My goal is to contribute to human progress by empowering men with the psychological tools, strategies, and mindsets to lead with strength and honor.

Some people advance humanity by building rockets or engineering biological breakthroughs.
Some others keep society running, also necessary.
My contribution is different: I focus on the progress of human capital.

If future generations are to build societies across planets and beyond, we need men of both skills and character—men who can lead, cooperate, and protect. I want to help shape those men.

And since we only get one life (likely), I choose to pursue this mission in a way that aligns with what I like doing, and who I am: independent, research-driven, and grounded in real-world practice.

TPM seeks to contribute to human civilization and progress by empowering the human capital itself

Mission-Based Business

My mission is to make Power University the ultimate tool to help good men evolve into successful, capable, and honorable men. When more good men rise, society benefits with:

• More win-win leaders enlarge the pie for all
• Increased cooperation across individuals and societies: crucial for when humanity will live on different planets
• Faster progress through empowered human capital
• Protect downside risks of dark triad leaders, since empowered men are less likely to fall for dark triad leaders, populists, and ingroup/outgroup manipulations

Values-Based Business

While the mission is TPM’s goal and the impact we want to have, our values are how we pursue that mission.

Since TPM’s is largely centered around Lucio, the values are a mix of business values, and Lucio’s own values and priorities.

#1. The Business Serves The Mission

TPM is based on both the overlap between what I love doing, what I’m good at, and what serves a great mission.

The mission is the guiding star for business decisions, above concerns for marketing and revenue maximization.

#2. We Want The Right Customers, Rather Than As Many Customers aS Possible

A values-based business wants individuals with similar values and who can help activate the mission.

In TPM case, that means we don’t want overly selfish men, bullies, or freeloaders.

Protecting Against Freeloaders

TPM products are structured to make it harder for freeloaders to get the full value.

Power University drips over time, to prevent money-back guarantee abuses.
There are also links to forum sections that only logged-in alumni can access. And of course the most personalized advice is with coaching.

Customers Are Kindred Souls

When you speak from your values, many buyers share those same values.

Our customers also enable our mission, and keep us working on our mission.
I always felt a strong obligation to provide great value for them. My duty is to give them the best tools possible to win in life.

This is why, contrary to many businesses, I often default to prioritizing existing customers over getting as many new ones as possible.

#3. Achieve Your Dream Life, Then Deprioritize Money

My philosophy towards money is that any extra income above a “good life threshold” adds little value.

“Good life” is relative, so you must define yours.

For me personally, a good life is: the freedom to structure my day as I please, to do and say as I please, wake up whenever I wake up, travel whenever I want to travel, live wherever I want to live, get accommodation in good parts of town, and sit down at a restaurant without having to run budget calculations.

From a business perspective, it means the ability to focus on product development instead of marketing.

Keep Greed In Check

Greed is enslaving.

There is nothing wrong in wanting money -money is power and enables your intellectual freedom-.
But it must be balanced. If money becomes the #1 priority, then you lose intellectual freedom.

This is a given, because speaking the truth will eventually cost something.

Take this website and the red pill, for example.
This blog is one of just a handful of blogs to be officially archived in the “TheRedArchive.com”:

Since the red pill was so popular among men, it would pay off well if I winked at it.
It does not pay off instead to criticize “The Rational Male“, or of The Red Pill.
But I gladly pay that price.

#4. Prioritize Product Development Over Sales & Marketing

Once you reach the “living your way threshold”, mission and time become more important than money.
So you optimize less on financial income and more on time-saving.

As of 2025, TPM has never run any ads, and never hired anyone to optimize our marketing and sales.

For years, the priority has been more research, better content, and better Power University.

#5. Freedom In Life, Work, & Relationships

My philosophy towards freedom allowed me to get into entrepreneurship without many fears. I’d rather die living my way than living restrained in a golden cage of safety and luxury.

#6. Intellectual Freedom Underpins TPM

Intellectual freedom is foundational to any truth-based organization.
It can’t be otherwise.

Freedom includes the freedom to speak your truth, even if it may offend someone.
I strongly disagree with the saying ‘if you don’t have any nice things to say, don’t say it’.

Instead, that’s the better proverb for me:

The only thing necessary for the triumph of nonsense, lies, and intellectual garbage, is for critical thinkers to say nothing

#7. Keep Costs Low: It Protects Your Freedom

I don’t do risky investments, don’t lend money, and keep expenses low.

Savings are a reservoir of power, and you don’t give your power away.
Savings also protect my freedom, and TPM’s intellectual freedom.

#8. Accept There Will Be Haters

Some of our values, coupled with speaking our truth, lead to someone disliking us.

For example, I believe that selling products that are not based on science or proven results is immoral.
So some of our reviews are highly critical.

That has cost us some friendships and several opportunities.
People don’t like to link to, mention, or invite as guests people who can be highly critical.

Sales & Marketing

A values-based entrepreneur’s time is sacred.

Customer care and sales must be done efficiently, or it takes time away from his focus.

Note: this section is from early-days TPM, it’s different now

#1. Sell to Many, Avoid 1:1 Sales

Your time is the most important resource in the world.

So since early on I structured the business to avoid in-person and 1:1 sales.

I took this notion to an extreme.
Some early emails I got would be so easy to answer, and some of them are already set up to make the sale.
For example:

• I love your work. How long will access to Power University last?
• I’m thinking of buying; will the access to the private forum last forever?

These questions only ask for a little nudge before purchasing.
And I still didn’t reply.

Non-replying saves time, of course.
But replying would also set a bad dynamic.

Replying to personal emails sets the expectation that you’re available for private questions, and sets the expectation for future replies as well.

1:1 Sales Low Power

While I avoided 1:1 from early on, I did reply the very first few emails that felt like such a novelty.

From a power dynamics point of view, the more questions you reply, the more it cements the frame of them choosing, and you needing their purchase.

#2. Only Serve Capable Prospects

Luckily, TPM customers are smart people, so it’s rare that people ask silly questions.

When it happens though, it’s a signal that it may not be a good fit for us.

#3. Avoid the Trap of High-Effort Requests: They’re Rarely Good Buyers

High initial effort = high effort to maintain.

In my value system, approaching others while expecting them to do most of the work is immoral.

Some cues of high effort buyers:

• Many questions
• Questions already answered in product descriptions
• Basic questions

Here is a very general rule of thumb:

The more questions they ask upfront, the more likely it is they will either complain later, or find a way to take up much more of your time

Plus, it can also be a Machiavellian power move.
Some prospects asks questions just to make it easier for them to complain later.

The trick here is partially a manipulative negotiation technique against you, and partially, self-manipulation.

When they complain later, you feel guilty because you made them buy and now they’re not happy (guilt-tripping).
And for them, it’s easier to complain because, “hey, they had warned you that softness was important for them”.

Even the ones that are not out to defraud you are usually “difficult customers”.
If you can choose, it’s better to get easy and good customers.

#4. No Asshole Rule

TPM helps men stand up to bullies and assholes.

We don’t want to help the bullies, so we don’t want them in our products.