“Let me share one of my secrets with you: a key to the way I work and learn is in how I think. How I think about everything I want to get better at: I look for the underlying principles.

I try to get at the core of things. I try to dig until I “see the matrix” and from there, I learn faster and make better decisions.

If you’re reading this, you have a website and you want to improve that website, right?

Well, what exactly does it mean to improve a website? It basically means creating a higher converting website. And what are the underlying principles of a high converting website? Let’s find out…”