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(2:47) - Tim looks back at the origins of the 4-Hour Workweek and early incarnations of the book   (9:30) - Mike and Tim discuss the idea of talking to real customers and of “getting real” to increase the chances of your startup’s success   (12:41)  - Tim offers his thoughts on category design and the importance of creating a category, as well as working in categories where there were few competitors   (18:02) - Tim discusses the marketing ideas behind the 4-Hour Workweek and finding product-market fit, and offers ideas for book promotion   (31:05) - Mike and Tim share their ideas on the role of a startup advisor, and how to pick the right advisor for your company   (36:44) - Mike and Tim discuss the risks of negotiating with high-conflict people, and Tim reflects on his failures as a startup advisor   (40:27) - Tim stresses the importance of a quality product over public relations and personal brand