Jesse Itzler—entrepreneur, former rapper, co-founder of Marquis Jet, and ultramarathoner—is known for his "all-in" philosophy on life. His teachings focus on mental toughness, time management, and unconventional business tactics.

On Mindset and the "40% Rule"

  1. "When your brain says you’re done, you’re only at 40%." – The core philosophy taught to him by David Goggins.
  2. "If it doesn't suck, we don't do it." – On the importance of seeking discomfort.
  3. "The mind is the strongest muscle in the body."
  4. "I don’t negotiate with myself. If I say I’m going to do something, I do it."
  5. "You have to be willing to be misunderstood if you want to be successful."
  6. "Get comfortable being uncomfortable."
  7. "Pressure is a privilege." (A mantra Jesse often repeats regarding high-stakes business).
  8. "Everything you want is on the other side of fear."
  9. "The only way to get better is to do things that make you sweat."
  10. "Your brain is always trying to protect you. It wants you to stop. You have to tell it to keep going."

On Time Management and "18 Summers"

  1. "You only have 18 summers with your kids. Make them count." – His famous philosophy on intentional parenting.
  2. "Don't wait for a life-changing event to change your life."
  3. "We spend so much time planning our businesses, but so little time planning our lives."
  4. "The goal isn’t to live forever, the goal is to create something that does."
  5. "I want to have a resume of experiences, not just things."
  6. "Time is the only thing you can't get back. Guard it fiercely."
  7. "We overestimate what we can do in a day, but underestimate what we can do in a decade."
  8. "My 'Big Ass Calendar' is how I ensure I actually live my life."
  9. "I live my life in 'laps.' Every year is a new lap, and I want to run it faster than the last."
  10. "Routine is the enemy of time. It makes life go by faster. Break the routine."

On Business and Success

  1. "I didn’t have the best resume, but I had the most hustle."
  2. "If you want to get someone’s attention, do something that doesn’t scale."
  3. "You don’t get what you want, you get what you negotiate."
  4. "Business is about relationships, not transactions."
  5. "Complacency is the kiss of death."
  6. "I’m not a fan of the ‘what if.’ I’m a fan of the ‘what is.’"
  7. "Don’t be afraid to ask. The worst they can say is no."
  8. "I focus on the journey, not the exit strategy."
  9. "If you aren't waking up excited, you're in the wrong business."
  10. "Every 'no' gets you closer to a 'yes.'"

On Resilience and Growth

  1. "You can’t improve what you don’t measure."
  2. "Self-doubt is the biggest killer of dreams."
  3. "You have to be your own biggest fan."
  4. "The silver lining is always there; you just have to look for it."
  5. "Stop overthinking and start doing."
  6. "Success is not a destination, it’s a way of life."
  7. "Life is short. Do the things that make you feel alive."
  8. "Don't let your past define your future."
  9. "Be the person you want to meet."
  10. "Your environment dictates your output. Surround yourself with winners."

Core Life Learnings

  1. "The Power of the 'Bold Move':" Sending a pizza to a CEO’s office or waiting in a lobby for hours—Jesse teaches that one bold move can bypass years of traditional climbing.
  2. "Fit on the Fly:" You don't need a 2-hour gym block. You can get fit in 10-minute bursts throughout the day.
  3. "The Brownie Story:" Don't focus on the obstacles (the calories); focus on the goal (the taste).
  4. "Living with a Monk:" Peace doesn't come from a lack of activity; it comes from a lack of mental clutter.
  5. "The Kevin Garnett Lesson:" Always be the most intense person in the room.
  6. "Experience Over Gifts:" Give people memories, not sweaters.
  7. "The 10x Rule of Networking:" Give 10 times more value than you ask for.
  8. "Keep your overhead low and your dreams high."
  9. "Wellness isn't a hobby; it's a prerequisite for success."
  10. "You are the CEO of your own life. Fire the bad habits and hire the good ones."

The "Life on Offense" Planning System

  1. "The Misogi Rule:" Do one big, year-defining challenge every year. It should be so hard that it has a 50% chance of failure. This becomes the "anchor" of your year.
  2. "Kevin’s Rule:" Plan one "mini-adventure" every 8 weeks. That’s only 6 days a year, but it ensures you never go more than two months without something to look forward to.
  3. "Winning Habits (1-a-Quarter):" Don't do New Year's resolutions. Instead, commit to one new habit every 90 days. By the end of the year, you have four permanent life changes.
  4. "The Big-Ass Calendar Philosophy:" "If it’s not on the calendar, it’s not a priority; it’s just a wish." Jesse uses a physical 3-foot wall calendar to see the entire year at once.
  5. "Play Life on Offense:" "Most people play life on defense—reacting to emails, meetings, and other people's requests. Put your big goals on the calendar first, then let the world fit in around them."
  6. "The Blender Test:" To review your life, imagine putting your health, work, and relationships in a blender. Rate the result from 1-10. If it’s a 6, identify the 2-3 specific things dragging it down and fix them first.[1]

On Productivity and "Time Richness"

  1. "Daily Vitamins:" Jesse spends 2–3 hours every day on "loves"—activities that energize him (running, reading, music). He calls this "taking his daily vitamins" so he doesn't burn out.
  2. "The 20-Hour Rule for Learning:" "I don’t learn from books; I learn from immersion. Spend 20 hours with an expert, and you’ll learn more than reading 20 books on the subject."
  3. "Single-Tasking is a Superpower:" "Multitasking is a lie. The monks taught me that if you're washing a cup, wash the cup. Be 100% where your feet are."
  4. "Net Zero Inbox:" Every December, Jesse clears his inbox to zero. "Don't carry last year's baggage into next year's opportunities."[2][3]
  5. "Routine is a Rut:" "Routines are efficient, but they make time disappear. Newness and adventure are the only things that slow down the clock."
  6. "If you don't have a seat at the table, make one." (His advice on how he got into the private jet business without experience).

On Wealth and Perspective

  1. "The Billionaire's Trade:" Jesse tells a story of a billionaire who said, "I would trade every penny I have to be your age again." Jesse's takeaway: "Youth is the only currency that matters. Don’t spend it all trying to get the other kind."
  2. "Friend Reduction:" "Curate your inner circle for energy, not drama. If someone consistently drains your battery, they shouldn't have a key to your time."
  3. "The Underdog Mentality:" "I still fly commercial and stay in basic hotels sometimes. I never want to get so comfortable that I lose my edge."
  4. "Money doesn't buy happiness, but it buys options. Use those options to build memories, not just buy things."
  5. "You find your true purpose at the intersection of: What you love, what you're good at, and what helps people."

Impactful One-Liners for 2025

  1. "Don't f*cking waste 2025." (His viral 2024 year-end mantra).
  2. "If you don't challenge yourself, you don't know yourself."
  3. "Patience is the key to success, but urgency is the key to life."
  4. "I don't stop when I'm tired; I stop when I'm done."
  5. "The best gift you can give yourself is getting over the fear of embarrassment."
  6. "We all have a 'reserve tank'—the 40% rule applies to your patience and your kindness, too."
  7. "Be 'Adventure Ready'—keep your health in a place where if a friend calls for a spontaneous hike or trip, you don't have to say no because of your fitness."
  8. "Your calendar is your scorecard.[4] At the end of the year, it tells the story of who you actually were, not who you wanted to be."

To hear Jesse explain these concepts in detail, these are the primary sources:

  1. Book: Living with a SEAL
    • Core Theme: The 40% rule and mental toughness.
    • Amazon Link
  2. Book: Living with the Monks
    • Core Theme: Stillness, perspective, and time management.
    • Amazon Link
  3. The Build Your Life Challenge / Jesse Itzler’s Official Site
    • Core Theme: The "Big Ass Calendar" and the "18 Summers" philosophy.
    • JesseItzler.com
  4. Impact Theory Interview with Tom Bilyeu
  5. The Ed Mylett Show
  6. Jesse’s Instagram (@jesseitzler)
  7. Joe De Sena’s Spartan Up Podcast
  8. The Big-Ass Calendar (Official Site): Where he sells the physical planning tools and hosts the "Big Ass Calendar Club."
  9. "My First Million" Podcast (Dec 2024 Interview): A deep dive into his 2025 planning system.[1]
  10. The BYLR (Build Your Life Resume) Course: A digital program where he teaches these specific systems.
  11. "The Midlife Male" Podcast: Jesse discusses "Friend Reduction" and staying motivated after age 45.
  12. 29029 Everest: The endurance event company Jesse co-founded based on the "Misogi" principle.
  13. We Do Hard Things: Jesse’s community platform for monthly challenges.