“It’s not about me, It’s about them.”

You might know that Jerry Seinfeld has a online series called Comedians In Cars Getting Coffee.

In a recent episode, Seinfeld takes Michael Richards to coffee.

There are several reasons to watch the episode, but I want to point you to a segment that starts at 13:17.

Here is the transcript of the interchange:

Richards: You know those performers who just love it.

Seinfeld: Yeah.

Richards: It’s always a struggle with me.

Seinfeld: No, no. I don’t accept the judging of process. I doesn’t matter that you like to rehearse with your nose up against the flat wall saying lines. That doesn’t matter.

Richards: You used to see me back there doing that.

Seinfeld: Yes!

We are all trying to get to the same island. Whether you swim, fly, surf, or skydive in, it doesn’t matter. What’s matters is when the red light comes on.

Richards: OK. Because sometimes I look back at show and I think I should have enjoyed myself more.

Seinfeld: Michael, I could say that myself, but that was not our job. Our job is not for us to enjoy it. Our job is to make sure they enjoy it. And that’s what we did.

Richards: That’s beautiful. Because I think I work selfishly, not selflessly. It’s not about me, it’s about them.


This is the most difficult thing I work with clients on.

The book is about the reader, not what knowledge you have or how you need to support your ego.

Do the work in the way that works for you, keep the reader square in your sights with each word you write, and you will create a book that can change the world.

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