Impact Theory

Impact Theory is a mission-driven modern media company designed to create positive change in people’s lives through the relentless creation of entertaining and empowering content. Designed as an integrated studio, Impact Theory develops and produces video games, web comics, film & TV, as well as world-class YouTube and podcast content that has garnered roughly half a billion views on YouTube alone. Regardless of type, Impact Theory’s content underscores the company's mission to ensure the global spread of a growth mindset through ideas and entertainment.

Neurovalens

Advisor

Quest Nutrition

Companies only have a chance to achieve true greatness when they are driven by a mission. Our mission is to revolutionize food and end the global slide toward ill health.

Co-Founder/President

Awareness Technologies

Over the past two decades I’ve led 3 multi-million dollar companies. Including Quest Nutrition which sold for a billion dollars. 

In 2010, I hit rock bottom. 

I was the Chief Marketing Officer at a tech company just named the 42nd fastest-growing in North America.

We were making money and winning awards, but I hadn’t taken a day off — except for Christmas — in six and a half years. I was miserable.

So, I walked away from my high-paying job. Gave back my equity.

I went to my partners and quit. But it turned out that they were miserable too. 

We started Quest Nutrition fueled by a desire to solve meaningful problems. Not just make money. We asked ourselves a different question:

“What would we do and love every day, even if we were failing?”

That question changed everything. 

In just a few years, Quest grew from zero to a billion-dollar valuation. Inc. Magazine named us the 2nd fastest growing company in North America.

With the sale of Quest, I could have retired to my own private island. But I’d be bored by that in a week. 

So, I started Impact Theory, a media company using storytelling to empower people to realize their full potential.

As CEO, my mission is to help people across the globe adopt the mindset they need to achieve all their goals.

My results:

→ $1B sale of Quest Nutrition
→ 4M+ YouTube subscribers
→ 500M+ content views
→ 17,932+ Impact Theory University students
→ 100K+ email subscribers

Want to learn how I did all of this? Check out my website: tombilyeu.com

Less than 2% of US businesses ever reach $10M in revenue.
Not because they lack talent. Because they skip these 6 fundamentals:

1. Build Your Financial War Room

Most founders guess their way to growth.

Build a financial roadmap that shows exactly what happens at 3x, 5x, and 10x revenue.

When will you need that next hire? 
How do margins shift at scale? 
When does profitability kick in?

Map three scenarios: best case, realistic case, disaster case.
Know the numbers before the market tests you.

2. Make Something People Can't Shut Up About

Your product must solve a problem so painful that customers become evangelists.

I've watched founders burn $500K on ads for mediocre products.

The market doesn't reward effort. It rewards solutions.

If you're not getting organic word-of-mouth, your product isn't ready to scale.

Fix the product before you fix the marketing.

3. Build a Team That Executes

Your job isn't to be the smartest person in the room.

It's to create conditions where smart people thrive:
- Set crystal-clear expectations
- Reward results ruthlessly
- Kill bureaucracy daily
- Fire fast when it's not working
- Hire people better than you, then step back and let them prove it.

4. Turn Customers Into Sales Reps

Every interaction is an opportunity to create a fanatic:
- Respond to every comment within 4 hours
- Over-deliver on every promise
- Surprise them when they least expect it
- Fix problems before they become complaints

When customers feel like you read their minds, they sell for you.

5. Know Your Numbers Like Your Pulse

These five metrics determine everything:
- Customer acquisition cost
- Customer lifetime value
- Conversion rates at every stage
- Cash runway
- Net profit margins

If you can't recite these numbers immediately, you're gambling with your business.

Blind pilots crash. Always.

6. Adapt or Die

Your original plan will fail. Guaranteed.

The market will punch you repeatedly in the face.
Your job isn't avoiding the punches.
It's adapting faster than everyone else getting hit.

Keep what works. Kill everything else.

Speed of iteration beats perfection every time.

The 3% who hit $10M don't skip steps.
They master fundamentals while others chase shortcuts.

But here's the brutal reality most founders face...
You can nail all 6 fundamentals and still get stuck at $2-5M revenue.

Fundamentals get you in the game. 
Leadership gets you to $10M.

Most founders become the biggest bottleneck in their own company.
Every decision flows through them. 
Every problem lands on their desk.

They've built a business that can't scale without them.

That's exactly why I'm hosting "The 5 Leadership Mistakes Costing You Millions." 

In this live workshop, I'll show you how to build systems that run without you being the chief decision-maker for everything. Register here: https://buff.ly/gVs20uy

Tom Bilyeu

CEO at Impact Theory | Co-Founded & Sold Quest Nutrition For $1B | Helping 7-figure founders scale to 8-figures & beyond

10 AI tools for solopreneurs that will help you start a successful business… before you can afford to hire experts:

1. ChatGPT Plus 

Your business brain in a box. Draft emails, generate content ideas, cross-reference data for accuracy. 

What you learn: How to communicate clearly and think through problems systematically. 

Free tier: Yes, with limited access | Paid: $20/month

2. Perplexity Pro 

Research powerhouse with sourced answers. Verify claims, research competitors, validate market trends. 

What you learn: How to conduct proper market research and fact-check like a pro. 

Free tier: Yes, 5 pro searches daily | Paid: $20/month

3. Shopify (with AI Tools) 

Complete e-commerce setup. Generate product descriptions, automate customer support, build stores. 

What you learn: E-commerce fundamentals and customer service best practices. 

Free tier: 3-day trial | Paid: Plans start at $39/month (includes AI features)

4. Canva Pro 
Professional design without design skills. Create graphics, videos, presentations in minutes. 

What you learn: Visual branding principles and what good design looks like. 

Free tier: Yes, basic features | Paid: $15/month

5. Durable AI 

Professional website in 60 seconds. Includes CRM and payment processing. 

What you learn: Web development basics and user experience principles. 

Free tier: No | Paid: $12/month

6. Descript 

Edit video by editing text. Create overdubs, generate transcriptions, polish content. 

What you learn: Video production workflow and storytelling techniques. 

Free tier: Yes, limited hours | Paid: $12/month

7. Notion AI 

Operations command center. Organize tasks, generate summaries, automate workflows. 

What you learn: Project management and business operations structure. 

Free tier: Yes, basic features | Paid: $8/month per user

8. Reclaim AI 

Smart calendar that schedules your priorities. Optimize time blocks for deep work. 

What you learn: Time management and productivity systems that scale. 

Free tier: Yes, limited features | Paid: $8/month

9. Intercom 

Customer support that works while you sleep. Handle inquiries automatically. 

What you learn: Customer service strategy and common pain points. 

Free tier: Yes, limited conversations | Paid: $39/month

10. Surfer SEO 

Optimize content for search engines and AI results. Get found online. 

What you learn: SEO fundamentals and content strategy. 

Free tier: No | Paid: $69/month

The real value is the education.

Each tool teaches you how that business function actually works.

When you're ready to hire real experts, you'll know what good work looks like.

You'll ask better questions. Make smarter decisions. Build a stronger team.

While others debate whether AI will replace jobs, you'll be using it to create them.

Want to launch faster, smarter, and with total clarity?

Come to my free masterclass next week. 

I’ll walk you through the AI system that actually works: https://buff.ly/ngIybQV

$19 million agency. 18 months of zero growth. 
Here’s the fix:

A founder called me last week about his $19 million agency. Growth had stalled.
Rising costs, flat revenue, frustrated team.

He had systems, culture, and a solid sales process.
But something was choking his growth and he couldn't see it.

Here's the exact framework I walked him through:

1. Map Your Business as Levers

I made him trace every dollar from "prospect doesn't know we exist" to "prospect pays us money."

Not departments. Not strategies. Not processes.

Levers.

Actual things you can pull to generate revenue.

His looked like this:

Content posts → reach
Reach → website visits
Website visits → lead signups
Lead signups → sales calls
Sales calls → closed deals

Every touchpoint became measurable.

2. Find the Broken Lever

When we mapped out his numbers, one screamed at us.

His content-to-reach conversion was 40% below industry standard.

Everything else was solid or above average.

But content drives everything in his funnel.

One broken lever was strangling his entire business.

3. Run the Physics of Progress

Once we identified the problem, I taught him my systematic approach:
- Set the specific goal (increase reach by 50%)
- Form your best hypothesis (better hooks, more frequent posting)
- Predict the exact outcome (2x more qualified leads in 60 days)
- Test one variable at a time (new content strategy for 30 days)
- Analyze what actually happened vs what you predicted
- Update your mental model and start the loop again

THE APPROACH

I walked him through my systematic diagnostic framework.

Most founders will either see immediate clarity on what's broken, or they'll realize they need help implementing the fix.

Either way, they stop spinning their wheels and start moving forward with purpose.

Most founders try to fix everything at once.
That's like performing surgery with a machete.

Your business isn't mysterious.
It's a machine with identifiable parts.

When growth stops, you diagnose systematically.
You don't just work harder and hope something changes.

I've used this framework with dozens of 7-figure entrepreneurs.
The pattern is always the same: one broken lever choking everything else.

Want the complete diagnostic system that turns stagnant businesses into growth engines?

I'm hosting a live workshop for entrepreneurs ready to stop guessing and start scaling systematically.

This is for 7-figure founders who understand that sustainable growth requires systems, not just hustle. Register here if you’re read to scale without chaos: https://buff.ly/rC998tB

I spent over $300K on ads last year and never made a profit. Then I killed the ad budget completely and 3x'd our revenue in 9 months using $0 and AI.

Most new entrepreneurs think you need ad spend to build a real business. 
It’s the perfect excuse to never actually start.

Organic content that converts beats paid traffic every single time. (I learned this after burning through hundreds of thousands on Facebook ads.)

But only if you can produce enough of it to learn what works.

Here's the AI system I'd build today to dominate without spending a dime on ads:

1. Content Volume Engine

Most people post 3 times a week and wonder why they're invisible.

I'd use ChatGPT to create 21 posts every Sunday night.

Prompt: "Take these 3 customer pain points [paste]. Create 7 different post formats for each: story, step-by-step, mistake-fix, case study, objection handling, comparison, and prediction. Each 180-220 words with strong hooks."

3 posts a day beats 3 posts a week every time.

2. Engagement Multiplication

Instead of hoping people find your content, you find them.

AI writes thoughtful comments on 50 posts daily.

Prompt: "Based on this post about [topic], write 3 insightful comments that add value and position me as an expert in [your field]. Make each comment 2-3 sentences with a specific insight."

Your thoughtful responses get more visibility than most people's posts.

3. Viral Content Lab

AI analyzes your top performers and creates more winners.

Prompt: "Review these 20 high-performing posts. Extract the common elements: hooks, structures, emotional triggers, and topics. Create 10 new posts using only these winning patterns."

Double down on what works. Kill what doesn't.

While you're waiting to "afford" ads, your competitors are building audiences for free.
Speed beats perfection. Volume beats polish. Organic beats paid.

Ready to stop making excuses? In my free masterclass, I'll show you how to build your 5-member AI team with ChatGPT so you can start your business this weekend.

Everything you need to build a real business without burning cash on ads that don't work.
Grab your spot here: https://buff.ly/9p10X58

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