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Tra Williams

Tra Williams

Florida, United States

Tra is a speaker, author, entrepreneur, and nationally recognized expert in entrepreneurship and small business strategy. He has guided thousands of aspiring entrepreneurs out of traditional employment.

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About the author

Tra Williams is a speaker, entrepreneur, and nationally recognized expert in entrepreneurship and small business strategy. During his 25-year career, he has sat at the helm of two international brands and has guided thousands of entrepreneurs on their journey to self-employment.

Tra has been featured or quoted in dozens of publications, including Forbes, Bloomberg, and Franchise Times. He has made it his mission to rescue 1 million entrepreneurs from traditional employment and reverse the decline of American Entrepreneurship.

When not running one of his businesses, speaking, or writing about entrepreneurship, Tra lobbies to protect small businesses in Washington D.C. He lives and works out of his home office in sunny St. Augustine, Florida.
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Boss Brain successfully hit 500 pre-orders by Sunday 2 May 2021 5 P.M. UTC, and will be pitched to 32 publishers.

$1250 Standard Deviations Bonus: 4 1-on-1 Entrepreneurship Coaching Sessions

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As mentioned on Dr. Daniel Crosby's Podcast 'Standard Deviations', but available to anyone:

When you pre-purchase 50 copies of Boss Brain:

1) You will receive 4 1-on-1 Entrepreneurship Coaching Sessions for you, your clients, or your team. If you or someone you know has struggled to gain momentum with a business idea, here is your offer!

Advisors, this is a great way to support your entrepreneurial clients.

These 4 one-hour, coaching sessions are an incredible value. You will connect with the Author via Zoom to discuss the barriers that stand between you and self-employment...just you and the Author. Every Entrepreneur is different; this bonus gives you the chance to work through your own unique challenges with Tra coaching you the whole way.

2) You or you business will be mentioned on the Special Thanks section of the printed and e-version of Boss Brain. This an inexpensive and easy way to bring brand awareness for your business or website to potential customers all across the nation.

3) The author will also sign the inside cover of your books prior to shipment.

4) You will also be entitled to a 50% discount to Boss Brian University for 50 people months before it will be made available to the public.

5) The author will also join you and an unlimited number of guests via Zoom for 30 minutes to discuss the book and the theories presented within.

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Boss Brain

Unlock Your Entrepreneurial Instincts and Live the Real American Dream

Boss Brain empowers aspiring entrepreneurs with a proven system to unlock their entrepreneurial instincts so they can leave traditional employment forever...the real American Dream.

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Entrepreneurship & Small Business #1 in Entrepreneurship & Small Business
58,000 words
100% complete
4 publishers interested


Despite all the current hype about the gig economy, the widening gap between entrepreneurship and employment in America is the largest in history. Entrepreneurship has declined virtually every year since the mid-1940's. Ironically, studies show that America's entrepreneurial spirit is still alive—70% of the workforce recently indicated that they would prefer to be self-employed. That's 100 million people that are thinking it, just not doing it. For most, the American Dream will always be just a dream.

Based on twenty years of experience, five years of research, and dozens of scientific studies, Boss Brain reveals how this modern enigma is rooted in evolutionary psychology. What was a useful survival trick 20,000 years ago is now the reason 100 million would-be entrepreneurs never even attempt self-employment.

With a foreword by three-time NYT bestselling author and world-renowned behavioral psychologist, Dr. Daniel Crosby, Boss Brain:
● Exposes why most people feel they were meant for entrepreneurship and empowers readers with the skills to unlock their innate entrepreneurial instincts.
● Reveals the self-deceptions and psychological pitfalls that trap aspiring entrepreneurs in traditional employment.
● Empowers future entrepreneurs of every age to overcome the physical and mental barriers that stand between them and self-employment.
● Provides readers with a step-by-step mental framework to help them escape their 9 to 5 and never be an employee again.

Sales arguments

  • Foreword was written by 3X NYT Best-selling Author Dr. Daniel Crosby, who speaks at dozens of events a year, is a consultant to countless industry behemoths, and whose platform includes more than 27k Twitter followers.
  • Anticipated corporate purchases through the Florida Board of Chambers along with thousands of purchases among the municipalities who participate in the upcoming state-wide initiative.
  • The author sits on the Membership Committee for the International Franchise Association. The IFA is a non-profit whose 1500 members include the largest national and international franchise brands comprising 18% of the American workforce. The position provides him with direct access to 1500 conference and event planners. Also, as an IFA leader, his book’s release will be heralded by the organization to build their membership base. The IFA email list contains 50,000 addresses.
  • In traditional bookstores and retail outlets, Boss Brain will have crossover potential on psychology, self-help, and business and career shelves. In addition to traditional bookstores, Boss Brain will appeal to the 5000 collegiate retail bookstores in America, especially at the 230 colleges who offer Entrepreneurship or Small Business as a major. Across all majors, 77% of college students and 72% of high school students recently indicated that they want to start their own business immediately after college.
  • The entrepreneurship gap isn’t unique to America – 93% of the planet is employed by the other 7%. Therefore, the book will have enormous potential for foreign rights sales and within book clubs.

Similar titles

  • Mind Your Business: A Workbook to Grow Your Creative Passion into a Full-time Gig, Author: Ilana Griffo, Publisher: Paige Tate, Pub Date: 2019. Mind Your Business is a #1 bestseller. It proves the current viability of the subject and that readers are hungry for practical tactics. It was devised as a workbook taking the reader from Point A to Point B to Point C. However, Griffo completely ignores that Point A is not the same mentally or physically from one entrepreneur to the next.
  • Starting a Business QuickStart Guide: The Simplified Beginner’s Guide to Launching Successful Small Business, Turning Your Vision into Reality, and Achieving Your Entrepreneurial Dream, Ken Colwell Ph.D., ClydeBank Media, 2019. #1 Bestseller on Amazon in three categories.
  • Entrepreneurial DNA: The Breakthrough Discovery that Aligns Your Business to Your Unique Strengths, Joe Abraham, McGraw-Hill, 2017.


The book will attract four large groups of readers across every ethnicity, occupation, religion, income level, political affiliation and location. •100 million Americans who want to be self-employed. •20 million college students who will soon enter a very limited labor market and who are already more entrepreneurial-minded than previous generations. •70 million Americans who recently retired or will retire in the next 10 years and need to subsidize their underfunded retirement savings. •15 million Americans who are currently self-employed and who want to enhance their entrepreneurial mindset.

Advance praise

“Entrepreneurs can change the world. For proof, look no further than the United States. Our nation was built by entrepreneurs, it’s in our DNA. Between 1892 and 1954, 12 million immigrants left safe and mature countries to immigrate through Ellis Island. Three generations later, the United Sates is now the safe and mature country losing its entrepreneurial edge. BOSS BRAIN is the spark we need to ignite an entrepreneurial revolution. Talented, innovative, corporate stars with dreams of building something of your own, READ THIS BOOK! The USA needs you." --Dwight Cooper, Entrepreneur, Venture Capitalist, Chief Executive Officer - Hueman

“Tra has knocked it out of the park with this book. As a business owner and CPA, I deal with entrepreneurs of all shapes and sizes. I know firsthand the challenges, frustrations and fears that go along with starting, growing and managing a business. Tra does a masterful job of laying out the mindset needed for a hopeful entrepreneur to become a successful entrepreneur. BOSS BRAIN is a must read for anyone who knows in their heart that they were meant to be the master of their own fate.” --Chris Patterson, 2nd Generation Entrepreneur, Chief Executive Officer - Patterson Financial

“If you are thinking of starting a business, or more importantly, if you are thinking of being an entrepreneur, read this book first. I wish I could have read BOSS BRAIN in my 20s to prepare my brain for entrepreneurship. If 2020 has taught us anything, it is that change is continual and what we need is to adapt and adopt—this book ensures we use our Boss Brains to do just that.” --David King, 3rd Generation Entrepreneur, Veteran, Chief Executive Officer - Red Level Group

4 publishers interested Express interest

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Mascot Books

250 copies • Partial manuscript.
Mascot Books is a full-service hybrid publisher dedicated to helping authors at all stages of their publishing journey create a high-quality printed or digital book that matches their vision. With comprehensive editorial, design, marketing, production, and distribution services, our authors have the support of an experienced publishing team while still retaining one of the highest royalty percentages in the business.

As a Mascot author, you’ll work with a dedicated production editor who will guide you through the process from first draft to final product. Whether you’re a fiction writer working on your debut novel, a professional looking to build your brand, or a teacher with a tale to tell, Mascot Books has the tools and the experience to help bring your story to life.

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1106 Design, LLC

500 copies • Completed manuscript.
1106 Design provides book design, production, and publishing services for independent authors who seek all the quality of traditional publishing without forfeiting their rights and royalties in return. 1106 Design provides traditional publisher quality with one-stop, end-to-end services from copyediting to worldwide distribution. We operate just like a publisher with one difference: YOU maintain complete control of your book, your schedule, and most importantly, your payments.

In our model, distribution accounts are set up in your name. When a book is sold, the retailer takes a cut, the printing cost is deducted, and the balance is deposited directly into your bank account, never ours first. The difference can amount to several more dollars per book in net revenue to you. Our most popular package for non-fiction books, 50,000 words and under, including copyediting, cover design, interior layout, proofreading, eBook formatting, and distribution set up in your name is just $7,353. Fiction titles are slightly lower, $6,488.

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100 copies • Completed manuscript.
eBooks2go, Inc. was founded in 2011 to provide the missing link for all your publishing needs. Our end-to-end solutions provide the guidance and support that enable publishers and independent authors to pursue their passions. To date, we have helped more than 750 authors and 100 publishers worldwide. We offer an array of simple and affordable solutions to assist self-publishing authors at every stage of the book publishing process. Our comprehensive service offering includes editing, print and eBook production, book marketing, cover designs, ISBN registration, and even website designs. We are a single source for all of your publishing needs.

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Grammar Factory Publishing

Grammar Factory is known for helping entrepreneurs, business leaders, and subject matter experts become first-time authors of world-class nonfiction books that build their authority and grow their business.

Over the past 8 years, we’ve helped more than 200 business owners write and publish books that grow their business.

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Canada, United States, Australia


“Risk is the tariff paid to leave the shores of predictable misery.”
—Amar Lavani, CEO Standard Hotels

Right now, 100 million Americans want to quit their jobs and start their own businesses. But while 70% of the American workforce wants to be self-employed, less than 7% is. Despite all the current talk about the gig economy, the widening gap between entrepreneurship and employment in America is the largest in history. Each year, more and more Americans want to start their own business. Yet each year, fewer and fewer do.

With very few exceptions, self-employment rates in America have decreased every year since the baby boom. Just twenty-five years ago, entrepreneurs made up more than 12% of the workforce. Today, it is little more than half that. And self-employment rates aren’t just low by American standards, they now rank among the lowest of any country in the world. But the most striking aspect of the entrepreneurship gap is that it crosses all races, genders, education levels, and socio-economic barriers.

For most, the American Dream will always be just a dream.

Fortunately, even though business creation continues to trend downward, Americans haven’t lost their infamous entrepreneurial spirit. Millennial and Gen Z workers have strong self-employment inclinations. As they entered the workforce, the percentage of would-be entrepreneurs in America has trended upward and now ranks third in the world behind Poland and Portugal. Russia, Denmark, and Norway are at the bottom of the entrepreneurial spirit list—only about 30% of their citizens want to be self-employed. In spite of their apparent lack of entrepreneurial spirit, all three currently boast higher levels of actual entrepreneurship than the United States.

Many would-be entrepreneurs blame their inaction on a lack of resources. But America has the most extensive system for small business funding and support in the world. The U.S.A. has more small business loan programs, grants, scholarships, educational courses, and business development organizations than the rest of the world combined. In fact, many countries with much higher levels of self-employment offer just a fraction of the support provided in America.

The problem is not a lack of desire or opportunity.

Economists and politicians love to point at one statistic or another and blame some aspect of society for the reduction in startups. But the only thing that could stop 100 million Americans from doing what they want is 100 million Americans. Our entrepreneurial instincts are losing a battle against a tenacious and invisible enemy: ourselves. More and more, we are not choosing to explore the limits of our potential. Instead, we are choosing predictable misery over the misery of uncertainty.

Humans instinctively avoid taking steps that we expect will yield a negative result. When you do something, you do it because you think good outcomes will follow. Whether it’s buying a house, selling a home, or changing jobs, you do it because you believe that action will produce a positive effect. Today we call it optimism—the belief that events in the future will be better than the present and the past.

Every action, no matter how small, was born of optimism. Even small, seemingly inconsequential decisions are optimistic. You eat healthy because you believe that doing so will make you feel and look better. You choose your route to work because you believe it is better or faster than the others. You look at the weather before getting dressed because dressing appropriately will make your day better. Better and better and better. We are wired to seek opportunities to improve our circumstances and our lives.

Imagine the first humans ever to build a raft and sail beyond the horizon. They had no idea if other lands even existed. But they weren’t just optimistic, they also genuinely believed in their ability to figure out how to handle whatever challenges arose. With limited food and water, death was the consequence of being wrong. That is the power of having an optimistic vision of the future and trust in your own abilities. That is the power of your Boss Brain.

When early humans emerged on the savannas of Africa, they were just another animal attempting to find their place in the food chain. Their cunning took them across continents and oceans. However, it was not math or the power of deduction that motivated them to explore. It was the capacity to envision a better life somewhere other than where they were. And in that life, they would flourish, thrive, and reproduce without worry or concern.

Psychologists initially rejected the idea that humans are instinctively optimistic. But Tali Sharot, author of The Optimism Bias, has proven that humans are inherently optimistic. Psychologists have now embraced the critical role optimism played in human development. The ability to envision a better future in a different place or time was crucial. Sharot noted that the bias “protects and inspires us: it keeps us moving... without optimism, our ancestors might never have ventured far from their tribes, and we might all be cave dwellers, still huddled together and dreaming of light and heat.”

And without optimism, we would all be employees.

Studies have even isolated a gene within your DNA that appears to be responsible for your lofty expectations. It was passed to you by your ancestors, who were very likely to be optimistic. How do we know? A study from the Boston University of Medicine recently proved it. They found that optimistic women have a whopping 50% better chance of reaching the age of 85, and men have a 70% better chance of living longer than their pessimistic brothers. These aren’t incremental advantages. The effect optimism has on longevity is monumental. Many studies have verified this, showing a direct relationship between optimism and significantly increased longevity even after adjusting for behavioral factors.

Longer lives means more opportunities to have kids and build support networks through multi-generational communities. The pessimists who lived shorter lives were not afforded those opportunities and, therefore, were less likely to pass on their pessimistic genes. As its effect compounded over time, optimism served as a fundamental element in the rise of humanity.

A vast amount of research also shows that within the context of entrepreneurship, optimists actually enjoy experiencing various forms of adversity. They are motivated by challenges and find difficult situations as an opportunity to explore their potential. Optimists typically rise to face the problems that life presents to them, persisting and remaining engaged in the pursuit of their goals. Conversely, pessimists lack tenacity and persistence and quickly give up when faced with adversity.

Without the unique ability to envision a better future, humans would have quickly given up and settled for a compromised existence. Our optimism inspired action 100,000 years ago, just as it inspires entrepreneurs today. Without optimism, there is no inner calling, no deep-seated desire to build the best life possible. Despite our past negative experiences, we dream of the future as a better place, and we are genetically hardwired to seek it out.

One of the most well-established tenets of psychology is the brain’s bias toward consistency and predictability. The mind wants its expectations met. It needs consistent outcomes above all else and to maintain a continuum of beliefs, attitudes, and behaviors. Predictable results may require more work and offer fewer rewards, but they also require less thought. When predictable options are available, certainty overcomes quality—predictability overcomes optimism.

The Boss Brain of ancient man enjoyed predictability, but on a massive scale. The cycles of the seasons and migrations of animals were predictable. Each day brought new challenges and lacked the monotony of the modern world because early man did not attempt to tame his environment.

For employees, modern life doesn’t flow within a natural order. Society revolves around the workday, and the workday doesn’t change with the seasons. Without an overarching seasonal strategy, annual migrations are now compressed into daily routines. Predictability is maintained by the minute at a micro level. Our lives are now guided by the clock, not the calendar.

The simplest and quickest way to achieve minute-by-minute consistency is to accept a role from within the options that society has made readily available. The most natural path to certainty is to get a job. That is also how we initially ceded control to our need for certainty some 12,000 years ago. We became an agrarian society and inserted ourselves into what would eventually become the monotony of the modern workday.

You might say that is just how the world works, but it didn’t work that way when your Boss Brain evolved, nor did it work that way for 99.94% of our existence. Technology advanced and societies became more complicated, but human instinct and the desire for independence has not changed. All of this began on the very first farm, and it continues today.

Of all the farms that sprang up twelve centuries ago, one grew faster than any other and became the first settlement of more than 2000 people. That village would eventually become the longest permanently inhabited settlement in the world. Ideally positioned on fertile plains between protective mountains and a wide river, it was a paradise of sun and soil. The land around the village held the magical combination of natural defenses, fertile soil, abundant sunshine, and fresh water.

Generation after generation expanded the site’s natural ability to support massive amounts of food. Its inhabitants recognized their wealth of resources and feared losing them. So, they erected enormous walls around their city. Eventually, all the inhabitants began to fear the unknown perils that lay outside the walls of what they called Jericho.
More than ten thousand years after its birth, the walled city of Jericho was as it had always been. It was a beautiful and crowded oasis filled with fearful occupants, some of whom had never been outside the city walls. The population grew from two thousand to ten thousand. Each year, everyone was forced to subsist on less and less. Everyone in the city was bound by the walls of Jericho.

However, Jericho’s walls were nothing more than an inconvenience for invaders. Indeed, the city was conquered six times before the Roman Empire arrived in 70AD. Despite being the oldest continuously inhabited city in the world, Jericho was not even their intended prize. The Roman army was there to use Jericho’s resources as part of their supply line to invade and conquer Jerusalem.

The fear of losing what little they had forced Jericho to play a role in someone else’s conquest. They helped make someone else’s optimistic vision of the future a reality, not their own. Like frontline employees of a huge multinational corporation, whatever mediocre existence that they scraped out was determined by those that they served. They no longer controlled their own destiny. They became cogs in the wheels of an empire.

Modern entrepreneurs face the same decision that the citizens of Jericho faced. They could live on the relative certainty of limited provisions, or they could explore the limits of their potential outside the walls of society. Each year, the costs of survival grew. Yet their productivity was bound by the barriers they built around themselves.

Here is the most telling example of how the desire for certainty limits long-term potential: Jericho was founded 5,000 years before Rome. Jericho had a comfortable head start, yet it could not withstand pressures from the ever advancing outside world. The citizens of Jericho found comfort in predictable adequacy, which made them complacent and halted their advancement.

Yale researchers have revealed how predictability creates complacency and limits the brain’s natural ability to learn and grow. In their initial experiment, monkeys chose between pressing a red button that provided rewards 80% of the time and a green button that paid off 20% of the time. The monkeys quickly learned that the red button paid rewards more frequently and stopped hitting the green button.

Then the scientists switched things up a bit. In the second experiment, the red button paid out 80 percent of the time. But the green buttons were unpredictable—the frequency and size of the yielded rewards always varied. When the monkeys decided that the green button held no predictability, they abandoned it for the red.

The researchers measured the monkeys’ brain activity while they played with all the buttons. A clear pattern emerged. If the monkeys could predict how often a button paid rewards, brain regions associated with learning shut down. When the monkeys couldn’t anticipate the frequency or size of the treat, their learning centers lit up. However, when the monkeys figured out which buttons were predictable and more profitable, they stopped pressing the other buttons.

Once the brain discerns the easiest way to generate consistent rewards in a given environment, two things happen. First, learning and developing new techniques becomes pointless. And second, you become less likely to test another environment. You stop pressing other buttons and build walls to protect your frequent and consistent reward. Predictability spawns complacency. If you’re not at least a little stressed about the outcome of your efforts, your brain stops learning.

As one of the Yale neuroscientists put it, “Perhaps the most important insight from our study is that the function of the brain as well as the nature of learning is not fixed, but adapts according to the stability of the environment...When you enter a more novel and volatile environment, this might enhance the tendency for the brain to absorb more information.” Uncertainty signals that you’re unsure of your environment or your skills, and your brain’s learning centers kick into overdrive.

Entrepreneurs still live and work within the confines of the metaphorical walls of society. There is no escaping that fact. But entrepreneurs cannot stop learning; they cannot stop pressing other buttons. Consistent rewards may tempt you to build physical and mental walls around your growth. However, once you abandon learning and experimentation, you give control over to whoever or whatever offers the most predictability.

A predictable paycheck represents the limited provisions produced within the walls of employment. It is Jericho’s red button.

In 2018, Bill Gates became the first ever guest editor of Time Magazine. As a philanthropist, humanitarian, and one of the richest people in the world, he could have chosen any number of subjects as the theme for his issue. He chose to focus the entire issue on what he sees as the most important topic for society today: optimism.

Gates admits that it is easy to feel like the world is falling apart. However, the billionaire argues that despite all the terrible tragedies that make the news, the world is better than ever before and is still getting better. Gates says, “I’m not trying to downplay the work that remains. Being an optimist doesn’t mean you ignore tragedy and injustice,” he explains. “It means you’re inspired to look for people making progress on those fronts, and to help spread that progress.” According to Gates, there is a disconnect between reality and society’s pessimistic sentiments.

Gates isn’t alone in his view of the future. A recent study interviewed millionaire and billionaire self-made entrepreneurs to assess their dominant personality traits. More than eight out of 10 of them assessed themselves as optimistic, and 78% ranked themselves as very optimistic. Nearly 85% strongly rejected the statement, “I see myself as more of a pessimist.” Among them, no other personality trait was as prevalent as optimism.

The way the interviewees use the word optimist correlated to self- efficacy or the belief in their abilities to achieve a goal or overcome challenging situations. In their own words, optimism is a kind of resourcefulness, “a result of your own abilities, the network you have cultivated or your intellect, you are always able to identify solutions and to overcome anything.” It doesn’t mean that they naively believe in the inevitability of a happy ending. They understand that unforeseen challenges will always arise. Still, they have confidence in themselves and their ability to prevail over the hurdles that lie between them and their goal.

The same theme reveals itself across time—belief in themselves and a willingness to explore their abilities. The interviewees were all self- made men and women. They didn’t inherit their wealth, and they were not naively optimistic. But they did turn their inherent optimism into action. They envisioned a better future for themselves and their families and made that vision a reality.

There is little difference between those who crossed continents in search of a better life and those who dare to define the role they play in the modern world. Their optimistic Boss Brain inspired action. The accumulation of wealth was merely a by-product of building a satisfactory legacy, not the legacy itself.

The ability to envision a future of bountiful harvests and times of plenty is a powerful motivator. Why risk being eaten by a saber-toothed tiger when you can sit by a fire in your hut with a full belly? And why risk starting a company and being your own boss when you can accept a predictable role and collect a paycheck? The idea itself is simple and linear: stay in one safe, comfortable place and create abundance instead of searching for it. Then and now, that idea produces unintended consequences:

“Rather than heralding a new era of easy living, the Agricultural Revolution left farmers with lives generally more difficult and less satisfying than those of foragers. Hunter-gatherers spent their time in more stimulating and varied ways and were less in danger of starvation and disease. The Agricultural Revolution certainly enlarged the sum total of food at the disposal of humankind, but the extra food did not translate into a better diet or more leisure. Rather, it translated into population explosions and pampered elites. The average farmer worked harder than the average forager and got a worse diet...permanent settlements would be hotbeds for infectious diseases...their bulging granaries would tempt thieves and enemies, compelling them to start building walls and doing guard duty. The Agricultural Revolution was history’s biggest fraud.”
—Yuval Harari, Sapiens

The unintended consequences of farming prevented the better future it attempted to create. With a poor diet, wretched living conditions, disease, and class divisions, it was predictably bad. But predictable, nonetheless.

The bias to hate uncertainty even more than predictably negative consequences is ingrained into the modern brain. The tendency to choose the predictable option, however fraught with misery it may be, battles our optimistic instinct to search for a better future.

It is the modern human enigma: comply with the collective and face a predictable monotonous future that is sometimes ripe with pain and suffering. Or defy societal expectations and face an uncertain future potentially filled with happiness and meaning. The hardwired instincts of the Boss Brain battle the opposing software of the modern brain. The subsequent conflicting emotions yield the turmoil that we all feel as a witness to and participant in today’s society.

Without frontiers to explore and uncharted territories to discover, we have fashioned a cell for ourselves. It might not have visible bars, but it does create mental and physical barriers. This self-made prison is like a merry-go-round that moves only in one direction and always begins and ends in the same place. As nearly all quality of life metrics rise around the globe, jumping off that comfortable merry-go-round is getting harder with each generation.

The inner war between optimism and uncertainty is the source of the entrepreneurship gap.

Battle lines are drawn between what we want and what we have, between predictability and possibility. Each year, more and more American workers become metaphorical casualties in this war, choosing certainty over optimism. They choose consistent adequacy. Then their brain shuts off, and they spend the rest of their lives pressing one button.

The modern world is just an extension of that very first farm. Most employees actually enjoy what their ancestors envisioned—a relatively safe work environment, consistent schedules, and predictable rewards. Modern employment also yields a cache of unintended consequences, but that is not why aspiring entrepreneurs quit their jobs. Their actions are inspired by an optimistic vision of the future, and a belief in their ability to make that vision a reality.

This is why early humans quickly scattered themselves around the globe over difficult terrain and in extreme weather conditions. Nothing was certain. So, they constantly searched for ways to improve their existence. And not just in incremental ways, like warmer clothes or more comfortable beds; they fearlessly embraced massive change and enormous cultural shifts. Always challenging themselves. Never settling for the status quo.

Without optimism our rise would have been concentric and methodical, slowly spiraling outward in safe and predictable ways. But that isn’t what happened. Instead, small bands of our ancestors shot out into the world on aggressive trajectories. Nothing but optimism could have propelled them over mountain ranges and frozen tundra.

Optimism was the spark that lit fire to our entrepreneurial instincts. It was the catalyst that Mother Nature needed to mold us. Optimism empowers us to choose which walls to work within and where to set boundaries. The Boss Brain doesn’t recognize the conflict between optimism and uncertainty because it evolved when there was no certainty. There wasn’t a predictable, consistent option. Belief in a better future and in one’s own ability to make that vision a reality was the only sure thing.

The modern brain has been deceived by the illusion of certainty. It has been bribed to operate within the boundaries that someone else pays you to stay within, to hit one button all day long every day. Just like the citizens of Jericho, your efforts serve the supply line in someone else’s conquest. In exchange for that sacrifice, you receive nothing more than predictable adequacy.

• The conflict between your instinctive optimism and your disdain for uncertainty is the source of the entrepreneurship gap.
• Even paradise can become a prison.
• Societal expectations are walls that limit your ability to maximize
your individual potential.
• To achieve predictability, you are forced to sacrifice opportunity.

• Does this action bring me one step closer to my goals, or am I doing this because it makes life more predictable?
• Have I built walls around my current conditions which limit me to only incremental advancements?
• How can I create my vision of the distant future, even if life in the near-term is less certain?
• Has my need for certainty limited my willingness or ability to learn and develop?

  • Update #2 - Boss Brian hits 1000! April 13, 2021

    To my Boss Brain supporters and to those who have pre-ordered, I'd like to first say thank you. I have been overwhelmed by the ...

  • Update #1 - Boss Brian hits 1000! April 5, 2021

    To my Boss Brain supporters and to those who have pre-ordered, I'd like to first say thank you. I have been overwhelmed by the ...

  • Katie Sapp
    on April 2, 2021, 4:37 p.m.

    So happy for you, Tra! I’ve always known you to be a boss...can’t wait to read your book!


    • Tra Williams
      on April 5, 2021, 6:10 p.m.

      Thank you Katie. We are l bosses down deep inside...especially you!

  • Brian Brock
    on April 2, 2021, 5:18 p.m.

    Congrats, Brother! Can't wait to read it.

    • Tra Williams
      on April 5, 2021, 6:11 p.m.

      Thanks Big Guy. I have a feeling you and I will collaborate in a variety of ways in the future!

  • Anonymous
    on April 2, 2021, 11:31 p.m.

    I’m excited to finally read this! I’m even more excited that people will have access to your years of entrepreneurial knowledge as a resource!

    • Tra Williams
      on April 5, 2021, 6:14 p.m.

      Thanks to whoever you are! Anonymous support is sometimes the best kind of support.

  • Melissa Tash
    on April 3, 2021, 6:51 p.m.

    So excited for you and can't wait to share your book with our fran family!

  • Jonathan Florencio
    on April 5, 2021, 6:38 p.m.

    Congrats on the book Tra! Excited to dig in. Go get em’ 💪🏻

  • Chris Carson
    on April 5, 2021, 7:43 p.m.

    congrats Tra! I’m excited for you! I know you have been working on this for some time and it takes a lot of courage to put yourself out there like this. You have an incredible entrepreneurial spirit, I am excited to learn some of that from your book. All the best to you and the family!

    Chris carson

  • Heather Magee
    on April 6, 2021, 6:49 p.m.

    Congratulations Tra!!! We’re so proud of you and can’t wait to read the book!!! What an amazing accomplishment ♥️

  • Okey Reese
    on April 7, 2021, 12:30 a.m.

    Congrats on your book Tra. I am excited to read it and look forward to catching up.

  • Daniel Mickel
    on April 8, 2021, 1:41 a.m.

    Looking forward to new insights in my entrepreneurial pursuits!

  • Stephanie Lott
    on April 8, 2021, 2:23 a.m.

    How exciting! I hope you are extremely successful! Best wishes to your future endeavors!