You Are Fight Club


Most of the world hasn’t heard about you yet. Good.

You are like a good wine. You get appreciated and are worth more with age. You do it quietly, without fanfare, but when you come out of the cellar, you turn heads.

You are a boulder rolling downhill. You begin slowly, but you have gravity on your side. Soon you will be unstoppable and even Indiana Jones won’t see you coming.

You are a fire. You began as an accident, but soon you’ll be able to consume a forest or a whole block. Whole governments will move land and sea to stop you.

You are Fight Club.

You are invisible.

Obscurity is your weapon. It makes you agile and keeps your purpose secret.

Like water, you move to the spaces between, where you will find victory.

You are always changing shape, but one day, your true form will emerge.

Be ready.





7 responses to “You Are Fight Club”

  1. Zoo Vankova Avatar
    Zoo Vankova

    I loved this post. Thank you Julien.

  2. Jason Murphy Avatar

    Slowly, I was becoming Tyler Durden.

  3. Jeff Goins Avatar

    This is becoming my new favorite blog.

    “I am Jack’s complete lack of surprise.”

  4. Brighita Avatar

    Best thing I’ve read all week. Thanks Julien.

  5. Kneale Mann Avatar

    SOBCon was a fantastic event for many reasons. One of them was because 150 smart people (glad they let me in!) discussed business for 2 1/2 days. On the first day, we discussed fear and doubt for the entire morning. No one wants to talk about it, we all feel it.

    I have often wondered if I do have a fear of failure in inaction but perhaps it’s a fear of success.

    At some point in everyone’s life, they wonder what it would be like to be famous or rich or someone cooler. But we don’t really know what responsibility comes with that.

    If you really did win the lottery, your life would change in every way possible. Are we afraid of success? Is that what makes us get stuck?

  6. CT Moore Avatar

    Reminds me of the 3rd law of power:

    Conceal your Intentions: Keep people off-balance and in the dark by never revealing the purpose behind your actions. If they have no clue what you are up to, they cannot prepare a defense. Guide them far enough down the wrong path, envelope them in enough smoke, and by the time they realize your intentions, it will be too late.

    And the 48th law of power:

    Assume Formlessness: By taking a shape, by having a visible plan, you open yourself to attack. Instead of taking a form for your enemy to grasp, keep yourself adaptable and on the move. Accept the fact that nothing is certain and no law is fixed. The best way to protect yourself is to be as fluid and formless as water; never bet on stability or lasting order. Everything changes.

  7. Alex Avatar


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