Brian Johnson’s teaching and writing grabs you by the heart and won’t let you go. If you thought being Heroic was beyond you scope, this book removes that limitation forever!

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.

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. This book is a must-read for anyone who wants to be a hero.

This book is a catalyst for personal growth and world-changing impact. I firmly believe that virtue has the power to transform the world, and heroes can ignite global transformation and flourishing. Brian Johnson is at the forefront of the Heroic movement, leading the way in changing the world. ARETÉ offers practical tools, profound insights, and boundless love to shape a brighter future. This transformative masterpiece seamlessly blends ancient wisdom with modern science.

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 as second lieutenants to their platoon 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.

In this book, 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.

As a close friend and Mentor, Brian’s insights and guidance have had a profound impact on my own personal growth. Brian’s 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 transformative guidebook that bridges ancient wisdom with modern science. Brian skillfully combines practical tools, personal anecdotes, and valuable insights to empower readers on their journey of personal growth. Through self-awareness, resilience, and purpose, he equips individuals with the necessary tools to transcend limitations and navigate life’s challenges with grace and determination. This book stands out from the rest of the self-help genre as a blueprint for greatness. Brian’s ability to distill complex concepts into actionable steps makes the book accessible and profound. By blending timeless wisdom from various traditions, he provides readers with a roadmap to unlock their full potential and step into their heroic selves. Whether readers seek to enhance performance, cultivate meaningful relationships, or discover their life’s purpose, ARETÉ serves as an inspiring and practical resource to fulfill their destiny.

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 to training the 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.

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.

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.

The way in which Brian distills and packages practical wisdom is unparalleled. I have been working in the field of high performance and personal development since 2005 and Brian is where this coach goes to get coached. If you want to align your life with your purpose and values while also learning how to dominate your career, this is the book for you. I recommend Brain’s book as required reading for everyone who is serious about living the best version of themselves each moment, whether it be in their Energy, Work, and Love.

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.

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 up with the Heroic movement, they flourish. And flourishing is contagious. One purpose-driven hero impacts many others, and within just a few iterations no doubt 51% of the world will be flourishing by 2051. The science is solid; the history goes deep. ARETÉ will elevate us all.

Most of us have read our share of ‘self improvement’ books. What Brian has written here is something else entirely — a self-illumination book. Each page, each perspective 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.

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.

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.

This book is the culmination and illumination of thousands of years of philosophy combined with recent breakthroughs in the science of living a great life. I appreciate how Brian always cites his sources and never takes credit for the concepts in Heroic. He is a practicing philosopher in the best possible way because he lives it. He inspires and motivates me to higher levels of performance as a partner, parent, business leader, mentor, and coach.You can bank on this book, the Heroic App, and all of the Heroic content. Buy it. Read it. Live it.

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?' 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.

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.