The Avocado Principles

by | May 8, 2026

Earlier this week, my wife was explaining the process she uses to buy and ripen avocados for our family.  

My wife finds a perfectly ripened avocado to be one of the best ways to start her day.

This reminded me of  one of my favorite Seth Godin posts.

Here’s Seth’s advice about avocados (and recruiting):

If you wait until you really want an avocado, the market won’t have any ripe ones. You need to buy them in advance.

If you eat an avocado that’s not quite ripe, you won’t enjoy it. AND, you won’t have a chance to enjoy it tomorrow, when it would have been perfect if you had only waited.

If you live your life based on instant gratification and little planning, you’ll either never have a good avocado, or you’ll pay more than you should to someone else who planned ahead.

Buy more avocados than you think you need, because the hassles are always greater than the cost, so you might as well invest.

And since you have so many, share them when they’re ripe. What goes around comes around.

It only makes sense to think of recruiting in these terms.

The recruiting advantage goes to those who plan ahead and build a bench of talented individuals who ripen when the time’s right.

They alone will enjoy the fruits of hiring high-performers.

 

The Simple Psychology of Real Estate Recruiting [2nd Edition]

Unlock the secrets of effective real estate recruiting. Revised to include actionable frameworks for sharper execution and to help you turn psychological theory into a repeatable recruiting system.

The Attrition Variables

The Attrition Variables

While these attrition constants still have the greatest influence, there are some emerging attrition variables worth noting. People also tend to leave companies when: They feel like they’re not doing as well as others in their peer group outside the company. They feel like they’re not as far along as they should be at a certain point in life.

The Attrition Constants

The Attrition Constants

If you’re not focusing most of your retention effort on these issues, you’ll miss the mark. If you’re not focusing most of your recruiting effort on exploiting these weaknesses among your competitors, you’re missing the best opportunities.

The Persistence Mindset

The Persistence Mindset

A leader equipped with this mindset can have a profound effect on the life and career of each individual they engage. It works because an agent is getting a real-time glimpse of what it would be like to work on your team. But it only becomes believable when it is persistently applied over time.