Full Strength LIFE

How Passion Fuels Your Fitness and Financial Freedom

Nothing makes life more intensely enjoyable than the presence of Passion and nothing more dull and difficult than its absence.

This hit me today as I was reading a terrific Blog about “what makes a premium brand.” In response to a recent tour of an inspired company, blogging juggernaut, Chris Brogan says, something I’ve long known true, “You can’t fake passion.”

Chris Brogan’s quote was: “What I came away with was…a very strong sense that you can’t fake the level of passion that they put into their brand. It’s not advertising. It’s not a slapped on after-effect. It’s built in… brand is human passion… bottled and shipped.”

A profound and universal truth this is. Think about it…

You can’t fake passion in art, in speaking, in relationship, in sex, in acting, in life. Just the same, you can’t fake passion in your work—and real Passion is coveted and demands a premium

Actors don’t fake it—the great ones receive big money because they aren’t faking passion but rather accessing it on demand. They feel it. It’s passion we covet in our athletes, in our performers at every level. Ever seen music done without passion? Probably not since Milli Vanilli. Pretty painful. 

Yet Fake Passion is Everywhere

The fact that you can’t fake passion doesn’t prevent people from trying—early and often. Fake passion is all over the place—especially on TV. A notorious source of passion faked is infomercials. That news anchor worthy big-tooth smile and orgasmic energy over a toaster oven is over-the-top.

And really, how many people actually believe Chuck Norris is truly passionate about that sliding gym thingy? 

Not me. It’s clearly a profit gig. Not wrong, just is.

On stage or on the field, passion is much easier to spot—to experience—than in less “live” things like a book or a meal. For “live” performances demand little from you and I—we can remain passive. On the other hand, the written word requires you to read as a meal requires your involvement. Still, it’s common to hear people refer to “tasting the chef’s passion for food” in a meal.

Passion Drives Performance and Results

My passion for helping people live fuller, stronger, freer and more vibrant lives is manifested in everything I do, from the books or articles I write to the Full Strength Premium Nutrition Shake.

How to Build the Perfect Meal in a Nutrition Shake

I've been in the performance nutrition field for nearly 20 years now and that is inclusive of the invention of the very first ever nutrition shake--or "Meal replacement shake" if you prefer. I don't. Never have liked that term--sounds so technical.

As you might guess, I'm a fan of nutrition shakes. They've played a vital role in my life, and health, strength and fitness levels. I believe and rely on them. And I encourage others to do the same--to embrace the benefit of complete, balanced, integrated, convenient and hopefully delicious nutrition.

The down-side or challenge with this commitment to nutrition shakes is that there's a hell of lot more imitation nutrition shakes out there. Those profit focused people and companies that tell a story but can't back an ounce of truth up. In fact, they are more the norm than the exception.

As you might imagine my problem had become clear: How can I support a form of nutrition / food that is more crap them cream? I could not do it. A few years ago I was left without a decent quality, great tasting nutrition shake to either support or enjoy.

That's when I decided: If I can't find it, if not one else is willing to invest in excellence, I will make it. What began with the code name, "The $5 Nutrition Shake," in reference to my "nothing but the absolute best" approach, became Full Strength, without question the world's finest and only Premium Nutrition Shake.

It wasn't easy or fast. Over a million dollars and 12 months we're invested in the creation of a product that most companies toss together in a weekend but the results actually exceeded even my lofty expectations. It's a truly amazing, premium product that will have you feeling as great as it tastes in minutes, for hours.

And you don't have to just believe me--as I'm the character who created it. One of the world's most respected institutions for the research of nutrition and the human body, The University of Oklahoma, has confirmed Full Strength. In one of the most comprehensive studies ever done on a nutrition shake, Full Strength added to daily nutrition--with NO DIETING involved--produced stunning results in just 10 weeks.

The results of what has become to be known as "The Oklahoma Study" showed that in just 10 weeks, adding Full Strength every day (with no calorie restrictions) produced results rarely seen in performance supplement research, including:

• 83% Greater Weight Loss
• 66% Greater Body Fat Loss
• 55% Increase In Lean Muscle
• 44% Greater Energy Levels

        * In comparison to exercise alone.

And, so as to ease your mind, this is a study which has undergone the most rigorous of investigation prior to being published in two of the most prestigious (and discriminating) journals in nutrition.

To download the full study on Full Strength go here. Warning, this is a big-time real science study in publication--not the common pseudo science stuff that masquerades as clinical research for most.

If you'd like a quicker, easier look at the study results, you can check them out here, first.

In the midst of all the hocus-pocus that permeates the supplement business, all the infomercial junk and online trickery, there it has to be affirming that there is a company and people who are willing to make something real, something great and keep on fighting to make a real difference in your life.

Here's to Your Life @ Full Strength!

Hype vs. Experience : You Be the Judge

Yesterday, it was reported in one of my favorite nutrition industry journals, NutraIngredients, that food-manufacturers in the UK where bastardizing the top-end of the market by labeling half of last years new products as “premium.”

“Nearly half of the 1,519 new food products launched last year were premium.”

The article went on to explain how “this practice could quickly make premium a meaningless term” – the reading of which caused considerable, although brief, discomfort, having recently launched the world’s first and only true premium nutrition shake.

If like me, you’re living on planet Earth, you’ve probably noticed it’s becoming  harder and harder to believe anything a company tells you about their “amazing new product…” that you must purchase, “NOW!”

I think the marketing genius Seth Godin say’s it best with the title of his latest book, All Marketers Are Liars. And while it’s a given that all products, the good, bad and ugly require strong marketing, “hype” is reserved for the vast majority of products which are over-sold – that do not deliver on their promise.

Yet, even Seth is quick to admit there are a handful of truly extra-ordinary, new products released every day by passionate, inspired visionaries. For these quality products telling the truth sounds remarkably like the marketing hype the competition is doing.

Hype or truth? Just how in the heck are you to know the difference?

There’s got to be a way to avoid being ripped-off, to cut through the crap, ignore the hype and discover the rare few true gems – the next-level products that could make a real difference in your life. They’re out there…somewhere. 

The Truth Always Shines Through 
As I read on, I was both relieved and reassured by signs of intelligent life on earth. The article, citing results from the chocolate industry (which has experienced an explosion in premium chocolates) reported that those who attempted “dress the pig up,” by creating “pseudo-premium” chocolates with massive marketing dollars and fancy boxes and bows were failing spectacularly.

“…eventually the facade is exposed… if the product does not deliver, then the sublime facade of premium quickly loses its lustre.”

While at the same time, the truly premium chocolates – those that delivered a “real difference” where thriving at record levels. Hooray! Here’s that all too rare example of a system working.

In sharp contrast to the chocolate industry which is exploding with premium labels, the performance nutrition market is running full-speed in the opposite direction. Having adopted a "Chicken-Little approach," the leading supplement behemoths are focused on low, lower and lowest. The result: Lower prices, lower product quality and much lower consumer satisfaction. Seems the only thing that’s larger is their profit margin.

I believe the entire industry has become convinced that the winner will be the first one to the bottom – the one who can provide the cheapest product, made with the cheapest ingredients. You can guess what that means for any unsuspecting consumer.

As stupefying and sad as it is I’m sure you can see how an exclusive focus on margins could allow a company to be fooled into believing this downward spiral to be winning strategy. But for those who know the difference, for whom quality performance nutrition helps support a strong and healthy life, this game fails, completely.

“Premium must live up to its name and deliver what it promises.” - Nutraingredients News

These words are sweet music to my ears. They give me strength to resist the gravitational pull downward of the entire nutrtion industry which like to have me exiled for having the audacity to produce an inspired, true premium product in Full Strength.  

Feeling this immense sucking force has given me compassion for all those companies who continue to choose not to challenge the status quo – who willingly go along with the “cheaper, cheaper, cheaper” trend, naively believing that they can outrun their inevitable fate.

And here I stand proudly, nobly and most would say foolishly with the highest quality, total nutrition shake -- one which fulfills on the fullest potential of the nutrition shake. Why? Because I am absolutely certain that the nutrition shake is the future of food.

Sure, I understand that as a nutrition shake, Full Strength suffers the stigma and limitations of the inferior shakes that have come before it. I know this baggage will take some work to shed – best way I’ve found so far is to share the experience of this truly extra-ordinary, next-level shake. This quickly blasts away the current limiting belief about what a truly great shake can be.

“In a market awash with premium lines consumer's true customer loyalty can only be gained with genuine premium products, which has to mean taste, and not an impressive marketing budget.”   -Nutraingredient News

That’s perfect for Full Strength both offers and delivers on a very real and noticeable difference. That’s how it was built: With excellence that makes a difference.

What I am most proud is that so far Full Strength has not just delivered but over-delivered on it’s promise of premium.