Welcome to The Unplugged Alpha
If you’re here, chances are you already know who I am. You’ve seen the videos. Maybe you’ve read The Unplugged Alpha, or The Top Shelf Man, or both. Maybe you found me through a clip someone shared that pissed you off at first - and then you couldn’t stop watching because something about it rang true.
However you got here, welcome.
I’m Richard Cooper. I run the Entrepreneurs in Cars YouTube channel, I’ve authored two best-selling books for men, and I’ve done well over a thousand private coaching calls with men from every walk of life - CEOs, tradesmen, military, doctors, guys fresh out of a divorce they never saw coming. I’ve heard it all.
Before any of that, I founded and ran Canada’s most successful private debt relief company for sixteen years, eliminated over $250 million in unsecured debt for clients, and picked up a few awards along the way. Then I went through a divorce that nearly ended me - and I don’t say that lightly. That experience cracked me open, forced me to see the world as it actually is, and set me on the path that eventually led to everything you see today.
I say all of this not to impress you, but to impress upon you that nothing I teach comes from theory. It comes from living it, losing from it, rebuilding from it, and then helping thousands of other men do the same.
Why This Publication Exists
I have thousands of videos across my channels. Over a billion views. Two books that changed a lot of men’s lives. So why add a publication?
Because some things can’t be said in a ten-minute video.
The videos are where I talk to you. The X posts are where I hit you with the headline. This is where I go deeper - longer breakdowns, frameworks from the books applied to what’s happening right now, and when the data backs up what I’ve been saying for years, I’ll bring the receipts.
Think of the videos as the introduction. The books as the foundation. And this publication as the space where it all comes together - deeper dives on the stuff that matters, on my schedule, in my words, with no algorithm deciding what you get to see.
What You Can Expect
The cold, hard truth on the topics that matter most to men - desire, attraction, relationships, wealth, and what it actually takes to build a life worth living. Sometimes that means data-backed deep dives. Sometimes it means a coaching story that hits different in writing than it does on camera. Sometimes it means expanding on a framework from the books that I haven’t fully unpacked yet.
No fluff. No filler. No hedge language designed to keep the outrage mob happy. Same me, more room to work.
If you’ve read my books, this is where those ideas keep evolving. If you haven’t read them yet, this will show you why you should.
Subscribe so you don’t miss what’s coming.
And if you’re a man who’s serious about doing the work - not just consuming content, but actually applying it - The School of Unplugging is where that happens. Community, courses, weekly live calls, and direct access to the frameworks that have changed thousands of men’s lives. That’s where the real work gets done.
I’ll see you inside.
Peace,
Richard Cooper