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:
- What your clothing communicates is INFINITELY more important than whether or not it looks “good”
- The ONLY WAY to deliberately communicate with your clothing is to Project Your Power
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.
- 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
- Meaning > Rules - What your clothing communicates is much more important than whether or not it follows any particular rules about form or fit.
- 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
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.
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.