E.L.F. vs. H.A.L.F.

therealbrandonwilson • 12 Oct 2026 •
Today's newsletter seems to be resonating with people beyond health and wellness. I think it's because I tackled a question that I've thought a lot about over the years:
How do we know if something is hard because we're growing or we're doing it wrong?
It would be a great skill to discern when resistance is simply a reaction to growing out of your comfort zone versus a true signal that you should change your approach.
Joe Polish, entrepreneur and founder of The Genius Network, popularized this framework, which I found to be helpful. There are two parts: 1) what to focus on, and 2) what to avoid.
E.L.F. (what to focus on)
Easy, Lucrative, Fun
H.A.L.F. (what to avoid)
Hard, Annoying, Lame, Frustrating
Perhaps my favorite part of researching this topic is using Joe's AI at askjoepolish.com. It's one thing to read books or listen to podcast interviews, but wouldn't it be great to have direct access to ask questions pertinent to your unique situation? Unless you have Joe in your contacts, the next best option is their AI. This cheat code lets you save time and take immediate action with specific advice. With information so easy to obtain, where is the next bottleneck?