Overview
William Lam is the founder of UPGRD® (pronounced “upgrade”), a mental-system / subconscious-reprogramming company based in the Scottsdale, Arizona area. He is described on SUCCESS Unplugged as an American board-certified hypnotherapy instructor and a certified trainer of neuro-linguistic programming. He co-facilitates Unplugged’s morning sessions alongside Matthew Ferry—Ferry on identity and being; Lam on habits and mental programming underneath behavior.
UPGRD positions itself as educational mental reprogramming for leaders, founders, and high performers: uncovering blind spots and installing new patterns at the unconscious level rather than relying on willpower alone. Extensions include UPGRD® Lab, a neuro-adaptive / EEG-guided training offering that combines Vital Neuro hardware with UPGRD subconscious protocols.
Why SUCCESS readers care
Unplugged is SUCCESS-branded and deliberately small (thirty inaugural seats). Readers who care about the retreat’s method—not just the desert setting—need both facilitators on the wiki. Lam is the complementary half of the room: if Ferry’s Rapid Enlightenment Process reframes who you are being, Lam’s UPGRD lane targets the automatic loops that keep running when the phone is gone and the calendar is quiet. That pairing is the product story SUCCESS is selling for November 2026.
Career
Public company and profile materials place UPGRD’s founding around 2016–2017 (Unplugged copy says 2017; LinkedIn company metadata often lists 2016). Lam is identified as a Certified Neuro Linguistic Programming Trainer with the American Board of NLP and as a board-certified hypnotherapy instructor. UPGRD markets programs spanning self/others/world/legacy tracks, SalesGod™-style sales/language training, and the Lab neurofeedback product line. Headquarters context: Scottsdale, Arizona—aligned with Unplugged’s CIVANA Carefree venue north of Scottsdale.
Books / work
- UPGRD® — flagship mental-system / subconscious training company (upgrd.com)
- UPGRD® Lab — neuro-adaptive sessions pairing EEG-responsive audio with UPGRD protocols (lab.upgrd.com)
- Program suite marketed across UPGRD OS Foundations / Elite and related enrollment tracks
- Co-facilitation of SUCCESS Unplugged 2026 morning sessions
Unplugged role
Official Unplugged site lists William as Coach and facilitator / co-facilitator with Matthew Ferry. He co-leads the morning sessions; event copy states Matthew works on who you are being while William works on the habits and mental programming sitting underneath it. Appearance is on the SUCCESS Unplugged 2026 lineup at CIVANA Carefree, November 5–8, 2026.
