What Car Accidents Can Teach Us About Improving Our Performance and Achieving Greatness


What’s the worst day of the year to drive a car?

Statistically speaking, a few days stand apart. There’s New Year’s Day, the 4th of July, Memorial Day – all holidays in which alcohol plays a central role. 

But then there’s a date you wouldn’t expect.

If you get behind the wheel on this particular day, you’re significantly more likely to find yourself in an accident. There’s even a 17% greater risk that someone will die. A recent University of Colorado study linked it to a staggering 302 traffic fatalities.
Sounds pretty grim, doesn’t it? But there’s a reason I’m telling you about it. 

It’s because this unexpected data point contains an important lesson – one that we can use to improve our performance in every aspect of life. In fact, research suggests it’s at the heart of growing your influence, improving your marriage, even averting heart disease and living a longer life.

The Most Dangerous Day of the Year to Get Behind the Wheel

So what’s that catastrophic day? 

Well, if you live in the United States, it’s the second Monday in March. And if you’re in Europe, it’s (usually) two weeks later, on the last Monday in March.

What both days have in common is this: They take place the first workday after daylight savings time goes into effect – when moving the clock forward has robbed us of an hour of sleep.

Losing a single hour of sleep can have a devastating effect on your reaction time, compromising your ability to drive safely – even though driving is something many of us do habitually, every day, seemingly without thinking.

And if your ability to do a relatively simple task like driving is compromised, consider the effect that insufficient sleep has on all the complicated tasks you engage in at the office. Activities that require you to think strategically, maintain your composure, and demonstrate confidence and skill.

If you’re like most people, it’s not a pretty picture. And in many cases, you’re not even aware of it.

Because what the research tells us is that although we can detect a drop off in our performance after a single night of insufficient sleep, after a few nights of sleep deprivation, a funny thing happens. 

We stop noticing. 

To be clear, our performance continues to plummet. We just don’t have the alertness or capacity for self-reflection to observe it for ourselves. We’re completely oblivious to our own decline!

What’s more, we lose our ability to prioritize. 

We have a harder time differentiating the urgent from the important because our decision-making is compromised. Suddenly, everything feels important. And when this happens, we become flooded with stress. We get easily frustrated. And we lose our objectivity, which causes us to invest our time poorly, doing tasks that are not worth our time.

Simply put, lack of sleep makes us dumber, more negative, and easier to rattle. It makes it harder to concentrate, elevates our anxiety, and causes us to snap at our colleagues and loved ones. 

And yet, so many of us have been taught to believe that we can just “power through”. That if only we push ourselves hard enough and will ourselves past the finish line, we can achieve anything.

There’s only one problem with this assumption. It’s not true.

Sleep is the Ultimate Advantage


Have you ever had days – driving home from work or sitting on the train – where you wished you could accomplish everything you planned to do and leave the office at a reasonable hour?

Wouldn’t it be great to be recognized by your colleagues, clients, and boss as a top performer – without burning yourself out in the process?

Now, imagine if you could do all that, and still find time for things you’re passionate about. Things like building your dream business on the side, or finally writing that book, or taking up tennis, guitar lessons, or dancing.

Well, I’m here to tell you that you can – but it’s not going to happen unless you allow your body to recharge healthfully, giving yourself the ultimate performance advantage.

And that’s what this course is about. It’s about giving you the tools you need to transform your performance and achieve more of what you know you’re capable of.

Inside, you’ll discover how the latest science can help you get to sleep effortlessly, in a way that gives your mind the rest and replenishment it needs to perform at its best every day.

How I discovered the sleep advantage


My name is Ron Friedman, and several years ago, while I was training to become a psychologist, I had trouble sleeping. I would stay awake well into the small hours of the morning. On some “nights” I would fall asleep around 5am, only to have to leave for work two hours later.

There were times when I’d lay in bed, about to finally fall asleep, when I’d start to hear the birds chirping outside my window. When this happened, the frustration of knowing that the sun was rising and that time was running out would keep me up even longer. Eventually, I’d pass out from exhaustion, only to hear my alarm an hour later.

Work was a disaster.

I found it impossible to focus and very little got done. I just sat there, trying to work, allowing distractions to fill up my time. I’d wait for the day to be over, promising myself that tonight I would go to sleep early and finally get some rest. But then later on that evening, the same thing would happen all over again.

There was one night where I couldn’t sleep at all.

That’s when I realized this had to stop. So I tried a sleep medication, and – at least for the first few weeks – it felt fantastic. I’d just pop a pill, and 20 minutes later I was sleeping like a baby. I even started looking forward to bedtime for the first time in years.


But after a few weeks, I could feel that something wasn’t right.

I no longer felt refreshed in the morning, and my memory wasn’t as sharp as it once was. But I continued relying on medication anyway. For years. 

After all, what was the alternative? Staying up all night?

Some years after I started taking medication, one of the most respected journals in the world published a study showing that sleeping pills can damage your memory, and significantly increase your chances of developing dementia later in life. 

At that point, it became clear: sleeping pills were not the solution. 

It still took me months to finally come off them. I wasn’t ready to return to the days when I’d lie on my back for hours, frustrated because I couldn’t fall asleep. I kept promising myself that I’d finally make the leap “after this project”, and then “after that project”. But each time, I’d find another excuse.

Until one day, I found myself slumped over my desk, exhausted and unable to get anything done, even though I’d slept nine hours the night before. And that’s when I finally accepted what had by then become an undeniable fact: Although I was getting “sleep”, it was not the restorative sleep my body and mind needed to thrive.

And so, as a researcher, I did what made the most sense. I purchased every textbook on sleep I could get my hands on. And since my university provided free access to academic papers, I downloaded every study I could find and pored over them. I even started interviewing experts.

What I discovered was incredible:

It turns out there’s a fundamental disconnect between how our bodies have evolved, and the way we live our lives in the modern world. 

Because of this, the key to getting the best sleep of your life – and giving yourself the recovery and restoration you need to perform at your best –  is to adopt specific habits and daily practices throughout the day that prepare your body for natural sleep.

When I started to make a few of these changes, the results were dramatic.

Not only was I falling asleep quickly and getting the rest I desperately needed, I was also seeing other improvements in my life, including:

  • Working more quickly 
  • Resisting distractions more easily
  • Enjoying sustained energy, well into the afternoon
  • Experiencing less stress
  • And, critically, remembering more

You see, there’s a reason why I struggled with sleep.

I struggled because I was working in a way that was completely out of sync with the way the human body is designed to operate.

All that time I was exhausted and frustrated, assuming there was something wrong with me, when as it turned out, it was all because I was working against my body’s natural biology.

Perhaps you can relate to that.

How many times have you laid awake at night, staring at the ceiling, wondering why you can’t fall asleep? 

If it’s something that happens a lot, it’s not your fault either. And there’s a very good chance a few simple adjustments can make those nights disappear.

Making Sleep Effortless


Imagine, in your mind, a football field, and notice how long it is. This length represents our history as human beings – all 200,000 years of it. 

At the end of the field, there’s a single strip of grass, and it’s painted red. It’s so small the people on the stands can barely see it. Yet this red strip represents the 4,000 years or so that we’ve lived in an advanced society. 

Now, if we wanted to take that football field and represent the amount of time human beings have spent working in the modern office, all we would need are a few blades of grass.

The way we spend our time today – in windowless rooms, staring at screens, sitting in chairs for hours at a time – is entirely different than our ancestors. Our bodies were built for a time when we were hunter-gathers, when we’d roam the outdoors from sunrise until sunset, and then rest in a cool, dark, silent cave until the sun rose again.


Our bodies weren’t designed for an age where we leave our home while it’s still dark, and then spend 8-10 hours deprived of natural light, only to leave when it’s dark again and then go home and watch TV. 

That’s why falling asleep is so difficult – especially for those who excel at the office. Namely, high achievers.

We can thrive in the modern world and get the sleep we need – but it requires planning.

Science has found solutions, in the form of simple habits and daily practices you can adopt to bring your body back into sync with how it evolved to operate. And they work wonderfully. But they must be applied.

Since implementing these practices in my own life, I now get at least eight hours of quality sleep every single night – with hardly any trouble falling asleep. And, on those occasional nights when it doesn’t happen right away, I no longer get frustrated because I know exactly what I need to do to get to sleep.

This summer, I taught these techniques to over 100 students, and the results were phenomenal. Do you know what being able to get a good night’s sleep every night has meant to them?

They’re experiencing more alertness, greater stamina, increased confidence, lower stress, and an all-round better mood.

And that’s precisely what the research predicts. These are the same results anyone can expect once they are finally working with a fully energized mind and body.

Here are just some of the proven benefits of giving your body the rest you need to function at your best:

  • More energy 
  • Improved memory 
  • Faster learning
  • Increased productivity
  • Lower stress
  • Fewer mistakes
  • Lose weight
  • Look younger
  • Greater happiness 
  • Healthier immune system
  • Live a longer life

And that’s not all. Because research also tells us that people who sleep well are perceived as more charismatic, which enables them to get ahead in ways that effort doesn’t.

Chances are, when an opportunity for winning a promotion or a new client appears, the 100+ students who have learned these strategies will be first in line. Not because they work harder than anyone else, but because they’re able to work smarter.

That’s the advantage that getting a good night’s sleep every night gives you.

It has the potential to change everything. 

This is why it is now readily acknowledged in the scientific community that sleep is the most important factor when it comes to performance.

If you want to take your game – and that means any game, whether it be your profession, a sport, or even something you’re passionate about that requires you to be at your best – to the next level, improving your sleep is your single most important point of leverage.

Sports coaches know it.

Academic researchers know it.

And it’s time business executives and entrepreneurs recognized it as well. 

That’s why I set out to create this new program. 



The Sleep Advantage distills more than decade of research on the science of rest and rejuvenation, translating it into actionable insights that anyone can use to get quality sleep on a regular basis. 

But this course isn’t just a collection of hacks.

It’s a comprehensive program that provides a step-by-step plan for naturally getting the rest you need to function at your best. In addition, within the program, I present a series of easy-to-follow exercises designed to help you integrate the practices into your life quickly and seamlessly.

How The Sleep Advantage works

7 action-focused training modules

Synthesizes the best of what research has uncovered about the science of getting consistent, restorative rest on a nightly basis


Practical lessons

Each module offers actionable tips you can immediately put to use


Interactive exercises to help you apply the insights

Take key assessments and learn how you can dramatically improve your sleep quality


Executive summaries with key takeaways

Discover everything you need to know quickly, with detailed action items for every module


Downloadable transcripts and MP3s

Read or listen on the go, anytime


Live coaching session with Dr. Friedman

Get answers to your questions in a live group coaching call


Join an exclusive network of high performers

Exchange best practices and grow your network with a unique cohort of high performers committed to quality sleep


of students agreed that this program improved their sleep quality

(That's nearly 9 out of every 10 students!)


Receive exclusive access to

7 comprehensive modules, filled with actionable tips

Step-by-step worksheets

A private community of high-achievers

Online access so you can review the materials anytime, anywhere

Executive summaries with key takeaways


or 3 monthly payments of $195

The Sleep Advantage Curriculum



The Foundations of Restorative Sleep

In this first module, we’re going to take a look at the role of sleep, and what the latest scientific research has to say about how it is linked with peak performance. You’ll discover how the sleep process works, and what cues the body needs to receive in order to naturally achieve restorative sleep.

You’ll also learn

  • Why sleep is at the heart of top performance
  • The one factor most responsible for your level of alertness right now
  • How to naturally adjust your alertness level, at any time of day


Actions to Take During the Day

Many people think that all it takes to fall asleep quickly is a bedtime routine. But that’s not the case. In this module, we’ll examine practical things you need to do throughout the day to prime your body and mind for optimal sleep later at night.

You’ll also learn

  • The one time of day you should avoid sunglasses
  • The precise moment when you should cut off caffeine and alcohol
  • How exercise can help you get better sleep – if you time it right


Actions to Take When You Arrive Home

In this module, you’re going to discover how to train your mind to begin unwinding at the end of the day, creating psychological distance between your home and work life.

You’ll also learn

  • How to mentally disconnect from work
  • How to prevent yourself from endlessly checking your phone after hours
  • The best time to eat dinner (and what you should avoid eating)


Designing Your “Sleep Cave”

The environment in which you sleep is vital to getting rejuvenating rest. In this fourth module, we’re going to examine how to leverage sound, light, temperature, scent, and bedding to achieve a relaxed mindset.

You’ll also learn

  • How to choose the perfect pillow
  • What you should remove from your bedroom right now
  • Why you should avoid nightlights of a certain color


Building Your Sleep Runway

This module is about optimizing the 60 minutes before bedtime. Most of us have been led to believe that falling asleep requires nothing more than lying down and closing our eyes. But cutting-edge research indicates there’s a great deal more you can do to facilitate sleep, including a set of specific exercises for quieting the mind and relaxing the body.

You’ll also learn

  • The two lists you should write every night before going to bed
  • How to use your breathing patterns to relax
  • How changing your toothpaste flavor can improve your sleep


What to Do When You Can’t Fall Asleep

If, after 20 minutes, you can’t fall asleep, the worst thing you can do is force yourself to try. In this module, I’ll show you what research indicates you should do instead.

You’ll also learn

  • Why you should never count sheep
  • Why people who try not to sleep fall asleep faster
  • How to reset your mindset and avoid frustration


Bonus Module


Recovering from a Bad Night of Sleep

If you’ve gone through the day exhausted from a poor night of sleep, you’d think you should have no problem falling asleep that evening. But the opposite is true. As it turns out, you’ll probably find it more difficult to fall asleep. In this final module, I’ll show you how to get back on track after a bad night so that it doesn’t ruin your week.



Bonus Module

Minimizing Jet Lag

If you travel for work or simply enjoy getting away, you know how important it is to be at your best in a new time zone. But doing so is rarely easy, especially when your sleep schedule has been turned upside down. Here, I’m going to show you how to take the factors at the core of jetlag head on, so that you can remain sharp, focused, and ready to make the most of your new location.


Bonus Module


How to Sleep When You Have Small Children

No matter how much you value sleep, getting quality rest can be difficult when you're raising young children. In this module, we'll examine some powerful (and often counterintuitive) science-based strategies for hard-working parents with young children. You'll learn a number of time-tested secrets to raising children without being sleep deprived, along with suggestions for helping your children see the value of sleep from an early age.


 What People are Saying About Dr. Friedman and His Work

  • Friedman’s findings are often surprisingly counterintuitive, yet always convincing.
    — Daniel Pink, author of Drive and To Sell is Human
  • Ron has a deep and surprising intellect that opens new perspectives in every team he joins. I have repeatedly seen him take deep knowledge and incisive thought to bring a discussion to actionable clarity. More than that, there's a genuine likability about Ron that makes his insights easy to hear even if they refute the ‘accepted wisdom’ currently in the room.
  • Dr. Friedman synthesizes a massive index of academic research, boils it all down into digestible nuggets, and helps us piece together some really interesting insights. What's more, he shows us why the research matters: It's one thing to know the research results, it's another thing to help the reader understand what the results mean.

“This is one of the best books I've ever read. Well-researched, beautifully written, and fun to read… I wish every manager out there would read this and start implementing the findings from the research. Workplaces could be infinitely more fulfilling and conducive to producing our best work but they fail miserably and we spend too much energy counteracting the aspects of our environment that make our jobs harder….When I start a company, this will be on my management team's MUST READ list.”

Let’s face it: After a bad night of sleep, everything in life is harder.


It’s harder to get out of bed. It’s harder to get to the gym. It’s harder to force yourself to work on projects that require complex thinking and delayed gratification.

But when you wake up refreshed and energized, everything changes. You feel positive, determined, ready to take on the world.

Discovering how you can fall asleep quickly, without frustration, will allow you to live a richer, fuller life. You can have energy for the things that matter. You can avoid anxiety and stress, and simply focus on performing at your best.

So what’s all this worth?

It’s nearly impossible to put a price on the peace of mind that comes with having a system for getting high-quality rest, so that you’re continuously performing and achieving at your highest level.

Many folks will think nothing of spending $2,000, perhaps even $3,000, on a high-end mattress. And while a state-of-the-art mattress can certainly make you more comfortable, if your day-to-day life is completely out of sync with the way your body has evolved to function, sleeping on the most luxurious mattress in the world won’t help you sleep better.

So you’re better off saving your $3,000.

Likewise, many folks who struggle with sleep sometimes become so desperate for change, they pay upwards of $6,000 to work with a sleep therapist. And while that can yield positive results, it’s also a lot of money to pay.

The Sleep Advantage gives you the same benefits of working with a sleep therapist and guarantees you will learn how to live a better life, at a tiny fraction of the cost (without the inconvenience of experimenting in a sleep lab).

Ways you can improve your sleep


Consider this

If all this program did was help you get an extra hour of sleep each night, if it allowed you to arrive to work each morning better rested, more focused, more present, more alive – wouldn’t it be worth thousands of dollars?

You’re a high achiever with big goals and bold vision. Isn’t a lifetime of quality sleep worth at least that? 

Well, this course is not going to cost you thousands.

Not even close.

Your investment to enroll in this program, get higher quality sleep, increase your performance and live a better life, is just one payment of $500, or three payments of $195.

Receive exclusive access to

7 comprehensive modules, filled with actionable tips

Step-by-step worksheets

A private community of high-achievers

Online access so you can review the materials anytime, anywhere

Executive summaries with key takeaways


or 3 monthly payments of $195


Answers to common questions


What if I don’t have time to sleep more?

One of key principles you’ll learn about in the course is that when it comes to sleep, quality is more important than quantity. This course will teach you to improve the quality of your sleep, not the number of hours you spend in bed.

Many students who take this program discover that they don’t need to devote more time to sleep. In some cases, the best course of action is to actually spend less time in the bedroom.

Far from nagging you to get to bed on time, this program is designed to help you fall asleep more easily, wake up less often in the middle of the night, and step out of bed in the morning feeling rested and refreshed.

Will the program really work?

The Sleep Advantage is grounded in empirical, peer-reviewed evidence, collected across large swaths of the population and published in the top research journals in the world.

The recommendations contained in this program synthesize the latest evidence-based research. Many of the findings we present have been clincially proven to be more effective and longer lasting than sleeping pills.

We’ve read all the latest research so you don’t have to. In addition, we’ve turned it all into practical strategies and interactive exercises so that you can implement the recommendations within your unique context.

How long will it take to complete the course?

Each module includes a video lesson that runs about 20 minutes, and comes with exercises and activity sheets you can use to think about ways of integrating the insights into your life.

Completing the entire program will take between 3 to 5 hours.

How quickly will I see results?

In some cases, overnight.

Much of it will depend on the quality of rest you’re currently getting, and your ability to implement the recommendations.

If you’ve incorporated the practices and are still not seeing results within a week of completing the program, let us know and we will refund your payment.

When does the course start? When will each of the classes air?

All of the course materials will be available to you as soon as we close enrollment (midnight on Thursday, November 10th). You can binge watch it all in one sitting.

Will I receive anything in the mail?

Actually, yes. In addition to getting digital access to the course materials online, you'll also receive a package with a collection of surprising tools designed to improve the quality of your sleep.

Is my credit/debit card information secure?

Absolutely. We use an online payment processor that provides 100% security. (We actually never see your credit or debit card number.)

How long will I have access to the course?

All the course materials will be available for 12 months. In addition, you can download all the worksheets and key takeaways to your computer so you can access them anytime.

Do you offer receipts so that I can get reimbursed by my company?

We do. You will receive a detailed receipt indicating that this program is designed to provide continuing education on the science of personal productivity and peak performance. If you need a customized receipt, simply let us know.

Is this program available for organizations at a group rate?

Yes, we offer group pricing. For more information, please contact us at hi@ignite80.com.

Try The Sleep Advantage for 60 Days, 100% Risk Free

You’re welcome to take the entire Sleep Advantage course with absolutely no risk. 

Watch the lessons, download the worksheets, and access all of the recommendations for 60 days.

If you’re not enjoying higher quality sleep, let me know by emailing me and showing me that you’re doing the exercises. This way, it’s clear that you’re not passively consuming the materials but also actively thinking about and applying the strategies into your life.

You will get 100% of your payment back.


I’m offering this guarantee for two reasons:

First, after teaching these strategies to hundreds of executives and entrepreneurs, I’m confident the material will have a dramatic effect on your life. I’ve seen the impact firsthand.

Second, the purpose of putting this course together is to help people like you get the sleep you need to live a happier, more satisfying life. If you’re not happy, then this course has not achieved its objective.

This guarantee covers you for 60 days so you can take the entire course, experience the full program, and decide for yourself.

Is What You’re Doing Right Now Sustainable?


If you keep working the way you are right now, will you get to where you want to be? Will you receive the promotions you’re hoping for, or land the clients you know you deserve? Or is it time you got serious about giving yourself the rest you need to perform at a level you know you can achieve?

Just imagine what you’d be able to accomplish if you could walk into work every day feeling at your best, knowing that you can sustain that energy throughout the day, even when everyone around you is slowing down, showing fatigue, and making mistakes.

Imagine what it would be like to never have to toss and turn in bed, waiting for your mind to finally turn off and let you get some sleep. 

Imagine looking forward to going to bed, knowing that you’re about to fall asleep quickly and wake the next morning before your alarm goes off, feeling fresh, focused, and ready to go.

What would that be like?

You won’t just get more done, you’re going to feel present and “on the ball” every moment of the day. You’re going to experience being fully engaged with your work and those around you. And you’ll finally be able to do the things you’ve been putting off because you felt exhausted at the end of the day, and just didn’t have the energy. 

That’s the sleep advantage.


A Final Thought…


No matter what you want to achieve with your life – whether it’s to start your dream company, climb the corporate ladder, build meaningful connections with those around you, make a difference in the world, or solve one of humanity’s most pressing problems – you simply can’t do it without getting consistent, quality sleep.

If you want to be smarter, healthier, happier, more athletic, or more charismatic, sleep is essential. It’s at the very heart of what it takes to achieve success.

The Sleep Advantage isn’t just another bundle of tips about improving your sleep – it’s a comprehensive program based on the latest scientific research about rest, rejuvenation, and peak performance, designed to help you change the way you sleep one step at a time.

Simply put, this isn’t information – it’s transformation.

Chances are, the reason you’re reading this right now is because part of you suspects that you can be achieving more. Or that perhaps, the way you’re operating right now isn’t sustainable over the long term. Because let’s face it: No matter how committed you are to success, working for hours on end without allowing your body the recovery it needs is a recipe for failure. 

Each module of this course is designed to lead you through the process of adapting your day-to-day routine so that getting a full night of restorative sleep comes as naturally to you as eating breakfast.

If you’re serious about achieving success, it’s time to give your body the fuel it needs for sustained energy, improved memory, and sharper focus. In short, everything you need to feel back in control.

If what you read above resonates with you, there’s a strong possibility that, like the hundreds of students who have already experienced The Sleep Advantage, this course will change your life.


Better Sleep,
Better Results

Receive exclusive access to

7 comprehensive modules, filled with actionable tips

Step-by-step worksheets

A private community of high-achievers

Online access so you can review the materials anytime, anywhere

Executive summaries with key takeaways


or 3 monthly payments of $195

Have questions we haven’t answered here?

Write us at hi@ignite80.com and we’ll be happy to help. Our business hours are M-F 9am to 5pm ET.

We strive to respond in one day or less.