Develop your passion, pursue your purpose and make your mark on the world.

Our mission is to free people from The Matrix. Said another way, we want to end the poverty of poor mindset.

We are very aware of how vague that is, and I will punch myself in the mouth if all we succeed in doing is motivating people. That holds no interest for us as a team, and perhaps least of all for me as an individual. We want to build things directly, and help others build things that solve what we believe to be the world’s biggest challenges. That’s why we’ll be running this company like an economic engine and not a non-profit. That is the only way for us to control our own destiny and not approach the world with our hand out. Additionally, the market gives instant and brutal feedback as to whether or not you’re delivering value. That forces you to get very specific, very fast.

We will be taking a phased approach over the next 5 years to building a company that’s designed to last. After the success of Quest Nutrition, I could have bought an island and retired, but that’s not the game I want to play. I believe that life is about the acquisition of skills and putting those skills to the test in service of something bigger than oneself. So Lisa and I doubled down and founded Impact Theory. As a team, It! is a group of people who believe in their ability to effect real change, and hold themselves accountable to doing so. As a collective, we are prepared to break ourselves in half to realize our shared vision. That vision breaks down as follows:



Mission-based companies that are focused on solving meaningful challenges.


Impactful, culturally-relevant content in both the arenas of traditional “entertainment as mythology” and the modern social variant of entertainment as education.

Execution Phase One

The Show & Community Building

Having a great product and building a thriving community focused on a set of core values and celebrating transformation was how we built Quest Nutrition. It’s an undertaking we at It! know very well, and something we will be laser focused on. In fact, community building will be our number one priority in phase one. The main way we plan to build the community is by creating world-class free content that will help people become the best version of themselves and make clear what our ideology is. The main tent pole of our content ecosystem is Impact Theory the show, but we will have a host of other content that spins off of that show. Ultimately we will also have other content that is unrelated to Impact Theory the show, but is still ideologically connected. To us, it is critically important that the community be galvanized around a set of values, as this will be a key part of phase two.

Execution Phase Two

Finding Companies

Taking the hunt for companies and content beyond the walls of It!. Technology will almost certainly play a role here, but our job is going to be to identify, and then buy or incubate, the companies and culturally-relevant content that will help us free people from The Matrix. This is where the community will come in. They will be the ones who up-vote the ideas that they believe are worthy of being taken to the next level. We will watch for vitality within our community.

Execution Phase Three

Building & Selling

Once we’ve identified the first wave of companies and content that we’re going to get behind, we begin building and publishing. This is where the rubber meets the road and where we’ll really be able to differentiate ourselves. Having spent the last 14 years building two dramatically different companies (including Quest Nutrition, which ultimately ranked #2 on the Inc. 500), I know what it takes to learn an industry from scratch and get something off the ground. I’ve also witnessed first-hand the value of a strong mission and the way social media and content in general allow you to leverage your mission as your most effective marketing. Our team will be utilizing their experience as brand builders, marketers and content creators to help gain awareness for our creators, products, and portfolio companies. And as always, our selection criteria will be that the people and ideas that we back are things worth building.


Impact Theory Team Member — Tom Bilyeu

Tom Bilyeu

Impact Theory Team Member — Lisa Bilyeu

Lisa Bilyeu

Co-Founder and President
Impact Theory Team Member — Courtney Paulson

Courtney Paulson

EVP, Production and Development
Impact Theory Team Member — Christopher McDonald

Christopher McDonald

Director of Talent Relations
Impact Theory Team Member — Casey Elliott

Casey Elliott

Associate Producer and Clearance Supervisor
Impact Theory Team Member — Chase Caprio

Chase Caprio

Marketing Assistant/Data
Impact Theory Team Member — Will Vu

Will Vu

Marketing Assistant
Impact Theory Team Member — Sean Joseph

Sean Joseph

Business Development Associate
Impact Theory Team Member — Michelle Strand

Michelle Strand




Impact Theory Intern Yearbook — Molly McClary

Molly McClary

Summer ’17 – Marketing

“You can dream, create, design and build the most wonderful place in the world, but it requires people to make that dream a reality.”

Impact Theory Intern Yearbook — Jared Smith

Jared Smith

Director of Marketing
Impact Theory Intern Yearbook — Cindy Okereke

Cindy Okereke

Marketing Associate


I do a lot of this kind of stuff as you could imagine, and [Tom] was able to get into things that I actually care about, things that I think are actually the punchline, and I enjoyed it.

Gary Vaynerchuk 4x NY Times Bestselling Author, Co-Founder & CEO of VaynerMedia

Amazing! I had a wonderful time. I appreciate Tom's passion and willingness to deep dive into such an array of topics....Amazing show, amazing mission.

Jason Silva Philosopher, Host of National Geographic’s Shows Origins and Brain Games

Oh I loved it...and I almost didn't want it to end. It felt like...therapy, actually….I think Tom is amazing, the whole crew is amazing. Thank you for giving me a chance to share a little bit about myself.

Jessica O. MatthewsInventor, Co-founder & CEO of Uncharted Play

I thought Impact Theory was amazing. It was exactly what I thought it would be. Tom asked all the right questions to really get to the nitty-gritty of your core.

Laila Ali Former Undefeated Professional Boxer (24-0), Author, TV Host, Speaker

Impact Theory was like a mixture of Oprah meets Richard Branson, meets Barbara Walters, except…that it's like none of those things because Tom is absolutely unbelievable. If you are serious about improving your life...making more money, getting...

Mel RobbinsBest-Selling Author, Renowned Keynote Speaker, CNN Legal and Social Commentator

Listening to Tom talk to me and ask me questions about my life--it actually made me think about some things I need to get better at….It's made me more aware. I love it.

Michael Strahan NFL Hall of Fame & Super Bowl Champion, 2x Daytime Emmy Awards Winner

I love Impact Theory. There's a man who is just on a mission to find the best in humanity and then make it known to the world. I'm a huge fan.

Peter DiamandisFounder & Chairman of XPRIZE Foundation

I love the show. Tom is genuinely exploring and trying to pull out things that not only he can use, but things that his audience would benefit from, so I love it.

Tim FerrissSerial Entrepreneur, podcast host, 3x NY Bestselling Author, Angel Investor

I think this was possibly the best interview I've ever had. I love Tom's energy. He brings out the best in you because he's so enthusiastic.

Vishen LakhianiEntrepreneur, Speaker, CEO of Mindvalley