Find your passion, pursue your purpose and make your mark on the world.

Our mission is to free people from The Matrix. Said another way, we want to end the poverty of poor mindset

We are very aware of how vague that is, and I will punch myself in the mouth if all we succeed in doing is motivating people. That holds no interest for us as a team, and perhaps least of all for me as an individual. We want to build things directly, and help others build things that solve what we believe to be the world’s biggest challenges. That’s why we’ll be running this company like an economic engine and not a non-profit. That is the only way for us to control our own destiny and not approach the world with our hand out. Additionally, the market gives instant and brutal feedback as to whether or not you’re delivering value. That forces you to get very specific, very fast.

We will be taking a phased approach over the next 5 years to building a company that’s designed to last. After the success of Quest Nutrition, I could have bought an island and retired, but that’s not the game I want to play. I believe that life is about the acquisition of skills and putting those skills to the test in service of something bigger than oneself. So Lisa and I doubled down and founded Impact Theory. As a team, It! is a group of people who believe in their ability to effect real change, and hold themselves accountable to doing so. As a collective, we are prepared to break ourselves in half to realize our shared vision. That vision breaks down as follows:



Mission-based companies that are focused on solving meaningful challenges


Impactful, culturally-relevant content in both the arenas of traditional “entertainment as mythology” and the modern social variant of entertainment as education.

Execution Phase One

The Show & Community Building

Having a great product and building a thriving community focused on a set of core values and celebrating transformation was how we built Quest Nutrition. It’s an undertaking we at It! know very well, and something we will be laser focused on. In fact, community building will be our number one priority in phase one. The main way we plan to build the community is by creating world-class free content that will help people become the best version of themselves and make clear what our ideology is. The main tent pole of our content ecosystem is Impact Theory the show, but we will have a host of other content that spins off of that show. Ultimately we will also have other content that is unrelated to Impact Theory the show, but is still ideologically connected. To us, it is critically important that the community be galvanized around a set of values, as this will be a key part of phase two.

Execution Phase Two

Finding Companies

Taking the hunt for companies and content beyond the walls of It!. Technology will almost certainly play a role here, but our job is going to be to identify, and then buy or incubate, the companies and culturally-relevant content that will help us free people from The Matrix. This is where the community will come in. They will be the ones who up-vote the ideas that they believe are worthy of being taken to the next level. We will watch for vitality within our community.

Execution Phase Three

Building & Selling

Once we’ve identified the first wave of companies and content that we’re going to get behind, we begin building and publishing. This is where the rubber meets the road and where we’ll really be able to differentiate ourselves. Having spent the last 14 years building two dramatically different companies (including Quest Nutrition, which ultimately ranked #2 on the Inc. 500), I know what it takes to learn an industry from scratch and get something off the ground. I’ve also witnessed first-hand the value of a strong mission and the way social media and content in general allow you to leverage your mission as your most effective marketing. Our team will be utilizing their experience as brand builders, marketers and content creators to help gain awareness for our creators, products, and portfolio companies. And as always, our selection criteria will be that the people and ideas that we back are things worth building.


Tom Bilyeu


I'm a relentless agent for change, here to see how far I can push my own potential and the potential of others. I used to think I was Morpheus or Neo, now I know I'm the White Rabbit. My job is to simply show you how deep the rabbit hole really goes. The rest will be up to you. I'll consider mine a life well lived if we can pull people out of the Matrix by positively impacting the direction of the culture at large. I believe that's done through two things: 1. The creation of, financing for and mentoring of mission-based businesses and entrepreneurs and 2. The creation of media properties of all types that tell empowering stories.

Lisa Bilyeu

Co-Founder and President

Lisa is living proof that Darwin was right when he said it is not the strongest of the species that survive, nor the most intelligent, but rather the most adaptive to change. She began her professional career in film, moved briefly into administration, and then, as a founding team member at Quest Nutrition, she took on logistics - building the company’s fulfillment department from scratch and helping facilitate the company’s rise to #2 on the Inc. 500 list of the fastest-growing private companies. She then returned to media helping build the company’s revolutionary in-house media team, producing content that has been viewed over 100,000,000 times. As co-founder of Impact Theory, she’s looking to combine her highly developed skills as a creative producer with her drive to help people build things that matter.

Courtney Paulson

EVP, Production and Development

Courtney is an award-winning Showrunner, Development Executive, and Director whose career spans over 20 years in the television industry. She has worked with some of the most recognized and respected names in the business — including Barbara Walters and Oprah Winfrey. Her passion for storytelling and creating video content that makes an impact has led her to produce over 500 hours of network and cable programming, including projects for all four of the major broadcast networks. Her credits include both primetime and daytime series, including projects for ABC, CBS, NBC, FOX, ABC Family, The Learning Channel, Lifetime, and OWN. Prior to moving to Los Angeles, Courtney worked at the legendary Oprah Winfrey Show where she learned first hand the intricacies of producing shows that helped people live their best lives. The topics ranged from celebrity interviews to serious social issues with a myriad of topical varieties in between. Her experiences have exposed her to some of the most influential people, organizations, and brands of our time. Courtney is an avid Chicago Bears fan, has climbed Mount Rainier (although terrified of heights), and is currently on a quest to find the best pizza in California.

Christopher McDonald

Director of Talent Relations

Growing up an “army brat,” Christopher spent his entire upbringing traveling around the globe. Christopher and his family immersed themselves in the cultures of Guyana (his parents’ home country), Japan, Korea, Germany and several states along the continental United States. Needless to say, he developed an adaptability to a variety of situations and a keen interest for what makes humans tick. As the talent booker for Impact Theory, Christopher uses this curiosity to research and acquire a diverse interview guest line-up of worldly change makers seeking to unlock the secrets of human potential. Christopher has booked, produced and written for an array of late-night television and cable news and editorial programming on several networks, including CNN, PBS, CBS, OWN and BET.

Casey Elliott

Associate Producer and Clearance Supervisor

Born and raised in the small college town of Oxford, OH, Casey developed a deep fascination and love for history thanks to her parents, who took her on countless historic road trips to sites such as Gettysburg, the National Mall, and The Battle of Little Big Horn. At age 9, her love of the cinema was first sparked at the movie theater, when her mother took her to see Jurassic Park (still one of her favorite films). Casey would go on to attend film school at the University of Michigan (Go Blue!), where she realized her genuine passion for research and analysis (shout out to Professor Cohen's 'Women in Westerns' Freshman Seminar!). Casey spent her college summers working as a production assistant in LA, and moved to Hollywood immediately after graduation. Her 10+ year television career highlights include working directly with George Clooney on the Hope for Haiti Now live telethon (broadcast simultaneously on over 25 networks), HBO's Emmy nominated concert special The 25th Anniversary of the Rock and Roll Hall of Fame Concert, Animal Planet's hit reality series Treehouse Masters, and the powerful PBS documentary film Bridging the Divide: Tom Bradley & the Politics of Race, along with various other programs for a multitude of networks, including NBC, CNN, TNT, MTV, Comedy Central, History Channel, and Science Channel. Continued travels, as well as a slight obsession with historical nonfiction and documentary film, has instilled in her the belief that everyone’s story is worth telling.

Jared Smith

Director of Marketing

Jared is a growth-focused marketer, content strategist, and writer/editor who believes that the sole purpose of life is human connection. Throughout a diverse career that’s taken him from magazine publishing to academia and just about everything in between, Jared has leveraged the power of language and story to educate, inform, and entertain audiences. He’s held key marketing and communications roles at both early-stage startups and large brands alike, and his writing has been published in Mediapost, Rangefinder Magazine, and Orbit. Jared is also deeply passionate about literature and earned a master’s degree in English from UC Riverside, where he studied postcolonial theory and diaspora in Caribbean lit. When he’s not focused on building Impact Theory into a movement, he’s surfing, reading, or bread-making. Follow him @jareditor

Cindy Okereke

Marketing Associate

Cindy is a semi-retired wanderer from Fair Lawn, NJ, who is learning how to plant roots in Los Angeles. Cindy has an undying passion for discovering people and the connective threads that join them. Once upon a time, she worked in nonfiction book publishing, did a brief stint in Law School, and spent a year and a half (on and off) working at lululemon. After finally deciding that she needed to do something more characteristically “Cindy,” she moved to LA in August 2015 with her sister, two suitcases, and a carry on — and figured out the details later. Her journey has been filled with twists and turns, bumps in the dark, and occasionally playing the real life lava game, but the journey is only just beginning.


I do a lot of this kind of stuff as you could imagine, and [Tom] was able to get into things that I actually care about, things that I think are actually the punchline, and I enjoyed it.

Gary Vaynerchuk 4x NY Times Bestselling Author, Co-Founder & CEO of VaynerMedia

Amazing! I had a wonderful time. I appreciate Tom's passion and willingness to deep dive into such an array of topics....Amazing show, amazing mission.

Jason Silva Philosopher, Host of National Geographic’s Shows Origins and Brain Games

Oh I loved it...and I almost didn't want it to end. It felt like...therapy, actually….I think Tom is amazing, the whole crew is amazing. Thank you for giving me a chance to share a little bit about myself.

Jessica O. MatthewsInventor, Co-founder & CEO of Uncharted Play

I thought Impact Theory was amazing. It was exactly what I thought it would be. Tom asked all the right questions to really get to the nitty-gritty of your core.

Laila Ali Former Undefeated Professional Boxer (24-0), Author, TV Host, Speaker

Impact Theory was like a mixture of Oprah meets Richard Branson, meets Barbara Walters, except…that it's like none of those things because Tom is absolutely unbelievable. If you are serious about improving your life...making more money, getting...

Mel RobbinsBest-Selling Author, Renowned Keynote Speaker, CNN Legal and Social Commentator

Listening to Tom talk to me and ask me questions about my life--it actually made me think about some things I need to get better at….It's made me more aware. I love it.

Michael Strahan NFL Hall of Fame & Super Bowl Champion, 2x Daytime Emmy Awards Winner

I love Impact Theory. There's a man who is just on a mission to find the best in humanity and then make it known to the world. I'm a huge fan.

Peter DiamandisFounder & Chairman of XPRIZE Foundation

I love the show. Tom is genuinely exploring and trying to pull out things that not only he can use, but things that his audience would benefit from, so I love it.

Tim FerrissSerial Entrepreneur, podcast host, 3x NY Bestselling Author, Angel Investor

I think this was possibly the best interview I've ever had. I love Tom's energy. He brings out the best in you because he's so enthusiastic.

Vishen LakhianiEntrepreneur, Speaker, CEO of Mindvalley