🎉 The 30-Day Challenge Turns 20 — and This Time, It’s an [Un]Challenge

It’s time for an (Un)Challenge

This July marks the 20th anniversary of something wild:
The first ever online challenge.
Yes, that old-school, janky, pre-social media 30-Day Challenge.

The crazy part?

Over 480,000 people have now done it.
I can’t go a month — sometimes a week — without someone stopping me and saying:

“Ed… you were the reason I started online. I made my first dollar because of you.”

Just last Friday, on a call, someone with a wildly successful e-commerce business said almost exactly that.

And I’m incredibly honored of that.

And I’m even more excited about what’s coming this Monday, July 7.

Because while it looks like a challenge…
It’s actually something different.

It’s an [Un]Challenge.
(Yes, styled exactly like that: open bracket, capital U, lowercase n, close bracket… no space… capital C.)

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Why?

Because if there’s one thing I’ve learned after 20 years in this game — the info product world, the online business world, the funnel-hacking, course-building, AI-powered solopreneur world — it’s this:

The problem has never been the steps.
The problem has always been what’s happening between your ears.

And I know this personally.
Back in 2016, I had all the external signs of success.
But inside? I was quietly falling apart.
Relationships. Health. Joy. Creativity. Gone.

So I started digging.
Not just into the tech and tactics I was known for — but into the real work.

The inner work.

And let me tell you…
It is not what a guy like me — white, male, 50s, logical, practical — wants to hear.

Turns out, there’s a core truth beneath all of this:

As a kid, things happened you couldn’t emotionally process.
So you froze. You built walls. You built scripts.
And now, you react the way you were programmed to — not the way you want to.

Sound familiar?

That’s what’s stopping you from finishing the challenges you start.
That’s what keeps you from launching the business you dream about.
That’s what holds you back from asking for the sale, pressing record, writing the post.

The answer?

It’s not another tool.
It’s not another funnel.

It’s learning how to unfreeze.

And that, dear reader, is what this [Un]Challenge is all about.

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What Is the [Un]Challenge?

It’s 14 days.
It’s $14.
And it’s designed to deliver 14 shifts.

Not surface-level motivation.
Not another checklist you won’t complete.

These are “aha” moments.
Or what Gary Halbert used to call “wow facts.”

Things that land so deeply they change how you see the whole game.

Here’s the thing if I can help you even begin to shift the reasons why…

• You’ve started challenges but never finished them,

• You’ve wanted to build a business but got stuck in self-doubt,

• You want to be creative but always sabotage it,

• You get to the edge of breakthrough… then stop?

Then I believe this will be one of the most important things I’ve ever created.

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Why Now?

Since January 2024, I’ve been working behind the scenes at Level 5, and (long story for another day)… let’s just say:

I’ve had my ass kicked.
On both the marketing and inner work fronts.

And it’s been one of the most privileged experiences of my life.

It led me to a mentor and guide named Brian D. Ridgway — someone who, in a twist I didn’t expect, actually knew me from the original Challenge. He’d done it himself, decades ago.

Now, the student had become the teacher — and vice versa.

What I saw at Brian’s event?
I’ll be blunt:

You probably won’t believe me. And that’s okay.

And after working with the best, consulting for the biggest, seeing behind the scenes of all the top gurus…
I’ve never seen anything like this.

It’s real. It works. And it’s repeatable.

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The Point of All This?

It’s not to make you rich (though that might happen).
It’s not to help you build the perfect business (though that’s possible too).

It’s to help you get out of your own way.

So that when you do use AI to launch a product…
When you do make your first dollar…
When you do create something you’re proud of…

It actually sticks.
Because you’ve finally cleared the invisible stop signs that have been sabotaging you all along.

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Details. (Let’s Make It Official.)

🌀 The [Un]Challenge
📅 Starts: Monday, July 8
⏱️ Length: 14 days
💸 Cost: $14
⚡ Goal: 14 “wow facts” that shift how you see, think, and act
🎯 Who It’s For: Anyone who’s ready to finally do the thing… and stop sabotaging themselves

Here is The link to the (Un)Challenge

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I know this isn’t what you expected.
And that’s exactly why it’s perfect for the 20th anniversary of the Challenge.

We don’t need another tactic.
We need the shift that makes the tactic work.

I hope I’ll see you Monday.

— Ed