Business Archives

The Plus-and-Minus Theory of Living Happily

August 11, 2023August 11, 2023 Nik

On most days, I don’t shower to not feel dirty. I shower to feel clean. It may not sound like it, but there’s a difference.

Have you ever wasted away in bed for a few days until, at some point, you couldn’t stand your greasy hair anymore and lugged yourself into the shower? If so, by turning on the water, you took care of what Frederick Herzberg would have called “a hygiene factor” — pun present but not intended.

In his 1959 book The Motivation to Work, Herzberg, a clinical psychologist and professor, introduced a model of motivation called “the two-factor theory.” It stipulates that in order to feel happy in our jobs, two conditions must come together: a lack of dissatisfaction and a presence of satisfaction.

Omotenashi: How the Japanese Remind Us We Deserve to Be Happy

May 16, 2023May 16, 2023 Nik

On our last night in Tokyo, we missed the korot stop. It was nearly 8 PM, and we knew this was our last chance. “Dude! We have to turn around!” My friend and I got off at the next stop along the red Marunouchi metro line that connects Shinjuku and Tokyo Station, then hopped right back in to go the other direction.

I can’t recall whether it was Ginza, Kasumigaseki, or Shinjuku-sanchome station, but I still remember exactly what the tiny stall selling little pieces of heaven looked like. It was a 10-foot-long aluminum box with two glass displays, their bottom half straight, the upper half curved — the kind you typically see in bakeries and cake shops. “Thank god!” The single-pull metal shutter was still open.

7 Lessons From the 7th Year of Running a Book Summary Business

December 22, 2022December 22, 2022 Nik

My business has lasted as long as the average American marriage — seven years. The level of commitment surely feels on par.

When I launched Four Minute Books, I had no idea what it would grow into. All I thought about was how to get better at writing and maybe make a few bucks along the way.

Seven years later, in what has been, undoubtedly, my hardest year in business yet, it turns out that this little book summary site is, so far, the only consistently growing revenue generator. Here’s a chart contrasting its revenue vs. Medium and Write Like a Pro, my writing course.

Sometimes, the Work Is Easier Than the Workaround

October 11, 2021October 8, 2023 Nik

When my favorite writer stopped writing, I decided to save all his articles, lest he delete them. I knew I could save them one by one in Evernote, but since he had published over 100 pieces, I thought there might be a way to avoid this tedium.

I asked a developer friend for help, and he referred me to another mutual friend of ours. I messaged that friend on Slack but didn’t get a response. A week later, I emailed him. A few more days went by, but then, he responded.

My friend suggested two scraping tools for the job. I started comparing their features and pricing. As it turned out, one tool would limit exports on a free trial, so I went with the other one. I downloaded it, installed it, and made an account.

The tool was pretty technical, so it took a while to grasp the basics. Eventually, I got it to load my favorite author’s index page, where all his stories were linked. Then, however, the tool required making complex workflows, and to top it all off, it only seemed to export to CSV, not PDF.

At this point, I finally decided the juice was no longer worth the squeeze. I sat down after lunch, sipped some coffee, cranked up the music, and went to work. One by one, I opened each article in a new tab, clicked the Evernote Web Clipper, chose the right output settings, and saved it.

Some pages took forever to load. Chrome groaned under the pressure. Evernote kept changing its settings, so I had to fiddle with them each time. After about an hour, however, I made it. There it was: My favorite author’s entire essay collection, preserved for future readings.

All in all, saving 100+ articles by hand was boring, tedious, and eye-roll inducing. I felt grumpy, annoyed, and frustrated at times. In short, it was exactly what you’d expect it to be. It was also, however, the 100% right thing to do — the shortest path to results, and thus the quickest way to satisfaction.

“Work smarter, not harder!” It’s a piece of advice cited like gospel in meetings, speeches, and job interviews. But how much time do you spend trying to out-smart the work? Isn’t thinking the hardest work of all? Thinking a lot without meaningful breakthroughs — there’s hardly a faster way to exhaustion.

Sometimes, it’s better to admit you’re not that good at it. Sometimes, the work is easier than the workaround.

“The long way is the shortcut,” says entrepreneur and author Seth Godin. When it comes to strategy, that’s easy-to-take advice. Of course you shouldn’t rush your novel, launch your business without a plan, or sell out your audience for a quick buck.

But what about tactics? What about the everyday chores life asks us to grind through? Here, we resist the high road for its seeming length when, often, it is not just the ethically sound but actually the shortest — albeit strenuous — path to success. That doesn’t make any sense.

This week, my year-long struggle with taxes came to a head: The government wants to see proper invoices, including names, addresses, and VAT charges. When you’re a German sole proprietor with strangers abroad buying your online courses based solely on an email address, however, that’s easier said than done.

I had spent months looking for a solution. I tried every accounting software, every table-formatting trick, and every bulk import tool I could find. In the end, what did it come down to? Me, sitting on a couch at WeWork, manually generating 400 invoices by hand to submit at the last minute — and you know what? Once I got started, it wasn’t that bad.

In fact, doing accounting — something I hate with a passion — the hard way, taught me several valuable lessons. For one, I learned that I can (still) focus on one task for five hours straight. For another, I realized that, despite hating it, I can take care of my books well enough for them to be presentable. Finally, and this is the big one, slicing through one tedious task gave me the courage to not shy away from another. I’m sure my article-saving stint had a similar, confidence-boosting effect.

We tell ourselves we’re being smart for avoiding the work, but the truth is that only applies in certain scenarios. When the work repeats endlessly, for example, or when it’s impossible to deliver it on time. If it’s a one-off project you are uniquely prepared to do well, however, wasting time on workarounds is a distraction. It’s a pseudo-justifiable symptom of what’s really going on under your skin: You are afraid.

You’re afraid of monotony, misery, and frustration. You’re afraid your ego might shatter when it catches you doing menial work. You’re afraid you might fail despite doing the right thing — what if you take the high road, the long road, and you still won’t reach your destination? You’re afraid you’re not cut out for the simplest solution. If you type the wrong thing on the invoice, there’s no software you can blame. Most of all, however, you’re afraid grinding it out will work. What if grunt work turns out to be smart? Terrifying! After all, there’d be no reason left to avoid it.

When he went skydiving, Will Smith learned that “the point of maximum danger is the point of minimum fear.” He had spent an entire day fretting, only to feel blissful and excited at the exact time when he had the most reason to worry — the moment he jumped out of the plane. He wondered: “Why were you scared in your bed the night before? What do you need that fear for?”

Now I don’t know much about extreme sports, but my recent bouts with banal tasks indicate Will’s lesson runs parallel to how we should approach our everyday jobs: “The point of maximum friction is the point of minimum fear.”

Once you get going, you’re going — and in the going lies peace of mind. Your unfounded worry disappears, and with each sigh-accompanied step, you’re accelerating towards your goal. It doesn’t matter if you walk slowly, if you think the work is beneath you, or whether you know someone else could have done it faster. What matters is you’re the one doing it, and you’re still here, so, ultimately, life can’t be that bad. It’s the kind of tangible proof no amount of thinking can conjure, and that’s why grunt work has value beyond its results.

There’s a scene in Game of Thrones where, after being taken in by a not-so-kind stranger, two members of the Night’s Watch, a once revered military order charged with protecting the world, are shoveling pig poop out of a latrine.

“When people talk about the Night’s Watch, they never mention the shoveling,” Grenn says. “Or the shit,” his friend Edd comments. “They tell you about honor, pardoning crimes, and protecting the realm, but shoveling really is most of it.” “And getting attacked, or killed, or worse.” “And that. But when you’re not getting attacked or killed, usually you’re shoveling.”

I haven’t watched all of Game of Thrones, but I doubt the fate of any one character in that show is preferable to whatever constitutes your everyday shoveling. Yes, work sucks sometimes. It’s not all collecting checks and after-work margaritas. Often, your biggest win of the day will be produced by shoveling a pile of shit — I mean, papers — from one side of your desk to the other. That may not be sexy, but it proves that, especially when we feel the most resistance towards it, shoveling is, usually, the right thing to do.

When an unpleasant task stares you in the face, do look for the obvious detour. But when there’s none to be found, don’t keep scouring the digital forest for hours. Let out a “pfff” if you must, but then, like Edd and Grenn, relent with humor to your immediate fate: “Ah, look. More shit. I was starting to wonder what to do with the rest of me day.”

Step up to your role in the small scheme of things, and before you know it, you’ll see: Small roles are not to be feared. They give us strength to star on bigger stages, and without them, the shoes of our heroes will always feel too big to fill. Work smart, sure, but remember that includes knowing when working hard is the smartest thing to do.

If You’re Not Valued, You’re in the Wrong Place

March 8, 2021February 5, 2023 Nik

When she graduated high school, the father told his daughter: “I’m proud of you. Soon, you will move out and go your own way. I’d like to give you a going-away present. Follow me.”

The father walked to the garage and pressed a light switch the daughter had never seen before. A single light bulb lit up and revealed: Hidden in the back of the garage, there sat an old car. It was dusty, dirty, and clearly not in good shape.

The father smiled and revealed a set of keys: “I bought this car many years ago. It is old, but now, it’s yours! I only have one request: Take the car to the used car lot and ask how much they’re willing to give you for it. I’d like to know.”

The daughter was happy to have a car, but she wished it was a better one. With a sigh and an awkward half-smile, she took the keys and drove downtown. When she returned, she said: “They offered me $1,000, dad. They said it looks pretty rough.”

“Hmm, okay,” her father said. “Might you take it to the pawnshop and hear what they say?” The daughter rolled her eyes and went off. When she came back, she said: “The pawnshop was even worse. They only wanted to pay $100 because the car is so old.”

“Okay then,” the father said, “only one last try: Take it to the car club and show the members there.” At this stage, the daughter really didn’t see the point anymore, but because the car was a gift, she did as her father asked.

When she returned, the father could see the surprise on her face. “Well?” “Dad! Five people in that club offered me $100,000 on the spot! They said it’s a Nissan Skyline, and every collector worth their salt would give an arm and a leg for such an iconic car.”

The father smiled and said: “If you are not being valued, you’re just in the wrong place. Do not be angry. Do not be bitter. But do go to another place.”

“The right place with the right people will always treat you the way you deserve to be. Know your worth, and never settle where you’re not appreciated. Never stay where people don’t value you.”

The daughter never sold the car — and she never forgot this lesson.

How To Know When To Quit

February 12, 2021August 10, 2023 Nik

In 2006, Nike ran a series of ads called “Joga Bonito” leading up to the soccer world cup in Germany. It means “play beautifully.”

The clips showed world-class players like Ronaldo, Thierry Henry, and Zlatan Ibrahimovic performing soccer tricks, goofing off, and just enjoying the game. The ads were a smash hit, and my best friend and I spent hours watching them. We started downloading and collecting freestyle videos of all kinds, and, soon enough, we went outside and began to practice.

“How does Henry do this trick?” “What’s an ‘Around-the-World?’” Before long, we had a sizable repertoire of cool moves. Unlike my friend, I wasn’t on an actual soccer team, so instead of focusing mainly on that, I just kept practicing tricks. I trained outside for hours. I did sessions in our basement in the winter.

I also got more friends addicted to the fun, and, together, we discovered we weren’t the only ones. We hung out in forums. We started a local German freestyle group. We even had our own competitions. Everyone would film some footage, edit their best clips, add music, and, voilà, the trick-off was on!

By 2008, the movement had gained enough momentum to warrant its own world championship called Red Bull Street Style, which my then-practice buddy took part in. We also auditioned for Germany’s Got Talent, but neither of us made it to the show.

In 2009, I was gearing up for my A-levels and started having knee problems. That year, I shot my last clips. After graduation, I still dabbled with the ball on occasion, but when I went to college, I decided: That’s it. I quit. No more football freestyle. Today, all that’s left is grainy videos and a ball in my room.

In retrospect, this may sound like an obvious choice; the classic “giving up a hobby for something bigger.” Back then, it was a very painful decision.

Initially, there were less than 100 serious freestylers in Germany. I had peers from all over the world who respected my work. By being both early and dedicated, I had been, for a brief moment in time, one of the best football freestylers in the world. That’s hard to walk away from.

Ultimately, however, quitting was necessary. I wasn’t meant to be an athlete. I’m very happy with the job I have now — writing — and wouldn’t trade it for the world.

But how do you make these decisions? How do you know when to quit? Here are some of the factors I considered.

How to Get What You Want by Being Street-Smart Instead of Book-Smart

November 26, 2020September 25, 2023 Nik

There are two ways to be smart: One is to have a high IQ, the other is to be good at getting what you want.

The former contains an element you don’t control — genetics — and while you can read many books to make up for it, maximizing intelligence alone has little use in the real world. Being street smart, however…

In 1862, Mark Twain was stuck in a silver-mining town in Nevada. A notorious slacker, he was quickly fired from the only job available: shoveling sand. His buff roommate, however, hadn’t found work, and so Twain sent him to the mine, telling him to ask for work without pay. After a few days, word got out about the productive “intern,” and soon, he earned enough for both of them — and Twain went back to reading, writing, and eating stewed apples.

Now I don’t know about you, but that’s the kind of smart I want to be. Since it doesn’t rely on intellect alone, being street smart is mostly a decision — a philosophy, if you will. I thought long and hard about what I could teach you that would actually make you smarter, and, rather than facts and figures, all I could see were three ideas underpinning this philosophy.

Here they are. May they help you get what you want and make the world a better place along the way.

1. Principles Beat Knowledge

Neil deGrasse Tyson once told a story about interviewing two job candidates. Both were asked: “How tall is the spire on the building we’re in?”

The first person said: “Oh! I know this! I studied architecture and memorized all the heights. The spire on this building is exactly 155 feet high.” As it turns out, that’s the right answer.

The second person said: “I don’t know, but I’ll be right back.” She goes outside, measures the length of her shadow on the ground against the shadow of the building, and, after comparing the two, says: “It’s about 150 feet.”

“Who are you gonna hire?” Tyson said. “I’m hiring the person who figured it out. Even though it took that person longer. Even though the person’s answer is not as precise. ‘Cause that person knows how to use the mind in a way not previously engaged.”

To Tyson, this is the difference between fuzzy thinking and thinking straight: “When you know how to think, it empowers you far beyond those who know only what to think.”

Principles beat knowledge. Knowledge can be memorized, accessed quickly, and it is useful to have a lot of it available at any given time. Everything you know, however, is nothing but an insight derived from a principle, and if you understand a lot of principles, you can generate any fact you need in real-time — no need to cram your brain with knowledge.

When you hold an apple in your hand, you know it will fall to the ground if you let go because you understand the principle of gravity. A principle doesn’t break. It’s universal. Knowledge, however, finds its limits all the time, because unlike principles, facts change.

If you jump off the spire in Tyson’s example, you will die. You know this. It’s a fact, and it seems so universal, it feels like a principle — but it’s not. It only happens in movies, but if you stood atop the spire as the building was collapsing, jumping off — towards a helicopter, with a parachute, into some safety construction — would be your only way to survive. The circumstances changed, and the principle overrode the knowledge.

Therefore, it is much better to have a few guidelines for how you think rather than many options of what to think.

Knowledge is good, but too much of it can limit our thinking instead of expanding it. The more drawers our file cabinet has, the more desperately we believe that one of them must hold the answer, and so we waste our time pulling out drawers when we could derive the solution — maybe a brand new solution — by combining our principles.

If you want to achieve your goals and make a difference in the world, you must never be intimidated by knowledge, and you must never rely on knowledge alone. Collect it when you can for it might one day be useful, but never let your knowledge trump your ability to think on your feet.

2. Psychology Runs Everything

One of the first and most important principles is that psychology governs everything — absolutely everything. The invisible forces of human behavior shape every decision we make, every action we take, and all of our interactions with others.

Right now, there are over 200 biases twisting your thoughts and perception. Every waking second, we are affected by our instincts, our environment, and the actions of those around us.

I think it cannot be overstated and might be the most important principle in accomplishing anything in this life: Psychology rules everything. You must never neglect psychology, never underestimate it, for its power is near-limitless.

Judges have sent innocent men to prison over bias. Billionaires have been tricked out of their fortunes. Retail empires have been built and collapsed on small differences in perception and a lack thereof.

Money, fame, charity, legacy — whatever you want in life, it translates to change, to transformation, and the most powerful, most sustainable way to enact change is to deeply understand and embrace psychology.

Read some books. Understand the basics of perception, bias, and persuasion. Learn how our emotions affect us and how our minds work. Master, not guess, which of the brain’s many kinks work for and against us.

Whatever you look at in life, consider the angle of psychology: Which behavioral forces are at play here? Why do we do what we do?

Whether you wish to be self-disciplined and run a marathon, create your own board game and sell a million copies, or found a company that will convert 25% of the world’s CO2 into something useful, heed the science of the mind, and you shall one day be successful.

3. To Get What You Want, You Must Make People Feel

Maya Angelou once said: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

In a world run by psychology, an ounce of common sense is worth a pound of theory — and no matter what the theory suggests, humans are, by and large, run by their feelings.

“What do you feel like eating?” “I don’t feel this idea.” “I feel like I can afford it.” Nutrition, business, money — three of the most important topics in our lives, all governed by principles, and what do we do? We listen to our feelings. For better or for worse, this is how it’s gonna be.

It is great to practice rational thought, to aspire to reason and intelligence, but neither will be the biggest hindrance in getting you what you want — especially if it involves convincing other people, and it always involves convincing other people.

Appeal to our natural desires. Make us feel loved. Make us feel strong. Whatever you want, you’ll have to make us feel something to get it.

A confidence coach may have to make people angry, help them use regret as fuel for change. A great writer can make us feel sad, but in that sadness, we may find closure. Others provide simpler pleasures, like laughter, excitement, or schadenfreude.

The first incarnation of Facebook, FaceMash, put two photos of people side by side and let others vote on who’s more attractive. It’s a product built on curiosity and our desire to judge.

Tesla succeeds because its cars look good and feel futuristic. It’s not about numbers or sustainability, it’s about being part of something bigger while still having fun. The benefits are side effects.

Apple is not about glass and microchips, it’s about “having good taste.” You can viscerally enjoy the design of their products — and to top it off, they also perform well. The design “just flows” and the tool “just works.” A trillion-dollar company, built on gut feelings.

If you want to change the world for the better, let self-absorbed humans do the right thing by accident. Make us act in our own interest, and align the incentives so everyone benefits. The same applies to getting what you want, and it all runs on the unstoppable force of feelings.

If Mark Twain’s mining story sounded familiar to you, it’s because it closely resembles Tom Sawyer’s genius stunt of getting the other kids to pay him to paint his aunt’s white-picket fence — a feat depicted in Twain’s most famous work, a hallmark of American literature. That’s what he used his spare time for, and today, we’re all better off for it. We can still learn from his stories.

Academics frequently dismiss street smarts as unethical or lazy. Sometimes, they do so out of a false sense of honor or because they’re jealous of others getting what they want while they don’t, seemingly without hassle. Most of the time, however, they simply fear their intelligence won’t amount to anything in the real world, thus running from the very thing they so desperately hope to achieve.

Smart people realize that being smart alone does not mean much at all. If you want to accomplish things in this world, you need other people to buy into your ideas, and if you can’t do that, it doesn’t matter how brilliant those ideas are. Those people, like you, run on imperfect brains providing imperfect conclusions, many based not on facts but feelings.

Being street smart is the ultimate commitment to being pragmatic, to getting things done, and to understanding the world as it is so we can make it into the world we wish it to be.

Don’t just be smart. Be street smart. Look at life through the lens of principles, psychology, and feelings, and, like the great but laid-back humorist we call the father of American literature, you’ll move with its current rather than against it.

If You’ve Never Written Before, Don’t Charge for It

November 9, 2020November 19, 2023 Nik

Three weeks into studying abroad in the U.S., I started missing German bread. I love American food, but when it comes to “Brotzeit,” those pale, floppy slices of toast just don’t cut it.

I wanted a loaf. I wanted rye. I wanted the sour, moist-yet-crunchy freshness only German bread can provide. Unfortunately, it was impossible to find.

Necessity is the mother of invention, they say, and so eventually, I became desperate enough to decide to bake my own. Since my baking skills are on par with a nine-year-old, this was a much larger-scale effort than it might seem.

I scoured the aisles for flours of the right kind and the web for a recipe that didn’t look like the script for the next Mission Impossible. I looked for fresh yeast everywhere (no luck). I watched tons of YouTube videos.

At some point, I got impatient despite making no progress on the yeast-front, and so one fine afternoon, I just got to work. I mixed and stirred and kneaded. I waited and added and waited some more. Finally, the lump was ready, and I threw it in the oven.

What I pulled out a few hours later was less than impressive. It looked, felt, and even tasted sort of like bread, but life’s not about “sort of,” is it? That day, I learned an important lesson: when baking bread, yeast really matters.

Without the yeast, the bread can’t breathe. No air will make its way in. It’ll be alright for a few days, but it won’t taste very fresh. Soon enough, it will not just resemble a brick but hurt just as much when you throw it at someone, which is exactly what you would have done if I had tried to sell you my poor lump of hardened flour for $5 — and what brings me to my actual point:

If you’re writing in public for the first time in your life, you have no business charging for it.

This is a very basic principle of good business: if you have no idea what you’re doing, don’t take people’s money to be clueless on their behalf. They can do that very well on their own. They don’t have to pay you for it.

This principle is more obvious in some lines of work than others. If I get a call offering me $100,000 to fix an oil leak on a rig somewhere in the Gulf of Mexico, I’ll kindly decline with little hesitation. That’s not a bullet I want on my resume if it goes wrong — and it will go wrong, given my lack of a degree in oil rig engineering (is that a thing yet?).

Writing, however, is easy. You can write, right? I can write. Even the nine-year-old who beats me at baking can write. Everyone can write — and that’s why many people now think they’re entitled to getting $10,000 checks in the mail for it.

In reality, writing is no different from baking or oil rig engineering: if you don’t know what you’re doing, it will blow up in your face. You’ll offend people, ramble incoherently, and waste your reader’s time. All of this is normal. It’s part of the progression from amateur to professional, and it takes time.

What’s not normal is showing up on the internet with your first, deeply flawed article, putting it behind a paywall, and yelling: “Special edition, come get it while it’s hot!” That’s not good business. That is deception.

You forgot the yeast, for Pete’s sake! This lump is barely edible. Why the hell should we pay you? And yet, people do this every day — and then they complain if their article doesn’t perform well. Welcome to delusion land.

My first loaf of bread was good enough for me and for my roommate to steal the remaining half (true story), but most of all, it was a learning experience. It was practice. Never in a million years would that bread have lasted in the open market — and it wasn’t meant to.

Writing, designing, programming, these skills are easy to get started with but just as hard as any other to become good at. It’s okay to waste some of our time as you practice in public (accountability matters), but don’t take our dollars for something you know everyone will rightfully want to get a refund for.

Take your time instead. Give us something that’s ready. Give us proper bread, yeast and all, and we’ll be happy to shower you with dough.

The 4-Ears Model of Good Communication

July 17, 2020August 10, 2023 Nik

All relationship problems are communication problems.

Tim says: “The window is open.”

Maya says: “I’m not your butler.”

Whoa! How did such a small interaction go so wrong? Tim said just four words, but, immediately, his girlfriend felt offended. Sadly, exchanges like this happen millions of times every single day. I’m sure you’ve had one.

Maybe, Tim just thought out loud as he noticed the window being open. Maybe, he wanted Maya to notice the birds singing outside or tell her that he opened it for a reason. Or, he really did want Maya to close the window.

Unfortunately, Maya responded so fast that she didn’t have time to consider all these options. Her heuristic-driven brain jumped to one conclusion when it should have thought about many.

We all do this. We speak before we think, and we damage our relationships in the process. Today, Maya snubs Tim. Tomorrow, Tim cuts Maya off. And the day after tomorrow, Tim and Maya break up. How sad and unnecessary.

If Tim and Maya had taken some time to talk about how they communicate, they might still be together. This is called meta-communication, and it makes perfect sense: If all relationship problems are communication problems, improving your communication will make most of your problems go away.

How To Not Be Gullible

July 2, 2020April 13, 2023 Nik

In 1997, 14-year-old Nathan Zohner used the science fair to alert his fellow citizens of a deadly, dangerous chemical.

In his report Dihydrogen Monoxide: The Unrecognized Killer, Nathan outlined all the alarming characteristics of the colorless, odorless, tasteless compound — DHMO for short — which kills thousands of Americans each year:

DHMO can cause severe burns both while in gas and solid form.
It is a major component of acid rain and often found in removed tumors of cancer patients.
DHMO accelerates corrosion of both natural elements and many metals.
Ingesting too much DHMO leads to excessive sweating and urination.
For everyone with a dependency on DHMO, withdrawal leads to death.

After giving his presentation, Nathan asked 50 fellow students what should be done. 43 — a staggering 86% — voted to ban DHMO from school grounds.

There was only one problem: Dihydrogen monoxide is water.

Every day, people use facts to deceive you because you let them.

Life is hard. We all get fooled six ways from Sunday. People lie to us, we miscommunicate, and it’s impossible to always correctly read other people’s feelings. But facts? If we let facts deceive us, that’s on us.

When it’s hard to be right, there is nothing wrong with being wrong. But when it only takes a few minutes or even seconds to verify, learn, and educate yourself, choosing to stay ignorant is really just that: A decision — and likely one for which you’ll get the bill sooner rather than later.

If you know a little Latin, Greek, or simply pay attention in chemistry class, the term “dihydrogen monoxide” is easy to deconstruct. “Di” means “two,” hydrogen is an element (H on the periodic table), “mono” means one and “oxide” means oxidized — an oxygen atom (O on the periodic table) has been added. Two hydrogens, once oxidized. Two Hs, one O. H2O. Water.

When Nathan ran his experiment “How Gullible Are We?” in 1997, people didn’t have smartphones. They did, however, go to chemistry class. Nathan’s classmates had parents working in the sector, and they all had chemistry books. They even could have asked their teacher: “What’s dihydrogen monoxide?” But none of them did.

In his final report, Nathan wrote he was shocked that so many of his friends were so easily fooled. “I don’t feel comfortable with the current level of understanding,” he said. James Glassman, who wrote about the incident in the Washington Post, even coined the term “Zohnerism” to describe someone using a fact to mislead people.

Today, we have smartphones. We have a library larger than Alexandria’s in our pocket and finding any page from any book takes mere seconds. Yet, we still get “zohnered” on a daily basis. We allow ourselves to be.

“Too much sugar is bad for you. Don’t eat any sugar.” Yes, too much sugar is bad, but the corollary isn’t to stop eating it altogether. Carbohydrates are the body’s main source of energy, and they’re all broken down into various forms of sugar. It’s a vital component of a functioning metabolism. Plus, each body has its own nuances, so cutting out sugar without more research could actually be bad for you. But if I’m selling a no-sugar diet, who cares, right?

You care. You should. And that’s why it’s your job to verify such claims. It’s easy to spin something correct in a way that sends you in whatever direction the manipulator wants to send you. The only solution is to work hard in order to not let yourself be manipulated:

Say “I don’t know” when you don’t know. I know it’s hard, but it’s the most liberating phrase in the world. Whenever you’re out of your comfort zone, practice. “Actually, I don’t know, let me look it up.”
Admit that you don’t know to yourself. You’ll miss some chances to say “I don’t know.” That’s okay, you can still educate yourself in private later. Your awareness of your ignorance is as important as fighting it.
Google everything. When you’re not 100% sure what a word means, google it. When you want to know where a word comes from, google it. When you know you used to know but are hazy on the details, google it. Seriously. Googling takes ten seconds. Google everything.
Learn about your biases. Hundreds of cognitive biases affect our thinking and decisions every waking second. Learning about them and occasionally brushing up on that knowledge will go a long way.
When someone argues for one side of a conflict, research both. Whether it’s a story in the news, a political issue, or even the issue of where to get lunch, don’t let yourself get clobbered into one corner. Yes, McDonald’s is cheap. Yes, you like their fries. But what about Burger King? What do you like and not like about both of them?
When someone talks in absolutes, add a question mark to every sentence. James Altucher often does this with his own thoughts, but it’s equally helpful in questioning the authority of others. Don’t think in absolutes. Think in questions.

The dihydrogen monoxide play has been used many times to point people at their own ignorance. A 1994 version created by Craig Jackson petitions people to “act now” before ending on a truthful yet tongue-in-cheek note: “What you don’t know can hurt you and others throughout the world.”

Richard Feynman received the Nobel prize in physics, but he started his journey as a curious boy, just like Nathan Zohner. Like Einstein, he believed inquisitiveness could solve any problem, and so he always spoke in simple terms — to get people interested in science.

He also said the following, which still rings true today: “The first principle is that you must not fool yourself — and you are the easiest person to fool.”