Exciting News!!!

Short story: Optimize was acquired by Heroic Public Benefit Corporation. As part of Heroic’s mission to help create a world in which 51% of the world’s population is flourishing by the year 2051, the Optimize core wisdom membership is now free.

No credit cards required. No strings attached. Period.

It’s time to Optimize our lives and serve Heroically so we can change the world, one person at a time, together, starting with you and us. TODAY.

👆That’s the short story.

And, for curious souls, check out the super long story below. 👇 🤓

My dear fellow Optimizers.

This is Brian. 👋

Today is a big day for me and for our teams at both Optimize and Heroic. As per the short story above, we decided to give our Optimize premium membership away for free!!

I’d like to provide some more context on how Optimize has shaped my life and why we think this is the wisest (and most courageous and most loving!) thing we can do to help catalyze our movement here.

Here it is!

As you know, I often say that today’s “Day 1”—which, of course, it *is* every.single.day.


I started writing this on what happened to be an *actual* milestone “Day 1” as October 1st was the very first day that our new business Heroic officially owned Optimize, the business I started over 13 years ago.

If you’ve been following along, you know that we created Heroic as our response to the historically significant challenges facing our world—not just with the COVID-19 pandemic, but with the pandemic levels of anxiety and depression and cancer and political polarization and social injustice and environmental degradation not to mention the unintended catastrophic consequences of our current social media a la The Social Dilemma, etc etc etc.

I believe that these historically significant challenges create both historically significant RESPONSIBILITIES and historically significant opportunities to serve as heroically as possible.

As we’ve discussed, we have been blessed to receive an extraordinary level of support with Heroic to fulfill our mission to change the world, one person at a time, starting with you and me, TODAY.

Our unapologetically ambitious goal is to play our roles as well as we possible can to help create a world in which 51% of the world’s population is flourishing by the year 2051.

Earlier this year, 2,500 Heroic Founding Investors from 75 countries put $11 million of capital into Heroic Public Benefit Corporation to help us take the first steps in fulfilling that mission as we made history together as the very first company to ever raise $5M via the new Crowdfunding Regulations.

I recommit to my Sacred Vow and reread a page of the original notes we received from our Founding Investors every single morning. I’m on my third reread through my 100+ page stack of notes and I STILL get emotional every morning as I feel the love and commitment from the amazing individuals in our community who are so committed to making a difference and creating a better world for our kids and future generations. (And, yes, I’m now typing this through tears in my eyes.)

Here’s my Sacred Vow. And here are the 1,500+ notes.


As part of our Heroic fundraise, we always knew that Heroic would acquire Optimize and that Optimize would play an important role in helping catalyze Heroic’s growth.

At the time, however, we didn’t know *exactly* how the two businesses would be integrated. Now we do.

Although I know that I’ve already said a lot and that this is getting long (and, yes, I know that everyone supposedly has the attention span of gnats these days and that everything supposedly has to be shared in snappy sound bites!), I've always felt like we're friends who just haven't met in person (yet!) and it’s important for me to set some more context and share just how important Optimize has been to my development as not just a philosopher, entrepreneur and leader but as a husband and father and, most importantly, as a man committed to fulfilling my destiny by showing up as the best version of myself and serving as profoundly as I can.


If you have a few more minutes, let's go back in time to when I *thought* I originally came up with the idea for the business that became Optimize.

It’s January 2nd, 2008.

Alexandra and I are on a plane flying home from Tokyo to Los Angeles after a wonderful pre-honeymoon trip to India, Thailand, Cambodia and Japan. We took that trip immediately after a 10-day silent Vipassana meditation retreat we did together a few months after I sold my prior business.

So, we’re x thousand feet in the air and I open up the Sky Mall. And… As fate would have it… I opened it up right to a two-page ad for a company that did summaries of business books.

A choir of angels sang at precisely that moment.

I had been trying to figure out how I could get paid to do what I loved to do—which, I had known for years (after doing the 100 questions exercise years earlier) was studying optimal living/actualizing my potential and helping others do the same.

In that moment, PhilosophersNotes was born. I would create a business that distilled the best *personal growth* books into inspiring, super-practical summaries and see if I could get paid doing what I loved in service to the world while sharing more wisdom in less time.

I proceeded to create my first 100 Notes (bless all of you who have been with me THAT long and bless Alexandra for listening to me enthusiastically read every single one of those out loud to you—usually while you were just waking up after I'd done my early morning writing!! 🤓 🤗!!!). Then I created the next couple hundred. Then I wound up creating over 600 PhilosophersNotes on many of the greatest classics in ancient wisdom and modern science.

All as part of my insatiable quest to truly actualize my potential in service to the world while helping others do the same.

Now, there were a lot of other powerful experiences over that 14-year period—all of which helped shaped me as a man and have played a role in making me who I am today.


It was only recently when Alexandra found the ONE journal of mine I’ve kept over the years that I realized that I *actually* had the idea to create something like PhilosophersNotes many years earlier.


Let’s go back to Spring 2001.

I'm 26 years old. I had recently sold my first business and was diligently trying to figure out what I wanted to do with my life.

Here’s the journal I took with me on a trip during which I studied Socrates in Athens, Jesus in Jerusalem, Rumi in Konya, Turkey, and Marcus Aurelius near the Danube in Hungary.

Let’s flip open to page 17.

Twenty years ago, the 26-year old version of myself asked: “What is my purpose?”

To which that version of me replied with words I could have written today:

“I want to inspire the world to love. To love life. To love themselves. To love those close to them. To love who they are and who they can become.

I want to be inspired enough to fill my life with as much agape as possible—allowing me to share this love with as many people as possible.

I want to change the world. I will change the world. … And the beautiful part is that I will be most successful as I get to know myself better and outline the principles with which I will live my life.”

Then I wish I could reach back in time and give that younger version of me a huge hug and a fierce, “You got this!!” as I reread him writing: “Wow. This is cool.”

Yes. It is. 🤓

Alrighty. Wiping away the tears.

If you look at that picture of my journal, you'll notice that, twenty years ago, on the page opposite the one on which I asked what my purpose was, BEFORE I understood the ancient wisdom and modern science on the power of putting our virtues in action, I captured the cardinal virtues on which I founded Heroic and to which I have dedicated my life to studying and mastering.

Twenty years ago I KNEW what I was here to do. I just didn’t have the Wisdom to know just how much Self-Mastery, Courage and Love I needed to cultivate to make a truly earnest attempt to put that vision into meaningful action.

(Enter: Even more goosebumps and tears in my eyes as I type this.)

Oh! And the idea for PhilosophersNotes? I had NO IDEA that I actually had the idea for that nearly a decade before that epiphany I had while flying over the Pacific.

Here's a picture of notes I made on the back of the 11 pages of quotes I had typed out and brought on my trip. (Yes, that's always been like me. 🤓)

One more thing: You want to know the weirdest part of picking up that journal twenty years after I wrote those words?

If you zoom in on the page on which I asked myself what my purpose is, you'll notice that I made notes about a book I happened to be reading at the time called “Fit for Life”—which was a classic of that era.

That author’s agent? A legend in the industry. A guy named Mel Berger.

Well… Get this. A couple months before Alexandra found that old journal, Mel and I met and he became MY agent. (😳!!)

Knowing that we're now officially at the risk of making this my autobiography (😂 ), it's time for us to get to the exciting news I promised.

Here it is.

I've often said that I'd give my life’s work away for free if I thought that was the wisest course.


I never thought that was the wisest course given the fact I didn't want to create an ad-supported business and the fact that Alexandra and I were committed to creating a virtuous, exemplary business rather than a nonprofit.


With Heroic’s acquisition of Optimize, we're now (goosebumps) in a position to entertain the idea of giving the entire core wisdom membership away for free as a strategically integrated part of our new Heroic enterprise.


That's what we have decided to do.

We have decided that making our Optimize core membership free is now the wisest, most courageous, and most loving thing we can do to be in integrity with our values and to help catalyze our Heroic mission to change the world—as we strive to play our roles well in pursuit of helping create that world in which 51% of the world’s population is flourishing by 2051.

All that to say…

You can now get access to Optimize for free. No credit card required. No strings attached. You will get a Lifetime Optimize membership for absolutely free.

Cruise on over here to check out our Optimize home page: www.optimize.me

If you have never signed up for our Optimize premium membership, we hope you enjoy it.

If you have been supporting us for months or years, THANK YOU. It's now on us. You will no longer be charged and we hope you continue to enjoy your membership. 🙏

If you are an annual member, THANK YOU!! You will receive a $100 credit to our Mastery Series/Coach Class VIII program (starting in January!) if you haven't done that yet. (If you have, we'll give you two $100 credits for friends.)

If you are a Lifetime Optimizer, THANK YOU THANK YOU (!!!). We're going to hook you up with a $300 credit to our Mastery Series/Coach Class VIII program (starting in January!) if you haven't done that yet. 🙇‍♂️

If you're a Lifetime Optimizer AND you've already signed up for Coach, THANK YOU THANK YOU THANK YOU!! We're going to hook you up with three $300 credits to our Mastery Series/Coach Class VIII program (starting in January!) you can give to your friends. 🙏 🙏 🙇‍♂️!!!

This is already long enough, so I'll leave it at that for now.

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

Heroes (and Heroic enterprises!) unite!!!

Let's Optimize our lives and show up as the best, most Heroic versions of ourselves and go change the world together.


P.S. Here's a picture of the first page of those quotes I took with me on my trip twenty years ago. (The check marks were for quotes I'd memorized. 🤓)

Day 1. This is what we've trained for. Let's go, my dear friends!!