For performance coach Joseph Ari’el Towne, success isn’t about becoming the “best” version of yourself— it’s about becoming better, one intentional step at at time. Having worked with Olympic athletes, Hollywood actors, NFL players, and top executives, he challenges the relentless pursuit of more and offers a more sustainable approach: progress over perfection.
In his new book, The Better Mindset (available now) Joseph expands on that philosophy, exploring how small, consistent improvements can transform the way we work, perform, and live. He also brings these ideas to life through The Better Mindset Podcast, featuring leaders across art, sport, science, business and culture.
We spoke with Joseph all about his philosophy, his book tour coming to Atlanta, and what it takes to be better.
Jospeh Ari’el Towne Redefining Success
For many high achievers, the constant pressure to accomplish more becomes exhausting. Jospeh believes one of the most profound challenges shared by successful people is mistaking more for better. The never-ending chase for accomplishment can lead to burnout, self-doubt and the feeling that it’s never enough. After years of pursuing his own idea of being the best, Joseph started to question whether that goal was really helping him grow.
“Best is an outcome. Better is a direction.” Instead of focusing on reaching a final destination, Joseph encourages people to recognize progress along the way. His 1% principle emphasizes small, consistent improvements that build into meaningful change over a period of time. This philosophy is inspired by the Japanese practice of kaizen along with Kobe Bryant’s Mamba Mentality.
Changing the appraoch to challenges
In The Better Mindset, Joseph looks at how people can change their responses to everyday challenges. For example, he views nervousness as a source of energy rather than something to overcome.
“Nerves aren’t the enemy. They are fuel for the vehicle.” He says.
Joseph pushes people to see nervousness as a sign their bodies are preparing for something important. In changing the interpretation of certain feelings, unfamiliar situations can be approached with greater confidence. He also defines the difference between “planning to win” and “playing not to lose.” Planning to win means picking out personal goals and creating a plan to achieve them, while playing not to lose usually comes from fear of failure or rejection.
Another concept he explores is the four types of mind: positive, negative, neutral and flow. Understanding these mindsets helps people identify their thought patterns, respond intentionally and build improved conditions for success.
Finding purpose beyond accomplishments
Joseph’s philosophy is shaped by more than three decades in Hollywood as an actor, filmmaker and director. He has experienced the uncertainty of an industry where opportunities and recognition change quickly and constantly.
He emphasizes that people should not define themselves simply by job titles, accomplishments or outside validation. Instead, resilience is cultivated by having something meaningful to return to when life inevitably becomes difficult or heavy.
This perspective also influences how Joseph approaches relationships and professional opportunities. His concept of the “giving state” as opposed to the “getting state” encourages people to focus on what they can contribute and not what they can receive.
Joseph explains that walking into a room with the intention of adding value instead of seeking validation made a powerful change in the way he viewed his career. The same principle applies to relationships, where genuine curiosity and generosity build stronger and more meaningful connections.
Bringing the Better Mindset beyond the book
Joseph’s philosophy is also shared through The Better Mindset Podcast, featuring conversations with athletes, creatives, coaches and experts across a myriad of industries. These deep conversations are what helped to inspire the book itself.
The book provides a roadmap for personal growth while the podcast highlights how different people can apply these same principles to their own lives, despite any differences. The podcast’s second season grows from 12 to 24 episodes and includes six live recordings in six cities as part of the book tour.
Joseph also brought the podcast to Atlanta for a live recording on October 15, featuring award-winning casting director Amanda Lenker Doyle and actress Lauren Bugliolo. He wanted to create an intimate experience defined by meaningful conversations instead of hosting a traditional book reading.
“Atlanta is one of the great creative cities in the country, and there is no better place to talk about what it takes to do this work, and to do it with your whole self,” he says.
The Better Mindset is available now on Amazon. Readers can find additional information about the book and podcast at TheBetterMindsetBook.com and follow @josepharieltowne and @alwaysbetter.co on Instagram.
Becoming better, one step at a time
Ultimately, Joseph believes personal growth does not necessarily require a complete transformation. It starts with making small, intentional changes in everyday life.
He encourages readers to pick one interaction, relationship or responsibility every day and try to approach it just 1% better. He also recommends reflecting on what went well, what was learned and what can be improved again tomorrow.
Rather than constantly measuring success against others, Joseph’s philosophy reminds people to appreciate every aspect of their progress and recognize that improvement is always possible no matter the conditions.
As Joseph puts it, “better is a decision. And we are always one decision away from a new experience of life.”
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