Alter Ego Effect

Now a Wall Street Journal bestseller.What if the games we played as children were the greatest gift to helping us achieve more today?Before stage fright, impostor syndrome, emotional baggage, and the other dubious gifts of adulthood, everyone pretended to be a superhero, a favorite athlete, an inspiring entertainer, a nurse, a firefighter, a lion, or whatever else captured our imaginations. And yet, that natural creativity is slowly squeezed out of us because we think it’s childish or it’s “time to grow up.” Now Todd Herman—backed by scientific research and countless stories from the real world—will show us how to tap into the human imagination  to unleash new versions of ourselves, ready-made to kick ass.    Herman has been coaching champions in every field for over twenty years, and he’s helped them bring out their Heroic Self to transcend the forces pulling them into the Ordinary World.            Anyone attempting ambitious things faces adversity, resistance, and challenges, but Herman confronts these obstacles with a question: Who or what needs to show up to make success inevitable?  In The Alter Ego Effect, Herman presents countless stories from salespeople, executives, entertainers, athletes, entrepreneurs, creatives, and historical figures to illustrate how to activate the Heroic Self already nested inside each of us. And he reveals that we may not be using those traits in the moments when we need them the most. From the creative entrepreneur who resisted their craft, to the accomplished military officer who wanted to be a warmer dad at home, Todd Herman’s clients have discovered there is no end to the parts of their lives they could improve by using Alter Egos.

“I used this exact strategy to get to the top of my sport. This is truly what elite professionals do to win. This book is a gift!” — Frank Shamrock, UFC champion, entrepreneur, and philanthropist “My first thought: This book is going to change minds and change lives. My second thought: How can I get this book into all of my clients’ hands?!” — JJ Virgin “This needs to be required reading for every ambitious soul! Finally, a book to help conquer the challenges of doing hard stuff by someone who has coached top performers!” — Brian Smith “In The Alter Ego Effect, Herman takes you on a mind-expanding journey to find your Heroic Self. If you want a stronger mental game—get this book!” — Emily Fletcher “Todd has written the definitive playbook for people striving to achieve great things! This will not only inspire people but give them a real tool to help win at life.” — Neil Patel

Todd Herman is a toughness and performance coach to professional and Olympic athletes, as well as a leadership and performance advisor to billionaires and hundreds of entrepreneurs. He’s also the creator of the 90 Day Year™, a business achievement program designed for business owners to master the art of execution.