How to dress in a way that's powerful and authentic, without turning into a fashionista or looking like a fake


If you want to dress better but can’t quite figure out how to do it, after reading this you’ll get a new approach that will make it easy and effortless to develop your own unique, authentic style.

If you are still on the fence about whether or not this stuff even matters, you’re going to get ample evidence of how such a small change can affect everything you do.

The first thing I want to mention is that if you feel like you’ve tried to dress better but can’t quite get it right, it’s not your fault. There’s a lot of information out there, and it can be confusing. Many times that information overload can seem conflicting and keeps you from success. It’s ok.

If you’ve been concerned in the past that you just can’t dress in a way that looks awesome and feels both authentic and comfortable, I want to put those fears to rest. You can. You just need the right person to teach you how.

The average and mediocre guys in the world want you to think that a real man doesn’t care how he looks or that the only way to be stylish is by wearing a suit everywhere. I’m here to tell you they’re wrong. They have their own reasons for wanting you to think like that but it’s not true.

If you’ve ever thought that the way you dress does actually impact how successful and happy you can be, you’re right. Whether we should or not, we evaluate both ourselves and other people by how we look and learning how to improve your appearance can improve your life in all sorts of ways.

I know you have a drive to be better than average - to make your mark on the world and live life on your own terms and I want to show you how your style can help you with that.

The two things I want you to take away from this today are:

  1. What your clothing communicates is INFINITELY more important than whether or not it looks “good”

  2. The ONLY WAY to deliberately communicate with your clothing is to Project Your Power

If you haven’t asked this already, at some point you’ll wonder why I’m the one to talk to you about style stuff. It’s a valid question and one I’m happy to answer for you.

In order to do that, I need to take you back to 2006. I was 22 living with three friends, working an entry-level white collar job, going to school, and dating a lot.

It was an incredibly fun stage in my life but I started to feel like I was spinning my wheels. You see, my identity up until this point was wrapped up in two different sub cultures - BMX and punk rock.

As you can imagine, those two tribes had a very specific look and feel to them - one that was polarizing to the rest of the world. As an 18-year-old kid, just graduating high school, this was fine.

But as a young adult trying to make some real progress in his life, those primary identifications were a problem.

Sadly, they were a problem I didn’t even recognize.

This was me!!!

Long hair, some weird bandana, and what you're not seeing are the massive holes in my jeans

For the life of me I couldn’t figure out why my boss, my professors, and a lot of the girls I was interested in wouldn’t take me seriously.

I was a hard worker and qualified to do more and better than what I was being presented with. It was frustrating, discouraging, and - if I’m being honest - even a little bit insulting.

At one point I remember my boss paying for me to go get my hair cut.

As weird as that sounds, it was the start of a turning point for me. I finally recognized that I was being treated like a punk kid, because I looked like a punk kid.

My boss couldn’t give me more responsibility if my potential clients weren’t going to take me seriously.

My professors would naturally gravitate towards students who were less polarizing in their appearance.

And of course I wasn’t going to attract girls who didn’t already date guys within those very specific sub cultures.

But I didn’t want to change the way I looked. It was how I’d dressed for years. It was comfortable. It was authentic. It felt like it was a major part of who I was.

Cutting my hair, changing my clothes, and altering my appearance made me feel like I was selling out - like I was no longer being me and I was just giving in to the mediocrity of the rest of the world.

I didn’t know what to do.

If I wanted to progress I couldn’t dress the way I was. But if I wanted to still feel like I was being myself and not some poser or fake, I couldn’t just slap on the same shirt and tie everyone else was wearing.

It was during this frustration that my younger brother showed up to my house with a copy of GQ in his hands. I teased him a bit for carrying around a fashion magazine and he took it in good stride.

I ended up flipping through some of the pages and had a whole world open up to me. In here were pictures of guys who looked like they were unique and interesting, but were still professional and respectable.

Their suits didn’t look like some oversized baggy thing picked up for $199 at the nearest department store. They looked… cool.

I realized that dressing like that would solve my problem. I could be respectable and appropriate for work and school, attract different girls, and not feel like I’d completely abandoned my identity.

It was eye opening and kinda life changing… as weird as that may sound.

And here's the updated version

Nothing too crazy, just authentic and intentional

How I made a bodybuilder look like he doesn't go to the gym

Now, you probably aren’t in my exact same situation. You may not come from a punk rock background, work in a shirt-and-tie environment, or find the style in GQ all that interesting, but the underlying principle here still applies to you.

If you haven’t already, at some point in your life you’re going to recognize that the way you look is in someway hindering your ability to make progress.

And once you recognize that, you’re going to realize that you don’t really want to change the way you dress.

If you absolutely hated how you looked, you wouldn’t be dressing that way, right?

So you’ll deal with the same frustration I did:

Improve the way you dress and leverage that change into a better life,

Or keep dressing and looking like you do, while feeling authentic, but having it limit your potential.

Thankfully those aren’t the only two options. Not only can you improve your style and have it help you get ahead in all of your endeavors, you can actually create a sense of style that’s even more authentic and comfortable than what you’re wearing today.

Take, for example, my friend Greg who runs a site called Kinobody.

Greg’s a polarizing figure in both his lifestyle and his approach to the fitness industry. It gets him a lot of hate and even more loyalty from his friends.

When I first met Greg he was just on the cusp of really turning Kinobody into a movement.

But he was experiencing a small problem, even though he was giving different advice from the majority of fitness gurus online, he looked like most of them.

Here's Greg from before...

His approach of “workout so you can live a better life” was being undermined by the fact that he dressed like he was always in the gym.

So we worked together to help him develop a sense of style that fully supported his message.

Whether you personally like or hate his style is irrelevant. What matters is that his style supports, rather than negates, his message of building a great body without sacrificing your whole life to fitness.

It’s authenticity and effectivity combined to make a great sense of style and I’m excited to help you create that same combination.

If we're really going to be able to do that, I need to help you make three key shifts in the way you think about style.

  1. Masculinity & Aesthetics - Men have always used their clothing and appearance as a way to signal their masculinity - both to themselves and to the people in their lives who matter

  2. Meaning > Rules - What your clothing communicates is much more important than whether or not it follows any particular rules about form or fit.

  3. Style & Strategy - If you want to communicate meaning with your appearance, you need to think about your style from the perspective of goals, strategies, and tactics

What do Genghis Kahn, a Levite, and King Leonidas have in common?

Shift #1 - Masculinity & Aesthetics - Men have always used their clothing and appearance as a way to signal their masculinity - both to themselves and to the people in their lives who matter

Let's fast forward about 8 years from the time I had my epiphany about being able to improve the way I looked and feel authentic and awesome in what I was wearing.

At this point I was working for a menswear company and fitting clients for custom suits every day.

I had been writing a style blog for a few years and was even doing some one-on-one coaching to help guys dress better.

I started to notice that there was a small minority who were really unhappy about working with me.

They were only there because they needed a suit and their body type was too unique to buy something off the rack.

That, or their wife/girlfriend/daughter/whomever insisted that they improve their style and they begrudgingly went along with it.

As I spoke with more and more of these men, two common points of resistance kept coming up:

The first was that they believed it was shallow to think about their clothes, that who they were on the inside was much more important than what was on the outside and anyone who judged them by the way they looked was superficial.

The second was that caring about how they looked somehow made them less of a man. This stuff was for girls or gay guys, but not for someone like them.

You’re probably familiar with at least one, if not both of those thought patterns, right?

I’ve dealt with both of those on my own throughout the years.

The odd thing is that most of the men who voiced these frustrations ended up looking the same.

Baggy, shapeless clothes, bland sneakers, and shirts that draped over them as if they were security blankets.

It was like they somehow all decided that they weren’t going to care about how they looked in the exact same way.

They were a counter culture to the world where a man’s appearance matters, and they had adopted a uniform just like any other counter culture.

Kind of ironic, right?

I’m sure you’ve experienced this in your own life - the men who argue the most that appearances don’t matter often end up looking the same.

They use their looks as a way to signal that appearance doesn’t matter.

In addition to recognizing the similarities in how these men looked, I started to wonder if their attitude had always existed for the majority of men - is it true that men really don’t care about how we dress and by doing so we’re giving up some of our masculinity?

So I started to research the answer to find out if that was the case, and the more I dug, the more I uncovered that this idea is 100% false.

Here are just a few examples of how men have used clothing and appearance to their benefit in the past

Purple robes were worn by kings as a symbol of royalty and wealth

Greek warriors wore armor that made them appear more muscular and athletic

Levite priests would wear specific garments to separate them from the rest of the congregations and people

Japanese Irezumi tattoos were used by merchants to demonstrate status and wealth

Genghis Kahn stopped wearing field-mouse pelts and embraced golden robes after conquering Asia

Italian doctors were recognized by wearing beaked masks

Native American warriors would wear specific feathers as symbols of accomplishments in battle

Militaries use visual symbols of rank and accomplishment

Fraternal organizations have ceremonial robes and clothing

We could do this all day but I think you see the point.

Whether it’s showing power, status, courage, mastery, wealth, or accomplishment, men have always and continue to demonstrate their masculinity through what we wear.

Once I recognized this, it was easy to see the same thing in the 21st century

Athletes wear bold and bright colors to draw attention to themselves and their abilities

Musicians and artists break old trends and start new ones to solidify rebellion and creativity

Gym rats wear clothes that are too small to ensure everyone can see how big their muscles are

Tech entrepreneurs have a uniform of apathy to signal that they’re too busy working to care about things like clothes

Politicians take off their jackets and roll up their sleeves to look like they’re part of the people

High-school-aged boys will dress like their peers and not like the other groups

Sports fans will wear gear with logos to show loyalty to their team

And on, and on, and on

Once I recognized this pattern - this idea that masculinity and appearance are tightly tied together, I was able to make major improvements to my own style.

But, even more importantly, I was really able to help my clients take theirs to the next level.

For example, here’s what one client of mine had to say about factoring in these components:

I have a much deeper understanding of what looks good on me, and why. I'm a much smarter shopper, buying far more strategically, and with a much keener eye towards fit.

I also know why I'm dressing the way I'm dressed, and what my goals are for how I dress. This allows me to "play" with the "rules" in a much more conscious way. Little things, like knowing that I exude more authority when my shirts are tucked in, vs. a more fun-loving vibe when I roll up my pants, make a big difference.

Tanner really encouraged me to put more effort and care into how I dress. Even before when I was trying to improve my wardrobe, I was just buying things because I thought everyone else would think they looked nice. Now, I can make conscious decisions about what I'm doing and know why I'm doing it.

I really feel like I have control over how I dress for the first time, and an understanding of how to expand that part of my life.


Recognizing that men have always had a relationship with appearance - positive or negative - is a huge paradigm shift and it frees you up to actually invest some energy and thought into how you want to look.

You can't escape this

Shift #2 - Meaning > Rules - What your clothing communicates is much more important than whether or not it follows any particular rules about form or fit.

This is one of those weird, right-under-your nose secrets that, once you recognize it, makes you feel a bit dumb for not having gotten it sooner.

And it’s so universal, that its demonstration can be found in an easily recognizable fable from hundreds of years ago - The Emperors New Clothes

The story is about two weavers who make a suit for an emperor made from a cloth which is invisible to people who are incompetent, stupid, or unfit for their relative positions.

For fear of being perceived as any of the above, the whole court - and even the emperor himself - disregard what they see with their eyes and exclaim the beauty of the cloth to all around them.

Once the suit is finished, the vain emperor doesn’t merely want to show it to his inner court, but parades it to the entire city.

Each attendee of the parade goes along with the farce for fear of being called foolish or incompetent. Only when a small girl openly acknowledges that the ruler isn’t wearing anything at all does the crowd turn on the emperor and ridicule him for waltzing around naked.

At the end of the tale, the emperor continues believing in the value of the suit. He’s convinced himself, and those around him, that it’s working as intended and only children and fools cannot see the beautiful cloth - he clings to the demonstration of his status even when it’s obvious that it is a lie.

It’s tempting to use this tale as a way to prove that clothing doesn’t matter, only fools are concerned with it, and the story is completely countering everything I’m trying to teach you.

But that’s wrong.

The real power in clothing isn’t about some objective standard of good/bad or attractive/ugly.

It’s really about the relationship between effective or ineffective and impactful or non-impactful.

In fact, in this little story, the clothing didn’t even need to be real in order to be impactful and effective.

Because the emperor believed and reinforced the belief that those who saw nakedness and not a beautiful suit were stupid and incompetent, it became a way for people to measure their intelligence and competence.

It doesn’t matter that it was a false means of measurement. What matters is that it was implemented and used as a measuring stick.

There was meaning in his nakedness and those who refused to play along with the injected meaning dealt with consequences.

I want you to think back to the examples I gave you earlier of how different men expressed their masculinity through their appearances - Genghis Kahn, Greek hoplites, modern militaries, Renaissance doctors, and Silicon Valley start-up workers.

Those representations of masculinity are only effective because of an agreed-upon meaning.

If you and I were to speak face-to-face today, and I were to wear a headdress of feathers, the only thing I’d be communicating would be that I’m weird.

There is no agreed-upon meaning to that particular clothing choice for me, or within our relationship.

However, that same headdress worn by a Native American chief will convey power, status, authority, and wisdom.

The feathers don’t intrinsically express this - their only meaning comes from what we put into them.

When everyone agrees on the meaning of clothing, learning the rules is simple and effective.

But we don’t live in a world like that anymore. Rules like “don’t mix black with brown” or “no white after Labor Day” are useless to so many of us because the meaning behind those rules - the things they were supposed to communicate - are irrelevant to us.

It’s tempting to think this means there is no longer any meaning in our clothing but we’re not that lucky.

Rather than removing all communication, the diversification of society has made communication trickier and a bit more difficult to navigate.

It’s the clothing equivalent of no longer speaking plain English, but having to navigate tech terms, slang, and the injection of foreign languages as well.

Every single time you put clothing on your body - you’re saying something. Full stop.




You can’t escape it. You can’t avoid it. You can’t opt out of the game.

No matter what you wear, you’re expressing something.

Which means you have three choices:

Bury your head in the sand and experience the negative consequences

Take a reactive approach to the meaning of your clothes and hope for good consequences

Take a proactive approach to the meaning of your clothes and get all the positive consequences

It should be fairly easy to see which of those three options is going to get you the best outcome.

The next step is to factor in how to proactively tackle the meaning of your appearance and use it to improve your life.

We’ll talk about that next.

What lime green buttonholes taught me about style

Shift #3 - Style & Strategy - If you want to communicate meaning with your appearance, you need to think about your style from the perspective of goals, strategies, and tactics

When I was working for a menswear brand, one of my responsibilities was to oversee and help train the shop managers and style consultants.

It was a great part of the job and something I genuinely enjoyed doing.

Each of them had their own sense of style, way of working with clients, strengths and weaknesses.

And the most consistent hurdle that needed to be overcome was helping the consultant know how much freedom or guidance to give each client.

For most men, the appeal of having a custom suit made is in the control of every component. It can be as full or skinny, loud or subtle, unique or simple as they want it to be.

Guiding these men through the experience is an interesting process. Most have never done it before and can quickly feel overwhelmed by the number of factors they have control over.

When done incorrectly, it’s easy for the client to walk away feeling exhausted, intimidated, and even a little frustrated because they’re unsure as to whether or not they’ve made the right decisions.

When done well, the client walks away excited, energized, and counting down the days for the finished piece to arrive.

And 99% of the time, the difference between those two outcomes is in the hands of the consultant.

If the consultant gives the client too many options and not enough guidance, the client walks away overwhelmed and frustrated.

If the consultant gives too few options or too much direction, the client walks away feeling unimpressed, unheard, and oversold.

But when there’s the right balance between guidance and freedom, everybody wins.

This should come as no surprise to you, but most men who want to work in the world of menswear - especially something as specialized as custom suiting - have a huge affinity for men’s clothing and a very strong opinion on what does and does not constitute good style.

And one of my biggest tasks when hiring and training these men was to find those who were willing to be flexible on what they believed a great-looking suit was.

A 25-year old client who’s coming in for a skinny suit for his wedding will have very different needs, tastes, and opinions than an 80-year-old who is on the board of a local bank.

And a style consultant who is unwilling or incapable of seeing those different needs is not going to have success in his career.

After training and following-up with these consultants and struggling to help some of them see that their opinion is not the only right opinion, I finally had it click that I was coming at it backwards.

I was trying to teach them the mechanics of how to fit a suit - measure this here, account for posture there, check that angle - and leaving it up to them to have the conversation with their clients and come to a good understanding of what the goal was.

Those skills are immensely important, and you can’t create a well-fitting custom suit without them, but even more important was helping the consultants learn to start from the end and work backwards.

Rather than starting immediately by looking at cloth, taking measurements, or throwing out design options, the style consultants needed to have a conversation with their clients.

They needed to ask good, probing questions about what the clients needed their suits for, what they wanted, what they didn’t want, frustrations or challenges they’ve had with suits in the past.

Only then, could they determine the end goal and start to work from there.

I did this myself with hundreds of fittings and consultations and the most difficult part was when the client wanted to go in a direction I believed to be ugly, outdated, or simply wrong.

I was sure to voice my concerns, ask more questions to see if the result we were coming to was really the best way to accomplish the client’s goals, and then set my own preferences aside (and teach the other staff to do the same with theirs) in order to create what the client wanted.

And trust me, there were plenty of times I had clients request suits I thought were awful - lime green buttonholes, shorts instead of pants, fits 4x tighter or baggier than anything I’d ever recommend…

But the clients were always happy - because someone was finally listening to them and helping them actually buy what they wanted.

Rather than dictating to them, giving them specific answers to questions they never even asked, or taking a dogmatic, one-style-fits-all approach, I learned to start from the goal and develop the tactics from there.

What’s so cool about taking this goal-oriented approach is that it doesn’t just apply on a micro level of designing suits, it’s applicable to EVERYTHING you do in regards to your wardrobe.

And, when it’s done right, it saves you time, money, and energy along with making you feel awesome and excited about everything you wear each day.

For some of us the goal is comfort. For others it’s meeting a dress code.

It can be attracting women, standing out, or just dressing in a way that we like.

Whatever the goal is - it’s important that we recognize it and only then can we start to figure out how to achieve it.

And the easiest and most effective way to do this is through a system.

Think of a system as something like baking.

The end goal may be a pizza, a cake, a turkey, or a number of other things.

In order to get a great result, you need to apply the ingredients to the system.

You need to know the proper proportions, how to mix them, how much heat is required, and the amount of time that heat should be applied.

You also need tools for mixing, a way to apply heat, and a way to measure and gauge if the end result is the one you want.

If I want a pizza, I’m not going to use the supplies for a cake - but I am still going to mix ingredients, apply heat, and gauge results.

From a baking perspective, this makes perfect sense.

But when it comes to men’s clothing - we lose all sight of this.

The experts act as if the only desirable result is a cake and then focus entirely on giving us the ingredients, leaving us to figure out alone how mix them, with what tools, how much heat to apply, and for how long.

Saying good style is only wearing a suit is like saying good baking is only making a pie.

Telling you the five shoes you need to own this fall is the same as saying there are five ingredients that will make you a better baker.

Insisting that fit is king and everything else is secondary is like saying all you need is an oven and you’re guaranteed to bake well.

Pies aren’t bad, those ingredients aren’t wrong, and an oven is important - but they’re only parts of the system.

You need the whole thing.

It’s no wonder so many of us end up frustrated because we’ve wasted time and money getting terrible results.

So we go back to the sartorial equivalent of eating cold cereal - easy, safe, and simple.

Now yes, of course you can experiment yourself, use trial and error to come up with the correct tools, the right temperature, the correct cook time, and everything else

But what if I told you a system already exists, and you just need to be shown what it is and how to use it in order to get the perfect result every time?

Knowing that, would you be willing to give up your safe, easy, and simple style for something that looks and feels better, gets you further in life, and changes the way you see yourself?

If you knew that applying this system would get you better results, save you money, and limit your frustration? Would it be worth applying?

Going back to what we’ve discussed earlier, if this system were able to help you express your masculinity through your clothing, inject the meaning you want into them, and help you apply the tactics toward the right goals - would you want to learn more about it?

Project Your Power

Once we understand all this it becomes obvious that the only way to make your appearance work to your advantage is with a proactive method.

You may be lucky enough to be a natural who easily finds things that look great, communicate effectively, and work well together…but the rest of us need a system.

For those that aren’t naturals, let me ask you a question. If you followed what I showed you in the first shift and found a way to feel and act like more of a man in certain clothes, then did what I showed you the second shift and injected real meaning and communication into your appearance, and finally took a proactive, strategic approach to it all, do you think you would have good style?

Do you think it would be easier or harder to get dressed in the morning?

Do you think buying new clothes would be more or less enjoyable?

Do you think you’d feel better or worse about how you looked?

Do you think the people around you would treat you better or worse?

Do you think you would feel more or less authentic?

Do you think that your appearance would contribute to or detract from your success in your career, relationships, hobbies and other ambitions?

I know that can feel a little overwhelming and even a bit odd to admit to, but when we look at it like this, it really is easy to see how improving your appearance can contribute to a better life and taking the right approach makes this whole process easier, cheaper, more enjoyable, and more effective.

Pretty cool, right?

So I’ve created a special package for those who are interested in moving forward and want to implement this new opportunity.

I’ve spent the better part of a decade - thousands of hours and thousands of dollars learning how to make these three shifts happens as effortlessly and effectively as possible.

During that time I’ve helped hundreds of men learn to do the same and I’ve watched as they’ve all developed a better, more positive, more proactive relationship with the way they look.

The system I use is unique to me but, if you’ve been following me for a while it’s not anything new. I’ve discussed each of the components of the system in various YouTube videos, Instagram posts, and podcast interviews.

I’ve even succinctly put it altogether in my book The Appearance of Power. It walks you through each of the six variables you need to factor in when developing your own style to accomplish the three major shifts listed above.

But here’s the problem with the book, the videos, the interviews, and the posts - information isn’t transformation.

You can read all the books, watch all the videos, and follow all the right people in an attempt to learn how to swim, but you’ll never be a swimmer until you jump in the water and actually put all of that information to practice.

Information, on its own, is worthless - its value only exists once we’ve acted upon it and used it to make ourselves into better men.

Of course you’re welcome to take that information and learn how to apply it yourself. That’s what I did and it definitely works - but man does it require a ton of time, energy, and effort to get it right.

Rather than leaving you out there alone to figure this out by yourself, I want to guide you through the process.

To that end, I’m excited to introduce you to Project Your Power.

Let me walk you through what’s inside.

The very first thing you get is the 6-Week Masterclass

Week one covers everything you need to do to dress according to your unique body.

Week two is all about knowing which Style Archetypes you most identify with and how to build your style around them.

In week three we’ll look at the different tribes in your life and how adapting your appearance can increase your success within them.

Week four is all about ensuring that your personal taste comes through and that you feel authentic in the clothes you wear.

In week five we’ll go through a game plan to ensure your style is always an asset wherever you are in the world - not just at work or with friends.

And week six is used to determine the right amount of effort you need to be putting into this. The goal is to know the right balance between effort put in and results gained and both of those variables are unique for everyone.

Now let me tell you about someone who’s had the chance to go through this. His name is Luca and he’s a trainer up in Canada. After having gone through the masterclass, here’s what he had to say:

Through this course I learned about the basis of style…
I received constant support from Tanner, who made me use my own critical thinking and pushed me out of my comfort zone to try other clothing styles that I would have never imagined myself wearing or thought that didn’t represent masculinity. From this experience, I have learned how to dress intentionally and understand my personal style and taste, helping to build my self-confidence and my relationships with other people.
Sooner or later, style is an area that requires as much attention and dedication as others such as exercise and nutrition, career, social relationships, sex, dating skills, etc.. Every man should take care of it as his own personal development towards being the ideal man.
Before joining on, Luca’s style was already fairly intentional. He didn’t look sloppy nor did it seem like he didn’t care about what he was wearing. However, it was really aligned with who he was or who he wanted to be. Most of his clothes came from what magazines or mannequins said he should be wearing and they never really felt all that great.

- Luca

The masterclass is the foundation of the whole Project Your Power system and, on its own is worth $2997, but that’s not all I’m offering here.

In addition to the Masterclass you’ll also get my Style Cheatsheets

Each of these is designed to help you guide your thinking as you start proactively creating your style. Some are meant to be used only occasionally while others are effective guidelines that can be uses almost daily as you continue to sharpen your ability to improve your appearance.

With these cheatsheets you’ll be able to:

  • Take a proactive approach to your appearance

  • Know what benefits and costs your style will have for you

  • Determine exactly what you should be wearing in any situation or environment

  • Understand what pieces should and should not be in your personal closet.

In addition to that, the cheatsheets will help you get rid of:

  • Frustration and a lack of direction about what your personal style should look like

  • Confusion about what you should be wearing for different events and environments

  • Anxiety over shopping and finding the right clothes

  • Feelings of being a fake or fraud because what you’re wearing doesn’t accurately reflect who you are.

I remember before creating these sheets how frustrating it was to try to navigate dress codes for things like weddings and holiday parties. It was so easy to be overdressed or underdressed and have my clothes infringe on my ability to network or even just feel like myself.

After making these mistakes over and over again I finally started to recognize patterns in how I could improve and these patterns led to the creation of one of the cheatsheets included in the program for you.

That one sheet alone has led to me landing new clients and getting better business opportunities - things I would have missed out on had I not been on my game when the opportunity presented itself.

With each of these cheatsheets you’ll be saving yourself all the time and money I’ve had to invest in experimenting to figure out what works and what doesn’t.

So, we’re looking at:

6-Week Masterclass - $2,997
Style Cheatsheets - $497
Total Value - $3,494

These two components alone are typically enough to help most men transform, but I don’t want to leave anything up to chance. So in addition to what’s included in those you’ll also have access to Live Q&A’s.

This is not pre-scripted stuff, rather it’s me taking your questions and giving you direct answers.
Each week of the course we’ll do a live Q&A to ensure you’re internalizing all of the material and seeing the progress you want.

I don’t keep anything back on these calls and will work with you to answer each of your questions.

And, what’s even better, is it’s not just your questions.

These calls are live for everyone who has joined the course - meaning you’ll be able to hear both the questions and answers other men have as well.

Don’t underestimate how huge this one little variable can be.

For most of us, it’s too easy to lose sight of the real problem because we get so focused on how we’re experiencing it in our own lives.

However, when we see how other men are struggling with, confronting, or tackling the same problem, it can lead to massive mental breakthroughs that we otherwise would never experience.

When it comes to implementing all of this material - there is strength in numbers.

This kind of access to me is not something that always comes cheap but it’s included as part of the program.

Putting us here so far:

6-Week Masterclass - $2,997
Style Cheatsheets - $497
Live Q&A Calls - $797
Total Value - $4,291

Once again, we’re not done. Those Q&A calls are fantastic - but both my time and yours are limited and we can’t spend all day in group huddles helping each other out.

So, to help balance out the need for more access you’ll also be included in our Project Your Power Forum.

Here you’ll
connect with the other men in the program
learn from their mistakes and their victories
ask questions and get the best answers
show your progress or your hangups
have “hot seat” opportunities where I’ll break down your style directly
learn from others and their “hot seat” experiences

And have even more experiences that lead to the kind of transformation you’re after.

Now here’s the thing about this group.

According to all the sales guys and influencers I’m friends with, I should only be giving you access to this for the first two months and then charging $67 a month thereafter.
But I’m more interested in you making progress than in my making more money off of you.

So you’ll be part of that group as long as you want!

Assuming you’d be active in there for a year that would put the value of this component alone at $670.

Bringing us to:

6-Week Masterclass - $2,997
Style Cheatsheets - $497
Live Q&A Calls - $797
Unlimited Group Access - $670 (or priceless)
Total Value - $4,961

Now, obviously I’m not going to charge you $4,961 to enroll in this course with me.

But if I DID and all it did was ensure you never wasted money on clothes you’d never wear again, would it be worth it?

What if all it did was help you perfectly position yourself at work so you can get the most out of your career? Would that be worth it?

What if all it did was help you see the best version of yourself in the mirror every day and you started living up to all of your potential? Would it be worth it then?

If you’ve answered yes to any of those questions, you’ll like where this goes.

I had two choices when deciding how to price this.

The first was to go as cheap as possible and try to sell on volume.

But there are two big losses there. First - by having too many men in the program at once, the potential to really transform will change. By not going as cheap as possible, I’m able to give you more direct attention and help, rather than your getting lost in the noise of hundreds of other men.

The second reason to go dirt cheap on this is because of what it does for you.

I’ve worked with clients for free in the past and I’ve also charged thousands of dollars to work with me.

I’ve also gotten free coaching and had to shell out significant amounts of money to be taught by the best as well.

Without fail, I can tell you that those who put some skin in the game by spending some money are those who are truly motivated to change and see those changes.

I’ve never had a free client really internalize the principles in the program or make the system work for him. I’ve also never had a paying client who was unhappy with how it changed his relationship with his clothing.

Looking at all the things this system can do for you should make it easy to see why my one-on-one clients will pay thousands to work with me - it’s an investment in their future - in how they see themselves, in their relationships, in their careers, in everything.

At $4,961 this is a great deal.

But I’m doing something a little different. I’m going to make it available to you for



If you were to hire a stylist or consultant at that price you’d get half a day or shopping or helping picking out 20 pieces of clothing.

That price is also about six months on one of those monthly subscription boxes.

With both of those options you’re not really better off than where you started. You don’t know if those clothes chosen for you will be any better than what you’re wearing.

And even worse, in another year you’ll need to tap into that same service again.

You’re still not injecting YOUR meaning into what you wear.

You’re still not communicating YOUR masculinity.

You’re still not developing YOUR own strategy.

With someone else, that price gets you a few pieces of cloths and no real growth or progress.

At this point you have two choices.

The first choice is to do nothing. If you do nothing with the information you’ve learned for the last few days or try to implement it on your own, you might get lucky and implement this stuff faster and cheaper than I did. Highly unlikely, but certainly possible.

What’s more likely though is you’ll only see minimal progress and only get the minimum benefit - leaving you not much better than you were already.

Choice number two is to take a leap of faith and see how this program works for you.

I’m so sure that it will that I’m willing to put my money where my mouth is. If you join the program and can show me that you’ve worked through all the material, taken advantage of the cheatsheets, attempted to implement everything I will have taught you, and still haven’t gotten the results you want - I’ll give you your money back.

So the risk is gone. Either this works for you and you make some serious progress or it doesn’t and you get your money back.

If all of this:

6-Week Masterclass - $2,997
Style Cheatsheets - $497
Live Q&A Calls - $797
Unlimited Group Access - $670 (or priceless)
Total Value - $4,961

could only get you even half of what we talked about over these past few emails, would it be worth 10% of that value for you?


But Tanner, what about...

If you're like me, you probably have some questions, maybe even some doubts at this point.

So let's tackle some of them.

$497 can buy clothes. Why would I give that money to you when it still means I have to go purchase clothing?

You're right, you can go buy actual clothing with that money, but a lack of clothing isn't really what's preventing your style from being what it is, right?

Would you spend that $497 on something trendy? classic? one nice piece or a bunch of cheaper stuff? How would all or any of this improve your style?

Yes you will need to buy clothes, but going through this program will ensure you're getting the RIGHT clothes and you're no longer wasting money on them.

$497 now can save you thousands of dollars over the rest of your life.

I’m a simple jeans and boots/sneakers/t-shirt kind of guy. How can I benefit from a course like this?

A couple of different ways. We may not be completely changing your style. You may come out of this still wearing the same basic style as you were going in. But you'll be better equipped to buy better versions of those clothes, make sure they fit better, and you'll be able to wear them in a way that's more interesting and authentic.

Good style doesn't have to be complicated or formal - I'm in jeans and a henley most days now. But the way I wear them, the way they fit, and the quality of the items makes all the difference.

I’ll admit that I care how I look, but I hate the idea that I need someone to teach me. It makes me feel like a child or that I did something wrong.

I certainly get this. Dressing ourselves in one of the first things we learn to do as kids and needing someone to help us do it does make us feel small.

It hurts the ego.

But ego is always the enemy of progress. And it's likely not your fault that you weren't taught this stuff growing up. It's not like this is covered in school or job training. You likely didn't have a lot of well-dressed men who were able to teach you this stuff either.

It sucks that you have to learn this now, but that's the reality of it. It's up to you to decide if the benefits of learning so outweigh the ego hit of admitting that you do.

Also, it's not like anyone else needs to know you're working with me, right?

There’s a ton of free information available online, why pay for this course if I can find everything online for free?

Like we talked about earlier - information isn't transformation. It doesn't matter how well you can explain theory, movement, mechanics or anything else - if you've never jumped in the pool you won't know how to swim.

Anything that requires application to master - sports, music, selling, whatever is made easier when you have a coach or mentor helping you apply the information.

Meaning it's up to you to decide if the time to apply that free information, and the potential mistakes you'll make it buying the wrong clothes is worth more or less than the $497 to work with me and make sure you get it right from here on out.

Didn’t you cover this in your book? If I already bought that, what’s the benefit of the course?

In the book I was able to cover goals, strategies, and the system but I wasn't able to tackle the tactics.

And that's because each man's situation is too unique for me to be able to take a tactical approach within the book.

Yes this system is built around The Appearance of Power - and the real benefit comes from working with me to apply those principles, strategies, and systems into your own life - rather than your having to figure that out on your own.

My wife/girlfriend buys all my clothes for me. Why mess with a good thing?

There's a lot to unpack with this one but here are the main problems

  1. Your wife/girlfriend has different aesthetic goals than you do. She's trying to dress you in a way that looks good to her and, unless she's an actual stylist, it's highly unlikely that this approach will contribute to your goals outside of your relationship with her

  2. As much as she wants you to look better, she wants you to be a man about it. You know who else women dress? Their children. If she's picking what you wear, you're allowing her to treat you (and see you) like a child

  3. What happens if she's not there - either in the long term or short? You will be putting clothes on your body every day, for the rest of your life. Because of its frequency and its power, this is a skillset you should develop on your own.

I’d like to look better but I do not want to turn into some diva who’s obsessed with his clothes.

Me neither. And you don't have to. After I'm dressed for the day, I don't spend any more time thinking about what I'm wearing than you do - neither do my clients. It doesn't have to become an obsession unless you want it to.

Are you going to tell me I have to wear suits or skinny jeans?

Not as a general rule, no. If either of those will be the right fit for your life and your goals, I'll push you in that direction. But there's nothing generic or prescriptive about this course.

If there are pieces of clothing you absolutely hate, you don't have to wear them. You wouldn't look or feel good in them if you did. So shoving you into a box of what I think looks good is counter to what this whole approach is about.

No one at work cares how I dress. How will this benefit me?

Of course. Dressing better isn't just about how other people see you, it's mostly about how you see yourself. If you're in an environment where no one cares, it removes a lot of the restraints other men have to deal with.

In addition to that, your style doesn't just matter at work. It can affect your life at home, when you're out, at the gym, and in myriad other scenarios. This program teaches you to tackle all of them, not just what you wear when you're on the clock.

I don’t want to look like I care too much.

I don't want you to either. Effortlessness is a huge benefit in everything, but it's only valuable when you're actually good at something.

We love to see athletes move effortlessly because it shows how truly skilled they are in their field. No one cares about how effortlessly the spectators sit in their seats and cheer. That's too easy.

At first, you may look and feel like you're trying a bit too hard. That's part of the process. Working with me means you get through it more quickly and are able to have effortless style much sooner.


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