35 Aubrey Marcus: How to Build a Multi-Million Dollar Business with Passion and Authenticity

Optimal human potential is the goal of The School of Greatness and our next guest has grown a hugely successful company over the past few years providing the best products on the market for those seeking to maximize their performance. Get more from Lewis! Get my New York Times Bestselling book, Make Money Easy! Get The Greatness Mindset audiobook on SpotifyText Lewis AIYouTubeInstagramWebsiteTiktokFacebookX

Speaker names marked ? are inferred from speaking time and the show’s known hosts — they are not voice-verified.

• 0:01Lewis Howes?

  This is episode number 35 with Aubrey Marcus.

• 0:07Lewis Howes?

  Welcome to the School of Greatness. My name is Lewis Howes, a former pro athlete turned lifestyle entrepreneur. And each week, we bring you an inspiring person or message to help you discover how to unlock your inner greatness. Thanks for spending some time with me today. Now let the class begin.

• 0:33Lewis Howes?

  What is up to all the greats out there? I hope you're having a fantastic week. I just finished up my weekend in Montreal, Canada. And I've got a little story for you. I just had a handball tournament here, living my dream. Our first three games of the weekend, we dominated, we won easily. And then we went into the championship game. And that's when we met our first real test. And we're up at halftime by five or six goals. Things were going easy for us. We were playing well together as a team, but we started to slip a little. We started to think that we had it all figured out. We had the game won at

• 1:17Lewis Howes?

  halftime. And we started to just kind of sit back and let ourselves mentally get out of the game. We had a number of two minute penalties, a couple at the same time. So we were playing with two guys less for much of the second half. And I ended up splitting my lip, bruising my shoulder, spraining my wrist that actually broke back in playing football, and busted up my elbow pretty good. And to add to that, we lost the championship game at the very last second of the game. One of the players, we were tied about to go into overtime, and one of the players made this last second shot out of nowhere.

• 1:59Lewis Howes?

  Right as the buzzer went off and they scored and won by one goal at the very end of the game. And what I've learned is that every loss in life is just a lesson and feedback for how I'm showing up in the world in that very specific moment. And we get to choose how we feel and react in every situation. And sometimes losing is the thing we need the most to see if we're playing all out at all times. And this experience just makes me hungrier on my journey of living my dream of playing the Olympics. And I'm very grateful that I get to live my passion every single day. So is it a big deal that we lost?

• 2:44Lewis Howes?

  It is if I make it that way. Uh, I look at it as amazing lesson, amazing opportunity. Why? What was it that I didn't do that I could have done differently? Why did I allow myself to mentally get out of the game when I thought I had the game already won? And why did I, I got in a little argument a few times. Why did I allow my ego to be bigger than the team? And for me to step outside and hurt the chances of the team winning by my ego being hurt. So all amazing lessons that I get to step up into my own greatness and I'm so blessed that I am faced with these opportunities each and every day. It's because I've got big dreams. And with those big dreams comes big challenges.

• 3:27Lewis Howes?

  Now again, this was just one handball tournament, but it was practice for the bigger opportunity in the bigger game at stake. And what I want to know is what are you beating yourself up when you lose? Are you beating yourself up when you lose? And do you look at it as a horrible thing or instead an opportunity for change and for growth? To realize what isn't working and start doing something that does work for you.

• 3:56Lewis Howes?

  Are you also following your passion every single day? Or resenting yourself and getting upset at others who are living their life or their dreams?

• 4:07Lewis Howes?

  And do you feel and and because you don't feel you can't do it? You don't feel like you can live your life or your dreams? So I want you guys to sit on that for a moment. While we get into today's guest. And today's guest is with my good friend Aubrey Marcus. He's actually the CEO of the sponsor of the School of Greatness and that's on it. Uh, and I'm very excited because. Aubrey is one of the most intelligent guys I knows, I know, believe it or not. And he's into fitness, he's into mindset, but he's really into optimal human performance. And for me, that's a part of greatness is seeing how we can uh, get the most out of our minds. Out of our body and out of our entire system.

• 4:52Lewis Howes?

  And he has an amazing approach to why he built this company and he's built a large company. Um, on it. And in this interview, I'm going to ask him some interesting questions, probably one of the most fun interviews I've done, actually, because. We get in some interesting things that uh, really no one really shares about. And he talks about. One thing. That accounts for over ninety percent of all of his sales. One thing that accounts for ninety percent of all of his sales. And he has a multi seven-figure business, I'll just say that. I'm not allowed to say the exact numbers, but it's it's big. And it's only started a couple of years ago. And one thing is accounted for nine, over ninety percent of his sales for me.

• 5:36Lewis Howes?

  It's kind of mind blowing what that one thing is and he's going to share with you the exact details of what he did to do this. He's going to talk about. Um, why he created this company? I think it's important for people to understand why we create anything. What's the reason behind the job we have? The company we want to start? Why do you want to make millions of dollars? Is there a reason or is it just your ego? And Aubrey goes into talking about his authenticity and why it's so important for Onnit and his culture and his company to really build an amazing company. He also got to tap into some of his stories about his early failures and successes while starting Onnit, almost going bankrupt, almost losing all the money from his investors.

• 6:21Lewis Howes?

  And the one thing he did that helped him sell out his product in 36 hours. He also talks about how he managed rapid growth in his sales, again, going from multiple seven figures in just a couple of short years and what he did to really tap into that growth. So I'm very excited to introduce you to the one and only Aubrey Marcus.

• 6:52Lewis Howes?

  What is up everyone? We're back in the studio for round two with Aubrey Marcus. We just did a practice round the first time. About a month ago and it didn't, it did not record. So we're back. My man is back in LA, so we're back in the studio. That's right. Shit happens. What's up? Good to see you, brother. And I'm excited because there was more that I wanted to ask you last time. Yeah, good. So we get to go over this again. It's like a dry run. It's a dress rehearsal. Well, my buddy Aubrey here is a very interesting man. So I want to cover a lot of things in your life, but also in your business. And Aubrey is the sponsor for the show onnit.com. If you guys haven't checked it out yet, you hear me sharing about it on every episode, O-N-N-I-T.com.

• 7:34Lewis Howes?

  And it's amazing what you've created in the last three years when you started with just an idea. You said, I want to create something that is going to, first it was a recovery. Yep. First it was hangover pills. A hangover pill. He said, I want to help people in the party industry, basically people party a lot, drink a lot, auto recover so they can be in the zone the next day, right? Right. And I have this. So they can get back to work and function properly because, I mean, everybody can basically make it through the next day, but to be productive the next day. Dragging. Dragging, yeah. Right. But that didn't really work. It didn't work. No. So you made a bunch of these supplements and it didn't work. It was a pretty good supplement, but it just was a wrong market. But it was the wrong market. You couldn't really sell it to people. And what I think is cool though, is that one, you had this idea.

• 8:20Lewis Howes?

  And in a few short years, you created a product that didn't work and then you created another product. And now you have this multimillion dollar company and extremely successful, in my opinion, the best looking brand for fitness supplement products online. And it's amazing what you've created. Now I've got a team of thirty people, we've got a warehouse, we've got a huge office in Austin. And you've done some amazing things. And I want to learn how you made it all happen.

• 8:45Speaker 01

  Sure.

• 8:46Lewis Howes?

  And I want you to share your wisdom and inspiration.

• 8:49Speaker 01

  All right.

• 8:50Lewis Howes?

  With what you can share, obviously, because it's a private company.

• 8:53Speaker 01

  I'll share it all. I mean, except for the inner financial details and things like that. But all the inspiration, every trick I, you know, I use, I'm more than happy to share. You know, we need as many people producing, you know, as many good things as possible, living their dream. I mean, that's only going to help, you know, the entire industry, the entire world get better, the more people are able to get out there and do what they want to do.

• 9:16Lewis Howes?

  Exactly. So, so what did all started? It started from you like in your apartment or your house, basically with this product. It didn't work. And then what did you do to shift? Well, most people, most people might fail. When they fail, they might be like, all right, I'm done, I'm going back to my job.

• 9:29Speaker 01

  Right.

• 9:30Lewis Howes?

  But you shifted. Now, how did you shift?

• 9:32Speaker 01

  Well, you know, well, first of all, I had to raise money for this idea and there's minimums in the pill orders. So, you know, I had to basically put down a good amount of money in inventory and create this whole brand, create the website, create functionality. And yeah, it really wasn't selling at that point and, um, running really low on money. And I ended up having a conversation with Joe Rogan at the time and said, man, Joe, what kind of supplement would you really like the most for yourself? And he said, man, you know, well, I'd really like a, you know, an excellent nootropic, a cognitive enhancer. And I said, all right.

• 10:06Lewis Howes?

  A brain enhancer, something that'd be focused.

• 10:08Speaker 01

  Right.

• 10:09Lewis Howes?

  For those who lack terminology.

• 10:11Speaker 01

  Right. Exactly. So I said, all right, I think I can do that. And from that point, I got to work and started doing a ton of research, talked to a bunch of top medical professionals, talked to some athletes, talked to different people, saw what everybody was taking, saw the latest PubMed research and started to put together a working formula. All the while, completely running out of money in this company, ended up taking on some debt and a final debt piece. And I just actually had dinner with the guy who helped me out and he got paid back really quickly, which was, you know, kind of a cool story, but brought it basically down to the last bit where we worked on the formula for a while, did some prototypes, felt like we had something really strong. I mean, from

• 10:53Speaker 01

  even the very first prototype formula, we knew we had something close and then kind of mastered that, put together the first, you know, pill order that basically took us down to zero. This was it, you know, I was all in at this point. I'd maxed out all the friends and family and, you know, some small investment banking, you know, resources and taking on some debt and, uh, and put it all into this Alpha Brain formula. Went on the podcast and talked about it.

• 11:20Lewis Howes?

  On Joe Rogan's podcast.

• 11:22Speaker 01

  Podcast, yeah. And within 36 hours had sold out of our entire first batch of inventory.

• 11:28Lewis Howes?

  And how many units did you have?

• 11:29Speaker 01

  We had a hundred thousand pills at that point. So that was broken down to about 3,200 units.

• 11:33Lewis Howes?

  3,200 units at what price?

• 11:36Speaker 01

  Uh, 34.95.

• 11:37Lewis Howes?

  34.95.

• 11:38Speaker 01

  10% off for the Rogan people. So it was about 30 bucks.

• 11:41Lewis Howes?

  All of them were 10% off, yeah.

• 11:42Speaker 01

  All of them.

• 11:43Lewis Howes?

  You sold out in a day, a week?

• 11:44Speaker 01

  A day. It was like 36 hours, we were out.

• 11:47Lewis Howes?

  So it wasn't 3,500 sales because some people might have bought a couple of them, but it was probably like 3,000 sales.

• 11:53Speaker 01

  Something close to that.

• 11:53Lewis Howes?

  Amazing.

• 11:54Speaker 01

  And we had no infrastructure to kind of deal with that volume. So we were writing packing slips by hand. We were printing stuff out. We were, we had like maybe 600 square feet of office space and I just started getting, hiring friends and hey, look, we gotta get some orders out. This all of a sudden turned into a real business overnight. So I better do something. So we got in there, started mixing it up, eventually got into, you know, better processes. And it's just been, for a lot of our growth, been a scramble to keep up with demand and, um, always staying ahead of product quality, integrity, transparency and our marketing. But then demand has always been this force just pushing us to grind and, uh, and improve.

• 12:34Lewis Howes?

  Now, why is your product so popular? What is about? The the blends, the quality, the branding, what is it about it that people are so crazy about that just cannot?

• 12:45Speaker 01

  I think, I think most people, we take supplements and we just imagine that they're doing good. Nah, I better take this because I heard from somebody that's gonna do my brain good and you know, blah, blah, blah. I think with Onnit, we've created something where people take something and then they feel it. And that kind of blows their mind because they're used to that happening with drugs of some sort or pharmaceuticals or things like that. But they're not used to that being in an all natural herbal supplement that they feel and can make like a definite impactful difference on their day, the day they take it. And I think that was one of the things with AlphaBrain where people took it like, oh, I feel something. I feel good. I feel sharper. I feel clearer. You know, I'm playing tennis better. I'm playing golf better. I'm doing whatever it is that you,

• 13:28Speaker 01

  you know, want to do and use it for in your day. And I think that kind of freaked people out a little bit and it's kind of changed the way people look at the supplement industry once they've been exposed to Onnit. Like this stuff can have dramatic acute effect.

• 13:42Lewis Howes?

  Right. Now, what's the difference between like, uh, would you say that market, you're in like the energy drink market, like the Five Hour Energy, the people that want to focus with that, or is it more supplement market?

• 13:54Speaker 01

  Yeah, we've stayed out of that energy drink market. I mean, all of that is, it's a very, it's kind of a worn out, tired approach to giving your body energy. It's basically caffeine triggers your adrenal glands to release adrenaline. So it puts your body in this kind of artificial fight or flight mode, which is why you crash. Your body's not meant to be in that mode unless you actually have to do something and it's supposed to be for a short period of time. So as you're constantly caffeinating, you're constantly pushing that button like, hey, more juice, more juice, more juice. And eventually your body just says, screw you, I'm out. You know, stop. And that's when you get these kind of crashing and your energy levels will end up dropping way below even with the caffeine,

• 14:37Speaker 01

  what you would be in a healthy, sustainable way. So Onnit is about keeping people with sustainable vitality and not going to that same. Um, same length and we do have coffee and things we sell. I mean, there's a time and a place for caffeine and I'm not saying don't ever do it. But that shouldn't be the only way that you get sharp or focused or approach your body's energy level.

• 14:58Lewis Howes?

  What is it about? I mean, really people get immune to this when they take two, three, four, five cups of coffee every single day. It's like they're gonna have to start taking 10 cups to start feeling it because just putting so much caffeine and their bodies getting used to it.

• 15:11Speaker 01

  Or it'll even flip on some people have like an antithetical effect. Like I knew a commodities trader, futures trader. Um, Paul Tudor Jones, great guy and uh, had a, you know, opportunity to spend some time at his house and spend some time with him. Before he would go to bed, he would have to drink a tall bottle of Coke. He had a glass bottle, he got it in glass bottles. And he needed that to fall asleep.

• 15:32Lewis Howes?

  Shut up.

• 15:32Speaker 01

  Because he had caffeinated so much that his body needed that to relax.

• 15:36Lewis Howes?

  Oh my gosh.

• 15:38Speaker 01

  So it can actually even not only not get you up anymore, but it can actually get to the point where you need caffeine to relax.

• 15:44Lewis Howes?

  Now, taking caffeine so much as opposed to the all natural herbal supplements that you guys have. How does that affect your mind and your body and your stress levels and anxiety over time? Does that create cancers? Does that create?

• 15:59Speaker 01

  Not so much cancer, but it'll create adrenal fatigue. And you know, most men and businessmen and people who are pushing the envelope like ourselves, adrenal fatigue is a battle that we're all going to be fighting. And that's where just your adrenal glands aren't able to reduce the hormones at the, at the levels that they used to. The cortisol is constantly there. You're constantly in this kind of high level of stress. And so you never really get to fully relax and that can take its wear over time. So.

• 16:27Lewis Howes?

  So educate me on that. Does that mean my testosterone goes down? Does that mean?

• 16:30Speaker 01

  Yeah.

• 16:30Lewis Howes?

  I have trouble sleeping? I have sleep anxiety or sleep apnea or what is that?

• 16:34Speaker 01

  All kinds of effects are, you know, people look at, and I think one of the issues with pharmaceuticals and traditional medicine is they look at one thing and they say, aha, this is your one symptom. We will combat that symptom and we will defeat it. Well. They're not seeing the all the interrelated parties. They're not seeing like, okay, well, maybe we can fix that symptom, but it's gonna wear out your liver. And then, once your liver is worn out, your whole body is gonna shut down because that's the clean, you know, that's the organ that cleanses the blood and keeps you revitalized. So you can't really focus on one thing without it affecting multiple things. So yeah, you know, when your stress levels are high and your cortisol levels are high, your immune system's depressed, your other bodily systems, pretty much cognitive

• 17:15Speaker 01

  systems, every system suffers. You know, you can't take one thing out, except for maybe tonsils. Who knows what the fuck those things do?

• 17:23Lewis Howes?

  Wisdom teeth.

• 17:24Speaker 01

  Yeah, wisdom teeth. So with a few exceptions, you can't take one thing out and not have it have systemic effects on the body.

• 17:31Lewis Howes?

  Interesting. Interesting. All right, let's get back to the business. So you launched this AlphaBrain products after almost failing over and over and being like, we're screwed if we don't do something with this right now and figure it out and make our money back. You launch it, get on Joe Rogan's show, boom, you realize that like, these people want this. There's an audience that wants what you're providing. What's next? What do you do after that?

• 17:55Speaker 01

  Well, next, yeah, next was just to basically duplicate exactly the process we did with AlphaBrain, but choose other different systems. So we had brain taken care of. All right, now what about mood? So mood was our next one. And focusing on supporting the serotonin system, focusing on relaxation and getting your body in a better mood state. So we focused on the mood system. Then we had our pre-workout system. And then we had our bone and joint system. So our immune system, we had basically created products under the same kind of guidelines as AlphaBrain, and just duplicated it. And that's really been the key to success. We found a working model with AlphaBrain, found a way that we could access people's needs with certain nutrient

• 18:38Speaker 01

  combinations, and then just applied that and duplicated it. And it's been wildly successful.

• 18:42Lewis Howes?

  Now, the supplement business is probably an extremely oversaturated industry, huge industry. How did you feel like, okay, I'm this nobody who's never created something before, I'm gonna step in and take a piece out of the market? Like, how did you figure that would be possible? Or that you believed in yourself? What, you know, gave you that belief that like, I'm gonna make a mark in this industry by doing it differently than all the major players?

• 19:08Speaker 01

  I knew that they weren't doing it that well, you know, because they they were kind of a little bit old school in their models.

• 19:15Lewis Howes?

  They had a lot of money.

• 19:16Speaker 01

  They had a lot of money.

• 19:17Lewis Howes?

  To promote it.

• 19:18Speaker 01

  But not not that much money either, because all of their whole model, see, the traditional supplement industry goes through the distributor model. They manufacture something, they sell it to a distributor, distributor marks that up, sells it to the store. The store marks that up and sells it to the people, unless you're talking about MLM, you know, which have some of the worst products generally, actually. Um, you're not going in a direct to consumer model that's going to really allow you the margins to produce a really high quality product. So I knew that if I could go and create products designed for margins that were direct to consumer, that I could create a superior product. Plus, I had, you know, more nimble, more agile ideas.

• 20:01Speaker 01

  I was able to adjust and adapt and use smaller resources of product than some of the big giants out there.

• 20:08Lewis Howes?

  Right.

• 20:08Speaker 01

  And that's really made a difference. You know, when I was making my first formulas, the lab that was making them makes for some of the big, uh, big other labs out in the supplement world. I said, you know, Aubrey, you're you're insane. These products are way too expensive. Like, you that you're gonna, you're gonna fail. Like, this can't work. And I was like, just trust me.

• 20:25Lewis Howes?

  You're like, I'm selling direct to consumer.

• 20:27Speaker 01

  Yeah, just make this shit. We'll sort that out later.

• 20:30Lewis Howes?

  Right, right, right.

• 20:30Speaker 01

  And uh, and that's really paid off, you know, you need to buy expensive ingredients and use the highest quality stuff to have an effect. But once you cross over that tipping point of people can feel it acutely, you know, they will pay the money to get something that they know is working, that they know they can feel, rather than buy some crap that they just, eh, I hope that did something.

• 20:52Lewis Howes?

  Right, just like the the average brand protein powder and just fill it in your system. You have no clue how many thousand ingredients are in there and sugars and everything or whatever is in there, right?

• 21:02Speaker 01

  Yeah, and just fart your way through the next four hours.

• 21:05Lewis Howes?

  Swell up your muscles, drink some water.

• 21:07Speaker 01

  Yeah.

• 21:08Lewis Howes?

  That's interesting. Now, what I find is really exciting about what you've created, and we've had a number of conversations behind the scenes about this, is you kind of got in at the right time and found the right connection and made the right move early on to see what was possible for Onnit and for the company for its growth. And that was through, and still is through, podcasting.

• 21:30Speaker 01

  Yep.

• 21:31Lewis Howes?

  And you, you, you saw the, the direct result within a day of being on a podcast with Joe Rogan, who's obviously one of the bigger podcasts, well-known. And you said, holy crap, like, why do what everyone else is doing, which is like billboards or TV or radio, spending hundreds of millions of dollars promoting and advertising, when I focus on targeted niches where there are raving fans already and kind of build my own raving fan base off of those bases?

• 21:58Speaker 01

  Yeah. That was, that's as integral to Onnit's success as, as anything.

• 22:03Lewis Howes?

  As the supplements itself.

• 22:05Speaker 01

  Yeah. I mean, I had to obviously have a great product that people were going to continue to go back and buy, you know? I mean, our repeat customers are a huge part of our business. You know, we know and we're extremely confident that when someone tries our stuff, we got them, you know, and they're going to want to keep coming back because it's a tool that's going to help them. So yes, had to have that. But how to get that first purchase, if it wasn't for podcasts, we'd still be hammering out in small numbers, these first purchases, because the traditional models are largely arbitrage'd out. And podcasts have just been a really incredible tool to get access to consumers.

• 22:41Lewis Howes?

  It's amazing. So basically without podcasting, there would be no Onnit, maybe?

• 22:46Speaker 01

  Maybe not. Maybe we wouldn't have been able to kind of, I mean, I'd like to think that somehow, some way I would have figured it out, you know, but it certainly wouldn't have gotten this big this fast.

• 22:54Lewis Howes?

  It would have been a different model. You would have had to go to distributor.

• 22:56Speaker 01

  Yeah.

• 22:57Lewis Howes?

  Decrease your products, you know?

• 22:59Speaker 01

  If we would have had to go that way, there probably wouldn't be an Onnit, because it just, it couldn't work that way. You know, that model is gonna... I don't know how that model is going to continue to survive and thrive. I think business is going to have to change. I think eventually distributors will be like blockbuster cards, you know, like people will say, ah, that was funny. You remember back in the distributor days? You know, I, I think in some industries they'll always exist and they are, they do play a necessary role in the traditional model, but it's just a lot of extra steps between product and customer that, you know, ultimately are superfluous. You don't need them. Hmm. But yeah, so get back to podcasts. I think it's a, an interesting formula with the podcasts.

• 23:41Speaker 01

  For some reason, people listening to podcasts, like the fans that are listening to you now, by the time that they're listening after a couple of episodes, they know you. Hmm. You know, if they saw you, it's like a one-sided friendship already exists. Like they would know enough about you to just talk about inside jokes, make little comments. I mean, they would already kind of know you and they would trust you, you know, because they've been listening to you for long enough. You've been right in their ear and you've been honest. And I think the podcasts that are most successful are the ones that are just people talking from their heart and, uh, and just speaking openly and honestly, whether in a comedic way or an inspiring way, whatever way or informational way, but they're just, it's a really honest format. And so we've partnered with people who honestly like the products.

• 24:25Speaker 01

  And, you know, that's another thing that's great to have about products at work is it's been easy to get products in people's hands and say, oh yeah, I like this. Maybe if they don't even like the alpha brain for whatever reason, there's some people who don't. The hemp forest. Yeah, they'll find something that they like. And so they can talk about that, you know? We never try to force feed anybody their message either. So we have a really honest, genuine message coming across to a, a very loyal fan base. It's very receptive to that honesty, whereas all other forms of advertisement, you know, we're almost getting advertising blind to a lot of them, especially print and all this other stuff. We'll look at the picture, but we don't trust that, you know? And even these athlete endorsements, we've done a lot of athlete endorsements. They really haven't done much for us at all. I mean, I guess they give us a little clout.

• 25:10Lewis Howes?

  Credibility.

• 25:11Speaker 01

  Credibility, social, exactly. But as far as direct conversions to sales, hardly any. You know, when a football player says, hey, I'm taking out, taking AlphaBrain on a tweet, they think, oh, I wonder how much on it had to pay for that. Whereas if a podcaster says, man, this AlphaBrain, I was, I was driving and I was jet lagged and I had to go to this meeting and I took some and I felt incredible from it. And people say, oh shit, he's probably telling the truth.

• 25:37Lewis Howes?

  Check it out, yeah.

• 25:38Speaker 01

  Yeah. So it's, it's really been a, been a kind of a unique process and we've really been able to leverage that where nobody else is really doing that, you know? And so a lot of the other supplement companies are struggling on their balance sheets. Um, while we've been able to thrive and grow from cash flow.

• 25:53Lewis Howes?

  Hmm. Now you're one of the only supplement companies really doing it well on podcasts. But are there other small businesses or growing companies in different industries that you've seen who are kind of stepping up and kind of taking the same approach as you?

• 26:06Speaker 01

  Sure. I mean, there's been a couple that have, that you hear about on all of the podcasts. And I don't know how they're doing, but I imagine by their, how prolific they are, they're doing pretty well.

• 26:15Lewis Howes?

  You hear Audible.

• 26:16Speaker 01

  Audible, stamps.com. Yeah, GoDaddy stepped in. The companies with a little more edge to them have started stepping in and playing in the space and I'm sure it's doing well for them. Any indication of how well it's done for us, I'm sure it's doing well for them as, as well.

• 26:31Lewis Howes?

  So what was the game plan? After you had Joe Rogan promoting it and you, I'm sure you, you created a partnership with Joe, so he's been promoting it ever since the beginning.

• 26:39Speaker 01

  Yep.

• 26:39Lewis Howes?

  And, but you knew you were only going to grow so much with his audience.

• 26:43Speaker 01

  Right.

• 26:43Lewis Howes?

  So what was like, what did you think of next? Like, am I going to go after every podcast? Am I going to go after this niche? Like, what was the goal? Was it find one a week? What was your game plan? What was your idea?

• 26:52Speaker 01

  You know, the idea was basically to get it, um, get it in the hands of everybody who would actually try it and give it a fair shot. You know, I mean, anybody who comes to us, you know, the first thing we say is, You know, and we've had, we've gone down the road with some people and they pretended like they were gonna try it. And we keep asking them, so, so what'd you think? What'd you think of the products? And they've even have an initial conversation, oh, yeah, yeah, it's all good. I'm like, no, what did you take? What did you like? Say, oh, well, I don't actually ever take the, any products or use the stuff, use anything that my sponsors give me. And then our conversation stops. Like, you should have told us that prior. You know, this isn't a game. We're not just doing this, you know, to, to try and have some integrity. This is important. You need to take it. You need to speak honestly.

• 27:37Speaker 01

  If you don't like it, then we don't want to sponsor. Yeah, it's like, if you're not gonna do it, forget about it. So we've gone down the road with some big names and just hasn't gone anywhere. But everybody else who we have been with, has been someone who, either I've been able to sit down with them, or we've been in enough communication where they've tried the stuff and found something that they really like. Hmm, interesting. Now, how many, how many podcasts do you sponsor now? So we got Adam Carolla, we got, um, Joe Rogan. Joe Rogan, we got Steve Austin, we just did the Wadcast podcast, we got a couple, Joey Diaz's podcast, we got, um, Mr. Get Fit Guy, Ben Greenfield's podcast, Oh, yeah, he's my friend. And, um, a couple of other ones we do. We're also doing some stuff on the radio

• 28:19Speaker 01

  with Jason Ellis, which is a very similar format, because it's integrated within the show. It's not a podcast at this point. Serious, right? It's not serious, yeah. That's been great. Um, a few other small ones as well. You know, we're about to start with Entrepreneur on Fire, that's coming up here pretty soon. Nice. Um, so it's really kind of blossomed out. And, you know, everybody has their thing. It's funny, Adam Carolla, for the first, you know, few reads, was talking more about our jump ropes than about, Really? than about anything else, because he- I gotta, I gotta check out the jump rope. Yeah. Well, he's a boxer, he's an old boxer, right? So that's what he uses. And for him, our jump rope had exactly the right weight in the handles. Really? So he was like- He's a tall guy, right? Yeah, he's pretty tall. Yeah. Not like crazy, he's, you know, six two or six three, yeah. Okay, alright.

• 29:02Speaker 01

  But, um, but yeah, so we were like, okay, we'll talk about the jump ropes, that's fine. Sweet. You know, at least you're speaking honest. And so his customer, you know, we sold a ton of jump rope. It wasn't really the game plan, but we said, alright, we'll go with it. You know, that's, that's something that right off the bat, you've liked. And since then, he's tried more stuff, and he likes more stuff. Um, Steve Austin was the same. He tried a few things, likes the Alpha Brain, but he also really likes our T+, which is our natural, you know, endogenous testosterone enhancer. So he liked that. And then when he started talking about that, because he was really passionate about it, that's when, you know, things started to really work with his podcast.

• 29:35Lewis Howes?

  Yeah. And when people come to the site and buy one thing, they'll check out the other stuff. And you do a great job of sharing the information about everything and

• 29:41Speaker 01

  Yeah.

• 29:42Lewis Howes?

  educating of what it all does and how it supports you and serves your body and your immune system and brain and everything. So, and it's all backed by doctors and

• 29:51Speaker 01

  Yeah.

• 29:52Lewis Howes?

  neuroscientists or whatever.

• 29:53Speaker 01

  Yeah, we got, you know, we got really top medical professionals looking over everything. We got top athletes testing it out. And then we're even taking it a further step and doing our own clinical research, which

• 30:03Lewis Howes?

  Double blind test.

• 30:04Speaker 01

  Double blind clinical research, which takes a long time, but we're starting to get our first results back from the Alpha Brain stuff. I can't share it until it gets published and peer reviewed, but uh, everything's looking good.

• 30:14Lewis Howes?

  Looking good.

• 30:15Speaker 01

  Everything's looking good.

• 30:16Lewis Howes?

  Now, can you give me um, percentages of sales and how the podcast sponsoring and advertising has directly related to a certain amount of percentage based on sales for everything with on it?

• 30:32Speaker 01

  Yeah, I would say podcasts are responsible for about 92% of our sales.

• 30:36Lewis Howes?

  92%.

• 30:37Speaker 01

  Yeah, that was the last, that was the last uh, survey that we did.

• 30:41Lewis Howes?

  In the last three years. It's like, where did you find us from or where did you buy?

• 30:44Speaker 01

  Where did you originally find us from? Podcasts.

• 30:46Lewis Howes?

  Nine out of 10 people.

• 30:47Speaker 01

  Yeah. And then the rest were friend referrals.

• 30:50Lewis Howes?

  Yeah, yeah. Because you don't advertise anywhere else. You do retargeting.

• 30:53Speaker 01

  Not really. We've, yeah, we do retargeting, but that's people who have already come to the site and they probably came to the site from the podcast. We've tried, we've tried other things.

• 31:00Lewis Howes?

  Magazines or

• 31:01Speaker 01

  Wah, wah, wah.

• 31:02Lewis Howes?

  Really?

• 31:03Speaker 01

  Yeah.

• 31:03Lewis Howes?

  Nothing. Cause it's probably just burn your money.

• 31:05Speaker 01

  Yeah, it's a little better. I mean,

• 31:07Lewis Howes?

  Just wipe your [BLEEP] and then flush it down the toilet.

• 31:10Speaker 01

  Yeah, thanks Louis. Thanks. Yeah, yeah. Rub it in buddy. Yeah, I hear you. I hear you.

• 31:14Lewis Howes?

  But you gotta test and you gotta explore.

• 31:16Speaker 01

  Yeah, yeah. See, that's what I tell myself to help me go to sleep too. Oh yeah, you gotta test. You gotta do this. Uh, yeah. But I knew it. I [BLEEP] knew it. I knew it when I was signing that contract and dropping that checks for this print work.

• 31:28Lewis Howes?

  50 grand here, 20 grand here. You're like,

• 31:30Speaker 01

  This shit isn't gonna work. Worked and I did it anyways. Cause yeah, you know, you're gonna test it out.

• 31:36Lewis Howes?

  Now you don't live in regrets because you know it doesn't work.

• 31:38Speaker 01

  That's true.

• 31:39Lewis Howes?

  It's better to be like, oh, I wish I could.

• 31:39Speaker 01

  Can't you tell I have no regrets though? Can't you tell I don't beat myself up at all about this?

• 31:44Lewis Howes?

  So now you're sticking to what works, but you know, here's the thing. Magazines used to work for some people. They've seen results with it, you know, radio used to work, TV used to work.

• 31:53Speaker 01

  It must have.

• 31:53Lewis Howes?

  Podcasting, podcasting works now.

• 31:56Speaker 01

  Yeah.

• 31:56Lewis Howes?

  But at some point, 10, 20 years, it may not work.

• 31:58Speaker 01

  It may not work. Too many people may come in, it could get a little overheated. So you get to be innovate the next one.

• 32:04Lewis Howes?

  Exactly. So even though you tried a little bit here and there, if it doesn't work, at least you tried to see what could happen. Cause you gotta keep innovating or else you're gonna be blinded by what you think is always gonna work. And then you're gonna be blindsided when it doesn't.

• 32:16Speaker 01

  That's right. You can't, you can't always count on the same thing getting you there. You gotta diversify as much as possible.

• 32:23Lewis Howes?

  Someone may move your cheese and you gotta start going down other tunnels.

• 32:26Speaker 01

  That's it.

• 32:27Lewis Howes?

  Interesting. 92%. That just blows my mind.

• 32:30Speaker 01

  Yeah.

• 32:31Lewis Howes?

  I'm just like, I want to create a physical product and just start selling it on, on podcasts and see what I can create. This is amazing.

• 32:38Speaker 01

  You should. And it's just, look, it's simple. Find something that you could talk about completely honestly.

• 32:44Lewis Howes?

  With authenticity and integrity.

• 32:46Speaker 01

  Authenticity is, is it. That is the new advertising model. You know, all the rest of it, we're too smart. People are too savvy. I mean, maybe you'll still fool a few people, but the sharp people just see through that.

• 32:59Lewis Howes?

  Yeah.

• 32:59Speaker 01

  You know, you see, you see Shaq in a Buick and you think, yeah.

• 33:03Lewis Howes?

  He can't even fit in it. His knees are hitting the steering wheel.

• 33:06Speaker 01

  I buy that. I've go to Miami, I go to Star Island. I'm gonna see you pulling out of there in a Buick?

• 33:11Lewis Howes?

  No.

• 33:11Speaker 01

  No.

• 33:13Lewis Howes?

  Huge Escalade.

• 33:14Speaker 01

  Yeah. You know, you might as well get, you know, Rolls Royce Ghost.

• 33:18Lewis Howes?

  Yeah.

• 33:19Speaker 01

  Sponsor Shaq and then you believe it. And then you're like, oh, okay. I get it. All right. Shaq's rolling around in the new Ghost. Perfect, you know? But yeah, I mean, and I guess it does work for some people, but you know, I think a lot of the sharp savvy people, which is the crowd that I'm marketing to.

• 33:35Lewis Howes?

  Yeah.

• 33:35Speaker 01

  That's not gonna work.

• 33:37Lewis Howes?

  What's your dream, man? What's the big dream with all this?

• 33:40Speaker 01

  I'm living the dream, man.

• 33:41Lewis Howes?

  Hmm.

• 33:41Speaker 01

  I'm living the dream.

• 33:42Lewis Howes?

  Amen to that.

• 33:44Speaker 01

  Every day, I got an office right now. We got a racquetball and basketball court in our office.

• 33:49Lewis Howes?

  I'm gonna come down and play.

• 33:49Speaker 01

  I mean, it's not crazy. It's like nineteen thousand square feet, but we're actually able to get that when we moved in, which was awesome, because, you know, that was in the previous lease. Then we got our gym there. We have a masseuse come in and do work on people on like a co-pay system. And we work our asses off, but it's fun, you know, we got a dartboard in there and some pool like.

• 34:11Lewis Howes?

  Ping pong?

• 34:12Speaker 01

  Uh, no, no ping pong yet.

• 34:14Lewis Howes?

  Come on.

• 34:15Speaker 01

  We'll get it.

• 34:15Lewis Howes?

  When you get it, I'm flying down. We'll play a little tournament.

• 34:18Speaker 01

  I don't know if you want that, Louis.

• 34:19Lewis Howes?

  I will dominate.

• 34:19Speaker 01

  I just don't know if you want that, but I'll accept the challenge.

• 34:23Lewis Howes?

  Perfect.

• 34:24Speaker 01

  Just in case.

• 34:25Lewis Howes?

  Perfect.

• 34:25Speaker 01

  Um, but yeah, it's so, you know, we work our asses off, but we're all, you know, there having a good time as well and trying to be better people ourselves. And then with the company that's designing, designed to help other people become better people as well. So it all kind of works together. It's been cool seeing our employees get in the best shape of their life. And, you know, their kind of confidence increased, their swagger increased, their style changed a little bit. And, and everybody just feeling the best they've ever felt. Um, yeah, that's extremely satisfying too.

• 34:56Lewis Howes?

  That's great. Now, how did you become, uh, someone with this mindset, this champion mindset to, to grow something over adversity? And to continue to grow it and build an amazing company, products, culture? What have you created in your life that's given you this drive, this motivation, this inspiration?

• 35:15Speaker 01

  I don't, I'm not exactly sure. I, you know, I've had some techniques that I've used and that's been, you know, ever since I was little, I've wanted to be the best I possibly could at everything I tried. And I kind of set a rule for myself that I didn't want there to be, you know, people out there that were better than me and more than one thing. Like I would accept one thing. You're Roger Federer. All right, you're gonna be a tenant, but you know, I've got out there on the basketball court. We'll see what happens, you know? So I always kind of had this competitive kind of idea where I really wanted to be as good as, as many things as possible.

• 35:49Lewis Howes?

  Where did that come from?

• 35:50Speaker 01

  I think probably partly from my parents and partly from just an innate drive. You know, I mean, I think it was certainly instilled in in growing up. My mother was in semifinals of Wimbledon. She was a pro tennis player.

• 36:03Lewis Howes?

  Wow.

• 36:03Speaker 01

  My father was a commodities trader, which is a highly competitive kind of business field. So they were laying it out there on the line. And so I kind of gathered that from some of them. But I always kind of had that that drive to to really be good and to practice being excellent. Now, it for a long time, you know, it didn't really lead me anywhere. And I would get pretty down on myself and depressed like, what am I doing? Like, I'm really capable, but I'm not doing anything yet. And because I hadn't found the channel and the on it, you know, on it is ultimately the business and the channel for me to apply all of the skills and all of this practice. I didn't know that yet. I didn't know I didn't have that set up. So I just trying to continue to better myself, you know, practice being excellent.

• 36:48Speaker 01

  And that's really parlayed to finally, when I did start on it, I had maybe not a lot of practice doing that exact thing, but I had a lot of practice at becoming great. And and that's really what's paid off and helped pave the way.

• 37:03Lewis Howes?

  So if there's someone who's, you know, mid twenties, late twenties, early thirties, who've kind of gone job to job, still doesn't know what their passion is, can't really get things together, what type of advice would you give for them? If they're like, oh, I've just been struggling. The money's not coming. The relationships aren't coming. I'm working my butt off, but it's just not coming together. And it sounds like that's kind of what was happening.

• 37:26Speaker 01

  That was that was it.

• 37:27Lewis Howes?

  Thirty years of your life. Cause you're thirty three.

• 37:29Speaker 01

  Thirty two, yeah.

• 37:29Lewis Howes?

  Thirty two now.

• 37:30Speaker 01

  First twenty nine.

• 37:31Lewis Howes?

  First twenty nine. You were like, what am I doing in my twenties? Like, I'm good at this and this and this, but it's not really coming together. It kind of reminds me a little bit of the story of how Robert Greene really found his niche after forty years of doing all these things. And finally finding the channel, which is on it for you. So what what advice do you give for someone?

• 37:48Speaker 01

  You know, I think, yeah, I always fall back in this quote from Cyrano de Bergerac, which is my favorite play, and it says, "I was once troubled by all the many paths that lay before me, so I decided to be admirable at everything." And, and that's it. And just practice being as good as possible at whatever it is. I don't care if you pick up juggling. You know, if you put that on your resume, if you say, "I can juggle nine balls."

• 38:12Lewis Howes?

  That's impressive.

• 38:13Speaker 01

  I'll be like, "Damn, you have some dedication. You know how to perfect an art."

• 38:18Lewis Howes?

  Patience, practice, hours and hours.

• 38:21Speaker 01

  You put, you string a few of those things together, and then all of a sudden, you know, you have a, it, you're, I'm gonna put you way ahead of somebody who, you know, 3.7 GPA, blah, blah, blah, this school, whatever, because I know you can go through school and you can get good grades without really putting effort in, but can you master a real craft? You know, can you be excellent at something? If you can be excellent at anything, then you're interesting to me, and you're dangerous in the business world, because you know how to be a master. And I think even doing it in trivial things, if you say, "Oh, juggling, who cares about that?" Well, it's just an example, it could be darts, it could be whatever, card tricks, doesn't matter. Become fully excellent at whatever you're interested in.

• 39:04Speaker 01

  And then when you find something that's both interesting and businessly viable, you know, viable through business and lucrative, then both of those things will come together, and you'll have the practice and the skills to really be excellent at that.

• 39:16Lewis Howes?

  Hmm, I love this [BLEEP].

• 39:19Speaker 01

  I think that's the key, man, just practice greatness.

• 39:23Lewis Howes?

  That's what this, this school of greatness is all about.

• 39:26Speaker 01

  Yeah.

• 39:26Lewis Howes?

  So what, so you're living the dream, but what's the vision? What's the long-term vision for you? What do you see that you really want to create? Is this it? Is on it like, okay, on it's my life? Or is there like a bigger mission vision about health and wellness, or fitness, or what is it?

• 39:42Speaker 01

  Yeah, so for me personally, there's...

• 39:46Speaker 01

  Whenever, the only time that I'm ever down and I'm ever a little depressed and ever a little sad is when I don't have the fire to go help humanity as much as I can. And there's been different periods where I've felt betrayed by people and I felt like, people are just, you know, certain situations have happened where temporarily I've been kinda like, fuck them, you know, I don't, I don't care anymore. And when those situations happen, I get terribly depressed. Because what makes me happy and fulfilled is going out there and, you know, enlightening, you know, enlivening people's lives, helping them, inspiring them, getting them tools to make their life better, to live a happier existence.

• 40:27Speaker 01

  And, uh, and so for me, Onnit is the vehicle to basically take care of the mind and body part of that. Particularly the body and the brain and the physical systems, the energy levels and uh, fitness levels and things like that. But the other side of that is the philosophical and spiritual side, which I've started my blog and podcasts called The Warrior Poet, podcast and blog. Which Ian loves. Yeah. And, uh, and that fulfills the other part, which is very important as well. And just like, you know, you can't take one bodily system out and expect the thing to work. You really need all, all elements. So for me, it's just pushing further and further and creating better tools for your body through Onnit.

• 41:12Speaker 01

  And, you know, really usable philosophy and practical spirituality through, you know, the same method, experimentation, seeing what works, seeing what you can really identify with, rather than sticking to kinda the old models. And, um, applying that to both Onnit and my own personal philosophy, I mean, that's, that's the dream, you know, in my deepest visions in the jungle, you know, I see, um, the ability to kinda spread that light as bright as, you know, my drive and desire and uh, kind of belief, passion, vision can take me. And, uh, depending on how that goes, the brighter it gets and the more people can kinda look up and

• 41:56Speaker 01

  feel a little bit of the warmth, feel a little bit of the light and be a happier human being.

• 42:01Lewis Howes?

  Since we, I feel like we both believe in a lot of the similar things and I think we both know that a hundred percent is possible, a hundred percent of the time.

• 42:11Lewis Howes?

  And if you, I'm sure you know this, but if you couldn't fail in ten years, if you couldn't fail, where would you be? What would be happening? What would your life look like? Who would you be impacting?

• 42:24Speaker 01

  I think, you know, I think it would be a, an idea of magnitude rather than a change of venue or change of, you know, path.

• 42:35Lewis Howes?

  Same mechanism.

• 42:36Speaker 01

  Same mechanism, same thing. It would just be the magnitude would start to grow exponentially.

• 42:41Lewis Howes?

  So what's the number?

• 42:42Speaker 01

  So it would be millions, billions. I don't know. I mean, really, truly, I mean, it would be.

• 42:47Lewis Howes?

  If you couldn't fail.

• 42:48Speaker 01

  Yeah, I mean, it would be, it would be creating, you know, obviously people have to digest ideas in different ways. So on the personal side, it would have to be books that went wildly popular on the bestseller, like, like the book, The Secret, you know, creates this kind of phenomenon, which are very simple. Yeah, worldwide phenomenon. Um, so that would be on the book side. And then maybe there'd be, you know, I think even the movie Avatar expressed like some really interesting tribal ideas that permeated culture way more deeply because of the interesting backdrop of the story, you know? So maybe there would be some stories created on that front. And then with On It, it would just be ubiquitous. It would be everywhere.

• 43:31Speaker 01

  I mean, the basic fundamental tenets, whether you're buying our products or not, at least the philosophy behind it, eating good, healthy fats, making sure you're getting your minerals, cutting out all the GMO and the crap and the chemicals, you know, working out in ways that are going to help sustain your energy and get your body functionally fit rather than, you know, risking injury and hurting yourself in another way just for aesthetics. You know, all of these principles would become just mainstream widely accepted and whether people were buying stuff from us or not. My goals, if I look forward to the future, are certainly not economic, you know? It's about impact. It's about magnitude. It's about how many people can I, you know, just turn their life up for the happier, just a little bit, you know?

• 44:16Speaker 01

  And maybe some people get to turn it up a lot, but the more people that you could, you know, kind of affect that way, that's, that's what it is. It's an idea of magnitude.

• 44:24Lewis Howes?

  Hmm, love it, man. So what's the definition of greatness?

• 44:30Speaker 01

  Definition of greatness. I think greatness is the point where in your deepest heart of hearts and your, in your true self, you know that you are doing what you were designed to do and capable of doing. You know, really at a, nobody else knows what you are truly capable of, other than you yourself. And, you know, so only you can be the judge of whether you're great or not. So it's all, it's all kind of funny, you know, there would probably be people from the outside now would say, you know, Aubrey, you're, you're doing great, man. You've made it. You've, this is incredible. And then, you know, they'll really kind of pump your tires. But I know what I'm capable of. So even through all this success, I just know that I'm doing what,

• 45:15Speaker 01

  finally, I'm doing what I was meant to do from the start. And so I don't feel this kind of elation like, oh my God, look at me. This is, this is amazing. It's like, ah, yeah, thank you. But I know I'm just doing what I was supposed to do and what I'm capable of doing. And then on the converse, you'll get people who will hate you and try to take you down. And that was a unique experience as well. Oh, you're, you're, you're a liar, a con artist, a blah, blah, blah. And I'm, you know, when I heard that, because I know myself where I'm at, it was really terribly troubling. But then, you know, I talked to my good friend, Bodhi Miller, who was a skier, who certainly had his fair share of praise and is, uh, more than his fair share of hate.

• 45:56Speaker 01

  And, you know, he said, he basically drove that point home. He says, look, man, only you really know what you've done and what you're capable of. And whether you've laid it out there and whether you have done what you are, what is possible for you. And, uh, so I think for me, you know, the definition of greatness is, is that feeling of, all right, I have done what my potential is. And, uh,

• 46:23Speaker 01

  I feel, you know, in the past year or so that I'm finally on the path to being able to do that.

• 46:29Lewis Howes?

  Yeah. And now it's about taking it to the next level every single day.

• 46:33Speaker 01

  Yeah.

• 46:33Lewis Howes?

  And pushing the limits and stretching your mind, your body.

• 46:36Speaker 01

  Sure. And you know, it's always a sliding, it's always a sliding scale because the more momentum you get, the more you're capable of. If you apply yourself to that, you know, certain point, you know, because once, life is a lot about momentum. The hardest thing is to get the ball rolling. Once you get the ball rolling, then applying the same amount of force will create even more momentum. So, um, yeah, but that's, that's it, man. And so I'll let you know. I'll come back on the school of greatness if I feel like, you know what, God, I've reached greatness at this point. Because I know it, I know it deep inside, but, but not to be hard on yourself if you're not there yet.

• 47:16Speaker 01

  It's all, it's all a journey. Just know that you're trying to lay it out there a hundred percent and, uh, and achieve what your potential is.

• 47:22Lewis Howes?

  You know, it's interesting is I, I just started to realize that I've been very hard on myself for my whole life.

• 47:30Speaker 01

  Yeah.

• 47:30Lewis Howes?

  Even playing at a high level, every achievement, accomplishment, it was always like time for myself to beat myself up again.

• 47:37Speaker 01

  Oh, yeah.

• 47:37Lewis Howes?

  It's like I was never good enough.

• 47:38Speaker 01

  I kick my own so often and I shouldn't.

• 47:41Lewis Howes?

  It's, it's so bad, man. And I just started to learning like, and recognizing, okay, I don't have to be myself. I, I can acknowledge what I've created.

• 47:50Speaker 01

  Right.

• 47:51Lewis Howes?

  Love myself, celebrate the moment, then I can go to the next thing.

• 47:54Speaker 01

  Yeah.

• 47:55Lewis Howes?

  As opposed to, as opposed to, oh, I just made whatever this much money or I was an all American or whatever. And, but it's not good enough. I didn't do it this way. It wasn't looked the right way, you know? It's just like, that's how I've lived my life.

• 48:07Speaker 01

  Yeah.

• 48:07Lewis Howes?

  And when you can let go of that, like self destruction, no matter how great you are and let go of it and really just love yourself and acknowledge what you've created in a humble way, as opposed to like, I'm the man, like I'm a god, you know, but like,

• 48:21Speaker 01

  Right.

• 48:21Lewis Howes?

  Love yourself, what you've created, the effort you put into it, and then you can move on.

• 48:25Speaker 01

  That's so crucial. I mean, having that kind of immaculate ruthless self-love is very important because that's what's going to fuel your belief, you know, and that's what's also going to keep you happy on this road. You know, if you're unhappy as a, as a person and deep down, you're, there's going to be weird results on the outside, you know, perfecting self-love and really knowing, all right, win, lose or draw, you know, I know myself and I love myself for it. And even if I so what, you know, I, I love myself enough that I can withstand that. And that allows you, that gives you the courage to fail. You know, if you have shaky self-love, you're going to be scared as because you're judging your own self-worth based on something external. So if you fail,

• 49:10Speaker 01

  your own love for yourself is on the line, you know, and if that's on the line.

• 49:14Lewis Howes?

  And you beat yourself up more than anyone else.

• 49:16Speaker 01

  You're going to be in trouble.

• 49:17Lewis Howes?

  It's worse than any physical relationship or emotional relationship with a partner. You're like the biggest one that's holding you back.

• 49:24Speaker 01

  Yeah. I mean, the, the Toltecs call that the parasite, you know, they call that the parasite of the mind, that part of the mind that is going to constantly judge and attack you and

• 49:33Lewis Howes?

  Yourself.

• 49:34Speaker 01

  That's really self-limiting. That is the most self-limiting factor, I think, out there other than anything external, because that's what controls your belief and what controls your belief, limits your belief, limits what you're capable of. You will never achieve anything that you don't believe you can achieve. And, you know, all of these different factors on the mind will control what you believe.

• 49:55Lewis Howes?

  And that'll segue into the next episode of the School of Greatness when Aubrey comes back in a few episodes. We'll leave you with a cliffhanger there, but that's why you've created amazing supplements to help believe in yourself and have the energy and do everything that we can do.

• 50:10Speaker 01

  Energy is important. You know, when you're tired or when you're sick.

• 50:13Lewis Howes?

  Self-doubt creeps in.

• 50:14Speaker 01

  Yeah. You know, you know, when you're sick, you just, you just, you'll beat yourself up more, you know, think all kinds of negative things come in. So yeah, creating reserves of vitality are important, but also having the right mind and philosophy is important too.

• 50:28Lewis Howes?

  Exactly. So with that, make sure to check out onnit.com, O-N-N-I-T dot com.

• 50:35Lewis Howes?

  code greatness when you check out is it all products or just some products for the

• 50:39Speaker 01

  supplements for the 10% the fitness and the foods the margins are super lean on those

• 50:44Lewis Howes?

  so any supplements the alpha brain the shroom tech and the t plus and all that stuff you get 10% off if you use greatness in the checkout and make sure to check them out and

• 50:57Speaker 01

  and just try stuff if you don't like any of our supplements you don't even have to send it back just be like yo I don't like your give me my money back and we'll give you your money back it's as simple we're not trying we're not trying to take advantage of anybody we're not playing that game where cut out eight coupons and do this Sudoku and send it back and we'll give you your money back if you don't like it cool send it back it doesn't work for you you don't even have to send it back you don't even have to send it back keep it keep it you know play darts with it I don't care give it to friends give it to friends exactly but if you don't like it just let us know we'll give you money back that's our deal with supplements so give stuff a try and I think something or another is going to be a tool to help you in your life

• 51:35Lewis Howes?

  there you go on it.com forward slash I think Lewis is also a link you can go to or just use a checkout code greatness check it out and where can people find you personally online you've got warrior poet but are you on Instagram and Twitter

• 51:47Speaker 01

  yeah well Twitter and Facebook Facebook's real active channel for me yeah it's been really blowing up lately so facebook.com slash warrior poet US and my Twitter handle is the same at warrior poet US so definitely try to post a lot of inspirational philosophical spiritual messages on a on the warrior poet side of things and then we got an on it podcast now too and

• 52:07Lewis Howes?

  a lot of great guests on there

• 52:09Speaker 01

  yeah some cool cool athletes we're dealing with the last one with Cub Swanson if anybody's interested in MMA should definitely listen to that that guy I think he's gonna be a champion

• 52:17Lewis Howes?

  Ibra Marcus love you man

• 52:19Speaker 01

  love you too brother good to be on here this one was even better than the last one

• 52:22Lewis Howes?

  way better man

• 52:23Speaker 01

  yeah for sure

• 52:24Lewis Howes?

  hopefully we got the recording

• 52:45Lewis Howes?

  And there you have it guys, I hope you enjoyed this episode again. Aubrey is doing some big things, so make sure to go ahead and check out onnit.com, that's O-N-N-I-T dot com. And also, feel free to share this online, if you really enjoyed this episode, go ahead and share it online. You can see all of the show notes over at schoolofgreatness.com. Go ahead and share with your friends on Facebook and Twitter, and again, please post a picture wherever you are listening to this in the world on Instagram. And also, head on over to soundcloud.com/LouisHowes, because that's where I'm gonna be hosting all these shows moving forward, and SoundCloud is doing an amazing job of helping me spread the word and support this.

• 53:28Lewis Howes?

  So, go ahead over to soundcloud.com if you are not already a member, and check out, they've got some other great stuff on there as well. But you can comment on this podcast on soundcloud.com, and also over at schoolofgreatness.com. But I'd love to have you follow me over there, because you're gonna get instant notifications when this thing is uploaded to SoundCloud. So you're gonna get this before anyone else, before I even promote it myself. So, I hope you guys enjoyed this episode. Again, share it with your friends if you did, post a picture on Instagram. You know how much I love you, I love meeting all of you, and I love hearing your stories about what you're doing, about achieving greatness in your life. So make sure to go out there, and whatever you do today, I don't care what it is, just

• 54:12Lewis Howes?

  make sure you do something great.