Starting a business is exciting and ambiguous – and that’s the fun. It’s a time of possibility, experimentation, imagination, and showing the world what you can do. But, it can also feel slow, frustrating, and full of traps and distractions, leaving potential entrepreneurs to question their self-worth and to wonder why they started in the first place. As a small business coach, I’ll help you cultivate an entrepreneur’s mindset, so you can start and grow your businesses with confidence and step boldly into the role of business owner. Subscribe to get access to weekly tips, small business interviews, and more.
📚 Feed Your Brain Intentionally (Reading List!)
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One of my first jobs out of college was ordering and managing inventory as it moved through a retail supply chain. If you set the system up right, most of the time, the inventory flowed smoothly. But, the output had a lot to do with the input. We had a saying: garbage in, garbage out. Similarly, your work (output) is fueled by what you feed your brain (input). If you aren’t intentional, the algorithm will happily choose for you, keeping you stuck in cycles of outrage, noise, and distraction. No surprise, when I’m caught in that loop (garbage in), the quality of my work and ability to be creative really suffer (garbage out). This isn’t just a personal observation. Research from Carnegie Mellon and other major university behavioral science labs over the last few years has shown that information overload (the excessive consumption of information and constant distraction) can paralyze creative skills. The brain lacks the white space, they say, for new ideas. Your information diet (input) has a direct impact on your work (output). Some of what your brain might need is quiet – space to think. And, it might also need better inputs. February’s newsletter theme is about what fuels your work – and what gets in the way. Reading books can be fuel (input). Reading stretches attention, deepens thinking, and gives you better raw material for decisions and creative problem-solving (better output). As a story unfolds, your mind is free to wander and wonder, which can lead to fun and unexpected places. I attribute a lot of my success at work to the journal I keep when I read, writing down interesting ideas, quotes, or diagrams I encounter. In 2026, I want to step up my reading even more. If you need a few good recommendations, here are four books that stuck with me last year: #1. The Book of Doors by Gareth Brown A New York Times bestseller and my favorite fiction book of the last year. It’s about a mysterious book that allows the user to open any door to anywhere, creating a delightful way to explore concepts like grief, being present, and choice. #2. The Siren’s Call by Chris Hayes An exploration of how human attention has become a scarce, commodified resource, how powerful forces compete for it, and what that means for our ability to focus and for public life. Hayes also dives into the mechanics of how attention works in ways that I found enlightening. #3. Reset by Dan Heath Practical and intuitive as ever, Heath offers tools and language for diagnosing and redesigning systems that aren’t producing good results. I’m always impressed (and a bit envious) of the Heath brothers’ ability to simplify complex ideas with clear, memorable imagery. #4. Shift by Ethan Kross A science-based guide to emotional management that reframes emotions as tools rather than obstacles. Kross shares strategies for navigating emotions to improve decision-making, resilience, and well-being. I might read this one again this year. Disclosure: Some links are affiliate links, which means I may earn a commission if you buy. Feel like your attention is a bit fractured? Watch this. Until next time, Michael
Michael Schefman | 321 Liftoff Copyright © 2026 by 321 Liftoff LLC |
Michel Schefman, 321 Liftoff
Starting a business is exciting and ambiguous – and that’s the fun. It’s a time of possibility, experimentation, imagination, and showing the world what you can do. But, it can also feel slow, frustrating, and full of traps and distractions, leaving potential entrepreneurs to question their self-worth and to wonder why they started in the first place. As a small business coach, I’ll help you cultivate an entrepreneur’s mindset, so you can start and grow your businesses with confidence and step boldly into the role of business owner. Subscribe to get access to weekly tips, small business interviews, and more.
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