The document is a coaching program by Anna Kitney that guides professional service providers (coaches, healers, therapists) to transition from an hourly, time‑based business model to a CEO‑level identity. It argues that a business cannot outperform the woman leading it, so the core work is to recalibrate self‑image, self‑concept, and self‑limiting beliefs. The material outlines the problem of identity‑driven under‑charging, over‑delivering, and poor boundaries, then contrasts the "Hourly Model" with "CEO Standards" that focus on value, premium positioning, and strategic vision. It explores mindset blocks (fear, desperation, lack of worthiness) and enumerates five common self‑limiting beliefs, offering reframes and affirmations. A substantial portion is devoted to practical activation tools: scripting (future‑pacing journal exercises), visualisation, daily "I AM" statements, income‑earning statements, and money‑mindset affirmations. The program also defines the three parts of self‑concept (ideal self, self‑image, self‑concept) and provides steps for long‑term vision, persistence, and discipline. Finally, it presents a CEO mindset routine (meditation, statements, belief transformation) and frames selling as a service to soul‑aligned clients. Outcomes promised are a shifted CEO identity, clear vision, and confidence to lead from a value‑based perspective.
Topics
Identity Problem vs Strategy Problem: The Core Truth of CEO Performance
Explains that business under‑performance stems from the leader's self‑identity rather than lack of strategy, introducing the premise that the woman leading the business determines its outcomes.
Hourly Model vs CEO Standards: Redefining Value Over Time
Contrasts the traditional hourly, effort‑based revenue model with CEO‑level standards that focus on premium pricing, boundaries, and positioning as an expert.
Self‑Limiting Beliefs Blueprint: Identification and Reframing
Lists five common limiting beliefs (e.g., "I don’t know how", "I’m not ready", "Market is saturated", "Can’t charge", "Must convince") and provides reframes, affirmations, and action steps to dissolve them.
Three‑Part Self‑Concept Model: Ideal Self, Self‑Image, and Self‑Concept
Defines the three layers of self‑perception, their influence on behavior and business decisions, and links them to the CEO identity shift.
Money Mindset Transformation: From Desperation to Abundant Expectation
Guides the client to adopt a 10K+ month mindset, address fears, use gratitude, and shift belief about money as a flow rather than scarcity.
Scripting & Future‑Pacing Practice: Writing the Future as Present Reality
Provides a step‑by‑step journaling method (visualisation, specificity, present‑tense writing, emotion, consistency) to manifest desired business and life outcomes.
Affirmation & I‑AM Mantras: Daily Verbal Programming for Identity Alignment
Introduces three categories of affirmations (money, professional identity, client attraction) to be spoken morning and evening to reinforce the new CEO self.
Selling as Service: Reframing Revenue Generation as Soul‑Aligned Contribution
Shifts perception of sales from exploitation to serving, encouraging compassionate, confident offering of high‑value services to aligned clients.