The Personal Image Formula

Part 1: Style Formulas

[0:00:00]

Antonio: Gentlemen, Antonio here. So this is Part 1 of The Personal Image Formula and
today, we're going to be talking about seven style formulas. Basically these are
the foundation of everything when it comes to style.

Over the last eight years, I've thought about these things, I've written them
down and in this course, in this quick program here, you're going to get all of my
wisdom having worked with thousands of men.

Now what I'm going to cover may seem pretty simple; it may not be
revolutionary. However, often times, the simple things are actually very complex
when you have to apply them into the real world. And all of these are just going
to be numbers, equations, letters, until you start to apply them in your life.

Now, I've set this up so that you will need to take action steps at the end of this.
So you can go down to the very bottom and there's going to be some questions,
fill those up. Because if you don't do this, if you don't take action, you're going to
be getting a very small percentage of the value of this course and I want to make
sure that you take some action even if it's just you simply filling out that
information, checking some of the boxes -- I've made them pretty simple. And if
you've got feedback, go ahead, let me know, you can contact me.

Okay, so like I said, seven foundational formulas. I may add to these at some
point but I try to keep it simple and I think that if you have a deep understanding
of each of these and you apply them, you're going to become a stylish man over
time. All right, gentlemen, let's get into it.

Equation #1: The Timeless Style Formula. Timeless Style is equal to Fit x Function
x Fabric. So let's go ahead and throw in some numbers and we're going to use a
scale of 1 to 10. So imagine the fit of the garment, you would rate it on a 1 to 10
scale of 8. The function of the garment, you would rate it on a 1 to 10 scale of 5.
And the fabric, it's made from the highest quality that you can afford, you're
going to give it a 10.

So if we multiply those three numbers, what do we get? 400. And that's what I
want you to focus on. You want this N number to be as large as possible. It's not
so much about each of the individual ones, it's when they're multiplied together
that you get the largest N number. Ideally, you'd be able to get to 1000, it's

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rarely ever going to happen, but you don't want to do is you don't want to ever
have a zero; you don't ever want to have anything below 100.

How could you have something below 100? Well, let's just say that you've maybe
nailed the fit -- let's go back to an 8 on the fit. And the function, you got it as a 5.
But the fabric, the quality of the clothing you're wearing is really horrible, it's
some of the worst out there -- you get a 1. Well, guess what? 8 x 5 x 1, what do
you get? 40 -- well below 100.

And so you can kind of see how the key point of this is that style is relatively
simple, comes down to three particular parts of the equation. However, if you
neglect one part of the equation, it can throw the entire equation off. However,
if you do pretty good on each of them, a 5 x 5 x 5 is equal to 125 and that's a lot
better than a 10 and a 10 and a 1, or a 10 and a 10 and a 0, or a 0, a 10, and a 10.
You get my point.

The point is style when it comes down to it, is incredibly simple. But as [0:03:35]
[Indiscernible] said, when it comes down to -- and he talked about worth if he
hadn't read it -- even in the simple, it can get very complex. And I'm going to get
into more detail about what do I mean by fit, what do I mean by function, what
do I mean by fabric. But for this first equation, I want you to understand that
style is actually pretty simple. Most men mess it up because they try to make it
overly complex. They get focused in on the small things that don't matter. You
focus in on the fit, on the function, and on the fabric, gentlemen, you're going to
be able to get that number up there and you're going to be looking good. Okay,
gentlemen, so the main point of Section #1, Style is Simple.

So Part #2: The Style Law of Fit. This is related to what we just talked about. So I
talked about Fit, Function, and Fabric and many of you guys are thinking,
"Antonio, where should I focus first? Where do I give my effort?

So if we take those three, the Style Law of Fit, as it says, Fit is going to the most
important. Fit is greater than Function and Function is greater than Fabric. I
alluded to this in the last section but let's talk a little bit about what do I mean by
Fit, what do I mean by Function, what do I mean by Fabric.

Okay. So the fit of your clothing -- it doesn't matter if it's a sports jacket, doesn't
matter if it's a suit, doesn't matter if it's casual athletic clothing that you're
wearing to the gym. You want it to fit your body type. There's a wide range of
body types out there from short and husky to short and round to short and thin
to tall and thin, to tall and husky, to regular-sized but maybe having a bit of a
beer gut, to guys that have a pear shape, they've just got really wide hips,
narrow shoulders.

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[0:05:17]

What we're aiming for and what happens when you wear clothing that actually
fits you is it starts to offset those things that are outside the average. There was
a study, I think it was at the University of California, Irvine, they talked about
how we are drawn to averages and averages to us become beautiful. That's why
the media has put out all these things of what the ideal woman looks like, what
the ideal man looks like, and it changes from culture to culture.

But what you don't want to do is have something extreme. Even if you're an
extreme body builder, believe it or not, it's much more attractive than being
extremely obese. But being an extreme body builder, I can tell you and having
spoken with a number of women and based off of studies of what they're going
to choose, they're often times going to go for a leaner cut man for one that who
has huge muscles that just make him look like He-Man. It's not just something,
it's outside of the norm and often times, we're drawn into what is more normal
or what is the ideal in the society.

So with the fit of the clothing, I like to use the example of a jacket because it
trims up the waist, makes the shoulders look a little bit larger, actually makes
your hands look a little bit bigger because it draws attention to them. All of these
are great things when it comes to looking strong, to looking masculine as a man
and that's the importance of Fit.

Now let's talk about Function. So function, when it comes to clothing, is

specifically -- and there are different parts of a function -- but how does it
function for your particular environment. Now, I'm in Wisconsin, it gets cold, it
gets pretty warm during the summer, not super warm, but it does get cold in the
winter. And so the function of my clothing needs to be able to keep me warm, it
needs to be able to keep me dry, it needs to be able to keep me from getting
hypothermia. So that is part of the function of my clothing.

But also the function of the clothing is it needs to be actually useful for my
environment. I live in a small town and I'm surrounded by farmers and I can tell
you that my clothing would not suit their needs. The dairy farmers around here,
they love Carhartt, not because it's fashionable when you see the hipsters in the
big city wearing. These guys wear it because it actually takes care of their body, it
protects them.

My friend Jessie's got a farm just up the road here and I just saw him in his new
Carhartt suit. He was kind of happy wearing it but he told me "I'm going to end
up trashing it" because we've got maple syrup season. He's going to tap all the
trees and this guy's going to be out in the spring weather which here in

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 Wisconsin is relatively cold, just this sap, you've got to be careful with it. But he's
got the clothing that actually is functional.

Oh, another thing about Carhartt, they actually make the arm holes a bit higher.
The reason they do that is it gives a man more freedom of movement. Again,
applying to the function, if you don't have the function, if you wear a suit to an
event, let's say a Green Bay Packers football game. Unless you're sitting in the
VIP box up there and even that, I don't really know if that's the right attire to be
wearing on a Sunday in Green Bay, maybe New York City if you're in a New York
Giants game. The point is you want to dress for the occasion and that is function.

Now let's talk about Fabric. Now this goes beyond fabric. I use the word but
what I mean is the overall construction and built of the garment, the quality of
the individual pieces used. So we use Carhartt as an example. Overall, much of
what they make is actually pretty good quality. I'm not really an endorsement for
the brand's site, I don't own as much Carhartt as I used to. However, when I
climbed radio communication towers, I can tell you that yeah. I remember I
bought Dickies and Dickies is pretty good too but Carhartt was looked at as that's
almost like the Rolls Royce for that farm gear or that working gear.

And there's the same thing when it comes to sports jackets, suits. You want the
function, you want the stitching to be good quality but you also want the fabric
to be the best you can afford. I know a lot of you guys out there, you can't afford
$2000 for a sports jacket -- that's totally fine. What you want to make sure
though is you do get the best that you can afford, that you're watching for those
sales. Maybe you're going to Neiman Marcus and you're watching, okay, this
jacket's normally $800, it's on sale for $100, $200. Boom, you jump on it and you
could actually -- pretty good stitching, pretty good quality fabric at a fair price
and you're willing to wait on it. But we'll get into that kind of stuff here.

All right, gentlemen, so the main point of Section #2, The Style Law of Fit, is to
focus in on fit. If you've got to make a choice, fit trumps function trumps fabric.

So we're in Section #3 and this one right here, I want to make sure I don't lose
you so pay close attention. So this is the Style Theory of Value and value is equal
to the number of wears x the feeling divided by the price. So let me go ahead
and throw in some numbers and give you an example.

[0:10:11]

So imagine that you go out there and you purchase a suit, $1000, more than
you've ever spent for a suit. So that is our price. Let's insert that. Next we want
to look at how many times you're going to wear this over the next couple of
years -- probably a hundred times. And every time you wear it, let's use a scale of

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1 to 10, you feel like a 10. I mean this thing fits you great, makes you look great,
you get compliments every time you wear it. So the numbers we have 100 x 10
divided by 1000, what do we get? A 1. Now you get this number to be as high as
possible, it's going to depend on what garment and there's a number of factors.
Obviously the less you pay, sometimes the better. The number of wears is always
a great thing to increase and the feeling up to about 10. I like to keep it at about
1 to 10 but as long as you're consistent and you're on equation, you'll be fine.

So let's use an example and this is a bad example. You go off and buy a suit for
$200. Well, it starts off good because technically this was $800 less than that
$1000 suit. But guess what happened. You only wore this ten times and every
time you wore that suit, you didn't feel that good. And in fact, you never got a
compliment. It was way too big on you, you cringe looking at those pictures. So
10 x 1 equals 10 divided by 200, guess what we get -- 0.05, 1/20th of the suit that
cost 5 times as much. How did that happen?

Okay, gentlemen, this is the key point of the Style Theory of Value is that value
does not equal price. Let me say that again -- value does not equal price. Let me
explain. I see most men out there shopping with the money as the number 1 way
that they make their purchasing decision. Not overspending and being careful
with what you spend is very important. However, you're not always going to get
good value when you buy things that are cheap. What you want to pay attention
to is the number of wears, that's going to be the key, and every time you wear it,
how does it make you feel.

So ideally, yes, you'll be able to get some great items on sale that fits you well,
that makes you feel great, and you're going to wear a lot. That is ideal. But if
you're in a pinch and you have to make a decision between buying something
that isn't going to look great on you or buying something that look great on you
that maybe is a 30%, 40% premium, I would say go with the latter. Go with the
latter that's going to be a bit more but you get what you want. Cry about the
price once and you're going to end up wearing it, get your money's worth. I want
you to wear that clothing into the ground. And it's easy. We're kind of set up in
this world and we're surrounded by Wal-Mart, even Target, a lot of these
companies out there, they're always talking about the low price, like that's
always the best thing. That's not the best thing. You want to find the right value
for you.

So the main point out of Section 3 is that value does not equal low price. Instead,
look for items that you can be able to wear quite a bit, that you're going to feel
great wearing, and if you can get it at a great price, that's awesome but if not,
feel good knowing that "Hey, if I keep wearing this, I'm going to actually drive the
cost per wear down every single time and I'm going to get true value from it."

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 We're getting into Section #4, The Style Law of Interchangeability. So if you're
familiar with my teachings, you've probably heard me say this word before. I
think Barron over at the Effortless Gent calls it the Lean Wardrobe, I call it the
interchangeable wardrobe, I've seen it called a number of things. The key point is
that you want everything in your wardrobe to work with everything. Ideally, you
should be able to walk in your closet blindfolded, grab a tie, grab a shirt, grab a
pair of trousers, grab a pair of shoes, maybe a sports jacket and boom, it's sure
to work because everything is interchangeable.

Now, it's probably not going to happen to most of us and in fact, I've got many
items in my wardrobe which are not perfectly interchangeable. However, when I
travel, I take my interchangeable wardrobe with me. Pretty much everything is
going to work with everything else and why do I do this? Why mathematically
would this make sense? So let's look at the equation.

Basically if you got 4 trousers, 4 shirts, 4 jackets and 4 shoes and you were to
multiply all of those, they're interchangeable, how many outfits do you think you
have? 256 outfits. Now, let's say they're not interchangeable. They all go with
each other but you've got four separate outfits that only work with each of the
items. So you got 4 + 4+ 4 + 4. In any case, you see the point? 16. We just lost
240 outfits because we did not pay attention to interchangeability when we
packed this clothing, when we built this wardrobe. And when we get down to it,
why does it matter? Time and money.

[0:15:27]

And gentlemen, I know if you're watching this, you probably would like a little bit
more of both you're busy or you'd like to make more money or save more
money, and when you've got an interchangeable wardrobe, you can do more
with less.

Let me tell you a quick story. There was this guy, Biddle, I don't remember his
first name right off. But I do remember he was ranked as one of the best-dressed
men and this is back in the 1920s here, 1930s. And when he passed way, when
he died, they went to his closet and looked at his wardrobe. And this was a man
who was in the industry, he was a politician, he was seen all over the place. He
only had like 7 to 10 suits in his entire wardrobe and this is when men wore suits
every single day including Sundays. So it really came down to the guy actually
had very simple colors, very simple wardrobe and he was able to make it all
work. Everything was interchangeable.

Often times, we think that we've got to bring in really fancy clothing to be stylish.
We think that we've got to buy something that is really going to pop and grab
attention. It's not about that gentlemen, it's about actually focusing in on the

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core, focusing in on the basics, the things that are often times classic styles. It's
not because they're old-fashioned, it's simply because they work, they've been
tested over time.

There's a reason why certain principles in construction, in mathematics, and in

many of the industries out there that they're passed on from time to time is
because they simply work. It's the best way to do it and it's been perfected. So
when it comes to dressing sharply, men, focus in on that interchangeable
wardrobe. And again, it's going to take you less time to get dressed, it's going to
be easier for you to match things and you're going to save money because you're
going to just get away with buying less clothing and whenever you have to go
out there and buy it, often times you'll find these classic pieces, they're actually
very well-priced.

All right, gentlemen, so let me give you a quick summary of Section #4, the Style
Law of Interchangeability. Basically interchangeability trumps actually having
things which are fancy or going to stand out; you want everything in your
wardrobe to work with everything else. You're going to be able to save money
and save time.

All right, gentlemen. So we're talking about Section #5 now, the Style Theory of
Constraints. So what do I mean by this? I talked about it briefly in the last section
but almost all of us are constrained by time and money. Actually all of us are
going to be constrained by time, we've only got so much time here. But some of
us have, well let's just say that we've got plenty of time and we've got plenty of
money and if you fall into that quadrant, congratulations. However, you're not
out of the clear because for you there are so many distractions out there and for
you select few out there that fall into this, stay focused and build your core
wardrobe. It's going to be easy for you to be distracted, to start looking like a
peacock, to dress in a way that isn't truly who you are, following trends, buying
things, having a whole bunch of clothing that gets cluttered and in the way.
Focus in on that core wardrobe and enjoy.

Not much I can add there because again, if you got plenty of time, plenty of
money, it's a good place to be.

Okay, but let's talk about the other 95%, 98% of us and we are constrained by
time and or money. Now most of us think that we are constrained by both time
and money but that's not the case. Now I'm going to give you examples of truly
people who fit down into that quadrant. And these are people that have reached
out to me, these are real examples, I'm not going to give you their names. But I
knew a father, he was widowed, of four kids going to law school. For him, he was
constrained by time, he was constrained by money and he needed to look good

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 for interviews. And I felt for this guy. And if you fit in that category, that is truly
to me who fits in that category.

Another gentleman, young man, taking care of his family over in Ukraine. He's
supporting both of his parents who were disabled, he's going to school, he's in a
country where the average person only earns and he wasn't in Kiev -- I think he
was in Odessa, so we're talking the average about $300 to $400 a month.

So if you're in one of those situations, the best advice I can give you is to focus in
on educating yourself. Any time you see a deal, you want to be able to jump on it
and make do with what you have. You can actually get away with less. I
remember a young consultant who was constrained by time and money work
with me and we ended up getting him a suit. He wore pretty much the same suit
Monday through Friday until he could afford another one. He just changed out
the shirts, changed out the ties, all which he picked up at thrift stores. So there's
a way to get around it but you're going to have to focus in on your education and
that's why I make tons of free videos over at Real Men Real Style, at Tailored
Suit, Art of Manliness, all these different platforms for people just like you.

[0:20:19]

Okay. So now let's talk about those of you that have plenty of time and maybe
don't have a whole lot of money. Most students are going to fall into this phase.
And yes, I know some of you guys say, "I'm really busy" but you don't have kids,
you don't have the responsibilities of all these other people. Later in life you will
probably become a lot busier than you even imagined possible and what you
need to do is figure out ways to use that time to get better deals and to not have
to spend the money.

So you're going to be out there, you're going to be getting an email list and
you're going to be following sales. Any time Neiman Marcus or Barney's or
Macy's, these box stores where you're going to find some of your best deals, you
want to be ready to jump on. The way you're going to be able to know what to
jump on is you're already going to have identified your branch. You're going to
have gone into the mall, tried on certain bits of clothing, see what you like. In
fact, know it by inventory number and put out a Google alert on this.

So you're spending time to be able to track down those sales, you're going into
thrift stores, and you're taking advantage of some great deals or you're maybe
putting out a bounty. You're looking for say a brown tweed jacket in a size 42
and you're letting everyone know. In fact, you're asking people, "Here's my
picture, here's what I'm trying to do, here's my story. And if you see these five
items which I've listed here, please call this number or send me a quick email. I'll
be here within 24 hours to pick it up." You can do that, you have the time and

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the ability. So find ways to use this up here to be able to find some great deals
out there.

Now some of you guys are in the other side of the quadrant in which you've got
plenty of money and you have very little time. Let's say you're a consultant. You
work for Bain, maybe you work for McKinsey, you work for Deloitte and you're
travelling all over the place. You only have one day a month that you feel like you
ever get a bit of a break and you don't want to spend your free time shopping for
clothing. In fact, you've got a bank account that is actually very well-padded even
if you've got a family. You are doing very well.

In your case, you're going to want to work with a custom clothier, you're going to
want to work with one of the box services, men style app. I just did a review of
these guys, a great company, you would want to work with them. You want
something higher end, go check out Trunk Club. These are the kind of companies
which are going to save you time. Work with an image consultant or a style
shopper. These people are going to be able to, if they're good, they're going to
talk to you, they're going to understand your needs, and they're going to go out
there and find exactly what you want.

But let's say you don't want to give up full control and in fact you still really want
to know. Well, this is where education products on demand are going to very
useful for you. As you guys know, I developed this personal image system
specifically for men like these that they can go in and go through my Blueprint,
go through the entire system, take the course wherever they're at in the world,
join the community. But there are other programs out there, I would
recommend purchasing some books, taking those with you, you can just read
them on Kindle. Maybe you want to grab A Man's Guide to Style, I've got a 14-
hour audio over there that you can just listen to whenever you're flying on a
plane. For you, time is the limited resource so you want to be able to spend a
little bit more money, get exactly what you want and have it delivered to you.

All right, so that was Section #5, the Style Theory of Constraints, and what I talk
about there is that all of us are constrained either by time or money and there
are four quadrants. You need to identify which one you fit into and go down
below and make sure to fill out, identify where you're at because that will help
me deliver the right content to you.

All right, gentlemen, Section #6, the 80-20 Principle of Style. So some of you guys
in economics may have heard of the Pareto principle and the big point here is
that some things matter a lot more than others and often times our efforts do
not always equal the results. Sometimes we're going to focus in on just a little bit
on something that seems small and it will yield a huge return. Other times we'll
focus in and put a lot of effort and we'll get a very small return.

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 Pareto's principle said that across industries, if there is the 20% of your effort
which is going to yield you the 80% and that's what I want to focus in on,
gentlemen. There are things in style which if you focus on these first, you're
going to get the huge returns. The biggest mistake I see men make -- and let me
be clear about this, gentlemen -- the biggest mistake I see men make is they
often times focus in on the wrong things. And we've only got a limited amount of
willpower, a limited amount of money, a limited amount of time and if you put
all your time, effort and resources into something that's not going to give you a
good return on your investment, you're going to become discouraged, you're
going to become distraught, you're going to quit, you're going to stop pushing
and I want to make sure that doesn't happen.

[0:25:11]

Let me give you some quick examples of what will yield you. Basically you don't
need to put in much effort but you're going to get a huge return. So #1 is to
focus in on the style pyramid. And guess what the style pyramid is, go back to
Point #1. It is Fit, Function and Fabric, that is the style pyramid. Focus in on those
items, gentlemen.

Again, I've talked about it three times in these series of equations but it is that
important. Because so many men, they maybe get one and some do get one, but
very few get two and even fewer nail all three. And just to let you know, if you
take it back and look at any type of martial arts, when it gets down to it, there
are some very basic principles in those martial arts yet it takes people a lifetime
to master them.

The same with Fit, Function and Fabric. Because believe me, the best fabrics are
not affordable for most and it may take you not till later on do you feel
comfortable spending that type of money to enjoy the feel of that type of
clothing or buying those cuff links which when you wore them, you're the only
one that knows that yeah, these are $1000 cuff links. And I know some of you
guys may say it, "Well, I would never wear anything like that", but maybe if you
wanted to invest in heirlooms, something that you could pass on, something that
had specific meaning for you. You start to realize that wow, it is maybe worth
spending a bit more to get something that's made from a precious stone, made
from a precious metal and the combination of which has my family crest in it and
is an identifier when we're out. So little things like that. Again, Fit, Function,
Fabric -- it's going to yield you so much in the return.

So other things -- focusing on the core wardrobe. So many people go out and
they start buying this, that -- basically they go out and they don't even know
what they doing. So imagine if you went to work and you basically let your email

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tell you what you're going to do. I'm kind of joking there because I think most
people do that but the point is is you need to have a plan, you need to have a set
number of items that you're going to purchase that have over time have shown
to be in the core wardrobe.

Now coming up soon, I'm going to give you the essential wardrobe, I'm going to
give you 21 items which if you have these, it's a great place to start off. But
understand, this is only the center of the core wardrobe. I've set up the core
wardrobe so we've got concentric circles, I talk about more of it in the Blueprint.
But we start off with 21 items, we expand out to 42, then we go up to 84 items.
So that's the core wardrobe, you want to building that up. If you build up a core
wardrobe, I mean that right there, boom. 20% is going to yield you that 80%.

Now let's talk about that 80% which yields you the 20% and these are the
things… one of the biggest questions I get all the time is somebody's always
asking me, "Antonio, what's your favorite tie know? What do you think about
this trendy Trinity Knots or Eldredge," the ones that it's just crazy looking. They
focus in on those minute details which they have no real return on investment.
Yes, you may get a couple of compliments, you may have fun with it but you're
wearing that and you're wearing clothing which doesn't fit you, you've missed
the whole point. You're actually wearing a costume. People may complement
you on the knot but they're looking at the fit of your clothing and possibly
consciously they're saying it doesn't fit but most likely subconsciously they're
thinking "There's just something off. He's wearing a suit but it's more like it's
wearing him."

Gentlemen, don't focus in on that. Other people get focused in on trends, they'll
say that skinny lapels are in or skinny ties are in. Gentlemen, if you understand
the foundations of men's style, you understand that proportions are what
dictates. It doesn't matter what decade you are in. You understand that certain
things that work with your body type --and again, we're getting back to Fit. Don't
chase those trends, don't chase whimsical whims of fashion. Focus in on what's
going to yield you a big return.

All right, that was Section #6 and we talked about the 80-20 Principle of Style.
The big thing with the 80-20 Principle, gentlemen, is that some things are more
important than others. Focus in on the items which are going to give you the
biggest return on investment.

So this is the final section, Section #7, the Style Law of Inertia. So I divided this up
into five points and most likely you are at one of these five points. You may feel
like you're in between one or you're a combination, just go ahead and choose
one. I'm going to ask you to enter that information down here at the bottom of

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 the page. But let's talk about each of the five points; I'm going to be a little bit
more clear.

[0:29:52]

One, you're the beginner and that's Point#1. So this is where you're just starting
off. Maybe you're 15 years, you're 18 years old, yore 22 years old. You're at a
point where you're just starting to realize style matters. However you may be a
35-year old man who just recently got divorced and you're starting to realize
"Wow, I haven't cared about style or thought about this for two decades and
now I'm starting over and I'm starting from the basics."

If this is where you are, understand that what you're going to be going through is
a transformation. And like any transformation, you're going to have to put in
time, you're going to have to put in effort, you're going to have to apply yourself
and realize you're going to be pushing up. If you've ever done anything amazing
in your life, I know when I went through Marine Corps training, it was an
amazing experience. Basically they handed us an Eagle, Globe, and Anchor -- the
EGA. And when I remember getting that, I still to this day, remember getting
that. That's what you have to look forward to.

When you put in the time, you put in the effort and you start getting
compliments and people start saying "Wow, you look really good or I love the
way you dress. Can you mentor my son, can you talk to my brother, can you talk
to my husband" -- all of a sudden you're like "Wow, this is real, this is
happening." So you have that to look forward to but realize that you've got a
long way to go.

However, the good thing is that you found me and I'm going to do my best to
make sure that you don't develop bad habits, that you get there as quickly as
possible with as little effort as possible. Okay?

Point #2 is you've already started the journey. Perhaps you've been on the Style,
you've been going to the Style forum, Ask Andy, for the last five years. You've
been trying to add things to your wardrobe, you realized that dressing well
matters. However, you're a bit frustrated because you feel like you've put in
some effort but you haven't been seeing much return on your effort. You've
been on the journey but you're still not over the hump. You can't even see the
light. You're like "Gosh, Antonio, I want to believe in the stuff, I know that it
matters. But for some reason, it's not working for me."

You of all the people are the one I'm most concerned about and make sure to
point that out down there because I've got a special set of emails that I want to
send you, special bits of information I want to get in your hands so that you

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understand that there are probably just certain things that are holding you back
and it's going to be important that we get past that so that you can get over the
hump.

And that takes us to point #3. So if you fit in category #3, you are close. You can
taste it, you can see it, you can see you're about -- you know when you're on a
roller coaster and you're going over and you can feel, you're waiting for the back
end of the roller coaster to go over. This is where you're at, you're so close, but
there's something. You're a little bit nervous about it and you're ready to go over
but there's something holding you back. And if you're at this point, you're really
close to entering point #4.

And point #4 is you're starting to see gain. You're starting to gain momentum,
you're starting to move and I'm going to use the roller coaster example again.
You got the wind flowing through your hair, you're starting to feel, I mean it's
taking off. And now you're "Okay, things are moving, I'm going in the right
direction, but I still need some help. I still need some motivation and I'm finding
that I'm going to a lot of these blogs, the stuff is too basic for me. I'm going here
and I'm not really learning anything new so I feel like I'm kind of wasting my
time." Make sure to let me know down below if you're in this section because
we'll make sure we'll get you a little bit more advanced material.

And that finally takes us to Section #5, you are a style expert. In fact, you're
probably going through these and you're wanting "Antonio, I want for you to
teach me something new." I've got something for you. You need to make a
transition. You shouldn't be just passively absorbing information. You should be
a teacher. You should put yourself in that position because you have that
responsibility in my opinion to be passing on your knowledge. Why? Two-fold.
When you pass on your knowledge, guess what, you really need to know it and
you become better understanding -- and teachers know this. Anyone that has
ever taught realizes that when you have to teach a subject, it's very different
than learning it or understanding it. When you have to teach it, you have to
know it through and through and that's what I'm going to challenge you with as
we continue to move through The Personal Image Formula.

So we're through with this section, hopefully you enjoyed it. You can see I went
into a lot of detail but we've got a lot more to go into. So again, finish the section
down below, I've got some questions for you. It's important that you answer
those and you move on. Once you move on to the next section, you're going to
find that we got much more information, there's going to be less theory, more
applicable actions, we're going to also talk about the 21 essential items and if
you knock through this, I've got some bonuses for you. Yeah. This is going to be
fun. See you guys in the next section. Take care

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