Heroic Social Training Platform

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My dear fellow Hero:

This is Brian. 👋

I hope you and your family are doing great. Today I’m excited to give you an update on our Heroic social training platform and invite you to become one of our Founding Members. More on that in a moment. 

First, I’d like to quickly recap the last six months and then look forward to our official launch on April 9th, 2022. (Less than 300 days away!! 🚀)

As you may recall, on December 19, 2020, we sent this letter out to our Optimize community letting them know about our plans to create a new business called Heroic Public Benefit Corporation. 

We shared our (ambitious) goal to make history as the first company to ever raise $5M via the new Reg CF equity crowdfunding regulations as part of our (even more ambitious) mission to change the course of history by creating a social training platform that would empower us all to be the best, most Heroic versions of ourselves.

Within hours we received support for OVER $5M from our community.

Even now as I type that I get goosebumps and misty-eyed feeling the extraordinarily humbling and inspiring support we have been blessed to receive. 🙇‍♂️ 🙏 

(Note: After recommitting to my Heroic Sacred Vow, every.single.morning I reread a page of notes from our Founding Investors on why they were excited to invest (check out a sample here) and EVERY.SINGLE.MORNING I get tears in my eyes as I’m so moved by your belief in me and in our mission. 🙇‍♂️ 🙏)

Here’s a sample of the notes I read this morning:

The simple answer is that the world desperately needs a change and Heroic is poised to be one of the defining catalysts of our age to realize this.

Because the world is going crazy and I’d like to do something about it.

This initiative is the one I’ve been waiting for, a community of heroes aimed at helping each other and the world flourish. I would love to join this journey!

And, for curious souls, here’s my Sacred Vow…

Sacred Vow

Long story a little shorter…  

A few months later, on March 26th, 2021, with the support of over 2,500 (!) Heroic Founding Investors from over 75 (!) countries, we officially made history as the first company to ever close a $5M Reg CF equity crowdfunding as part of our $11M Seed round of financing.

Making History

After all that fun, it was time to get to work actually BUILDING our Heroic platform.

As you may know, we partnered with MetaLab, the company that built Slack, Uber Eats, and the app for Elon Musk’s new business, Neuralink.

They’re AMAZING. 

We’re officially launching Heroic on April 9th, 2022. 

With the support of Thrive Digital—the marketing firm behind companies like MasterClass, Snapchat, and Lululemon—we’re excited to see how quickly we can serve 1 million heroes.


We were going to wait until the Heroic platform was actually built before we started allowing people to sign up and then we thought… 

Why wait? 🤠

Let’s give people the chance to join our movement NOW and then share all the behind-the-scenes work over the next ten months so we can create some massive momentum and launch HEROICALLY strong.


Let’s generate some powerful cash flow NOW that we can immediately put right back into our product development so we can launch with an even more powerful platform on Day 1!!!

Having said all that…

Before we get to the official early invitation, now would probably be a good time to tell you more about what the social training platform will actually be like, eh? 🤓

The platform that trains heroes

At the highest level, I’ve always loved this slide from MetaLab’s original pitch deck as it beautifully captures the vision…

Then there’s this slide from our original pitch deck:

The platform that trains heroes - Slide

As we’ve wrapped our brains around how to bring the high-level vision to life in an app, we added this little distinction to that slide to capture the power of helping people move from theory to practice together:

The platform that trains heroes - together

Then we created this rough overview of Basic Training for the theory side of things along with the “jobs” the app will need you to do so we can fulfill the primary Objectives.

Basic Training Objectives

Then our Head Coach, Michael, created this little sketch flow of what the app will need to do:

Michaels Map

Then MetaLab took that and created this Information Architecture overview to help start refining exactly what we’ll build.

MetaLab IA

And they shared this super-early look at how it will all fit together:

MetaLab - Overview


Until we have some actual prototypes to show you, perhaps the easiest way to capture the essence of the app is to share the script for the welcome video I’ll be filming soon.

We’ll get to that after one more share from MetaLab.

Quick context:

In June, we kicked off a two-month Heroic branding initiative with two, two-hour meetings with MetaLab’s head branding guy.

It was awesome. 😲

In fact, after the first day, Jana from our team said that the Q&A portion of our first session was “The best podcast I’ve ever listened to.” (Goosebumps.)

Frankly, when I get on a bit of a roll, I don’t even remember what I said. 😂

But, I knew I was kinda on 🔥 (hah) as Matt’s questions were *so good* (👏 ) and the team echoed Jana’s sentiments, so we asked the MetaLab team if we could share a slightly edited version of our session together.

Our lead, Matt, graciously agreed.

Note1: We had ZERO (!!!) intention of sharing this intimate conversation publicly. It was me, Michael, Jana, Patrick, Xavier, Mel, and Avery from Team Heroic and Matt and our lead designer and overall producer from the Team Heroic MetaLab. (Shout out to Adi and Karey for their world-class awesomeness.)

Note2: For various reasons, I NEVER (as in never!) listen to or watch anything I record. I’ve produced hundreds and hundreds of hours of content and I’m pretty sure this is the first thing I’ve EVER listened to in its entirety. (I started listening while driving to Whole Foods with the kids and then finished while waiting for Eleanor to wake up from her nap in the parking structure!)


I think this might be the most succinct/powerful articulation of the guiding principles of Heroic. (Goosebumps again.)


Here’s the video of the Q&A section from Day 1 of our Heroic Branding Kickoff with MetaLab. Matt is the brilliant guy with the melodic British accent walking us through his set of questions. I’m the guy responding (😉) with Michael making valuable contributions at times as well (🙌).


Back to the welcome video.

Imagine me sharing this welcome message with you with animation and all that jazz. 🤓

Note1: The “Theory” for Basic Training will essentially be the distillation of my life’s work into the most concise, actionable stuff we can deliver. Think: Mastery Series comprehensiveness/structure/progression with +1 bite-sized succinctness!

Note2: I’ll be the Guide for Basic Training. After we nail the launch with the core social + training features with me as the prototypical guide, we plan to invite all my favorite friends/teachers like Cal Newport, Phil Stutz, James and Suzie Pawelski, etc. (Well, actually, we’ve already invited them and they’re excited to join us! Now we just need to 🔨 Phase I!)

Note3: We always planned to start with the Heroic Core and make it worthy of the first 1M+ Heroes then expand from there.

Although we entertained a “Patreon-like” business model in which we provided the technology for others to have their own membership platforms, we realized that the more powerful, differentiated pathway to empowering you to be the best, most Heroic version of yourself is more of a Calm (or Headspace) model than a Patreon model. A single membership with a TON of value.

Which is one of the reasons I’ve been playfully describing Heroic as kinda like Calm but for Heroes. Rather than try to help you reduce your stress, we want to teach you how to eat it like an energy bar so we can give the world all we’ve got!!

Now for the welcome script!

Nice to Meet You, Hero

Hi. This is Brian. Welcome to Heroic.

In a moment I’ll give you a tour of your new social training platform, then I’ll give you a quick overview of the seven objectives of Basic Training to show you how we’re going to empower you to be the best, most Heroic version of yourself by moving from theory to practice together. 

But, first, I’d like to ask you a question…

Do you happen to know what the word hero means? 

It’s an ancient Greek word. Etymologically, the word hero doesn’t mean “killer of bad guys” or “tough guy” or anything like that it. It means “PROTECTOR." 

A hero has strength for two. And, very importantly, a hero is willing to do the HARD work to HAVE that strength for two. 

And, do you know what the secret weapon of the ancient hero was? 


It’s LOVE that fuels our commitment to DO that hard work to HAVE that strength for two. It’s LOVE that gives us the Courage to be willing to act in the presence of fear. It’s LOVE that gives us the Self-Mastery to do what needs to get done whether we feel like it or not.

And… If you haven’t noticed, our world needs Heroes today more than ever before.

We’re not just recovering from the effects of a global pandemic with COVID-19. We have global pandemics of DEPRESSION and ANXIETY. Of chronic diseases like CANCER and DIABETES. We have global pandemics of POLITICAL POLARIZATION and SOCIAL INJUSTICE.

And, you know what? The ONLY possible way we’re going to rise up and conquer these challenges is if WE all rise up and show up as the best, most heroic versions of ourselves.

Again: Our world needs Heroes TODAY more than ever before. 

To put it directly: We need YOU to be a HERO.

To put it even more directly: YOU ARE A HERO. We just need you to show up and act like it. Welcome to your Training Platform. Consider me your guide for Basic Training.

Now for the tour. 

You’ll notice five primary navigation links on the bottom of your app. We have “Today,” “Theory,” “Practice,” “Together,” and “Tools.” 

Click on the “Theory” icon and you’ll get access to the core practical Wisdom that will shape our Training. More on that in a moment. 

Click on the “Practice” icon and get ready to start creating Masterpiece Days. Fact is, we don’t need to read another book or listen to another podcast or take another master class. 

We’ve gotta know that TODAY is the day to move from Theory to Practice to Mastery and actually *do* the things we know we could be doing to close the gap between who we’re capable of being and who we’re actually being. 

Click on the “Together” icon and you’ll find a bunch of other awesome humans committed to becoming the best, most Heroic versions of themselves. 

Know this: Science says that the fastest way to change your life is to join a community of people with high standards. Boom. Meet your new Heroic Buddies.

Click on the “Tools” icon and you’ll get access to a collection of super-practical tools you can use all day, every day, to meet life’s inevitable challenges and close the gap between who you’re capable of being and who you’re actually being.

All of which leads us back to the first icon: “Today.”

Again: TODAY’S THE DAY to move from theory to practice together and this is where you’ll find the next most important thing for your hero’s journey [/heroic quest]: the next piece of potentially life-changing theoretical wisdom you can study; the next practical thing you can do to make today a Masterpiece Day; an inspiring moment of connection with your Heroic Buddies; and, a featured Tool you can use to get a little stronger and wiser and more courageous.

So… Our ultimate mission with this platform is simple: To empower you to be the best, most Heroic version of yourself.

To fulfill that mission, we have seven core Objectives. Let’s take a quick look at each before we officially get to work.

The first thing we need to do is step back and make sure we’re playing the right game. The reality is, in such a profoundly sick society, we’re almost certainly not.

Enter: Objective I: Know the Game You’re Playing.

We’ll invite the ancient Greek philosopher Aristotle and leading positive psychologist Martin Seligman to the party as proxies for Ancient Wisdom and Modern Science and ask them about the ultimate meaning of life.

We’ll save the details for our discussion in a moment but know this: They’ll give us the *exact* same single-word answer. (Spoiler alert: I tattooed the word on my arm.)

By the end of our first Objective you’ll know the game you’re playing and how to play it well. If your experience is anything like the thousands of people I’ve personally trained, this will be life changing.

Once we’ve established the game we’re playing it’s time to learn how to play it well. Which leads us to our second Objective. We’re going to Forge Antifragile Confidence.

It’s time to move from being Fragile to being Resilient to being ANTIFRAGILE such that the more life kicks us around, the stronger we get.

That requires Confidence.

Which leads us to another etymological pop quiz. Do you happen to know what the word confidence literally means?

It means “intense trust.” Not that everything will go perfectly in your life but that it DOESN’T MATTER how things go because YOU have what it takes to deal with whatever arises.

That’s Antifragile Confidence. Cultivating even 10% of your capacity here will change your life. 

All of which begs the question: How do we build “intense trust” in ourselves? The same way we build trust in any relationship: We DO what we say we will do.

More specifically for our Heroic Basic Training purposes, we’re going to help you develop a protocol—a set of behaviors that you engage in on a day-to-day basis that keep you plugged in to that best version of yourself.

But… Here’s the secret sauce: We’re going to help you write a new algorithm for your life. It goes like this: “The WORSE you feel, the MORE committed you are to your protocol.”

What do most people do when they feel a little off or overwhelmed? They STOP doing the very things that would have kept them plugged in and capable of showing up powerfully. Not us. The WORSE we feel, the MORE committed we are to our protocols.

This is your ticket to invincibility. You’ll still have ups and downs because you’re human but… Your highs will be higher AND your lows will be higher. And that’s Heroically awesome.

Once we’ve established the game we’re playing and learn Rule #1 on how to play it well, it’s time to simplify self-help. That’s what we’ll do with our third Objective as we Get to Know Your Big 3.

As you’ve almost certainly experienced if you’ve spent *any* time in the self-help world, it can very quickly get very overwhelming. There’s SO much we can work on. Where do we begin.

Well, Freud tells us that a good life comes down to two things: Work and Love. This is one of the few things on which I agree with the dear doctor but… If your ENERGY is low, you’re going to have a *really* hard time showing up powerfully in either your Work or your Love.

Enter, The Big 3: Energy + Work + Love.

We’re going to systematically help you get more Energized than you’ve ever been such that you can be more Productive than you’ve ever been and, at the same time, more Loving and connected (to yourself and to your Loved ones) than you’ve ever been in your life.

That’s how to simplify self-help so you can more consistently show up as the best, most Heroic version of yourself.

From there, it’s time to get the fact that TODAY’S THE DAY to move from Theory to Practice to Mastery.

Enter: Objective IV. We’re going to help you Create Masterpiece Days. We’ll start with your AM and PM Bookends and we’ll teach you the fact that, somewhat paradoxically, a great day begins with the END of your prior day.

We’ll talk about the simple, key behavioral changes that can literally change your life overnight and then we’ll systematically install the highest-leverage behavioral changes that will help you show up powerfully in your Energy, your Work, and your Love ALL DAY EVERY DAY.

That, my Heroic friend, is how we’re going to help you become more Energized, Productive, and Loving than you’ve ever been.

All of which leads us to our fifth Objective. It’s time to Master Yourself by learning the art and science of behavioral change so you can become a Heroic ninja in installing and deleting the behaviors that will help you become who you aspire to be.

The #1 thing to know? It’s all about using your willpower wisely to install habits that run on autopilot via algorithms.

If you feel so inspired, now might be a good time to pause for a moment and ask yourself: What‘s the ONE thing you KNOW you could be doing that, if you started doing it TODAY would most change your life?


What is it? What’s the ONE thing you could be doing that, if you started doing it consistently, would most positively change your life?

Fantastic. Imagine your life with that habit installed. Then imagine your life with your #1 BAD habit deleted. Then imagine having so much Self-Mastery that you can install and delete habits at will. That’s what our fifth Objective is all about.

From there it’s time for our sixth Objective. It’s time to Dominate our Fundamentals. We have seven: Eating, Moving, Sleeping, Breathing, Focusing, Celebrating and Prospering. Each fundamental has a core set of behaviors that we’ll train TOGETHER.

Why does this matter?

Well… Do you want to see how tall a building is going to be? Just look at how deeply they’re digging the foundation.

We need to really get the fact that greatness (and becoming the best, most Heroic versions of ourselves!) is all about consistency on the fundamentals.

We’ll have a ton of momentum when we get to this point and, again, if you’re like the thousands of people I’ve trained, you’ll find that you’re suddenly able to easily change some key behaviors across each of our fundamentals—stuff you may have been struggling with for years. This is exciting, life-changing, and incredibly empowering.

All of that leads us to our final Objective. It’s time to Claim Your Superpower. I call it Soul Force. There’s a formula for it.

We’ll dive into the details soon. For now, know this: When you can get your Energy Focused on What’s Important Now CONSISTENTLY, you can tap into the infinite power of Soul Force and truly express that best, most Heroic version of yourself.

I can’t begin to tell you how fiercely committed I am to helping you do exactly that. 

Why? Because that’s precisely how we’re going to get you showing up as your best, most Heroic version of yourself.

And, that’s precisely how we can change the world. One person at a time. Together. Starting with you and me. Today.

All that to say: Nice to meet you, Hero. Let’s get to work!


That’s a long prelude.

Would you like to join us as a Heroic Founding Member? If so, you can [sign up](http://heroes.us/join) today.

You’ll get the first year for $35 (50% off our anticipated $70 per year subscription), you’ll get first dibs on your preferred social handle (I’ve already grabbed @brian 🤓), and you’ll get behind-the-scenes access to the latest and greatest highlights of the creative process as we do the hard work over the next 10 months to build something great together.


If we do our jobs, in x years/decades (deo volente!) you’ll be be able to say you were there before Day 1 as we all created something truly great together. 

Oh! You’ll also get a ticket to the livestream of the launch party where I’ll be channeling my best Steve Jobs product launch impersonation (hah!) (I literally just laughed out loud) (mostly at myself) and…  my new favorite band, The Score, will be performing for our Founding Investors. 


That’s enough from me for now.

As I said at the end of the [Heroic pitch video](https://heroes.us/unite/) featuring my wife and kids and our chickens (hah!)…

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


Let’s do this.





P.S. The signup will be two parts: First, we’ll capture your payment then we’ll capture some info via a little intake form.

Note1: We’re REALLY committed to creating a virtuous social platform that brings out the best in people. As part of that, we’ll have a very clear Terms of Use. So… Before you get the official invite, we’ll need you to confirm that this sounds like your kind of place! 🤓

I agree to show up on Heroic as the best version of myself, striving to embody Wisdom, Self-Mastery, Courage and Love. I acknowledge that the vicious toxicity that is accepted as normal on other social platforms is not tolerated on Heroic and that my social profile will become invisible to others if the Heroic moderators decide that any posts are inappropriate.

*Obviously, that’s rough. But… You get the idea. 🤗 

Note2: We’ll charge your credit card $35 today. This will get you access to the first year of Heroic (and a free backstage pass to the creative process). That first-year clock ⏱️ will start ticking the day we officially invite you to join the platform. Target launch date: April 9th, 2022. 🚀 Year 2 (and beyond) (assuming we astonish you with awesome, of course!!) will be $70/year.

Note3: I can’t wait to astonish you and I appreciate you even considering joining us so early on. LET’S GOOOOO!

P.P.S. Another thing we’ll talk about between here and launch is our commitment to creating Heroic Technology. (Think: An answer to The Social Dilemma.)

Here’s a slide from one of our presentations to MetaLab on how we’re thinking about it:

P.P.P.S. We’re seeing if we can livestream everyone at least a song or three from The Score. Especially this one, which has become our unofficial anthem!

P.P.P.P.S. Speaking of Steve Jobs and being crazy enough to think we can change the world, have you ever seen/listened to the old-school Apple ad narrated by Steve himself? It’s pretty awesome.

Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.

— Steve Jobs, 1997

👆 I’ve memorized that and silently said that to myself hundreds of times. 💣


Heroic 243

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We’ll keep you posted on all things Heroic. (Think: exclusive behind-the-scenes updates, sneak-peak previews, and the chance to get early-access to the Heroic Training Platform.)