It's not even about achieving something – it's about changing mindset. At that age, kids can go strongly in one direction or another in life, and being able to give them a steer is a huge accomplishment.

Mixed martial arts aren't like boxing. In boxing, if you lose on your way up? It's pretty much career over. In mixed martial arts, there are so many ways to win and lose... When that happens, you say, 'OK, what did I do wrong?' – you have to be honest with yourself.

We characterise our ideal 'Substacker' in affectionate terms – we call them outsider nerds – they're outsiders insofar as they don't fit comfortably in the dominant media structure for whatever reason – perhaps they feel they can do better work outside of it They're nerds insofar as they're especially knowledgeable or passionate about a particular subject area.

To follow your dreams and imagine the unimaginable. Everything man-made that we see and touch on a daily basis has been invented by someone, by an entrepreneur. Life is exciting and you can create your own destiny, just as long as you believe in yourself and step outside of the box.

You become immune to the evils of criticism and flattery and enjoy a fundamental self-esteem and not a desire for self-image. This is dependent on others and can be taken away any time you are not validated.