Hey Reader,

There’s something about being good at a lot of things.

You can handle more, so you keep taking on more.

And before you know it, your attention is everywhere.

Most people fail to reach their goals because their attention is heavily diluted by the small, quick, minor things.

In today’s issue, we’ll explore the idea of being a minimalist to be a maximalist as you pursue excellence.

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🗯️ The Avoid-At-All-Costs list

On December 8, 2025, OpenAI did something that triggered a loud reaction.

Some ChatGPT users started seeing in-app promotional suggestions inside ChatGPT (including paid users).

Many users reacted strongly because the suggestions looked like ads, even if OpenAI said they weren't technically ads.

OpenAI's Chief Research Officer, Mark Chen, publicly acknowledged they "fell short" in how the feature felt to users and that it was disabled while they improved controls.

He said, "I agree that anything that feels like an ad needs to be handled with care, and we fell short."

I find something striking about this incident.

It's not like ads are bad.

People reacted because it didn't belong there.

Even the best people in the world get tempted to sprinkle in extra things.

And it usually appears reasonable.

Until it's not.

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🧠 Diluted attention is expensive

It's a great thing to want more.

It feels so good to do more.

But more can dilute your concentration from the major to minor things.

Attention vampires are lurking everywhere.

You get to see bright and shiny opportunities around.

They look pretty harmless, ambitious, and even relevant to your image.

But over time, it boomerangs.

Your decisions can get slower because you're mentally cluttered.

Your confidence can drop because you're not finishing what matters most.

You can start to compromise on your standards because you're spread thin.

Your relationships may start to get the leftovers.

Of course, your body starts tapping out.

Then you start feeling like you’re underperforming.

And sometimes, you're right.

That's what distractions do.

They quietly dilute your attention in small daily trades.

Until you realize you've lost the main things chasing minor things.

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❤️ You have to be a minimalist to be a maximalist

If everything is important, nothing is.

When you focus on doing less but better, on purpose, you'll always be at peace with your decisions.

Because it means you're choosing only what feeds your daily steps to the big, vivid vision.

You're more productive.

You're not everywhere.

But wherever you are, you're fully there.

When you say yes, it's a full-body yes.

You're brutal about your focus, so much so that you protect it.

You're clearer and more patient with your decisions.

You know what to take up and what to drop off.

You know the attention vampires are not going away.

They multiply as you reach higher levels.

And to beat it, you have to sustain an undiluted attention to fulfil what you feel personally called to.

Through the meetings, decisions, partnerships, relationships, projects, and activities that feed the main things.

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🤲 Fight for the sane side of greatness

We’ve all been distracted at different points in chasing our goals.

This 4Ps framework helped me direct my attention to keeping the main things. (It should help you too)

1. Picture it. What’s the big dream for the year? I’m not talking about New Year’s resolutions. That big, bold outcome you’re excited about nailing this year, even if it scares you a little across different spheres of life.
2. Plan it. What are the steps that will make that dream a reality? Point them all out, no matter how scary they sound. Then pick one or two from each sphere that matters most this quarter. Achieving it first has to be a game changer, and should connect to achieving other steps.
3. Prioritize it. What are the sub-steps to achieve the main steps? Make it visceral enough to see the major and minor sub-steps. Be careful here, the minor can look like a major. So ask yourself, if someone else (a good talent) handled this, would it ruin the entire plan? If it’s a no, it’s a minor. Be honest with yourself. Don’t be afraid to delegate. If it’s business-related, ask yourself, if this goes out, can it in any way dilute the values and foundation you’ve built all these years?
4. Prune it. Only the main things should make it past this stage. You were probably not honest enough earlier, so you’ve got to fight for your focus here. Ask yourself: If you do this. Will it distract you or anyone else from the main catch? Be honest with your answers so you keep the main things.

And that’s it.

At this point, you know where to direct your energy.

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🎯 What are you protecting, really?

If I looked at your last seven days, would I see your priorities or your availability?

What's one good thing you need to stop doing so your great thing can finally come through?

Focus isn't really saying yes to the main thing.

It's saying no to the hundred other good ideas.

As Steve Jobs once said: "I'm as proud of what we don't do as I am of what we do."

Are you?

With appreciation,

Huw.

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Huw Edwards Founder & CEO, h3.xyz​

Whenever you're ready, here are 2 ways I can help you:

1. Join my free #75Hard Community: for those inspired to undertake the transformative #75hard program to build mental toughness for greater achievements. You also get to be surrounded by other overachievers at different levels of the program.
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2. Later this year, I will be launching an exclusive new mastermind for founders and CEOs on how to become unstoppable, unfuckwithable, and unapologetically live up to your potential. I share 10 years of experience leading organizations, buying businesses, starting companies, and doing crazy endurance feats. This program sets the stage for a new era of empowered elite CEOs & entrepreneurs.

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Book a free Clarity​ Call to see if you are fit for the program.