Man 2.0 Engineering the Alpha

humble beginnings.
    Being good doesn’t mean you are good. So the goal is not about identifying good (being hardworking) or desirable (being strong) traits, but it is about understanding how to draw the line between Alpha and ignorant.
    Part of the reason for the negative perception of being the Alpha is how prevalent that word is in the seduction or pickup-artist community. Within that world, the drive to be the Alpha comes from an understanding that adopting certain traits might enhance your ability to get laid. While there’s nothing wrong with getting laid or putting yourself in a better position to do so, that’s not the point we’re trying to make.
    The entire foundation of pickup-artist society draws its self-worth by comparing to other people. More to the point, the idea of being Alpha in that community is not at all based on personal improvement; it’s based on comparative improvement. It’s a hollow approach to motivation.
    We want to take back the concept of the Alpha. Consider this a rebranding campaign designed to get back to the roots of the meaning. Guys should desire to be the Alpha. Accepting this new perception will help you more clearly define the positive traits you want to possess and guide you toward the type of man you want to be.
    For us, the issue with the perception of the alpha male is not that he’s boorish * and kind of a bully; the issue is that it’s a label that draws its power from others. And that’s not how you create success.
    So who is the Alpha? The Alpha is someone who is not just assertive but is also evolved.
    We believe that the Alpha is the most evolved version of you. This is not about being the AMOG—the Alpha Male of the Group. That’s an unfulfilling approach. Just think about it. Your mind-set isn’t “I want to be good” or “I want to be better.” It’s “I want to be better than the other guys in the room.” That approach makes it hard to ever feel satisfied or experience the positive feelings that come with achievement and success. Your goals should be based on your own expectations, not on something as abstract and unpredictable as who else is in the room.
    We want you to focus on what you can control.
    Competition is great. But the best indicator of success is always internal motivation. Think about the most successful people in the world. Their hustle and determination is never about living up to someone else’s expectations or following in the footsteps of another. It’s about blazing their own path, being unique, and becoming the first of their kind. Kareem was Kareem. Magic was Magic. Jordan was Jordan. And LeBron is LeBron. The comparisons will be inevitable, but none of these individuals preset their development based on someone else’s plan.
    We want you to judge yourself against only yourself. We want you to achieve success that you strive for, that you want, constantly trying to improve internally and externally because you want to be better than you were—not better than someone else. That is being the Alpha.
    If you can’t understand that your goals shouldn’t be dependent on how you compare to others, then you will have difficulty reaching the goals you desire and living a fulfilled life.

    THE ALPHA RULES
    “The young man knows the rules, but the old man knows the exceptions.”
    — OLIVER WENDELL HOLMES
    The funny thing about getting older is you learn that some of the things you used to hate are what you really need the most. Take rules for example. No guys actually like rules. We spend most of our lives bending them, breaking them, and genuinely disrespecting them in every way possible . . . that is, until we realize our brazen behaviors have left us without a fundamental mentality that guides who we are and what we can become.
    Many guys feel that rules are restrictive. In reality, the right rules give you freedom. They allow you to make time for what you really need to do to become an Alpha. That’s why we created the Alpha Rules. They sit just far enough outside of society’s rules that you can live the life you want, and yet they still provide guiding principles that anyone can respect.
    But this list is only the beginning. We encourage you to create your own set of rules. Part of being an Alpha is setting your own standards and principles and sticking to them. So we encourage you to write down your rules and add to the list. But here’s the law: you must follow those rules. If you choose to set a standard by which