The Unkillable Leader Summit | Hội nghị thượng đỉnh Nhà lãnh đạo thầy Robin Sharma 7/2025

All right, everyone. Nice to see you all. And uh, before I ask you all to unmute, would you just tell me how you're doing?

>> Amazing. Thank you.

>> Hi, it's nice to see you.

>> Fabulous, Robin. And Christian. How are you?

>> Good.

>> Really great. Good morning.

>> Good morning.

>> Nice. Nice to see you.

>> It's a pleasure. It's a pleasure.

All right. So, what we're going to do here is if you could just go ahead and mute your audio. I'll make sure this is interactive today. I don't know where you're joining me from. I'm here on the wonderful island of Mauritius. I have an event tomorrow and, um, it's one of my favorite places in the world. I come here to refuel and I come here to to think and read and, uh, there's just great energy here. So if you ever have a chance to come to Mauritius, make sure you do it.

And much more importantly, I'm so happy to have you here with me for the Unkillable Leader Summit. This is going to go for about five to six hours. I really encourage you to be with me for all the five to six hours. Of course, you have, of course, you have, um, uh, you have, uh, the recording which is going to be great for you to study. You can study it with your team, but, um, I really encourage you to be with me for the whole six hours. There's going to be people joining from around the world, different time zones, as they wake up. Mihal, if you can, if you can hear me, and we can turn off the notifications for people joining, that will be really helpful. You can come on into the to the room here and get that done. And, um, do you want to come in here and turn off the? Come say hello to Mihal. Come on in. Miho, how about a virtual round of applause for Mihal? Morning, everyone.

All right. So, I'm going to keep this pretty informal. This is, uh, we have people registered from 36 countries that are going to be with us live or on the. Okay, I'm just admitting people. It looks like, um, we have people from 36 countries, founders, entrepreneurs, and CEOs. And, um, I also applaud the people not only who are here live, but will also be joining us. My goal in running this Unkillable Leader Summit is pretty simple. I want you to build your greatest business, and I want you to be able to navigate these strange times that we live in right now. Um, they call this the age of polycrisis. Are quite worried right now, and I think this is one of the greatest times in the history of being in business for you to win in business, and not only in in terms of willing building your life.

Why have I come up with this word unkillability? Show of hands. How many of you would like to be unkillable as entrepreneurs? Show of hands. Fantastic. And how about as a human being? Would you like to be? Would you like to be unkillable as a human being? And, yeah, I think Desmond, nice to see you. Allesio, nice to see you. Is that Unith? Where are you from? Unk, where are you from? Unmute.

>> Hey Robin, I'm from India.

>> From India. Where about in India?

>> It's, it's in, it's in Ahmedabad, Gujarat.

>> Wonderful. That is great. And, uh, Kiara, where are you from? Kiara.

>> I'm from Italy. I'm from Parma in Italy, northern part of Italy.

>> Ah, fantastic. Uh, and you might be wondering about my hat, like, what's the significance of this hat? How does it relate to the Unkillable Leader Summit? And it doesn't. I just wanted to wear the hat and it makes me feel good. So, I'm wearing the hat for you today.

I also, this is going to be a deep dive into some of my most advanced models. I'm also going to focus not only on building a a world-class company, but a world-class culture, a world-class team. We're going to talk about productivity. For example, we might get into my two-phone protocol. We might get into the world-class EA concept. I'll tell you one thing, you're going to get multiples of what you've invested in for this event. But no idea works unless you do the work. I better repeat that again. No idea works unless you do the work. So, I can give you, I'll give you at least a few hundred insights that would multiply your business success dramatically. But this is really, I want you to be all about execution on the ideas. And I know you know it, but this is a time where I really want you to take these ideas and act on them and share them with your team because teacher learns the most. And I want you to steadily start acting on the ideas.

Another one of my stated goals in doing this event is my my intention is to give you, because you're business people as well. My intention is to give you at least a million dollars worth of value for you being here. And I've done this for 33 plus years. And even a few of the ideas that I share that might seem strange in the moment, if you act on them will make you millions of dollars. I think it's, you'll probably agree, it's not really hard to make a million dollars off of an idea or two. Would anyone agree with me on that?

>> Christian, what do you think about that idea?

>> Uh, I would say absolutely. Robin, I've, uh, been blessed to see you in Barcelona and then Dubai and I've applied it in my business and my business is, uh, I'm already six-fold, uh, in going into 2025. So, yes.

>> Perfect. Perfect. Great.

Let us, uh, structure. It'll be me teaching for a lot of the five to six hours, but there will also be a lot of interactive exercises. And I believe, you know, it's, it can be a, a bit of a, a bit of a trap to think, okay, Robin's not teaching. I can daydream or not, I'm not getting any value. And please hear me on this, and I say this with a lot of love and respect for each of you. But in the interactive exercises, you will get huge value. A lot of these interactive exercises, you are going to be, I'll be asking you questions. You'll be looking, answering the questions. You're going to get so much value and insight from doing the work in the exercise.

One of my favorite models is, it's a model called, um, the three steps, the three-step success formula. The three-step success formula. And the three-step successful. I want you to write that down. Those who've been with me before, you know it. But it looks so simple. The three-step success formula. And it's pretty simple. It's with better awareness, you'll make better choices. Better choices, better results. With better daily awareness, you'll make better daily choices, which lead to better daily results. So if I ask you a question, like I want you to develop an obituary mentality and ask yourself, how do you want to be remembered on the last hour of your last day? The more you do that in this interactive exercise, you're going to develop some awareness. That awareness will allow you to make better choices, which will give you better results. If I deconstruct what makes a world-class team, you now have better awareness so you can make better choices so you can experience better results. So awareness precedes transformation. Write that down, please. Awareness precedes transformation. That's why I think one of the best things an entrepreneur can do is be incredibly invested in your learning. The leader who learns the most wins. Another way to put it, education is inoculation against disruption. Education is inoculation against disruption. So you always want to be building awareness as a leader. You always want to be building awareness as a human being. You never want to lose what Einstein called your holy curiosity. One of the greatest things that happens to great business people is they lose their curiosity.

Steve Jobs, in a in a famous speech, referred to the Whole Earth Catalog, which was a a catalog he used to love. And the, they were, when the catalog was retiring, the catalog closed with a really simple line: Stay hungry, stay foolish. Stay hungry, stay foolish. You're, you're clearly very successful business people or and and business leaders, otherwise, you wouldn't be here with me. But I'm going to just from the outset, and I say this with great love and respect, I have to ask you, you know, have you lost that sparkle in your eye? Are you still hungry, and are you still foolish? One of the greatest problems about a successful entrepreneur and a successful business is you go on the defense versus when you started, you were on the offense. And that's what happens with success. That's why success is so dangerous, because you start protecting everything that you've built. And when you start protecting everything that you've built, you stop taking risks, and you start worrying about what other people will think, and you cling to your winning formula.

So the structure, me teaching, interactive exercises, we're going to go five to six hours. I would encourage you to stay here for the entire time. If you need to get up to take a break, of course, that's fine. I have structured breaks into our program. I have a, the first break will be in in an hour and a half. What else? I have some requests. Be open. If I ask for for questions, be open. One of the greatest, one of the greatest challenges leaders face is self-deception. All too often, because of our cognitive biases, we don't have a good, true, good hard look at ourselves. We don't have a good hard look at the team. We don't have a good hard look at the lifestyle that we've created, and we can often blame it on other people.

I'd also request that you be engaged, and I think I already see all of you are, but we live in a world of dramatic distraction. GR, what's your first name? Is it, what's your name?

>> It's Anand.

>> Anand, how are you?

>> Top of the world.

>> And, and where are you?

>> I'm in Chennai, India.

>> Chennai, India. Isn't that the, uh, the land of the three, three-foot coffee? The filtered coffee?

>> Yeah, it is. It is. It is.

>> Right. I, it's a, you'd have to be there, everyone. But it's a place where they pour coffee three feet apart from the from the thermos into the cup. It's something, it's something to be seen. And you really, you, you nodded your head about this idea of being present and distraction. Why?

>> I understand that a mobile is the best friend and the worst enemy. I understand that, uh, say for example, TikTok and YouTube are good entertainers, but they are very bad masters. Very bad masters. They take too much of our time. So my phone is outside, like you requested, and I am cut off except you.

>> Good. Well, write this. Excellent. Anand, and it's lovely to have you here. Write this down, everyone. You can change the world or play with your phone. You can't do both. And I would actually go even further and I would say, your phone is costing you your fortune. I better repeat that again because I think it's so important. Your phone is costing you your fortune.

There's, I'm going to jump right in with a tool. There'll be a lot of philosophy. Here's how I work. A lot of people in this world right now, you listen to a podcast and it's, "Give me the tactics. Give me the tactics." We live in a world that is obsessed with tactics. But philosophy without methodology is an empty victory. I think that's worth writing down, isn't it? Philosophy without methodology is an empty victory. There's no point in climbing a mountain only to realize at the end of your career you've climbed the wrong one. Philosophy is important. Your strategy is important. Knowing your mountaintop is important. Knowing your core values is important. Knowing your approach, what's your approach to business? What's your approach to leadership? That's all philosophy. But also then blending that with methodology. Tactics are important, but we live in a world driven by science. We've forgotten about philosophy. Both are important to building a great company and a great life.

And so, one of the, Mi, if you can somehow take care of all the people coming in so I don't have to admit, that would be great. So, what I would say is here's a tool right away to protect your focus. And it's called the two-phone protocol. And what I encourage you all to do is have two phones. One is your fully loaded phone. It's got your food apps. It's got your social media. It's got your AI, etc., etc. And then I would actually encourage you to get a Spartan phone, a stripped-down phone. Maybe only your family can SMS you on it. And that's what you use when you have your creative work.

Another thing I would say because isolation is such a key point, I would find a cottage. When I was about 30 years old, I used to go to this group of speakers, you know, to become a better speaker. And, um, some of the advice that was given to me is find a cottage. Go invest in a cottage. And if you don't want to invest in a cottage that you own, you don't want to sink the capital into it, I would encourage you every at least once a quarter to go to a beautiful hotel somewhere in the world. And please hear me on this because this is such a powerful idea. Every quarter, take a week off and go to a beautiful place somewhere in the world and stay in a beautiful hotel. It'll cost you whatever, 10, 20,000. It'll make you millions. But it's really important to get away from the noise so you can hear the signal. All great creators work in solitude. All great creators get out of the office. You will never get your billion-dollar ideas in the office. And you know what else I'd say? I love home. I love family. But you'll never get your best ideas at home. You need to get out to a place where you can provoke your brain to go into flow state. When I come down here to Mauritius, after a day or two in my. See here, I'm trying to turn off these notifications. Um, so be honest, be open, question your closely cherished truths. You know, the, the best entrepreneurs, the unkillable leaders that I mentor one-on-one, these are people with who are radically open. They just have this ability not to cling to the to these truths that over time turn out to be untrue. You know, the world thought that the world was flat until Copernicus and Galileo questioned it. And so you've got to have, got to have the flexibility of thinking to be able to always be open and be childlike in many ways. Never lose your innocence. Never lose your ability to say, "Okay, this strategy has served me incredibly well, and I'm going to destroy my winning formula." It was a few people have been credited for saying this, but I love what Stephen King says. He said, "Kill your darlings." And as a writer, I kill my darlings. When I write my books, I fall in love with some chapters, but sometimes I have to kill those darlings. I think they're fantastic chapters, but less is more. And are they my best chapters? If they're not, I have to kill my darlings.

So, let me just ask you. So, whoever wants to answer this, unmute and ask me like, "If I was to ask you, what darling would you kill right now?" It could be a product. It could be a friendship that is toxic. It could be a really bad habit. But as, um, as honestly as possible, tell me what, uh, what darlings would you kill? Who wants to answer that question? Uh, I just saw a hand go up. Let me see here. Uh, I hope I'm pronouncing your, your name. Jas, did you have your hand up? Sorry about that.

>> You got it right, Robin.

>> Charles, nice to see you.

>> Good to see you, too. Glad to be here. Um, I think the habit of being available to everybody. I'd love to kill that habit.

>> Yeah. I mean, one of the things we're going to talk about is genius with a thousand. This is very big, especially if you run a significant company. But here, here's a real challenge that business builders face, and it's genius with a thousand helpers syndrome. Genius with a thousand helper syndrome. And that, and often the symptom of that, Jazz, maybe this is your condition, but you're so available to everyone, and leaders are alone a lot. I'll repeat it again. Leaders are alone a lot. And I'd also say that if you are, if you have trained your team to come to you because you're always available, then first of all, you're never going to be alone to get great ideas. But secondly, you're teaching your team not to find solutions on their own. And then you're going to suffer from genius with a thousand helper syndrome. Second thing I would say is your schedule is a secret is a weapon. And so I don't know if you actually have a written schedule where you block out time for yourself at the office and then you train your team to be to tell everyone that you're not available. Any replies to that, thoughts to that, Jess?

>> Certainly. Um, Robin, one tries all of those tricks, all of those techniques. Um, the question is to perfect it. And

>> That's a a proposition that you ask what what I would change. That is what I strive for right now. Uh, simply because it's not being attainable in my business.

>> Well, you know, just tell me, I was going to say, I describe myself as being lazy. And what I mean by that is if somebody else can do it, I'd love for them to do it, and I encourage them to do it. The success rate is somewhat low, um, more withstanding all the coaching and the training. Um, without being very specific for the moment, uh, the fact is there's a lot of turnover in our business. And so it's not an excuse. I'm just identifying what one has to work with. So, um, that's why it's one of the uppermost things in my, um, needs at the moment.

>> In that sense,

>> What I, what I would say is, you know, I'm not there with you each day, Josh, to see how you're executing around these ideas. Um, you, and, and just speaking candidly, when you call these tricks, it's almost like you're diminishing them because they're, they're just practices. And if, if you see them as tricks, maybe you're running through a filter that they won't work, and then it becomes a self-fulfilling prophecy. So that's one thing. But I don't see, for example, having a great schedule where you have time to yourself and then teaching your team, I'm available in the afternoons. To me, that's a practice, or it's a, what I call an SOP, a standard operating procedure or a structure. To me, it's not some kind of a trick or anything like that. Um, I want to keep moving, but in, in, uh, as we go through the day, would you, if you're going to stay with us for the day, which would you put up your hand and remind me to come back so we could go a little bit deeper into perhaps why you're unable to find more time for yourself and you're so available? Would that be okay?

>> Certainly.

>> Perfect.

Let's get into the first interactive exercise, the 10-question reset. The 10-question reset. We're going to move through these pretty quickly. First question I'm going to ask, I want you to rate it one to 10. Have you come an incredibly long and wonderful way from where you've started? One to 10. Anand, did you have a question? Okay. Question two. Are you contributing to the growth of your team and lives of your customers? One to 10. Question three. Your number one limiting factor as a leader, entrepreneur in one word. Your number one limiting factor as a leader, entrepreneur in one word.

I just want to stop there. Rebecca, what did you write? Nice to see you, probably from Australia.

>> Hi Robin.

>> Hi. How are you?

>> I'm really good. Um,

>> Haven't seen you for ages.

>> No, I know we haven't, have we?

>> How, how have you, how have you been?

>> I've been very well, thank you. Really well.

>> Really well. So, um, we met many years ago, I think, coming up to 15 years ago. And, um, I've come an enormous way. So, I was 10 out of 10. I think that I feel like I've achieved things that I never would have before. So that's the first thing. The second thing is, are you contributing to your team and also the lives of your customer? I would, I would say I'm like an eight. You know, I love to develop the people around me, and just by default, the products that we create have a huge social impact on our customers and the world. And my number one limiting factor is time. Right.

>> The way I see it, you know, if I had, if I had more time. Yeah.

>> Let me ask you a question, Rebecca. So, there's a concept that that I teach, and I want you to all write this down.

>> W, I love my acronyms, you know, and it's WCA. And I can tell you this, one idea in the with the the billionaires deck of billionaires that I mentor, this one idea alone has helped many of them dramatically. Rebecca, do you have a, and again, I want you to be just super clear on this. Do you have a world-class EA with you full-time?

>> No.

>> I do. I do. Yes.

>> Perfect.

>> Yes. Um, secondly, how much time do you take off?

>> How much time do I take off? I take off about probably eight weeks a year.

>> Okay.

>> Yeah.

>> So, and is it,

>> Not, not sequentially, but through the year I take breaks. Yeah, I do.

>> Okay. And is it, do you have a, is it a structured period of recovery? Let's say every quarter?

>> It's more top-heavy. It, it's more around weather, to be honest. So,

>> More around summer I take off versus winter. So, uh, six weeks at the start of the year, and then probably every three months I would take two weeks.

>> Good. And, uh, have you, have you a calibrated morning routine, or is it, is it back and forth?

>> It's, I don't do it every day. I, I think that my morning routine became unstuck when our business really went global because I was working more with the UK. My times, you know, my, my hours shifted. Uh, but I, at some point in the day, I do my routine, but I exercise every morning. That's just a non-negotiable. If I don't do anything other than anything, it's I have to exercise.

>> Excellent, Rebecca. Um, very, very helpful, very honest, as always. Very good. You said your number one issue is time, and I just, Mihal, I don't know if you can help with notifications here and manage them as the, um, meeting person. So he, for everyone on the call here's what I'd say. There's three tools that will really help you. I hadn't planned to get into these, but they're, I'm going to do it right now. One is to, to have a dedicated world-class executive assistant. So, Emma, she's running your professional life, or he's running your professional life. But here's the key. This person books your gardener if you have a gardener. This person books your kids' tennis lessons. This person books all your travel. This person runs your life. And already I can look at the, I can look at some of the body language and see that this idea is making a few people uncomfortable, which is great. I'm doing my job. So, a world-class EA PA. And then some of you, even at the level you're at, you you might say, "Well, that's going to cost $70,000, $100,000, $150,000." Losing your time will cost you more. Cheap costs more. Write that down, please. Cheap costs more. I learned this from, I learned this from Warren Buffett. I learned this from Warren Buffett. Focus on value or the return on investment versus the cost. Get out of scarcity. Raise your fees. Get out of scarcity. Shift to more generosity. Hire a world-class EA who runs your life, and it'll make you millions, if not more. Anyone is everyone clear on what a world-class EA PA is? This is a person who runs your professional life, who protects you, who is your, I don't like the word ruthless, but ruthless gatekeeper. I mean, there's a number of the world's richest people that I'm currently mentoring, and I have to tell you, some of these people are still checking all their email. They're still checking all their email. They still have all their notifications on. So, um, Felix, is that your hand that I see?

>> Yeah.

>> Just give me one second, Felix. I want to finish these two points and then, then we'll get to your question. So number one, because Rebecca got us into time, and time is a big issue for everyone, and I will cover it today, but get a world-class EA. Do it fast. Watch your business soar. Do not be CEO and chief dishwasher. Anyone know what I mean by a show of hands here? Secondly, Rebecca, you said at some po, at some po, my question, and there's a smile on my face, and I say this ever so gently, and, and we all do this, but I asked you, what's your morning routine like, and you say, "Yeah, I do it at some part in the day." And I think, you know, we're all like that. But a morning routine, it's funny, and human beings are funny, Rebecca. Human beings are funny. We're, we're funny creatures. But what I would say, and write this down, everyone, part-time commitment yields part-time results. Part-time commitment yields part-time results. And Rebecca, there's a key where I want to, I want to pull you up on the screen here so I see your face when I say this. Where's Rebecca?

>> I can see you.

>> Oh, I can see you now. Now you keep on moving as, uh, anyway. Oh, I see you. I see you front and center. Well, there's a very, there's a golden thread that runs through all great entrepreneurial lives, and it's a world called, word called consistency. And, uh, consistency is the mother of mastery. And I'm smiling because Rebecca and I have just released an audio program called "The Day, the Deep Magic of Daily Consistency," which is, which is off to an amazing, amazing start. And so on the point about morning routine, you know, I think there's some things you want to be consistent on. And I think a great morning routine will change your life.

>> Yeah.

>> And it's not what you do once a year that's going to be important. It's what you do every day. I'll, I'll be repeating that idea through the presentation or through our time together because this isn't a presentation. This is just me being as real as possible, taking you through my best ideas and models. What it's, um, your days are your life in miniature, and there is a magic to a great morning routine. And if you want to, if you want to seriously multiply your productivity because this, you brought up time,

>> I would say number one, get a great morning routine. Whether it's five or six, I love five. I, I, I adore four. I adore four. But even if it's five, even if it's 6:00 AM, I, I just feel at 6:00 AM the world has started, and I don't have that sense of peace.

>> Yeah.

>> But from 5 to 6, do your workout, do your reading, do your MVP. I'll explain what MVP is as we go through. And you will find you are so much more productive, and you also are so much more at choice to say no to the things that are not important. So time is the, the conversation right now. Get your morning routine calibrated. I can answer questions on it as we go through this. And then the second thing I would say is please use today to get super fit. I don't know of a better time management technique than getting into your most fit self. And there's a strategy I'm going to mention to you that works so well with my one-on-one clients, and it's the FOS strategy. The FOS strategy. FOS stands for forced optimization. If you leave it to you to get more fit, you might not get, you probably won't get more fit. But if you force optimize it, you'll get fit. And then you're going, "Robin, what do you mean by force optimize it?" You call a trainer at the lunch break in our session today, and you pull out your credit card and you book six months with the best trainer in your city. If you really want to win, get them to come to your home two to three times a week. This is such a simple idea. In six months, send me a message and tell me what happened to your business. I'm going to repeat it again because it's so important. Force optimize the habits that will serve you best. So you force optimize two or three workouts a week. You pay six months so you have skin in the game. You have them show up at your home at 5:00 AM. There are lots of trainers that will do that. And all of a sudden, six months later, you're the most fit you've ever been. And what does that do? You're releasing dopamine, serotonin, norepinephrine. You're far more focused. You have so much more energy. Energy is more important than IQ in business. You can also force optimize the two-massage protocol. Uh, Felix, you had, you've been very patient. Where's Felix? How are you? And tell me where you're from.

>> From Germany.

>> Great. Hey, and I really want to say great thank you from the deepest of my heart. I love your books. I read them multiple times and, uh, love your philosophy of life. I think it's pretty nice and inspiring for me. Um, my question was, from your experience, what are the best personality types you look for EAPA? So what are the? Yeah, I think Pascal wrote it. What's the characteristics? What are the personality type you look for, uh, to get the right choice there?

>> Super question. Uh, my EAPA, her name is Angela. She's been with me, I'm guessing, 22 years. So I'm just going to deconstruct Angela's way of operating. So I'd say number one, in terms of personality traits of a great world-class EAPA, resourceful. Think about that word, resourceful. She just gets the job done. Number two, she worries a lot. She's the kind of person who, you know, 9:00 at night, she's making sure whatever that the eyes are dotted and the tees are crossed. Resourceful. Three, she grew up on a farm. Incredible values, hard work, honesty, patience. I don't think she, yeah. So, uh, I would also say she's one of the greatest lateral thinkers that I've ever met. Like, I will assume a certain thing, and she'd go, "Well, what about this way of doing it?" She does think very laterally versus linearly. And I could go on and on, but are those some helpful? Oh, and I'd also say incredibly smart, uh, and very family-oriented, very family-oriented, like just a very loving person. Is that helpful, Felix?

>> Yes, of course. Thank you.

>> Perfect. Perfect.

Let's go to number four. Question number four. Your developed ability to see this era of uncertainty as your career's greatest opportunity, from 1 to 10. I'm going to ask the question again. Your developed ability. Circle those two words to see this era of uncertainty as your career's greatest opportunity. One to 10. 10 being you are all over it. Five, you're concerned about your business right now and maybe a little in fight, flight, freeze. Question five. The one victory that needs to happen for this to be the greatest year you've ever had in business. The one victory you need to experience between now and the end of this year. So this is the greatest year you've ever had in business. Here's your bonus point. Jeff Bezos recently said, "Small thinking is a self-fulfilling prophecy." Isn't that great? Show of hands. Anyone love that idea? Small thinking is a self-fulfilling prophecy. And he said, "We overrate the danger of risk in business and we undervalue the opportunities that risk can bring." And it's cognitive biases. Question number six. How well do you tell yourself the truth versus deceive yourself so you feel better? How well do you tell yourself the truth versus deceive yourself so you feel better? One to 10. 10 is you're an amazing, you're amazingly honest with yourself. Zero, you're in total denial. And denial is not just a river in Egypt. Haha. Anyone get that? Or was that the worst joke you've ever? Was that the worst joke? Was that the worst joke you've ever heard?

>> Uh, Rebecca, I told you to laugh at the jokes. I didn't hear you laughing.

>> Nearly, nearly the worst. Yep.

>> Oh, I just, I, I just have, I just have to try harder.

Question seven. Your dedication to minimalism. I love those two, those three words. Your dedication to minimalism and focusing your time and resources on your one or two biggest opportunities. That's a long question. Your dedication to minimalism and focusing your time and resources on your one or two biggest opportunities, one to 10. Here's another I believe super valuable business insight. In 33 years plus of working with great companies, great leaders, I can share with you what destroys a world-class company is not that they don't have enough opportunities, my friends. It's they have too many great opportunities that they think are once in a lifetime, and they say yes to them. I would almost say that your brighter future depends on your ability to say no to once-in-a-lifetime opportunities. And as you become more successful, you get more amazing opportunities. And it's easy, like you're, you're in a candy store. It's easy to say yes to everything, and you dilute everything.

Question number eight. Your devotion to mentorship. I would guess most of you don't spend a lot of time mentoring your team. I would just guess. But the job of a leader is to grow more leaders. The job of a leader is to grow more leaders. If you have 500 people on your team, I want you to see yourself as a 500-leader company. Your devotion to mentorship. And as I hinted, when you mentor a teammate, when to when you mentor your child, teacher learns the most. I'm going to repeat that as we go through the day. Teacher learns the most. So the more you teach, the more you not only evangelize these ideas throughout your culture and throughout your family, the more you teach, the more you embed the learning. Because the very fact of having to teach causes you to have to, and this is important, when you have to teach something, you have to find the words to express the idea. And that process of having to find the words builds more clarity. So, be a great mentor and find a great mentor. Hopefully, I'm one of your mentors. You wouldn't be here if, uh, at some level, you, you didn't see that relationship, and it's an honor to do so. I would say keep finding mentors. All it takes is one conversation with one person whose life you've want to be living to help you step into a whole new level of possibility. I'll repeat that idea again. It might be valuable. All it takes is one conversation with one person who sees the world in a completely different way to introduce you to a whole new reality of possibility. And a lot of you want to make more money. And I know you're not with me solely for that, but some of you who do. And here's what I'd say. If you are the richest person in your circle, find a new social circle. If you are the smartest person in your neighborhood, move to a new neighborhood. And I'm joking a little bit, but you want to spend more time with people whose lives you want to be living. And a great way to do that is mentoring. Find a great mentor. And if you can't find live mentors, find dead mentors. Read about Onassis, read about Hedy Lamarr, read about John F. Kennedy, read about Elon Musk, read about, and you know, read about people who you don't like, but who, who have done interesting things in the world. Because of all the algorithms right now, we get fed ideas that align with our worldview. Show of hands. Everyone know what I'm talking about? So, it's really important as never before to read books by people that irritate you and have conversations with people who think differently from you.

Question number nine. The quality of your inner life. What's the quality of your inner life? One to 10. And another bonus point, your income and your impact always reflects your self-identity. I'm just going to take a second to let that idea simmer and sit in. It's nice to see you all here. Shireen, Vas, Sibon, Shenini, those of you who are only audio, I'd love to see you. Don't be shy. Turn on your video. Let's, let's make this real. Let's make this the best day of leadership and entrepreneurship learning you've ever had. Don't go dark on me. Don't listen just by audio. Step up, my friends. Step up.

>> Gustavo, Gustavo, how are you?

>> Fine.

>> Where are you? You're in from Chile.

>> Yes. Yes, I am.

>> Nice to see you. I've, I've seen you from the beginning of our time quietly taking notes. I appreciate you.

>> Yes. Yes.

>> It's very good.

>> Many notes.

>> Oh, pardon me.

>> I have many notes here.

>> Very good. Very good.

>> Nice to meet you, Robin.

>> It's a pleasure.

>> Thank you very much for everything.

>> Oh, it's, I thank you. I mean, this is, this is very, this is very personal for me. Uh, Sesh just said he doesn't find the questions in the workbook. That's because the questions aren't in the workbook. Not everything's going to be in the workbook.

All right. Question number 11. The caliber of your personal life. One to 10. Caliber of your personal life. One to 10. All right, let's go to a model here. Meow. I think I'm going to Oh, here we go. I think I can get it here. All right. Who can tell me, by the way, while I look for my, uh, my pen here, best idea you've learned so far?

>> Anand, teacher learns the most. Spend time on mentoring.

>> Spend time on mentoring. Build a culture.

>> Emma says a world-class EA. Emma, what do you think at this point if you had a dedicated person to run your personal life, to run your business life, like to manage you as an executive assistant? What do you think that'd be worth over the next 24 months? How many millions?

>> Multiple, definitely. I mean, I have an OBM, so it feels like she fits that a little bit, but I literally got her resignation the other day. So, I'm in that phase of I need to find this new superstar. So for me, I think it would just take so much mental load, which is priceless to me, and would just transform everything.

>> Absolutely. And it, it, I'm smiling a little bit because it's almost like the universe has opened up a look at the timing for you.

>> Yeah.

>> So, I, so I think that is really important. If you, here's another I propose to you, very, very valuable idea. I, I, just to speak honestly, I think the ideas we've done in the first, in the first hour are worth the price of admission that you've paid already if you act on them, if you really think about the ideas. But I would, I would say to you, the world-class EA PA idea is so extraordinarily, extraordinarily valuable because the big idea is this: the more you can focus on the one or two things that only you and the world can do and delegate everything else, the more your business, your income, and your impact will soar exponentially. Here's a good exercise to do tonight or tomorrow. Deconstruct your superpowers, and then circle the thing that you can only do that is the best, that that that is you at your best.

>> Yeah.

>> And the more time you can spend in your business only doing the one thing that you love to do and are best at doing, and then you hire people to do the things you don't like to do, the best, you're, you're absolutely going to fly.

What else? Best idea you've learned so far. John, you've been sitting there patiently, quietly thinking that I don't see you, but I see everyone. And you are now in the hot seat. John McLain, much as you can run, you cannot hide. This is the Unkillable Leader Summit, and you are an unkillable leader. So it's your time up to the plate. Best idea you've learned?

>> Uh, actually the last statement J made, it's the doing what you're best at and having others help in other areas that aren't as important or as critical. I tend to get too, too granular into other areas that take my time away from where I need to focus.

>> Absolutely fantastic. And if anyone who's just joining us or recently joined us, I would say do not suffer, and underline the word suffer, from genius with a thousand helpers syndrome. And often, like, I, I, I deeply believe your leadership and your behavior. You can blame it on your team. You can blame it on your industry. You can blame it on an age of polycrisis. But everything that you're doing every day in your business and your in your life is because of you. And that's why, and most people don't use words like this in a business event, but that's why healing is so powerful. That's why personal growth is so powerful. And we, we're going to get into the four interior empires, but so many entrepreneurs win because they have a hole inside of them. How many people want to go deep right now? So many entrepreneurs win because subconsciously they were never good enough for mommy or daddy. So they have a chip on their shoulder and a big emotional inner hole that they need to prove themselves and hyperachieve to get mommy and daddy's love. Most entrepreneurs aren't aware of this. So they're being driven by demons. Nothing is ever enough because nothing on the outside, money, fame, fortune, applause, jets, cars, boats, watches, nothing on the outside will ever fill the hole inside. So, it's incredibly important to remember that often as entrepreneurs, as unkillable leaders, as human beings, we are being driven by our unresolved darker emotions. And the more we can build intimacy with what I call in my work, our hearts, the more our outer behavior will start to change. And I hadn't planned to go here, but let's go here. A lot of people don't have the money they want, for example, or the prosperity they want. They don't charge enough. They always sabotage their income and their personal net worth or their business income because they have undeservability issues. So the real work of unkillable leadership begins within. And that's why I bring up this word healing, because your behavior on the outside is always reflecting what's going on on the inside. And we look at whether it's an Elon Musk, or it could be a Steve Jobs, or it could be an Aristotle Onassis, or it could be a Chanel, whoever it is. We look at these people and we say they were lucky. We all have the opportunity to do amazing things in our life. But I think in, in many ways, we are in our way. And you can blame it on the economy, you can blame it on the wars, you can blame it on, etc., etc. But the more you continue to work on your mindset and your beliefs, so you think the beliefs of prosperity and generosity. Well, let me just show you if you're new to this model. It's called the four interior empires. I have the first interior empire, and it's mindset. And if you've been on Instagram lately, or you've been in the world lately, you've heard this meme. "Everything is mindset. Get your mindset right." Do we not all hear that? Show of hands. Pascal, you've heard it. Peter, you've heard it. Nicola, I think your hand went up. Uh, Arvin, you've heard it. Uh, Yah, you've heard it. So, we've heard this, this idea that mindset is everything. Personally, with all due respect to the pundits, I don't believe mindset is everything. Mindset is your psychology. Yes, we have a psychology. We need to purify our psychology. We need to look at our limiting beliefs. We need to go deep and look at our intellectual and psychological architecture. And most of those we've picked up from an acronym, PENM, Panm. Parents, environment, nation, associations, media, penum, the five forces of penum that have made you you. And if there's any lack in your outer life, it's not because you can't have prosperity. It's because of you. And often you don't even know it's because of you because these forces are so buried deep within your subconscious. So mindset isn't everything. It's 25% roughly of the personal mastery equation, because mindset is your psychology. So read great books, meditate, pray, write in a

journal, talk to a therapist, do all those different modalities so that you rewire through the gift of neuroplasticity. A new psychology. Did you know that the gift of genius is not genetics? The gift of genius is practice. The gift of genius is not genetics. The gift of genius is practice.

And let's go deeper. Underneath the practice is neuroplasticity. When you train or engage in a new habit each day, a little micro habit, you are activating a feature of the human brain which causes the human brain to change. The human brain has this amazing ability to change according to new experiences. That's what a habit is. It's a new experience. And the more you practice the new habit, the more you get to a point called automaticity, where it becomes easier to do the new habit than not the new habit. And here's the big idea. It's easier to act your way into a new way of thinking than think your way into a new way of acting.

Just close your eyes for a second. Just close your eyes, everyone. Close your eyes and just go, "I can't believe I'm on this summit. This is pure gold." Just say that out loud for me with your eyes closed. Open your eyes. Let's keep going. And let me repeat that again because I said it pretty quickly. It's easier to act your way into a new way of thinking than think your way into a new way of acting. And so think about the gift of genius, which is practice, not your genetics. And think about this idea of neuroplasticity. Every time you take a small step, you're literally rewiring your brain. So rewire your psychology.

But that brings us to the second interior empire, which is hearts set. The pundits tell us mindset is everything. The pundits tell us mindset is everything. "And get your head right, you'll get your business right." What about what about human beings having an emotional life? So I believe the second interior empire to become an unkillable leader that you want to work on is your hearts set. Heartset is not soft. Heartset, heartset is hard. Purifying your emotional life. So you release guilt, shame, anger, undeservability, fear. Is that valuable to win in business? Show of hands. Incredibly, but it's not talked about that much.

So hard work is so important to becoming an unkillable leader. We all have deep shame inside of us. We all have hidden anger. We all have sadness from micro and macro trauma. We all have been disappointed. We all have all of these lower grade emotions. And what does society tell us? Work hard, hustle, and grind. What I'm suggesting to you is work on your mindset. Work on your hearts set so you release and process through the shadow emotions, the lower grade emotions. You're asking about time and productivity. I can't think of I can give you all the strategies, but wherever you go, there you are. The old Zen idea, wherever you go, there you are. I think the real work begins by releasing the lower grade emotions in the heart set, the second interior empire, and building greater fluency with the higher grade emotions of the hearts set, such as gratitude, such as happiness, such as joy, such as freedom, such as curiosity, such as wonder. And we'll talk about tools towards the end of our day together that will actually help you completely open up your four interior empires.

The third interior empire is your health set, which is your physicality. Of course, we need to work on that. I truly believe that your energy is more important than your intellect. It is not the smartest who wins. It is the one who can outwork, outdeliver the competition. Your energy is more valuable than your intellect. When I mentor the best of the best in business across the world, these people have remarkable levels of energy. They are up early. They, they in the evening, they have energy. They protect their energy. And it sounds so simple, but one of the best ways to do it is just get really fit. And we don't have time today for me to teach the trinity of radiant vitality. Mi, could you please send the model to everyone in the Unkillable Leader Summit? Mi, my amazing teammate, after this is over, we will send you the model, the trinity of radiant vitality. But some quick ideas on health set for much more energy. You absolutely need to start the day with exercise. And I usually don't talk like that because you don't need to do anything, but you need to. You need to start the day with exercise. And your life will just change. And if you really want to do it well, two or three times a week, have a trainer come to your home. You need to have some skin in the game. Human beings, we suffer from entropy. We don't feel like getting up until it becomes a habit. So, make the investment.

Remember what I learned from Warren Buffett. Don't focus on the cost. Most entrepreneurs, they're so stuck on the cost. The cost of a trainer, the cost of a beautiful hotel room that if they were in there for three days would give them billion dollar ideas. Cheap will cost you more. Cheap costs more. Invest in the best tools. Another bonus tip. You can't deliver magic if you don't know what it smells like. Go to the best places. Go to the best restaurants. Fly the best the way you can. Treat yourself well. Change your self-identity. Read beautiful books. Go to the most beautiful art galleries. And then you'll develop a a mentality and a philosophy of mastery. And then you'll push magic into the marketplace. And money is simply the marketplace's way of responding to magic. How much magic is out there in the marketplace right now? Very, very little. This is what I call a GCA, a gargantuan competitive advantage. People are so checked out. You go to most hotels, you get onto most airplanes, you go into most shoe stores, you go to most restaurants. There's no magic.

Last night I was deconstructing El Bulli. I, I'll get to the deconstruction later. Five times the world's number one restaurant. They were so good at what they did. Each year they would receive 2 million requests for a reservation. They only accepted 8,000. They were so invested in producing magic, theater, and art, and not just being a restaurant, that they would close El Bulli six months out of the year to turn it into a laboratory. And when it was at the top for Ferran Adrià, the chef, closed it. His work was done. One of the greatest of all competitive or gargantuan competitive advantages right now is when you do something, do it at magic. You will stand out versus fit in. Here's another point. The marketplace rewards rarity. The marketplace rewards rarity. The more expertise you develop, the more industry knowledge you have, the more you study, the more you can do what very few people can do, the more people will pay you what they pay very few people. Here's your homework. If you haven't watched it, watch this documentary called Jiro Dreams of Sushi. Jiro Dreams of Sushi. And it's a documentary about an 80-plus year old sushi chef in Tokyo whose life obsession was making sushi. And he was just in a little hole in the wall. But he received three Michelin stars because he did what very few people could do. His sushi was total magic. So I would say to you, no matter what business you are in, you are not in the business that you think you are. Start to see yourself as a magic shop disguised as an industry.

And then the fourth interior empire, E4, is soul set. See, this is where the real work begins. I'm giving you hundreds of ideas and tools on growing a great company, but the real work begins with you. It works on your mindset. So you become a possibilitarian. So you go, "Oh, I picked up that scarcity belief from mom or from dad who used to say, 'Money doesn't grow on trees.'" Or if you, you want to be a tight-knit industry, "What would people think?" We pick up these programs from the five forces of P.E.N.U.M. P.E.N. P.A.R.E.N.T.S. That's the P. E. Our environment. That's the E N. Our nation. You might be in a nation where people are under fear. Maybe it's a war-torn nation. That affects your mindset. So your nation and your, your, your collective national beliefs dramatically affect your mindset. You could be in a nation where making money is seen as a bad thing. Of course, that's going to affect your performance. A is your associations, and M is the media. Just think about the effect of our, of the media today, programming us, affecting us through thousands of messages every day on how to lead, how to live, promoting fear.

I suggest to you with great love and great respect, this is the greatest time to be a leader in the world today. Anyone can lead when the sun is shining. You get to lead. You get to build a great company. You get to serve humanity when most people are scared. And by the way, it's only going to get worse out there. I mean, does anyone really think things are going to get better before they get worse? I mean, look at the amount of money printing. Look at the social polarization. Look at the geopolitical problems. You are so smart to have invested in the Unkillable Leader Summit because this is a program about bulletproofing your leadership and battleproofing your life. And I could be wrong, but I sense, and I just want to be so honest with you as always, my job is to bring huge value to you today. And I will just suggest that I believe the next three to five years are going to get even worse. We can talk about some strategies like having a series of buckets where you save for different scenarios. What I try to do is I hope for the best. I'm an eternal optimist and I try to plan for the worst. Here's an idea that has been so helpful to the clients I mentor one-on-one. It's better to be a year early than a day late. You don't want to be the last person trying to figure out what's coming.

Here's another skill to develop to be an unkillable leader. Prescience. Prescience. Don't ask me how to spell it. I think it's P-R-E-S-C-I-E-N-C-E, or to be prescient. P-R-E-S-C-I-E-N-T. This is the ability Steve Jobs had to look around corners. Steve Jobs was not in the business of asking people what he should make. Steve Jobs was in the business of saying, "Here's what I think people want, and let me make it for them." Last night, as I was preparing for you, I actually watched Steve Jobs on the stage when he introduced a then revolutionary device known as the iPhone. You can find the video, and it's really worth watching.

And so I believe that the real work is to purify your four interior empires as much as possible. And I just promise you, your business will make many more millions or billions. And this full day event with me will have been worth a hundred times more than your investment. Work on your mindset. Work on your hearts set. You know what I mean? I'm, I'm actually going to go even deeper. I'm not giving any medical advice here or anything like that, but I would actually say the more you can heal your micro and macro trauma, the more your business is going to fly. Because as you heal your emotional wounding, you build greater intimacy with who you truly are. And you start to feel you deserve more money. And you start to give more credit to people. And by the way, you know, if you're in fear, talking about emotional energy, if you're in fear from unresolved trauma and emotional wounding, we're animals. You're in a negotiation, they're smelling that, they're feeling that. And you want to go to some science, emotional contagion. Subconsciously, we pick up the emotions of the people we are around most of the time. If you've done the inner work on your mindset, heart set, health set, and soul set, and you're coming from a place of gratitude, joy, awe, wonder, in that state, what products will you create? In a state of fear, what will your creativity be like? Is this, is this, is this helpful? Show of hands, anyone? If you're in a state of people say heart set doesn't matter. Robin, you, the four interior empires, mindset has everything. If you work on your heart set and you're in a state of love, devotion, joy, freedom, your creativity and your output will be amazing. You're coming from a state of love, service, honor, joy, your team will fall in love with you. If you're coming from a place of service and helpfulness, not from talking about it, but you feel it, you're going to have so many more customers. See, your customers feel you. I'm not holding myself to be any kind of a guru, but each morning in my prayer, I pray for my CRFs, my clients, my readers, my followers. That is a protocol I do every morning while the rest of the world, while I'm up early, to help me stay intimate to the people who put food on my family table. And one of the greatest problems in business right now is people have forgotten who puts food on the family table. And they will tell you they're all about helpfulness. They, they have the mission statements that say it, but they're coming from their intellect and they're not coming from their heartset. When people feel your devotion and your dedication to them, you become an unkillable leader.

So, we're going to get into mindset, heart set, health set, which is your physicality. I've suggested the best thing you can do is to get into great physical condition. I've offered you the forced optimization strategy. That's how you get it done and build it into your life versus you finish with me today and nothing happens on your health. Personally, no medical advice. Fasting has changed my life. I would kind of with a smile on my face say, eat less food, get more done. Eat less food, live longer. Eat less food, have more BDNF, brain-derived neurotrophic factor. Eat less food, think much more clearly. Why do you think the sages and the seers and the pundits went on long fasts and and and downloaded the most remarkable ideas? I'm a huge fan of the two massage protocol. Massages have saved my life. There's no way I could be 61 years old traveling as much as I do without massage, fasting, eating clean, hydration. Best way to live long. Live, live a good life. As simple as, as it sounds. Treat, treat your clients well. Treat your family well. As Deepak Chopra once said to me as we had breakfast in an airport, "Be a good human." Sorry, "Be a good animal." I thought that was good. Be a good animal. I'm also a huge fan of extra virgin olive oil. Have as much. I heard a doctor say recently, "The only purpose to eat is to get enough olive oil into your system." Show of hands. Does anyone like that idea as much as I do? Isn't that a great idea? So, you know, I, I live on a, I live on a farm and they produce olive oil on the farm. So, I just, I have it on my eggs. I have it everywhere.

And then soul set. Let me. We're getting close to our break. Soul set. That's not religion. That's your. If mindset is your psychology, heart set is your emotionality, health set is your physicality, soul set is your spirituality. And I believe, and we're going to get into a model, we're going to get into a model called the integrity gap. The integrity gap. And essentially, I believe at our core, before we picked up limiting beliefs, micro and macro trauma, before we became contracted and small, I believe before that, our true state is our heroic self. And as we go through life and we pick up the programming of what? Tell me P.E.N.U.M. and we experience micro plus macro trauma, which contracts us, it makes us smaller. We start to, here's the key, we start to think the world is not a safe place. We end up as our egoic selves. Egoic selves. And to me, spirituality and increasing your soul set, everyone see that soul set comes down to each day, steadily, incrementally closing this gap. Let me give you some color here. Closing this gap that we all experience. So that as we live through the remainder of our life, day by day, we return to who we truly are, which is our heroic self, which is our spiritual self, which is our wise self, which is our self that is loving and all-knowing and creative and intuitive. Here's a bonus point. Just because you're awesome people, your intuition and instinct is so much more powerful than your intellect. Our society has taught us to be intellectual. Our society loves science. I will tell you personally, my greatest wins in life happened when I trusted my instinct. And some of my worst mistakes happened when I listened to my logic and my intellect.

Before our break, let me give you some of the best business lessons I've learned from the best leaders and entrepreneurs in the world over 33-plus years. Anyone want to learn five of the best lessons I've learned from the best in the world? Show of hands. Uh, maybe I'll, maybe I'll wait till after the break. Maybe I'll do it next, next time if I do another one of these summits. No, I'm just kidding. I'll, I'll, I'll share them with, uh, Christian, Jim. All right. Good to see you, by the way. Let me, um, let me stay on time. I'll give you the first one. Five of the best business lessons from the best. Number one, the marketplace rewards the delivery of magic. I mentioned that one. The marketplace rewards the delivery of magic. This is a GCA, a gargantuan competitive advantage. Now, here's the underlying emotional state. You want to develop generosity over scarcity through your prayer, through your journaling, through your reading, through your conversations. The more you can be generous and release scarcity, the more you will be a giver, not a taker. I know it sounds so simple. Ted Turner was interviewed, Ted Turner, the celebrated billionaire, and he said one of his most important lessons was a, a phrase used by the founder of Rotary International, Paul Harris, who said, "The one who profits most serves the..." Excuse me. "The one who serves the best profits most." The one who serves the best profits most. The one who serves the best profits most. This is so counterintuitive in our world right now. You might be worried. You might be in scarcity because of the wars, because of the geopolitical issues, because of climate change, whatever. And what I want to remind you is be more generous with your customers.

There is a hotel that I stayed at recently that I used to talk about in my leadership seminars as a shining example of a world-class hotel. And when I was last at this hotel, please turn up your volume. I think it's an important point. When I was last at this hotel, I saw that there was no upgrading of the hotel. There used to be bathrobes in the bathroom, and there used to be thinner robes to wear outside at the swimming pool. Where once the coffee tables were flawless, now I could see that where there had been chips in the coffee tables, they had filled in the holes and painted them over. Show of hands. Everyone know what I'm talking about here? And the more time I spent at this hotel, the more I realized they were taking their customers for granted because they weren't charging less, but they were giving less. So, I had a conversation with one of the leadership of the hotel, and here's what they said. "Well, our shareholders wouldn't be happy if they had to wait too long to get their money back." Interesting, right? So, what the leadership of this organization has decided is they're actually not in the hospitality business. They're in the return on economic investment business. But here's the thing, by treating their guests better, they would have more income and they would have a better brand. So, I, for some reason, these people have gone into scarcity, taking as much versus generosity. They used to give so much, which made me go back over and over and over again over almost 20 years. So the marketplace rewards the delivery of magic. And you will only be able to deliver magic when you shift from scarcity to generosity. Now is not the time to do it, but I'm going to explain my 10x value obsession. We'll talk about it later. But what I would encourage you to do is keep asking yourself a question: "How can I be the most helpful person in my marketplace?" How can I be the most helpful person in my marketplace? Here's another great question. "How can I give my customers more value and outright magic than any competitor in the market?" And again, that's where the inner, that's why I spent some time on the four interior empires. That comes from inner work. Comes from you saying it's okay to be generous versus being like most people at either a conscious or unconscious level. You're just scared. So you try to take as much. You see it in restaurants. They give you a small plate or they give you not great food versus the freshest food. But the more you can put, like Jiro Loves Sushi, I mean, they would be there at 4 or 3 in the morning at the Tokyo fish market to get the best fish. And, and they said, "If we can't get the best fish, we won't serve it." But this is so rare in the world today. And when you come from a place of trust and generosity and you give your customers 10 times the value that they have any right to expect, you not only build loyalty, you build a global base of fanatical followers who evangelize your brand.

Let me finish up on El Bulli because I think it's a great example. You talk to a lot of restaurant owners, they'll say, "People are eating at home more. People don't want to spend money anymore. People are more worried." But you know what? I'm sure in your city, as well, there are a lot of empty restaurants or half-empty restaurants. But I guarantee you there is one restaurant in your city or town that is always full. Isn't that true? Bev, what do you think? Oh, Bev, you, you just, interesting. I picked you before I even saw your, your comment. What? You own a restaurant? >> Yes, I have a restaurant in Aberdeen, Scotland. >> Fantastic. I love Scotland. And I've been following the "give more and be generous" in my bistro for a long, long time because I listened to you many years ago. And I think I can't remember what it was or what seminar it was, but you were talking about giving people more and they'll come back. So, when people come into my restaurant, even if it's just for a sandwich, I'll give them a taste of my home-cooked ham or my organic free-range chicken or something they haven't ordered off the menu that I'm making that day, just to try. >> I love it. How long have you been in business? >> Uh, 30 odd years now. >> That's my, that's my virtual standing ovation to Bev. >> Thank you. >> Beautiful. Beautiful. So let's finish up and then we'll take a, a, a 20-minute break. And I want, I just want to remind you about El Bulli because just a great, and Bev, you're in this business and I can tell you practice it. But the, the restaurant is El Bulli. It closed in 2011. It's in, it was in Roses, Catalonia, Spain, or Catalonia, Spain. Uh, the chef Ferran Adrià. Years open 1961 to 2011 as a restaurant. Five times number one. I love the term BIW. That's the acronym I use. Best in the world. Five times the number one restaurant in the world. Let me deconstruct it here for you. And I'm teaching you a tool right now that I use almost every day. If I have a, a great restaurant experience, if I'm flying on an airline, have a good experience or a bad experience, I deconstruct it. Don't miss opportunities to learn and grow as an unkillable leader. Why? My three-step success formula. With better awareness through a deconstruction, you'll be able to make better choices. With better choices, you will see better results. Clarity. Clarity breeds mastery. So, let's deconstruct it. El Bulli. Number one, they pioneered, they pioneered molec, the term and the skill, molecular. Get this. They disrupted the marketplace because they used physics and chemistry to create textures and flavors. Please don't tell me that this is not a time of extraordinary opportunity, but are you just running the same old playbook? The marketplace rewards freshness. The marketplace rewards magic. The marketplace rewards innovation. And will all of your innovations work? Of course not. Here's my mentoring question. "When was the last time you did something for the first time?" Here's my other marketing question. Or here's my other mentoring question. "What would the child you once were think of the adult you've become?" So they pioneered molecular, they, they pioneered molecular gastronomy. They used chemistry and physics to create textures and flavors. What I would say right now, what could you do to disrupt? And you're successful right now. So I would say start taking more risks. Second part of this deconstruction, they broke the rules. Well, that's related, but they broke rules. I want you to own your pirate nature more often. And they broke the rules because cooking became theater and philosophy and art. Cooking. Most restaurant owners, not you, Bev, but most restaurant owners say, "Oh, you know, there's not a lot of business. This is how we have to cook. Their space isn't very nice. Their food isn't very good. Their ingredients aren't very fresh." But they blame the marketplace. Well, what did El Bulli do? They broke the rules and they said, "Cooking equals art, theater, and philosophy." What else? It was a laboratory or a lab disguised as a restaurant. So it was a lab, a learning lab, a lab of innovation disguised as a restaurant. And get this, half the year it was closed. Why? They would invent almost a thousand prototypes of new dishes that they would bring to the market. And the final thing I would say is they closed at the top. They closed at the top. We'll come back and I'll go through the remaining, uh, four of the business best business lessons I've learned from the best. Then we're going to talk about the five gargantuan advantages of unkillable leadership. Then we're going to get into another model called the five C's of legendary leadership, and we're going to keep going. Who's having fun? By a show of hands. Fantastic. All right, everyone. I will see you at, um, well, I don't want to give you my time in Mauritius. I will see you in 20 minutes. Please come back on time. Have a great break, and I will talk to you later. Bye.

All right, everyone. Welcome back. Show of hands. Who had a good break? All right. Nice to see you all. Let's back to I'm going to leadership, the legendary leadership. Just, uh, say to yourself, nice and loud, "I paid a lot of money for this session. This, this model better be very good." Just do that for me. I'm just joking here. Okay, let's go. So, number one, clarity. The first C of legendary leadership, clarity. When I mentor the best of the best, the billionaires, these people are so clear on the few things that are most important. They're so clear on their top five values. They're so clear on their personal Mount Everest. They're so clear on their superpowers. So, I'm going to write down clarity breeds mastery. Please write this down. Engage. Vague plans lead to vague results. Vague plans equal vague results. I would also say that absolutely world-class leadership is less about not enough opportunities and more about not saying no to too many. Be a minimalist versus a maximalist. A minimalist versus a maximalist.

The second C of legendary leadership is character. Character. Your income and your impact. Always follow your self-identity. And self-identity is sneaky because it's, it's subconscious. But if you're suffering from undeservability, or if you really don't care about other people, or if you're out of integrity, that will affect your income and your impact. So character. And I'm going to write that down because I think it's really important for you to know your income and your impact follows your character and your self-identity. Heidi Grant Halverson is a positive psychologist, and she talks about your personal story. Your personal story. Again, we can be victims and blame the world and the global economy and the polycrisis of the world. Or you can look at your own personal story. And what she's found in her research is it's your personal story that drives your daily behavior. The way I language it is your deeper, your deeper beliefs drive your daily behavior, and that's all your character. We talked about a model before the break. The four, the four interior empires: mindset, which is E1, heart set, which is E2, health set, which is E3, soul set, which is E4.

The third element of legendary leadership is consistency. Consistency. Clarity. Know your personal Mount Everest. Know your single biggest opportunity. Know your top five values. Number two, your character, which is really your self-identity. And then three, consistency. Emma, you're a, you're a very well-known podcaster. A lot of podcasters tell me, they say, "You know, it took three or four or five or six, sometimes 10 years of putting out podcasts two times a week, three times a week until there was real traction." How many years was it for you? I'm curious. >> It was actually quite quick, but that's because I'd had my business for quite a few years. So, the consistency was there in audience, in listenership, the people were there. So, I would say 2 years, but I'm nearly up to 400 episodes and nine years of doing it. And I still feel the same level of passion, the same excitement. I get to interview incredible people like yourself, Robin, and best thing I ever did. >> Wonderful. And wonderful to have you here at the Unkillable Leaders Summit. So, consistency is the third element of legendary leadership. And one of my favorite brain tattoos is: small daily, small daily, seemingly insignificant improvements when done consistently over time. When done consistently over time lead to stunning results. Small daily, seemingly insignificant improvements when done consistently over time lead to stunning results. We have all heard about the power of compounding. For example, what makes Warren Buffett one of the richest people in the world is not his, I think this is an interesting point for you all to play with. What makes Warren Buffett one of the world's richest people is not because he's an amazing stock picker. It was time in the market. He just got into the market early, and he's in his 90s, and he just picked good, average to good stocks in many cases. And so small daily, seemingly insignificant improvements when done consistently over time lead to stunning results. For years, I've talked about the idea of 1% wins. The idea is becoming very popular right now, and I think it's still a valuable idea. Micro wins, those little acts of improvement when done consistently over time lead to stunning results. And legendary leaders are all about consistency. See, a way to look at it is your days are your life in miniature. And what you do each day will predict your future. And, and I would say related to that is success lies in a masterful consistency around the fundamentals. Success lies in a masterful consistency around the fundamentals.

The fourth C of legendary leadership is compassion. One of the ideas that has helped my clients the most is this idea: "Take care of the relationship and the money will take care of itself." Sounds so incredibly simple. I would say the vast majority of entrepreneurs are transactional versus relational. They're transactional. They see their customer as a number, and they see the sale as just an opportunity to get more money. Here's a question I have of each of you. Are you willing to fly 10 hours for a 10-minute meeting with a customer? Are you willing to fly 10 hours for a 10-minute meeting for a customer? I live in Italy, and they say, "Unless you've broken bread with us, we're not your friend yet." And so one of my loving challenges to each and every one of you as an unkillable leader is to be one of the best in your industry at relationship building. Be a gift giver. It's so rare to receive a gift from someone, but build a relationship. Send handwritten thank you notes. Know your local dark chocolate shop really well and regularly send boxes of chocolates to your customers. Send them books that you love. Build the relationship. And related to that, uh, and when you talk to a client, this comes from McKinsey. They do this at McKinsey, the consulting firm, but when you talk to a client, use the word "we." Such a simple idea. Say, "You know what? Now, here's our program here, and when we do this, and when we get these results, and here's what we need to do," but use "we" on this point about compassion. And I believe empathy is your, your secret weapon. And as I was suggesting to you, keep on asking yourself, "How can you be as helpful as possible to as many people as possible?" And it really is so rare to say, "I'm coming from a place of value creation versus a transaction." So compassion.

Number five, curiosity. Key idea. Nothing fails like success. Nothing fails like success. When you are most successful in business, you are most vulnerable. And I see it with so many great companies. As soon as they become successful, they forget to do the very things that made them successful. So please, and I say this with great respect, but hear me on this. As you get more successful, it becomes more dangerous. And just look at the companies, whether it's a Blockbuster, whether it's a Polaroid, whether it's a Nokia, etc., etc. As they became dominant, they lost their curiosity. And I'm going to share with you a model right now. And first of all, I'll share an example. There's, I'm, I'm my hometown is Toronto, Canada. And there was a restaurant. Bev, you'll like this. This will resonate with you. But there was a, a restaurant. And when it opened up, no one knew about it. And the food was impeccable. And the chef did his work with amazing OAD, obsessive attention to detail. And the owner was on the floor, and the place was perfect, and the food was magic. And then they got written up by a number of different publications, and all of a sudden they became full, and they forgot who put food on the family table. And I call this, and I have a model, and it's called the Titan's Decline. But as they became successful, there was like a collective sense of arrogance that infused the culture. And I encourage you to stay curious as your business grows. Stay curious as a leader. Stay curious as a person. Stay curious as a company. And protect your white belt mentality.

Which leads me to a model that I want to share with you that I think you're going to find very, very helpful, and it's the mastery, humility, proportionality. And if you want to be rare, top 0.0001% as a leader and in terms of your business, here's a very simple framework that I'm going to offer to you that is practiced so rarely, and it's this: As your mastery increases as a leader and as a business, and I will define mastery, but as your success increases, do something that very few entrepreneurs and very few businesses do: increase your humility. Increase your humility, which leads to a direct proportionality, which is why I call this model the mastery, humility, proportionality. As your mastery increases, whether it's your knowledge of your business, whether it's your income, whether it's your leadership, as the good things increase, increase your humility versus increasing your hubris. Hopefully, I'm being clear here, but one of the greatest reasons world-class companies and empires fall is as the empire grows, they become arrogant. So as your mastery increases, decrease your hubris. Let me define the five masteries for you. So number one, domain expertise. I want you to know more about your business than anyone who has ever done your business in the history of your business. I want you to be a, a great student again. If you're not a great student, I want you to think like an apprentice. And this is a great time to shake yourself up a little bit. But ask yourself, "Do you know more about your industry than anyone else in your industry? Do you read books about it? Do you have a mentor? Do you go to podcasts?" Number two, market share. As your market share increases, become more humble. As your brand awareness, the third mastery, as your brand awareness increases, become more humble. As your sales and your income increases, increase your humility and your impact. As that increases, the fifth mastery, become more humble.

Now, when I say humble, I don't mean just be polite. Let me deconstruct what I mean by humility. Number one, humility of learning. Humility of learning. The first humility, and I really want you to protect your beginner's mindset. Let me just go to each of you. Pascal, how could you, how could you protect your, your white belt mentality? How could you protect your beginner's mindset so you're always learning and you don't, you keep on developing your domain knowledge as you become more successful? I'm curious. >> So perhaps, um, showing up with, uh, curiosity every day. >> Yes. Excellent. Excellent. Who else? Any other ideas? Always keep interested in in other opinions, perspectives of other people. Don't just focus on your own. >> Yes. Always, always be interested in other people's experience. And related to that, it's an idea from Roosevelt that could help you so much in business. "You can have whatever you want so long as it doesn't matter who gets the credit." You can have whatever you want so long as it doesn't matter who gets the credit. How else could you protect your humility of learning? Could you not force optimize? Every quarter you go to a, you go to an offsite conference, some kind of a seminar. Education is inoculation against disruption. One of the best things you can do on a regular basis is get out of your office, out of your home city, and go to a live event where you are around people who are thinking bigger than you, who are making more money than you, who are delivering more value than you, who are out-earning you, and who are out enjoying life than you. I have a protocol called the 60-minute student. Less scrolling, more reading. Five times a week. Do not go to sleep unless you have read or studied for an hour each day. And it sounds so simple, but a lot of people have stopped reading. Reading is one of the GCAs of a, of an unkillable leader. I mean, reading, just reading, the very act of reading causes you to develop depth. We live in a world where a lot of people think superficially now. That's one of the dangers of social media and a digital world. Very few people have the ability to think deeply about problems now. They're so reactive, and a lot of people, their actual thinking process has become incredibly superficial. What I'm encouraging you to do is to spend the time reading difficult books and thinking difficult thoughts. All great geniuses have one thing in common: they spend a lot of time alone thinking. They spend a lot of time alone thinking deeply about their biggest problems.

The second humility is the humility of punctuality. The humility of punctuality. And what I would say as a business practice, as a leadership practice, if you're not early, you're late. And it's such a simple idea, but just be on time. Be on time. It's another GCA, gargantuan competitive advantage. Related to that, the third humility is the, this is such a big one and it's practiced so rarely. It's the humility of promise-keeping. Show of hands. How many of you deal with other entrepreneurs? They, they are loose with their promises. Show of hands. I'm just curious. They make promises they don't keep. They say, "Oh, I'm going to send you this book I read. I'm going to introduce you to this other person. I will follow up with you next week so we can have lunch again." And they're in such overwhelm, and they treat their promises so lightly. But here's the key: When you keep promises, you increase credibility with, let's say, customers or your family. And when you increase your credibility, you increase trust. And people do business with people they trust. People do business with people they like. People do business with people who make them feel special. It's a very simple idea, but be one of those rare leaders who is meticulous with their promises.

The fourth humility is the humility. The humility of over-delivery. The humility of over-delivering. In a world where a lot of people underpromise or overpromise and they underdeliver, I want you to consciously and with your team train them to always underpromise and overdeliver. And that is a recipe to become a merchant of wow. You consistently teach your team, underpromise. Bev gave us a great example. People go in, they order the omelet, and she gives them a taste of something else. That's how you become a merchant of wow. In a world where most airlines, most restaurants, most shoe shops, most retail stores overpromise and when you go there, they absolutely underdeliver. And then the final humility is the, this is a big one, the humility of over-preparation. When you have a speech, when you have a meeting, when you have a negotiation, when you have a sales meeting, always be overprepared. This is another GCA, gargantuan competitive advantage that most people absolutely don't know. So this is the, it's a, it's a framework for building a world-class company. Do you, does anyone have any comments on the mastery, humility, proportionality? Any comments? Any observations? Any questions? Emma loves it. Great. Anyone else? I'm, I'm very happy to take questions. Christian, tell me if >> I may. >> Of course. >> What I've noticed, uh, more and more is, and you've used this before, is people are just mailing it in. They're just not going that extra mile. They're trying to, you know, they're trying to cut corners constantly. Uh, I don't know if it was a COVID thing because it's Zoom or or or Teams or whatever, but you know, I notice also I, you know, I, I obviously work on the road. I, I set up appointments and, you know, people just forgot that there was an appointment. They, they're not there. So, you know, you drive two hours to get there and all of a sudden, you know, the secretary or assistant, whatever. Oh, sorry. Well, you know, they just couldn't show up because something more important came up. So, I'm seeing a lot of that. So, you know, overpromise, uh, underpromise, overdeliver, that seems to be a problem, and people are absolutely mailing it in. So by, you know, doing the little things that those aren't willing to do, it does make a big difference in in any industry that you're in, and I think it's, it's missing today. >> I hear you loud and clear. I have never seen people so checked out. I have never seen people so unprofessional. I've never seen people so, line blurred between what's okay in their personal life and their professional life. And I think it's because of the pandemic, but I also think it's because we live in a world of social where the line has become really blurred between what you show in your personal life and what you show in your professional life. And I've just seen, I don't know about everyone on this, in this session, but I've never seen so much weird human behavior before. Anyone agree with me by show of hands? Like you're just, you're just, I'm just seeing weird things. People doing things they never do in public, never do at work, and they're, they're doing it. To me, I think that's absolutely an opportunity. It sounds so simple, but just be a professional. Be a professional in a world of amateurs. Look, I would say there's a couple of themes overriding this model. And the first is the, the collective de-professionalization of business. And I say this with respect. I'm not judging, I'm just reporting. But the mass media-ization of humanity. There's a number of factors for these things, and I'm going to just highlight it because I think these are so important for you to remember. The collective de-professionalization of business and the mass media-ization of humanity. And this is a fantastic time to absolutely stand out. Any other questions about the mastery, humility, proportionality model? >> Hi Robin. I, I've actually, uh, have a question about the underpromise. Uh, I wonder how would that not go like the other way, like, you know, if you start setting low expectations, if you underpromise, right, so that you can't overdeliver. Um, can you maybe elaborate a little bit on that? >> Yeah, it's Mgalli, right? Is that correct? And so nice to see you and where are you from, Mgalli? >> Uh, I'm originally from Mexico, but I'm in the Bay Area in San Francisco. It's fantastic. Lovely to have you with us. >> Thank you. >> So, I think, I think it's a delicate balance. You don't want to, you don't want to underpromise to the point where

You underpromise yourself out of business. But I think the real key is just be aware of how many businesses overpromise. You see hotels where you know they're not great hotels and the branding is "the experience of a lifetime," and you know it's just going to be a terrible hotel. You see taxi companies and the branding, the promise, the value promise is "clean this, wow, you know, wow to your next destination." And when you do business with them, there's a huge chasm between the promise and the reality. And so I would just say, Mgalli, institutionalize not overpromising.

"I see."

And institutionalize overdelivering. And literally, you will not only do something that very few leaders do and very few businesses do, but people will fall in love with you because there's so little overdelivery in this world right now. But it gets back to you being, you being generous. Gets back to you being generous. I think we have some other questions. Let me get to those. Uh, it looks like Mayori Javon.

"Mayori. Hi, Robin. How are you?"

"Hi, Mayori from."

"Are you from Lisbon?"

"Yes, I'm in Lisbon."

"Were, were you at the event in Lisbon in March?"

"No, I didn't know about."

"Oh, I missed you. I missed you. It was a, it was a great event there. It was, it was a great event. Uh, thank you for joining us. How are you today?"

"Thank you. Thank you for having me. Um, I'm, I'm good. Thank you. A little cold. I have a head cold, but I'm, I'm good other than that. Um, my question is about the reading. Um, so when you say read difficult books, how do you balance academic reading with social reading? I, I'm doing my PhD, um, you know, in addition to, to my, my day-to-day work and my business. So sometimes I find it really challenging to, to read, you know, social books, um, philosophy books, other books because of the, the time that it takes to do my research. Do you consider that to be difficult reading, or, um, should the reading be a balance of academic difficulty with social difficulty? How do you, how do you balance that?"

"Well, you know, you're, you're a smart person. I'm sure you can find a great balance that works for you. What, what the right balance is for you. I'm sure you can."

"It's, it's true. And isn't it interesting how, how, how often we ignore our own power? I mean, you could do that. I could tell you with your eyes closed, you could find that balance. But what I would say is just make a conscious effort to have difficult conversations. Read books that are hard to read. You know, maybe this summer, if you're in the northern hemisphere, go buy some difficult, hard classics and read them because they will deepen your thinking, but they will also make you mentally stronger. I think, excuse me, a lot of people right now have become very mentally weak. We can't focus for even a minute or two. And one of your greatest gifts as a leader, write this down, is your presence. Your presence with your team, your presence with your customers, your presence with your kids, your presence with your significant other, your presence with your family. All right, anyone else have a, a pleasure? Anyone else have a question? I saw a few hands go up."

"Did anyone What are your thoughts on this model, the mastery, humility, proportionality? Show of hands. Who, who found it helpful as a construct, a way of, a way of thinking?"

"Excellent. Wonderful. Wonderful. Okay, we're going to debrief it. Teacher learns the most. So, you think you know it, but when you have to teach it, you realize maybe there's some gaps in your learning. So, here's a debrief on the model. I want you, you have about five minutes or maybe more. Write how you'll implement this model in your organization tomorrow. Okay, I'll come back. I'll see you in five, maybe more minutes. Write how you'll implement this model in your organization tomorrow. Go ahead. I'm curious. Share with me how you'll implement the mastery, humility, proportionality in your organization tomorrow. What, what are some ideas?"

"Have you put your client first?"

"We are driving like a clean tech in which we, uh, support startup and scaleups in climate, and we are quite successful, but it should not be our success. It is the success of our startups and scaleups. So, in everything, everything we do, we put our startups and scaleup first, and we build the whole ecosystem around it, but it's not about us, it's about our clients and our startups and scaleups. And also in our one-page strategy, in our organization, we also have, uh, 10 times the value creation. So, we're very focused on it that we have it in our one-page strategy that we always deliver on results, that we always multiply the value by 10x."

"Fantastic. So, so that sounds like a pretty profound shift to start focusing on the, on the consumer."

"Yeah, for sure. Yeah."

"Great. Excellent. Excellent. Who else? How else will you apply the mastery, humility, proportionality?"

"Uh, Anand."

"Um, by humility of learning. So much happening in AI. The organization leans to learn so much, and we're growing very fast. God's grace. So, we need to learn so many new languages because India is like a small Europe in one. Um, we need to learn a lot of new skills. Should bring it across organization, should become a learning organization. That's, that's a problem."

"Fantastic. Anyone else? Uh, uh, Gustavo, tell me. Uh, unmute yourself so we can all benefit. I'm sorry, I can't hear you, Gustavo. Maybe you're, maybe you're muted. Muted. I'll come back to you, Christian."

"Yeah, I, I have a couple, but the two that make sense, um, bring flowers to my customers."

"Wow."

"Something that doesn't happen anymore. I, I buy myself weekly flowers. I buy my mom flowers and myself flowers every week. I love to be around flowers. I think they're such a beautiful thing. Uh, so I'm going to bring flowers to my customers. Um, and then sent out Rob's book, The Wealth Money Can't Buy. It. I bought a, you know, I bought a ton of those and I'll keep giving them out. And then, you know, spend more time mentoring my team, my sales team. Carve out an hour every day to read more. Um, you know, set up three to five face-to-face meetings with customers. Again, you know, spending way too much time in my office, you know."

"Great on the road, just quickly."

"Fantastic. Excellent ones, Christian. And, and for me, one of the things I do is in my morning prayer. So MVP is a, is a tool that I teach to my one-on-one clients. MVP is you can do it as part of your morning routine. But MVP in business or in sports is Most Valuable Player. In my methodology, MVP is Meditation, Visualization, and Prayer. And this tool has been incredibly helpful not only to my clients but to myself. If you want to become stronger, more focused, more devoted to your customers, a master of your craft, MVP is incredibly powerful. And so it might look like this. Let's say from, if you're going to do it after your workout, let's say it's from 6 to 7, you could do 20 minutes of meditation. And let's just get tactical here. You could be med, you could do a body scan, and your meditation could be just focusing on blocks of energy in your body. It could be a meditation where you're focusing on a mantra. So you're reprogramming your mindset. Mantra man means mind in Sanskrit. Tra means freedom. Mantra freedom. Free your mind. So it could be 20 minutes focusing on a mantra to reprogramming, to reprogram your self-identity. It could be breathwork for let's say 20 minutes as your meditation. Breathwork is so extraordinarily powerful to allow you to have more energy, more vitality, think more clearly. So that could be 20 minutes. Let's say the V is visualization. So you could spend, this could even be five minutes of meditation, five minutes of visualization, five minutes of prayer. What is visualization look like for me? Each quarter I have a number of projects and ethical ambitions. I'll actually see two or three of them in vivid, intimate color in my imagination. So this is at the front end of my day. I'm seeing my dreams as if they're real, and I'm programming my subconscious so that I see where I want to be as if it was real. Five minutes, 10 minutes. And then P is prayer. And prayer is, for me, it's not a religious thing. Prayer is a creative thing. Prayer is an intentional thing. Prayer helps me become stronger. Prayer helps me get through difficult times. Prayer keeps me intimate with my customers and my readers. I mean, the, the monk who sold his Ferrari came out roughly 30 years ago, and I've been at this a long, long time. If you're just joining us, it's about 33 or 34 years. And I believe that nothing fails like success. And that's why hopefully I explained it clearly. But my goal is as mastery increases, become more humble. As I hopefully get better as a craftsperson in my books or on a stage, may I become more humble and protect that white belt mentality. So I learn and I iterate and I discard part of my winning formula so I don't become irrelevant. And prayer really helps me stay connected to why I'm doing what I'm doing. And let me just be very vulnerable in service of your mastery and leadership in your business. And if you're interested, I'll walk you through my morning prayer. Would that be helpful?"

"Perfect. So, I pray for my elderly parents. They're in their 80s. I pray for their good health. I pray for their longevity. I pray for their happiness. I pray for their peace. Then I pray for my extraordinary partner, L. I pray for her joy. I pray for her happiness. I pray for her good health. Then I pray for my children, Colby and Bianca. I pray for all great things to come to them. Then I pray for my larger family. Then I pray for my little doggy, Holly, a five-pound chorky that thinks she's a pitbull but she's a Chihuahua Yorkie. Doesn't know she doesn't know it though. Then I pray for Mihal, who's on this call, my teammate. And I pray for Angela, and I pray for my, for the rest of the people on our team. I pray for their happiness. I pray for their health. I pray for their success. Then I pray for my C, my CRFs, my clients, my readers, and my followers. Every morning I'm praying for my clients, and I pray for my readers, and I pray for my followers, and I feel it. I feel like love for them and appreciation, and I, I wish for them great things. Then I pray for my neighbors in Italy. I live on the farm I mentioned. So, I pray for my neighbors around me. Then I pray for other Italians across the great nation of Italy. Then I pray for everyone in Europe. Then I pray for everyone in all the different other countries and continents. And then I pray for the larger universe. And that's what my morning prayer, at least five times a week, looks like. Do you think if you did that every morning, tailoring it according to your circumstances, would you be braver, stronger, wiser, more intentional out in the world? I'm curious. Let's have an open conversation on it. Emma, do you know what? Let's, let's do less text and let's just talk. I know, I know everyone loves texting. Tell me what, what do you think?"

"It was life-changing. So, I started something very similar last year. I heard someone say, you know, pray every single day and bless your community, you know, bless your family, your loved ones. So, I added that into my morning meditation practice where I would repeat a mantra of, 'Universe, please help everyone who crosses my path of the perfect breakthrough they need to manifest their desires for the highest good.' And then I would say, 'And today, I bless the people in my membership,' or 'Today, I bless the people in my email newsletter,' or 'I bless my family, my neighbors.' And I would set these beautiful intentions, and it 100% works because the amount of messages I get from people in my membership, in my thing, saying, 'Emma, do you set intentions for us?' Because ever since I've rejoined, or ever since I've done this, you know, I've really felt this sense of like purpose, or I felt this love, or I felt this.' And it's just so funny because they're the intentions that I was setting for them. So, it 100% works."

"I thank you very much. And, you know, I congratulate for making that a part of your routine, and I think it's a very, it's a very powerful thing to do. Any other comments about MVP?"

"I'm, uh, so does Pascal. Uh, I'm also wondering, uh, because you're talking about visualization, um, yes, integrate into your daily morning routine. So, I think it's actually very interesting for all of us if this really works for you when you say you, you have your goals, or you see it in full color, and you visualize it, and you have your quarterly goals, you visualize, and then Emma, you said it's your daily routine as well. I'm really curious if this really worked out the way as you were visualizing it, you know, from quarter to quarter, or, or from year to year, or whatever the goal is."

"Okay. Well, the, I would say the most, um, candid way I could reply to that is it doesn't always work out exactly as I visualized it. It always works out better. Even if it looks like it works out worse. So, so from a success point of view, I can't tell you how many things I've visualized, journaled about. You know, you can see how I do my deconstructions. I call them game charts. I'm always writing in the morning. I'm journaling. On an airplane, I'm writing. I'm drawing these models. I call them, um, my HVTs, my high-value targets. I call it intention setting. And I'm always, almost every day, writing about my ideal life."

"Within the key areas of my life. And it's amazing how many things have come true. And sometimes things don't unfold the way you want them to. And a bad day for the ego is a great day for the soul. And so you say, 'Ah, darn. It didn't happen the way I wanted it to.' And then in the wisdom of hindsight, you realize what happened was even better. And just what works really well for me is, 'Do your best and let life do the rest.' Let, do your best and let life do the rest. I think there's too many people who think that, and this is kind of metaphysical, but I think there's so many people who believe everything is APR, absolute personal responsibility. Personally, just sharing my philosophy, might not be your philosophy, but just to share my philosophy, I think we have to show leadership. We have to do our best APR and then let go and let life do its part. Let's keep moving forward here. I'm going to share for more. You're a pleasure, Pascal. Thank you. So, I hope everyone's clear on the mastery, humility, proportionality. And let me get back to the best business lessons, five of them that I've learned from the best. I deconstructed the first one, the marketplace rewards the delivery of magic. So, be in the magic business. I deconstructed Eloi, which is really in many ways a deconstruction of mastery. Look at that. The second lesson: cheap costs more. So, as I mentioned, I learned from Warren Buffett, focus on the return on investment versus the cost. And no one's, and no one's saying that you don't think, you know, about running a, a lean business. But what I would say, I, I love the words of Salvadori who said, 'Quality is remembered long after price is forgotten.' Could we, could you just go like this? Go. Oh, that was a good one. I want to see everyone doing that. I'm looking. I'm watching you all. Everyone. Oh, that was a good one, Robin. Oh, Sharina Vas is like, 'Oh, Sean, was that a good one?' Could I just, just for my own edification, could you just say it? Could you say, 'Oh, that was a good one. That was a good quote.'"

"Oh, that was a good one."

"Oh, thanks a lot. I appreciate it. That was very nice of you. Um, quality, cheap costs more. So, invest in the best tools. Invest in the best vacations that refuel you. Invest in hiring the best possible people. Here is a bonus point: You can't have an A-level company with C-level people. And related to that, people who might have been great at one part of the life cycle of your company may not be the right fit. Here's a big one. At this level of your company. And I would bet you almost every one of you unkillable leaders in this session with me has suffered from keeping someone who no longer belongs with the company far too long because you're a nice person. But let me put it to you this way with deep respect: Allowing a C-level or B-level player to stay at an A-level company is not only unfair to your A players, it's unfair to the C or B-level player because it's incredibly stressful for a C-level player to be at an A-level company. And if you look at any billionaire or any world-class company, their secret sauce in large part is their hiring. I'd say the third lesson I've learned from the best is: Why make an enemy? And this isn't, this is a generalization, I want to be clear, but why make an enemy when you can have a friend? Comes from King Arthur. Why make an enemy when you can make a friend? Powerful idea. So many people get caught up in fighting and conflict. Here's a good question to ask yourself: How much will the conflict cost? And I would also say, related to that, pick your battles. If you're going to pick a fight with someone, someone steals your IP, how much will it cost you to hire lawyers, lose your peace of mind? And here's another pro tip: Nothing is worth losing your peace of mind over. Nothing more. Nothing costs more than losing your peace of mind. So, from 33 years plus in business, working with a lot of people who have spent years in conflict, litigation, etc., my suggestion, lesson number three: Why make an enemy when you can make a friend? Lesson number four that I've learned from the best: You don't get what you want, you get what you settle for. You don't get what you want, you get what you settle for. I mentioned Steve Jobs. I mentioned the iPhone. Six weeks. Please hear me on this one. What most companies do is they have a really clear vision about the idea and the opportunity. Makes sense, right? And then they go out in the world and their team and their suppliers and the world says, 'Here's why this part of the vision can't be done. Here's why this part of the product won't work. Here's why we can't get the distribution you want.' And they, most companies accept the constraints and dilute the vision. Show of hands. Does that make sense? Steve Jobs, six weeks before the iPhone was shipped, he said, 'I want a glass screen and not a plastic screen on the iPhone.' Six weeks before it was going to ship. And his engineering team said, 'It's not possible. There is no glass screen available in the world right now to give you what you want.' And he wouldn't accept it. He said, 'You've got to do it.' And obviously, Steve Jobs was brilliant at pushing his team to do things they couldn't think they couldn't believe they could do. And yet, six weeks before, yet when the iPhone shipped, Corning had created a glass screen that was exactly what Steve Jobs wanted. And so, I think it's an important point. You get not what you want, you get, or you, you get not what you want, you get what you settle for. And then lesson number five is: Elite, elite, it's a big one for each of you. Elite performance without deep recovery is an empty victory. Rest is not a luxury. Rest is a necessity. Maybe it'll resonate even more deeply with you if I say, 'To become more productive, rest more often.' And when I'm mentoring the billionaires and the CEOs and the movement makers, most of them fight me on this. It's such a counterintuitive idea. They're so used to working all the time. Here's what they often think, say: 'What would my team think if I wasn't there?' But you're, as an entrepreneur, you're paid to stay fresh. You're, you're paid to be joyful. You're, you're paid to be positive. You're paid to protect the sparkle in your eye. You're paid to go off into the wilderness and come back with ideas that will 2x, 3x, 5x your business. So, I want you to think about this idea that elite performance without deep recovery is an empty victory. I would predict most of you on this virtual event, most of you are probably exhausted. Many of you are probably so tired you, you've normalized being tired. Many of you might have lost the fire in your belly. Many of you might be so good at what you do that you're bored with what you do. So, I want to just remind you, taking time off for adventure, for trips, to go to art galleries, to try new food, to have conversations with weirdos and misfits and oddballs. These are the things that will grow your business and make you more interesting. I mean, here's a distinction for you. When you're networking, when you're doing a sales presentation with a customer, when you're meeting a supplier, when you're hanging out with your friends or family, be less concerned with being interested and become more, and become a more interesting person. Ask yourself, 'How can I become a more interesting person?' Any questions on what I've just shared?"

"Robin, could I just ask you, um, the T?"

"I'm from New Zealand."

"You sure can. Let me just, let me, let me just find you in the room here."

"Because I want to see you and, and what's your name? Is it Nicola?"

"Nicola. Yes."

"Nicolen, how are you? Nice to see you."

"Thank you. Um, the tension that I bump up against is in being generous and in overdelivering that actually takes up time. There's a, the tension there between taking the time to be magical and, you know, add your bit into the world, um, and being too available when people want, you know, that five-minute chat that turns into 30 minutes."

"It's a great point, and I would say a few things. I would say, get better at setting boundaries. It's, get better at setting boundaries. I would, and this is just a more general comment, people will only take advantage of your generosity if you allow them to take advantage of your generosity. Third thing I would say is, Nicola, I, I would encourage you to develop some even better work protocols. So, maybe you're available for your team 1:00 to 4:00 Monday and Wednesday, or Monday, Tuesday, Wednesday, Thursday. I call this STB. STB, Strategic Time Blocking. This is an absolutely life-changing protocol. Some of you who've been with me at the Mogul Accelerator, uh, and my other events, you practice this. This, I, I don't have time to teach it today, but it's a life-changing way to build your business, schedule, get more done. And part of the magic of strategic time blocking is what I call the blueprint for a beautiful week. Because your schedule doesn't lie. Your schedule reflects your priorities. And so, Nicola, you could have Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, and Sunday. And what I want you to start doing is, I want you to start building protocols for each week when you're available. Are you, are you still with me, Nicola?"

"Yes, I am. Thank you."

"Yeah. So, you're welcome. And I love New Zealand. I remember skiing the Remarkables years ago. One of the most beautiful places in the world. So, let's say you're, I believe you're talking about when are you available. You could, you know, you could call your Mondays an OP day, and you could call Wednesdays an OP day. This is what I teach to my clients one-on-one. And I encourage you to, to take Saturday as a zero-device day. Please hear me, everyone. I say that with a lot of respect. I want you to take 24 hours at least once a week for a digital Sabbath. 24 hours at least once a week. Now, here's the key: Schedule it. Things that get scheduled are the things that get done. I better say it again so you remember this when this is over. The things that get scheduled are the things that get done. I better say it again because I want to bring so much value to you. The things that get scheduled are the things that get done. Your schedule doesn't lie. You can tell me your personal growth, your family is a priority. Show me your schedule. Your schedule reveals your true priorities. Now, people say to me, 'Well, Robin, if I schedule everything, it would be very rigid. It wouldn't be a great way to live.' The people who are out of control are the people who have no schedules. Another way to look at it: Let planning be your springboard so spontaneity can be your splash. So, once a week, a zero-device day. Nicola, you're, you're, you're giving your days themes. Monday and Tuesday and Wednesday, excuse me, could be operation days. You could be available from 10 to 4:00 p.m. for your team on operational days. I don't think you need that much."

"[Music]"

"Meetings expand to fit the time available, don't they?"

"Yep. True."

"What I encourage my clients to do, have stand-up meetings. Stand-up meetings. I also encourage each of you, make most of your meetings walking meetings. Watch how creative they are. Watch how productive they are. And Nicola, two to 6 PM on Wednesdays could be for your team, and it could be even Thursday afternoon. Okay. Would that be enough for your team?"

"Absolutely."

"Absolutely. Absolutely. And if you were pushed, could you even get rid of this one?"

"Absolutely. So, now you've built a protocol. Your world-class EAPA is protecting your schedule. You have shared it with the team. They know how you're operating. Look at all the free time you've just freed up."

"While we're on pleasure, while we're on the subject, a great schedule, and this is part of the strategic time blocking tool. A great schedule just doesn't have your business commitments on it. Have your fi, your, your morning routine, 5:00 a.m. There's your protocol, you're going to do it Tuesday morning. There's your protocol, you're doing this scheduling process Sunday morning. You can do it Wednesday, 5:00 a.m. plus workout. You might take a day off, a rest day, and etc., etc. And then you might have Tuesday morning strategic thinking where you're working at home or your creative cottage, so to speak. You might have your second wind workouts. If you've been with me at the Mogul Accelerator and my other events, you know what a second wind workout is. If you believe exercise is a game-changer for an entrepreneur which increases creativity, productivity, energy, and longevity, then why would you only work out one time a day? And so, what the second wind workout is, it's a second workout like walking. You go for a one-hour nature walk, or you go for a mountain bike ride, or you go to a yoga class, or you go to a spin class after your workday. Watch what happens to your life when you do this. You can write in your second wind workouts. You'll get a second wind for the evening. You'll have so much more energy, much more willpower. You'll feel so much better. So, maybe you'll could say 5:00 is your second wind workout. You could do it on Tuesday, and you could do Thursday, 5:30 yoga. There's a second wind workout. You might have a family meal. 7:00 p.m. Is this making sense? Show of hands. Is this helpful to anyone?"

"So, I need."

"Tell me."

"Uh, there is a schedule that you have put in Google, a weekly scheduler that would be quite helpful for everyone who are finding it difficult to."

"Absolutely, with pleasure. Mihal, if you could circulate, if you could circulate the weekly design system template to everyone who is here with us live and all the people who will join us on the recording because of their time zones. I'm happy to share the actual schedule. So, Nicola, is this a helpful way to look at leadership productivity and also a better personal life?"

"Yes, I think the key thing is, um, boundaries. I think you're right there. Just not saying yes to every request of me and my time."

"Perfect. Excellent. Setting clear boundaries, even in your personal life. Taking time for yourself so you have more time for your f, so you're better with your family. And then I'm going to give you a bonus business lesson I've learned from the best. Number six: If you're not being copied and hated a lot, you're not leading your following. So, if you're not being copied and hated a lot, you're not leading, you're following. Another way to look at it is the more innovative you are, the more excellent you are, the more rare air you are as a craftsperson, the more your competition will copy you. And I would say that's actually a symptom of you being world-class. That's actually a symptom of your mastery. And related to that, as you disrupt people, people sometimes will hate on you. Even great art, great art polarizes. The 5 AM Club, it's currently one of the bestselling books in the world right now. People hate it, people love it. So, a, a great art, a great artwork, for example, I love, I love going to art galleries. I love great art. But, you know, great art because it does not generate a tepid response. Great art has a charge. A great product has a charge. It polarizes people. Some love it, some hate it. Makes me think of J.K. Rowling of Harry Potter fame. She said, 'For some to love you, some must loathe you.' Bev, great food. Some love it, some don't love it. All right, I just want to make sure I'm available for any questions. Any questions? Any comments?"

"Yeah, Robin, I have one."

"Tell me."

"I really struggle with the copying side of things. No matter how many mindset tools I use, my own work of like, you know, reframing it, seeing my competitors copy me a lot really gets to me still. And a lot of people say to me, you know, 'But Emma, people can see it's your energy all over it. They can copy you, but they can never be you,' and all these things. But I just wondered how you tackle that personally."

"Um, who's that artist that copied Picasso? What's his name? The one who copied Picasso. Exactly. Exactly. Emma, I would, I want to make sure I see you. Um, yeah, there, there we go. Just play a very long game."

"Uh, let, let karma. This is not my idea, but I once read, 'Let karma do your dirty work and let success be your revenge.' Now, we don't want anyone, we're not in the revenge business, but I think there's some insight into that idea, which is just play a very long game. I've been at this for decades, and I will share with you, it hurts when your IP is taken. And I can share with you my IP has been taken, and I'm not, I'm, I'm not going to share any examples, but, you know, it, it's happened, and it does hurt. And you can do all the prayer and all the affirmation and all the emotional healing and all the spiritual work, and it does get easier. The more intimate you become with the shortness of life, you realize it doesn't matter. I mean, really, it's the ego. And I'm just going to spend a bit of time on this because I think Emma's point's very, very, hopefully very relevant. But it is the ego, which is our wounded egoic self versus our true heroic, wise, brave, loving, most powerful self that gets activated when we see that comes from scarcity. Right? So, as we realize that and bring the light of awareness onto the wounding, our human nature, it starts to less and less, it'll bother us less and less. But when you develop what I call an obituary mentality, when you live by the acronym that I call GDC, keep death close, you realize it doesn't matter. And this might be a great time because I want to give you another tool. I, show of hands. Have I already shared hundreds of ideas and insights and tools? Show of hands. Fantastic. Good. I really want to, but this is like a great, great, great tool to become a stronger, unkillable leader, and it's called the, and it'll relate to your point, Emma, the five-question morning maximizer. And as I write this, you know, just because I want to be so helpful to you, and it's such a great question, most of the people who copy you won't be around in a few years. And the only reason they're copying you is because they've lost intimacy with their own creativity. The only reason they're copying you is they don't believe in themselves in coming up with their own original ideas. The only reason they copy you is they're disconnected from their own personal genius. I'd also say, there will never be a better you than you. And so, no one will ever be a better Emma Mumford than Emma Mumford. So, just those are some of the ideas that hopefully will be helpful. Let me share this great tool to help you be unkillable, more positive, more in your power in this messy world. So, it's a protocol. I suggest you make it part of your morning routine. The five-question. You're welcome, Emma. The five-question morning maximizer. I'm giving you gold here. Number one, you, and you write these answers in your, these are five journal prompts. You write them in your journal in the morning. Number one: What am I grateful for? We don't need to get into the science, but let's get into the science. Sonia Lubberki is one of the most preeminent, eminent positive psychologists in the world, and she has found that one of the things the happiest people do is deliberate gratitude. That's not once a year. And she actually, when I met her and she spoke on my stage at an event called the Titan Summit, she said, 'It's all about the dosage.' Most people don't talk about that. It's the dosage. You can overdo gratitude. Isn't that interesting? But almost every morning I ask myself, 'What am I grateful for?' Because gratitude is the antidote to fear. And we all know this. But the human brain has a feature called the negativity bias. Your brain has a feature that scans the environment looking for threats. And that's why you're winning, but you feel like you might be losing. That's why you give a speech and you focus on the one negative comment. That's why you have a partner that everyone says is amazing, but you focus on their one flaw or their 10 flaws. It's the negativity bias of the human brain. So, gratitude is how you rewire and deal with the negativity bias of the human brain. Does this, is that clear for everyone? Show of hands so I can move on to the second question. Pedro gets it. Nice to see you. Everyone. Okay. Wonderful. Wonderful. And, and if you were to ask me like, what would I write in the morning? What I'm grateful for? I'm grateful for food on the table. I'm grateful that I live in the countryside. I'm grateful for an incredible partner. I'm grateful for the health of my family. I'm grateful that I still get to do what I love to do. I'm grateful to live in this world of, you know, I can just go on and on about gratitude. Second question of the five-question morning maximizer. It's a tool to help you start your day well and become an unkillable leader. Where am I winning? Where am I winning? This is the hope question. I want you to f, to focus on micro wins. All too often, we only celebrate when we get to the summit of Mount Everest. Jas, Emma, Anand, all of you. I want you to focus on small wins. There was a, a great article in the Harvard Business Review. The most successful leaders and managers all had one thing in common: they kept a diary and they focused on micro progress versus perfection and the big wins. There is huge power in celebrating your micro wins every morning while the rest of the world is asleep. Three, a big spiritual question. It's a big emotional healing question. What will I let go of today? One of the greatest things and skills of a wonderful human life can be stated so simply: Let go. Let go. So, this is an emotional healing question every day. What will I let go of today? You just write out a paragraph. It could be, 'I will let go.' You do not want to be an injustice collector. Come on, close your eyes for a second, everyone on this call, and say, 'I will not be an injustice collector.' Say that out loud. Okay? And just say, 'I will also not be a resentment collector.' Okay? Open your eyes. And that's the question I want you to ask yourself five days a week: What will I let go of today? That, that business partner who stole from me, that former lover who broke my heart, that person who cut me off in traffic, etc., etc. But every day you want to let go of things you might be carrying that no longer serve you. Fourth question, I call this the PPP, the pre-performance paragraph. It's very powerful because writing deepens commitment. Writing deepens commitment. You all want to be people who, who are the people of your dreams. You all have an ideal self. Writing down who you want to become is a way to build the willpower to become that person. Writing is powerful. And I want you to write just a paragraph. What does my ideal day look like? And that's your ideal day ahead. My ideal day ahead look like that. That gives you intentionality. Writing down a few lines about your day ahead gives you, makes you more strategic versus reactive. And number, an unkillable leader is strategic versus reactive. An unkillable leader knows their mountaintop with great clarity. An unkillable leader is clear on their days, on their schedule. It doesn't mean you're going to leave your schedule 100%. And then the fifth question is the GDC question. Keep death close. How, sorry, excuse me. What needs to be said at the end? My friends, could you imagine every morning as part of your morning routine, you fast forward to the last hour of your final day, and you just do a paragraph on what you want said about you by your family, your friends, your co-workers every morning, or five days a week? You're building intimacy with your mortality. This is a way to ensure you don't get to the end of this year having climbed mountains only to realize you climbed the wrong ones. Questions about the five-question learning maximizer. If you want to say, 'Robin, that's the greatest tool you've ever learned in the history of learning.' I'm fine with that. That's no problem. Any comments? I'm just joking. Any comments, observations, criticisms, condemnations, excitements, enthusiasms, any fascinations?"

"No."

"Sure."

"I would say, um, I, I find this is going to be a tool to help, uh, refine my journaling in the morning. I seem to journal about whatever's on my mind. Often it's just, okay, how do I feel this morning? You're not necessarily always putting the goals ahead."

"Yes."

"This is going to be something that'll just again, I mean, it's, you know, I'm going to be able to deep dive into, uh, into, you know, my, my, I guess my consciousness of being able to say, you know, what, what do I really want to, um, do today that's going to move the needle? I mean, you know, we shuffle, we're, you know, we're busy being busy. We, you know, we just go through, through our days not realizing it, but I think this is just, you, it's a great tool to, to focus. So, thank you."

"Perfect. Perfect. All right. What I want to do, Robin."

"I also found it is, uh, very helpful to do this at night before I go to bed."

"Right."

"To see, uh, how did the day go? What am I grateful for? Um, gets me a better night's sleep. Uh, to be honest."

"It, it's very good. And what I would say is the key to a great morning routine is an excellent pre-sleep ritual. The great, the key to a great morning routine is an excellent pre-sleep ritual. Let's go to another model here. The three levels of greatness. Most entrepreneurs, most leaders are stuck in FFA. And I can tell you, having worked with celebrity billionaires that you would know instantly, and please hear me on this, most of them have all the money in the world. Beautiful homes. Often private jets. Materially, they have everything. And I would say most of them are empty. Most of them, it's that Zen proverb: 'Wherever you go, there you are.' And most of them are unhappy. Most of them have so much complexity, they have no freedom. I would suggest to you that an unkillable leader and the greatest leaders, they don't chase FFA, which is fame, fortune, and applause. They're much more about joy, peace, and freedom. I would encourage you to make the shift from fame, fortune, and applause to joy, peace, and freedom. Now, am I suggesting to you that you don't pursue financial wealth? Not at all. Part of my goal in doing five to six hours of my life on this, the Unkillable Leader Summit, is to help you grow your income, of your business, to grow your financial wealth in extraordinarily. But I just want to report, there are three levels of greatness. And I just want to report, 95% of founders, they play here. They're in the matrix. They're in society, and FFA is their success scoreboard. And very few of, and, and in many ways, these people keep on chasing, and they think $5 million is a lot of money when they start, or $10 million is a lot of money. And then they get there, and they suffer from hedonic, hedonic adaptation. And hedonic adaptation is a psychological phenomenon that human beings, and I underline the word suffer from, which is we adapt to a new situation that once gave us pleasure and joy, and we normalize it. And it's a survival instinct. This is how we survived. We, we continued when, when we, when we arrived at a better circumstance, we normalized it after a few weeks, and we wanted more. So, as human beings, we are built to want more creatures. What I'm suggesting to you is you begin to hack that operating system. Hedonic adaptation is why if your goal was $20 million, or $5 million, or $100 million of personal net worth, hedonic adaptation is why you get to $100 million. You think it'll solve all your problems. You think you'll feel better. And guess what? The money gets wired into your account on a liquidity event, and you don't feel any different. I've had clients who have told me, 'I thought everything would change when I sold my business and I cashed out.' And they made a billion, they made four billion, they made $15 billion, and nothing changed. So, I want you to be in the world, and I want you to play the game. And if you want more money, I want you to have tons of money. And if you want jets, I'm not here to judge. Get what you want. But please don't base your happiness on external things because wherever you go, there you are. So, 95, so this is the first level of greatness. 95% of founders and entrepreneurs, they're, they're in the society game. This is tier one leadership. And they lack joy, peace, and freedom. They're hustling and grinding. Many make it look like they're having a great life, but inside, most of them actually feel, I think most entrepreneurs suffer from a disease of not enough. Not enough. They don't feel enough. They never feel they have enough. They're caught in scarcity. And they're pursuing, it's because they're pursuing fame, fortune, and applause. And why do they pursue fame, fortune, and applause? Because society has programmed us as these being the metrics of success. What I'm suggesting to you is you play a different game, and you start, you rise to the second level of greatness, which is tier two leadership, which is you shift from being in society, like focusing on society's metrics of success is really what I'm saying, to the second level, which is you start focusing on self-expression. And at this level, your focus becomes the realization of personal genius through your craft, through the products you're, you're playing the mastery game. At this level, the second level, tier two leadership, you're not chasing fame, fortune, and applause. You're working on yourself, which involves closing the integrity gap. I shared the model with you. I, I think it's so relevant to you if you're joining us. The integrity gap. The integrity gap model. If I had to summarize it, I would say you were born into genius. I would say you have a heroic self. This is your true self, the heroic self."

Is you that is full of wisdom. This is you that is unkillable. This is you that is full of energy. This is you without the pollution of other people's programming that you picked up along the way.

Your heroic self is you before you were experiencing micro trauma or maybe macro trauma. What is macro trauma? Abuse, loss of a loved one, a war, whatever it could be. So we are born into our heroic selves and as we go through life through the five forces of penum which I shared: penum, pen, our parents, environment, nation, our associations, and the media, along with micro and macro trauma, here's the big idea: this is a process of self-forgetting. We forget who we truly are as we journey through the process of life. We lose our wonder. We lose our authenticity. We lose our originality. We lose our loving nature. We lose our bravery. We lose our unkillability. Which unkillability is an ability that can be developed through daily practice.

And then you end up at 30. You end up at 40, 50, 60, 80, however old you are. And we've lost our heroic selves and we've become our egoic selves. This, this is our public self. This is the person we present to the world. This is the person we've become as we've contracted and forgotten who we truly are.

Now, here's the key. The greater the gap between who you truly are and who you present to the world, the less happiness you will have, the less creativity you will have, the less true power you will have, the less JPF, joy, peace, and freedom you will have. The goal in leadership in life is steadily, incrementally, day by day, make the journey back to who you truly are.

And then if you keep going on this process, you get to tier three leadership. And this is all about you're not worrying about what society thinks. You're not completely focused on yourself and self-expression and personal growth and closing the integrity gap. As a matter of fact, when you do this work daily, the inevitable byproduct is you shift from your egoic self and you automatically, and here's the key, you always get to keep the growth you've received, but you become more and more your heroic self and you turn down the voice of your ego. And you become an instrument of service, which is tier three leadership.

When I, my life changed when I stood in Nelson Mandela's prison cell a number of years ago and I had taken the ferry from Cape Town where I'm going to be on Monday and I went to Robben Island. And there was a guide who was going to show me around Robben Island. And he met me on Robben Island and I said, "Um, oh, it's great to be here." And he said, "Well, we're going to show you Nelson Mandela's prison cell and the limestone quarry where he worked for seven plus years in backbreaking labor. And we're going to show you the place where he showered while the young guards laughed at him to break his spirit. We're going to show you the courtyard where under a tomato plant he would secretly hide the manuscript to his autobiography, A Long Walk to Freedom." And I asked this guide, I said, "Did you actually know Nelson Mandela?" And he said, "Yes." And of course, just like you would say, I asked him, I said, "What was he like?" And he said, "Oh, that man was a humble servant."

And so tier three leadership is a place where from a place of deep character and true sensibility, you just want to serve. And when you get to a place where you just want to serve, then you become about these elements. Number one, you grow more leaders. And I want you as an unkillable leader to build a culture not of dependency but of independency. I want you to really be about growing more leaders at your company. I want you to build a leadership culture, LWT. I want you to explain the idea in your mentoring sessions to your team that you can lead without a title. And I want you to explain to your team when you go back to them that victims are about CBE: complaint, blame, and excuse. And leaders are about APR: absolute personal responsibility.

So the concept is, I want you to teach people at your company leadership is less about a title and more about a behavior. I want you to teach them to become leaders without titles. And then I want you to teach them CBE. Lead victims. Victims are about CBE: complaining, blaming, and excusing. Every time you make a complaint or blame or make an excuse, you're giving away your power. You're becoming weaker. You're practicing giving away your power. Every time you say, "I'm going to exercise absolute personal responsibility. I'm not going to make an excuse. I'm going to exercise my own power to make change, to innovate, to turn a problem into a solution," you're showing leadership.

So tier three leadership is about service. It's about leaving this genius without a thousand helpers syndrome. It's about executing around what I've shared with you, the 10x value obsession. I mean, it's so simple. It's like, how can I deliver more value to more people? How can I be the most useful leader in my industry? How can we construct a company or a series of companies that are so contrarian to all of our industry peers where literally we're generous versus scarce? We're literally we're obsessed in being merchants of WOW and delivering 10 times the value that your customers have any right to expect. Jeff Bezos said he says, "I have a devotion." This was in a recent interview. He said, "I have a devotion to making others rich." It's pretty, it's a great, it's a great idea. How can you make other people rich?

I am past the break time. I can't believe we only have about three or sorry, two, two and a half hours left. Should we take a break? I'm willing, I'm willing to keep going for a while. What would you like me to do? You want to take a little break? Okay. Felix wants a break. Everyone want, anyone want a break? Okay.

"I would like a break." "Yeah, just a short break would be." "Yeah, be good." "I think that's, I think it's a very wise idea." So, we were supposed to take a 20-minute break. I want to thank each and every one of you for just showing up with such intense information. I don't know how long we've been at this, but it's getting close to four hours straight. And I know some of you have joined and I welcome you who've joined, but almost all of you have been with me for hours. You are like the ninjas of unkillability. You are like very strong, incredible students. I mean, I'm going to do something on this virtual summit and I'm going to give you each a standing ovation here for being with almost four hours of virtual learning. Are you kidding me, people? I just want to get a good look at all of you. Most of you have been here four hours like in a world of very short attention. So, look, it's, um, why don't I come back in? I'll give you 20 minutes and, uh, yeah, you came back right on time. So I'll see you in 20 minutes. Go get some fresh air. Go take a break. Go refresh. And we'll come back and we'll strong, be strong. And, um, we're going to go straight to the end after we come back. All right. Thanks everyone. Thank you."

"Thank you." "Thank you."

"Hi everyone. Welcome back. Tell me, what, what's on your mind? What's on your mind? What are you thinking right now? What do you think? Alessio, how are you?"

"Yes. Hello, Sharma. Hello, Robin." "How, how are you?" "I'm very, very well, thank you." "Where are you from?" "I'm based in Italy, northern east of Venice, and 96 kilometers away from Venice, between Dolomites and Venice, in a little tiny village. Simma, good, nice to have you and thank you for joining the summit. What's on your mind?"

"In my mind, uh, at the moment, I'm deeply grateful for having you as a mentor and then connecting with such beautiful souls and minds from all around the globe." "I love it." "I feel very, very privileged to be one of the 38 or about 40 people from around the world. It's amazing. It's one, and that's just for the live. There's going to be many more joining us in the recording. And just so everyone knows, you'll all get access to the recording so you can study it after we finish up in less than two hours. I can't believe four hours have gone by so quickly. So, Alessio, Gracia, Sonog, thank you for joining us. And we've been getting a lot of requests and questions about my next live event. So, write this down, please. I don't do a lot of live events anymore. I used to do the Titan Summit and Personal Mastery Academy and etc., etc. There is one of the rare live events coming up. It's called the Mogul Accelerator. The Mogul Accelerator. It's in London. And I'll simply say it's an event like no business entrepreneurship event you've ever experienced. And I'm not going to spend a lot of time on this. Uh, this event sells out. This event sells out every year. There are a few places left. I would just simply say get one of the last places. Just get a place. Let me tell you very quickly a little bit about it. It starts. It's a one-year program. It's a one year where I become your business mentor, your life mentor, and I teach you what I teach to the best in business. It starts with three days where you'll be in the room with me. Uh, last, last time we did it, we had a number of billionaires, top CEOs, founders, and I would say some of the most kind, generous, fascinating business leaders from across the world you'll ever meet. So, we start with, it's a one-year program. We start with three days live, December five, six, and seven. Write that down so you book it off. And then there's going to be 10 live calls in the 12 months that follow the live event. 10 along with a year-long calibrated world-class online learning curriculum. Again, it's called the Mogul Accelerator. And when I finish today, my team will circulate an email. We'll provide you with the weekly design system. I'll give you a little bit of homework from today's session. And there will be a link where you can get one of the last places or the few places left for the Mogul Accelerator. My encouragement to you, get a seat. You've never experienced anything this valuable. All right. Anyone, anyone else have anything they want to say? Anyone ready for a strong final roughly two hours? Show of hands. Emma's not okay. Emma's just going to check out for the last two hours. I can see you all. You know, Felix, John, Magna, Nicola, Sean is still with us. Rebecca Herman, you're still here entering our fifth hour. You are a powerhouse. How are you?"

"I'm really well. How are you?" "Thank you for asking." "Fantastic." "Thank you. Honestly." "Rebecca, I want to go another five or six hours. I really do. But my team says we need to take breaks and we need to end on time, so that's fine. How you doing, Sibon?" "Uh, great." "Perfect. Yeah, you've been very quiet but very attentive. How are you?" "I'm super, Robin, thank you for." "Where are you?" "So, I am from Ghana." "Ghana." "Yes, I'm from Ghana, West Africa. And currently I am, um, in a mining town, um, where I work. Um, it's about maybe 60 kilometers from the capital. So I'm home today just to be able to join you. So thank you so much."

"I'm so happy you've joined us. The smartest person in my law school class was from Accra. So, I know a fair amount about Ghana and, um, wonderful to have you here. All right." "Thank you." "A pleasure. I'm going to, I'm going to get into a model from the workbook, but before that, I can't help overd delivering, hopefully for you, and share with you the five gargantuan competitive advantages for unkillable leadership. Let me just distill them. There's a lot of GCAs in the world right now. I've come up with five that I want you to focus on for the next, let's say, 90 days. And if you're coming to the Mogul Accelerator until we meet again in London or in person, I want you to focus on these five. Number one, the five GCAs of unkillable leadership. Pretty simple. Number one, perfectionism. I know, I know people say perfectionism is unhealthy. What I would suggest to you, get rid of the unhealthy parts of perfectionism, but also remember the ceiling of the Sistine Chapel, Beethoven's Moonlight Sonata, The Catcher in the Rye. All mastery is born of a deep human longing for something perfect. And so heal the parts of perfectionism that are unhealthy, but please don't lose your instinct for mastery. Please don't lose your longing for great beauty in this world. And one thing about Steve Jobs, I mentioned him. I mean, he was much more a poet and much more an artist than he was an entrepreneur. Johnny Ive, the design genius with Steve Jobs that I knew. Steve Jobs was my spiritual brother when we were in a shop in Northern California and we both noticed an arrow and we were both obsessed by the way the arrowhead met the arm of the arrow and we were fascinated by how beautiful it was. And so in a world that looks for beauty and longs for beauty, in a world where unfortunately a lot of amazing human beings are checked out and they've resigned themselves to mediocrity and they're not pushing the envelope of mastery, make a commitment here today at the Unkillable Leader Summit to push perfection into the marketplace. And here's the real key. Don't do it for fame, fortune, and applause. Do it for who you become. Pushing mastery into the marketplace. And even if you're anonymous and no one celebrates your mastery, you know, you know, you know what you did. My last book, we're going to hopefully talk about the eight forms of wealth. And my last book was called The Wealth Money Can't Buy. And that book has taken so much out of me. I rewrote the manuscript maybe 20 times, 10,000 changes plus on every manuscript. I just went to my jagged edges of my craft working on that book. And afterwards, one of my best friends, we were talking about the creative process on that book, and she said, "You didn't just write the book. The book wrote you." And the reason why I mention this for each of you, and I really want you to hear me on this, please. When you go deeper than you've ever gone on your book, on your screenplay, on your app, on your product, be in iterating and optimizing your food and the experience. And then you go even deeper and you push even harder. It's not only beautiful for your consumers and it's not only brilliant for your business and your sales and your brand and your market share, it's incredible for your soul. Because I think in many ways, if we were to go up to 50,000 feet, the real purpose of a human life is two things. I think it only comes down to two things. Number one, who did you become? Who did you become? Did you build intimacy with your heroic self? Who did you become? Did you get to know your gifts and your talents through your work as an unkillable leader? And number two, what difference did you make? How many souls did you help? How many lives did you touch? I call these the two currencies. So perfectionism, I spent more time than I wanted to on that, but I just there are just so few people right now in this world chasing mastery. And I would say to you with love and respect, strip out all the busy. Don't confuse busy with progress. Don't confuse movement. Don't confuse busy with productivity. And don't confuse movement with progress. Don't confuse busy with productivity. And don't confuse movement with progress. Make a commitment today as a result of our time together to be a minimalist versus a maximalist and focus on being really, really, really good at just a few things.

Second GCA is granularity. Granularity. Granularity versus superficiality. I would suggest to you, not judging, just reporting. Not criticizing, just saying. The majority of people, let's call it 95%, are stuck in superficiality in this world. The majority, the whole approach is a very superficial approach to work, to the creation of their products, to the orchestration of their lives. It's all very superficial because our digital world right now has created a society of superficial thinkers. I think there is a GCA, a gargantuan competitive advantage for you to shift from being a superficial leader, a superficial thinker, running your life in a superficial way to going deep. And that's granularity. Please let me give you an example. I recently rewatched. There's this leadership team that I mentor that I'm very, very close with of a very fast-growing company. And their homework was to watch a documentary called Jiro Dreams of Sushi. I mentioned that at the beginning for you, those of you who are just joining, and for all of those leaders who will be joining us on the recording later. And one of the things that sets Jiro, this three Michelin-starred sushi chef in his 80s, is just the lengths to which he goes to produce magic in the form of his sushi. And on this point about granularity, he said, you know, most people eat sushi and it's very rubbery. He goes, our sushi is incredibly soft. It's just so good it melts in your mouth. And then he deconstructed a secret and he said, "We massage the octopus for 45 minutes." And this is I encourage you to bring this back to your team and make this a mantra for yourself: massage the octopus. In a world of superficiality, going deep is you massage the octopus for 45 minutes, even though it's not easy, because it produces magic for your consumers. He said the apprentices find it very difficult to massage the octopus for 45 minutes, but it tastes so, so good. In The 5 AM Club, I gave a similar example on granularity. I was at in Lutarin, Switzerland, at this hotel, and I ordered my favorite mint and ginger tea, but someone in the kitchen, in a world of superficiality and people who rush, someone had to, in the kitchen, sliced the lemon in half and then took the time to deseed the lemon wedges. So that's another metaphor for you on this point about granularity. It's absolutely a gargantuan competitive advantage. Let me just pause for a second and ask you, where could you deseed the lemon wedges? Where in your business and in your life could you go from superficiality to granularity by massaging the octopus, so to speak? 95% of your competitors are pushing mediocrity. They're pushing average. They're just buying the octopus, so to speak. They're not massaging it for 45 minutes. Where can you massage the octopus? Deseed the lemon wedge.

Third gargantuan competitive advantage: mentorship. Mentorship. When I asked the guide who served on Robben Island with Nelson Mandela, what was Mr. Mandela like? He not only said, "Oh, that man was a humble servant." He also said he had a mantra, which is "each one teach one." Write that down. Each one teach one. And I really do believe that the job of a leader is to grow more leaders. And so I want you more than ever before to mentor your team. And I would suggest to you, if you're not growing more leaders in your business at every level, you're not leading, you're following. I would really encourage you to spend even five minutes each day mentoring a teammate because the job of a real leader is to shine a light on the gifts and talents of people who have never caught a glimpse of their gifts and their talents. Mentor a teammate. Buy them a book that you love. Sit down with them. I once heard an idea which is sometimes you have to spend one hour to save five minutes. Often we don't take the time to mentor a teammate to show them a better way of working because we say, you know what, it's easier if I do it myself. Show of hands. How many people, it's easier if I do it myself? I hear this all the time. I don't have the time right now. I'm moving so quickly. It's just easier if I do it myself than to sit down and coach a teammate. And here's the idea. Sometimes you have to spend one hour to save five minutes. One hour of mentoring, it'll save five minutes. It'll save you from doing something you could do in five minutes. But over the next 10 years, those five minutes will save you an extraordinary amount of time. So I want you to be in the business of growing more leaders. If you have 50 people at your company, 100 people, 500 people, I want you to start thinking about a 500 leader organization. And I really want to come back to this idea which so many people, even billionaires I mentor, they say, for some reason, I want everyone to come to me. For some reason, people bring their problems to me. I think about Michael Dell in his, in his biography, shared a scenario where someone knocked on his door one day and said, "Michael, can I have the keys to the Coke machine?" And he said, "What the heck are you talking about?" And the teammate said, "Well, Michael, you've always had the keys to the Coke machine." And Michael Dell realized that even now, now they were a multi-billion dollar company, he still kept the keys to the Coke machine and people were still knocking on his door to get the keys to the Coke machine. Maybe I didn't express that in as powerful a way as I wanted to. So I'll give you another scenario. There used to be this TV show years ago called Battle of the Network Superstars. And it was one of the biggest shows on TV. And at the beginning, the producer himself would line up Battle of the Network Superstars head celebrities. They do these different races. And it was kind of funny. You'd see TV stars doing bicycle races and running, etc. And so at the beginning, when this show was just a startup, the producer would line up the bicycles for the bicycle race. And then what happened was many years later, it was the number one show on TV, but the producer realized he was still lining up the bicycles for before the bicycle race. And so on this point about mentorship, I just want to ask you, are you still lining up the bicycles for the bicycle race? Are you like Michael Dell and you still have the keys to the Coke machine? Are you suffering from genius with a hundred followers syndrome? You're not only wasting your time if you're doing that, you're not only exhausting yourself if you are CEO and chief dishwasher, you're also creating a culture of disempowered people who you are training to bring their problems to. Let me go a little deeper. When I ask a founder, for example, why do you think you're doing that? And we get deep into the thick of things, they say, well, if I wasn't working all the time, what would I do? There are a lot of founders who create work and urgencies because they're addicted to drama, because they're addicted to adrenaline, because they don't like being alone with themselves. So, I want you to think about the deeper, deeper issues perhaps if you've created an organization where you're suffering from a cult of personality.

The fourth gargantuan competitive advantage is deeply embodied customer intimacy. Deeply embodied customer intimacy, DEI. So, a lot of people, let's go back to Hearts at Work. A lot of people operate logically. I don't think you'll ever be an absolutely world-class leader until you do the inner healing to open up your feeling again. And some of you might say, "What are you talking about, Robin? You've shared so many business ideas, entrepreneurship ideas, elite performance ideas, but I just want to talk about emotional healing again because if you are numbed out, if you have lost intimacy with your body and feeling and you operate your business purely logically, well then you will never feel a sense of love and mission and devotion to your customers. And so I think one of the least talked about opportunities and one of the most powerful ways to create amazing products and build a movement and have your customers fall in love with you and have incredibly loyal teammates is to do the inner work required so that when you think of your customers, you really, you really want to do good by them. You really want to serve them. You have a deeply embodied emotional commitment to wow your customers. See, most entrepreneurs operate from the head. And so they get customer service. Well, it makes me think of what Martin Luther King Jr. said. He said, "Until you are willing to die for something, you are not fit to live." And I think if you really start to feel your mission and you feel a sense of devotion for your customers, you become unkillable. And I've shared some ideas for those of you who are just joining like MVP. You can listen to the recording. MVP: meditation, visualization, and prayer is very powerful for that. The five-question morning maximizer tool I shared is very, very powerful for that. And even just the awareness of seeing yourself as a servant leader, seeing yourself as someone, see asking yourself, how can I be as helpful and useful to as many people as possible is powerful. If you've been with me before, you know the line my dad shared with me when I was growing up. He said, "Robin, when you were born, you cried while the world rejoiced." He said, "Son, live your life in such a way that when you die, the world cries while you rejoice." And through meditation or through prayer or through working with a therapist or through visualization or through journaling or through masterminding with people through their books, through conversations, the more you can start to feel a sense of devotion and service for your customers that is emotional and heartfelt and embodied, you feel it in your body versus an intellectual construct, you will be unkillable.

And then the fifth GCA, gargantuan competitive advantage, is institutionalized over delivery. Institutionalized over delivery. It's a GCA. In a world of overpromise and under delivery, you're going to institutionalize. You're going to mentor your team. You're going to hold town halls. You're going to send them audio voice messages once a week from you. You're going to start to build a culture where people understand it's about underpromising and overd delivering. And you're always going to give your customers, it's the 10x, the 10x value obsession. In a world of scarcity, you're going to give your customers, not two times, 10 times more value than they have any right to expect. And this is a recipe for creating a global base of fanatical followers. And just so I overd deliver, I'm going to give you a sixth GCA. And I don't know if I'm going to express this clearly, and I'm happy to answer questions on this, but I just see a huge opportunity on being brilliant with your user experience. And I just see, I can tell so many business, so many businesses don't know what it's like for customers to do business with them. One of my clients calls it eating your own dog food. If you don't like that idea, that's fine. But do you know what it's like to do business with you? Do you know what it's like to do business with you? So think about your user experience and really study it.

Let me move through another model here, the DNA of heavyweight inspiration. Any questions? By the way, I want to make sure I'm taking questions. I know a number of you have joined.

"Robin," "Tell me," "if I may, there's one thing that you had mentioned in the past and it really ties into what you just mentioned was having a fierce conversation with either a family member, a friend, a colleague, or even even a customer to say, you know, what don't you like about me? And I thought that was so profound because I've used it and it's, you know, it really opened my eyes on stuff. I was just, you know, I was walking, walking blindfolded until they actually told me, like, because I just didn't realize it. I didn't see it."

"Fantastic, Christian. Christian has reminded me on this point about overdelivery and this point about a great user experience. So this is a tool I call the billion-dollar business question. Let me ask each of you. When was the last time you went to a restaurant or got on an airplane or went to a shoe shop and you gave a compliment and the owner said, 'Thank you for telling me what you liked about the restaurant. Now, what don't you like about the restaurant?' This is one in a million. But if you can bring yourself to regularly ask your customers, I mean, human beings are afraid of conflict. So your customers will tell you what you want to hear. You know this, they'll tell you what you want to hear. And if they're not happy, they just won't come back. But in a world of social media, they'll probably tell a hundred other people. So the billion-dollar business question, and this has brought such value to the founders, billionaires, CEOs, etc., movement makers that I mentor one-on-one. You ask, 'Thank you for telling me what you liked. Now, please tell me what you didn't like.' And I would teach that to your team and I would make that a part of your culture because what you're going to hear, you see, your customers know where your business is broken. And the more you can exercise the bravery to ask, I mean, you're going to get precise, priceless feedback on exactly what's not working in your business and exactly how to improve. So, thank you, Christian. I appreciate it. Any other questions?"

"Hey, Robin, this is Magna." "Magna, how are you?" "I'm good, thank you. How are you?" "And it's been a fantastic day, I have to say. Thank you for entering our five for me here with me here. Amazing." "Yeah. Uh, I have a question basically means, you know, what you talk about and then means I have been following you for some years, but as a leader, sometimes, you know, when you talk about perfectionism, 10x value, how do you also bring along the people that you're leading, your managers, and other people, uh, with you on that, uh, journey? Means to say, okay, we need to deliver 10x results or perfectionism. So, means that sometimes I struggle with it."

"I'm writing down hopefully some great answers for you. So the first thing I would say, Magna, and everyone globally, sometimes there will be people who will not want to go to your next level with you, and the reality is they might no longer be a fit. And the reality is, if they become toxic to your next level of world class, then maybe it's time to let go of some people. Second thing I would say, mentor, mentor, mentor, mentor. So have learning sessions. I, like I mentioned, I love just taking my audio feature on my phone and recording 60 training ideas. If you see a merchant of wow in your journey, videotape them or record a little audio session and then share it with your entire team. I think the second thing I would say, lead by example. So the most powerful thing you can do is show them your, show your team your next level of world class because people follow the leader. You go to a restaurant or a grocery store where people don't care about the customers, where the team is disengaged, guaranteed the owner doesn't care about the customers and the owner is disengaged. So leading by example, LBE, is extraordinarily powerful in shaping the culture. Number three, there's a company that I'm working with that is kind of new to this cultural change idea. And I, one of the ideas I shared with them was that I shared with you all, which is you can't make world class, you can't create magic if you don't know what magic tastes like. And what I mean by that is people can't produce world-class service or product if they've never experienced it. I've had people say to me, 'Wow, you should come to this place in whatever city, let's say, in North America. It's got amazing Italian food.' And I've been to that. So I go to the restaurant and it's terrible because I live in Italy. I get the freshest burrata. I get the freshest olive oil. I've got the freshest pasta. Al Pomodoro or Cacio e Pepe. Alessio, sorry. I can see a little bit of, uh, I can see Alessio drooling here. I'm talking about Italian food. So, all joking aside, that person recommended that Italian restaurant, let's say, in North America because that was the best Italian food they've ever experienced. So what I'm saying is this leadership team has now started taking the team for incredible experiences. And so how do you shape your culture? Start doing field trips with your team. Take them to the most amazing, simple restaurant that does great food. Take them to a place where magic is happening. And then the final thing I would say is institutionalize growth. So I don't know how much training you're doing, but maybe every three weeks have a town hall where, how many people are on your team, Magna?" "Around eight people, but that means more responsible for 40-ish." "40-ish. I take your leadership team and I would say every three weeks I would have a two-hour learning session and teach these ideas that you've learned today. And spend time deconstructing the ideas and talking. Institutionalize learning, not once in a while, every two weeks, every three weeks, train them. Your job is to mentor them. Is that helpful?" "Yes, very helpful. Thank you, Robin." "Fantastic. All right. Any other questions? Let me get to this model right here. I'm going to move through it pretty quickly. It's in your workbook. It's the DNA of heavyweight inspiration. By the way, how many people would like to be more positive as leaders? How many of you are challenged by staying positive and optimistic in the world today? Just give me a sense. Show of hands. Oh, almost, almost everyone. Okay. So, let me, um, this model is about how do you protect your inspiration? And I use the term very carefully. I think it's important to protect your positivity and it, your positivity is contagious. If you are grumpy, you're going to have a grumpy team, as simple as that sounds. And we could talk about emotional contagion and the fact that your people will start adopting the emotions that you display most of the time. Before I get into the model, just some quick ideas. The IPOP principle, the IPOP principle from my methodology. What is the IPOP principle? Input positivity and you'll output positivity. I want you to have a really good hard look at your information diet. Please, how often are you watching the news? The news is paid to scare you. The news is paid to addict you. Research has been done on people who study the watch the news daily. They are actually perceiving reality less clearly than people who don't, who are not addicted to the news. So it's if you are consumed by the news, it's skewing your perception of reality towards a more negative way of seeing the world. Let's go deeper. If you're watching the news too much, you're going to create a neurobiology of fear. You're going to train your brain to be scared. When you are scared, you are going to miss opportunities. You are not going to think clearly as a leader. You are not going to be as creative and productive as possible. So, my encouragement, if you're watching the news too much, I want you to go on a 14-day news fast. A 14-day news fast. I want you to detox from the news. I also want you to think about a digital, a digital fast. Could be two, three days. It could be deleting some of your apps that you're addicted to. But remember, your technology is your servant, not your master. So input, whatever you input is affecting your output. Are you watching? Are you following toxic news, uh, Instagram feeds when you get tired at the end of the day after a long day at work and your family's asleep? Do you doom scroll? Are you watching toxic influences? Those things are profoundly shaping your positivity. So the IPO principle: input more positivity, let's say great books, let's say even better spaces, being around better conversations, and you're going to find your positivity will rise.

This brings me to another micro model. Well, it's not a micro model, but before I get to the model in front of you, but it's just so important I have to share it with you. Who's ready for a life-changing model? Show of hands. Fantastic. Joy as a GPS. What is joy as a GPS? I want you to start seeing your joy as a navigational system through your leadership, through your business, and through your life. I want you to focus on three areas: people, pursuits, and places. I've had clients tell me this model alone has transformed their life. Let me go deeper into it. What is joy as a GPS? I want you to do an inventory. If we had more time, I'd do it with you. And I would like you to do a list of the, an, a ledger of number one, the three people who upgrade your joy when you're with them. I want you to think about using your joy as a GPS. Trust your joy. And I want you to think about three people who, when you were with them, you just feel alive. And now, and here is, I don't use this term a lot, but it is a game-changer. I want you right now, so I bring value to you in real time, or if you're joining us on the recording, I want you to think about the three toxic people in your life. I want you to think about the three people, again, trust your joy. Use it as a GPS. The three people who steal your joy. These are the three people who every time you share a big idea, by default, they pour cold water on your great idea. These are the three people who don't really, every time you share something optimistic or you share a win, they say, "Yeah, but that would never work." "Yeah, but that's unre, that's unreasonable." So, I want you to think about those three people. And then what I want you to do is I want you to strip those three people out of your life and watch what happens to your income, your impact, your leadership, your positivity when you get rid of the three people who are most toxic in your life. And then people always ask me, they say, "Robin, what if it's my mother? What if it's my best friend?" And you know what I would say? I would say, reason, season, lifetime. Reason, season, lifetime. With respect to a friend, someone could be in your life for a reason. It might be a season, and a very few get to stay with you for a lifetime. The second thing I would, so reason, season, lifetime. Second thing I would say to you is selective association. Rather than chatting with them every day, a lot of you are chatting with these people every day. Could be texting, could be hanging with them, it could be a video call, maybe once a week, maybe once a year, maybe even longer apart. And for some of you, you're going to do something very dramatic and you'll just say, "These people no longer fit in my life right now." And people who might have been great friends who aren't growing with you because you wouldn't be here with me right now if you weren't serious about growing. Some people just won't grow with you. And so, here's the big idea. Love them from afar. Love them from afar. Wish them well. Love them from afar, but they no longer belong in your life because you're growing and they're affecting your joy. Joy is a GPS. So trust your joy with people. Then the second thing is, more and more I want you to do only the pursuits that bring you joy. And that's where a world-class EAPA, that's the concept I shared earlier, will make a big difference. I want you to more and more, very important idea, start building your leadership, your business, and your life as much as possible. Start doing only the things that bring you joy and delegate the things you don't like doing. I was in London recently with one of the most celebrated entrepreneurs in the world. It was me and him locked away in a hotel room where we were having a profound conversation and I was mentoring him. And one of the exercises that I did with him was literally we deconstructed in intimate detail. What are all the activities that he is doing that he's just been doing because that's the way he's done them for years, but they don't bring him joy? And he realized that there were so many things that he was doing that he could easily delegate. He could easily get rid of 80% of the board meetings he had signed up for. He could easily stop getting involved in all these new businesses that he was getting involved in and free up 80% of his time, 80% of his bandwidth, 80% of his joy. But he just hadn't really thought about it. And, and I should say to bring you value, if you're coming to the Mogul Accelerator, the one-year program I mentioned, which starts with the three days, the live summit, the 5th, 6th, and 7th of December. This is the work we're going to be doing. So the final part of joy is a GPS. Spend more time in the places that bring you joy. I don't know about you, you're probably the same as me, but there are certain places like Rome, Alessio. As soon as I just land at Fiumicino, I'm on the runway. My heart, my soul soars. Like I mentioned on Tuesday morning, I'm going to land in Cape Town. When I land in, I'm African. Uh, I was born in East Africa. When I land in Africa, when I land in Cape Town, I just feel happy. I just feel alive. Show of hands. How many people, there are certain places where you go to where you just, your spirit feels alive? How many? All of you, right? So, here's what I want you to do. Joy is a GPS. I want you to spend more time with the people who bring you joy, pursuits that bring you joy, and start delegating and letting go of the pursuits that don't bring you joy. Watch what happens to your positivity. Watch what happens to your business. And more time in the places that bring you joy. Joy is a GPS. And I shared that with you because a lot of you put your hands up about how could you be more positive. Start going to places that bring you joy. If you love Bali, if you love Paternoster, South Africa, if you love Colombia, if you love Madrid, why don't you start booking a hotel room there more often and taking four days off and going there and watch what happens to your positivity, watch what happens to your creativity, the ideas that you get.

Okay. To be more inspired, here's another model. Two types of happiness. There's what's called hedonic happiness. Hedonic happiness is simply a happiness that is driven by something changing in your outer environment. An example, you get a new car, you're happy for a week. That's hedonic happiness. But as I mentioned, then the thing about hedonic happiness is it's fleeting and it doesn't last, and then you want more. There's a much deeper type of happiness. I want you to research. I want you to start thinking about it because a lot of my clients say to me, Robin, I'm making a ton of money. My business is successful, but I'm still empty and I'm still unhappy. And it's because in many ways they're basing their self-identity on things and titles and money and fame, fortune, applause. Eudaimonic joy is a joy that lasts and it doesn't come from external things. Eudaimonic joy comes from within. As simple as that sounds. And from science and research, I've deconstructed eudaimonic joy into four elements. And the people who experience and the leaders who know eudaimonic joy, they focus on four areas. And let me move them through them pretty quickly because in the last hour and a half, I have a lot to cover. Number one, these people have a sense of agency. The more you practice victimhood, I've defined victimhood as CBE: complaint, blame, and excuse, the less eudaimonic joy you will have. I know this sounds like an idea. It's extraordinarily practical. So I'll repeat it again. The more you exercise your sense of agency in your business, in your life, in this world of polycrisis, the more joy that lasts you will have. The more you stop CBE complaining, blaming, and making excuses, and the more you shift to APR. CBE

is about victimhood. APR is about leadership. And so the more and and let me just go a little deeper on that because you're clearly a group that loves to go deeper. The more you give away your power, the more you'll practice seeing yourself as powerless. The thing about a victim is they give away their power so much they don't even think they have any power. If you look at someone who's a victim, maybe it's someone on your team, maybe it's someone you know, maybe it's someone you see in the media, they give away their power. They've practiced giving away their power so much they don't think they have any. Oh, they have they blame external things. Oh, I can't launch a business because of the economy. Oh, I can't find true love because there's no great people out there. Oh, I can't run a marathon because I don't have the time. Oh, I can't be financially free because people like me can't be financially free. Oh, I can't find spiritual salvation because none of those ideas work.

The more you take back your power, the more your power grows. Let's look at it like a muscle, the power muscle. The more you exercise your power, the more powerful you become. And so if you want to experience udemonic joy, exercise your sense of agency and remember those micro wins, the little improvements every day where you exercise your agency. And that's really about the full expression of your power to lead, grow, and influence. Any questions on agency? Good.

Second way to shift from hedonic happiness, the DNA of heavyweight inspiration to udemonic joys mastery. A job is just a job if you choose to see it as a job. Work work can provide such meaning. Work can provide such purpose. For years, I was a lone voice in the wilderness saying, "It's not about hustling and grinding." For years, I was teaching a model I'm hopefully going to teach to you today, which is the twin cycles of elite performance. I believe that elite performance without deep recovery is an empty victory. Hustle and grind comes from a f from the factory era where on the factory floor if we work if we worked harder we would produce more goods. Well, that's a a bygone era. I don't believe in hustle and grind, but I believe in the spiritual power and the opportunity of work to provide incredible levels of meaning, purpose, positivity, balanced with rest, recovery, and fun. So I just want you to see that the second element of this deconstruction of udemonic joy which is a joy you feel within that's not based on anything external is mastery. Seeing your work as a craft and staying as a humble beginner. Whatever your craft is. My craft is words. My craft is books. My craft is being on a platform delivering keynotes. My craft is mentoring worldclass leaders and it provides me such joy. 33 years plus into it. My family says why don't you retire? What would I do? This is my oxygen. What am I going to do? Learn to play golf? What am I going to do? You know, I I I like renewal, but I get so much joy from my craft. Uh, Allesio, just to let you know, I'm running. What was that running? Was Allesia, what were you saying? Just so I I think you're >> Sorry, I just saw that you're running on a 19% battery. >> 19% battery. Okay. Mi is Thank you. And I think we're on it here. So, don't worry. We've got you covered here. Um so mastery is an absolute opportunity for udemonic joy.

The third element of this deconstruction is unity and that is emotional connections to your team partners customers with a mindset of generosity. So unity and I think one of the opportunities I encourage all of you to think about is the sense of unity, the sense of community, the sense of connecting even more deeply. For those of you who have joined over the last hour, two hours, I I offered a question that I think is really powerful, which is, are you willing to fly 10 hours for a 10-minute meeting in this world that we live in? Like I mentioned earlier in Italy they say we're not friends until we've had a meal together. And as I go through life more and more I realize that if you don't know business you don't know if you don't know people you don't know business. I realized more and more it's what Herb Keller, the founder of Southwest Airlines said, which is the business of business is people. And this is not only amazing for your business to be one of those rare leaders who have who has that incredible ability to build relationships with people. Like get out in this world of texting, in this world of Zoom, in this world of digital video, get out and talk to your clients. Get out and take them to lunch. Take your teammates out to lunch. Meet in person. Go talk to your suppliers. Get to know them. And magic happens when you stop when you're not talking about business and they go, "Hey, by the way, you know what? In my free time, someone told me yesterday in a meeting, we were talking about online, all things online." And before we started talking about business, we just had a few human moments. And he started telling me, he said, 'You know, my grandfather used to be an artist. And I said, 'What? And I love art and I'm a I'm an artist. He said, 'My grandfather used to be an artist and so when I was a little kid, I used to draw. And I said, really? Tell me more. By the way, that's a great if used sincerely, tell me more. It's a great thing to use in conversations. Here's another incredible communication idea. Ask people, "What's your opinion?" Ask your team, "What's your I'd love to know your opinion. I'd love to know your opinion." So, I said to this this person, I said, "Tell me more." He got so excited he pulled out some of his drawings and he was showing me his drawings and telling me about his art and I got into sharing about my art and we had a conversation and I just you know this but Maya Angelou said it well. People may forget what you say, people may forget what you do but no one will ever forget how you make them feel. And if this was so obvious, why is it so rarely practiced in this world right now? So a sense of unity and I'm talking about emotional connections with your team and partners and customers. And that is not only good for your business, it's not only good for sales, it's not only good for the brand, it's great for your udemonic joy. You just feel good. We are human beings. There is a neurobiology of positivity that is created in your brain. Oxytocin is released. serotonin, dopamine, when you connect. So, less digital, more personal. When was the last time you wrote a thank you note?

And then finally, for you, demonic joy, think this is KDC, keep death close. But I want you and you remember the five question morning maximizer for those of you who have just joined in the past hour or two. I'll run through them quickly, but you're going to have full access to the recording. The five question morning maximizer is a morning routine tool or a pre-leep ritual where you in a paragraph or two, you'll write the answers to these five questions. Number one, what am I grateful for? Number two, where am I winning? Number three, what will I let go of today? Number four, what does my ideal day ahead look like? And number five, what needs to be said at the end? And so people who are working from what I call an obituary mentality. Each morning you reconnect to the end. These people have udemonic joy versus happiness. Any questions? Robin, could you explain agency again? >> I'd love to. >> Agency. Yes, of course. And and let me just see who asked that. On agency is simply remembering you have the power to choose even the mo in the most difficult of circumstances. Agency is not giving away your power to CBE complaint blame and excuse. Agency is saying we live in one of the most volatile times in the history of humanity. But I can still build a great company. I can still build a beautiful life. I can still get fit. I can still be positive. I can still deliver magic. As a matter of fact, it's never been easier. It's easier to deliver magic and to win in business in recessions, depressions, times of crisis than it is when everyone feels strong. >> Thank you. Thank you. >> Pleasure. Agency is being fully human. Agency is not being a victim. It's being a leader. We talked about the integrity gap. There's the model just so you see it. I spent quite amount of time on it. Any questions on the integrity gap?

Your true nature is your heroic self. That's why I don't really love the term self-t transformation. I prefer the term self-remembering. There's a a story many thousands of years ago in an ancient land there was a golden idol and this golden idol was revered by the people who lived in this country and then it became clear that foreign invaders were going to show up and invade this land. And so the inhabitants hatched a plan and they said, "We need to protect our priceless golden idol." So they said, "What could we do?" And one person said, "Why don't we cover it with mud so that the invaders don't see that it's a priceless object?" And so they put layer upon layer upon layer of mud over this priceless idol, this huge idol, and they covered it layer upon layer upon layer until it was unrecognizable. And when the enemies and the invaders came in, they thought it was a a mountain of mud. They couldn't see what it was, and they walked right by it. Many years later, a little kid was walking by. And because children are more highly evolved than adults to teach us the lessons we need to learn, the little kid noticed that there was a glimmer of gold from this mountain of soil. And so he got his friends together and they started chipping away layer upon layer. And then they got the adults together. And soon everyone was moving through layer upon layer. And each time they moved a little bit of soil over this golden idol, they saw more gold. And they moved layer upon layer and there's more and more gold until eventually there's this priceless object. And I think this golden idol is a great metaphor for the human journey because I don't think the job is personal transformation. I think it's self-remembering. I think the job of unkillability and being a great leader and also finding your peace, your purpose, your happiness is just remembering who you are before the world taught you who to be.

And so just a quick recap here, your heroic self is who you truly are at the core. But as you leave the perfection of childhood, the five forces of penum, who can remember what penum is? What are the five forces that have shaped you that have caused you to forget who you truly are and made you your public self or your egoic self? What are the five forces? Nation >> uh >> environment >> media >> association >> association nation people environment >> and >> okay you're you're all right >> the the the order was a little garbled so let me just step in. So you you did a great job. Penum, it's an acronym. It's five forces that have shaped you >> to become your public self versus your true self. What does penum stand for? P. >> Your parents, your parents, your parents taught you how the world worked. Just think about the subconscious programming that still exists from your parents if you haven't done the profound work and you're running the strategies and you're seeing the world through a lens and you think you're seeing reality, but you're being run by the voice of your parents. Let me go even deeper because you're a deep group of people. When you do this work with me, you not only you not only optimize, upgrade and grow your leadership and yourself. When you do this work, you are actually healing generational limitation. When you do this work, you are actually healing your lineage. A lot of you are parents. When you do this work, you are actually giving your children one of the greatest gifts you could ever give them. So we are profoundly influenced by the programming of our parents. But our parents probably for sure got the programming from their parents and probably in in generations and generations. Show of hands. Does that make sense? And is this was that a profound powerful idea? And as you do this work, you basically Sean gave me the thumbs up. Sean, could you do that again? It just made me feel feel really good to see you give me the thumbs up. Oh, Rebecca, thanks a lot. I I really appreciate it. I I obviously have some some inner some inner healing to do as well because I feel so happy when people I obviously have some hidden hidden self-worth issues that are coming to light in this virtual Unckillable Leader Summit. All joking aside. Parents, they they teach us how the world works. The E in pen, our environment >> profoundly shapes who we are. and our nation, our collective na national rules, our collective principles, they profoundly shape who you are as an entrepreneur, who how you perform, how you operate. In some nations, they don't like entrepreneurs winning. In some nations, they condemn value creators. In some nations, they punish you for being innovative, for employing people, for being a disruptor, for working hard, for making sacrifices, for growing a great business, for building a financial fortune, which is simply a reflection of the marketplace of the value you've created. So, your nation is very powerful. the a your associations you become your conversations like I encouraged you earlier spend time spend time with people whose lives you want to be living like I encouraged you earlier go to workshops go to events go to masterminds with people who are at the highest level all it takes is one conversation with them where they say something that goes that where you literally go I didn't know that was possible possible. When I go to South Africa, I paint with one of my heroes. I think is one of the greatest artists in the world. His name is Lionel Smith, a very celebrated South African artist. And very kindly, he invites me to his studio to paint with him. I've got to tell you, when I paint with Lionel Smith, I paint better than I paint alone by a factor of 50. It's just amazing how well you paint when you're with masters. It's amazing how well you ski when you're with a level five ski instructor. It's amazing how well you cook when you're with a Michelin starred chef. It's amazing how big you think when you're having a conversation with a billionaire about business. And then M is media. Massive a massive massive influence. So all I'm saying is buried under the soil is your heroic self. But as you leave, as you go through life, the five forces of penum cause you to forget who you truly are. And part of the job of being an unkillable leader and a fully functioning human being is making the journey steadily home to your true self. Where you understand your tr your how powerful you are. Where you understand your gifts and your talents. Where you speak with your voice versus the voice society has taught you to speak with. where you actually listen to your instinct versus trust your intellect. And here's the key idea. The bigger the gap between who you truly are and your public self, the less your life is going to work because you have you have a conscience. You have wisdom. Your true self knows your self- betrayal. So the less aligned you are with who you truly are, the more you're betraying yourself, the less joy, peace, and freedom you'll have.

The major mindsets of worldclass leaders. I'm just going to take a 60-second break here because I want to be strong for people joining and I want to end super strong in the roughly 60 minutes we have left. Who needs like a five-minute break? Anyone want a five-minute break? Let's do that. I'm going to just refresh my coffee and I will be back in five to six minutes so we end strong here. Thanks everyone. This is I guess we're going into hour number six of our time together. So amazing. And for those of you who are just joining, I'm so happy you're with us. You have full access to the recording so you can hear everything that you missed. And I'll be back in about five minutes. >> Thank you. >> Hi everyone. Welcome back. We're in roughly our last hour together. Any questions?

All right, I'm going to jump into a very robust model here and it's the strange acronyms of world class. The strange acronyms of world class. Number one, lead without a title. You can lead without a title. If you have a title, I would encourage you not to base your authority on a title. Base it on your excellence. Base it on your character. Base it on your relationships. And I'd also encourage you to teach your team to lead without a title. Second idea, APR, absolute personal responsibility. That's that is about agency. OAD, an obsessive attention to detail. One of the most important of all the acronyms for worldclass performance, breathtakingly great products, a global base of fanatical followers, an obsessive attention to detail. And we have a new metaphor which is massage the octopus. For those of you who are just joining or will listen to the recording that comes from Jirro Girro dreams of sushi who said most people in restaurants they serve octopus that is rubbery. We've discovered that if we massage the octopus for 30 minutes and then later he optimized it to 45 minutes. If we massage the octopus for 45 minutes, it is incredible. So, OAD is a a great massage the octopus is a great metaphor for an obsessive attention to detail in a world where so many people are checked out. So many people are card carrying members of the cult of mediocrity. So many people have disowned their genius and not are not about attention to detail.

Next, the strange acronym of world class that I call GVS, granularity versus superficiality. Just go granular. Go granular in a if you're researching something for a client, don't be like most people in business. They will quickly do some research, they'll GPT it, and they'll offer a superficial answer. And that's the way most people are operating, not judging, just reporting. You ask them a question about their domain. You ask them a question about their industry. They don't have a lot of domain. They don't have deep domain knowledge. And that's because so many people are just overwhelmed. So many people are just addicted to technology. So many people don't take their work seriously. There are there's less there are less and less professionals in the world today. So go granular versus being superficial. Related to that, I talked about being overprepared. I'm not holding myself out to be some kind of shining beacon, but 30 plus years as a keynoter, I don't think I've ever prepared so much for the 75 minutes that I'm on stage. Like I said, you're 33 plus Christian. Your new brain tattoo is massage the octopus. So, you get it. Like, just massage the octopus. It's a lot harder. >> One one of many brain tattoos you've given me, Robin. Only one of them. >> It's a couple hundred of them. >> Oh, fantastic. So, for me, I think as you become more successful, it becomes more dangerous. As you become successful, it's e easy to rest on your laurels. As it becomes more successful, it's easy for me to get on a stage and just not be not prepare. And so remember the mastery, humility, proportionality. As your craft grows, as your income grows, as your impact grows, become more humble. And I deconstructed humility into the five humilities. And one of them is overpreparedness. And so in my mind, it's like nothing succeeds like nothing fails like success. And so I'm in a war. I'm in a war of sorts where it's easier to rest on my laurels, which means I need to prepare more for my keynotes, on my client calls. I need to go deeper. I need to study my craft more. I need to get the languaging right. I need to take risks in the presentation. So I come up with new material.

The next strange acronym of world class is C YW. Check your work. Such a simple idea. Before you send a message, reread it. How How many of you Can you not Can you Isn't it stunning how many typos there are in the world right now? Isn't it stunning how few people check their work before they send it? Isn't it stunning how many mistakes you see in this day and age? So, it's a very simple idea to be an unkillable leader and share this with your team as a cultural principle or value. Check your work before you send a memo, before you sell send a sales letter, before you send an email, before you send a WhatsApp message. Do something that is practiced that is so rare. Slow down and reread it. And if you don't have time to get it right now, when will you have time to get it right later? Another way to look at it, your brand or your good name is on everything you send out into the world. That's maybe one way to look at it. I think it was Henry Ford who said, "Make your name worth something." Make your name worth something. So when people say Desmond Dorsy, when people say Emma Mumford, when people say Magna Sat, when people say your name Rebecca Herman, Sean, you know, like Drake, he only has name. I don't know if Siban's still there. Maybe he's frozen. >> Uh, yes, I froze up, but it's Rob. That's my last name. >> Oh, it's Oh, it's Ah, and I'm just joking. I thought But I thought you were like Prince. I'm free. The screen is freezing here. Let's either either my screen is freezing or a lot of you are so tired you're now not moving. Am I freezing for you? I am. Huh? >> Yeah, you we lost you for just a split of a second. >> Okay. Let me know if it continues and then I'll bring Mihel in here and we can get it going again. We just keep We're like a train that doesn't stop. No matter what comes up, we just keep going here.

Keep your promises. Such a simple idea. If you master this one skill, my friends, becoming so careful with your promises, not loose with your promises, you will build such credibility, which will initiate such trust, which will build such a deep relationship that you the people will love doing business with you and your family. Like being one of those people who just keeps their promises. It's so powerful. It's such It's such a great thing to teach your kids as well. The next acronym, never stop improving. NSI, never stop improving. NSI, never stop improving. Just remember, nothing fails like success. Always be learning. FTF, fix the fix. What is fix the fix? I'll give you an example from our shop. I was noticing that I would receive, let's say, graphics, graphic designs of my models, but sometimes they would have the same issue that I'd always be changing. Let's say, let's say I always capitalized in a certain way and the graphic designer did it a different way. And I was finding that each time I would have to hopefully this makes sense. Each time I would receive the model I would have to make a note please change this to uppercase. And what I shared with my team was let's fix the fix rather than each time I get something in a certain way and I make the change each time. mentor the graphics designer on the way we like things done and fix the fix versus each time I'm fixing the fix. Now I want you to think in your business where you keep fixing things instead of fixing the fix so that ultimately you save time each time. Show of hands. Did I express that clearly? Excellent. Great.

Another strange acronym is CIW. Client is watching. Clients are watching everything that you do. You think that they can't see. They're watching what you do. And that's not just physically. In a world where, by the way, someone once said to me, people are we're all just one step away from stupid. We're all just one decision away from stupid. And what I think he meant by that is we're all just one wrong or bad choice away from making a stupid move. And we live in a world right now if we lose our temper, it could be videotaped and it could be watched by millions and millions of people. And so I think this is a really important point. CIW client is watching. Your clients are watching everything that you do. And when you're out in public in this world where people are videotaping everything, keep in mind you could lose your Warren Buffett said it well. It could take you 30 years to build a great reputation and 30 seconds to lose it. KMF, keep moving forward. Keep moving forward. Get knocked down, keep moving forward. I say that to my team all the time. If there's a stumble, if there's a speed block, I will offer some encouragement and I will end it with the acronym KMF. Keep moving forward. in your personal life. Keep moving forward. Patience is a virtue that so many of us really don't think about the power of. Keep moving forward. It's amazing how far you get if you stay in the game longer than the world thinks you should. KMF. You're going through a divorce, you're going through an illness, you've experienced an accident. KMF. Keep moving forward.

And then the final strange acronym of world class, keep death close. Keep death close. That's why I love Marcus Aurelius. Many mornings I'll read meditations from Marcus Aurelius. As you know, Marcus Aurelius was known as the benevolent Roman empire emperor. He was one of the greatest of all Roman emperors. and on a multi-yearlong campaign in Europe, he wrote down his private thoughts about leadership and about life and someone found this and it's been published and the work is known as meditations and it's a great book and one of the elements of his stoic philosophy is the shortness of life and I love the meditations of Marcus Aurelius because he has insights in it like this says one of the insights is all of this movement for your name as a year on the calendar. And I think what he's saying is in our lives, we have all of this striving and all of this achieving and all of this worrying. And the kings and queens used to do so much all for their name on a year of a calendar. You know there the year would be named after the general or after the emperor. But how many of those great leaders are still remembered. And so keep death close is really an acronym that I think you should really think about each morning. And you can go back to the five question morning maximizer. that fifth question, what needs to be said at the end? But keeping death close is also about perspective and remembering that the street sweeper gets buried next to the CEO. And all of these people that are on the top of the mountain and all of those who are not, we all end up as dust. And very few of us, very few of us are remembered by the generations. And so I'm not saying don't get to the top. And I'm not saying don't be build a great business. That's what the hundreds of ideas and 10 models so far and so many tools I've shared are about. I would say play the game, but don't need the game. I would say it's a it's a it's a great spiritual truth. Be in the world but not of the world. So build a great company, build a lot of financial wealth if that's important to you, have a great personal life, travel, do beautiful things with your family, build great a great team, serve your customers well. be known as an empire maker and an unkillable leader. Play the game, but don't need it. Don't need it for your self-identity. Don't need it for your joy. Don't need it to feel your worthy because we're all we're going to all end up as dust.

In our last while together, I want to cover some ideas of worldclass leaders. I'm going to move through them pretty quickly. You've got the recording. You've got the model in front of you. You've got the model in your workbook. Great leaders. Victims make excuses. Leaders deliver results. The job of leadership is the consistent doing of difficult things. So when your team comes to you and shares a problem, get the job done. We are all paid to get the job done. We are not paid to come up with the constraints and the reasons for not getting the job done. Go back to here's another metaphor. Steve Jobs's glass on the iPhone. The world told him, his engineering team told him, "The glass you want to ship on the iPhone six weeks from now doesn't exist because initially it was supposed to be plastic glass. And then he realized, and Johnny I've talked about this as well, that the plastic screen would get scratched if there were coins in your pocket." And so Steve Jobs, the the aesthet, the lover of beauty, the minimalist, the perfectionist, said, "No, we've got to use glass." And everyone around him, his engineering team, his larger team, his suppliers said, "This is not available in the world today." And yet, six weeks later, Corning had created the glass screen. He did not listen to the constraints of the world. He pushed his people relentlessly. As simple as this sounds, I get this sounds very simple, but he pushed himself, his team to do to achieve things they never thought was possible. That's what I think that's one of the great gifts of Steve Jobs. And he wasn't in it for the money. I mean, he wanted the icons on the first iPhone to be so beautiful that users would want to lick the screen. So, we are not paid to make excuses. Your team is not paid to bring you excuses. They're paid to deliver results.

I would say the second mindset of worldclass leaders. Leadership is not a popularity contest. And this is where we have to fight our human biology because we are tribal. We are part of a herd. We all want to be liked. We all want to fit in. I would suggest to you through your prayer, your journaling, your healing, your therapy sessions, your sweat lodges, your MVP, and all the other tools I've offered to you as much as possible and it's a journey. Get to a place where you don't care what people think about you. I would say one of the greatest weaknesses of leaders and entrepreneurs is subconsciously they need to be liked. And subconsciously they're running a program if they have more money than the people around them, they're going to feel bad. So they sabotage their wealth. They're running a program that if they're disruptive, what will people think? I bet you even at the level that a lot of you are at, you probably have a fear of rising to your next level of world class. What will people think? cool I have to leave behind. Can I handle it? What about the changes of my life?

Let's shift gears a little bit. The journey of growth is a series of deaths and rebirths. As a human being, as a human being, you are where you now are. And there has to be a micro death. There has to be a micro death of who you were yesterday for you to become who you want to be tomorrow. And then there'll be a rebirth. Let me be more clear. For you to become who you wish to be as a human being, there has to be a death of your old self. A micro death of your old self. A micro death of your limiting beliefs. A micro deaths. A micro death of your current emotional architecture. A micro death of the habits that served you until today but no longer serve you. A micro death of your current behaviors. And that's why most people don't like to change because most people don't like death. Someone once said to me, "Growth is not for the faint of heart." And so, yeah, most people would rather stay stuck in their current leadership, their current way of being than experience a micro death because because it's uncomfortable. So micro death of who you were and then there'll be a rebirth of your next level. And guess what? Then you live life for another few months and six months until your next level of micro death of your old self, your old beliefs, your old habits, your old thinking, your old feelings until your next rebirth. And if you choose to stay on this path, it's an upward spiral of success. And I would say in your business as well, there has to be a micro death of the way you operated your business for a rebirth and then another micro death and another rebirth. And so it's not easy. The path of change and growth is not easy. But I think it's the best process you could ever be on. And so brings me to that second point I was talking about which is leadership is not a popularity contest. And I think there must be a death of your old way of being so that an even better you can emerge. And so do the work required so you no longer need to be liked by people. And like I suggested earlier, as you rise, you know, a symptom of your growth is that people will dislike you, they will criticize you, and sometimes they will hate you. And if you truly become one of the great teachers of humanity, they will even kill you. And your job as an unkillable leader is to take the the stones that people throw at you and build them into monuments of mastery and possibility.

Number three, major mindset of worldclass leaders. The business of business is relationships. Take care of the relationship and the money will take care of itself. And I I do think this is a GCA, a gargantuan competitive advantage in this world where people text all the time. And even if they do a meeting, it's a virtual meeting. Get out there, meet people, take them to dinner, send them chocolates, buy them a book, do them, send them tickets to a concert. That human touch, which is so rare right now, is so incredibly powerful because people do business with people they like. People do business with people they trust. People do business with people who make them feel special.

Fourth idea, you build a movement one customer at a time. I had one client who was a multi-billionaire head of a big company. His Saturday evening ritual was calling elderly people in little towns who were upset with his products. And someone asked him, "You are the owner of this business. Why would you do that on your Sunday night? And he said something that really resonated with me. Maybe it's going to resonate with you. He said, "Because this is personal for me. Please write that down. This is personal for me." Had a conversation with one of the world's bestselling authors. I said, "How did you do it?" She said, "One person at one reader at a time." So, please don't fall into the weakness of thinking that the customer in front of you or the direct message on Instagram from from someone isn't going to make a difference. I would actually say you're on the path to irrelevance and obsolescence when you start taking even that one person for granted. And we're not all perfect. We can't reply to every DM. But I think it's so powerful. Again, we go back to the mastery, humility, proportionality. As your business grows, as your wealth grows, as your sales grows, as your market share grows, as your respect grows, become even more humble. And one way to be humble is you remember that one person who puts is is part of the reason you have food on your table. And if you can protect that intimacy, you'll have great things happening to you.

The fifth idea I would say excellent execution on an ordinary idea beats ordinary execution around an excellent idea every day of the week. Better repeat that again. Excellent execution on an average idea is so much better than worldclass execution on an sorry let me let me say it again. Excellent execution on an ordinary idea is so much better than a brilliant idea with ordinary execution. And if you talk to people in Silicon Valley, for example, they'll tell you that when founders are obsessed with an NDA, it's a concern because it's not the idea that will bring the greatest value. It's the ability of the founders and the team to execute that builds a world-class company. Six, the bigger the dream, the more important your team. Seven, the job of a leader is to grow more leaders. Eight, when you're most successful, you're most vulnerable. And nine, leadership begins within.

As we move toward the end of our time together, I'm going to want to share the valueability index. So, this is a deconstruction of the importance of bringing magic into the marketplace. And I want you to keep on asking yourself, and this goes back to Steve Martin was asked by a young comedian, "How can I be the next Steve Martin?" And Steve Martin said, "Be so good they can't ignore you." When I was a young lawyer, I asked one of the senior partners at the law firm I worked for, how could I have a long career with the law firm? And he said, be indispensable to the firm. And so what I'm encouraging you to think about is to bring such value to your marketplace bring such value become so helpful that you are absolutely valuable to the marketplace. So the first element is continuing to work on mastery which is domain expertise. The second idea is being rare because the marketplace rewards rarity. The third element of the value ability index is generosity which is the 10x value obsession. Give your customers 10 times the value that they have any right to expect. And here's an important point. And I would worry less about the global economy right now. And through mastery and becoming rare because very few people can do what you do and sell what you sell plus generosity giving great value. You will leapfrog from participating in the global economy to building a con an economy that is a personal economy and it's an economy born of mastery. And then I would say to you that when you do this, reciprocity comes in, which is people automatically have an instinct to do business with you. So when you practice mastery and the more you can do what very few people do, you will become rare. The marketplace always pay pays for what's rare and then you add more generosity to it by giving your customers far more value than they expect. You will develop your own personal economy and then what starts to happen is reciprocity kicks in because your consumers are receiving so much value they would not consider doing business with anyone other than you.

Final few ideas here and I just want to shift gears and I want to go into a a meditation. So I would like you to all close your eyes. Most of you have been with me for over five hours and I just want everyone stand up for a second and just shake out the energy. Fantastic. There you go. I think almost all of you have been here over four hours. I'm just going to look at each of you and silently and applaud you and celebrate you for an extraordinary extraordinary effort here. Amazing. And I want you to close your eyes. We're going to do this meditation. I want you to focus on your breathing. Breathe in through your nose. Exhale through your mouth. Nice long exhale. Nice deep breath in through your nose. Long exhale. I want you to breathe in strength. Exhale worry. Breathe in bravery. Nice long exhale. of any fear that you're carrying. Breathe in creativity. Breathe out apathy. Breathe in vitality and energy. Breathe out tiredness, toxicity. Breathe in wisdom. Let go of insecurity. Breathe in leadership. Breathe out victimhood. I want you to imagine with your eyes closed, you're in a beautiful mountain meadow. You're feeling so alive, so relaxed. There's beautiful flowers all around you. Look at the colors of the flowers. Breathe in the fresh, crisp mountain air. You hear children playing in the distance. Sky is perfectly blue and off in the distance you can see other snowcapped mountains. You look over and you see a mountain path and your instinct pulls you towards this mountain path and you start to leave the valley. And each step you take up this mountain path, you become more relaxed with each step. You feel stronger with each step. We feel more alive. You continue to take step after step after step. And with each step, you're also remembering more of who you truly are. You're letting go of a need to please. With each step, you realize that your future is so bright. With each step, you become even more relaxed. You reach a place where you see a cave to your right and there's an opening to the cave and you enter the cave and the cave is dark. All of a sudden, a candle lights and you realize you're not alone. There's a being in the corner of the cave smiling at you. And as you look more closely, you realize this is not you as you now are. This is your 110 year old self. You've become more successful as a leader and entrepreneur than you ever imagined. You've protected your health. You've inspired so many people. You've built an extraordinary company. And you've lived a beautiful, honorable, rich, fun, healthy, extraordinary life. And your 110 year old self has a smile on their face and whispers for you to come over because there's a piece of wisdom you need to hear. As a matter of fact, your 110year-old self is going to share the wisdom that you most need to hear right now to help you live the life you've always wanted to live. And so walk over and listen to the lesson or the insight your 110year-old self needs you to know. You can thank your 110year-old self and you back out of the cave. You're now in the sunlight. You're back on the mountain path. You start walking down the path. With each step, you're feeling more energy. You're feeling stronger about the future. You're feeling more in your true power. You have a greater sense of your leadership. Something within you with each step as you walk down the mountain path, something within you is shifting at a very deep level. The deep part of you is letting go no longer serves you. >> You're back in the mountain valley in the meadow. You hear the kids playing. You see the beautiful flowers. You smell the the clean mountain air. Wiggle your toes and wiggle your fingers. And whenever you're ready, I want you to come back into the room that you're in and rejoin the session here. Great job, everyone. Nice breath in, nice breath out. Who wants to share the the piece of wisdom your 110 yearear-old self gave you? >> I'll go Robin. Um for me was you were worth it and you can do it. >> Excellent. Wonderful. Who else? >> I'll go. >> Mine was to trust your instincts. >> Fantastic. Excellent. Who else? Mine was to be more confident. >> Excellent. Who Who's next? >> Live in the moment. >> Live in the moment. >> Powerful. Who else? >> Go from action to power from within. >> Great. Josh, how about you? >> Asking for me, Robin. Yes. >> Keep growing, keep learning, keep excellent curious. >> Keep curious. Excellent. Anyone else? >> Robin, you are here to make a difference. >> You great job. That advice that you received from your 110 year old self. Anyone else? Uh I see Marina. >> Yeah. Uh you are doing much better than you expected. So just go forward and uh relax, have more fun. >> Just relax, right? Just relax. Wonderful. Anyone else before I move on? >> Christian Yaw. And then >> I I believe it's Robert with your last name, Sibonot. Tell me, Christian. >> Um well, like I said before, live in the moment. Uh, don't sweat the big stuff. Surrender. let go. Uh, you know, just be your absolute best loving, empathetic, compassionate person, human being. I mean, if you do that, uh, I think you leave everything better than how you find it every single day. So, that's my motto. It's my brain tattoo. I journal about it. I live about it. And that's basically it. >> Fantastic. Yeah. From Ghana. >> Yeah. So, mine is uh, you know, be still. You deserve it. >> Be still. You deserve it. Great. Ro, Robert, >> uh, for me it was, uh, I'm not afraid. I can have a fear, but I can overcome the fear. >> Love it. Great, everyone. Let me finish up with a a few key ideas I want you to think about. I want to share one of my favorite models, and it's the twin cycles of elite performance. And I really do believe that rest without or elite performance without deep recovery is an empty victory. And so what I'm proposing to you is if you want to get more done, take more time off. It's not the time you work that makes a difference. It's the quality of your focus and creativity and productivity during the hours that you work that's most important. So let me just jump

Right in. I believe there are two cycles to think about. There's the high excellence cycle and the deep recovery cycle.

When you work, I mean, most people spend 10-12 hours to get one or two hours of real work done. I believe there's a huge difference between real work and fake work. And I would actually say that so many of you, even at the level that you're at to be here at the Unkillable Leader Summit, I would suggest that many of you are still being busy being busy. And one of your greatest opportunities is to become really clear on what's fake work and really clear on what's real work.

And actually, I think one of the reasons why most of us work too much is from guilt. We, we feel guilty taking the time off. And a lot of what I hear when I work with senior leaders and celebrity CEOs and founders is, "What would people think if I wasn't at the office? What would people think if I left early? What would people think if I wasn't putting in 12 hours or 15 hours?"

And for a lot of you, it's your business and it's your life. And for a lot of you, I think you'd agree, your job as a leader is to come up with great ideas. Your job as a leader is to stay fresh and productive and lead a great company. It's not to sit in an office for hours that you don't need to be there.

So, part of what this idea, this twin cycles of elite performance is, it's about protecting what I believe are the five assets of an unkillable leader. The five assets you want to protect.

Number one, your mental focus. Most people can't focus anymore. Most people are so overstimulated. They are unable to go deep. Unable to go deep and solve deep problems. And so, what I want you to do more and more is to protect your mental focus. So you are present and can think deeply about difficult problems.

The second asset of the five assets of genius is your physical energy. I really do believe that energy is more important to business success than IQ, than intelligence. And it, you know this, it is unbelievable what you can do when you have boundless levels of energy. So, I want you to think about protecting your energy more and more.

Third asset you want to protect is your personal willpower, your discipline. There's a concept to read about, it's called ego depletion. And the idea behind it is the more decisions you make and the more discipline, the more choices you make through the day, the less willpower you're going to have because self-regulation and willpower. Researchers have realized that willpower is like a muscle and the more you use it, the more tired it's going to get. And that's why most crime and most of us make our weakest decisions after 10:00. We eat the worst food. We watch the wrong TV shows. We doom scroll. We engage in bad, be bad habits sometimes because we've spent all day exercising our willpower. And so, it's depleted. It's ego depletion. That's why a lot of world leaders or famous celebrities do the silliest thing where they lose their career and their reputation. It's because these world leaders have been making so many heavyweight decisions that their well of discipline is empty. So, they make a bad choice. So, I want you to protect your willpower. I want you to protect your talent. And then the fifth asset of genius is protecting your time.

How do you do it? Well, what I'm suggesting that you do is when you work, you work in intense cycles. And then I want you to build in recovery. Let me be even more clear. Each day, I want you to build in recovery and rest.

This brings me to the five great hours rule. I can tell you this. This idea alone has changed the lives and the workflow and the results of the billionaires that I mentor. Stop worrying about being in the office for 12 hours and focus much more on doing five world-class hours of work each day. Five world-class hours. That's five hours of incredible focus, five hours of great creativity, five hours of energy. And the rest of the time, that's 8:00 to 2:00, 1:00. And what do you do with the rest of the day? And I know this is very contrarian, but go get a massage, go to an art gallery, take your partner for lunch, have fun. But entrepreneurs are not paid to sit behind a desk. Entrepreneurs are paid to deliver rich value. And tailor this to what will work for you. But I want you to start thinking about working only five hours a day. And you're going to say, "Well, what would my team think?" Just tell them that you're going home to strategize or tell them you're going home to do this or tell them that you're going, this is your new work, your new, new workflow. But I want you to work for five incredibly focused, intense, excellent hours every day and take the rest of the day off because it's not about how long you work, it's about the quality of the work that you do.

And then I want you to apply this to each week. And I mentioned I want you to have a zero device day. That's 24 hours without any digital stimulation. So you can refill the well of your energy, inspiration, and focus. And a, a term to read about is attention residue. You wake up with a full well of attention and every time you check, check your phone, every time you get distracted, you are giving a piece of your attention to that stimulation. And that's why halfway through the day, many of you can't focus anymore. That's why you might feel mentally exhausted. So, I think it's really important at least 24 hours out of seven days, I want you to give yourself a digital Sabbath, a digital fast. You can actually buy a, a box that has a safe on it and you can put your phone in the safe and you can program it for 24 hours. And literally, you can't reach your phone for 24 hours because it's in this little box with a lock on it. It's a, it's a great investment. What I often do is I will just turn off my phone and I'll put it in a drawer and I'll take my digital sat. But I spend a lot of time without my phone.

Each quarter, this is counterintuitive, but each quarter, I want you to take a week off. And when do you do this? You do this at the beginning of the year. So each quarter, I want you for the next year, I want you to every quarter, every three months, I want you to block off one week where you don't work. I do this with my one-on-one clients. They resist it. They think it's a silly idea. A year later, they can't believe how great they feel. They've got the sparkle back. They've got incredible ideas. They're B. They, they, they often tell me, "Not only do I feel better, and not only do they feel young again and get their energy back, but they say, 'I realized my business was absolutely fine without me. I realized my people actually stepped up and showed leadership and they ran the business.'"

So, I would say to you over the next 12 months, build out four 7-day vacations where you go to places that will completely refuel you. Could be South Africa, could be Bali, it could be New Zealand, it could be wherever you want. And I call this going dark. I call this going ghost. Try to go alone most of the time and just tell your team you, you won't be available for seven days. I want you to think about this, how you could implement this idea and where would you go. And I'll make you a promise and I believe you'll come back a year from now and tell me it was one of the best things you ever did. I believe this will grow your business and that you will get ideas.

See, you, you get your best ideas when you're in flow state. You get your best ideas when you're walking through the mountains of Switzerland and you fall in love with your life. Again, we could get into the science. It's called transient hypoprontality. Let me just summarize. The crown jewel of human reasoning is the neoortex. And the neoortex is responsible for our thinking as human beings, but it's also responsible for our critical side. When you go into flow state because you're in a beautiful place, for example, you're listening to beautiful music or you're out of the office or you're on a trip somewhere and you're feeling free again. Your neo, your prefrontal cortex actually turns off for a short period of time. It's called, that's why it's transient hypoprontality. And when your prefrontal cortex turns off for a short period of time, you go into flow state and your brain waves change and you start getting ideas. You see, we all have genius within us. You all have the ability to come up with ideas that will revolutionize the world. But we don't put ourselves in the situation so that flow, flow state will show up.

So, every quarter I want you to take three weeks off. And I want you to think about the work of the energy project to give credit where it's due, which found that the most productive leaders in business and the best athletes have one thing in common. They work in cycles. They understand this idea called periodization. They studied the best tennis players and it was found that what makes the best tennis players is what they did between points in terms of recovery versus what they did on the court. And the most productive people were much more like sprinters versus marathoners. So, I want you to be more like a sprinter. Work in short bursts of intensity and then pull back and recover. Do it. What did I share? Do it every day. Five hours. Incredible focus. Incredible work. Then go home. Go to an art gallery. Rest. Recover. Every week a zero device day. 24 hours. We're on your schedule. It's a play day. You just have fun. You're not available. And then every quarter week off.

Let me finish up with some practices. I encourage you. This is a radical idea from someone who's been evangelizing the 5 a.m. club. And I notice I am, even though we've tried very hard, I think I'm almost done with, we're almost at the end. We're five minutes away and I think my battery is pretty low. So, if I cut out, know that um, know that I, uh, I'm doing my best.

So, five unkillability, unkillability practices. Number one, the key to to getting up early is your pre-sleep ritual. And I'm just sharing what works for me. For 20 plus years, 5 a.m. worked well for me. And for the past two years or so, I've been getting up at 4:00 a.m. And it's just been amazing for my unkillability and my discipline and my joy and my productivity and my lifestyle. So, it's a radical idea because I know any new idea seems radical until it becomes normal. And for me, I used to go to sleep at 11:00. I'm now in bed by 9:30 or 10:00. So, this is not about sleep deprivation. I would just encourage you to go to sleep five days a week, a lot earlier. And it'll take about 60 days. If you were to look at the research of University College London, it takes about 66 days to wire in a new habit to the point of automaticity. 66 days. I call it the 66-day minimum. So, practice this for 66 days if you want to do it. And what I do is from 4:00 to 4:45, I do my MVP. 5:00, I start a workout. After my workout, I write. I do my five-question morning maximizer and then I take my dog for a 15-minute nature walk and it sets me up for an amazing day. And I can just share with you, so few people will ever train themselves to get up at 4:00 a.m. And it gives you such a psychological and you will get so much more done by 8:00 than you ever imagined. So, I want you to play with that as an unkillability practice.

I mentioned the zero device day. Once a week, a digital fast. I've mentioned MVP. I just want to mention it again because it is such a powerful practice. Meditation, visualization, and prayer. Try to do it for an hour each day. If you're just joining, I've covered how to do it. Five minutes of mentoring your team each day. And the five-question morning maximizer. We're almost done.

So, I want to end up with some tools for the interior empires, for me, in terms of building mindset. MVP, the 60-minute student, that's one hour of reading every day. Journaling. If you're not journaling, I think it's one of the best practices for creativity, for self-awareness. What I'll often do is I will just draw my, this is in my journal. I'll draw my ideal life, December of this year. And then I'll just write about family. I'll write about craft and I'll just write about the things about lifestyle, business. And I call these my game charts, my game, game charts. So, journaling is so powerful for heart set at work. Prayer is, is, is great to heal. If you don't work with a therapist, many people get huge value out of working with a talk therapist. Many of my clients get great value from working with a Reiki master or an energy healer. Many of my clients do past life regression. My life changed after a sweat lodge experience. I'm not giving you medical advice. Explore it. Do what's right for you. But years ago, I sat in a sweat lodge that was organized by a great professional with some Native American elders, and I sweat out all the resentment I might have been carrying, all the fear, and it just worked very well for me. But I haven't had one aha modality. It's, I believe healing by many different things. Mantras, sometimes people dismiss mantras. Oh, affirmations, very, very powerful mind for mindset and heart set. Uh, someone, one of my clients has mentioned the afro tool. The afro tool, we're going to talk about it at the Mogul Accelerator in London. I don't have time to mention it right now, but it's a, it's a profound tool for emotional healing, health set.

What I would say, what's worked for me? What's worked for me? Hydration, fasting, olive oil. I don't worry a lot. Nature has been huge for me. Nature walks, mountain biking, the second wind workout I mentioned for your health set as well. The second wind workout, very powerful. Try to end your day with a walk. Many of the most productive leaders, the greatest creatives, they had one thing in common. They walked a lot. I'm going to say it again. Get in the habit of walking in nature at the end of your workday or first thing in the morning. And do it regularly and with consistency because part-time commitment yields part-time results. I didn't mention rest for health set, but really optimize your, your rest. I love having an Epsom salt bath before I go to sleep. Epsom, an Epsom salt bath before I go to sleep. I love writing in my journal before I go to sleep. I try to be off my phone three hours before I go to sleep so I don't affect melatonin production. I definitely don't look at the news before I go to sleep. You don't want to stimulate your, your mind before you go to sleep. I mentioned the two massage protocol for health, two MP. I, I know I'm going past time here and I'm about to end, but I just want to give you so much more value than you're expecting. So, you can drop off if you want. I'm just going to finish this. I maybe go a little longer until my phone checks out, but we're past the end time. We've gone, I believe, five hours plus. Honestly, every one of you, I mean, so many of you have been on this like five to six hours with me and I think you're on incredibly amazing to do that. And for those of you who joined over the past few hours, um, thank you so much for being here at the Unkillable Leader Summit. And I hope I've given you far more value and ideas and models and my energy and my insights than you expected. And I'm just going to keep going here.

So, the two massage protocol is powerful. And I just find there's such great science behind massage. And let's remember, it's focus on the return on investment versus the cost of a massage. And I really encourage you, twice a week, a 90-minute massage and force optimize it. So you hire the massage therapist to come to your house or you go to the spa, but do it for six months. Remember the forced optimization strategy. It's on your calendar. You've paid for it. You have to go. Get some skin in the game. At the very least, one massage a week. Trust me on this. Watch what happens to your energy, your vitality. You'll live longer. You'll feel better. It's an investment, not an expense. Your learning is an invest. Don't look at your investment in this day with me you've spent. It's as a cost. This has been an investment.

What else can I say about health set? I'm, I'm big on biohacking. I'm big on supplementation, etc. Very, very you, very important to me. And then soul set. I think you know, the best thing I can share with you about soul set is be a giver. As simple as it sounds, be a giver, not a taker. If you want to find real happiness, I think it was Gandhi who said, "Lose yourself in service of others." And I was thinking the other day, I think Gandhi said, "Lose yourself in service of others." And what I was thinking is when you lose yourself in service of others, you find yourself. When you really, as an unkillable leader, you become obsessed. You make it your monomaniacal obsession to offer magic and rich value and beauty and excellent products and service to other people. You find yourself. You increase your own joy and you find yourself. You find who you truly are. You find your wisdom. You find your inner joy. You find the mission of your life. You find inner peace. So, techniques for soul set would be giving, the 10x value obsession, prayer, reading holy books or books of wisdom. I would actually say silence. I would actually say solitude. I would actually say stillness and nature.

Okay, I need to end up, but I want to do one more model because I don't give up easily. And I just, I just want, I just want to leave you with the eight forms of wealth. And our society teaches us that wealth is money. And I want to just offer you before my battery ends. There are eight forms of wealth. Growth and personal mastery. If you are on this process of growth, which you are, and you're building intimacy with your gifts, your talents, your genius, your promise, my friends, that's a form of wealth that you have in this world that doesn't call that wealth. If you have wellness, if you have good health, and I was once in Qatar, someone handed me a piece of paper. It said, "Wealth is the crown that health is the crown on the well person's head that only the ill person can see." Wellness is wealth. Family love with your family, great relationships with your parents, your grandparents. If you're blessed, your, your partner, your kids, your, your friends, like my, my best friend Luigi in Rome, that friendship is worth more than all the money in the bank. May we not lose a sense of true priorities. So, if you, and and forgive someone who in your family who maybe you don't have a great relationship with, it's worth doing your craft form of wealth to pursue mastery, to be the best in the world at what you do. It'll give you such joy. It's a form of wealth. Money, of course, money is important. I've encouraged, I help people make billions of dollars. The ideas that I've offered to do to you today, if you execute on even 10% of them, they'll make you millions of dollars. Community, that is your social circle, a huge form of wealth. Your mentors, your friends, the people you hang around with, your partners, your investors, your suppliers, your team. Adventure. If you are having experiences, swim with dolphins, going to great places, eating interesting food, conversations with interesting people, mountain biking, trying yoga. I would encourage every one of you, bring more adventure into your life. It's a form of wealth. And let's end on service. To be of service to 10 people. Doesn't have to be huge. To be of service to your family. I, I like to see myself as a, as a servant of my family. That doesn't make me weak. Sometimes people think, "Oh, a servant. I don't want to be a servant." To protect your family, to do beautiful things for your family, to lead your family, and to serve your team, to serve your customers, and to do your part to serve your neighbors and your community by kindness, courtesy, helpfulness, and as an unkillable entrepreneur, to bring rich value to your marketplace that no one else is bringing is a form of wealth that I believe money can't buy.

So, we are at the end of the Unkillable Leader Summit and I just want to thank every one of you who has been with me live and we have a lot of people joining on the recording from around the world. I believe 36 plus countries have been represented and I want to just sincerely say thank you for reading my books. Thank you for following my content and for all of you who have joined this what I wanted to be a very special summit for you. I hope I've served you and brought you great ideas that over time will allow you to build an incredible enterprise and do great things for you and your family and, uh, your personal life as well. So, thank you so much to each of you and I appreciate you and I send you lots of love and I wish you all the very best.