Success doesn’t come overnight.

Everyone has to start somewhere.

If you’re not going to respect yourself for what you do, how can you possibly expect to earn the respect of other people? If you don’t take yourself seriously, how can you expect other people to take you seriously? If you want to command an air of confidence, then play the part.

Act as if.

Fake it until you make it.

How many times have you heard some variation of the advice above? On the surface, it appears quite sound. After all, if you’re starting from nothing and building your business from the ground up, it’s hard to command the respect of those around you. When you start out, you’re nobody. No one knows who you are, so they’re not going to turn you to as the go-to expert in your chosen field or industry.

Putting on a Performance

Unsurprisingly, one of the most common pieces of advice that you’ll receive is that you should fake it until you make it. Even if you’re a solopreneur, running a business of one, you should put on a front that you’re a larger, more established, more respected business.

That’s why you’ll find so many people in Internet startups and similar businesses referring to themselves as “we,” even if they’re the only person associated with the business at all. When you talk about “us” and what “we” are doing, you command a certain respect.

It elevates how you are perceived, because if I say that “I” am doing this, some people might dismiss my freelancing work as little more than a hobby or “side hustle.” It’s not a “real” business, right? So, you put on the front. You act as if. You fake it until you make it, hoping that by playing the part, you’ll one day actually have the part.

There’s some truth to that, to be sure. But I disagree. Or rather, I’d like to offer a different take. Rather than deciding to “fake” it until you make it, why not try to “make” it until you make it? Let me explain.

The 10,000 Hour Rule

In Outliers: The Story of Success, author Malcolm Gladwell famously proclaimed that you need to spend 10,000 hours doing something to become an expert at doing that thing. This is true for everything from playing basketball to woodworking to mastering the craft of making exceptional sushi. Some people may be more or less talented at first, but if you put in those 10,000 hours, you’re probably going to get awfully good at whatever it is that you want to do, even if you started off at a bit of a disadvantage.

Making money online is no exception, though to be fair, the timeline can get significantly condensed thanks to the fast paced nature of modern technology. Even if we consider the 10,000 hours number in more of a figurative sense rather than a literal sense, most of us would agree that the more you work on something, the better you’ll get at that something.

For a time on my own blog, Beyond the Rhetoric, I published a new post every day. That’s seven days a week, 52 weeks a year. This is in addition to the hundreds or even thousands of other articles I wrote for my freelance writing clients.

As I look back at some of the stuff I wrote more than 10 years ago, I cringe. I thought I was pretty good at the time, but I’d like to think that I’m better at what I do today than I was back then. The same is true with taking photos, shooting and editing videos, engaging on social media, managing the back end of a blog, and so on. I put in the hours.

I’m not sure if I’ve hit 10,000 hours, necessarily, but you get the idea.

Dream Less, Do More

And while there was a certain level of “faking it” in the beginning in order to attract readers and clients to my blog and my freelance writing business, respectively, the more important component was the “making it.” I wrote a lot. Every day. Without fail. Just by way of brute force, my writing ability has (hopefully) improved. I made it until I made it, even if I think I’ve gone plenty of more room for improvement still.

If you want to be a famously successful YouTube star, then shoot and publish more videos. They don’t even need to be that great; just be consistent, putting in the work. When you allow yourself to slide one day here, one week there, you inevitably fall down the slippery slope of skipping another day and another week until you get to the point where you haven’t uploaded a new video in months. That’s not how you “make it.”

So, get out there and make something. Write more blog posts. Shoot more videos. Publish more photos on social media, run more affiliate marketing campaigns. Just keep creating. Just keep making it. And one day, true enough, you just “make it” after all.

Seven weeks and going.

Beginning weight June 20th 247.8 

Beginning waist 41.5


Current weight August 22nd 225.6

Current Waist size 37.5 


I’ve changed my eating habits, my workout frequency and made yoga and meditation a consistent part of my daily routine.


THe shift in my lifestyle and mindset has resulted in positive health shift of 22 lbs.

Emotionally, I’ve improved because my insulin levels have stabilized.

I am far healthier…


Stick with me.

We can do it!!!!


If you’re looking for an effective way to increase your conversions, look no further than triggered emails.

What are triggered emails? Triggered emails are emails that are automatically sent to subscribers when they take a specific action. These actions could include visiting a specific page on your website, signing up for your email list, download a lead magnet, and more. Triggered emails are timely and personal. These two magical ingredients are key if you want to encourage website visitors to buy.

While it might seem complicated to create triggered emails, it’s actually not. With many of the best email marketing services, you can easily set up triggered emails with just a few clicks.

But, what kind of triggered emails should you send in order to turn users into customers?

Here’s how to increase conversions with triggered emails.

Welcome Email

When a website visitor signs up for your email list, you know that they’re interested in what you have to offer. So, you’ve got to make a good first impression. An easy way to do that — and make new subscribers feel special — is by sending them a triggered welcome email. According to Invesp, welcome emails generate 4x more opens and 5x more clicks than regular email marketing campaigns. It’s the perfect opportunity to introduce yourself and your company to potential customers.

For example, take a look at this welcome email from Casper. They welcome the new subscriber to the “world of better sleep” and include links to help the user get to know them better.

Feeling connected a company is an important step to building trusting relationshipswith your subscribers. When a new subscriber feels like a part of the family, they’ll be more likely to turn into a loyal customer in the future.

Onboarding Email

When a user first gets started with your company, it’s important to make sure they have a smooth experience. If their experience is filled with doubt and confusion, they’re not going to stick around. Which means, you can lose out on a ton of potential revenue. So, you need to send your new customers a triggered onboarding email.

Onboarding is key to reducing customer churn. According to PostFunnel, a poll of customers that churned within the first week found that 60% of them did so because they either didn’t understand how to use the product or failed to see the value of it.

When a user signs up for your product/service, your onboarding email needs to act as a tour guide for them. Clearly explain how to use the product as well as how it will benefit the user and you can reduce the risk of new customers giving up in frustration.

Online Form Email

When users visit your website, they’re not always ready to buy right away. Typically, users will want to browse around your site a little and get answers to their questions first. Which is why you should have an online form on your website. An online form lets your website visitors easily get in touch with you, whether it’s to ask questions about your product, get a quote for your services, or to register online for an event, for instance.

After a user fills out an online form, instead of just sending a confirmation email, you can send a triggered email with the information they’re looking for. For example, if a user fills out a general questions contact form, you can send them a triggered email that includes FAQs and links to helpful resources. By providing them with instant information, you can help speed up the buying process.

Shopping Cart Abandonment Email

Shopping cart abandonment is the worst; just when a user fills up their cart and is about to hit that ‘Checkout’ button — POOF! — they’re gone. And they’re taking their money with them. To prevent this from happening, you need to send triggered cart abandonment emails.

For instance, every time a user leaves their shopping cart without purchasing, you can automatically send them an email, similar to the one below from Beardbrand. The email reminds users about the items they left behind and encourages them to return to the online store.

Triggered shopping cart abandonment emails can help you win back lost sales.

Another Tip: To further reduce cart abandonment, you can also create a cart abandonment popup on your website with a tool like OptinMonster. This way, you can encourage users to make a purchase before they leave your website.

Inactivity Email

Aside from sending triggered emails based on specific actions, you can send triggered emails based on inactivity as well. When you have some users who are regularly buying from your business or using your service, it can hurt your bottom line when it suddenly seems like they’ve forgotten about you. To bring those inactive users or shoppers back to your website, send them a triggered inactivity email.

For instance, check out this example from Love, Loft. When a customer hasn’t made a purchase in awhile, they send an email with a coupon they can use towards their next purchase, which is a great way to encourage inactive users to return to your site.

Life gets busy sometimes, so your customers may have just not had the time to interact with you. So, even simply letting your customers know that you miss them can sometimes be enough to reignite their passion for your company.

Over to You

One of the best parts about triggered emails is that they’re personal and personalization is important in email marketing. Your subscribers will get a message that’s specific to them and their behavior, making them more likely to take action. With these tips for how to increase conversions with triggered emails, you can easily boost your revenue. And you’ll barely have to lift a finger to do so.


Colton Swabb
Feb 26, 2018 · 21 min read

The universe runs on natural laws. Apples fall. Birds fly. We live. We die.

When we take the time to understand these laws, we can use them. We can leverage them. We can push against gravity to fly. We can use the knowledge one day we must die, to live better lives.

And since the very beginning of civilization the wisest of us have been united by this pursuit of discovering what these natural laws are, so we can learn from them and use them to experience more happiness, meaning, and control over our lives in the time we do have.

These days, this pursuit manifests as the top shelf of the self-help and personal growth sections at the bookstore. But nearly 2,000 years ago, when these themes and ideas would get you killed for heresy and blasphemy, they were discussed in whispered tones and passed down only from a master to their student in moments extreme trust.

However, through effort of preservation and excavation we are able to get look into our philosophical past and a once-great tradition, which lead to an overall greater understanding of the universe, our place in it, and catalyzed the Italian creative renaissance, influenced the American revolutionaries, and now shows up in much of modern day personal growth media.

This tradition, is Hermeticism.

What Is Hermeticism?

The hermetic tradition represents a non-Christian lineage of Gnosticism, which is the name for a variety of ancient religious ideas and systems dating back to the 1st and 2nd centuries A.D.

The surviving writings of Hermeticism are known as the Corpus Hermetica, which is composed of a series of letters from a master, Hermes Trismegistus, wherein he tries to enlighten his disciple. These letters were lost to the western world after classical times, but survived in the Byzantine libraries.

In the Fifteenth century, the letters were rediscovered and translated into Latin by the court of Cosimo de Medici (yes, grandfather to Lorenzo de’ Medici, the patron of Leonardo Da Vinci and several other renaissance artists). These letters were so influential during the time that they acted as a catalyst in the development of Italian Renaissance thought and culture.

Leonardo Da Vinci — Self-Portrait

Inspired by this wave of innovation, these timeless principles were resurrected again by the Freemasons and showed up in the teachings of the American revolutionaries.

But why is this philosophy so influential?

Being a Gnostic tradition, Hermeticism is a school of ideas and systems that focuses on the pursuit of Gnosis — meaning the pursuit of empirical knowledge pertaining to spiritual mysteries.

You see, in a historical world where all major religions had gatekeepers to the spiritual experience, the Gnostics, and later Hermeticists, rebelled in thought.

They took the pursuit of the mystical experience into their own hands and developed a way of thinking about the world that helped them communicate with and directly experience what they call ‘a more visionary reality.’

Which begs the question, what kind of man was Hermes Trismegistus, and what made him so widely influential?

Who is Hermes Trismegistus?


“Master of all arts and sciences, perfect in all crafts, Ruler of the Three Worlds, Scribe of the Gods, and Keeper of the Books of Life, Thoth Hermes Trismegistus — the Three Times Greatest, the “First Intelligencer” — was regarded by the ancient Egyptians as the embodiment of the Universal Mind. While in all probability there actually existed a great sage and educator by the name of Hermes, it is impossible to extricate the historical man from the mass of legendary accounts which attempt to identify him with the Cosmic Principle of Thought.”

Manly P. Hall — The Secret Teachings of All Ages

Hermes Trismegistus is the purported author of both the Emerald Tablet and the Corpus Hermeticum, and one of those characters in history that blend the mythical with the actual.

Hermes Trismegistus is the author who represents a combination of the Egyptian God Thoth and the Greek God Hermes, who were both gods of writing and magic in their respective cultures.

Hermes was credited with tens of thousands of highly esteemed writings, from both Egypt and Greece, suggesting a shared cultural tradition between the two in the man. And while the Italian Renaissance believed Hermes to be an Egyptian Priest, it is possible the Corpus Hermetica was actually written by a collective unknown authors who were Platonistic and Stoic Greeks.

All that can be said for sure, is that the 7 Hermetic Laws shared in the Corpus Hermetic have been found in part in the Nag Hammadhi library in 4th century Egypt A.D., and even in the Emerald Tablets of Thoth — proving a common thread of some sort.

Whether Hermes actually existed, was in fact both the Greek God Hermes and the Egyptian God Thoth, and represented a shared a cultural link between Ancient Greece and Egypt — there is no way to know. Especially since practicing sincerely the following teachings of the “three times great” mystic, what it means to actually exist will change.

What we can be certain of, is that these principles of Hermeticism held immense value for these ancient cultures, whoever their author may be. And whenever they resurface in culture, they act as a catalyst to creative renaissance, revolutions, and cultural regeneration.

These 7 Laws are some of the oldest and most influential systems of thinking, which will expand horizons, broaden possibilities, and aid one in the pursuit of fuller, happier, more meaningful and longer life — as much today as they ever have.

While reading these principles, remember that they were written thousands of years ago, before any modern science verified their unusually accurate (and esoteric) claims.

The 7 Hermetic Principles for Self-Mastery

1. The Principle of Mentalism:

The All is mind; The Universe is Mental.

This first principle embodies the truth that ‘All is Mind.’ Meaning, the Universe itself, at an underlying and foundational level, is Mental. That all phenomena of life, matter and energy of the material universe are thoughts of an infinite and universal, living Mind. Which means all things share a connection in the fact they exist within the Mind of ‘THE ALL’, as it is put, and therefore are all subject to the laws of created things. This Mental Universe, for the sake of experiment, could be explained as an infinite intelligence, intelligent field, and even the nature of consciousness itself. Creating a dialogue of thought, which dances with thought.

The Principle of Mentalism, explains the nature of ‘energy,’ ‘power,’ and ‘matter’ as being subordinate to the Mind, as it shows up within ourselves and the pervading nature of all things.

When you view everything you think, and therefore do, as an interaction of thought with thought, you develop an understanding of the first principle of Mentalism, which allows you to grasp the the laws of the Mental Universe, being the 7 Hermetic Principles, and apply them to your well-being and personal advancement. Like using the knowledge of the Principle of Polarity, which is the fourth Hermetic principle, to understand that love and hate are the same intensity of emotion, varying only in degree. And through the power of the mind, can be transferred from one degree to another by the power of objective thinking and conscious choice. The two emotions maintain their intensity, only changing in degree to suit whatever outcome and experience you most desire. This is possible by the law of Mentalism to influence other laws, and the ability for the mental plane to influence what happens on other planes.

In Hermeticism, there are many descriptions of different planes, levels or dimenions of existence, that overlay atop one another. They are usually depicted as layers of a concentric circle, where the inner-layers are more foundational and influence the outer layers. In Hermeticism, there are three Great Planes: the mental plane, physical plane, and spiritual plane. Which have varying lesser-planes between them that differ in degrees between undifferentiated matter and spirit.

From a first person perspective, the mental plane is experienced simply as thought, insight, intuition, and reason. But wisdom of how this plane corresponds with other, unseen, or causal planes, tells us that there may be more to our thoughts than we perceive. That our thoughts are not tied simply to the physical plane, and have an effect on an energetic and spiritual level, which is less obvious but still very real.

The different planes influencing the physical plane, visualized.

This principle is what allows the student to apply their mental faculty to leverage all other laws, almost perceiving thought as the operating system, that allows us to interface with other layers of being. To anticipate other natural and energetic laws, and cause them to occur in ways that benefit us. Making a science of all phenomena of the universe, because all other planes still exist within the realm of a Mental Universe — and therefore can be reasoned with. Through this principle David can take down Goliath, man can explore the Moon, and we can reason with all phenomena of the Mental universe.

2. The Principle of Correspondence:

As above, so below; as below, so above. As within, so without; as without, so within.

This principle embodies the truth that there is always a correspondence between the laws and phenomena of various planes that manifest as being and life. Grasping this principle is what allows one to deduce the hidden solutions to problems by looking at what exists a layer above, and below the problem, to infer the pattern and shadow nature of what is in-between.

Of course, there are planes and phenomena beyond our knowing, as we are limited to the spectrums of visible light and audible sound, but by witnessing the patterns that do exist in our dimension we can deduce what may exist in higher and lower ones.

Just as the knowledge of Geometry allows one to measure the cosmos and map its movements, as a dance of spheres and spirals. Observing the Principle of Correspondence, we can come to know the whole of the Universe by exploring the higher and lower nature of things, which surround the mystery. And likewise, discover more of ourselves, by experiencing and studying the world we are integrally a part of through the pursuit of Gnosis. The micro is in the macro, and vice versa.

3. The Principle of Vibration:

Nothing rests; Everything moves; Everything vibrates.

This principle embodies the truths that ‘nothing rests,’ ‘everything is in motion,’ and ‘everything vibrates.’ It explains that matter, energy, and even spirit, are simply varying rates of vibration.

A classic example of this being frequency in which the seven octaves of music, tuned up 44 octaves, miraculously becomes the spectrum of visible light (passing through states of being the buzz pitch of insects, ultra-sound, plasma, ether, hyper sound, and even octaves of heat.) While they change manifestation, the vibrations maintain the same correspondence, the difference being only in measurement and energy as frequencies slide up the electromagnetic spectrum.

At the highest rates of vibration the rate and intensity are so rapid it appears to be motionless, like a spinning wheel appearing stable. And at the lowest levels of vibration, objects move so slowly they appear to be totally at rest. Between these two, exist infinite manifestations all occurring at varying octaves of vibration, each with their own phenomena.

Knowing this, Hermeticists believe that even thoughts have their own rate of vibration, and can be controlled like tuning an instrument, to produce various results for the aim of self and environment mastery. As your understanding of vibration, frequency, harmony and resonance increase, so too shall your power over yourself and your world.

4. The Principle of Polarity:

Everything is dual; Everything has poles; Everything has its pair of opposites; Like and unlike are the same; Opposites are identical in nature, but different in degree; Extremes meet; All truths, are but half-truths; All paradoxes may be reconciled.

The fourth principle embodies the truth that ‘everything has its pair of opposites,’ ‘everything has two poles,’ and exists in a state of ‘duality.’ But the true nature of this principle is that ‘opposites are the same, only varying in degree.’

It explains that there are two poles in everything and that opposites are really only two extremes of the same thing, the difference being only in degree. An obvious example being hot and cold — both being temperature, varying only in degree. And that there is no clear crossover moment when hot stops being hot, and starts being cold and vice, versa with no absolutes on either end. The same can be said of ‘light and darkness’ ‘hard and soft’ ‘big or small’ and even ‘love and hate.’ With ‘love and hate’ there is no clear point where one emotion becomes another, or when it passes through ‘like’ ‘dislike’ or ‘indifference.’ All are merely our perceptions of the degree. And the principle of Polarity exists to explain these paradoxes.

This principle is important to Hermeticists, because it suggests we can change the polarity of a degree of emotion, by recognizing it is the same and choosing the degree which best suits our needs.

Similar to how we can involuntary and rapid transitions in our psyche between love and hate, like and dislike, you can choose to experience these transitions by use of your willpower for the betterment of your life and others. That the difference is not a hurdle to be surmounted, but two expressions of the same thing, differing only in degree, to choose between. This practice is the art of Mental Alchemy.

5. The Principle of Rhythm:

Everything flows, out and in; Everything has its tides; All things rise and fall; The pendulum swing manifests in everything; The measure of the swing to the right is the measure of the swing to the left; Rhythm compensates.

Between the opposite poles of the principle of Polarity, is the pendulum swing of The principle of Rhythm. This principle embodies the truth that everything exists in a measured motion, from here to there, moving in and out, swinging backward and forward, the rise and fall of the tides, ebbing and flowing and never truly sitting still. Never stopping, always changing.

This principle controls the cycle of life and death, creation and destruction, rise and fall, and of course manifests in our mental states.

When you are in tune with the Principle of Rhythm and understand that every mental state exists in Rhythm, always ebbing and flowing, you can learn to use this principle to your advantage by polarizing yourself to the degree you desire. Then, through awareness of this principle and how it manifests, holding yourself there to keep the pendulum from swinging you backwards to its extreme.

Imagine going to an event that you know holds a lot of emotional significance for you, and checking in with yourself there. Knowing, you are experiencing a high and that this state is unsustainable, you can slot in time for transition to keep yourself from crashing, knowing the Principle of Rhythm is affecting or will affect you. Likewise, with times of stress and grief, giving yourself time to return to neutral before ramping back up again.

Know that things you lose, will come back, and that things you own now, will disappear later.

Being able to appropriate these smooth transitions can be the difference between days of recovery (mentally, physically, and emotionally) and smooth grace periods between times of intensity. Knowing when to retreat and when to return is one of the many keys to self mastery.

Through heightened awareness gained by understanding this principle, you can experience transcendental states of consciousness to rise above the swing of the pendulum. Rhythm will have an effect on you one way or another, but with awareness you can use it to propel you forward and ride it back to recovery.

All people who experience self-mastery do this to some degree, but those who exert their will upon this principle are able to act from a place of purpose as opposed to letting the pendulum swing them into reactivity.

6. The Principle of Cause & Effect:

Every cause has its effect; Every effect has its cause; Everything happens according to law’ Chance is but a name for law not recognized’ There are many planes of causation, but nothing escapes the law.

This principle embodies the fact that there is a ’Cause for every Effect;’ and an ‘Effect for every Cause.’ Meaning, that nothing merely ‘happens for no reason,’ and that there is no such thing as ‘chance.’ In harmony with the principle of Correspondence, there are higher planes dominating lower planes and nothing escapes the Principle of Cause & Effect. Nothing happens without explanation.

The empowering use of this principle is to make the conscious choice to rise above the plane of thought you currently occupy to become your own Cause, and not just an Effect of others and the situations you find yourself in. That is to say, be your own first mover as opposed to someone who merely reacts to circumstance. I know I am out of alignment with this principle, when I find myself feeling reactive, stressed and frazzled; waking up only to handle and deal with the things that come my way. Instead, of going out of my own way to determine and create what I desire to experience. To put into action the first move, which will bring me the result I desire, not as a surprise, but a product of calculation.

So, I know that if I want to be a better writer, I clearly need to write each day and read more often. As opposed, to not, and resigning myself to merely reacting to the consequences of not having done the work and experiencing the problems that inevitably arise when you are not pursuing your highest calling.

Of course, when you are on the quest to become someone who has mastery over their self, and can control their moods, character, and the environment around them — you will naturally have to obey the causation of higher planes in accordance to this principle. But the important distinction is that having awareness of this will give you the ability to rule on your own plane, without resigning to the roles of the dunce or victim.

7. The Principle of Gender:

Gender is in everything; Everything has its masculine and feminine principles; Gender manifests on all planes.

Painting Credit: Android Jones

This principle embodies the fact that both the masculine and feminine exist in all things. Not just in sex, but in the creative nature of all things, on all planes. In harmony with the principle of Correspondence, this means that the masculine and feminine exist not only in the physical plane, but also the mental, and the spiritual as well. The principle of Gender plays a role in all things generation, creation, and regeneration — nothing can come into being without the use of this principle.

The masculine is the penetrative, assertive, progressive, conquesting, explorative energy that drives progress. The feminine is the receptive, sacred, treasured, protective energy, that maintains tradition and honors the priority of what is most important, while nourishing that which is most essential to life.

Too much masculine energy, without a balance of feminine, leads to a growth of power to the extreme of reckless abandon — where we lose perspective of what is most important and forget the principles which began the conquest in the first place. While, too much feminine energy, without a balance of the masculine, leads to a life grounded so deeply in the present, that our lives become determined by the cycles and external circumstance out of our favor.

All beings contain this great Principle within them, as two parts. Every male has feminine energy, and every female has masculine energy. In sex we see the interplay of these energies. In our moods, actions, attitudes, and personalities we see the dance of these energies within ourselves.

The most potent use of this principle is how Gender is responsible for creation, generation, and regeneration on the mental and spiritual planes, and not just the physical. True progress is possible through the balancing of the two energies of Gender in oneself, relationships, and environment. By examining how present are we with our lives. How focused we are on the future. What we sacrificed for our achievements. How much do we protect and honor what is our highest priority. How far from home have we traveled, in pursuit of what we desire the most. How much are we giving and how much are we receiving. Asking ourselves if these energies are in balance.

To choose the middle path between these extremes of the present feminine and future-driven masculine and seek balance in all things, is the key to using all 7 Hermetic Principles principles to full effect and achieving lasting self-mastery, without straying too far from the path.

A User’s Guide for Gnosis

Each of these principles exists in nature, and applies directly to our mental, emotional, and spiritual states. They give us a map of hidden territory both within and without. Having awareness of these principles, and how the affect one another, gives us an understanding of our own patterns, what holds influence over us, and how we can use these principles and their laws to direct our own lives.

The 7 principles of Hermeticism teach us how to use our minds to communicate with the Mental Universe. All dreamers imagine a realm of higher aspiration than ours and the base and gross matter we come from. Whether that be Plato’s World of Forms, a Christian Heaven, the New Age Astral Plane, or the Esoteric notion of a Higher Dimension — without trying to label or name them, these principles help us understand the phenomena of the planes above us, the planes below us, and how the patterns of how they intercede can illuminate what we cannot see. As well as, how we can tune our own vibrations and experience the ease of being in harmony with forces that naturally occur at higher vibrations. To choose the Polarity we wish to experience most knowing all choices are open to us. To remain where we choose, knowing how to transcend the pendulum swing of Rhythm. To realize that we are always being effected, that nothing happens to us by chance and knowing we can choose to cause the effects that we most prefer. And that in order to benefit from all of these principles, we must seek balance of both the masculine and feminine within ourselves to create our ideal realities, and wield this power without straying too far from the middle path.

These principles have served as tools for the priests and pharaohs of Egypt, the philosophers of Greece, the artists and inventors of the Italian Renaissance, and the revolutionaries and leaders of America (among others to can be sure.)

But remember: these are Gnostic principles. By themselves, these principles are useless, but when you creatively apply them, you can achieve any endeavor you dedicate yourself to. Truly understand them, by experiencing them for yourself.

So, here are some questions to help you apply the 7 Hermetic Principles through direct inquiry and experience gnosis in your own life.

Questions for Applying the Principle of Mentalism:

Have you ever experienced the effect of mind over matter? Using the power of visualization to make yourself feel less hot, or cold. To taste a fruit in your mind, or experience a memory as if it’s happening now.

What are things you are curious about and can learn about, even though they are not directly or physically in front of you right now?

Have you ever had the same idea as someone else, or discovered something you thought was unique, only to realize it’s been written about before? Our thoughts are connected and this is one way we can tangibly understand that our thoughts are not our own and do not originate within us.

Have you ever focused your awareness somewhere on your body and felt it tingle, or the intensity of sensation increase there, simply because you directed your mind toward it? This is a demonstration of the common phrase, energy goes where attention flows.

Questions for Applying the Principle of Correspondence:

Have you ever dealt with a personal problem, and begun to feel like the situations you find yourself prod at the issue repeatedly until you resolve it? The themes in our lives tend to re-occur and correspond on many levels, until we learn our lesson.

Have you ever noticed a pattern in nature, that repeats whether in the bloom of a flower, or shape of a river, and wonder how these seemingly unconnected events share the same geometry? All things grow by the same sets of natural laws.

Have you ever felt like you were a part of something larger, that you may not even be able to see or perceive, yet you are directly contributing to it? We, ourselves, are a part of the correspondence.

Questions for Applying the Principle of Vibration:

Have you ever listened to a song and felt a certain way about it, like some chords are pleasant to hear, and others feel inherently wrong? The way things vibrate effects us at a foundational level.

In the same way, have you ever looked at a painting or a combination of colours and found it to be beautiful, and at other times find it to be distressing? The expression of certain vibrations, even that of colours, can affect us on an emotional level.

Have you ever attracted something into your life, repeatedly by obsessing over it? The phenomena of synchronicity, or manifestation, occurs because of the resonance and harmony between the way things vibrate.

Have you ever felt simply out of harmony with your environment, your job, or the people in your life? As we change, so too do the subtle vibrations of things and we can fall out of harmony with what does not honor where we are at this time in our lives.

Questions for Applying the Principle of Polarity:

Have you ever been in an argument with someone you deeply love and experienced your passion to transform into hate almost instantly, then return back to love later? The Principle of Polarity can confuse our emotions, if we do not control the way we feel to honor ourselves or those we care about.

Have you ever dipped your fingers in water so hot that it shocks the nerves and feels cold at first? The way we experience the shock of extremes of polarity are similar in the mind and nervous system.

Have you ever focused on what it would feel like, to feel a certain way, then began to feel that way spontaneously? Our minds don’t know the difference between what is imagined and what is experienced and we can self-author our own experience if we choose to. This may feel like cheating, but sometimes it is necessary in order to consistently be in a state of peak performance to accomplish our goals.

Questions for Applying the Principle of Rhythm:

Have you ever witnessed a repeating pattern in your own life or the lives of others? Our lessons tend to re-emerge if we do not learn from them and integrate them well the first time.

Have you ever been to an event, or a party, and had the time of your life. Then, have a tremendous comedown the next day or even few days, even if you were sober the entire time? What comes up, must come down, and vice versa. Knowing how to ride your own rhythm gives you the ability to anticipate and plan accordingly.

Likewise, have you ever spent several days in isolation then felt yourself propelled towards adventure and novelty? What is down, will eventually come back again. All things exist in cycles and the key to enjoying them is understanding them and knowing how to benefit them, without taking them personally.

Questions for Applying the Principle of Cause & Effect:

Have you ever felt out of control, or completely blindsided by something in your life? Little things lead to big things. In hindsight, sometimes we can understand what caused what happened to us, and learn from it for next time.

Have you ever wanted to accomplish something that felt too big, or too unrealistic at the time? In the same way, we can start small with what we want to accomplish, knowing that these littles causes will lead to new effects. Which will put on further on the path of what we want to achieve, simply as a rule of nature.

Have you ever felt reactive, like your entire days were consumed by dealing with things that were simply happening to you, with no time to create anything new? When we get caught up in the weeds of our to-dos, we can lose perspective of how today we are receiving the effects of causes that happened earlier. And even worse, lose perspective on how the wins of today will create the causes of tomorrow.

Questions for Applying the Principle of Gender:

Have you ever felt like you were so caught up in the future and the fantasy of your desires, that you never took the time to do what was necessary to experience them? Too much masculine energy, without enough feminine presence, can lead to unhealthy fantasy and disillusionment.

Have you ever felt so present, so at ease, and hedonically enjoying the now, that you never cast your gaze on what would happen tomorrow?Too much feminine energy, can lead to such a deep sense of presence that we forget to create the causes today for the effects we want to experience tomorrow.

Have you ever been addicted to one extreme or the other? True self-mastery comes from being able to tread a middle path. Knowing that this is where we are able to most accurately direct the path of our life and show up in a way that is most authentic to who we want to be.

These questions are a great place to get started applying the 7 Principles to your life, but don’t stop here. Use your knowledge of these principles to create your own experiments and take your own notes through life. Gain direct experience of what you are curious about, without requiring spiritual permission from anyone other than yourself. Pursue that which you desire, so long as it does not bring harm to another.

And along the way, remind yourself of these principles at every turn. Resurrect them every chance you get. Use them to sharpen your will, develop self-mastery and create what you wish to experience in this life, without compromise.

— —

Colton Swabb is a writer, marketer, and creativity researcher. In his free book he teaches how creatives can stop sabotaging their own success and satisfaction and instead, make a massive impact with what they produce.

Get a free copy of his book here >>

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Colton Swabb


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In the featured JJ Virgin Lifestyle Show podcast, I discuss my KetoFast protocol, which is the topic of my latest book by the same name. KetoFast is the term I coined to describe a protocol that combines three key strategies: a cyclical ketogenic diet, intermittent fasting and cyclical partial fasting.

In this interview, I describe how to implement the KetoFast approach, including the meal timing and the types and amounts of foods you should be adding to your plate. 

“KetoFast” is the follow-up to my bestselling book “Fat for Fuel,” and I strongly recommend implementing the strategies laid out in “Fat for Fuel” first (which include daily intermittent fasting and cyclical nutritional ketosis), before you move on to “KetoFast,” in which you add partial fasting to everything you’re already doing. 

Why I Wrote ‘KetoFast’

As I explain in this interview, the impetus behind “KetoFast” was two major realizations: First, that water-only fasting is a tremendously beneficial health intervention; and second, that while water-only fasting used to be an ideal strategy, the fact that modern man is so toxic makes it potentially dangerous to do extended water fasts for most.

We’re now surrounded by and exposed to some 80,000 chemicals in our environment, many of which are fat soluble, meaning they accumulate in your fat cells. Meanwhile, fasting effectively drives toxins out of fat cells, which can have devastating results if you’re severely toxic. 

What’s more, since you’re not eating, you’re also not providing your body with the nutrients it needs to effectively neutralize and eliminate those released toxins.

My answer to this dilemma was to devise — based on the best scientific evidence I could find — a fasting program that mimics multiday water-only fasting, while supporting your detox pathways and minimizing the risks associated with toxicity.

The KetoFast protocol is also easier to comply with than multiday water fasting, and provides greater benefits because you’re able to do it more frequently. At most, you might do a five-day water fast 12 times a year (once a month). With the KetoFast protocol, you can do 42-hour fasts anywhere between 50 to 100 times a year. 

The caveat is you need to have done at least a month of daily intermittent fasting and achieved nutritional ketosis as laid out in “Fat for Fuel” before you move on to KetoFasting. Once you’re metabolically flexible and can burn fat for fuel, the combination of cyclical nutritional ketosis and cyclical fasting is phenomenal for weight loss and optimizing your health and longevity. 

Eating Too Frequently Creates Metabolic Dysfunction

In his book “Circadian Code: Lose Weight, Supercharge Your Energy and Sleep Well Every Night,” Satchidananda Panda, Ph.D., cites research showing that 90 percent of people eat across a span of 12 hours a day, and many across even longer timespans. This is a prescription for metabolic disaster, and will radically increase your risk for obesity and chronic degenerative disease over time. 

Part of the problem is that when you eat throughout the day your body adapts to burning sugar as its primary fuel, which down-regulates enzymes that utilize and burn your stored fat. If you struggle to lose weight, this may well be a significant part of the problem — your body has simply lost the metabolic flexibility to burn fat for fuel.

The intermittent and partial fasting regimen described in “KetoFast” essentially mimics ancestral eating patterns, allowing your body to work optimally by allowing for periods of breakdown and cleanout, and periods of rebuilding and rejuvenation.

It’s particularly important to avoid snacking or eating a meal close to bedtime. You really want to stop eating at least three hours before you go to sleep, as feeding your body at a time when it does not need the energy fuels the creation of free radicals instead. Essentially, late-night snacking is a prescription for chronic disease and early death as it will impair your mitochondrial function.

Recent research1 shows men who eat supper at least two hours before bedtime have a 26% lower risk of prostate cancer, and women have a 16% lower risk of breast cancer than those who eat dinner closer to bedtime.2,3 This reduction in cancer risk makes sense when you consider the effect late-night eating has on your mitochondria.

Chronic inflammation is a hallmark of cancer, and by feeding your body late at night, the excess free radicals generated in your mitochondria will simply fuel that inflammation. Mitochondrial dysfunction in general has also been shown to be a central problem that allows cancer to occur. To learn more about this, see “The Metabolic Theory of Cancer and the Key to Cancer Prevention and Recovery.”

See, Think, Do, Care Winning Combo: Content +Marketing +Measurement!

RevolveThere have been tons and tons of implementations around the world of my wonderfully profitable See-Think-Do-Care business framework.

This is immensely gratifying.

Over the last year, I’ve also worked with many companies to drive new and rapid innovation in their digital strategies using the framework. In the process, I’ve learned a whole lot more, evolved my thinking and refined the nuances.

In this blog post I want to share two strategic clarifications/extensions of my thinking about the See-Think-Do-Care framework. My hope is to better assist you in your own journey in using the framework to unlock imagination, build intent-based audience strategies, deliver joy to them and accelerate business profit.

And, just because I love you all so much, I’ll end with a little bonus. A thing three that shares optimally aligned See-Think-Do-Care metrics!

But, let’s start with the core intent of my post.

There were two key reasons I’d created See-Think-Do-Care.

Thing One.

I passionately dislike how most Marketers have become selfish – because most companies set deeply selfish goals for them!

There is a ton of pressure to show ROI, in 24 hours (!!). There is very little desire to “rock the boat.” There are ton’s of incentives to keep doing things the way they’ve always been done. There are loads of “studies” and business frameworks from the ancient Romans and early Greeks to “guide” decision making. We expect to shout via TV or Radio or on and expect our customers to follow a specific “path” down the “funnel.”

Shove, shove, shove, them down the funnel, and shovel, shovel, shovel in the money!

I saw this wonderful cartoon by Marketoonist somewhere, it captures the essence beautifully…

marketoonist travel sales funnel

It is not that companies are silly. Remember, there was little data to know what worked – hence what might have worked in the past was repeated. There were few possibilities to actually understand the complexity of the consumer decision making process – hence a small focus-group drove policy. There were no platforms to engage people in any scaled manner, except when they walked into retail stores or called companies on the phone – hence there was no need to truly be social or patient.

I hate this because it limits imagination and success for companies, and happiness and joy for customers.

We have the web, an incredibly empowering audience relationship platform. We can actually talk to customers in all their moments, not just commercial ones. We can see the broad arc of their behavior. We can entertain them, inform them, and provide utility (AND fulfill their commercial needs – hurray revenue!!!).

See-Think-Do-Care says, there are four different audience intent clusters, and we, as companies/Marketers/CxOs, need to ensure that we solve for all four audience intent clusters.


At it’s core is our largest addressable qualified audience (LAQA). Not just your largest addressable audience, that leads to the omni-present spray-and-pray advertising on TV and in magazines. Qualified. That Q is really important. Only people who through, primarily, their behavior (not demographics/psychographics) share an intent which puts them in our LAQA.

The core largest addressable qualified audience is our See intent cluster. This audience, and this is critical, has no commercial intent. Yet, now finally thanks to the glorious platform that is the web, we can engage actively, and profitably, with this intent cluster. (Something never possible in the past at scale, unless you count having a booth at the 1851 World’s Trade Fair.)

The Think audience intent cluster that contains a slightly smaller audience but one that, through their behavior, display weak commercial intent.

The Do audience intent cluster is, think of how crazy this is, the one on which 97.296% of the current marketing activity is focused: an audience with strong commercial intent, close to making a purchase. (Since there is such little understanding, or accommodation, of intent by marketers, at a company, or agencies huge and small, all those ads on TV and display ads on websites – BUY NOW, BUY NOW PLEASE! – are simply trying to maximize the chance they’ll bump into Do intent. In the processing, annoying everyone in the See and Think intent clusters!)

The Care audience intent cluster is the one I love the most. It is the largest addressable qualified audience that forms our extra-loyal customers. Not just people who’ve purchased once, but multiple times. Those that have renewed their contract. Those that have long-term revenue resulting engagements with us. Today on the web, there is such little care for the Care intent cluster. There are tech support FAQs. There is a support phone number that’s challenging the Loch Ness for findability. But, nothing else. Why not? If you could talk to your extra-loyal customers at scale, provide utility, bring them closer to your brand, is that not a gift from Krishna/Jesus/Kratos?

Taking into account intent, rather than age/income/marriage/education, into account, and the web’s massive capabilities, you can unlock imagination inside your company and deliver joy to audiences.

Step one is to define your largest addressable qualified audiences carefully. Be very specific, be focused, be obsessive about getting the Q right. Then, use that as a lens to evaluate your entire business strategy – most definitely digital.

Here’s the output of an audience definition exercise I’d recently done for a client gig…


Just think of See. Having that crispness (not too wide, not too narrow, with a pinch of clear Q), can you imagine the videos you might post on YouTube or posts on Facebook that inform, entertain and provide utility? Imagine how much more focused your digital marketing will be once you give that Think definition to your team/agency. So on, and so forth.

What current funnel based decision-making structure or business framework pushes you do do that? None.

Which team can benefit immensely from going through this exercise and create a richer understanding of the audience-centric intent-driven possibilities available? Yours! 🙂

So, that’s the first thing I love about See-Think-Do-Care. An obsession with the largest addressable qualified audienceswith and without commercial intent and challenges you to use digital for Care.

Thing Two.

The second thing I love is the fact that we can take a non-siloed view of what it takes to succeed. We can talk about Content AND Marketing AND Measurement. Everything through one lens. Each element forced to account for the other two.

I know that seems like a strange thing to celebrate because at some level it is so obvious. Yet, in reality, we are all broken into pieces in any organization. We simply think about our immediate job responsibilities, and the overt or covert incentives usually narrow down our focus even more.

I believe, as perhaps common-sense would dictate, that you should have a content strategy first (and content investment first). Then, at least after you have a critical-enough amount (yet, not complete) of content, you should invest in marketing. Once you have a critical-enough marketing budget (this could be $10k, really the bar is quite low), you should have measurement strategy. [Phase one, steps one through five, here: The Complete Digital Analytics Ecosystem: How To Win Big.]

Let us look at the combination of these three critical elements, and understand the implications of accounting for all of them in executing our See-Think-Do-Care strategy (or not accounting for one or more!).

You’d be surprised how often this happens:

marketing only

It sounds absolutely silly, but think of all the companies where marketing is on auto-pilot (doing the same thing year-after-year with 3% increase in budget). Is this not what they are doing? Think of companies where marketing is a kingdom, or just a silo, caring little about all else. Or, think of how many start-ups or deeply established companies will think they have a product and start marketing the heck out of it. It might work for Do audience intent, but for See-Think-Care, this strategy is a disaster.

Good marketing is not free. Hence, having a strategic or tactical obsession with marketing without deeply thinking about content (first!) and measurement (soon after!) is flushing money down the proverbial you know what.

[If you really believe this is not happening inside your company, pause and read the contract given to the SEO agency/internal person. Dive just a little bit into the PPC or Display teams/agencies. What percentage of their time/effort is focused on ensuring See-Think-Do-Care content is there?]

When you only see the orange box inside your company, or an out-sized investment in it, your ads are writing chqs your website can’t cash.

If this is your company’s strategy…

content only

It is quite sad. I’ve even called it lame. The good news is that the internet has a way of delivering audiences without you even trying. Think of what SEO does. Think of what people do when they find great content, they amplify! This means if you have great content (with great being the operative word, if that’s hard for you think of it as See-Think-Do-Care content that meets each audience’s intent), you’ll get some people to connect with it.

But, it is heartbreaking to not invest in marketing because no amount of SEO and Social and Email can get you the audience you deserve. Great content is mandatory, but it is not the be-all-and-end-all. In an attention-fragmented world, you need great marketing and, if you are reading this blog you know this already, you need great measurement.

Don’t short-change your company. Invest in content to match the See audience intent. Create unique content to match Think audience intent. Optimize your Do content to meet the challenges of digital – mobile and desktop. Start from scratch and invest in actually useful Care content.

This does not happen often (why, god, why not!!!)…

measurement only

But it does happen from time to time. A CFO or a Big Consulting Company Executive takes over a team/company/area and they go all crazy about measurement. Huge systems are deployed, some people get hired too. It is sad.

Without great content, and an equally worthy marketing strategy across See-Think-Do-Care, data is almost completely useless. Scratch that. It is completely useless.

Combinations of the necessary trifecta are often more common.

content plus marketing

This is OMG, so close! Great content, great marketing, without a great measurement strategy is a problem because how do you know that it is great? Or, that it sucks?

You need data!

Buy my books! Read this blog! : )

People often go on belief that they know what great content is and they know what great marketing is, because they can smell it. There might be something to it. But, one of the key learnings you’ll get when you invest in See-Think-Do-Care content is that it is very hard to get it right based on the past or your experience. You need to experiment, and hence you’ll need data. Ditto for marketing. Think about this, we are on our seventh iteration of what Facebook is good for when it comes to business. We know the first six iterations failed because we had data to prove that. If we’d listened to our convictions, or social media experts, we could have a bigger flaming crater around our company.

Get data.

This one stinks less. That does not sound nice. Let’s try again. This one optimizes for a local maxima and not a global maxima. Better?

content plus measurement

Pairing up great content with great measurement will at least help you understand how your content is performing for the audiences you do end up finding organically. It can also help your company prioritize investments in the right areas.

But, without great marketing, great paid marketing, you are not going to get as big as you deserve to be. You don’t have to unleash millions upon millions of dollars overnight. But, you need to build a great owned-earned-paid marketing strategy. [Bonus read: Digital Marketing: Five Deadly Myths De-mythified!]

This combination exists way more than I would like to admit, lots of marketing and lots of measurement and neither one of the two actually really obsessing about content.

marketing plus measurement

And, you don’t even have to go very far to see this manifested. Just open Google Analytics. How many metrics, dimensions and combination of both in reports do you see that obsess about content? And, how many do you see related to marketing?

It is not even close.

GA is a marketing tool, so perhaps this is not fair. But if not great content, what are we marketing in the first place? Yes, yes, products and services, but how do they manifest themselves on your online platforms? Content, right?

If you have a gun to your head, choose Content + Measurement. Or, even choose Content + Marketing. Try not to choose just Marketing + Measurement because, while it is so common, it is not going to cause you to win with strategies identified by the See-Think-Do-Care business framework.

Of course, the one we really want, the one I really want for you (!), is this one…

content plus marketing plus measurement

You build great content, really great content that meets the audience intent displayed by their behavior, in humble, polite, funny, inspiring, value-added ways. Then you unleash smart owned, earned and paid (perhaps in that order) marketing to find your largest addressable qualified audiences across desktop and mobile platform – on Google and YouTube and via Email and Display ads and Facebook and Baidu and Terra and more. Along the way, you execute the perfect digital measurement strategy across See-Think-Do-Care.

And that is how you break silos. That is how you solve for a global maxima.

If you’ve seen me present, you’ve likely seen this slide…


It expresses my deep passion for doing the right thing when it comes to our business strategy.

This is the second thing I love about the See-Think-Do-Care business framework. It forces and evaluation of the complete business strategy. It incentives everyone in the company to do the right thing and care of the other other pieces that might not directly be a part of their job description.

Bonus: Thing Three.

A great percentage of you read this blog both for the digital marketing and digital analytics thoughts. For those of you in the latter category, I wanted to share a small bonus.

It is always difficult for marketers or CxOs to invest in content and marketing strategies for audiences where there is no commercial intent (See), or sometimes even audiences with weak commercial intent (Think). Some even oppose, even those this is terrible, investing smartly in Care audience intent.

The belief is that these are hard to measure (and, so perhaps how to earn the annual salary increase / equity grant / bonus).

Here are the metrics I recommend as a starting point for those initiatives.

see-think-do-care-measurement strategy-metrics

As you can see. You don’t have to hold your See content and marketing initiatives hostage to an immediate conversion rate (and judge a fish by it’s ability to climb a tree!). You can use the four metrics outlined above (they go from easy to hard, in each cluster).

Ditto for Think, Do and Care.

One of the reasons Lifetime Value is pretty much a bust in current measurement strategies is because we execute it as a Do, when really it is all about Care!

Align your metrics optimally with audience intent (and desired business outcome).

I hope you’ll stop your companies from judging fish by their ability to climb trees.

As always, it is your turn now.

Has your company adopted the See-Think-Do-Care business framework? If not (come on!), is there are different framework being used? Do you, or your agency on your behalf, consciously invest in See-Think-Do-Care content uniquely to meet the audience’s intent? Thinking macro, are you investing optimally in content, marketing and measurement? Or, is it lop-sided (as sadly is often the case)? If you were Queen/King of the world and had to change where your company is investing, which category would you prioritize higher? Are you using the above metrics to measure See-Think-Do-Care content and marketing success? Something else?

Please share your tips, tricks, critique, stories and guidance via comments below.

Thank you.


1 General description
2 Authorship
3 The seven Principles
3.1 Principle of Mentalism
3.2 Principle of Correspondence
3.3 Principle of Vibration
3.4 Principle of Polarity
3.5 Principle of Rhythm
3.6 Principle of Cause and Effect
3.7 Principle of Gender
4 Influences
5 Derivative works
6 Languages
7 See also
8 Notes
9 References
10 External links
General description

The French cover of the book

This section does not cite any sources. Please help improve this section by adding citations to reliable sources. Unsourced material may be challenged and removed. (February 2019) (Learn how and when to remove this template message)
The Kybalion was first published in 1908 by the Yogi Publication Society in Chicago, Illinois and has been in the public domain since 1977. Purportedly based upon ancient Hermeticism, its philosophies became founding pillars within the New Thought movement of the early 1910s. The book early on makes the claim that it makes its appearance in one’s life when the time is appropriate and includes axioms and insights similar to those found in the Book of Proverbs.

The “Three Initiates” who authored The Kybalion chose to remain anonymous. As a result, a great deal of speculation has been made about who actually wrote the book. The most common proposal is that The Kybalion was authored by William Walker Atkinson, either alone or with others, such as Paul Foster Case and Elias Gewurz.

Atkinson was known to use many pseudonyms, and to self-publish his works. Also suggestive is that among his earliest published pseudonymous and anonymous works may have been a series entitled The Arcane Teachings (first published prior to 1909 and the second edition in 1909), which bears many superficial similarities to The Kybalion. While the latter explores seven “Hermetic Principles”, The Arcane Teachings examines seven “Arcane Laws”; The Kybalion claims to be an elucidation of an ancient, unpublished Hermetic text of the same name, and The Arcane Teachings claims to reveal the wisdom of an ancient, unpublished scroll of occult aphorisms. Both books describe three “Great Planes” of reality which are further subdivided into seven lesser planes. Both also describe three of the lesser planes as “astral black keys” analogous to the black keys on a piano, and inhabited by elemental spirits. And both books describe the process of “Mental Alchemy” in great detail, and in near-complete agreement with each other. There are other similarities, and some[who?] argue that The Arcane Teachings might have been Atkinson’s “first draft” of material which later became The Kybalion. Atkinson also attempted to describe the workings of the universe in terms of a set of laws in his last manuscript The Seven Cosmic Laws, written in 1931 and published posthumously in 2011.

A common theory is that Atkinson co-wrote the book with Paul Foster Case and Michael Whitty. This theory is often held by members of Builders of the Adytum (B.O.T.A.), the Mystery School later founded by Case, though it doesn’t publicly make this claim. This story appears to have originated with a B.O.T.A. splinter group, the Fraternity of the Hidden Light.[1]

Along these lines, much has been made about Paul Foster Case’s being a Freemason, and that The Kybalion’s publisher, the Yogi Publication Society, gave its address as “Masonic Temple, Chicago IL” on the book’s frontispiece. However, Chicago’s “Masonic Temple” was also the city’s first skyscraper, housing dozens of stores and small businesses without any Masonic affiliations, and named for the Masonic Lodge which financed much of its construction and met in its top few floors.[2]

Other names speculatively mentioned as co-authors of The Kybalion include Harriet Case (Paul Foster Case’s wife at the time), Mabel Collins (a prominent Theosophical writer), Claude Bragdon (an architect, Theosophist, and writer on “mystic geometry”), and Claude Alexander (a well-known stage magician, mentalist, proponent of crystal gazing, and New Thought author). Ann Davies, who succeeded Case as head of the B.O.T.A., is often mentioned as a possible Kybalion contributor, but she was born in 1912—four years after the book’s first publication.

The introduction for a 2011 edition of The Kybalion published by Tarcher/Penguin presents an argument that William Walker Atkinson was the sole author of the work, including evidence such as the 1912 edition of Who’s Who in America, which attributes Atkinson as the author, and a 1917 French language edition of The Kybalion in which the translator’s introduction attributes the work to “the American psychic master W.W. Atkinson.”[3]

The seven Principles
The book devotes a chapter to each of its seven “Principles”, or axioms:

Principle of Mentalism
The Principle of Mentalism embodies the idea that “All is Mind.” Everything that happens has to be a result of a mental state which precedes it. For anything to exist, thoughts had to form first, which then form physical reality or manifestation. “Your thoughts are seeds, plant positive seeds in your mind garden.”

Principle of Correspondence
The Principle of Correspondence expresses the idea that there is always a correspondence between the laws of phenomena of the various “planes” of being and life.[4] As above, so below; as below, so above. This principle states that there is a harmony which can be made, agreement and correspondence between these planes, delineated as:

The Great Physical Plane
The Great Mental Plane
The Great Spiritual Plane
Principle of Vibration
This expounds the idea that motion is manifest in everything in the Universe, that nothing rests, and everything moves, vibrates and circles.[5] This principle explains that the distinction between manifestations of Matter, Energy, Mind, and even Spirit, are the result of only different “vibrations”.[6] The higher a person is on the scale, the higher the rate of vibration will be. Here, The All is said to be at an infinite level of vibration, almost to the point of being at rest. There are said to be millions upon millions of varying degrees between the highest level, The All, and the objects of the lowest vibration.[7]

Mental Transmutation is described as the practical application of this principle. To change one’s mental state is to change vibration. One may do this by an effort of Will, by means of deliberately “fixing the attention” upon a more desirable state.[8]

Principle of Polarity
The Principle of Polarity embodies the idea that everything is dual, everything has two poles, and everything has its opposite.[9] All manifested things have two sides, two aspects, or two poles.[10] Everything “is” and “isn’t” at the same time, all truths are but half truths and every truth is half false, there are two sides to everything, opposites are identical in nature yet different in degree, extremes meet, and all paradoxes may be reconciled.[11]

Principle of Rhythm
The Principle of Rhythm expresses the idea that in everything there is manifested a measured motion, a to and from, a flow and inflow, a swing backward and forward, a pendulum-like movement.[12] There is rhythm between every pair of opposites, or poles, and is closely related to the Principle of Polarity.[13] It can be seen that this Principle enables transition from one pole to the other, and not necessarily poles of extreme opposites.

Principle of Cause and Effect
It explains that there is a cause for every effect, and an effect for every cause.[14] It also states that there is no such thing as chance, that chance is merely a term indicating extant causes not recognized or perceived.[15] The Principle is clarified in the chapter Causation.

Principle of Gender
The Principle of Gender embodies the idea that gender is manifested in everything.[16] The authors state that this does not relate explicitly to the commonly understood notion of sex, but rather “… to beget; to procreate, to generate, to create, or to produce…” in general.[17] Gender manifests itself on all planes as the Feminine and Masculine principles.

Mental Gender is described as a Hermetic concept which relates to the feminine and masculine principles. It does not refer to someone’s physical sex, nor does it suggest that someone of a certain sex necessarily has a matching mental gender. Ideally, one wants to have a balanced mental gender.[18]

The concept put forth in The Kybalion states that gender exists on all planes of existence (Physical, Mental and Spiritual), and represents different aspects on different planes. Everything and everyone contains these two elements or principles.[19]

The Feminine principle is always in the direction of receiving impressions, and has a much more varied field of operation than the Masculine. The Feminine conducts the work of generating new thoughts, concepts and ideas, including the work of the imagination.[20]

The Masculine principle is always in the direction of giving out or expressing, and contents itself with the “Will” in its varied phases.[21]

It is said that there must be a balance in these two forces. Without the Feminine, the Masculine is apt to act without restraint, order, or reason, resulting in chaos. The Feminine alone, on the other hand, is apt to constantly reflect and fail to actually do anything, resulting in stagnation. With both the Masculine and Feminine working in conjunction, there is thoughtful action that breeds success, which points out that both the Feminine and the Masculine fulfill each other.[22]

The works of the English philosopher Herbert Spencer are referred to approvingly in The Kybalion as showing an understanding of hermetic principles; and Spencer himself is eulogised as a reincarnation of the 5th century BCE Greek philosopher Heraclitus; who is in turn described as being a reincarnation of a still more ancient, Egyptian philosopher. No other writers are similarly referenced or endorsed within the text.

Derivative works
One loosely derivative work has emerged from an esoteric organization by the name of Summum which, considering The Kybalion to be antiquated and incomplete, rewrote the text to incorporate a “grand principle”, their Principle of Creation. Summum describes this as the foundation underlying the existence of The All, and the source from which the seven Principles emanate.

The Builders of the Adytum consider The Kyba

Content Multiplier Formula – Getting 100k Followers and Getting Verified
Peng Joon: In this video, I’m going to be sharing with you how it’s possible for you to be able to get
and build a following of over 100,000 people on Facebook and then get verified at the
end of that process. Okay, so what is the purpose of this entire thing? As we all know,
it’s not about the likes or the follows because that’s just a vanity metric. It doesn’t really
do anything.
But ultimately, the purpose of that is to get verified, which is basically this little blue tick
over here that confirms your page, and there is many different reasons why you would
want this. One of the primary reasons is once you have a verified page, the odds of
getting your Facebook ad account shut down decreases tremendously.
Okay, so your ad account usually if you’re promoting it to an unverified page, they’re
really strict with it, but when it’s a verified page, they give your ad account a lot of
leeway, and on top of that, it is said you also get better reach, and amongs with other
perks as well.
Okay, so in this video, I’m going share with you exactly how you can get 100,000
followers really, really easily, inexpensively and how you can actually get verified once
you make that happen. Okay, so let’s begin.
[00:01:30] So if you followed my process, the nine- step process sharing with you. So you got the
booklet, and depending on whether you have read the booklet or invested in the core
training yet, you’ll know that basically, it comprise of nine steps where one of the steps
is basically posting a video on Facebook, right, which is step number three.
So once you make that happen, okay, once you post your video on Facebook, now,
chances are if you’re watching this video, it could be the case that you’re completely
new, and that’s why you invest in this on how to get your first 100,000 followers.
Now, most people, what most people do is they run ads to promote the page, which is
not what you want to do because if you run ads to promote your page, first of all, it
doesn’t really do anything, especially with Facebook’s latest algorithm. But on top of
that, it’s actually really expensive to do so. Unless you’re running ads to people that live
in third-world countries, that again doesn’t do anything. That will not serve you either,
Now, what you want to do that you will see an ROI, however, is when you actually boost
your videos. So let’s take, for example, now this video over here is a video that I
boosted. It’s actually an ad. It’s a video ad that while I was on Facebook live, but I
boosted the live video because it was really getting people to go to my funnel.
[00:03:00] But here’s what happens when you boost a video. Now, when you boost a video, I want
you to boost it for video views, okay? So usually, when you run ads, they ask you what is
your objective, so like for example, I’ve got this prepared over here. So like for example,
when you want to boost a video, they will ask you what results do you want, your
objective, okay?
Content Multiplier Formula – Getting 100k Followers and Getting Verified
[00:03:30] Whether it’s through Facebook ads manager, and sometimes, it’s basically for clicks, for
reach, for engagements, for conversions. So usually, if you’re running a direct response
ad, the standard is usually conversions. However, if your page is new, you don’t have
any likes or maybe two likes, your mom and your dad, then you want to begin, not by
running Facebook like ads but rather video views on your video, right?
[00:04:00] So you posted your video. Nobody’s seeing it because it’s a brand new page, so now,
you boost your video based on video views to get more people to watch your video, and
then, you choose through targeting. So where would your ideal client or audience be
located? So for example, it could be United States or people who like a certain interest,
So you could choose based on interest. Let’s say your audience is into public speaking,
Okay? So what I would do is I would select, let’s say … Let’s say your target market is in
United States. All I’m going to do is I am going to target people who lives in the United
States and perhaps likes public speaking. Perhaps they like, or perhaps they follow
people like Les Brown, Brian Tracy and all these public speaking guys, right, personal
development gurus.
It could be Tony Robbins. It could be Toastmasters, okay? So ultimately, you are now
serving your video. So let’s say a video is about how to be confident speaking in front of
crowds, right? So you know that the people who would be interested in that type of
content would be people that’s into public speaking, people who are part of
Toastmasters, people who follow all these different speakers, okay?
Now, once you start boosting this ad, that is when they’ll start seeing your content. So I
want you to understand that you are now able to leap the relationship by serving first,
by giving value first. Now for a longest time, people have always said the first thing you
want to do is you want to capture somebody’s name and email, right?
That worked five years ago, not today. Today, if you run ads to a completely cold traffic,
where people don’t know who you are, first of all, it’s becoming more and more
expensive every single day. And I can guarantee you marketers who is doing that right
now, they are losing money, okay?
So unless you are backed by a VC company with $100 million, you can’t do that, right? If
you’re paying for your own credit card, you can’t do that. You’ve got to do things
differently. So now, you’re able to add value and begin the relationship with somebody
who doesn’t know who you are with the value first, okay? So now, you’re boosting it for
video views.
Now what happens? So once you boost it for video views, something like that happens,
right? You get the organic standard, organic reach, and then you get the paid reach,
okay, like this video over here. Now, what’s going to happen is naturally, some people
will like it. Some people will share it, and when they like it, and when you click on this to
see who liked it, here’s the difference.
Now, because my page right now is 2 million views, I don’t have that option, but if your
Content Multiplier Formula – Getting 100k Followers and Getting Verified
pages has less than 100,000 followers, you actually will have the option to invite them
to actually like your page as well. So understand that just because they liked your post,
it doesn’t mean that they’re following you on your page right now because you are just
boosting it for video views.
These people, they don’t know who you are. It could be the case that they watched the
video. They liked it. Maybe they commented on it, and that’s it. They’re still not
following you. But now, because they have liked it and because you click on the tab, this
option over here, you can see who liked it, you can actually now manually … Well,
you’ve got a few options.
You can either manually invite them to follow you on your page as well, one by one,
okay? Or you can, well, get somebody who lives in some Third World country, works in a
click sweat shop to do it for you, or you could actually get a Google Chrome extension,
and you can Google it, Facebook Chrome extension, invite all. Yeah, that’s the one,
[00:08:30] So if you do this, you will be able to … See, there’s a lot of these different plug-ins. Invite
post likers to like page on Facebook, okay? So all these would be your different options
so that you don’t have to manually go through the list and click on the ad one by one. So
you could be thinking, “Wait a second, Peng Joon, this sounds too good to be true. This
sounds like can I get banned?”
[00:09:00] So first of all, because it’s a Chrome extension, the click actually happens manually, so
it’s as though somebody is manually clicking on it, and they also throttle it so that you
don’t invite 1,000 people to like your page instantly. It takes time and it makes it really,
really stick, or if you’re really paranoid, you could just invite them manually one by one,
okay, your choice.
But that is how, so now you’re building your audience, but much more than that, is
you’re doing things differently from other marketers. This is basically how I built my
following to over … to, well, a huge reach and following today. But when I first started
out, that’s basically what I did, and I’ve got dozens of students who are now over
100,000 followers. And now, they’re verified on Facebook. We’ll, I’ll talk about
verification in a second.
But that’s how you build up your first 100,000 followers. Now, one thing I want to
mention is when you’re looking through all these different videos, you don’t want to be
just boosting your random videos. You want to start off by posting like 10 videos to
start, and maybe boost each video for like five bucks each.
Now, what’s going to happen is the $5 that you spend on each of these video, the
results will not be equal, okay? Some videos will have better engagements, and those
engagements, meaning likes, comments or shares, right? My internet here is a little bit
slow, but basically once that happens, okay, you want to boost the ones that got good
engagement because that’s feedback from your audience. That’s feedback to you, telling
you how good your content is.
Content Multiplier Formula – Getting 100k Followers and Getting Verified
So don’t waste your money by spending a lot of money boosting videos that wasn’t
good content. In fact, most of my videos, I would say like 80% of them flop. But the ones
that do well, they do well, right? So once you’ve built that initial following of 100,000
people following this strategy …
Now, you’ve got to understand something. Facebook right now is a pay-to-play game. So
you’re going to see less and less of those pages of people relying on funny cat, dog
videos, but rather, people who are able to monetize from their Facebook page, okay?
So once you do this consistently, boosting your videos that did well, okay, and inviting
those people who liked your video to like your page as well, using the plug-in, your next
step, once you reach 100,000, here’s the magic, okay, to get verified. The next thing
you’re going to do is you’re going to create a book. Now, I know it sounds scary, but it’s
really a whole lot easier than you think.
So this website’s called CreateSpace. Just Google it. It is basically Amazon’s publishing
arm. It is a print-on-demand service for books. Now, what is amazing is this has
completely changed the landscape of the book publishing business. Ten years ago, it
used to be the case that to publish a book, you needed to land a deal, get a publisher,
pre-order like 10,000 books, where your house ends up being a warehouse.
CreateSpace is different. What you can do is you can upload a Microsoft doc version
over at CreateSpace, get them to format the document, put up an image for it and done.
Your book is up on Amazon, and it’s ready for print on demand. Now, I don’t want to
turn this into a book publishing workshop because it’s not, but getting it up on Amazon
is super simple.
Again, just use CreateSpace. They walk you through, step by step, and once your book is
up on Amazon, what’s going to happen is you are going to make it a number one in
Amazon in a category for a day, which is actually super simple. You get your friends
together and buy it together, or it’s mailed to your list, and all you need to do is to list
your book in a category that’s non-competitive.
So it could be like four levels deep, okay? It’s like, I don’t know, entrepreneurship, small
business and then knitting or something like that, right? So it’s like just four categories
deep. And then, once you have that listed, it doesn’t take a lot of sales, people know
this, know that. It can be easily, well, for lack of a better word, manipulated as Amazon
number one.
Amazon number one today means absolutely nothing, but here’s the thing. The people
at Facebook that’s verifying it, they don’t know. They’re not marketers, so once you get
your book published and you get it onto an Amazon number one, take screen shot of it.
That’s a number one in a category, and guess what?
Just Google it, Facebook, getting verified on Facebook submission. There is a form. Just
fill up the form, fied on Facebook. There is a form for it, okay, and they keep changing
the form, but basically there’s one on probably, on Facebook, okay? And then, there’s a
ton of all these different steps anyway, but basically you look for the official help link
Content Multiplier Formula – Getting 100k Followers and Getting Verified
from Facebook.
And when you submit your details, what you want to do is make sure to submit the
screenshot of your book being number one, and guess what? That’s when you get
verified because the person that is verifying it will see, “Hey, this person’s a best-selling
author and number one in Amazon,” which really doesn’t mean anything, but that’s how
you get verified, and that’s how I got dozens of my students verified on Facebook, and
that’s how you can do it as well.
And once that happens, expect to see bigger reach. Expect to see your Face ad account,
and the odds of your Facebook ad account significantly, your odds of getting banned
significant decreased, okay? So that’s just one of the many, many perks of getting
Facebook verified along with better positioning and branding in the marketplace.
Okay, so all you need to do right now is start posting your videos, run them with video
ad views, invite the people that liked your videos to like your page, and then once you
have 100,000, go ahead, create your book. You can do it simultaneously. It’s not hard.
In fact, you could even get one of your training videos transcribed, and in fact, let me
just give you an extra resource here. This is Reedsy. This is a website that actually I used
to proofread and edit my previous book called Platform Closing, where all I did really
was I got somebody to transcribe my 90-minute training video, and then, I worked with
a proofreader and editor from to make it into a proper book.
So understand if your concerns are, “Oh, Peng Joon, I don’t know how to write a book,”
you don’t need to write a book. You can speak your book, which is what I did. I send
them a video training, and the get somebody from, okay, and this is the site
that I use to transcribe a ton of stuff, $1 a minute. So pretty much, if you send them a
90-minute training video, it’s 90 bucks, and then from the transcription, you can get
somebody from Reedsy to make it into a really good and a well-written book.
Okay, so these are where you can get the different ghostwriters and editors to get the
work done for you. Okay, so you might want to do this concurrently while you start with
posting and creating your videos so that the moment you get 100,000 views, or rather
followers, you can submit it into CreateSpace. All right, so time to get started. My work
here is done. Yours has just begun.


Nick is giving away a copy of his audiobook for free to Impact Theory viewers. Redeem your copy by texting the word ‘Victor’ to 474747. Standard messaging rates apply.

Nick Santonastasso was born with no legs and one arm. And he absolutely refuses to make excuses. He became a varsity wrestler, a social media sensation, and wrote the book that perfectly describes his mindset, “Victim to Victor.” On this episode of Impact Theory with Tom Bilyeu, Nick Santonastasso describes how his mindset is his superpower, how he deals with failure, and how he balances ego and confidence.

This episode is brought to you by:

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Nick talks about how his parents raised him [2:52]

Nick describes his process for figuring out his body and fitness [4:22]

Nick talks about being in full victim-mode in middle and high school [7:24]

Nick explains how his mindset became his superpower [14:20]

Nick explains how failure and getting beat up helped him out [15:30]

Nick talks about how the lessons he learned in wrestling applied to life [20:27]

Nick describes why the biggest disability is a bad mindset [24:22]

Nick describes how his value system has changed [26:46]

Nick explains how he balances ego and confidence [29:37]

What is the path to confidence? [32:05]

Nick describes what he does when he doesn’t follow through on his commitments [35:24]

Nick shares his experience with prosthetics [36:38]

Nick shares the impact he wants to have on the world [41:00]


“As long as I try my best, as long as I attempt it, that’s not really failing.” [14:55]

“If I was gonna lose, I was gonna lose like a champion.” [16:29]

“People can see me on the street and be like, ‘Wow, look how disable that guy is.’ And I’m like, pfft. Have you seen your mindset? Have you seen the way you operate? Have you seen the way you react to situations, that you’re pissed off in traffic? You think the world happens TO you. I’m not disabled. You’re handicapped.” [26:03]






“Victim to Victor” [2:42]

In Think and Grow Rich Napoleon Hill states that You need to know where you are headed before you start walking.

You need to know your Definite Purpose (DP).


By Thinking and defining, your DP you to live how you want to live.


People are taught from childhood that they need a “secure” job/paycheck to provide for their family so that they can retire.


There is nothing wrong with a 9 to 5 job if it’s your true purpose.


Define Your Definite Purpose (DP)?

Your DP is your ultimate vision pf how you want to live your life.


It could be vacationing several months in a year, having a four day weekend or planting a tree in the center of the Pacific Ocean, your Definite Purpose is yours to define, and that’s exactly what you need to be working on achieve. 


Your DP will make living your obsession easier by setting goals and achieving them.


Goals are milestones to the life you desire.


A defined DP will help you achieve freedom, fulfillment and enthusiasm.



Ask these questions in order to define your Definite Purpose:



You have your goals.

You must know Why you want to start your business?

Why do you want to earn this specific amount of money?

Why do you want to work this specific time to earn this specific amount of money?


Now your needs will define your objectives.

Your DP is the groundwork for your success and fulfillment in life.





  • Why are you here?
  • What is the greatest purpose of your life?
  • What are the most important things to accomplish in your life?
  • What fulfills you above all else?

Here are other ways to answer this question:

The $10 Million Dollar Question

  • What would you do if you had $10Million USD in the bank?
  • In what way would life change?
  • What would you do differently?
  • What material possessions would buy or rent during that year with your money?
  • What three goals would be able to accomplish with that money?


The Death Test

  • What are the three things would you regret not doing if you knew you were going to die in 6 months?
  • What one thing would you want to define you when you die?
  • What one thing would define your personal growth when you die?

Answering these questions will give you clarity to what you must achieve and focus on your bigger picture.

Designing Your Life

Now that you have decided what you want to do, plan around how you are going to go about achieving it.

How many hours a week do you want to work by the end of the year?

How much money would you like to be earning by the end of the year?

Design your time/business around your goals.

If you can afford or need more employees or would you rather have virtual assistants?

How many projects would you be working on?

Would you need an office or would home office suffice?

What is the first thing you will do with your profits?

These goals will lead to constant accomplishments, and drive you and boost your desires, to keep encouraging you to reach your ultimate destination, the fulfillment of your Definite Major Purpose.

To summarize a bit, here are a few questions that can help you define your DP and get the process started:

  • Why am I here?
  • What is the top purpose of my life?
  • What are the most important things I want to accomplish in my life?
  • What fulfils me above all other things?

Will’s Definite Purpose

  1. Freedom
  • Freedom to live however I want in the world using an internet business that makes money will help me get there) and give me the flexibility of my own time.


  • Financial Freedom, earning more than enough money to have complete financially independence
  • Owning Automated businesses that operate well in my absence


  1. My Gratification


  • Lifelong Learning


  • To Provide Freedom Learning to people who desire to be successful
  • Making people’s lives better.
  • Meeting amazing people around the world
  • Travelling the world
  • Live a Life of Powerful Health and Mental Well Being


  1. Live in Gratitude


  • Being Grateful for my abundance


  • Flourish in abundance
  • Pass on the Abundance mindset and lifestyle


Define Your Purpose and Live Your Best Life.

  • Will