EUGENIZATION.

Here’s your homework for today: Go to Seth Godin’s blog, read this post, and substitute “exercise book” or “fitness book” everywhere you see “business book.”

A million people didn’t buy Body For Life because Bill Phillips came up with some incredible secret workout; Body For Life sold millions because of the inspirational power of hundreds of real before-and-after photos.  Bill Phillips wasn’t selling his workout, he was selling his story (and the combined stories of those under his tutelage). 

There isn’t anything in The Workout that you couldn’t find in each and every issue of Men’s Health (in about 250 fewer pages).  Except Gunnar Peterson’s story (and if anybody can get you into shape, it’s gotta be J. Lo’s trainer, right?).

For the most part, exercise is simple: Lift weights, run around a little bit, enjoy your body by using it.  Fat loss is even simpler: Lift weights, eat better.  There really isn’t anything else; no magic tricks, alchemic formulas, or secret potions. 

Here’s the rub, though: You have to actually do it.  You have to lift the obsenely heavy weight.  You have to eat the head of romaine lettuce instead of the orzo.  And to quote Seth completely out of context, the role of the book is “getting you to change your perspective and thus your behavior.”

Note: For those of you “skimmers” out there, the important part of Seth’s post is the last part, starting with “So, how to read a business book:”.  Remember, read it as, “So, how to read an exercise/fitness book…”

(Thank you, Seth.)