Tom Bilyeu and Impact Theory: How To Skyrocket Personal Growth

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This article is the first in our Catalyst for Change series.  An inspirational series with the key focus or take away being the power of change in one’s life.  Whether it is the vision of one person, a company, or a philosophy on life.  Each articles  is designed to serve you and guide you to the inspiration you need in life to overcome any obstacles in your path.

In this featured article we will delve into Tom Bilyeu and Impact Theory.

My Introduction to Tom Bilyeu and Impact Theory

YouTube is a constant in our house.  Are we watching cute pet videos? 


YouTube is the premier place to learn damn near anything for free. So in the background, we listen to tutorials, how-tos, and motivational videos. 

One day I heard this guy introducing his guest, he said such amazing things about his guest I could not help but stop what I was doing and watch the show.  

This video, featuring David Goggins, was my introduction to Tom Bilyeu and Impact Theory.  For me, it came at a time when I was looking for inspiration on how to achieve more in my life.

Tom has a way of getting incredibly specific about what his guests are involved in.  Each introduction of a guest is a riveting recap of every positive thing they have done and every setback they have overcome successfully. 

He humanizes these amazing people and shows where they started and how they ended up where they are now. His in-depth questions and honest curiosity for each guest encourages them to give more in each interview.

His guests focus on empowering yourself and the world around you: 

  • Gary Vaynerchuk
  • David Goggins
  • Lewis Howe
  • Maria Forleo
  • Sadguru
  • Mel Robbins

…just to name a few.

Who Is Tom Bilyeu?

As co-founders of Quest Nutrition, a billion dollar health food company, Tom and wife Lisa decided to create Impact Theory as a way to better peoples minds, as Quest Nutrition is a way to better peoples eating habits.  

Impact Theory is not only a weekly interview show featuring Tom, but Lisa also has her own show called Women of Impact

They also do episodes of Health Theory and Relationship Theory.  Each of these shows is designed to highlight and help push the boundaries of your current knowledge. 

Do they stop there? Hell no.

They also created Impact University, where they offer classes on how to build your mindset or push your business even farther.

Why do they do all this?

In Tom’s own words:

This company is also me making good on a promise that I made to myself years ago. I went from dead broke, in debt and not able to pay all of my bills to building a billion-dollar brand and completely changing my financial circumstances by going on a decades long quest to develop my mind as aggressively as a bodybuilder develops their body. I promised myself that if I ever had the opportunity to pay it forward and teach people to do the same, I would. So with the life-changing success that we’ve had, instead of retiring to our own private island, my wife Lisa and I have dedicated ourselves to building Impact Theory — a for-profit company designed to leverage the self-sustaining power of commerce to radically influence global culture. – Tom Bilyeu

Tom and Lisa’s belief that human potential is limitless pushes them to help others find this same belief in themselves.  You can change you if you only believe you can.

Their mission is to help you believe you can as well.  The belief system of Impact theory is summed up on their website in their Belief System.

The Impact Theory Belief System in 25 Bullet Points:

  1. Human potential is nearly limitless.
  2. Personal growth is the highest priority of Impactivists.
  3. You can acquire new skills in any area at any time.
  4. It requires focus and disciplined practice to acquire new skills.
  5. You can do ANYTHING you set your mind to, without limitation.
  6. #5 is a lie. But it’s an empowering lie. Impactivists do and believe that which empowers us.
  7. It doesn’t matter who you are today. It only matters who you want to become and how hard you are willing to work to become that person.
  8. See beyond your current self to the opportunity of becoming the best version of yourself.
  9. The Impact Theory Community is a safe place to make mistakes.
  10. Mistakes are a great teacher to those who are willing to admit that they’ve made one.
  11. Share the lessons learned from your mistakes with your fellow Impactivists.
  12. Failure is temporary. Move quickly beyond it.
  13. Everyone has something to teach you. Learn from whomever you can.
  14. Impactivists do not make excuses. Ever.
  15. Any obstacle can be overcome. See #14.
  16. Building your self-esteem around being right all the time will lead to poor decision-making.
  17. Build your self-esteem around identifying the right answer and pursuing it faster than anyone else.
  18. Have VERY clear goals.
  19. Do that which moves you toward your goals.
  20. Do NOT do that which moves you away from your goals.
  21. Only work in an environment that is moving you towards your goals.
  22. Impactivists are Linchpins who work hard, smart, and long hours. See #21.
  23. Passion will help you keep fighting to reach your goals when things get difficult. Center your life around your passion.
  24. Impactivists motivate and inspire those around them.
  25. Take the red pill.

Are you thinking?  Well, that’s an easy thing for multi-millionaires to say; it’s easy for them to do because they have so much money.

Neither Tom nor Lisa came from families with a lot of money, they earned all their money through determination and hard work.

Tom Bilyeu

Bilyeu grew up with humble beginnings. Born in Tacoma Washington, to what he calls a morbidly obese family.  His uncle died when Tom was twelve from overeating. 

Tom did not stand out, he was not a born leader or an entrepreneur.

According to him, he was a mediocre student with very little drive or ambition. Even when he was leaving home to attend college his biggest supporter, his mother, had doubts about Tom finding success in life.

Although he says he was lazy, Tom states he did have two things stuck in his mind from a young age:

  1. He was going to have six-pack abs.  
  2. He was going to be rich.

Tom attended college in southern California. 

While working towards a degree in film, Tom was offered a job working for Awareness Technology company as a copywriter, his office was a small space in the server room.  

He worked for Awareness Technology for eight years working his way up from copywriter to Chief Marketing Officer and part owner in the company.

He talks about realizing one day that he had worked for six and a half years straight without taking a single day off.

His drive to make himself rich, also lead to his being miserable. 

Tom decided to quit and start a new company. A company he could bring his passion for working towards ending metabolic disease to, even if it did not bring him a lot of money.  

After telling his business partners he was going to quit, instead of being angry they all decided to sell the company and embark on this passion project together. This passion project was called Quest Nutrition.


Be sure to check out our Tom Bilyeu quote collection!

Lisa Bilyeu

Lisa was born in England to a Greek family. 

She talks about how when she was growing up she was constantly told how a woman’s place was at home, taking care of her husband, and her kids.  Her mother had quit her career to stay at home with the kids.

When she would fall and hurt herself as a child, her grandmother would tell her it was ok, she would still make a good wife someday.

When she wanted to go to college and study film, she and her father fought about it.  Finally, he gave in and said it didn’t matter, she was going to end up a housewife anyway.  

The night before she married Tom, her grandfather came to give her marriage advice, thinking she was going to get a grand secret, she eagerly awaited his secret.  Obey your husband was his advice.

And for eight years that is exactly what she did.  She stayed at home for eight years being a housewife to Tom.  Miserable, but not knowing anything different.  

It was not until Tom came home and asked for her help creating Quest Nutrition, that she started to realize her own potential.

Quest Nutrition

Tom, along with his wife Lisa and their business partners  (Shannan Penna, Ron Penna, and Mike Osborn) embarked on what most people would have considered a crazy scheme. A healthy protein bar that also tastes good.

In 2010 when Quest was founded, 1,600 protein bar flavors and numerous nutrition companies were started that year.  

Tom and his partners did not let that stop them, they were determined their protein bar, be of the highest quality while still tasting good.  They worked hard creating their product in their home kitchens.

When they had a protein bar they knew was nutrionally superior, they took it to various food manufacturers, only to be rejected by all of them.  

They were told their idea of a product was impossible to make on the equipment that currently existed.  Instead of compromising on the quality of their product, adding liquid sugar to it, they created new production equipment themselves.

Having created a product they were proud of.  And created the machinery required to manufacture it, but how to market their new product? 

Personal Commitment

They handwrote over a thousand letters and mailed them out with samples of the new protein bar to influencers in the nutrition and fitness world. 

This tactic helped them to reach around 10 million dollars in sales in the first two years solely through e-commerce sales.  Adding retail stores sales in the next year helped the company grow even faster. 

The companies sales grew 57,000% in the first three years, earning Quest Nutrition the title, second fastest growing company in America in 2014 according to Inc. 500.

By staying true to their initial goal, of creating the best protein bar for people and ending metabolic disease.  The company expanded to include other healthy snacks and is now valued at over a billion dollars. 

Motivation You Need

From an average life, to a life filled with purpose and intent, the co-founders of Impact Theory and Quest Nutrition live the life they preach.  Each one of the 25 bullet points for the Impact Theory Belief System is upheld by this dynamic married couple. 

The life they live is the life they are trying to teach the world to embrace.  

It doesn’t matter where you were born.  It doesn’t matter who you are, your circumstances in life or the amount of money you have.

All that matters is who you want to be and the amount of work you are willing to put in to be a better version of you.

Tom and Lisa Bilyeu think you can be and are working hard to show you how. But the most important question is.

Do you think you are worth the work?  Tell us what you think in the comments section below!

Tom Bilyeu and Impact Theory

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