“Everything you seek to achieve, build a believable plan."

Rob Dyrdek


In episode two of Win the Day, we spoke about how the right plan is far better than the right promise. After all, you can promise yourself anything you like, but you’ll continue to bounce from failure to failure until you’ve got a detailed plan for success. Purposeful action always trumps talk.

Importantly, the right plan encapsulates remedies for just about every adversity and obstacle you’ll face along the way, keeping you resilient, focused, and giving you the best overall chance of success.

As author of Think and Grow Rich: The Legacy, I was tasked with interviewing an incredible mix of people from all over the world to tell their stories from hopelessness to success. If you’ve read the book, you’ll notice that a bulletproof plan was a common thread. It got:

A bulletproof plan creates relentless action, bringing superhuman levels of resourcefulness and resilience.

One of the most interesting people I’ve interviewed is Rob Dyrdek. Admittedly, I hadn’t really heard of him before the Think and Grow Rich: The Legacy project, but he’s amassed more than 12 million followers on Facebook and Instagram and appears on major television networks around the world every day. As I researched his extraordinary career, I was amazed at his eclectic cache of achievements and wondered what could possibly be left on his bucket list.

Two years ago, I drove to his penthouse office in Beverly Hills for our interview and could immediately feel the energy of the place. The elevator walls were adorned with his ’99 truths of business’ and the windows offered 360-degree views of one of the most glamorous cities on Earth.

Dyrdek greeted me like an old friend. He walked me into his office and, for the next two-and-a-half hours, shared his remarkable philosophy for life, success and business.

I was blown away, not just by how generous he was with his time and how candidly he shared his story with me, but how intelligent and insightful he was—a contrast to how many would perceive him, I’m sure.

It’s safe to say that I’m a fan.

Growing up in Ohio as an ordinary kid, it was a chance encounter that changed Dyrdek’s life forever. It happened at a skateboard tournament, where the 11-year-old followed around one of the pro skaters, Neil Blender, who was walking to his limousine. As Neil opened the door to hop in, Rob blurted out, “Hey, I don’t think there’s enough room for you and that board.”

“You know what? You’re right!” the pro skater replied, handing his board to the young fan.

At the time, Dyrdek had never even been on a skateboard, but this extraordinary course of events taught him one of the universe’s most valuable lessons: Whatever the mind can conceive and believe, it can achieve.

He became completely enamored with his new craft, practicing for hours on end while harboring dreams of turning pro. Dyrdek eventually moved to California and began shaping the culture of the burgeoning sport, both on the board and as a clothing designer.

But he wasn’t satisfied.

Fearless, he tried his hand at all he could, raking in millions of dollars, but the lofty highs were tempered by deep lows. To restore balance and stay focused on the bigger picture, Dyrdek began reading books like Think and Grow Rich and resumed asking for what he wanted, as he had done as a kid.

“What’s grounded me is the relentless pursuit of growth and having a bigger picture for what I’m meant to accomplish,” Dyrdek told me during our interview. “It’s knowing that these stages are just part of the process, and not a final destination.”

A lot of the unhappiness and frustration in our own lives stems from the contradiction between where we are now and where we think we should be, but Dyrdek reminds us that there’s lessons to be learnt in every situation and that your current circumstances never have to be your final destination. Trust the process.

Being crystal clear on what he wanted gave Dyrdek the fuel and inspiration to keep moving forward, even after his athletic shelf life was expiring. “As I’ve continued to level-up, I stop and decide what the answer is, and then build my life backwards from there,” Dyrdek noted.

That level-up came in the form of an unlikely career in entertainment, where he controls the full gamut: producing and hosting television shows, planning their distribution, and showcasing brands. To turbocharge promotion, he took the reins (quite literally in this case)—putting his body on the line and setting 21 Guinness World Records.

However, for all his success, Dyrdek’s crowning glory is the Dyrdek Machine, a venture capital company that invests in exciting startups with high growth potential. Aside from fulfilling the 99 truths that adorn the elevator well of his penthouse office in Beverly Hills, the people who most catch his attention are those who embody two simple attributes: zest for life and a bulletproof plan.

Many would argue that Rob Dyrdek has no right to be a major player in the entertainment world. After all, how many former skateboarders—or professional athletes in general—can you name who forged careers at that level of success after calling time on their sporting pursuits?

Despite what the haters say, being dedicated to a detailed growth plan has been the foundation of Dyrdek’s long-term success and why it would be unwise to bet against anything he does. Today, he owns companies in seemingly every industry, from virtual reality and luxury goods to clothing and plant-based foods.

To maintain harmony in his life, the 44-year-old focuses on three things: working on ventures he believes in, committing to mastery of the business world, and creating a platform of love for his young family. It’s this life plan—what he calls his ‘rhythm of existence playbook’—that maintains Dyrdek’s infinite well of energy and is what he regards as his greatest accomplishment:

“It’s creating your entire universe about you being at your best, living with energy each day, and just being happy. That’s the ultimate freedom. I have a clear vision for literally everything in my life and I think about it every day.”

Interestingly, Rob Dyrdek reads Think and Grow Rich every year because he recognizes that each time you read it, and have more life experience to bring, you don’t notice something new in the book—you notice something new in yourself:

“The foundational principles of achievement, you can only digest based off experience. When you begin to manifest based off applying these principles, and you begin to hone that, you read it [Think and Grow Rich] again and it’s like, “Wow, this really is what I’m doing!” I think self-help books should be read every year just to remind yourself. There’s no way to fully apply something that complex until you’ve had achievements to help you believe it.”

To conclude, let’s revisit his quote at the top of this newsletter: “Everything you seek to achieve, build a believable plan.” Think about the most important goals in your life and make sure you’ve prepared detailed plans to make them a reality. (Unsure of how to do that? Watch this issue’s video episode.)

Onwards and upwards always,
James W.

PS – You can learn more about Rob Dyrdek’s story, and many others, in Think and Grow Rich: The Legacy, available now on audiobook, ebook and hardcover.

“I am the greatest. I said that before I even knew I was.”

Muhammad Ali

What do world-beaters like Muhammad Ali, Beyoncé Knowles, Lady Gaga, Bruce Lee, Conor McGregor and Jim Carrey all have in common? They recognize that ALL success starts by filling your mind with greatness.

You might have heard some variant of the quote: The path to success is to take massive, determined action. However, most people leap in headfirst, ignoring the critical first step of creating a comprehensive unique definition of what success looks like to them. As Dale Carnegie reminded us: “An hour of planning can save you 10 hours of doing.”

A clear plan gives you the mental fortitude to make the right choice in the many decisions you are faced with each day, resulting in more willpower, passion, persistence and other essential ingredients needed for long term achievement. Along the way, resources of all kinds that you need for your journey—such as people, finances and inspiration—will appear, as if by magic.

Once you’ve filled your mind with greatness and have a comprehensive definition of what success looks like to you, bridge the gap between dreams and reality through the process of autosuggestion:

  1. Clearly state what you want
  2. See it already in your possession and feel every associated emotion
  3. Outline what you are willing to do—the price you are willing to pay—in exchange for its attainment; and
  4. At least twice daily, confidently read the written statement of your desire out loud.

Remember, you don’t need to believe it immediately, as Bob Proctor noted in Think and Grow Rich: The Legacy. Through this process, complemented with daily action, champions are increasingly bolstered for success while those indifferent to their destination are lured to mediocrity.

Autosuggestion in Practice

1. Bruce Lee

In January 1969, aspiring actor Bruce Lee wrote out his clear definition of success (below). Today, he is remembered as the world’s most iconic martial artist, a global film star and cultural phenomenon.

2. Lady Gaga

On autosuggestion, Lady Gaga said: “It’s sort of like a mantra. You repeat it to yourself every day: ‘Music is my life, music is my life. The fame is inside of me, I’m going to make a number one record with number one hits.’ And it’s not yet, it’s a lie. You’re saying a lie over and over and over again, and then, one day the lie is true.”

3. Jim Carrey

Before he became a household name, film star Jim Carrey would often sit in the Hollywood Hills and look out over the city, visualizing how one day renowned directors and other people he respected would praise him for his work. In 1992, he went one step further, writing himself a $10 million check for “acting services rendered.” Dating it three years in the future, Carrey kept the check in his wallet where it would stare back at him numerous times each day, while he worked tirelessly to bring his goal to life.

Just before Thanksgiving 1995, the entertainer was given a film role that paid him $10 million. By constantly focusing on what he wanted most, Carrey made his dream a reality.

Time for Action

Having your mind constantly focused on what you want is an essential step to actually achieving it. Whether it’s Muhammad Ali declaring he is the greatest before history agreed, Bruce Lee demanding worldwide fame, Lady Gaga visualizing her meteoric rise, Beyoncé exercising in front of an Academy Award picture, Conor McGregor dreaming big despite his dismal amateur record, or Jim Carrey writing himself a $10 million check, convince your mind it’s a simple choice: win or perish.

Model the habits of high performers. Demand success, expect it, and let the universe show you the way forward.

Onwards and upwards always,
James Whittaker

In case you missed it:
How to Turn Failure into Victory … and a Billion-dollar Empire

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What are you waiting for? Download the free Success Plan Template and create your own unique definition of success: PDF | Excel

The victim mindset dilutes the human potential. By not accepting personal responsibility for our circumstances, we greatly reduce our power to change them.”

Steve Maraboli

I’ve just returned to Los Angeles after a three-week book tour of Australia. For those who missed the Today Show interview, you can check it out below. A big thank you to all of you for your continued support.

The winner’s mindset

Today, let’s talk about the winner’s mindset. Although it might seem counter-intuitive, champions in any field are forged in their response to failure.

We all face adversity—every one of us. Those with a fixed mindset use it as an excuse to give up and crawl further into their ever-shrinking shell. Yet, those with a growth mindset use every failure as a stepping stone to greatness.

Whether we acknowledge it or not, we are where we are because of our decisions to this point. By simply accepting personal responsibility and taking ownership of our lives, we significantly increase our power to change. This can apply to anything, whether it’s underperforming on a university course, being passed over for a promotion at work or failing with a fitness goal.

The fixed mindset comes from stagnation. In contrast, the growth mindset comes from having an end goal in mind and then nurturing our abilities through ongoing care and attention—avid readers of my newsletter might recognize this as “simple and consistent action.”

In her groundbreaking book Mindset: The New Psychology of Success, author Carol Dweck showed that from a young age the brain can be trained to grow and improve, like a muscle. Once our limiting beliefs are gradually replaced with the growth mindset, we find it easier to take actions that keep us striving for ever-greater success. This builds bulletproof confidence and creates unparalleled resilience.

Growth mindset in action

In 1964, after campaigning for racial equality, a South African man was given a life sentence and thrown in prison to rot. Rather than giving up, he began studying Afrikaans with the hope of building mutual respect with his captors and converting them to his cause.

Twenty-seven years later, Nelson Mandela was released from prison. After his impassioned pleas for equality caught hearts and minds around the world, he was elected President of South Africa—the first non-white head of state in the country’s history. Reflecting on his extraordinary life, he famously said: “I never lose. I win or I learn.”

In 2010, an unknown fighter taps the canvas. Conceding defeat, his opponent releases the devastating chokehold. With the embarrassing loss, a mere 38 seconds into the first round, the aspiring fighter’s record now stood at a paltry four wins and two losses. Rather than let another setback define him, he continued to hone his skills. An eight-fight win streak caught the eye of Dana White and the Irishman was signed to the UFC.

Five years after the humiliating loss, he defeated José Aldo, one of the greatest fighters of all time, in 13 seconds—the fastest finish in UFC title fight history. The following year, his coach John Kavanagh released a book documenting the extraordinary journey with his star pupil entitled “Win or Learn”, echoing Mandela’s fortitude. Today, Conor McGregor is one of the highest paid athletes on the planet.

Oprah Winfrey was deemed “unfit for television.” Steve Jobs was removed from the company he founded. J.K. Rowling was fired from her job as a secretary. Michael Jordan was cut from his high school basketball team. The list goes on.

How do we create a growth mindset?

True champions have a growth mindset and never accept temporary failure as permanent defeat. Instead, they prepare a vivid, detailed plan for success and get to work on winning the day. To create a growth mindset:

Onwards and upwards always,
James W.

PS – Here is a free download of the bonus chapter from Think & Grow Rich: The Legacy, showing how simple mindset shifts catapulted ordinary people to extraordinary achievement.

Ready to win the day, every day? 

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