Chapter 11

Psychology

Grant operates from a foundational belief that psychology is the ultimate unlock. Not surface-level self-help bullshit, but actual understanding of how your mind works, how other people’s minds work, and how to manipulate both toward your desired outcomes.

“Writing is pure, raw emotion. I find myself tweeting in the mornings to get myself AMPED for the day. A form of brainwashing myself in certainty, excellence & achievement. The act of typing stirs my emotions. And those emotions are then slammed onto the screen. Remembered.” Source

The game is emotional state management, pattern recognition, and understanding the predictable ways humans operate—including yourself.

You Can Only Give What You’ve Given Yourself

Grant learned this in sales: you cannot make someone else feel something you’ve never accessed in yourself.

“YOU CAN ONLY GIVE EMOTIONS TO PEOPLE YOU’RE ABLE TO GIVE TO YOURSELF Solve your own mental bullshit and you can solve anyone else’s” Source

Underrated closer skill? Controlling your own emotions. If you can stay in a generally good mood on all your calls, you have a massive advantage. Most mediocre closers are constantly battling anger and depression issues.

The pattern: fix yourself first, then extend that energy outward. You can’t verbally hug a prospect and make their “bitch version” feel safe if you’ve never done it for yourself.

Entering the Conversation Already Happening

All of psychology, sales, content, and persuasion boils down to one principle Grant returns to constantly: understand what’s already happening in someone’s head.

“The #1 fundamental principle that needs to be kept @ forefront of mind when dealing with anything relating to people is THEIR self interest.” Source

Not your wants. THEIR wants. Customer wants. Her wants. His wants. This sounds obvious but literally no one does it.

Robert Collier said it: “Enter the conversation already taking place in the customer’s mind.” Every word you say generates a reaction in their head. If you say “you look sexy as fuck,” they feel happy. If you say “you’re a failure,” they feel confused and question the validity based on who you are.

These reactions become predictable. Do you understand? When you can predict reactions, you can CALL THEM OUT and SOLVE them in real time.

“EVERY WORD YOU SAY will generate a verbal reaction/response in the customer’s mind… These reactions become PREDICTABLE.” Source

Example: Hook is “You need to be more narcissistic.” Average person thinks: “No I don’t fuck you narcissists are mean!” Next clip: “Now I know what you’re thinking - ‘i dont wanna be a narcissist cuz they are mean and they’ve hurt me!’ and I used to think that too but hear me out.”

You’re in their mind now. You latch onto it like a river and don’t let go until you make your point.

Procrastination Is Mental Objections

Grant frames procrastination not as laziness but as your brain generating objections to doing the thing.

“Procrastination = mental objections. Pay attention 2 the hyper-creative reasons ur brain gives u 2 NOT do something. Write them down. Create both prehandles/solves for them individually.” Source

Your brain will tell you that you need to fix that broken lightbulb before you can work. You don’t. That’s an objection masquerading as logic.

Write down every creative reason your brain gives you to NOT do something. Then create solutions for each one individually. Watch how much more work you get done.

The startup cost problem: your brain doesn’t like startup costs. Any time you’re not doing the thing, don’t waste energy “doing” it in your mind beforehand. Focus ONLY on overcoming the startup cost. The rest will flow.

Systemizing Emotional Responses to Feelings

“Most underrated skill to NOT GIVING UP is being able to systemize your emotional responses to certain FEELINGS” Source

When learning a new language, you feel overwhelmed and like you’re making no progress. Most people identify with that feeling and quit. You need to NOT identify with it.

You systemize the response: “This feeling means I’m learning. This is normal. Keep going.”

Same applies everywhere. Learning something new emotionally parallels starting a business—you have to be okay continually looking like a fucking retard for a long period of time. If that’s your only skill, you’ll be okay.

Mental Models Must Align With Reality

“Once you align your mental models WITH reality the world moves FOR you If you’re not getting results in ANY area - it’s because your mental models are INCORRECT. You are WRONG about how REALITY WORKS.” Source

Accept this and fix it, or continue failing at the thing. Very simple.

Grant sees most people’s problems as fundamentally incorrect models of how things work. They think they have a willpower problem when they have a model problem. They think they need more discipline when they need a better understanding of cause and effect.

Business terms extrapolate to every area of life because business = getting results. Life = getting results. “Nobody has biz problems. They have personal problems reflected in their biz.” Good mental models are good mental models.

The Subconscious Picks Up Everything

Grant learned this viscerally when he had a dream about Mike Myers after unconsciously seeing a commercial while having a conversation in another room.

“You can’t even fathom all of the bullshit your subconscious picks up and latches onto - even when your conscious is ZERO % AWARE of it” Source

He was 0% consciously aware of the commercial, yet it infected his psyche and played out in his dreams. After this experience, he became hyper-aware of what he allows himself to come into contact with. If it doesn’t serve him, it’s blocked from his reality.

Your subconscious downloads everything around you. You’re being programmed constantly. The question is whether you’re choosing the programming or letting it choose you.

You Reach Awareness Clarity

“U reach a point in ur awareness journey where ur entire life becomes a meditation Instead of struggling for clarity, u ARE clarity.” Source

Your default state becomes awareness. Anytime negativity wanders into your psyche, it’s automatically registered and immediately swiped away. Back to default.

This is the end state of psychological work—not that you never have negative thoughts, but that you catch them instantly and let them go without attachment.

Taking Personal Responsibility

“You MUST take personal responsibility for your life & remove all blaming, finger pointing, & excuse making from your life. It’s YOU.” Source

Many young men search for complex tactics and life hacks while ignoring the absolute base fundamental principle: take personal responsibility. You may not have been dealt the best cards. We all have trauma. Guess what? We ALL have.

What are you going to do about it?

You’re a healthy individual with access to the internet. Everything you’ve ever wanted is just knowledge, commitment, and follow-through away. Blaming anything external is failure. You are the only thing you can control.

Grant frames this as the first pill you must swallow: accept your inadequacy, recognize that what you have in life is directly related to your competence levels, and commit to becoming better.

God-Level Psychology Creates God-Level Everything

“Psychology is at the root of everything we do (because everything we do involves humans). A god-level understanding of psychology makes you a god-level marketer & content creator.” Source

You can train yourself to FEEL the psychological relatability of your messaging. Whether it’s copy, content, ads, videos—you can feel when the messaging misses. There’s no pop, no pizzaz. And when it hits? OH FUCK. THAT’S GOOD. You feel it.

Once you’re at this level, when you say it’s good, it isn’t subjective. It’s objective. Why? Because it’s objectively aligned with human psychology. You have acquired the sight.

The messaging on your content is identical to the messaging going on in the prospect’s head. You’re mimicking their thought flow. You’ve entered the conversation already taking place.

Tonality Is a Genuine Superpower

“Mastering tonality is a genuine superpower that will serve you in all areas of life Being able to hit specific emotional notes inside of people (on command) is actually crazy” Source

Grant was called the “monotoned salesman” when he started. So he practiced. Every person he got on the phone became a training ground for his tonality. He wanted to see how drastically he could manipulate his voice to get the desired result.

He learned that tonality issues were actually expression issues. He had to unwind mental shit and deal with emotional shit before he could express more freely. But now he ALWAYS knows the fixes because he did the thing.

This is the pattern: identify the block, do massive reps to burn through it, incorporate the lesson into your body. Now you have the skill forever.

Dreams Reveal Truth Through Metaphor

Your dreams show you how you actually feel about situations, but disguised in metaphor specific to your associations and language.

Grant uses dreams for self-analysis. The emotions in the dream point to the truth. You ignore the literal images and focus on the emotional wavelength. Then ask: where in my real life do I get this exact same emotion?

When people tell you their dreams, they’re inadvertently revealing innermost truths. Especially if they tell you about you in their dream—that shows their true preconceptions of you.

The Gut Is the Second Brain

“One of the biggest modern science L’s is how non mainstream the importance of the gut is when it comes to physical, mental & psychic health” Source

Grant sees the gut as literally the second brain. Gut health as “alternative health” is wild. It should be taught as core to physical, mental, and psychic health.

This fits his broader model: everything is connected. Your body affects your mind. Your mind affects your body. You can’t separate them.

Key Principles

Psychology is the master skill. Understanding how minds work—yours and others’—unlocks everything else.

You can only give emotions you’ve accessed in yourself. Fix your internal world to help others.

Enter the conversation already happening in their head. Understand their self-interest, not yours.

Procrastination is mental objections. Write them down, create solutions for each.

Systemize your emotional responses to feelings. Don’t identify with temporary emotions.

Align your mental models with reality. Wrong models = no results, no matter how hard you work.

Your subconscious picks up everything. Guard what you expose yourself to ruthlessly.

Take complete personal responsibility. Blaming external factors is failure.

Master tonality to hit emotional notes on command. This serves you in all areas of life.

Dreams reveal truth through metaphor. Study the emotions, not the literal images.