 Okay, so one of the things that guys in my corner of the internet whether that's men's Influence or style in general one of the questions that we often take for granted is why does any of this stuff matter? But especially with the style guys, why does style matter? I mean, it's just clothing, you know it's just linen or Animal hair or something else that's put on my body and really originally it was just to protect me from the elements So why does any of this matter you guys ever thought about it? So one thing that it does do is it helps our brain Shortcut and be able to make judgments based on patterns now the world will tell us that that's bad That we shouldn't make those judgment based on those patterns and do a certain extent I agree as long as you're willing to make them and then override them once you're given different information But we can't always assess everything based on its own merit. We have to take those shortcuts We have to use those patterns and clothing is a huge way to do it now in the course of the day I've already had three gentlemen come up and introduce themselves to me and say I knew you were a speaker Why do you think they knew that? Because of what I was wearing right one of the specific who told me he said you don't roll into a conference Looking like you do and not be a guy who's speaking and presenting, right? I haven't done anything else. We hadn't said anything. We hadn't communicated sure. There's body language and there's presence But even that is either exaggerated or downplayed by the clothing that I choose to wear So style is a big one and it's one of those things that it helps us Facilitate our interaction with the rest of the world. It helps us determine who's in tribe and who's out tribe It helps us determine the value of what we have it helps us to signal our status It helps us signal signal our fertility It helps us signal all these other traits that we seek is virtuous and other people and it applies just as well to men as it does to women However, there's a big difference between the way that men and women should approach style And this is one of the things that I see a lot because most men have kind of this either Negative relationship with their appearance or they just have a neutral one They assume that as long as I don't look bad Then I don't really care how I look and I'll tell you that any guy who says that he doesn't care about his appearance All you have to do to calm on his bluff and say all right come to work tomorrow on a snuggie a pink one Right one of those big old blankets with sleeves No guy's gonna show up to work in that because he's gonna be embarrassed by it And he's not gonna feel comfortable or confident in it And so men we do care about our appearance But mostly we just care care about it in this neutral context as long as I don't look bad Then I'm fine as long as I don't look ridiculous Then I'm fine But we miss out on so many opportunities for what our clothing can do for us by not getting into the positive realm of Having our appearance do good things for us as opposed to just not doing negative things Now that jumps into this whole concept of visual appeal versus visual power As I speak to guys at different conferences as I meet men across the country and even throughout the world One of the things that guys who are new to the world of aesthetics or style tell me is oh, yeah My mom used to dress me or my girlfriend buys clothes for me or my wife dresses me nine times out of ten I don't need them to tell me that because I can tell because when a woman dresses herself Her primary goal is visual appeal She wants to accentuate the things that are appealing about her. We've learned that that's part of a sexual strategy That's part of accentuating the things that biologically we as men are attracted to in women The problem is is they take those same goals and then when they apply them to you you end up looking cute And no man should ever look cute. It's not your goal. It doesn't help facilitate what your goals are It doesn't help accomplish what you want to accomplish. No man should ever look cute Instead a man should be seeking visual power All right, it's a subtle difference as far as what's actually accomplished aesthetically, but socially it's a huge difference And that's why it's very easy to tell for me It was pretty easy to tell the difference between those who were speakers or those who run their own businesses Those who are kind of here to help with the conference versus some of you guys who are brand new here to learn I don't mean that as a value judgment, but it certainly is an observational judgment It's pretty easy for me to tell because some of you guys look like you just don't care or that at least you care not enough to Look bad or that you just at least want to look kind of good in the way that a girl would think you would look good But you don't look powerful and I'll tell you one of the biggest secrets to dressing well