Who I am.

What I do.

How I do it.

These are “north star” statements I affirm by my daily actions.  The comprise the vision of myself to which every string of goals I set are ultimately affixed.

But before they were the vision and the statements (mantra) they are today, they were the questions I had to answer.

Who am I?

What do I do?

How do I do it?

If I hadn’t of answered them, society would have answered them for me. And before long I’d come to believe those answers, whether they were true or not. Whether I agreed with them or not.

We are what we do.  And what we “do” is defined and refined, little by little, day by day, by our every action.

The “who I am” has changed over my life.  I adopted the “who” of an athlete very early on.  How much of that was my want and how much was projected upon me, I don’t know.

But it wasn’t until much later in life that I realized I had the power to choose who I am.  It was mine and mine alone to answer. It wasn’t something I had to adopt. I didn’t have to capitulate to society’s idea of who I was.

And here’s what I found about society: if you refuse, by your daily actions, it’s a projection of what it wants you to be, it will buckle.  The crowd doesn’t like to be proven wrong.

So who am I today?  I say I’m a navigator.  A scout. A warrior.

What do I do?  I empower people to live optimized lives.

How do I do it?  Via two human optimization vehicles: Paleo f(x) and ID Life.

Society bristled against that at first.  You’re a “former” athlete it said. Blue collar; working class.  Act accordingly!

Society has little spine, though.  I kept bucking; refused the bit and blinder. And in short order society moved on to those easier to handle.

So ask yourself:

Who are you?

What do you do?

How do you do it?  

This is your choice; your’s alone.

It’s absolutely within your power to completely define (or redefine) yourself.  To live the truth of who that is on the daily. But it’s not easy. At least, not at first.

It’s not easy in that the very act of claiming YOU means there is responsibility to act accordingly.  You can’t think the bit out of your mouth. You have to physically, by your actions, reject it. To do otherwise is to be a victim.  To be a willing recipient of what society projects upon you.

The goal is not to lose 40 lbs, but to be a healthy, vibrant individual.  Be that, and 40 pounds will evaporate.

The goal is not to write a book, but to be a writer.  Be a writer and the book will materialize.

Heal thyself, harden thyself, change the world –


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Keith Norris is a former standout athlete, a military vet, and an elite strength and conditioning expert with over 35 years of in-the-trenches experience. As a serial entrepreneur in the health and wellness space, he is an owner, co-founder and Chief Development Officer of the largest Paleo conference in the world, Paleo f(x) . As well, Keith is a partner in one of the most innovative lines of boutique training studios in the nation, Efficient Exercise. He’s also a partner in ARXFit training equipment, and a founding member of ID Life. In his spare time, he authors one of the top fitness blogs in the health and wellness sphere, Theory To Practice.


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