The Plan
How this all fits together
Every video, every email, and every week points toward one goal: bringing warm, engaged readers to chrismasiello.com to purchase the book. Chris invests 1–3 hours per week filming. Everything else is handled.
Subscribe
Watch
Read
Buy
Viewer joins the email list
~90-sec video every Monday
Book chapter teaser in video
chrismasiello.com
Video
Weekly 90-second landscape video. One compelling idea from the book. Ends with a soft, natural CTA to buy at chrismasiello.com.
Email
Paired newsletter sent the same Monday. Reinforces the video's theme, teases next week, includes a direct book purchase link.
Book
Every touchpoint routes back to chrismasiello.com. The book is the destination — the videos and emails are the journey.
Why Chris
Chris brings extraordinary credibility: WSJ & USA Today bestselling author, Chairman of The Masiello Group for 40 years, and a genuine personal practice of everything he teaches. That authenticity is the engine. This system is just the vehicle.
Publishing Calendar
16-Week Release Schedule
| Wk | Video Title | Book Chapter | Email Subject Line |
|---|---|---|---|
1 | Welcome to Mindful Mondays | Introduction | Happy Monday. Let's start something. |
2 | The Story Behind Mindful Mondays | Foreword / Origin | Why I started doing this every Monday morning |
3 | Ch. 1 — Sustainable Thinking | Chapter 1 | You'll have 60,000 thoughts today. Here's what to do. |
4 | Ch. 2 — Creating Your Long-Term Vision | Chapter 2 | You can't get there if you can't see it yet |
5 | Ch. 3 — Mastering Your Priorities | Chapter 3 | Are your priorities actually your priorities? |
6 | Ch. 4 — Mastering Your Thought Process | Chapter 4 | The mental director you never knew you had |
7 | Ch. 5 — What Is Personal Growth? | Chapter 5 | Are you growing, or just getting older? |
8 | Ch. 6 — Possibilities | Chapter 6 | The question that changes everything: How good can it get? |
9 | Ch. 7 — Self-Reflection | Chapter 7 | The most honest conversation you'll have all week |
10 | Ch. 8 — Abundance and Scarcity Thinking | Chapter 8 | Henry Ford was right. Here's what he meant. |
11 | Ch. 9 — Doing the Work | Chapter 9 | Good intentions don't build anything |
12 | Ch. 10 — Why Extra Effort Matters | Chapter 10 | 100% isn't enough. Here's why. |
13 | Ch. 11 — Thriving Outside Your Comfort Zone | Chapter 11 | The most dangerous place you can be right now |
14 | Ch. 12 — Building Competence | Chapter 12 | Even Einstein started at square one |
15 | Ch. 13 — Understanding You! | Chapter 13 | Your body can't tell the difference between a tiger and a traffic jam |
16 | Ch. 14 — Mindset | Chapter 14 | Your life is a mirror of your thinking. Here's what it's showing you. |
Strategic note
Videos 1 & 2 are intentionally non-chapter content — they build the relationship and establish the format before any teaching begins. Starting chapter content at Week 3 means the audience is already invested. The book CTA by Week 3 feels earned, not pushed.
Video 01 of 52
Welcome to Mindful Mondays
The intro video. Chris welcomes viewers into a weekly ritual. Pure rapport-building with a soft, natural book mention. Trust is the currency of week one.
📐 Landscape 16:9⏱ ~90 seconds🎯 Drive book sales✉ Email Week 1
Opening Hook — 0:00–0:12
Director's Note
Already on screen when it starts — no intro card. Pause before speaking. Let the silence work for a beat.
Chris Speaks
"Most weeks start the same way for most people. You hit the ground running — and by Tuesday, you've already forgotten what you were running toward."
The Introduction — 0:12–0:35
Director's Note
He leans in slightly — more personal now. Not pitching. Sharing.
Chris Speaks
"My name is Chris Masiello. I've been leading businesses for over 40 years — thousands of people across four states. And a few years ago, during the hardest stretch any of us had seen, I started doing something every Monday morning that changed everything. I called it Mindful Mondays."
The Invitation — 0:35–1:05
Director's Note
Relaxed energy. He's not selling — he's inviting. This is the rapport moment.
Chris Speaks
"Every week I'm going to share one idea — one concept — that takes less than two minutes to hear, but that you'll carry with you all week long. Things like sustainable thinking, how to build your long-term vision, how to stop running on autopilot. These aren't just nice ideas. They're the same conversations I was having with my team in the middle of a pandemic — when people needed something real to hold on to."
Call to Action — 1:05–1:30
Call to Action
"I've turned 52 of those conversations into a book — one chapter for every week of the year. If you want the full journey, grab a copy at chrismasiello.com. But either way — come back next Monday. I've got something I think you're going to want to hear. Happy Monday."
Paired Newsletter — Week 1 Email
✉ Subject: Happy Monday. Let's start something.
Hey [First Name],
Welcome to Mindful Mondays — I'm really glad you're here.
Every Monday I'll drop a short video on one idea that can shift how your whole week goes. No fluff — just something worth thinking about.
If you want to go deeper right away, the full 52-week journey is already in my book. You can get your copy here → [chrismasiello.com]
See you next Monday.
— Chris
→ Primary CTA: Book purchase link at chrismasiello.com
Strategic Note
Video 1 does two jobs: introduces Chris's voice and credentials without bragging, and gives viewers a clear reason to return. The book mention is soft but present. Don't spend week one's trust on a hard sell.
Video 02 of 52
The Story Behind Mindful Mondays
The origin story — pandemic, Zoom sessions, parking-lot real estate closings. The video that makes people feel like they truly know Chris. The single biggest trust-builder in the series.
📐 Landscape 16:9⏱ ~90–120 seconds🎯 Drive book sales✉ Email Week 2
Opening Hook — 0:00–0:15
Director's Note
Fresh start — not a continuation of last week. He's setting a scene. Still, present, unhurried.
Chris Speaks
"It was March 2020. I was running several businesses — about a thousand people across four states — and everything we knew about how to work just... stopped."
The Story — 0:15–0:55
Director's Note
Credibility and humanity together. The parking lot story is specific and vivid — let it breathe.
Chris Speaks
"We were classified as essential — so we kept going. We had title officers closing real estate deals in parking lots. Customers driving up, rolling down their window, signing documents in their car. In 2020. In America.
And I watched my team hold it together. But I could see the weight of it. So every Monday morning, I got on Zoom and we talked about something that had nothing to do with work — and everything to do with how we were thinking. That became Mindful Mondays."
And I watched my team hold it together. But I could see the weight of it. So every Monday morning, I got on Zoom and we talked about something that had nothing to do with work — and everything to do with how we were thinking. That became Mindful Mondays."
The Bridge — 0:55–1:15
Director's Note
Pivot from past to viewer's present. Connect his story to their life.
Chris Speaks
"The pandemic may be over for most of us. But that feeling — of the ground shifting, of needing something real to hold onto — that hasn't gone away. If anything, more people feel it now than ever. That's why I turned those sessions into a book. 52 chapters. One for every week of the year."
Call to Action — 1:15–1:30
Call to Action
"You can get the book at chrismasiello.com — or just keep showing up here on Mondays. We're going one chapter at a time, together. See you next week."
Paired Newsletter — Week 2 Email
✉ Subject: Why I started doing this every Monday morning
Hey [First Name],
This week I shared the story of where Mindful Mondays came from — and it starts in a parking lot in 2020.
Watch the video → [link]
We were all keeping businesses running through the strangest year any of us had ever seen. And every Monday I'd get on Zoom and talk to my team about how we were thinking — not just what we were doing.
Those conversations became a book. If you want to go through all 52 topics with me:
Grab your copy → [chrismasiello.com]
— Chris
→ Primary CTA: Book link — second organic mention
Strategic Note
The origin story shows scale (1,000 employees, 4 states, 40 years), humanity (real pandemic moments), and purpose. The book mention here feels completely earned.
Video 03 of 52 · Chapter 1
Sustainable Thinking
First chapter video. The 60,000-thoughts hook. 95% of behavior comes from the subconscious — and here's what to do about it. This is the video that sets the template for all 52.
📐 Landscape 16:9⏱ ~90 seconds🎯 Drive book sales✉ Email Week 3
📋 Chris's Bullet Points (On-Set Reference)
• You'll have ~60,000 thoughts today — 80% the same as yesterday
• 95% of behavior comes from the subconscious; it runs on patterns
• If you're not deliberately choosing thoughts, you're running the same old program
• This week: catch yourself on autopilot — just notice it. That's the first step.
→ Find Chapter 1 at chrismasiello.com
• 95% of behavior comes from the subconscious; it runs on patterns
• If you're not deliberately choosing thoughts, you're running the same old program
• This week: catch yourself on autopilot — just notice it. That's the first step.
→ Find Chapter 1 at chrismasiello.com
Opening Hook — 0:00–0:12
Director's Note
Lead with the stat. It's surprising. Let it land before moving on.
Chris Speaks
"You're going to have about 60,000 thoughts today. And 80% of them will be the exact same thoughts you had yesterday."
The Insight — 0:12–0:50
Director's Note
A teacher, not a preacher. Accessible and curious — not lecturing.
Chris Speaks
"Here's what that means: 95% of what we do every day comes straight from our subconscious. That's not a flaw — that's just how the mind works. It runs on patterns. It loves what it already knows.
But it also means that if we're not deliberately choosing our thoughts, we're running the same old program. Over and over. And wondering why things aren't changing.
I call the alternative — Sustainable Thinking."
But it also means that if we're not deliberately choosing our thoughts, we're running the same old program. Over and over. And wondering why things aren't changing.
I call the alternative — Sustainable Thinking."
The Practical — 0:50–1:10
Director's Note
One thing they can actually do this week. Useful, not just interesting.
Chris Speaks
"This week, try one thing: catch yourself on autopilot. When you're driving somewhere and suddenly realize you've been thinking about something completely unrelated for the last five minutes — that's your subconscious doing its thing. Just notice it. Noticing is the first step."
Call to Action — 1:10–1:30
Call to Action
"In the book, I go through the three tools that actually rewire this — precision affirmations, visualization, and meditation. Chapter one. It sets up everything that comes after. You can find the book at chrismasiello.com. See you next Monday."
Paired Newsletter — Week 3 Email
✉ Subject: You'll have 60,000 thoughts today. Here's what to do with them.
Hey [First Name],
This week's Mindful Monday is about something I call Sustainable Thinking — and it starts with a number that surprised me.
Watch the video → [link]
Your subconscious is running 95% of what you do. Most of the time, it's replaying what it already knows. That's not a bad thing — until it is.
Chapter 1 of the book walks through the three tools that interrupt that pattern and start you thinking more deliberately. It's the foundation everything else builds on.
Grab your copy → [chrismasiello.com]
— Chris
→ Primary CTA: Book link — chapter reference creates natural urgency
Strategic Note
Video 3 sets the template for all 52: hook stat → core insight → one practical action → book CTA. This is where the funnel clicks into place.
Video 04 of 52 · Chapter 2
Creating Your Long-Term Vision
Vision without a map is a wish. The blank canvas concept — goals and values are the paints and brushes. Ends with a notebook exercise viewers can do today.
📐 Landscape 16:9⏱ ~90 seconds🎯 Drive book sales✉ Email Week 4
📋 Chris's Bullet Points (On-Set Reference)
• Long-term vision = understanding where you want to go + working backwards from now
• Goals and values are the paints and brushes — vision is what you're painting
• The past paralyzes us — vision isn't about what happened, it's what you're choosing next
• Exercise: top of page = vision, bottom = where you are now, fill middle with 3-5 steps
→ Find Chapter 2 at chrismasiello.com
• Goals and values are the paints and brushes — vision is what you're painting
• The past paralyzes us — vision isn't about what happened, it's what you're choosing next
• Exercise: top of page = vision, bottom = where you are now, fill middle with 3-5 steps
→ Find Chapter 2 at chrismasiello.com
Opening Hook — 0:00–0:12
Director's Note
Start with a visual image. Give them something to picture.
Chris Speaks
"Imagine a completely blank canvas. No color, no shape, no direction. That's how most people start their week — and if we're being honest, their year."
The Insight — 0:12–0:50
Chris Speaks
"Creating a long-term vision isn't just daydreaming. It's understanding where you want to go and working backwards from where you are right now.
Here's what most people miss: your goals and values — those are the paints and brushes. The vision is what you're painting. And if you don't know what the picture is supposed to look like, it's pretty hard to know if you're using the right colors.
The past has a way of paralyzing us. We expect the same outcomes because we've seen them before. But your vision isn't about what happened — it's about what you're deliberately choosing next."
Here's what most people miss: your goals and values — those are the paints and brushes. The vision is what you're painting. And if you don't know what the picture is supposed to look like, it's pretty hard to know if you're using the right colors.
The past has a way of paralyzing us. We expect the same outcomes because we've seen them before. But your vision isn't about what happened — it's about what you're deliberately choosing next."
The Practical — 0:50–1:10
Chris Speaks
"Try this today: grab a notebook. At the top, write one vision you want for your life. At the bottom, write honestly where you are right now. Then fill in the middle — three to five steps. That's your map."
Call to Action — 1:10–1:30
Call to Action
"Chapter 2 in the book goes deep on how to make this actually stick — because thinking about it isn't enough. Try that notebook exercise this week. Happy Monday."
Paired Newsletter — Week 4 Email
✉ Subject: You can't get there if you can't see it yet
Hey [First Name],
This week we're talking about vision — but not in a vague, inspirational-poster kind of way.
Watch the video → [link]
Chapter 2 of Mindful Mondays is about creating a long-term vision that maps honestly to where you are right now. Goals and values are the paints. Vision is the painting.
Get the book → [chrismasiello.com]
— Chris
→ Primary CTA: Book link
Strategic Note
The blank canvas metaphor is instantly visual. The notebook exercise gives viewers something tangible to do before next Monday, turning a casual viewer into an engaged weekly subscriber.
Video 05 of 52 · Chapter 3
Mastering Your Priorities
Active vs. passive priorities. Most people have two sets — the ones they talk about and the ones their time actually reflects. The most shareable video of the six.
📐 Landscape 16:9⏱ ~90 seconds🎯 Drive book sales✉ Email Week 5
📋 Chris's Bullet Points (On-Set Reference)
• Two sets of priorities: active (what you say) and passive (what your habits actually show)
• Mark Twain: "To change your life, you need to change your priorities"
• Example: wanting to be a morning person but watching TV until midnight — conflict
• Exercise: check 5 areas — personal growth, self-care, family, friends, work
→ Find Chapter 3 at chrismasiello.com
• Mark Twain: "To change your life, you need to change your priorities"
• Example: wanting to be a morning person but watching TV until midnight — conflict
• Exercise: check 5 areas — personal growth, self-care, family, friends, work
→ Find Chapter 3 at chrismasiello.com
Opening Hook — 0:00–0:12
Chris Speaks
"Here's a question most people don't want to answer honestly: are your priorities actually your priorities? Or are they just the story you tell yourself?"
The Insight — 0:12–0:50
Chris Speaks
"Mark Twain said, 'To change your life, you need to change your priorities.' And I think that's right — because most of us have two sets of them.
There are your active priorities: the ones you consciously set. And there are your passive priorities: the ones that creep in when you're tired, distracted, or just on autopilot.
Wanting to be a morning person, but watching a show until midnight — those priorities are in direct conflict. Your subconscious doesn't care which one you say matters. It only sees what you actually do."
There are your active priorities: the ones you consciously set. And there are your passive priorities: the ones that creep in when you're tired, distracted, or just on autopilot.
Wanting to be a morning person, but watching a show until midnight — those priorities are in direct conflict. Your subconscious doesn't care which one you say matters. It only sees what you actually do."
The Practical — 0:50–1:10
Chris Speaks
"This week, look at just five areas: personal growth, self-care, family, friends, and work. Ask yourself honestly — what does the evidence of your time say you're actually prioritizing in each one? Not what you intend to. What the record shows."
Call to Action — 1:10–1:30
Call to Action
"Chapter 3 in the book has an exercise that makes this very concrete — and I think it'll surprise you. But start with just those five areas this week. Happy Monday."
Paired Newsletter — Week 5 Email
✉ Subject: Are your priorities actually your priorities?
Hey [First Name],
This one might make you a little uncomfortable — in a good way.
Watch this week's video → [link]
We all have two sets of priorities: the ones we say we have, and the ones our calendar and habits actually reflect.
Chapter 3 of Mindful Mondays has a simple exercise that puts this in sharp focus.
Get the full chapter → [chrismasiello.com]
— Chris
→ Primary CTA: Book link — "uncomfortable in a good way" drives curious clicks
Strategic Note
Active vs. passive priorities is one of the most practically useful ideas in the book. This is the video most likely to be shared and drive direct book purchases.
Video 06 of 52 · Chapter 4
Mastering Your Thought Process
Metacognition — be the director of your mental movie, not a passive viewer. One of the most quotable concepts in the book. By week 6, the audience is warm and conversions peak.
📐 Landscape 16:9⏱ ~90 seconds🎯 Drive book sales✉ Email Week 6
📋 Chris's Bullet Points (On-Set Reference)
• Most people treat thoughts as carved in stone — whatever shows up must be true
• Metacognition = thinking about what you're thinking about
• Be the director of your mental movie — you can flip the script
• "Thoughts are like weeds — if you don't pull them, they take over the garden"
• This week: catch a backward thought — flip it out loud if you have to
→ Find Chapter 4 at chrismasiello.com
• Metacognition = thinking about what you're thinking about
• Be the director of your mental movie — you can flip the script
• "Thoughts are like weeds — if you don't pull them, they take over the garden"
• This week: catch a backward thought — flip it out loud if you have to
→ Find Chapter 4 at chrismasiello.com
Opening Hook — 0:00–0:12
Chris Speaks
"Most people treat their thoughts like they're carved in stone. Whatever shows up must be true. Must be real. Must be listened to. But what if you could be the director of that movie instead?"
The Insight — 0:12–0:50
Chris Speaks
"There's a term for this: metacognition. It just means thinking about what you're thinking about. And when you start doing it, everything changes.
Here's what it looks like in practice: a thought crosses your mind — 'I'll never make that goal.' Most people just accept that. They give it a seat at the table. But a good director says, 'That's not the performance I want in this scene.' And they flip it: 'I'm already on my way to that goal.'
Thoughts are like weeds. If you don't pull them, they take over the garden."
Here's what it looks like in practice: a thought crosses your mind — 'I'll never make that goal.' Most people just accept that. They give it a seat at the table. But a good director says, 'That's not the performance I want in this scene.' And they flip it: 'I'm already on my way to that goal.'
Thoughts are like weeds. If you don't pull them, they take over the garden."
The Practical — 0:50–1:10
Chris Speaks
"This week: every time you catch a thought that pulls you backward — that says you can't, or you're not enough, or it won't work — flip it. Out loud if you have to. Act like the outcome is already decided. Because your subconscious genuinely doesn't know the difference."
Call to Action — 1:10–1:30
Call to Action
"Chapter 4 in the book goes deeper on this — including the Jack Canfield story that made me believe this stuff actually works. You can get the book at chrismasiello.com. Happy Monday."
Paired Newsletter — Week 6 Email
✉ Subject: The mental director you never knew you had
Hey [First Name],
This week's Mindful Monday is about a skill most people have — and almost nobody uses.
Watch the video → [link]
Metacognition. Thinking about what you're thinking about. Chapter 4 has the full framework — including a Jack Canfield story that I think will change how you look at your own goals.
Get the book → [chrismasiello.com]
— Chris
→ Primary CTA: Book link — Canfield story is a compelling teaser
Strategic Note
"Director of your mental movie" is visual, memorable, and quotable. Six weeks in, the audience is warm — this is when book conversions peak.
Video 07 of 52 · Chapter 5
What Is Personal Growth?
Personal growth isn't a destination — it's a way of moving through life. This video redefines the term and replaces Hollywood's "big reckoning" myth with something more honest and more useful: lifelong curiosity.
📐 Landscape 16:9
⏱ ~90 seconds
🎯 Drive book sales
✉ Email Week 7
📋 Chris's Bullet Points (On-Set Reference)
• Personal growth = lifelong curiosity — never the expert, always the learner
• It's not big lightning-bolt moments. It's small steps, every day
• Think of your mind as a library — every experience adds a book
• More knowledge reveals how much more there is to learn — and that's exciting, not discouraging
• Embrace the small wins. They add up to somewhere you'll be surprised to find yourself
→ Full framework in Chapter 5 at chrismasiello.com
• It's not big lightning-bolt moments. It's small steps, every day
• Think of your mind as a library — every experience adds a book
• More knowledge reveals how much more there is to learn — and that's exciting, not discouraging
• Embrace the small wins. They add up to somewhere you'll be surprised to find yourself
→ Full framework in Chapter 5 at chrismasiello.com
Opening Hook — 0:00–0:12
Director's Note
Open with the contrast — the Hollywood version vs. the real thing. Slightly amused tone. He's seen both.
Chris Speaks
"We hear the phrase 'personal growth' all the time. But I think most people have the wrong picture of what it actually looks like."
The Insight — 0:12–0:50
Director's Note
The library metaphor is the emotional core. Let it breathe. Warm and curious — not self-help-y.
Chris Speaks
"The movies give us these dramatic moments where someone has a reckoning, and they're changed forever. That can happen — but it's a terrible strategy to wait for it.
The way I see it, personal growth is when we live in a consistent state of lifelong curiosity — where we're never the expert and always the learner.
I think of the mind like a library. Every experience, every conversation, every challenge — you're adding a book. Some are dusty. Some you'll revisit. But they're all there, and they're all yours.
And here's the interesting part: the more you learn, the more you realize how much there is left to learn. That should excite you. Because it means the journey never runs out."
The way I see it, personal growth is when we live in a consistent state of lifelong curiosity — where we're never the expert and always the learner.
I think of the mind like a library. Every experience, every conversation, every challenge — you're adding a book. Some are dusty. Some you'll revisit. But they're all there, and they're all yours.
And here's the interesting part: the more you learn, the more you realize how much there is left to learn. That should excite you. Because it means the journey never runs out."
The Practical — 0:50–1:10
Director's Note
Keep it small and doable. The word "curious" is doing a lot of work here — help it land.
Chris Speaks
"This week, instead of waiting for a breakthrough, just stay curious. When something confuses you — get interested in it rather than frustrated. That's growth in real time. No lightning bolt required."
Call to Action — 1:10–1:30
Call to Action
"Chapter 5 in the book goes deep on this — what your personal library looks like and how to keep adding to it deliberately. It's one of my favorite chapters. You can grab the book at chrismasiello.com. See you next Monday."
Paired Newsletter — Week 7 Email
✉ Subject: Are you growing, or just getting older?
Hey [First Name],
This week's Mindful Monday is about something we think we understand — but usually don't.
Watch the video → [link]
Personal growth isn't about having a big reckoning. It's not a finish line. It's a way of moving through life — staying curious, staying open, treating every experience like it has something to teach you.
I think of the mind as a library. Every book on those shelves is something you've lived. The goal isn't to stop adding books. The goal is to keep making space for more.
Chapter 5 of Mindful Mondays is where I unpack what that actually looks like in practice — and how to make curiosity a daily habit rather than an occasional accident.
Grab the book → chrismasiello.com
— Chris
→ Primary CTA: Book link — "one of my favorite chapters" creates specific pull
Strategic Note
This video serves as a reset point — Videos 1-6 built the relationship and delivered four chapter concepts. Video 7 reframes what the whole series is about. The "never the expert, always the learner" positioning also makes Chris more relatable: he's not lecturing, he's on the same journey. That shift deepens viewer trust heading into the next nine videos.
Video 08 of 52 · Chapter 6
Possibilities
The size of your possibilities is determined by the size of your thinking. This video shows viewers how to stop artificially limiting themselves — and how Walt Disney's impossible bet became the world's most visited theme park.
📐 Landscape 16:9
⏱ ~90 seconds
🎯 Drive book sales
✉ Email Week 8
📋 Chris's Bullet Points (On-Set Reference)
• Your possibilities are only as big as you allow them to be
• Narrow thinking = narrow choices. Expansive thinking = more options
• We often decide how much we can do before we figure out how to do it — that's backwards
• Key question to ask yourself: "How good can it get?"
• Disney World story: 27,000 acres, 51 landowners, nothing there — built on pure vision
→ Chapter 6 at chrismasiello.com
• Narrow thinking = narrow choices. Expansive thinking = more options
• We often decide how much we can do before we figure out how to do it — that's backwards
• Key question to ask yourself: "How good can it get?"
• Disney World story: 27,000 acres, 51 landowners, nothing there — built on pure vision
→ Chapter 6 at chrismasiello.com
Opening Hook — 0:00–0:12
Director's Note
Start with the question. It's deceptively simple. Pause for a half-beat after asking it.
Chris Speaks
"How good can it get? That's not a rhetorical question. The answer depends entirely on how you're thinking."
The Insight — 0:12–0:50
Director's Note
The key is the assumption trap — he's calling something out that everyone does. A little knowing, a little wry. Not preachy.
Chris Speaks
"Here's something I see all the time — and I've done it myself. We decide how much we can accomplish before we even figure out how to go about it. We make assumptions that put a ceiling on what's possible before we even start.
'I didn't go to the right school.' 'The market's too crowded.' 'That's not for someone like me.'
Those aren't facts. They're narrow thinking disguised as realism.
The physicist Susan Larson studies quantum timelines, and the question she always asks is: how good can it get? The short answer is — as good as you want it to get. If you take an expansive view, things can get pretty amazing. If you take a narrow one, the best you'll get really isn't very good at all."
'I didn't go to the right school.' 'The market's too crowded.' 'That's not for someone like me.'
Those aren't facts. They're narrow thinking disguised as realism.
The physicist Susan Larson studies quantum timelines, and the question she always asks is: how good can it get? The short answer is — as good as you want it to get. If you take an expansive view, things can get pretty amazing. If you take a narrow one, the best you'll get really isn't very good at all."
The Practical — 0:50–1:10
Director's Note
The Disney example is brief but vivid. Let the scale of it land — 27,000 acres, 51 landowners, nothing there. Then connect it back.
Chris Speaks
"Walt Disney purchased over 27,000 acres from 51 different landowners in the middle of nowhere. No roads, no infrastructure — nothing. Built on a vision that most people would have called impossible.
His quote was: 'It's kind of fun to do the impossible.'
This week, catch the moment when you're about to limit yourself — and ask: what if that assumption is just wrong?"
His quote was: 'It's kind of fun to do the impossible.'
This week, catch the moment when you're about to limit yourself — and ask: what if that assumption is just wrong?"
Call to Action — 1:10–1:30
Call to Action
"Chapter 6 gets into how our thinking creates a feedback loop — and how possibilities compound when you start looking for them. It's a short chapter with a big idea. Find the book at chrismasiello.com. See you next Monday."
Paired Newsletter — Week 8 Email
✉ Subject: The question that changes everything: How good can it get?
Hey [First Name],
This week we're talking about possibilities — and why we're often the ones limiting them.
Watch the video → [link]
I've noticed that most people don't decide how to go after something. They decide how much they can accomplish first — and that ceiling is usually way too low.
The size of your possibilities is determined entirely by how you're thinking. Narrow thinking, narrow life. Expansive thinking, completely different world.
Walt Disney built Disney World on 27,000 acres of nothing. Pure vision. He once said, "It's kind of fun to do the impossible."
Chapter 6 of Mindful Mondays is about how to make that kind of expansive thinking habitual — not just occasional.
Grab the book → chrismasiello.com
— Chris
→ Primary CTA: Book link — Disney story creates curiosity about the full framework
Strategic Note
The Disney example does double duty: it's memorable and shareable (viewers will repeat it), and it gives Chris a concrete story to tell rather than abstract concepts. This is the kind of video that gets clipped and reshared independently of the series — good for top-of-funnel reach.
Video 09 of 52 · Chapter 7
Self-Reflection
Self-reflection isn't about self-criticism — it's a discipline of seeing yourself clearly. This video makes the case that honest observation, without judgment, is the engine of every meaningful change.
📐 Landscape 16:9
⏱ ~90 seconds
🎯 Drive book sales
✉ Email Week 9
📋 Chris's Bullet Points (On-Set Reference)
• Self-reflection = the discipline of seeing yourself as you truly are, not as you think you are
• Truth is the foundation — you can't reflect without it
• Observation and judgment can't happen at the same time — they're opposites
• Edison didn't fail 1000 times: the lightbulb had a 1000-step process
• The cycle: observe → truth → flex → adjust → repeat
→ Chapter 7 at chrismasiello.com
• Truth is the foundation — you can't reflect without it
• Observation and judgment can't happen at the same time — they're opposites
• Edison didn't fail 1000 times: the lightbulb had a 1000-step process
• The cycle: observe → truth → flex → adjust → repeat
→ Chapter 7 at chrismasiello.com
Opening Hook — 0:00–0:12
Director's Note
Start with the honest admission that we all like to think about ourselves. Light, self-aware. Then pivot to why it's actually hard.
Chris Speaks
"Let's be honest — we all like thinking about ourselves. What's harder is seeing ourselves clearly."
The Insight — 0:12–0:50
Director's Note
The observation vs. judgment distinction is the key idea. It's subtle but powerful — make sure it lands before moving on.
Chris Speaks
"Self-reflection is the discipline of seeing yourself as you truly are — not as you think you are, or as you'd like to be.
And the word discipline matters there. Because it requires two things that don't come naturally: truth and no judgment.
Here's what I've found: you can't be in a state of honest observation at the same time you're judging yourself. They're opposites. Judgment says 'this was right or wrong.' Observation just asks, 'what actually happened, and what can I learn from it?'
Thomas Edison was asked what it felt like to fail a thousand times inventing the lightbulb. He said he didn't fail — the lightbulb just had a thousand-step process to success. That's self-reflection without self-destruction."
And the word discipline matters there. Because it requires two things that don't come naturally: truth and no judgment.
Here's what I've found: you can't be in a state of honest observation at the same time you're judging yourself. They're opposites. Judgment says 'this was right or wrong.' Observation just asks, 'what actually happened, and what can I learn from it?'
Thomas Edison was asked what it felt like to fail a thousand times inventing the lightbulb. He said he didn't fail — the lightbulb just had a thousand-step process to success. That's self-reflection without self-destruction."
The Practical — 0:50–1:10
Director's Note
The process is simple: observe, find the truth, flex, adjust. Give it rhythm. Not a lecture — more like a coach giving a quick framework.
Chris Speaks
"This week, when something doesn't go the way you intended, resist the urge to either defend it or tear yourself apart. Just ask: what actually happened? What would I do differently? Then adjust. That cycle — observe, truth, flex, adjust — is where real growth lives."
Call to Action — 1:10–1:30
Call to Action
"Chapter 7 goes deeper into how to build this as a genuine habit — and how to stay honest without being hard on yourself. That balance is everything. Find the book at chrismasiello.com. See you next Monday."
Paired Newsletter — Week 9 Email
✉ Subject: The most honest conversation you'll have all week
Hey [First Name],
This week's Mindful Monday is about self-reflection — and why most of us are doing it wrong.
Watch the video → [link]
The difference between judgment and observation is everything. Judgment says "I failed." Observation says "what actually happened, and what do I do differently next time?"
Edison's take: he didn't fail a thousand times inventing the lightbulb. It was a thousand-step process. That framing changes everything.
Self-reflection done right is exhausting — but in the good way. The kind where you come out the other side knowing something true about yourself.
Chapter 7 of Mindful Mondays breaks down the full cycle: observe, truth, flex, adjust. It's the chapter I recommend most for anyone going through a difficult transition.
Grab the book → chrismasiello.com
— Chris
→ Primary CTA: Book link — Edison story creates emotional resonance before the ask
Strategic Note
This video is particularly strong for professionals going through transitions — career changes, leadership challenges, personal setbacks. The "observation vs. judgment" framing is a genuinely useful idea they won't have heard before. Pair this email with a personal story from Chris if he has one — "I used this when..." adds authority and relatability simultaneously.
Video 10 of 52 · Chapter 8
Abundance and Scarcity Thinking
Two people can face the same situation and have completely different outcomes — based on nothing more than how they're looking at it. This video breaks down the mindset that makes the difference between fear-driven choices and forward momentum.
📐 Landscape 16:9
⏱ ~90 seconds
🎯 Drive book sales
✉ Email Week 10
📋 Chris's Bullet Points (On-Set Reference)
• Scarcity thinking = fear-based, hoarding, suspicious, risk-averse — limits everything
• Abundance thinking = collaborative, generous, embraces risk, thinks big
• Henry Ford: "If you think you can or think you can't, you're going to be right each time"
• Everything we use was created by someone willing to take a risk on an idea
• Action: determine which mode you're in right now — then choose accordingly
→ Chapter 8 at chrismasiello.com
• Abundance thinking = collaborative, generous, embraces risk, thinks big
• Henry Ford: "If you think you can or think you can't, you're going to be right each time"
• Everything we use was created by someone willing to take a risk on an idea
• Action: determine which mode you're in right now — then choose accordingly
→ Chapter 8 at chrismasiello.com
Opening Hook — 0:00–0:12
Director's Note
Lead with Henry Ford. It's punchy and instantly recognizable. Deliver it like a truth, not a quote recitation.
Chris Speaks
"Henry Ford once said: 'If you think you can, or think you can't — you're going to be right either way.' That's not just a motivational poster. It's literally how the mind works."
The Insight — 0:12–0:50
Director's Note
Paint both pictures clearly — scarcity and abundance — without being preachy about either. He's seen both. He's been in both.
Chris Speaks
"There are two fundamental ways to look at the world — from scarcity or from abundance. And they produce completely different outcomes.
Scarcity thinking says: there's not enough. Someone else's gain is my loss. Hold on tight. That leads to fear-based decisions, hoarding, suspicion — and it sends out signals that come back to you as more scarcity.
Abundance thinking says: there's always more. The pie is growing. Collaboration makes everyone stronger. And big risk is possible because the environment supports it.
Every single thing we use — the phone in your hand, the coffee in your cup — exists because someone decided to take a risk. They believed the world had room for it."
Scarcity thinking says: there's not enough. Someone else's gain is my loss. Hold on tight. That leads to fear-based decisions, hoarding, suspicion — and it sends out signals that come back to you as more scarcity.
Abundance thinking says: there's always more. The pie is growing. Collaboration makes everyone stronger. And big risk is possible because the environment supports it.
Every single thing we use — the phone in your hand, the coffee in your cup — exists because someone decided to take a risk. They believed the world had room for it."
The Practical — 0:50–1:10
Director's Note
The three action steps are clean and direct. Give them room. This is the chapter's actual exercise — worth slowing down for.
Chris Speaks
"This week, ask yourself honestly: which mode am I operating from right now? If you're in abundance — great, what's the next move? If you're in scarcity — what's one assumption you can challenge? Because the view you take determines the options you have."
Call to Action — 1:10–1:30
Call to Action
"Chapter 8 in the book goes into how to actually shift from scarcity to abundance when you're stuck in it — including some patterns I've watched derail otherwise smart people. It's worth reading alongside this video. Find it at chrismasiello.com. See you next Monday."
Paired Newsletter — Week 10 Email
✉ Subject: Henry Ford was right. Here's what he meant.
Hey [First Name],
This week's Mindful Monday is about the two modes everyone operates in — and how to tell which one you're in right now.
Watch the video → [link]
Scarcity thinking and abundance thinking produce completely different lives from the exact same circumstances.
Scarcity: fear, hoarding, competition. Sends out signals that come back as more scarcity.
Abundance: collaboration, generosity, risk-taking. Sends out signals that open doors.
Everything we use was built by someone who believed there was room for it. That's abundance in action.
Chapter 8 is the chapter I come back to whenever I catch myself thinking small. It's a recalibration tool.
Grab the book → chrismasiello.com
— Chris
→ Primary CTA: Book link — "recalibration tool" framing makes it practical, not just inspirational
Strategic Note
This is one of the highest-resonance topics in the book for Chris's audience — business leaders and entrepreneurs who face resource and competitive pressures daily. The scarcity/abundance frame is immediately applicable to business decisions. This video is worth repurposing as LinkedIn content with a specific business example from Chris.
Video 11 of 52 · Chapter 9
Doing the Work
Good ideas don't build anything. The right mindset doesn't either — by itself. This video is about the part most people skip: the actual work. And why putting it in upfront is always better than paying for it later.
📐 Landscape 16:9
⏱ ~90 seconds
🎯 Drive book sales
✉ Email Week 11
📋 Chris's Bullet Points (On-Set Reference)
• Nothing works unless you do — thinking and knowing are sparks, not engines
• We do work either way (survive or thrive) — might as well direct it toward something worth it
• Chris's early career philosophy: put the effort in upfront, or pay it back later with interest
• Health example: maintain a little every day, or fix a lot later
• Sartre: "We are our choices" — passive choices are still choices
→ Chapter 9 at chrismasiello.com
• We do work either way (survive or thrive) — might as well direct it toward something worth it
• Chris's early career philosophy: put the effort in upfront, or pay it back later with interest
• Health example: maintain a little every day, or fix a lot later
• Sartre: "We are our choices" — passive choices are still choices
→ Chapter 9 at chrismasiello.com
Opening Hook — 0:00–0:12
Director's Note
Direct and honest. No softening. This is Chris at his most practical — he's seen too many people with great ideas and no follow-through.
Chris Speaks
"You can have the best idea in the room. The clearest vision. The right mindset. And still nothing changes — unless you actually do the work."
The Insight — 0:12–0:50
Director's Note
The "survive vs. thrive" framing is key. Then the personal story from early in his career — this is authentic Chris, not theory.
Chris Speaks
"Here's the thing about work: you're doing it either way. You're either working to survive — just keeping up, putting out fires, staying afloat — or you're working to thrive. Deliberately, with purpose, toward something.
I figured this out early in my career. I could either put the effort in upfront and build something, or I'd spend twice the energy later trying to fix what I neglected.
Think about your health. A little effort every day compounds into a life where your body works for you. Skip that, and eventually the bill comes due — usually at the worst possible time and at three times the cost.
Sartre said it simply: 'We are our choices.' That includes the passive ones. Not deciding is still deciding."
I figured this out early in my career. I could either put the effort in upfront and build something, or I'd spend twice the energy later trying to fix what I neglected.
Think about your health. A little effort every day compounds into a life where your body works for you. Skip that, and eventually the bill comes due — usually at the worst possible time and at three times the cost.
Sartre said it simply: 'We are our choices.' That includes the passive ones. Not deciding is still deciding."
The Practical — 0:50–1:10
Director's Note
Practical, immediate. What does "doing the work" actually mean in one concrete area this week?
Chris Speaks
"Pick one area of your life right now where you've been waiting — for the right moment, the right information, the right feeling. Ask yourself: what would 'doing the work' look like today? Then do that one thing."
Call to Action — 1:10–1:30
Call to Action
"Chapter 9 is about making 'doing the work' a mindset, not just an action — so it becomes automatic instead of a battle. I walk through how to build that, and what gets in the way. Find it at chrismasiello.com. See you next Monday."
Paired Newsletter — Week 11 Email
✉ Subject: Good intentions don't build anything
Hey [First Name],
This week's Mindful Monday is the chapter I almost didn't write — because it felt too obvious.
Watch the video → [link]
Doing the work. That's it. That's the chapter.
But here's what I've learned after 40+ years in business: the gap between people who achieve what they want and people who don't usually isn't vision, or talent, or timing. It's follow-through.
You're doing work either way. The only question is whether you're directing it toward something that matters.
I figured this out early: put in the effort upfront and build something, or pay for the neglect later. The bill always comes.
Chapter 9 gets into how to make "doing the work" a mindset — not just a discipline you have to force.
Grab the book → chrismasiello.com
— Chris
→ Primary CTA: Book link — "40+ years in business" credibility anchor strengthens the ask
Strategic Note
This video is the antidote to the more aspirational early videos — it grounds the series in accountability and action. Pairing it at Week 11 (after 10 weeks of relationship-building) means the audience is ready to hear it without feeling lectured. Chris's credibility as a 40-year company builder makes this land with particular authority.
Video 12 of 52 · Chapter 10
Why Extra Effort Matters
100% effort keeps you standing still. This counterintuitive idea — that "giving it your all" is just the floor, not the ceiling — changes how Chris's audience thinks about performance, relationships, and everything in between.
📐 Landscape 16:9
⏱ ~90 seconds
🎯 Drive book sales
✉ Email Week 12
📋 Chris's Bullet Points (On-Set Reference)
• 100% = neutral. Just maintaining. 99% = moving backward. 101% = moving forward
• Scuba analogy: neutral buoyancy feels great, but conditions always change — can't stay still
• Lombardi: "Perfection is not attainable, but if we chase perfection we can catch excellence"
• Chris's definition: "doing one more thing than you have to"
• The house example: furniture fills a space, but the small details make it a home
→ Chapter 10 at chrismasiello.com
• Scuba analogy: neutral buoyancy feels great, but conditions always change — can't stay still
• Lombardi: "Perfection is not attainable, but if we chase perfection we can catch excellence"
• Chris's definition: "doing one more thing than you have to"
• The house example: furniture fills a space, but the small details make it a home
→ Chapter 10 at chrismasiello.com
Opening Hook — 0:00–0:12
Director's Note
The counterintuitive hook is the whole point. Let the surprise register. Don't rush past it.
Chris Speaks
"We're all told to give 100%. But I want to make the case that 100% is actually the minimum — not the goal."
The Insight — 0:12–0:50
Director's Note
The scuba analogy is Chris's personal story — it should feel genuine and specific, not like a textbook example. He loves diving; let that show.
Chris Speaks
"I've spent a lot of time scuba diving, and there's something called neutral buoyancy — when you're perfectly balanced underwater. Completely weightless. You can just look around and take it all in.
But here's the thing: you can't actually stay there. Conditions change. Something always moves you.
That's what 100% effort looks like. It's equilibrium. Neutral. You're not sinking, but you're not going anywhere either.
100% maintains what you have. 99% and you're sliding backward. It takes 101% — that extra fraction — to actually move forward.
Vince Lombardi put it this way: 'Perfection is not attainable, but if we chase perfection, we can catch excellence.' That's the idea."
But here's the thing: you can't actually stay there. Conditions change. Something always moves you.
That's what 100% effort looks like. It's equilibrium. Neutral. You're not sinking, but you're not going anywhere either.
100% maintains what you have. 99% and you're sliding backward. It takes 101% — that extra fraction — to actually move forward.
Vince Lombardi put it this way: 'Perfection is not attainable, but if we chase perfection, we can catch excellence.' That's the idea."
The Practical — 0:50–1:10
Director's Note
The house example is concrete and relatable. The practical ask is simple: one more thing than required.
Chris Speaks
"Think about moving into a house. The furniture fills the space. But the pictures on the walls, the books on the shelves, the small touches — those make it a home. That's extra effort. Doing one more thing than you have to.
This week, find one moment where you've done enough — and ask what one more thing would look like."
This week, find one moment where you've done enough — and ask what one more thing would look like."
Call to Action — 1:10–1:30
Call to Action
"Chapter 10 gets into why this compounds — how extra effort in one area tends to raise the bar in every other area as well. It's a short read with a real impact. Find it at chrismasiello.com. See you next Monday."
Paired Newsletter — Week 12 Email
✉ Subject: 100% isn't enough. Here's why.
Hey [First Name],
This week's Mindful Monday challenges something we all take for granted.
Watch the video → [link]
100% effort = neutral. You're maintaining, not moving forward.
It sounds counterintuitive, but think about it: 100% is the minimum required to keep things as they are. It takes 101% — that extra fraction — to actually make progress.
I learned this from scuba diving, of all places. Neutral buoyancy feels incredible. But conditions always change. You can't stay still underwater, and you can't stay still in life either.
Lombardi said it: "Perfection is not attainable, but if we chase perfection, we can catch excellence."
Chapter 10 is about building that extra-effort habit — making it automatic rather than heroic.
Grab the book → chrismasiello.com
— Chris
→ Primary CTA: Book link — scuba story makes the concept memorable and distinctive
Strategic Note
The "100% is neutral" idea is highly shareable and conversation-starting — it contradicts conventional wisdom in a way that makes people want to repeat it. This video is a strong candidate for paid promotion if Chris wants to drive reach, as the counterintuitive framing stops scrolls. Lombardi's quote adds cultural credibility.
Video 13 of 52 · Chapter 11
Thriving Outside Your Comfort Zone
The most dangerous place you can be is exactly where you're comfortable. This video maps out the three zones — comfort, stretch, panic — and makes the case that staying neutral is the same as moving backward.
📐 Landscape 16:9
⏱ ~90 seconds
🎯 Drive book sales
✉ Email Week 13
📋 Chris's Bullet Points (On-Set Reference)
• Three zones: Comfort (autopilot, mind atrophies), Stretch (best learning zone), Panic (extreme but occasionally useful)
• Oliver Wendell Holmes: "A mind stretched by new experiences can never go back to its old dimension"
• Comfort zone = neutral — not moving forward OR backward
• We fear the future based on bad experiences from the past — not the unknown
• The most dangerous place: your comfort zone, because no one ever accomplished anything while comfortable
→ Chapter 11 at chrismasiello.com
• Oliver Wendell Holmes: "A mind stretched by new experiences can never go back to its old dimension"
• Comfort zone = neutral — not moving forward OR backward
• We fear the future based on bad experiences from the past — not the unknown
• The most dangerous place: your comfort zone, because no one ever accomplished anything while comfortable
→ Chapter 11 at chrismasiello.com
Opening Hook — 0:00–0:12
Director's Note
The provocation is intentional — "the most dangerous place." Let it be a little surprising. Then explain it.
Chris Speaks
"The most dangerous place you can be isn't out of your depth. It's exactly where you're completely comfortable."
The Insight — 0:12–0:50
Director's Note
Walk through the three zones clearly. The comfort/stretch/panic framework is simple but needs a sentence each. The pandemic reference makes it tangible.
Chris Speaks
"Think about what happened during the pandemic. We were all yanked out of our routines overnight — and somehow, within weeks, found new ones. That's a demonstration of how fast we can actually adapt when we have to.
There are three zones. Comfort — where everything is familiar, your mind is on autopilot, and you're learning nothing new. Stretch — where things are harder, a little unfamiliar, but still within reach. That's where the real growth happens. And then there's Panic — so far outside what you know that it can shut you down, though occasionally it's not the worst place to visit briefly.
Oliver Wendell Holmes said it perfectly: 'A mind stretched by new experiences can never go back to its old dimension.' Once you stretch, you stay stretched."
There are three zones. Comfort — where everything is familiar, your mind is on autopilot, and you're learning nothing new. Stretch — where things are harder, a little unfamiliar, but still within reach. That's where the real growth happens. And then there's Panic — so far outside what you know that it can shut you down, though occasionally it's not the worst place to visit briefly.
Oliver Wendell Holmes said it perfectly: 'A mind stretched by new experiences can never go back to its old dimension.' Once you stretch, you stay stretched."
The Practical — 0:50–1:10
Director's Note
The comfort zone = neutral connection from last week's video is intentional. Reinforce the throughline.
Chris Speaks
"Comfort is neutral — like 100% effort. You're not going backward, but you're not going anywhere either. And if you stay there too long, you actually start to slide.
This week, identify one thing you've been doing on autopilot — and introduce one small variation. Just one. That's the stretch zone in action."
This week, identify one thing you've been doing on autopilot — and introduce one small variation. Just one. That's the stretch zone in action."
Call to Action — 1:10–1:30
Call to Action
"Chapter 11 goes deeper into why we're afraid of the unknown — and reveals it's usually not the future we're afraid of at all. It's the past. That shift in understanding changes everything. Find the book at chrismasiello.com. See you next Monday."
Paired Newsletter — Week 13 Email
✉ Subject: The most dangerous place you can be right now
Hey [First Name],
This week's Mindful Monday starts with a provocation.
Watch the video → [link]
The most dangerous place you can be isn't out of your depth. It's exactly where you're comfortable.
Comfort is neutral — you're not moving forward. And if conditions change around you (they always do), comfortable becomes backward fast.
The pandemic showed us all how quickly we can adapt when we have to. The three zones — comfort, stretch, panic — map out where growth actually happens. Hint: it's not in the first one.
Holmes: "A mind stretched by new experiences can never go back to its old dimension."
Chapter 11 also reveals something surprising about what we're actually afraid of — it's usually not the future at all. Worth the read.
Grab the book → chrismasiello.com
— Chris
→ Primary CTA: Book link — mystery tease ("what we're actually afraid of") drives curiosity click
Strategic Note
This video creates a satisfying throughline with Video 12 (both use the "neutral" frame) — regular viewers will feel the series building a coherent philosophy rather than disconnected episodes. The comfort zone topic is perennially high-engagement on social platforms; this video will likely perform above average in organic reach.
Video 14 of 52 · Chapter 12
Building Competence
Not knowing what you're doing is actually the first step toward mastery — not a problem. This video maps the four stages of competency that every learner moves through, and shows why even Einstein started at square one.
📐 Landscape 16:9
⏱ ~90 seconds
🎯 Drive book sales
✉ Email Week 14
📋 Chris's Bullet Points (On-Set Reference)
• 4 Stages: Unconscious Incompetence → Conscious Incompetence → Conscious Competence → Unconscious Competence (muscle memory)
• This framework is "a permission slip" — everyone goes through it, even Einstein
• What causes panic today becomes a stretch tomorrow, then comfortable
• Ask yourself: when was the last time you were in your panic zone? How did you react?
• Change is a constant — either you drive it or it drives you
→ Chapter 12 at chrismasiello.com
• This framework is "a permission slip" — everyone goes through it, even Einstein
• What causes panic today becomes a stretch tomorrow, then comfortable
• Ask yourself: when was the last time you were in your panic zone? How did you react?
• Change is a constant — either you drive it or it drives you
→ Chapter 12 at chrismasiello.com
Opening Hook — 0:00–0:12
Director's Note
The Einstein reference upfront establishes that this framework applies to everyone — including the people we'd never imagine struggling with something new.
Chris Speaks
"There's a framework for how every human being learns anything new. And Einstein had to go through it, just like the rest of us."
The Insight — 0:12–0:50
Director's Note
Walk through the four stages with an example if possible — or keep it clean and abstract. The key is making each stage feel recognizable. Viewers should be nodding along.
Chris Speaks
"There are four stages of competency, and they apply to everything — learning an instrument, a new role, a new skill, anything.
Stage one: Unconscious Incompetence. You don't know what you don't know. You're completely in the dark — but you don't even know it yet.
Stage two: Conscious Incompetence. Now you know you don't know. That's progress. You're clumsy, you're awkward, but you're aware.
Stage three: Conscious Competence. You know what you're doing, but you have to think about every step. You can do it — but it takes real effort.
Stage four: Unconscious Competence. It's muscle memory. You do it without thinking. That's mastery.
Think about driving a car. Every one of us started at stage one. Most of us are now at stage four without realizing it."
Stage one: Unconscious Incompetence. You don't know what you don't know. You're completely in the dark — but you don't even know it yet.
Stage two: Conscious Incompetence. Now you know you don't know. That's progress. You're clumsy, you're awkward, but you're aware.
Stage three: Conscious Competence. You know what you're doing, but you have to think about every step. You can do it — but it takes real effort.
Stage four: Unconscious Competence. It's muscle memory. You do it without thinking. That's mastery.
Think about driving a car. Every one of us started at stage one. Most of us are now at stage four without realizing it."
The Practical — 0:50–1:10
Director's Note
The permission slip framing is reassuring and important. End with the questions — Chris can pause briefly for emphasis.
Chris Speaks
"I call this framework a permission slip. It tells you exactly how the process works — so you don't have to be afraid of being at stage one or two. It doesn't mean you can't do it. It means you've just started.
Ask yourself this week: what am I working to get good at? And where am I in those four stages? Knowing where you are is how you figure out what to do next."
Ask yourself this week: what am I working to get good at? And where am I in those four stages? Knowing where you are is how you figure out what to do next."
Call to Action — 1:10–1:30
Call to Action
"Chapter 12 applies this to personal development specifically — and has a set of questions I'd encourage everyone to sit with. The chapter is short, but the questions stay with you. Find the book at chrismasiello.com. See you next Monday."
Paired Newsletter — Week 14 Email
✉ Subject: Even Einstein started at square one
Hey [First Name],
This week's Mindful Monday is a framework I wish I'd had earlier in my career.
Watch the video → [link]
There are four stages of competency that every human being goes through when learning something new. Einstein went through them. You went through them learning to drive. You're going through them right now in whatever you're currently trying to get better at.
Stage 1: You don't know what you don't know.
Stage 2: You know you don't know.
Stage 3: You can do it, but you have to think about every step.
Stage 4: Muscle memory. Mastery.
The point isn't to rush to stage four. The point is to know where you are — so stage one and two don't feel like failure.
This is Chapter 12. I call it a permission slip.
Grab the book → chrismasiello.com
— Chris
→ Primary CTA: Book link — "permission slip" framing creates emotional resonance before the ask
Strategic Note
This video is particularly effective for audiences who've been hesitating to start something new — and that's a large portion of Chris's readership. The four stages framework is simple enough to remember and repeat. The "permission slip" language is memorable and distinctly Chris — worth making sure that phrase comes through clearly on camera.
Video 15 of 52 · Chapter 13
Understanding You!
Your brain is running ancient survival software in a modern world. This video explains why your body can't tell the difference between a sabre-toothed tiger and a stressful email — and what to do about it.
📐 Landscape 16:9
⏱ ~90 seconds
🎯 Drive book sales
✉ Email Week 15
📋 Chris's Bullet Points (On-Set Reference)
• We're wired for survival — the amygdala manages fight-or-flight, and it hasn't updated since prehistoric times
• Your body reacts the same way to a stock drop as it would to a predator
• Fear = mismanagement of the mind. Understanding your wiring lets you override it
• Top performers and nervous amateurs have the same internal feelings — they just label them differently (excitement vs. nerves)
• Being aware of your patterns is the first step to getting out of your own way
→ Chapter 13 at chrismasiello.com
• Your body reacts the same way to a stock drop as it would to a predator
• Fear = mismanagement of the mind. Understanding your wiring lets you override it
• Top performers and nervous amateurs have the same internal feelings — they just label them differently (excitement vs. nerves)
• Being aware of your patterns is the first step to getting out of your own way
→ Chapter 13 at chrismasiello.com
Opening Hook — 0:00–0:12
Director's Note
The tiger image is vivid and a little funny — let the slight absurdity of it land. Then pivot to the serious point.
Chris Speaks
"Your brain is still running survival software built for a world with actual predators. And it genuinely cannot tell the difference between a sabre-toothed tiger and a difficult email."
The Insight — 0:12–0:50
Director's Note
The top performer / nervous amateur distinction is the most practical takeaway — make sure it's clear. "Same feelings, different label" is the key line.
Chris Speaks
"There's a part of your brain — the amygdala — whose entire job is fight or flight. It's hardwired in all of us, and for good reason. It kept us alive.
But it's working with ancient programming. A stock price drop. A difficult family situation. Speaking in front of a crowd. Your body has one response for all of it — the same one it would have for a tiger in the wild.
And here's something fascinating: studies on performers show that top performers and nervous amateurs have the exact same internal feelings before going on stage. The difference is the label. Top performers call it excitement. Amateurs call it nerves.
Same feelings. Different story. Completely different outcome."
But it's working with ancient programming. A stock price drop. A difficult family situation. Speaking in front of a crowd. Your body has one response for all of it — the same one it would have for a tiger in the wild.
And here's something fascinating: studies on performers show that top performers and nervous amateurs have the exact same internal feelings before going on stage. The difference is the label. Top performers call it excitement. Amateurs call it nerves.
Same feelings. Different story. Completely different outcome."
The Practical — 0:50–1:10
Director's Note
Simple, actionable reframe. The awareness piece — just noticing the pattern — is the practical step. Don't overcomplicate it.
Chris Speaks
"This week, when you feel that familiar spike of stress or resistance, pause for just one second. Name it. And then ask: is this actually dangerous, or is it just unfamiliar? Your brain doesn't know the difference. But you do — if you take that second to check."
Call to Action — 1:10–1:30
Call to Action
"Chapter 13 goes into how to use this understanding to get out of your own way — especially in high-stakes moments. There's a framework in there for recognizing your default patterns and choosing something different. Find the book at chrismasiello.com. See you next Monday."
Paired Newsletter — Week 15 Email
✉ Subject: Your body can't tell the difference between a tiger and a traffic jam
Hey [First Name],
This week's Mindful Monday is about your brain's ancient operating system.
Watch the video → [link]
Your amygdala — the part of your brain that manages fight or flight — hasn't gotten an update since the days of actual predators. And it responds to a stressful email exactly the same way it would respond to a sabre-toothed tiger.
That explains a lot of behavior that otherwise makes no sense.
Here's the good news: top performers and nervous amateurs have the same physiological response before going on stage. Same elevated heart rate, same adrenaline. The only difference? How they label it. Excitement vs. nerves. Same feeling. Completely different outcome.
Chapter 13 is about understanding your own wiring well enough to override it. Because awareness is the first step.
Grab the book → chrismasiello.com
— Chris
→ Primary CTA: Book link — science-grounded content creates trust; "awareness is the first step" creates pull toward the deeper content
Strategic Note
The "excitement vs. nerves" reframe is one of the most practically useful ideas in the book for Chris's audience — business leaders who navigate high-pressure situations regularly. This video is well-positioned to generate replies and conversation in the email channel. Consider adding a P.S. in the newsletter: "What's something you've been calling 'nerves' that might actually be excitement?"
Video 16 of 52 · Chapter 14
Mindset
Your life is a mirror of your thinking — with a time delay. This milestone video (end of the first batch) brings the series back to its core: the state of your mind is the one thing you can always control, and it shapes everything else.
📐 Landscape 16:9
⏱ ~90 seconds
🎯 Drive book sales
✉ Email Week 16
📋 Chris's Bullet Points (On-Set Reference)
• Mindset = taking active control of your thinking. Not passive — deliberate
• Pain and discomfort are temporary. Quitting is forever.
• "The teacher arrives when the student is ready" — your circumstances are teaching you something
• "I can't believe this is happening again" = false loop. Nothing ever truly happens again.
• Einstein: "I have no special talents. I am only passionately curious."
• Your life is a mirror of your thinking — with a time delay. What you think now creates tomorrow.
→ Chapter 14 at chrismasiello.com
• Pain and discomfort are temporary. Quitting is forever.
• "The teacher arrives when the student is ready" — your circumstances are teaching you something
• "I can't believe this is happening again" = false loop. Nothing ever truly happens again.
• Einstein: "I have no special talents. I am only passionately curious."
• Your life is a mirror of your thinking — with a time delay. What you think now creates tomorrow.
→ Chapter 14 at chrismasiello.com
Opening Hook — 0:00–0:12
Director's Note
This is video 16 — the close of the first batch. Tone should feel slightly more reflective and grounded. Chris is speaking from experience here, not theory.
Chris Speaks
"Everything we've talked about over the past few months comes down to this: the state of your mind is the one thing you can always control. And it shapes everything else."
The Insight — 0:12–0:50
Director's Note
The "life is a mirror with a time delay" line is the most powerful in the whole chapter — save it for the end of this section. Let it land fully before moving on.
Chris Speaks
"I've always believed that a regret is the worst thing you can have. Pain and discomfort pass. But quitting — that stays with you.
One of my core beliefs is that the teacher arrives when the student is ready. The circumstances we find ourselves in aren't random. They have something to teach. We can either ask 'what am I supposed to learn here?' or we can ask 'why does this keep happening to me?' One of those questions moves you forward. The other keeps you stuck.
Albert Einstein, of all people, said: 'I have no special talents. I am only passionately curious.' If that's Einstein's answer, it's good enough for the rest of us.
Here's what I know: your life is a mirror of your thinking. And there's a time delay. What you're thinking right now is building the world you'll live in tomorrow."
One of my core beliefs is that the teacher arrives when the student is ready. The circumstances we find ourselves in aren't random. They have something to teach. We can either ask 'what am I supposed to learn here?' or we can ask 'why does this keep happening to me?' One of those questions moves you forward. The other keeps you stuck.
Albert Einstein, of all people, said: 'I have no special talents. I am only passionately curious.' If that's Einstein's answer, it's good enough for the rest of us.
Here's what I know: your life is a mirror of your thinking. And there's a time delay. What you're thinking right now is building the world you'll live in tomorrow."
The Practical — 0:50–1:10
Director's Note
End this section with the two questions side by side — the victim question vs. the learner question. Pause between them. Let viewers feel the difference.
Chris Speaks
"This week, when something doesn't go the way you wanted, notice which question you ask. 'Why is this happening to me?' — or — 'What is this trying to teach me?' That one shift in question changes everything about what happens next."
Call to Action — 1:10–1:30
Call to Action
"Chapter 14 closes with a simple truth: if you want a different world tomorrow, start with different thinking today. That's the book. That's what this whole series is about. You can find it at chrismasiello.com. I'll see you next Monday — and for many Mondays after that."
Paired Newsletter — Week 16 Email
✉ Subject: Your life is a mirror of your thinking. Here's what it's showing you.
Hey [First Name],
This week's Mindful Monday brings everything back to the center.
Watch the video → [link]
We've covered a lot of ground these past four months — sustainable thinking, vision, priorities, personal growth, possibilities, self-reflection, abundance, effort, comfort zones, competence, your survival wiring.
It all connects here: the state of your mind is the one thing you can always control. And it shapes everything else.
Your life is a mirror of your thinking — with a time delay. What you're thinking right now is building the world you'll live in tomorrow.
Einstein: "I have no special talents. I am only passionately curious."
That's the whole philosophy. Chapter 14.
If you've been thinking about getting the book — this is the week. Every chapter is a Monday. Every Monday is a choice.
Grab the book → chrismasiello.com
— Chris
→ Primary CTA: Book link — "If you've been thinking about getting the book, this is the week" is a milestone moment CTA; 16 weeks of relationship = earned ask
Strategic Note
Video 16 is the natural milestone moment — end of the first filming batch, 16 weeks of consistent content. The email for this week can afford to be a stronger book purchase ask than any previous week: viewers at this point have had 16 Mondays of value from Chris, and the relationship is well established. Consider making the subject line A/B tested: "Your life is a mirror of your thinking" vs. "16 Mondays in. Here's what I want you to know."
Filming Guide
How to film these well at home
Chris is already comfortable filming at home — that's a genuine advantage. The goal is consistency, not perfection. A viewer who comes back every Monday for a year values the reliability of the format far more than studio-quality lighting.
Format
Landscape 16:9 only. Record horizontally — phone or camera sideways. A $20 tripod is all that's needed.
Length
Target 90 seconds. Never more than 2 minutes. Short enough to watch twice.
Location
Same spot for all videos — brand consistency. Clean background, natural window light preferred.
Tone
Warm, considered, no hype. Like talking to one person — not broadcasting to a crowd.
Captions
Always add captions. 85%+ of social video is watched on mute. Captions also help with discoverability.
Repurposing
Each landscape video crops to 1:1 square (LinkedIn/FB) and 9:16 vertical (TikTok/Reels/Shorts). One shoot = 4 formats.
End Card
"chrismasiello.com · Get the Book · New Video Every Monday" — same end card across all 52 videos.
Batch Filming
Film 16–18 videos per session. 3 sessions covers all 52. Chris shows up 3× a year — Travis handles the rest.
Big Picture
52 videos × ~90 seconds = a full year of weekly content that systematically walks every subscriber through the entire book. By the end of year one, the email list is a warm, book-engaged audience ready for whatever comes next — courses, workshops, a second book, or speaking engagements.