Come Die With Us

🦋 Our Mission

We enable you to tap into the power of purpose, gratitude, and human connection so that you can design a more meaningful, self-transcendent life of well-being, flourishing, and impact.

We offer a Life Design & Leadership Program that makes this happen.

“Dying before you die is the hardest and most important work that you can do if you want to truly live and truly lead.”

Fred Kofman, PhD, Google Advisor & Author of The Meaning Revolution

🦋 Why Die Before You Die?

To “die before you die” obviously doesn’t require you to pass away in a literal sense. It does, however, help you to come to terms with your inevitable mortality—an intimate characteristic we share with every living being—in order to recognize the preciousness of life.

Many philosophers, psychologists, and wisdom traditions the world over and across the ages—from Seneca, Goethe, Kierkegaard, and Nietzsche, to Jung and Frankl, to Rumi and the Buddha—have used the contemplation of the end of life as the seed for deep introspection, growth, and joy.

In other words, accepting your mortality doesn’t have to be a morbid or painful process. On the contrary. Recognizing soberly and courageously that your time on Earth is finite empowers you to ask big questions: “Why am I really here?” “What matters most now?” “How do I want to be remembered?”

It motivates you to lead a meaningful, well-lived life—one you can be proud of and that leaves behind an indelible, positive mark on those you love and lead.

Quoting the late Steve Jobs: “Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.”

Learn more about our Life Design & Leadership Program, follow your heart, and come die with us!

“Death is very likely the single best invention of life. It is life’s change agent. It clears out the old to make way for the new.”

Steve Jobs, Stanford University Commencement Speech

🦋 Our Story

Hi, my name is Fede Lozano. Thanks for dropping by Die Before You Die. I’m glad you’re here. I’m the husband of a wonderful Norwegian woman who’s the kindest person I know, and the father of an intercultural, multilingual (and slightly confused) five-year-old girl who oozes expression and creativity.

I’m originally from Mexico City, grew up in sunny Southern California, am partly Spanish, lived some of the best years of my life as a student in Barcelona, then attended Stanford Business School, and now reside in beautiful (but not-so-sunny) Bergen, Norway. I’m also a university educator, learning facilitator, and executive coach.

For many years, I was overly consumed with achievement and success, living a fast-paced life of globetrotting and excess, while neglecting my family and my mental and physical health. As the prototypical overachiever, I worked too hard, drank too much, slept too little, and exercised obsessively. I even managed to go overboard with meditation.

On the morning of May 6th, 2021, this self-obsessed, “work hard, play hard” life came to a screeching halt—quite literally—when I suffered a severe heart attack, four back-to-back cardiac arrests, and subsequent resuscitations. The entire ordeal lasted around four hours. In total, I was clinically dead for close to ten minutes.

Fortunately, my life was saved by a team of unbelievably talented and caring Norwegian healthcare professionals to whom I will forever be indebted.

This near-death experience, which was full of magical realizations, radically transformed my world view and life perspective. It has transported me from a state of constant anxiety and unbalanced striving to a place of greater peace and gratitude.

I’ve now launched Die Before You Die as a spin off from Pracademy, the innovation-training firm I’ve run for ten years, in order to fulfil a part of my new life’s purpose: to enable others to also “die before they die” in order to help them live lives of meaning and ease. (Preferably without the heart attack.)

Come learn, grow, and celebrate with me during our Life Design & Leadership Program!

“Without death, life would be meaningless. To be, and to enjoy your being, you need death, and limitation enables you to fulfill your being.”

Carl Jung, PhD, Author of Modern Man In Search of a Soul

🦋 Who Trusts Our Work

Learn About Our Life-Design Retreat!

“The thing is to find a truth which is true for me, to find the idea for which I can live and die.”

Søren Kierkegaard

🦋 What They’re Saying

“Your team is absolute magic! You took our Stanford social innovators into new territory within themselves and in connection to each other that is unlocking new energy for leadership. Looking forward to many more!”

Amanda Greco, Coach, Stanford Graduate School of Business

“Federico must be either completely mad or brilliant. I’m still making up my mind.”

Thomas Wilhelmsen, Group CEO, Wilhelmsen

“To quote my wife: ‘You’ve become a better father, husband, and person after your sessions.’ That’s how much you’ve impacted my life, Fede. Thank you for your mentoring. It has meant the world for my kids, my wife, and myself. Continue making the world a better place!”

Davies Reynold Lobo, Manager, Telenor

“Your life-design tips and tricks, life hacks, personal stories, and easy-to-use strategies have helped me SO much and I know these will stick with me for the rest of my life. Seeing how this has changed me and made me so much more relaxed and focused only over these couple of weeks has been mind-blowing. I feel so much more grounded, so much more “me” in a way. I can only thank you from the bottom of the heart. I am beyond grateful for your insights.”

Sandrina Kenny, Graduate, Norwegian School of Economics

“Fede hosts the proper environment to push and pull you through a life-changing process. Yes there will be ‘blood, sweat, and tears,’ but it’s all worth it. The knowledge you get is experiential. You try, you do, you fail, you reflect, you learn, and move on. Soft skills focus, along with methodology and research, is the perfect recipe. Once you get onboard you can feel the change—your team will, your organization will, your friends will, and your family will. You’ve become…the change.”

George Kantas, Manager, Wilhelmsen Ships Service