Timothy Ferriss's Blog, page 124

(Photo: Dyobmit)

Let's start with what you think you want.

"I want to get on Oprah eventually, and we've been pitching The New York Times, who's interested."

Good news or game over?

I hear some version of this on a weekly basis from start-up founders. Sadly, most of them aren't prepared for national media and do more harm than good with a premature (and non-strategic) jump into the spotlight. The New York Times doesn't often do two major stories on a single company, so that first — and possibly only — appearance is what counts.

But what of lack of media attention? Indeed. There are two main media challenges:

How do you get media interest? Big media interest?

How do you ensure you're prepared when a big opportunity presents itself?

In both cases, you chart a course and execute. In this post, I'll show how I went from my first real TV exposure to appearing repeatedly as a guest on national TV shows. I'll also share the exact e-mail pitch that led to a Wired feature, as well as recorded radio interviews.

Media coverage isn't magic, and it need not depend on luck. It can be a step-by-step process…

Step 1 – Create a Reel

The time was mid-February, 2007. The 4-Hour Workweek was slated to publish on April 27th, and I had a problem: no one in television knew who I was, and I wanted to be on national TV for the launch.

The chicken-or-the-egg problem was simple: big TV doesn't want you on until you've proven yourself on big TV. What to do?

My answer was: look for a local affiliate of big networks like ABC, CBS, or NBC, and find something controversial and timely to discuss. I began to read the news (a rare event) and realized that a soon-to-be-published book was making waves — Game of Shadows: Barry Bonds, BALCO, and the Steroids Scandal that Rocked Professional Sports.

I knew a few people directly involved with BALCO, and — as a sports nutrition company CEO at the time — I was in a qualified position to talk about drugs in sports. Digging into advanced excerpts of Game of Shadows (GOS), which was billed as a "drug-by-drug account" of high-level athletics, I formulated a simple and valid position: far from decreasing drug use, the book would end up serving as a how-to guide.

GOS was going to be published on March 1, 2007. The week before publication, I reached out to all local San Jose or bay area-based big networks. I called the switchboard or main number, requested "the newsroom," and started the pitch, which was written out on paper in front of me and never lasted more than 20 seconds:

"My name is Tim Ferriss and I have a timely pitch for you. I work with professional athletes and… [establish credibility as CEO and someone with experience in drugs in sports]"

"Game of Shadows, about Barry Bonds and BALCO, comes out next week and it's getting a lot of attention. Most of the world is viewing it as an exposé that will decrease drug use. They're wrong. I can discuss why it will actually increase steroid and drug use."

Most calls went to voicemail, a few people said they'd get back to me, and only one did: NBC 11 in San Jose.

But one is all it takes. The short NBC clip ended up being the social proof later needed to get me on The Today Show and others for The 4-Hour Workweek.

Remember: make it timely and controversial. "Controversial" doesn't necessarily mean scandalous; it means a position that runs counter to the mainstream or expectations.

But does the "reel" only apply to TV?

Not at all. The same can be done for radio, which is a far easier sandbox to play in, as there are more players. I started with Lamont and Tonelli on KSJO 92.3 and a stunt for Fairtex kickboxing. I invited the hosts to a demo and encouraged their sidekick, Sully, to get in the ring and do some light sparring.

It was fun and had absolutely nothing to do with anything I'd do in media later. It didn't matter. The producers of radio — just as in TV — simply want to know you'll speak clearly, be entertaining, and not embarrass them. The subject matter doesn't matter. On a higher level, they want to know: can you help design a fun segment?

I later parlayed this early radio, along with other random samples, into booking "radio satellite tours" with the help of Peter Marchese. "Radio satellite tours" entail sitting in a room with obscene quantities of coffee and doing back-to-back 10-30-minute radio interviews from 7am to 5pm with almost no space for even bathroom breaks. It's batching at its efficient best… and punishing worst.

Here are four of my 20+ interviews, here listed in order from December 16, 2009. You'll note that I launched the revised edition of The 4-Hour Workweek in the same week as I later launched The 4-Hour Body. It was a dress rehearsal for the big game, a dry run for understanding the dynamics and competition of the X-mas season.

Note the talking points (we'll return to this) and examples, which I repeat ad nauseam with slightly different segues:

0920-0930 – Reg IA-Nebraska

1105-1115 – Albuquerque-SantaFe

1145-1155 – Denver

1410-1420 – National

But what of these talking points?

Step 2 – Know Your Subject: In Depth vs. Talking Points

To prepare for the NBC TV interview, I had to:

- First, visit a Borders and literally get on bended knee to beg for a copy of Game of Shadows the afternoon before release. The simple begging didn't work. Several book chains had been shipped Harry Potter late as punishment for releasing a prior Potter before the mandated midnight release time. I finally offered, "What if I do headspins for you? I'm totally serious. Puleeeeease?" after which, I jumped into a breakdancing freeze on the floor. I'm not kidding. Pretty pathetic, but they laughed, relented, and went to the back storage room to get the book.

- Second, digest a 368-page book in one evening, which I did over espresso (limit: two singles per hour) and wine (limit one glass pinot noir per hour) at Santana Row in San Jose. Here is a one-page index from that session:

- Third, prepare main talking points and sound bites. This involved taking the above notes and observations (I had several other pages) and whittling them down to 3-6 major points I could convey in a total of 120 seconds, 20 seconds or so per point.

Here are the talking points I used for a recent Newsweek interview on The 4-Hour Body, which became a feature piece called "The World's Best Guinea Pig":

(Click here for larger version)

I answer a few things on this small sheet:

"Why is what I'm doing different or controversial?" (Answer: using new tools to scientifically test all of the myths and old wives' tales on myself and others)

"Why is this timely and important?" (Answer: I'm part of a much larger trend; cite books and growth of Quantified Self, etc.)

"What are some actionable examples of counter-intuitive findings?" (Answers: 30g within 30 min of waking, replacing milk in coffee with cinnamon, etc.)

For the last group of actionable takeaways, I list them first, then number them in descending order of priority for inclusion. If these sound familiar, you're right. They're the same talking points I used in the above radio satellite clips.

NEVER assume you'll get to cover everything you hope or rehearse. Media is unpredictable. I had to account for this in my recent appearance on The View, as just one example (notice we skipped over half of an entire table, as questions from Barbara required it). I didn't get frazzled, as I had planned for this and prioritized my points, both mentally and logistically — the latter by ordering props on the tables.

Step 3 – Pitch Properly

Why is pitching step 3 instead of step 1?

Because it makes no sense to pitch until you have your prep (reel or sample clips) and basic positioning (timely and controversial angle with examples) in place.

Then, before you start spamming people with template emails, keep in mind: Thou shalt know thy media outlets. Don't pitch the same thing — or something general — to niche outlets. It's a waste of their time and yours. Know the magazine or program and customize.

Here is the actual pitch I used for Wired Magazine that ultimately led to the 4+-page feature entitled "Tim Ferriss Wants to Hack Your Body." It lacks a self-intro, as I'd met this editor in person, an approach I always encourage, as e-mail is the most crowded channel.

Notice that I provide different options/ideas for different lengths:

Hi [Name],

OK, here are a few ideas. They're in three categories:

1) Feature

2) Shorter 1-2 page piece

3) Book mention in Playlist



My preference if possible, no big surprise, would be 1, 2, and then 3. Here are the toplines:

1) Feature:

For Wired readers, being one myself and having been in the mag before, I think one of my chapters as an exclusive excerpt would be the least work for Wired and the best fit. It's ready to go and would just need to be tightened for space. I've attached the latest version (sorry for the hand edits). Here are some headlines and toplines:

BLOOD HACKING: Creating the Perfect Fat-Loss Protoplasm

I implanted a medical device in my side that sampled interstitial glucose levels every 5 seconds. It's used by cutting-edge Type 1 diabetics, but I used it to figure out which foods and meals would make me fat. I wore it 24/7 for weeks, including a trip through customs to Nicaragua. There some sweet graphics and nice how-to takeaways I can provide.

Other potential headlines:

Tracking Blood to Lose Bodyfat

BLOOD: Self-Experimentation for Losing Bodyfat (could appear on the cover like this: http://www.flickr.com/photos/timferriss/5388565667/ [NOTE: In the actual e-mail I used a private Skitch link]

Diary of a Blood Tracker

2) Shorter 1-2 page piece

This would detail 5 or so of the coolest and craziest drugs and tools I used in my experiments over the last 3 years, ranging from the above medical device to stem cell growth factors, anabolic steroids, IGF-1, and more. I could write it or it could be a Q&A with me. Potential headlines/titles:

BECOMING SUPERHUMAN: Drugs and Gadgets to Make You a Mutant

Gadgets and Tools for Becoming Superhuman [this one would omit drugs]

BECOMING SUPERHUMAN: An Interview with Human Guinea Pig Tim Ferriss

3) Mention in Playlist — Pretty straightforward here. Just a book mention and little blurb.



Look forward to your thoughts, [name]. Wired is a great place to break this one.

Cheers,

Tim

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Afterword: Is this type of media how-to of interest? If so, I'll do a "Part 2″ continuation of this post and talk about media training and other little-known aspects of the game. In the meantime, please find my most recent Dr. Oz clips below.

Also, if you've read The 4-Hour Body and haven't yet left an Amazon review, please take 30 seconds to do so here — I'm need a few more to pass 1,000 reviews (currently 965)! Thanks for your feedback, all. It's what keeps me going.

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Elsewhere on the web:

Financial Times – The Last Word: Lessons in Online Marketing

AskMen – Long Q&A, including questions on anabolics and other performance-enhancing drugs

(Photo: Felipe Morin)

Holy crap. The 4-Hour Body (4HB) has ended up producing an avalanche of questions.

There are definitely a few gems hidden amongst the rubble, and more than a few typos were unearthed in the process.

This post — mostly how-to with a few bits of entertainment — is purely for tying up loose ends. I hope it helps.

Covered in this post:

The blog moving forward: 4HB content vs. 4HWW content vs. random topics

4HB Bonus Materials – If You Missed It

4HB Tools and Tricks – All Online!

Contest winners

Slow-carb clarifications

4-Hour Body – common questions and Q&As

Audiobook PDF downloads

4HB reader-generated goodies: desktop wallpaper, etc.

Media samples

4HB corrections and typos…

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The blog moving forward: 4HB content vs. 4HWW content vs. random topics

Some readers have expressed interest in more business-related posts, instead of physical-focused posts. Not to worry — there will continue to be both on this blog. In simplest terms, I write about what I'm most interested in (or passionate about) at the time. If you don't find a post interesting, skip out for a bit and then check back in. I don't expect anyone to read all of my posts.

4HB Bonus Materials – If You Missed It

The 4-Hour Body bonus materials have been up for a while now. If you missed them, all can be found here. Enjoy!

There are a number of forums and message boards for 4HB, including this blog and the reader-generated 4HBTalk.

For those interested, I'll be experimenting with a private, paid forum (probably $9.95/month to start, but not sure) for 4HB. I'm going to test it with 100 people first. If you have any interest in being one of the 100 for $9.95/month, please fill out this form. My hope is that this forum can be a central troll-free and spam-free gathering point for people who are willing to test, gather data, and contribute to each other. I don't want participants who ask others to Google simple questions for them. The price is a simple mechanism to separate out those who are most serious.

Regardless, information wants to be free. There are a ton of free resources and communities online, not to mention a 600-page book, that should be enough for anyone to make exceptional progress.

4HB Tools and Tricks — all online!

Ever wished all of links in the 4-Hour Body "Tools and Tricks" were online? You asked and I heard you — all of the resources links are now online here. Enjoy!

Contest winners!

CONTEST #1

Blog post: Have a Good Eye for Ads? Try the (Lucrative) 4-Hour Body Experiment…

Date: October 13

Winner: Salman Sajid (Congratulations!)

Prize(s): North Face Prophet 65 Trekking Pack (Retail: $319), A round-trip anywhere in the world Star Alliance airlines fly (or $1,000 cash), All 4-Hour Body revenue via ads on my site for two weeks (potentially every post ever written), using your Amazon affiliate code.

Notes: Here is Salman's winning ad (he also won the smaller banner), based on click-through rate. I'll be doing a longer analysis in a future blog post. The genius "Eat Like Santa, Look Like Jesus" ads, which I also used to great effect, was designed (visual and copy) by Conway Anderson. Amusingly, he and I randomly met on the Embarcadero sidewalk on the SF waterfront. He gave me his card "just in case" and here we are.

CONTEST #2

Blog post: "The Land Rush: 48 Hours to Claim $4,000,000 in Prizes" "The 4-Hour Body is NOW OUT – Live Q&A Today, New Trailer, Free Books, and Much More"

Date: December 2010 (sadly, there were some great submissions who posted too late, like David Batchelor)

Winner: Camille. Runner-up:Roger P.

Prize(s): Free trip to the person who promotes The 4-Hour Body best this week. If you are the best promoter, judged by me and a panel of friends, you get to pick one trip of a lifetime… for free. I will almost definitely be in attendance: 8-Day Argentina Snow Adventure in Patagonia, or 10-Day Private Tour of India, including Miss India. Includes roundtrip economy airfare from and back to the U.S. Addendum: I'll give the runner-up a round-trip anywhere in the world that Continental flies (or StarAlliance). Camille, you can also take this, if you prefer. No expiration date.

Slow-Carb Clarifications

I'm currently getting at least 500-1,000 questions a day via the blog, Twitter, Facebook, etc. about the slow-carb diet. Let me clarify a few things:

Do not eat the following, except for cheat days:

Yams

Sweet potatoes

Quinoa

Dairy (this includes cheese and yogurt of all kinds)

I mention cottage cheese at one point as a last resort. It is low in lactose, which is what you need to avoid. Ghee and cream (for coffee) should not contain any lactose, hence you can use them. The same goes for effectively lactose-free, unflavored whey protein, etc..

SUPPLEMENTS: There is NO need for supplements on the slow-carb diet, besides magnesium, potassium, etc. in "Slow-Carb II." PAGG is NOT necessary, so if you find it confusing, just omit it.

Post-workout carbs – If your goal is fat loss, and assuming you are not training for endurance competition:

- If you male and not 12% bodyfat or less, no post-workout carbs.

- If you are females and not 20% bodyfat or less, no post-workout carbs.

In the end, the point of 4HB is intelligent and responsible SELF-EXPERIMENTATION. I will not answer all of your questions, precisely because I want you to think for yourselves and figure it out. Hundreds of you have already done. It's not that hard.

The following will address 99% of those who are confused:

- If you have to ask, don't eat it.

- If you haven't had blood tests done, I don't want to hear that the diet doesn't work.

- If you aren't measuring inches or haven't measured bodyfat % with an accurate tool (BodPod, etc. and NOT bodyfat scales), I don't want to hear that the diet doesn't work.

- If you're a woman and taking measurements within 10 days prior to menstruation (which I advise against in the book), I don't want to hear about the lack of progress.

- On the critical 4-6 week window:

For people over 40 and women (especially after two kids), it's quite common that the most dramatic fat-loss and weight change comes after 4-6 weeks on the diet. I have explanation for this. Needless to say, if you haven't done the diet for AT LEAST four weeks, please don't post a comment about plateauing and panicking. I can't give you meaningful advice without a ton of other supporting data (blood tests, etc.), and it's physically impossible for me to respond to each person.

To reiterate: The entire goal of 4HB is to make you a self-sufficient self-experimenter within safe boundaries. Track yourself, follow the rules, and track the changes if you break or bend the rules. Simple as that. That's what I did to arrive at my conclusions, and that's what you will do — with a huge head start with the 4HB — to arrive at yours.

Do it for 4 weeks and then troubleshoot if you're plateauing.

If you post a plea for help anywhere, include at least two FULL days of your meals and snacks so people can actually help you.

Most of those saying they're "following the diet to the letter" are doing nothing of the sort. Reread "Slow-Carb II" in 4HB.

Last, I'll repeat the basic approach to the unknown: If you have to ask, don't eat it.

4-Hour Body – common questions and Q&As

Most of the questions you could possibly ask about 4HB or slow-carb have been answered, whether related to carb-loading for endurance, orgasms, or other. I've done a few Q&As over the last few weeks, and I encourage you to check them out — lots of good questions:

4HB Presentation and extended Q&A at Twitter Headquarters [VIDEO]

4HB Presentation and extended Q&A at Twitter Headquarters [AUDIO] (after clicking the link, just wait 45 seconds to download the file for free)

Borders Books Q&A [TEXT]

Presentation and Q&A at Google Headquarters (the preso is the same as Twitter, but the Q&A is different and starts at 18:00)

Audiobook PDF downloads

The PDFs that accompany audiobook downloads (which I have nothing to do with) are apparently really hard to find. Please note: on Audible and elsewhere, there should be a small download link on your purchase confirmation for downloading the PDFs.

4HB reader-generated goodies: desktop wallpaper, etc.

Just for the fun of it, here is some desktop wallpaper created by Cole Morgan.

Media Samples

If you'd like to see how you must compress your sound bites for television, here is a brief clip of me from The View. I REALLY want to get Barbara Walters huge on creatine. She'd look amazing with killer forearms:

I will also be on Dr. Oz this Monday (Jan 24), and it should be a much longer segment and worth seeing. Find your local times here. I've been on his radio show twice, and we've always had a good time digging into the details. He doesn't hesitate to challenge.

4HB corrections and typos

Through the editing process, which included more than six passes of the manuscript and a team of copyeditors, typos inevitably ended up in 4HB. I'm thankful to you, my readers, for pointing most of them out. Here are those we've found so far. These are my notes sent to the publisher, so forgive the odd formatting, and most bolding has been removed:

1) HUPERZINE DOSE TYPO, PG. 280

"As I double-checked pg.280 of your 4-Hour Body book, I see that you indeed recommend 200 milligrams of the extract, however, the reader suggested that … it should, in fact, be 200 MICROgrams."

TIM: I'm not sure how this happened, but he's right. It should be "micrograms (mcg)" NOT milligrams. Please change to "micrograms (mcg)"

###

2) IODINE TYPO and add to biotin, PG 524

"Hello,??I noticed two typos on page 524:??* Iodine does not have a USRDA value of 1,500 mcg…it is actually 150 mcg."

TIM: This is correct. Please change to 150 mcg. I don't know how this happened, as it was accurate at manuscript stage. Needs to be "150 mcg"

"?* Biotin does not have a USRDA value of 30 mcg…it is actually 300 mcg."

TIM: He is incorrect here, I believe, but we should still update, as Biotin does not have an USRDA. Put "(no USRDA)" next to biotin like a few others.??

###

3) CINNAMON TYPO, PG. 101

"Under DAMAGE CONTROL you state that during your binge you consumed 1 tbsp cinnamon in your coffee. However under THE GLUCOSE SWITCH, when explaining types and quantities of cinnamon you stressed the importance of not exceeding 1.5 teaspoons a day. Which would mean you had consumed double that "safe" amount during your binge. Can you please clarify?"

TIM: "1 tbsp cinnamon" on pg. 101 (under "12:45pm") is a typo and should be "1 tsp cinnamon"

###

4) PG. 26

"That is, if you're a critical intervention patient, such as a morbidly

obese type 1 diabetic."

Should be changed to "type 2″:

"That is, if you're a critical intervention patient, such as a morbidly

obese type 2 diabetic."

###

5) PG. 116, PAGG

The end result was PAGG.

Policosanol: 20–25 mg

Alpha- lipoic acid: 100–300 mg (I take 300 mg with each meal, but some

people experience acid refl ux symptoms with more than 100 mg)

Green tea fl avanols (decaffeinated with at least 325 mg EGCG):

325 mg

Garlic extract: 200 mg

Daily PAGG intake is timed before meals and bed, which produces a

schedule like this:

Prior to breakfast: AGG

Prior to lunch: AGG

Prior to dinner: AGG

Prior to bed: PAGG

Should be changed to (changes in bold):

The end result was PAGG.

Policosanol: 20–25 mg

Alpha- lipoic acid: 100–300 mg (I take 300 mg with each meal, but some

people experience acid reflux symptoms with even 100 mg)

Green tea flavanols (decaffeinated with at least 325 mg EGCG):

325 mg

Garlic extract: at least 200 mg (I routinely use 650 mg)

Daily PAGG intake is timed before meals and bed, which produces a

schedule like this:

Prior to breakfast: AGG

Prior to lunch: AGG

Prior to dinner: AGG

Prior to bed: PAG (omit the green tea extract)

6) PG. 120, PAGG PARAGRAPH AND TOOLS AND TRICKS

[SECOND PARAG]

"Until further research concludes otherwise, I suggest using an

aged-garlic extract (AGE) with high allicin potential that includes all constituent parts, including S-Allyl cysteine."

Should be changed to [changes bolded]:

"Until further research concludes otherwise, I suggest using an

aged-garlic extract (AGE) with high allicin potential that includes all constituent parts, including S-Allyl cysteine. If AGE isn't available, unaged garlic extract appears to work at slightly higher doses."

[CHANGES IN TOOLS AND TRICKS]

I currently use the following products. I have no financial interest in any of them:

Vitamin Shoppe— Allicin 6000 Garlic, 650 mg, 100 caplets (www.fourhourbody.com/garlic)

Mega Green Tea Extract (decaffeinated), 725 mg, 100 capsules (www.fourhourbody.com/greentea)

Vitamin Shoppe— Alpha- Lipoic Acid, 300 mg, 60 capsules (www.fourhourbody.com/ala)

Nature's Life— Policosanol, 60 tablets (www.fourhourbody.com/policosanol)

Should be changed to (please just copy and paste the below):

I used the following products for my testing, but I'll update links based on availability and reader feedback. I have no financial interest in any of them:

Allicin 6000 Garlic—650 mg, 100 caplets (www.fourhourbody.com/garlic)

Mega Green Tea Extract— 325 mg EGCG, 100 capsules (www.fourhourbody.com/greentea)

Vitamin Shoppe—Alpha-Lipoic Acid, 100 mg, 60 capsules (www.fourhourbody.com/ala)

Nature's Life— Policosanol, 60 tablets (www.fourhourbody.com/policosanol)

###

7) CHANGE "Heinrich" to "Henrik" on pg. 256, parag 3

###

8) PG. 15 — "500 scientific citations" needs to be changed to "300 scientific citations"

Is it possible to remove fat from specific areas of the body? (Photo of low-fat legs: Kirikiri)

(Preface: This is one of the "bonus chapters" for The 4-Hour Body. My sincerest apologies for the delay! I was hoping to update all of them before posting, but I'll instead get them all up in the next 24 hours. Enjoy! New forums and more coming very soon…)

I'm allergic to food. Every time I eat it breaks out into fat.

—Jennifer Greene Duncan

Does History record any case in which the majority was right?

—Robert Heinlein

In the early 1900s, a 12-year-old girl burned the back of her hand. You are right: this is not newsworthy.

It's what followed the burn, documented in the medical records, that fascinated me:

Doctors used skin from her abdomen as a graft over the burn. By the time this girl turned thirty, she had grown fat, and the skin that had been transplanted to the back of her hand had grown fat as well. "A second operation was necessary for the removal of the big fat pads which had developed in the grafted skin," explained the University of Vienna endocrinologist and geneticist Julius Bauer, "exactly as fatty tissue had developed in the skin of the lower part of the abdomen."

The plight of women and fat is the stuff of legend.

Female fat deposition in the legs and buttocks increases with age, as does abdominal fat and the so-called saddle bags—fat just beneath the hips—in perimenopausal and menopausal women.

How is it that women can eat peanut butter, for example, and seemingly bypass the stomach to put it directly on their asses? Why doesn't this happen to men, who seem to put fat directly on their would-be six-pack, which ends up resembling more of a one-pack (or "six-pack in the cooler"), even if they have bodybuilder-like veins on their arms?

To paraphrase Gary Taubes: some biological factor must regulate this. One candidate is the A-2 receptor, and that is what I decided to look at for practical experimentation…

The A-2 receptor, or alpha-2 andrenergic receptor, is the party spoiler when it comes to fat-loss in gender-specific problem areas. From the journal Obesity Research (bolding is mine):

The fat on women's thighs is more difficult to mobilize due to increased alpha-2 adrenergic receptor activity induced by estrogen. Lipolysis [fat-loss] can be initiated through adipocyte receptor stimulation (beta adrenergic) or inhibition (adenosine or alpha-2 adrenergic) or by inhibition of phosphodiesterase.

In plain Ingrish, this means that estrogen helps pesky fat-mongering A-2 receptors do their work, and there are three effective gambits for losing fat despite this.

For decades, the consensus among exercise professionals has been that spot reduction—reducing fat in one specific body area—is impossible, a myth. I long assumed this was the case until I asked the hypothetical question: if we assume there might be an effective mechanism for spot reduction, what would it look like if we focused on the three above pathways?

It seemed that one answer would be a topical lotion that inhibits the A-2 receptor or blocks phosphodiesterase (1). Another potent and supporting mechanism might be reducing the availability of cortisol at the level of the fat cells themselves (2).

Guess what? There are compounds that can be used for either: aminophylline for the former and glycyrrhetinic acid for the latter.

The two are quite different. Aminophylline is a bronchodilator used for asthma that contains theophylline, a stimulant found in tea that is similar to caffeine. Glycyrrhetinic acid, on the other hand, prevents the breakdown of specific prostaglandins (PGE-2 and PGF-2a) and is derived from licorice; it can be used as a base for expectorants or even artificial sweeteners.

Fat-loss is an off-label use for the latter in particular, but clinical studies indicate that both can selectively reduce thigh fat in females and males when applied as a cream.

During the process of researching this book, I saw firsthand the empirical evidence of spot reduction with low-dose, high-frequency injections of human growth hormone (HGH), but the potential legal ramifications and side effects (like bone and organ growth) make HGH unattractive. If you see bodybuilders with distended abdomens that make them look like they're nine months pregnant, you've probably seen drug-induced visceral organ growth. It's not a look I recommend.

I'd also experimented on three occasions with converting yohimbine HCL into a topical cream based on the writing of Dan Duchaine, but the side effects, including excessive salivation (thank you, autonomous nervous system), weren't worth the negligible fat-loss.

Feeling like a Pavlovian dog about to vomit is no way to spend your life, and abs won't help your sex appeal if you're drooling on yourself.

It Rubs the Lotion on Its Skin

I took a nine-year hiatus from experimenting with spot reduction, until The 4-Hour Body gave me the excuse to fuss with it again.

The research led me to aminophylline and glycyrrhetinic acid. All that remained was to get my hands on both, which I did.

The easiest-to-purchase source of a 2% aminophylline cream was the extremely scammy-sounding Celluthin™, which I ordered on Amazon.

Glycyrrhetinic acid was much harder to locate, as I could only find it through prescription as Atopiclair™, which is used for dermatitis and has a single U.S. distributor in Tennessee, Graceway Pharmaceuticals LLC. Even with prescription-writing doctors willing to indulge me, Graceway made it almost impossible to find the product details and prescribing information for dosing. The latter is needed to write a "script," of course. Eventually we ferreted it out of some subpage on the website, and I was able to fill candidate B at a local Walgreen's within 48 hours.

Celluthin cost $49.99, and Atopiclair topped out at more than $100.

Here's what happened. We'll look at the prescription drug first, for reasons that will become clear.

The Results

Glycyrrhetinic Acid Cream (Atopiclair®)

FIRST, A WARNING FOR WOMEN: Glycyrrhetinic acid inhibits the breakdown of several prostaglandins, including PGF-2a, which therefore increases their levels. Since PGF-2a is known to stimulate uterine activity during pregnancy and can cause miscarriage, glycyrrhetinic acid should not be taken by those who are pregnant or attempting to become pregnant.

I applied Atopiclair thrice daily—upon waking, again at 5:00 P.M., and again before bed—for 13 days. I believe both the effects and potential side effects would have been even more pronounced for a woman:

Before (November 10, 2009) and After (November 23, 2009)

Treated right chest: 5 mm –> 4.43 mm (-.57 mm)

Untreated left chest: 5 mm –> 5.5 mm (+.5 mm)

All measurements were taken at least three times and then averaged. For example, the first "5mm" was derived from readings of 4.9, 5.0, and 5.1 millimeters. But back to our story…

To account for systemic changes, such as diet-induced fat loss or gain, and to create a control, I treated only the right side of my chest on the upper torso. Sites were as far apart as possible and therefore near the armpits.

I lost more than 10% total fat on the treated side and gained exactly 10% on the untreated side. These measurements were clear, and the fat gain on the untreated area made sense, as I was in an overfeeding phase.

The next set of measurements, however, were confusing.

Treated right abdominal: 7.0 mm –> 5.93 mm (-1.07 mm)

Untreated left abdominal: 6.3 mm –> 5.13 mm (-1.17 mm)

The abdominal area I measured is the mid-tier of the six-pack, the second "bump" up from the bottom in the rectus abdominus, or the first "bump" above the navel. I chose this area instead of the usual one inch to either side of the navel because it produced more consistent readings with the ultrasound device I used (4).

You read the data right: though I lost fat on both sides, I lost more fat on the untreated side. No matter how many times I repeated the measurements, that was the conclusion.

Huh?

I have no explanation, other than a possible crossover effect from the topical application, as the measured areas were separated by no more than one inch. I knew this would be a risk—hence the decision to measure the opposing sides of the chest as well.

Can we reconcile the apparent benefit on the chest and the conflicting data from the abs? Not with this alone. There is really only one solution: repeat the test.

Fortunately, our other candidate gave much clearer results.

Aminophylline Cream

Celluthin™ has the following ingredients listed on the label in (assuming this was done as the FTC requires) descending order of volume:

Purified water, Aminophylline, Yerbe Matte, Coleus Forskohli Extract, Oil of Peppermint, Carbomer, Triethanslamide, Liposomes, Butylparaben, Isobutylparaben, Isopropylparaben, Phenoxyethanol, D & C Red #28

I was particularly impressed with the misspellings of both "yerba mate" and "coleus forskohlii." Needless to say, I did not expect this product to have an effect, and I couldn't find clinical support for topical spot reduction use of the ingredients besides aminophylline.

I used the product twice daily on my right thigh only, upon waking and before sleep, for 18 days.

Before (October 12, 2009) and After (October 30, 2009) Measurements:

Treated right thigh midline, six inches above kneecap upper limit: 8.1 mm –> 7.4 mm5 (-0.7)

Untreated left thigh (same measurement): 7.9 mm –> 7.8 mm6 (-0.1)

On the treatment thigh, I lost 8.64% of my fat thickness, as opposed to a 1.26% loss on the control leg. Even more incredible was the apparent persistence of effect after cessation of use.

Here are the same measurements 11 days after I stopped application of the cream:

Right thigh: 7 mm (additional 5.71% reduction, or 0.4 mm)

Left thigh: 8.3 mm (a gain of 0.3 mm)

In other words, even though I was in an overeating phase and gained fat on my left thigh (0.3 millimeters), I continued to lose fat, almost an additional 6%, on the right thigh, which had been previously treated. I didn't believe this outcome and remeasured the sites three times, but the data were consistent.

Consider me a believer.

Based on my experience, using a 2% aminophylline cream for two and a half weeks, applied twice daily, accelerates thigh fat-loss more than 10 times compared to a control.

I'll leave the Atopiclair to the dermatitis sufferers.

Tools and Tricks

Celluthin – The topical lotion containing aminophylline that effectively inhibits the A-2 receptor. Use carefully, as it appears to continue to inhibit this receptor for at least several days after you've stopped using it.

Non-affiliate Amazon link

Affiliate Amazon link (I get a small commission)

Atopiclair (Glycyrrhetinic Acid Cream) (www.atopiclairus.com). Here's where you can find more information about Atopiclair. You won't be able to order the product directly, but you can get rebates on the official site if you decide to apply for a prescription.

Footnotes and References:

1 – This increases cAMP, which facilitates catecholamine stimulation of lipolysis.

2 – Via inhibition of 11beta-hydroxysteroid dehydrogenase type 1.

3 – All measurements were taken at least three times and averaged, in this case from

readings of 4.9, 5.0, and 5.1 millimeters.

4 – Using ultrasound higher than the standard abdominal point, the ultrasound echo

from the fascia (connective tissue) layer can get weaker, which reduces the risk of

the software switching between the fascia and the true fat-muscle interface.

5 – Averaged from measurements of 7.0, 7.3, 7.4, and 7.5 millimeters.

6 – Averaged from measurements of 8.0, 7.8, and 7.8 millimeters.

Tracy: 100+ lbs. lost with 2-3 sessions per week.

In The 4-Hour Body, I profiled Tracy R., a mother of two who lost more than 100 pounds.

The secret wasn't marathon aerobics sessions, nor was it severe caloric restriction. It was the Russian kettlebell swing, twice a week for an average of 15–20 minutes. Her peak session length was 35 minutes.

This post will explain how to perform the two-handed kettlebell swing, and it will offer a cheap $10 alternative.



Beyond fat loss, this movement will help build a superhuman posterior chain, which includes all the muscles from the base of your skull to your Achilles tendons. For maximum strength and sex appeal in minimal time, the posterior chain is where you should focus. From "violent hips" for power sports, to the perfect ass for aesthetics, I suggest one starting point:

The Swing

…

(Trouble seeing the videos? Click here, in order, for Kettlebell Swing ABCs and The $10 T-Bar.)

Reps and Sets – Less is More

Long before I met Tracy, I met "The Kiwi" in Buenos Aires, Argentina.

In early 2006, he happened to be taking a private Spanish lesson in the same café where I was finishing the manuscript for The 4-Hour Workweek, and we quickly became close friends. He had competed in elite-level rugby in New Zealand but was equally proud, I soon learned, of applying his BSE in exercise physiology to perfecting the female posterior.

He told me the story over a bottle of Catena Malbec. His obsession started when he saw a professional samba dancer in Brazil balance tequila shots on top of each butt cheek in a dance club. Lamenting the lack of similar scenes in his own country, he set off on a mission to isolate the best exercises for creating buttocks worthy of tequila shots.

By 2000 he had refined his approach to a science. In four weeks, he took his then-girlfriend, an ethnic Chinese with a surfboardlike profile, to being voted one of the top-10 sexiest girls out of 39,000 students at the University of Auckland. Total time: four weeks. Other female students constantly asked her how she'd lifted her glutes so high up her hamstrings.

If The Kiwi could have answered for her, he would have said, "Add reps and weights to the swings."

In 2005, my interest in kettlebells reinvigorated, I returned to the United States from Argentina and purchased one 53-pound kettlebell. I did nothing more than one set of 75 swings one hour after a light, protein-rich breakfast, twice a week on Mondays and Fridays. In the beginning, I couldn't complete 75 consecutive repetitions, so I did multiple sets with 60 seconds between until I totaled 75. Total swing time for the entire week was 10–20 minutes.

I wasn't trying to balance tequila shots on my butt cheeks. I wanted clear six-pack abs. In six weeks, I was at my lowest bodyfat percentage since 1999, and l'd reached my goal. I've since worked up to 50+ reps with the 106-lb. "beast" (video), which has directly transferred to 100-lb.+ gains in the deadlift.

The king of exercises—the two-handed kettlebell swing—is all you need for dramatic changes.



Here are a few guidelines:

• Stand with your feet 6–12 inches outside of shoulder width on either side, each foot pointed outward about 30 degrees. If toes pointed straight ahead were 12:00 on a clock face, your left foot would point at 10:00 or 11:00, and your right would point at 1:00 or 2:00.

• Keep your shoulders pulled back (retracted) and down to avoid rounding your back.

• The lowering movement (backswing) is a sitting-back-on-a-chair movement, not a squatting- down movement.

• Do not let your shoulders go in front of your knees at any point.

• Imagine pinching a penny between your butt cheeks when you pop your hips forward. This should be a forceful pop, and it should be impossible to contract your ass more. If your dog's head gets in the way, it should be lights out for Fido.

75 total reps, 2-3 times a week, is the recipe.

Simple works.

###

Odds and Ends: An Appeal

George Bush 691 vs. 4-Hour Body 427 –

Since the book came out, I've fantasized about having more Amazon reviews than George Bush. Now, it's actually possible! The ask: If you've enjoyed the 4-Hour Body, could you pretty please take 30 seconds to leave a short Amazon review here?

I'll toast some wine and do a thank-you video this weekend if I crush The Decider. Thanks in advance — it's been an exciting few weeks, and this would really be the icing on the cake.

Much more to come soon…

(Photo: Garland Cannon)

It was just past 5pm EST in Manhattan, and I'd been on pins and needles all day.

The report was coming in any minute. All attempts to nap earlier, despite two hours of sleep, had failed. There would be no rest on this Wednesday.

Now, in the lobby of the ACE Hotel, a few friends — including my agent, Steve Hanselman, my assistant, Charlie Hoehn, and my brother from another mother, Chris — had gathered with me to drink champagne. No matter the outcome, it had been a hard-fought battle over three years. THREE YEARS. Hospitalizations, surgeries, you name it.

I stared at the floor, reciting the reasons why things could go right. Most of them were silly and superstitious. Then my internal devil's advocate chimed in with the reasons other books would beat me: better retail placement, celebrity authors, dedicated TV shows, etc.

"It's here."

I looked up. Steve smiled and handed me his Blackberry:

#1: The 4-Hour Body.

The 4-Hour Body had hit #1 on The New York Times bestseller list, on the hardest list (Advice, How-To) during the hardest week of the year.

I was in shock for the rest of the evening.

THANK YOU

For the rest of the night, as my friends fed me shots, I thought back to 2007, when The 4-Hour Workweek was turned down by 26 out of 27 publishers.

Everything that I've experienced in the last three years is thanks to you. I learn more from you than I could ever teach.

Much more to come soon (including a detailed post-game analysis of the launch), but — for the time being — I'll keep it simple: THANK YOU.

I love you all.

May you and yours have the most joyous of holidays. Now, I need to get to wine and chocolate with the family… :)

Merry Christmas! 2011 is going to be the best year yet for all of us!

Un abrazo grande,

Tim

Today (Saturday) is the last day that The 4-Hour Body has to beat Guinness on the New York Times' bestseller list. Although my book has done well on Amazon, Guinness OWNS retail, which is at least 60% of our total reported sales.

For three years, I went through hell and back for this book (100s of experiments like the above), so I'll kindly ask for your help one last time.

If you've been on the fence, I implore you to please take a look at the book and consider ordering. If you've been enjoying the book but haven't told any friends, I implore you to please share your enthusiasm or favorite tips with them in the next 12 hours, if you can. If you really liked it, please consider getting copies as a gift this Saturday.

That said, I really hope you enjoy the following excerpt from the appendices, which explores a common question: isn't self-experimentation valueless if it's just one person's experience?

As we shall see, self-experimentation need not be extreme (I do the extremes so you don't have to), and you can make significant discoveries with a sample size of one.

I'll let a professional explain how: Dr. Seth Roberts…

The Value of Self-Experimentation

"All life is an experiment. The more experiments you make the better." —Ralph Waldo Emerson

"It doesn't matter how beautiful your theory is, it doesn't matter how smart you are. If it doesn't agree with experiment, it's wrong." —Richard Feynman

This is an excerpt from The 4-Hour Body, written by Dr. Seth Roberts, professor emeritus of psychology at the University of California–Berkeley and professor of psychology at Tsinghua University. His work has appeared in the New York Times Magazine and The Scientist, and he is on the editorial board of the journal Nutrition.

###

I started self-experimentation when I was a grad student. I was studying experimental psychology; self-experimentation was a way to learn how to do experiments.

One of my first self-experiments was about acne. My dermatologist had prescribed tetracycline, an antibiotic. Just for practice, I did an experiment to measure its effect. I varied the dosage of tetracycline—the number of pills per day—and counted the number of pimples on my face each morning. First I compared six pills per day (a high dose) and four pills per day (the prescribed dose). Somewhat to my surprise, they produced the same number of pimples. I tried other dosages. Eventually I tried zero pills per day. To my shock, zero pills per day produced the same number of pimples as four or six pills per day. The conclusion was unavoidable: the drug had no effect. (Many years later, research articles about antibiotic-resistant acne began to appear.) Tetracycline is a prescription drug; it's not completely safe. I'd been taking it for months.

My dermatologist had also prescribed benzoyl peroxide, which comes in a cream. When my self-experimentation started, I believed that tetracycline was powerful and benzoyl peroxide weak, so I rarely used the cream. One day I ran low on tetracycline. Better use the cream, I thought. For the first time, I used the cream regularly. Again I was shocked: it worked well. Two days after I started using it, the number of pimples clearly went down. When I stopped the cream, two days later the number of pimples rose. When I restarted the cream, the number of pimples went down again.

My data left no doubt that (a) tetracycline didn't work and (b) benzoyl peroxide did work—the opposite of my original beliefs. My dermatologist thought both worked. He'd seen hundreds of acne patients and had probably read hundreds of articles about acne. Yet in a few months I'd learned something important he didn't know.

This wasn't the usual line about self-experimentation. Read any book about it, such as Lawrence Altman's Who Goes First? The Story of Self-Experimentation in Medicine, and you will come away thinking that self-experimentation is done by selfless doctors to test new and dangerous treatments. My experience was different. I wasn't a doctor. I wasn't trying to help someone else. I didn't test a dangerous new treatment. Unlike the better-known sort of self-experimentation, which usually confirms what the experimenter believes, my self-experiments had shown I was wrong.

From my acne research I learned that self-experimentation can be used by non-experts to (a) see if the experts are right and (b) learn something they don't know. I hadn't realized such things were possible. The next problem I tried to solve this way was early awakening. For years, starting in my twenties, I woke up early in the morning, such as 4 a.m., still tired but unable to go back to sleep. Only a few dreary hours later would I be able to fall back asleep. This happened about half of all mornings. It showed no sign of going away. I didn't want to take a pill for the rest of my life—not that there are any good pills for this—so I didn't bother seeing a doctor. The only hope for a good solution, as far as I could tell, was self-experimentation.

So I did two things:

I recorded a few details about my sleep. The main one was whether I fell back asleep after getting up. How often this happened was my measure of the severity of the problem. In the beginning, I couldn't fall back asleep about half of all mornings.
I tested possible solutions.

The first thing I tried was aerobic exercise. It didn't help. Early awakening was just as common after a day with exercise as after a day without exercise. I tried eating cheese in the evening. It didn't help. I tried several more possible remedies.

None helped. After several years, I ran out of things to try. All my ideas about what might help had proved wrong.

Yet I managed to make progress. For unrelated reasons, I changed my breakfast from oatmeal to fruit. A few days later, I started waking up too early every morning instead of half the time. The problem was now much worse. This had never happened before. I recorded the breakfast change on the same piece of paper I used to keep track of my sleep, so the correlation was easy to see. To make sure the correlation reflected causality, I went back and forth between fruit and oatmeal. The results showed it was cause and effect. Fruit for breakfast caused more early awakening than oatmeal for breakfast. After ten years when nothing I'd done had made a difference, this was a big step forward. I eventually figured out that any breakfast made early awakening more likely. A long experiment confirmed this. The best breakfast was no breakfast.

I was less surprised than you might think. I knew that in a wide range of animals, including rats, a laboratory result called anticipatory activity is well established. If you feed a rat every day at the same time, it will become active about three hours earlier. If you feed it at noon, it will become active about 9 a.m. I had been eating breakfast at about 7 a.m. and waking up about 4 a.m. I had essentially found that humans were like other animals in this regard.

Not eating breakfast reduced early awakening but didn't eliminate it. In the following years, self-experimentation taught me more about what caused it. By accident, I found that standing helped. If I stood more than eight hours in a day, I slept better that night. That wasn't practical—after trying to stand that much for several years, I gave up—but the realization helped me make another accidental discovery 10 years later: standing on one leg to exhaustion helps. If I do this four times (left leg twice, right leg twice) during a day, even in the morning, I sleep much better that night. More recently, I've found that animal fat makes me sleep better.

Both effects are dose-dependent. I can get great sleep if I stand enough and great sleep if I eat enough animal fat.

How much animal fat is "enough"? I've just started trying to figure this out using pig fat, which I consume in a cut called pork belly (the part of the pig used for bacon). I found that 150 grams of pork belly had a little effect; 250 grams of pork belly had a much clearer effect. The effect seems to get larger with more pork belly (e.g., 350 grams). Because pork belly may be more than 90% fat by calories (there is great variation from one piece to the next), it's a lot of calories of fat to get the maximum possible effect. I need to burn a lot of calories per day to make that many calories easy to eat, but it's in some respects more convenient than standing on one foot.

Acne and sleep were my first self-experimental topics. Later I studied mood, weight control, and the effects of omega-3 on brain function. I learned that self-experimentation has three uses:

To test ideas. I tested the idea that tetracycline helps acne. I tested ideas about how to sleep better. And I've tested ideas derived from surprises. A few years ago, while trying to put on my shoes standing up, I realized my balance was much better than usual. I'd been putting on my shoes standing up for more than a year; that morning it was much easier than usual. The previous evening I'd swallowed six flaxseed-oil capsules. I did self-experiments to test the idea that flaxseed oil improves balance. (It did.)
To generate new ideas. By its nature, self-experimentation involves making sharp changes in your life: you don't do X for several weeks, then you do X for several weeks. This, plus the fact that we monitor ourselves in a hundred ways, makes it easy for self-experimentation to reveal unexpected side effects. This has happened to me five times. Moreover, daily measurements—of acne, sleep, or anything else—supply a baseline that makes it even easier to see unexpected changes.
To develop ideas. That is, to determine the best way to use a discovery and to learn about the underlying mechanism. After I found that flaxseed oil improved balance, I used self-experimentation to figure out the best dose (three to four tablespoons per day).

One complaint about self-experimentation is that you're not "blind." Maybe the treatment works because you expect it to work. A placebo effect. I have never seen a case where this appeared to have happened. When treatment 10 helps after treatments 1 through 9 have failed to help (my usual experience), it's unlikely to be a placebo effect. Accidental discoveries cannot be placebo effects.

My experience has shown that improve-your-life self-experimentation is remarkably powerful. I wasn't an expert in anything I studied—I'm not a sleep expert, for example—but I repeatedly found useful cause-and-effect relationships (breakfast causes early awakening, flaxseed oil improves balance, etc.) that the experts had missed. This isn't supposed to happen, of course, but it made a lot of sense. My self-experimentation had three big advantages over conventional research done by experts:

More power. Self-experiments are far better at determining causality (does X cause Y?) than conventional experiments. Obviously they're much faster and cheaper. If I have an idea about how to sleep better, I can test it on myself in a few weeks for free. Conventional sleep experiments take a year or more (getting funding takes time) and cost thousands of dollars. A less obvious advantage of self-experimentation is that more wisdom is acquired. We learn from our mistakes. Fast self-experimentation means you make more mistakes. One lesson I learned stands out: Always do the minimum—the simplest, easiest experiment that will make progress. Few professional scientists seem to know this. Finally, as I mentioned earlier, self-experimentation is much more sensitive to unexpected side effects.
Stone Age–like treatments are easy to test. I repeatedly found that simple environmental changes, such as avoiding breakfast and standing more, had big and surprising benefits. In each case, the change I'd made resembled a return to Stone Age life, when no one ate breakfast and everyone stood a lot. There are plenty of reasons to think that many common health problems, such as diabetes, high blood pressure, and cancer, are caused by differences between modern life and Stone Age life. Modern life and Stone Age life differ in many ways, of course; the fraction of differences that influence our health is probably low. If so, to find aspects of Stone Age life that matter, you have to do many tests. Self-experiments, fast and cheap, can do this; conventional experiments, slow and expensive, cannot. In addition, conventional research is slanted toward treatments that can make money for someone. Because conventional research is expensive, funding is needed. Drug companies will fund research about drugs, so lots of conventional research involves drugs. Elements of Stone Age life (such as no breakfast) are cheap and widely available. No company will fund research about their effectiveness.
Better motivation. I studied my sleep for 10 years before making clear progress. That sort of persistence never happens in conventional health research. The reason is a difference in motivation. Part of the difference is how much the researcher cares about finding solutions. When you study your own problem (e.g., acne), you care more about finding a solution than others are likely to care. Acne researchers rarely have acne. And part of the motivation difference is the importance of goals other than solving the problem. When I studied my sleep, my only goal was to sleep better. Professional scientists have other goals, which are enormously constraining.

One set of prison bars involves employment and research funding. To keep their jobs (e.g., get tenure, get promoted, get jobs for their students, and get grants), professional scientists must publish several research papers per year. Research that can't provide this is undoable. Another set of prison bars involves status. Professional scientists derive most of their status from their job. When they have a choice, they try to enhance or protect their status. Some sorts of research have more status than others. Large grants have more status than small grants, so professional scientists prefer expensive research to cheap research. High-tech has more status than low-tech, so they prefer high-tech. As Thorstein Veblen emphasized in The Theory of the Leisure Class (1899), useless research has higher status than useful research. Doing useless work, Veblen said, shows that you are higher-status than those who must do useful work. So researchers prefer useless research, thus the term "ivory tower." Fear of loss of job, grant, or status also makes it hard for professional scientists to propose radical new ideas. Self-experimenters, trying to solve their own problem on their own time, are not trapped like this.

Acne illustrates the problem. The dermatological party line is that diet doesn't cause acne. According to a website of the American Academy of Dermatology, "extensive scientific studies" show it's a "myth" that "acne is caused by diet." According to "guidelines for care" for dermatologists published in 2007, "dietary restriction (either specific foods or food classes) has not been demonstrated to be of benefit in the treatment of acne." In fact, there is overwhelming evidence linking diet and acne. Starting in the 1970s, a Connecticut doctor named William Danby collected evidence connecting dairy consumption and acne; it is telling that Danby wasn't a professional scientist. When his patients gave up dairy, it often helped. In 2002, six scientists (none a dermatologist) published a paper with the Weston Price–like conclusion that two isolated groups of people (Kitava Islanders and Ache hunter-gatherers) had no acne at all. They had examined more than 1,000 subjects over the age of 10 and found no acne. When people in these groups left their communities and ate differently, they did get acne. These observations suggest that a lot of acne—maybe all of it—can be cured and prevented by diet.

Why is the official line so wrong? Because the painstaking research needed to show the many ways diet causes acne is the sort of research that professional researchers can't do and don't want to do. They can't do it because the research would be hard to fund (no one makes money when patients avoid dairy) and because the trial and error required would take too long per publication. They don't want to do it because it would be low-tech, low-cost, and very useful—and therefore low-status. While research doctors in other specialties study high-tech expensive treatments, they would be doing low-cost studies of what happens when you avoid certain foods. Humiliating. Colleagues in other specialties might make fun of them. To justify their avoidance of embarrassment, the whole profession tells the rest of us, based on "extensive scientific studies," that black is white. Self-experimentation allows acne sufferers to ignore the strange claims of dermatologists, not to mention their dangerous drugs (such as Accutane). Persons with acne can simply change their diets until they figure out what foods cause the problem.

Gregor Mendel was a monk. He was under no pressure to publish; he could say whatever he wanted about horticulture without fear for his job. Charles Darwin was wealthy. He had no job to lose. He could write On the Origin of Species very slowly. Alfred Wegener, who proposed continental drift, was a meteorologist. Geology was a hobby of his. Because they had total freedom and plenty of time, and professional biologists and geologists did not (just as now), Mendel, Darwin, and Wegener were able to use the accumulated knowledge of their time better than the professionals. The accumulated knowledge of our time is more accessible than ever before. Self-experimenters, with total freedom, plenty of time, and easy access to empirical tests, are in a great position to take advantage of it.

The above is an excerpt from the new book The 4-Hour Body

###

Tools and Tricks

Seth Roberts, "Self-Experimentation as a Source of New Ideas: Ten Examples Involving Sleep, Mood, Health, and Weight," Behavioral and Brain Science 27 (2004): 227–88 (www.fourhourbody.com/new-ideas) This 61-page document about self-experimentation provides an overview of some of Seth's findings, including actionable sleep examples.

The Quantified Self (www.quantifiedself.com) Curated by Wired cofounding editor Kevin Kelly and Gary Wolf, a managing editor of Wired, this is the perfect home for all self-experimenters. The resources section alone is worth a trip to this site, which provides the most comprehensive list of data-tracking tools and services on the web (www.fourhourbody.com/quantified).

Alexandra Carmichael, "How to Run a Successful Self-Experiment" (www.fourhourbody.com/self-experiment) Most people have never systematically done a self-experiment. And yet, it's one of the easiest methods for discovering what variables are affecting your well-being. This article shows you the five principles that will help you get started in running successful self-experiments. Bonus: an 11-minute video from Seth Roberts, discussing experiment design.

CureTogether (www.curetogether.com) CureTogether, which won the Mayo Clinic iSpot Competition for Ideas That Will Transform Healthcare (2009), helps people anonymously track and compare health data to better understand their bodies and make more informed treatment decisions. Think you're alone with a condition? Chances are you'll find dozens of others with the same problem on CureTogether.

Daytum (www.daytum.com) Conceived by Ryan Case and Nicholas Felton, Daytum is an elegant and intuitive service for examining and visualizing your everyday habits and routines.

Data Logger (http://apps.pachube.com/datalogger) Data Logger for iPhone enables you to store and graph any data of your choosing along with a time-stamp and location. It can be used for anything, whether food-related, animal sightings, or temperature sensor readings around your neighborhood. If you can think of it, it can be recorded and tracked.

Resources

[How Seth Roberts' self-experimentation began]. Roberts, Seth.  Surprises from self-experimentation: Sleep, mood, and weight. Chance.  2001; 4(2):7-18. UC Berkeley: Available from: http://escholarship.org/uc/item/5bv8c7p3
[The first of many papers to show antibiotic-resistant acne was a significant problem]. Eady EA, Cove JH, Blake J, Holland KT, Cunliffe WJ. Recalcitrant acne vulgaris. Clinical, biochemical and microbiological investigation of patients not responding to antibiotic treatment.  Br J Dermatol. 1988; 118:415-23.
Roberts, Seth. Self-experimentation as a source of new ideas: Ten examples about sleep, mood, health, and weight. Behavioral and Brain Sciences.  2004; 27(2), 227-288. UC Berkeley: Available from http://repositories.cdlib.org/postprints/117/
Boulos Z, Rosenwasser AM, Terman M. Feeding schedules and the circadian organization of behavior in the rat. Behav Brain Res. 1980; 1:39–65.
Seth Roberts' blog: http://blog.sethroberts.net.
Acne myths: http://www.skincarephysicians.com/acnenet/myths.html on 2009-09-13.
Guidelines of care: http://www.aad.org/research/_doc/ClinicalResearch_Acne%20Vulgaris.pdf on 2009-09-17.
Danby: http://www.boston.com/news/health/articles/2007/12/16/a_clear_connection?mode=PF on 2009-09-17.
No acne among two isolated groups: Cordain L, Lindeberg S, Hurtado M, Hill K, Eaton SB, Brand-Miller J. Acne vulgaris: a disease of Western civilization. Arch Dermatol. 2002; 138:1584-90.
Dangers of Accutane: http://www.accutane-side-effects.net/ on 2009-09-13.
Wegener: http://www.pangaea.org/wegener.htm on 2009-09-17.

Trailer concepted and produced by the amazing Epipheo Studios for Traileo.tv

Today is the day.

After three years of work, The 4-Hour Body is available everywhere!

I work very hard on my books. My first and previous book, The 4-Hour Workweek, has an 5-star average on Amazon with more than 1,000 reviews, and it has been a Top-10 Amazon Customer Favorite:

Compared to that book, I spent 3 TIMES longer on the new book — The 4-Hour Body — to ensure it worked with men and women, with young and old.

It is the definitive choose-your-own-adventure guide to the human body, ranging from fat-loss and muscular gain to sex and sleep. Everything is tested and it all works.

I have now negotiated the price down to a mere $14.50.

Why? Because I'm proud of this book and want it to be #1 on The New York Times bestseller list. That said, I have a very tough opponent. The Guinness Book of World Records is #1 for this week every year. Last I looked, Guinness was barely ahead of me:

With your help, I can beat them.

In this post, and for the next 48 hours, I will:

- Offer complementary "thank you" gifts to anyone who has, or will, buy a copy of The 4-Hour Body.

- Offer $260 of kick-ass goods to anyone who buys 3 copies (costs less than $45).

- Offer a free $16,000 trip to the person who promotes The 4-Hour Body best this week.

- Do a two-hour live Q&A about the book today (Tues), starting at 2:30pm EST on Facebook (www.facebook.com/timferriss).

In addition to getting new readers, I also want to reward people who pre-ordered long ago, and help readers who missed past prizes due to tech glitches. So, here we go, one at a time…

One Book

If you buy, or have bought, The 4-Hour Body in any format:

For the next 48 hours only, you can get a FREE digital PDF copy of The 4-Hour Workweek (usually $20) and a free copy of "The Slow-Carb Diet: Volume 1″ (not available anywhere else), both hosted by E-Junkie.

STEP ONE:

If you haven't already, buy The 4-Hour Body for about $14.50 on Amazon, Barnes and Noble (1,000 signed copies at this page! See "Overview" "Product Details"), or through any other retailer. If you buy it in a book store, keep the receipt. Only hardcover counts for the bestseller lists, so it's easily the most helpful for me (please!), but you can buy any format: Audiobook (abridged), Kindle, Nook, etc..

STEP TWO – LAST STEP:

Fill out this short form. You'll get the PDFs within 72 hours.

Three Books (First 1,000 people get it; US shipping addresses for the books, please)

If you want to buy 3 copies, you can get $260 of bonuses for less than $45 of books:

- 1 bottle of Super Cissus RX ($45), one of my staple supplements.

- 3-month Daily Burn Pro membership ($30)

- 1-year of 'Performance Menu Journal' Magazine ($30)

- 3 months Evernote Premium (first 500 only!) ($15)

- "Find Your First Profitable Idea" with Ramit Sethi ($100 for full course)

- Digital copy of "The 4-Hour Workweek" ($20)

- The Slow-Carb Cookbook ($20)

STEP ONE:

Buy three copies on Amazon or elsewhere.

STEP TWO – LAST STEP:

Fill out this short form. Done.

Promote your heart out, live like a rockstar

If you want to go for the gold, get amped and promote The 4-Hour Body this week (deadline is 12 midnight PST, Friday) and tell me what you did in the comments. Measure your impact (clicks, sales, etc.) whenever possible.

If you are the best promoter, judged by me and a panel of friends, you get to pick one trip of a lifetime… for free. I will almost definitely be in attendance:

8-Day Argentina Snow Adventure in Patagonia

10-Day Private Tour of India, including Miss India

How to promote? That's up to you. E-mail your friends, share links (like www.fourhourbody.com) on Facebook, join relevant LinkedIn groups, give a copy to a popular radio station as a giveaway… it's entirely up to you!

Here are the descriptions:

8-Day Argentina Snow Adventure in Patagonia

Eight-day guided ski-snowboard adventure in mystical Patagonia, Argentina. Your guides introduce you to the best skiing, local culture, outstanding meals and red wines. Visit charming villages, situated on glacier cut lakes and national parks.

Also includes roundtrip economy airfare from and back to the U.S. I'm almost 100% that I'll be there, as I LOVE Argentina, especially Patagonia. Provided by Powderquest — check 'em out. Yoga in between runs, if you like? Malbec or hot chocolate? Yes, please.

Date: TBD based on your availability.

(Photo: DJ DeepS)

10-Day Private Tour of India, including Miss India

10-day "SamaSundarbans" trip to West Bengal with Tim Ferriss and his friends, where you will meet some of Samasource's Service Partners and experience the beauty of India. After two days visiting Samasource's Service Partners in Kolkata, enjoy a five-day tour across the Sundarbans.

Bengali for "beautiful forests," the Sundarbans are an "alluvial archipelago" of 102 islands settled between the Ganga and Brahmaputra rivers and accessible only by boat. Take a river cruise and observe the region's diverse wildlife including saltwater crocodiles, bullsharks, and the Royal Bengal Tiger. After enjoying your eco-friendly expedition and luxury lodging in the Sundarbans, journey back to Kolkata and let our field associates and former Miss India Sandhya Chib give you an authentic taste of India! Long known as the cultural capital of India, Kolkata is the main business, commercial, and financial hub of eastern India and burgeoning urban metropolis. After exploring the city's historical and popular landmarks, enjoy a special South Asian dinner in your honor, hosted by Miss India and special guests.

Includes: Economy airfare to and from India. Accommodations and internal transportation for entire trip in West Bengal, meals during Sundarbans tour, dinner with Miss India, Tim Ferriss, and special guests.

Date: TBD based on your availability.

###

Which adventure will you choose in this choose-your-own-adventure post?

No matter what, there's one starting point: The 4-Hour Body.

Start a domino effect that will make 2011 your best year yet.

Enjoy!

The "LapDawg" earns $10,000-$25,000 per month for Tonny Shin.

In the last four years, I've received hundreds of successful case studies via e-mail, and more than 1,000 new businesses were created during a recent Shopify competition, but I've presented only a handful of a case studies.

In this post, I'll showcase three successful muses inspired by The 4-Hour Workweek, including lessons learned, what worked, and what didn't. Income ranges from $1,500 – $25,000 per month…

"LapDawg" by Tonny Shin

Describe your muse in 1-3 sentences.

Portable laptop table(s).

What is the website for your muse?

http://lapdawg.com

How much revenue is your muse currently generating per month (on average)?

$10,000 – $25,000 per month

To get to this monthly revenue number, how long did it take after the idea struck?

6 months.

How did you decide on this muse?

I got injured one day, severely twisting my ankle while playing tennis. The doctor said to stay in bed with minimal movement. Well, there is not much to do in bed lying around all day, and I needed my laptop. But it was super uncomfortable to use! Your groin area heats up a lot when it's on your lap, which is no good for a male.  I tried propping it up on a pillow but the laptop would overheat.  I also got sore in a hurry when I was on my stomach.  I needed something to hold my laptop that was portable, ergonomically comfortable, and easy to adjust to any position I wanted.

What ideas did you consider but reject, and why?

Starting an internet marketing and consulting business. There were just too many negatives. It turned out to be: (1) Un-scalable, since there is only one of me; (2) Time-consuming, not only in the technical/maintenance side, but also educating the client; (3) Cost heavy. You need to find good web designers and skilled programmers, and pay them a good hourly rate; (4) Research heavy. You need to keep up with this stuff all the time; (5) On call. You have to be around if you want to bring in sales and keep your clients happy, no matter what situation comes up.

My most important goal for me planning my own business was all about "ROE," or Return On Effort, and NOT just "ROI."  The ROE for consulting would have been way too low, while LapDawg happens to be very high!

What were some of the main tipping points (if any) or "A-ha!" moments? How did they come about?

The main "A-ha" was realizing that starting with the right complementary partners was key to long-term success!  Fortunately, my job at the time gave me access to talented web designers and programmers. Selling them on the idea, getting the right agreements in place, and then splitting the work involved took time to develop.  But in the end, you have to trust that people will do what they are best at.

To this degree, it substantially cut our initial costs as I partnered up with a web designer, and business analyst/programmer who, by profession, allowed maximum efficiency in getting things done right!

What resources or tools did you find most helpful when you were getting started?

Since my partners lived far away from each other in our city, it was hard to get together face-to-face on a regular basis. We decided that a private online collaboration tool would help us communicate better getting the project up and running.  So we signed up for Central Desktop.  At the time, they allowed one project to be free. Anymore and you had to pay. We definitely maxed out that one free project!

We had good private discussions and everything was documented. It turned out to be valuable in that I can now look back and see what I did wrong or right.

What were your biggest mistakes, or biggest wastes of time/money?

Getting the pricing of our product right. Our initial price included shipping. It turned out that, due to the dramatic variations in shipping costs, we were not making any money and actually lost some in our first month.

Raising the price, splitting shipping separately, and changing the value proposition on our website helped significantly.

What have been your key marketing and/or manufacturing lessons learned?

Very important: For Chinese manufacturers, make sure they are the original manufacturer. A lot of Chinese companies will claim they are manufacturers but are in fact middlemen. They will take your requests and modifications, then outsource them to the lowest priced manufacturer who may not produce the best quality, but will give them the best deal. They will go to great lengths to produce authentic proof that they are the original manufacturer, and you have no way of knowing unless you physically visit them.

Hire a consultant who will check them out in person and report their findings back to you.

If you used a manufacturer, how did you find them? What are your suggestions for first-timers?

Make travel plans to visit Canton Fair. Not only is it one of the largest in the world, it's also a real eye-opener on what brand names companies use to produce their stuff. Each booth will have brochures and catalogs on what they manufacturer, which are free to pick up in exchange for your business card. Make sure to bring LOTS of business cards!

Any key PR wins? Media, well-known users, or company partnerships, etc.? How did they happen?

We were mentioned in Kevin Kelly's newsletter (contacted him).

Placement in "The Shop" in Rolling Stone Magazine for 2 months. (Paid advertisement)

Hands-on reviews from The Gadgeteer, Virtual Hideout, About.com's Mobile Office, and Digital Trends (all contacted via email).

Where did you register your domain (URL)?

http://moniker.com

Where did you decide to host your domain?

http://softlayer.com

If you used a web designer, where did you find them?

I partnered with one.

If you were to do it all over again, what would you do differently?

Make sure that you have your business basics down first. Proper business bank account(s), incorporate earlier, record expenses properly, keep receipts, and get your accounting straight. It's very hard to switch things over later, so invest some time at the outset and get it right.

Although obvious in practice, it's hard to do as it is detail-oriented work and requires patience. It takes away from the "real" work that needs to be done but come tax time, you will absolutely regret that you did not do this from the start. It becomes much more error prone and harder to do everything at the end of the corporate year.

What's next?!

Develop more products, improve our current products, create more product videos, try affiliate marketing, and experiment more with social media.  There is a whole world of exposure methods online.  You have to dig in and try them all!

"Butterfly Repellent" by Timothy Spencer

Describe your muse in 1-3 sentences.

Natural Defense against social anxiety and stage fright. Safe alternative to beta blockers (when used for stage fright).

What is the website for your muse?

http://butterflyrepellent.com

How much revenue is your muse currently generating per month (on average)?

$1,000 – $2,500 per month

To get to this monthly revenue number, how long did it take after the idea struck?

1 year (2 months on market)

How did you decide on this muse?

After watching the documentary "Bigger, Stronger, Faster," I learned about a growing problem of musicians and actors abusing prescription beta blockers to mediate the effects of stage fright. I looked to see if there was a natural alternative on the market, and there wasn't.

What ideas did you consider but reject, and why?

I was originally working on a relaxation drink (think anti-Red Bull). I had contacted manufacturers and was just about to order product when I learned about the growing problem of beta-blocker abuse. I saw a niche and my business made a major pivot.

What were some of the main tipping points (if any) or "A-ha!" moments? How did they come about?

1. I play volleyball for my university and tested the initial batches on my team. Positive feedback from the team was very encouraging.

2. I was so excited after having my first logo designed (outsourced on eLance). I made the logo my wallpaper on my computer and iPhone, and showed it to everyone. I don't actually use it anymore, but it gave real life to the product and motivated me to keep pushing forward.

3. Getting my first few sales online was easily one of the most motivating experiences I've had.

What resources or tools did you find most helpful when you were getting started?

The podcast "Automate My Small Business" is GREAT. Youtube tutorials for learning WordPress and Photoshop. ODesk.com for outsourcing and managing VA's.

What were your biggest mistakes, or biggest wastes of time/money?

Waiting until things were "perfect" before going ahead with them. Market presence was held off for months because we kept fine-tuning the website. I eventually realized that things will never be perfect, and most hang ups are self-imposed.

What have been your key marketing and/or manufacturing lessons learned?

Prompt, positive, and courteous customer service is invaluable. I've had great success with providing personalized coupon codes for whoever emails with a question.  For instance, if I receive an email with questions from Amber, I tell her in the response that she can enter the coupon code "amberisawesome" for 10 dollars off. A little more work but well worth it.

If you used a manufacturer, how did you find them? What are your suggestions for first-timers?

I used thomas.net to contact dozens of manufacturers around the country. I found one that was local and we were able to meet face-to-face. He loved the business idea and liked me a lot. My starting budget was very small and I was able to talk him into developing and manufacturing the smallest order he had ever done. He was happy to do so, which would have never happened without a face-to-face meeting.

Any key PR wins? Media, well-known users, or company partnerships, etc.? How did they happen?

I have tried reaching out to local newspapers, attempting to spin an interesting story for them (e.g. "Local student-athlete finds creative way to pay tuition"). No takers yet, but the effort continues.

Where did you register your domain (URL)?

http://godaddy.com

Where did you decide to host your domain?

http://godaddy.com

If you were to do it all over again, what would you do differently?

Move things forward quicker. I think I could be 6 months ahead of where I am now if I had made bolder decisions and taken action instead of waiting for everything to fall into place.

What's next?!

The next big goal is to try and land product on retail shelves.

The company is very young and I see a bright future. November was the first $1,000+ month and with a continued effort in Adwords and SEO, these numbers will only go up.

"ClockSpot" by Jason Ho

Describe your muse in 1-3 sentences.

Clockspot is a web-based employee time tracking tool, designed for business owners. Employees clock in from any phone or computer. Managers can then check timesheets online instantly.

What is the website for your muse?

http://www.clockspot.com

How much revenue is your muse currently generating per month (on average)?

More than $25,000 per month

To get to this monthly revenue number, how long did it take after the idea struck?

12 months.

How did you decide on this muse?

I originally came up with Clockspot because my parents needed a way to track time for different employees at different offices. Being a techie, I insisted that they hold off on buying physical time clocks, and instead wait for me to make them a simple web-based time clock. Within 3 days, I had a rough but usable prototype.

What ideas did you consider but reject, and why?

Out of college, I started a social Question & Answer website called Qaboom.com (pronounced "Kaboom!"). It didn't work out for a number of reasons: partner conflicts, difficulties gaining traction, a failed partnership, etc. I learned a whole lot, but had to cut my losses and move on.

I dabbled in a couple of startup projects/ideas after that, then eventually came up with Clockspot.  I've been running it ever since.

What were some of the main tipping points (if any) or "A-ha!" moments? How did they come about?

"The 4-Hour Workweek" really struck a chord with me because my company was growing quickly, and there was this forever-growing list of things that needed to get done. I was working 80+ hour weeks, at the expense of everything else around me: my relationships, my social life, my body… Being a perfectionist, I was very reluctant to delegate tasks to anyone but myself.

After reading the book, particularly the lesson about "The Art of Letting Bad Things Happen," I decided to outsource support. The obvious benefit was that I no longer had to answer emails and phone calls myself. The most surprising benefit, however, was that it actually increased my focus and productivity by an order of magnitude, which was so much more valuable than the actual hours outsourcing saved me (~20-30 hours/week).

Because I didn't have to directly deal with customers, I could actually think clearer and make better decisions about the overall direction of the product. Anyone who's had a startup can probably relate to this: it's really hard to say "no" to a customer when you don't have that many of them. Because I wanted to please every customer and acquire every prospect that came in, I had this never-ending list of features to implement. I ended up scrapping this enormous list, and decided to only concentrate on the top 5 items.

Outsourcing support was the stimulus to my four hour work week. I delegated all tasks that weren't core to my business, moved to Taiwan, then spent the next two years traveling Asia and South America, working only 4 hours/month while my company continued to grow. "A-ha!" is an understatement!

What resources or tools did you find most helpful when you were getting started?

I read a lot of books. About one every two weeks. I had no business experience or real mentors, so I had a lot to learn a lot on my own.

The most influential books I read were:

1) The 4-Hour Workweek (Tim Ferriss)

2) Crossing the Chasm (Geoffrey A. Moore)

3) The World is Flat (Thomas Friedman)

I have since moved to Silicon Valley, so my best resources now are other talented entrepreneurs.

What were your biggest mistakes, or biggest wastes of time/money?

I experimented with many different types of advertising: newspaper, magazine, buying leads, and even hiring a company to cold call. They were all a huge waste of money, but I wouldn't consider any of them to be mistakes… unless I did them all over again!

My biggest mistake was trying to save money on hosting. When I first started, I went with a budget host, and never bothered to switch until my server crashed one day. After being on hold for hours with the hosting company and being transferred a thousand times, they finally fixed the issue 8 hours later. I lost 15% of my customer base that week.

Clockspot is now hosted on Rackspace, which we pay an arm and a leg for, but now our service is 100% solid. High-end servers, hardware redundancy, load balancing, dedicated firewall, daily security scans, etc. We've never had a downtime ever since switching to Rackspace.

What have been your key marketing and/or manufacturing lessons learned?

Track everything. A/B test everything. I am consistently surprised at how wrong my assumptions are.

A good example is to always track the performance of your keywords from start to finish. I used to pay for the keyword "time clock" because it brought a lot of traffic, and a decent amount of sign ups. However, it wasn't until I started tracking actual account activations (when a sign up becomes a paying customer) that I realized "time clock" wasn't converting at all, compared to the lower traffic key phrase "online time clock," which was converting many times more than "time clock".

If you track enough data, you'll eventually be able to quantify each action a visitor takes into a dollar amount. For example, I know customers that searched "online time clock" and signed up for our newsletter will have a X% chance of signing up, which converts Y% of the time, which translates to $Z/month in earnings.

Now if Clockspot's monthly growth ever fluctuates, I know exactly which levers caused it.

Where did you register your domain (URL)?

http://www.godaddy.com

Where did you decide to host your domain?

http://www.rackspace.com

If you used a web designer, where did you find them?

I am both the designer and developer.

If you were to do it all over again, what would you do differently?

Drop out of college to start Clockspot sooner! Just kidding, if mom and dad are reading…

Honestly nothing. I have a tendency to not listen to good advice, which causes me to try and fail, then start preaching that same advice. But as a result, I never really regret anything that I do.

What's next?!

During my two years of travel, my main accomplishments were:

1) Climbing Mount Everest to Basecamp (where the oxygen is 50% that of sea level).

2) Biked the circumference of Taiwan (~1000 km).

3) Volunteered in the relief effort for Haiti.

I ended up moving to Silicon Valley and plan to start other businesses, as well as get involved in more humanitarian work.

Life plan = loop { create_value(); have_fun(); }

###

Need help with developing or perfecting your "muse"?

This following offer is only available for the next 12 hours.

Click here to learn how you can get a complete site review from me and one of the best site testers in the world… or a one-hour phone call with me. Ridiculous as it might seem (it is ridiculous), I get at least $50,000 per 60-minute speaking engagement, so this is something I never do.

Want to also get your X-mas shopping done in one shot?

Click here to learn how… and also get a 1-hour group conference call with me.

It's time to celebrate! Three years in the making, The 4-Hour Body debuts next Tuesday.

I'm throwing a blow-out party in New York City that evening to thank readers who can attend. I hope to do more parties around the world in the coming months to thank you all. My sincerest gratitude to The King Collective for producing this event and making it gorgeous.

Here are the details — first the basics, then the fun stuff…

Date: Tues, December 14th

Time: 8pm – 11pm

Open bar (free drinks): 8pm – 10pm

RSVP: RSVPs are required to gain entrance. See below for details.

NOTE: Since we are serving alcohol, this sadly means we cannot admit anyone under the age of 21. Sorry!

Location: Greenhouse (we have the entire 6,000 square-foot club)

150 Varick St.

New York, New York 10013

Pics

Goodies:

- In addition to the free bar from 8-10pm,

- The first few hundred attendees will get gift bags (not free books, but other fun)

- There will be exclusive drinks available that include:

Edible Green Tea Leaves

Entropy

Cheribundi

I will be hanging out with everyone for the majority of the event, and I'll do some Q&A if people would like. If you've never seen me drunk, it's pretty funny.

RSVPs

The last time I bought out a movie theater for Waiting for Superman, 400 people reserved free tickets and 100 people didn't show up. This meant 100 people who could have gone got screwed, and $1,000+ dollars were wasted.

To minimize the no-show problems, every attendee must RSVP and it costs $10.

In NYC, this will obviously be paid back with your first drink. I will not earn a single dollar — this will be used to cover staff costs, and the remainder (at least 50%) will be donated to the non-profit DonorsChoose.org to help high-need classrooms in the US.

To RSVP, please go here. Hope to see you there!

Abrazo fuerte :)

Tim

###

Odds and Ends: 48 Hours Left for $4,000,000 in Prizes!

If you haven't taken a close look at some of these book giveaway packages — including trips around the world, gadgets and gizmos from The 4-Hour Body, and much more — you should check them out here. Offers end on Sunday and they're going fast.

Have you ever gone on safari in Africa?

Been trained by world champions?

Crossed the Atlantic on a 119-foot schooner?

Taken a private tour of an Indian archipelago, complete with tigers, crocodiles, and… Miss India?

Now you can. Or… if you simply want thousands of dollars of cutting-edge gadgets, you can have those, too.

Welcome to "The Land Rush," intended to be the largest book promotion in history.

The goal of this post is to offer the prizes of a lifetime, and to help The 4-Hour Body beat The Guinness Book of World Records on The New York Times bestseller list. Every package is worth at least twice the cost of the books, often up to 10x. More than $4,000,000 in prizes are up for grabs.

Every year, Guinness owns the NY Times list the week of 12/14. This year, I want that to change.

This is THE promotion for the book, and it will not be repeated. Pub day will not offer anything better. My World Series starts now.

IMPORTANT NOTES:

- For the NY Times, the book bonuses can only apply to HARDCOVER copies shipped to US addresses. Sorry!

- Copies of the new book will all ship starting 12/14. All bonuses will be delivered the week of 12/14 (digital) or the week of 12/21 (non-book physical goods).

- For the Barnes and Noble signed copies, it says "Signed Edition" on the "Overview" tab of the page.

- If you don't need all of the books you buy, I am happy to donate the remainder to a worthwhile organization (library, school, company, event, etc.) on your behalf.

This giveaway lasts exactly 48 hours and ends at midnight on Sunday. It's strictly first come, first served, and "limited to 5 spots" means the sixth person doesn't get it.

I hope you enjoy this as much as I enjoyed putting it together. Grab what you can!

Ready? Set? Go.

+++
Bonus Packages for 1 to 300 books

Click the links below to jump to their full description. All are over-the-top, but the 30-book deal is particularly ridiculous.

+++
Bonus Packages for 1,000 books

Though it depends on schedule, I will try to join as many of these as possible — I'll obviously be at the first! Every package is amazing, and they will go quickly.

+++

If you can't afford the Superman Showcases listed above, here's your chance to win whatever isn't bought: promote The 4-Hour Body like your life depends on selling 50,000 copies (without spamming), and describe what you did in the comments. The same 48-hour deadline applies. Try and measure the impact (clicks, sales, etc.) whenever possible, and put "CONTEST" at the top of your comment.

+++
Bonus Packages for 5,000 to 10,000 books

+++

Spots: Unlimited spots available

Having trouble reading the slides? Just click the Menu button and select "View Fullscreen."

- Digital copy of 'The 4-Hour Workweek' ($20)

- Slow-Carb Cookbook ($20)

- "Find Your First Profitable Idea" with Ramit Sethi ($100 for full course)

Total value: $140 (for a $16 book)

INSTRUCTIONS:

Buy one copy at either Barnes and Noble (2,000 signed copies available!) or Amazon.
Fill out this form.

Back to the list

+++

Spots: Limited to 4,000 people

Having trouble reading the slides? Just click the Menu button and select "View Fullscreen."

- 1 bottle of Super Cissus RX ($45)

- 3-month Daily Burn Pro membership ($30)

- 1-year of 'Performance Menu Journal' Magazine ($30)

- 3 months Evernote Premium (first 1,000 only!) ($15)

- The 4-Hour Body thong from American Apparel (first 250 buyers get this!) (Priceless)

- "Find Your First Profitable Idea" with Ramit Sethi ($100 for full course)

- Digital copy of 'The 4-Hour Workweek' ($20)

- Slow-Carb Cookbook ($20)

Total value: $260 (for $48 of books)

INSTRUCTIONS:

Buy three copies at either Barnes and Noble (2,000 signed copies available!) or Amazon.
Fill out this form.

Back to the list

+++

Spots: Limited to 1,000 people

Having trouble reading the slides? Just click the Menu button and select "View Fullscreen."

- 1-hour group Q&A conference call with Tim (Priceless)

- 1-year Evernote Premium ($45)

- 1 bottle of BodyQuick ($50)

- 1 bottle of Super Cissus RX ($45)

- 3-month Daily Burn Pro membership ($30)

- 1-year of 'Performance Menu Journal' Magazine ($30)

- "Find Your First Profitable Idea" with Ramit Sethi ($100 for full course)

- Digital copy of 'The 4-Hour Workweek' ($20)

- Slow-Carb Cookbook ($20)

Total value: $340 (for $80 of books)

INSTRUCTIONS: Book your spot on EventBrite.

Back to the list

+++

Spots: Limited to 500 people

Having trouble reading the slides? Just click the Menu button and select "View Fullscreen."

- AppSumo bundle (see Slideshare above for details), courtesy of Matt Smith and Noah Kagan ($160)

- 1-month virtual assistant with RentASmile.com ($55)

- 1-hour group Q&A conference call with Tim (Priceless)

- 1-year of 'Performance Menu Journal' Magazine ($30)

- "Find Your First Profitable Idea" with Ramit Sethi ($100 for full course)

- Digital copy of 'The 4-Hour Workweek' (first 48 hours of promotion only!) ($20)

- Slow-Carb Cookbook ($20)

Total value: $385 (for $160 of books)

INSTRUCTIONS: Book your spot on EventBrite.

Back to the list

+++

Spots: Limited to 100 people

Having trouble reading the slides? Just click the Menu button and select "View Fullscreen."

- My Zeo sleep device ($300)

- Dragon Door Kettlebell ($110)

- Premium vibrator from Jimmyjane ($145)

- 2-Total Immersion swimming DVDs ($80)

- FatGripz ($50)

- StumbleUpon ad credit ($100)

- Online B.J.J. & grappling training with Marcelo Garcia ($75)

- 1-year of 'Power Magazine' by Mark Bell ($30)

- THE MUSE SUITE:

+++ – Ra Vision Gear sunglasses ($290)

+++ – Southern Thread jeans ($80)

+++ – WiseCovers Kindle case ($50)

+++ – Edible green tea leaves ($25)

+++ – Physicool ice pack ($20)

+++ – Antoine Amrani chocolates ($20)

+++ – Kankuamo coffee ($15)

+++ – EarPeace ear plugs ($13)

+++ – Sir Richard's condoms ($13)

+++ – Solar F/X sport spray ($12)

+++ – SlantShack beef jerky ($10)

+++ – Steve's Original PaleoKit ($7)

+++ – Salazon chocolate ($4)

+++ – Venus Dream lip balm ($4)

More:

- 1-hour group Q&A conference call with Tim (Priceless)

- 1-year of 'Performance Menu Journal' Magazine ($30)

- "Find Your First Profitable Idea" with Ramit Sethi ($100 for full course)

- Digital copy of 'The 4-Hour Workweek' ($20)

- Slow-Carb Cookbook ($20)

Total value: $1,623 (for $480 of books)

INSTRUCTIONS: Book your spot on EventBrite. This offer is only available to those with shipping addresses in the United States.

Back to the list

+++

Spots: Limited to 10 people

Having trouble reading the slides? Just click the Menu button and select "View Fullscreen."

FIRST, CHOOSE ONE OF TWO:

- Site or blog review from Tim Ferriss and Hiten Shah, CEO of KissMetrics (Priceless)

OR

- 1-hour Skype call with Tim Ferriss (Priceless)

Then, more bonus gifts:

- One bottle of limited edition Fledgling wine, signed by founders of Twitter, with 4 Hour Body laser-engraved case (Priceless)

- Sous Vide Supreme or Demi (Up to $450)

- DNA imprint self-portrait ($300)

- Limited edition 4-Hour Body Macbook Pro case ($130)

- Custom tango shoes ($160)

- Airbak backpack ($150)

- 4-Hour Body Youbars ($33)

- 1-hour group Q&A conference call with Tim (Priceless)

- 1-year of 'Performance Menu Journal' Magazine ($30)

- Digital copy of 'The 4-Hour Workweek' ($20)

- Slow-Carb Cookbook ($20)

Total value: Priceless (for $4,800 of books)

INSTRUCTIONS: Book your spot on EventBrite.

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1,000 books ($16,000)

Spots: Limited to 5 people

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- An evening in San Francisco with Tim to discuss anything you want. This could be a two hour dinner at one of Tim's favorite restaurants, followed by two hours of talking over wine, or something as wild as enjoying a trampoline park after overdosing on green tea. You're welcome to invite one friend or colleague to join in on the fun. Tim's most recent 60-minute speaking engagements range from $60,000 – $80,000, and he rarely does consulting. This is an exclusive offer. Included FOR 1-PERSON: Hotel, food, drink, and roundtrip economy airfare from anywhere in the U.S. (Priceless)

- Limited edition wine, signed by founders of Twitter (Priceless)

- 1-year of 'Performance Menu Journal' Magazine ($30)

- Digital copy of 'The 4-Hour Workweek' ($20)

- Slow-Carb Cookbook ($20)

Total value: Priceless (for $16,000 of books)

INSTRUCTIONS: Click here to book 4 Hours in S.F. with Tim Ferriss.

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1,000 books ($16,000)

Spots: Limited to 1 person

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- 8-day guided ski-snowboard adventure in Patagonia, Argentina. Your guides will introduce you to the best skiing, local culture, outstanding meals and red wines. Visit charming villages, situated on glacier cut lakes and national parks. Roundtrip economy airfare included. (Priceless)

- Limited edition wine, signed by founders of Twitter (Priceless)

- 1-hour group Q&A conference call with Tim (Priceless)

- 1-year of 'Performance Menu Journal' Magazine ($30)

- Digital copy of 'The 4-Hour Workweek' ($20)

- Slow-Carb Cookbook ($20)

Total value: Priceless (for $16,000 of books)

INSTRUCTIONS: Click here to book the Argentina Snow Adventure.

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1,000 books ($16,000)

Spots: Limited to 1 person

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- Ultrarunning trip with world-class ultrarunner, Marshall Ulrich. Marsh is offering two possible trips for any runner that wants to improve their skills. First option is a day cruise to the Galapagos in January, 2011 or dates of the winner's choosing. Second option is The Dreams in Action Running Camp in Death Valley in October, 2011. Roundtrip economy airfare included. See above Slideshare for more details. (Priceless)

- Limited edition wine, signed by founders of Twitter (Priceless)

- 1-hour group Q&A conference call with Tim (Priceless)

- 1-year of 'Performance Menu Journal' Magazine ($30)

- Digital copy of 'The 4-Hour Workweek' ($20)

- Slow-Carb Cookbook ($20)

Total value: Priceless (for $16,000 of books)

INSTRUCTIONS: Click here to book the Ultrarunning Trip with Marshall Ulrich.

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1,000 books ($16,000)

Spots: Limited to 1 person

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- Two week wellness and writing retreat in Italy. A unique experience to live and work (both creatively and personally) in one of the most beautiful, expansive natural locations in the world. From June 12-25, 2011. Roundtrip economy airfare included. (Priceless)

- Limited edition wine (1 bottle), signed by founders of Twitter (Priceless)

- 1-hour group Q&A conference call with Tim (Priceless)

- 1-year of 'Performance Menu Journal' Magazine ($30)

- Digital copy of 'The 4-Hour Workweek' ($20)

- Slow-Carb Cookbook ($20)

Total value: Priceless (for $16,000 of books)

INSTRUCTIONS: Click here to book the Italian Wellness and Writing Retreat.

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1,000 books ($16,000)

Spots: Limited to 3 people

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- Ticket to the Indy 500 with VIP access to the race team pit area, hospitality suite, lap around the track in pace car, driver autographs, signed hats and shirts, etc. Roundtrip economy airfare included. (Priceless)

- Limited edition wine (1 bottle), signed by founders of Twitter (Priceless)

- 1-hour group Q&A conference call with Tim (Priceless)

- 1-year of 'Performance Menu Journal' Magazine ($30)

- Digital copy of 'The 4-Hour Workweek' ($20)

- Slow-Carb Cookbook ($20)

Total value: Priceless (for $16,000 of books)

INSTRUCTIONS: Click here to book one of three Indy 500 VIP tickets.

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1,000 books ($16,000)

Spots: Limited to 1 person

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- Spend an afternoon in NYC learning Brazilian Ju-Jitsu and grappling from Marcelo Garcia, the 4-time world champion who is widely considered to be one of the best pound-for-pound submission grapplers in the world. This will include private lessons. Afterwards, enjoy lunch or dinner with Josh Waitzkin, world chess master, subject of the film Searching for Bobby Fischer, 5-time national champion & 1-time world champion in Tai Chi Chaun, and author of The Art of Learning. (Priceless)

- Limited edition wine (1 bottle), signed by founders of Twitter (Priceless)

- 1-hour group Q&A conference call with Tim (Priceless)

- 1-year of 'Performance Menu Journal' Magazine ($30)

- Digital copy of 'The 4-Hour Workweek' ($20)

- Slow-Carb Cookbook ($20)

Total value: Priceless (for $16,000 of books)

INSTRUCTIONS: Click here to book Training with Marcelo Garcia & Dining with Josh Waitzkin.

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1,000 books ($16,000)

Spots: Limited to 2 people

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- 10-day "SamaSundarbans" trip to West Bengal with Tim Ferriss and two companions, where you will meet some of Samasource's Service Partners and experience the beauty of India. After two days visiting Samasource's Service Partners in Kolkata, enjoy a five-day tour across the Sundarbans. Bengali for "beautiful forests," the Sundarbans are an "alluvial archipelago" of 102 islands settled between the Ganga and Brahmaputra rivers and accessible only by boat. Take a river cruise and observe the region's diverse wildlife including saltwater crocodiles, bullsharks, and the Royal Bengal Tiger. After enjoying your eco-friendly expedition and luxury lodging in the Sundarbans, journey back to Kolkata and let our field associates and former Miss India Sandhya Chib give you an authentic taste of India! Long known as the cultural capital of India, Kolkata is the main business, commercial, and financial hub of eastern India and burgeoning urban metropolis. After exploring the city's historical and popular landmarks, enjoy a special South Asian dinner in your honor, hosted by Miss India and special guests. Includes (for three): Accommodations and internal transportation for entire trip in West Bengal, meals during Sundarbans tour, dinner for three with Miss India, Tim Ferriss, and special guests. Does not include: Airfare to and from India. (Priceless)

- Limited edition wine (1 bottle), signed by founders of Twitter (Priceless)

- 1-hour group Q&A conference call with Tim (Priceless)

- 1-year of 'Performance Menu Journal' Magazine ($30)

- Digital copy of 'The 4-Hour Workweek' ($20)

- Slow-Carb Cookbook ($20)

Total value: Priceless (for $16,000 of books)

INSTRUCTIONS: Click here to book the 10-Day India Tour.

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1,000 books ($16,000)

Spots: Limited to 2 people

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- Explore the beauty of Kenya, home of the Masai Mara National Reserve, and Mount Kenya. Leila Janah, founder and CEO of Samasource, will accompany you and Tim on this ten day "Samasafari," which includes two days meeting Samasource's Service Partners in Nairobi and eight days exploring Kenya's wild side! Take your sense of adventure to new heights on a trekking tour of Mount Kenya, Kenya's tallest peak at over 17,000 feet, and surrounding national parks. Don't miss the chance to see Mount Kenya's magnificent glaciers in their last years, before they disappear forever. After your trek around Mount Kenya, relax and experience the breathtaking wildlife of Kenya during a safari through the Masai Mara, home to a diversity of wildlife including large prides of lions, cheetahs, leopards, hyenas, and more. With its rolling grasslands and wide-open savannah, the Masai Mara promises a picturesque African safari experience. Accommodations and meals during the safari will be provided by your Masai Mara safari lodge. Finish your trip in Kenya on the beautiful beaches of Lamu, Kenya's oldest living town and a UN World Heritage Site. Includes: Accommodations and internal transportation for four in Kenya for trip to Service Partners, Mt. Kenya trek, Masai Mara tour and Lamu trip; meals for Masai Mara tour; park entrance fees; English speaking guide. Not included: Airfare to and from Africa. (Priceless)

- Limited edition wine (1 bottle), signed by founders of Twitter (Priceless)

- 1-hour group Q&A conference call with Tim (Priceless)

- 1-year of 'Performance Menu Journal' Magazine ($30)

- Digital copy of 'The 4-Hour Workweek' ($20)

- Slow-Carb Cookbook ($20)

Total value: Priceless (for $16,000 of books)

INSTRUCTIONS: Click here to book the 10-Day African Safari.

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The Big Kahunas: 5,000 and 10,000
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Spots: Limited to 2 people

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- Two full days in San Francisco with Tim Ferriss. "Experience San Francisco with me as I like to enjoy it. My favorite activities, my friends, my favorite hidden spots — all expenses paid, everything taken care of. You will have a full 48 hours to ask me anything you like, and it's up to you how much work and how much play you want to enjoy. This will be a San Francisco experience you will never forget!"

- Warriors game with Peter Guber and Tim Ferriss. The first person to purchase the 5,000-book package will have the option, if they wish, of joining Tim Ferriss for an evening at a Golden State Warriors game at Oracle Arena with the new co-owner, Hollywood icon, Peter Guber. Saturday, February 5th is the most likely Saturday home game, and you & Tim would join Peter in the owner's suite: Golden State Warriors vs. the Chicago Bulls. PETER GUBER has produced or executive produced a long list of award-winning films, including "Rain Man," "Batman," "Midnight Express," "The Color Purple," and "Gorillas in the Mist." He has had an extraordinarily varied and successful career, serving as Studio Chief at Columbia Pictures; Co-Chairman of Casablanca Records and Filmworks; CEO of Polygram Entertainment; Chairman and CEO of Sony Pictures; and Chairman and CEO of his current venture, Mandalay Entertainment Group. Guber is now the owner and co-executive chairman of the NBA's Golden State Warriors and oversees one of the largest combinations of professional baseball teams and venues nationwide. He is also a longtime professor at UCLA and a Harvard Business Review contributor. Learn more about Peter here.

- Private sailing lesson in San Francisco. OCSC Sailing, a school that's trained thousands of sailors around the world, is offering 1-day private lessons in the San Francisco Bay. ($1,150)

- VIP access to Tim's next party. Tim is known for throwing great parties and successful events, from Australia to South Africa, with a "who's who" guest list. You can expect a great time and a high-profile crowd for his next party. Date TBD.

- Elliptigo 8S. The Elliptigo is the world's first elliptical bicycle.  It combines the handling and maneuverability of a road bike with the cardiovascular intensity of running outside.  Used by top marathoners, including Dean Karnazes, with a similar training effect as running without injuries. ($2,200)

- Limited edition wine (1 bottle), signed by founders of Twitter (Priceless)

- 1-hour group Q&A conference call with Tim (Priceless)

- 1-year of 'Performance Menu Journal' Magazine ($30)

- Digital copy of 'The 4-Hour Workweek' ($20)

- Slow-Carb Cookbook ($20)

Total value: Priceless (for $80,000 of books)

INSTRUCTIONS: Click here to apply for one of two "Inflection Point" spots.

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Spots: Limited to 1 person.

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- The Uberman: Full body testing. This is the big one. Super-exclusive and all-inclusive body testing — genetics, nutrients, hormones — with a top secret start-up. Nothing like this has ever existed before. This offer is not only completely inaccessible to the general public, it's also unavailable for purchase ANYWHERE IN THE WORLD. Truly a once-in-a-lifetime opportunity.

- Transatlantic Crossing. Sail across the Atlantic with Tim aboard the 119 ft. schooner Argo. Passage starts in Antigua and finishes in Nice, with stops in the Azores and Gibraltar. This is a hands-on experience, taking turns at the helm, holding watches, and being a part of the crew. Participant must be in good health with no serious illness, disability, or previous serious medical history. Includes roundtrip economy airfare from the US to Antigua and back from Nice to the US.

- Personal portrait painting. Be immortalized with your very own personal watercolor portrait, featuring you and one of your obsessions/hobbies. Kelly Eddington (the artist) has had her paintings displayed in galleries throughout the United States, and her work is often noted by Roger Ebert on his blog. ($3,200)

- VIP access to Tim's next party. Tim is known for throwing great parties and successful events, from Australia to South Africa, with a "who's who" guest list. You can expect a great time and a high-profile crowd for his next party.

- Elliptigo 8S. The Elliptigo is the world's first elliptical bicycle.  It combines the handling and maneuverability of a road bike with the cardiovascular intensity of running outside.  Used by top marathoners, including Dean Karnazes, with a similar training effect as running without injuries. ($2,200)

- Limited edition wine (1 bottle), signed by founders of Twitter (Priceless)

- 1-hour group Q&A conference call with Tim (Priceless)

- 1-year of 'Performance Menu Journal' Magazine ($30)

- Digital copy of 'The 4-Hour Workweek' ($20)

- Slow-Carb Cookbook ($20)

Total value: Priceless (for $160,000 of books)

INSTRUCTIONS: Click here to apply for UBERMAN.

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