Get rid of your competition. Now.

Imagine if you could get rid of your competition by simply choosing to. Here’s some good news: you officially can and should.

Somewhere down the line we learned the concept of competition. It’s embedded in sports, in classrooms, and sadly, also in intimate relationships and daily business.

When we allow the concept of competition-thinking to come into our lives, we immediately get distracted from our primary focus: to serve our growth and that of others. A business competitor becomes a second master. Someone you serve without knowing, because competition gains control over you: You talk about it, you analyze it, you react rather than act, you make it part of your presentations, of your metrics and goals and sometimes even of the conversation in your marketing (e.g. less calories per pint than brand XYZ).

Customers are good at spotting bullshit, and this is a big one: companies working to beat the competition have stopped working to serve the customer. There is no way to serve two masters- the competition AND the customer. But that’s exactly what is happening these days, and why many businesses lose their edge and identity, and then their people.

That said, I don’t propagate total ignorance about your market (provided one really knows what market they are serving). But a market is not just made up of competition. It is made up of customers, first and foremost. If we build businesses that truly serve customers through value, there is only one competitor we should be aware of, and that is: Anything that stands in the way of our clients becoming healthier, wealthier or wiser. Anything that makes it impossible for us to deliver what we promised we would be doing: helping people get better in one way or another.

Set up in a way that serves clients and not the competition, a 3 series BMW would not just be a solid alternative to a C-Class Mercedes, but the Ultimate Driving Machine.

Change your mindset and serve your clients as who you are, not as who you are in relation to someone else.

The bedrock of your business

We are not made for stasis, a state of total rigidity, where we don’t develop anymore. We all want to be transformed in some way. What this means for any business that is serious about delivering transformational value to their clients is that they first need to invest into their honesty and authenticity before even thinking of a product or service that will deliver the value.

Too often we focus only on the “thing” that we sell, the transactional branch of our business, because we get quick gratification from it. We sell something, we get something back. We feel great and rewarded for good work, but… it feels short-lived. 

I like to compare this to building a house without proper foundation. If we only invest in fancy doors, large windows and hardwood floors, but forget to strap those joists to the floor, don’t insulate the subfloor, forget to inspect the bedrock for water and potential cracks, everything we build on top might be compromised. Yes, we get to quickly entertain friends and feel great about our home. But down the line we get bugged with repairs, maintenance and potentially disastrous events.

And yet here we are: spending unproportional amounts of money in advertising, product development, sales funnels even though we don’t have a foundation in place. This foundation, this bedrock, is your mission – the belief and the promise of value that we offer that brought us into our business in the first place. 

Investing into discovering your mission and putting it to work means investing time and energy defining the reason your business exists and the impact of its actions. It is not just a piece of paper, it is a principle that you share with everyone so trust can exist from day one. 

It is one part discovery of convictions and one part unlearning of hindering beliefs. In combination the two become hardened granite that will hold up any structure you put on it.

Keep showing up.

It is hard sometimes to keep going when there is no external sign that we are doing the right thing. When no one comes to our seminars, when no one buys our coffee, when no one calls back to ask about that service we are offering. It is always easier to feel happy and keep doing what we do when we get a “positive response.” The fact is that life does not care whether or not we feel good about what’s happening to us. All it cares about is that we follow through with our purpose and build our own happiness. We are here to show that we care enough about our beliefs that we put them into action, no matter the result. When we step outside of the mindset that what we do only matters if the entire world sees and buys it, we become truly connected with our mission and our own being. That’s when we will feel successful, no matter the material manifestation. 

True wealth and sustainable success cannot find a home without this. So show up and be proud of yourself for doing what you do.

Comparison is toxic

Comparison is the ability to look outside of your own reality and put someone else’s reality in relation to yours. Managers think this practice is useful to gauge your performance and gain insight. But this practice is meant to stroke or punch your ego and fuel either stress or arrogance. It is an outside-inside thing to do. Because you send out your reality, compare it to the outside and then react to whatever insight you gain from it. It turns everything you do into a reaction. A reaction to something that is not born within you, and therefore lacks the necessary honesty to deliver an authentic and believable message of how you’re doing.

A company that is in the habit of constantly checking its surroundings, comparing itself to others, interpreting other companies’ activities as threats to its survival, is living from the outside in. It has either lost its true purpose or never had one. It has forgotten what it is about and turns into nothing more than a loud, anxious beast hungry for attention and revenue, drowned out by a crowd of other loud, anxious beasts hoping to meet their quota.

Your version of success

A mission will tell you who you are and, consequently, who you are not. In that way it is the most powerful tool to fight business fatigue, purpose confusion, daily stress and personal emptiness. Stress and lack of motivation arise when we do too much of the things we do not agree or identify with. Everyone has a mission. lt is not something that is crafted. It is already inside of you, waiting to be discovered.

Here are 4 steps you can begin with to tap into that inner guidance

1. Find acceptance

It’s a common misconception that we need to change everything we don’t like immediately. We are not in control of all the circumstances we find ourselves in. So, the key to dealing with things is… well, to deal with things. Write down the points that cause frustration and accept them as part of your current reality. See them as necessities for the next step. It helps to imagine this as your launchpad for future happiness. You can’t conclude a successful mission to Mars if your launchpad is defective, so define and accept the defects and get to work on fixing them.

2. Find your zone

We conducted numerous interviews with athletes and artists over the years who confirmed that the place of best performance and creativity is the one in which you lose yourself in. This is a place where numbers don’t exist, where time and space are irrelevant, where you tap into everything that matters to you. This can happen on a bike, with a paintbrush in your hand or delivering a service to a dear client. Successful people tend to describe this as “a blur”, where the world goes out of focus and the only thing that matters is the present moment. If you currently have such a place, invest more time into it and learn how to expand this feeling. It is most likely the home of your desires. If you don’t have this yet, look within. What would this zone look like for you? Set aside all expectations of monetary or other reward. Focus solely on building that zone.

3. Find your core

A mission is a reason for existence, a purpose. We tend to train our minds to search and build a reason for our existence that is outside ourselves. But the reason is within. Our DNA carries the core of what we are about. No external knowledge can ever replace this. It is important that we take the time to understand what our core beliefs truly are. Some of us believe in building safe zones, others in helping by teaching, and some want to spread confidence through their actions. If you don’t take the time to sense out what you are about, you may never tap into your embedded potential. This can make you bitter even in moments of success. Take the time to peel layers of external influence away and realize what your core beliefs are. It is important, for you and for the individuals that you will impact.

4. Find your bulliefs

Just as your core beliefs drive your purpose, there are acquired beliefs that distract you from them. We have named these “bulliefs” for obvious reason. Bulliefs are beliefs that we have picked up along the way and given more importance than they deserve. Bulliefs are usually quite popular and seem relevant to our health, wealth and growth and they are “sold” to us by people we trust and respect. Our minds are very receptive and impressionable when we are in a state of searching for purpose (which we are most of our lives). If we take on a belief that is not truly ours, this “bullief” may contradict our core belief. This is the root of stress and mental confusion. This is why we often feel like we have veered off our path and are living someone else’s life. In essence, we are. Until you learn to recognize beliefs that have been forced onto you like, “if you want a good career, you should go to college”, or “wealth equals success,” you will not be able to clearly see and embrace your actual core beliefs.

**Watch this video to see where we got our inspiration to weed out our bull-iefs.

6 steps to turn your business into a powerhouse

Having a mission and using it is a proven way to tap into your full potential. These 6 important steps can help you shift towards becoming a unique, purposeful brand that is successful and makes a difference.


It’s easy to confuse success with financial wealth. Success is the satisfaction of being able to act according to your beliefs and mission and to bring value to people’s lives. Wealth can be the consequence of this. Defining success by how much money you make or don’t make will lead to stress, gimmicky marketing tactics and price wars that are short lived and futile.


You were born with a unique set of beliefs, but as life went on, you traded them for others. Take some time off and find out what your unshakable core beliefs are, and what beliefs were pushed onto you from external sources that are fogging your thoughts and actions. This will create clarity and increase your confidence in the decisions you make.


Stop asking “WHAT do we do and HOW do we do it?” and start asking “WHY are we doing it?” Find an honest reason for running your business that feels so right you would be comfortable wearing it on a T-shirt. Take your time until it feels right. Then move forward and proudly share it with the world.


A mission-based business does not have customers or employees. It has fans. Do you have real relationships with your fans, or do you hold people hostage through price, products, promises? People should not be treated as opportunities to increase your bottom line. Invest in building true relationships with your fans, so that they will share the love they have for your brand with others, and make even more connections.


Your business should be a place of comfort where everyone gathers to feel safe. Look at all areas of your business and analyze where you can improve this sensation to make people feel cared for, valued and inspired.


With a mission in your pocket, define a vision for success in 3 years. What is the impact you want to have through your business? Don’t limit this to a number. Make it a feeling that fuels a fire that you and your team are willing to fight for. Focus on making an impact versus a dollar. Remember what your new definition of success is.

But Why?

We are beings that like to ask questions because the answers shape the world around us.  As children we asked “why” all the time, much to our parents annoyance. The answer we received helped us make sense of things. As adults, we abruptly stop asking “why” and turn to “how” and “what” instead. It stops being about the reasons behind something and starts being about “what do I have to do and how” to get in control of it.

And yet, “how” and “what” do not work without first understanding “why” we are doing that thing. If we don’t ask why, we are robbed of connecting with our desires. Not asking why breaks the link to our heart and thus to our sense of orientation. We must rebuild that bridge and teach our kids not to lose sight of it. 

A “why” can be a simple thing like, “because it feels right” or, “because that’s what I need to be doing right now.” It has an emotional quality to it. If your answers to “why” are materialistic in nature, you have to dig deeper to understand where that answer comes from. You will find that materialistic answers come from an emotional place.  

For example, if you say making $250,000 would make life better for you, ask yourself why that is. What emotion is it tied to? Could it be the happiness it would bring you to be able to contribute to your kid’s dream of becoming a doctor?   

Under our material desires lies a reason – the WHY of what we do. See what it is that you are really aiming for. Once you understand that, you’ll find that the HOW and WHAT fall into place.

Let go and they will hold on.

Imagine modern businesses as different sized entities with millions of tentacles, relentlessly grasping for people with their suction cups to reel them in. Once someone is in their grasp, the entity holds onto them in despair. This is what we call retention measures, and it‘s really nothing but proactive losing. It‘s a behavior motivated by fear that creates stress and tension. No good.

What if we flipped the script and created a story where it was actually people stretching their arms out, reaching to hold onto something in your brand universe? People unafraid of getting closer to your brand because they know that you have not set a trap for them.  

In this scenario, people hook up to your brand because they can relate to it, because the story told by your brand is so in line with their beliefs that they gladly embrace it. This brand behavior oozes confidence and trust. Something a customer immediately senses (like with Apple) and wants to be a part of.

For this to happen you need your story to be built on honesty and its delivery to be in line with it. It is likely that less fish will find their way to you because your not casting a net and trapping them, but the ones that make their way towards you (willingly!) will become the biggest fans of your brand for a lifetime.

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