I'm Deacon Santiagoand I createlife‑improvement systems.
I'm not very good at sitting still, and I love working on projects that bring me joy. This website is a virtual introduction.
What I make
- EssaysMy Substack where I write about purpose, identity, and figuring out what actually matters. No AI. Just me thinking out loud.
- BooksThree free workbooks: GodMaker, Seeing Inside, and Self-Actualized Goals.
- ToolsInteractive tools for self-exploration. These turn concepts from my books into experiences you can actually use.
- CoachingOne on one, in San Francisco or on video. We pick the right action, then you actually do it.
- ProjectsI build projects specifically to build skills.
The Pantheon
Make your own gods.
I never named the things I wanted to stand for, so I built a personal mythology and named them myself. Eight values, each one a kachina doll my family used to sell. Hover one to meet it. Then make yours.
Individualism
Tzolquixtli the Radiant
Granted a restless monkey the wings it begged for, then took them back, to teach that freedom is how you carry yourself, not where you can fly.
Start here
Self-Actualized Goals
Set lasting goals based on introspection rather than external standards. Learn to identify hurdles, implement course corrections, and make the mindset shifts needed to create your ideal life.
Download the book and hear more from me
If you want help actually doing it, I also coach a few people one on one. How that works
Existence is a malleable system.
The hardest part of growth isn't learning new things. It's brutal honesty about who you actually are, what you actually value, and what you're actually chasing.
I like writing, building things, and meeting the 'do-ers' of the world. I'm the kind of person who enjoys first dates, job interviews, and networking events, so if you see me on the streets of SF, say hello!
I think there are only two rules in life:
- Be grateful
- Solve your own problems
The rest is just enjoying the ride
More about meLately
- September 17, 2026The 5 Levels of Craftsmanship for Hosting EventsEvent hosting is an act of craftsmanship. There’s a reason the term Socialite exists, and it’s not as easy as hanging out and partying. There are several levels in how meaningful an event is for atten...
- August 15, 2026It's ok to let yourself dieEverything that you are is an assembly of genetics, experiences, social influences, and dumb luck. Your uniqueness is an unfathomably large collection of unlinked factors, blended up together and depo...
- July 7, 2026AI is the best teacher you’ll ever haveFor free, right now, you have a teacher that is endlessly patient, creative, whimsical, understanding, and well-resourced. In the snap of a finger, you can change how the teacher talks to you, how it ...