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Joseph Ari’el Towne

Best is a finish line. Better is a direction.

There’s a gap between the person currently showing up and the person you know you could be. Waiting until you “arrive” won’t close it. Being 1 percent better than you were yesterday will — today, tomorrow, and every day after that.

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Stop chasing perfect. Choose Better.

“Become your best self.” You hear it in commencement speeches and feel-good movies. But it’s a trap. It turns best into an elusive destination, and every imperfect moment into proof that you haven’t arrived yet — and may never get there.

We measure against a different standard: you, today. We’re committed to a daily practice of getting better in all aspects of our lives. In this pursuit, our imperfections aren’t signs of failure, but showing us where the work actually is.

Two ways to start today.

The Better Mindset book

The Better Mindset Book

Get the road map for closing the gap between where you are and the next level you are after. Six frameworks you can actually run on the days you feel ready, and the days you don’t, so the work holds up when it counts most. Available now. Order your copy today.

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The Better Mindset Podcast

The Better Mindset Podcast

Listen in on expansive conversations with leaders across art, sport, science, business, and culture. You’ll explore the mindset, habits, and practices that help you keep getting better while building a life that makes you come more alive.

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Free First Chapter

Want to try The Better Mindset book before you order? Download the full first chapter free today. You’ll uncover why the goalposts in your life keep moving, and how aiming at a destination is what’s been holding you back.

Read Chapter One

What others are saying

Kate Harris, Author, The Poet's Rebellion: “The Better Mindset will change the way you think about what you're building and why, and it will meet you exactly where you are.”
Matthew Lillard, Actor: “The Better Mindset gives you practical, actionable tools you can use every day.”
Anthony Sparks, Showrunner & Writer-Producer, Queen Sugar, Bel-Air: “The Better Mindset is a book I want in the hands of the next generation of storytellers, performers, and artists.”
Andrew D. Bernstein, Naismith Memorial Basketball Hall of Fame 2018: “[The Better Mindset] has shown me a pathway for living with clarity, purpose, and service.”
Susan Fox, Founder & CEO, The Workbook: “Get a little better every day. Read the book and use it. It's meant to be lived, not just read.”
Ashley Williams, Actor, Director, Producer: “Every creative artist should have it.”
Ken Black, Creative Director, Nike, Jordan & GMR Marketing: “The Better Mindset is a blueprint for designing your future. Intentionally.”
Lino DiSalvo, Director of Twisted, Head of Animation Disney's Frozen: “I walk away from conversations with him not just feeling better, but thinking better, sharper, and more aligned with what I'm trying to say as an artist.”
Harris III, Founder of Istoria: “The Better Mindset is a book about becoming the person you're already trying to be.”
Yogi Roth, NBC Sports & Y-Option Podcast: “The Better Mindset will challenge how you view welcoming challenges and competing to win.”

Live Online · Thursday, Nov 19

The Better Mindset Virtual Masterclass

The tour’s final stop comes to you. Join Joseph Ari’el Towne live online for a 90-minute masterclass built on the ideas in The Better Mindset. Entry is included with your copy of the book: get yours on Amazon (hardcover or Kindle), then reserve your spot with your order confirmation number.

4:00–5:30 PM PT / 7:00–8:30 PM ET

Reserve Your Spot Get the Book on Amazon

Always Better Co.

Always Better Co. helps rising star athletes, relational leaders, and world-class creatives break through their performance ceiling to build a career that lasts and a life that holds up around it.

Our mission is

  • ...to leave the world better than we found it
  • ...by helping people become the fullest versions of themselves
  • ...by getting one percent better every day
  • ...in a relentless pursuit of a well lived life.

Founded by Joseph Ari’el Towne, a performance coach with three decades inside the rooms where it happens: on sets, in studios, and in locker rooms. He works at the intersection of art, sport, and leadership, where the tools that build great performers turn out to be the tools that build great athletes, leaders, and teams.

Ready to go further than you can alone? Whether through 1:1 consulting, community coaching, speaking, or other resources, it all starts with a conversation. Let’s explore where you want to go and how we can help you get there... together.

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