I have benefited from Brian Johnson’s wisdom for over 10 years. I started receiving his book notes on January 14, 2014, under his en*theos moniker. Then I subscribed to his daily +1s that were part of his Optimize teachings. He inspired me to run in my first Spartan race in 2018. As his coaching became more formalized, I went through one of the first versions of the Heroic 300-day program.All that’s to say, I have watched him for a while and believe he’s a good dude. He is very open and vulnerable to the Heroic community, so we get a pretty wide-view of his life. I think he’s gifted and a gift. I hope Areté: Activate Your Heroic Potential gets him a much broader audience.The Greeks saw time in two ways, first, in chronological fashion (chronos time), but also in special, particular moments of time (kairos time). Brian Johnson has been immersed in ancient wisdom and modern science for decades. I feel this book is coming at a kairos moment. Many of us feel we are living at a hinge moment in history. We are surrounded by so much that is fake. We need help navigating what is really real.Brian has cultivated deep discernment for a life well-lived. He’s accomplished, astute, and authentic. He will not ask anything of you that he isn’t asking of himself. He’s the real deal. In his book, Areté: Activate Your Heroic Potential, he is putting out a call to those who desire a good, flourishing life.I’m so excited for a larger audience to be exposed to this distillation of three decades of trial-and-error living. He is his own experiment. He invites you to start your own quest to become the best version of yourself. He will ask a lot of you, in every aspect of your life. When you get the book, I suggest you skip to the mini-chapter titled “Time Traveling” (toward the end of Objective I) and consider the question posed.One more thing, I mentioned following Brian for several years, but it wasn’t until part way through the 300-day Coach program that the “penny dropped” and I decided to change my life. You’ll come across a question several times in the book that asks what the one thing is that you know you could be doing or stop doing that would most positively change your life. I knew what that was at that moment in my life. Making that decision has had a ripple effect. I lost almost 50lbs over the next several months. My routines and consistency took a radical turn. My sleep, nutrition, creativity, focus, gratitude, long-term goals, and connection with loved ones have all changed for the better. Going after Areté has re-routed me. I have taken on a new identity. These are the positive results of embracing Areté. I hope you’ll consider going after Areté too.