Ep. 115 - Summer Book Series: The 12 Week Year — Stop Making Annual Goals and Start Getting Results
About this episode
Ashley Baillio and Lauren McDermott discuss the impactful book 'The 12 Week Year' and its approach to goal-setting and productivity.
Welcome to our Summer Book Series! While we recharge, we're bringing you some of our most valuable content — and this one is a fan favorite. Hosts Ashley Balio and Lauren McDermott break down one of the most impactful books in their lives: The 12 Week Year by Brian Moran and Michael Lennington. If you've ever made a New Year's resolution and abandoned it by February, this episode is for you. Ashley and Lauren unpack why annual goal-setting is basically a permission slip for procrastination — and how compressing your year into 12-week cycles creates the urgency, focus, and accountability that actually moves the needle. From SMART goals and completion ratios to the myth of willpower and the power of environment design, this conversation is equal parts book report, real talk, and real estate application. They even walk through a live example of building a full 12-week lead generation plan from scratch — so you can hear exactly how to apply this to your own business or life goals. Funny, honest, and genuinely useful — this is the episode to revisit every quarter.
More episodes of The Principals
- Ep. 118 - Summer Book Series Unreasonable Hospitality: The Real Estate Playbook Hiding in a Michelin-Starred Restaurant
- Ep. 117 - Summer Book Series- Exactly What to Say Part 2
- Ep. 116 - Summer Book Series: Exactly What to Say Part 1
- Ep. 114 - Summer Book Series: Never Split the Difference by Chris Voss — What Every Real Estate Agent Needs to Know About Negotiation
- Ep. 113 - AI vs. Realtors: What Technology Still Can't Replace
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