1. Tell us about your business.
As a coach, what I do could be considered run-of-the-mill; after all, a woman coaching a man is not unique. However, what we tap into is somewhat left-of-field.
Quickly looking at my Facebook banner, when you see the title Reclaiming the “Dangerous Modern Man” you could easily wonder what on earth I am up to. However, as a woman coaching men, this is what I do: reclaim the inner dangerous within our men that years of conditioning have stripped from them. The process is detailed, and I take time to leave no stone unturned to rewire him into his true birthright: a man who is strong, decisive, sensual, capable and confident.
2. So, I must ask, what does “dangerous” mean to you?
Dangerous as an adjective is largely understood to be “uncontrolled violence against a usually innocent party.” If you were to look at mainstream media, this is exactly how it is perceived. Dangerous is unwanted, unstable, and threatening to everyone.
However, if you were to look at scholars like Dr Jordan Peterson, he casts a different perspective.
“A harmless man is not a good man. A good man is a very, very dangerous man who has that under voluntary control.”
A dangerous man can protect his home, family, community, and country. He is not wielding weapons in the street, playing gangster. Nor is he creating conflict to prove his capability with a sword, but he knows that if the time arises and there is a threat, he has the capacity to step into his deepest inner warrior and unleash to protect what matters to him, and he will.
We have insurmountable evidence of what occurs in our current reality due to men being weakened by money, power, and an inflated sense of self. The honest, and maybe uncomfortable, truth is that we need our men to be dangerous.
3. What is the number one thing you wish more women knew?
What I wish I knew when I was a young woman. For thousands of years, the deep drive to lead and protect has been ingrained in every man. Since the dawn of time, our men were “coded” to ensure that those in his care are safe under his wing. It gives him purpose and pleasure to see that he embodies this. Yet over the centuries, conditioning and adaptation have silenced this purpose into the men we see now – who are too often a shadow of their true selves, and women are a key factor to whether they will rise or fall. A man with a supportive woman can climb any mountain. We create a sense of invincibility that his friends cannot. Nothing external can come close to the courage generated in a man who is respected and trusted deeply by his female partner.
4. Who is your ideal client, and why?
I work with men in a particular phase of life. They have lived a good life, enjoyed success, and know what they can do. However, they are wandering through a virtual wilderness of unanswered questions, and in considering their future, they are not impressed with what they see. They are frustrated that they have given so much in life for suboptimal results, and they are determined to flip the switch. Often, after trying a lot of methods, they want something different.
5. What long-term benefits do clients typically experience after working with you?
He will become the Dangerous Modern Man, the foundation of which is a complete shift in who he believes he is and how he is received by others. He is decisive because now he is less concerned with consequences and more interested in progress. He adopts an inner knowing over time that manifests as calm and confidence, leading to new opportunities and different perspectives. A Dangerous Modern Man has adapted from a man who thought he might be capable, to a warrior in a garden, able to wield any weapon and peaceful enough to survey the terrain and keep it sheathed when full force is unrequired.
6. How do you ensure customer satisfaction and build lasting relationships?
My client relationships are not transactional. I see who they are and support their growth. This means that clients become like family, and we agree on communication guidelines from the day we first talk. There is one essential foundation that all my clients love, and that is our “filter-free zone”. It gives them permission to come as they are instead of being someone they think they should be. This allows authenticity at whatever stage they are at.
7. How do you stay motivated and inspired in your work?
As a Performance Architect, I am outcome focused. I know that every man who works with me has a monumental change, which he takes with him. His family is positively impacted; he shows up differently, which impacts how he views what’s happening in the world. Through the work, his true purpose is uncovered, and we all know that a man with an aligned purpose will walk over broken glass to achieve it. In short, this work is breaking generational chains, and I am doing my part to reduce violence against women by reclaiming men.
8. What advice would you give to aspiring entrepreneurs?
You need a tribe. Find a good group of people who believe in you, will tell you the truth (especially when it’s hard), and will back you. Don’t focus on the win; instead, focus on the impact that your purpose is destined for. Embrace your own company. Alone is a good place if you are in love with who you are.
There will be days when it’s hard, and you feel like giving up. No matter what you choose, keep going. Often, you need to step away for a bit and refresh yourself to get back into the game. Consistency is key, and discipline is your inanimate best friend.
9. What legacy do you hope to leave through your business and work?
My purpose is steeped in some horrific statistics.
In 2024, so far, 27 women have been assaulted or fatally wounded by domestic disputes in Australia, with 1 in 6 women experiencing physical or sexual violence by a current or former male partner (source: Mission Australia Domestic & Family Violence Statistics). According to the Australian Institute of Health & Welfare in the same time period, 122 men ranging from 45 years old upwards have died by their own hand in my state of New South Wales alone. Richard Reeves, founder of the American Institute of Boys & Men, recently shared on the Diary of a CEO podcast that the two most common words that men who self-harm use to describe themselves are: “useless” and “worthless”. These are men with families, jobs, and even outward success. To think that a man goes home and numbs himself with addiction or writes words like this gets to me.
My work with men restores their true sense of self, not from an external source where they need validation and not artificially from a bottle or a drug. It removes unconscious conditioning. By showing a man the possible version of himself and supporting him as he develops, his drive will take over, and his change will ripple out to everything he touches. Somewhat selfishly, I want to create a better world for my son to grow into and for my daughter to thrive in. A place where men have purpose, and the footholds of unworthiness cannot co-exist.
10. What do you enjoy most about what you do?
I work mainly with divorced men, and my greatest satisfaction is when they start to see themselves as someone who matters right then—a man who can contribute and has contributed. I love it when they do the “Cookie Jar” phase and tell me they have achieved nothing of value. Then, after we start to Rewire, the truth is revealed. Men too often undervalue what they achieve and “move on.”
11. How has being a member of Her Nation Club impacted your business?
The community shares are excellent and helpful for seeing how others are growing and making an impact. Her Nation is full of women who are passionate about their chosen purpose. It makes a huge difference for me as a single Mum to know that on days filled with “to-do’s”, I am one of many women who have been gifted the boldness to go out into the world and make a difference, and we all get to share in each other’s success.
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Meet the author:
Jo Jackson is a Performance Architect who collaborates with men on reclaiming their inner “dangerous” by changing their relationship with resistance and activating their primal knowledge to shape their future.
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