#1546 Areté +1° #011: You Are the Hero

We've Been Waiting For

Hi, this is Brian.

Welcome back to another Areté +1°, a micro-chapter from my new book, Areté: Activate Your Heroic Potential.

We're going through a series of my favorite ideas.

We've just covered the first 10 micro-chapters in order. This is the 11th.

Then we're going to explore some of my favorites across those seven Objectives we talked about in the last little +1°.

Let's get to work.


As you may have noticed, we’re already well into the first Objective.

Before we continue, I’d like to ask you a quick question…

Do you happen to know what the word hero means?

(I didn’t either until I read Christopher McDougall’s great book Natural Born Heroes.)

It’s another 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 the 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 discipline to do what needs to get done whether we feel like it or not.


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

We have pandemic levels of anxiety and depression and diabetes and cancer and political polarization and social injustice and environmental degradation.

And the only possible way we are going to meet those historically significant challenges and create a more noble and virtuous world for ourselves and for our kids and for their kids is if each of us steps up and starts showing up as the best, most Heroic versions of ourselves.

To put it directly…


We just need you to step up and start acting like it.

It’s time to activate your Heroic potential.

P.S. I hope you enjoyed that Areté +1° from my new book Areté: Activate Your Heroic Potential. The book will be shippable on Nov 14th—right before Black Friday… in time to make it the perfect holiday gift?!? 🤷 🤓 🙌

I wanted to let you know that we have some special giveaways if you think you might like to pre-order the book and even more goodies if you think you might want to give the book away this holiday season. Here’s the deal!

Pre-order 1 copy and get a free advance reader copy of the eBook today!

Pre-order 3 copies and get a free advance copy of the eBook AND the audiobook AND a limited-edition Areté coin.

Pre-order 10 copies of the book and get all that plus an AUTOGRAPHED advance hardcover reader copy sent to you immediately inside the Areté VIP Box packed with other goodies including 10 (!) free annual Heroic memberships for your gift recipients!

Pre-order 25 copies and get all that plus a free ticket to our launch event-party in Austin on November 10th-12th.

Pre-order 50+ copies and get a big discount!

Place your order here: Amazon | Barnes & Noble | Indies

Let us know when you have so we can hook you up: heroicpbc.typeform.com/preorder

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