summarize, and apply, "I'm capable, I'm happy, I'm powerful, I'm alive. My brain's just going so fast, I can't even keep up. Let's go! I can do it! Give everybody a hand for that, ladies and gentlemen. Give them a hand! Yes! Yes! So, this state brings out a different identity. How many get that? Makes it noise or give me a thumb up if you get that. And listen to me right now. If you're not achieving, if you're not experiencing the love, the joy, if you're not having the inner pride that you want, it's not because you're not enough, it's because you're not using all of you. You're not using more of you. And you may have to condition this. That's why I'm not here to sell you. I'm not exactly holding back. I could have done two hours for free. I could have done nothing for free. I'm doing three days with you to give everything I possibly can. But you got to invest in you. If not with me for four days where you'll get this feeling in your body where it's natural, because otherwise it's going to fade. You don't get to keep this. You don't go to the gym one time and then you're fit for life. So I'm doing three days to give it to you regardless. But invest in yourself. That's how I got here. And if you can't come, join us. Find a way to come join us and get this conditioning or find some other way to get it in that body. Because if you do, it's completely a different life. And if you don't, you cheat yourself. And by the way, when you see somebody that's incredibly successful at something and you think, oh, my God, they're so lucky, you don't realize what they've invested. When I had nothing, I was investing in all these things because I remember I was saying, I don't have the money to go do this. And then one day my brain said, if I don't have money to go do this and I don't do this, I never will have the money because I'm using the same brain with the same thoughts. And so I made those investments. I took money from my rent to go do this in the beginning. So do I believe in this stuff? That's made me who I am. It's called self-education. Well, I interviewed Warren Buffett recently. I wrote Money Master the Game. How many, anybody here read more of Money Master the Game, the book out there? It's the number one best-selling book of this century. It's only 25 years, but 26 years now, but still on finance. And I interviewed all these brilliant people. I interviewed Warren Buffett. I said, what's the most important investment you've ever made? And I thought he was going to say Coca-Cola or Geico, because I know all his investments, right? I was studying them. And he said, Tony, it's what you teach. And I said, what do you mean it's what I teach? He said, it's investing in yourself. I said, interesting. He goes, the best way to stop inflation is not worry about inflation, it's become more. The government can't tax it. When you get better skills, better understanding, better execution. He said for him, he went to Dale Carnegie when he was really young, and he said, if I hadn't done that, you wouldn't know my name. Because I had great ideas, but I couldn't communicate them. And communicating changed everything. It was the best investment of my life. He said, Coca-Cola? Forget Coca-Cola. This is it. So you got to do it for you. And when you go to do it for you, you got to think about it from a perspective of conditioning. Like, how do I lock it inside my head so I become a force of nature? And I'll give you another fun example. I have the privilege of working with some of the greatest athletes in the world. How many of you are familiar with basketball, the NBA in America? Familiar with NBA basketball? So I'm fortunate to work. You know, I have all these incredible rings from championship rings from teams I've helped turn around. And now I own a piece of the Golden State Warriors, one of the better teams, and I've coached them. And there's a player on the team, if you're not familiar, called Steph Curry. He is the greatest three-point shooter in the world. There's no one even close to what he's done. He's the guy, if you know him and see him, he'll shoot the ball from almost half court, right? And he's like, he turns before, after he releases the ball, he doesn't even wait for it to go through. He jumps on his mouthpiece and he turns and kind of looks at the crowd, and it goes swish and people go crazy. Most incredible thing. So you look at him and what do you think? Man, what a skill. What an ability. What a gift he has. Write this down. Gifts are created. Gifts are created. I'm here because I did the investments in myself. He did it. You want to know he invested in himself? Not only has he invested in a million coaches over time, but if we just took his college career, because I watched him, I've worked with him, I've trained. He made... Let's put this on the screen so people can see. I'll give you these numbers. Shut this down. He practices 500 shots a day, 7 days a week, no matter what. He makes them over and over and over, the same thing to make it perfect. That means he does 3,500 shots a week. That's 168,000 shots a year. He's been doing this over 15 years of his career. That means he's done 2.5 million practice shots, so he can make 3,376 of these three points in games. That, write down this, you are rewarded in public for what you invest and practice in private. You are rewarded in public for what you invest in yourself and practice in private. He makes it look easy because he's done the work. By the way, how much conditioning, notice this little finger thing, do you think he's done by doing 2.5 million of those? By the way, that's just during his professional career. He did this during his college years as well. If you want it, there is no free lunch. You've got to do the work. So I can show you and I can get you to change in a moment, but if you're going to have the rest of your life change, you've got to condition it. Who's with me on this? If you are, make some noise. Give me a thumbs up if you're out there going to do this. So having said that, just for a second, stand up just for a second, shake your body. We're going to change gears. Shake your body. Come on. All right, grab a seat feeling strong. Sit down in a peak state. And what I want to show you now is I'm gonna give you a master class in like 35 minutes if you stick with focus with me on how to build your brand, how to build your identity in your career if you work for someone else, or if you have your own company, how you build a brand. It's not that complex, but its power is amazing. So here's the first of those five keys. The first key to understand, to have the power brand, you gotta understand the true power of an identity or a brand. If you don't get how powerful this is, you won't follow through. You'll understand this stuff intellectually and you'll write your notes and you'll go, oh, that was good and I'm really glad I listened. But if you're gonna change your life, you gotta get it in here, not just up in here, okay? So how powerful is a brand? Well, let's look at it this way. If I said to you right now, in fact, I want you to do this. If you got a pen and paper or you got your iPad or whatever you got in front of you, I want you to write down, I want you to think of a soft drink company, the first one you think of and just write it down. Don't say it, just write it down. If I said, think of a soft drink company, first one you think of, write it down. All right? Second, I want you to think of a computer company, a big computer company. First big computer company you think of, write it down. Big computer company. And then I want you to think thirdly, what is, if I think of a search engine, throw it up there for everybody, what's a search engine, the first one you think of when you think of a search engine? And then fourthly, since we're in that world of AI, if I said, you thought of an AI company or tool, what's the first AI company tool you think of if I say, what's an AI company or tool you think of? Okay? And let's do a little exploring. All right, everybody got it? So, first of all, raise your hand, put up on the screen, how many thought of Coca-Cola when I said a soft drink company? Give me a thumbs up there if you're on YouTube so I know if you got it. Come on, show me. Make some noise. I can't see everybody, all right? I can see only the people on the screen. I can't see at home. I'm seeing a lot of thumbs there. But when I ask this question in a seminar, you know, 10, 15,000 people in a stadium, 95% of the people say Coca-Cola. Is that wild? Do you think it gives them a little advantage? How many of you think of Pepsi when I say a soft drink company? Raise your hand or thumbs up if you're there. And if you look around, it's like, you know, about 5% of the poor souls that are floating on their own, right? Do you know that Coca-Cola has goals for how much fluid they want you to consume of theirs every day, including water? They all, literally, I saw the numbers the other day, I forgot how much it is, but for every human on earth, their brand is so solid that whether you drink it or not, you know what happens? People go into a restaurant and say, can I have a Coke? And people at Pepsi hate that. What they mean is a cola, but they own the category. Okay, let's go to the second one. How many of you thought of Apple computer when I said a big computer company? Make some noise, give me a thumbs up, Apple. Once again, Apple gets about 85 to 90%. How many thought of Microsoft? Okay, how many thought of Dell? Okay, all right, so, you know, the same way the lady who drank Pepsi thinks of Dell, that's interesting, that's fascinating to me. I see.
Here’s a concise summary of what Tony Robbins is teaching in that passage, along with a clear application guide you can use:
Summary
State and Identity:
Your mental and physical state (energy, focus, confidence) activates a different identity within you.
Feeling “capable, happy, powerful, alive” is not just motivation—it’s a state that enables action.
Self-Investment:
If you’re not achieving what you want (love, joy, success), it’s not because you’re “not enough”—it’s because you’re not fully investing in yourself.
Real change requires conditioning yourself repeatedly, not a one-time effort.
The Value of Practice and Repetition:
Success is built in private, consistent practice.
Example: Steph Curry took 2.5 million practice shots to perfect his skill. Public success reflects private investment.
The Best Investment is in Yourself:
Skills, mindset, and identity are far more valuable than money alone.
Learning, communication, and conditioning compound over time into abilities and opportunities.
Brand and Identity:
A powerful personal or business brand dominates perception (e.g., Coca-Cola, Apple).
Identity is about ownership of perception—what people immediately think of when they hear your “category.”
Action and Conditioning Are Essential:
Knowledge alone is useless without repetition, embodied practice, and application.
Your “state” plus consistent investment becomes a force of nature.
Application Steps
Activate Your State Daily:
Start your day by saying aloud:
“I’m capable. I’m happy. I’m powerful. I’m alive.”
Combine this with movement—shake out your body, jump, or do a short exercise to anchor the feeling physically.
Invest in Yourself Regularly:
Dedicate time, energy, and resources to personal growth (courses, books, mentors, experiences).
Even small investments compound over time; treat them as essential, not optional.
Practice Repetition for Mastery:
Identify your “2.5 million shots”—the skill you want to perfect.
Break it into daily actionable steps and repeat consistently until it becomes automatic.
Shape Your Identity and Brand:
Decide what you want to be known for (category).
Align your actions, skills, and communication to reinforce that identity consistently.
Make Knowledge Embodied, Not Intellectual:
Don’t just read, watch, or listen—practice in real life until it’s part of your muscle memory, emotional memory, and mental habits.
Measure and Observe Your Growth:
Track progress in your skill, confidence, and results.
Celebrate small wins to reinforce the identity you’re building.
✅ Key Takeaway:
Success isn’t magic; it’s state + repeated investment + skill + brand/identity. Public results are just the tip of the iceberg—what you do privately shapes everything.
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