The Unplugged Alpha Male with Richard Cooper

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Do you struggle with financial literacy and drowning in debt due to societal norms and targeted credit offers? Do you wish to navigate the red pill community with respect and embrace personal growth while understanding gender dynamics and relationships better? Look no further, because in this episode, we have the enigmatic and influential author, Richard Cooper, joining us to unravel the secrets of financial empowerment and manhood.

Guest: Richard Cooper is an enigmatic and influential author, best known for his compelling book, “The Unplugged Alpha.” With a magnetic personality and a thought-provoking writing style, Richard has left an indelible mark on readers. His fearless and straightforward approach to addressing the core aspects of manhood has garnered praise and resonated deeply with his audience. Richard’s work is refreshingly candid, and he has gained a reputation for fearlessly calling out societal norms and challenging his readers to reevaluate their perspectives. 

[00:00] In this episode, Igor is joined by Richard Cooper to discuss business ventures, the core aspects of manhood, the lack of financial education plaguing society and the need to empower ourselves with financial literacy, and more!

[03:53] Richard’s Debt Settlement Business:

  • In 2003, I started a debt settlement business shortly after leaving my job at a collection agency. Given my experience in credit collections and related fields, I recognized the struggle people faced with credit card debt and the lack of viable solutions. So, I established a debt settlement company that negotiated with creditors on behalf of debtors.
  • The company, known as Total Debt Freedom, continues to thrive to this day, located in the east end of Toronto.
  • Over the years, it has successfully eliminated over a quarter-billion dollars of unsecured Canadian credit card debt. In fact, I even authored a book outlining the step-by-step process of debt settlement, available on Amazon under my author name.

[08:50] Lack Of Financial Education:

  • The whole experience made me realize how easily the system entraps people in debt, especially the young who are targeted early on with credit offers.
  • Financial education is often lacking, and many end up living beyond their means, relying on loans to finance their lifestyle.
  • The system perpetuates this cycle, making it hard to break free and truly own anything, be it a house or a car. It’s time we empower ourselves with financial literacy and make informed choices.

[15:20] Richard’s YouTube Journey:

  • I started my YouTube channel back in 2014, with the initial idea of showcasing interviews with friends about their success and the cool cars they owned.
  • I discovered the costs and limitations of production, I pivoted my content and started responding to questions from viewers, especially about avoiding certain types of relationships. That’s when things took off.
  • One particular video on dating pitfalls garnered explosive growth, drawing in over a hundred thousand views in no time.
  • The comments and inquiries poured in, prompting me to delve deeper into the dating and relationship space, including the contentious “red pill” community.
  • My YouTube channel now includes various content, from dating advice to discussions on masculinity. I also lead a men’s community, encouraging personal growth and empowering individuals with knowledge.

[17:32] The “Red Pill” Community: 

  • The red pill community often emphasizes evolutionary psychology to explain gender dynamics and relationships. There’s an emphasis on personal development, taking control of one’s life, and understanding female psychology.
  • While self-improvement and understanding human behavior have value, some aspects of the red pill community can be polarizing and generalizing.
  • It’s crucial to treat individuals with respect, avoid harmful attitudes, and embrace multiple perspectives.
  • There are different sub-communities, such as the Black Pill or MGTOW, where some guys check out of life and avoid relationships altogether, claiming that women are all bad and will only cause harm. However, I believe that life is like a puzzle, with many pieces needed for various aspects, including relationships.
  • After spending time in the red pill space and collaborating with other creators, I realized that not all of them were good men or good at being men. I believe that true friends are those who support and protect you, not just superficially, but genuinely.

[22:29] The Unplugged Alpha:

  • Regarding my book, “The Unplugged Alpha,” it covers various topics, including relationships, lifestyle, self-improvement, and combat sports.
  • The book distills the most viral and positively received content from my YouTube channel and draws from my private consultations with men.
  • It includes a chapter on the 20 red flags to help men avoid potential pitfalls in relationships and make more informed choices.
  • The goal is to simplify and improve their lives by recognizing and addressing red flag behaviors early on, thus avoiding unnecessary complications.

[24:50] Impact Of Feminism And Gender Identity:

  • It’s crucial to be mindful of the messages our children are exposed to and how they may shape their beliefs and values.
  • The media, schools, and social platforms can play a significant role in promoting certain ideologies and narratives that may not align with our own values and principles.
  • As a parent, it’s essential to be actively involved in your children’s lives, engage in open conversations with them, and provide them with a balanced perspective on various topics.
  • Encouraging critical thinking, empathy, and understanding in your children will help them develop the ability to assess and question the information they encounter. It’s also essential to create a safe and open environment where they feel comfortable discussing their thoughts and feelings without fear of judgment.
  • While it’s challenging to shield children from all external influences, you can still guide them in forming their own values and beliefs. By being a positive role model and exemplifying the values you wish to instill in them, you can have a significant impact on their development and worldview.

[35:16] Advice For People Who Want To Succeed: 

  • Taking bigger risks and playing to win instead of playing not to lose are indeed valuable pieces of advice.
  • Some of the most significant opportunities and growth come from stepping out of our comfort zones and taking calculated risks.
  • It’s essential to learn from failures and setbacks rather than letting them discourage or define us. Taking risks helps us build resilience and confidence, which are crucial traits in achieving personal and professional growth.
  • Additionally, playing to win means actively pursuing our goals and dreams, setting ambitious targets, and working diligently to achieve them. This mindset allows for a more proactive and positive approach to life, rather than simply avoiding negative outcomes.
  • Success requires dedication, hard work, and perseverance. It may be challenging, but if you focus on tasks that lead to personal growth and move you closer to your goals, the payoff will be worth it. 

[39:00] Learn More About Richard Cooper:

  • Visit Richard Cooper’s website at
  • I’d recommend starting with my book, “The Unplugged Alpha” and Jack Donovan’s “The Way of Men.” Both provide valuable insights into what it means to be a man and can be a great starting point for your journey.
  • For those who want to explore more, my YouTube channels “Entrepreneurs in Cars” and “The Unplugged Alpha” offer additional content and discussions on various aspects of life, masculinity, and entrepreneurship.


Igor Kheifets is an amazon best-selling author of the List Building Lifestyle: Confessions of an Email Millionaire.

He’s also the host of List Building Lifestyle, the podcast for anyone who wants to make more money and have more freedom by leveraging the power of an email list

He’s widely referred to as the go-to authority on building large responsive email lists in record time.

Igor’s passionate about showing people how to live the List Building Lifestyle.