17 Dec 2025 · 6 min
Brian Johnson launches a new series based on his book Activate Your Heroic Potential. He shares personal stories and explains the pre-order incentives for the book.
Hi, this is Brian. Welcome back to the plus one series. Today we're going to kick off a new series, the Arete 1° series. Based on a select number of chapters, little micro chapters from my new book, Activate youe Heroic Potential. We're gonna systematically start with the first 11 or so microchapters out of 451 of those chapters in the book. Then we'll have fun looking at some of my favorite ideas from the seven objectives that form the structure for the book. But let's get straight to work. Here's the first micro chapter in the book. It starts like this. Nice to meet you, Hiro. It's day one. Let's get to work. As I say in the book. Hi, this is Brian. I appreciate you taking the time to open this book. I wish we could spend some time together so I could get to know you more. What I do know is that we're both busy and I like to share more wisdom in less time. So let's get straight to work. I want to start by telling you a little story, but first let me briefly introduce myself and give you a little context. In addition to being the founder and CEO of a company called Heroic Public Benefit Corporation, which I'll tell you more about, I'm the proud dad of a couple of kids, Emerson and Eleanor, and married to my best friend Alexandra. We live on a little ranch in the country outside Austin, Texas with three dogs, Zeus, Zap and Wags, two of which adopted us. A cat, Heroic the Stoic, who also adopted us, and nine chickens, including Happy the Rooster and his hens. Now, my 10 year old son Emerson recently got into chess. And when I say got into chess, I mean he really got into chess. Less than a year ago, we were introduced to a great website called ChessKid.com that features one of my all time favorite teachers, Mike Klein, also known as Unmaster Mike, who has figured out a way to teach chess while helping kids have fun and and fall in love with the game. Now we homeschool Emerson, so he has a lot of time to spend studying chess. And over the last 10 months, he spent hundreds and hundreds of hours playing and practicing and all that. To put it in perspective, he watches the Chess World Championships with with the same enthusiasm I watched Major League Baseball's World Series when I was 10. In short, he absolutely loves everything about chess. He won the Texas Chess State Championship for his division and his current big dream is to become a Chess Grandmaster. Now that's the context. I'm writing this on a Saturday afternoon. I'M putting the final touches on the book and thinking about how I want to introduce you to the concept of Arete. And I think this little sequence of events from this morning might just be the best possible way I can bring this wisdom to life. So without further ado, let's get to work. Little P.S. in the book, I say before I forget and so you know, the word arete, which is spelled as you can see if you're watching this A R e T e we'll define it in a moment, is pronounced are a Tay. Say with me now are a Tay. I hope you enjoyed that. Are a TE1 degree from my new book Arete. Activate your heroic potential. The book will be shipped on November 14, right before Black Friday, in time to make it the perfect holiday gift, perhaps. I wanted to let you know that we have some special giveaways if you think you might like to pre order the book. If you and even more goodies if you think you might want to give the book away this holiday season. Here's the deal. Pre order one copy and get a free advanced reader copy of the ebook today. Pre order three copies and get a free advanced copy of the ebook and the audiobook and a limited edition Arete coin that we'll send to you. Pre order 10 copies of the book. Bless you and get all of that plus an autographed Advanced Hardcover reader copy sent to you immediately inside the fancy Arete VIP box, which is packed with other goodies including this Arete T shirt, a Heroic t shirt, and 10 free annual heroic memberships for your gift recipients. You'd be able to give them a book and a year's worth of Heroic 4 free. If you pre order 25 copies. You'll get all that plus a free ticket to our launch event party in Austin November 10th through 12th and you'll get a personal voice memo. Thank you and a high five from me if you're feeling inspired to order over 50 copies of the book. We've been blessed to have a lot of CEOs and corporations do that. We'll give you a huge discount. Just let us know all of this. You can learn more about at Heroic U.S. book. Heroic U.S. book of course you can order the book on Amazon, Barnes and Noble Independent bookstores will be everywhere. You can buy a book, Hudson's airport stores, etc. And let us know of course when you've done that and purchased a copy or three or ten or more if you feel inspired to do so at Heroic Us Book. I appreciate you and I hope you love the book. I'm super excited about it, super proud of it, and I hope it helps you and your families transform your lives.
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