"You don’t think you’re interesting"

His resume sounds make up:

-Professional actor

-Professional wrestler

-500+ lb bench press

-Ran a $50 million dollar company

But this is a real life human I got to spend some time with last week.

(And he was sitting at the table with me during my brush with death.)

He’s a humble guy and might be annoyed to know I’ve shared this much already…

But there’s one nugget of wisdom he revealed that I MUST pass on to you, no matter the consequences.

During our discussion at the table, he looked around at everyone seated.

He spoke. “Most people do not recognize the value of their own story. You don’t think you’re important. You don’t think you’re interesting. But you are. All of you.”

WHAM!

A flash of white.

I moved my head two inches to the right and lived.

He continued. “And when you realize this and begin to share it, everything changes. You give people a reason to pay attention. You become the Main Character.”

I scribbled in my notebook and nodded my head. Behind me, a Kirkland Signature golf ball came to rest against the edge of the patio.

What he had just shared dovetailed nicely with a profound new concept that had been percolating in my brain.

A concept that seemed to connect many dots I have observed in the most successful, viral brands I’d come across.

A concept that underlies my own recent success, exploding a dormant Instagram account to over 100,000 organic views per month while concurrently running Meta ads at a 6x ROAS.

A concept that is ancient, yet practically invisible.

And even when (or if) I share it, 99% of people will shrug and go about their day.

On their way to buy another lottery ticket.

But you’re special ones who will pay attention, right?

Stay tuned.

Greg