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(And How to Accomplish More In One Year,
Than Your Previous Ten)

Attention: This Could Be The Most Important Information You Will Ever Read About How to Become the Outstanding Person You’ve Always Wanted To Be and Having the Life You’ve Always Wanted:

Discover a Little Understood Philosophy
For How to Retrain the Mind So We Can Have
Greater Meaning, Happiness and Power,
In the Only Time Possible… Now.

Dear Friend,

– Have you been wondering why you don’t have in your life all that you feel you deserve?

– Have you been frustrated why you aren’t being who in your heart you know you can be, and why you’re going around in circles with the same limitations year after year?

– Have you read and listened to all kinds of books, inspirational speeches, conventions,  workshops and so on – and nothing seems to be working… (or at best it works v-e-e-e-ry slowly)

Then this could be the most important message you’ll read this year.

Here’s why:


This is a contradiction to be making right at the start of this article isn’t it?

But let’s be brutally honest, you really do not need ‘more’ information, whether it’s about wisdom, health, leadership, relationships, wealth… etc. I’m willing to make a prediction here:

You’re already drowning in it! You probably have tons of books, eBooks, and articles around the home and on your computer – 90% of which is only skimmed through.

You visit the internet regularly search out for information like this, only to amass more things that you ‘should’ read and watch. You may have everything from health to wealth, from motivation to inspiration, from meditation to self-actualization…

You’ve got a small library going already, and many more to come.

While this is really commendable and absolutely right to do – for leaders are readers, the only question is, ‘How is it working so far?’

What measurable difference are all these new books, courses and audios making in your life?

(And by that I mean real and concrete changes in your actions, in your attitude, in your finances, in your health, in your relationships and in your career.)

If your answer is not that much, then this is your wake-up call:

The information age is over!

It has been estimated for example, that a week’s worth of the New York Times has more information in it than a person living in the 18th century would have come across in their entire lifetime. And at present, information is doubling every 12 months – and shortly it will double every 12 hours!

So more information, a new best seller or a ‘new program of the month’ is not the answer. You need to implement all this knowledge you have amassed already and you need to do it today!

To quote John Lennon, “Life is what happens to you while you’re busy making other plans.”

You need to master the fundamentals you already know. You need a practical plan and a system that works with you to make measurable and self-reinforcing progress. You need the support structure to implement this expansive body of knowledge.

How do I know all this?

I’ve been there too, and I hear it all the time from others. In working for a decade as an executive-coach and helping people to make changes in their personal and business life, they all inevitably have been keen readers and personal development enthusiasts.

They come in for executive-coaching, to make the leap from theory, to reality.

I’ll paraphrase some of the more recent comments:

“In pursuing my dreams, I’ve been having trouble meeting my finances. I have always believed in seizing the opportunity and taking the risk to do what is in my heart, but now I’m stuck in debt. How do I take care of these financial bills and obligations that seem to be closing in on me all the time? I’ve read the financial books and attended the seminars, but it seems like I’m trying to pick up water with a bucket that has a large hole at the bottom. Instead of making me money, they cost me money.”


“I continue to struggle in managing my health and meeting my goals. I often feel disappointed in myself for missing the mark. I keep slipping back into my old ways of exercising very little and feeling unmotivated. I start exercising, then after a few sessions stop. I decide to quit the habit of smoking, but then I keep coming back to it within weeks.”


“I don’t understand how ‘spiritual development’ quite fits into my life. I get a sense of its direction and how it is ultimately of the highest value, but I live in a real world which doesn’t exactly reward this, nor is it something that I can quite understand. How do I practically live a spiritual life and how do I balance it with the real world?”

These are difficult questions and they undoubtedly cannot be fixed with a quick, offhand remark. When they come in for coaching, I can hear their frustration in their voices. They represent so many of us.

I really feel for them. They have big hearts and start on the journey of personal development in the hope of bettering themselves, their families, their business, their community… i.e. in the hope of making the world a better place.

They start this journey, yet they never really get anywhere. Year after year things stay the same, they compound their stress and debt – yet keep clinging to ‘the hope’.

Worst still is when they become discouraged and loose all hope. To deal with their disappointment, they become cynical of ‘positivity and optimism’ and build a thick wall to keep themselves away from further hurt, – as well as from life and love

For inside every cynic, there’s usually a broken-hearted idealist.

If you can identify with their frustration, let this be a ‘warning sign’. You can’t do what you’ve done over and over again in the past and expect different results. Albert Einstein said this is the very definition of insanity.

So if you’re willing to stick with me and read the following letter, I will share with you a critical insight that will solve this greatest of problems facing personal development.

It will give you more clarity than many seminars or courses that cost thousands.

I’m serious here. I’ve been there too. I too have experienced the same frustration.

It hasn’t been a sudden insight, but a distinction that grew through my years in the coaching profession, which is undeniably, at the heart all fundamental personal, social and spiritual transformations…


As we explained in the video above, real transformation is not found in the pop spirituality and self-help, nor in the quick fix solutions of pragmatic teaching, nor in the commonplace religious practices or philosophical systems…

For despite their good intentions, the problem always remains…

How do we get ourselves to actually perform the good that we know that we should do?

This is the great ‘pink elephant’ in the living room that almost everyone fails to acknowledge!

Here’s a concrete example. Dr. Edward Miller, CEO of John Hopkins University hospital, noted that what has been studied over and over and over again, is that in 90% of cases where people are presented with the actual option – CHANGE or DIE – in 90% of cases, people do NOT change!

What specifically Dr. Miller was referring to, is that when patients come in after a heart attack incident and undergo a major surgery of a ‘coronary-artery bypass graft’, they are given all the right education afterwards …

They are then told specifically what aspects of the lifestyle clogged up their arteries – whether it was their poor diet, alcohol, smoking or not enough exercise.

And they are then given an exact plan for exactly what they need to change, in order to not have their arteries blocked once more – and to take advantage of their last chance at life!

What happens is that in just a few months, most people are back to their old habits – and 90% do exactly as before, within two years! “Even though they know they have a very bad disease”, as Dr. Miller says, “and they should change their lifestyle, for whatever reason, they can’t!”

So if 9 in 10 people can’t make a relatively simple behavioral change like a change in diet – when literally death is the consequence – what are the odds of an average person, to make the much bigger leap, of living out a life heroic?

Despite our present intentions of where we would like to be, the likelihood that in two or three years we will be pretty much doing the same old things we do now – in pretty much the same manner – is statistically at least 90% to 95%!

Do you have any negative behaviors that you wish that you would change?

Do you have a hope about some form of positive change that will come to be sometimes in your future – like being healthier, wealthier, wiser?

Here is a ‘red pill’ moment: The odds are heavily stacked against you my friend!

Don’t believe me?

Then ask yourself, what were you doing 2 or 3 years ago – in 2018 and 2017?

What was your life like?

What were your habits like?

Who were your friends?

What was your physical health like?

What was your wealth like?

What was your wisdom like?

Got a picture in mind?

Now, how much different is your life and who you are from who you were back then? How much have things changed?

Unless you happen to have been blessed with some remarkable education, inspiration or a change in fortune – can I predict that you were pretty much the same as now. (Or perhaps if Lady Fortune has had her way, that you may also perhaps be worse off?)

This is reality and it’s what happens to all of us…


Because it’s written in the very laws of physics!

⇒ The first law of motion states:

An object at rest stays at rest and an object in motion stays in motion with the same speed and direction unless acted upon. This law of physics is also known as the law of inertia.

Meaning that unless something substantial intercedes, our lives shall continue to go much in the same way as before.

⇒ And the second law of thermodynamics states:

In a closed system, unconstrained energy spontaneously tends to disperse – meaning, all things naturally and gradually decline into disorder. This law of physics is also known as the law of entropy.

Meaning that by laws of physics what most often changes motion from staying the same as before, is chaos.

And chaos is not fun! It is the source of Buddha’s first law, suffering!

Therefore by laws of physics, in life things will generally tend to continue to stay pretty much the same way as it is now, or they’ll get worse. In about 2 or 3 years from now this is the outcome – unless, you put into place another law that can overcome these foundational laws…

The reality is that habits and ways of life are difficult to change. Very difficult.

To make a successful change into a more positive direction, this requires the application of an intelligently channeled power – to overcome the force of both inertia and entropy.

This has to be done with as much intelligence and power, as it takes for a rocket to escape the pull of gravity. Lame efforts won’t do!

And yet, isn’t the “Kool-Aid” we’re supposed to drink, that change is easy…? That all you need is just some education and some desire to make change and all shall work out well?

Yet in reality, as it is with heart attack patients (or any other patient for that matter), for 9 out of 10 people, even when their own life is on the line – they cannot change!


Well, the law they use to make their changes stick and that help them to grow from strength to strength is to…

Put into Effect the Law of Habit Formation.

The Law of Habit Formation is the master key for how to overcome the laws of inertia and entropy. Throughout history few minds have fully understood this law and its profound implications.

In fact only those who have been intimately involved in experimenting with the keys to higher education have realized it. And it usually has been after many decades of research and hands-on experience.

Napoleon Hill for instance, the groundbreaking personal development author of last century who researched hundreds of individuals of highest achievement, over several decades – only came to realize the law of habituation towards the end of his life.

After working with hundreds of the highest achievers in the world and putting together the major principles of success through a number of best-selling books – he only saw this ‘missing piece’ last, while working with W. Clement Stone. As Napoleon Hill expressed, the understanding of this law, was the culmination of his life long study into excellence.

He called this the ‘Habit Force Law’ and acclaimed it to be ‘the greatest of all natural laws, for in effect it unites all success principles’:

“Habit Force is nature’s comptroller through which all other natural laws are coordinated,
organized, and operated through orderliness and system…
All of your successes and failures are results of habits you have formed”

Similarly, Dr. John Dewey, perhaps the most influential educational philosopher of last century noted:

“All habits form our effective desires and they furnish us with our working capacities.
They rule our thoughts, determining which shall appear and be strong
and which shall pass from light into obscurity.

Formation of ideas as well as their execution depends upon habit.
A wish gets definite form only in connection with an idea,
and an idea gets shape and consistency only when it has a habit back of it.”

The Law of Habit Formation is a enormously powerful principle. In fact, one of the first persons in our history to consciously use and apply this principle in a major way, was Alexander the Great.

By the mastery of this law (within the mindset and values of the times), he conquered and unified most of the known world, was undefeated in battle even against enemies vastly superior in strength and number, instituted some of the first systems of universal education and strategic planning… and all in all, permanently shifting the destiny of our civilization.

All this was possible because Alexander the Great had one of the best ‘coaches’ of all time, Aristotle. This master philosopher, (who was in turn coached by Plato, who was in turn coached by Socrates), taught the ‘Law of Habit Formation’ principle to Alexander. He challenged Alexander to establish great habits from a young age.

Greatness has a simple formula Aristotle wrote:

“Greatness comes about as a result of habit!
We become just by doing just acts, temperate by doing temperate acts,
brave by doing brave acts.

We are what we repeatedly do.
Greatness, then, is not an act, but a habit.”

We don’t need more Information. We need to practice forming good habits!

That’s because if we first shape our habits, then we can have then our habits shape us and our destiny.

Information about what to do abounds. The internet is super-saturated by it. Just put in an idea on a search engine and millions of pages show up. It’s very easy to get overwhelmed. We surely cannot read it all, and surely it’s not all of equal value and benefit.

That’s why most make so little gains from personal development. That’s where most ‘lose it’.

Most people jump from program to program, from book to book, from idea to idea and never really integrate anything solid into their character.

For when who you are in habit doesn’t change,
nothing changes for you.

Change is wholly dependent on who you habitually are.

When your habits change, everything changes.

We all are where we are today, because of the habits we had yesterday, and we cannot be somewhere better tomorrow, without habituating a better mode of being today… without having embodied ‘good habits’.

And ‘Good Habits’, are also known as

Like Aristotle was to point out previously, Greatness is the result of habitually doing brave actions, in habitually doing things with self-control, in being habitually mindful of justice… i.e. habitually virtuous.

Which boils down to one simple but profound idea for HOW we come to realize our best life and turn mere ‘potential‘ into ACTUALITY:

Greatness Comes Through the Act of
Forming Within Ourselves, the Great Virtues!

This lies at the heart of the wisdom of the ages for true and lasting happiness.

Just listen to what Saint Paul told his younger colleague and protege, Saint Timothy:

Train yourself in Virtuousness.
For while bodily training is of some value, virtuousness is of value in every way, as it holds promise for this present life and also for the life to come.
This is a trustworthy saying that deserves full acceptance.”

Note how St. Paul has advised us to take this trustworthy principle without any reservation and to fully accept this…


Because it is through the process of consciously establishing the very highest virtues, one  day at a time, that we come to realize the very best out of life, in every single way.

Much further in importance than ‘physical exercising’ – which was widely known back then too for it’s beneficial aspects – if one would train to form the great virtues first, one would profit in every way possible in life!

But just like with physical health and fitness, this does not ‘just happen’ by reading about it, or by hearing great talks about it, or by merely wishing for it…

Virtuousness is only realized through the process of habitualized sweat and effort.

It is however the greatest training we can ever engage in – for it positively affects all other habits, and all other results we produce in this life: physically, intellectually, creatively, socially, emotionally, financially… and yes, according to St Paul, even beyond this life.

That’s because by cultivating virtue:

  • we flourish into the fullness of character that we are destined to be;
  • which means in turn, that with a virtuous character we have the power to do the good things that we should be doing;
  • which means in turn, that we bring into form the great projects that we have been created to fulfill in our lifetime;
  • and thus, in this process we receive our total good.

And that is why we have created this club …

iLifeChange: A Complete System to Habitualize All the Time-Tested Principles of High Achievement and the Character Traits of Great Men and Women – into Your Actions, Mindset and Moral Fibre.

As of right now, you can be part of the most unique and comprehensive educational program for cultivating your best strengths – your virtues – that is available anywhere.

iLifeChange is unlike any other program in the world, because it integrates the wise principles and philosophies behind the greatest souls in our history, with the practical education technologies to permanently habitualize these traits into your behaviours, emotional makeup and cognitive processing.

The whole purpose of this program, is to integrate ‘the DNA’ of the Greats, within.

It is systematically organized, so that step by step, YOU END UP OWNING ALL THE HABITUAL PATTERNS OF THOUGHT, EMOTION AND ACTION of the Greatest people that ever lived also had.

This one-of-a-kind methodology and philosophy we have called:


So what is Virtue Formation Praxis all about?

The heart of this philosophy and methodology is sourced in the wisdom of Jesus.

He illustrated in a profound way, the process of Virtue Formation throughout many of his parables – particularly in the Parable of the Sower.

If you have not heard of this parable before, here it is:

“A farmer went out to sow his seed, as he was scattering the seed, some fell along the path, and the birds came and ate it up.

Some fell on rocky place, where it did not have much soil. It sprang up quickly because the soil was shallow. But when the sun came up, the plants were scorched, and they withered because they had no root.

Other seed fell among thorns, which grew up and choked the plants.

Still other seeds fell on good soil, where it produced a crop – a hundred, sixty or thirty times what it was sown.”

Now Jesus used the method of teaching through parables for a number of very important reasons.

One of these reasons, as he explained, was so that it was able to separate “the wheat from the chaff”, so to speak… In other words, who is really interested in wisdom and who is really not?

Jesus taught by a principle of free will and election of interest. Those who were not really interested in the subject matter, could look at the parable, say that they got it, and then would move on…

But for those who were genuinely interested in wisdom however, parables offered a depth of meaning that is almost inexhaustible.

Parables on one hand explain a complex phenomenon in a way that is both simple and intuitively graspable. They are able to connect with different levels of intelligence, are easily memorized and are able to be shared with others.

And on the other hand, they are like a fractal, and for those who truly want to see more – those who are interested – they open up into a rich territory for contemplation and ‘research and development’.

They’re absolutely brilliant!

Here then is one such exploration, which forms the very backbone of Virtue Formation Praxis:

The First Problem: Seeds Are Left on the Surface

Meaning: Profound Ideas Are Superficially Understood

Make Abstract Ideas Concrete Through Case Studies and
Tangible Examples that Make the Beauty of Virtue Understood

The Second Problem: The Seeds Are Planted in Rocky Ground

Meaning: Profound Ideas Have No Emotional Connection

The Solution:
Dig Beyond the Rock of Logic and Facts with Emotionally Aware
Guided Contemplations that Connect with the Goodness of Virtue

The Third Problem: The Seeds Are Cultivated Among Weeds

Meaning: Profound Ideas Are Choked by a Corruptible Culture

The Solution:
Flourish Amidst a Culture Dedicated to the Pursuit of Truth
By Engaging In Active Dialectic Exercises for the Formation of Virtue

(Seeds Are Left on the Surface)
Meaning: Profound Ideas Are Superficially Understood

Many think that profound ideas will germinate into a great life, when these ideas are just “left out in the open” and “superficially scattered” without much understanding.

But wisdom that is only superficially understood – is left on the surface – this does not develop into anything further, and thereby do not change anything in one’s life.

Those seeds of genius that get passed around, without much understanding, are quickly destroyed by the natural entropy processes – whether by other people’s ‘well meaning’ opinions or by simple forgetfulness.

The great ideas of life, the great virtues, are not mere cheap sentiments that can be understood through a simple reading of ‘an inspirational quote for the day’, a social media post or a cute graphic…

We need to comprehend specifically the how, why, where and when of these ideas – in principle and practice.

The sad reality is that most people spend at least 12 years of their lives in education about their jobs or politics, but have practically no education for how to live a life that matters.

This is equally true even for those who study for many years in higher education and beyond.

It is almost bizarre how we have been raised to assume that we don’t need this knowledge, or that this most important education in life is to be picked up merely along the way – somewhere between work or while browsing TV…

To make the most of our lives we need to really think and understand what are the virtues, deeply and profoundly.

It requires a great education and to really understand the logic behind the key life principles, and to think through where we want to arrive at in our lives, via which path.

Make Abstract Ideas Concrete Through Case Studies and
Tangible Examples that Make the Beauty of Virtue Understood

In the iLifeChange program we shall undertake together a journey to really understand the most essential ideas for living a life heroic.

We take the top 40 books in history that provide invaluable guidance on how to be better and make their wisdom, a part of our habits, a part of our character.

Through a series of apparatuses and live webinars presented every two weeks, we break down the key ideas that relate to us forming the great virtues within us – i.e. wisdom, self-control, courage, justice, faith, hope and love.

Fortnightly, we meet to discuss a powerful idea about living up to our full potential and realizing our essential happiness across our various life roles. These are profound discussions that integrate philosophy, theology, psychology and practical personal development.

The curriculum itself has been designed for the different stages of growth – from ‘seed’ phase, to ‘fruitful tree’ stage, and all that comes in between – for a duration of five years.

The duration is five years because our aim is to habitualize the virtues, so they become one with our characters.

We don’t threat this matter ‘superficially’. We go deep.

These resources have been formulated so that they stimulate you to gain a deep understanding of the principles at hand – through concrete examples from the lives of exemplary human beings and historic events that expand our understanding of what it means to be virtuous.

Over a period of five years we encounter a selected set of 40 books, that are arguably the most important writings from history – the top 40 books you need to read before you die!

The set readings are not intensive – in sections we abridge and condense a lot. But we will encounter directly the greatest ideas and greatest thinkers of all time and put into practice their insights into virtue.

We integrate a philosophical understanding of life’s most important ideas, with practical, real life application and exercising – so these virtuous ideas become ingrained in your habits.

We use these books as to ingrain an understanding of the virtues into our moral fiber, emotional makeup and behavior.

The Seeds Are Planted in Rocky Ground)
Meaning: Profound Ideas Have No Emotional Connection

Although better than scattering the seeds on the ground, we also can’t expect a good understanding of profound ideas to create good fruits either, IF these seeds have been implanted in the shallowness of ‘rock-logic’ only.

Understanding alone will not produce good fruits either, although it may initially seem promising. That’s because we are not just minds…

We are emotional beings, and thus, the seeds of wisdom need to also be cultivated in our hearts.

We need emotional rooting with the good of virtue.

“The heart has its own reason that reason itself cannot understand”, as Blaise Pascal beautifully expressed.

The second principle that Jesus advises in our own education, is thereby that we dig profound ideas deeper than merely the understanding of our brains.

After all, as we mentioned in the heart attack example earlier – how many people actually change their behavior, just because they ‘intellectually’ know something is ‘not good’?

How many people still smoke, in full light of the information that’s printed in black and white on the packet?

How many change their diet or exercise routine, in full light of knowing the ‘researched facts’?

It is out of the heart that the issues of life spring as the Good Book says. Without cultivating our emotional intelligence in relation to the virtues, when the harsh elements of life come up against these budding seedlings, our ‘high ideals’ dry up.

To reach the harvest stage, we need to go beyond the rockiness of logic and intellect only.

We need to create a deep root structure – one that reaches our heart – that can then withstand temptations, setbacks and our own self-deceptions.

We need to cultivate the right sentiments and feelings.

The Solution:
Dig Beyond the Rock of Logic and Facts with Emotionally Aware
Guided Contemplations that Connect with the Goodness of Virtue

For this very purpose, this iLifeChange Program is a set up as coaching directive.

Jonah’s Club is not like a university.

We don’t amass Powerpoint slides and photocopied readers about all these ‘interesting thinkers’, and collect them with as much passion as one has as collecting wood for a bonfire…

We don’t write essays to criticize what is wrong with these ideas and as to ‘think more critically’…

We don’t try to pretend to be clever and well referenced…

Our aim here is that we start living up to the ideas and ideals we love and are inspired by.

It’s that simple.

And in the same way that a personal trainer takes you to heightened levels of physical fitness, through progressive exercises to increase your strength – in iLifeChange we will undertake regular practices that develop our mental, as well as our emotional muscles.

Central to this whole process, is the application of guided audio contemplations that move our understanding into the {heart space} – beyond the intellectual.

We call these sessions, ‘ensoulments sessions’.

Set on a background of classical music, by composers like Bach, Beethoven, Mozart and many others, here you have an entire set of contemplations that helps us to add an emotional depth, behind our understandings about the highest goods.

As such, throughout this program you’ll receive monthly ensoulment audio connected with a central idea of a giant thinker and their insight into the development of our virtues.

Their purpose is to aid the discovery of a reality beyond the merely logical… 

Their purpose is to help to cultivate a deep seated, deep-rooted emotional awareness of the virtues and a want to be more virtuous.

Featuring guided visualizations, meditations and other spiritual exercises, our aim here is to raise our awareness of the ‘inspirational intangibles’… That is, our most noble feelings and our most intimate vision for what it means to lead a magnanimous life.

As Antoine de Saint-Exupéry wrote in “The Little Prince”:

“And now here is my secret, a very simple secret:
It is only with the heart that one can see rightly;
what is essential is invisible to the eye.”

The seeds Are Cultivated Among Weeds)

Meaning: Profound Ideas Are Choked by a Corruptible Culture

In we go back to our parable, we note that in the third scenario of Jesus, is certainly a better condition to be in than the previous two.

What we take this parable to means is that when we understand the virtues and have an emotional connection and love for the virtues – our life shall grow and these ideas will produce some fruit…

The challenge that Jesus reminds us of however, is that of ‘fruitfulness’.

This is the last and greatest challenge.

For if our seeds are nourished mentally and emotionally, but are placed among weeds – the weeds will divert nourishment away from our good crops, and we will have a very small and limited harvest.

“The worries of this life and the deceitfulness of wealth” as Jesus explained, “choke the seeds”.

Many of us have a major challenge at this level. There are all kinds of ‘weed-seeds’ that have been sown in our gardens – whether it was done by our upbringing, or by the media, or by our well-meaning friends, or by our various educational programs…

We live in a culture that is generally speaking, most often toxic to the development of virtue.

We therefore need to wisely protect the plot we’re given, and pay attention to who we ‘mastermind with’ – as to ensure the good seeds that we have planted are nourished and well-defended.

We need to GIVE OURSELVES ROOM TO GROW in a field that’s uncluttered and is supportive of our highest aspirations.

The Solution:
Flourish Amidst a Culture Dedicated to the Pursuit of Truth
By Engaging In Active Dialectic Exercises for the Formation of Virtue

Bad habits are most often enforced or even created through a network of people who engage in bad habits.

And the opposite of this is equally true.

We learn good habits through people who practice the good.

To ensure fruitfulness, we need to place ourselves in a climate that’s free of the ordinary pretenses that the world is engaged in… of the familiar ways of relating to others where we often ‘play small’… of the same entangled ways of communicating that reinforces fear and inauthenticity.

We need to learn and to connect socially with people who harmonize with our best intentions – to learn socially anew better habits, for a better state of being.

For there is a whole new level of learning that’s aided by being in the company of like-minded, like-hearted, like-intentioned people…

As such, we undertake this whole learning journey live, in real time, together with other members from your city and from around the world.

Once or twice per month we meet as to engage in ‘dialectic exercises’ and many other empowering conversations.

That is, we participate in various clubs – whether in your local city or via webinars – as to investigate and integrate the various ideas-ideals that we just learned… i.e.

We cultivate through a new and fresh relationship dynamic, the key habits that you’d love to have ingrained in your character.

These are not ‘social meetups’ with a bunch of strangers…

They are not ‘book club meetings’ and general discussions as to “what did you think…”


These meetings give concrete shape to of the science of Virtue Formation Praxis itself.

In each meeting, we have a set structure and a set of required exercises that all members must engage in, so that we truly embody these ideals in mind, in body, in emotion… and our social relations.

These meetings are why we are called a CLUB.

So whether you engage in these social exercises via web-conference systems or you chose to meet up with other club members in your local city, these practices will multiply the good that you can expect from the formation of the greatest habits…

Here you’ll form a new mastermind alliance – with people just like you – as to make real the seven virtues within the specific roles and specific mission of your life.

Here we support each other’s vision and affirm in faith its realization. We keep each other accountable so problems become surmountable.

Here we form new habits in a safe and supportive environment, as to translate these new goods, in relation to the people in our lives that we lead – whether as parents, or teachers, or managers, or any number of roles that we occupy.

This is the ‘never fail’ principle that makes this Virtue Formation Praxis work.


So if you’re excited by what you’ve just read, I’d like to invite you then to join us…

iLifeChange is the definitive program for realizing your essential happiness, through virtue. In iLifeChange, you’ll discover and practice the key principles for increasing:

Your Wisdom.
Your Courage.
Your Self-Control.
Your Justice.
Your Faith.
Your Hope.
Your Love.

In other words, simply consider…

Would you like to discover the time tested wisdom for how to live an abundant and resolute way of life? A life that has mastered worries, doubts and heartaches, and gracefully flows with ever-renewing happiness?

  • Would you like to act in a way that’s consistently expressive of good judgment and courage?
  • Would you like to learn how to truly love another as yourself and be freed of the fears of rejection or failure?
  • Would you like to be the kind of person who is strong enough to naturally extend with loving kindness to another who passionately hates you and wants the worst for you?

Not in ‘potentiality’, but to actually do that? To be recognized as this kind of person?

Would you like to be a person who undoubtedly knows their purpose? One who is secure and confident in their hopes and dreams – even as walking through a world of confusion, cynicism and contempt?

Would you like to have the wisdom to know how to lead others, as to accomplish tremendous things?

Would you like to cultivate the social intelligence to have lifelong, loyal friends that help you become a better person?

If you answered YES to these questions,
then the iLifeChange program is most likely exactly what you’ve been looking for!

If you are serious in realizing all these goods in your life, iLifeChange is the solution.

In fact, only a personal development program that supports comprehensively the formation of good habits or virtues is a reasonable, reliable and truly practical solution to life’s big problems.

And as remarkable as this insight may seem, there are no adult education programs anywhere that seek to make virtue formation, the center of our learning experience.

Yes, there are plenty of programs that prescribe moralizing, or obedience to various rules, or an abundance of presentations on all kinds of philosophical, psychological and theological ideas…

But there is none that seeks to help you to form the virtues into your habitual mindset, emotion and action.

Jonah’s Club is the first and only program in the world to support people like you and me, to cultivation the Great Virtues – as a practical, realistic and coachable system… accessible to all.

So if you are excited to develop these kinds of character strengths, we’re ready to embark!

iLifeChange is a 2 Year Program comprised of 3 Core Programs: 


In the first program of iLifeChange, ‘The Essential Happiness Experience’ (or EHE), we look at the very matrix of our motivational system – the mental maps we have that guide us on our path towards happiness.

EHE is built on the framework that was laid out in the documentary feature, ‘Deinception: How I Unlearned What Is Happiness’. Like the film itself, it is structured as a 40-day immersive experience, where we take on a ‘vision quest at home’, through our motivational system.

With EHE we examine our internal ‘operating system’, why we do what we do, and on what mental maps we make our decisions. Here, we come to recognize our capacity to be our own ‘cartographers’ or ‘map makers’, and rationally assess the mental maps we use for organizing our lives.

The objective being that we improve our mental maps, so that our motivation works for us, rather than against us – i.e. so we are willing and able to do the good that we know we should do.

For this purpose, each day – for a continuous series of 40 days – we immerse in a series of critical insights that were laid out by the three greatest philosophers from the Age of Enlightenment – who were at the nexus point between the classical and modern worldview.

That is, the three titan thinkers of Soren Kierkegaard, Immanuel Kant, and Jean-Jacques Rousseau, who illuminated some of the most important distinctions and insights, about our happiness pursuit and how we best go about it.

In EHE we go deeper and deeper into the essence of happiness, and aim to imagine anew, the most beautiful vision of what is worth pursuing in life… our telos. [More Info…]


While ‘The Essential Happiness Experience’ lays the foundation that supports this entire enterprise of cultivating in habit the seven virtues – in ‘The Four Faculties of Fundamental Freedom’ we erect the pillars, the walls.

Here, we discover our unique power to make fundamental changes – which is the very nature of our makeup as human beings. We come to understand and to apply the ‘active ingredients’ within our psychology that allow us to do what no other animal can do …

to make radical changes/ transformations in life,
as to break apart the bonds of our conditioning and what our past has limited us with.

For we are the only species on this entire planet, in possession of a set of radical powers or faculties – i.e. the faculties of awareness, reason, imagination, and will – which sources fundamental freedom

the freedom to be and to become.

In ‘The Four Faculties of Fundamental Freedom’, we do what no other program has previously sought to do – to strengthen these four faculties so that they can be leveraged towards the design of our best life, our best character, our best virtues.

This program is at the crux of the Virtue Formation Praxis technology.

So once more, through another 40-day intensive, we work through the three levels described above – i.e. through understanding, emotional connection, and social expression – so we expand our capacities to…

be more aware, reason more truth, imagine more beauty, and will more of the good. [More Info…]


‘Mastering the Seven Virtues’ is the culmination of the iLifeChange program and the realization of our seven strengths of total well-being. Here, we take 315 in a year to explore the seven peak states of our being: wisdom, justice, courage, self-control, faith, hope, and love.

For each virtue, we take an immersive period of 40 days (or approximately 6 weeks), to better know and to better practice each of these qualities of being – so that we make a quantum leap in the expression of our potential.

Much like a gym program that targets all physical muscle groups, here we target all the major strengths within our anatomy of being – the core strengths of our soul.

As St. Paul was to advise 2000 years ago, this is the most important and valuable training we can ever engage in – for while physical training is of some value, it is the training in virtue that is of highest benefit in all ways.

Building on the essential work begun in ‘The Four Faculties of Fundamental Freedom’ program, in this third installment, we leverage these four faculties, towards the cultivation of the highest states of our soul.

In ‘Mastering the Seven Virtues’ we live up to this essential calling upon our lives, to make the most of ourselves.

That is, living a life of awareness, imagination, reason, and will – in all dimensions of self – so that we are more conscious, more creative, more rational, and more deeply rooted in the realm of authentic freedom.

This forms the essence of essential happiness, for we are by nature, ethical beings. It is this nature that calls us forth, to become as good as we can possibly be. It is this nature that calls us to cultivate our seven virtues. [More Info…]

to to renew our mind, renew our heart and renew our relationships,
with the timeless virtues at the center of a truly happy, fulfilled and powerful person!

If you thought you learned a lot in the Secret Meanings series or through your free membership with us for instance, remember, that this is just the tip of the iceberg.

I cannot begin to tell you how many more ‘light bulb moment’ experiences there are in store for you!

The best is yet to come. You ain’t seen nothing yet!

365 DAYS

If for any reason you feel this program falls short of the intended mark – let us know and you’ll receive every cent back. You have a whole year to note the difference.

So join us and judge for yourself. Rest assured, with a guarantee like this, we must deliver!

In short, there’s zero risk here – just a massive, massive, one-of-a-kind opportunity that you will not find anywhere else.

Let’s Begin! 🙂

Carpe Diem!

John Corneliu

P. S. In case the tremendous value is not obvious and price is an issue, consider this

As it was also pointed out in the membership section, to study just one subject at an average university in Australia, UK or United States, this costs anywhere from $2,600 and $4,600.

That’s for one subject only, for one semester, which lasts about 10 weeks.

This takes many people by surprise and naturally ask, ‘why are university fees so high?’

Well, in part these fees are due to the radicalization of universities themselves along certain political ideological lines. They have created a massive administrative bureaucracy which in-debts the student with tens and even hundreds of thousands via deferred government tax.

Take the University of Los Angeles for instance and how it distributes the fees from its students. There, the Vice Chancellor of the ‘Equity and Diversity’ department alone, has a salary of over $450,000US per year.

To put this in perspective, this is $100,000 more per year, than the total salary of the Prime Minister of Australia!

Worse still, there are 21 members as part of that department alone, with similarly bloated salaries.

But, I digress…

Here’s the bottom line.

The cost for this entire 2 year live program – delivered by university lecturers and professors, via our unique Virtue Formation Praxis that blends philosophy with practice is but a fraction the cost of one single uni subject!

More important however, is that you cannot expect to learn even at a superficial level, what we teach here…

So not only is this outstanding value, but your enrollment gives an important voice towards having an honest education, for an honest price.

P.P.S. Remember, there is no club or program anywhere like this.

If you feel right about this experiment, if your imagination is excited by the possibilities, if your soul ‘clicked’ with the ideas here please don’t procrastinate.

You know well what happens when you do… You’ll get caught up with a phone call, then dinner, then something else – and no later you would forget all about this.

The best time to act is right here and now.

Let your intuition be your guide and act with confidence.

You have absolutely nothing to lose and everything to gain.

But perhaps there may be just one thing that’s still in the back of your mind… So I’ll just leave you with the question that psychologist Dr. Maslow used to ask his students before beginning his courses:

“Which of you expects to create Greatness in your life?”

After a long period of silence and blank stares, he remarked with wonder,

“But if not you, then who?”

Dare to Make a Difference!

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