly-successful because it improves on a proven method. It beats the
competition and achieves incredible results for my clients.

It’s easy to harbour dreams of winning the lottery or creating the next Apple. The problem is - they can
distract us from a solution that’s right in front of us.

Winning the lottery’s great, but I’d pick unsexy any day.

=> Forget the Lottery, Grow Your Agency Here

Warm regards,

Iman

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Email #8

Subject: Feeling Lucky?

Text:

Hey Contact,

Before you read any further, I want you to answer a very simple but incredibly-important question.

Are you a lucky person?

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Really think about that for a second and what it means to you. Think about all the experiences in your life
that have brought you to this point. The opportunities that have been put in front of you. The times you’ve
been in the right place at the right time… or the wrong place at the wrong time.

Chances are, you’ve had a gut-instinct reaction.

Did you know about 50% of people call themselves lucky? I’m kind of in that camp. Don’t get me wrong:
I didn’t have the best of childhoods. But I know I’m lucky to have a mum like mine who sacrificed
everything for me.

But about 14% claim they’re unlucky (and the rest say they’re neither).

‘Luck’ clearly plays a massive part in your life. So much so, that a few years ago, a Professor called
Richard Wiseman decided to put luck to the test.

He devised a simple experiment and split a group into people who called themselves ‘lucky’ and others
who claimed they were ‘unlucky’.

The professor then asked both groups to read a newspaper and count how many photographs were in it.

The ‘unlucky’ group took just over two minutes to count all the photos - there were 43.

The ‘lucky’ group though? It took them seconds. They saw that on the second page of the paper, there
was a headline which read ‘STOP READING, THERE ARE 43 PHOTOS’.

There and then, the professor proved something really quite incredible about luck:

People make their own.

Unlucky people tend to be more neurotic. They live the same lives every day and cannot spot an
opportunity right in front of them.

Lucky people mix things up. They’re calm and collected. They see opportunity everywhere.

Regardless of the answer you gave to the question at the start of this email, I hope truly and dearly that
you can see the massive opportunity I’m presenting to you right now.

=> Feeling Lucky? Join Me Here

Warm regards,

Iman