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👤The People: Speakers/Attendees

1. Renee Marino welcomed the audience and set the tone for the day.
2. Brian Bradley led the audience through an exercise session focused on posture and balance.
3. Tony Robbins discussed the power of identity and how to transform it.
4. Sage Robbins provided a woman's perspective on the importance of relationships.
5. Kit shared her personal experience using the "So, Se, We" communication tool.
6. Will demonstrated active listening and empathy in his interaction with Kit.
7. Ellen used examples of optical illusions to illustrate how people can perceive the same thing differently.
8. Linda shared her struggles with grief and loss, and was invited to attend the Unleash event.
9. Jeffrey Martin shared his inspiring story of overcoming adversity and building a successful business.

3 Keys to a Breakthrough

1. State Change First: Rather than starting with strategy, you need to first change your state and shift your mindset. This puts you in a better position to come up with a new empowering story.

2. New Story: After changing your state, you can then craft a new story or narrative about yourself and your capabilities. This new story needs to be compelling and align with your new identity.

3. Strategies and Actions: Once you have the right state and story, you can then focus on the specific strategies and actions needed to achieve your goals. The strategies will either come naturally or you'll find new ways to make them happen.

The key is not to start with the "how" or strategies, as that often gets blocked by your existing limiting beliefs. By first changing your state and story, you open up new possibilities and pathways for taking effective action.

see: The Triad

"Understanding is the first key,
getting enough emotion so you do it more is the second key.
But the third key is getting in your nervous system,
so you're wired like we taught you with Stanford.
So that's how he wires himself. That's why he is who he is."

1. State Drives Your Destiny

Most people think change starts with strategy, but Tony emphasizes that transformation begins with state—the emotional and physiological condition you are in at any given moment. If you are in a low-energy, fearful state, your decisions will reflect that. However, if you are in a high-energy, powerful state, you will naturally take bold and confident action.

“A new story doesn’t have impact unless a new state comes with it.” – Tony Robbins

Tony demonstrated this by guiding attendees through rapid state shifts—shouting, jumping, breathing, and engaging their bodies. He explained that our physiology (posture, breathing, movement) directly influences our mental state. This is why elite athletes, world leaders, and successful entrepreneurs use rituals to stay in a peak state before making big decisions.

State-Change Techniques to Apply Now:

• Shift Your Physiology: Stand tall, breathe deeply, and move with energy.
• Use Your Voice: Speak powerfully, and use incantations to reinforce confidence.
• Break Negative Patterns: If you feel stuck, physically change your environment or engage in high-energy activity (like music, jumping, or power poses).

By mastering your state, you take control of your decisions, emotions, and ultimately, your future.

Change Your Story

2. Your Story Determines Your Reality

Tony emphasized that the narratives we tell ourselves shape our lives. Many people are trapped in a victim mindset because of past pain, telling themselves stories like, “I can’t succeed because of my upbringing,” or “I’m not lovable because of past relationships.” But the truth is, our past does not define us—our perspective does.

“You change your story, you change your life, because your perspective—your narrative—controls what you do and what you don’t do.” – Tony Robbins

One of the most powerful interventions Tony shared was with a woman who had written a “new story” about herself but was still trapped in her old identity. He pointed out that she was telling her old story with energy and emotion, but when she shared her new story, her voice and posture lacked conviction. The lesson? A new story must be paired with a new state to be effective.

How to Rewrite Your Story:

1. Identify Your Current Story: What limiting beliefs are shaping your decisions?
2. Create an Empowering Narrative: Choose a story that fuels your growth. Instead of saying, “I always fail,” say, “Every challenge makes me stronger.”
3. Live It With Certainty: Stand, speak, and act as if your new story is already true. Your mind will begin to align with this belief.

By mastering your story, you free yourself from limitations and step into your highest potential.

• Problem: A participant struggled with past trauma affecting her present.
• Strategy: Shift her story and state simultaneously.
• Solution: Use physical state changes to reinforce a new empowering identity.

3. Fuel your Strategy ⛽

Tony emphasizes that the brain will simply respond by saying "I don't know how" to achieve that goal or make that change. He argues that this "tyranny of how" holds people back from making real breakthroughs.

Instead, Tony advocates for starting with a focus on changing your state and crafting a new, empowering story about yourself. He says that when you're in a peak state and have a compelling new identity, the strategies and actions you need will either come naturally or you'll find creative ways to make them happen.

The key is not to start with strategy, but to first address the underlying beliefs and stories that are limiting you. By changing your state and narrative, you unlock new possibilities and pathways for taking effective action. Strategy becomes fueled by your new mindset and identity.

The Power of Identity

Your identity is the foundation of everything you do, think, and feel. Tony Robbins teaches that the most powerful force in human psychology is the need to stay consistent with our identity. Whether we see ourselves as a winner, a procrastinator, or someone who always struggles, our subconscious will shape our actions to match that identity.

“Identity is the most powerful force in the human personality. The need to stay consistent with how we define ourselves controls our life more than any other force on earth.” – Tony Robbins

At the summit, Tony demonstrated how we unconsciously reinforce our identity through repetition and emotions. If you constantly tell yourself, “I’m not good with money,” you’ll act in ways that confirm that belief. But if you start saying, “I am financially savvy and resourceful,” while embodying confidence and taking action, your brain will work to make that your reality.

Summary

• Problem: Many attendees had limiting beliefs about themselves.
• Strategy: Identity conditioning through repetition and incantations.
• Solution: Engage the whole nervous system to internalize empowering beliefs.

How to Transform Your Identity:

1. Recognize Your Current Identity: What are the phrases you attach to “I am”? Are they empowering or limiting?
2. Redefine Your Identity: Choose a new identity that aligns with your goals.
3. Condition It Daily: Use incantations
   1. (repeated, emotional affirmations)
   2. visualization
   3. and peak state exercises to reinforce your new identity.

5 key steps to building a personal brand

1. Understand the Power of Brand/Identity:

He explains how powerful a strong brand identity can be, using examples like Coca-Cola, Apple, and Google. Brands that own a category have a huge competitive advantage.

2. Identify Your Competitive Advantage:

Tony encourages participants to clearly articulate what makes them unique and the specific benefits they offer others. This is the core of your personal brand.

3. Practice Communicating Your Brand:

Once you've identified your competitive advantage, you need to practice conveying it in a clear, concise, and compelling way. This ensures your brand message comes across authentically.

4. Live Your Brand:

It's not enough to just talk about your brand - you have to embody it in your daily actions and behaviors. Consistency between your brand messaging and how you show up is key.

5. Market Your Brand:

Finally, you need to find ways to effectively market your personal brand to attract the right customers, clients, or opportunities. This is about adding more value than anyone else.

The core is developing a clear, unique identity that you can consistently deliver on. By doing this, you create a powerful personal brand that draws people to you.

Tony Helps a couple with their Relationship

Kit and her Will were on the verge of breaking up after Kit revealed she had an affair in the past that she had never shared with him. When they were about to leave the event, Tony Robbins intervened and guided them through the "So Method" communication tool.

Kit expressed the physical sensations she was feeling, like shakiness and heaviness in her heart, as well as emotions of fear and sadness. Her husband listened attentively and acknowledged her feelings without judgment.

They then discussed what they each wanted - the husband wanted to provide Kit with safety, security and open communication, while Kit wanted to love him and be with him for the rest of their lives.

Through this open and non-judgmental dialogue, the couple was able to move past the conflict and reconnect, with a renewed commitment to their relationship. The exercise helped them avoid an argument and instead focus on understanding each other's perspectives.

SEW Method

See: ♟️Strategy - SEW Method

The SEW Method: Unlocking Emotional Mastery

One of the most powerful tools for emotional intelligence and transformation is Dr. Julie Colwell’s SEW Method, which stands for:

1. Sensation – What physical sensations are present in your body?
2. Emotion – What emotion is tied to this sensation?
3. What You Want / Don’t Want – What do you truly desire (or need to change) in this moment?

Tony Robbins frequently emphasizes state control as the foundation for transformation. The SEW method aligns perfectly with his approach, allowing you to process emotions consciously rather than reacting from old patterns.

“People do the best they can with the resources they have. If you don’t like your reaction, upgrade your emotional resources.” – Tony Robbins

Step 1: Sensation – Tune into Your Body

Before you can shift your emotional state, you must notice what’s happening in your body. Sensations are your early warning system—whether it’s tightness in your chest, a lump in your throat, or butterflies in your stomach.

At the Time to Rise Summit 2025, Tony led participants through peak state exercises to demonstrate how changing your physicality can override negative sensations. He asked the audience to slouch and breathe shallowly to experience low energy, then immediately switch into a power stance, deep breathing, and strong movement to feel confident.

“You must take control of your physiology. When you change your movement, you change your state. When you change your state, you change your life.” – Tony Robbins

Try it now:

• Scan your body. Where do you feel tension, tightness, or relaxation?
• Describe the sensation: Is it heavy, light, constricted, open?

Step 2: Emotion – Name What You’re Feeling

After identifying physical sensations, pinpoint the emotion attached to them. Often, people suppress emotions or mislabel them (e.g., calling fear "stress"). Tony highlighted how naming your emotions accurately reduces their intensity and gives you control.

During the summit, he guided attendees through an emotional inventory:

• If your chest feels tight, is it anxiety or excitement?
• If your stomach is heavy, is it fear or anticipation?
• If your shoulders are slumped, is it sadness or exhaustion?

By recognizing emotions without judgment, you gain power over them.

Step 3: What You Want / Don’t Want – Directing Your Focus

The final step is shifting from reaction to intention—asking:
✅ What do I want instead of this emotion?
❌ What do I want to stop experiencing?

Tony Robbins teaches that your focus determines your future. If you dwell on what you don’t want, you reinforce it. Instead, train your mind to focus on solutions, growth, and empowerment.

At the event, Tony shared:

“You change your life by changing your focus. Don’t focus on what you fear—focus on what excites you.”

By practicing Sensation → Emotion → What You Want, you can interrupt negative patterns, process emotions effectively, and step into your highest self.

💡 Try this now: What sensations are you feeling in your body? What emotion is present? What do you truly want right now?

from Julie Colwell Ph.D.

Overcoming Self-Sabotage

• Problem: People set big goals but self-sabotage due to identity conflict.
• Strategy: Expand identity beyond comfort zones using physical and mental conditioning.
• Solution: Implement peak state training, snap exercises, and visualization.

Strategies for Transformation

• State → Story → Strategy: Change state first to rewrite personal narratives.
• Identity Conditioning: Repetition and incantations to shift core beliefs.
• Using Archetypes: Warrior, Magician, Lover, Sovereign to unlock new perspectives.
• Peak State Activation: Quick energy shifts to stay in a high-performance mode.

Conclusion

• Recap of Tony’s most powerful insights.
• Encouragement to apply state-change techniques in daily life.

Welcoming the Audience and Setting the Tone

welcomes the audience to Day 2 of the Time to Rise Summit, expressing excitement and energy. Participants are encouraged to share their feelings in the chat, with words like "fired up," "excited," and "energized" being common. Renee Marino, shares her personal story of transformation and how attending Tony's first virtual event in 2020 changed her life. Renee emphasizes the importance of stepping outside one's comfort zone and encourages participants to stay engaged to win prizes.

Celebrating Participation and Announcing New Attendees

Renee acknowledges the efforts of participants who shared their stories in the Facebook group, highlighting their bravery and commitment. She announces that 100,000 new people joined the summit, bringing the total to over 1.2 million participants. The focus for the day is on expanding identities and understanding who we believe ourselves to be and who we believe we are not. Special guest Sage Robbins is introduced, and participants are encouraged to get energized for the session.

Introduction of Brian Bradley and Physical Exercises

Brian Bradley, founder of Posture X, is introduced as an expert in physiology and someone Tony trusts to get his body ready. Brian discusses the importance of proper body positioning during exercises and the impact it has on overall health and performance. Participants are guided through a series of exercises designed to improve posture and balance, including standing exercises and running drills. The exercises are designed to wake up the body and prepare participants for the rest of the session.

Tony Robbins' Opening Remarks and Storytelling

Tony Robbins takes the stage, encouraging participants to wake up their energy and engage with the session. Tony shares his experience of reading participants' stories and the impact of vulnerability and change on their lives. He emphasizes the importance of changing one's story and state to create a compelling future and achieve lasting change. Tony introduces the concept of archetypes and how they can help participants access different states of being to solve problems and make decisions.

Exploring Identity and Its Impact on Beliefs

Tony explains the concept of identity and how it shapes our thoughts, feelings, and actions. He discusses the power of beliefs and how they create and destroy opportunities and relationships. Tony uses examples to illustrate how beliefs about others and ourselves influence our interactions and perceptions. The importance of identity in personal and professional contexts is highlighted, with a focus on how it affects our ability to achieve goals and build successful brands.

The Power of Identity and Personal Transformation

Tony shares his personal story of transformation and how he changed his identity through disciplined practices and incantations. He explains the difference between affirmations and incantations and how engaging the whole nervous system can create lasting change. Participants are guided through exercises to experience different states and identify their current identity. Tony emphasizes the need to separate behavior from identity and to redefine ourselves based on our true potential and values.

Practical Exercises to Change States and Identity

Participants are guided through exercises to shift their state from bored and tired to energized and certain. Tony explains how to maintain a state of certainty and how it impacts our ability to achieve goals and make decisions. The importance of practicing these exercises regularly to create lasting change is emphasized. Participants are encouraged to write down their new identity and the actions they can take to embody it.

The Role of Identity in Achieving Goals

Tony discusses how identity affects our ability to achieve goals and how we can expand our identity to achieve more. He shares examples of successful individuals who had a strong sense of identity and how it contributed to their success. The importance of aligning our identity with our goals and taking consistent actions to embody our new identity is emphasized. Participants are encouraged to reflect on their current identity and how they can change it to achieve their desired outcomes.

Creating a New Identity and Taking Action

Tony guides participants through exercises to create a new identity and take action towards their goals. The importance of engaging the whole nervous system and making the new identity feel real and authentic is emphasized. Participants are encouraged to practice their new identity regularly and to take consistent actions aligned with it. Tony concludes by encouraging participants to embrace their new identity and to take bold actions towards their goals.

Building Identity and State

Tony Robbins emphasizes the importance of putting oneself in a positive state to access better parts of oneself. He describes how a woman's body language and voice changed when she spoke from a place of pain versus a place of strength. Tony explains that building a strong identity requires repetition and pushing oneself, similar to building muscle. He shares a personal anecdote about how he built his identity through repetition and dedication, which helped him stay motivated and persistent.

Understanding Motivation

Tony Robbins differentiates between "push motivation" (requiring willpower) and "pull motivation" (driven by identity and purpose). He argues that pull motivation is more powerful and sustainable than push motivation. Tony emphasizes the importance of being relentless and persistent while varying one's approach to achieve goals. He encourages the audience to join his events to overcome old limiting beliefs and build a stronger identity.

The Power of Brand and Identity

Tony Robbins discusses the significance of brand and identity in personal and professional life. He asks the audience to write down the names of a soft drink, a computer company, and a search engine, highlighting the power of brand recognition. Tony explains how companies like Coca-Cola, Apple, and Google have become synonymous with their categories, giving them a competitive advantage. He stresses that individuals can develop a similar brand identity to stand out in their respective fields.

Creating a Personal Brand

Tony Robbins outlines five steps to building a personal brand: understanding the power of identity, identifying competitive advantages, articulating unique benefits, practicing communication, and living the brand. He provides a live example with Brian, who owns a business helping people overcome autoimmune diseases, and guides him to articulate his unique competitive advantage. Tony emphasizes the importance of being specific and clear about one's unique benefits to attract customers or advance in a company. He encourages the audience to write down their unique benefits and practice communicating them congruently.

Living the Brand

Tony Robbins stresses the importance of living the brand to make it authentic and compelling. He shares an example of Jeffrey Martin, who transformed his life and business after overcoming a paralyzing injury and adopting a new identity. Jeffrey's story illustrates how living the brand can lead to significant personal and professional success. Tony encourages the audience to embody their brand and practice it consistently to achieve lasting change.

Marketing the Brand

Tony Robbins explains that building a brand is not just about understanding and living it but also about marketing it effectively. He discusses the importance of adding value to others and consistently over-delivering to build a strong brand. Tony shares a story about his friend Mike Glickman, who built his real estate brand by helping his community during a trash strike. He emphasizes that marketing should focus on adding value and creating a unique niche to stand out from the competition.

The Role of Identity in Relationships

Tony Robbins introduces the topic of relationships and the importance of having a strong brand within them. He explains that in relationships, people often forget to market themselves and innovate to meet their partner's needs. Tony encourages the audience to live their brand in their relationships and consistently enforce their word. He emphasizes that a strong brand in relationships leads to better communication, trust, and overall satisfaction.

The Importance of Consistency

Tony Robbins discusses the need for consistency in practicing one's brand and identity. He uses the example of Steph Curry, who practices shooting thousands of times to make it look effortless in games. Tony explains that building a strong brand requires consistent practice and repetition to make it automatic. He encourages the audience to invest time in practicing their brand to achieve long-term success.

The Impact of Unleash the Power Within

Tony Robbins promotes his Unleash the Power Within (UPW) event, emphasizing its transformative impact on participants' lives. He shares statistics from a Stanford study showing the significant positive effects of UPW on participants' mental health. Tony highlights the unique experience of UPW, where participants transform their lives through intensive training and immersion. He invites the audience to join UPW to experience the same life-changing effects and build a strong identity.

The Total Transformation Package

Tony Robbins introduces the Total Transformation Package, which includes momentum, total immersion, and implementation. The package includes access to the Ultimate Transformation Toolkit, Tony Robbins AI, a ticket to UPW, a post-event workshop, and the Best Year of Your Life Collection. Tony explains that the package is designed to help participants achieve lasting transformation and build a strong brand. He encourages the audience to take advantage of the offer and invest in their personal and professional growth.

Unleash the Power Within Event Overview

introduces the event, offering a package for $495, with a 100% money-back guarantee if attendees are not satisfied after the first day. Emphasizes the value of the event, comparing it to the cost of a concert ticket, highlighting the transformative experience it offers. shares a personal anecdote about overcoming resistance to purchase a ticket for a Tony Robbins event, encouraging attendees to invest in themselves. Announces a 10-minute break to allow attendees to enroll, followed by a session with Tony Robbins on relationships.

Welcome Back to Event

Tony Robbins welcomes attendees back, addressing a common question about the event's location, clarifying it is a live, virtual event accessible from anywhere in the world. Emphasizes the interactive nature of the event, with Tony Robbins speaking from his studio in Palm Beach, and attendees watching on Zoom. Encourages attendees to get energized and stand up, leading a physical and mental exercise to prepare for the session. Tony Robbins introduces the topic of relationships, noting its significance in creating both pleasure and pain, and its impact on personal growth.

The Law of Familiarity and Relationship Dynamics

Tony Robbins discusses the "Law of Familiarity," explaining how familiarity can lead to taking things for granted in relationships. Highlights the importance of selecting the right partner and the right part of oneself to bring into a relationship. Explains how expectations in relationships can kill joy and intimacy, advocating for appreciation over expectations. Introduces the concept of communication in relationships, noting that people communicate well when they are in a good state.

The So, Se, We Communication Tool

Tony Robbins introduces the "So, Se, We" communication tool, designed to improve relationship dynamics by focusing on sensations, emotions, and wants. Explains the importance of describing sensations rather than making arguable statements, which can lead to arguments. Lists the five core emotions: sad, mad, scared, glad, and excited, and encourages attendees to identify and communicate these emotions. Emphasizes the importance of understanding what one wants in a relationship and communicating it clearly.

Live Demonstration of the So, Se, We Tool

Tony Robbins demonstrates the "So, Se, We" tool with a couple, Kit and Will, who share a significant personal story. Kit describes her sensations and emotions, including feeling shaky and having a heavy heart, and identifies her emotions as scared.

The Importance of Relationship Responsibility

Tony Robbins and Sage Robbins discuss the importance of taking responsibility for one's own experience in relationships. Sage emphasizes the power of letting go of
blame and focusing on personal growth and happiness. Tony Robbins shares his appreciation for Sage and their 25-year journey together, highlighting the value of enduring love. Encourages attendees to apply the "So, Se, We" tool in their own relationships to improve communication and reduce arguments.