Dan Lawrence

So we know they want to improve body composition.

They maybe want to increase their lean tissue by X to Y. So they want to make a shift and they get specific.

It's not lose weight, tone up.

You could see I was quite specific with the targets there.

And maybe they want to improve their VO2 max.

Well, we then link their daily actions towards that longer term outcome goal.

So that might look like

drinking two to three liters of water a day.

It might look like, you know, having two grams per kilogram of body weight of protein per day.

The World Health Organization's recommended allowance of protein is ludicrously low at 0.8 grams per kilo of body weight.

Well, based on the work that we do with our nutritionist, Dr. James Morhen, he recommends anywhere between two and 2.4 grams per kilo of body weight, which is quite a huge shift.

So we can link in daily actions that are aligned with a longer term goal.

And going back to identity and mindset specifically, Charles,

A lot of people who may join our program, some are absolute savages before they join our program, without doubt.

They're go-getters, they're high-level CEOs, they are high-performance, they embody those traits, but they always want to get to the next level.

And we know that if we can unlock them for another 5% to 10%, which we absolutely can, if not more...

then that quite literally is another zero on the end of the deal, or it's quite literally they're maximizing each and every day.

But there's also people who join our program, high-level CEOs who are very early on in their journey, very early on.

And for those individuals, if we go back to identity, if we set too lofty a goal, an unattainable goal,

What does that then do to this individual?