Two Extra Steps: The Unfair Edge Anyone Can Use

USA Today Bestseller

You don't need to do it all. You just need to do what others won’t.

Discover a no-nonsense strategy for builders, doers, entrepreneurs, and high-performers who are done settling for mediocre results.

Most businesses never create real separation from the competition. Why? Because most stop where everyone else stops. They stop at “good enough.” They stop at what’s expected. They stop at what’s easy.

But the top 1%? They think differently. They act differently. They go further than everyone else is willing to go. They take the Two Extra Steps.

Created by serial entrepreneur Bill Faeth, this framework is built on the real-world lessons of scaling 37 companies and building a $22M short-term rental portfolio from the ground up.

• Step 1: The Mindset This is where separation begins—in how you think, decide, and show up. It’s the inner game that turns amateurs into professionals. It’s where you build the clarity and focus that drive real results. It’s where you master the boring foundations others skip. It’s also where you set a standard so high, most won’t reach it . . . and even fewer can sustain it.

• Step 2: The Execution This is the outer game where standards become results. It’s where you do the hard, repetitive, unglamorous work others avoid. This is where you show up when others check out and where consistency becomes your competitive edge. Here, discipline replaces motivation and follow-through becomes your default.

Execution isn’t about doing more. It’s about doing what others won’t, longer than they can. Two Extra Steps gives you the clearest possible path to stand out, scale up, and own your space—without overcomplicating it.

Bill Faeth is a serial entrepreneur, investor, speaker, and the founder of the #1 short-term rental brand (Build STR Wealth) in the industry, with a track record of building and scaling 37 companies across multiple industries and generating more than $1 billion in lifetime sales. He is also the host of the sold-out STR Wealth Conference, and his insights have been featured on Fox, Fox Business, Merit Street, and other major media outlets. Beyond business, Bill is a dedicated family man.