My simple framework to pick the coolest projects to work on

February 3, 2026 1h 6m

My First Million

Key Takeaway

Build things you'd do for free or even lose money on—this forces you to create something genuinely valuable beyond just profit. The best projects pass the 'yes test': would you say yes even without financial gain? This constraint ensures you're building for the right reasons, attracting the right people, and creating something truly differentiated. When money isn't the primary driver, you're forced to focus on intangible benefits that often lead to greater long-term success.

Episode Overview

This episode explores the philosophy behind creating excellent projects and events through the lens of hosting an exclusive basketball camp called 'Hoop Group.' The hosts discuss key principles for building something exceptional: turning irritations into innovations, applying the 'yes test' (doing things you'd do for free), thinking bigger to make execution easier, and understanding that 'you are the product'—meaning your authentic self should be embedded in what you create. They share insights about the challenges of maintaining authenticity while pursuing commercial success, the importance of small details in creating memorable experiences, and how starting with your genuine interests (even if they seem niche) often leads to better outcomes than chasing what seems commercially viable.

Key Insights

Irritation Leads to Innovation

Instead of dismissing things that bother you, get playful and ask 'what version of this wouldn't suck?' This mindset turns complaints into opportunities. The hosts applied this to conferences—which they hated—and created a basketball camp that combines networking with something they actually enjoy. One out of every ten irritations might lead to something genuinely interesting.

The Yes Test: Would You Do It for Free?

The best projects are ones you'd say yes to even if you lost money. This forces you to focus on intangible benefits like relationships, learning, and core memories. Both the podcast and the basketball camp started with the assumption they'd lose money, which paradoxically led to their success because they had to be genuinely valuable in other ways.

The Bigger You Go, The Easier It Gets

There's a fallacy that going for big things is harder. Actually, when you need differentiation, thinking smaller makes you less interesting and harder to execute. A bigger, more unique vision attracts better people, which makes execution easier. Having high-profile guests at the basketball camp makes it easier to recruit more high-profile guests, creating a virtuous cycle.

You Are the Product—Turn Up the Volume

The product is just 'you pushed out.' Don't overthink how to act or what to create—just be authentically yourself but amplify it. The podcast works because it's genuinely how the hosts would hang out normally. The basketball camp reflects their DNA: basketball obsession combined with idea-sharing. When you compromise your authentic self for commercial success, you often end up with something you dislike.

Small Details Create the Experience

It doesn't matter how rich someone is—everybody's a little kid inside. Custom jerseys, same-day photo slideshows, championship celebrations with champagne and ski goggles—these thoughtful touches create moments money can't buy. The experience isn't about the big-name roster; it's about the vibe created by caring about details that make people feel special.

Notable Quotes

"irritation leads to innovation"

— Sean

"You are the product. The product is just you pushed out. So, just do you, but like turn the volume knob up."

— Sean's Trainer

"We don't make movies to make money. We make money so we can make great movies"

— Disney (quoted by Sean)

"I'm either going to be a famous YouTuber or I'm going to die making YouTube videos. I'm going to try die trying."

— Mr. Beast (paraphrased)

"impatience with action, patience with results"

— Naval (quoted by Sean)

Action Items

1
Apply the Yes Test to Your Projects
When evaluating new opportunities, ask yourself: 'Would I do this for free or even lose money on it?' If yes, the project likely has genuine value beyond profit. If no, reconsider whether it aligns with what you actually want to build. Write down the intangible benefits you'd get even without financial success.
2
Turn Your Biggest Irritation into a Project
Identify something in your industry or life that genuinely bothers you. Instead of complaining, spend 30 minutes brainstorming: 'What version of this wouldn't suck?' Be playful and ambitious. You might discover an opportunity hiding in plain sight that others overlook because they've accepted the status quo.
3
Think Bigger to Attract Better People
If you're planning a project, resist the temptation to play it safe and small. A bigger, more unique vision attracts more talented people who want to be part of something special. Ask yourself: 'What would make this so compelling that amazing people would want to be involved?' Then pursue that version.
4
Obsess Over the Small Details
The moments between the big things create the actual experience. If you're running an event or building a product, identify 3-5 small touches that would delight people in unexpected ways. These details—personalized elements, thoughtful surprises, moments that feel special—are what people remember and talk about.