Now Let Me Tell You It All Started...
In 2010 I went to Burning Man , that mythic, 7-day experimental community that pops up in the Nevada desert like a magical carnival every year—and then vanishes without a trace.
While it has a reputation for being part hippie gathering, part mecca for recreational drug users and part festival for high profile artists and tech billionaires, I’ve found it to be much more than that: To me, it’s a forum for really big, innovative, out-there ideas, a playground of imagination where you can create, design, and experience human connection on a completely different level.
What’s more, there’s no money used at Burning Man. It’s a gift economy—you bring something to trade with and contribute.
I decided to gift people with a movie-worthy experience. Remember in the Matrix when Neo is offered a choice between the blue pill (the world he knows) and the red pill (the gateway to reality)? I wanted to give people the option to wake up and get some clarity about their world—whatever that meant for them.
So I grabbed as many red, cinnamon Tic Tacs as I could find and put them in prescription bottles with homemade labels. I put a button on my backpack that said, “I have the red pill.”
I know what you’re thinking, it being Burning Man and all; if you’re offering a pill and a good time, you’re probably not the only one. But let’s be clear—everyone knew there was nothing in the pill, and they were still clamouring to try it.
So here’s how it worked: They would take the pill in their hand and say out loud, “I want to know my reality.”
And the moment they swallowed, epiphanies started—long buried insights surfaced, hard truths were faced, and deep desires clarified. Pretty soon, people were following me around the desert like Moses. I was the guy with the red pill! At first, I chalked it up to a playful Burning Man moment, and that whole
experience gave me a lot to think about.
But then, a week later, a psychologist I’d met at Burning Man reached out to me.
“Got any more of those pills?” she asked.
That was the beginning.
And when I reminded her that they were red Tic Tacs in a homemade bottle, she said yes, she understood, but she wanted them. And she wanted them now.
“I’ve been using them with my patients, and it’s been helping them have breakthroughs I didn’t think were possible.”
And just like that, what started as a playful experiment became a real and powerful tool.
After Burning Man, I started using the Xpill in my leadership coaching—and the results floored me.
It took the concept of laser coaching to a whole new level. The thing about taking a pill is that there is no undo or cancel button—once you swallow it, there’s no going back. It’s the perfect way to raise the stakes without tacking on crippling consequences.
As I put XPill to work, I started noticing how nervous clients got holding that little pill of nothing in their hand.
“What are you feeling?”
Some people say it makes them feel giddy, nauseous, or teary-eyed. But pretty much everyone I coach is equally afraid of two things: They’re afraid it won’t work—and equally afraid that it will.
If it doesn’t work, they’re afraid that it will expose some inner defect that proves they don’t deserve their dreams. And if it does work, they’re terrified they’ll pick the wrong dream—and end up trapped and disappointed.
“Okay. Tell me what you really want.”
Ask someone what they want? They’ll spend the next hour telling you why they don’t have it.
We get so lost in our own stories—the why and why nots, what if’s, and if onlys—that we don’t do the only thing actually required of us to realize our dreams: To clearly and succinctly state them.
And if you are in alignment with your goal—if it’s truly what you want, and not the product of external
pressures or expectations—then when you say it aloud, you’ll feel a sense of clarity. Crystalline, cloud parting, what-in-the-hell-are-you-waiting-for clarity.
Once you’re aligned with your goal—and only then—you swallow. And there’s no going back.
Today, XPill is not a red Tic Tac—it’s a purple pill filled with nothing but brown rice protein. It is a completely inert, neutral substance and, chemically speaking, has zero affect on your physiology.
And yet, it continues to change lives. It’s so insane, it blows me away every time! It’s hard for me to
understand, let alone explain. I’ve seen people
experience breakthroughs on the spot or mere hours later. The experience of swallowing the pill can literally taste different from person to person. Some people think it tastes sweet or warm, some say it’s hard and bitter to swallow. I’ve even seen someone take the pill, immediately violate their goal—and get so nauseous, they threw up. (Yea, that one was a little creepy).
It cannot, on its own, do anything, and everyone who takes the pill knows this. Because the only
active ingredient—is you.