How to Become a CEO in 2023: Steps You Need to Take

Are You Stuck Working “IN” Your Business?

Albert Einstein apparently suffered from low self-esteem.

Imagine that for a second…

One of history’s smartest human beings doubted himself. He must have appreciated how smart he was, and he no doubt believed in his ideas and theories. Yet he suffered a lack of confidence throughout his career (even when at the top of his game).

This reminds me of when the British philosopher, Bertrand Russell said, “The whole problem with the world is that fools and fanatics are always so certain of themselves, and wiser people so full of doubts.”

I’ve found this to be true in the business world, too.

Like Albert Einstein, they appreciate they have what it takes and deep down believe in what they’re doing, but something holds them back, and it’s so often a lack of confidence in their business and self.

  • Imposter syndrome…
  • Limiting beliefs…
  • A fixed mindset…
  • Low self-esteem…
  • Introverted and shy…

Different people relate to this in different ways. All I know is, it’s one of the most common challenges we come across when working with new clients at 2X.

I’ve been there, and I’ve yet to meet a successful business owner who doesn’t appreciate they’re on a rollercoaster of ups and downs (often all happening with a single day).

What is a CEO

  • Maximizing profits.
  • Meeting KPIs.
  • Managing the company’s strategy.
  • Engaging the media.
  • Implementing changes for better performance.

They need to have a deep knowledge of the company’s employees and capabilities.

Ultimately, the CEO is the captain of the ship who leads the organization through thick and thin. A CEO’s strategic vision becomes the direction of the company.

image-of-a roller-coaster-ride

I’ve sent out a number of surveys over the past couple years to our audience of entrepreneurs, and each time we do one of the most common responses for obstacles, challenges and pains are related to one thing: confidence.

  • In our most recent survey, 52 people told us their biggest challenge was confidence / mindset related (this ranked 1st, slightly ahead of “focus / consistency”)
  • In another survey where we spoke to 400 people, 26% told us the biggest thing holding them back was Fear / Confidence (this ranked 2nd, just behind “focus / consistency”)

These numbers are then reinforced with comments like:

  • “It’s going well at the moment, but I’ve been here before only for it to hit the wall.”
  • “I see what other people are doing online, and I realise how far behind I am.”
  • “I know I’ll get there, but I have a lot a to learn so need to take it steady.”
  • “I’ve never been good at taking risk, so I always feel like I’m behind everyone else.”
  • “I’m just not good at [insert skill], and I think this stops me from making the leap.”

We see this all the time (and like I say, I’ve been there myself).

If you can relate to any of this, don’t worry… you ARE NOT alone!

You can overcome this, and this is what I’d like to share with you in today’s article.

It’s one of the most important lessons you’ll ever learn.

Because although you may believe deep down you have the talent, creativity and ability to achieve your goals, a lack of confidence may get in the way of this.

You hold back, subconsciously.
You never commit 100%.

And your confidence (or lack of) affects everything you do. It impacts your decisions and commitment, and determines how far and fast you grow.

Just imagine if you:

  • Went into a sales call confident of success before picking up the phone…
  • Knew you would achieve every one of your goals the moment you set them…
  • Didn’t fear rejection or failure, instead embracing the outcome no matter what…
  • Spoke to potential clients with confidence, unafraid if they say yes or no…
  • Appreciate who you serve, and HOW you help them…

What impact would this have on your profits?
What impact would this have on your team?
What impact would this have on you personally?

Without changing anything else in your business, you have the power to explode its growth simply by developing your own confidence. This is why “mindset” is one of the first areas we focus on when working with a new client at 2X.

If you want to develop level-10 confidence, read on because I have 9 tips for you that have personally helped me.

Although if you would prefer to watch, check out the training video I recorded to go alongside this article.

1. Surround Yourself with ONLY The “Right” Kind of People (every single day)

Jim Rohn once said you are the average of the five people you spend the most time with.

Whether this is technically true or not, I do not know…
All I do know is, the premise of it 100% is!

If you surround yourself with:

  • Negative…
  • Pessimistic…
  • Defeatist…
  • Unhappy…
  • Selfish…
  • Fearful…

… people every day, their traits WILL rub off on you.

It’s the single biggest obstacle you face in building your own confidence and mindset, because no matter how much work you do on yourself, negative people like this will drag you down to their level.

Of course, the opposite of this is also true…

Because if you surround yourself with:

  • Happy…
  • Enthusiastic…
  • Positive…
  • Purposeful…
  • Driven…
  • Successful…
  • Motivated…

… people each day, they will bring you up to their level.

A few years ago, I experienced this dilemma when I lived in Jacksonville, Florida.

I invited a couple of my buddies to come stay with me for a while.
At the time, they were my best friends.

But I quickly realized they were no longer the right people for me at that stage in my life.

They were happy to make $35,000, and wanted to spend all day on the beach or playing golf. We had fun, and I still enjoyed their company, but there was just too much drama (especially on nights out).

I hit a tipping point on New Year’s Day, after another drama-filled night of partying.

I sat them down on my couch and told them we were no longer going in the same direction. I knew if I continued to hang out with them it would hold me and my business back, so I told them they had to leave.

I won’t lie, this sucked.

I feared having that conversation for weeks, and kept putting it off, but as soon as they left I felt a weight off my shoulders. All the negativity and drama went with them, and in their` place came a new level of energy that helped me attract the right kind of people into my life.

I felt great.
And business boomed!

So when it comes to developing your confidence and mindset, your first step is to connect with confident people who already have the confidence you desire. The same applies for business as a whole…

Want to scale from 6 to 7 figures?… Surround yourself with 7-figure entrepreneurs.
Want to enter a new niche or industry?… Surround yourself with those already there.
Want to get healthy and fit?… Surround yourself with people living a healthy lifestyle.

It’s vital you surround yourself with level-10 confident people on a daily basis, and start saying no to the toxic people in your life. This is easier said than done, especially as certain people are harder to leave behind than others.

These negative people could be your oldest friends, family or loved ones.

You may not want to leave them behind, and maybe you can not completely do so. If not, this is fine. Just make sure you appreciate who they are and what they bring to the table, and fight back when they try and bring you down. Often, they will not do so on purpose. Most of the time, they won’t know they’re doing it.

In my experience, there are two surefire ways you can do this:

I recently went to a Keith Cunningham event in Austin, Texas.
Keith has worked with some of the world’s top business leaders.

Including the likes of T. Harv Eker, Brian Tracy, Tony Robbins and Robert Kiyosaki.

He’s someone who made $100 million but then lost $200 million (leaving him $100 million in debt), but has since gone on to make this money back and then some.

While at this event, he changed my entire way of thinking. The numbers he discussed were unlike any I’d thought of before, so now when I approach my business on a daily basis, I take a second to ask, “what would Keith do… how would Keith act?”

If you only surround yourself with people at your level (or below) you’ll never break free.

You need to work with, speak to and form connections with people who force you to think different, because not only does this benefit your decisions, but it gives you the confidence to make them.

After all, if Keith can come back from $100 million of debt, what’s holding me back… ?

As for hiring a coach or mentor, this was one of the biggest tipping points in my own success.

The moment you pull the trigger on this is the moment you surround yourself with someone further along the road than you, and who offers an outside perspective. They bring clarity and accountability, two key ingredients to level-10 confidence (more on that later…).

This was one of my core drivers behind 2X, because I knew I could help other business owners in the same way my own mentors and coaches helped me. We pride ourselves in bringing a positive influence to our clients, helping them craft a success mindset that impacts their life (and business) in a big way…

… but we also pride ourselves on connecting our clients with other level-10 people!

We appreciate one of the best ways we can help is not only through our training and coaching, but by connecting like-minded, world class, successful and ambitious people with one another.

Those you surround yourself with play a fundamental role in your confidence, and you cannot achieve any of these other steps until you surround yourself with the “right” kind of people at all times.

This often begins by saying “no”, which brings us to our next point…

2. As Warren Buffett Says… Get Used To Saying NO

You may assume confident people are those who say yes:
  • Yes to people…
  • Yes to opportunity…
  • Yes to life…

The thing is… confident and successful people do not say yes to everything.

In fact, they say NO to most things. They reject a lot of people, opportunity and situations. They say NO because they appreciate they only have so much time, and for each occasion they say yes to someone or something… they have to say no to something else.

Like Warren Buffett famously said, “The difference between successful people and really successful people is that really successful people say no to almost everything.”

Warren speaks the truth.


Confident people say no, and they do so without fear, guilt or worry. They know they have to say no to most things, so they can say yes to the ‘right’ things.

This takes confidence.
This takes conviction.

But this also doesn’t come natural to most people.
Because let’s face it, it’s easy to say yes…

But saying yes doesn’t serve you, your business or your customers/team.

You only have so much time and energy, and those who say yes to everything are those who have no time, no energy and who remain stuck in “hustle” mode.

Worst of all, you don’t tend to say yes because it’s the right decision.
Often, you say yes because you’re afraid to say no.

  • Afraid they won’t like you…
  • Afraid you’ll let someone down…
  • Afraid your customer will leave…
  • Afraid the money will dry up…
  • Afraid this is it, and nothing else will come…

This is living in scarcity.
You need to escape this.

You need to approach life with an abundance mindset!

And saying NO is the best way to do this, because saying no means you have the confidence that something else (bigger and better) will come later.

You don’t “know” this, but you believe it and back yourself regardless. This is where confidence begins, and it quickly breeds the more you say no.

So moving forward… make your default response to most people and situations NO.

From here, your confidence levels will spike.

Although as I say, this may not come natural to you. Saying yes is easier most of the time, which means you also need to start living outside your comfort zone…

3. Live Outside Your Comfort Zone


As a general rule, human-beings like to feel comfortable.

You like the idea of progress, change and growth.
But you also hate the idea of failure, risk and pain.

In business and in life, these are the rules you live by, which means most of the time you play it safe (at least, this is what you’re programmed to do).

But as a business owner you CANNOT do this!

You need to take risks.
You need to fail.
You need to do what most people won’t.

If you want to develop level-10 confidence, you need to commit to a more uncomfortable existence. You need to embrace this, but this doesn’t happen overnight.

Like anything, it’s a skill to learn and a habit to nurture.

There’s no point leaping out of your comfort zone, as all this does is overwhelm you. Instead, it’s better to edge out of it by conquering small fears and tackling daily resistance.

  • Take a cold shower, staying under it for a second longer each morning…
  • Talk with a stranger at Starbucks, or when you’re next on the train…
  • Make eye contact with the person who serves you at lunch…
  • Call someone you don’t know very well, instead of sending them an email or text…

You don’t need to buy a round-the-world ticket or commit to run a marathon. Take a simple and small step, but commit to doing so often. Any form of life outside your comfort zone is positive, and is a surefire way to develop your confidence.

I love how Noah Kagan does this, the founder of and one of Facebook’s early employees. I’ve heard him speak about this in several interviews, encouraging people to go to their local Starbucks (or any chain of coffee shop) and ask for a 10% discount.

This is a perfect example of conquering a small fear.

Don’t complain or come up with a reason for your discount. Simply ask, “can I have a 10% discount, please?”

If they say yes, great.
If they say no, no big deal.

The point isn’t to get the discount… it’s to step out of your comfort zone and conquer a small fear. Like any skill, you must practice it. Like any habit, it needs repetition.

You need to face your fears, which is what we focus on next…

4. Face Your Fears and Embrace Your Failures

Because you are human, you have certain fears and worries.

Some fears are literal, like the fear of flying or of spiders.
Other fear is more philosophical, like the fear of failure.

(or the silent killer that holds many people back: The fear of success.)

For business owners, a fear of failure is extremely common. You’re not only afraid to fail the task, but you’re worried about what other people think. Your family and friends look up to you and see a success story. Your peers do, too, and the thought of letting these people down (and have them see you in a different light) is a fear in itself.

But failure and mistakes are unavoidable, especially when you take the risk of growing and scaling your business. You cannot do so without taking a chance, which means your fear of failure is one that holds you back. It’s also an obstacle that fuels your lack of confidence, because:

  • Failure makes you feel like an idiot…
  • Feeling this way bruises your ego…
  • You begin to doubt yourself and what you do…
  • You question whether you are capable…
  • You come away insecure and with low self-esteem…

You’re confidence takes a hit, as does your chance for further success.

In the same way your success plays a role in your progress and growth, your failure does, too. You cannot achieve your potential without a few hiccups along the way, and when it comes to business this is especially true.

Of course, I’m not saying you should go out of your way to fail.

I don’t encourage it or advocate it, but I do suggest you learn to feel comfortable around it. You need to embrace the fact that you will fail, and that you (and those around you) WILL make mistakes.

This hurts, and this is fine. You’re human, and “feeling” is part of being one.

But failure does not define you, and believing this (truly believing it, deep down) does wonders for your confidence. It also helps you further develop your mindset, because one of the key components of a growth, success mindset is to overcome obstacles.


I know this because I’ve experienced this many times before.

An occasion I remember well is when we launched a new program, “Six Months to Six-Figures.”

Going into this launch, we had some big expectations.
We expected to make at least $400,000 (at least!!)

We worked on this for months, and after we came out the other side we had only made $180,000.

As I look back, I realize this was a decent launch and that $180k isn’t bad at all, but because we had these high expectations, the whole launch felt like a big failure.

At this stage we still hadn’t created the program, so had six-months of hard work ahead of us. I won’t lie, we thought about scrapping the idea, but we dug deep and committed to help those who signed up create massive results.

Which we did…

Throughout these six-months, we produced some huge success stories. The program became better than we could ever have imagined, and soon we placed it into an evergreen funnel that produced killer results.

This whole experience taught me that nothing in business is a one-time thing.

You can turn an initial failure into success.
You can transform a good launch into great.
You can grow, so long as you commit to it.

But at the time, we wanted to walk away and give everyone their money back.

At the time, all we had was this failure, but it’s important you look past this and focus on the long term. There’s no point in freaking out and making a rash decision, and there’s no point in lying about it or trying to pretend everything’s fine.

In our eyes, this was a failure.

We didn’t try and hide from this.
We didn’t run away from it.
We didn’t pretend it was a success.

We committed to making it better and to learn as much as we could, because we knew we could turn our failure into a giant success.

I know this because I’ve experienced this many times before.

An occasion I remember well is when we launched a new program, “Six Months to Six-Figures.”

Going into this launch, we had some big expectations.
We expected to make at least $400,000 (at least!!)

We worked on this for months, and after we came out the other side we had only made $180,000.

As I look back, I realize this was a decent launch and that $180k isn’t bad at all, but because we had these high expectations, the whole launch felt like a big failure.

At this stage we still hadn’t created the program, so had six-months of hard work ahead of us. I won’t lie, we thought about scrapping the idea, but we dug deep and committed to help those who signed up create massive results.

Which we did…

Throughout these six-months, we produced some huge success stories. The program became better than we could ever have imagined, and soon we placed it into an evergreen funnel that produced killer results.

This whole experience taught me that nothing in business is a one-time thing.

You can turn an initial failure into success.
You can transform a good launch into great.
You can grow, so long as you commit to it.

But at the time, we wanted to walk away and give everyone their money back.

At the time, all we had was this failure, but it’s important you look past this and focus on the long term. There’s no point in freaking out and making a rash decision, and there’s no point in lying about it or trying to pretend everything’s fine.

In our eyes, this was a failure.

We didn’t try and hide from this.
We didn’t run away from it.
We didn’t pretend it was a success.

We committed to making it better and to learn as much as we could, because we knew we could turn our failure into a giant success.

Failure isn’t necessarily ‘good’, but failure isn’t necessarily bad, either.

Most of the time you fail, learn and survive — and when you come out the other end, you realize there wasn’t much to be afraid of. Your confidence explodes, which gives you the power to appreciate your greatness, instead of obsessing over each and every weakness…

5. Focus on Your Greatness, Not Your Weaknesses

When we work with a new client at 2X, the first thing we have them do is complete a detailed survey. Before we do anything else, we want to get to know them and their business in-depth.

Part of this includes them sharing their strengths and weaknesses.

Because no matter who they are… how much success they have had… however confident or not they may be… they are a human being who has certain strengths and certain weaknesses.

This is GREAT!

Let me explain why …

Your strengths represent an opportunity for you to become great at something. You’re already good at it, and if you focus on what’s good, you can turn it into great quickly.

Whereas your weaknesses highlight areas for you to avoid, outsource and delegate. Too often I speak to businesses owners who want to turn a weakness into a strength. But why? What’s the point…?

At best, you will turn something average into good. But why focus on turning average into good when you can turn good into great?

Understanding our client’s weaknesses and potential greatness allows us to help them in the best possible way. As a business owner, you only have so much time and it’s VERY precious. Focusing on only your greatness gives you the greatest impact, but it also has a HUGE effect on your confidence.

Because if you wake up each day and focus all your attention on what you’re great at, and:

  • Find flow…
  • Achieve more with less…
  • Receive praise and positive feedback…
  • Feel less stress…
  • Enjoy your work and feel like you’ve made progress…

… do you think you’ll feel less or more confident?

When you focus on your greatness, your confidence spikes. Whereas if you waste time on your weaknesses, you will (at best) turn something mediocre into good — and successful business owners do not build empires on the back of “good”.

Take Richard Branson, for instance, one of the world’s most celebrated entrepreneurs. He’s great at certain things, but he is not great at many more.

He’s dyslexic and struggled academically, and I dare say there are many people at Virgin with a more impressive CV (at least when it comes to skills). Yet he’s a billionaire, as famous as it comes, and owns a business that operates worldwide (in several industries).

He did all this, not by focusing on his weaknesses, but by enhancing his greatness. He delegates everything else. He outsources it and has other people do it.

If you want to build your own confidence and impact your business in a way it deserves, focus your attention on your greatness. Wake up each day and commit to what you’re good at, nothing else.

An exercise that’s helped me is to create a vision board and record an audio of myself stating what I will achieve and how today will be a good, positive, actionable day. I listen to this and look at my vision board each morning, ensuring I start my day in the best possible manner.

I don’t start the day with negativity or by focussing on what I’m not good at. I begin with positivity and focus on what I’m great at, and from there I tackle my day with simple steps, enjoying the journey and celebrating each success…

6. Create Micro Goals and Celebrate The Journey


Bill Gates once said, “most people overestimate what they can do in one year and underestimate what they can do in ten years.” This is one of the biggest issues I see in clients, and it’s something that has a huge effect on their confidence.

In general, a business owner will ‘play it safe’ when thinking about the bigger picture. Over the next ten years they commit to a goal of reaching a million people, creating a seven-figure business, or writing a New York Times Bestselling book.

But if you set the right short term goals, all three of these are well within reach (and won’t take a decade).

They underestimate and undervalue the impact they can have on this world, but they make up for it by creating an often unattainable annual goal. They commit to writing their first book and publishing it all in one year. They set a goal of 250,000 customers this year.

What usually happens?

  • They fall short of their goal and feel like a failure.
  • That big picture goal seems impossible because you’re unable to reach the first step.
  • You feel small in comparison to who you want to be.
  • You make this worse by comparing yourself to others.

As a result, you lack confidence, conviction and the guts to take the necessary risk moving forward.

As a business owner, it’s important you know where you’re heading. You only get one shot in this life, so don’t aim low and underestimate the impact you can have over the next five… ten… twenty… fifty years.

But once you have this vision and purpose, take a step back; a BIG step back.

You don’t need to achieve it all right now.
You don’t need to make it happen this year.
You don’t need to feel like a failure today and tomorrow.

Dial it back and realistically think about what you can achieve over the next twelve months, and then, dial it back further and consider what you can achieve over the next 90 days.

These are micro goals, and they determine EVERYTHING!

Because that future goal focuses on future you. Whereas these micro goals focus on present you:

  • What can you achieve today?
  • What action can you take this week?
  • How can you progress this month?
  • What should your main focus be RIGHT NOW?

Your micro goals take that big scary vision and breaks it down into a more manageable size. You’re no longer afraid of it, and it doesn’t overwhelm you.

This makes you more confident because you can taste real progress.

This takes your focus away from the future, and brings you into the present.
(and the journey you need to take to get there.)

Like Ralph Waldo Emerson said, “It’s the not the Destination, It’s the Journey.”

At 2X, we have annual goals we strive for, and we also have a big vision and a lot we want to achieve, but this IS NOT what we focus on daily. Instead, we focus on our 90 day goals and ask, “did we focus on what we needed to focus on today?”

Each day we do is a successful day, because these consistent actions, habits and commitments stack up.

It begins by being crystal clear about your end goal, and then dialing it back as much as you can so you know what you need to do today, tomorrow, this week and over the next 90 days.

Approaching life in 90 day cycles like this has had a profound effect on my own confidence, and I’ve taken much inspiration on this from Todd Hermann (and his ‘90 Day Year’ program).

Todd hasn’t just helped business owners take their confidence, mindset and success to the next level…

He’s helped:

  • Olympic athletes…
  • Self made billionaires…
  • Fortune 500 executives…
  • Members of the Spanish Royal Family…

I tell you this not to endorse what Todd does, but rather why he does it. Because each person he works with (and who enters his program) has one thing in common: they’re human.

In a lifetime, they can have a huge impact on this world.
But over the next year, they can only achieve so much.

Appreciating this (and embracing it) has a huge effect on your confidence. So right now you need to:


Do this and you become a person who only knows success, because no matter how big or small, you progress each day.

You begin to enjoy your journey for what it is, which allows you to spend more time on what matters…

7. Take Care of YOU and Commit to Positive Habits

“In the event of an emergency, please put on your own oxygen mask before assisting others.”

I used to find this strange, each time the cabin crew said it. Surely, if you were a parent and had a young child, you should take care of them before yourself… right?

Focusing on yourself is selfish.
We’re taught to help others, after all.

Well, not always…

I no longer find this part of the cabin crew’s talk strange, because I now appreciate you have to be selfish before you can be selfless.

I mean… how can you help others if you’re not in a position to help them?

I come across this all the time when working with clients at 2X. They want to be a good leader, often feeling guilty if they’re not working as hard as the rest of their team…

Here’s the thing… your job as a business owner IS NOT to work hard… it’s to work “smart”.

If you spend your time worrying about how hard you are or are not working, you’ll feel stressed and empty (not a great builder of confidence).

If you spend your time working as hard as you can, never looking after your mind, body and soul, you’ll have little energy or motivation (again, not a great builder of confidence).

Your business needs YOU, and it needs you at your best.
You can only give this if you take the time to look after YOU.

  • You need to take care of yourself…
  • You need to take care of your health…
  • You need to eat well, and often enough…
  • You need to exercise and push your body…
  • You need to sleep and recharge your body…
  • You need to fuel your mind through learning…
  • You need to fuel your soul with reflection and “you” time…

You need to live life!

If you aren’t reserving time EVERY day for personal development (mind, body and soul) you are damaging your chances for success and happiness. It doesn’t matter what goals you set or how incredible your vision is… if you’re burnt out and running on fumes, you’re no help to anybody.


And look, I used to suffer from this.

Not long ago, I stressed about money and whether I was good enough.
All the while, I worried about whether I was good enough for other people.

But then I reached a point where I said screw it; I had to sort ME out.

If I wanted to stop worrying about money, I had to make it.
If I wanted to feel like someone successful, I had to become it.

So I focused on me and said no to other people. In many ways I was selfish, but I was only selfish because I knew I had to be happy and free if I was to ever create the impact I wanted (so I could help others — those I love, and those I serve through my business).

I cut a lot of things and people out of my life, and started to invest in my habits, routines, mindset, health and so much more…

I didn’t only invest money into this, but TIME.

I committed to it, and before long I did make money, I did regain freedom, I did build success, and I did feel happy and fulfilled.

Doing this (committing to YOU) is both the easiest and hardest part of this whole process.

It’s easy because all you have to do is create a few positive habits each day that cater to “you”
But it’s hard because you have to create a few positive habits each day that cater to “YOU”!

  • You only have so much time…
  • You have so many ideas…
  • You have so many responsibilities (at home and at work)…
  • You have good intentions, but then life gets in the way…

Plus, it isn’t easy to create new habits.

I hear you, and I won’t lie, this is really hard to do (and stick to over time). But if you want to create the success mindset you deserve and have level-10 confidence… YOU NEED to take care of yourself.

And the only way to do this is to hold yourself accountable…

8. Hire a Coach To Hold Yourself Accountable (always!)

Accountability is the most important word in a business owner’s vocabulary.

It doesn’t matter who you are or how successful you may be, EVERYONE needs to wake up each day and hold themselves accountable.

Those habits we talked about in the last section, and the micro goals before that…
… they only happen if you hold yourself accountable every single day!

This is the biggest outcome we offer at 2X. It isn’t to say our guidance, training and mentorship doesn’t help our clients in a big way, because it does —


This also happens to be what sets us apart from most other programs.

You see, most programs focus on training and information. They create loads of it, but no matter how good it is, it will not help most people because most business owners don’t need more information.

I imagine you’re one of them.
You don’t need more content or info…

What you do need is actual help and guidance, and continuous accountability to make it happen.

If I’m honest, we used to be like most other people — sharing information-rich programs.

Not anymore.
At 2X, we go about it differently.

We use something we like to call The Blue Ocean Strategy:


This strategy is opposite to most programs, because we only give our clients access for 90 days, and we only give them the content and information they need (less is more). We value community, but appreciate a community with thousands of people will not help them.

Whereas a select, intimate community is what they need…

We base our entire program around hands-on coaching that focuses on scaling your business and staying focussed, real results and success (and a guarantee that this WILL happen), and most important of all… ACCOUNTABILITY!

Because no matter who you are (whether you’re at four-figures, five-figures, six-figures, seven-figures, ten-figures…) you need accountability.

You’re human!

You live in a fast-paced world that distracts you each day. You wake up with good intentions, but then you read an email that pulls you in the wrong direction. If this happens one day, it’s no big deal.

But if it leads to two… three… ten… you’re in trouble.

You need accountability, but on your own you’ll most likely wander off track. Which means you need a mentor or coach, or a program like 2X that provides all this so you don’t only learn what you need to… but are then held accountable so you produce the results you desire!

Honestly, remove everything else from our 2X program but accountability, and you still get a high ROI.

This is how important accountability is, no matter your business, industry or experience.

Accountability ensures you stick to your micro goals and positive habits. It keeps you focused on what you NEED to focus on. It guides you towards the right path so you don’t have to stress over it.

And what happens when this happens…?

You’re relaxed.
You’re happy.
You are confident!


  • Confidence comes with clarity (which accountability from a coach or mentor offers)
  • Confidence follows good decision making (which accountability from a coach or mentor offers)
  • Confidence breeds from confidence (which accountability from a coach or mentor offers)

I know this because much of my own success and confidence came on the back of me hiring a coach and committing to “real” accountability – not just keeping myself accountable, but hiring someone to enforce it.

I continue to see this happen each day, because I watch my own clients grow in confidence week-on-week throughout the 2X program.

We push them to bring their best at all times…
We keep them focussed on what they need to focus on…
We hold them accountable, focusing on their results and progress…

One of our clients, Ryan and Erik, increased their revenue by more than $1 million month-on-month because we helped them create specific goals, and then kept them accountable every single day.

We helped another one of our clients, Perry, increase his revenue 5.7X within 90 days, all because we kept him accountable and focussed.

Then there’s Alex… one of our clients who tripled his business in 42 days because we not only helped him optimize his operations, marketing ands buisiness model, but kept him accountable at all times.


It’s not that accountability is all we offer in our 2X program, because help our clients in many ways. But without accountability, nothing else we do matters — it really is that important.

Because accountability leads to results, and results breed momentum…

9. Get Results + Build Momentum

You live in a results business.

It doesn’t matter what industry you’re in or what you offer, because no matter what your situation, you need to bring results to the table that allows you to grow, scale and continue your rise to the top.

I’m not saying the outcome is all that matters, because sometimes it doesn’t turn out the way you would like. But don’t kid yourself… results matter!

Results create momentum, and the moment you build momentum is the moment your confidence goes through the roof. You believe in yourself and what you bring to the table, which affects everything you do — meaning more results, more momentum and more confidence…

It all adds up.
One win leads to two.
If you create positive results today, it leads to more tomorrow.

And much of this comes down to setting yourself up for success, but I’m afraid to say most business owners create an environment of struggle and failure.

  • They don’t surround themselves with the right kind of people, and focus on scarcity instead of abundance…
  • They underestimate what they can achieve in a lifetime, and overcommit to what they can do this year…
  • They set goals only to forget them, and then get caught in the ‘hamster wheel’; never having enough time to enjoy life or look after themselves…
  • They focus too much on tomorrow, and forget to celebrate today’s wins…

You may be one of these.

If you are, don’t worry because you’re not alone. I know with certainty that the majority of people who read this WILL relate to it, because this is a struggle that affects everyone (to some degree).

It’s easy to kid others into believing your confident, but it isn’t as easy to kid yourself.

The good news is… you don’t need to kid yourself.

Developing level-10 confidence is a skill, and as with any skill, you can improve it so long as you follow these 9-steps. It won’t happen overnight, but it may surprise you how quickly this can happen.

And I hope you take these tips and run with them because your confidence affects everything you do.

If you’re anything like our clients, it will have a big impact. How big? Well…

We have helped our clients:

  • Increase their revenue by more than $1 million month-on-month…
  • Triple their business in just 43 days…
  • Improve revenue by 570% in under 90 days…
  • Go from working 70 hours a week to 20-30 hours (while earning more)…
  • Double their previous month’s income in a single day…

These are just a few examples of the amazing success stories we’ve seen at 2X.
This is how we help six-figure business owners 2X their business in under 90 days…

If you’re one of these, and reading this article has inspired you to take action and develop your own level-10 confidence, I’ve created a training for you that guides you through our entire 2X Accelerator.

This is the formula and process we use with our clients to double their business (at least) in under 90 days. It gives them the confidence and direction to thrive in business, and I would love to guide you through this process, too.

The Playbook To 7+ Figures

This has been called “the business Bible for 6-figure entrepreneurs”… now you can get it with exclusive bonuses for a crazy low price!

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