Activate your Heroic potential.
451 bite-size, easy-to-implement ideas from ancient wisdom and modern science.
“This book will change your life. And, if enough of us commit, it will change the world.”
Being your best self, moment to moment to moment.
If you asked the ancient Stoic philosophers how to live a good life, they'd answer you in a single word: Areté. We translate Areté as “virtue” or “excellence” but the word has a deeper meaning, something closer to being your best self, moment to moment to moment.
1:03 
0:30 
1:38 This book will help you.
- Know the ultimate game
- Forge antifragile confidence
- Optimize your Big 3
- Make today a masterpiece
- Master yourself
- Dominate the fundamentals
- Activate your superpower
Eight things to train.
Each one is a thing you practise. Pick a virtue to read what it sounds like once you've got it.
“I know the ultimate game and how to play it well”
“I forge antifragile confidence with every action I take”
“I am joyful, connected, and encouraging”
“I am willing to act in the presence of fear”
“I appreciate all the gifts and blessings in my life”
“I have inspiring goals, agency, and pathways”
“I pay attention to what's working and what needs work”
“I dominate my fundamentals so I have Heroic energy”
Praise for Areté.
“I wish this book was available 50 years ago when I was just starting out on my own life journey. I whole heartedly recommend it.”
“This book provides the answer for those who are asking that most basic of questions: what should I do with my life?”
“Essential reading for anyone seeking to harness their Heroic potential and influence the world in a positive way.”
- Publisher Blackstone Publishing
- Formats Print, ebook and audio
- Hardcover 1,060 pages
- Published November 14, 2023
An instant Publishers Weekly bestseller.
Loved and reviewed by many.
“This is a must read for anyone looking to take their game of life to the pro level! The wisdom from Brian in this book is unmatched and it will unequivocally change your life!”
“There is arguably no book more capable of accelerating your path to fulfilling your potential than Areté and no person more qualified to write it than Brian Johnson.”
“Brian Johnson is going to change the world, and this book is his ultimate manifesto. The science is solid; the history goes deep. Areté will elevate us all.”
“This book threatens to be one of the all-time best and most timeless masterpieces of personal productivity and self-development. Shove aside any books you've been planning to read, and move Areté to the front of the line.”
“Every hero needs a guide. But when they hand you the playbook to leading a life of meaning… it's the ultimate gift! This book won't leave your nightstand.”
“Areté is the compass that will guide you towards a life of purpose, happiness, and the realization of your true potential.”
“This is a life-changing masterpiece.”
“When I'm in a jam, when the universe is turning my life upside down, Brian is the man I call. Every Spartan in the world should read Areté.”
“Areté is a must-read for anyone who wants to be a hero.”
“Brian has alchemized the wisdom and teachings from the greatest thinkers on the planet.”
“An absolute ‘must read’ for those who want to reach the Mount Olympus of leading superstar-performing teams.”
“Brian has given us an innovative platform to optimize our internal work across the foundational human pillars of mind, body, and spirit to create balance and optimal performance. I highly recommend Areté for everyone looking to activate their Heroic potential.”
“Brian Johnson's virtues of zest, service, and optimism are only matched by his kindness, generosity, and love. This book gives Heroic leaders from all walks of life access to Brian's wisdom. I highly recommend it.”
“Most of us have read our share of ‘self-improvement’ books. Areté is something else entirely — a self-illumination book.”
“Brian is the coach of coaches. If you're looking to level up every aspect of your personal and professional life, this is a must-read.”
“Brian is a Stoic reincarnate. This book is your next read and your training template for a life well-lived.”
“Brian Johnson is an exceptional individual that comes along once in a life time who possesses the wisdom, leadership qualities and love of humanity that are necessary to make a lasting difference in our world.”
“Areté is a masterpiece that is certain to be read and revered by millions, and passed down from generation to generation.”
“Brian Johnson searches through ancient philosophy, modern science, and the best thoughts of our day to find the insights and tools we all need to propel our lives upward and forward with true excellence. We need it now like never before.”
“This is a must read for anyone looking to take their game of life to the pro level! The wisdom from Brian in this book is unmatched and it will unequivocally change your life!”
“There is arguably no book more capable of accelerating your path to fulfilling your potential than Areté and no person more qualified to write it than Brian Johnson.”
“Brian Johnson is going to change the world, and this book is his ultimate manifesto. The science is solid; the history goes deep. Areté will elevate us all.”
“This book threatens to be one of the all-time best and most timeless masterpieces of personal productivity and self-development. Shove aside any books you've been planning to read, and move Areté to the front of the line.”
“Every hero needs a guide. But when they hand you the playbook to leading a life of meaning… it's the ultimate gift! This book won't leave your nightstand.”
“Areté is the compass that will guide you towards a life of purpose, happiness, and the realization of your true potential.”
“This is a life-changing masterpiece.”
“When I'm in a jam, when the universe is turning my life upside down, Brian is the man I call. Every Spartan in the world should read Areté.”
“Areté is a must-read for anyone who wants to be a hero.”
“Brian has alchemized the wisdom and teachings from the greatest thinkers on the planet.”
“An absolute ‘must read’ for those who want to reach the Mount Olympus of leading superstar-performing teams.”
“Brian has given us an innovative platform to optimize our internal work across the foundational human pillars of mind, body, and spirit to create balance and optimal performance. I highly recommend Areté for everyone looking to activate their Heroic potential.”
“Brian Johnson's virtues of zest, service, and optimism are only matched by his kindness, generosity, and love. This book gives Heroic leaders from all walks of life access to Brian's wisdom. I highly recommend it.”
“Most of us have read our share of ‘self-improvement’ books. Areté is something else entirely — a self-illumination book.”
“Brian is the coach of coaches. If you're looking to level up every aspect of your personal and professional life, this is a must-read.”
“Brian is a Stoic reincarnate. This book is your next read and your training template for a life well-lived.”
“Brian Johnson is an exceptional individual that comes along once in a life time who possesses the wisdom, leadership qualities and love of humanity that are necessary to make a lasting difference in our world.”
“Areté is a masterpiece that is certain to be read and revered by millions, and passed down from generation to generation.”
“Brian Johnson searches through ancient philosophy, modern science, and the best thoughts of our day to find the insights and tools we all need to propel our lives upward and forward with true excellence. We need it now like never before.”
50% philosopher. 50% CEO.
“For nearly two decades, Brian Johnson has masterfully synthesized some of the most valuable personal development content. Thanks to Brian's extraordinary talent and unwavering dedication, my life, along with the lives of many friends and colleagues, has been significantly enhanced. Therefore, when I first learned about Brian's latest book, ‘Areté,’ I promptly acquired hundreds of copies to present as a heartfelt gift to our company's stakeholders.”
Heroic meets the certified B-Corporation high standards of social and environmental impact.