One Story
Has The Power
To Change


Hasani X's BIO

Hasani X started on the streets of Oakland, California, to becoming a first-generation college graduate earning an Ivy League degree from the University of Pennsylvania. He went on to found 4E Consulting, helping to grow hundreds of small to mid-sized businesses. After exiting 4e Consulting, Hasani shifted gears from developing businesses to building people as a performance consultant and leadership coach. He is now CEO of Lead Your Story, a company that uses the power of STORY to build strong culture and brands. A father of three, dedicated husband, and modern stoic.


  • Business investor & advisor
  • Over $100M business/brand projects
  • Nationally recognized communication strategist
  • Professional speaker & trainer
  • Trained/coached 1,000’s of leaders & teams
  • Mission To Impact 100 Million Lives
  • Founder / Rise of a Leader
  • Founder / Lead Your Story
  • Professional MMA Fighter
  • Meditation / Spiritual Enthusiast
  • Husband & Father of Three

Hasani X's Story

My name is Hasani X. I grew up in the streets of Oakland, California – where I developed an inner-belief, strength, and conviction when everything around me said the opposite. And the truth is, without a STORY of possibility guiding me, I wouldn't be here today.

That said, even with a driving purpose, it wasn't easy. So I jumped right in, starting my entrepreneurial journey at nine years old. I sold ninja stars, husky pencils, my mamma's tacos, and whatever else I could.

These experiences, combined with my dad forcing me to go to Toastmasters meetings to speak, helped me to hone two highly valuable and transferable skills. How to sell and communicate. Or said differently, I learned how to tell a damn great STORY.

Eventually, I overcame the odds and became the first person in my family to go to college. And to give you context, my high-school started with about 500 freshmen, but only about 38 of us graduated.

While at UPenn, I founded A.U.N. (All You Need) Marketing. It was about the sheer hustle of getting clients everything they needed to promote their brand and STORY.

After graduating, I founded 4e Consulting, a business growth firm that combined gorilla marketing and strategic business consulting. Fast forward a couple of years, I was crushing it in business, happily married with two kids, and life was ALL good. Then one day, I received a call from my mom…

Hi Mom
Hasani, they killed him, he’s dead…
Wait, what?
Your brother is dead…

My younger brother Ramin was shot and killed back home in Oakland, California.

As I put the phone down, stunned and heartbroken, my mind flashed back to our last conversation.

We were arguing over something, but it ended when he said…

You were never there for me…
You weren't the big brother I needed!

At the time, I shrugged him off because I wasn't going to take the blame for his shit. I handled my business. He should have been able to handle his (period).

But that day, starring in the mirror, I realized that I was always dedicated to doing what it took to personally succeed but ran away when it came to leading others.

Being honest and RAW with myself, I soon realized that I was comfortable doing just about anything but leading others. I thought…

Who was I to lead?
Who was I to say what's right?
Who was I to say this is where we are going?

This realization pushed me to explore and experiment at the edges of personal growth and leadership. I knew that I had to develop a new STORY that went beyond personal success and into the realm of leading.

So I began facing my deepest fears by jumping out of planes, becoming a professional cage fighter (crazy story), mind hacking, and exploring spiritual growth through 1,000's of hours meditating, fasting weeks on end on nothing but water to studying with the worlds best minds on human psychology and performance to developing my own innovations in personal breakthrough science.

Over time, I pushed into the personal development space by speaking and coaching leaders on building their businesses, life, and legacy (BLL). It was on this path that I finally found my true MISSION.

To build people and businesses.

Feeling the gratification of helping others to break through, I decided to go all in. I exited 4e Consulting, divested all other investment projects, and founded Rise of a Leader as an out of the box leadership and team development company.

It was here that I created the Living Leadership Model. A model I've used working with presidents of publicly traded companies down to prisoners facing a life behind bars.

In short, for anyone who would listen, I helped them with my Breakthrough Performance Science. Because here's the truth, success principles don't care about who you are or where you come from. If you Lead It, Live It, and Love it, you'll eventually breakthrough!

Having the good fortune of being able to sit and review my life, I can say that over the last 20 years, I've founded two successful marketing companies, a personal development company, helped to grow hundreds of businesses as a consultant, coached hundreds of leaders and teams, given over 1,000 presentations, speeches and workshops, all while being happily married for 18+ years, raising three kids, and being fulfilled and living on my terms.

And in mapping out the next 20 years, I've decided that I finally want to combine my two passions for building businesses AND building people. So I founded Lead Your Story as a hybrid marketing company that helps businesses use STORY to drive leads, business growth and build strong leaders and teams.

I'm so excited about Lead Your Story because I believe in the power of STORY. It saved my life and has been the root of all of my successes.

Further, I believe that STORY in the modern age is the most effective way to drive the success of business, leaders, and teams alike. Because with a powerful STORY, you'll attract perfect customers, recruit and retain talented staff who believe in your cause, and FREE yourself as a leader and business owner.

We are talking about going from trying to sell for a buck to finally sharing a STORY that we believe in. This is the type of FREEDOM that pays in business, life, and legacy building.

And who doesn't want that?

Out… X