As an entrepreneur, the transition from conventional strategies to innovative practices is pivotal. This mindset shift has been a cornerstone of my journey, from my time as a military officer to becoming a seasoned entrepreneur. Today, I’ll share the ATT framework—a transformative approach that propelled my success in both the military and business.
The Genesis of My Entrepreneur Mindset Shift
Back in 2010, during my training in the EuroNATO joint jet pilot program with the United States Air Force, I faced a significant challenge. Surrounded by peers from prestigious backgrounds like MIT and Harvard, I felt outmatched. My minimal flying experience and a conventional educational background didn’t compare. However, it was here that I discovered my unique advantage: a relentless work ethic. This realization was not just about working harder but also smarter—a key aspect of the entrepreneur mindset shift.
Developing the ATT Framework: From Average to Exponential Growth
The ATT (Average, Trying, Trying Harder) framework emerged from my need to systematically approach personal and professional growth. This framework isn’t just a method but a philosophy that encourages pushing beyond conventional limits to achieve extraordinary results.
- Average Efforts: Initially, like many, I started with average efforts—picking up a book or two and slowly working through them. This is a common starting point for many aspiring to learn and grow.
- Trying: Progressing from average, trying involves a more deliberate effort—acquiring multiple resources and dedicating more time to learning. This stage represents a shift towards a more proactive approach, yet it’s often insufficient for significant breakthroughs.
- Trying Harder: The pinnacle of the ATT framework is the shift to trying harder, characterized by both volume and precision. This involves an intensive, focused effort on mastering a subject or skill. For example, rather than casually engaging with marketing materials, one would immerse themselves deeply, studying extensively and applying the knowledge rigorously.
Practical Application of the ATT Framework in Business
Applying the ATT framework means recognizing the importance of depth over breadth. It’s about focusing intensely on key areas critical to business success—like marketing or product development—and mastering them to an extent that significantly drives growth and outperforms competition. This approach is essential for entrepreneurs facing the constant challenge of limited resources and the need for effective decision-making.
Embracing Failure as a Stepping Stone
A crucial element of the entrepreneur mindset shift is redefining one’s approach to failure. In the trying harder phase, failure becomes a less likely outcome, not because it’s impossible, but because the depth and intensity of effort reduce its likelihood. This perspective encourages resilience and a long-term commitment to personal and professional development.
Listen to the episode on Apple Podcasts, Spotify, Overcast, Podcast Addict, Pocket Casts, Castbox, Google Podcasts, Amazon Music, or on your favorite podcast platform.
Time-Stamped Show Notes
- 0:30 – Introduction to the entrepreneur mindset shift and the ATT framework.
- 2:00 – Background on my journey from the military to entrepreneurship.
- 4:00 – Explanation of the ATT framework: Average, Trying, and Trying Harder.
- 6:00 – How applying the ATT framework influences business strategy and growth.
- 8:00 – The role of failure in the entrepreneurial process and mindset shift.
- 10:00 – Summary and key takeaways on utilizing mindset shifts to enhance entrepreneurial success.