The Diary of a CEO Summary – 33 Laws for Success by Steven Bartlett

What does it really take to build a successful life and business in today’s world? Steven Bartlett, entrepreneur and host of the world-famous podcast The Diary of a CEO, explores this in his powerful book: The Diary of a CEO – 33 Laws of Business and Life.

This isn’t just another self-help book—it’s a practical blueprint based on Steven’s own journey from nothing to building multimillion-dollar companies, along with insights from some of the greatest minds he’s interviewed. Each of the 33 laws reveals actionable lessons on mindset, leadership, wealth, and personal growth.

 To make this summary more reader-friendly and engaging, we have divided it into four sections based on the book’s original structure:

1. The Self (Ch. 1–9) – Understanding and mastering yourself
2. The Story (Ch. 10–18) – Shaping your personal and professional journey
3. The Philosophy (Ch. 19–27) – Timeless principles for success
4. The Team (Ch. 28–33) – Building and leading with impact

In this section, we’ll explore The Diary of A CEO – The Story, breaking down its key laws with real-life examples and actionable takeaways to help you apply them in your own life.

Law 10: Useless Absurdity Defines You More Than Useful Practicalities

In The Diary of a CEO, Steven Bartlett explains a powerful yet unconventional truth: sometimes it’s the useless and absurd things you do that make people notice you more than the useful ones.

Practical decisions keep a business running, but absurd creativity sparks attention, conversations, and memorability. And in the world of business and branding, attention is everything.

Steven Bartlett’s Risky Experiment

When Steven Bartlett was just 20 and running his marketing company, he received an investment of $300,000. A typical CEO might have spent it on operations, recruitment, or expansion. Instead, Steven spent it on things that seemed completely useless:

• A mezzanine floor with a giant blue slide leading into a ball pit.
• A gaming room and beer taps.
• A fully stocked bar.
• Even a massive tree in the middle of the office.

To outsiders, it looked immature. But this bold absurdity caught the eye of media outlets, TV channels, and blogs. Suddenly, everyone was talking about Steven and his company—not because of their campaigns, but because of their office.

What seemed “useless” turned into free, viral marketing worth far more than a traditional advertising budget.

Why Absurdity Works Better Than Logic?

Absurdity travels faster than practicality because it creates stories worth sharing. People rarely talk about an office with neat desks, but they will always talk about an office with a giant slide.

Steven Bartlett notes that absurdity is not for the faint-hearted—it’s for risk-takers, innovators, and those willing to look foolish to stand out.

In branding, being remembered often matters more than being sensible.

Real-Life Example

Think of Red Bull. Their brand is not just about selling an energy drink—it’s about sponsoring outrageous stunts like jumping from space or extreme sports. These “absurd” events created global attention, making Red Bull far more recognizable than hundreds of practical marketing campaigns.

Similarly, Bartlett’s playful office design worked as a story engine, giving his brand visibility without the cost of hiring another marketing agency.

The Diary of A CEO Key Takeaways from Law 10

• Absurdity spreads faster than practicality—it makes people talk, laugh, and remember you.
• Steven Bartlett used absurd office designs as a marketing magnet, proving creativity beats convention.
• Absurdity is risky but creates visibility without massive advertising costs.
• Stories define brands—people share the unusual, not the ordinary.
• In life and business, sometimes being “useless” is the smartest move.

Law 11: Never Blend In – Escape the Trap of Wallpaper

One of the most powerful lessons from The Diary of a CEO is that invisibility kills ideas. Steven Bartlett emphasizes in Law 11 that if your message, product, or content looks like “wallpaper,” people will simply tune it out. The truth is, no matter how valuable your offering is, it won’t matter if people don’t notice it.

This law teaches us the science of grabbing attention. Human brains are wired with a filter called habituation—a neurological mechanism that helps us ignore repetitive or unimportant things so we can focus on what’s new and potentially useful.

Why People Ignore Familiar Messages?

Think about it: when you first hear a humming noise in your room, it’s distracting. But within minutes, your brain adapts and tunes it out. This is habituation at work. The same thing happens in marketing, storytelling, and even conversations—if your words or actions are predictable, people stop noticing them.

Steven Bartlett explains that this mental filter is a survival tool, allowing us to save energy for novelty and unexpected signals. For creators, entrepreneurs, and leaders, this means one thing: if you want attention, you must break the pattern.

Steven Bartlett’s Personal Example

In The Diary of a CEO, Steven shares his own mistake with habituation. For a long time, he ended his YouTube podcasts with the overused phrase, “Like and subscribe.” It had no impact—viewers had heard it thousands of times elsewhere, so their brains ignored it.

One day, he tried a different approach. Instead of the cliché, he looked directly at his audience and said:

“70% of you that watch this channel frequently do not subscribe. If you’ve ever enjoyed our videos, please could you do me a favour and hit the subscribe button?”

This subtle but fresh phrasing broke through the habituation filter. His subscriber numbers rose because he communicated in an unexpected, authentic way.

How to Avoid Becoming Wallpaper?

Steven Bartlett encourages us to:

• Be unpredictable – Don’t use tired, recycled lines. Find a fresh way to deliver your message.
• Challenge expectations – When everyone zigs, zag. That difference makes you memorable.
• Think about your audience’s brain – If your words or branding feel repetitive, they’ll be ignored no matter how “important” they are.
• Replace clichés with clarity – People respond to honesty, surprise, and specificity.

The Diary of A CEO Key Takeaways from Law 11

• The brain naturally ignores repetitive or predictable messages (habituation).
• To capture attention, you must break through this filter with something unique.
• Overused phrases like “like and subscribe” lose power; unexpected phrasing creates engagement.
• Standing out is not about being louder—it’s about being different.
• Steven Bartlett reminds us: avoid becoming “wallpaper,” because wallpaper blends in and is forgotten.

👉 This law from The Diary of a CEO Summary shows that success in business and storytelling isn’t just about what you say, but how you say it. If you dare to break the script, you’ll earn attention that repetition can never buy.

Law 12: You Must Make People Angry

In The Diary of a CEO, Steven Bartlett delivers a powerful truth: if nobody loves or hates your brand, you’re invisible. Neutrality kills growth. Law 12 teaches us that provoking strong emotions—positive or negative—is a sign that you’re making an impact.

Steven reminds us that if you build a brand that matters, upsetting some people is inevitable. It’s not about being offensive for no reason, but about standing for something clear and bold enough that not everyone will agree with you.

Why Indifference Is the Real Enemy?

As Steven Bartlett explains, indifference is the least profitable outcome. When people don’t care about you, they don’t talk about you, buy from you, or recommend you.

Think about bestselling books with bold titles containing strong words like “The Subtle Art of Not Giving a F*ck.” Some people find them inspiring, while others find them offensive. But one thing’s certain—they spark reactions, and that’s what makes them spread.

When people love you or hate you, you win. When they don’t care, you lose.

Steven Bartlett’s Perspective

In The Diary of a CEO, Steven shares that the brands, creators, and leaders who truly shape culture are the ones unafraid of criticism. Playing safe creates forgettable wallpaper (as he explained in Law 11). Standing firm on your values, however, guarantees attention.

“Hate” is often a signal that you’re saying the right things, pushing against the status quo, and making people think.

Real-World Example

Look at companies like Nike. When they supported Colin Kaepernick, the American football player who protested during the national anthem, millions of people celebrated the move—while millions of others boycotted Nike. Sales and brand loyalty, however, soared.

That’s Steven Bartlett’s point: a strong stance divides people, but it also builds tribes of loyal fans.

On a smaller scale, think of content creators who share unpopular truths on social media. They often get hate comments, but they also attract followers who admire their authenticity.

How to Apply This Law?

• Take a stand – Don’t water down your message to please everyone.
• Accept criticism – If everyone agrees with you, you’re probably not saying anything important.
• Build your tribe – Focus on those who resonate with your values, not the ones who never will.
• See “hate” as feedback – It means you’re visible, memorable, and impactful.

The Diary of A CEO Key Takeaways from Law 12

• Neutrality (indifference) is more dangerous than hate.
• Brands, creators, and leaders who matter will always upset some people.
• Strong opinions create loyal communities and drive growth.
• “Hate” can be proof that you’re speaking your truth.
• Steven Bartlett reminds us: you can’t change the world by trying to please everyone.

Law 13: Aim for Psychological Moonshots First

In The Diary of a CEO, Steven Bartlett introduces the idea of psychological moonshots—small, inexpensive tweaks that create massive perceived value in the minds of customers. Unlike physical changes that demand big budgets, psychological moonshots are about shifting perception, enhancing experience, and building loyalty with shockingly tiny investments.

Steven shows how companies like Uber, Google, and Domino’s have mastered this approach. They don’t just deliver a product or service—they use subtle psychological tricks that keep customers engaged, reduce frustration, and increase satisfaction, even during uncertainty.

What Is a Psychological Moonshot?

A psychological moonshot is a relatively small adjustment that drastically improves how something feels—without changing the core product itself.

Think of it as the difference between what you get and how you feel about what you get.

For example, Uber didn’t always reduce the actual waiting time for cars. Instead, they changed how that waiting time felt to customers, using smart psychological rules.

The Five Rules of Psychological Moonshots

1. The Peak-End Rule: Memorable Moments Matter Most

People judge an experience based on two key moments—the peak (the most intense part, good or bad) and the end.
👉 Uber ensures the end of the ride (driver rating, smooth payment) feels positive, making the overall memory stronger.

2. Idleness Aversion: Keep Customers Busy

Humans dislike feeling idle. Domino’s solved this by creating a pizza tracker, showing every step from “preparing” to “baking” to “out for delivery.” Even if nothing changed in real-time, customers felt engaged instead of impatient.

3. Operational Transparency: Open the Black Box

Brands that show what’s happening behind the scenes build trust. For instance, Google Maps displays live traffic, not just the final arrival time, so users feel more in control.

4. Uncertainty Anxiety: Reduce the Unknown

Waiting without clarity creates frustration. Uber reduced anxiety by showing the moving driver icon on the map—transforming uncertainty into reassurance.

5. The Goal Gradient Effect: Motivation Near the Finish Line

People get more motivated as they feel closer to the end. Think of coffee shops giving a loyalty card with two free stamps already marked. You feel progress, so you’re more likely to complete the card.

Real-Life Example

Imagine ordering food online. Two apps promise 30 minutes delivery. One shows a blank screen until the food arrives. The other shows step-by-step updates: “Restaurant confirmed → Preparing order → Out for delivery → 5 minutes away.”
Even if both take the same time, you’ll likely prefer the second app. That’s the power of psychological moonshots—small details that shape big perceptions.

How You Can Apply This Law?

• Focus on how people feel about the journey, not just the end result.
• Use transparency—show progress, updates, or behind-the-scenes activity.
• Add small but meaningful moments that create memorable peaks.
• Reduce uncertainty by keeping communication clear.
• Help customers feel closer to their goal with visible progress markers.

The Diary of A CEO Key Takeaways from Law 13

• Psychological moonshots create massive perceived value with small changes.
• People judge experiences by the peak and the end, not the full timeline.
• Keeping customers engaged reduces frustration during waiting times.
• Transparency builds trust and loyalty.
• Steven Bartlett reminds us: success often comes from perception, not just performance.

👉 The Diary of a CEO shows us that the smartest companies don’t always move faster or deliver more—they simply design better psychological experiences that win hearts and minds.

Law 14: Friction Can Create Value

In The Diary of a CEO, Steven Bartlett highlights a surprising truth—sometimes making things harder creates more value. While most businesses aim to remove obstacles and make everything seamless, psychology shows that adding a little friction can actually increase satisfaction, loyalty, and perceived worth.

Why Friction Works Against Logic?

As humans, our decisions are not always based on logic. We don’t always choose the fastest, cheapest, or easiest option. Instead, we respond to psychological triggers that influence how we feel about the process.

Steven Bartlett points out that even when customers face inconvenience—like longer wait times, or being asked to participate in the process—they may walk away more satisfied. That’s because effort creates ownership, and ownership creates value.

The Restaurant Example

Steven shares a fascinating example of a restaurant where customers were invited to cook parts of their own food. Logically, this sounds like extra work and inconvenience. But in reality, customers reported higher satisfaction and were less likely to complain or return meals.

Why? Because they had invested their own effort into the experience. It wasn’t just food anymore—it was their food.

The Psychology Behind It

1. Effort Justification (IKEA Effect): People value things more when they’ve put effort into creating them. That’s why IKEA customers often feel proud of the furniture they build themselves, even if it’s wobbly.
2. Perceived Control: A little friction, like making your own choices or adding effort, gives customers a sense of ownership and control.
3. Delayed Gratification: Waiting or working for something can make the final reward feel sweeter. Think about how much more satisfying a home-cooked meal feels compared to instant fast food.

Real-Life Example

Take Starbucks as an example. They could easily serve pre-made coffee in seconds. But instead, they involve you in the process: choosing the size, milk type, flavors, and calling out your name when it’s ready. This small “friction” makes you feel part of the creation process, increasing loyalty and perceived value.

How You Can Apply This Law?

• Don’t always remove every obstacle—sometimes, add small intentional ones.
• Give customers ways to contribute to the final product.
• Use friction to increase engagement, not frustration (e.g., interactive steps, personalization).
• Remember: the goal isn’t to make things difficult, but to make them meaningful.

The Diary of A CEO Key Takeaways from Law 14

• Friction can increase perceived value, even if it seems illogical.
• Customers who invest effort often feel more satisfied and loyal.
• Small inconveniences can reduce complaints and increase appreciation.
• Examples like IKEA furniture, Starbucks customization, and DIY-style restaurants prove this point.
• As Steven Bartlett explains, success is not just about efficiency—it’s about psychology.

👉 The Diary of a CEO teaches us that sometimes, the smartest way to win loyalty isn’t to remove every barrier—it’s to let customers work a little for their reward, making the outcome feel truly theirs.

Law 15: The Frame Matters More Than The Picture

In The Diary of a CEO, Steven Bartlett reveals a powerful truth—how you frame something matters more than what it actually is. The same product, message, or idea can feel valuable or worthless depending on how it’s presented.

Why Framing Changes Perception?

Humans don’t just react to facts—we react to how those facts are delivered. Two identical statements can create completely different emotional responses. For example:

• Saying a yogurt is “90% fat-free” feels healthier than saying it has “10% fat”.
• Saying a medicine has a 95% success rate feels more reassuring than saying it fails in 5% of cases.

The numbers haven’t changed—but the frame makes one sound positive and the other negative.

Apple’s Masterclass in Framing

Steven Bartlett points out that Apple has mastered this principle. Walk into an Apple Store and you’ll notice:

• A minimal, calm, gallery-like environment instead of a cluttered shop.
• Products displayed like art pieces, not just electronics.
• Spacious design that makes each product feel premium and desirable.

The products themselves haven’t changed, but the frame tells your brain: This is luxury. This is quality. This is worth paying more for.

Everyday Example: Electronics Stores

When you walk into a regular electronics store, you see shelves packed with dozens of products. Everything screams for attention, but nothing feels special. Compare that with Apple’s framing—where less is more, and the experience itself makes you want to buy.

It’s not the picture (the product) that persuades you—it’s the frame (the presentation).

The Science Behind It

Psychologists call this the Framing Effect. It explains how people make decisions based on whether options are presented in a positive or negative light. Our brains are wired to avoid losses and chase gains, so the right frame can guide behavior without changing the actual facts.

Real-Life Example

Think about restaurants. A dish described as “Chef’s Special with farm-fresh herbs” sounds more appealing than “Pasta with sauce,” even if it’s the same dish. By reframing the description, the perceived value increases instantly.

How to Use This Law?

• Highlight positives, not negatives: Focus on benefits, not shortcomings.
• Control the environment: Frame your product in a setting that enhances its value.
• Use words carefully: The right phrase can make something ordinary feel extraordinary.
• Remember perception = reality: Customers don’t just buy the product—they buy the story around it.

The Diary of A CEO Key Takeaways from Law 15

• The frame is often more influential than the product itself.
• Apple demonstrates how framing creates premium value perception.
• Positive framing (90% lean) is more powerful than negative framing (10% fat).
• The Framing Effect shows humans respond emotionally to presentation, not just facts.
• As Steven Bartlett shares, mastering framing helps brands stand out, attract loyalty, and command higher value.

👉 The Diary of a CEO teaches us that winning in business (and life) isn’t always about changing the product—it’s about changing the frame through which people see it.

Rule 16: The Goldilocks Effect – Playing with Choices

This law explains a smart yet simple strategy that makes your product or service look like a better deal—without actually lowering or raising the price.

The Power of Anchoring

Anchoring is a psychological bias where people depend too much on the first piece of information they see when making decisions. In sales, if you give customers only one choice, there’s a higher chance they won’t buy at all. But if you give them three options—a cheap one, a mid-range one, and an overpriced one—most will naturally lean towards the middle option.

Why the Middle Always Wins?

Steven Bartlett in The Diary of a CEO explains that our brains are wired to avoid extremes. We don’t always pick the cheapest (it feels low quality), and we rarely go for the most expensive (it feels risky). Instead, the middle choice feels safe and reasonable, even if it’s not based on pure logic.

A Simple Example

Imagine you’re booking train tickets:

• General class costs $600
• Executive class costs $2,000
• First class costs $8,000

Most passengers will choose the Executive class, because compared to $8,000 it feels affordable, and compared to $600 it feels more comfortable. The decision is less about logic and more about how the frame of choices influences perception.

Real-Life Connection

Think about when you order popcorn at a movie theatre. You’ll often see:

• Small: $3
• Medium: $6.50
• Large: $7

Most people buy the Large, not because they really need it, but because the Medium looks like a bad deal. The pricing was designed to anchor your choice.

The Diary of A CEO Key Takeaways from Law 16: Use Goldilocks to Your Advantage

• People rarely buy when shown only one option—offer at least three.
• The middle option usually wins, as it feels safe and balanced.
• Anchoring is about influencing perception, not lowering prices.
• Our decisions are guided by psychological frames, not logic.
• As Steven Bartlett shares in The Diary of a CEO, sales success comes from shaping the choices, not just presenting the product.

Rule 17: Let Them Experience It, and They’ll Want It

This law highlights one of the simplest yet most powerful sales strategies—if people try something first, they’re far more likely to buy it.

The Endowment Effect

Psychologists call this the Endowment Effect—a bias where people place more value on something once they feel it belongs to them, even if its actual worth hasn’t changed. Steven Bartlett explains in The Diary of a CEO that ownership—real or even temporary—creates a stronger emotional bond than just observing a product from a distance.

Why Trying Beats Watching?

Think about shopping for clothes. A pair of jeans might look average when it’s folded on the shelf, but once you try them on in the fitting room, they suddenly feel more appealing. The same goes for cars—reading about features is one thing, but taking a test drive makes the car feel like it’s already yours. That emotional shift makes the decision to purchase far easier.

Real-Life Example

Big brands know this trick very well. Cosmetic stores often offer free samples, tech shops encourage you to use demo devices, and gyms give you a free trial class. The moment you start using the product or service, your brain starts thinking of it as yours—making you much more likely to commit to buying.

Why This Works in Sales?

Human nature is simple:

• What we touch, try, or experience feels more valuable.
• The sense of ownership changes how our brain processes worth.
• This emotional connection beats pure logic when making buying decisions.

The Diary of A CEO Key Takeaways from Law 17: Let Them Try and They Will Buy

• The Endowment Effect makes people value what they try as if they already own it.
• Giving customers a chance to experience your product is more persuasive than showing features.
• From test drives to free samples, brands use this technique to increase sales.
• Human decisions are driven more by emotional ownership than logical analysis.
• As Steven Bartlett explains in The Diary of a CEO, putting products directly in customers’ hands is one of the most powerful sales strategies.

Law 18: Win the Battle in the First Five Seconds

This law emphasizes how crucial the first five seconds are in any interaction—whether you’re giving a speech, recording a video, joining an interview, or launching a podcast. These opening moments determine whether your audience leans in with interest or tunes out completely.

Why the First Five Seconds Decide Everything?

Steven Bartlett explains in The Diary of a CEO that those first few seconds act as a make-or-break hook. The brain is wired to quickly judge whether something is worth paying attention to. If your message doesn’t spark interest immediately, your audience will likely skip, scroll, or disengage.

The Power of Attention in a Distracted World

Over the last decade, studies show our average attention span has shrunk from 12 seconds to just 8 seconds—shorter than a goldfish. Office workers check their phones around 1,500 times per week, which adds up to over 3 hours a day, and emails are checked nearly 30 times an hour. In such a distracted environment, you don’t have minutes—you barely have seconds to capture attention.

Real-Life Example – MrBeast’s YouTube Success

One of the best modern examples is YouTube creator MrBeast. Steven highlights how MrBeast has built a billion-view empire by focusing obsessively on the first five seconds of his videos. He knows if the start isn’t gripping, viewers won’t stay. That’s why every video begins with high-energy hooks, curiosity, or shocking statements designed to lock in attention instantly.

What This Means for You?

Whether you’re presenting on stage, creating social media content, or pitching in a meeting, the principle is the same: the opening is everything. Clarity, confidence, and a strong hook give you the best chance of keeping people engaged long enough to deliver your full message.

The Diary of A CEO Key Takeaways from Law 18: Fight for the First Five Seconds

• The first five seconds are a make-or-break moment in speeches, videos, interviews, or content.
• Attention spans are shrinking—from 12 seconds to just 8—making it harder to keep audiences focused.
• Distraction is constant: phones, emails, and notifications pull people away hundreds of times daily.
• A strong hook at the beginning creates curiosity and signals importance to the brain.
• As Steven Bartlett stresses in The Diary of a CEO, success often depends on winning attention immediately—something creators like MrBeast have mastered.

After exploring The Story, we understand the power of purpose and how resilience shapes our journey. But to truly sustain success, we need guiding principles that stand the test of time. That’s where The Philosophy comes in—offering timeless wisdom and laws that influence our decisions, mindset, and long-term growth.