100 Lessons from Billionaires, Entrepreneurs, Investors, Authors, Philosophers… (and 2 years of podcasting)

lessons ludvig sunström

In the last 2 years, my podcast “25 Minuter” with Mikael Sydinglessons ludvig sunström has got +280 reviews and +2M downloads.

This article will explain all my personal insights from doing the podcast, and the +100 lessons I learned from the 20 high-profile guests we’ve interviewed.

No fluff, just the good stuff.

Be sure to take notes, I may well cut this article in half.

Below: My personal lessons from podcasting for +2 years

Or skip to the +100 guest lessons: >>Here 1Continue Reading…


  1. This has something for everyone. My advice is: Skim it over fast (5 min) then read the powerful stuff.

The Review File: Do You Have One?

“Read and reread the campaigns of Alexander, Hannibal, Caesar, Gustaphus Adolphus, Turene and Frederick; take them as your model; that is the only way of becoming a Great Captain, to obtain the secrets of the art of war.”

~Napoleon

Some have asked why I’m fascinated with Napoleon.

It’s because you can learn so much by studying him. About every area of life. Continue Reading…

Noble Indulgence: The Ultimate Trick for Self-Delusion

This is a Humpty Dumpty cake. It is one of the most advanced cakes out there, consisting of 13 different steps!

“If you make people perform a noble duty, it bores them. If you make them indulge themselves, it shames them, but combine the two and you’ve got them.”
~Gail Wynand

When I read this quote from The Fountainhead some years ago, it lit my head on fire.

Haha! This is the truth!  I thought

It just clicked.

And it turned out I was right. It has proven to be a really useful mental concept for me ever since.Continue Reading…

The Habits of Eccentric Billionaires: Smart or Stupid?

billionaire habits

This article is inspired by a review of Breaking out of Homeostasis on Amazon.UK, written by “MP“:

The increased awareness of yourself and actions after you read it is amazing. If you ever wondered why for example when people travel they come back full of ideas and positivity this book will explain the science. It makes you see why so many millionaires/successful people can often seem eccentric or crazy to the rest of us because the fact is they actually have much better control of their thoughts and subsequent actions than the rest of us.

Think about it – Steve Jobs didn’t wear shoes half the time, Richard Branson would put his life in deliberate danger trying to fly around the world in a hot air balloon, Warren Buffett does not have a computer/smartphone. It may seem crazy to us but they are actually breaking out of homeostasis.

I think we all have 5-10 books we will continually come back to. This is definitely one of mine. I started again with the intention to have read it twice by the 31st dec.

~MP

This is an interesting topic. One that I have given some thought to. When it comes to the quirks of the super-successful, I think it’s easy toContinue Reading…

Monthly Newsletter: First Edition

I am about to hop on a plane and fly all day long.

This will give me lots of time and hopefully no distractions (knock on wood I am not seated next to a screaming kid) to write up the first edition of my new monthly newsletter.

It will contain:

  • My chance meeting with the former Prime Minister of Sweden
  • Lessons, tips, and recommendations
  • Upcoming for 2018
  • Whatever else I can think of that might be useful.

I’ll send it out on 1st of January.

To make sure you get it, sign up here (if you’re not already subscribed).

Happy New Year to you!

//Ludvig

Launch Week Over: Questions and Answers (FAQ + Q&A)

Over the last 10 days I have been an unusually active correspondent.

I have received many emails or messages on social media that have been the same.

I’ve also gone through email that I previously missed in my inbox. In doing so, I have noticed certain patterns of questions that were either identical or roughly similar. I will nowContinue Reading…

Become Rich Like Buffett and Bezos: Bet on Homeostasis

In my book Breaking out of Homeostasis, I have an early chapter titled “My Dark Prediction of the Future”.

This article builds off that.Continue Reading…

Originators vs Distributors

The one and only Martin Berkhan stopped by Stockholm and we hung out.

Then he got drunk for two days straight, woke up in the morning and won first prize in two separate fitness competitions (seal rows and deadlift).

For those who don’t know, Berkhan originated the 16:8 variation of intermittent fasting (which is now the most common type).

Been doing it for 5 years+ and don’t think I’ll ever stop.

Sometimes I do 24 hour fasts (1 meal per day) or 2-day fasts (as a way to Break out of Homeostasis), but probably 5 days out of the week I do the standard 16:8 (which means skipping breakfast).

But that’s not what I came here to say…

I want to expand on an idea Martin told me several months ago.

Originators vs Distributors:

Rarely the originator, the profiteer. 

The person who originates an idea will rarely be the one to capitalize on it. The money is made by popularizing the idea to the mainstream.

Originating and distributing are two different skills.

I can think of many examples where this is true. I can’t think of an example where it’s not true. (Please enlighten me)

Consider the following:

  • “The Secret” —> dumbed down Napoleon Hill’s Law of Attraction
  • Malcolm Gladwell —> Anders Ericsson’s deliberate practice
  • Cognitive Behavioral Therapy –> packaging of basic psychology

What Does it Mean?

Don’t confuse popularity or fame with real skill and knowledge.

There’s talkers and there’s walkers.

Some are charismatic, some have domain expertise.

Many people you see & hear about (in the mainstream) are talented at self-promotion (sitting in the TV couch talk show). This is common in fitness and finance. There’s nothing wrong with that. It’s the paradigm we’re in.

But don’t confuse the two.

Now, Martin didn’t invent the idea that fasting is healthy. That’s been around forever as an ascetic practice (in spiritual communities and religions).

What Martin did do, was that he was the first guy to seriously delve into all the scientific material and written content about fasting. Then he was able to relate it to fitness and strength training in a way that no one had thought of.

It took fanatic zeal to do that.

If it didn’t, someone else would’ve done it already.

Unfortunately, Martin did not write a definitive book about his findings. And, unfortunately, Martin is not an expert at advertising and online marketing. So, more opportunistic people saw a market and appropriated Martin’s work and got rich off of it. There’s more to this story, but that’s the gist of it. . .

I was concerned this could happen to me too, before I got BOOH out. Maybe I overreacted. Breaking out of Homeostasis is a hard idea to “sell”.

My experience from blogging is that it’s a polarizing concept 1. Only highly motivated people take action on it. When they do, they experience the results first-hand.

Now that the book is out–even if someone appropriates my stuff–I was officially first. And it is easy to verify. This makes it harder for devious characters to do to me what they did to Berkhan.

What can we learn from this?

The Curse of Knowledge & Communication Barriers

The originator is on such a high level that it’s hard for him to communicate the concept in an emotionally visceral way to a complete novice. Especially if the idea requires effort or is uncomfortable.

When I spoke to Martin last week I asked him about this again.

What did he think about originators vs distributors? He said that, in his experience, the people who spend their time and energy into inventing and innovating are usually too busy with that to have mental energy left for refining the message (via meme-creation, for example).

This sounds about right to me.

But I think there’s an added component. The person who originates has so much commitment, the curse of knowledge seeps in.

It’s hard for the body to shift between emotional states, and even harder to change your physiological state. . .

. . . like switching between the Creative process and the Practical process.

I can feel it’s true in my own case.

For those who’ve read this site or followed me in some other way over the last years, I could easily jump into an in-depth conversation about almost any aspect of psychology, physiology, the human brain, and the BOOH-way of life. But I feel close to retarded when people (who have no idea of what homeostasis is) ask me about it.

When I do podcasts and speeches, I will struggle to overcome this.

Practical Takeaways:

Assume we have Originators vs Distributors:

  • These are two different skills.
  • It could be they are different personality types.
  • It’s hard and time-consuming to shift between the two roles.

What to do about it:

  • Don’t confuse domain expertise with attention-getting abilities.
  • Figure out if you are more of an originator or a distributor. (Think mad scientist vs populist marketer | Wozniak vs Jobs)
  • If you’re an originator, maybe partner with a distributor?

If it comes to you naturally, it makes sense to do more of it and refine it.

*  *  * 

Do you recognize this phenomenon?

*  *  * 

If you haven’t got my book Breaking out of Homeostasis yet, you should.

Because Berkhan scored 135 on my Homeostasis Breaker test in chapter 1.


  1. in my old ebook “75 Practical Tips” I recommended skipping breakfast lots of times. I would get angry emails from people telling me I was an idiot and that I didn’t know what I was talking about.