Last night, as my 2026 “NYE party” kicked into gear, I was standing around, a drink in my hand, party hat on my head, yelling over the music and the party blowers to make myself heard, so I could explain to a group of partygoers about Dan Kennedy’s “toaster theory.”
I forget where I first heard this theory, and a bit of digging hasn’t been able to unearth the source.
But in a nutshell, marketer Dan Kennedy once said that whatever offer you create, it needs to be as easy to use as a toaster. Basically push-button. Put the untoasted bread in, push the button, wait a minute, up pops the toast.
For some reason, perhaps because I am simple creature, that image of a toaster has stuck in my head a lot better than a bunch of other explanations of how to make a sexy and user-friendly offer.
Of course, sometimes you can’t live up to this ideal because even in the real world, not everything can be made as easy to use as a real toaster. But you can always take steps to make your offer more toaster-like, and sometimes, you can get surprisingly close to perfect toasterhood.
Case in point:
Back in 2023, I created a course called Insight Exposed. It was about my home-brewed system for keeping journals, taking notes, and coming up with surprising, insightful, valuable ideas.
This system has been immensely valuable to me personally, and has allowed me to get a lot more done in a lot less time.
Anyways, after I finished the course, I had that Dan Kennedy toaster idea rattling in my head. I asked myself, “How could I create a toasterized version of this course? Something that people could use right away, and get results from right away, and that’s as simple to use as pressing a button?”
The result was Insight-Exposed-In-A-Box, which gives you my entire notetaking and journaling setup in just a few moments, at the push of a button or two, just like pressing down a toaster.
Anyways, that was the story I started telling or rather yelling last night, as the party was heating up, as streamers flew through the air, as drinks flowed.
My 2026 “NYE Party” is still going on at the page below.
That’s because this is not a New Year’s Eve party (after all, it’s Jan 6 today). The “NYE” in my “NYE Party” is something entirely different.
Yes, this “NYE Party” has fun elements like disco balls and fireworks at midnight. But it’s also got a serious promise:
Make more in 20 hrs/week in 2026 than you did in 40+ hrs/week in 2025…
… without thinking about work 24/7, or feeling guilty when you’re not working.
At the core of delivering this promise is a masterclass about productivity by expert Call of Duty player Igor Kheifets, who, when not playing video games or doing sports with his kids, runs a $4.3 milllion-a-year info publishing business built on the back of his email list.
Igor works just 20 hours a week for those $4.3 million, and he takes 6-8 vacations a year. In other words, he might have a thing or two to tell you about how to get more done with less time any effort.
Also as part of this “NYE Party,” I’m throwing in a productivity-minded bonus, a free copy of Insight-Exposed-In-A-Box, which I just told you about, and which I previously sold for $200.
(Of course, if you want the full explanation and detail of the Insight Exposed, I’m including that as well.)
In any case, the “NYE Party” goes on, and will go on as long as the police don’t stop us, the electrical company doesn’t turn off the power, and the people inside keep having fun. If you’d like to join us: