Setting goals without review is useless.

Earlier this year I stumbled upon an old journal. I’d spent most of the year a little down about where business was, and a few other things, things that I thought I’d be further ahead with (almost exclusively in some way tied to work).

The journal entry was written in December, a few years back, and it laid out what I wanted to have and the business I wanted to have within a couple years time.

For the lifestyle stuff, I wanted a house with a porch and a porch swing (I now live in such a house, bought it a few years ago), a dogo argentino dog (my pup, Teddy, is a dogo argentino), a nice truck (got it), and a lovely lady (accomplished that, too).

From a business standpoint I wanted to get the business to a certain revenue goal (there), have a book published (I’m on the final edit of one of two books coming out this year), and a business that allowed me to travel whenever I wanted (since this journal entry I’ve spent a few months in Italy and South America respectively, while earning more than I spent and coming back with enough money to buy the house I’m now in).

The point is that our expectations necessarily evolve. I’m insanely unsatisfied with where I’m at now from a business standpoint, and that’s good, it forces me to start a supplement company and publish a book within a 5-month span, if I was satisfied I may become complacent and neither of those things would be achieved.

However, we have to review the goals we’ve set so we can see how far we’ve come.

I may be unsatisfied with where I am, and that may help push me to do and try new things and to work harder, but I also appreciate where I am and what I have and who I’m with, and I can see that I can accomplish what I set out to do.

That last point is a big one. I’ve seen evidence that I can accomplish what I set out to do. So, I’ll aim higher and work harder with evidence as my foundation rather than dreams and wishes.

So, review. Write goals and dreams, but never throw away a journal. Never toss out a notebook. Keep them forever and review them monthly so as to see that you’re improving, but also to see how your thinking has evolved.

Now, the lessons I’ve learned in 2017, a practice in review.


What got you here won’t get you there.

I got to a certain point in business by doing things a certain way. Those things, however, won’t get me to the next level, or the company to where I want it to be. To improve you have to get uncomfortable, you have to try new things and test and try new things again.

It’s the same with life, to evolve you need to get uncomfortable, you need to have your reach exceed your grasp.

The dump and chase model works for me, but it doesn’t, in any way, reduce stress.

I did this early on in business, then got away from it, now I’m returning to it. That is, to commit to something, to actually do something before you’re ready to do it. The supplement company is an easy example. After doing research for a program called the Testosterone Routine, I found myself supplementing heavily. I was taking way too many pills, so I decided to solve my own problem of trying to fill gaps in my own nutrition, by making my own supplement.

About a month later I shipped my first bottle, and for a month all I did was research and test different companies and formulas to create what I wanted in a men’s multi. I bought the domain, paid the shipping company, signed contracts, got my graphics guy to do the bottle cover all before I was really ready to embark on such a thing.

It worked for my first Italy trip. I booked it because I said I’d book it. I couldn’t afford it, I had to go in debt to pay for the damn flight, but I gave myself a couple months to somehow hustle and earn enough to get there, pay off the card, and then figure out how to earn enough to last the entire 3 months. I ended up earning more in a month than I’d earned the previous year while there.

Dump (set a big goal, or commit to something big), then chase (make it happen).

You have to think bigger and beyond the industry you’re in.

It seems cliche, even blatantly obvious, but I stopped thinking bigger for a while. I slid into the rut of doing what I’d done for a few months. You have to snap out of this mode, where you routinely attempt to do mediocre things. I was deep in that mode. I had to both step back and disengage to see how I was behaving, but hiring a coach and joining a mastermind group also helped.

Cutting costs while also growing revenue.

I have a tendency to think purely about revenue. I want to grow the business and two ways to measure that growth is by how many guys sign up for something like the Tribe, and how much revenue increases, but in this chase for growth, you can’t lose sight of costs. I learned that lesson after reading TITAN, the biography of John D. Rockefeller. No matter how wealthy he becomes he never lost sight of costs and it’s a big reason why his company was able to reach such incredible heights.

Invest in a coach.

If for anything else than accountability. When you hire a coach or join a mastermind group you become accountable to someone you’re paying, but also someone who’s doing what you want to do, and a group of other people who are watching you, holding you to your word. I invested in two last year. Both made this year a creation year in a big way. Both pushed for the book and the Tribe newsletter. Both pushed me to do what I wasn’t yet ready or comfortable to do.


The guys who get the Average 2 Alpha Tribe Newsletter in the mail every month didn’t sign up for that newsletter. It’s a bonus. Something I started, wrote, and sent at no extra cost. Every time I’ve over-delivered I’ve won lifelong customers. Every time I’ve under-delivered I’ve lost people. Simple. No matter the business, always over-deliver on what you’re providing. Forget about the price tag and put everything you have into it.

You have to be ruthless with your time. Say NO.

Work time is work time. Play time, play time. Have your work time scheduled and planned and make distractions impossible. Put your phone at the other end of the room, or better yet, in a different room altogether. Start saying no way more often. If it doesn’t align with your plan, say no, or schedule the interview or whatever for your interview day. Don’t take calls when it’s work time, just work.

Set reward goals, sure, but focus more on the things you have to accomplish to achieve the numbers.

So have your annual revenue goal or your savings goal or your investment goal, that’s the direction you’re pointing yourself in, then focus more on the vehicles that will get you there (the work, the project you have to complete to create that reward goal).

Focus only on the projects you have to complete, and on nothing but accomplishing them by their deadline.

Surround yourself with people who are better than you at what you do.

See how guys who are better than you at what you do (for now)  schedule their time, what goals they set, what projects they pursue. Learn from them. They’ve tried and failed and tested and succeeded. You don’t have to go through the same failure, you can take what works for them and see if it works for you. You can act like the winner before the victory is yours.


More than half of the battle of building wealth is turning your back on how most people thing.

There’s wealth and there’s owning things. You can do both, but most wealthy people choose wealth over things. Our society chases things. They get weighed down and stressed out by what they own to the point that it ends up owning them. Buy what you need, even buy what may bring you long term joy, but don’t fall into the trap of buying things just for the sake of buying things.

If you get newsletters from online stores, or newsletters in the mail, cancel them. Unless they’re books, you do not need what they’re selling.

Automate everything.

Invest money without knowing that you’re investing money. Put money away without having to actually go to the bank or sign in online and move it. There will be months where you don’t move it. Automate it.

Set a budget.

My parents are incredible – namely my mom – at living beneath their means. It’s enabled them to pay off their house in 10 years and live a free life, when most people – even their friends – who earned a lot more than them are riddled with debt and stress.

When you read a book like Proverbs, or any book by any of the Stoics – Aurelius, Seneca, Epictetus, Cato – you end up wanting to be frugal, to not be held back by the wantings of the masses. Seneca was a wealthy businessman, yet he walked the streets in rags. To have wealth, and to be poor in possessions is akin to being strong and powerful, yet kind. Setting a budget draws lines like the 12 virtues course draws lines with your virtues. You can buy something or you can’t, simple, there is no decision-making process when you have a good budget laid out.

Aim higher, and then aim higher again.

Set your sights high they say. Set big goals, aim for the stars, and we do in our dreams but do we in our daily lives? More often than not, no. We set goals without any real dedication to achieving them. We limit ourselves by thinking like everyone else thinks. After years of setting safe goals, it becomes difficult to aim high, really high, as in, 10xing your aspirations, and then going beyond that.

But we have to. To realize what we can accomplish we have to aim higher than we can safely achieve. To realize why we’re here, we have to go beyond what we’ve aimed at achieving up to this point. This takes time and a lot of thinking. It takes study and trial and time away from work to understand the grand pursuit we should aspire to achieve.


Good relationships take work, and that’s a good thing. We obviously just want to do what we want to do, but that’s not life.

This idea that life should be easy comes up again and again when you talk to people about what they want in life. But here’s what’s good, and here’s what we want. A good, strong, passionate relationship takes work. If it didn’t take work, it wouldn’t be forcing you to grow and evolve. Ease is death, even in relationships. If something’s too easy, it isn’t asking enough of you.

Be decisive and assertive.

You can practice being decisive and assertive in your business, but also in your relationships. Your lady wants a leader, someone she can feel confident in and proud of. Being like so many, wandering aimlessly, not really knowing what you want will not only hurt you in life, but it’ll hurt the relationship. Know what you want and go get it.

Be transparent.

I’m not a fan of the term ‘vulnerable’, it’s not a masculine trait and when men try to be vulnerable it’s not true, it weakens them. Transparency, however, is honest, it’s true. Say what’s on your mind, give her the transparency she needs and you need to have a good, honest, true and open relationship.

The right lady pushes you to become better, to aim higher, and to live to a higher standard. The wrong lady brings you down, holds you back.

I didn’t realize this until I started going out with Jessy. The motivation not just for work, but becoming a better man, has never been higher. To top that, she’s there pushing me, asking more of me than I have asked of myself – even if she doesn’t know it. A bad relationship is one where the lady takes, she constantly focuses on insignificant things and wants you to cater to her, not to be the best damn version of yourself that you can be. There’s a huge difference. If you’re in a relationship where you’re regressing as a man, think about getting out of it or putting your foot down and changing its trajectory.


If we don’t have rules for life, we’ll inevitably fall into a rut.

The next issue of the Tribe Magazine is going to be dedicated to the 12 rules for life. This isn’t about virtues, but legit rules I follow, and I think other guys may benefit from following. Rules force ambition, grand thinking and daring action. They force us to become better men and live as great men every day. Without rules we wander, we go outside of the path we want to be on, we deviate. Rules sound restrictive, but they aren’t, they liberate us to live at a higher standard.

You are your habits, what you repeatedly do. Success is who you are every day, not how you act in a grand moment of triumph.

We think we’ll rise to the occasion, but it’s rarely the case. If we want to live a great life, forget about the moment, the big idea we’ll eventually have, the big action we’ll eventually take, and focus instead on our habits. How focused are you? How distracted are you? Every year I learn this lesson. As my habits improve, I improve, business improves, life improves, everything gets better.

Have models, guys who’ve accomplished what you want to accomplish, or beyond, and copy them.

Knowing what to do or even what to aim to do isn’t always easy. Thankfully, history is filled with men who’ve done great things, as is our current culture. Find someone who’s done something great, maybe even something that you want to do, and copy them. You’ll do it in your own way and you’ll make your own decisions, but having a blueprint is far more effective than trying to wing it.

Aim high, then simplify.

Again, set audacious goals, truly audacious goals, then simplify down to both the daily habits these goals demand you have, and the projects you need to complete to reach these goals. We love the grand dream, but it’s the smaller project, the less exciting work, that will make the dream a reality. Focus on the steps that you can control and not the reward.

There’s no reason to be busy, nor any reason to rush.

When you have a good plan there’s no reason to rush. None. Planning provides clarity about what you should be doing in a given moment. When you know what you should do in a moment, there’s no need to worry about what you need to do in the next, or what should have been done previously. There’s never a valid reason to rush, ever. Plan, and then execute. The more I do this, the more I win. The less I do this, the more busy my life gets and the less I accomplish.


I need a crutch.


I spent the majority of the year not working on my faith at all. Mistake.

Throughout my entire life I’ve been great at dealing with stress and pressure and ‘dumping and chasing’. I’ve set sights high, focused on the process and let God deal with what happens, allowing faith to enable me to forget about the unknown and not worry about the future.

As I’ve stopped working on my faith, that calmness has wavered. That confidence has wavered. So, this past month I re-opened my Bible and started reading. I won’t have to learn this lesson again. The more ambitious you are, the more you take on your shoulders, the stronger you are – or at least I am – with faith. And intending to tackle more and aim higher yet again, faith will not take a backseat.


The idea is to learn them once.

Hopefully this list won’t be the same next year. For now, I’ll sit and review and plan ahead.

What lessons did you learn in 2017?



Can you be manly? Of course. You don’t call an effeminate ‘manly’. You don’t call a weak, timid man, manly. You wouldn’t look at a guy who’s always afraid, who gets pushed around by people and the world, manly.

Every man should aim to be manly. While we’re told to be good, be kind, and be successful, but a part of success is being good at being a man, something that’s almost completely forgotten by our society and culture.

Aspiring to be more manly is aiming to become a more successful man. But instead of using money or popularity as a barometer for success, you’re using masculinity. The more masculine you are, the more of a man you are.

Our society has messed up what it means to be a man in a big way. Hence, sometimes we need articles like this one to help clarity.

Here’s the reality, we know a man’s man when we see one and meet one. There’s something unspoken that stands out about the guy, how he carries himself, who he is, and even how he looks.

If you think this is an archaic topic, then you’re on the right site. If you believe in the myth of toxic masculinity, then again, wrong site. If you think that masculinity is in some way bad, wrong site, wrong article.

This article is for guys who want to improve every area of their life, including how masculine they are, and I applaud you for doing so.

You don’t make a society safe by making weak men, they’ll stab you in the back, they’re devious. You make a society safe by building strong men, by allowing them to be strong and dangerous so as to keep the rest of the flock in check.

  1. Be a sheepdog

Evil exists. It cannot be won through peace or compassion. It is evil. It’s illogical. It’s dark and it preys on the weak. Men must be the sheepdogs guarding the weak that evil aims to decimate and enslave.

  1. Do manly shit

“Over-sentimentality, over-softness, in fact, washiness and mushiness are the great dangers of this age and of this people. Unless we keep the barbarian virtues, gaining the civilized ones will be of little avail.”

Masculinity is barbaric. Society needs it to be. It is not soft, though once it’s strong it can be softened and refined. You cannot aim to be soft first, you need to be tough, gritty and barbaric, and you practice being so by doing manly, barbaric things.

Hunt, fight, practice the art of being dangerous. If you don’t have the capacity to be dangerous, if you can be pushed around and beat up, you’re not doing this manliness thing correctly.

  1. Be responsible

Too many think that ‘being the man’ is doing whatever the hell you want. If you’re not providing for your family, if you’re not saving for a rainy day, if you’re not someone that your family can depend on, you’re definitely doing this man thing wrong.

You’re the rock, the shoulder, the constant. You can’t be a boy. You can’t show up. You have to be the leader of the house, the tribe, and everything else.

The Lost Art of Manliness

Being manly is a necessary quest for every man to take part in. From the time you’re a boy, you aspire to be so. You don’t look up to wimps or whiners, but strong, self-reliant men. You aspire to be like them. You grow and age and you must continue this pursuit until, eventually one day, you’re the man that everyone looks to for protection, help, and guidance.

Be that guy

Don’t go the soft route of society, go the route that men took to build nations, not the weakness that threatens to see them crumble.




TV, for me, isn’t something to unwind to, it’s not something I look forward to, but it is something that gives me ideas, something that I like to put on in the background as I write and work on the monotonous aspects of the business.

In that light, Nextflix is awesome.

I’ve been watching the Crown, in season two now. How they get these locations is beyond me. As with any good show – especially in season 1 from Winston Churchill’s character – there are lessons.

Season two has a few. One comes midway through the season when they cover Prince Charles’ education. Charles’ old man wanted to educate him at the same school he went to, a school that toughened him up, that put him through the ringer, tested him, and made him into a man.

Phillip, Charles’ dad, wanted his son to be tested, to be toughened and strengthened. There was only one problem, as the future king, everyone around him saves for the students and faculty at the school his father made him attend, coddled him. Everyone around Charles babied him, allowed him to be a pussy and to be soft and to develop soft virtues that a future king should simply not have.

Even after graduating from said school Charles still didn’t see the benefit of struggle, he still wasn’t illuminated by the necessity of a trial.

The lesson I took is that title is useless. King should be a powerful term. It was once won in battle when a man conquered land and claimed it for his own. Today, it’s obviously just a title, but we still praise title. We shouldn’t.

Thanks to capitalism we now look up to merit more than the title but some people still think that where you’re born matters. They think that success is predetermined. They think that being born rich is actually better than being born poor.

But what’s money? What’s wealth? What’s a handout and a hand up? It’s all useless. In terms of the things that actually matter in life, the virtues by which you live and conduct yourself, who you are as a man, the obstacles you overcome, poverty is a greater blessing than wealth.

There’s likely no chance anyone reading this will agree, but it’s the truth.

make more money

The things you have do not matter. The car you drive, the car your folks drive when you’re a kid, they do not matter. The man you are when you’re at your highs and when you’re at your lows, this is what matters. The leader you are for your family and tribe. The work you do. The discipline you have.

Title is useless.

The king is a pussy. It appears he’ll go through his life as a pussy. His title doesn’t make him a man and odds are you’re more of a king than the damn king.

Of course, it’s a show. Likely part fiction, part truth. Understand, nay, know that your virtues make you a king, not the womb you popped out of.

Get after it.



There are males and there are men. Men are easy to spot. They’re strong and tough and dangerous. They’re the guys you call when you need help. They’re dependable, self-reliant, and they’ve got their shit together, they’re not boys wandering aimlessly on this planet.

They’re creating something, a legacy, a place in this world, a leadership role even in their own, small tribe.

We need more of them. Hopefully, this article will help you better understand what it means to be a man by better defining the characteristics that make up this ideal.

  1. Toughness

Toughness is persisting through the pain. Men do not succumb to pain. We do not allow it to stand in the way of the goal, or simply what must be done.

  1. Stoic

A man does not worry about the opinions of others. He concerns himself only with what he can control. He’s not a worrier, he’s a warrior. Whether he knows it or not he’s a Stoic.

  1. Self-reliance

People depend on him, as much as he can, he depends on himself. Self-reliance is learned over time. If you’re not quite there, keep learning new skills, it’s a journey that never ends.

  1. Dependability

He shows up. He does what he says he’s going to do. He’s not a flaky little kid. He dependable. He’s a man.

  1. The Capacity for Danger

Manliness demands that you’re not only a good man morally, but that you’re good at being a man from a utility standpoint, and men are men so they can protect and defend. If you have no capacity for danger, you’re not doing this masculinity thing very well. Join a boxing gym.

  1. Adventurous

Read Farther Than Any Man, by Martin Dugard. It’s a book about the life of James Cook. Men are explorers by nature. Don’t turn your back on your nature.

  1. Daring

When there’s a group of people who are afraid to go down the dark alley, or into the cave in the mountains, the man ventures forward. He’s daring, dangerously so.

  1. Successful

Accomplishment is as necessary for our souls as air for our ability to live another day. We need to accomplish. Focus on one thing and focus on achieving it and nothing else. You need to be successful to feel like you’re a man (but you define success! Don’t let someone else’s definition rule over your life).

  1. Loyal

To be a man you can’t be fickle, especially with your friendships. You’re the guy other’s go to when they need help because you’re loyal, you’re always there.

  1. Impressive

You’re impressive to someone. Something you do, how you carry yourself, how you act, the work you get completed, is impressive to someone.

Take pride in how you act, work, and live. Be an impressive human, not just a mediocre male. Men desire improvement. That very fact means they’re going to act in a more impressive manner than those content with mediocrity.

  1. Gritty

Grit is found less and less in modern humans. It’s the ability to persist through failure, for a long duration, under great pressure. It’s toughness over time. It doesn’t matter who you are on one day if you’re good or tough in a moment, but if you can be so forever.

  1. Persistent

Whatever a man’s going through, he must persist. It doesn’t mean you can pivot or learn from your mistakes, but your quest for improvement cannot end, your adherence to your ideals cannot falter.

  1. Consistent

Define rules. We don’t like rules, but we need them. We need guides to align our daily actions and thoughts to our ideal. Our ideal is both who we are and the life we aspire to live. Being consistent demands we understand what we want to be consistent at. Define rules for your life. Live by them daily.

  1. Courageous

To be a man, the man you ideally want to become, you cannot let fear deter you from the actions your masculine soul begs you to take, actions of adventure and daring, it has to be a compass, a guide that shows you want to pursue and not what to avoid.

  1. Self-sacrificing

When you have a tribe of your own, you do what you do for them, you work your ass off, you save and invest and create a legacy, but your basic needs come last to theirs. You serve them by being their rock, their provider, and their protector.

  1. Focused

Kids have the luxury of wandering. Men need to be focused on something grand, at the very least their daily improvement.

  1. Rough around the edges

You cannot be a man and be completely refined and polished and well-mannered. You must be rough around the edges. You must be a little barbaric, a tad dangerous, a Viking at heart. Being a man means you’re not fully civilized. There will always be an aspect of you that has the capacity to do harm especially if it’s for good.

  1. Disciplined

What can you accomplish if you’re not disciplined? Likely nothing of value. Men need accomplishment in some form. We need to see the fruits of our endless labor, and the path to accomplishment is always discipline.

  1. Relentless

Who you want to become is who you are now. Be him now. Hold yourself to a higher ideal. Aspire to achieve what you want to achieve and let nothing stand in your way.

The greats, Theodore Roosevelt, James Cook, Stephen Smith (slave turned millionaire, look him up), were relentless. Nothing stopped them. Nothing.

Let nothing stand in your way, whatever it is the reason you feel you’re here.

Get after it.

Be the Man.



Work. Eat. Sleep. Football on Sundays and maybe a hike or two a month. You relax with a stogie and a book and the nervous butterflies that paralyzed you the first time you laid eyes on your then future wife, or the first time you visited a strange land where they spoke a different language and the fear of the unknown wasn’t a deterrent but a challenge, are gone.

Work becomes an excuse not to do things, to not dare mightily even when the best things you’ve done in your life were the most exciting things you’ve done in your life.

Testosterone decreases the moment you hold a baby. It does again when you get married. Why? The theories are that we go from adventurers and conquerors to protects, providers. We were once warriors, now we become worriers.

We worry about the safety of our family. We worry about being able to give them the life we didn’t have. We worry about every little thing in life and we completely stop living dangerously, but it’s this risk, this danger, this thirst for competition that both makes us feel alive and fills our bodies with the most important hormone we have access to.

We see an increase in testosterone when we win. We need to win and we need to compete and we needs to live ambitiously and aggressively.

Don’t decay, please don’t decay.

Just because you have more responsibility, does not mean you have to be comfortable in how you live because there’s so many other things that make you nervous, that worry you.

Your family, your lady, and you need you to live dangerously, to aim audaciously in what you pursue, and to experience the invigorating experiences that you embarked on when you had fewer responsibilities.

Last year at about this time I was on a flight, on my way to hunt in Africa. On that trip I played with lions, stalked warthogs, and chased (but didn’t kill) giraffes.

Before that I explored Argentina and Uruguay, Italy and Scotland, where spontaneity was a daily habit, and discipline allowed me to win in work while I was winning at life.

Recently, I’ve settled into certain realities that don’t have to be so.

While routine and habit are important, if you’re focused on one thing at a time, and you work on the right things, you can do your work and experience a great, adventurous life as well.

Just because you’re ambitious in your work and you want to be a good husband or boyfriend or father, does not mean that your ambitions in other areas of life, with experiences and journeys and adventures, should cease.

If you want to increase your testosterone levels with your mind, you have to do it with your attitude and actions.

Testosterone is your ‘mojo’, and that’s something you should never relinquish, whether you’re married or a father, old or young. You need to be a man, and to be good at being a man.

When you die you’re going to regret the things you did but the things you didn’t do, especially if they’re things you didn’t do enough.

Living an adventurous life isn’t just about boosting testosterone, though that’s an effect of living in such a way. Living a daring life is living, in its truest sense. It’s feeling life, exhilaration and excitement.

The stats on the decline of testosterone in men as they marry and have kids doesn’t have to be your story. Stay vigilant. Stay hungry. Dare mighty things.

About The Author

Chad Howse: Chad’s mission is to get you in the arena, ‘marred by the dust and sweat and blood’, to help you set and achieve audacious goals in the face of fear, and not only build your ideal body, but the life you were meant to live.

You can contact him at –



I earn over $1 million a month because I do important tasks only. I don’t waste my time on the trivial. I don’t check social media. My time is too valuable for distraction. I’m working on an important mission. I get shit done. I make big moves. I’m on top of my dollars coming in and going out. I invest wisely and aggressively in my business. I take BIG risks, but wise ones. I think bigger than my competition. I help others reach their goals and then some. I’m on a mission and mediocrity in any sense has no place in my life.

I’ve been writing that down at the beginning of every day.

It’s not the dollar amount that should be the focus, though it’s a measurement of how good you are at what you do, but who I am to be worthy of such an amount. (Read This: How to Think Like a Winner)

I’m obviously not there yet – not even close – but that doesn’t mean I can’t act as if I am, or be as if I am the guy worthy of a business that impacts so many damn lives.

Recently, my daily life, mantra, what I aspire to be and what I aspire to create and how I aspire to live has been guided by a few quotes that basically say the same thing.

The first is from Viktor Frankl:

Don’t aim at success. The more you aim at it and make it a target, the more you are going to miss it. For success, like happiness, cannot be pursued; it must ensue, and it only does so as the unintended side effect of one’s personal dedication to a cause greater than oneself or as the by-product of one’s surrender to a person other than oneself. Happiness must happen, and the same holds for success: you have to let it happen by not caring about it. I want you to listen to what your conscience commands you to do and go on to carry it out to the best of your knowledge. Then you will live to see that in the long-run—in the long-run, I say!—success will follow you precisely because you had forgotten to think about it.

The second is from Alexander the Great’s tutor, Aristotle:

Excellence is an art won by training and habituation: we do not act rightly because we have virtue or excellence, but we have these because we have acted rightly; ‘the virtues are formed in man by doing the right actions’; we are what we repeatedly do.

Excellence, then, is not an act but a habit: ‘the good of man is a working of the soul in the way of excellence in a complete life… for as it is not one swallow or one fine day that makes a spring, so it is not one day or a short time that makes a man blessed and happy.

BE great.

We have to define who we are aspiring to become. Sometimes this definition is clarified when we determine the ‘what’ we are trying to accomplish, and reverse-engineer to define the who, to identify the habits that we both have and those we don’t have that the rest of society may prescribe to.

Every morning I write that note above because that’s what I want my business to achieve, and I have to be the guy described thereafter or else I won’t have the goal or live the life.

I have to hold myself to a higher standard or else I won’t achieve what I want to achieve.

Too many people identify the goal, but are ignorant to the habits they have to acquire and who they have to become to attain the dream.

They think the goal is dependent on other things, but it isn’t, it’s always dependent on who we are and how excellent we are.

If you want to earn $1 million a month, why in God’s great name would you spend another minute acting like someone who’s broke, or someone who’s average, or even someone who’s making $20k a month?

The actions of each of those people are beneath your goal, and if you have a massive goal, they’re BENEATH YOU.

Define the what.

Determine the who.

Become the man worthy of a great life.

A business that earns that much money is helping a hell of a lot more people than mine is right now.

It means that guys are actually taking action on things.

It means more guys are doing the workouts and in the Tribe and becoming the men they want to become.

It means more eyes are on the articles and the videos.

The only way to get the business to make that kind of impact, is to be the guy in the description.

But not to be him once or twice, but to be him every day.

Without being held to a higher standard, none of the impact or growth will happen.

What do you want to accomplish?

Who do you need to be, today, to accomplish it?


Forget the standards you’re holding yourself to right now.

Be the man. Period. The Man. The winner. The leader. The conqueror and creator.

About The Author

Chad Howse: Chad’s mission is to get you in the arena, ‘marred by the dust and sweat and blood’, to help you set and achieve audacious goals in the face of fear, and not only build your ideal body, but the life you were meant to live.

You can contact him at –