USA Today Bestselling Book
Two Extra Steps
The Unfair Edge Anyone Can Use
About the Book
The playbook for people who
refuse to be average.
Serial entrepreneur Bill Faeth has built 39 businesses, exited multiple times, and generated over a billion dollars in lifetime sales. None of it happened by accident.
In Two Extra Steps, he distills everything into two deceptively simple principles: Think what others don't. Do what others won't. These aren't motivational platitudes; they're the operating system behind every business that separates itself from the pack.
From premium pricing psychology to leadership, buyer journeys, and exit strategy: this is the unfair edge hiding in plain sight.
What Industry
Leaders Are Saying
There are educators, there are coaches, and then there are visionaries — men who don't just teach an industry but transform it. Bill Faeth is one of those rare forces of change. This book and Bill's teachings aren't just lessons; they are a road map to a future most only dream of. Few walk this earth with the integrity, insight, and impact of Bill Faeth.
Pace Morby
TV Host, Author, Speaker, and the GOAT of Creative Financing
Most people talk about excellence. Bill Faeth lives it. Two Extra Steps distills decades of hard-earned lessons into a practical framework that shows why success belongs to those willing to think differently and execute longer than everyone else. This book is not about hustle for hustle's sake. If you want a clear, proven path to stand out in business and life, this book delivers it.
Dave Gambrill
Founder and Consultant, Digital Marketing Mentorship
Bill has the rare talent of being both a brilliant real estate investor and one of the best educators in the industry. This book not only defies conventional wisdom, it gives a proven road map to break free from the rat race and build lasting wealth. Don't read this book unless you're serious about creating the life of your dreams!
Jerry Norton
Founder, Flipping Mastery
A Client's Results
Prior to meeting Bill, I was focusing on top-line revenue without even a consideration for profit. With Bill's guidance, we implemented automation, dynamic pricing, and watched our ROI on every marketing expense. Within a couple years our overall profit as a percentage of sales grew significantly — and is now more than quadrupled. Bill showed me how to focus on the right things that will actually grow my business while eliminating what doesn't.
Sam Rubin
Founder / CEO, Four Seasons Concierge
The Framework
Your
Unfair
Edge
When you commit to thinking differently and acting differently, your competitors can't keep up. Not because they lack talent. Because they lack willingness.
Before you can out-execute your competition, you have to outthink them. Clarity, vision, and the mindset to see opportunities others ignore. You can't outwork someone who outthinks you.
This is where most people fail. They understand the concept. But when it costs extra time, extra effort, or extra money — they stop. Excellence is built in the monotony. Make persistence your default.
Straight From the Book
From the Pages
Ch. 1 — The Death of Average
That day was when I started to understand that greatness doesn't belong to the smartest or even the most talented. It belongs to the ones who think like others don't and are willing to do what others won't.
Ch. 2 — The Two Extra Steps
I got here because I made decisions most people won't make. Then I committed to doing the things other people avoid. That's what this book is about: thinking like others don't and doing what others won't.
Ch. 2 — The Two Extra Steps
You can't outwork someone who outthinks you. This is where separation begins — long before anyone sees the scoreboard.
Amazon Verified Reviews
What Readers Are Saying
"The Single Biggest Decision in Your Business. Period."
I'd buy the book just for the chapter on leadership and hiring your number two — but there's much, much more. Literally dozens and dozens of street-smart insights, best practices, and contrarian wisdom. This is a must-read.
The Steak House Story alone is worth the price of the book. Four levels of leadership told through a $50 steak that comes out well done — you'll immediately apply it at your next team meeting.
Bill Faeth will surprise you with his contrarian wisdom about what it really takes to build a business that grows without you getting buried. A serial entrepreneur who has done it 39 times — he's earned the right to tell you what works.
"Leadership is vision, values, and direction. Management is structure, clarity, and consistency. And both are your responsibility."
"If you want to be the best in your business, this gives you the blueprint"
This instantly moved up into the top 5 books in my library. You don't need to be a business owner for this book to have a big impact, but if you are an entrepreneur this is a MUST read. Fantastic read.
Bill
Faeth
Get Your
Unfair Edge
Available now in hardcover, Kindle, and audiobook