In this episode, I’m joined by Micheal Bernoff, my good friend, communication teacher and the newly minted author of the wildly and quickly successful book Average Sucks. Michael rose from humble beginnings to become a coach and a leader who truly puts helping others reach their full potential first. He helps people find the resources to be better, and create the life they want, and it’s all founded in the ethos that the identity and results we get don’t have to be random or static, we can rise to the level of our full potential easily. The idea behind Average Sucks is that we are all owned by our current identity, and that’s our average. In order to change, our average needs to change. “You’ll never be happy with your average if what you want is not what you’re doing.” Michael is the President and Founder of the Human Communications Institute, a leader in the personal and professional development industry. He works directly with individuals as well as corporate executives who desire to transform their corporate culture in an ever changing marketplace. His passion for his work is limitless and his dedication to positively impacting the world by empowering every individual is uncompromising. Michael is both a teacher and lifelong student of self-development and personal transformation. To do anything, we need to build ourselves up to be the person who automatically gets what they want. That means we need to raise our average so that performing at a higher level becomes an automatic action, not a heavy effort. We are what you currently do, our average is what we do. If what we’re doing is not what we want, the goal should be to raise our average. We are all owned by our current identity, and that’s our average. In order to get any better, we need to focus on growth, this will be the catalyst for a higher average. It’s key to communicate with yourself differently and think about development differently. Time Stamps 00:43 - The power of communication 03:55 - Why Michael wrote his book Average sucks and how it “broke Amazon”06:15 - Your average and why it holds you back. 09:10 - The 3 Ways to Change your life and which one is best. 11:55 - How people have responded to Covid-19 in terms of achieving their goals. 14:38 - The importance of knowing what you want. 19:48 - The difference between pulling to be your best self and pulling to be someone else. Guest InfoMichael is the President and Founder of the Human Communications Institute, a leader in the personal and professional development industry, and author of Average Sucks: Why You Don't Get What You Want (And What to Do About It). He works directly with individuals as well as corporate executives who desire to transform their corporate culture in an ever changing marketplace. His passion for his work is limitless and his dedication to positively impacting the world by empowering every individual is uncompromising. Michael is both a teacher and lifelong student of self-development and personal transformation. For more information visit https://michaelbernoff.com/ and to sign up for his 5 day coaching for free visit https://call2actiontime.com.