Who SUCCESS® Is For

Dear SUCCESS family,

I spent last week at eXpCon Vancouver with our SUCCESS® team. From the main stage, we officially introduced Matthew Ferry as our faculty lead and master trainer. Matthew brings over 30 years of experience coaching and helping people become the absolute best versions of themselves, and having him partner with us is a massive step forward.

While we were there, we worked heavily on a question I think every leader is going to have to answer over the next twenty-four months:

Who exactly are we building for?

Most companies design for everyone. I would put a younger version of myself in that group. We tell ourselves that a broad approach is inclusive when really it is just undifferentiated. The market punishes that eventually. When a team cannot picture the specific person on the other end of the work, everything they ship gets fuzzy.

So we sat down and got highly specific. We named our avatar the “Conscious Achiever.”

The “Conscious Achiever” is someone who has already done the outer work. They have built a career, a business and a life that looks the part. Now they are ready for the inner work that makes any of it sustainable. They are no longer chasing motivation because they have outgrown it. They want absolute clarity about who they are and how their internal identity quietly shapes their external results. They believe that human agency is real and that we are not simply subjects of our circumstances. What shows up in our lives is usually exactly what we expected to show up.

This is where the philosophy gets incredibly practical. What you expect tends to materialize. You can modify those expectations, but only at the level of who you fundamentally believe yourself to be. Strategies never survive contact with an old identity. The identity is upstream of everything.

“In a world that has taught humans how to be machines, our job is to help humans be better humans.”

That is the exact work behind our new SUCCESS® Identity Upgrade™ platform. We are incredibly excited to beta test this system. The mechanics are highly specific. You start by completing a 23-question intake form. Based on your answers, the platform actually builds a custom book written from the perspective of your future self.

You can read it or listen to the audio on a regular basis. We refer to this concept as Growth Fiction™. Because it engages your mind through storytelling rather than just reciting facts, it facilitates a true identity shift significantly faster than traditional programs. Our upcoming coaching cohort will take advantage of this as our beta group, helping us dial in the platform entirely for future “Conscious Achievers.”

If you’re interested in joining the next cohort of the SUCCESS Coaching Certification Program™, join me and Matthew Ferry this Wednesday, April 29 at 4pm ET for a free one-hour webinar. We’ll walk through what it takes to build a coaching practice that delivers real transformation—and actually pays.

I wrote recently that AI handles the speed while humans supply the discernment. I meant it. But that raises an obvious next question about the source of that discernment. Is it coming from someone burned out and running on the expectations of others, or a “Conscious Achiever” who has chosen their identity on purpose?

That “Conscious Achiever” is who we are designing for. Every product, every coach and every single email we send is built for them. If you have been a SUCCESS® subscriber for a while, you may have noticed our focus tightening. It is not an accident. It is simply the discipline of finally answering the avatar question out loud.

I will be honest. I came home from Vancouver more energized than I have been in a year. Not because we launched anything new, but because we got completely clear about who this whole thing is for. Finding that clarity about the person you serve is the closest thing a company has to a soul.

In a world that has taught humans how to be machines, our job is to help humans be better humans. That is the mission. The “Conscious Achiever” is who we are building it with. The real work happens upstream of every habit, system or tool you use. It is the identity you choose to run on.

More SUCCESS® innovations are coming soon.

—Glenn