How To Get Shift Done

Anthony Trucks is a professional speaker, author, consultant, and life guide. Anthony attributes his success to two things. 1) His faith in his God and 2) His Hustle. His life experiences in overcoming obstacles has allowed him to believe in himself unconditionally and harbor a deep faith in his abilities. Anthony now shares his methods with the world to help every person he works with to achieve the things in life they so badly want, to become the best version of themselves, living their dreams in reality.  

Episode Summary  

  • How to change the identify your friends and family assign you with 
  • How to connect with high quality people to elevate your association 
  • What are the lesson learned from competing in American Ninja Warrior 
  • Create an alter ego to become the person you want to become 
  • The secret to maximizing your productivity 


The Alter Ego Effect by Todd Herman 

Guest Information 

Website: https://www.anthonytrucks.com/ 

Facebook Page: https://www.facebook.com/AnthonyTrucks/ 

Twitter: https://twitter.com/AnthonyTrucks 

Instagram: https://www.instagram.com/anthonytrucks/ 

LinkedIn: https://www.linkedin.com/in/anthonytrucks/ 

YouTube: https://www.youtube.com/user/AnthonyTrucks 

Episode Transcript

Chris Ippolito 01:02 

Welcome to the “Get Coached Podcast,” I am thrilled to have you on. We have a little bit of history, we worked together in the past. And I don’t know why I didn’t reach out to you sooner because you were actually one of my favorite clients I worked with at that company that we did business together. 


Anthony Trucks 01:20 

Thank you. 


Chris Ippolito 01:21 

And I’m glad I reached out, I’m grateful that you accepted to be a guest on the show. For people that don’t know who you are, if they do a google, they’ll see all of it, but I’d love if you could share your story, where you came from, and how you got to where you’re at now. 


Anthony Trucks 01:40 

Yeah, man. Where I’m at now is probably a good place, just to give them an idea of why to even listen, right? Now I’m a former NFL athlete, former “American Ninja Warrior,” I’ve officially retired from the NBC TV show. I’m a speaker, I’m an author, I travel the world and talk in front of thousands of people at a time. I coach people on a very specific concept which I call Identity Shift, but really it’s about teaching people how to elevate how they operate so they can level up their life and business. There’s a lot of tools, techniques, strategies, but a lot of people are falling short of having any of those work out for them and it causes frustration. I come in and teach them that missing area that helps them make more money and more impact. 


But it didn’t start that way, right? All this is going to be what I call the message and the messenger. If I’m the guy talking about this, I’d better be the guy that’s the right guy to talk about it, right? And this honestly is one of those things where it came to be out of sheer accident and survival. But if you take things back, the root of who we are is an identity thing, right? That’s why I really work on the science of it, but I make it commonplace for business, via some connection points. But it started because that’s what I struggled with all my life. 


When I was three years old I was given away into the foster care system and my mom, at that time it was a paycheck. I was beaten, starved, tortured, craziness. I’m already dealing with the identity of being lost, feeling like I’m struggling, not knowing where I’m at in the world, where I fit. Not being loved by my own mom, I’m this foster kid. Six years old I get put into the family that’s my current family. The unique thing is I’m the only black person in an all-white family, there’s always that identity dynamic that I was dealing with at the time. We were really, really poor, I had that as part of the identity, I was this poor kid. And we had just craziness, rats in the pantry and cockroaches in the garage, and we got our clothes out of a donated garbage bag from the Goodwill. We did not have much, right? 


And then at 14 years old I was finally adopted. Because I wasn’t adopted, I was a foster kid for 11 years in the system. Finally got adopted. Now I knew for the first time that the place that I woke up on I get to go to bed, I never knew that for 14 years of my life. I finally get to this point where I’m here, and now I’m like, “All right, well, I’m now the identity of the adopted kid, not just the foster kid. This is my family, but I don’t look like them,” there’s this is weirdness. My adoptive mom gets diagnosed with MS, I’m now the son of a sick mom. My older brother got in the military, I tried sports, now I’m the guy that sucks at sports. There’s a lot of weird little things. 


But then I had this weird epiphany like, “Man, I’ve got to do something more than what I’m doing.” Because we all try something new. Like I tried sports, and in trying it we realize we suck at it at first. That’s what it is. And it deters us. Because we don’t want to re-expose ourself to something that gives us an emotional pain. I ran from it, I tried to tuck away, and I just accepted that I’m this lowly foster kid with a sick mom who’s not supposed to do anything great in life. 


And there was this moment in time where some girl said something that pretty much made my excuse in my head come out loud out of her mouth, with no idea I was listening. And it just really shook me, I was like, “That is a really stupid excuse.” We don’t always get the gift of a great excuse, right? The gift of hearing your dumb excuse out loud. And I did and I was like, “I can’t be that kid, I can’t be the guy who is 30 years old and is a bad dad, is a criminal, because of something that happened as a kid.” I was like, “I’m going to be great.” And it shifted the way I perceived and moved toward stuff and I started creating this different Anthony. 


Got better at sports, got a football scholarship to play at the University of Oregon. I’m a duck, up here I’ve got my helmet. You can see it, if you guys are watching. My duck helmet, hey. I stole it, I stole it from the state of Oregon, don’t tell them. I really did because it’s a state school. I don’t know, don’t let them watch this, I’m going to get in trouble. 


Anyways, I played at college, I had my son at 20 years old. Now I’m a father, that’s a new part of the identity. I find my real father, new part of the identity. Now I have two dads, but they’re not gay, right? They have this whole new dynamic I’m dealing with and just trying to figure out who I am, I’m with my high school sweetheart. 


Fast-forward four years and I’m now entering the NFL. And I’ve got to figure out what to do with my life, I’m trying to figure out how this thing works. I get married, now I’m married to my high school sweetheart, we have a kid, go to the NFL. “NFL,” by the way, stands for “not for long,” that’s “NFL.” And when I was done, I tore my shoulder playing against the Eagles and I came home. And as much you just heard of the story, that was all the beginning. That’s the thing, that’s that moment, that was my journey that everybody thought was like, “Oh, the NFL is amazing.” Third year in I tear my shoulder, I now lose my career in the NFL. I’m starting at square one, right? I had this identity crisis of like, “Who is Anthony?” 


I come home trying to build this gym business because that’s what I knew, and I gave my whole heart to that, I neglected my wife and my now two more kids. I wasn’t in good shape, my relationship sucked, business was falling apart, and nine months in I was looking at bankruptcy. It got bad. And then it got worse, I had the situation where I find my wife is having an affair. And it took me to a super, super dark rock bottom. Genuinely rock bottom, Chris, I didn’t want to come out of it, man. And I drove off one night and sent a text to my friends and family and said, “Please tell my children who their father was.” I could not deal with the fact that anything that made me me was no longer there. 


And coming out of that hole, I had to find ways to re-find myself, this is where this “make shift happen” comes from. Dude, I had to make shift happen. I had to find a way to come out of this hole. And my marriage fell apart, my parenting situation sucked. The gym business was the one thing I was tied to financially, I had to make that work, I had to figure out what was going on. Because I’d already bought the programs and tools and software and mastermind groups I was in, but none of it was making me money. And I had to find a way to climb out of that, and I did. I started climbing out, I learned the parts of Anthony that were broken. And I’ll say broken for me, for other people they’re not typically broken. I had just reached the maximum point of what I could operate at, I was not operating at my full tick. 


I mean this is a guy post-NFL. Most people think, “Oh, great mindset, you’ll kill it.” Dude, I had the mindset, I was this guy that had a chip on his shoulder, I was missing the technician who was able to communicate and operate, react, all that stuff that most people in entrepreneurship or business ownership, a lot of them are struggling with. They’ve got all these different tools and whiz-bang gadgets and stuff, but they don’t let anybody see them sweat. I finally let people see me sweat. And I learned through the process of just trial and error, I did all this crazy work to find out how I as a human was showing up to the work I was doing. And the gym business, it grew. Then I got to the point where I was making like $60,000 a month, we were doing some things. Ended up getting a quarter-million-dollar contract with a large power company nearby for strains and sprains and soft tissue stuff. I was divorced, navigating that whole pitfall of craziness. 


And then you fast-forward about maybe three years from there, I happened across an industry, which is this industry now, which is personal development. And I didn’t know it existed, I had no clue what it was. And I didn’t realize that there was a lot of me as a life story that was of benefit to the world around me, I was just worried about Anthony at the moment. And then I got to the point in 2014 my mom passed away. And I was in the room with her when she took her last breaths, man, and it was this weird thing where she passed from MS, had so much potential, so much that she was supposed to do and she was not physically capable of doing it. And here I am in this business where, at the time, we were doing well, but the success was empty. I didn’t love it, I didn’t feel like I was giving something of positivity really at a higher level that I could back to the world. 


I had this moment where I was like, “Man, if I’m going to be able to live on and honor my mom, I’ve got to find a way to live the way she lived.” And what she did that I saw was amazing was she unconditionally loved me. And I wasn’t her blood, she didn’t have to love me. Because if I can carry that into the world and love the world unconditionally to help them reach their full potential like she did for me, then I could do something that would be great for the world from my past that would carry her honor forward, and I did that. 


I went in and I learned how to be able to make some craziness happen, man. I really, through living my life, figured out how to turn crazy stuff on, and that was the NFL. After that I’ve now been able to climb and I’ve written books, I now speak on stages, I work with companies like Amazon. I work with at-risk youth, moms and dads, solopreneurs, infopreneurs, all these different people. And really what it is, it’s me unpacking the past of my journey, right? What I did through just trial and error. 


Because what happened is I sat in this room and some guys, I previously had a company called Trust Your Hustle, some guys were like, “Yeah, I don’t like it.” I’m like, “That’s five years of my life, what do you mean you don’t like it?” He’s like, “I don’t like it.” He’s like, “Message, messenger.” He’s like, “At the end of the day we all hustle in this room.” I’m talking about a room full of people, this is a guy named Ethan Willis, Brendon Burchard, Dean Graziosi, Trent Shelton is there, Lewis Howes. We’ve got brains. Russell Brunson is there, Jeff Walker. We’ve got brains in this room. And they’re all like, “Yeah, we all hustle. What’s the benefit?” He says, “But what I do want to know, how did you get into this room? How did you navigate all those different shifts of your identity that most people would get hung up on their entire life, how did you do that?” 


And a light bulb went off and I was like, “Oh, that’s just my life, let me go find out what I did.” I went and looked at my own life and put it through the filter of all these books that are literally sitting on my table right now, they’re like textbooks. “How did the identity play a role into it, and then how can I simplify that to the everyday actions to teach somebody, a client, to apply their life and apply their business to be able to get the success they want?” And that’s where my world of work is at, man, that’s what I do. I love to be able to pull back from my own life stories, my clients’ stories, and put them through a process that’s duplicable to get a result of more income and more impact. 


Chris Ippolito 11:22 

Your story is fantastic. I mean obviously it’s such a crazy journey that you went on that I almost feel like as much value as it brought you in your personal journey, like you needed to go through that to get to where you’re at, I love these stories, but I think sometimes people get almost intimidated by those kinds of stories and they go, “Oh, well, my journey hasn’t been that hard, why do I feel like such a loser,” or whatever it is that they’re struggling with. Like my own personal, I’ve not gone through nearly as much as what you’ve gone through, but I still feel like there’s more that I can do. Right? 


Anthony Trucks 12:06 



Chris Ippolito 12:07 

And on the topic of identity, one of the things that I wanted to ask, because I’ve always wanted to ask you this question. There’s the identity that we assign ourselves. 


Anthony Trucks 12:19 



Chris Ippolito 12:20 

Right? But then there’s an identity that sometimes the external world applies to us. 


Anthony Trucks 12:26 

The color of your skin, gender. 


Chris Ippolito 12:28 

Yeah, all of that, whether it’s the external or longtime friends who they’ve known you for so long and they’ve got this identity, a really fixed identity, of you, but you personally have grown a lot, but they still think of you in that old way. If you were helping somebody who was in a position like that, they’ve gone through their personal journey, they’re shifting their identity, but they’ve got this social circle that’s still attributing this old identity to them, what would be your guidance to that person? 


Anthony Trucks 13:03 

Yeah. It’s all a matter of consistency. What ends up happening, if you think about how you ingrained over time to them who you are, it was just you were consistently you. And most people, what they want is for them to be able to walk into a room and say, “Hey, all my life I’ve been a guy that smokes weed, and I don’t smoke weed anymore.” Sorry for the reference, but I’m just thinking about a buddy and his friend. 


Chris Ippolito 13:24 

Yeah, no, that’s fine. 


Anthony Trucks 13:25 

But they all still do it. And one day you come in, “I’ve grown, man, I’ve done my thing,” and then they start passing a joint around, we’ll call it. And you say, “No, no, I don’t do that.” “Yeah, you do. Come on, yeah, you do.” “No, no, I don’t.” “Yeah, come on. For the last 15 years, yeah, you do.” You have a moment in time to be consistent or inconsistent. 


If you say, “Oh, all right, whatever,” well, now you’ve just consistently been in line with who you used to be. But what happens is if you say, “No, look, I don’t,” “Whatever, you’re tripping,” they’ll pass it around, do their thing. Next time you come around, they’ll do the exact same thing. “I don’t,” “Yeah, you do,” “I didn’t last time,” “Yeah, you were crazy.” But then if you do it again, then it’s like, “Oh.” Over time eventually they’ll be like, “Wow, that’s who Anthony is now.” Like, “Yeah, we don’t smoke around Ant anymore because he doesn’t. In fact, at one point I asked Ant why he doesn’t and he told me and I was like, ‘Dude, yeah, I myself am out of shape and I’m lazy and I’m lethargic and I fight with my wife, too.’ Actually, I stopped smoking weed now, too, because Anthony, who was consistent.” Right? 


Most people, they don’t want to end that moment because there’s contention, like, “I’m not going to be seen as this guy, I’m going to be looked at as a fraud, I’m going to be different.” Yeah, that’s something you have to expect. And if you don’t expect that, then that’s naive. But you’re going to be seen differently because what has to happen is typically in those situations when you make a change in your peer group, you have to be seen one of two ways. The first way is you’re potentially doing something right. I have to now have an introspective look at myself and I might feel uncomfortable with what I realize because the mirror looking back is like, “Dude, you’re not that good.” That hurts. That’s typically what I do on one side. Other option is I don’t want to deal with what I just talked about, I don’t want to deal with that. I’ve got to demonize you so I still feel better. So they do play you down, they do make you seem like you’re stupid or crazy because they want you to come back to the normalcy that they’re all used to. Because we like normalcy as human beings, we just do. 


And if you anticipate that this is going to happen, in that moment tell them, “Look, I love you, I know who you are and I’m not asking you to change who you are. This is who I want to be, here’s a place I desire to go.” When you’re in that peer group and that friend group and you’re making that shift, realize that the shift is going to take time for them to embrace, just like it took time for them to embrace you. But because you’ve already got that ground foundation, they love you. If you approach it with grace and not arrogance and just like, “You guys are all lazy now,” don’t point fingers, you’ll find that you can improve that group but then you get to stay in the path you want with the people you want with you. 


Chris Ippolito 15:49 

Right. Yeah, that makes sense. I really appreciated the comment about consistency because if you’re going to form your own positive habits, you need to be consistent with it. And the value of consistency is by demonstrating this new character or this new habit that you are building, by displaying that consistency to your social circle, they eventually will buy into it, too. Because if you do it from time to time, they go, “Well, is that really you? You’re not doing it all the time. Are you really the healthy guy now?,” or working out or whatever it is. 


Anthony Trucks 16:27 

“Only when you’re around me.” 


Chris Ippolito 16:28 

Yeah. “But then all of a sudden you get around us and you’re drinking, you’re eating junk food and stuff like that.” Personally, like that’s the way I am. On my own, well, I’ve slipped a little bit. 


Anthony Trucks 16:40 

You’re human, it’s okay. 


Chris Ippolito 16:40 

But healthy most of the time, but then I get around certain people and they still love eating chips and all that kind of stuff, and then I’m like, “Okay, fine,” and then I start eating. And it’s just like, “Ugh, why did I do that?” Cool. 


Anthony Trucks 16:53 

There are some extreme and some not extreme. I mean eating chips or something is okay if you’re catching your workouts right. 


Chris Ippolito 16:59 

I’m just being hard on myself. 


Anthony Trucks 17:01 

If we’re all doing drugs, they won’t do drugs. You know what I mean? If we’re all cheating on our wives, that’s not the cool thing to do. I’m just saying there are certain levels where if you are saying, “I want to be this new person and I’m trying to change.” Because a lot of people will say change your peer group, and even that’s scary. Even the idea of saying, “I need to get new friends, I’m cutting these people off,” well, we all want to have acceptance. It’s hard because if I cut them off, well, who else do I have? I don’t know. And then the thought of, “I’m going to go into that new group, that’s scary. Because I’m not that person yet and what if they find out who I used to be?” It’s almost more scary to find a new peer group. But that peer group, when you get to it and you get to be brought in, it’s way better. But that’s still a scary journey for people to take. 


Chris Ippolito 17:41 

Right. Yeah. I never even really thought about it in that regard. It is really common advice. Zig Ziglar, I think it is, “You will be the average of the five people that you hang around with the most.” And elevating your association is very common advice in that personal development world. And yeah, I never really thought about it. If somebody was in that position where they’re going, “You know what? I want to elevate my association, I want to start hanging around the people who are always working out,” not always, but they work out, they take that seriously, they take their health seriously, they’re entrepreneurs, just surrounding themselves with that type of person they want to become and there is that fear. What would be your guidance to them or your perspective on how to approach that? 


Anthony Trucks 18:35 

Yeah, well, I usually take it back to how would I be in that environment, how would I want people to be, right? Treat people how you like to be treated is the first way I look at it. And I frame it outside. What I mean by that is in my world of the people I operate with, when people can come to me and be very transparent, like, “Look, I want to be at your level, but I’m not at that level right now. I know there’s work I have to do, but I want to be around and I want to see how you think, how you operate. I’ll come and I’ll watch.” And I’m like, “Cool.” Don’t come to me and say, “I’m dope, I’m amazing, I’m great,” and then get in and try to do that, and then fall behind them, and I’m like, “This person is off,” and then I give you advice and you have to try to protect that lie. And you get more bravado and your ego shows up. Like, “I’m cool with that person,” right? 


What I would say is the people you want to be around, if you tell them, “Hey, I’m trying to climb, I used to do this, this, and this,” and they laugh at you or they make fun of you, that’s not the group you want to be with in the first place. You don’t belong there and you don’t want to be there, I promise you, because you’ll conform to who they are and they’re monsters and that’s not a good group. And if they bag on you, who cares? You’re not going to die. Go to the next group. Do you know what I mean? When you find that group that you can tell them and they go, “That’s awesome. Hey, we all started there, too. Come on and let’s show you. We love those who are bold enough to be like you and tell us what’s really going on, we want to help that kind of person.” They’ll bring you in, and that’s what you need to go do. 


If you’re in that fearful space, that fear is only stopping you from getting to the next level because you’re having a conversation that’s not really most likely going to happen. Because 9 times out of 10 you get the group who’s like, “Come on in.” If you’re not making that step out, you’re just shooting yourself in the foot because there are people who want to help you because somebody helped them. 


Chris Ippolito 20:18 

Right. It sounds like a bit of the advice is saying stay humble, and then be grateful for the opportunities that they may give, should they give it. But I like the idea and it makes sense. I mean obviously if you reach out to a person or a group of people that you idolize and they belittle you based on your past experience, you probably don’t want to be associated with them. 


I want to talk a little bit about “Ninja Warrior,” and just through that whole experience. Because, I mean, that is a tough, tough sport, right? I’m sure there were some challenges there, but what would be some of the bigger challenges that you had, and maybe lessons learned, coming out of an experience like “Ninja Warrior”? 


Anthony Trucks 21:11 

Yeah. The thing is most people see it as a physical thing, there’s a preparation aspect. What people don’t typically see is that it’s a very thin line between winning and losing, in a sense, or succeeding and failing. And what it comes down to is just technicality, like are you technical in high-pressure environments, and also can you manage your body and emotions. What you see on the show is somebody up there, it’s all fun, an amazing crowd. At the actual show it’s weirdly quiet, it’s like 2:00 in the morning, 3:00 in the morning when you’re running the race. 


Chris Ippolito 21:43 

Oh, really? 


Anthony Trucks 21:43 

And everybody is half asleep. Yeah. Everybody is half asleep in the stand. They have moments where they make the crowd get loud and they fly a drone and they put that into the shots, pretty much the noise. And what ends up happening is it’s just very technical. You make one mistake, you’re out. What you’re trying to do is go fast enough to be able to be competitive, but not so fast that you stumble on yourself, because one mistake and you’re done. 


Now it’s not typically like that in life, right? You usually have more than one opportunity to make mistakes. But a lot of the time a lot of people who are in that same situation, they clam up. And when you clam up and you don’t just free flow, you’re more apt to make mistakes. Like you have that weird hiccup that it stops you so you don’t release when you’re holding on, you don’t release. And then now you go slide backwards and you can never release again because you lose momentum or you’re too far away. Like that bubble, that moment you needed to just go. Yes, everything is on the line if you miss it, but everything is on the line if you don’t let go. 


And there’s this one where you can grab a bar, you grab the rope to the bar and the bar slides down and the momentum is there, you have to release in that first go or you’ll never make it to the next thing. And people get down and they get to the bottom and they would be a little bit nervous, they wouldn’t let go, and they slide back. And the way it’s designed, it kills your momentum and you can never get it back up. You’re just sitting there swinging, dying, right? 


That’s a thing, I think, what I’ve learned and what a lot of the cool stuff is I’ve applied from that into life, is there are going to be those moments when you get one shot and everything is on the line. But if you hesitate, you lose everything. If you go, you’ve got a shot, but you’ve just got to take the shot. 


Chris Ippolito 23:25 

Yeah. A lot of lessons there in regards to life and business. 


Anthony Trucks 23:30 

Yeah. It’s because I look for them. I mean most people wouldn’t find them, but I see them. It’s like when the lights are on, can you perform when the lights are on? I think a lot of people are so afraid of the lights, they can’t perform. My wife, my wife can physically do the show, but she will not because she’s afraid of the whole lights, camera, action, she’s not built for that. And she’ll admit it. 


Chris Ippolito 23:48 



Anthony Trucks 23:50 

And that’s fine. I mean I don’t think anybody has to do it, you just know or you don’t know. But in the world of what we do, in the world of how we’re out, it’s like you’ve got to find a way to not only be in front of those lights, but be in front of those lights and be confidently you. Because when you can do it, there are so many more opportunities that open up. Because a lot of people step into it halfheartedly. They’ll come in with the timidness or you can see that they’re questioning in their eyes. 


A lot of people I see on stages sometimes or I see on social, and I’m watching you and I know that you’re hiding something. With all the video we watch nowadays, I know when somebody is giving me a piece but not all of them, I just know and I’m immediately turned off. Like, “I can’t follow this person, I can’t pay attention.” But then there are some that are out there and people, what they’ll do is they’ll be like, “Man, this guy is always loud and belligerent,” and they’ll almost complain about him, but they’re watching him. You can’t take your eyes off the train wreck. Right? 


And that’s the thing, and even if he’s going crazy, but that’s the thing they don’t realize, is he’s just being him. And even though you may not like how he’s doing it, the act of him being fully him is giving him what he wants, which is the same thing probably you want, which may be time, eyes, whatever it might be, he’s doing something different with it. But if you continue to demonize what he’s doing, you’ll never do that thing, you’ll never have what he has. 


Chris Ippolito 25:09 

Right. Yeah, I would definitely say it’s still an area of growth for me. I actually had one of my earlier episodes, I think this was like episode four with Dianne Shaver, it was her. She, at the end of one of our calls, I think it was even just our intro call, she called me out a little bit, she’s like, “I feel like you’re holding back.” And I was like, “What? What do you mean?” She’s like, “I can’t really describe it, but it just feels like you’re not revealing your true self to me almost.” And I was like, “Oh, that’s super interesting.” And yeah, it’s just something I want to make sure. I don’t know, I don’t feel like I have anything to hide, but there’s this weird thing, like your ego is always trying to protect itself. 


Anthony Trucks 25:54 



Chris Ippolito 25:55 

Maybe without even realizing it there’s this thing that happens that I’m going, “Don’t go there, you might look foolish,” or whatever it is. I’m trying to just drop it and just let it go and discover who it is that maybe I’m supposed to be. 


Anthony Trucks 26:12 

You’ve got to stretch. You’ll find that, because that’s literally part of the things that I do. A lot of it boils down to finding the spaces that stretch you. And if you think about stretching, stretching actually feels physically uncomfortable. Right? But as an athlete I stretch because it creates a longer, stronger muscle. I can go faster, farther, for longer. If you don’t have the stretches that are uncomfortable emotionally in life, if you don’t press into them, you don’t flex that muscle. Therefore if you ever do get put in a situation, you pull the muscle. Right? And now you’re off tucked to the side and you mess up, right? Just like a physical body. What you’ll do is when you exercise, it’s just find that thing that scares the dog crap out of you and lean into it. 


Chris Ippolito 26:52 

Yeah, I like that. I mean there are already a few things that I do that I feel super uncomfortable doing it, but I do it anyways because it’s just like, “Well, maybe that’s a good indication that I really should be doing it.” 


Anthony Trucks 27:06 

Yeah. Well, most people, there’s a process, some might call it the self-mastery loop, or life mastery loop, whatever you’d like to call it. But it actually ties into that exact thing. And the problem is you can understand that doing this thing, I might get better at it, but people don’t understand the psychology actually that goes in that whole process as to why I do take the unconfident action, I call it. 


And what it boils down to is there’s a process that goes identity of who you believe yourself to be, then it goes your beliefs, beliefs go to thoughts, thoughts lead to feelings, feelings go to actions, the actions I take have outcomes, the outcomes determine my internal and external environment, which anchors me back to my identity of who I see myself to be. And that’s always spinning. For a lot of people it’s spinning in place in the mud, not going uphill. And then there’s people who go uphill with it. 


And the people who go uphill do what you just talked about, they go in there and they do this thing, they just take an action because I know I’m supposed to be taking it. Well, here’s why you’re supposed to take it. The actions that we usually take are fueled from halfway feelings, “I don’t know, I’m timid, should I?” And then you show up and take the action and somebody says, “I feel like you’re holding something back.” And that’s how it shows up. And it’s because you just have that bold, confident, but blaze in action. And what you do is you can pull out what some people would call the alter ego, I call it your secret self, that person you’re just like, “Hey, I’m turning me off and turning this person on real quick,” right? And I just do this thing, and then I take this action, and then I have a different outcome. And the outcome has a different environment. And I start questioning it, it loosens the dirt of my identity like, “Well, maybe.” The beliefs change, the thoughts change a little bit, then from thoughts are different feelings that create a bolder action, and now the wheel spins uphill. 


When you’re talking about having to be my true self, we’ll call it, and put him out there, that is the psychology that you should operate with when you do it. It’s like, “Okay, I’m doing this, I’m taking the unconfident action because I know that in doing so I’ll change the outcome.” And inherently it’s going to change the environment, which will change the beliefs, and all the way through. If you operate with that process, everything moves smoother. 


Chris Ippolito 29:03 

I’m pretty sure there’s a book on that part, the little part there, that I want to dig in a little bit more of it, too. When somebody is struggling as far as shifting their identity, it’s to almost take on the identity of something, or something else, to spur on that initial thing. 


Anthony Trucks 29:25 

It’s a book called The Alter Ego. 


Chris Ippolito 29:27 

Yeah. I’m trying to remember the book’s title, of course I’m not going to remember it. But the guy wrote a book basically just talking about it. 


Anthony Trucks 29:34 

Todd Herman. It’s a book called The Alter Ego, The Alter Ego Effect. 


Chris Ippolito 29:36 

Oh, is it? Oh, perfect. Yeah. And in it he says, “Act as if you’re Superman or Batman or whatever.” He’s like, “Pick a superhero and just go with it.” 


Anthony Trucks 29:46 

Yeah. And I loved his work because it’s great. I think the difference for me is that his perspective is be who you are, call the alter ego out when necessary. And then my thought was it’s hard to always live separate like that, I feel incongruence. With my everyday ego, how do I get that everyday ego in a position that’s higher so when I do call the alter ego, it’s in higher-level situations, right? And then how do I at one point in time architect an ideal identity, I call it, and then activate that in real life all day, every day so at some point I don’t need an alter ego, I don’t need a separation? Like I call the secret self for a specific purpose to show my current self, “No, this is who you really are.” Like, “Oh, okay.” And I live in that enough to where eventually I don’t need that, that’s who I am all day long. “How do I turn into Kanye West in all parts of my life?” 


Chris Ippolito 30:38 



Anthony Trucks 30:38 

Did you catch that? That’s the idea, I’m saying I want to turn into Kanye West. Kanye is like, “I’m the greatest, baddest, amazing.” He doesn’t have an alter ego, he is the alter ego. I’d be afraid to see what the non-alter ego Kanye is, you know what I mean? It would be boring, it would be weird. But that’s the thing, we all think it’s got to be this, “I’ve got to call myself in a separate segment.” And I believe there is a place for developing that alter ego that I call a secret self, and then understanding where they play a role to plug into that bigger picture loop for you. 


Chris Ippolito 31:12 

Cool. I’ll have to add that one to my reading list because I think that would be a fun topic to dig into a little bit more. 


Prior to our call you were sharing a little bit about your day and how jam-packed it is. I was wondering if you could share a little bit around some of the tactics or the things that you do to pack in so much into a day. 


Anthony Trucks 31:38 

Yeah. Well, the thing is I try not to pack in, is the first thing. I try not to pack so much into a day. But then sometimes they pop up that I have to do. I’m looking at my schedule, the next couple weeks are pretty heavy because I’m flying up to Canada to film a video with an organization that reaches millions of people and I’m going to go out on their platform, I’m going to go do a TV show in like a month, I’ve got to plan things out. And first what I do is I realized years ago I lost my marriage when I was neglecting my family. And I’ve now been remarried to the same woman, four years now, it’s doing amazing. But that’s because I learned how to keep management of my time. I won’t call it balance, but I manage my time well. 


And what happens is I look at what are the important things in my life that I say are important, and then make them important. And what I do is I have projects and I have life. The life I live I put into my schedule first, like where am I going to eat, sleep, write, like certain things I want to get done. And then I say, “Okay, what projects have got to get done?” And I actually, I don’t know if everybody can see it, but I highlight all the areas that are non-life that are projects that I can put stuff in. And then I go to my projects and I say, “What projects do I have?” And I put them in consecutive order, I figure out which ones are going to be the next ones up on the docket. 


And then I say, “Okay, how many hours will each project take?,” and I deconstruct it by the hours. I’m not always perfect, usually I’m within an hour or two. And if it says 10 hours for this or 8 for that, whatever it is, well, then now what I do is I go into this little area where it’s highlighted and I say, “I’m going to put hour one of eight here, two of eight here, three of eight here, four of eight here.” Flip forward, “Five of eight, six of eight.” And I just wrote all the way through for each of the projects, leading into a week prior to their deadlines. 


And then what this does is once it’s all infused in there, now I can live my life, man. And there’s this, too, there’s a tactic to it which I’m telling you to where I can be with my kids and not worried about work because I know work is going to get done because it’s already in here. And then I can be in work and I’m not thinking about project five, six, and seven when I’m on project one because I know five, six, and seven are planned out. And I can be hyper-productive in that moment and be very, very present whenever I’m in a different part of my life. 


And then one of the things I do is I realize that sometimes days like this pop up where I’ve been going since 6:00 a.m. and I’m not going to be done until 7:00 p.m. 13 straight hours, man. This is not typical of my life. Yesterday I had three hours of work I’m looking at. I don’t even know how this all got into one day, I’m pissed at myself for doing this. But then what I did is I started out this morning, I could sit in bed and hit my snooze, but I’m like, “No.” If I start the day behind the ball and I don’t get my gym workout in, I’m going to feel bad because I didn’t get it in and I’ll feel fat all day and loser-ish and I’ll show up like that. I just know myself. I’m like, “I’m going to get the gym in,” I get to the gym. And then I know I’ve got my stuff put on. But now because I know what I’ve got, I have little asterisks of different times that I’ve got to, whether I’m hungry or not, I need to go eat something, or I need to do burpees, or I need to go drink some water. I’ve got to have it planned, I’m looking at this. 


Because then what happens is most people, they’ll start this and say, “All right, I’m going to try to get through it.” And if you try and get through it, you ruin it. Because then I could show up here and I’m not on, I’d be off and I’d be all weird and people like, “This guy’s energy sucks and he was just a little bit off.” But for me it’s like, “No.” I’m filming videos tonight at the end of my day. And if I film videos that I’m not on, if I’m like, “Hey, this is Anthony,” no one is going to watch them. I’m washed, I wasted all these hours. I know I can’t not show up, I’ve got to plan the things that will hinder that, which are food and movement, physiology. I’ll literally do like 30 burpees in the middle of different meetings because it gets the brain and the blood flowing again, right? I’m not really tired, I’m just fatigued because I didn’t activate, I just sat for too long. 


For me it’s how I tactically plan the days out. And then when I look at the day, in the beginning of the day I’m like, “How am I going to prepare at 6:00 a.m. to be on at 4:00 p.m.?” And I plan it out. Eat, look at my mark for burpees here, tea right here, this is my third cup of tea. Tea right here, food. Right? It’s all there. And then I show up and do my thing. And then when I get to 7:00, I can shut down and have no stress about anything else I’m supposed to do because it’s all structured into the next four or five weeks of my life, I’m always four weeks out. I’m good and I just live my life, man. 


Chris Ippolito 35:54 

I like that. I like that a lot, actually. I used to feel very structured in that way, it’s having a newborn life that got a little crazy. I just want to confirm that I heard this properly though. You block off or make sure that on your calendar there’s an allotted time for eating, drinking water, doing a quick little workout to get the blood flowing. You’re incorporating that into your schedule? 


Anthony Trucks 36:21 

Yeah. Well, I mean I don’t put an hour here, I just make a little mark. Like earlier I called my buddy Jason from 10:00 to 10:30, just my best friend, we hang out and chat. There’s a mark right there. I get up and I can walk and talk with him. I don’t have to be in front of the camera, I just do my thing. I’ll go get a bite to eat, then I’ll get my tea ready to go, and then I had a call at 10:30 a half-hour later. And then a podcast. After the podcast I had a client, and then after the client I had my sales team. But I know him, I can go walk around and get some more food to eat. Then we’re on. Right? I have breaks. When we’re done, I get my kids, drink some more water, hang with the kids real quick, come back, got another meeting, then I’ve got another call. But I’ve got it all planned, there’s little asterisks that pop in there to get it done. 


Chris Ippolito 36:59 

I was going to ask, “What do you use as your indicator?” I know that’s a super weird question. If I was listening to this, I’d be like, “Well, what is he using to indicate it, like a ‘W’ for ‘water,’ ‘E’ for ‘eat’?” 


Anthony Trucks 37:14 

It’s this little mark. 


Chris Ippolito 37:16 

That’s cool, I like that. 


Anthony Trucks 37:17 

I mean you could do whatever you want. The thing is also these things become normalcy to me because I’ve been doing them since 2011. This isn’t I just started doing this, this is almost a decade deep in doing this exact process. You figure out what my marks are, I know what the asterisk means, or I will make a mark that says “water.” And I know how to talk to myself in the future, is the best way to explain it. I make a mark of like, “Eat,” “Water,” “Move.” It’s just there. And then also at the same time I can also gauge how I feel. But you create a process. 


The thing is this is why I teach people this. This is a part of it, right? Because part of it, also, what you don’t see, what I talked about, I know that if I don’t get my workout in I’m going to feel like a loser, fat, out of shape. I’m not saying anybody should. But I know what identity that I want to have and I realize that this schedule that I have today, this right here needs to be something I do without even ever having the conversation of it’s difficult. It needs to be my normalcy. Only because I have goals that are higher. It doesn’t mean that I want to do it every day, it doesn’t mean that it will happen like this every day. But where this one day is abnormal, what if I had three of those throughout the week? Could I hang? Right now I couldn’t, and that’s okay because I know what I’m stretching into. That’s why I leave it like this, and I operate and plan so I know my own flow. And then what happens when I want to have a book and programs and coaching clients and certify people and run live events, when I do all the stuff I want to do, I could knock it off like no problem. 


And the way I got to this point was having a perspective past me. And anybody that’s listening right now, there is somebody that we aspire to be in our same industry or same field or in the world. And I always have this question internally and I’ll tell you to have the same one. “If I was to go to this person who I know is doing all these things at this high level and I showed them my schedule and told them how hard it is, would they look at it and laugh or sit there and be like, ‘Hey, I get it, you’re doing a great job’?” 9 times out of 10 they’re going to look at you and laugh like, “That’s what you did today? Yeah, that looks great, but add five more hours and that’s what my day is.” You know what I’m saying? 


Chris Ippolito 39:15 



Anthony Trucks 39:16 

I sit back and I’m like, “All right. If I’m going to be at that level, this right here is hard on me now and it’s okay to be hard now, but I better not run from this. How do I lean in and manage and master this so that I can get to that level of operating?” The only separation between people who were successful and unsuccessful, it’s not always the tools and techniques and the strategies. You get those if you just stay in the game and you stay in as long as they did, you figure out the tools you need, you figure out the strategies that work or don’t work, you don’t always have to go and get them. And if you do get them, you know how to apply them, right? 


I’m just teaching people how to operate at a higher level, but really how to shift the perspective of the identity that you want to be so that when you look at your schedule it’s like, “No, that’s who I am, I do that.” And, “Oh, it’s so hard, it’s overwhelming, how do you do it?” It’s just who I am, man. I find joy in it at this point. As opposed to overwhelm, I create joy. And when you get to that point, because typically overwhelm happens like this for people. You enter some space and it’s scary, or overwhelm could be fear, it could be anger, whatever it is. This thing gives me a level 10 of pain emotionally, whatever way you want to frame it. It’s 10, it’s painful. I do it, and, like when I was a kid, I back out of it like, “Oh, that’s scary.” Most people, “Oh, this is hard, difficult, I don’t want to re-expose myself,” it deters me. 


And then I go, “Well, what if I do it again from what I learned from that pain experience?” I’m going to come back, it’s a nine now. Okay, cool, I learned some more, I’m going to go back, now it’s an eight. And then a seven, and then a six. And eventually this thing that gave me this overwhelm and pain in the beginning, because I’d learned so much and been figuring it out, it’s a zero. But it doesn’t go to zero, it goes to joy. Because now what happens is I feel amazing because I mastered it and I know that you’re freaking out when you do it, and look at me do it, it scares you. “Hey.” 


And that’s like the people who are athletes. We suck in the beginning, and then we get better and now, “Hey, look at me, bro. Hey.” You know what I mean? Or the people who are speakers, eventually you find joy in this thing that at the beginning might have scared the crap out of you. But because you leaned back in, because the goal was to stay the course, stretch, navigate that process, but you’re doing it because it spins that wheel uphill. And eventually you’ve shifted your identity to where what overwhelmed you now brings you joy, it’s who you are now. 


Chris Ippolito 41:30 

Yeah. That’s awesome. I think this is a good place to wrap up. Anthony, thank you so much for the conversation. I took a lot of value, I know the audience will take as much, if not maybe even more value out of it. Coming out of the conversation though, what would be that one thing though you would suggest the audience really focuses on as far as what we talked about today? 


Anthony Trucks 41:55 

Yeah. I mean there are a lot of things. There’s a lot that I talk about and people are like, “I don’t know how to do all that.” The first thing I would say is, first, own your shift. And when I say “own your shift,” it’s not saying it as one singular statement. It holds weight in that area, but if you break it down there are three levels to it. 


“Own” simply means own that there’s you’ve got to do. And it’s okay, accept that you suck. Realize that, “Hey, it’s okay that I’m not good.” Own that there’s some work that has to be done for you to get where you want to get to. Totally cool. Drop the ego, drop to the side. 


“Your,” realize there’s work you have to do. It’s not the work that you can ask someone to do or the boss to do or anybody, you have to do that work. You know there’s a problem, only you’re going to be the one that fixes your life. I don’t care who else you have, a spouse, they’re not going to fix your life for you, do the work. 


Now that you realize that there’s a problem, only you can fix it, shift. You have to shift your thoughts, beliefs, actions. Do the work. The “shift,” it’s a verb. Shift, move, right? There’s a lot of people in life that I know that they know there’s a problem, they know they can fix it, and they just keep playing video games and doing nothing with their life. I know these people, right? If you know that there’s an issue and you know there’s a problem, do the work to change it. If you can own your shift, it will change your life. 


Chris Ippolito 43:08 

Cool, that was awesome. That is really good advice. If people wanted to connect with you and/or learn more about you, what’s the best place to find you online? 


Anthony Trucks 43:19 

Yeah. Instagram is where I’m at as a human being consistently, like social, I’m on Instagram all day long messaging people, going back and forth. @anthonytrucks on there. To get more information on what I do and how it works, go to anthonytrucks.com. There’s a tool I use called the Slow or Go Identity. If they want to figure out where they fit on that, whether they have a slow or go identity, go to sloworgo.co. 


Chris Ippolito 43:44 

Cool. Awesome, I’ll include all that, and more probably, in the show notes. But it’s been an absolute pleasure. I, again, thank you so much for being a guest, that was a lot of fun. And I hope to continue conversations with you down the road, you’re always a great guy to chat with. 


Anthony Trucks 44:03 

Thank you, I appreciate it. 


Chris Ippolito 44:05 

All right. Thanks, take care. 


Anthony Trucks 44:06 

You too.