Michael Bernoff is the Founder and President of the Human Communications Institute. He has helped thousands of people transform their lives through his signature events, audio seminars, and one-on-one coaching. Combining his natural talent as a communicator, deep understanding of motivation and a powerful ability to tap into virtually anyone’s desire for success, he’s unlocked the mysteries to building charisma, influence, persuasion, and connection with others.
In this episode, Michael explains how getting out of your constant environment allows you to gain a new perspective when looking to get “unstuck.” He talks about looking into your purchases in life in order to gain a HIGHER ROI in everything you do, and gets into Trigger Worlds to call a spade a spade by checking your existing framework through the words you use. Check it out!
Michael’s Learning Journey and Masterminds
The Mastermind Effect: 02:01
Let’s dive into this. Our ability to have access to people has changed in the last 5 to 10 years. When you and I were younger, it was teachers, textbooks, friends, family, and coworkers, but that’s a sliver of what’s possible. How is your learning changed from your early years versus today?
Michael Bernoff: 02:22
When I was younger, I was waiting to learn and meaning that I would show up. I thought it was a scheduled thing. It’s interesting, and I’ve never had that question before. I think it’s learning time when we’re going to go to school or soccer coach. I got in the habit of that.
Even as I got older and started in business, I thought learning was going to an event or taking the time to go to a library. Now, it’s everywhere. It’s rapid speed. We’re learning through information. But, we’re also learning through experience a lot quicker. One of the mistakes I believe people make is they still have this 1980, the 70s, 60s, or 50s philosophy, which is you have to go somewhere to learn, and you can go there to have an experience, but we can learn everywhere we’re at.
The Mastermind Effect: 03:07
Absolutely. If you think about it, in the last 5 to 10 years, the ability to take information has changed. Some people learn from accountability buddies, masterminds, online courses, and there’s a lot of ways to learn. Who are you currently learning from, and more importantly, how did you find and connect with them?
Michael Bernoff: 03:28
It depends. I have a library behind me, and I have one downstairs. I’m always learning individually from people. I’m a study of where people got where they got from, and then where they got it from. I’m one of these old-school learner types. If I were to be straight up on a lot of this stuff is I like to find old knowledge. I have people I’m physically learning from, and then I have mentors in different things like that over time. I would say the majority of it is really digging through where people get stuff.
Let me give you an example of what I mean by this. Five years ago, I read Mike Tyson’s book. I’m a kid that grew up in the 80s. I remember learning about him in our sixth grade. He’s the toughest man in the world. I found his book five years ago, and I was reading it. It was very interesting where his mentors were and where he learned from. He studied from a guy named Cus D’Amato. He got him into hypnosis. Nobody knows this about the guy. He got him into meditation and got him into many different books and different things and autosuggestions. What was fascinating was, I started looking at the materials that these people got their stuff from.
I’m one of these guys that like to find where the learners learned from. I break down where their inspiration came from. I wanted to know the original course material that did not get taken apart and remained and everything like the original book. I’ve never taken Landmark before. But Werner Erhard that started it, I found out where all his inspiration came from. He got it from Heidegger and Alan Watts. So I started studying a lot of these older, outdated stuff. I find it fascinating because you get to have a unique discussion with people where you’re going to say things they didn’t just hear five minutes ago on YouTube.
The Mastermind Effect: 05:45
A lot of the time, we catch people regurgitating and abusing how the information comes to them. If you got it from somewhere else, say, “This is where I got it from, this is how it pertained to me, but you might want to go do your own research.”
It’s brilliant from the aspect that you’re learning from the learners and the people that taught them, so you get the original context of what it meant before it was torn apart and changed 100 times over. So who are you learning from, maybe a name that someone will hear or they can look up? Who are you learning from today that’s still alive?
Michael Bernoff: 06:25
When you tend to mastermind events, you have different people in the different subject matters. When I’m talking about company and culture stuff, my good friend Cameron Herold comes up. He’s somebody that I’m going to ask questions from in that department. He’d be somebody that I know we’ve connected over his name before. I’ve known Cameron now for about five years, and he’s somebody that comes to over that specific topic.
Jim Rohn was the earliest mentor that I had in life. Jim has been dead for 12 years. He taught me business at 19 years old. His earliest guy was Earl Shoaff. The guy that taught him, so I like Earl stuff, right off the bat.
Suppose I’m talking about studying. I studied Richard Bandler for years when I studied neuro-linguistic programming. I’ve known Richard for 20 something years. I’ve studied his material inside out and backward. I’m really big in psychology, and that’s my mainframe. I don’t sit in one exact area. I like to jump around a lot.
The Mastermind Effect: 07:31
We just had Cameron just a week ago, and he is an amazing individual. If you look at how small the world is, there’s you, Steve, Cameron, and the list goes on, but we’re all connected in some form or fashion. We were talking about masterminds there.
A lot of people get stuck, and they can’t see the picture, the frame, or the tree through the forest. We’re still going through some form of a pandemic, but to me, it causes a reset, and how we can accomplish things and how we can connect with people. How have masterminds helped you when you’re looking to get unstuck and reset your frame of mind?
Michael Bernoff: 08:04
Masterminds, it’s interesting because I avoided them for years. The reason is as a real entrepreneur; you don’t need anybody. Your responsibility person, and you don’t need anybody. So I avoided it for years because I didn’t need anybody. I wanted to figure it out myself, and that was my biggest issue.
Where masterminds helped me is the second you leave your environment, it changes the biochemistry inside of your brain. I’m just going to give you an example. If no one’s ever been to a mastermind, you’ve been on the run. You’re having a day, good or bad, and you up for running. While you’re out for a run, you come up with a lot of great ideas. I used to want to invent shorts with pens and paper in the pocket to write down really good ideas. You come up with genius stuff on a run or a hike. A lot of people think that you’re with nature, but it isn’t. It’s because you left your current environment.
One of the greatest things you can get out of it is even if you put your earplugs in or you ignored everything out of the physical or virtual event; the fact that you’re not doing what you would have been doing that day is one of the greatest reasons that these things work. I bring that up to everybody’s attention because my biggest gain in it is in the first couple of hours not being where I was supposed to be that day and to be where I was supposed to be.
My biggest win is getting out of my environment. I come up with millions of ideas. If three of them roll, that’s amazing. Have different forms of conversations that I normally would have. I would say that’s the part people don’t talk about very much because it isn’t just the connections, sales, the networking, and the information; it’s physically you are somewhere else that day. That is the hardest part for me to get myself to do, but when I do, it is the biggest win
The Mastermind Effect: 10:01
I love the analogy when you go for a run and you’re taking yourself out of your environment. That’s why one of my coaches is like, “Listen, I don’t care what activity you do; you need to do 15 to 20 minutes a day, where you can think and work while you’re active.” It changes your frame of mind when you get away from the four walls you’re always sitting.
Michael Bernoff: 10:25
It changes your biochemistry. It changes your dopamine, norepinephrine, serotonin, oxytocin, and every chemical in your body. So the greatest gift we can have as humans is to change that chemical composition inside of ourselves.
Self-Education and Michael’s Reality
The Mastermind Effect: 10:41
Masterminds have been around for a hot minute; maybe the first one possibly was the apostles. Then Benjamin Franklin creates the Judo Club or the Leather Apron Club and then Napoleon Hill. Most people who’ve been on the show have heard of them. As there continues to be a huge boom in self-education, coaching, masterminds, and mentorship, where do you see the parallels between self-education and standard education (University and college) going forward?
Michael Bernoff: 11:10
It depends on which group you’re talking to. Tucker Max and I were talking about this at dinner, probably about a couple of years ago. We’re talking about my daughter going to college and what her outcome is. When I went to college, I did the thing my parents recommended. I went to school, did my thing. I came across direct sales when I was in college, so that turned me into an entrepreneur. Eventually, there’s always going to be a group that is a little bit far behind any information. By the time you find out about the GameStock, and you already lost. I found out about it Sunday night. I bought it on Monday, made a bunch of money, and I got out. By Wednesday, if you knew about it, you already missed it.
I would say that there was a time in this world that college was the mastermind. It was the elite who could do it. It wasn’t for everybody. Now, it’s the University of Phoenix, and everything made it socially available. Anybody can get a degree not to knock anything. It’s easy, accessible, and anyone can get it the value of a one down. 95% of the world will gravitate for 20, 30, 40, and 50 in the next years unless something really changes and still do the traditional thing. But that 3% number will start to grow in concentration, and more people will start realizing the idea of self-education.
I’m watching this on my daughter’s who is in private school, which is a mastermind of its own, in my opinion, and a very small little school here in town. While we got to see how our kids were getting educated, I think down the road, people will realize this isn’t that great. Maybe there are additional options. Maybe we need to teach people different things.
I think parents are going to start mentoring their kids a lot more. We’re going to start teaching entrepreneurship as I do to my kids. I even said to my daughter, like, “We can save money for school. You can pick if you want to go to school, go to junior college, or want a couple of 100 grand and we can help you start a business. They’re both might work or might not work. I’m going to tell you starting a business is a better bet for people to learn.
The Mastermind Effect: 13:06
It sounds like you and I teach the same way with our children. I’ve got a six-year-old. He’s in private Montessori. It’s amazing; just an entrepreneurial spirit. His teacher gave us his review the other day, and she used the word entrepreneur and starting his own business. We never fed that, but we don’t hide our conversations about the businesses we have, when they work, when we’re having struggles, when we’re moving through, or when we need someone else to step in. He just sits there and his question continuously. It’s interesting when you start letting them in that world, and they gravitate towards it. It’s a whole new type of education, which I think is just brilliant—bringing them in at a younger age.
When someone invests in themselves, whether it’s standard education, or through themselves, I still feel the best ROI is in yourself. It’s higher than the stock market and the housing market. I am in both of those, but I keep controlling; that’s the reality. I can control the ROI on myself. What should people expect when they enter your reality, invest in themselves and invest in you to move the needle?
Michael Bernoff: 14:09
I always make jokes. If the IRS knew the capital gains or the return on investment on personal development, they would be taxing the masterminds. The return is massive. What you get is an investment.
I tell everybody not to buy my for 20 bucks on Amazon unless you’re planning on turning it into 30. I look at everything in my life and go, “how do I turn this into a return?” Unless your mentality is 20 to 30, 20 to 50, or 50 to 100, in happiness, a better quality of life, or money, you’ve got the wrong context going on. That’s one thing I learned a long time ago, and I’m very adamant about it with my students. I said, when you go to Barnes and Nobles, look for an investment. When you go into the store or go on amazon.com, what can I buy, and what can I turn it into? I believe if people have that mentality of “I invest in something, I’m going to turn it into more,” it changes their frame of purchase, and then they’re walking, breathing investment machines. That’s the first step that what somebody should expect.
Number two is you don’t always get it back in money. You might get it back in idea or happiness. You might get it back in “less pissed-off-ness.” If you can go through your day, be less bothered by your children and used to be bothered or less annoyed at the new people you hire in, like, “Wow, look at that I’m communicating myself differently,” you got an opportunity to take the investment you have in your team and turn them into millions of dollars. It’s amazing. You never know where to get it from; you never know what you’re going to get. But it’s not about what you get. It’s about what you become.
I learned a lot from Jim Bakker. I must have heard the art of exceptional living 2000 times and memorized it. It changed everything in my life. This is what’s funny. I will go and buy it on eBay. I will find old Amway tapes. Some of the greatest speakers in the world were in Amway. They’ve got speeches you’ve never heard on a 25 cent tape that I can buy. I’ll buy 100 tapes for $25. I got a tape player, and I’ll listen to them right here. I will hear something, turn it into a video, and create something out of it. He may tell a story about a turtle or something, and I’ll turn it into a dog. I’ll flip that same thing or give me an idea to help my kid and turn that idea into $300,000. It’s fascinating. You can’t do that in the market.
The Mastermind Effect: 16:43
All the information is already there.
Michael Bernoff: 16:45
It already exists. I’ve listened to something from somebody, and you can flip it into something else.
The Mastermind Effect: 16:53
You don’t have to recreate the wheel. Because the reality is there are only so many notes and a cord on a guitar, there are so many ways you can continue to spin it. Take ideas from other people, plugin what’s made them successful and how it pertains to you, and then run with it. But don’t abuse what they brought to you because they probably got it from someone else.
I feel that people have a way of surprising you from time to time, whether it’s the grit, the grind, the willingness to learn. I’d love it if you could share a success story. If you can give a name as an example, that’s great. We can have anonymity; I understand and respect that as well. Someone who came, invested in themselves, invested in you, and what was the outcome because of that?
Michael Bernoff: 17:40
I’ve been at this a long time. I’m 43. I have been doing this since 2003, almost 18 years. I’m not new to this, so we have hundreds or 1000s of people we’ve worked with. I got a million stories.
I’m going to throw it back at you and ask one question. Give me an industry, an idea. Give me something, and I will trigger something. Pick a type of person, and I’m going to give you a hell of a story.
The Mastermind Effect: 18:09
We’re going to choose a 30 to 35-year-old female, an entrepreneur with a service-based industry business.
Michael Bernoff: 18:24
We work with a lot of gyms. I have a lady that does service for gyms. I have about 2000 gym owners that I’ve had the opportunity to work with, from karate and martial arts. We worked with her for a while. She was having a multitude of challenges. When she came to work with us, she had a business, invested in a franchise, and put a bunch of money into it. She freaks out every single day. The bottom line is she was getting by, but she wasn’t living the way that she wanted to live. But the funny thing is, she knew what she needed to do. She was sold the same baggage that my parents sold me, like work hard, be a good person. She busted her ass and did what you needed to do every day but couldn’t get herself to do it. What she didn’t realize is it was the way that she was communicating with the people she was working with. One of the biggest premises I teach people is everything in your life comes down to how you communicate, and she didn’t realize that she was antagonizing people. She was calling them out. She was direct with them. She wasn’t helping them make a good decision for themselves.
She made a couple of very subtle shifts in perspective. One was the way she communicated with herself. She realized that this is going to take some time. That’s one of the things that most people don’t realize, but it doesn’t have to take forever. A lot of people have this overnight success thing. So she just looked in the mirror goes, “I’ve got this, it’s going to take some time, but it doesn’t have to happen immediately.”
She started to communicate with people very differently. She had her appointment set up, and people would come in and communicate with them. When people started saying things to her, she realized that she doesn’t have to sell things to people. Instead, she needs to do very three very simple things: get their attention, lower the resistance, and increase the receptivity. So, instead of thinking she had to sell anybody, she just had to give them a different way of seeing what they saw.
What she did was she started communicating a little differently. When people would say to her things were expensive, she’s to argue with them. Instead of realizing these are auto-responses people have. When people would say it’s expensive, I told her the power of the refund. She would just turn and say, “I see what you might say that.” It sounds like you’re agreeing with them. All you’re doing is acknowledging them. And then she would say, “It’s the going rate. It’s just an unexpected problem, as most people did not realize they’d have this expense come up. It’s unexpected. It’s not expensive. If you’re interested in going somewhere else looking for a better price, you can do that. Or we can work on changing expectations.” That one little thing changed everything.
She’s killing it with that because of a reframe. She’s looking at the world and going, “how do I reframe things for people? And how do I change communication?” Instead of being an entrepreneur, she’s becoming a communication expert. That’s what I teach people. You become a communication expert. Everything’s possible.
The Mastermind Effect: 22:17
You had mentioned NLP from the beginning. Was that changing just how she saw it, and then you reprogrammed her to communicate that with the consumers that were there, so she wasn’t becoming confrontational?
Michael Bernoff: 22:35
I got it real. Everyone’s got a reference point. She had a reference point of sales as everybody does. They’ve got an idea in their head about businesses. Let me ask you this question. Who first taught you about business?
The Mastermind Effect: 22:48
My dad and working cleaning clubs at a golf course and listening to the people,
Michael Bernoff: 22:53
My parents were not entrepreneurs. They said If you want to be a business owner, be one board card, and be a good person. That was the model. I had a model in my head of what I thought I was supposed to do. I did it all the time, and it didn’t work. I thought, if I did it more, it would work more, but it didn’t work at all.
All of us have a model of what we think we’re supposed to do and adopt during a time in our life, especially when we’re in a challenge. Everyone who is listening or watching right now; you’re doing what you do because, at one point, you thought it was a good idea, no questions asked. You got pissed off one day, and you said I’ll never do that again. So you build a new model for your life. You’re wondering why five years later, you’re still doing it. I talked about this all the time. I call it your average. But it’s this whole thing that we do on a regular basis. She thought “work hard, be a good person and be the best” was going to work. Look at the stress you put on yourself. Look at the language, “I’m going to be my best.” I mean, that is painful, “at what?” Everything. What she said is, “I’m going to narrow it down. I am going to be one of the best communicators that helps people see things clearly so that they can make an effective decision.” That changes sales. You don’t have to sell anybody. I’m going to help human beings make a decision that they choose to make. That started to change everything.
For those of you who don’t know NLP, I invented something called Human Interaction Technology. I took the best of NLP. I built this whole model for the last 20 years that’s practical and easy to use. It’s not about getting something over on somebody. It’s about easing people’s resistance, so they can make the decisions they want to make in life.
I work with professional athletes, and I got a UFC fighter that I work with, and he was a slump. The problem was he kept on picturing this opponent like big. First off, this guy’s bigger than the guy. I got him to reposition his brain that the person he was going to battle with was the actual size or smaller. It changed his feeling; his shoulders got big. He got excited. I got nervous because he dropped the guy in his head during the next round. He picked this guy up and body slam. I didn’t teach him how to kill somebody. I’m glad the guy got up. But that’s how powerful he felt by changing the perspective. These are the things that we do.
The Mastermind Effect: 25:24
I’m just so fascinated. I love what you do and why Steve connected us and how you help people reframe their purpose and why they’re doing what they are doing. That kind of goes into the next part. We talked on the solo shows about success, what success means to someone, and what it takes to be successful? A few of them are mentorship, experimentation, partnership, willingness to fail, and willingness to define success on the flipside. Many of us don’t define success because once we do, we’ve defined failure, and it scares us. What do you feel is a key attribute in success?
Michael Bernoff: 26:02
One is you have to make it possible. A lot of people make it impossible. The reason we make success impossible is s we can keep our current identity. There’s nothing more consistent than our need to be who it is that we are on a regular basis. So we’ve sold ourselves that this is a good idea.
Let’s just say you want to make more money. To make more money, you need to admit you don’t have enough, and admitting you don’t have enough is very uncomfortable. If you want to get in better shape, you need to admit you’re screwed up last time, didn’t follow through, and you overate. All the pathway to getting where you want to go is through a hellstorm for people.
First, we need to make success possible. What I mean by success possible is we need to make it something that we can actually pull off this week. Here’s a really important thing. Success is not a destination; it’s actually an emotion. It’s a way of feeling. My recommendation for people is to make it possible. I get success from a variety of things. I feel successful by helping one person or being there for my kids. Like we talked earlier before the show, picking up my daughter, taking her to skating, watching her grow. I’m there, and I’m fired up because that was a rule for myself. Success is watching my kids grow and learn, whether it’s painful or happy. When I was writing my book, I thought I had to write this hard, complex, complicated, best book. Instead of realizing I’ve succeeded so many times in my life, let that guy write the book instead of the guy that’s never been an author before. I just tell everyone make success possible.
The Mastermind Effect: 28:07
I love that you simplify that. Sometimes we overcomplicate things that can be so simple. Success for me is the same thing: picking up my kid and taking him to soccer. I played football with him, and I’m successful because of that. My day is great because of that.
We got a few more questions as we get ready to come to an end here. I feel in times of prosperity; the winds come in easier. It’s easier to win when the world is winning. But I think ingenuity and creativity come when we feel the squeeze. I feel that the world is still feeling some form of a squeeze. What are you working on right now that will take place over the next 12 months that excites you?
Michael Bernoff: 28:45
A lot of things we’re working on right now. So we bought a building pre-COVID. It is about a 7000 square foot building with 3000 square feet of event space. We do events here. We have a couple of communities that we work with. One thing is called the circle of influence, which is a mastermind group about mastering the mind.
I’m very excited about sharing our book Average Sucks. I’m working on a new project called How To Market to Yourself. We’re always concerned about marketing to other people, but how do we market ourselves to ourselves? How do you sell you to you? So I’m writing a book and a whole series on how to market you to you. It’s actually how do you sell you to you, so you turn yourself on? That’s a project I’m super excited about. I think the whole world is like, how do I use this with others? If you could sell you on being you, it’s amazing what you could do. You wouldn’t even need to sell anymore. So one of the things I’m excited about is turning all the marketing and all of the knowledge that I’ve shared to influence others in work.
The Mastermind Effect: 29:57
If we can sell ourselves to ourselves, the possibilities are pretty limitless.
What’s a tip, a tactic, or an actual item that if someone listening to this right now implemented it over the next 30, 60, or 90 days, they would see a real impact on their personal or business life?
Michael Bernoff: 30:33
One of them is languaging things. I’m going to keep it real simple. I typically talk to business people about health because if you talk about health, you’re like, “Oh, my God, that translates to my business.” So years ago, I shared this concept. It’s about breaking things down for people. It is about relabeling things. I remember saying to a group of people that sold shakes for a living and making millions of dollars, “how many of you drink shakes?” And they raise their hand. Then I said, none of you ever drink a shake ever again. I said that you shouldn’t drink it because If you just swallow it, it sits in your gut, you get rid of it. When you chew it, you send the appropriate enzymes. Your brain then knows through chewing to send the appropriate enzymes to break it down.
Here’s where most people go wrong. They think all activity is the same. They think all businesses are the same, and they think all food is the same. I realized if you look at things in life, as a relationship, relationship with money, relationship with food relationship with people. We realize that our issue in life is our relationship, a business, or a relationship with money. This is where things start to change.
Let’s take food, for example. If you looked at food, and you realize if you’re going to date it, and it’s going to be inside of you for a period of time, you probably should know what its name is, where it’s from, what its intentions are with, and you probably ask some questions. If you looked at food and labeled it, you said it’s either nutrition, entertainment, or addiction. What am I doing here right now? Well, I’m about to eat popcorn at the movies. That’s entertainment. There’s nothing wrong with it. Just stop lying. Call it for what it is. Most people are not willing to do that. Let’s say Captain Crunch for breakfast; that’s your entertainment. Subway for lunch, and Dinner will be broccoli and a bunch of food. It’s entertainment. The whole bag of Doritos is addiction. You go through this a couple of days, and you go entertainment, entertainment, entertainment, entertainment, addiction, entertainment. If it’s steamed broccoli or intelligent protein, but nothing on it, you could say nutrition. But after doing this for a couple of days, you might say to yourself interesting. I’ve had a lot of entertainment and a lot of addiction. Maybe it just has one meal ship. You won’t change until you know what you’re doing. And one of the things in businesses we don’t realize that we’re doing is we don’t call ourselves out on the things we do.
I realized that we, in life, have to use something called trigger words. It’s so easy, words that trigger us that are real. I’m going to give you a couple of examples real quick. We can say, “I love Breaking Bad,” or you can say, “I’m going to choose to be selfish for the next hour, and I’m going to enjoy the show.” I’m going to have my business to the side. And what’s amazing is it doesn’t feel as good. Now, I want to tell you we’re not willing to do this to ourselves. The benefit is we recalibrate. The point is using language and using things that make us feel good. I’m going to have some pride today. I’m going to make some phone calls. I’m going to have integrity today. I’m going to make a video. I’m going to respect myself. These are important words. The trigger words are respect, pride, and honor. These are not just value words that we apply to certain things.
The one thing I was just going to tell everyone to do is to check their language and call things what they work. You say, “Krispy Kreme Doughnuts, your favorite thing on earth,” no wonder you’re attracted to them. You could say I enjoyed them. They’re good. If you put the same orgasmic emphasis on broccoli, you’d be in great shape. If you did the same thing about making calls, you’d be great. You’re putting exceptional type and exceptional language on things that don’t deserve it. And you’ve got to realize Netflix, Facebook, Instagram, when you’re not marketing, I’m pleasuring myself. I’m enjoying myself and being selfish. If you change and you start labeling things correctly, your brain will start recalibrating. That’s the quick version of use trigger language to impact you. I teach this in a big way to people I work with.
The Mastermind Effect: 35:20
I appreciate that. We have got the Founder of the Human Communications Institute and the author of Average Sucks. Thanks to Michael and his team right there. Thank you so much for what you brought today.
“The moment you leave your environment, it changes your biochemistry inside of your brain. And my biggest win is getting out of my environment where I come up with millions of ideas.” – Michael Bernoff
“Everything in your life comes down to the way you communicate. And when you become a communications expert, everything is possible.” – Michael Bernoff
“Success is not a destination, it’s an emotion, a way of feeling.” – Michael Bernoff
“Make success possible and then you can make success better.” – Michael Bernoff
You can connect with me, Brandon Straza, on LinkedIn, Instagram, or send me an email at email@example.com. I’d love to get in touch and talk more about personal development and how you can move beyond your limits.