True Bryant is a #1 bestselling author and private Men’s Coach traveling the world transforming lives, one client at a time. He is driven by his mission to help men eliminate disconnection and frustration, step into their full power in relationships, health, and wealth, and get more out of their lives beyond the normal. Working privately with affluent men throughout America, True travels the world seeking -and living out- the most effective approaches in healing, lifestyle, and mental health. From attending the most prestigious prep school in America, taking spirituality classes at Harvard, and helping each and every one of his clients achieve customized results, True’s wide variety of life experience and effective track record gives his work an elite but humble flavor. Balancing Feminine and masculine powers, confidence and vulnerability, and the light and shadow within us all, True takes you from where you are to where you know you want to be with clarity and ease. If you would like to reach out to True directly, please keep reading to find out how.
Please tell us a little bit about your company – what is True Life Expression all about?
My company specializes in helping affluent professional men optimize their relationships, health, and wealth. My deeper purpose here is to connect fully to my Higher Power, to experience total freedom and love, and to ensure others do the same. This message is deeply motivated by compassion toward the epidemic of mental health issues in professional America. So many of us have enough money, but are just plain unfulfilled; still, others feel the pain of our national division. I’ve discovered that suits can hide addiction, hopelessness, and a hollow feeling that can easily take years off of our lifespans. We must recover our true identity and personal power and spread this life-affirming message and energy to others in pain for greater wholeness, harmony, and longevity.
True Life Expression has a simple mission: to transform professionals into a way of working and living that allows them to enjoy elite self-mastery in a relationship, health, and wealth. So, as the founder of TLE, I aim to embody and spread the transformative results of this core message every day with my powerful and driven clients.
Tell us a little bit about your background and how you started your company?
I grew up in Georgia until I was 17, attended Phillips Exeter Academy in New Hampshire for high school, and earned my B.S. (Religious Studies; Literature & History) and my Masters of Theological Studies (MTS) at Hellenic College Holy Cross in Boston, MA. After graduation, I served as a teacher and head chaplain at a Junior Boarding School in Pomfret, CT for three years. After my third year in that incredible position, I felt compelled to become an entrepreneur, Men’s Coach, and a business owner because of the current and well-known mental health crisis in America.
I struck out on my own in early 2020, began coaching, and have been building and serving professional men in this manner since. During this time, I have invested tens of thousands of dollars in my own coaches, programs, and knowledge banks to optimize my work and clarity. This has allowed me to save years of problem-solving in my own life. More importantly, it showed me how important this work is for individuals on their unique journeys in relationship, health, and wealth, and I am driven to pass it on. The results with my clients are amazing to see, and there is so much more work to be done in this space. My current offer only includes one-to-one work in large part because it is the human-centered connection that we men are lacking so deeply in our culture. With the rise of tech and digital ways of living, man-to-man accountability, sacred space, and honest emotional communication are needed more than ever. As you know, happiness is not guaranteed. The work we do together, however, massively upgrades one’s possibilities of this inner freedom, professional alignment in what one does for a “living,” and the passion and freedom that comes from being fully seen by another conscientious, focused, and understanding man. We are truly the creators of every moment of our lives, and I seek to awaken others to this powerful truth.
What would you say are the top 3 skills needed to be a successful entrepreneur, and why?
An entrepreneur needs to have unshakeable self-confidence in themselves and their decision-making. An entrepreneur must embody adaptability to the ever-changing market and identify what is truly needed by his target market. And lastly, an entrepreneur must have the mindset of powerful service to others. Ironically, once the bond of service and care for the other is established, exchanges occur naturally.
What are your plans for the future, how do you plan to grow this company?
Within a year from now, I will put together a lean, service-oriented team of men’s coaches who are massively serving 30, hand-selected, professional men over the course of 2021. We aim to draw a quarter million in revenue for the year so that we can then re-invest these resources into more and more innovative ways to uplift professional men into wholeness and unshakeable self-connection and genuine self-worth. I am creating this reality as we speak by re-investing resources into publicity, working with my own elite coaches to optimize my process, and lastly, relentlessly overdelivering to my clients.
How do you separate yourself from your competitors?
First, because I have always been strongly connected to my more feminine side, the combination of a tall, heterosexual American man in touch with his feminine and artistic side immediately sets my work and brand apart. With this as part of my signature style, I understand that a man’s inner wisdom is best drawn out through genuine listening, the energy of receptivity, and especially the attitude of non-judgment.
Second, I can say with certainty that I care more than any other private men’s coach in America. This comes through in my brand, my content, but most importantly in my weekly calls with my clients. I wake up each morning asking myself, “who can I serve today?” Whether it is a client, my significant other, or myself, my internal guidance never fails to lead me into the correct form of service. Men are craving to learn emotional intelligence, be fully seen and heard, and to have the space to say their secret dreams, underlying frustrations, and most genuine sentiments.
I have found that my clients feel exceptionally safe, open, and trusting in the space that we create together. My talent in creating the space of non-judgment allows professional men to soften, open, and expand their sense of self in life-giving ways. Ironically, their masculinity becomes even deeper – and both their sexual and platonic connections naturally skyrocket.
What were the top three mistakes you made starting your business, and what did you learn from them?
If I have made any mistakes, they have come from my lack of trust that all things are working out for my advantage regardless of whether or not I can rationally see this truth. Because of this hesitancy in acting on my heart’s wisdom as it flows through me, I have more than likely delayed my success and ability to help others faster than I have.
If I can share advice to entrepreneurs, I’d say to them to trust the process and listen to that still, small voice within you. It carries a pearl of wisdom beyond your rational capacity. This is what every spiritual tradition knows, call it spirit, consciousness, or God. I say this knowing that many American men will cringe at this kind of claim, calling it “woo-woo” nonsense. From my experience, gut feelings are more stable than the mind’s discursive patterns.
How do you go about marketing your business, and what has been the most successful form of marketing for you?
My work is human-centered, first and foremost. This means that my marketing values quality over quantity. No one wants to be sold, they want to be heard and respected. They want certainty in what they agree to and in their decisions. They want relatability. Given all of these truths, I connect with most of my prospects and clients via a personal reference from my inner circle or past clients and through organic messaging via Facebook.
The most successful form of marketing for me has come in the form of authentic, personal conversations over the phone. After we have made a connection, only then do I extend my coaching offer. At this point in the process, I make it a habit to only extend an offer to those I know whom I can actually serve powerfully and who align with my major values: the commitment to massive action and to making a global impact.
What must happen for you to consider your business a success? and when do you predict it will happen?
Well, my business is already a huge success because I judge my success in the transformation and results I achieve with my clients. Having had a slew of clients in the company’s short time in existence already, I know that my influence and impact has already helped men (for example) completely bypass midlife crises, earn a million in a week for the first time ever as a real estate agent, and completely eliminate depression and anxiety. And these are only a few of the results from various clients.
So while it will be incredible to reach our financial goals at the end of 2021, the results gained from past and present clients let me know that we are already successful.
What are the top 3 online tools and resources you’re currently using to grow your company?
The three, most effective tools I use are the scheduling service Calendly, the current online tribe of high-level coaches I am a member of called New Age Coach: Ascension, and several media publications that I can share with potential clients to share more of my identity and mission in a short, authoritative way. The scheduling service obviously connects me through personal conversations, the tribe of men keeps me sharp in my own process and business approach, and my media publications allow me to communicate efficiently with men who may be looking for exactly what we offer at True Life Expression.
What are three books or courses would you recommend for entrepreneurs?
Oof. Only three. Well, the first book is more of personal development or spiritual type of book called The Four Agreements by Don Miguel Ruiz. This will help entrepreneurs identify and clear any outdated agreements they have made with themselves that may be holding them back from success.
The second book I would recommend is a book called Tribe by Seth Godin.
Lastly, I would recommend any entrepreneur to read the book The Power of the Subconscious Mind by Joseph Murphy. This is a bible of sorts for reprogramming one’s mind however one wishes. Read it, apply it, and watch yourself transform!
If you had the chance to start your career over again what would you do differently?
Well, I have appreciated every phase of my life because I have consistently learned the lessons they offered. But if I could go back, I may have skipped college and learned a more practical trade than theology. Something like welding or carpentry would be nice to have in my toolkit. It would have saved me thousands in debt, accelerated my entrepreneurial journey (because I would have been learning business ten years earlier), and would have given me a way to work with my hands which I love.
I would have found a mentor sooner, invested in my own equipment, and kept my head down for a few years before investing in multifamily. But that’s a different timeline than the one I am on – and I absolutely love the one I am on now. Next time around.
If you only had $1000 dollars to start a new business, knowing everything you know now, how would you spend it?
I would find the man I most respect and want to learn from, handed him ten hundred-dollar bills, and said, “please let me be your protege. I’m all in.” Then it would’ve unfolded from there – sleeping on the floor someplace, falling asleep reviewing his wisdom, and embracing what makes me uniquely “True.”
What is your favorite quote?
My favorite comes from the end of my favorite book – The Road by Cormac McCarthy. Spoiler alert. In the final few pages, the dying father is speaking to his beloved son in one of the most touching scenes I’ve come across. The son isn’t sure if he can go on without his father and desperately wants him not to die. His father whispers to him, “You have to carry the fire…it’s inside you. It was always there. I can see it.” This gives me chills every time.
We as entrepreneurs must learn from this. You have a fire inside of you and the trick is to remember the metaphorical heat of this fire within you. Let it fuel you. You owe it to your grandfathers and grandmothers who, in some big sense, have lived and died for you to be here. Let’s keep The Office reruns to a minimum. There’s too much to heal with each other.
Who should we interview next and why?
You should interview Vance Lichtenberger, a real estate pro up in Boise, Idaho because he is the embodiment of a leader, light-hearted masculinity, and genuine care within real estate. He also has a powerful, personal story to share with the world that other men need to hear.
How can we get in touch with you?
Anyone can reach me on my Facebook (True Bryant), my Instagram (@truebryantexpression), or directly via email at coaching@truelifeexpression.com. Website True Life Expression
