DISCLAIMER: In this article am going to convince you to unsubscribe from this newsletter (or IG, or YouTube, or however you follow me).

Because I can’t be polite anymore.

Over the past several years hundreds of people have reached out to me about improving their lives in one way or another.

Some people say they want to get into shape. Others say they want to escape the rat race. And more say they want to do away with recurring habits that are holding them back.

But one thing that’s become sadly predictable is that only a very, VERY, small percentage of people who reach out will ever take meaningful action.

I mean.. the disparity between those who “want” and those who “do” is laughably expansive.

So this needs to be said, and I’ll let you decide if you’re offended or not.

But first things first…

As far as I’m concerned, there are two kinds of people in this world:

The former stays stuck in perpetual habit-loops that leave them chronically below their potential, and the latter go on to achieve incomprehensibly amazing achievements in that particular area of their lives.

Unfortunately, the “I’ll start next week/month/year" mentality is running rampant these days.

I’ve experienced it first hand as a coach, and after several years, I do believe I have a large enough sample size to pinpoint an undeniable trend.

I suspect it’s a result of the flood of escapisms and instant gratifications that we now have at our disposal.

People say they don’t have time to read, write, exercise, meditate, or anything else to improve their quality of life, yet the average American spends 3 hours every day watching TV and another 2 hours scrolling on social media.

Many people have mentioned that investing in coaches, programs, and other resources is too expensive, yet the average moderate drinker easily spends thousands on beer, cocktails, etc.

It’s not my place to say what’s right or wrong for you. That’s your decision. But what I am pointing out is that there is growing disconnect between words and actions, and I feel compelled to point it out.

If one claims that health and fitness is a priority while also claiming to not have enough time to work out, then how does the 3 hours of TV and 2 hours of social media reconcile with this?

If one claims that learning, skill development, or mentorship is a priority while also claiming not to have enough money to invest in these things, then how does the thousands spent on recreational substances reconcile with this?

And just so you know, I’ve had to have this talk with myself as well. So for some areas of my life, I’m equally as guilty for my actions not aligning with what I say I want in life.

This brings me to the first main point I want to make.

This isn’t a foreign concept to you. But I’ll give it to you in a way that you’ve never thought about.

You see, in life we cannot do everything. Our bandwidth is extraordinarily limited. So we must make decisions (which in the literal sense of the word, means to “cut off”). When we make decisions, we are effectively choosing one or few options, and consciously cutting off all other options.

When you decide to read this article, you’ve cut off 99.999% of all other things you could be doing with your time.

So when you make a decision about your priorities, you are making a conscious choice to focus on a small few things while letting everything else go.

You can dominate in one area of your life. You can excel in a small few areas of your life. And you are relegated to mediocrity in literally everything else.

So if fitness is TRULY a priority then you must mentally move it into the “excel” or “dominate” category. If it is not there, then you will be mediocre. You will be metabolically unhealthy just like 88% of the population, and you have to be okay with that.

Same with business, family, relationships, skills, hobbies, etc…

There’s no moral judgement here. Your priorities are your priorities. But what you cannot keep doing is speak as if something is a priority when in actuality it is not. You do not excel, in it, nor are you attempting to do so.

So just call it what it is. Mediocrity.

Or adjust your actions accordingly.

Sometimes we really don’t know what we don’t know.

If you have an uncalibrated barometer for measuring yourself against everyone else, then you’ll never have an accurate read on where you are in relation to your potential.

I want to be clear that the point here isn’t to measure yourself against others. It is to understand the extent of your potential. If you’re stuck in recurring loops, chances are that you simply have not interacted with people who are operating at a very high level.

Those are the people who will quickly reveal to you that whatever you are doing is far below the standard of performance aligned with the outcomes you aspire to.

Take whatever you think you need to do to create your ideal situation and multiply that by 10x. And I’m being conservative here. That’s where the people who are in the position you wish to be in are operating.

I’ll give you a personal anecdote at the risk of sounding self gloating.

In the past 6 months I’ve had a number of people tell me that they want to get into better shape, some say they want a six pack, and one person flat out told me that they were trying to “look like me.”

But almost all of these people have taken ZERO action since then.

Now to put that into perspective, I have worked out or done some form of intentional movement every single day of 2025.

Every. Single. Day….

You can do the math, but over the course of 6 months, that’s 183 days of separation I’ve created between myself and the people who haven’t lifted a finger during that same time.

Stack that on top of 10 years of consistent fitness, intentional eating, and wellness practices with no gaps in between. In this light, the contrast between “I’ll get around to it” and consistent effort couldn’t be more stark.

Yet, the “I’ll get around to it” people want to go from completely unfit, to looking like a movie star in 3 months.

This is what happens when people don’t know where the bar for performance actually is. They are seriously underestimating what they need to put in to get the results they aspire to.

So your homework today is not only to find out what your priority is, and move that into the “excellence” tier, but it’s also to figure out the threshold for performance in that area of life.

You’ll probably realize you’re only at 10%, or maaayyybe 40% if you’re good.

And this leads me to my next point.

My freshman year at Tulane University (a very long time ago), I was in a Chemistry class that was extraordinarily difficult.

I told myself that I’d be happy with any passing grade so I could just get through the course and be done with it.

But something happened. Among my friends who also took the class, we began mocking each other for getting anything less than a perfect score.

Got a 99%? You were literally scoffed at. Got a 98%? You’re basically a second-class citizen. Got anything less than that? Unthinkable.

It should go without saying, by the end of the course my grade was exceptionally high.

My ability to learn didn’t change. I didn’t somehow get smarter. The only thing that changed, was that the people I was surrounded by raised the bar of performance so that excellence was the bare minimum.

If you’re serious about changing your life in any meaningful way, then you need to curate a group where excellence from the outside looking in, is the minimum expectation among those in the group.

This applies to literally everything. Work. Relationships. Creativity. Business. Knowledge. Fitness. Etc.

So for example, virtually every one of my guy friends is shredded and very fit. This is the minimum bar for my friend group here in Lisbon.

But, if merely “planning to start next month” put’s you in the upper echelon of your circle of influence, then you likely have no comprehension of the level of effort people are actually putting in, to achieve the level of fitness that you aspire to.

The “I’ll start next month” mentality does not register as a viable option. That sort of mentally might be normal among the general population, but within an intentionally curated circle, that will literally be perceived as “crazy talk.”

Curate your circle wisely.

Seriously. Ban it. It’s killing you.

Wanting is easy. It’s free to want. Want has no value. It has no manufacturing cost.

So never.. and I repeat.. never.. use the phrase I want when talking about changing your life, or cutting bad habits, or ending the cycle of self-destructive patterns.

Instead, use the phrase “I am actively pursuing.”

The moment you make this switch, you’ll quickly realize that you are now either making a factual statement or you’re lying to yourself.

You see how this reframes things?

If you can’t honestly say that you are “actively pursuing” something, then you either need to take action to make it a factual statement, or stop talking about it altogether.

This brings me to my final point, which is that I’m releasing a new program to help you re-wire your brain and destroy your bad habits in just 60 days.

I teased it last week, but this week I can share the full details with you.

Launch date, is Dec 14th, and I’ve reserved a special bonus for the first 20 founding members who pre-order before the release date.

I’m not going to try to “sell” it to you.

If you have no self-destructive habits that are holding you back, then all good.

But if you do actually need to kill some bad habits like being inconsistent, or doing things that you promised you need to quit doing, etc. then it’s on you to take action.

Take a look and send me a note if you have questions about it.

If you’re still here, and didn’t hit the unsubscribe button, I’ll try harder next time.