Whypower versus Willpower

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Whypower versus Willpower is Also Known As

Whypower versus Willpower is also known as Dopaminergic Sisyphean Slope "Dread-to-Inspiration" Inversion NeuroTech.  If you are a "neuro-geek" you may read a working neuroscientific theory behind 'Whypower versus Willpower' deeper in this article.

A Preface to Neuromarketing: A Special Message from Russell Wright

Weird Money From Thinking Big in Your Business

Sometimes I get a question from students at all different levels of online business experience that ask:

“Russell, am I thinking Too Big?”

They ask me if Network Empire is too hard for beginners.

I understand why they might struggle with "The Big Marketing Technology Picture" and wonder if it applies to them:


Our philosophy is that it is healthy for everyone, even beginners, to at least begin to understand the basic inner workings of the "Semantic-Web Integrated, One Web Ring, Perpetual Downstream Traffic and Domain Authority Stacking System" that can be used for your Online Personal Brand Broadcasting Network.


This is because it is made up of tested principles (developed by a seriously robust tech-team) that have a high probability of surviving the into the future. The concepts are built on rock, not sand.

We often have students who start out with us and leave for a couple of years seeking a “quick path to riches” only to return to the fold and say “ I looked everywhere, and could not find anything like what you are offering. I am ready to buckle down and treat this system like a University, and get to work.” Or they say, “I can’t believe you are still here, and that such-and-such a method still works. How did you know?”

Well, Thinking Big or “Zooming Out” comes with the benefit of seeing possible technology and faddish quicksand ahead. (We called our first company Theme “Zoom” to celebrate this idea.)

But understandably, the questions still come in: “Is it o.k. for a beginner to Think Big?”

I want answer this question with a Weird-But-True brain-hacking story.

I was sitting in the car next to my friend's son when he turned to his mother and said:

"Mom, I have some really REALLY bad news. Please don't get mad!"

She turned slightly pale, sucked in her breath and said, "Ok, What is it?"

He said, "Do you remember that girl I have been hanging out with, Melinda?"

"Yes", she said.

"Well, I got her pregnant!", he said.

As you can imagine, mom had a STRONG reaction to this. In fact, she pulled the car to a grinding 'screeech' in the first parking space she could find at the shopping mall.

"What the hell David!" she stammered. Oh my god! Are you SURE?"

Now, what amazed me as I witnessed this whole exchange, was the degree of discipline that this young man used in his delivery of this horrible news. The "pregnant pause" (no pun intended) is a difficult art to master in both acting and in neuromarketing. But he pulled it off. He let Mom’s tension build right up to the exact point to where we both thought she might REALLY lose her mind and start screaming and hitting us. Then he said:

"Just kidding Mom, I got a speeding ticket, that’s all."

"Oh THANK GOD." (pausing and catching her breath, the color coming back into her face) "So, how much was the ticket?”

"58 Dollars", he answered.

She sighed with relief and said, "That is not a big deal at all! And, don't EVER do that to me again!"

I was dumbfounded!

Somewhere, this teenager had learned something called "dopamine set point manipulation" in neuromarketing. I actually teach it to advanced students at our live training. As you can see, the actual practice is more effective than the academic name. This is also called "Shrinking the Problem to Lower the Punishment".

My friend, (the mom) did not really know she had been "handled" by her 17 year old son. If David had told her first that he gotten a ticket for $58.00, her brain would not have anything stronger to compare it to, and she probably would have dished out a punishment that was much greater. Apparently, this little trick has reached the Teen Masses via Youtube and is being used quite a lot right now.

So What?

What does this have to do with Thinking Big and building your own Personal Brand Broadcasting Network with fully integrated SEO, Automated Traffic, and Semantically integrated best practices that are sure to survive well into the next decade?

Well . . .

The reverse process of "Shrink the Problem to Lower the Punishment" is called "Raising the Bar Because Nobody Else Will Even Fricken Try".

"Raising the Bar" works the same way as "Shrinking the Change" but is all about a little known loop-hole and blind spot in the human brain. For some reason, people just don't use it, probably because they don't KNOW about it. That is why they call it a "blind spot" (grin). This "Raising the Bar" demonstration was covered very well in a book that I do not quote very often called, The 4 Hour Work Week, by Tim Ferris. He does not use "fancy schmancy" neuroscience when he writes, but here is the short paraphrased story.

Almost Famous: I Won How Much?

When Tim Ferriss was teaching a group of students at Harvard Business School, he created a contest. The first student in the classroom to get an interview with a celebrity would win either $5,000 in cash, or an all expense paid trip to somewhere cool.

When the allotted time to complete this homework had passed, only one person in the class had managed to contact a "celebrity" or "influencer." It was a DJ from a local radio show. Not some Hollywood actor or "Big Wig".

The student was understandably surprised when he won. He thought for sure someone would have contacted Angelina Jolie, or Bon Jovi, or even the governor, somebody, ANYBODY who was MORE famous. There were even a couple of kids in the class with the connections to maybe pull it off. All he had done was flip through the yellow pages and perform the minimum of what was required of him. The next day he was $5,000.00 richer. What happened?

As Ferris dug into the problem, he found out that the bar "seemed" too high for most of the students and OVER HALF OF THE CLASS DID NOT EVEN TRY TO REACH OR CONTACT A CELEBRITY. So the person who got rich was the person who at least attempted to reach for the bar. Even if it was only a half-hearted trot.

Wait a second.

This "raise the bar" scenario was an unusual or exceptional circumstance, right?


Neuroscientist have discovered this limitation on many fronts and in many human circumstances. World famous dopamine expert Greg Berns reveals how this works in his book “Iconoclast” which is recommended Theme Zoom and Network Empire Reading.

We have discovered again and again, since we founded Theme Zoom in 2006, that most companies do NOT survive, and they do NOT raise the bar for themselves. Or worse . . . they MERELY survive and ignore the bar. Most students don't even "flip through the phonebook" to reach the (figurative) local celebrity, let alone become buddies with a Rock Star or famous writer. To do so seems overwhelming to them. It may take them years to realize that celebrities are just people. (You find this out quickly when trying to build a website or build social presence for a Hollywood celebrity.)

The Framing Effect

When you approach your clients or your investors with a Superior and Expanded VISION of their business future, other conversations with lesser prospects tend to be forgotten rather quickly. Finally, when you follow your initial impact with Expanded and Sustainable Reporting, Expanded and Sustainable SEO Insight, Expanded and Sustainable Traffic Planning and Keyword Research . . . there is not much need to worry about any competition AT ALL, because, to be honest . . . few people out there today are even trying to deliver that sort of Business Acumen combined with Technology Integration and Marketing Vision. The bar is simply too high for others to bother. Good. Instant distinction for YOU. Sometimes NE Students walk out of a clients office with a 5 figure check after showing them only one marketing strategy, one DWS/Krakken/TLKT research report, one SEO recovery plan or even one of our simple network building or stacking strategy!

The point here is that you do not need to KNOW EVERYTHING to “Raise the Bar” and “Shrink the Change” for your clients, your investors or your business owners.

With this mindset, even if you reach half-heartedly for the bar, you can win by default, at the very least.

Imagine what will happen when you really apply yourself?

You only need to understand the BASICS of how the Theme Zoom Network Empire system works. You only need to understand what people really care about. You need to get a general sense of what the bar looks like and “earn while you learn” as it becomes easier to grasp.

For the Network Empire Team, designing a sustainable traffic and business system that integrates semantic web, SEO, neuromarketing, video and content broadcasting principles is not only a FUN high bar, it also a profitable system that WORKS and will not always be optional.

As visionaries, we have been around since the webs inception, and have done much of the hard thinking, so you don't have to. Instead, you can enjoy the fruits of the High Bar Vision, knowing that you don't have to be perfect or know everything. You have a team of Certified Advisors and Perpetual Mastermind Group Members who will be there for you even if you occasionally get vertigo in the field. ; - )

The only mistake would be to NOT reach.

Russell Wright and the Network Empire Team

Very Related - A Message from Our CEO:

CEO Sue Bell on “The Big B”:


P.S. - We get more into technology and Dopamine Set Points in Certification Level 2 and 3


Student Responses:

[6:55:10 PM] kurt.enget: Dude, that "thinking big" article is killer. That really needs to be said. I think this issue of small think is probably the biggest killer of potential and most don't realize it as a problem.

Interestingly, your article sums up the exact personal experience I have often reflected on very recently. Somewhere along the line I came from the "bar is too high" viewpoint and popped out the other side to where "everything is within reach." I can't say for sure when or how that happened. I just know that things went from impossible to possible.

It's kind of like realizing the truth of 6 degrees of separation. You're really a lot closer (to anything) than you think.

Your copy and examples are spot-on. I wouldn't change a word. It produces the result that I'm sure you intended to produce when writing it. Bravo!
[6:55:33 PM] Russell Wright: Thanks Kurt!
[6:55:35 PM] Russell Wright: - R


[6:58:45 PM] Mike Haydon: That document is amazing!

Who Was Sisyphus?

In Greek mythology Sisyphus (pronounced /ˈsɪsəfəs/; was a king punished by being compelled to roll an immense boulder up a hill, only to watch it roll back down, and to repeat this throughout eternity.


This horrible routine was a punishment from Zues because Sisyphus had a chronic habit of lying and deceiving everyone, including the devil himself (Hades) who was also imprisoned by Sisyphus' cleverness . As a punishment from the gods for his trickery, Sisyphus was made to roll a huge rock up a steep hill, but before he could reach the top of the hill, the rock would always roll back down, forcing him to begin again. The maddening nature of the punishment was reserved for Sisyphus due to his hubristic belief that his cleverness surpassed that of Zeus. As a result, Zeus displayed his own cleverness by binding Sisyphus to an eternity of frustration. Accordingly, pointless or interminable activities are often described as Sisyphean.

Why Are Many Business Entrepreneurs Like Sisyphus?

(coming soon)


Transform Drudgery Into A Life of Inspiration: Start With Why

Theme Zoom Certification Students: Practical Steps to Building a FutureProof Empire and FutureProof Brand

For Neuro-Geeks: The NeuroScience of "Start With Why" (Inverting The Dopaminergic Sisyphean Slope)

Another name for "Whypower Versus Willpower" is The 'Dopaminergic' Sisyphean Slope "Dread-to-Inspiration" Inversion NeuroTech

(this article is a complex work in progress, original synthesis by Russell Wright)

Update for 2014:

The Dopaminergic SS Inversion prject can now point to a book that is written for the masses on this topic. Although it does not decodify and include dopaminergics in the book, the "brain hacks" on how to turn "dread" and "drudgery" into "inspiration" and "quick wins" has never been expressed so eloquently. Please grab a copy of Switch, by Chip Heath.

Idea and Meme Synthesis Credits.

  • Special Thanks to neuroscientist Mark Evan Furman and his invention called neuro-printing which inspired the concepts below. It should be noted that Mark is one of the only persons ever to recover from a (normally lethal) stroke that put an instant halt to his career as a well known speaker and cognitive neuroscientist. He knows about inverting the slope and changing his brain for the better.
  • Special Thanks to Dan and Chip Heath and their book Switch, which summarizes Whypower Versus Willpower in the real world. Please see the cheat sheet of their work at http://www.FasterMoneySwitch.com. Please just by their books immediately here. They will increase your odds of business success by hundreds of percent.

In Greek mythology Sisyphus (pronounced /ˈsɪsəfəs/; was a king punished by being compelled to roll an immense boulder up a hill, only to watch it roll back down, and to repeat this throughout eternity. He is also found in Roman mythology.

The word "sisyphean" means "endless and unavailing, as labor or a task". A joyless task that will never end.

"Sisyphean task" or "Sisyphean challenge":

The Proposed (Dopaminergic) Sisyphean Slope Inversion NueroTechnology (TM) Theme Zoom LLC

Invert The Slope and Shrink The Change

In a nutshell SSIT is a set of stimple "brain hacks" that utilizes little understood insights into the function of Dopamine to transform potentially difficult and uninspired tasks into effortlessly executed visions, dreams, and financial profits. UPDATE! These brain hacks have been updated:

  • Easily Create Change (Invert the Slope or Shrink the Change): www.FasterMoneySwitch.com
  • FutureProof Your Decisions: www.WRAPyourBusiness.com
  • Make Your Ideas Sticky Faster: www.BrandToStick.com

The Sisyphean Slope is the primary dopaminergic (dopamine based) model used to describe Hypermotivation 4.0 by Russell Wright of Theme Zoom LLC. The intertia of the stone being pushed up the hill provides a context for the existential suffering and lack of inspiration that most business owners face when launching a business. Russell has used assistance from leading experts in the cognitive neurosciences to invent a system that helps the business owner to "level the Sisyphean Slope" and in many cases 'invert" the slope to a decline. With proper training the Sisyphean Slope Inversion can occur for an individual or for an entire organizations. Such SSI (sisyphean slope inversion) requires a comprehensive multi-modal understanding of the effortless and conscious activation of the neurotransmitter dopamine (DA) as well as a basic understanding of neural network theory. The Sisyphean Slope Inversion technology is inspired by the work of Dr. Greg Berns of Emory University.

More on this massive topic coming soon. Theme Zoom LLC. All rights reserved.

Special thanks to Theme Zoom Co-Inventor and Architect Sue Bell for ongoing considerations on the topic of neuromarketing and dopaminergics.

But What If There Were No Slope At All, No Suffering and No Business Struggle?

If there were no struggles and efforts required to succeed, it is probable that most people would be really dissatisfied as predicted by Effort Justification Theory.  Or they would be existentially terrified. If we inverted your success slope completely, probably you would scream like Bill and Ted falling into  Bill and Ted's Totally Deep Hole. (<-- humor). In fact we have excellent data about what happens when no effort is required to achieve great wealth and success. A high percentage of lottery winners lose their newfound wealth within the first year. Second and third generation wealth that has accrued within rich families tends to be lost by the fourth-generation. This is perhaps why the Rockefellers and Rothschild's send their children and heirs to boarding schools heavy on financial education and discipline. It also makes sense for the wealthy to protect their fortunes from their children with trust funds that cannot be accessed until they have been financially educated and matured past the point of impulsivity and immaturity. Anyone with a teenager should completely understand how spoiling your child with unlimited money will likely prevent them from fully appreciating its value. It is through work in some measure of pain that the value is perceived. This is literally true as confirmed by neuroscientists studying the phenomenon of effort justification and the endowment effect.

Also See The Technology Shaman

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