The Alter Ego Effect: The Power of Secret Identities to Transform Your Life | Todd Herman

Wall Street Journal & Publisher's Weekly Bestseller.

"This guy gets it. And this book is what I did to dominate on the court." ~ Kobe Bryant, NBA Champion, Oscar Winner, & Entrepreneur

How do you untap all of your capabilities? It's a question people wrestle with, when they know they have more left to give. Or ,they struggle with not chasing down the ambitions they have because they can't see themselves achieving them. Or, they're just stuck in a 'performance rut' and don't have the mental tools to get themselves out.

Well it turns out one of the most powerful ways to unleash your real capability, is counterintuitive. Todd Herman, one of the world's leading experts on the mental game, peak performance, and personal leadership, reveals a practical method, backed up with inspiring stories, real science, and decades of experience being the 'go-to' coach for Olympians, pro athletes, and leaders around the world.

In one of the hottest books amongst leaders in a decade, you'll find out how an 'Alter Ego' is one of the most natural things your mind wants you to use. And how it's a powerful move to battle the resistance you face, when pursuing your ambitions.

There's only one person in the way of you untapping your capabilities: You. There's also one person who can move you out of the way so you can perform at your peak. 

That 'self' is already inside you. You just need to unlock them. This other part of you is your Heroic Self and it's faster, easier, and more natural to unlock it with an Alter Ego. After twenty-one years of working with elite athletes, performers and leaders, Todd Herman is revealing how you can use your alter ego to achieve the seemingly impossible. 

"I LOVE this book! The first page had me hooked. So smart. So practical. And really inspiring." ~ Jay Shetty, #1 NY Times Bestselling Author & Motivational Leader

In this transformative guide, Herman reveals:

• Inspiring stories of leaders, public figures, and average people, and how they overcame personal challenges, by employing the help of an Alter Ego,
• The science, studies, and natural psychological switches you're flipping in your mind to show up with more grit, perseverance, and creativity,
• How it's the opposite of 'fake-it-til-you-make-it', and why it's bringing out of you a more 'authentic' version of what you're made of,
• The process for creating your own Alter Ego, with 'The Method' outlined in the book and the actionable steps to activate abilities you have within. 

The Alter Ego Effect is not about creating a false mask--it's about finding the hero already inside you. It's a proven way of overcoming the self-doubt, negativity, and insecurity that hold you back, and empowering you to ultimately become your best self.

Editorial Reviews

Review

"This guy gets it. And this book is what I did to dominate on the court." ~ Kobe Bryant, NBA Champion, Oscar Winner, & Entrepreneur

"I LOVE this book! So smart. So practical. And really inspiring." ~ Jay Shetty, #1 NY Times Bestselling Author

"I used this exact strategy to get to the top of my sport. This is truly what elite professionals do to win. This book is a gift!" ~ Frank Shamrock, UFC Champion, Entrepreneur & Philanthropist

"My first thought: 'This book is going to change minds and change lives.' My second thought: 'How can I get this book into all of my clients' hands!'" ~ JJ Virgin, Celebrity Nutritionist, Fitness Expert & NYT Bestselling Author

"This needs to be required reading for every ambitious soul! Finally, a book to help conquer the challenges of doing hard stuff by someone that's coached top performers!" ~ Brian Smith, UGG Founder & Bestselling Author

"In this book, Todd takes you on a mind-expanding journey to find your Heroic Self. If you want a stronger mental game-get this book!" ~ Emily Fletcher, Founder Ziva Meditation, Author of Stress Less, Accomplish More and Former Actress

"Todd has written the definitive playbook for people striving to achieve great things! This will not only inspire people but give them a real tool to help win at life." ~ Neil Patel, Entrepreneur and Author

From the Inside Flap

What if the games you played as a child were the greatest gift to helping you achieve more today?

Before stage fright, impostor syndrome, emotional baggage, and the other dubious gifts of adulthood, everyone pretended to be a superhero, a favorite athlete, an inspiring entertainer, a nurse, a firefighter, a lion or whatever captured their imagination. And yet, that natural creativity is slowly squeezed out of us because we think it's childish or it's 'time to grow up.' Now, Todd Herman--backed by scientific research and countless stories from the real world--will show you how to tap into the human imagination to unleash a new version of yourself, ready-made to kick-ass. 

Herman has been coaching champions in every field for over twenty years, and he's helped them bring out their Heroic Self to transcend the forces pulling them into the Ordinary World. While anyone attempting ambitious things faces adversity, resistance and challenges, Herman, asks a new question: "Who or what needs to show up to make success inevitable?"

In The Alter Ego Effect, Herman shows you how to activate the Heroic Self already nested inside of each of us, through countless stories from salespeople, executives, entertainers, athletes, entrepreneurs, creatives and historical figures. He reveals that you may not be using those traits in the moments when you need them the most. From the creative entrepreneur who resisted their craft, to the accomplished military officer who wanted to be a warmer dad at home, Todd Herman's clients have discovered there is no end to the parts of their lives they could improve by using Alter-Egos.

From the Back Cover

What if the games we played as children held the greatest gift to helping us achieve more today?

Before stage fright, impostor syndrome, emotional baggage, and the other dubious gifts of adulthood, everyone pretended to be a superhero, a favorite athlete, an inspiring entertainer, a nurse, a firefighter, a lion, or whatever else captured our imaginations. And yet, that natural creativity is slowly squeezed out of us because we’re told that it’s childish or it’s “time to grow up.” Now Todd Herman—backed by scientific research and countless stories from the real world—will show us how to tap into the human imagination to unleash new versions of ourselves, ready-made to kick ass.               

Herman has been coaching champions in every field for over twenty years, and he’s helped them bring out their Heroic Self to transcend the forces pulling them into the Ordinary World.              

 Anyone attempting ambitious things faces adversity, resistance, and challenges, but Herman confronts these obstacles with a question: Who or what needs to show up to make success inevitable?   

In The Alter Ego Effect, Herman presents countless stories from salespeople, executives, entertainers, athletes, entrepreneurs, creatives, and historical figures to illustrate how to activate the Heroic Self already nested inside each of us. And he reveals that we may not be using those traits in the moments when we need them the most. From the creative entrepreneur who resisted their craft to the accomplished military officer who wanted to be a warmer dad at home, Todd Herman’s clients have discovered there is no end to the parts of their lives they could improve by using Alter Egos.

About the Author

Todd Herman is a toughness and performance coach to professional and Olympic athletes, as well as a leadership and performance advisor to billionaires and hundreds of entrepreneurs. He’s also the creator of the 90 Day Year™, a business achievement program designed for business owners to master the art of execution.