07/25/2026
From Looksmaxing to Lifemaxing
There’s a term I’ve been hearing lately: looksmaxing.
It started online as the idea of maximizing your physical appearance—fitness, grooming, style, skincare, posture, haircuts, and even cosmetic procedures.
And honestly, there’s something I like about it.
I like the pursuit of excellence and becoming the best version of yourself.
I believe we should take care of ourselves, be healthy, and present ourselves well.
But something about it bothered me.
It felt incomplete and frankly shallow.
It seemed to focus entirely on the exterior while ignoring the interior.
And that’s not wisdom.
It’s only half the equation.
It got me thinking: what happens when something looks good on the outside but receives no work on the inside?
A few examples came to mind.
It’s like a movie set. From a distance it looks like a real town. Walk closer and you discover it’s just a facade. There’s nothing behind the walls.
Or the houses my friend from Australia noticed when she moved to the Midwest. She couldn’t believe how quickly some were built. They looked beautiful, but when powerful storms came through, many were torn apart.
Or the trees that were grown inside a biodome. Because they were protected from wind and adversity, they never developed the deep roots and strength that ordinary trees need. If exposed to the real world, even a moderate storm could uproot them.
These examples all point to the same truth:
If we only focus on appearances, we may look strong while actually becoming fragile.
Still think that looks maxing is the way to go?
In his book, Psycho-Cybernetics plastic surgeon Maxwell Maltz shared stories about clients who he would do major reconstructive surgery on, and they would come in complaining that he never changed a thing.
They looked completely different, but they couldn’t see it
So, guess what they wanted more of??? Plastic surgery!
This may seem extreme but think of people you know who’ve gotten plastic surgery.
Do they really look better?
Doesn’t it become its own rabbit hole that doesn’t really solve anything?
And even if people do look better, from looks maxing.
Is this going to make them happier?
Isn’t all of this because we’re so dreadfully unhappy with ourselves?
Jim Carrey the successful comedian said everyone should get everything they want just to realize it’s not the point.
So why am I sharing this?
Because I’m all for maxing.
In fact, it’s what I teach.
I believe we should all strive to become the best version of ourselves.
Why?
Because nothing less truly satisfies the soul.
The problem is that many of us get distracted trying to look our best when what we really need is to be our best.
I’ve always had a goal to become the best person I can be and to help others do the same.
To pursue excellence.
To use our gifts.
To discover our purpose.
That’s not just looksmaxing.
That’s lifemaxing.
So where did this idea come from?
When I was young, I watched what dysfunction which led to selfishness can do.
As the youngest child born into difficult circumstances, I saw firsthand the damage that comes when people focus only on themselves and their immediate desires.
Somewhere along the way, I made a quiet promise to keep growing learning and living for what’s truly important.
Yes, I’ve taken care of my body. I’ve stayed in shape for more than forty years.
But the most important work I’ve done has never been in the gym.
It’s been in my mind and heart.
Like learning how to forgive, how to grow, how to serve, how to face challenges, and how to become a better man.
The world has plenty of problems.
I believe many of them begin to improve when we improve ourselves—not through vanity, but through character.
Not through appearances, but through purpose.
Not through selfishness, but through service.
So yes, improve the outside if you can.
Get healthy.
Get strong.
Dress well.
Take care of yourself.
But spend even more time developing what’s inside.
Build character.
Build wisdom.
Build courage.
Build compassion.
Build faith.
Build purpose.
Because someday someone is going to get close enough to see what’s behind the facade.
Make sure they discover something real.
After all, we are so much more than our appearance.
We are minds, hearts, souls, gifts, dreams, and possibilities.
My wish for you is that you see your own greatness—inside and out and shine brightly as you inspire others to do the same.
Remember who you really are…
— Bert
This article takes the popular trend of looksmaxing and expands it into a much deeper idea: lifemaxing. While improving your appearance is worthwhile, true fulfillment comes from developing your character, purpose, wisdom, and heart. Through examples like movie sets, poorly built houses, and shallow...
