Jason Wasser, LMFT 🎗️Founder, Shevet Collective · Therapy & Coaching for Entrepreneurs, Family Businesses 🖥 Certified Neuro Emotional Technique Practitioner Founder Shevet Collective 🎧Host:You Winning Life Podcast 🎤

Unlocking Marketing Secrets: My Journey with Roy Williams

7 Jun 2025 · 2 min

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1:46

In this reflective YouTube video, Jason Wasser, LMFT, recounts his transformative experience beginning in 2015 when he attended the Wizard Academy and met Roy H. Williams, the bestselling author of the "Wizard of Ads" trilogy. Wasser describes how Williams taught marketing not as a collection of case studies about big brands, but as a set of natural laws he calls the "physics of communication," emphasizing counter‑intuitive truths and the interplay of opposing principles. Over the next two years Wasser immersed himself in Williams' classes, recognizing his own prior focus on a purely transactional, profit‑driven mindset. This realization led to a shift toward a partnership model, culminating in Williams inviting Wasser to become a partner in his venture. The narrative blends vulnerability about past missteps with enthusiasm for the deeper, principle‑based approach to marketing that he now embraces.

Chapters

that was terrible. Um, it was embarrassing as I look back at those things. And, and it's a vulnerable thing to think about now because in 2015, I went to the Wizard Academy where I met Roy Williams. Um, Roy H. Williams is, is a New York Times bestseller of the trilogy, Wizard of Ads trilogy. And, and he opened my eyes to a universe, frankly, uh, something that you talk about, you hear about the big brands and Apple and McDonald's and all these kind of Coca-Cola, just like Wow, big stuff, kind of like that seems like so not realistic, you know, maybe as some sort of peon that works within the cogs, but never as the, the thing that you could actually do yourself. And he didn't approach it from here's what Apple did and here's what all these other companies did and here's why they're geniuses. He approached it from the laws of nature. It's like here's the physics of communication like a third gravitating body. Here's, here's the truth about a profound truth. Sometimes the opposite of a profound truth is an equally profound truth. And how do we reconcile that, baby? Well, yeah, you know, Neil, the counterintuitive question, the counterintuitive question. And these are the things that he had started having a struggle with and had been doing for many, many years, as I came to find out. 2 years later, he invited me to become a partner after a lot of conversations, communications, me going to his classes over and over again like a, like a lost puppy, because I'd realized that I was living in this transactional, transactional space, and I'd make just, uh, just obnoxious amounts of money.