$262,938 Earned From Reading THESE Books 📚

There’s no question that one of the best investments that you can make in yourself is reading books. If you’ve been on my channel for any amount of time, you know that I’m a bit obsessed with reading books. I’ve got, I’ve gained so much knowledge and experience from reading book, after book, after book, and it by far is just by what you pay versus what you get in return, there is nothing that compares with the ROI of reading a book and taking action on what that book provides. But you’ve already heard this before, you’ve heard other people talk about how wealthy people read books.

Here you can see, I just laid out all these books, if you saw that other video, we spent $700 or something’ on books. I don’t always buy ’em new, but I was at Barnes and Noble and I thought, what the heck. I do that every once in a while, I’ll go on a big binge. So, I think there’s four, there’s about roughly 30 books there.

And if you want to become rich, you have to read books, blah, blah, blah. You’ve heard it before, so who am I, just another guy saying the same thing.

But just so that it’s not just me saying the same thing, I wanted to do something special today, I wanted to bring on other people that could share real results, quantifiable results that they have achieved by reading books. In fact, the people that I’m getting’ ready to share with you, these people have generated over $262,000 just from reading a book and taking action on that book.

And if you stay until the end, I’m going to share the book that has changed my life, in fact, I can contribute that I’ve made over a million dollars, actually probably millions of dollars because of this book that I read. So, you’re going to find out what these books that other people have read, and how they made 262,000 from reading these books, and also the book that made me over a million dollars. So, let’s find out what these books are right now.

It’s hard to believe that a book can change somebody’s life, it’s hard to believe that by reading something, either in paper form, or on your iPad, or Amazon Kindle that just reading text written by somebody else on their experience can have such a tremendous impact on your life and change your future. But I have experienced that, I have seen it, I have had friends, I have coworkers, I’ve had just acquaintances online, and I’ve just seen the impact that books have. And yet, when I talk to people and ask them, what books are they’re reading or what books have they read, I’m still amazed that there are still so many people that don’t, that don’t read books, that they think they can get their information from YouTube and online, and there is tons of valuable information online, I don’t winna discount the information you can get by watching YouTube channels and by reading blogs and all that stuff, but the reality is man, there is just so much information in books that you can get and you can apply to your life and see real results.

It can happen, it will happen, and that’s why I’m excited to share some other people’s experiences from reading the book that they’ve had, and also the results that they’ve seen with it, quantifiable results that they can say, hey I read this book, and this is what happened because of it. And that’s why I was excited to do this video collaboration with you, and also very excited to share the book that had an impact on my life.

These are people that are from the financial blogger community that I’m a part in. So these are bloggers, these are YouTubers that are committed to educating themselves and others, and being responsible with their money, and taking action, and seeing actionable results. So, the first creator I want to share with you, so her name is Gee, and for those that think this is just about making money and growing your business or scaling your business, Gee has a different story.

So, a book that she read was able to show her how to build up some savings and pay off a crazy amount of debt. So here is her book, and the results that she saw from it.

Hey everyone, Gee Nonteam here, thank you Jeff for allowing me to be a part of this collaboration. So, in the summer of 2017, I picked up a book called The Slight Edge, and in that book, there’s so many analogies where the author talks about taking little steps of action and how those little steps of action lead to big things. And so, at that time, I did not have an emergency fund and in the middle of reading that book, I took a decision to start an emergency fund.


And so, what I did was, just directly using the tips from that book, I went and set up automatic deductions from my checking account into a special savings account that would allow me to build a $1,000 emergency fund. And within four to five months, that emergency fund was completely funded, it had $1,000 in it.

On top of that, the tips in the book allowed me to pay off around 70% of my credit card debt, and I just think that that is so incredible, and that book stands out in my mind as such an instrumental book that I took direct action from, and that direct action actually led to something tangible, which was money in my bank account, and also a bunch of debt that was paid down. – I love hearing that from Gee, because whenever I read Total Money Makeover from Dave Ramsey, that was the book that really inspired me to want to be debt free, and I was already on that path to becoming debt free, but Dave just put it in a way that just made it real. Like seeing the testimonials from other people that paid off hundreds of thousands of dollars of debt, and I used that book to train others, to teach others as a financial planner for those that wanted to become debt free.

So, I love Total Money Makeover, as far as helping me become debt free, and teaching others, and I love hearing this book by Gee and what that did for her, to be able to pay off 70% of her debt and get her cash savings in check. Her future can only get brighter from here.

Alright, the next five are some pretty cool results from some amazing books. And you’re going to learn the story about someone that quit their day job to earn over $10,000 a month as a freelancer. You’re going to learn about the person who had a fear of self-publishing and went on to self-publish several books and made over $22,000 in their first year just on publishing on Amazon. You’re also gonna find out about the guy who read a book, this is a business owner that read a book, and because of that book he was able to make over $100,000 more per year with his business. And then you’re gonna learn about the guy who read a book and took a year off, took a sabbatical from his business, that was still running, still thriving, and still took care of his family while he took a year off from his business.

And there is more, so enjoy the next five books and their results. – Hey everyone, Eric Rosenberg here from PersonalProfitability.com and my favorite book that has changed the entire course of how I make money is The Art of Non-Conformity by Chris Guillebeau. I know his last name is kind of a mouthful there, but Chris is awesome, he runs great events, has several great books. This one was particularly meaningful for me though. Back when I discovered this book, I used to have a typical job in a gray cubicle every day, working eight to sixish in corporate America. It was the finance and accounting world, and this book taught me you don’t have to run your career the way other people expect you to.

You don’t have to follow the same blueprint and plan as everyone else. So following a lot of the points in this book, I rebuilt my career, I side hustled really hard, and I was able to take my freelance side hustle and turn it into a full time job. I quit two years ago, and it took me a few months after I quit to build up the income I have today, which is over $10,000 every month. If you can read it over my shoulder here, it says my last month income was $10,648. And that is not my biggest month ever, by far. And I wouldn’t have it if I hadn’t had the courage and the know how to build my own business and try something new, and this book gave me a lot of that courage that I needed to know that I don’t have to be like everyone else, I can build the business that’s right for me and make money the way that makes the most sense for the way I winna live.

So, a huge thanks to Chris for writing this book, The Art of Non-Conformity, I love it, it will always have a soft spot in both my heart, and my bookshelf. – Joseph Hogue, coming’ to ya from the Let’s Talk Money channel right here on YouTube.

I wanna thank Jeff for this opportunity to share a book with you that frankly has meant all the difference in my online income. In 2014 I had just started my own websites, I’d been freelancing for a few years, but now I was going to have my own online assets. I was going to be famous, like Jeff Rose famous. Then the reality set in, I wasn’t making as much money as I had hoped. I was frustrated, disappointed, and probably would’ve given up if it hadn’t been for Write, Publish, Repeat, By Sean Platt and Johnny Truant.

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Accounting Software for Small Businesses |How to choose Accounting Software for your Small Business

Accounting Software for Small Businesses If you think that starting your own business is a cakewalk, you’re very wrong. Aside from developing good products and services, you still need to sell them to the market. One of the essential factors in running a business is effectively managing finances. The language of any business, whether big or small, is accounting. The business scene is always loaded with work pressure.

Therefore, there is an unerring need for handling accounts and finances effectively. Even small businesses need to be organized to achieve success and to do this the business owner should get the appropriate accounting software. Business units usually set long-term goals and to reach the goals, accounting management is required.

If you want to be your business’ boss, you will need accounting software. Manually doing all the accounting work can lead to a lot of errors which can terribly affect any business.

As the owner of a small business, you have to know where funds come from and where it goes. If you decide to do accounting tasks manually, it can consume a great portion of your time, and it will be cumbersome on your part. Here are some of the benefits that you will get from using accounting software. • You can finish all the accounting tasks promptly. You will be able to run your small business without too many problems.

• You can be provided with correct reports as well as special tools to make accounting tasks a lot simpler. That way, you can manage all the financial data of the business effectively. • In minutes, you can already manage the cash flow of the business. • With the accounting software, it will now be possible to predict revenues, and bills, and generate reports. These are some of the benefits of using accounting software.

However, don’t purchase the first accounting software that you come across. You see, there are things to consider when selecting the proper accounting software for the business. You have to determine the software’s functionalities. It should be user-friendly and most especially, it should resemble its paper counterparts so that you can run the software smoothly. Once you’re familiar with the software’s layout, you can already explore its functionalities.




If you can find software that combines the internet and e-commerce, the better; you see, there are a great number of accounting software sold in the market. If you want to enjoy all the benefits, you must be able to choose the finest accounting software that is suited to your small business. In choosing accounting software, you need to consider the number of your employees. You can find accounting software that is suited for small businesses with less than 25 employees. Other software is suited for large businesses with bigger numbers of employees.

A software that is suited for small businesses helps the business owner analyze financial data, customize reports like transaction history, profit & loss, check details, reconciliation details, and many more. By simply looking at the various reports, you can already determine your business status. Some software also offers built-in features like forecasting tools. These tools can be used to manage business risks and control the cost of operation. If you’re running a small business, it is now time to purchase accounting software.

 

By doing so, you can secure your business’ future, and you can be certain that all your financial tasks are handled effectively.

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No Degree Needed: How to Start a Successful Bookkeeping Business from Scratch

Hey, friends, welcome back to behind the Business, our live series where we have real conversations about entrepreneurship, what it takes to start a business from scratch, and how to grow your bookkeeping business into something that you’re very proud of. So today we’re here with my better half, Bill Rogers.

He’s the CEO here at the State Home Bookkeeper Academy. And we’re going to be talking about one of the biggest myths that we hear. I can’t start a bookkeeping business because I don’t have a degree. Bill, how many times do we hear that? All the time. All the time, right? The truth is you don’t need one. This is one of the most flexible, in demand and beginner friendly business models out there. And today Bill and I, we’re going to break that down and tell you exactly why.

So, are you guys ready? If you’re ready, I want to see you post here in the chat. Bill, are you ready? Let’s, let’s kind of, let’s kind of talk it off. Real talk. I know. Let’s do real talk and talk about it. Because I’ll tell you what, y’, all, y’ all have heard me say this before. Some of you have, some of you haven’t. I failed algebra in college. Anyone can do it.

All right? So, let’s just get that out there. I’m not afraid to tell you that.

And so we’ll go, we’ll get started here. I love all the chat here, everyone. Thank you so much. All right, Bill, why do you think people assume that they need a degree to start that bookkeeping business? People think they either need a degree or they need a certification, and you need neither to start your business.

You’re not CPAs. CPAs need a certification. Most CPAs are degreed. You’re not handling people’s taxes. You’re handling their bookkeeping and bookkeeping with, especially with, with what? We focus on QuickBooks. QuickBooks Online, you know, it’s data entry into a program that does all of the work for you. But we show you how to use the software, how to become an expert in the software you don’t have.

As Deanna said, you don’t have to be a, have an accounting major or finance major or something like that, or a license. No state in the United States requires you to have a certification, a license or degree to be a bookkeeper and help people track the expenses for their business. I love that. So then let’s, let’s ask, because I know people here are chatting about it. What skills or traits are actually more important than a degree. The biggest skill you have to have is a desire to help people because being a bookkeeper is helping other business owners.

You’re one business owner helping another business owner with a part of their business that they’re uncomfortable with. And most business owners are uncomfortable with bookkeeping not because of the numbers part, because it’s keeping them from what they are passionate about doing. And that’s about going out and growing and building their business. And by helping them grow and build their business and you’re growing and building your business. So that’s the number one skill you have to have is a desire to want to help people.

I think that’s so true because you think about it like the pool guy.




The pool guy does not want, he has a very successful business, but he does not want to be doing receipts. He wants to be able to hand that to you and you to be able to do that. I mean, everyone out there, they want to be able to focus on what they love and they’re passionate about and so that you can do what you do best to help them grow their business. I always look at it and I know Bill and I both do, we’re looking at as we’re helping them grow and scale their business business by what we can offer them. Right.
If that is something that excites you, I want to see you post here.

I want to see some chat here. If you, if this is something that you think you can do, I want to see that. Put me, put me there. All right. Why do you think, Bill, that this business model works so well? Is it because it’s high demand? I mean, I can tell you right now it’s like the people that we work with, it’s, it’s the flexibility, it’s a little overhead. But what are some things that make this business model work so well that. You think there’s two.

There is never a loss of demand for a bookkeeper. Every business out there needs, you know, there are something like 6 million new businesses every year that, that, that hit the, hit the US economy so, or the Canadian economy.

And there’s not a shortage of, of businesses. There’s a shortage of bookkeepers. That’s one.
Number two, what’s so great about bookkeeping is it’s a virtual based business. You can do it for anywhere. You can go out and, you know, go on a, a month-long holiday in Europe and still be able to run a fully profitable bookkeeping business. Those are, those are the two big things. Perfect. If you, I know you work with so many of our students. And you’re doing personal coaching too as well with several of them. Can you share a student story of someone that, that maybe had zero degree or zero experience that’s actually thriving? I, I can think of someone, I don’t know if you want to talk about her particular. Is there someone that just that you don’t mind sharing a story with? No. You know, one of the, one of the students that comes to mind is, is a student by the name of Terry Knowles.

And what I love about Terry’s story is she didn’t come to the academy with a sophisticated background, a pedigree of, of certifications and college degrees.

She came to the academy with a servant’s mentality that she wants to help people. And she has built a successful business and relocated from California to Utah and kept all of the clients that she had acquired in California and is now building a client based in Utah because of the flexibility and the relationships that she’s built. And it all started with that core trait of she just likes helping people. She’s got a servant’s mentality. And if you have that in your core, which is human nature, is that I want to help my neighbor beside me. I want to help someone in need. And it’s not the pedigree of the certification or the degree or the program or all of that that matters. At the end of the day, if you lead with offering help, assistance and value, if you lead with that, people aren’t going to ask what degree, what certification, what is that that you bring to the table? Because they see that you’re there to help them and people want to be helped.

Yeah. I was thinking also, just as you were talking through that, I was thinking of Jennifer Beckwith. She has been in business three years and, and just recently said she hit her five hundred-thousand-dollar milestone like she had no experience whatsoever and she just took it and ran with it. And I just, I think of people like that that just truly, truly have made such a difference and yet they now have that financial freedom that they’re looking for.

Right. Okay.

So, if you’re, if you’re thinking to yourself, I, I need, if you’re waiting for permission, you’re like someone, I need to, someone to tell me, I can do this. This is it. Seriously, this is it. You don’t need a degree. You know what you need? You need a plan. You need a plan. And we will help you build that plan.

So, I want you to know that we’re here to support you along the way.

If this is something that you would like to do. We want to help you. We want to help you take that next step. We want to help you actually build that plan and support you. So is you. What I would like to be able to do is share with you, and I’m going to put it here on our screen, a QR code. Bill, can you see that QR code right now? I see it. Okay, I want you all to scan that QR code and book a consultation with our team. We’ll help you build the plan. We’ll share with you what those next steps are, what that first 30, 60, 90 days looks like, and how you get that first customer so that you can be on your path to building your business.

All right, so scan that QR code. Get a.

Get a booked call with our team. Bill, is there any last words that you would like to share with anyone? Do not hesitate. Take action today. If you take action today, you owe it to yourself to at least hop on a call with our team to learn about how people just like you, in the same exact position that you’re in today grow and build their business. So what’s great is the academy has been around longer than any other, you know, coaching program of helping people grow and build their business.

And there have literally been over a thousand people been in the same shoes that you’re in today. The only difference is they took that first step to learn how that they could possibly build something for themselves. Sam.

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9 Beginner Kayak Fishing Mistakes I Made… And You Should Avoid!

Nine kayak fishing mistakes i made and you should avoid starting now i’ve been in a kayak fishing  sport for a while now and the reality is i made some dumb mistakes the good news is you can learn  from them and probably save some cash in the process i’m gonna skip over the begging you for  the legs and sub and bell and hop right in and get this party started here’s the thing stick around.

To the end because the last three are specific to fishing out of your kayak mistake number nine here  we go your skin is not the only thing that could be compromised by the sun the reality is those  uv rays will destroy just about anything over time you can just ask my hot tub cover fortunately that  also means your kayak you see kayaks are made most of them from polyethylene fun fact polyethylene is  the most widely used plastic in the world and two things happen to polyethylene when exposed to uv  rays one is that the colors fade big bummer two is that the plastic actually becomes brittle this  is kind of a big deal for those who carry a lot of heavy loads on their kayak i know mine fully  loaded.

Is around 100 pounds and so that crack that you got or maybe you saw on a social media feed  with somebody else may have less to do with the manufacturer and how they built the kayak and more  about how it was stored there’s two things you can do here one is the obvious one do not store it in  the sun as you can see here i have mine up on a pulley hoist if you’re interested how to do that  i made a video about it i’ll throw it up in the cards just because it’s not outside doesn’t mean  those rays are not coming through the glass and fading the color of your awesome kayak as you can  see here i’m still making that mistake because i don’t have any cardboard over here so it wouldn’t  surprise me that when i take this down this little section here would be faded by the sun looks like.

I need to learn from that mistake second thing you can do is actually use a protectant i highly  recommend the aerospace 303 this stuff right here the reality is it’s kind of expensive but  it’s worth it some of the best out there on the market so i’ll throw a link in the description  below moving on number eight whether you purchased a kayak or not this mistake is probably one you  never thought of the color of your kayak when you’re looking for a kayak you’re looking at  the color and be like how awesome does it look the question you’re not probably asking yourself.


And maybe it should is how will i be visible in the water to other watercraft if you’re concerned  with safety especially if you fish those heavily traffic waterways then this might be something  you want to consider but if you fish places with not a lot of both traffic but you’re moderately  concerned with boat safety that i have another option for you so when you’re on the water your  best colors to be seen are obviously your high vis colors is green your hive is yellow your  hive is orange like this guy right here kind of difficult not to see him your moderate colors  are going to be your reds your blues your greens and some of your worst colors are gonna be your  white kayaks might not be thinking about this but on a sunny day out in the water you’re just gonna  look like a glare also one of the worst colors is camouflage because you blend in right with.

The horizon you have to be a complete idiot if you were to purchase a camouflage kayak  now keep in mind when we’re on the water we assume that boaters see  this but the reality is a lot of times boaters might only see this profile of your kayak so  it may be a really good idea to pay attention to the color of your kayak and if you don’t have one  if you have a camouflage like this idiot here well it might be a good idea to get a flag for your yak  then yak attack makes a fantastic kayak flag so check it out and if you fish tonight it lights up  so i’ll throw that link below mistake number seven all right this one’s gonna be quick i purchased my  native slayer propel 10 off facebook marketplace drove two hours to pittsburgh to pick it up and.

I  didn’t have a trailer at the time so i took every single strap i owned threw it to the top of my car  and drove home and it was the loudest ride of my life as all of these straps vibrated in the  wind well what i didn’t realize was happening at the time as i was flying down the road at 70  miles per hour as that strap was vibrating and whenever that strap started touching  my kayak that’s what was making a lot of the vibrations and when i came home i found that all  that friction actually melted part of my kayak was the big bummer because i just purchased it  so if you’re gonna take a long trip make sure you put a piece of cardboard in between the strap and.

Your boat so you don’t melt your kayak moving on a mistake number six this is a mistake i made i just  purchased my fishing kayak and just hop out in the water and started fishing i had no clue i didn’t  know my limitations i didn’t know my abilities and i definitely didn’t know my safety measure  i’m not gonna go into a ton of detail here but at a high level you should at least know how to do  these things you know how to do a deep water re-entry in case you fall out of your kayak  it’s not as simple as you may think should know how to identify wind speed and know  kind of what’s your line i just did a video on this how to identify wednesday by deducing  how the wind affects the things around you throw those up in the car you let someone know where.

You’re going to be when you’re out kayak fishing to be prepared for the weather actually should be  prepared for immersion should at least somewhere on your yak have a whistle or some type of small  horn make sure you have a toe line i always also keep a knife on my body you of course should  have a personal floatation device watch your hydration and much more i share these things  that the leading cause of death and kayaking is drowning and drowning a lot of times the result  of not knowing your abilities your limitations and your safety measures these are actually a bullet  point list of a video i’m putting together so if you’re not sub to this channel hit that sub and.

Bell and you will be notified when it comes live moving on to mistake number five fishing kayaks  are expensive and since you’re dropping a bunch of cash you should be able to try this  thing out before you buy it just like you would with a car so here’s some things to consider  some stores won’t let you try before you buy but here’s the thing you don’t have to buy for them  you’re the one that has the cash you’re the one that has leverage go somewhere else obviously  you could buy use like i said earlier i bought mine.

Off a Facebook marketplace all you have to  do is let the seller know they would you meet me at the local pond so i can test this thing out  just make sure that you’ve done your research and you’re ready to buy some specialty kayak stores  actually build ponds on their property so you can try these out they’re not everywhere but do  your research you might have one near you here’s another option if you absolutely have a kayak that  you love and it’s only sold at this store and you can’t find it anywhere else you might want to dig  into the return policy it might be very generous just make sure you dial in whether or not it’s an  in-store credit or a full refund and last thing if you’re not in a hurry a lot of these stores sell  kayaks have demo days a few times a year so head over the website.

And see when those are alright if  you’re still with me hit that like button let me know you’re tracking moving on to mistake  number four get a kill guard before it’s too late and the damage is already done here’s the thing i  did that with my native slayer i was so excited when i bought it i just hopped out in the water  and i kind of destroyed the front hall of it here here’s the here’s a video of it um so i actually  did a day kidded keel guard for that it’s working out great like most things that you think a bunch  of money into you want to keep them nice and i know that my kayak fully loaded like i said is  a hundred pounds and when you ram that into a rock it’s going to do some damage.

To the polyethylene hull  and since most kayaks purchased from the store don’t come with a cue guard it might be a good  idea for you to get one three options for you here number one obviously you can purchase these online  they’re kind of expensive though but if you do a quick google search you can find option number  two if you really want to invest into your kayak i highly recommend doing a day keel guard using  kidded i actually did a video on how to install this and how all the things that you need to  purchase it so I’ll throw that up in the cards you can do it for yourself i put mine on the middle  last season it’s been holding up ever since so highly recommend that and the third option i have  is kind of exploratory i found this kayak it’s Aruba 10.

In a river about a year and a half ago  and i i turned into the police and they said if no one comes for it it’s yours well that was a year  and a half ago so it’s mine I’m starting to mod it out a bit and i don’t want to spend a lot of time  putting a day kidded kilogram into I’m testing out how this would actually work it’s gorilla tread  tape I’m going to put a video together here in the future and I’ll let y’all know how this holds up  you can see here it’s really rough and since I’m not in that kayak a whole lot it’s more force  someone wants to come fishing with me i don’t want to invest a lot of money and this thing was like  10 bucks all right we’re down to the last three and like.

I promised these have to do with mistakes  i made fishing from my kayak well all right let’s start with number three all right this one has to  do with keeping a low profile before i was a kayak fisherman i was a bank fisherman so i didn’t worry  a whole lot about sound well now that you’re in a kayak there’s all kinds of noises coming from  your kayak that could spook those bass so keeping a low profile is key also keep in mind where those  eyes are on the largemouth bass on the top of their head so they’re very aware what’s going on  on top of the water i fish here in northeast Ohio a lot if there’s one lake that i fish and there’s  a bald eagle-ness and often i see that bald eagle come down snatch a bass and take off so it’s going  to benefit you to keep a low profile and this is what.


I mean if you have an electric motor  on your kayak you might want to turn that off and pedal into your spot so you don’t spook the fish  if you have a pedal powered kayak you’re going to slow this down so you’re not making a lot of  noise as you enter into where you want to fish and i would imagine most you paddle your kayak  at some point so keep in mind the splash that you’re making with your kayak paddle and also  anytime you bang that against your boat it’s not helping your fishing game man mistake number two  is keep your distance and i’m not talking about from other kayak fishermen talking about keep your  distance away from those bass guys and gals it’s going to.

Be much easier for you to catch that bastard  track in if they don’t know you’re there there’s a tendency to try to get as close as you possibly  can to that bass but actually that works against you don’t have to shake hands with that thing  you just got to be able to make out the outline of the fish and the further away that you are  the higher the chances are you’re going to get a bite quality optics will help you here but also keep in  mind how you have your kayak position if possible do your best to position your kayak and your back  to the sun and mistake number one i made this mistake.

All the time a lot of you guys are deadly  with where you can put that lure i mean you can put it just about anywhere you want and this comes  into play a lot when it comes to bed fishing you see a fish and you just kind of land that  lure right on its head and.

What happens actually those fish scatter i used to make that mistake  all the time until i learned to overcast my lure instead of landing it and dropping a bomb right in  the middle of the bed or right where that fish was overcast your lure a few feet and then dance that  right back through where that fish is sitting to get that reaction bite if you like these tips  you’re going to love this video 11 things i wish i knew before i started kayak fishing right there.

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How sugar affects the brain

Picture warm, gooey cookies, crunchy candies, velvety cakes, waffle cones piled high with ice cream. Is your mouth watering? Are you craving dessert? Why? What happens in the brain that makes sugary foods so hard to resist?

Sugar is a general term used to describe a class of molecules called carbohydrates, and it’s found in a wide variety of food and drink. Just check the labels on sweet products you buy.

Glucose, fructose, sucrose, maltose, lactose, dextrose, and starch are all forms of sugar. So are high-fructose corn syrup, fruit juice, raw sugar, and honey. And sugar isn’t just in candies and desserts, it’s also added to tomato sauce, yogurt, dried fruit, flavored waters, or granola bars.

Since sugar is everywhere, it’s important to understand how it affects the brain. What happens when sugar hits your tongue? And does eating a little bit of sugar make you crave more? You take a bite of cereal. The sugars it contains activate the sweet-taste receptors, part of the taste buds on the tongue. These receptors send a signal up to the brain stem, and from there, it forks off into many areas of the forebrain, one of which is the cerebral cortex. Different sections of the cerebral cortex process different tastes: bitter, salty, umami, and, in our case, sweet. From here, the signal activates the brain’s reward system. This reward system is a series of electrical and chemical pathways across several different regions of the brain.

It’s a complicated network, but it helps answer a single, subconscious question: should I do that again?




That warm, fuzzy feeling you get when you taste Grandma’s chocolate cake? That’s your reward system saying, “Mumm, yes!” And it’s not just activated by food. Socializing, sexual behavior, and drugs are just a few examples of things and experiences that also activate the reward system. But over activating this reward system kickstarts a series of unfortunate events: loss of control, craving, and increased tolerance to sugar. Let’s get back to our bite of cereal. It travels down into your stomach and eventually into your gut. And guess what? There are sugar receptors here, too. They are not taste buds, but they do send signals telling your brain that you’re full or that your body should produce more insulin to deal with the extra sugar you’re eating.

The major currency of our reward system is dopamine, an important chemical or neurotransmitter. There are many dopamine receptors in the forebrain, but they’re not evenly distributed.

Certain areas contain dense clusters of receptors, and these dopamine hot spots are a part of our reward system. Drugs like alcohol, nicotine, or heroin send dopamine into overdrive, leading some people to constantly seek that high, in other words, to be addicted. Sugar also causes dopamine to be released, though not as violently as drugs. And sugar is rare among dopamine-inducing foods. Broccoli, for example, has no effect, which probably explains why it’s so hard to get kids to eat their veggies. Speaking of healthy foods, let’s say you’re hungry and decide to eat a balanced meal.

You do, and dopamine levels spike in the reward system hot spots. But if you eat that same dish many days in a row, dopamine levels will spike less and less, eventually leveling out.

That’s because when it comes to food, the brain evolved to pay special attention to new or different tastes. Why? Two reasons: first, to detect food that’s gone bad. And second, because the more variety we have in our diet, the more likely we are to get all the nutrients we need. To keep that variety up, we need to be able to recognize a new food, and more importantly, we need to want to keep eating new foods.

And that’s why the dopamine levels off when a food becomes boring. Now, back to that meal. What happens if in place of the healthy, balanced dish, you eat sugar-rich food instead? If you rarely eat sugar or don’t eat much at a time, the effect is similar to that of the balanced meal. But if you eat too much, the dopamine response does not level out.
In other words, eating lots of sugar will continue to feel rewarding.

In this way, sugar behaves a little bit like a drug. It’s one reason people seem to be hooked on sugary foods. So, think back to all those different kinds of sugar. Each one is unique, but every time any sugar is consumed, it kickstarts a domino effect in the brain that sparks a rewarding feeling.

Too much, too often, and things can go into overdrive. So, yes, overconsumption of sugar can have addictive effects on the brain, but a wedge of cake once in a while won’t hurt you.

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