Man 2.0 Engineering the Alpha

wasn’t always this way.

    THE RISE OF THE ORDINARY
    So how did it all change? How did everything gravitate toward ordinary? How did the cultural avatar of manhood change from someone strong, confident, and ambitious to an unimpressive, milquetoast fellow with an obsequious * demeanor?
    If you look at mankind over time—as we’ve moved from more capable to more dependent—the typical scapegoats aren’t as much to blame as you probably think. Do increased food portions make us fat? Not according to a thirty-year study conducted by Harvard. (In reality, it’s our snacking habits.) Is it a lack of time at the gym that has men carrying less muscle and suffering from more health problems like diabetes and heart disease? Hard to believe that’s the issue when more men are spending time exercising than ever before. In fact, a Gallup Poll showed that nearly 50 percent of the population now exercises three or more times per week. And yet obesity rates are at an all-time high.
    So why are so many men ordinary and so few Alpha?
    There are several reasons that are typically not mentioned—ranging from sitting too much, to picking the wrong sexual partners, to not wearing the clothes that fit properly, to watching shitty reality TV. (Seriously.)
    Think it’s fucked up that clothes and reality TV are affecting men en masse? Just wait until you hear what it’s doing to you personally. It really does start on an individual level.
    Now, we understand that it might seem a little far-fetched that those things might affect your life so significantly. That anything so seemingly mundane as not standing often enough could have such a profound effect on your manhood. But please believe us—we have science to back this up.
    Everything you do (or don’t do) affects you both psychologically and physiologically. Every suit you wear, every book you read, every movie you watch is either edifying or eroding your ability to develop into the guy you want to be, the guy you know you can be—the guy who is the best version of you. Combine those with frequent bad food choices and inconsistent sleeping habits and we have all the elements of a dangerous recipe: a perfect storm of screw-ups leading to a universe where you are trapped—against your wishes or knowledge—in a cage of ordinary and a body that is not designed for excellence.
    Taken collectively with your peers, those things—those seemingly innocuous choices—will be either the resurrection of true masculinity . . . or its complete demise.
    Of course, we don’t want that to happen. In fact, we’ve already seen enough great men held back by limitations they didn’t even know existed. Those are real problems, and we’ll cover each and every one of those things in stark detail in this book. Our goal is to make sure that those issues no longer exist in your life. And that your only concerns are wondering why you didn’t make these changes sooner and why you ever believed some of the lies in the fitness industry that we’ll share in this book. Those are Alpha problems—regrets from your past that indicate a better present and a greater future. And when you become the Alpha, that’s the type of universe you create: one of contentment, a lack of frustration, and a confidence that you control who you are, what you look like, and what you can achieve.

    BECOMING THE ALPHA
    Listen, we fully realize that some of this might sound like doom and gloom or a condescending appraisal of your life. Let’s kill that thought right now. This book is not a judgment of who you are, what you have accomplished, or your level of happiness. This is a reality check on a global level.
    We’ve been fully invested in the health and wellness industry for more than a decade, and we’ve seen a disturbing trend that has yet to be addressed. We’re not here to point the finger at the same issues, such as carbs, fat, lack of activity, and misleading fad diets. Following that same old song and dance is like trying to track down Keyser Söze. * The solution has been under our nose the entire time. The reason nothing has changed is that we’ve pursued the wrong enemy.
    The real culprits are behavioral decisions and lifestyle choices that have disrupted the functioning of your hormones. This is the stealth bomber of the health industry because guys aren’t made aware they can naturally control their hormones. More importantly, no one seems to stress how much your hormones control how you look, feel, and