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In Ninja Selling, one of the most important questions we ask is simple:
Are you being on purpose or on accident in your business?
Many salespeople operate reactively—chasing opportunities and hoping things work out. A Ninja chooses a different path. A Ninja builds a business intentionally, using proven systems to ensure their work supports their life—not the other way around.
That alignment happens when two essential tools work together: the Life List and the Goal Contract.
The Life List is a written record of what you want to have, do, be, and give in your life. It represents your deepest values, priorities, and aspirations.
Often illustrated by the story of adventurer John Goddard, the Life List is sometimes called a “Reasons for Living” list—and for good reason. It brings clarity to why you work and what success truly means to you.
More than inspiration, the Life List helps program your Reticular Activating System (RAS)—your brain’s filtering mechanism. When you clearly define what matters most, your mind becomes more aware of opportunities, ideas, and connections that support that vision.
As the Ninja principle reminds us:
The quality of your life is the quality of your list.
If the Life List defines your why, the Goal Contract defines your how.
Your Goal Contract is a written, measurable commitment to the results required to fund the life you want. Ninja goals are always positive, specific, and measurable. Rather than focusing on what you want to avoid, Ninjas program the mind with what they want to experience.
For example, instead of saying, “I want to get out of debt,” a Ninja writes:
“I enjoy being free and clear.”
Here’s where the magic happens:
Setting goals is the work of the conscious mind, but achieving them is driven by the nonconscious mind. When you write your Goal Contract in the first person and present tense, you send a clear signal that this outcome is real—guiding your behavior to align with it.
Ninja Selling teaches that results follow a predictable sequence:
Thoughts → Beliefs → Actions → Results
The Life List provides clarity and focus for your thoughts.
The Goal Contract defines the results you are committed to producing.
The Ninja Nine Success Habits are the actions that fulfill the contract.
When these elements are aligned, your business becomes more efficient and intentional—creating higher income per hour and more time for the life you’re building.
A Goal Contract without a Life List is just a set of numbers—and over time, that can lead to burnout.
A Life List without a Goal Contract is just a dream—with no vehicle to reach it.
When the two are aligned, you create Net Forward Energy: focused, positive momentum that keeps you moving forward with clarity and purpose.
To bring your life and business into alignment, begin here:
Create Your Life List
Write down at least 50 things you want to experience, accomplish, or contribute.
Commit to Your Goal Contract
Clearly define the income required to fund that life. Write it in the present tense (e.g., “I enjoy earning $250,000 a year or more.”).
Execute the Vital Few
Consistently practice the Ninja Nine daily and weekly habits.
When you submit to the process and connect your business goals to personal fulfillment, you stop chasing success—and begin attracting it.
TSW. The System Works.
A Life List isn’t a bucket list—it’s a tool for clarity. As Larry Kendall teaches in Ninja Selling, writing down what matters helps train your Reticular Activating System (RAS) to notice opportunities that support the life you want to live. Here’s how a Life List brings intention, awareness, and meaningful growth into everyday life.
As we move through August, we're now two-thirds of the way through 2025. With summer winding down and fall approaching, this is an ideal time to take a comprehensive look at the goals you set at the beginning of the year and assess your progress.
A major goal of the Ninja Selling System is to increase your income per hour so that you can have a life. Time Blocking is a key tool to achieving this because it boosts focus and efficiency. Increase your focus with these tips.
