 .    
 


  
     ,   . ,     .          ,        .

   :     ,  .    ,      .       렖 ,  .

           .     ,     .       ,    .

      ,    .   :      ,     .

     ,       ,      ,   .

   :

     .

  .

  ;   .

 ,       .

        .

    .

  .



   

 ,        ,   .

 ,       .

 ,     .

 ,        젖 .

 ,       ,          .



 

     .    ,   .  ,      ,   ,      .          .  ,       .

   ,       .      ,    ,   ,   .            ,   ,       .

    .





 

 .    



 : Effortless: Make It Easier to Do What Matters Most



  .

                    .



      ,  Meta Platforms Inc.,      .



Greg McKeown, 2021

This translation published by arrangement with Currency, an imprint of Random House, a division of Random House LLC and with Synopsis Literary Agency

   , , . Π,  , 2022


* * *


   ,    .

 , 11:30






.     


    -[1 - Patrick McGinnis, The 10% Entrepreneur: Live Your Startup Dream Without Quitting Your Day Job (NewYork: Portfolio/Penguin, 2016), 312.         2020.].     ,    .    .    .    .         .   ,   ,   , 80  ,    .       .  ,       .

 -      ,       Delta,   ,       .            . ,      - ,           .  ,   ,  ,     .

 - ,        .      :     .   , ,  ,  -  .    ,        ,  ,     .       ,  ,      .   ,   ,  . ,  ,  -  ,     .

 2008.   American International Group  97.     ,     ,   ,      蠖   .

    ,    ,      .    .    ,     .      .  ,   .   .

   .     .     젖     [2 -  .  . . .: , 2013.] , ,      ,   ,   :     [3 -       ,           ,           ,    .    9    ,     .].   ,           .

,      , -   컠    .  :   ,  .

         ,  -.    :     ,  .    ? Ӡ   .        ,  ,    .    ,    頖       .    .

 -    American International Group,   .    80  .      .        .      .   ,    .   12.       .

   ,  ,   ,   .   ,     .     .     25- .            ,        .

   ,      ,   .         .  :     .     :     ,     .

   ?  - :

   ,      ;

  ,     ;

     ;

    ?



         ,    .  ,  ,    .   .  -   .


   

     . ,   ,  .      ,       .          .  ,       .

     .            .  .    - .  ,       .  ,        .   .    .   ,   ,    .     , -        ,      .

 ࠖ  ,    .     ,   .      .        .   .      .     .       .

   ,       .      ,      ,    .          ,    ,  ,  .

      ,    .             .    .           ,   ,  .    ,   ,       ,     .     ,          .        , ,  .     .   ,      ,      .          .



堖    .


,      .     .   ,     ,    .     ,      .          ,         .    .  ,       .

 ,     ?   ,     ,      ,    ?




     .   [4 -  . .   . (http://litres.ru/pages/biblio_book/?art=8653861) .: ,   , 2017.]     [5 -      (essentialism.com (http://essentialism.com/)),          .].            ,     ,   .    ,        -  ,    .     ,      -,  ,       ,  -  .     蠖     .         ,     ,    ,   ,   -   .    .

,     , ,  ,  ,  ,     ,      .       頖     .       ,   .       .     ,     .        ,       .

           .    ,    ,        .                   .     ,        ,       .       .       ,     蠖 ,        .      , ,  ,   ,            .      ,       :    ,      ,         .        .         . ,       ,   ,    .   .      ,          .

      .  ,   .    .  ,     ,      :     ,      ,            .   :  ,       ,      ?

         ,         .     , ,       ,     ?   .          .         ,    .      . ,  .      ,   ,   . 堖   ,     . ꠖ       .

       :        ,        ,     .  ,  ,     ,        . ,      ,  :   ,     ? ,       ?








  ,    .       .     ,        .  ,    .      .  ,  -        ,   ,  .

  :    -     ,         ,    . Ӡ   - .     :        .

       .    .   .       ,  ,        .    ,        ,      .  -   .  .    .    .      ,    .   .    !

   .       : .       ,   ,      .    ,     ,   .         ,     .   .     :  .

   :   ,    .    .  ,      . ,     . ,      . ,    ,    .   ,      ,     .  ,   ,  ,   .    ,     .   ,     .     ,    ,     .

 ,    , :   .     .        .        .     ,     ,    ,  .

 (http://litres.ru/pages/biblio_book/?art=8653861)   ,     ,   ࠖ  ,    .



  [6 - Greg McKeown, Essentialism: The Disciplined Pursuit of Less (NewYork: Crown, 2014). ,        ,   essentialism.com (http://essentialism.com/).]         頖   ,   ,      ࠖ  ,    ,   ,  .      .            ,        -    ,     .

   ,       .      ,  ,     .           ,        .

    ,    ,    .      . ,  .    ,        .  ,   ,        ,        .     蠖    ,   .    頖    ,    .         ,          .

   ,  ,      ,       堖 ?   ,    ,   ,        ?        .    .    .       .       .      蠖  ,     .            .


 

     .       .  ,  ,    .   ,   ,   .      .

 ,    ,    .     .      ,    젖      .    ,    :  ,    .      .

   ,            .    , ,     ,        .    ,    ࠖ   .      .

 ,  ,      .   :    .       .    ,    ,  .



 I:   (#c1)

    ,   .    .         .       ,     .








,       蠖        .

     .       ,   .     .    ,     .  ,     .

          .

















 II:     (#litres_trial_promo)

       .  -    , -    , ,   .      ,    ,          .     ,   ,    ,  .



 III:    (#litres_trial_promo)

      ,    ,   .

   :   .       ,    .     ;     ,      . 堖   :      .  ,      ,      ?

              .   ,      .       .

         .     ,       ,    .     .

    .      頖  .        ࠖ  .       ,   .


    젖    

      ,         [7 - How Do Polarized Sunglasses Work? SciShow, August 11, 2018, YouTube, https:// www.youtube.com/watch?v=rKlZ_ibIBgo (https://www.youtube.com/watch?v%3drKlZ_ibIBgo).].    ,      .    ,          ,   ,    .       .

    젖      .          ,  ,      ,     .

  ,     . ,  -:

   , ,      ?

    ,     ?

   -,     ?








              . ,        .          .       ,         .

         , , ,   ;   ,     .         :     ,      ?        ,  ,      ,    ,   ,      ?[8 -      ,      ,     :     ,    ,     ?. George Eliot, Middlemarch: A Study of Provincial Life, pt. 8, chap. 72; in Blackwoods 1872 edition, vol. 4, pp. 18081.         ,     .       :  , , , ,    ,      .     ,    ,     ?        ,           ,    (.  .. , . ).].




 I.  



              ,   [9 -        , Elena Delle Donne Is the Greatest Free Throw Shooter Ever, WNBA, September 7, 2018, https:// www.wnba.com/news/elena-delle-donne-is-the-greatest-free-throw-shooter-ever/ (https://www.wnba.com/news/elena-delle-donne-is-the-greatest-free-throw-shooter-ever/).  2019      50-40-90,             (,            50,  40   90 ). Scott Allen,  Insane Numbers: NBA Stars Welcome Elena Delle Donne to 50-40-9?lub, Washington Post, September 9, 2019.].           93,4.             ,        .  -   堖 96,4.  ,        .

       ,      .    ,    ,  ,    ,     ,     .    ,   ,    ,  .

     ?    .      ࠖ     . ,         ,     .

      .      ,         .         [10 - Carl Zimmer, The Brain: What Is the Speed of Thought? Discover, December 16, 2009, https:// www.discovermagazine.com/mind/the-brain-what-is-the-speed-of-thought (https://www.discovermagazine.com/mind/the-brain-what-is-the-speed-of-thought).   : ,  , ,  .       :         .]. ,   ,     . ,   ,        .  -    ,        .         ,      ,             .

,       [11 - Nilli Lavie and Yehoshua Tsal, Perceptual Load as a Major Determinant of the Locus of Selection in Visual Attention, Perception and Psychophysics 56, no. 2 (1994): 18397.], ,   .      ,  .          [12 - Anne Craig, Discovery of Thought Worms Opens Window to the Mind, Queens Gazette, July 13, 2020, https:// www.queensu.ca/gazette/stories/discovery-thought-worms-opens-window-mind (https://www.queensu.ca/gazette/stories/discovery-thought-worms-opens-window-mind).].          ,     .             [13 - A.Tsouli, L. Pateraki, I. Spentza, and C. Nega, The Effect of Presentation Time and Working Memory Load on Emotion Recognition, Journal of Psychology and Cognition 2, no. 1 (2017): 6166.          ,     ,   : , ,   .  ,        ,     ,         .  ,       ,         ,     .],   ,   ,       ,            .













   ,     ,    ,      .        ,    ,      .   ,       .

,   ,      .     .    ,        .   ,   .  .  ,      , ,  -   ,   ,  ,      ,    .              .           ,     .    ?  .

   ,        .          .     蠖  ,   .    ,       (     ,  !),        .     ,  ,             .      :   ,   !  , .     ,  .   .

   ,       ,       .   ,      .        .  ,   .           ,    .   ,    ,    .

       ,    .       ,      ,     .   ,     ,     .




 1.    



,    ?

 ,      . ?[14 - Kimberly Jenkins, correspondence spanning from September 2019 June 2020.]     ,   .      . ,   ,    .        ,        ,   .        .  ,      .     . -            .    ,      .     ,      .       ,            .  :  ,      ,    -  ,   ,    .

   .   ,   .   ,   ,      .    .  ,      ,         . Ƞ ,    .    ,   , ,   :     ?

,      ,          ,       .       ,      ,       :  ,    ,  .     :       ?    ,     - ,       -    .         ,       . Ƞ : ,    -      ?       ,  .        ,       .


 仠    ?

    ,      ,         .   ,               .     :    ,    堖  .

     .     :    - ,  ,      [15 - The Long History of the Phrase Blood, Sweat, and Tears,  Word Histories, accessed October 15, 2020, https:// wordhistories.net/2019/03/28/blood-sweat-tears/ (https://wordhistories.net/2019/03/28/blood-sweat-tears/).         ,         13 1940,   ,    -   .  ,     ,  ,  ,   .     XVII,      :  ,         ,   (.  .. ). : An Anatomy of the World: Wherein, by Occasion of the Untimely Death of MisMcKetris Elizabeth Drury, the Frailty and the Decay of this Whole World Is Represented (London, 1611).].  ,      ,    .      ,         .          .    ,  ,       .               . ,        ,          ,   ,     ,     .

    ,       . ,     ,   .       ,    -      .  ,         - -    ,       ? ,  ,       ,           ?


  

    ,   ,    ,   ,   .       ,    [16 - Daniel Kahneman, Thinking, Fast and Slow (NewYork: Farrar, Straus and Giroux, 2013), chap. 5.].           .

     ,      .          ,    ,      ,   .     ,     ,    .         ,    ,    ,     ,   .    ,   -    ,          ,      .

      .          .  ,   ,        . ,        :       ,   ,     ?      !          .

,   ,    ,      ,              ? ,   ,   ,    ,    ,  :        ?

     ,    ,    .      .     .      ,       .  ,   ,       ,       .     蠖    ,   .


   

                .    ,       .        .    ,    .       ,   .

            .     .     ,    ,    .

   ,  ,   ,    .       :        , .   ,     ,     .  .        .




  .


   .

   ,     (https://www.litres.ru/greg-makkeon/bez-usiliy-pust-glavnoe-stanet-prosche/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


Patrick McGinnis, The 10% Entrepreneur: Live Your Startup Dream Without Quitting Your Day Job (NewYork: Portfolio/Penguin, 2016), 312.         2020.




2


 .  . . .: , 2013.




3


      ,           ,           ,    .    9    ,     .




4


 . .   . (http://litres.ru/pages/biblio_book/?art=8653861) .: ,   , 2017.




5


     (essentialism.com (http://essentialism.com/)),          .




6


Greg McKeown, Essentialism: The Disciplined Pursuit of Less (NewYork: Crown, 2014). ,        ,   essentialism.com (http://essentialism.com/).




7


How Do Polarized Sunglasses Work? SciShow, August 11, 2018, YouTube, https:// www.youtube.com/watch?v=rKlZ_ibIBgo (https://www.youtube.com/watch?v%3drKlZ_ibIBgo).




8


     ,      ,     :     ,    ,     ?. George Eliot, Middlemarch: A Study of Provincial Life, pt. 8, chap. 72; in Blackwoods 1872 edition, vol. 4, pp. 18081.         ,     .       :  , , , ,    ,      .     ,    ,     ?        ,           ,    (.  .. , . ).




9


       , Elena Delle Donne Is the Greatest Free Throw Shooter Ever, WNBA, September 7, 2018, https:// www.wnba.com/news/elena-delle-donne-is-the-greatest-free-throw-shooter-ever/ (https://www.wnba.com/news/elena-delle-donne-is-the-greatest-free-throw-shooter-ever/).  2019      50-40-90,             (,            50,  40   90 ). Scott Allen,  Insane Numbers: NBA Stars Welcome Elena Delle Donne to 50-40-9?lub, Washington Post, September 9, 2019.




10


Carl Zimmer, The Brain: What Is the Speed of Thought? Discover, December 16, 2009, https:// www.discovermagazine.com/mind/the-brain-what-is-the-speed-of-thought (https://www.discovermagazine.com/mind/the-brain-what-is-the-speed-of-thought).   : ,  , ,  .       :         .




11


Nilli Lavie and Yehoshua Tsal, Perceptual Load as a Major Determinant of the Locus of Selection in Visual Attention, Perception and Psychophysics 56, no. 2 (1994): 18397.




12


Anne Craig, Discovery of Thought Worms Opens Window to the Mind, Queens Gazette, July 13, 2020, https:// www.queensu.ca/gazette/stories/discovery-thought-worms-opens-window-mind (https://www.queensu.ca/gazette/stories/discovery-thought-worms-opens-window-mind).




13


A.Tsouli, L. Pateraki, I. Spentza, and C. Nega, The Effect of Presentation Time and Working Memory Load on Emotion Recognition, Journal of Psychology and Cognition 2, no. 1 (2017): 6166.          ,     ,   : , ,   .  ,        ,     ,         .  ,       ,         ,     .




14


Kimberly Jenkins, correspondence spanning from September 2019 June 2020.




15


The Long History of the Phrase Blood, Sweat, and Tears,  Word Histories, accessed October 15, 2020, https:// wordhistories.net/2019/03/28/blood-sweat-tears/ (https://wordhistories.net/2019/03/28/blood-sweat-tears/).         ,         13 1940,   ,    -   .  ,     ,  ,  ,   .     XVII,      :  ,         ,   (.  .. ). : An Anatomy of the World: Wherein, by Occasion of the Untimely Death of MisMcKetris Elizabeth Drury, the Frailty and the Decay of this Whole World Is Represented (London, 1611).




16


Daniel Kahneman, Thinking, Fast and Slow (NewYork: Farrar, Straus and Giroux, 2013), chap. 5.


