FROM THE FIELD:   
_Matt Wilson, Cofounder and Chief Adventurer at Under30Experiences_](09_2_The_Game_Has_Change.xhtml#_idParaDest-17)

Chapter 3 Money Is Easy (New Truth #3)

[NOTES FROM THE FIELD:   
_Joshua Jordison, Founder of the Circle_](10_3_Money_Is_Easy_NEW_T.xhtml#_idParaDest-22)

Chapter 4 Focus and Get Going: How to Eliminate Distraction and Crush Your Goals

[NOTES FROM THE FIELD:   
_Maneesh Sethi, Founder and CEO of Pavlok_](11_4_Focus_and_Get_Going.xhtml#_idParaDest-26)

Chapter 5 How to Give Up Fear and Prepare for Your Journey

[NOTES FROM THE FIELD:   
_Ruben Chavez, Founder of ThinkGrowProsper_](12_5_How_to_Give_Up_Fear.xhtml#_idParaDest-30)

Part II The Building: How to Start a Business You Actually Care About

Chapter 6 Adapt or Die

[NOTES FROM THE FIELD:   
_Steven Mehr, CEO of Webshark360 and Chairman of Jacoby & Meyers_](14_6_Adapt_or_Die.xhtml#_idParaDest-37)

Chapter 7 Hustling 101: How to Make $100,000 Freelancing

Chapter 8 Going Digital: How to Create an Online Business That Makesof the possibilities and a good idea of the potential for what products can make at each level.

Product Type 1: The "Tripwire" or Self-Liquidating Offer

Price Point: Anywhere from $1 to $50

The "tripwire" is fundamentally an impulse buy that a customer won't think twice about buying. It should provide a simple solution to a basic problem. Typically, it's one of the first offers that they see from you; sometimes it's even offered directly after the user signs up for your email list, on the "thank you" page (thus, the term _tripwire_ ). This type of offer is great if you are running paid advertising to your landing pages, because if even a small percentage of people who opt in end up buying, it will pay for some or all