The Influence of Advertising on Desire and Perception

Charlie Houpert is the co-founder of Charisma on Command, a company that helps people develop confidence, charisma, and strong social skills. Originally launched as a 4-Hour Workweek-inspired “muse,” it has since grown into one of the largest platforms for social skills and confidence training, with more than 10 million YouTube subscribers worldwide and more than a billion views across its channels in six languages. His flagship course, Charisma University, has guided more than 30,000 members through practical steps to become more magnetic.

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Timestamps:

[00:00:00] Start.

[00:06:44] Charlie meets the boogeyman (me).

[00:10:11] Why defaulting to management consulting after college felt like daily self-betrayal.

[00:13:21] Leaping into parkour training via DVD as a first business attempt.

[00:15:45] Moonlighting vs. burning-ships entrepreneurship.

[00:16:54] Negotiating remote work with a 90% raise.

[00:21:22] Charlie moves to New York and kicks off KickAss Academy.

[00:22:16] Airbnb survival tactics while living in a 396 sq. ft. apartment.

[00:23:26] Using the fear-setting exercise and other disaster-mitigation strategies.

[00:26:11] Charlie’s first blog post and crossing the publishing Rubicon.

[00:28:26] How Charlie’s first in-person class prompted an accidental business model.

[00:34:21] 10 go-getters make an ambitious move to Brazil.

[00:32:14] The daily growth whiteboard system.

[00:37:58] How a harsh Tucker Max consultation galvanized the rebranding to Charisma on Command.

[00:44:39] From financial downturn to pre-selling a course for $12,500.

[00:50:44] Finally making enough money to chase summer in six-to-eight-month increments.

[00:52:00] Enjoying the sustainable benefits of creating timeless content.

[00:54:05] How Bill Clinton seduced 7,000 people into following Charlie on YouTube.

[00:55:46] How Greg McKeown’s Essentialism helped solve Charlie’s “Herbie” problem.

[00:58:26] Evolving funnel flow and fame-jacking.

[01:03:46] YouTube algorithm changes, short-form content, and maintaining audience trust for the long term.

[01:10:58] Why I still create this podcast.

[01:19:30] The dangers of succumbing entirely to audience expectation over authenticity.

[01:21:42] The catalysts that led to time off, an ayahuasca retreat, and a seven-year transformation process.

[01:30:26] Making the transition from 50/50 partner to sole owner.

[01:35:16] Recommended reading: Six Pillars of Self-Esteem by Nathaniel Branden

[01:37:32] The influence of The Last Psychiatrist blog.

[01:41:46] Jay Abraham coaching: “Make it good enough for Tim Ferriss.”

[01:43:52] How testimonials added a 4x conversion lift.

[01:44:31] Coming to an agreement with the co-founder.

[01:47:20] Joe Hudson and the Art of Accomplishment.

[01:51:57] Why I stand by The 4-Hour Workweek without further revision, warts and all.

[01:55:06] Exercising gratitude even when receiving praise is difficult.

[01:59:15] Relationship with earlier work: video vs. writing.

[02:02:05] Don’t miss “Filling the Void.”

[02:03:56] More recommended reading.

[02:06:43] Improv & Dragons.

[02:08:06] Charlie’s billboard: “Don’t think, feel.”

[02:08:57] Parting thoughts.

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Past guests on The Tim Ferriss Show include Jerry Seinfeld, Hugh Jackman, Dr. Jane Goodall, LeBron James, Kevin Hart, Doris Kearns Goodwin, Jamie Foxx, Matthew McConaughey, Esther Perel, Elizabeth Gilbert, Terry Crews, Sia, Yuval Noah Harari, Malcolm Gladwell, Madeleine Albright, Cheryl Strayed, Jim Collins, Mary Karr, Maria Popova, Sam Harris, Michael Phelps, Bob Iger, Edward Norton, Arnold Schwarzenegger, Neil Strauss, Ken Burns, Maria Sharapova, Marc Andreessen, Neil Gaiman, Neil de Grasse Tyson, Jocko Willink, Daniel Ek, Kelly Slater, Dr. Peter Attia, Seth Godin, Howard Marks, Dr. Brené Brown, Eric Schmidt, Michael Lewis, Joe Gebbia, Michael Pollan, Dr. Jordan Peterson, Vince Vaughn, Brian Koppelman, Ramit Sethi, Dax Shepard, Tony Robbins, Jim Dethmer, Dan Harris, Ray Dalio, Naval Ravikant, Vitalik Buterin, Elizabeth Lesser, Amanda Palmer, Katie Haun, Sir Richard Branson, Chuck Palahniuk, Arianna Huffington, Reid Hoffman, Bill Burr, Whitney Cummings, Rick Rubin, Dr. Vivek Murthy, Darren Aronofsky, Margaret Atwood, Mark Zuckerberg, Peter Thiel, Dr. Gabor Maté, Anne Lamott, Sarah Silverman, Dr. Andrew Huberman, and many more.

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