- 7 months ago
🔥 Modern Men Are Failures? Ex-Soldier Turned Tailor Reveals the Secret to Power, Wealth & Freedom! 🔥
Are modern men losing their edge? 🤔💭 Former soldier Joule Sullivan went from the battlefield to the world of high-end tailoring, and he's here to expose the hard truths about masculinity, success, and self-mastery. 💪💼
In this electrifying conversation with Brian Rose, Sullivan breaks down:
🕵️♂️ Why men today are struggling in life and business
💰 The power of dressing well and commanding respect
🚀 How to reclaim your confidence, wealth, and freedom
🎖️ Lessons from the military that apply to everyday life
Are modern men losing their edge? 🤔💭 Former soldier Joule Sullivan went from the battlefield to the world of high-end tailoring, and he's here to expose the hard truths about masculinity, success, and self-mastery. 💪💼
In this electrifying conversation with Brian Rose, Sullivan breaks down:
🕵️♂️ Why men today are struggling in life and business
💰 The power of dressing well and commanding respect
🚀 How to reclaim your confidence, wealth, and freedom
🎖️ Lessons from the military that apply to everyday life
Category
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PeopleTranscript
00:00What the modern-day culture wants me to be as a man doesn't lead to any fulfillment.
00:06It's okay to want to be the guy who can fight. It's okay to want to have the big muscles.
00:09It's okay to want to have the pretty submissive, giving girlfriend.
00:12It's okay to seek these archetypal desires of men.
00:15But modern society has tried to say, no, you're a bad, unethical person.
00:18How did we get here?
00:19I have a bit of a theory on that.
00:21Politically, it's a lot easier to get people to vote for you if you are scared, divorced from any sense of faith,
00:27unhappy in a relationship. You're going to do what you're told if you are beaten down as a man.
00:31No leadership anywhere in the world wants men to be very much faith-based, bound together with their other brothers,
00:37free-thinking, armed, capable of combat.
00:39So that's the political piece.
00:40And a lot of men, when they get married, they become self-regulating citizens, right?
00:44You can hook up with a woman, but you've got to keep her happy or she can take half your stuff
00:47and you're the bad guy who can't see your kids. What a perfect way to control men.
00:50What's private security like?
00:5115 years lived in Iran, Iraq, Syria, Saudi.
00:54Saw the first shots of the Yemen war with my own eyes.
00:56But the private security sector is where I really shine because I do have a problem with authority.
01:00And also, I like money. I like getting paid.
01:03You're a tailor now through a very interesting set of circumstances.
01:07Am I a tailor? I don't know. I'm a guy who likes hanging out and building wardrobes with his mates.
01:12This is the modern-day armor for modern-day combat that is business and relationships.
01:17You mentioned faith. This is where your story, as interesting and unpredictable as it is, takes another unpredictable turn.
01:25Islam is the only way to fight against evil.
01:27I realize it's a lot deeper than what the Westerners conceive their religion to be.
01:31It's a system for life. It is the user manual to the human experience.
01:35Every component of your life, from your relationships, to your business, to your daily routines, is written very clearly in order to be optimized human.
01:42For a man to be fulfilled ultimately, we need mission. We need challenge. We need struggle.
01:47That is our primary indicator of whether or not we'll be fulfilled as humans.
01:51The world is changing.
02:07Inspiration is everywhere.
02:13It has never been so easy to connect, share, and bring people together.
02:19We're learning from others and finding the best in ourselves.
02:27Challenging our beliefs.
02:31Sharing our vulnerability.
02:34Overcoming our fears.
02:40Transforming ourselves so we can transform the world.
02:46How far can we go?
02:49This is London Real.
02:50I am Brian Rose.
02:51My guest today is...
02:52Hey, I know investing in crypto is scary.
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03:47I know investing in crypto can be scary.
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03:53Let's do this.
03:54This is London Real.
03:59I am Brian Rose.
04:01My guest today is Jules Sullivan, a.k.a. the Sartorial Shooter, the former soldier, security specialist, and problem solver turned high-end bespoke tailor.
04:11You spent 15 years working in intelligence and private security, operating in high-risk regions across the Middle East and Africa.
04:18Your work included crisis management, security, close protection, kidnappings, and extortion cases.
04:23In recent years, you became popular on social media due to your close relationship and outspoken defense of Andrew Tate.
04:29You are the owner of Custom Made Reality, one of the most popular tailor shops in Dubai, where you offer customers not just style solutions, but a complete personal brand upgrade.
04:39You believe the West is in rapid decline, while the UAE stands as a beacon of opportunity, security, and prosperity, offering a thriving environment to grow, succeed, and achieve one's potential.
04:50You ultimately believe that men should embrace their innate masculinity, face their fears, work harder than everybody else, and take on tough situations in order to truly understand themselves and unlock their full potential.
05:03Jules, welcome to London Real in Dubai.
05:06Honored to be here, brother.
05:07Great to have you.
05:08Been watching your content for many years, mate.
05:11You've profiled me quite well.
05:12Was that you or a team member?
05:13I've been watching you for a while.
05:15I appreciate you, brother.
05:16So, first things first, I mean, how do I look?
05:19Incredible.
05:20As I was saying earlier, a bit confronting for me.
05:22I'm usually the one who people are looking at as, wow, he's dressed kind of loud.
05:25Whereas today, I'm going to have to give it to you, bro.
05:28You've absolutely destroyed the tailor in terms of making a statement.
05:32Well done.
05:33Well, thank you.
05:34It wasn't the intention.
05:35Well, maybe it was.
05:36Maybe it was.
05:37Maybe it was.
05:38About ten years ago, I had a crazy guy on my show who probably got me dressing this way.
05:43And he's called the Trillion Dollar Man.
05:46He's got a castle in Scotland.
05:48He's a very outspoken older man named Dan Pena.
05:52I love the way he dresses.
05:53Amazing.
05:54He's kind of like the grandfather we all had that gave it to us straight.
05:58And he's the guy that most people ask me about on the streets when they pull me aside.
06:02Interesting.
06:03So, very politically incorrect.
06:05They'll never make one like that again.
06:07And I started using his tailor.
06:09Whereas I like to joke, he now uses my tailor.
06:12And he always used to say, you know, for a young man, you've got two ways to make a first impression.
06:19What you wear and then what comes out of your pie hole.
06:22So, at least you can control one of those things.
06:24Exactly.
06:25I like it.
06:26But like I said, I was telling you earlier, when I first started the show, I would wear G-Star raw trousers and skateboard t-shirts.
06:32And then I kind of morphed into this.
06:35And now it's just become part of who I am.
06:37And I think it's really important.
06:39There's power in the suit, right?
06:40There is.
06:41There really is.
06:42I had a similar arc as well in that I grew up very rough, always secondhand clothing.
06:46And when I left the military and went into intelligence work, I was taught how to dress.
06:49There's army guys.
06:50I was a soldier.
06:51They have the fast eyes.
06:52They're ripped tight in their bodies.
06:54They need attention to relax and also need to teach them how to dress in a classic sense so that you can ultimately interact with upper society.
06:59That's a lot of what especially civilian intelligence agencies do.
07:03And so I noticed, as long as I didn't say anything, as long as nothing came out of my pie hole and I was dressed in a nice navy blazer, some chinos or dark denim and a nice shirt, all of a sudden these restaurants that I felt uncomfortable in, all of a sudden I belonged.
07:16The people who would look down on me and patronize me because of my terribly low-class way of dressing would all of a sudden think, well, come in.
07:22Have a seat.
07:23Again, as long as I didn't say anything.
07:25So I had to learn how to make sure what came out of my pie hole was congruent to dressing well.
07:30But the ROI, especially as a young man, in putting energy into learning, especially the classic, traditional, conservative way of dressing, which we are not representing in any way right now.
07:38Maybe the tailoring is.
07:39Maybe not the colors.
07:40The tailoring is on point.
07:41The cut of that suit is gorgeous.
07:42Props to your tailor there.
07:43But, yeah, I've seen so many young men come in and we've taken them through the process of, you know, where are you going to dress well?
07:50What sort of image do you want to put forward?
07:52They leave feeling like a million bucks.
07:54Now, our man, Andrew Tate, he often says there's no downside to feeling like you're the man.
07:58Unless you're in London and someone's coming after your watch and, you know, you don't want to look like you have wealth.
08:03But generally speaking, the confidence that comes from and the projection of essentially what is social intelligence, of class, of refinement through, you know, not saying a word.
08:14How else are you going to do that?
08:15You don't take a car into the restaurant.
08:17You know, everyone, especially in Dubai, has a nice watch nowadays.
08:20That's not the flex it used to be.
08:22But dressing well and having a good physique to back that up, you know, a good posture, that dress and bearing, it really does bring massive ROI.
08:29Yeah, massively.
08:30And yet when, you know, I look at, you know, my fellow Americans, it's like they're almost going to the other end of the spectrum.
08:36It's the race to zero and you go to places, you know, and the bi-coastal and everyone is dressing like they're eight years old again with the baseball caps and the, you know, it's so strange to see.
08:48I have to believe that's a trend that will pass.
08:50Dressing in a classic sense has been around for a long time.
08:53And also, I mean, as I'm sure you have, if you look into why we dress the certain ways we do and why we use certain colors, that comes from hundreds and hundreds of years ago.
09:01So I think the classic men's attire will always last.
09:04And these tech boy trends or the, I'm a fully grown man who dresses like he's, you know, 15, I believe that's a trend.
09:10I hope that's a trend that will fade very soon.
09:12Yeah, I hope you're right.
09:13You know, we do a lot of stuff in crypto and a lot of, I'd say a lot of executives are maybe scared to wear a suit to a crypto event because they want to be seen as the Web3
09:23bro.
09:24And like, I went the other way.
09:25I just, I wear, I dress like this and I go in and I, a lot of young men come up to me and asking me questions.
09:31You know, they're just attracted to this and now, oh, where'd you get the suit?
09:34And then, and then, and then just like maybe they're attracted to other aspects of, you know, masculinity.
09:40And I think they get it, you know.
09:42It's archetypal.
09:43There's power in the suit always has been.
09:44This is the modern day armor for modern day combat that is business and relationships.
09:48We don't put on the chain mail and the big helmet anymore.
09:50This is, this is our armor for facing the outside world.
09:53I think every man should, should put energy into it.
09:55If you want to rock a t-shirt and be that bro who relies on a nice watch to project the value.
10:00All right, cool.
10:01But you're, you're missing a trick.
10:02This sort of dress, even if someone doesn't know or like fashion, it impacts people on a deeper level than just being in a black t-shirt with a Richard Mill on your, on your wrist.
10:10Yeah, it's true.
10:11You know, um, Guy Ritchie was on Joe Rogan's show and he wore a suit and Joe couldn't really get it because he probably has the bro dress, right?
10:18And then Guy kind of schooled him and he said, no, you know, in America maybe more so that the suit was taken away from you as, as a male and fed back to you as a uniform.
10:27But he said it's ultimately was always a way for you to show your status, express yourself, show the world who you are that day.
10:34And at the end of it, you could see Joe really understood what he was talking about.
10:37Yeah, nice.
10:38I don't know if he bought a suit, but.
10:39Yeah, I do.
10:40Yeah, I see what you mean.
10:41And I remember on that conversation you talked about the fact that he particularly likes the, the pocket square.
10:45Yeah.
10:46Because that, that is a way of showing you're wearing this outfit because you can, not because you have to.
10:50You're owning the look.
10:51Yeah.
10:52I remember that.
10:53It was quite a, quite a formative conversation for me.
10:54Yeah, it was powerful.
10:55Guy has some really interesting intellectual property.
10:57Definitely.
10:58You know, besides just being a movie director.
11:00Master storyteller.
11:01Yeah.
11:02And so when I, when I started wearing these, I just, it came a habit.
11:05And then it was my way to show the team and the world that I'm ready.
11:09When I walk in the office that morning, when I walk out of the house, I'm ready.
11:13And everyone can see I'm ready.
11:15I'm not having a bad day.
11:16I'm not phoning it in.
11:17I'm wearing the suit and I'm ready to go.
11:20And so it's just become like a thing.
11:22It is.
11:23I was corporate for a long time, executive level, global at one point.
11:27And I was always the guy who was dressed as if he could go and interview perfectly that day.
11:31That's going to lead to people appreciating you more, needing to give you better bonuses,
11:35give you promotions.
11:36If you really look ready to dominate and such that the competition might want to come and
11:41poach you, it's not going to do bad things for your career, right?
11:44Yeah.
11:45But you're a tailor now through a very interesting set of circumstances.
11:50And I was wondering if you could maybe take us back to, you know, the teenage Jewel in
11:55Australia and tell us kind of why you went down this military route.
11:59I think you posted recently an old picture on your Instagram of a youngish Jewel.
12:03Maybe he was in his early 20s.
12:05I think you might have made a reference that he might have been a little bit of an angry
12:09man, maybe a misguided young man, like many are.
12:13Maybe you could take me back to that Jewel.
12:16Yeah, indeed.
12:17So single parent upbringing for the most part, you know, the sort of typical welfare raised,
12:23no real masculinity in the house, no real femininity in the house.
12:27The West is pretty lost in that front.
12:29And so there was always the search for what should I be, how should I use all this masculine energy?
12:36Now, hum to love with my son, he has his boxing, he has conversations with his dad.
12:39We are channeling his masculine energy in a healthy way.
12:42As a teenager with no outlet, the military was the only solution for me.
12:46I'm very grateful for it.
12:47Like, you think you're some tough kid, go join the military, hang out with combat veterans.
12:50You'll learn pretty quickly you're not that tough.
12:52It doesn't matter how many fisticuffs you've gotten into in the street when you're talking
12:55about people who have, you know, been through X amount of combat operations.
12:59So that definitely grounded me.
13:01I remember when I was signing up, I was told that I had scored IQ high enough to be a fighter pilot.
13:07Why would I want to be an infantry soldier?
13:09To which I replied, to kill the enemy, sir, which is a line I took from a book anyway.
13:14But I wanted to learn the art of combat before going into anything else.
13:18Did that, it was a great experience, physically very demanding, great brotherhood.
13:22You know, that struggle bonding with other men is real.
13:24So very grateful for that opportunity.
13:26People who say, you know, thank you for your service.
13:28It's an honor and it is a gift to a man's development to serve in a military.
13:34I don't think it's something people need to be thankful for personally.
13:37Although, obviously, a lot of people have given a lot more to that machine than I have.
13:41And I, in turn, am grateful for that.
13:43But pretty quickly, I was noticed as someone who had a talent for languages.
13:47So I spent, I think, a year and a half of my life in language school, which is pretty cool.
13:51Tetum, which is the language of East Timor, then Farsi and Dari, which is Iran, Afghanistan respectively.
13:58Taken into military intelligence and from there into, we'll just say the intelligence world more broadly.
14:03Dropped the uniform, spent more time.
14:06I've got to be careful what I talk about here, obviously.
14:08Spent a lot of time in the Middle East.
14:10And from there transitioned into the private security sector.
14:13And that's, I'll say, look, I was decent as a soldier.
14:17I think I was fairly good when it came to human intelligence.
14:20But the private security sector is where I really shine, because I do have a problem with authority.
14:24And also, I like money.
14:25I like getting paid.
14:26So the private security sector was always the logical place that I'd end up in.
14:31Fifteen years lived in Iran, Iraq, Syria, Saudi.
14:34Saw the first shots of the Yemen war with my own eyes.
14:36You know, a lot of good stories that came out of it, which typically I don't talk about, especially not with a bunch of cameras here.
14:41But happy to discuss what's reasonable and professional to discuss.
14:44And after a certain point of just seeing what I view as sort of the darker side of humanity.
14:49You spend a lot of time in conflict zones.
14:50You really do realize how evil humans are.
14:53I wanted to retire.
14:54Alhamdulillah, I had a very well-paid corporate job and a bunch of my own businesses.
14:59Weapons and tactics training company, investigations company, security consultancy.
15:03They all became seven-figure businesses of their own right, which is great.
15:06And so I was like, okay, time to pull the trigger.
15:09What do I do?
15:10I don't believe in retirement.
15:11I'm sort of done with security work.
15:13And I've always liked tailoring.
15:15So I'd say, am I a tailor?
15:16I don't know.
15:17I'm a guy who likes hanging out and building wardrobes with his mates, building outfits.
15:21It's a very satisfying process, as I'm sure you'll appreciate.
15:23And so that's how I spend my days.
15:25A lot of focus on faith, family, and trying to back off on this constant focus, you know, I think all men like us have, which is get more money, get more money.
15:33I'm not beyond money, but I'm at the point now where there's, as I'm sure you can appreciate, diminishing return on solely focusing on money.
15:39I want to use my days in a more quality way than just get in that bag.
15:42That's the current focus.
15:43Which is an interesting evolution because, you know, you're younger than most men who have that realization.
15:49You're early 40s, right?
15:50Correct, yeah.
15:51I'd say a lot of men have that realization in 50s and 60s.
15:54True.
15:55I think I've taken a lot of chances and I think I've attained a very solid financial independence earlier than I ever thought was possible, which helps.
16:03It's easy to not worry about money once you've got money.
16:05Man, my whole life was don't have money, need to get money.
16:08And I think a lot of people have said to me, I was that poor kid.
16:11I still feel poor, you know, in my heart.
16:13What do I do about it?
16:15Mantras won't help you.
16:16You know, mindset, you know, manifestation, get money.
16:19That's how you don't feel poor.
16:21But at a certain point you need to realize that there is diminishing returns.
16:25As you know, when you go from, say, 10 to 15 a.m. up to 20 or 30 or 40, your life doesn't change.
16:31You know, so it's, I think at that point, I don't see it done very often, but I think at that point that the sensible or noble thing to do is,
16:38all right, how can I give back and what else matters in life other than just more money and more stuff in a bigger house?
16:43I'm actually looking to downsize my houses.
16:45I don't need that much space anymore.
16:47Isn't that interesting?
16:48You know, I was trying to tell some crypto bro the other day who bought like a Richard Mille watch.
16:53And he was like, do you want one?
16:54And I said, you know what?
16:55This is how we evolve.
16:57No watch.
16:58Yeah.
16:59Timex watch.
17:00Rolex.
17:01Mille.
17:02No watch.
17:03Yeah, there it is, bro.
17:04And I see a lot of guys evolving like that.
17:06It's a real thing.
17:07Where the end is no watch, no car, no house or whatever.
17:10It's just, you know, you're downsizing maybe because you have other priorities.
17:14I've noticed exactly that.
17:15A lot of the clients that I've worked with over the years are ultra, ultra high net worth
17:19individuals, royals, you know, big players who have complex problems that need people
17:24like me.
17:25And they don't usually wear watches.
17:27They have watches, but they don't wear them.
17:29It's quite an interesting one.
17:30Yeah.
17:31It's interesting too in Dubai, because like you said, sometimes everyone has the watch.
17:35Indeed.
17:36So, you know, when I'm outside-
17:37A lot of fake watches here too.
17:38My goodness, there's a lot of fakes.
17:39Oh, really?
17:40Okay.
17:41It's a real thing.
17:42When I'm outside, I'm the no watch guy.
17:43Yeah, me too.
17:44Tell me about military.
17:45I mean, you can't talk about everything, but you went through probably a lot of self-defining
17:51moments.
17:52Yeah, definitely.
17:53Again, I went into the military thinking I was sort of tough and thinking I was fit,
17:57especially when you're in infantry.
17:59I was in a unit called , which is light infantry specialized in jungle warfare.
18:04You get pushed, really, really pushed.
18:06And it was great.
18:07I think every young man needs that.
18:09And I would wish the same for my son in a way that was meaningful as opposed to, I think,
18:14a lot of modern-day warfare now, especially with Western militaries.
18:17It's just the machine.
18:18It's the military-industrial complex.
18:19But those skills and experiences you can have specifically as a soldier in a capable military,
18:26incredibly defining.
18:27The brotherhood that you can experience is very real.
18:29A lot of veterans really lack that when they get out.
18:31They really lack that feeling of having their boys next to them.
18:34Because at a certain point, when you're going through it, you don't really care about the
18:38Hollywood narratives that you've got to save your country.
18:41With respect, rarely do you get kitted up and go on patrol for queen and country.
18:46You're doing it because you're with your boys.
18:47You're doing it for the men next to you, which I think is a beautiful thing to experience.
18:53But in terms of physical effects, pretty much everyone who does the soldiering thing properly
18:57will get injured, unfortunately.
18:59Typically, the spine will be affected or the knees.
19:01So that's something that you will pay for for the rest of your life.
19:05But overall, I'm very grateful for that experience.
19:07It's amazing.
19:08It's interesting because I've had quite a few Navy SEALs and former Green Berets on.
19:13And they're probably the only people that talk about evil.
19:16You know, Jocko talks about this and Tim Kennedy, and they said there's evil in the world.
19:21I don't talk to many guests that say that because I don't think they've seen it.
19:25And I would say I haven't seen it either.
19:27Yeah, indeed.
19:28There's collective evil in this world.
19:30When you spend a lot of time in places that are either the failed states or on their way
19:33to being failed states or dictatorships that are sort of holding on and losing ground
19:38by the day or active war zones, you see a lot of things that, as per the Western paradigm,
19:43shouldn't be happening.
19:44We live in a very advanced society.
19:45You know, we have incredible medical care.
19:47Why is there a kid cut in half over there?
19:50It doesn't make logical sense.
19:51Whereas when you spend time in those parts of the world, especially with me in the private
19:55security sector as well, I'd have big teams of locals.
19:58I'd have, you know, whether they're drivers or CPOs, close protection officers, or even the
20:03cook would have stories of his family being affected, right?
20:06When you're around the locals and you're seeing how they're impacted by years and years of
20:10this instability and conflict, it really does make you question the worldview that you have
20:15growing up in the West, that humans are inherently good, governments want to look after you,
20:19you know, taxes are there for a good reason.
20:21It's a bit of a red pill, if you will, on the inherent good of humans and especially politicians.
20:29Anyone who spend enough time in conflict zones will have a pretty healthy distaste for the political class.
20:34Because they're making investment club today.
20:37I considered the best investment that I've ever made.
20:39We get four projects presented a week by their associated CEOs.
20:43Personally, I'm completely blown away by the quality of these projects.
20:46And I know of nowhere else where I would be given the same opportunity.
20:49Each week that passes, I feel more appreciative of the fact that I'm a member of this group.
20:53The vibe was just tremendous.
20:55Everybody's on the same wavelength.
20:58We just clicked.
20:59Everybody listened to each other, enjoyed their company.
21:02It was just magical.
21:04Magical.
21:05Take action.
21:06Don't take my word for it.
21:07Do doing what you need to do.
21:08And I really hope that someday down the road I see you in the club.
21:11It far exceeded expectations, without question.
21:14Life and death situations with just other people.
21:26Right.
21:27And sometimes for their own benefit.
21:28Exactly.
21:29And they're not sending their own kids off to die.
21:31Right.
21:32That song War Pigs by Black Sabbath, very relevant to this day.
21:35You know, the generals sitting around a fire sending young, you know, youths off to die.
21:40That's exactly what's happening to this day.
21:42Even though it was written about the Vietnam War.
21:43Is it hard sometimes to come back to normal society when you've seen that darkness?
21:49And to try to look at the good in all of people?
21:52Because you can't unsee that stuff.
21:54Yeah, indeed.
21:55It hasn't been for me.
21:56Again, I've got a lot of brothers who gave a lot more to that system than me.
22:00You know, I wasn't special forces.
22:01I was infantry than intelligence.
22:03You know, some guys have really given a lot more of their souls and their minds to the
22:06system than me.
22:07So I won't speak for them.
22:08But for me, especially spending years and years in these places as a civilian, as a
22:13private security, let's say security manager or security contractor, many different terms
22:18it's given.
22:19I don't think humans are good anymore.
22:22It's not a struggle.
22:24I think humans are, I'm not going to swear, but I think humans are, let's say, I think
22:28they're self-centered.
22:29I think they want the most gain for the least effort.
22:31I think their empathy is very tribal.
22:34They care about their own people.
22:35They don't care about anyone else.
22:37I think we are inherently violent, dangerous animals, and I'm okay with that.
22:41I'm competent in that realm, and I think every man should be.
22:45But to think otherwise, I think it's quite naive.
22:48I don't believe that Western society is in any way civilized.
22:52You look at Hurricane Katrina when there was no water and power for a few days.
22:56People were being cut up and murdered in the streets.
22:59I was on ground in numerous countries during the Arab Spring, assisting with numerous evacuations.
23:06Egypt overnight went from being one of the most heavily policed states in the world.
23:09They said one in seventy people within Egypt were either police or intelligence services
23:14or informing into.
23:15It was a huge network, taxi drivers, people in restaurants, hotels, a huge network of informants
23:19to maintain a real secure police state.
23:21Overnight, that was gone.
23:22They were just non-existent.
23:23All law enforcement, everything gone.
23:25Of course, there weren't many firearms, so people were chasing each other down the street
23:29with swords.
23:30Neighbors were knocking on each other's doors with swords, looking to settle that beef they'd
23:33had for years that had been held down because of this police state.
23:36I don't think humans are in any way good or benevolent animals.
23:40I think we're evil and dangerous, and you take away the constraints of either a dictatorship,
23:44as you want to call it, in developing countries, or the comfort bubble that you see in the West,
23:51backed up by the violence of law enforcement being just around the corner.
23:55That's when you see real humanity.
23:56I don't think there's any argument or counterpoint to be put forward other than the fact that
24:02humans are selfish and evil and violent.
24:04That's our natural way of being.
24:05That's why we have to fight, right?
24:07That's why you feel that urge to get into the ring.
24:10You know, it's who we are as a species.
24:14And that can be really empowering if you're a male, if you know that's maybe who you are,
24:19and then you can start to think about how you can control that man and bring a man that's
24:24going to be beneficial to society.
24:26And it's not going to be an easy job.
24:27It's going to require training and discipline and restraint.
24:31And exposure to risk.
24:32Yeah, exactly.
24:33How do you know that you can keep a cool head and execute your training, maintain situational
24:38awareness when there's bits of hot metal flying around?
24:40If you haven't been in it, you need to be exposed to risk, I think, as a man.
24:44There are many different ways to do that.
24:45Okay.
24:46Talk about the transition from military to, you know, private life, business, I guess.
24:51A lot of guys can't make that transition.
24:54Indeed.
24:55And I've really tried to help mentor a lot of veterans on their way out.
24:58It's interesting, because people would look at a veteran or even a special forces guy
25:01and think, oh man, they're so good at this.
25:03And yet I've heard over and over again, it's a very hard transition to make.
25:07100%, because you're still part of a system.
25:10It's uncomfortable.
25:11You'll be challenged a lot more than civilian life, but your rent's paid for you.
25:14Your bills are covered.
25:15There's a mess hall to go and eat if you don't feel like cooking.
25:18And you are, right, be here at this time.
25:21Now we're deploying for this many months.
25:23Your life is dictated for you to come out of that.
25:26Especially, I find, if you've been in the game for more than, say, eight to ten years,
25:29it is very difficult to really ever become not that.
25:33It's very difficult to transition in the civilian world.
25:36For me, it was, I'd say, pretty smooth in that I was schooled on how to be a civilian by intelligence professionals.
25:47So I had that.
25:48I was civilianized, if you will.
25:50So it really helped.
25:51But I remember at some point, I was, I'd say, 25, 26, and I was just getting rid of the,
25:56in the process of getting rid of the uniform while still in the system.
26:00And I went to a friend of mine who I'd met at Krav Maga class, a good friend of mine.
26:05I did a lot of that for a good five years.
26:06It was a big part of my life back in the day.
26:08And I said to him, bruv, you work in corporate.
26:10Can I come into your office just to see what people are doing in those buildings?
26:13As a mid-twenties military guy, I had no idea what people were doing in all these buildings.
26:19I literally didn't know.
26:20So he brought me in.
26:21He sat me down.
26:22He said, well, there's an HR function.
26:23There's a finance function.
26:24You know, there's marketing.
26:25And I was like, it's a bit like the military in a way.
26:28We have our ops guys.
26:29We have our logistics guys.
26:31We have soldier management, career management.
26:34So it's a lot of what you were doing in the military is very similar to what's in the civilian world.
26:39But you're not really aware of that until someone briefs you on it.
26:42I would say a lot of things like a lot of leadership structures, things like crisis communications,
26:47things like leadership training that you see in the business world, a lot of it comes directly from the military.
26:53But a lot of veterans aren't really aware of that or empowered to say, right, my skills and what I've been through is actually very relevant for this civilian world.
27:02I just need to change the way I talk.
27:04I need to typically calm down a bit and change the way I dress.
27:07And I can actually do very well in this.
27:09I am under no illusion that I wouldn't have attained what I've achieved, you know, in the business world if it wasn't for my background, both with the intelligence piece and the military.
27:20Okay.
27:21So you kind of unlocked it, looked at it differently.
27:23Had a lot of help too.
27:24Had a lot of help.
27:25I'm really fortunate like that.
27:26And the good thing about the security, private security sector is you're working with all, everyone is a veteran, pretty much.
27:32Okay.
27:33And so they can help you.
27:34Hey, hey, man.
27:35I remember when I went for my first interview in the private security sector, the first thing that my then boss or boss-to-be said was,
27:41you're going to have to grow your hair and relax your dress standards.
27:44You look way too green.
27:45You know, so I was still after, even after all the intelligence work, I was still being told, mate, you still smell of that kind of guy.
27:51We need to bring you down to fit into this high-end corporate environment and to talk to the clients that we have coming in.
27:56Interesting.
27:57What's private security like?
27:58You know, I think we all think it maybe is this, but maybe it's really this.
28:03And I guess it really varies too.
28:05Indeed.
28:06Huge, huge industry.
28:08I mean, you could be a close protection officer who's essentially, I'd say, most of close protection is logistics and people skills.
28:14And there's a bit of risk awareness as well, a bit of planning and a little bit of having to act if things go wrong.
28:19But most of it is facilitating the life of someone who's very busy and all the different cars and jets and hotel rooms and everything that's involved in that.
28:27I think it's a good job for a young man because it's very boring very quickly.
28:31The way being a bodyguard is glamorized in the movies is not the case.
28:34It's long hours.
28:35You are support of someone who's going out and building businesses or doing interesting things, and you're just support.
28:40So it's a limited career path in that sense.
28:43Stepping up when you look at those who are doing security management in hostile environments or being essentially armed close protection officers in conflict zones.
28:53Good money if you've just come out of the military.
28:55Pretty simple life.
28:56Plenty of time for the gym.
28:57Again, working with lads.
28:58It's almost like military-esque, but more cash.
29:02So that's not a bad way to do it.
29:03But again, it has a shelf life.
29:05You'll get bored of it after a while.
29:06And then you're looking into the management piece.
29:08So that's when you can specialize in certain areas.
29:10Perhaps you'll be a physical security manager who sets up large factories or who maintains the security of supply chains and compounds and oil rigs in Africa and so on.
29:20You could go into certain areas such as investigations.
29:23So you're looking into fraud or extortion attempts and these sorts of things.
29:28You can go into looking into anti-elicit trade, so dealing with smugglers, running essentially intelligence operations to gather information on what smugglers are doing.
29:35Finding people in the customs and law enforcement agencies of that country who actually care and incentivizing them to go and shut down the smugglers.
29:42So it's a massive field.
29:43There are so many different things to do.
29:45Towards the end of it, what is the dream in corporate security?
29:49You're in-house.
29:50So you're working for a large company and you're their trusted security guy.
29:53I had hundreds of staff around the world, a very healthy budget.
29:55And that's when you can essentially be transitioning fully into the civilian world.
30:00You're not carrying a gun anymore.
30:02You will go to bad places and you will deal with interesting things, but you're flying business class.
30:06You're getting paid nicely.
30:07You've got health insurance and it's secure.
30:09A lot of the private security sector is contract-based.
30:13So you have an amazing job, but then it's gone and you're just sitting around waiting for something else to do.
30:17So the dream is in-house work with a big company and a big budget and a big team.
30:21Whether that's your own security company or embedded with a multinational, that's good living.
30:27But again, there's a lot of veterans out there.
30:29There aren't that many jobs when it comes to proper high-level corporate security or private security sector jobs.
30:34Can it be dangerous or even more dangerous than the military because you're in situations with no backup?
30:39Yeah, definitely.
30:40100%.
30:41I'm not the sort of guy to hide behind NDAs, but I am pretty NDA'd up.
30:44I was in numerous situations in the private security sector where, I mean, there was artillery shells hitting the building I was in.
30:51Couldn't hear for days.
30:53Many, many contacts, many times, you know, movements had to be interrupted and you have to go the other way
30:59because the recce car is being shot at.
31:01There's a complete lack of infrastructure that would support you if you were in the military.
31:06You can't call in QRF for quick response.
31:08You don't typically have an eye in the sky telling you what's going on.
31:11You don't have top cover or arrangements with the local militaries to come in and support.
31:18It's just you and your lads.
31:20And if things go wrong, which it does in numerous countries, things can flip quickly.
31:24I know of guys who've been stuck when the air corridors are shut in conflicts like Yemen for months on end.
31:30So it's, yeah, it's a different game, but there's a lot more money involved.
31:34So it's, you know, dice that most veterans will roll, especially when you're fresh out of a pretty sharp end or niche area of the military.
31:42There aren't that many sort of high money jobs you can just, you know, clip straight into, just fit right into.
31:48Yeah.
31:49Probably very few.
31:50Probably very few jobs you can just quickly into.
31:52Yeah, exactly.
31:53And also jobs where you still feel like you're the man.
31:55Part of the issue with transitioning from the military is you feel like you're the man.
31:57But as soon as that system is taken away from you, you're no longer given that validation that you're the man.
32:02So that's what, that's what hits people a lot.
32:04Is corporate world just demasculinizing?
32:06Sitting behind a desk dealing with corporate politics and HR policies.
32:10It's, it's, it's a lot less satisfying and gratifying if you're that high testosterone man, definitely.
32:15And so here you are though, kind of at the top of the pyramid where you're not involved in this kind of direct action, but you still wanted to walk away because it was just the stress you didn't want to deal with anymore.
32:26Again, I don't want to speak too sort of negatively, but high level security work or any, I think any work in conflict zones, at a certain point you get tired of it.
32:34You are seeing the worst of humanity and you're just dealing with crappy situations and, and crappy people, if you will.
32:41In that, if you're investigating murders in, in a developing country, you're not going to be talking to nice people.
32:48If you, if you're responding to extortion attempts in a Soviet country, you're not dealing with positive interactions.
32:54If you're investigating a staff misconduct and, and someone's gotten hurt or something's gone missing, it's not good vibes.
33:01I like, I mean, maybe I'm 42, getting a bit, a bit old now.
33:04I like, I like feeling positive in my day to day when, when you are day in, day out looking at, you know, not trusting pretty much anybody looking into, you know, things going wrong in difficult places.
33:15I think everyone gets sick of it.
33:17It's hard to see you in that.
33:19I mean, I can see you there, but you seem to be a guy that really cherishes good vibes and tries to promote the good vibes.
33:25And so it's weird to hear that, that guy over there.
33:29It's hard to see that it happened.
33:31I mean, I'm sure you're very good at it, but I'm a bit surprised.
33:33I'm a bit surprised now that you are that default, I want to be around good vibes person, you know, even just a few years later.
33:41Well, it's, I think at a certain point, when you've gone through that struggle pathway as a man, you become more and more protective.
33:47And I see this a lot amongst the ultra, ultra high net worth of the world, a lot more protective of their energies, might feel a bit sort of esoteric or a bit hippie.
33:54But I know numerous ultra, ultra high net worth individuals who make a point of not interacting with more than 10 people unless they really have to.
34:01They just don't talk to anyone else.
34:03They don't let people in their house unless it's family.
34:05They don't go out to restaurants.
34:06They're just withdrawn away from everything out there because they just don't like interacting with people who they haven't vetted and they can't trust fully.
34:14And they don't respect them and understand how to interact appropriately.
34:18I kind of get that.
34:19Look, I'm in no way some baller when it comes to financial status, but I am at the point where I'm like, I don't really want to be around negative people because as mentally sort of tough as you are, we are tribal animals.
34:32I mean, you step onto the subway in London and everyone's a bit depressed.
34:35It's going to drag your energy down a bit, right?
34:37We have the mirror neurons.
34:38We feel what the crowd is feeling as a survival mechanism.
34:41In the same way a tribe of gazelles, one of them hears something, the whole tribe, whatever the flock, I don't know what the term is.
34:48All of those gazelles instantly, their ears go up.
34:50It's a survival thing.
34:51There is an emotional economy that exists.
34:53I don't want to be around people who are scamming or conducting acts of violence, all this sort of stuff.
34:59Maybe Dubai is maybe soft, but you want a jacket?
35:02I'll give you a jacket.
35:03I'm a simple tailor.
35:04It's beautiful.
35:05It's interesting.
35:06I mean, I'm so blessed to do this job where most of the time I'm talking to somebody who's on a really high frequency, you know, and that's the only reason they're there or they've got some new ideas or I'm surrounded by my community, which is like similar level or my family or my friends.
35:22So I'm rarely in a situation where I'm dealing with like some low frequency energy.
35:26I remember I was getting my hair cut a few months ago in the barber in London and there was a guy next to me and he was just talking rubbish with the barber.
35:34It wasn't even like bad.
35:35They were just talking about nonsense.
35:37And, you know, obviously two young men and I'm just thinking, really?
35:40You guys don't have anything better to do.
35:41And I caught myself and I'm like, wow, I'm reacting to this because the rest of my life is so pure that I don't involve anything around me as soon as there's a whiff of negative vibes.
35:51Or low frequency or even not high frequency.
35:54Don't do it.
35:55Don't do it.
35:56Yeah.
35:57And so I was like, whoa, you really are detached from this.
36:00Maybe that's good.
36:01And that frequency dynamic between people, whether you call it, I think social neuroscientists will call it the emotional economy or energetic economy.
36:09Like, you know, the theory does talk to this.
36:13Someone else's frequency will impact you.
36:15Why you want to be around that low frequency stuff.
36:17Like people who have certain vices or they're addicted to certain hedonistic activities.
36:21Or the sort of person who shaft their business partner for money.
36:25You know, they put money over honor and these sorts of principles.
36:28You don't want to be around that.
36:29And I think as money becomes less important, your tolerance for being around low frequency people diminishes so drastically.
36:36Yeah.
36:37Yeah.
36:38And if people force you or cause you to behave in a low frequency way, you notice that as well.
36:43Like, you know, if I have to get angry or if I have to say something, it's like, well, wait, it's hurting me more than it's hurting them.
36:48A hundred percent.
36:49And it lingers as well throughout the day.
36:51Yeah.
36:52I don't need that.
36:53That's what I love about tailoring.
36:54Man, it's so simple.
36:55My worst day as a tailor is, oh, we're out of that fabric and the manufacturer said we have to wait for a few months to order it.
37:01So I have to explain to my clients, sorry, brothers, we can't do that jacket that you wanted.
37:04That's as bad as it gets.
37:06Having been shelled and dealt with kidnaps and colleagues being killed and all sorts of mess.
37:13I would take that reality, bro.
37:15It's a real blessing.
37:16I wake up grateful every day.
37:18What's it like when you're around high profile people?
37:23I think you mentioned when you were around Andrew and Tiston Tate, you know, security for them is no joke.
37:28Because they're dealing with a highly emotional public that's unpredictable.
37:32A hundred percent.
37:33I don't think you did security with them.
37:34I think you were just friends.
37:35But you said you've seen them in situations.
37:37I think you mentioned Andrew's quite well aware of his own security.
37:40Both of them super switched on.
37:41Really?
37:42Yeah, super, super situationally aware.
37:44Absolutely.
37:45They carry themselves like security professionals.
37:46They have such professional paranoia, which is great when you also then become very famous.
37:51Because you're a hard target, right?
37:53Right.
37:54But to your point, their fan base is so emotional.
37:56They just run at them.
37:57And this is years ago before they even hit that most Googled man sort of status that Andrew hit.
38:02Because their fans, their lives have changed so drastically.
38:05They're improved.
38:06Hundreds and hundreds of young men have run up to Andrew saying,
38:09Oh, thank you so much for Reason X.
38:11I'm making more money.
38:12I'm back in the gym.
38:13I've healed the issues I had with my dad thanks to listening to you.
38:17He has such a positive impact.
38:19And I think that's the difference between like sort of fans or viewers and actual real supporters.
38:24The Tates have real supporters.
38:26Like guys who are like, you've changed my life.
38:28You are the father figure or older brother that I never had.
38:31I need to run up and I need to tell you thank you.
38:33The issue is both Andrew and Tristan don't really like being run up on.
38:37Yeah.
38:38Funny that.
38:39And rightly so, you know.
38:41They've come from some pretty violent suburbs both in Luton and over in the US in areas of Chicago where they grew up.
38:49So it is very interesting to see how that arc has gone.
38:53But we want to talk about very high frequency people.
38:55They're the most high frequency people I've ever met.
38:58I don't fanboy anyone.
38:59Again, I've had clients who are billionaires, oligarchs, royals.
39:02Obviously, I'll never talk about that.
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40:01See you in the Investment Club.
40:03I think I'll take my interactions with such people to the grave.
40:08But I've never seen somebody as high frequency and high output physically and mentally as Andrew Tate and Tristan as well.
40:17Very unique intelligence, very different guys.
40:20Six years ago, I said to them, after hosting them at one of my weapons and tactics facilities,
40:26you guys have a real role to play in masculinity.
40:30Because that's why we're relaxing, talking.
40:32Some of these insights that you're sharing need to go out to the world.
40:34I'll do everything I can to assist.
40:36Look, I'm not a tough guy, but I have a lot of tough guys on my phone.
40:40Let's put it that way.
40:41I have a lot of useful people around the world who I've built real relationships with.
40:44If I can support you getting your message out of traditional values and of motivating men to be capable, dangerous, but caring.
40:51Old school, traditional men, I'll do whatever I can.
40:55I didn't know they'd then become that famous.
40:57But it was very clear to me that their high frequency, their message, the insights they were able to channel would create and lead to a very clear sort of movement among reviving masculinity, if you will, in men today.
41:10And it played out over the following years.
41:12Were they doing that actively in like 2000?
41:14You met them in like 18, 19?
41:16Yeah, around then.
41:17Okay.
41:18I mean, I remember saying to both of them, guys, like, your messaging here will save a lot of lives, will improve a lot of lives.
41:24Men and women.
41:25You know, feminists nowadays, like, where have all the good men gone?
41:28That is a cry for men who have traditional values, who are providers and protectors, even though feminists might not want to admit it.
41:33Andrew and Tristan Tate talked to that.
41:35They talked to men being capable, being accountable, you know, putting in that huge amount of work to become the man and then take care of your people.
41:42That's their core message.
41:43And so I said, your message needs to get out to the world because it will do so much good.
41:47And they said, yeah, when it's time, we'll do that.
41:50At the moment, at that point, they were building the brand, you know, the cars, the YouTube videos.
41:55There was a joke.
41:56We do these YouTube videos, and they'd spend like $50,000 an episode, and they'd get like 10,000 views.
42:02So it's the most expensive per view YouTube channel on the planet.
42:06But obviously it worked.
42:07It grew over time and became the cultural sort of icon that Andrew and Tristan Tate are through them saying, yeah, we're going to build the brand.
42:16We're going to use the flashiness.
42:17But then we're going to have this message of essentially you could call it male empowerment.
42:21I know people might view that as a bad thing, but again, if we're in a world where most women, especially in the West, are saying, where have the good men gone?
42:28Male empowerment is necessary to make men feel accountable and duty bound to become capable providers and protectors.
42:35And that's the core message of the brothers.
42:37So very interesting to observe over the years.
42:39Yeah, it sounds like they were focused maybe in the 15s and 16s or earlier on building their businesses and their wealth.
42:46And then they made a conscious decision that, okay, we're going to go into the public sphere.
42:50Exactly.
42:51Yeah, exactly.
42:52And that's a scary decision to make.
42:53They probably didn't know what was coming.
42:55That's exactly it.
42:56Of course, the sphere was also evolving at the same time.
42:59Like there weren't people maybe back in 15 or 16 they could point to and say, I'm going to become them.
43:03Yeah.
43:04Because it hadn't really evolved.
43:05Well, I remember at one point Tate gave a sort of call out to Logan Paul saying, hey, you know, I'll fight you.
43:11You're looking for people to fight.
43:12And of course, it didn't get any traction because Tate wasn't that big.
43:14Tate is now much more loved and real emotional supporters who are grateful to him than Logan Paul would ever be.
43:21Logan Paul was just an entertainment figure as far as my read on these things.
43:25Same, same with Dan Bezerian.
43:26I met the brother recently, spent time with him, you know.
43:29I remember at one point we were talking about reaching out to Dan Bezerian and Tate spending time with Dan Bezerian.
43:34But it just, it didn't happen because the Tates weren't big enough.
43:37Tates have arguably become much bigger now.
43:39So it's really interesting to see that arc.
43:41And I think, again, I don't fanboy on any man, but I've been behind the scenes watching these brothers, Andrew and Tristan, consciously create this global fame movement.
43:51It's masterful.
43:52It's marketing and controlling, capturing and monetizing that attention economy.
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45:37Let's do this.
45:38Let's do this.
45:39Let's do this.
45:40Let's do this.
45:41Let's do this.
45:42Let's do this.
45:43Let's do this.
45:44Let's do this.
45:45Let's do this.
45:46Let's do this.
45:47Let's do this.
45:48Let's do this.
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