Every Man Sees Who He Could Be.
Few Have the Courage to Become Him.
FOR THE MAN WHO’S BEEN GOOD HIS WHOLE LIFE
Nobody would call you a failure. But you know something’s off.
The business makes money. Not what it should, but it pays for the life. The relationships are intact. Not what they were, but you’re still showing up. Everyone’s fine. You’d say “fine” if anyone asked.
Nobody’s asking.
Here’s what you can’t say out loud: you did it all the way you were taught. Work hard. Be reliable. Don’t rock the boat. Keep everyone happy. And somewhere in the middle of doing everything for everyone, you disappeared.
The people closest to you don’t push you anymore. That’s worse than being pushed. You say yes when you mean no, then resent the people you said yes to. You avoid the hard conversation for weeks, then it comes out sideways in one bad night. You undercharge, overdeliver, and wonder why guys with half your talent pass you. You’re not weak. You’re not broken. You’re a good man running a pattern that was never going to work.
The Standard exists to break that pattern before it costs you the things you built it to protect.
LEARN HOW TO APPLYEXCELLENCE STARTS HERE
The Truth Most Nice Guys Won’t Admit:
Being nice was your survival strategy. Now it’s your cage.
Somewhere early, you learned the deal: be agreeable, be useful, be low maintenance, and you’ll be loved. So you became the guy who never causes problems. Here’s the bill for that deal, 30 years later:
With women: If you’re married, she didn’t sign up to be managed politely. When you swallow what you actually think to keep the peace, she doesn’t feel peace. She feels alone. Her respect doesn’t leave in one big fight — it leaves in a thousand moments where you flinched. And if you’re single, you already know the pattern: you lead with agreeable, she feels the performance, and it dies in “you’re such a great guy, but.” Women don’t lose interest in you. They lose interest in the version of you that’s auditioning for their approval.
With the people watching you: Kids, nephews, younger guys at work, the men who look to you. They’re not learning from what you say. They’re learning from watching you avoid, appease, and shrink. Whether you’re raising a family or still building one, somebody is studying you right now, and the pattern you don’t break is the one you pass down.
In business: The same nervous system that can’t hold tension with a partner can’t hold it in a negotiation. You avoid the ask. You discount before they even push back. You keep clients you should have fired years ago. Your income isn’t capped by your talent — it’s capped by your tolerance for other people’s disappointment.
Inside: The resentment is building and it scares you, because nice guys aren’t supposed to be angry. So it leaks. Sarcasm. Shutdown. The occasional blowup you apologize for the next morning, which resets the whole cycle. And underneath it, the loneliness of being liked by everyone and known by no one.
One pattern. Every arena. The gap between the man you are and the man you’re capable of being isn’t a talent gap. It’s a permission gap. And no one is coming to give you permission.
What The Standard Is
A year-long brotherhood and mastermind for good men done being nice and ready to be trusted.
This isn’t therapy. It isn’t a circle where you talk about feelings and change nothing. And it isn’t a bro cult that teaches you to dominate your way out of problems you avoided your way into.
This is a forge for men ready to:
→ Say the true thing at home, in business, everywhere — and stay in the room after they say it.
→ Kill the yes reflex. Build non-negotiables so decisions stop draining you.
→ Break the avoid-resent-explode-apologize cycle for good.
→ Charge what the work is worth and hold the number without flinching.
→ Rebuild polarity and respect with the people they love — not by dominating, by finally showing up.
→ Stand in front of the people who look to them as the man they’d want those people to become.
Hundreds of men have used this framework to rebuild trust at home, reclaim their edge in business, and stop performing goodness so they could start living it.
THEÂ METHOD
Master The 6 Codes
INTEGRITY
Your word means something again — your yes is yes, your no needs no apology.
DISCIPLINE
A mind and body that hold pressure without appeasing or exploding. Built, not wished for.
PURPOSE
Your mission and the people you love feed each other or starve each other. Stop being a man divided.
HUMILITY
Respect the mirror. See the pattern before it costs you the relationship, the deal, the decade.
AUTHORITY
Stop waiting for permission to want what you want. Own yourself, and lead anyway.
COURAGE
The hard conversation you are avoiding is the doorway. Charge it — face your dragon daily.
How We Do itÂ
12 Months. 6 Codes.
0 Excuses
Bi Weekly Brotherhood Calls
Small groups will meet on alternating weeks as coaching. No hiding or posturing. Just men committed to the same standard, challenging each other to rise
Private Community of Game-Changers Raising The Bar
A clean, focused space where men show up authentically. No social media noise. No distractions. Just brotherhood
Leadership Distinctions & Declarations
Simple, powerful tools to lock in what you're learning. Turn insight into action.
Purpose-driven goal-setting
 Set clear, actionable goals and revisit them regularly to measure growth and success
Bi Weekly Coaching CallsÂ
Live coaching with Preston Smiles, Jeddy Azuma, or Eric Farewell. Bring your real challenges. Walk away with clarity and direction.Â
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6 Code Modules
Short, potent video teachings that cut straight to what matters. No fluff. Just the frameworks that transform how you lead
Why The Standard Actually Works
THE ROOM DOES WHAT WILLPOWER CAN’T
You’ve read the books. You know what to do. You don’t do it — because a pattern built in relationship can only be broken in relationship.
Put a good man alone with his patterns and the patterns win. Put him in a room of men who won’t accept his act, and he changes. Environment beats intention, every time.
ONE PATTERN, EVERY ARENA
We don’t treat your relationships, your money, and your anger as three separate problems.
They’re one problem wearing three masks.
Break the good boy pattern at the root and watch every arena move at once.
EMBODIED, NOT UNDERSTOOD
You don’t need more information. You need it in your body.
Every code gets tested in your real life, that week, until it sticks. No shortcuts. No cookie-cutter advice.
LEGACY OVER QUICK FIXES
No hacks — just a standard you live by until the people you love trust you again, the people who look up to you study you instead of tolerating you, and your business grows because you finally stopped negotiating against yourself.
HERE’S WHAT’S POSSIBLE:
Men who embody The Standard walk away with:
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This is the line in the sand. Most men will read this and do nothing.
They'll save it. Think about it. Wait for the "right time."
And in 12 months, they'll be in the exact same place.
Or worse.
The Standard isn't for men who think about it.
It's for men who do something about it.
WHATÂ TO EXPECT
WHATÂ TO EXPECT
"Preston has been a bridge for me to continue to explore my infinite potential…"
Being coached by Preston has been truly life-transformative. The lessons learnt from his wisdom have helped me better understand myself and grow in every area of my life. I will forever be deeply grateful for his mentorship and friendship.
GLYNN MONEY
"An energizing new frame for my approach to work — a vision that may carry me forward for decades."
Working with Jeddy was, from the start, totally different and surprisingly productive. I came away with a defined set of values that feel deeply resonant to me, which I’ve been using to evaluate new opportunities as they arise.
ASTON MOTES
"It’s night and day — who I was before this, and who I am now."
For more than ten years I couldn’t change what needed to change. In four months we touched every part of my life. Today I’m building a business that is mine, I feel real confidence in my gifts, and I find myself smiling while I work.
CHRISTOPHER BARTIK
"For anyone seeking to rise toward your personal summit, I 1000% recommend Preston."
Hiring Preston as my coach has elevated my life in more ways than I can count. He helped me escape some of the locks blocking me in my own mind — his approach, conversation, personality, and intelligence are above reproach.
CHANDLER P. SINGH
"His methods are extremely powerful."
I came to Jeddy skeptical about what he knew about business. I was totally wrong. He helped me deal with what was holding me back, reconnect to who I am, and learn to be accountable — then all the answers I was looking for started to emerge.
SAMEER AGRAWAL
"Eric has a unique gift for understanding and supporting others on their journeys."
His experience as a serial entrepreneur not only enriches his perspective but makes him an exceptional ally for anyone looking to break through barriers. It’s inspiring to see someone so dedicated to helping others navigate their challenges.
EMILIO CAAMANO
"Transformational, inspirational, and helpful for me in my growth in discovering what it means to be a man…"
The level of commitment and integrity that I’ve been able to uphold for myself has been transformational, inspirational, and helpful for me in my growth in discovering what it means to be a man.
RYAN WILCOX
"Jeddy’s emotional intelligence is off the charts."
He provides the space for deep self-reflection and clear perspective that’s hard to achieve on your own. In the time I’ve worked with him I’ve seen tremendous improvement in myself and acceleration in my personal life.
MONTE THAKKAR
"Eric has an incredible heart and a deep commitment to the connectivity of the human spirit."
He has a keen ability to bring that into business — creating opportunities for people to connect, collaborate, and empower real results. If you ever get the chance to spend time with Eric, take it.
NICK HEMMERT
"I feel empowered to NOT run anymore — and go head first into the storm."
The best part is, I’m not on this path alone. This cycle has held me back for years — not any more. I’m ready to build a new foundation for myself. Today is a new day.
ANDRE SMITH
"Working with Eric honestly changed everything for me."
He helped me see my self-worth without needing constant external validation, and that shift has impacted every part of my life. He’s walked this path himself, and he shows up with so much heart and wisdom. You won’t regret working with him.
DEZ LOESSBERG
YOUR COACHES
MEET YOUR COACHES
JEDDY AZUMA
Founder of The Rising Man Movement & Co-Founder of The Standard |Â Â
Men’s Initiation Leader, Embodiment Coach & Legacy Mentor
Jeddy Azuma is a leading voice in modern men’s work and the founder of The Rising Man Movement, a global brotherhood dedicated to initiating men into lives of integrity, purpose, and leadership.
For over 15 years, Jeddy has led wilderness rites of passage, embodied leadership trainings, and men’s councils that reconnect high-performing men to their instincts, values, and power. His approach blends ancient initiation practices with modern embodiment and neuroscience — helping men access clarity, discipline, and grounded self-respect in every domain of life.
Through his podcast The Rising Man (top 1% globally), Jeddy has mentored and interviewed hundreds of thought leaders in conscious masculinity, emotional regulation, and relational mastery. His work is not about theory — it’s about walking the talk, and earning the trust of those you lead.
PRESTON SMILESÂ
Founder of Preston Smiles International, Co-Founder of The Bridge Method & The Standard |
Master Coach in Emotional Intelligence, Embodied Leadership & Relational Integrity
Preston Smiles is a world-renowned personal freedom coach and speaker who has spent the last two decades helping leaders, entrepreneurs, and fathers embody the principles of conscious masculinity, emotional intelligence, and relational integrity.
His work bridges high performance and deep humanity — teaching men how to lead their families, businesses, and communities with presence, accountability, and heart. As the co-founder of The Bridge Method and Spiritual Millionaire Academy, Preston has guided thousands of men through transformative rites of passage that rebuild the foundations of trust, purpose, and power.
Known for his electrifying energy and grounded wisdom, Preston’s leadership has been featured by Forbes, Mindvalley, and Impact Theory. He’s helped men across the world turn pressure into purpose — redefining what it means to win as a man in today’s world.
ERIC FAREWELL
Founder of Aviator and Royals Mastermind, Co-Founder of The Standard
Somatic Business Coach, Entrepreneur and Community Architect
Eric built the thing everyone else wanted. He founded Aviator in 2012 and grew it into the category leader in its industry, and he has spent over a decade helping founders and CEOs scale from presence instead of pressure.
On paper, the operator who had it handled. Underneath, he knew the good boy pattern cold, because he ran it at the highest level, performing competence and keeping everyone comfortable while the cost quietly compounded. That is why his coaching never stops at strategy.
As founder of Royals Mastermind, he guides high-level entrepreneurs to build from a settled nervous system instead of a clenched one, hard-nosed operating experience married to real somatic, nervous-system-led leadership. A lifelong pilot and author of two books, Eric is the local anchor of The Standard, building its in-person brotherhood and its retreats.
Legacy Starts Here
Because the real measure of a man is who he is at home
Preston, Jeddy, and Eric have each walked through the fire of relationships, fatherhood, and leadership.
They’ve faced the same edges they now help other men cross — learning how to lead without control, love without losing themselves, and stand firm in their code when everything feels uncertain.
Their families are their greatest teachers, their truest mirrors, and their living proof that doing the work works.
Application Qualifications
Consider Applying If:Â
→ You’re successful on paper and quietly disappointed in private.
→ You’re the reliable one — the good one everybody counts on — and you’re running on empty.
→ You undercharge, overdeliver, and avoid the ask, and you know it.
→ You’re willing to be challenged, uncomfortable, and accountable.
→ You want men who call you higher, not a group that helps you feel better about staying the same.
NO VICTIMHOOD, BLAMING OR LACK OF RESPONSIBILITY WILL BE TOLERATED
This is The Work
By living The Standard, you’ll lead your life with strength, clarity, and integrity.
A partner who trusts you.
People who respect you.
A legacy that expands under pressure — not one that crumbles from it.
This is the work.
When you raise your standard, your legacy expands
WHEN YOU RAISE YOUR STANDARD, YOUR LEGACY EXPANDS
APPLY