Someone asked me recently about my reading habits and how I decide what I want to read. In the past, I’ve liked to use the rabbit hole analogy: falling down the endless hole of a subject, person or place. In my “read to lead” strategy, I talk about doing this by finding your next book to read inside the text or works cited of the book you’re currently reading. But I’ve tweaked my habits lately and it wasn’t until I had this conversation that I noticed.

I don’t fall down a hole, I swarm. Take the American Civil War, which I’ve recently been reading about. After a few years of scattered books on the topic, in early in 2012 I swarmed the topic. I detailed part of what I read on it in my last Reading List Newsletter.

The Civil War: My Obsession
I’ve been so deep [into the] Civil War that I lost track of all the books. Of course it started last year when I read Sherman by BH Liddell Hart. I came to admire Sherman so deeply that I read two more books about him: his amazing Memoirs and a big old book from 1933, Sherman: Fighting Prophet. From there I went on to Grant’s Memoirs, which are incredibly readable and deeply moving. After that, I read both of Robert Penn Warren’s quick books (mostly on the cultural significance and character of the war):Jefferson Davis Gets His Citizenship Back and The Legacy of the Civil War. I was briefly curious about Nathan Bedford Forrest but a read of That Devil Forrest and his shocking Wikipedia page make it clear to me that the guy is the definition of a psychopath. I also read large parts of Shelby Foote’s epic The Civil War: A Narrative (mostly the Vicksburg campaign and Sherman’s march) as well as parts of The American Civil War by John Keegan. Finally, I read the biographies of a bunch of Southern/Civil War writers in Patriotic Gore by Edmund Wilson, which helped me understand and contextualize what I’d already read from the people listed above. I don’t know if you guys need to follow me so deeply down this hole, but I strongly recommend at least exploring it. It’s totally changed how I see so much of history. I think I can say with confidence now that I “understand” the Civil War, and that feels good.

To give a complete picture of what I’ve consumed on the topic though, I would need to add: All 10 hours of Ken Burn’s documentary Civil War. A trip to Vicksburg (twice) and Natchez. At least 50 long form articles on the Time’s Disunion blog. Nearly everything in The Atlantic’s Civil War commemorative issue, countless Wikipedia pages and other random articles I saved in Instapaper. I read all of Ambrose Bierce’s fiction about the Civil War, along with many stories he wrote after and purchased and flipped through two biographies about him. I read a great, popular non-fiction book about Lincoln’s assassination and the hunt for Jefferson Davis. I had long conversations about the war with anyone who would listen. I even bought a beautiful painting of Sherman, which I hung on my wall.

I’m not going to call myself a Civil War buff because that’s stupid. This isn’t an idle pastime. I think you can see from list that I had a clear plan of attack. I was deep diving into a subject and surrounding it from all angles. I didn’t want to simply understand it from books, I needed to see parts of it in person, here is through the indirect perspectives of biographies and literature and I needed to digest it with the help of people smarter than me. When I have picked the carcass clean enough–taken the lessons I can and will use from my learning–I leave, relquishing the pedantic details for the buzzards behind me. Then move on to the next kill.

In the last year or so I’ve done this with a couple other subjects and authors to varying degree, such as Raymond Chandler or the city of Los Angeles. The idea being that if I really, really want to learn about something, casually pursuing one book to another. No, you must set upon it consequentially, concurrently and comprehensibly. Nothing works in learning quite like total immersion. Immersion allows you to make connections. It allows you to challenge the authors you’re reading (or let one author challenge another and then stick with the victor)

So there you have it: the swarm strategy. It’s simple. Find a topic it. Forget the rabbit hole and instead win by utterly overwhelming force. And then of course, it’s time for the final and most important step: moving on. After devouring one subject completely, be sure to find another.

I can’t think of that much I WANT to do but haven’t. The reason is simple: I generally do what I want, close to when I decided I wanted it

I have a friend who is not like this.”I’m thinking about traveling to China,” he’ll say. Knowing him, I always respond: “Dude, you will never go to China.” His reply is beautifully the same every time: “I could totally go to China [or whatever he’s dreaming about that day]” You could, but you don’t. He never does.

I think it, I assign it. I assign it, I do it. He thinks it. And leaves it at that. As though figuring out how much it will cost, committing to saving up the money and then later, booking the trip is some insurmountable task. Of course he could do all those things, but that was never really the choke point.

This is why exercise is such a good metaphor and lesson. If you want to be able to run 10 miles, what to do about it is fairly simple: Start by running one mile. (which itself requires only putting one foot in front of the other). Then slowly run more until you can. In any sport, the path is the same. No matter how small or big the goal: You must commit and then start.

I don’t tell myself I’d like to go for run today. No, I’m going to run. And not just today but nearly everyday. The same goes for everything else I have ever decided to do or wanted to do, from my book deal on down.

I’m not going to claim that these things are easy by any stretch. But they are simple. And when I compare myself to other people I noticed that we both say the things we want to do or like to have. Check back in, they never seem to be any closer to that thing. I am, and I’ve moved on to the next one.

Trust me, I’m not possessed by some insatiable ambition. I haven’t known what I want since I was 4 years old and focused on everything I had on it. No, I just start. And I don’t waste time thinking about what it’d be nice to have–I’d rather just get it and see for myself. Before every show, the comedian Kevin Hart reminds his staff: “Everyone wants to be famous, nobody wants to do the work” and then they hit the stage and get to work.

I gloss over the big things because I know that’s not the issue. Otherwise the same attitude wouldn’t manifest itself in the tinniest and most banal parts of our lives: “Oh I heard that book was good and I’m thinking about buying it.” Do you know how many books I heard were good but don’t own? Like zero. It’s a book–just make the investment. You definitely won’t read it if you don’t own it. And what does it fucking matter in the end if you turn out to be wrong? It doesn’t.

People don’t get this because, partly, they don’t really want the things they say they want. They want to be the person who has certain things rather than actually do it. But even some of that comes from ignorance: these people don’t know how to do things, they don’t know how straight forward it is. Figure out what you want to do and then break it down from there. Take little steps. Then you are there. And the beauty of it all is that the risks are rarely very high. You decide not to go to China? Now you have a pile of money to spend on something else. Not so horrible is it?

NOTE: I’m going to be on Chase Jarvis Live today (June 27th) at 11am PST. Tune in and ask questions. Would love to hear from you all. 

I announced my book last week and told you a little bit about it. This week I get to show you something even cooler: the book trailer.

The guys at Simplifilm put this together and I think it captures the book perfectly (it’s also the only book trailer I’ve ever liked besides Tim Ferriss’s. I can’t recommend them or their work highly enough.) If you’re curious, the narrator isn’t me, it’s the wonderful Robert Bruce, whose writing is a must-subscribe. I got very lucky that he was willing to do the voice over.

If you haven’t preordered the book yet, hopefully this trailer will convince you. The materials I’m giving away for preorder actually include case studies that show exactly how to do the trading up the chain process in the trailer.

Also, IMPORTANT NOTE: I will be on Chase Jarvis LIVE on Wednesday, June 27th, 11:00am Seattle time (2 pm NYC time or 19:00 London). Definitely tune in.

Here are some quick blurbs on the book:

“Ryan is part Machiavelli, part Ogilvy, and all results. From American Apparel to the quiet campaigns he’s run but not taken credit for, this whiz kid is the secret weapon you’ve never heard of.” —Tim Ferriss, author of the #1 New York Times bestseller The 4-Hour Workweek

“This book will make online media giants, very, very uncomfortable.”—Drew Curtis, founder Fark.com

“The strategies Ryan created to exploit blogs drove sales of millions of my books and made me an internationally known name. The reason I am standing here while other celebrities were destroyed or became parodies of themselves is because of his insider knowledge.”—Tucker Max, author of the #1 New York Times bestseller I Hope They Serve Beer in Hell