THE BOOK
Never Negotiate With Yourself
Never Negotiate With Yourself is the story of a simple idea that changed everything — and the program it became: the Non-Negotiable 20™. It's for the person who already knows what they should do. You know you should exercise more. Drink less. Spend less time on your phone. Get more sleep. The information isn't the problem. The follow-through is.
What if you never had to start over again? That's the promise of the Non-Negotiable 20™.
The full story is in the book — coming soon
Non-Negotiable 20™
It started with my own health. It didn't stay there.
It's small. It's simple. It's built so the version of you that wants to skip, stall, and start over loses — every single day. It works for exercise. And it doesn't stop at exercise. More than a thousand days and counting.
01
Meet the Non-Negotiable 20™
The program at the heart of the book — and the framework shared on stage and in the videos.
02
It began as a single rule
Tried on January 1, 2023, with no idea whether it would last. It lasted.
03
Not a 30-day challenge
Not a diet. Not another burst of motivation that fizzles by February. A different kind of promise.
04
What it actually is
Why the number matters and how to run it — that's what the book, the talks, and the videos are for.
Your next start is your last start.
— Tana Hutchinson
Who it's for
The person who has tried. Who means it when they say they want to change.
If you've ever said "I'm going to start working out" and then didn't — if you've ever set a January 1 resolution and abandoned it by Valentine's Day — if you're an overachiever everywhere except in your own wellness — this is for you.
01
The person who has tried
Who means it when they say they want to change. Who already knows, deep down, what's getting in the way.
02
The January 1 resolution person
Set a resolution and abandoned it by Valentine's Day? You're exactly who this is written for.
03
The overachiever
An overachiever everywhere except in your own wellness. That gap is exactly what the Non-Negotiable 20™ closes.
The idea behind it
Stop negotiating with yourself.
Every time you decide to "start tomorrow" instead of today, you're negotiating. Every time you skip because you're tired, you're negotiating. And the problem with negotiating with yourself is that your present self always wins over your future self. Every single time.
The villain in your story isn't your schedule, your demanding job, or your bad knees. It's the voice in your head that negotiates — and it has been beating you for years.
The Non-Negotiable 20™ is how you beat it. Not with motivation. Not with willpower. With a system that ends the conversation before it starts.
How that system works is the heart of the book. Coming soon.
sPEAKING
Tana brings the
Non-Negotiable 20™ to stages, teams, and conferences.
A talk for anyone who's tired of starting over. It's honest, funny, and built for the overachievers who can run a company but can't keep a promise to themselves.
Audiences leave with a new way to think about consistency, identity, and the quiet daily negotiation that's been holding them back — and a program they can actually keep.
Quit alcohol — October 2019
For good.
Launched the Non-Negotiable 20™ — December 2022
She hikes, backpacks, plays pickleball and golf, reads obsessively, and exercises every single day.
Co-founder, Level Up · Founder, Wellness Warriors & Other Groups
Accountability groups whose members span the country and change each other's lives daily.
26 years in national franchising.
Placing hundreds of people in businesses nationwide, many winning Rookie and Franchisee of the Year.
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