The Style Archetypes: Why your style needs to start from how you interact with the world around you and why knowing how much Rugged, Refined, and Rakish you have in you is the difference between feeling like a liar and absolute confidence.

Most men dress neutrally - not so poorly that they draw negative attention but not well enough to actually feel great.

The goal is to avoid losing - when you really should be playing to win.

The problem though is that when men try to dress well, it ends up feeling awful - even if they're lucky enough to look better.

As a man, you can't separate your appearance from your identity. The two have to align.

We want Extegrity - when who you are on the outside matches who you are on the inside.

And your wife, a stylist, or a magazine spread aren't going to give that to you.

So you can either keep dressing in a way that's neutral, reinforcing the image that you're an average man.

Or you can create that Extegrity and start to see it for the rocket fuel it is.