He Was Homeless When He Built It

So here is something that stops most people cold. The idea that you need the right conditions before you can build something real. The savings account, the office, the clean slate. You tell yourself you will start once things settle down, and then things never quite settle down, and another year goes by.

Anthony Cutno never had that option. When Divine Warriors Dimension started taking shape, he was moving between his father's yard, a few days on the street, and a friend's couch. He was managing seizures, a physically damaged brain, chronic pain, and a body that would not let him hold a traditional job. And somehow, in the middle of all of that, the business found him.

I get into the full story with Anthony in the full episode, and honestly, this one is worth the listen. But let me pull out the pieces that I think matter most for you as a service provider trying to get unstuck.

The phone call he almost did not deserve to receive

Anthony describes being outside in his father's yard, smoking, talking to God, frustrated and lost, when his sergeant major called him out of nowhere. That call led to an event, the event led to a panel, the panel led to a mentor, and the mentor, Jose Escobar, has been pulling him forward ever since.

The easy read on that story is luck. But I think it is something else. Anthony had been showing up, living his values, being exactly himself in every room he entered, even when there was nothing visible to sell and no stage to stand on. So when the moment came, he was already ready. That is not luck. That is what I would call manufactured readiness. You put in the consistent reps when no one is watching, and eventually the right door opens and you actually know how to walk through it.

Build around the one thing you can actually do

One of the things Anthony said that really landed for me is that speaking from a chair at home is not a lifestyle preference. It is a medical reality. His brain damage limits how long he can stand, how much stress he can absorb, how many hours he can grind. So he built his entire business around the one thing that was still available to him.

That is a powerful principle for any service provider who feels stretched thin across too many offers or too many directions. The question is not what could you do. The question is what is the thing you can actually do sustainably, consistently, and in a way that only you can do it. For Anthony, it was speaking. What is it for you?

This connects directly to what I call Clarity inside the Prime Performance Process. Not clarity about what sounds good on paper, but clarity about what actually fits your life, your capacity, and the people you genuinely want to serve.

Authentic pricing is a signal, not a flaw

Anthony told me he is uncomfortable with high-ticket pricing, and he was honest about why. He said, "I cannot sit up there and tell somebody give me $1,200, $5,000 and in the end you're going to walk away with a pamphlet and another pricing for my next whatever."

A lot of coaches would tell him that discomfort is a mindset block to fix. I think it is something more useful than that. It is an honest signal about who he is actually trying to serve and what they can actually afford. That is not a weakness. That is Clarity operating at a really high level. The people Anthony wants to help have been burned before by coaches who took their last dollar and handed them a PDF. His pricing reflects his actual values and his actual audience. That is a competitive advantage, not a liability.

A mentor should make it impossible not to grow

Anthony's benchmark for evaluating a mentor is one of the cleanest I have heard. He said if your mentor is not actively pulling you forward and creating situations where you have no choice but to show up, they are not a mentor. They are collecting clients.

His relationship with Jose is the model he is trying to replicate inside his own collective, Divine Warriors Dimension. He wants to be the gap filler for struggling entrepreneurs who cannot afford the $5,000 to $15,000 programs that dominate the coaching space. Not because he is not serious about the work, but because he has been on the other side of that price tag with nothing to show for it, and he refuses to be that guy.

Give before you have enough to give comfortably

This one is simple and hard at the same time. Anthony operates on a give-your-last-dollar framework that predates any revenue. And he points to that consistency as the reason people trust him even when he has nothing visible to sell.

I said something similar during our conversation that one of my mentors put this way to me: if you cannot afford to give a little bit when you do not have a little bit, you are definitely not going to give any bit once you start having a lot of it. The habit has to come first. The abundance follows the habit, not the other way around.

The one thing he wants you to remember

I asked Anthony at the end of our conversation what he hopes people remember about him. He said this: that he is himself all the time, everywhere he goes, in front of anybody. Kings, queens, presidents, he is himself.

That is the whole thing. That is the strategy and the brand and the differentiator all wrapped into one. And it is available to every single one of us. You do not need a polished persona or a funnel or a high-ticket offer to start. You need to pay attention to what actually works for you and then show up as exactly that, consistently, even when the conditions are far from ideal.

If Anthony could build something real from a backyard, a damaged brain, and a phone call he almost did not pick up, then you and I have very few excuses left.

Your next step: If you are not sure where you are getting stuck in your own business, start with the free 6-Principle assessment at /assess. It takes about five minutes and will show you exactly which of the Prime Performance Process principles needs the most attention right now.