Troy had a different plan in mind for me, though. Troy knew that the reason I didn't enjoy my first book experience was because it was just a book. It was just a few hundred pages with ideas. It was just my picture on a dust jacket and some signatures. It didn't change the world.
In fact, Troy didn't want to just write books either. Troy wanted to build a training system. Troy interacts with AddressTwo users every day -- users who are small business owners, working hard to pursue their dreams and using AddressTwo as just one of the tools in their toolbox. Troy wanted to give more, and he wanted to get those ideas out of my head.
Troy's vision was for small businesses to have access to training courses, conferences, coaching and peer-to-peer support all built around the fundamental concepts of business success that could be found in (you guessed it) my next book.
The book, Twelve Seconds, is just the tip of the spear for a new business venture that Troy, Chad, and I have started, together with the help of a business coach, called "Lift." Where did we get that name? Perhaps this short excerpt from the book itself will help explain:
"Lift is the upward force air applies to a wing, causing flight... It’s a harsh reality few entrepreneurs are willing to admit, but the truth is many small business owners aren’t struggling to achieve new heights, they’re struggling to get off the runway. Much goes into elevating a plane from the ground to thousands of feet in the air, but there is not an inch of that ascent more difficult than the first. To separate the wheels from the pavement is, for most entrepreneurs, a feat for which they are ill-equipped to succeed. They have studied flight, yet not learned lift."
