Tony Horton built a $200 million fitness empire on two words that are scientifically meaningless. I'd know. I finished his program twice.

I can still hear "muscle confusion" in my head ten years later, but I can't name a single exercise from that program. In this episode I break down the three-part formula that makes certain phrases impossible to forget, then show you how to use it to name your own offer so prospects repeat it back to you weeks after the call.

If you're a coach, service professional, or agency owner sitting on a great offer that nobody's buying, the offer is probably fine. The real issue is that nobody can repeat what you do back to themselves, and this episode fixes exactly that.

Here's what I get into:

• The boring 1970s textbook principle Tony Horton quietly renamed to build a $200 million empire
• Why he was a communicator first and a trainer second, and what that means for you
• The three-part formula behind phrases like brain rot, imposter syndrome, and doom scrolling
• The one element most people miss that turns a merely clever name into one nobody can shake
• Why I named my own brand the way I did, completely on purpose

This isn't a vocabulary trick you can fake by asking ChatGPT for ten clever names. You get the actual formula plus the exact move I used on my own brand.

So here's my challenge. Figure out the "muscle confusion" of your business, the two words people could repeat back to themselves in the car on the way home. Nail that and you'll never have to chase a client again.

This one is visual on the video side, since I'm drawing out the three-circle formula. If you want to see it, search Ken Okazaki on YouTube. I'm @kenokazaki there and on Instagram.

New episodes every Monday. Follow the show on Apple Podcasts, Spotify, YouTube Music, or wherever you listen, so the next one lands automatically.

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00:00 The Phrases Living Rent-Free in Your Head 
01:01 Congress Got Hooked on P90X 
01:45 Tony Horton Was a Communicator First 
03:15 "Muscle Confusion" Isn't Even Real 
05:00 The Two-Word Trick Behind Every Sticky Phrase 
06:15 The Formula: Familiar, Unrelated, Charged 
08:00 The Kabul Bus and the Hotel WiFi Fix 
09:45 Name It So They Can't Forget It