Michael here. 👋

Happy Sunday.

Hope that you and yours have had another fantastic week!

Did you use this week’s new Philosopher’s Note on Deion Sanders’ Elevate and Dominate as a trigger to take your Heroic protocol to the next level?

Committing every morning to being the best version of yourself?!

And then hitting those target behaviors all day, every day?!

Remember, per Deion: “Here’s the deal about a routine: You better commit to it! You’ve got to BELIEVE what you’re committing to. You can’t skip days. You’ve gotta stick to it EVERY SINGLE DAY. If you’re telling me that you don’t have time for a routine, I’m telling you that you better FIND TIME. There’s ALWAYS time to prioritize the important things in your life. It must be at the top of your list.” 💪

In addition to the new Note, we’ve got another set of Heroic +1s, another milestone for Areté, Luminary Coach Guest Faculty, community inspiration, and more.

Let’s get to it!

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1. Elevate and Dominate by Deion Sanders

This week’s new Philosopher’s Note is on Elevate and Dominate by Deion Sanders.

“Hey baby, it’s Coach Prime. Thanks for picking up my book. Let’s cut to the chase. Here’s how this is gonna go down. I don’t want to lecture. Let’s have a real conversation. That’s so much better. That’s so much more intimate. I’m guessing you’re interested in this book because you’re looking for ANSWERS. That’s why you’re here, right? Well, we’ll get to those in a little bit. But first, I got a few questions for YOU.

Do you feel like the BEST PARTS of life are just passing you by? Are you spending most of your time just WORRYING? Do you HATE going to work every morning? Have you forgotten what it’s like to have a TRUE PASSION for the things you’re involved in? Do you still have DREAMS?

When your head hits the pillow every night, are you at PEACE? When you look in the mirror, do you LIKE what you see? DO YOU HAVE A PLAN AND WHAT IS IT? How do you ATTACK your days?

Let’s get this straight. I AM A COACH. I want to be YOUR coach. So, what we need off the rip is a game plan.

We’re gonna lay out twenty-one ways—that’s right, twenty-one ways… you know I wore 21, right?—for you to win on and off the field. If you follow this plan, it’s gonna ELEVATE you in every area of your life. And when you ELEVATE, that means you’re ready to DOMINATE. …

Yes, I have made a lot of mistakes. But I’ve also done a lot of good—and I think I’ve only just begun. I’m not average. I’m not typical. I don’t think you are either.

I want to bring some CLARITY, PURPOSE, and PASSION to your world. So let’s make this journey together, tackling this very complicated, very rewarding thing called life together. Show up for me, bring an open mind, and let’s see if these things don’t make a little sense to you.

After that, the next step is all about becoming all you were meant to be. Let’s go!”

— Deion Sanders from Elevate and Dominate

Coming soon: Planting the Seeds of Possibility by Dan Whitfield.

(Not yet a Heroic Premium member? Get instant access to this new Philosopher’s Note (and 600+ others and a TON of other goodness!) with Heroic Premium. Get the first 30 days for free!)

2. Areté - 50,000+ Copies Sold

Areté has officially passed the 50,000 copies sold mark!

Thank you for your continued support!

And remember, this book isn’t just Brian’s, but our movement’s! (Heroic Public Benefit Corporation owns the rights!)

Every copy sold means another hero's journey activated!

If you haven’t read it yet - now is a great time to grab a copy! Amazon is still running a flash sale deal on the hardcover edition of Areté for only $19.99 — 33% off of the list price of $29.99!

And if you’ve already read and love Areté, but haven’t shared a ⭐⭐⭐⭐⭐ review, please do that here!

3. Heroic Community Highlights

Check out Marc's post about getting his first rep in by leading a Heroic Local workshop, Bradley's post about his renewed Heroic journey, and our very own (very awesome!) Calman's post about his life-changing decision to attend a Heroic Training.

Love how Mark celebrated the content and the ripples spreading out:

Got my first rep in leading a Heroic Local workshop yesterday. Lots to celebrate…and plenty that needs work…but the content is 🔥.

Sending out Heroic ripples in Lima, Ohio and looking forward to connecting with those attending the upcoming event in Austin. 👊

And Bradley highlighting the power of long-term support:

Today marks Day 1 of my renewed journey. Hank and I were assigned as Heroic buddies as part of coach class XIV - Hank graduated with the class last November, I fell behind (gap). I’m jumping back into my Heroic Coaching program NOW. Today is Day 1. I AM ALL IN!

Thanks for sticking with me, Hank! Your event was a revelation, your daily protocol an inspiration. Here's to many more days of closing the gap between who we are and who we could be in service to our brothers, our community and the world. ⛰️ 🥾 🥶 🤣

If you’re not on Heroic social yet, we’d love to see you there! Come connect and feel the power of a community committed to showing up as their best while changing the world—together!

4. Forge Friendships & Unleash Your Inner Hero

Heroic Activation Weekend is now less than 3 WEEKS away!!!

Check out all the details on what’s in store for you in Austin, TX from May 17-19th, and grab your ticket here!

We can’t wait to see you there!

5. Live Coaching with Dana K. White

Earlier this week, Dana K. White joined Alexandra and our Coaches to discuss the power of simplifying.

Dana is an author, a speaker, Podcaster, YouTuber, and creator of the "No Mess Decluttering Method.”

Check out her books Decluttering at the Speed of Life: Winning Your Never-Ending Battle with Stuff, How to Manage Your Home Without Losing Your Mind: Dealing with Your House's Dirty Little Secrets, and Organizing for the Rest of Us: 100 Realistic Strategies to Keep Any House Under Control.

Coaches, check out the Luminary Session with Dana here.

+1. Wisdom from the week:

“Things turn out best for those who make the best of how things turn out.”

— John Wooden

Social shareable quote in light mode or dark mode.

And this week’s Heroic +1s:


Have questions or suggestions about Heroic, or ANYTHING we can help with?

Join us on Wednesday at 1:00pm EST / 10:00am PST for Office Hours. Or reach out to our top-rated Heroic Service team by replying to this note or sending an email to support@heroic.us.


With Wisdom + Discipline + Love + Courage + Gratitude + Hope + Curiosity + Zest.

Heroes Unite!

Let’s do this.

Day 1.

-Michael and Team Heroic

P.S. Heroic is a history-making, crowdfunded Public Benefit Corporation committed to changing the world by running our business the way we think our heroes would—with wisdom, discipline, courage, and love.

And now, you can own a piece of that mission!

If you’d like to become one of our Early-Stage Heroic Investors (whether that’s $100 or $1,000,000+) and support us in our Mission to change the world, you can learn more and invest today at Wefunder.com/Heroic.


Any time we talk about our crowdfunding round, our attorneys remind us that we need to include this bit of legalese so here we go…

These materials may contain forward-looking statements and information relating to, among other things, the company, its business plan and strategy, and its industry. These forward-looking statements are based on the beliefs of, assumptions made by, and information currently available to the company’s management. When used in the offering materials, the words “estimate,” ”project,” “believe,” “anticipate,” “intend,” “expect” and similar expressions are intended to identify forward-looking statements. These statements reflect management’s current views with respect to future events and are subject to risks and uncertainties that could cause the company’s actual results to differ materially from those contained in the forward-looking statements. Investors are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date on which they are made. The company does not undertake any obligations to revise or update these forward-looking statements to reflect events or circumstances after such date or to reflect the occurrence of unanticipated events.