Dr. Erlendur Jonsson
Know yourself.
Before everything else.
Philosophy, psychology, fitness, nutrition, mentality, finance, decision making. Everything a young man needs to build a real life — with someone who has actually lived it.
The Idea
At 18 I didn't know who I was. At 25 I was still trying to find myself. Nobody sat down and told me: This is who you are. This is what you want. This is your path. That's the man I am now.
What we cover
Ancient and modern frameworks to understand life, meaning and identity.
How your mind works, how to rewire it — and how to build resilience, focus and confidence through practice.
The body is the foundation. Train right, eat right — discipline here transfers to every area of life.
How to think about money, build wealth and understand the systems that shape your financial life.
Frameworks for making better choices — in career, relationships and life.
The Process
Self-Knowledge
Personality, values, strengths and weaknesses. We use real tools — not school tests — to find your core. This is the foundation everything else stands on.
Direction
Not what your parents want. Not what society says. We separate internal desires from external expectations — and define goals that are truly yours.
Execution
Education, career, network and tools become meaningful when you know why you're using them. Here comes the action — but now with purpose.
About
I am Dr. Erlendur Jonsson — lecturer, entrepreneur and economist. I've built and sold companies, taught at university, and learned firsthand what it means to know yourself — and what it means not to.
At 18, I never had that man in my life who would have pointed me in the right direction. That's why I'm here. I'm not a coach. I'm the man you should have had.
Each group is small — 4 to 6 men — selected by application. This isn't for everyone. This is for those who are ready to do the work.
Writing
Thoughts on the things that matter.
Reading List
These are not just books. They are tools for thinking differently.
A ruthlessly honest look at how power works in the real world. Essential reading for anyone who wants to understand human nature, strategy and influence.
A masterclass in ambition, discipline and reinvention. From bodybuilding champion to Hollywood icon to governor — proof that vision and relentless work can take you anywhere.
An intimate portrait of the most polarising entrepreneur of our time. Whether you admire him or not, understanding how Musk thinks is essential for anyone serious about business and the future.
The framework behind one of the world's most successful investors. Dalio breaks down how to think clearly, make better decisions and build systems that work — in business and in life.
Apply
Few spots. Much to gain.