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April 20, 2025 | Issue Archive | View Online

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COMING UP

Hi friend,

Everyone wants more income, more impact, and more influence. But you don’t get rewarded for what you want. You get rewarded for the value you give.

This week, you'll learn how to maximize value by finding your own edge, and meet a woman who went from working at Denny's to a $1.2 billion brand by giving value nobody else would.

Let’s make you irreplaceable.

Read on to:

🎯 Discover: What makes people choose you over anybody else

💡 Learn: How a Denny's waitress created $1.2 billion in value

📽️ Watch: The mentor advice that changed Tony's life at 17

🤖 Explore: How AI can scale your output

🙋🏻‍♀️ Build: Your business alongside Tony at Business Mastery

Let’s dive in ⬇️

DEEP DIVE

What makes people choose you over anybody else?

Watch time: 1 min | Adding value

Tony showed us something powerful recently: the marketplace does not reward intention. What matters is the value we actually deliver.

The people who win are those who give more value than anyone else. More insight, more care, more results. They become more valuable by solving real problems and serving at a higher level. That’s true whether we're talking about your business, your career, or your relationships.

So how do you actually become more valuable? Start with what Tony calls your personal X-Factor. It’s an intangible quality unique to YOU. It can’t be measured or compared. Becoming valuable is about taking that X-factor and finding a way to do more for others than anybody else and consistently maintaining that standard.

The great news is you don’t need a complicated system to find your X-Factor. You just need to get honest and take action.

Here’s how to own your X-factor this week in three simple steps:

Pick one area of your life where you want to add more value. Your business, your marriage, your team, your health. Think about who you serve in that area. What do they need from you that no one else is giving them?
Identify your personal X-Factor in that area. What strengths, standards, or experiences give you an edge? Maybe it's your perseverance under pressure, your relentless follow-through, or your ability to make people feel seen. Write down your answer.
Level up your X-Factor. Lock in on your edge. Where are you already crushing it? Where are the gaps? Who could help you get stronger? You don't have to do it all, but you must be able to lead it all.

Adding value is a standard you hold consistently. When you truly own your X-Factor, people will choose you over anyone else.

So here's your challenge: Walk through all three steps this week. Pick your area, name your X-Factor, and take one action this week to level it up.

As you commit to adding value consistently, ask yourself every day: Did I add more value than anyone else could?

If not, then double down. Because this is how you create massive value. This is how you become unstoppable.

FEATURED ARTICLE

How adding value took Jamie from Denny’s to a $1.2 billion deal

Watch time: 1 min | Jamie's experience with Tony

You just walked through how to own your X-Factor: the intangible edge that makes you more valuable than anyone else in the room.

Now meet Jamie Kern Lima, a self-made billionaire, to see what it looks like in action.

Before her success, she spent years waitressing at Denny's, saving up tip money to attend one of Tony's seminars. She sat in the last row, wondering: Could she really turn her big dreams into reality?

That day, she made the decision to believe she could.

Jamie has a hereditary skin condition called rosacea. It causes visible redness and bumps, and nothing on the market could actually cover it. When she looked at the beauty industry, she realized why. Every model, every ad, and every campaign featured flawless skin.

Nobody was solving the real problem.

So, she solved it herself. With almost no money, she launched IT Cosmetics with a bigger vision: real people as models of every age, shape, and size. Products that gave real results. And a message that said you're already beautiful.

She received hundreds of rejections. Investors said no. One investor looked her in the eye and said women wouldn't buy makeup from someone with her body and her weight.

But she kept going. Deep down she knew her X-Factor was seeing what the rest of the industry refused to: millions of women who deserved to feel beautiful in their own skin, and nobody stepping up.

Jamie did. She found a way to do more for those women than anyone else in the beauty industry.

And the marketplace rewarded her. IT Cosmetics became one of the largest beauty brands and she sold it to L'Oréal for $1.2 billion.

So, as you step into your own X-Factor this week, remember that your starting point doesn't determine your value. What matters is the value you give.

TEAM TONY RECOMMENDS

Our top 2 picks:

🎙️Value: At 17, Tony asked his mentor why his family was broke. The answer was simple and it changed everything. Watch here.

🤖 AI Advantage: Tony Robbins, Dean Graziosi & world-class AI experts pull back the curtain on how entrepreneurs are using AI to 10x their output without adding a single team member.

SCALE YOUR VALUE

P.S. When you commit to adding more value than anyone else, the results will follow. It all starts with finding your own unique edge.

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