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My Dear Fellow Optimizing Hero / Prospective Heroic Member:

This is Brian. 👋

I’m the creator of Optimize and the Founder + CEΦ of Heroic.

I appreciate you taking the time to learn more about Heroic and I’m excited to invite you to join the Heroic movement to help us create a world in which 51% of the world’s population is flourishing by the year 2051–STARTING WITH YOU (and us!) TODAY.

I’d like to tell you about TWO ways we’d love to help you more consistently show up as the best, most Heroic version of yourself so we can (literally!) change the world together—one person at a time, starting with you and me and us TODAY.

One can most immediately change your life. And the other is thing is the most POWERFUL way I think we can fundamentally and permanently change your life and, in the process, fundamentally and permanently change the world together.

We have a lot to cover and I know you’re busy so let’s jump straight in.

We’ll start with giving you instant access to Optimize by Heroic—the immediately-practical thing that used to cost $250 which is now FREE. (150,000 people signed up in 100 days after we unlocked it!)

Then we’ll chat about the Heroic Social Training Platform which we launched the MVP of on April 9th (that we created with the same company that created Slack and Tinder). This is the most powerful thing that will help you (finally!) move from Theory to Practice to Mastery (!!!) and start doing all the things you already know you could be doing so you can fundamentally and permanently change your life so, echo, we can fundamentally and permanently change the world together.

Alright. Let’s gooooo!!!

Optimize by Heroic

I’ve spent half of the last 25 years as a Founder/CEO and the other half as a Philosopher.

When I wasn’t building (and eventually selling) two social platforms (that pre-dated Facebook), I was a hermit (😂) and essentially all I did was read and write and teach.

(Seriously. I didn’t use my phone for years and was out of email for the same type of stretch. My friend Cal Newport actually featured me as a case study on how to run a (multi-million dollar) business without using email in his most recent book called A World Without Email.)


I studied Socrates in Athens. Jesus in Jerusalem. Rumi in Turkey and Marcus Aurelius near the Danube in Hungary.

I read hundreds and hundreds (and hundreds and hundreds!) of books—trying to understand what the greatest thinkers had to say about how to live a truly great, noble life.

In the process, I created something called “PhilosophersNotes” in which I distilled the absolute best Big Ideas from the absolute best books on everything from ancient wisdom to modern science.

You know those sections of a book you asterisk and underline and highlight when you’re reading a book? You know… those handful of ideas in any given book that can truly change your life?

Well, I call them Big Ideas and, in the 600+ (!!) PhilosophersNotes I created over the span of a decade, I distilled the absolute best Ideas from the best books into super simple and super practical (!) 6-page PDFs and 20-minute MP3s to give you “More Wisdom in Less Time.”

Here’s how one of our newest Heroic Optimizers described it to her friends:

“Love this app and Philosophers Notes.I love accessing this app and quickly, easily reading top tips from some of the best personal growth and development writers out there. Thanks to Brian’s work, I can wake up and start my day with inspiration. Just searching key words to some of my favorite topics, like Psychology, has gotten me introduced to new authors, theories, and points of view and I’m [nerding] out! It’s reminding me that I love learning. I feel inspired when I read this content and tell my friends it’s the ‘Spark Notes of personal growth and development in our busy world.’ Thank you for creating this!”

Member of Optimize by Heroic

As I was creating those 600 (!!) Notes, I took the absolute BEST ideas from all of those books and distilled them into a series of Optimal Living 101 Master Classes.

These are 60-minute classes featuring 10 Big Ideas to help you go out and master pretty much every aspect of your life.

I created 50 classes to help you Optimize everything from your nutrition and productivity to your relationships and confidence.

Here’s a list of the areas of your life we help you Optimize!

Note: Each of these categories features a (60-minute) 101 class AND a TON of those (6-page PDF and 20-min MP3) Notes on the best books in that category!

Ancient Wisdom. Modern Science. Mental Toughness. Habits. Sleep. Stoicism. Buddhism. PurposeLeadership. Focus. Goal Setting. Productivity. Energy. Peak Performance. Meditation. Nutrition. Weight Loss. Fitness. Breathing. Prosperity. Creativity. Learning. Self-Image. Willpower. Sports. Business. Relationships. Parenting. Public Speaking. Conquer Cancer. Conquer Anxiety. Conquer Depression. Conquer Perfectionism. Conquer Procrastination. Conquer Digital Addiction.

Oh! Then I also created 1,000+ micro classes we call “Optimize +1s.”

Tens of thousands of people signed up for Optimize when it cost $100/year (and $250/lifetime) including executives from some of the top companies on the planet, peak-performance experts, best selling authors, Navy SEALs (and some of the people who train Navy SEALs), etc.

(Again, you can now get Optimize by Heroic for FREE.)

Optimize also became the go-to resource for world-class thought leaders as well.

Tal Ben-Shahar (author of Happier and The Pursuit of Perfect) said this:

My good friend Ben Greenfield is another big fan. He says this:

“Optimize is, bar none, my go-to source for taking a time-efficient deep dive into some of the world’s best books, without needing to read the whole book but instead getting quick, thorough, helpful summaries of exactly what I need to know. It’s an indispensable resource.”

Ben Greenfield
Bestselling author, Founder of Ben Greenfield Fitness & Kion

Another good friend Cal Newport (author of Deep Work, So Good They Can’t Ignore You, Digital Minimalism, and How to Become a Straight-A Student) had this to say on his podcast:

“Optimize is a service for cultivating a deep life. When it comes to distilling wisdom from some of the smartest and most influential books in the history of self-development, Brian is at the top of his game. He’s one of the best in the world at doing this. If you’re serious about living a deep life give serious attention to Optimize. See how it makes you feel - I think you’ll be hooked.”

Cal Newport
NY Times bestselling author and computer science professor at Georgetown University

While Marci Shimoff (author of Happy for No Reason) says this:

“PhilosophersNotes are one of the most innovative and useful tools I have come across in the transformational industry in ages. The powerful information Brian packs into each ‘Note’ is amazing. He distills the best of the best. I love receiving my PhilosophersNotes! These essential nuggets carry the juice, light, and knowledge to help raise the consciousness of people around the world.”

Marci Shimoff
NY Times bestselling author, Happy for No Reason and Chicken Soup for the Soul

And my beloved coach (and spiritual father and Yoda!) Phil Stutz (author of The Tools and Coming Alive who will be featured in an upcoming Netflix documentary by two of his other clients (Jonah Hill and Joaquin Phoenix)) says this:


When my new business Heroic acquired Optimize, the very first thing we did was give it away for free.

Why? Because we could. 😂


Because I knew that “unlocking Optimize” would be not only the most generous and virtuous thing we could do to serve the world but also the most catalytic way we could launch our Heroic movement. 🚀

(More on why here: optimize.me/is-now-free)


150,000 (!!) people from (literally) every country in the world signed up in the 100 days after we officially made it free. 🤯!!!


YOU can get instant access to all that Optimize by Heroic wisdom (and the apps that go with it!) FOR FREE TODAY.

Speaking of the apps…

We have what we’ve been told are great apps for both iOS and Android.

Here are some of the hundreds of kind reviews we’ve received:

That, my new friend, is Optimize.

I’d be thrilled to welcome you as an Optimizer in our Heroic community.

That’s the first invitation.

Here’s the second…

The Heroic Social Training Platform

I mentioned the fact that I spent half of the last 25 years as Founder/CEO and the other half as a Philosopher.

Well, what I didn’t mention was the fact that, since I sold my last business, I have been waiting for FIFTEEN YEARS for SOMEONE (!!) to create a more conscious version of Facebook for people like us who want to live virtuously and make a difference in the world.

Basically, An Answer to the Social Dilemma. (If you and your family haven’t watched that Netflix documentary yet I HIGHLY recommend you do. Immediately.)

I go off about all this in a letter I wrote inviting our Heroic community to join our movement as an Early Stage Investor. You can learn more about the unintended catastrophic consequences of the current social platforms here: heroic.us/invest

For now…

Knowing this is already long, here’s what you need to know about our origin story.

I founded Heroic Public Benefit Corporation on election night 2020. I decided it was time for me to come out of the hermitage and truly APPLY all the wisdom I had been studying and striving to embody.

A few days later I learned that crowdfunding regulations were changing to allow startups like ours to raise up to $5M from our community.

It was one of those moments in which I didn’t “think” we could do it, I instantly (goosebumps) KNEW we would be the first to ever raise $5M via the new regulations.

Fast forward six weeks. We filed with the SEC. I sent out a long letter to our community inviting them to join our movement as an investor to help us create a social training platform that would help people flourish so we could change the world together.

In 24 hours we had $5M of commitments. In 100 hours, we had $10M. (Goosebumps again.)

We made history as the first company to ever raise $5M via the new crowdfunding regulations and we wound up raising $11M.

Then I immediately went out and partnered with THE best product design company in the world: MetaLab.

MetaLab built Slack and Tinder. And Uber Eats. And the app for Elon Musk’s new business Neuralink.

They are AMAZING.

And we are FIRED UP (🔥!!!) to have launched the MVP of our training platform on April 9th.

That’s a long prelude. It’s time to talk about (and SHOW YOU!!) what we’re actually going to do.

Check this out. It’s a video of our splash page. (The music we licensed in the background? That’s The Score—the band that’s performing at our Launch!!)


Here are the App Store images…


What’s the Heroic social training platform actually do?

Goosebumps again.

We intend to do ONE THING better than anyone else in the world.

And that thing is very simple…

We will move you from THEORY to PRACTICE to MASTERY.

The fact is, we don’t need to read another book or listen to another podcast.

We need to actually DO the things we already (!) know we could be doing.

We need to close the gap between who we’re CAPABLE of being in any given moment and who we’re ACTUALLY being in that moment.

Not once in a while. Or when you feel like.




That is what we are fiercely committed to doing at the highest possible level and what I believe will be the most powerful way we can serve you to help you show up more and more consistently as the best, most Heroic version of yourself.


So we can, again, fundamentally and permanently change your life so we can, again, fundamentally be permanently change the world.

I talk about our two brand promises and the two key metrics by which we will measure our success in that investor letter I referenced above. Check that out for more. Link again here: heroic.us/invest

For now, let’s chat details and wrap this up with the official invitation to join us as a Member.

The app has two principal components: THEORY and PRACTICE. By consistently practicing we reach MASTERY.

The Theory: Basic Training

One of the things I didn’t mention is that, in addition to all the Notes and 101s and +1s, I also created a 300-day Coach certification program that has been scientifically proven to change lives.

It used to be called Optimize Coach. It’s now called Heroic Coach.

12,000+ people from 100+ countries have signed up. (More on that here.)

For Heroic, I basically distill the absolute best of that 300-day scientifically-proven program into what we’re calling Heroic Basic Training.

There are seven objectives. Let’s take a quick look at each.

Objective I: Know the Ultimate Game

The first thing we need to REALLY (!) get if we want to REALLY (!!) change our lives is this: We’re playing the wrong game.

We’ve all heard the quip that a journey of a thousand miles begins with the first step.

Of course, that’s true.


Know this: If that first step is in the WRONG direction, you’ll be 2,000 (!!) miles away from where you want to be at the end of that 1,000-mile journey.

In Objective I of Basic Training, we’ll invite Aristotle and Martin Seligman (founder of the positive psychology movement) to the party as proxies for ancient wisdom and modern.

We’ll ask them: “Guys! What’s the ultimate meaning of life?”

They’ll give us the exact same one-word answer. And that answer can INSTANTLY change your life.

Btw: We’ll ask them a follow-up question on HOW we can play that ultimate game well. They answer that question with the same one-word answer as well.

I tattooed my body with Aristotle’s response. It’s the one-word summation of my entire life’s work and everything we will do together with Heroic.

Objective II: Forge Antifragile Confidence

Once we know the ultimate game and how to play it well, it’s time to know Rule #1 of a good, noble life.

Here it is: It’s not supposed to be easy.

When you truly answer the call to your own idiosyncratic Heroic quest (please do!!!), you’ve gotta know that YOU’RE SUPPOSED TO BATTLE DRAGONS.

It’s not supposed to be easy, folks.

That may sound obvious but we’ve been seduced to play the wrong game AND, perhaps even worse, we’ve been seduced to think it’s supposed to all be rainbows and sunshine and unicorns.

Then we think something’s wrong with us when it (inevitably!) ISN’T easy to try to create a good, noble life.

Getting this is also life-changing.

But we need to move from getting it intellectually to doing the hard work to FORGE (!) what I call Antifragile Confidence.

This is already way too long so the abridged take here is simple. You can be fragile and break the moment life gets hard. Or you can be resilient and withstand more pressure before you snap but then bounce back quicker than most.


You can be the OPPOSITE of fragile.


You can literally get STRONGER every time life knocks you around. Helping you forge that Heroic strength is what Basic Training is all about.

There’s only one way to build that level of confidence. You need to start more and more consistently doing all the little (and big!) things you already know you could be doing.

We’re going to help you create a protocol by helping you identify what you do when you’re at your best.

Then we’re going to challenge you (and the Practice side of the Heroic app is architected to support you in doing this!) to show up and DO those things you do when you’re at your best ESPECIALLY when you don’t feel like it.

The worse you feel? The more committed you are to your protocol.

That’s how you Forge Antifragile Confidence. It’s as close to invincibility as we can get.

Objective III: Optimize Your Energy, Work, and Love

We know the game we’re playing and how to play it well. We’re forging antifragile confidence as we use all of life’s challenges as fuel for our growth.

Now it’s time to simplify personal growth.

It’s time to focus on what we call “The Big 3”: Energy + Work + Love.

I don’t agree with Sigmund Freud on much. But when I first read a line from him that the good life can be boiled down to doing TWO things well, a choir of angels sang.

The two things?

Work and Love.

Get those right and you’re AT LEAST 80% there.


If your Energy is terrible and you have a hard time getting out of bed because of poor lifestyle choices then there’s NO WAY we’re going to show up powerfully in EITHER our Work OR our Love.

Therefore, we’d be wise to START with getting our Energy to Heroic levels (by dominating our fundamentals which is Objective VI) then…

We bring that new level of Heroic vitality to our Work and our Love and…


We’re more energized and productive and connected than ever as we more consistently show up as the best, most Heroic versions of ourselves.

(And, echo: If enough of us do that together we can literally change the world together.)

Objective IV: Make TODAY a Masterpiece

When, my dear Hero, do you think it would be wise to actually apply all these ideas to our lives?

TODAY of course.

The entire (!!!) app is architected with this simple but profound truth in mind.

New Year’s resolutions are warm and fuzzy.

New DAY’s resolutions are where it’s at.

We need to move from Theory to Practice to Mastery TODAY!!!

Yes. That’s astonishingly obvious. It’s equally life-changing when practiced.

When we get this right we’ll still have highs and lows because, of course, we’re human and no one’s perfect.


Our highs will be higher and our LOWS will be higher. And that’s (goosebumps) awesome.

Objective V: Master Yourself

With that strong foundation, it’s time to go to the next level with our Self-Mastery (Objective V) then we’ll Dominate our Fundamentals (Objective VI) en route to Activating our Heroic Superpower: Soul Force (Objective VII).

Want Self-Mastery?

Then I’ll encourage you to consider cultivating three distinct forms of discipline: structural discipline, reactive discipline, and expansive discipline.

Structural Discipline is the consistency with which we show up and work our protocol. The worse we feel, the more committed we are to doing the things we KNOW are best for us. That’s structural discipline.

Reactive Discipline is the consistency with which we show up and step in between a challenging stimulus in our lives and choose the most empowered response. As Victor Frankl says: In between a stimulus and your response, there is a gap. Our freedom exists in that gap. Cultivating that response-ability is the essence of reactive discipline.

Expansive Discipline is the consistency with which we approach life’s challenges rather than avoid them. We need to KNOW that our infinite potential exists outside of our comfort zone and that, every time we feel uncomfortable we are being given an invitation to EXPAND into the next, best, most Heroic version of ourselves. This is the essence of courage which is the willingness to act in the presence of fear and just another word for expansive discipline.

Objective VI: Dominate Your Fundamentals

Want to see how tall a building is going to be? Look at how deeply they’re digging the foundation.

Same thing with your lives.

Want to create a truly great, noble life?

Dominate your fundamentals.

We have seven we’ll cover in Basic Training: Eating, Moving, Sleeping, Breathing, Focusing, Celebrating, and Prospering.

Dominate these and you’ll have all the Heroic Energy you need for your Work and your Love.

Objective VII: Activate Your Superpower

All of that leads us to one place… It’s time to activate your Heroic superpower.

We call it…


All of your favorite Heroes had it. And, of course, so do you.

We just need to know how to flip the switch and activate it moment to moment to moment.

(Longer origin story on Soul Force in that Investor letter I mentioned…)


That’s a quick look at the seven objectives of Heroic Basic Training.

Now, we’re ready to move on to:

The Practice: Commit + Hit


Before we get into the Practice, check out a recording of a recent Zoom with our Heroic Founding Investors to see me walk through an interactive product demo:

As you’ll see, I walk you through the Heroic Basic Training described above that’ll be the core of the Theory at launch. (I’m the first Guide. Imagine other world-class teachers sharing their wisdom as well!)

Then I walk you through the heart of Practice in the Heroic training platform: our two-step, Commit + Hit Big 3 Protocol.

It all starts with our 1-Minute AM commitment process in which we re-commit to showing up as our best selves in our Energy, Work and Love.

As I like to say, New Year’s resolutions are nice. New DAY’S resolutions are MUCH more powerful if we’re serious about actualizing our potential.


What are your Heroic Identities? WHO are you at best, most Heroic self Energy + Work + Love-wise?

HOW does that best, most Heroic version of you show up? What are the Virtues you embody?

And What are the Top 3 Target behaviors that you’re going to DO today to live in alignment with that best, most Heroic version of yourself, again Energy + Work + Love-wise?

Tap tap tap. Tap tap tap. Tap tap tap.

Boom. In 1 minute we’ve set our intention for the day and we’re ready to rock. That’s Part 1.

Part 2? It’s time to actually HIT those targets we set for ourselves.

I can’t begin to tell you how excited I am to personally use the app and set those targets then HIT them all day every day.

MetaLab came up with Tinder’s swipe left/swipe right thing. The moment I learned that, I KNEW that they’d help us create our equivalent swipe to hit our virtuous targets, giving us a splash of dopamine every.single.time (!) we do what is best for us—using the absolute best of persuasive, behavioral design to help us show up as the absolute best version of ourselves.

We had THE best motion graphics designer at MetaLab (which makes him, in my opinion, at least tied for first as the best motion graphics designer in the world) design this swipe effect.

As you swipe/pull to the left, you’ll feel a haptic tension kinda like angry birds only rather than a slingshot it will be for a bow. Then you’ll release and BOOM!

Another virtuous target hit, Hero.

30,000 Heroes hitting 10 virtuous targets a day = 100M Annual Recurring Virtuous acts. (ARV)

300,000 Heroes hitting 10 virtuous targets a day = 1B ARV.

300,000,000 Heroes hitting 10 virtuous targets a day = 1T ARV.

That’s how we’ll help YOU flourish one virtuous act at a time.

And that’s how we’ll change the world, one person (and virtuous act!) at a time, together, starting with you and me and us, today!!

We’d LOVE to (goosebumps) welcome you to our Heroic movement as a Member of our social training platform.

Go Here To Get Started

Here are some kind words from a few of the more than 14,000 Founding Members who have already signed up. (Read more notes from Founding Members on why they’re excited about Heroic here.)

“On a personal level I really want to show up as the best person I can be and I’m convinced the platform will help me with that. On a higher level, I think the world will be a much better place if we are all going to be heroes in our own way!”

Sjoerd Haverkamp
Drenthe, Netherlands

“I am committed to creating and manifesting my most heroic self and joining thousands (and then millions) of others who are committed to doing the same. Heroic will transcend and include the best features, the unfulfilled promises of all the other social platforms - connection, community, purpose, a place for heroes to unite, train, and have fun!”

California, USA

“To connect with people that work hard and persistently towards actualizing their potential; to learn about their personal experiences and share mine; to be inspired by them to actualize my potential and to inspire others in return.”

Dragos Fratila
Baden-Würtemberg, Germany


Those were the TWO ways we’d love to help you more consistently show up as the best, most Heroic version of yourself so we can (literally!) change the world together—one person at a time, starting with you and me and us TODAY.

Here’s the quick recap (with links!) one more time:

Get FREE instant access to Optimize by Heroic. (150,000+ people signed up in 100+ days!)
PLUS: Join us as a Member of our Heroic social training platform.

Again, I appreciate you taking the time to learn more about Heroic and I’m excited about the possibilities of taking the next steps in this Heroic adventure together with you.

It’s time to change the world. One person at a time. Together. Starting with you and me mastering ourselves and serving Heroically. TODAY.

With Love + Wisdom + Self-Mastery + Courage I say…



P.S. “Never doubt that a small group of thoughtful, committed, citizens can change the world. Indeed, it is the only thing that ever has.” -Margaret Mead

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