Helping DTC Brands Drive Predictable, Profitable Growth 📧 | Over $115M in Email Revenue For Clients | DM me ‘EMAIL’ to chat

Building Kensington Media House: a leading Retention Marketing Agency for DTC brands.

→ Top Klaviyo & Omnisend partner
→ Over $300M generated for clients
→ Worked with over 130 brands since we launched

If you want to learn more about how we can do this for your DTC store, book an introductory meeting with myself below where I'll share exactly how we produce the results that we do whilst building out a roadmap custom to your business on how you can do exactly the same:

https://calendly.com/d/yxt-prp-tgw

We are also always hiring and looking for best-in-class talent. Check out our open roles and how to apply here: https://www.kensingtonmediahouse.com/careers

Or, connect with us on YouTube!
https://youtube.com/@kensingtonmediahouse

Conor Sunderland

We just doubled a campaign's revenue with one simple trick.
Here's what we did:

We noticed "Toddler Tantrums" was crushing it as an email angle for this client.

So we built a quick landing page in Gem Pages with the exact same messaging.

The results?
→ Previous emails: $5.8k and $6.2k
→ Same angle with congruent landing page: $10,988

That's nearly 2x the revenue.

Why does this work so well?

Because congruence = conversions.

When someone clicks an email about toddler tantrums and lands on a page talking about the same problem, there's zero friction.

They're already sold on the angle. The landing page just needs to close them.

Most brands sleep on this but it's genuinely free money sitting on the table.

Test it with your next winning email angle and watch what happens.

What's your best performing email angle right now?

#DTC #emailmarketing #ecommerce

ALWAYS HIRING: Check My About Section | Helping DTC Brands Drive Predictable, Profitable Growth 📧 | Over $300M in Email Revenue For Clients | DM me ‘EMAIL’ to chat

Unpopular opinion: Seasonal campaigns still crush.

I know what you're thinking.

"Everyone does them, they must be played out by now."

Wrong.

People do them BECAUSE they work.

Take Dry January for example.

We run this campaign for clients every year and it performs regardless of industry.

The screenshots show two Dry January campaigns we sent recently.

Both absolutely printed money.

Why do seasonal campaigns work so well?

Because your customers are already thinking about them.

The cultural moment is doing half the marketing work for you.

You're just connecting your product to something already on their mind.

Don't overthink it. Don't try to be too clever and avoid them because "everyone else is doing it."

Everyone else is doing it because it drives revenue.

Jump on the next seasonal moment and ride the wave.

#DTC #emailmarketing #ecommerce

Quick redesign for one of Ireland’s best-known brands - O'Neills Irish International Sports Co. Ltd.

Here's what we changed:

- Added CTA button directly to hero image
- Moved main CTA below product showcase (not above it)
- Made that CTA bigger + full width for better clicks
- Added Trustpilot reviews at bottom for social proof

Small tweaks, big results. Sometimes it's not about reinventing the wheel, just putting it in the right place.

#DTC #emailmarketing #ecommerce

Our AI tech stack will 5x our team's output in 2026
(And most agencies are still using ChatGPT like it's 2023)

While everyone's arguing about whether AI will replace marketers, we've been building an unfair advantage.

These five tools are turning our team of 20 into a team that operates like 100.
Here's what's actually working:

- Claude for copywriting

By far the best LLM for email copy right now.

We train Claude projects on each client's brand voice, past winners and tone guidelines. The output is scary good.

It writes like a human who actually understands persuasion. Not some robot regurgitating features.

- Google Gemini for ad analysis

This is the secret weapon nobody's talking about.

Gemini can analyze video ads and break down everything. Copy, scene selection, narrative flow, setting, who the creator is. It's the best LLM for this specific use case.

We feed it competitor ads and it reverse engineers what's working. Game changer.

- Nano Banana for static ads

We're cranking out winning static ads for ecom brands in one prompt.

What used to take our designers hours now takes minutes.

Video functionality is coming soon too. Follow me for updates on that.

- Midjourney for UGC content

AI-generated UGC videos are getting really good now.

We're not at 100% yet, but we're close enough that it's worth testing. The cost savings are insane compared to traditional UGC creators.

- KMH Email Marketing Strategist (our custom GPT)

This is our secret sauce.

We trained a custom GPT on all our internal SOPs, past campaign winners and strategy frameworks. It writes banger emails AND helps with strategy and data reporting.

It thinks like our best strategists, but it never sleeps.

The result?

We're producing more winning content in less time than ever before. Our clients are seeing better results and we're not burning out our team.

AI isn't replacing marketers.

It's separating the ones who adapt from the ones who don't.

What AI tools are you using that actually move the needle? Drop them in the comments.

P.S. Want access to our KMH Email Strategist custom GPT? Comment 'STRATEGIST' below and I'll send it over.

#DTC #emailmarketing #ecommerce

We made £16,000 from one email by removing the hero image.

Let me explain:

Most e-commerce brands think every email needs a massive designed header, tons of graphics, and a polished layout.

But there's a format that often outperforms: Branded plain text.

It's not a boring text-only email. It's a clean layout with your logo, some product images, social proof... but no big flashy header graphic.

Why does this crush?

Because it doesn't look like an ad. It looks like a real email from a real person.

People actually read it instead of scanning and closing.

Last month we ran a test for a client:

↳ Designed email with hero image: £7,494 in revenue

↳ Branded plain text (same offer, same list): £16,000

More than double the revenue from the exact same audience.

The lesson? Sometimes stripping back your design is exactly what converts.

Your emails don't need to look like a Vogue spread. They need to get read and drive clicks.

We use this format constantly for our clients and it prints money.

Worth testing for your brand? Absolutely.

---

P.S. Want to see examples of high-converting branded plain text emails we've built?

Comment 'PLAINTEXT' and I'll send them over

#emailmarketing #ecommerce #DTC

PSA: You need to re-send your winning emails way more often
↳ Here's proof it works.

We took an old winner that did $31k during a sale period for one of our clients.

Removed the discount offer completely and re-sent it months later.

Result? $21k in revenue.

For context, regular campaigns for this product usually do $8-12k.

Why does this work so well?

Your list is constantly changing. New subscribers join every week who never saw that original email. Your engaged segments shift. People who ignored it the first time might be ready to buy now.

Winners are winners for a reason.

If an email crushed it once, the angle, copy, and offer clearly resonated with your audience.

Don't just archive it and move on.

Here's what we do:
- Track top-performing campaigns every month
- Build a swipe file of winners
- Re-send them 60-90 days later (sometimes sooner for fast-growing lists)
- Adjust the offer or subject line slightly if needed

This strategy alone adds thousands in revenue per month for our clients without creating new content.

Stop leaving money on the table.

Your best emails deserve a second (and third) life.

What's the best-performing email you've ever sent? Have you re-sent it?

#DTC #emailmarketing #ecommerce

This women's supplement brand just hit $10M/month in revenue
↳ Zero VC funding. Zero external capital.

While Grüns raised tens of millions and Athletic Greens burned through funding rounds, Primal Queen scaled past them all by being forced to stay profitable from day one.

The brand? Primal Queen.

They sell organ-based supplements (beef organs, colostrum) targeting hormone health and energy for women whose doctors keep dismissing their symptoms.

Here's how they crushed it:

- TikTok Shop domination
Massive affiliate network pumping out viral creator content every single month. These videos don't just stay on TikTok though.

- Meta ads at scale
Over 1,300 active ads on their brand page alone. Add in third-party whitelisting and you're looking at 2,000+ ads running simultaneously.

They repurpose those viral TikToks straight into Meta for insane reach.

But their Meta-native ads? Absolute masterpieces.

Real pain points women actually face:
- Doctors pushing antidepressants instead of solutions
- Birth control as a bandaid
- Being told to "just live with it"

The hook? No product drop for at least 15 seconds. They build the emotional struggle first with actors or creators, then reveal the solution.

One killer landing page

- Everything funnels to a single, brutally optimized page:
- Hero section hitting those frustrations hard
- Classic problem-agitate-solution framework
- Founder story (her failed fixes before discovering ancestral nutrition)
- Mountains of social proof
- Urgency and scarcity throughout
- Smart fear positioning around conventional "solutions"

The offer that converts

Three-month auto-ship bundle (buy two, get one free style) stacked with freebies. Mystery gifts, pill cases, ebooks. Makes the value feel massive while locking people into subscriptions via Loop.

Loop themselves did a thread showing Primal Queen went from $2M to $30M run rate in 18 months. Now they're past $10M MRR.

The lesson?

Study brands forced to be profitable, not the ones burning investor cash.

Primal Queen is the real DTC playbook right now.

What do you think? Underrated or overhyped?

#DTC #emailmarketing #ecommerce

Primal Queen Brand Breakdown

We tested a "Lucky Bag" offer for a client last month
↳ Had to cancel the sale early because everything sold out.

Here's what we did:

Customers got a random mix of products at a discount. Mystery products, random selection.

It opens a loop in people's minds. They HAVE to know what's inside.

We sent 3 emails over two days.

Total revenue: $113,800+

The sale was supposed to run for the full two days.

We had to cancel day two because they sold out in under 24 hours.

Why does this work?

Mystery offers tap into curiosity in a way standard discounts simply can't.

It's the same psychology behind:
- Loot boxes in games
- Mystery flavors
- Grab bags at events
- Unboxing content

People are hardwired to want to solve the mystery.

For DTC brands, this is perfect for:
- Moving excess inventory
- Testing new products with your audience
- Creating urgency (limited quantity by nature)
- Driving impulse purchases

The key is making the perceived value way higher than the price point.

If you're sitting on inventory you need to move or want to create serious buzz around a sale, test a mystery offer.

It works insanely well.

Have you tried mystery or lucky bag offers? What happened?

We've used this copywriting framework to generate $300M+ for clients
(And I've never seen anyone talk about it)

Most email marketers think good copy is about clever headlines and witty puns.

They're wrong.

Great copy triggers specific psychological principles that make people want to buy.

Robert Cialdini laid out 6 core weapons in his book Influence, and we've been weaponizing them in email marketing for years.

Here's how we use each one:

1. Reciprocity

Stop sending sales emails every damn day.

Your list will hate you for it.

We follow a 4:1 ratio. Four content-heavy campaigns, one direct sales push.

Content ideas that actually work:
→ Industry myth-busting
→ Press features
→ UGC compilation
→ Product deep dives
→ "Which product is right for you" quizzes

When we do sell, we rotate offers based on segments. Buyers get different deals than leads.

Test these: % off, $ amount off, bundles, free gifts, free shipping.

2. Commitment & Consistency

Segment properly or die trying.

Buyers need different messaging than leads. Simple as that.

If they've purchased before, remind them how good it felt. If they haven't, focus on getting them to try.

3. Social Proof

Raw testimonials crush polished ones every time.

The messier and more authentic, the better.

We plaster customer reviews throughout every template. TrustPilot scores, influencer endorsements, real customer stories.

4. Authority

"As seen in" blocks should be fixtures in your templates.

Press logos, professional endorsements, expert recommendations.

Authority transfers credibility instantly.

5. Liking

Here's a secret: Use a character to send your emails.

We create fictional brand voices (always female, seems to perform better) and it changes everything.

Emails write themselves. Customers reply like they're talking to a real person. 

Your deliverability improves because of engagement.

It's wild watching customers politely respond to "Emma" when she doesn't exist.

6. Scarcity

Only use real scarcity. Never fake it.

Countdown timers for actual deadlines. Stock alerts for genuine inventory issues.

This principle is nuclear, so use it wisely.

Lie once and your credibility is torched forever.

The lesson?

Stop writing clever copy and start writing persuasive copy.

These six principles have been battle-tested for decades.

Use them right and you'll print money.

What's the biggest copywriting mistake you see brands making?

#DTC #emailmarketing #ecommerce

This footwear brand is quietly outgrowing Allbirds and Hoka
↳ And you've probably never heard of them.

Hike Footwear makes barefoot-style shoes targeting foot pain, bunions, plantar fasciitis, and chronic issues most brands ignore.

They're bootstrapped, pulling 1.5M+ monthly site visits, and scaling profitably.

Here's their playbook:

- Meta ads at scale

Hundreds of active ads, but the real genius is how they hack Facebook's algorithm for hyper-niche pockets.

They're basically running 10+ mini-brands simultaneously:

- Medical workers on their feet for 12-hour shifts
- Older folks with chronic back pain
- Athletes in recovery
- Rheumatoid arthritis sufferers
- Anyone with brutal foot agony

The messaging gets ultra-specific too. Dark pain points like "Doctors said surgery, try this instead" or "Survive 12-hour shifts without agony."

Most brands are terrified of niching this hard. They think Meta can't find enough people.

Hike proves the opposite. Dial your messaging personally and volume explodes.

- Custom advertorial pages

When an angle wins for a demographic, they hit them with a tailored landing page mirroring that exact pain and solution.

No generic one-size-fits-all pages. Conversion-optimized for each pocket.

- One-click upsells

Insoles, bundles, add-ons at checkout boosting AOV by at least 10%. That extra margin lets them push higher CPAs on Meta while staying wildly profitable.

10% AOV lift? Absolute game-changer for ad spend efficiency.

- Elite email flows

Their welcome series uses storytelling to build trust fast. Abandoned cart sequences with urgency and strategic discounts. Post-purchase upsells combined with real value.

They send at least 4 emails weekly focused on pain-relief tips like "Hike hacks for arthritis." Educational, not pushy. Turns buyers into repeat customers.

Email marketing is how Hike preserves long-term profitability. They've built a massive CRM to launch new offers to without relying purely on cold traffic.

The takeaway?

Go narrow on your messaging. Build funnels per demographic. Stack upsells. 

Nail your email game.

That's how bootstrapped brands win.

Want a full guide on how 9-figure DTC brands like Hike build bulletproof email systems? Comment 'HIKE' and I'll send you our 75-page breakdown.

#DTC #emailmarketing #ecommerce

Hike Footwear Brand Breakdown

Getting too clever with your sales can lose you money.
Here's what happened:

A client wanted us to test a long educational email during one of their sales.

They thought it would build more trust and drive better conversions.

I wasn't convinced but we agreed to A/B test it.

The results?

The straight sale email did 4X the revenue of the educational version.

Not 10% better. Not 50% better.

Four times better.

The lesson?

When you're running a sale, people want to know about the sale.

Don't bury your offer in education. Don't make them work for it.

Just tell them what you're selling and why they should buy it now.

Offers ultimately convince people during promotional periods.

Save the education for your regular campaigns when you're building the 
relationship.

But when it's time to sell? Sell.

#DTC #emailmarketing #ecommerce

Your emails aren't broken. Your reputation is.

Here's what I mean:

I audited a brand last week doing £280k/month. Their campaigns were getting 18% open rates when they should be hitting 45%+.

The founder kept asking about the email copy, the design, the subject lines.

None of that mattered.

Gmail and Yahoo had already decided these emails weren't worth showing to people.

Here's how deliverability actually works:

Inbox providers track your sending reputation. If you've had poor open rates and weak engagement historically, they remember. You get labeled as low priority.

Your emails go to promotions. Or spam. Your open rates stay terrible. The cycle continues.

But if you have strong engagement? You get the primary inbox. Better placement. Better results.

The fix is simple (but takes discipline):

Stop mailing your entire list right now.

Send exclusively to your 7-day engaged segment for the next 2-4 weeks. Let inbox providers see that people actually want your emails.

Your open rates will jump to 55-60%+.

Then slowly expand. Mail 14-day engaged. Then 30-day. Keep watching your metrics.

Your goal is to hit 180-day engaged with 40%+ open rates across the board.

We've used this process to rescue dozens of accounts with terrible deliverability. It works every single time.

Bad deliverability isn't a content problem. It's a reputation problem.

Fix the reputation and everything else fixes itself.

---

P.S. Want our full deliverability repair guide that shows exactly how to rebuild your sender reputation?

Comment 'DELIVERABILITY' and I'll send it over

#emailmarketing #DTC #deliverability

If you're gearing up for Black Friday, do this one thing first:

Clean your list. Aggressively.

I'm serious. BFCM is the perfect opportunity to suppress profiles that are either:

a) Not going to get emailed during this period anyway

b) Haven't engaged with a single email in months

Too many brands are scared to suppress people. They think a bigger list = more revenue.

Wrong.

A bloated list with dead profiles kills your deliverability, tanks your open rates, and costs you money every single month in ESP fees.

During BFCM when you're sending high volume, this gets even worse.

Use the segment definition in the image below as a starting point for who to suppress.

If someone hasn't opened an email in 180+ days and you're not planning to win them back during BFCM, why are you paying to keep them on your list?

Cut them loose.

Your deliverability will improve. Your open rates will jump. Your ESP bill will drop.

And you'll make more money from the people who actually want to hear from you.

Do the list clean now before BFCM hits. You'll thank me later.

#BFCM #emailmarketing #DTC

This segment is a hidden profit center most brands ignore.
Here's the truth about customer lifetime value:

60%+ of your LTV comes in the first 90 days after someone's first purchase.

Yet most brands treat these customers the same as everyone else on their list.

Big mistake.

Start doing this instead:
→ Create a segment of customers who placed their first order in the last 90 days
→ Send targeted emails specifically to this group
→ Track the results separately

Why does this work?

Because these customers are still attentive. They're still excited about your brand.

Pushing up their LTV while they actually care is the easiest revenue win email can give you.

And it's not just revenue. It's profit.

These customers already converted once. The CAC is paid. Everything from here is margin.

If you're not segmenting and targeting your 0-90 day customers differently, you're leaving serious money on the table.

Try it for one month and let me know what happens.

#DTC #emailmarketing #ecommerce

This email alone is usually good for an extra £10k+ in revenue.

Here's the play:

Whenever we run a sale that's been going for a few days, we always plan to "extend" it at the last minute.

The setup is simple. End the sale. Let a few hours pass.

Then send this email saying you had a conversation with the warehouse team and they've agreed to extend the offer for another 24-48 hours.

People who were on the fence suddenly have urgency again. FOMO kicks in hard.

The conversion rate on these emails is insane because you're catching people who genuinely wanted to buy but needed that final push.

We've used this for clients during BFCM, product launches, and seasonal sales. Works every single time.

The key is making it feel authentic. Don't overuse it or people will catch on.

But done right? It's a money printer.

Save this one for your next promotion and watch what happens.

#emailmarketing #ecommerce #copywriting

We re-use this winning angle every January without fail
↳ And it crushes every single time.

The angle? Habit Stacking

We position our client's products alongside habits people already have.

For example:
"Add this to your morning coffee routine"
"Stack this with your daily walk"
"Make this part of your skincare ritual"

It works because you're not asking people to create entirely new behaviors. 

You're just adding one small thing to what they're already doing.

The psychology is powerful. New habits are hard. Piggybacking on existing ones? Easy.

Results from our latest campaign using this angle:

$12,018 in revenue from one email

For context, $8k per campaign is solid performance for this client.

This angle consistently outperforms by 30-50%.

Why January specifically?

Everyone's thinking about habits. New year, new routines, fresh starts. It's the perfect storm for habit stacking messaging.

But honestly, this angle works year-round. We just lean into it harder in Q1.
If you're looking for a fresh campaign idea that doesn't require reinventing the wheel, try habit stacking.

Find the existing routines your customers have and show them how your product fits seamlessly into those moments.

What winning angles do you re-use consistently? Let me know below.

#DTC #emailmarketing #ecommerce

Just redesigned a Vivobarefoot sale email

Here's what we changed:

- Shorter, bigger headline screaming "UP TO 40% OFF"
- Added CTA button directly to hero image
- Bigger CTA at email bottom for maximum impact
- Trustpilot reviews block to seal the deal

Sometimes you need to SHOUT about your sale.

#DTC #emailmarketing #ecommerce

Stop running "20% off" sales and try this instead
↳ We just did $125k in 4 days with one simple tweak.

For a client's January sale, instead of the standard discount, we ran: Buy 2, Get 1 Free

Ran it January 1st through 4th. Four days total.

The results:

Email 1: $42,463
Email 2: $42,025
Email 3: $37,963
Email 4: $52,140
Email 5: $30,744

Total: $125,764 in four days.

Side note: This brand runs 12-hour click attribution (the strictest setting possible), so real revenue was likely way higher.

Why did this work so well?

The math feels different to customers. It's more exciting than seeing another percentage off. And it moves inventory FAST.

People love the perception of getting something free, even though the discount value is similar to 33% off.

The psychology just hits different.

If you're planning a January sale to kickstart momentum, don't default to your usual discount structure.

Test something fresh:
- Buy X, Get Y Free
- Mystery bundles
- Tiered gifts with purchase
- Lucky bag offers

Novelty drives action. Your list is tired of seeing the same 20% off.

Give them something that makes them stop scrolling.

What's the most creative sale offer you've run? Drop it in the comments.

#DTC #emailmarketing #ecommerce

Running out of email campaign ideas?

Here's how I solve this for our clients every single week:

Most brands I talk to hit a wall with email ideation. They send the same tired campaigns on repeat, their list gets bored, and revenue tanks.

But here's the thing: the best ideas already exist. You just need to know where to look.

1. Competitor Analysis

Sign up to your competitors' lists. Steal their best concepts (not their copy). Use owletter.com to track what they're sending without destroying your inbox.

2. Email Databases

Milled.com and reallygoodemails.com are absolute gold mines. I can scroll for 20 minutes and come away with campaign ideas for the next month.

3. AI (but you need good prompts)

ChatGPT can generate endless ideas if you prompt it correctly. Most people just ask "give me 10 email ideas" and wonder why they get garbage.

You need to feed it your brand info, your USPs, your audience. Then it actually works.

4. Content Repurposing

Got blog content sitting there for SEO? Turn those into email campaigns. Dead simple and your copywriting is already done.

We produce 1700+ email campaigns per month for clients using these exact methods.

The brands that scale their email channel aren't the ones with the most creative team. They're the ones with the best systems for finding ideas.

Stop overthinking it. Start systematizing it.

---

P.S. Want the full SOP we use internally to never run out of campaign ideas?

Comment 'IDEAS' below and I'll send it over (no opt-in needed)

#DTC #emailmarketing #ecommerce

Ever look at 9-figure brands' emails and wonder how they make everything look so polished?

We just solved that problem for you.

Our new Figma Templates Pack gives you 100+ mix-and-match email templates that look as professional as the biggest brands in DTC.

Flows. Campaigns. Promotional emails. Plain text layouts. Fully designed templates. We've built it all.

Here's how it works:

Open Figma. Pick a template. Swap in your brand colors and images. Export. Done.

No more staring at a blank canvas wondering where to start.

No more design paralysis.

No more emails that look homemade compared to your competitors.

You get professional email design in minutes instead of hours.

We use these exact templates for our 7 figure, 8 figure and even some 9 figure clients. Now you can use them too.

Design like the big brands without the budget or the team.

---

Want access?

Comment 'TEMPLATES' and I'll send you the link

#emailmarketing #DTC #design

I help 6–8 figure founders who are the bottleneck in their own business become elite operators who execute consistently, without procrastination, firefighting, or self-doubt.

I’m León Castillo (Horacio León Castillo): entrepreneur, investor, and professor. For the last decade I’ve been obsessed with one thing: peak performance as a scientific discipline, turning high‑potential people into reliable elite performers.

That obsession drove me to:

· Go from architect to Private Equity Investment Director in 30 months (2015–2018, fastest trajectory in Spain)
· Deploy $130M+ across real estate and venture capital (2017–2020)
· Teach business-building, performance, and decision-making at IE University (2020–ongoing)
· Train and coach 400+ founders across multiple industries and business levels (2020–ongoing)

Today I run Selfmastered, where we develop Execution Science: using neuroscience, performance psychology, and behavioral science to help founders think clearly, focus deeply, and execute consistently.

After working with 400+ founders, the pattern is clear: founders seldom have strategy problems; they have execution problems. They know what to do to succeed, but still can’t consistently do the work they already know they should be doing, because their brain and nervous system aren’t conditioned to operate with clarity, focus, and consistency under pressure.

So we fix it at the brain and behavior level.

Our 16‑week protocol rewires cognitive patterns, trains attention, and engineers consistent, high‑output execution. Every protocol, habit, and behavioral shift is measured through execution KPIs, so you see, week by week, how your behavior and output change.

In practice, our clients go from stuck and inconsistent to elite operators:
· 6+ hours/day of deep high‑leverage work (3x increase)
· Procrastination, self‑doubt, and overwhelm down ~90%
· Record business growth without frying their nervous system (2x revenue within 16 weeks is standard for 6-figure businesses)

If you know you’re the bottleneck and you want to become an elite operator, apply via the Selfmastered quiz on our site: https://www.selfmastered.com/quiz

Email: leon@selfmastered.com
YouTube: @leoncastillosm
Twitter: @leoncastillosm

Horacio León Castillo

So yesterday I ran the murderous Miami Marathon.

And it was an absolute masterclass in what NOT TO DO.

This isn't my first rodeo, mind you.

It's my 4th marathon. I've been here before.

The first mistake happened 3 months ago, when a friend made me sign up while I was driving to a padel tournament.

No strategy, just in-the-moment "LFGGGG" energy.

I had 90 days to train for a marathon I wasn't fully committed to.

I started training sluggishly.

Then the winter holidays came, I went back to Spain, stopped training, and put on 5kg around my waist.

Back in Miami, I did what no sane adult does: I ate only a 1000-calorie breakfast (143g protein), then fasted all day, for 3 weeks.

(All while running a business and training 6 days a week)

I thought it'd help me slim down fast.

On top of that, two weeks ago, I badly sprained my ankle.

So I barely did any training in the past 2 weeks.

The aggressive slim down worked: Lost 8kg (17 pounds) in 3 weeks.

What didn't work: I only started carb-loading 48 hours before the race so my glycogen levels were low when I started.

This was terrible news, since Miami suddenly woke up to 81°F (29°C) and 80% humidity.

That means your body overheats quickly, and you deplete glycogen and salts at an alarmingly high rate.

So I started the race with little training, low reserves, running inside an open-air oven.

Not ideal.

Even with perfect in-race nutrition (gels every 5km, water and electrolytes at every station), I hit the wall at kilometer 8 (Mile 5).

Not km 32 (Mile 20)

Dragged my feet for 34 more kilometers (21 miles), resolved not to quit.

It was probably one of the hardest things I've done.

But I finished.

In 04:14h.

My slowest marathon ever.

The most painful, too.

Here's what I learned the hard way:

Turns out you actually need to run more than 20km before attempting 42. (Who knew???)

Turns out carb-loading for 48 hours isn't enough when you've been eating 1000 calories/day for 3 weeks.

And turns out mastering your mental game isn't motivational fluff, it's the only thing standing between you and your goals when you want to tap out and quit.

Deadlines don't care that you're depleted.

My clients say this mental conditioning is what keeps them in the game when numbers don't work, morale tanks, and quitting looks easier.

When quitting is right there as an option, you need something else to convince yourself to endure 3+ hours of hell.

A strong, well-conditioned mind is that something else.

Anyway, like this post if you've ever had to drag yourself across a finish line you had no business reaching.

My depleted body (and bruised ego) will thank you.

PS: The real hero here is my wife, who picked me up at the finish line and took me home before I passed out.
PPS: Yes, she's forced me to promise her that I will never YOLO a marathon ever again. I've reluctantly agreed.

H. León Castillo

Rewiring 6–7 figure founders into elite operators who execute 3x faster, work fewer hours, and unlock 2–5x revenue within 4–6 months (we track it) | Founder, Selfmastered | Professor, IE

You don’t default to your goals or your systems; you default to your wiring.

Goals and systems are useless unless your brain is wired for them.

Dr Benjamin Hardy says setting a 10X goal accelerates your success.

James Clear says goals don't matter; only systems guarantee progress.

Both are right… but incomplete.

Training 400+ founders 1:1 over 6 years has taught me that the perfect system oriented to a 10X goal is worthless if you're not wired for it.

You can have:

• A 10x goal that lights you up
• The perfect system to achieve it
• Crystal-clear quarterly OKRs

But if you're distracted, doubtful, or burnt out when you sit down to execute, none of it matters.

I've watched brilliant founders fail with great systems.

I've watched average founders win with mediocre plans.

The difference?

Brain wiring.

How your brain operates by default in your environment.

Elite athletes don't win because they have Olympic goals.

They also don't win because they have perfect training protocols.

They win because they've trained their brain (and nervous system) to execute even when motivation is gone, even when sleep is off, even when the goal feels impossibly far away.

They've conditioned their attention, cognition, and behavior to perform on demand.

Yet business schools only teach business skills; they ignore the performance training that wires your brain for execution in your business.

Every founder is told to optimize the wrong layer.

They obsess over frameworks and funnels while their mental defaults sabotage them every morning.

They fix the strategy while ignoring the operator running it.

Your mental defaults (how you prioritize, interpret setbacks, manage attention, regulate emotion, execute under uncertainty)… these are the invisible infrastructure everything else runs on.

Train the operator first.

Then the systems actually work.

Then 10X goals are actually possible.

Otherwise, you're just trying to drive a Ferrari (system) in the F1 championship (goal) without knowing how to drive it.

Comment below if you've ever felt this: great plan, terrible execution, no idea why.

Talent is overrated. IQ is overrated. Capital is overrated. 

The best entrepreneurs are not the smartest, most connected, or best-funded.

Sure, talent, IQ, and capital help.

But the most significant predictor of success is what researchers call "grit-based mastery."

This kind of mastery isn't bestowed upon you based on your genetics or upbringing, as most like to believe, but rather, by embracing something called “deliberate practice.”

Deliberate practice is feedback-loop improved practice that physically rewires your brain for upskilling.

Think “perfect practice makes perfect” (instead of “practice makes perfect”)

A 2014 meta-analysis in Psychological Bulletin showed that deliberate practice accounts for an average of 22% of the variance in performance on complex skills.

The mechanism itself is simple: deliberate practice makes neural pathways more efficient through myelination (the fatty insulating layer that speeds up neural connections).

The more myelinated a neural connection is, the less effort it takes for the brain to perform that action in the future.

This means your brain physically changes in response to feedback-oriented reps (deliberate practice reps).

Which means that any winner, in any discipline (business, arts, sports) is just a loser who kept getting better when everyone else stopped.

In fact, if you read biographies of great founders, they all say "not quitting until successful" was the key to their success.

There’s no other way: 

· Black belts in martial arts drill the same movement for years before it becomes unconscious.
· Athletes run the same plays 10,000 times until they're unconscious.
· The best founders design their lives and business to get better exponentially faster than others (I know, because I’ve trained about 400+ of them).

So if you've hit a ceiling in your business, realize the breakthrough isn’t to: 

· Work harder without a plan.
· Start something new in hopes “it clicks”.
· "Try to 'manifest it' or any of the BS.

The solution is to:

· Identify the right bottleneck keeping you stuck.
· Deliberate practice the work that needs doing until you solve it. 

That’s it. 

The most reliable path to scale yourself (and your business) is deliberate practice on your specific constraint until you break through... while you rewire the brain for mastery.

It's also the fastest and most fun, as deliberate practice triggers flow states that can increase productivity by 500% (McKinsey, 10-year study), turning the grind into a game you're wire yourself to win.


If you're a founder doing $100K-$10M revenue and you've hit an execution ceiling you can't break through, DM me "BREAKTHROUGH" and I'll send you my Founder Ceiling Score so you can identify exactly what's blocking you.

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Has anyone ever told you to improve your execution skills? 


CFA Level 1

Excel Advanced Data Analysis

HSK III

TOEFL (115/120)

CELPE-Bras

DALF C1

Fundamentals of Digital Marketing

We use science & data to train entrepreneurs & professionals on how to operate at peak mental, physical, emotional & spiritual performance.

Est. 2020, Helped 300 + Customers and Counting.

Case Study Excerpt: 

Traktion.ai (10x Revenue in 12 Weeks).

Menhir.ai ($0-$250k in 12 weeks, bootstrapped).

LessonswithPatrick.com (2x Revenue in 12 weeks).

Nexgeon.com (4x in 11 weeks)

Gallagmedia.com (4x in 5 weeks)

Umi-Hotaru ($0 to Reaktor.Berlin)

General Peak Performance Thesis: https://docs.google.com/document/d/1vElro6d2RcaU9wTGydEFva6ImIWCAqY3veBW-RWKJ2Y/edit?usp=sharing

If you are looking to aggressively scale your business using a personal performance acceleration program, please complete an application here: www.selfmastered.net/quiz

We are the Founder Performance Institute.

Business schools teach strategy. We train the performance skills that actually drive outcomes: cognitive control, deep work and flow, mental resilience, stress resilience and nervous system regulation, decision-making under pressure, and behavioral consistency.

The truth is simple: founders don’t fail because they lack knowledge; they fail because they can’t consistently do what it takes. Not from weakness, but because their brain isn’t trained to think clearly, focus deeply, and execute reliably under pressure.

Research shows:

· Founders lose 40–60% of their day to distraction
· 75% burn out at least once
· 85% battle self-doubt
· Most cannot sustain consistent execution

That’s why we apply cognitive neuroscience, performance psychology, and behavioral architecture (the same principles used by astronauts, special forces, and elite CEOs) to rewire how founders think, focus, and execute.

We don’t sell vibes; we sell KPIs. Every part of our system is trackable. In just 12 weeks, our founders typically:

· 3X their productive output
· Achieve 6+ hours of deep work per day
· Eliminate procrastination, self-doubt, overwhelm, and burnout symptoms (up to 90%)
· For early-stage founders (<$20k/month), doubling revenue is common

We don’t coach founders. We engineer elite performance and execution.




Founder & CEO

Academic Coordinator Master in Real Estate Development (MRED) and Global Master in Real Estate Development (GMRED) at the School of Architecture and Design (IE University).

The Master in Real Estate Development is designed to provide students with an understanding of the breadth and depth of the development process. We pride ourselves on providing a strong foundation in the economic, financial, strategic, and legal aspects of cutting-edge real estate development.

Academic Coordinator (2020-22) | Adjunct Professor (2022-)

Early investors in DogBuddy.com (acquired by Rover.com), Alterkeys.com (acquired by BeMate.com), HeyPlease (acquired by Up-Spain.com), Chicfy.com (acquired by Vinted.com), Genial.ly (Series A exit), reclamador.es (Series A exit), Goin.app ($8M raised to date), HitsBook.com, Dietox.com, Joinup.es, Tutellus.com, Frontity.com, Eelp.com, Lamasmona.com, Housers.com...

Civeta Investment is one of the top 10 startup VCs in Spain by activity rate (2015 VC Ranking made by Expansion) and one of the top 25 leading VCs of Spain (2016 Ranking, El Mundo).

Partner | Member of the Investment Committee

Reporting directly to the Board of Directors and CEO, my main functions within this Venture Capital Fund were :
• Day-by-day analysis of new investment opportunities, with a special focus on identifying technological startups with exponential growth capabilities.
• Frequent contact with startups, funds and institutions
• Assistance on the outline of the general strategy and restructuring of Civeta.


Dealflow Manager

Socio

Nova Talent is an international, member-curated invitation-only community of top talented young professionals and high-achieving organizations with a common desire to inspire and connect with one another.

March 2021: Selected at NOVA111 as one of the top 111 Spaniards below 35 with the most potential. I was specifically selected in the Finance vertical because of my fast-paced career (0 to Investment Director in 30 months) in Private Equity Real Estate & Venture Capital industries between the years 2015-2020.

September 2020: "Programa de Liderazgo Público y Social" Scholarship awarded by NOVA, FUNCIVA & UNIR.

NOVA111 2021 | FUNCIVA Scholarship

Startup Mentor

Advisor

- Co-Direction of the Investment Department. My responsibilities encompassed the full transaction cycle: sourcing of suitable investment opportunities, risk assessment, full due diligence conduction (w/ 3rd parties), financial modeling & presentation to the Investment Committee.

- Total projects originated: 97.

Investment Director

Along with the responsibilities I held as an Investment Manager, my role as Investment Director encompassed the following activities: 

• Direction of the Investment Department. My responsibilities encompassed the full transaction cycle: sourcing of suitable investment opportunities, risk assessment, full due diligence conduction (w/ 3rd parties), financial modelling, presentation to the Investment Committee, assistance to the legal department for the transaction negotiation & closing. Direct contact and reporting to Partners, the Board of Directors and the Advisory Board.

• Full operational organization of the Investment Department (new operational processes, research, scope of analysis, partnerships, HR, etc).

• Institutional representation of WELZ upon financial institutions, industrial & institutional partners & investors: roadshows, internal roll-ups, etc.

• Total projects prospected: 420ish. Total investments managed/underwritten: 15.


• Financial Analysis of residential and commercial real estate projects with a total GDV value of €5Bn, since WELZ (Cogress Spain) started.

Investment Manager

Special projects:
• Coordination of several departments (IT, Marketing, Real Estate) to create a new technological platform for Deloitte Financial Advisory to assist in the transaction process of NPL/REOs. Interfaces that assisted from Pre-NBO phase to transaction closing.
• Integration initiative of two Real Estate Artificial Intelligence startups within Deloitte Financial Advisory. Both contracts were signed.

Deloitte Startup Mentor:
• Research and analysis of with new technological business partners (Real Estate & Artificial Intelligence startups) suitable for Deloitte's FA.


DTTL FA RE Special Projects & Deloitte Startup Mentor

• Fully-bilingual financial advisory in the acquisition of REO and NPL portfolios (secured & unsecured) in Spain on behalf of major international PEREs.
• Participation in more than 15+ portfolios such as: Eloise & Macarena (from SAREB), Buffalo, Boston, Jaipur & Sena (from BBVA), Ocean, Lane, Gold & Tour (from Bankia) and a few others (Goya, Traveller, FAR, TAG...).
• Management, process & operational consulting projects for big clients such as the major real estate servicer platform in Spain. Pre/post NPL/REO. Workout, regional delegations management & internal reporting, etc.
• Financial modelling of real estate investment cashflows, mostly for the development of residential assets.
• Market research for new Real Estate developments in Spain’s main residential hotspots.

Financial Advisory Real Estate

Contributor

The IE Emerging Markets Club is devoted to raise awareness within IE Business School and among the community about the importance of emerging markets in today’s global business landscape. Our main goal is to organise a series of seminars to help our members learn about the intricacies of emerging markets, as long as serving as a platform where students, alumni, professors and guests can network within the events that the club will organize throughout the year.

Main achievements:

• Founded the club & selected a team of 5 coordinators for the different economic areas [EMEA: Middle East & Africa;  APAC, India & China/ASEAN;  LATAM Brazil & Hispanic America]
• General outlining of the Club's objectives
• Grew the membership base of the Club to 200+ students 
• Coordinated the APAC Region division of the Club, with special focus on China and ASEAN Economic Community. Organized of the APAC Forum on April 23rd 2015, which featured top-notch speakers that engaged in fruitful discussion with MBA students on APAC's latest trends.
• Financial controlling and planning for all club activities

President of the Emerging Markets Club

• Identified new business opportunities, mainly related to international
collaborations within a PPP (Public-Private Partnership) framework.
• Built relationships with clients, notably from China and Saudi Arabia.
• Developed re-branding strategy for the company with a new image and
a complete website renovation plan to strengthen brand value.
• Design and construction-related issues regarding two consultancy
projects in Madrid.

Business Developer | Architect

For over a year I worked as a foreign contributor, in charge of securing interviews with well-known architects to be published on the magazine. Some of the architects interviewed included Alberto Campo Baeza (Madrid), Ricardo Bofill (Barcelona) and Neri&Hu (Shanghai), among others.

Foreign correspondent

• First-ever foreign architect at this Chinese office.
• Coordinated tasks within the team that designed two big projects: New Olympic
Development in Chongming Island and Customs Facilities in Weihai. (6 architects, all Chinese)

Architect

• Firm representative at meeting with political authorities regarding the firm's Project of a new district - Spanish District - for the city of Wuhu, in Anhui.
• Full-time designer

Business Development Manager

• Worked 500+ hours in the design and construction teams involved in
the development of two projects in São Paulo and Brasilia.

• Firm representative, and salesman at Shanghai EXPO 
2010 and Guangzhou International Construction Fair 2010

• Full-time designer at the development from scratch of a new residential
complex on the Danubian Riverside in Budapest

Intern

Professor, IE University | Founder, Selfmastered | I train founders to execute like elite operators using scientific protocols and quantified tracking

Rewiring 6–7 figure founders into elite operators who execute 3x faster with 90% less procrastination, inconsistency & self‑doubt (we track it) | Founder, Selfmastered | Professor, IE University

If I were an ambitious founder stuck at the same revenue level for 3+ months, here's the exact 6-step performance upgrade I'd run:

1. Eliminate entropy. 

Audit every misaligned element in your life that is creating friction with your business. Entropy kills execution subtly, before you even notice, until you only have 2 hours worth of deep work per day.

2. Dial in the vision. 

What are you actually working towards? Without a clear, emotionally resonant destination that pulls you forward, motivation is fickle, and prioritization becomes impossible. Vague goals create vague execution that never compounds.

3. Audit your quarterly roadmap. 

What's the single constraint being addressed this quarter? Is it the real bottleneck blocking revenue, or are you optimizing around the edges? Any effort outside the bottleneck that matters is wasted.

4. Audit your execution systems. 

Are you doing the least amount of things with enough intensity? Or spreading effort across 11 priorities at 9% capacity each? Intense focus beats volume.

5. Assess personal capacity against the bottleneck. 

Do you have the skills, beliefs, and behaviors required to execute? If any of these three is missing, you’ll get stuck, regardless of the strategy's quality.

6. Rewire through systematic training. 

Upskill with precision on the specific constraint (skill, belief, behavior), then execute on the bottleneck using structured protocols. Skills and behaviors are trainable. Beliefs shift through evidence.

I run this exact protocol with founders generating $300K-$10M+ who know what they need to do but can't consistently execute and within 16 weeks they typically:

· Triple their personal output (through gamification + flow states)
· Reduce procrastination, overwhelm, and burnout to near zero (we measure it)
· Add 6 figures in new revenue (typically achieving record months)

Scaling past your current level feels impossible when you're stuck in the execution gap, but when you build the right performance infrastructure, breaking through becomes a matter of time, not luck.

Most founders stay stuck because they keep optimizing strategy when the real problem is execution capacity. 

Fix the engine, not the map. 

A good thought exercise: "If a highly capable CEO were put in charge of my business right now, what's the first thing they'd do?" 

That's both the bottleneck and the inspiration.

I used to believe 70-hour weeks were the price of success.

Then burnout taught me the opposite: the harder I pushed, the less I achieved.

Turns out the most successful founders aren't those who hustle hardest.

Hustlers start strong but fizzle out within months or years, whenever the accumulated wear and tear of running a business catches up with them.

Successful founders are elite operators: calm, strategic, and effective.

Not "calm" as in "passive."

Calm like a surgeon mid-operation: sharp, grounded, effective even when things get chaotic.

When you're dysregulated (racing negative thoughts, constant anxious feelings, waking up with shame about yesterday), your brain literally can't access the part that does strategic work.

So you default to reactive mode:

· Refreshing Slack every 3 minutes.
· Checking email instead of making decisions.
· Taking meetings instead of doing deep work.
· Putting out fires instead of building systems.

This is not laziness, a lack of focus, or a lack of discipline. 

Those are the outcomes of having a nervous system that keeps you in survival mode.

The problem is: our in-built survival mode evolved to help us avoid predators in the savanna, 100,000 BC.

But it's terrible for building a fast-growth business in 2025.

Elite operators succeed because they stay regulated, even when stress spikes, a campaign bombs, revenue dips, or a key employee quits.

Which means:

· They can think clearly when everyone else is panicking
· They make decisions instead of avoiding them
· They execute the plan instead of constantly revising it
· They stay focused on the work that matters instead of the work that feels urgent

This isn't about "having a growth mindset."

It's about training your brain the same way you'd train any other skill.

Most founders eventually figure this out, after years of burnout, therapy, and expensive mistakes.

But it doesn't have to take that long.

You can rewire your brain in weeks, not decades, and avoid decades' worth of stress, anxiety, and burnout.

In the same way, you'd learn marketing, sales, or operations.

This is the highest-leverage skill you never knew you needed.

What would change in your business if you could stay calm and effective every  day?

The human brain isn’t designed for consistent high performance.

So in business, even smart founders hit the same invisible wall: they know what to do… but they can't execute consistently.

That gap isn’t laziness, it’s default wiring: when the work matters most, your brain overloads... so you stall, overthink, procrastinate, and self-soothe with scrolling.

Over time, it turns into overwhelm, self-doubt, and burnout.

After working with 400+ founders, I mapped 15 performance gaps that quietly cap output and revenue.

Each gap has a systematic fix.

If you recognize 3+ of these, your revenue ceiling isn’t your market, it’s your personal operating system.

Upgrade that first.

Download the full breakdown below 👇
—
Enjoy this? Repost + follow H. León Castillo for protocols and frameworks to execute at the highest level and make your revenue finally match your potential.

The alternative education industry (courses, training, coaching) is getting gutted.

Here's what I believe is coming:

1. Information is worth zero

Anyone can get PhD-level knowledge at the click of a button.

The shift is toward high-ticket programs with skin in the game that train implementation, not just deliver tactics that don't get implemented

As much as this hurts (I spent 4 years collecting the most obscure performance knowledge to build the ultimate program), there's no going back.

2. Agency is now the only moat that matters

The only leverage left is agency: the ability to execute consistently without being distracted, doubtful, or burned out.

Today, a clear, focused, consistent operator with AI outperforms 10+ distracted people

10 years ago, the "10X engineer" was a coveted hire for any fast-growing startup; now everybody wants a "1000x engineer": someone who leverages their performance to orchestrate near-infinite leverage through AI tools.

3. Agency is trained, not bestowed by genetics or upbringing

This is the thesis I've built my company on since 2020: agency isn't a genetic gift, but a trained capacity.

Elite performers (athletes, operators, founders) are trained through systems and protocols, not born that way.

The smartest founders are now training their performance skills (clarity, focus, emotional regulation) to maximize their leverage.

If you can't ship consistently now, AI makes you 1000x better at not shipping.

AI gives you infinite leverage, but leverage without agency just means you fail faster at scale.

4. The human influencer era is over

2015-2025 was built on hype, status signaling, and shiny toys with little substance, driven by influencers who mostly showcased banality.

That model is collapsing because anyone can spin out an AI-influencer that does just the same.

Clients no longer base their purchase decisions on "proof-of-lifestyle"; they want "proof-of-results."

Revenue screenshots and Lambos no longer build trust. Quite the opposite (only kids and losers buy based on perceived wealth, anyway).

Clients want methodology docs, systems, and frameworks they can test before committing. KPIs, not vibes, drive decisions.

5. The "coach" label becomes radioactive

Generic coaching is dead.

The market is bifurcating: commoditized accountability ($200/month) or specialized execution systems with measurable results ($15K+). The middle ground collapses entirely.

Winners will rebrand as domain-specific operators with clear proprietary methodologies.

6. "Just copy me" model stops working

Personal success ≠ ability to transfer that success.

Most successful founders are terrible educators because they can't deconstruct their own expertise or systematize their intuition.

The new winners aren't people who got lucky once and reverse-engineered a course.

They're people who engineered repeatable systems FIRST and then proved the methodology works independent of their personal genius.

What am I missing?

After training 400+ founders, I've found 6 moments that reveal who's ready to scale and who isn't.

The gap is never IQ, work ethic, talent, or experience.

The gap is mental: a brain that defaults to clarity and execution instead of avoidance and overwhelm.

Bad news: our brains' factory settings are wired for avoidance and overwhelm.

Terrible news: most founders never learn that the brain can be rewired, so they waste years and millions fighting their own wiring instead of the market.

Good news: it's 100% trainable with the right protocols.

Most business courses set you up for failure.

Our average client has bought 4 courses in the last 3 years.

Implemented 2.

Made some money.

But never got the "10X GrOwTh" they were promised.

And when their frameworks didn't work, gurus blamed them.

"You didn't execute hard enough."

"You didn't want it badly enough."

Wrong.

Business courses solve nothing if the bottleneck isn't knowledge, but execution capacity.

Elon Musk could walk into my office with the perfect strategy to build a rocket to Mars.

It would be useless because I lack the belief, focus, and intrinsic motivation to execute on it.

So I'd fail at it.

Big time.

If you've ever failed to execute on any business course, the same thing is happening to you.

You bought the outbound course.

Learned the framework.

Sat down to execute.

Your brain flagged it as a threat.

You procrastinated instead.

The guru blamed your discipline.

But nobody told you your brain's factory settings are wired for survival, not performance.

Until you rewire them, executing on hard tasks is unnecessarily hard.

Elite athletes don't just train in their sport.

They train focus, decision-making under pressure, and emotional regulation.

But founders?

They're told to hustle hard, push through the pain, work 996.

When they crumble, it's because "they don't want it enough."

BS.

Founders are athletes.

Business is the hardest sport: performed 12h/day, thought of 24/7, with baseline stress beyond most people's comprehension.

Athletes train their performance as hard as their sport.

Founders should, too.

Case in point: a client came to me after investing $40K in marketing courses.

He was brilliant at generating demand… for his boss.

But he couldn't execute on his own business.

When his 9-5 was over, he'd procrastinate, get distracted, and drown in self-doubt.

He told me: "I'm sick of courses. I'm probably going to fail with yours, too."

I said, "This isn't a course. This is performance training."

Three months later, he hit $10K/month and quit his job.

Seven months later, $100K/month.

The irony is that he always had the skills to build a $100K/month business.

He just didn't have the execution capacity to pull it off.

Once we trained his performance, he executed with focus and consistency.

And made more money in 1 year than in the previous 5.

Think about what changes when you can actually execute:

The outreach you've been avoiding? Done in 90 minutes.

The content you keep "meaning to start"? Shipped consistently.

The hiring decision that's paralyzing you? Made clearly.

The courses you already own start working.

Not because they got better, but because you did.

You've seen glimpses of this, those weeks where everything clicked.

Imagine how your life would change if every week were systematically engineered for consistent performance. 

The founder who succeeds isn't the hardest worker, but the best performer.

Train what matters.

I've trained 400+ founders 1:1 over 6+ years.

100% of them had been told they needed better strategy to break their revenue plateau.

New channels. New funnels. New positioning. Etc.

Wrong.

They needed better execution on what they were already doing, without stress, distraction, or doubt.

Your brain is default-wired for comfort and survival, not consistent execution.

Scaling a business under stress is biologically unnatural.

It requires rewiring your brain so you can execute under pressure instead of freezing, panicking, or burning out.

You can't willpower your way through negative beliefs.

You can't motivation-hack your way out of burnout.

You can't do deep work or enter flow states when cortisol is spiking.

The fastest way to scale isn't hustling frantically, hoping things work out, but systematically training 9 core performance skills that let you execute fast 
without losing your time and sanity.

Your business scales as your brain does.

The gap between ambition and reality doesn’t close by luck. It closes by training

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The Battle

Conor Sunderland

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