1장
The Dream That Only You Can See
Have you ever found yourself staring out the window during another mundane workday, feeling that persistent tug-that sense that you were meant for something more? You're not alone. Ben Arment's "Dream Year" has become a phenomenon precisely because it speaks to this universal yearning. The book has developed something of a cult following among entrepreneurs and creatives alike, with figures like Seth Godin and Donald Miller praising its practical approach to pursuing passion. Unlike typical self-help fare that merely inspires without instructing, Arment's work has launched countless businesses, nonprofits, and creative ventures through its structured program. What makes this book particularly compelling is that Arment himself lived its principles, abandoning a comfortable career to launch multiple successful ventures including the STORY conference that attracts creative leaders from around the world. His message is clear and revolutionary: the gatekeepers who once controlled access to your dreams have lost their power, and the only person standing between you and your calling is you.
2장
Frustration: The Unexpected Fuel for Your Dream
Frustration isn't just an unpleasant emotion to be managed or suppressed-it's actually the essential fuel that propels dreamers forward when mere idealism runs dry. Without that burning sense of dissatisfaction, you might never recognize your dream or summon the courage to pursue it. While most people respond to frustration by complaining, true dreamers harness it to create fresh visions and solutions.
Consider Ben Nockels of Oklahoma City, who discovered a troubling statistic: 107,000 of the 408,000 children in the U.S. foster system are legally adoptable-they "are never going home." Those who age out at eighteen face devastating outcomes: 60% of males end up incarcerated, 50% become homeless, and 70% of females become pregnant before twenty-one. Rather than merely lamenting this tragedy, Nockels channeled his frustration into launching the 111 Project, mobilizing churches to place foster kids with families. With 6,100 churches in Oklahoma and only 1,500 families needed, his "one church, one family, one purpose" model created a practical path to ensure no Oklahoma child would remain without a home.
This pattern repeats throughout history. Fred Astaire and Michael Jackson shared an unlikely friendship, bonded by their ability to transform anger into artistic expression through dance. Howard Schultz's determination to provide comprehensive health benefits at Starbucks stemmed directly from watching his father struggle without insurance after a workplace injury. Our frustrations fuel our passions and eventually, when no one else steps up to address the problems that vex us most, we realize the vision belongs to us.
We've entered what many call the entrepreneurial age-a return to independent "makers" developing websites, consulting, writing books, and launching brands. By 2020, entrepreneurs will grow to 40-45% of the workforce, becoming the majority by 2030. With 66% of Americans hating their jobs and 48% dreaming of starting businesses, plus a global shortage of 1.8 billion jobs, creating your own opportunity isn't just a luxury-it's increasingly becoming a necessity.
The true challenge isn't getting permission but finding courage to bypass conventional gatekeepers. There's always a way forward-through sponsors, crowd-funding, grants, bartering, or part-time work. You are the only one standing between yourself and your dream.
3장
Choosing Between Two Fears: Failure or Insignificance
We're all driven by competing fears: the fear of failure and the fear of insignificance. You must consciously choose which will motivate you, or the fear of failure will win by default. Many people cling to jobs they dislike because they fear financial insecurity, but the worst-case scenarios we imagine rarely materialize as we envision them.
As we age, we often trade our dreams for standards of living-bigger homes, newer cars, private schools for our children. But here's the crucial truth: you can recover from financial setbacks; you can never recover what you never attempted. The choice becomes clear: embrace the fear of insignificance.
Consider John Fairfax, whose extraordinary obituary appeared in The New York Times. He lived a life most would consider impossible-settling fights with pistols at nine years old, becoming a jungle trapper at thirteen, captaining pirate ships, crossing oceans by rowboat, and killing sharks with his bare hands. He refused to let life be "tamed by the cubicle," seeing the world as an adventure to be exhausted rather than a series of risks to be avoided.
Your dream may differ dramatically from Fairfax's adventures, but something significant rises within you that others may have tried to squash or that you've traded for comfort. This yearning isn't random-it's connected to your unique purpose.
Think about Mine That Bird, the horse with fifty-to-one odds who unexpectedly won the 2009 Kentucky Derby. When asked how he achieved this impossible victory, jockey Calvin Borel simply said, "I rode him like a good horse." Most of us get ridden like bad horses all our lives by parents, friends, and bosses who underestimate us-and worse, we believe them. What might happen if you surrounded yourself with people who believed in your potential? You're a good horse capable of achieving "impossible results."
Your dream emerges at the intersection of your fears and frustrations. These emotions aren't merely annoyances but vision indicators that reveal what's important to you. First, identify what frustrates you most-your complaints point to your gifts, your burdens become your mandate. Second, decide which frightens you more: failure or insignificance. Choose to face your fear of failure and make this your dream year.
4장
Discovering Your Life's Purpose
Finding your true purpose requires discovering what you were born to do-your great gift-rather than fitting into someone else's position. Jobs bring others' dreams to life; Dream Year helps bring yours to life.
There's no such thing as a "dream job" because jobs are designed to fulfill others' dreams-the founder's, CEO's, or boss's. You've been conditioned to value yourself based on what you can do for others, trying to fit your square-peg talents into round-hole positions. Your dream isn't about finding the perfect job but creating a role that aligns what you do with who you are.
Your dream existed before you recognized it, with traces visible throughout your life. Carl Bass, Autodesk CEO, combined his mathematics background with his passion for woodworking to lead a 3D design software company. As an event producer, Arment can trace his path through childhood experiences with a circus-clown minister, college work at rock concerts, and organizing grassroots events before launching his STORY conference.
Every experience-even failures and heartbreaks-contributes to your dream. Steven Spielberg channeled his parents' divorce into "Close Encounters of the Third Kind," creating communication between a computer scientist and musician. Colin Meloy of the Decemberists described their album as reuniting his divorced parents' record collections. Richard Branson became an entrepreneur only when his magazine failed. What appears as setbacks are actually preparing you with exactly the skills your true dream requires.
When others don't understand your dream, consider it a gift-skepticism creates barriers that keep others from doing what you're doing. Google's founders Sergey Brin and Larry Page used their early obscurity to improve their product before widespread adoption. Walt Disney self-funded his visions until partners could see them too. As Nelson Mandela said, "It always seems impossible until it's done."
Your dream emerges at the intersection of four components: passion, demand, platform, and giftedness. Jeff Bezos didn't just randomly create Amazon-his entire life prepared him for it, from dismantling his crib as a toddler to starting educational camps as a teen to working in technology on Wall Street. Your dream isn't something you invent; it's what life has been preparing you for all along.
You can approach your dream as either the "artist" (the craftsman who delivers the offering) or the "producer" (the visionary who brings projects to life through others). Ed Cash never succeeded as a singer despite his talent, but became a four-time Producer of the Year at the Gospel Music Awards. Great "producers" like Cirque du Soleil's Guy Laliberte or Vogue's Anna Wintour coordinate the talents of others to create something extraordinary.
Dreams often seem magical and unattainable because we mystify the achievements of others. The truth is that our dreams consist of mechanical, unimpressive activities that produce impressive results. Whether writing books, making films, or starting businesses, success comes from hard work rather than talent alone. The most successful innovators generate more ideas (quantity over quality) and endure enormous amounts of failure.
For a dream to succeed, it must solve a genuine problem. "Whoever best describes the problem is the one most likely to solve it." When your dream addresses a real need, people respond enthusiastically. OpenTable transformed from struggling to thriving by reframing their offering from restaurant reservations to comprehensive guest management.
Many people already know their dream but fear naming it because doing so makes it real and demands action. Naming a dream invites tough decisions, risks, and the end of comfortable inaction. People often pursue "shadow careers" that resemble their true dreams but involve less risk. Naming your dream is the essential first step, despite the fear it may bring.
5장
Creating Your Unique Idea Model
In today's idea-saturated world, having just an idea isn't enough-everyone has ideas. What's needed is a new "idea model" that reinvents industry conventions. An idea model transforms a concept by changing how people engage with it. Examples include TOMS shoes (buy one, give one) and Zipcar, which created a new transportation category beyond taxis and buses. Robin Chase's car-sharing service became so successful that Avis purchased it for $500 million.
Most people rely on imitation for creative inspiration, copying industry conventions in a misguided attempt to gain respect. This approach makes standing out impossible. Instead of competing within established norms, break industry rules. Fabien Riggall exemplifies this with Future Cinema, which transformed passive film viewing into immersive experiences where audiences became part of the story. His Secret Cinema concept took this further by keeping the film a surprise until arrival. These ventures were wildly successful, with Secret Cinema events drawing thousands and charging premium prices.
Rather than pitching a single product, create a "property"-an idea, character, or concept with broader appeal that can extend across multiple platforms. Nubia Echevarria's "Otis the Love Monkey" teaches children values while supporting Peruvian women through fair trade. Creating a strong property means you won't have to work as hard to promote it because great ideas naturally spread.
Every successful dream must make an audacious promise to its audience. Starbucks promises a "third place" between work and home, Disney promises magic, Apple promises innovation, and Harley-Davidson promises freedom. Carrie Starr launched Marriage Adventures with the audacious promise to help young couples make their first marriage their only one. Your dream's promise should clearly articulate the unique value you offer.
Finding a successful formula for your dream requires persistence and experimentation. It's like cracking a combination lock-you must keep turning the tumblers until you find what works. Reed Krakoff exemplifies this with his success at Coach handbags, where he mastered the "code" that grew the company from $500 million to $4 billion in fifteen years. Some discover their formula immediately, while others need years of unsuccessful attempts. John Grisham found his by analyzing bestseller construction, knowing the last page before writing the first. If your ideas aren't spreading, the formula needs adjustment until you hear the "clicking" sound of success.
6장
Building a Sustainable Financial Model
Financial sustainability is essential to pursuing your passion. Without revenue that exceeds expenses, dreams cannot survive. Even nonprofits must generate profit to continue operating-the difference is that no individual can personally profit from the organization. Many people struggle with charging money for their dreams due to enjoyment of the work or uncertainty about its value, but accepting appropriate compensation is critical for success.
Behind every successful creative endeavor-whether an amusement park, film, music project, or restaurant-lies a profitable spreadsheet. Without financial viability, dreams fail regardless of their branding, service quality, or offerings. Dream pursuers must see themselves as chief financial officers, not just practitioners. Cirque du Soleil applies three criteria to any creative endeavor: it must be a creative challenge, have creative partners, and be profitable. If an idea doesn't work on a spreadsheet, it won't work in reality.
Every dream requires a financial model based on the simple formula: Revenue - Expenses = Profit or Loss. Consider potential revenue generation, revenue sources, expense reduction, profit margins, effort-to-reward ratio, and survival timeline before profitability. Dream Year participant Duy Nguyen transformed his struggling restaurant by reorganizing its financial model to guide business decisions rather than merely report them.
Explore multiple ways to express your gifts and generate revenue. A cook might open a restaurant, cater private dinners, publish cookbooks, or create packaged foods. Finding the right revenue stream may require experimentation to discover what people will pay for-a process called "customer creation."
Once you create something people want, make purchasing simple by creating understandable "packages" that clearly define your offerings. Katie Strandlund packaged her event management skills into three distinct service levels under her "Dirty Work" company, while Hilary Barnett systematized her social media expertise. By creating clear, accessible offerings, both quickly filled their client rosters.
To grow revenue, create packages at increasing price points that help customers gradually commit to larger offerings. Use an inverted funnel approach: offer something free at the top (newsletters, blogs), moderate-priced offerings in the middle (online courses, seminars), and your highest-priced "all in" version at the bottom.
Your dream shouldn't rely on a single income stream. By diversifying revenue sources, you create sustainability like a balanced mutual fund. Competitor Group generates income from race entry fees plus sponsorships, training programs, and merchandise; professional blogger John Saddington combines advertising, affiliate marketing, and consulting services.
Creating new revenue streams not only improves financial results but can revolutionize industries. Louis C.K. bypassed cable networks to sell his comedy directly online for $5, earning $550,000 in four days. Similarly, Uber transformed transportation by charging reservation fees rather than owning vehicles.
When setting prices, remember that value comes from experience, exclusivity, uniqueness, and brand story. Journalist Rob Walker's SignificantObjects.com experiment showed that adding fictional stories to thrift store items increased their value by 2,800%. Harvey's Hardware charges premium prices by providing exceptional customer service rather than discounts.
For startup funding, consider self-funding through saving, bank loans, grants, borrowing from friends, selling unused possessions, or working a second job. When others fund your dream, "control belongs to those who write the checks."
7장
Executing Your Dream with Systems and Teams
Dreams remain invisible until you start pursuing them. The cost of being wrong is less than the cost of doing nothing. Justin Kan's Justin.tv failed but led to Socialcam, an app he later sold for $60 million. Similarly, the creators of Angry Birds developed fifty-one unsuccessful games before their breakthrough success. Start immediately without waiting for perfect circumstances, as action reveals the path forward.
From a distance, creativity looks like art, but up close, it's a detailed to-do list. Michael Gerber discovered at the Venetia hotel that their "magical" experience was orchestrated through an operations manual. Similarly, Disney's theme parks create wonder through practical systems-from strategic trash can placement to pavement texture changes. Even David Copperfield's illusions rely on precise, well-rehearsed steps.
Achieving dreams requires sacrifice-working early mornings, weekends, and late nights while others socialize. Quoting Will Smith: "The guy who is willing to hustle the most is going to be the guy that gets that loose ball."
Be wary of "the resistance" (referencing Steven Pressfield's The War of Art) that appears as valid excuses to avoid work. Dream Year participants have stalled for various reasons-one couldn't make a single phone call, another abandoned his restaurant dream when he couldn't afford a permanent location.
Distinguish between activity and true productivity. Email management feels productive but isn't advancing your dream. For writers, productivity means actually writing; for product sellers, it means contacting prospects. Two Dallas businesswomen's wedding venue connection business only succeeded when they stopped focusing on website updates and started signing contracts with venues.
We must "steal time" from other activities to pursue dreams. Anne Lamott tells her writing students they must sacrifice something. An NFL football game broadcast of 185 minutes contains only eleven minutes of actual gameplay, with the rest being commercials, replays, and players milling around-suggesting this time could be reclaimed for productive work.
Separate "ORDINARY YOU" from "CEO YOU." While ordinary you gets distracted by personal issues and finances, CEO YOU maintains professional standards, enforces deadlines, and creates separate financial statements for the dream. Create an organizational structure with leadership roles in finance, marketing, sales, and operations-even if you initially fill all positions yourself.
Great dreams require great teams, not solo efforts. While the initial idea may be personal, execution requires collaboration. Common barriers to team-building include believing the dream belongs only to you, doubting others would want to participate, or lacking trust in others' abilities. Warren Bennis's concept of "great groups" describes teams of talented people who come together for a season to create something extraordinary. Examples include Michelangelo's artist cohort, Henrietta Mears's ministry leaders (including Billy Graham), the Oxford "Inklings" (including C.S. Lewis and Tolkien), Clinton's campaign team, and tech pioneers like Gates/Allen and Jobs/Wozniak.
8장
Becoming a Rainmaker for Your Dream
Dream chasers must also be "rainmakers"-people who generate revenue. Regardless of your natural inclinations, you cannot delegate this responsibility if you want your dream to succeed. While most employees remain oblivious to their company's economic engine, successful dreamers must understand and contribute directly to revenue generation.
Rainmakers generate revenue through making asks-for donations, contracts, deals, opportunities, meetings, publicity, and help. Bob Goff's children wrote to world leaders after 9/11, resulting in twenty-nine positive responses and meetings with international leaders-all from simple asks. You may receive twenty rejections for every acceptance, but successful projects are the fruit of persistent asking. Financial struggles often stem not from money problems but from "ask problems."
Reframe asking as creating mutual value-not imposing your desires but aligning with others' interests to create win-win scenarios. Arment developed a $10,000 book distribution program that benefited publishers, audience members, and his organization simultaneously.
Never reject yourself before others have a chance to respond. Timothy Ferriss's Princeton experiment showed students wouldn't attempt contacting celebrities despite the prize of a free trip. Our job is to make audacious asks while others' job is to respond. Babe Ruth held both home run records and strikeout records-success came from swinging often. Rejection actually thins the competition and creates opportunity. Justin Wise received free admission to Dave Ramsey's expensive conference simply by asking.
Rejection serves purposes: pointing to better paths, developing resilience, and keeping competitors away. Connections often work through friends-of-friends, with unexpected relationships just one or two degrees removed.
9장
Creating a Compelling Brand Experience
Branding creates a compelling experience customers can't find elsewhere. Valentine Freeman curates content for Ace Hotels that aligns with their "progressive, street-smart personality"; Cracker Barrel maintains consistent country-themed stores with identical layouts and merchandise; Malcolm Gladwell's books feature cohesive visual identity; Longman & Eagle presents an eclectic but curated style; and Urban Outfitters crafts an emotional appeal to young adults. Intentional branding creates distinctive, recognizable experiences that resonate with customers.
Stories elevate brands beyond mere transactions, creating emotional narratives that engage customers. Amusement parks build stories around rides, and Dos Equis created "The Most Interesting Man in the World" to increase sales by 22% when competitors declined. Craft your own brand story by considering your origin story, key characters, antagonists, and how the narrative translates across all brand touchpoints.
A great brand starts with a great name. Bryan Allain expanded his audience by changing from "Blog Rocket" to "Killer Tribes." Naming strategies include listing all possibilities, finding strong associations, building meaning into the name, getting feedback, creating natural-sounding words, using personally meaningful words, matching the name to your personality, and being willing to adapt.
The author argues passionately against DIY design, stating that even good ideas look amateurish without professional design. He compares DIY design to portable toilets at a wedding-convenient but inappropriate. Consistency protects brand integrity, which is why style guides are essential. Coca-Cola's VP of global design created standards for everything from the white ribbon on cans to models' clothing in photoshoots.
Create a comprehensive "communications arsenal" with a designer-a one-time investment that provides all necessary brand assets. This arsenal should include logo and key art, email templates, website, direct mail, brochures, ID badges, signage, stationery, packaging, social media branding, and advertising materials. Commissioning everything at once saves money and ensures consistency across all brand touchpoints.
10장
Building Your Platform and Marketing Your Dream
Without a platform-a community of followers who pay attention to your work-even the most noble causes will fail. People support what others already support. The "Blue Like Jazz" movie only secured Kickstarter funding after author Donald Miller promoted it, and WWE wrestler Matt Cardona revived his career by building an online following.
Platform-building requires consistently delivering value in a specific area of expertise that can be described in one word-like "marketing" for Seth Godin or "motivation" for Anthony Robbins. Owning a category forces others to take different approaches, citing how David Blaine had to master street illusions after David Copperfield dominated stage magic.
Kevin Kelly's principle states that creators need only 1,000 true fans willing to spend $50-100 annually to earn a living. Building a platform requires intentional choices about whom to attract and repel. Ree Drummond's "Pioneer Woman" success came from consistently sharing her simple farm life through authentic, upbeat content targeted specifically to women, demonstrating that limiting your audience can create more loyal followers.
A platform is essentially a distribution channel for your dream, not about becoming famous. Platforms can take many forms beyond blogging and social media: Jenna Marbles built her platform through humorous YouTube videos; companies like Ben & Jerry's and Amazon Prime created communities around their products; performers like Justin Bieber and dancer Marquese Scott were discovered through online videos; Scott Harrison leveraged his nightclub promoter network to launch charity: water; and Amanda Hocking found success through self-published e-books after years of publisher rejections.
The author emphasizes that launching dreams without a platform means reaching no one. Identify your unique expertise with a single word and determine how you'll offer consistent value in that area through videos, blogs, newsletters, events, or personal connections.
Marketing creates demand through branding, product development, design, platform building, and advertising, while sales means persuading someone to buy. Effective marketing eliminates the need for sales efforts, as it builds demand that brings customers to you. Create demand by revisiting your idea model, branding, and platform until they connect with people.
Marketing isn't merely promotional but integral to your offering and brand personality. Red Bull's extreme sports sponsorships-culminating in Felix Baumgartner's record-breaking space jump-embody their "gives you wings" slogan. Creative marketing approaches include transmedia campaigns, meet-ups, viral videos, road shows, PDF manifestos, value-added experiences, publicity stunts, contests, and promotional kits sent to influential bloggers.
For launching your dream, use every tool available, build momentum through small wins, make big asks of people who can help, and measure your marketing results to identify what works. Treat marketing as a series of experiments-tracking results, discarding ineffective methods, and doubling down on what works.
