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  • Founder of Athletes Authority
  • Marketing Maverick
  • Business Strategist
  • Newsletter Publisher

The merchant of death is dead

One of the most famous true stories about regret from a man who did not take action is that of Alfred Nobel, the dynamite inventor and the Nobel Prize founder.

In 1888, Alfred Nobel’s brother Ludvig died in France.

And a French newspaper mistakenly published an obituary for Alfred instead.

The obituary headline read:

“The merchant of death is dead.”

The obituary described Nobel as a man who had made a fortune from the invention of dynamite… a weapon that killed people faster than the world had ever seen.

After reading this, Nobel was devastated by the idea that his legacy would be of destruction and death.

So he did something about it. Rather than profiteering from an invention that fueled the war machine, he dedicated the rest of his life in the pursuit of peace.

He established a philosophy and set of values that ushered his actions towards good, not evil (although I’d argue the invention was capitalised by the war machine, not invented for that purpose).

As Simon Sinek puts it, he used his wealth to establish the Nobel Prize, which at its inception*, was for a truly ‘just cause’.

Nobel’s decision to establish the Nobel Prize allowed him to “right the wrong” and atone for the harm he believed his invention had caused.

And it took an obituary mistakenly announcing his death for him to realise the impact he had made and the opportunity he had missed.

This makes me think…

Do you have to be pronounced dead to do what you could have done all along?

Are you coasting in your business, detached from a purpose bigger than keeping up with popular hustle culture? Are you just grinding, or are you grinding forsomething?

If you feel like you’re the former, you’re in good company… I’ll sit beside you because I’m spending a lot of time thinking about this topic, and I don’t think I’ve got it right yet…

In every line of work, you CAN have business objectives that go past the bottom line (not taking away from the importance of that… cash is oxygen for a business).

And someone I’ve taken a lot of inspiration from in the past few months for this very reason is a mentee of mine, Mitch, who runs Exercise Healthcare Australia, or EHA for short.

He created a supercut video to share the stories of the lives that are better for it because they found EHA, and it’s raw, moving and inspiring.

You can watch it here.

After watching it, you too, like Nobel, could ask yourself the question:

“How do I want to be remembered?”

– Karl Goodman

Don’t Stop Here

More To Read

The Good Man’s Paradox

I watched Equaliser 3 last night. It is every bit as good as its predecessors. There were many memorable moments, but one in particular struck

The Goodwill Economy

I have a prediction for 2024. And it’s a complete backflip from what I would have said just a few years ago if you’d asked

Rich Men North of Richmond

It’s crazy how quickly things can go viral when a message really taps into the conversation that the market is already having inside its head.


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Lachlan Wilmot



  • Bachelors of Exercise and Sport Science
  • Honors in Rate of Force Development in Team Sport Athletes

Lachlan began his professional sports coaching career as the second ever employee at the GWS Giants in 2010-11 season prior to entering the AFL in 2012. Over 7 seasons, Lachlan grew a team of talented young men into back-to-back preliminary finals contenders. As the head of strength and power, his role was to turn teenagers into physically dominant men, developing their strength, power, speed and most importantly, their resistance to injury.

In 2018, Lachlan’s success afforded him the opportunity to shift codes, having been offered the role of High Performance Manager for the NRL’s Parramatta Eels.

In as little as one rebuild season, he had taken the wooden spooners of 2018 to the finals in 2019, where they inflicted the greatest defeat of the Brisbane Broncos in NRL history. By 2019, it was time for Lachlan to go ‘all-in’ on his other baby, Athletes Authority.

Now, Lachlan leads the performance program, designing the programs for all the athletes here. He works closely with the sports medicine team, just like he did in pro sport, to help athletes achieve more and reach new heights with their athletic careers.

Karl Goodman


Karl began his career in coaching as a Personal Trainer back in 2007. After competing for NSW as a Baseballer, and then competing at an elite standard as a cyclist throughout university,  Karl received the opportunity to work with Gordon Rugby in the Shute Shield competition. From there, he found a way to marry his passion in sports and competition with coaching; selling his investment property to start Athletes Authority in early 2016.

Starting from humble beginnings, the facility vision was taken to another level when Lachlan and Karl partnered up in 2017 and Athletes Authority was incorporated. It was no longer just a gym training athletes; Athletes Authority was committed to becoming a brand athletes worldwide could rely on for quality coaching, advice and service.