Measurable Genius - The Choice

The 3-Day Behavioral Science Reset for Entrepreneurs Who Refuse to Build a Life They Secretly Hate

Become 10x the business owner by addressing what every course you’ve bought has ignored: who you are inside. Your business mirrors your internal chaos until you fix your relationship with yourself. When you trust yourself, your decisions flow. When you value your vision, clients buy. When you stop looking for permission, the exhaustion lifts, and building your business finally feels natural.

The Choice, December 4-6, 2025, 9 am – 9 pm MDT

Days

Hours

Minutes

EARLY BIRD CLOSES: November 29, 2025
| The Choice, December 4-6, 2025, 9 am – 9 pm MDT

Scott Smith

“Attending The Choice was a pivotal turning point in my life and business. I walked in curious and walked out with a level of clarity I didn’t realize I was missing. The frameworks, the coaching, and the community shifted how I see myself as a business owner and gave me tools I keep returning to. Months later, I’m still experiencing ripple effects—confidence in billing clients, restructuring my services, and even reshaping how I handle setbacks. It wasn’t just an event; it was a catalyst that continues to move me forward. The Choice remains one of the most impactful investments I’ve ever made.”

Warning

I can't sell you on The Choice with words alone.

Transformation is experienced, not read on a page.

But here is what I can promise:

If you choose to attend, you will experience three days of behavioral science that finally makes everything click. You will trade everyone else's vision of success for the freedom of your truth and your inspiration.

You’ll step out of flustered exhaustion and into the identity of a Powerful Creator—an entrepreneur who builds from CEO consciousness, markets from truth, and stops feeling guilty about money.

Some of you know exactly what I mean.

Others will scroll down looking for “7 Steps to Success.”

Both are fine. Only one transforms.

December 4-6. Your choice.

– Alexander Ford

The Painful Pattern You're Living 💀

You started your business with vision and inspiration.

You remember that feeling:

The can’t-sit-still excitement about building a meaningful business, helping people transform, and… making enough money to live the life you want.

Then external “shoulds” hijacked your journey.

Marketing tactics that feel gross. Influencer advice that doesn’t fit. Software that solves nothing. The exhausting search for someone else to give you the answers.

Now, you’re stuck in a pattern that is costing you more than money.

It’s costing you the life you wanted to create.

Your webinars don’t convert. Your social posts flop. Your sales calls feel like begging.

The people you want to help can’t find you.

And the people who want to help you don’t know how.

So you wake up exhausted, wondering if today’s the day it finally clicks—or finally collapses.

You’ve tried everything.

New messaging.

Different offers.

Another course.

That guru’s “proven playbook.”

You’ve done all the “shoulds.”

And it’s not working.

Not because you’re not smart enough.

And not because you’re slacking.

But because you’ve been building on someone else’s values, vision, and blueprint for success.

You’ve been building someone else’s dream.

I’ve watched this pattern destroy hundreds of talented entrepreneurs. They have access to every strategy, every course, every “secret.”

But they’re playing someone else’s game.

And why win a game when you don’t even want the prize?

What Happens When You Build Someone Else's Dream

Let me be direct with you:

Right now, your business is running you.

..Your webinars aren’t converting, if people even show up.

…Your social posts disappear into the void.

….Your sales calls feel like begging.

…..Your email open rates are, well, ouch.

But here’s what’s worse:

The people you want to help can’t find you. The people who want to help you don’t know how.

So you wake up exhausted, wondering if today's the day it finally clicks—or finally collapses.

You’ve tried everything.

..New messaging.

…Different offers.

….Another course.

…..That rent-a-Lamborghini guru’s “proven playbook.”

You’ve done all the ‘shoulds.’

And it’s not working.

Not because you’re not smart enough. Not because you’re not working hard enough.

But because the foundation is broken.

You've been building on quicksand—on someone else's values, vision, and blueprint for success.

You’ve been building someone else's dream.

I’ve watched this pattern destroy hundreds of talented entrepreneurs. They have access to every strategy, every course, every “secret.”

But they’re playing someone else’s game.

And you can’t win a game when you don’t even want the prize.

They're Making Millions. You're Making Busy Work. Here's Why…

Look at the entrepreneurs who consistently succeed.

Whether they’re global names or the quiet millionaires in your market…

They’re not grinding through busy work to feel productive.

And they’re definitely not downloading $7 blueprints at 2 AM, desperately hoping THIS one finally works.

Instead…

They trust their inner authority.

Here's the difference:

When you give away your authority to external voices, you become a puppet:

You follow advice that feels wrong in your gut
You buy software to avoid facing real problems
You pray someone else will save you

But when you operate from inner authority—from YOUR truth—everything shifts:

Your marketing resonates because it comes from conviction
Your team performs because they trust your clarity
Your customers buy because they feel your certainty
Your growth accelerates because you’re aligned with your values
You enjoy the life you’re creating

Inner authority creates truth. Truth creates identity transformation. Identity transformation creates

the Powerful Creator.

But most struggling entrepreneurs have been trained to be pawns:

Follow this blueprint.

Copy that funnel.

Do what they did.

Trust everyone except yourself.

Grasping at anything that promises success, you’ve been gaslit into believing your instincts are wrong…

But here’s what I learned after losing two businesses playing pawn to other people’s strategies:

Powerful Creators
trust their inner knowing over external noise.

Your understanding of YOUR customers beats their templates.
Your vision for YOUR business beats their blueprints.
Your values beat their “shoulds.”

Every. Single. Time.

Oh, snap.

What Entrepreneurs Say After Working With

Alexander and The Measurable Genius Team

"I feel like I'm 10 times the business owner I was before. It's almost like being unable to read, and now you can read. What used to take me 50-60 hours, I can now accomplish in a single weekend. This has been a total mind shift in how I look at everything."

"I feel I don't have to carry this all by myself anymore. The support has been phenomenal. Being part of Alexander's program has been incredible—they don't just teach you the right language to connect with the people you're looking to serve, they provide in-depth guidance on optimizing your entire business to get noticed and convert."

"Alexander has changed my perspective from marketing being a lot of things that I need to do every day, to a transformational element of who I am. I see the way that I approach my emails, my social media, my webinars, everywhere where my message is entirely different."

"Anybody who steps into [one of Alexander’s] programs and fully does it, they'll earn their money back again and again. I used to operate in a constant state of uncertainty, but now I work from a place of clarity and command, making intentional decisions that align with my authentic desires and abilities. I've gained real direction in my business and broken free from self-sabotaging patterns."

"The thing I really love about the way that Alexander teaches this and the way that the program operates is that it is all about understanding your customer. But how you do that is through understanding yourself... we're constantly being directed back into our own stuff, our own journey as a human in the world... that's how we get the understanding of the difficulty of the journey and the making decisions that our customers are making."

"It’s dawned on me that I’m doing this thing. I’m actually building a business. I’m actually supporting my clients… And I’m actually now doing this thing I love to do… And it seems, somehow, like I’ve stepped into that [entrepreneur] identity. It was very tentative before, but now it feels like, ‘no, this is who I am.’”

Uh Oh..

What If Your Paluteauing Business Is a Direct Reflection of Your Relationship with Yourself?

OK… I’m about to say something that might piss you off…

But…

I promise it comes from a place of humility, love, and A LOT of personal work.

Ready?

Your business isn’t struggling because of the “economy,” niche, or customers.

The proof is in the pudding:

You feel like you have to use pushy sales tactics that feel gross (because deep down, you don’t believe in your value)
You feel like your team won’t take ownership (because you’re not taking ownership)
Prospects ghost you (because you’re ghosting yourself)
You’re on a revenue rollercoaster (because your self-worth is a rollercoaster)

Your external business will perfectly mirror your internal chaos until you say “ENOUGH.”

That’s not woo-woo (don’t get me wrong, I love a little woo).

It is behavioral science.

For over a decade, I’ve studied with the masters of behavioural science and invested over $250,000 in learning how identity creates reality.

I’ve also learned how our relationships with ourselves determine every relationship in our business.

The entrepreneurs making millions? They’re not smarter than you.

They’ve just fixed their relationship with themselves.

They trust their decisions.

They value their vision.

They believe their truth matters.

And their businesses reflect that clarity.

The Choice is your opportunity to look in the mirror
AND walk out the other side stronger and more aligned than you thought possible.

Here's the day-by-day 10,000 ft. Overview

When you arrive on day one of The Choice, you are on the verge of a potent transformation.

ON DAY 1

Master Your Inner Authority

Align your business with your deepest values and build a decision-making framework ensuring every action you take resonates authentically.

ON DAY 2

Connect Through Truth, Not Manipulation

Learn the behavioral science behind meaningful connections and craft messages that transform lives, not just complete transactions.

ON DAY 3

Lead with inspiration

Become the visionary guide who creates environments where teams thrive through clarity, culture, and leading by example.

is for entrepreneurs who:

Have more unused courses than unwatched Netflix shows
Wake up wondering if this is the day their business finally works or fails… spectacularly
Know every marketing strategy, but just can’t pick which one to try today
Feel like they're cosplaying as a "entrepreneur"
Have tried manifesting, meditating, and muttering curse words at their laptop
Suspect their biggest competitor might be themselves

The Choice delivers identity transformation through behavioral science.

You won’t leave with a longer to-do list.
You will leave as a different entrepreneur.

The same person Simon became when he said, “I feel like I’m 10 times the business owner I was before.”

That's the only outcome that matters.

Three Ways to Attend

Virtual Access - $97

Early Bird: $67 (Ends Nov 29)

Join the complete 3-day virtual transformation and get everything you need to stop building from compromise and start building from truth. Includes the opportunity for live Q&A.

VIP Virtual Experience - $297

Early Bird: $197 (Ends Nov 29)

Get the complete transformation PLUS intensive preparation and integration support to ensure lasting change.

Everything in Virtual Access, PLUS:

VIP Intention-Setting Mixer (Dec 3, 6-8 PM MDT)

Exclusive VIP Lunch Sessions

Complete HD Recording Access

VIP In-Studio Experience - $997

Early Bird: $497 (Ends Nov 29) Limited to 12 participants

This is the ultimate transformation experience. Join Alexander live in Calgary for maximum impact and connection. In-studio, you will get a powerful behind-the-scenes look into how a world-class event is produced and delivered by a team of experts.

Everything in Virtual Access, PLUS:

In-Person Immersion

Full Hospitality Experience

Unmatched Networking

Your Host, Behavioral & Marketing Scientist

ALEXANDER FORD, CEO MEASURABLE GENIUS

Alexander uses behavioral psychology to expose the fundamental error in modern entrepreneurship: you’re trying to lead clients through transformations you haven’t led yourself through first.

After earning and losing millions following other people’s playbooks, Alexander discovered that entrepreneurs fail not because they lack strategy, but because they’re drowning in the pain of misalignment while trying to guide others.

Through the rigorous (maybe obsessive…in a rewarding way 😉) study of human behaviour and marketing science, Alexander has identified why most entrepreneurs can’t sell effectively—they’re marketing from compromise, not truth. His approach helps entrepreneurs distinguish between the pain that drains them (misalignment) and the pain that grows them (purpose), then build businesses from the latter.

Alexander has managed up to 30 full-time employees, built a multi-million dollar company, and learned what works when big money and people’s livelihoods are on the line. The insights he shares and teaches come from building, scaling, failing, rebuilding, and applying the best in behavioural science.

For entrepreneurs who freeze when it’s time to sell…
Feel exhausted by their marketing, or…
Secretly resent the business they’ve built…

Alexander offers behavioral science-backed methods to become the leader, marketer, and closer your business (and life) needs, without betraying your intuition.

Right Now, You Have a Lot in Common with a Fork

Because…this is where the road splits…

Road 1: The Steady-Simmer Panic Show Continues

Keep your subscription to Struggle™
Continue your hobby of collecting strategies that “almost” work
Stay in the entrepreneurial-success friend zone

Road 2: The Powerful Creator Emerges

Build a business that doesn’t require a Sunday night pep talk and Monday morning GAME FACE (!)
Create content without needing three shots of espresso and a prayer
Attract clients whom you are excited to serve and sell to
Sleep peacefully knowing you’re finally being yourself
Use behavioral science to get to the root of the problem every time a problem pops up (whack-a-mole champion, baby!)

The Choice happens December 4-6.

So... what's it gonna be?
Panic-preneur or Powerful Creator?

“If you don’t know where you’re going, any road will lead you there.”

– The Cheshire Cat

“That’s why you need The Choice.”

– Alexander