1. Find the right heroes

Jack LaLanne was Perry’s longtime role model, not Stephen Schwartzman. If you don’t look up to the leaders in your field, it’s a good sign you’re not in the right one.

2. Put your eggs in one basket

Perry wasted time in the beginning trying to create a BuiltLean sub-brand before realizing that “every dollar I spend promoting one brand is a dollar I’m not spending on another,” he says.


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