Those who follow my blogs (sorry I write so many) will undoubtedly know that I compare Alexander's Discovery - in it's potentiality for revolutionary change - on par with the internet.

I am sure there are readers out there who believe I am bonkers. And they could be right. History will be the judge of that. Occasionally I do worry about that my Self…

Indeed, I suffer from delusional optimism. I think it's a trade secret of all entrepreneurs. Without it, we would give up. So let me enjoy a little of my optimism right now…

What Is The Future For Alexander Technique?

Despair not: Alexander's work will transform not one, but multiple industries in ways that few people on the planet right now understand. You, dear reader, most likely do understand. You are a dedicated individual who gave years of your life, and tens of thousands of dollars of your money, to pay for an "Alexander Technique Teacher Training Course" or even a series of lessons over many years.

Your life has been transformed as a result.

My guess is that you actually agree with my grandiosity, but it's too scary to express that to anyone else. They will think you have gone bonkers too. So we shut up about it, and carry on our modest lives.

I feel for you dear reader. You have devoted enormous amounts of time and effort for something you knew in advance would be horrendously difficult to make a success of. You knew in advance that the likelihood you could financially redeem your investment was infinitesimal.

You invested anyway.

And you did so, because you knew that in unforseen and mysterious ways, you benefitted hugely. You also know that this work will continue to fascinate, puzzle and bewitch anyone who manages to lunge themselves into the byzantine world known as the Alexander Technique.

I mean - what a ridiculous name for it!

But it's a as good as we can get, because there isn't any word available in any language anywhere that truly captures what we do. Therefore, why not name it after the genius who brought forth this conscious magic into the world? A man who will eventually stand beside the likes of Einstein and Darwin by the incalculable effects his discoveries will have on ordinary human lives in far flung places across our precious plant. Already his work has virally infiltrated over 40 countries, and it continues to spread like an irredeemable force.

However, today as I write today in 2014, entrance into this world as an "Alexander teacher" offers you only a 5% chance to capture a financially sustainable career to proclamate and transmit the magnificence of what you personally obtained.

Instead, what awaits you, is hardship, incomprehension, even ridicule.

"What Is It?"

I feel for you all - I know from long experience how impossible it is to adequately answer the "What Is It?" question. How exasperating it is when people respond:

"Oh, that's just like...[fill the gap]"

And you know it is nothing like that.

But you meekly reply: "Oh yes, it is a bit like that. Clever you."

Because you know that if you insist that it is nothing like that, it will only engender doubt in the listener. It may cause you to fail in your mission to invite this person into your world. You become a fanatic. We live with that enigma every day. Our profession has lived with this enigma since Alexander gave the first lesson in 1894, one score and a century ago.

It is my mission to destroy our culture of failure, and transform it into a culture of success.

Alexander's discovery puts us on the verge a monumental reorganisation of our ideas concerning the origin, nature and command systems of human movement. Already there are signs of this radical transformation, but too sparse and disparate to collect their persons into a meeting of fact. Only a scarce smattering of Educationalists, Scientists and Alexander Technique devotees and their faithful followers have any inkling of what is coming in the next 100 years.

Alexander is A Platform, Not A Product

Today is the day I had a new realization: Alexander Technique or Alexander's Discovery or Alexander's work or whatever you want to call it is a platform. And you don't sell the platform - you use the platform to sell something else.

Just as you don't "sell" the internet, you don't "sell" Alexander. You use the internet (and Alexander) to build a new version of itself that iterates into a better platform, from which you sell your services and products.

The World Wide Web was an iteration of the internet platform that ushered in browsers (service) giving access to a flood of new products and services. Facebook is another iterated platform, built upon the World Wide Web, that again ushers in a flood of new products and services. There are without doubt further platforms of which we currently have no inkling. Airbnb.com and Uber.com are examples of new leading edge platforms that are transforming colossal industries at this very moment of time.

This will be the way Alexander's Discovery evolves it's presence in the world…

It's A Platform, Stupid.

Alexander's Discovery is a primary platform for building new platforms. Upon any of these platforms you can produce services and products in a virtually infinite array.

This is my nascent vision of ATSuccess.

ATSuccess members are urged to throw away the idea they are selling Alexander Technique. Instead, I invite them to construct a new platform - based on a niche - that solves problems no-one else is very good at solving.

These new platforms are now being built by ATSuccess Pro members. Here's a sprinkling of the new platforms they are building on Alexander's original internet-like breakthrough:

Art of Freedom - Jennifer Claire (USA)
Self-Care Skills - Angela Bradshaw (UK)
Total Vocal Freedom - Peter Jacobson (USA)
Body Consciousness for Musicians - Eleni Vosniadou (Brazil)
Off-The-Mat-Yoga - Cecile Raynor (USA)

From these platforms - iterations of Alexander's primary platform - each ATSuccess Pro Member sets out to sell a new niched service and it's associated products.

The possibilities are limited only by imagination.

Your service must be something that is inherently useful to people. The more focused it is, the more likely to succeed. Your aim is go into a niche, then solve a specific problem better than anyone else has ever done so before. Your solution will be a totally new and unique. It will elegant, effective and almost miraculous. It will eventually make you a lot of money.

However, unlike the Internet, Alexander's platform is about evolution, not revolution. Change in our platform is as inversely slow as the internet is quick.

What Will Happen Next?

I won't live to see it happen on the scale I am deeply convinced it will. My purpose and mission in life is to accelerate this process for the betterment of humanity, in whatever way I can, in whatever time I have left.

I am fond of saying: "Alexander is industrial."

By this I mean that you can not accelerate our progress beyond a certain pace. When it takes a minimum of three years, and around $50,000 to train up one person to deliver this service - that is industrial. That takes time, investment and a long lead time before you can gather any significant return on your investment.

However, as we succeed - Venture Capitalists please note - our businesses become almost invincible to competition. We gain a built-in monopoly that even governments will find nay impossible to deconstruct. It is really quite extraordinary, and not like anything that has ever proceeded it.

However today, most people never see that return in monetary terms. The lack of our platform's financial success is a significant factor paralysing the uptake of Alexander's discovery.

It's Not The Money, Stupid

Many people think:

"Jeremy is just about making money."

It is incorrect. I see monetary success as the final liberator of Alexander's ideas. I see monetary success as a means whereby we can demonstrate to the world the efficacy of what we do. Money screams, it yells, it can be heard a long way away, by many different people.

Nothing quite compares to the conversional power of making money.

This is my obsession - converting people to our platform. This is what I am about. Building and extending the platform requires investment. Whatever profits BodyChance makes, I pledge here, publically and without constraint, to reinvest these profits into building deeper, stronger and wider platforms for the propagation of Alexander's truly extraordinary discovery.

In financial terms, it has taken a mere 14 years for BodyChance to capture 25% of the total annual revenue being generated worldwide in our niche today. BodyChance continues to grow 20% annually, as it has done since it's origin in 1999. Richard Koch, in his effortlessly powerful book The Star Principle, defines that performance as "A Star Business." Coca Cola, another example of a star business, originally grew at 10% annually, but it did so for decades.

For the math-minded among you, go ahead and calculate the size of a company that sustains a compounded annual growth rate of 20% over 100 years. Start with $100,000 capital. The number will stagger you.

Coke holds basically one niche. Alexander is multiple niches, so it's potentiality for growth far out strip sugared water. It's a platform, not a product, remember? We are, slowly but surely, changing the world. As Steve Jobs so beautifully put it:

“We’re here to put a dent in the universe. Otherwise why else even be here?”