“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.”— John Mackey, Co-founder and Former CEO, Whole Foods Market

“As a close friend and mentor, Brian’s insights and guidance have had a profound impact on my own personal growth. His unwavering dedication to making a positive impact on the world motivates me to be a better human being each day. Brian’s burning passion for living life through the concept of Areté makes his noble mission a cause to relentlessly support. We all want a better world for our kids and future generations. Many of Brian’s tenets of character and leadership have been woven into the very fabric of our world-class Warriors in Naval Special Warfare during their basic training phase. Brian has been extremely gracious to the families of our fallen heroes for which I will always be grateful. 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.”

“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!”

“This book will unlock the recesses of your true capabilities. Brian Johnson shows even the most successful leaders that there is more in the fuel tank to reach even greater heights. An absolute ‘must read’ for those who want to reach the Mount Olympus of leading superstar-performing teams.”

“Optimization for the sake of optimization is ultimately shallow. Brian Johnson draws from profound ancient wisdom, activated with powerful modern science, to provide a deeper alternative: the cultivation of heroism. This book provides the answer for those who are asking that most basic of questions: what should I do with my life?”

“In Areté, Brian Johnson masterfully integrates time-honored wisdom with contemporary science, creating a road map for increased well-being. This will sound cheesy but it’s more than just a book—it’s a call for all of us to unearth our untapped potential. Brian offers practical, tangible tools for turning our greatest challenges into fuel for resilience and personal transformation. His new book is essential reading for anyone seeking to harness their heroic potential and influence the world in a positive way.”

“From the beginning of this book Brian Johnson sets up incredibly high expectations, promising us the best, most heroic version of ourselves. And then, with each word, metaphor, story, and research, Brian proceeds to overdeliver on his promise. You have in your hands a life-changing masterpiece.”

“This book is your next read AND your training template for a life well-lived. Philosophy, ethics and morality in our modern world have devolved into relativism and opinion, with little action to back up the blather. It wasn’t always this way. In ancient Greece and Rome, the Stoics understood that a personal philosophy not backed by powerful action, and habituation of virtues, simply displayed a lack of character. Brian Johnson is a Stoic reincarnate. Not only does he have a deep love for marrying ancient with modern wisdom, but also has a passion for embodying such wisdom in his own life—through daily discipline and effort. In short, he is willing to do the work of self-examination and character refinement espoused by the Stoics, Yogis, Taoists and other philosopher-practitioners of the past. In Areté: Activate Your Heroic Potential, Brian shares this wisdom with us so that we, too, can be men and women of character and deep integrity. It is a message that is both timely and urgent. Thank you Brian for this important work.”

“Brian is the most Stoic guy I know. 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.”

“I have followed Brian Johnson’s work for over a decade. He is the coach of coaches. The impact he’s had on me and, as a result, those I coach, is immeasurable. If you’re looking to level up every aspect of your personal and professional life, this is a must read.”

“Mark my words: Brian Johnson is going to change the world, and this book is his ultimate manifesto. I’ve seen it over and over—when people connect with the Heroic movement they flourish. And flourishing is contagious. One purpose-driven hero impacts others, and within just a few iterations, the world. The science is solid; the history goes deep. Areté will elevate us all.”

“This book is a life-changing masterpiece that will leave a lasting impact on anyone who reads it. If you’re searching for a roadmap to a meaningful life, look no further. The wisdom Brian shares in Areté is the compass that will guide you towards a life of purpose, happiness, and the realization of your true potential.”

“Most of us have read our share of ‘self-improvement’ books. Areté is something else entirely — a self-illumination book. Each page sheds light on the undiscovered capacities that have been too-long hidden away within each of us. Brian’s genius lies in holding out these golden finds for us to recognize as our own, while simultaneously unleashing the untapped stores of purpose-driven energy we need to wield them well. This book will serve as a daily devotional for many. For those willing to dig deeper, it will serve as a treasure map, dog-eared pages and highlighted passages marking a clear trail back to our own best gifts.”

“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.”

“This book threatens to be one of the all-time best and most timeless masterpieces of personal productivity and self-development. From ancient wisdom to modern science, training the body mind and soul, optimizing energy, love, sleep, work and beyond, it is a profoundly thorough treatise on everything you need to live as a full and complete human. Shove aside any books you’ve been planning to read, and move Areté to the front of the line. You’ll thank yourself forever if you do.”

“Brian Johnson’s virtues of zest, service, and optimism are only matched by his kindness, generosity, and love. These virtues were embodied in Brian making Heroic available to the corps of cadets at the United States Military Academy at West Point. These future Army officers now have access to tools to assist them in leader development, self-mastery, and antifragility. The beauty of this is not just the self-development aspect of cadets using Heroic, but that upon graduation and commissioning, they will take these virtues and skills to their platoons of America’s finest young women and men. This book gives heroic leaders from all walks of life access to Brian’s wisdom. I highly recommend it.”

“I’ve known Brian Johnson for over 20 years, and I’ve never met anyone more focused and dedicated to making a difference in the world. He lives an authentically heroic life by constantly challenging himself to grow and learn, by unapologetically eliminating all distractions, and by never giving up on his dreams. With Heroic, Brian has created a powerful and inspiring company to help us all live our lives to the fullest. Areté is a must-read for anyone who wants to be a hero.”

“No one is doing more in our time to bring practical wisdom to the world than Brian Johnson. He searches through ancient philosophy, modern science, and the best thought of our day to find the insights and tools we all need to propel our lives upward and forward with true excellence. He finds all the best stuff and brings it to us in a powerfully actionable form in this new book, from theory to practice to mastery. It’s an amazing achievement. I’m hoping that millions of people will benefit from Brian’s great work in these pages. We need it now like never before.”

“Brian has alchemized the wisdom and teachings from the greatest thinkers on the planet. His teachings have created a framework for my own peak performance and leadership.”

“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 is a true modern day philosopher who has distilled and consolidated wisdom from the greatest minds in history so that you can use it to create the life you desire and deserve.”

“Prepare to have your mind expanded and your heart opened by Brian Johnson’s remarkable new book. Areté is a masterpiece that is certain to be read and revered by millions, and passed down from generation to generation. In a world where shallow superficiality seems supreme, Brian’s book is a beacon of deep truth, wisdom, and inspiration—a call to arms for anyone with the courage to pursue their dreams, no matter how audacious they may seem. Put every other book away and dive headfirst into the pages of Areté. You’ll emerge with a renewed sense of purpose, a deeper understanding of yourself, and the tools you need to make a lasting impact on the world.”