To become the youngest heavyweight boxing champion ever, Mike Tyson had to be more than a badass boxer. He also had to be a boxer audiences wanted to buy tickets to see battle it out in the ring. Do you have a persona that consumers want to buy from?

BigMike and Chris “Bulldog” Collins both identify as introverts, but you wouldn’t know it from their public personas. “People wanna see excitement,” Tyson explains as the trio talk creating alter egos and living up to the personalities we construct for ourselves. “I created who I am,” Tyson continues, “I am Mike Tyson.”

Establishing a persona is just one way of mentally preparing for success. Another is repeatedly playing out your success in your mind, over and over again until it feels natural, much like an athlete does drills in the gym to be faster and stronger. “Most people think there’s an easy button — ‘Mike Tyson, he’s a champ and I’m gonna be that,’” BigMike says. “They have no fucking clue the amount of time, effort, dedication and work that goes into that.”

How badly do you want to be a winner? What sacrifices are you willing to make? After Tyson explains the grueling training regimen he started 12 years old, he drops a wisdom bomb on BigMike and Chris that sums up the different mentality champions have compared to everybody else.

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