How I Changed My Mindset In One Day

Well, Noah, it's great to have you here, man. It's the Afformations. We got to talk about that. I'm a big fan of affirmations. So, the moment I saw that, I was like, yeah, we got to talk about that. But, good morning, brother. How are you?

I'm doing great. And yeah, absolutely. That's the number one thing that people want to ask me about. And, it's very exciting because it's really a new way to change your mind, change your brain, change your habits, and really change your life. Very, very quickly and easily. So you want me? You want to just jump right in?

And brother, yeah, please. Because I all right affirmations all the time.

Right.

Afformations. So people that aren't seeing A F F O R is different than you know maybe what I'm thinking. So I'm curious to hear what this is.

Yeah, absolutely. So in fact, let me I'll show everybody. So yes, you're absolutely right. So this is my book from Hay House called *The Book of Afformations*, and it is. It's spelled A F F. A-F-F-O-R-M-A-T-I-O-N-S. And, you can go to Afformations.com and learn more about my Afformations method. So, this is something I invented 30 years ago. I was actually a broke college student. I was a religious studies major. And, I'd been reading self-help books for years and years. And, I spent an insane amount of time doing all the books, reading all the books, and just really immersing myself in that universe, in that literature. And I did everything the books told me. And as, of course, anybody who's ever read a self-help book knows that every self-help book says the same exact thing, which is if you want to change your life, you got to use affirmations. You got to use these positive statements, right? So, we've heard this a million times, right? And so, I had all these Post-it notes all over my college dorm room. I'm happy. I'm rich. I'm successful. When the reality was, no, I'm not. I'm broke, unhappy, and miserable, right? And so, I was like, What the heck is wrong with this method? What aren't they telling us? What are they leaving out? And so, I was so frustrated by this because I've been doing this for so many years, doing everything the book said and not getting any results. So, I was actually in the shower one morning. In my books and my coaching programs, I call it the shower that changed everything because I'm sure we've all had those aha moments in the shower, right? And you're thinking about that thing and all of a sudden, boom, and you get that light bulb moment, that eureka moment. Well, that's what happened to me.

Yeah.

in April 1997. And I realized that the human mind actually works using something much more powerful than statements. And that is the power of questions, right? And in fact, if you think about what is human thought, human thought really is the process of asking and searching for answers to questions. And so, I said, if that's true, why are we going around making statements we don't believe? Why don't we just cut out the middleman and go right to the question? And then, I said, well, what would that look like? So, let's take a classic affirmation. I love to do this, by the way, as a keynote speaker. I'm an executive coach, a business coach, but I'm also a keynote speaker. So, I get to do keynote presentations live and virtually for teams, organizations all around the country, around the world. And so, one of the things I like to do as a keynote speaker, I'll say to my audience members, okay, I want everybody, we're going to stand up and we're going to say a traditional affirmation just like the gurus taught us. Now, everybody say, I am rich. And everybody goes, I am rich. You know what happens next? Everyone starts laughing. And I go, what are you laughing at? And they go, well, I'm not rich. And I say, but you just said you were. And they go, yeah, but I don't believe it. See, isn't that the problem with the old method, right? With the old affirmation method, right? We are told to say these positive statements, but in our head, we just don't believe it. Right now, what the gurus taught us, have been teaching us for decades, is, well, if you don't believe your statement, just repeat it 1,000 million billion kajillion times until you believe it someday. Now, for some people, that actually worked. That old method actually worked for a small minority of people. In fact, did you know that a scientific study was actually done on this very topic? And it showed that 3 out of 4 people— get this— 3 out of 4 people who use the old method actually end up more frustrated than before.

Wow. Ooh.

So, imagine if you had a smartphone that didn't work 3 out of the 4 times you went to use it. You'd probably get a new phone, wouldn't you? Well, that's what I invented. I invented a new phone for your brain.

All right?

And so, my Afformations Method that I invented in the shower 30 years ago is instead of saying these statements that we don't believe, instead, we're using empowering questions to immediately change what's called the embedded presupposition factor of the brain. And that's just a fancy way of saying, when you ask a question, your brain automatically searches for the answer. And so, that really, in a nutshell, is my Afformations Method. And as I mentioned, you go to afformations.com and learn more about it. But that's really what it is. It's a new way and, frankly, a much faster, easier, and far more effective way To change the questions you're asking, change your beliefs, change your habits, and thereby change your life and change the results that you're getting.

No, I love it. So, I want everybody to go check out Afformations.com. But let's give a real-world example. You gave, I am rich, or something I— one of them, a handful I say, I am whole, perfect, strong, powerful, loving, harmonious, and happy. That's one of many I say. Now, what would be an example of what you would say instead of maybe, I am rich?

Right.

What would you say as an affirmation? What would be an example so my audience can say, okay, I kind of get that? And again, I want them to go check out the book and go check it out because I'm sure it dives much deeper. But I got you right here. I got to ask.

Absolutely. Absolutely. I'm happy to answer that. So, okay. So, again, we'll take the statement, right? The old way, I am rich, to which your brain goes, No, you're not. Right? I mean, that's literally what happens. And so, in the brain, we have that— I call it the yeah, right response because your brain literally goes, yeah, right.

Right?

Because we don't believe it. We tend to not believe these statements because a statement is like something that you either believe or don't believe. And as I talked about a moment ago, 75% of people don't believe it. So, if you're one of the 25% that believes it, great. Keep doing what you're doing. But if you're Most people, like I was, I didn't believe it. And so, it was just more frustrating than ever. So, that's when I said, well, okay, if that's the statement, then what would the question be? What would the affirmation be? And that's when I said, why am I so rich? Why am I so rich? Now, when you ask that question, what immediately starts to happen in your brain? You start to search for the reasons why. Why am I so rich?

Yeah.

Okay, now what I'm talking about in my teachings and my coachings and my books, my seminars, is the law of sowing and reaping. As you sow, so shall you reap. Now, this is an ancient law, right? It's been taught for centuries. But what are we sowing? We're sowing seeds of thought. But do you know what most people are doing? Sowing lousy thought seeds. Why am I so stupid? Why am I so fat? Why can't I lose weight? Why isn't my business growing? Why didn't I get that promotion? Why does nothing ever work out for me? Why is there always more month left at the end of the money? And when you ask lousy questions, what do you get?

Crappy answers.

You get lousy answers, right? And that creates a lousy life. So, I said, well, wait a second. What if instead of asking lousy questions that lead to lousy answers and create a lousy life, Which is what most people are doing unconsciously. I said, what if we just flip the whole thing on its head and start asking empowering questions that lead to phenomenal answers and thereby create a wonderful life? And that's why, as I was standing in the shower, April 1997, I said, holy cow, I think I just invented something. And so, I had to give it a name. And the name that I gave it was Afformations, A-F-F-O-R-M-A-T-I-O-N-S. By the way, I just want to let the folks listening to the program know, because I get this question a lot also. Noah, where'd the word Afformations come from? How'd you invent that word? Well, I used to study Latin, you know, in high school. One of my favorite subjects was Latin. And so, did you know that the word affirmation, you know, the one we're all used to that we've heard a million times, that word actually comes from the Latin word firmare, which means to make firm. Now, the word Afformations that I invented 30 years ago, And by the way, it's perfectly legitimate to invent a new word, right? When you have a new way of looking at the universe or new technology, isn't it true that we often need a new word? For example, Google, right? Facebook, YouTube, webinar, computer software. I mean, these are very— these are terms that have only been around a very, very short amount of time in human history. And now, of course, we use them every single day. Why? Because it's a new technology, and so we needed a new word to describe it. So, what I invented is a new technology of the mind, right? So, affirmations, that word I invented 30 years ago, comes from the Latin word formare, F-O-R-M-E-A-R-E, which means to form, to form or give shape to. So, the question I often ask my audience members and my coaching clients is, what if you're making something firm, but it's in the wrong form. That means you formed a life you didn't even want. And how did you do that? By using those disempowering questions like I talked about a moment ago. Why am I so stupid? Why can't I do anything right? Why isn't my business growing? Why can't I get more clients? Well, you formed it unconsciously, but it doesn't matter because of the law of sowing and reaping. As you sow, so shall you reap. You're sowing seeds of thought in the soil of your— the fertile soil of your own mind. And so, you're reaping those seeds, those fruits. So now, using my Afformations Method, you can change the seeds you're planting, thereby changing the fruits. And that's how you begin to change your life.

Love it. I want to go back to 1997, religious Major religious studies major.

Religious studies major.

Yep. And I'm thinking, all right, so dudes in the shower, cool. We have those thoughts for sure. But at what point are you like, you know what? This is my life's work. Afformations is what I'm going to take because I've been reading all this. And does that mean I ditch religious studies? What did that look like for you, Noah? How did you end up ultimately doing what you do now? How did you know this was my path?

That's a great question. I love that question. And so, what happened was I literally ran out of the shower and I ran to my Apple computer and I said, holy cow, this is the coolest thing that I've ever heard. And that was my first thought. And the second thought was, I can't believe no one's ever thought of this before because it's literally been sitting in front of us the whole time and I'm the first person to identify it. I'm like, wow. So, And I was like, yeah, I knew that I was because I'd read every book on the subject and no one ever talked about this. And so, I said, well, what am I going to do with this? And so, I realized I've got to write a book. And I said, yeah, this is my life's work. And so, I actually wrote a book in late 1997 and it was called Permission to Succeed. And then, I actually met Jack Canfield from— I'm sure we know him from Chicken Soup for the Soul.

Yeah.

Because he was actually winning an award at the University of Massachusetts where he went to school, which was right down the street from where I went to school. And so, I met Jack and I showed him my self-published book called Permission to Succeed, and he loved it. And he said, yeah, I'll send this to my publisher. And 8 weeks later, I got a call from the Chicken Soup people and they offered me my first publishing contract. And you can actually see it. There it is right there. Anyway, my book called Permission to Succeed, that was my first book. And now, 25 books later, I've, you know, these are some of the books I've published and these are some of them in other languages, in 18 languages so far. But yeah, this is exactly what started me on that journey was because I saw and I knew that no one had ever talked about this before, that this was something unique and different in the annals of self-help. And, I mean, I've gotten thousands of stories from people around the world who've used my Afformations Method to literally change their life in a very, very short amount of time. Because what I want the folks listening to realize is something kind of cool and pretty powerful, which is you're already doing this. See, every human being on this planet is already using my Afformations Method. But there's only 2 problems. Number one is they don't know they're doing this.

Right.

Because most people, of course, haven't been taught this. They haven't been shown the truth of this method, number one. And number two, they're using it in a very disempowering way. See, most people that you meet are unconsciously, unknowingly walking around asking really lousy questions. Like I talked about, why am I so dumb? Why can't I do anything right? You know, why don't I have any money? Why isn't my business growing? And so on and so on. Now, I want to reiterate that nobody does this on purpose. Right? Nobody on purpose does this, but it doesn't matter whether you're conscious or not conscious of this. You're always sowing seeds in the fertile soil of your mind. So my Afformations Method is really the first method that works for everybody because the Affirm Method, the old way, the statement method, works for about 1 out of 4 people. Okay, great. So the 25% You know, works great. What about the rest of us? Right? You know? And so, what my Afformations method does is it literally equalizes the playing field. And that's why we've— I mean, if you just go to my website, if you go to NoahStJohn.com, you'll just see, my God, hundreds and hundreds of success stories, which is only a fraction of the success stories that have been shared with me over the last 30 years.

Yeah. No, it's— it is cool that you Recognized, look, this is working for some, that's cool. And there's a different way to skin a cat, if you will.

Exactly.

The other thing that I think, I hope everybody heard is he took advantage of an opportunity. He goes to where Jack Canfield is, literally has the courage to say, hey, here's something I put my blood, sweat, and tears into. I believe in this. And he says, you know what, kid? At the time, you know, hey kid, we're gonna take, I like it. We're gonna put you on the map. What a life-changing moment.

Yes.

But you had to take that step is my point. That's what I want people to really hear.

I did. And you know what? I'm glad you brought that up because I want to say something about that. When I was in that moment, I was very nervous, right? Talking to a big star, Jack Canfield, and I was just this kid from nowhere, nothing. And I was very nervous. And I realized if I go in nervous and needy, Right? I would be a total turnoff, right? You know, because you don't like people who are needy and pushy and like that. I'm like, oh, so what do I do? I didn't know what to do. And so, I just took a breath. And right before that, I met him. I just, instead of picturing about me, I was thinking about other people. And I started picturing in my mind the people that my method was going to help. And that amazingly and instantly calmed me right down because now it's not about me. It's about my my audience. Now, at that time, I had zero audience, so it's not like I was reaching people at that time because I wasn't. But I just in my mind's eye, I saw wow, you know what? I could really help a lot of people with this, and I I hope I get that opportunity. And Jack was so great. I mean, he was you know very gracious, and you know listened to me, you know this kid from nowhere, and was was good to his word. And I think the moral of that story is. A lot of people, as I'm sure you know, have a fear of public speaking, right? And so, what I've noticed, and because I've coached a lot of people through this fear and other fears too, but that's like the number one fear of adults is speaking in public. And so, one of the things I help people to remember is it's not about you. It's about the people that you're reaching because, yes, they want you to be good. When you're on stage, when you're performing or whatever it might be, they want you to be good. But really, they're in it for what's in it for me. And so, when I realized that it's not about me, it's about my audience, it's about the people that I can help, that I can make a difference. And for me, that really calmed me down. And for a lot of people, that helps as well when you're going on stage, you're going into a meeting, going into a presentation, something like that, and that can immediately help you relax. So, that's a nice life lesson there.

No, it's huge. And I literally, I talk about this frequently, so I love that. We do it for sales. It's not about you. Stop making it about you. We do it for referrals. We do it for just— it's not about you. I think that's so powerful.

Yeah.

I want to ask you, though, because, you know, the self-help world, often people are like, all right, so you wake up and it's just an awesome day every day, right? No, that's how it works. You never have a bad day. And it's the misnomer, which is, no, dude, he's a real guy. Like, he's here telling you I was a kid that it didn't work. I was at the 75%. And I think the question I want to ask is, so, when you have those mornings where you're just like, oh, man, because we all have them, right?

Yes.

Some are great, some aren't. What does that look like for you, brother? Do you go right into affirmations? Like, does that help you get into being grateful and the gratitude practice? What does that look like when you know, man, I am not at my best, but I want to be? I want to feel great today, because I think that's the normal thing where people are like, yeah, that's why I'm not going to do affirmations because it doesn't resonate with me. And even Afformations, you know what, Noah? I don't feel great right now. What would you say to that?

Well, the interesting thing about that, I love that you asked that question as well, because I realized that as great as Afformations are and as life-changing as they are and as transformational as they are, We actually need more. And the reason for that is because I am not one of those teachers, gurus that says that if you just think about money, money will magically appear. Now, there's a lot of people who do that and they're the manifestation gurus. And they're like, well, just think about money and it just manifests. I'm like, what planet are you on? You know, because on this planet called Earth, we have to do this annoying thing called take action. You know, if you want to actually manifest something, this is not, you know, Santa Claus here. This is not magic. And so, and I always say to them, I believe, and I said, if you can find that planet where you can just think about something and it manifests, let me know because I'll move to that planet tomorrow. You know?

Me too.

It's like, give me a break, you know? But, but sadly, there's people that believe that because why? Because it sounds great, right? It's what we all want to believe. Hey, I don't have to do any work and I get money and it shows. Yeah. No, no, that doesn't happen. So, what I had to realize or what I realized is that as great as affirmations are, we need more. And so, that's why I invented something called the Power Habit System. Now, what that means is the power habits, the full name is The Power Habits of Unconsciously Successful People. Now, that sounds like a mouthful, but it's actually very simple. So, what I realized over many, many years of study and just an insane amount of hours is that there's a very, very small group of people that I call the 1%ers or the naturals of success. And what happens is these people have developed the unconscious habit of allowing themselves to succeed. Now, conversely, most people have developed the unconscious habit of stopping themselves from success. And I was one of those people. So, I knew this very well because I'm like, I've got everything. If you look at me on paper, I'm a smart guy, I work hard and all this stuff.

Yeah.

So, why is nothing working around here? Why am I not getting the success I want? And I realized, again, over many, many years of study and practice, that I was unconsciously holding myself back from the level of success I was capable of. And I also realized there were millions of people just like me. I mean, it's not like I was alone in this. There's millions of people like me. So, that's why I decided to develop this Power Habit System. So, Afformations is the first Power Habit, but there's actually 11 power habits.

Oh.

And by the way, you can go to powerhabits.com and learn more about this. Yes, I have 200 domains. I won't give you all of them, I promise. But anyway, uh, so powerhabits.com, you can actually get a free report on that.

It's free.

So, you know, you don't have to pay anything. But anyway, so Power Habits is the overall system that I developed that is the unconscious habits of highly successful people. Now, what I mean by that is Whenever we humans want to master a new habit, we go through 4 stages. The first stage is unconscious incompetence. That means you don't know you don't know. The second stage is conscious incompetence. That means you know you don't know. The third stage is conscious competence, which is you know you know. And then, the final stage is unconscious competence, which is you do without thinking. So, it's, you know, and I say this in my keynote speeches, you know, live or virtually to my audience members, I'll say, how many people here know how to drive a car? And, of course, every hand goes up. And, I say, did you know that you had to go through those 4 stages to learn how to drive a car? And, they're like, well, what do you mean? I say, well, first, you didn't know you didn't know how to drive a car. Then, you realized, I don't know how to drive a car. Then, you learned how to drive a car, but it was really, really hard at the beginning. If you remember driver's ed, I don't know about you, but when I took driver's ed a long time ago, we were in this Buick that was about a city block long. I mean, it was nuts. And, it was really hard. And, if we would have looked at your brain— on a brain scan machine in that moment when you're learning how to drive a car, you're like, ah, it would've been like, you're going nuts because there's so many inputs coming at you every second, right? It's really hard because you've never done it before. Well, but now today, for, of course, most of the people watching and listening to this program, you do it unconsciously. You're literally not thinking about this thing that at one point was really, really hard and you didn't even know how to do it in the first place. Okay. So, what I realized over many years of studies that it's just like that with success. For a small minority of people, they are unconsciously competent at allowing themselves to succeed, which simply means they're not holding themselves back. Whereas most human beings are absolutely holding themselves back from the level of success they're capable of. And I'll give you a quick example of how this works. So, I was talking with a client of mine named Charles. And I said, Charles, and he'd been reading my books, I've been watching my videos on YouTube. So, he understood what makes me different and my philosophy different from all the gurus out there. And he wanted to talk to me. So, I said, let me ask you this question. I ask this of all my clients, whether one-on-one or group coaching. I said, how much do you think it's going to cost you if we don't install these habits for you in the next 12 months? And because he'd been studying and reading my books and understanding my philosophy, he said, $1 million. He said, Noah, it's easily going to cost me $1 million if I don't install these habits because I totally get what you're talking about. And I said, well, first of all, Charles, it's very common. A lot of people I talk to, I mean, every day that they say, this is going to cost me $1 million, $2 million or more if I don't install these habits because I'm holding myself back. And so, I said, that's very common, number one. Number two, I said, why don't you just give me 10% of that million and I'll find you $1 million in the next 12 months? In other words, if you give me $1 and I give you $10 back, is that a good deal? And he goes, yeah, that's a good deal. So, he decided to do that. He decided to hire me on the spot, literally, to coach him for a year. That's why I love working with high achievers, right? Because they make decisions quickly and firmly. They don't dilly-dally. They don't mess around. Oh, I got to think about it. I got to talk to my spouse. They just, let's do it. So anyway, I coached him for a year. Now, as it turns out, I didn't find him $1 million in the next 12 months.

Wow.

Instead, I found him $1.8 million in 10 months. So, he gave me a dollar and I gave him $18 back. Is that a good deal? No, that's a great deal. And in fact, he sent me an email. He said, guess where I am, Noah? I'm on a 7-week vacation with my wife. We just bought a new RV. This is— he said, this is a dream I've had for 20 years and I've never been able to do it because I didn't have the time and I didn't have the money. He said, now, I've got the money and I have the time. So, it's because of these power habits that you taught me. And that you helped me to install in my life and my business. I've got the time and I've got the money, taking 7 weeks off, driving across the country with my wife. He literally said, thank you, Noah, for changing my life. So, that's how powerful these power habits really could be. Yeah.

It's a brilliant— well, a couple of things there. It's a brilliant way to ask a question that is going to lead to, again, in this example, $100,000 client.

Right, exactly.

Most people, they would think, "Oh my gosh! I'm going to ask for $100,000. What's the return going to be?" And you actually reverse engineered it, which I think is amazing because you didn't tell him. You said, "What would that look like?" Right. And if he had said five million, Noah still could have said, "Hey, ten percent." Right. It's you guys. I hope you follow that because it's actually it's absolutely brilliant.

Thank you.

Um, thank you. Without getting into all eleven of The steps. Because I call it self-sabotage. You know, as you say, people getting in their own way, whether consciously or unconsciously.

Right.

To maybe quick-start folks, are there some really common ones that you see that you're just like, oh, gosh, people, just if you could remove this thing? And whether it's a belief system or it's talking negatively about ourselves or You know, it's, you know, who they're surrounding themselves with. What does that look like, Noah, that you've really discovered again and again and again?

Yeah. Well, it's all of the above, everything you just said and more. But so, here's what I want people to— and everybody can literally do this, you know, right now, this exercise I'm about to share with you. So, the first thing that I have people do is write down what it is that you want. Now, everybody talks about this, right? Oh, set your goals. You know, I've heard this a million times. Yeah, you have. You've heard it a million times, set your goals. Why have you heard it a million times? Well, actually, because you need to do it. So, the first thing is most people really don't have a set of written goals that they really are invested in, number one. Number two, they're usually not specific enough. For example, people say to me, well, Noah, I really want to make more money. Okay, here's $5, go away. No, I mean, you got to get a lot more specific than that, right? So, You know, that's the first thing is what is it that you want and be really specific. So, you know, just to use an example, right? So, let's say I want to add, I want to make an extra $10,000 a month in my business, right? That's just another, that's a common goal, right? If I could just add $10K a month, man, you know, and let's face it, you know, that's 6 figures a year. That's life-changing money for most people, right? I mean, you know, $10K a month. But I mean, whether it's $50,000, $100,000 a month, whatever it is for you. All right. Also, it's not just money, right? It could be about your weight. It could be about just health and well-being. It could be your relationships, right? Whatever it is. So, I'm not just talking about money. I'm talking about everything, your life. All right. So, that's the first thing. Now, here's the second part that no one talks about. All right. And that is what happens after you set a goal.

Hmm.

So, here's what happens. For most people, they set a goal. I want to make an extra $10,000 a month in my business. Okay, great. Do you know what happens right after that for most people? They go, I probably can't do it. That's literally what happens. Now, whether that's conscious or unconscious, it doesn't matter because here's what I always like to say. Nobody wakes up in the morning and says, you know, it's a beautiful day. The sun is shining. The birds are singing. I think I'll hold myself back from success today. Nobody does that, right? I mean, because that would be stupid, right? That would be idiotic. Nobody would consciously think, I think I'll hold myself back today. So, it's the— what's incredible about these power habits that I teach is that they're all in the subconscious. Okay? So, what it's like, it's like you're driving down the road of life with one foot on the brake. So, you're driving towards your goals, but at the same time, you have one foot on the gas, which is what you want. You have your foot on the brake, which is stopping yourself from reaching your goals. Okay? Now, remember, I was doing all this. So, I'm the poster child for this. All right? That's why I wrote 25 books on the subject. All right, so that's the second thing you got to do that nobody talks about, which is what happens after you set the goal? Oh, I don't think I can do it. Well, why don't you think you do it? Well, I don't have the time. I don't have the money. I can't afford it. I don't know where to start. I don't know who I can trust. Oh, I tried it before and I failed. Oh, I don't think it'll work for me, right? So do you know what all that is? That's what I call your head trash. Your head trash is the voice in your head that says, "I can't do it because dot dot dot," and then you just. You make yourself right. You literally make yourself right. See, we humans have an infinite capacity to make ourselves right. If you don't believe me, try having a political discussion with somebody these days. Good luck. You know, no, it's this and no, it's that. Okay, good luck. I always like to say, to keep it simpler, it's like having a Boston Red Sox fan and a New York Yankees fan and they're watching a Yankees-Red Sox game. Are they watching the same game? The interesting answer is they're not. They are, but they're not. See, they're watching the same game, but they're not watching the same game.

Why?

Because if you have a Red Sox fan and a Yankees fan, when something good happens to one team, one person will be happy, the other miserable, and vice versa, right? So they are, but they're not. So it's exactly like that with the whole world, with the universe. There is a thing, and then there isn't a thing. Okay. Anyway, so the point is, You just set your goal and then you literally just told yourself why you can't do it. And you know what happens next? You make yourself right. Oh, I don't have the time. Really? You don't have the time? So, that's interesting. Do you know what you, me, Bill Gates, Mark Cuban, Warren Buffett, Elon Musk, and Richard Branson all have in common? We all have the same 24 hours in the day.

Yeah.

So, when you say, I don't have the time, you're telling yourself a lie that you believe. And guess what? You're going to make it true. Oh, I'm so busy. I don't have the time. Meanwhile, you're spending— the average American spends 3 to 5 hours a day on social media and TV.

Wow.

Great. You don't have the time? Interesting. Okay. Now, I'm not saying don't have fun, don't watch TV. You know, no, that's not what I'm saying. I'm saying you need to be aware when you're lying to yourself because those lies are the very things that are stopping you from reaching what you want. Right? Just like Charles, that story I just shared with you, right? And I mean, 1,000 others that you can go to my website and look. But do you see what I'm saying? So, this is where this starts because all of this that I'm talking about is in the subconscious. Nobody's thinking about this consciously. So, when you go to other habits, you know, there's lots of habits training out there. They're all talking about the conscious habits. But did you know that the human mind is like an iceberg? About 5% is visible above the surface. That's the conscious mind. The vast 95% is below the surface of consciousness. So, that's in the subconscious, right? So, it's the iceberg. So, as I always tell my audience members and my keynote speeches and my clients, I say, you know what? It wasn't the part of the iceberg that they could see that sunk the Titanic. It was the part that they didn't see that sunk the Titanic. And that's what's sinking you and me too. All right? That's an incredible analogy. So, that's why with my Power Habits, we're bringing to the surface, we're bringing from the subconscious to the conscious. And then, you can make a conscious choice. So, this is all about empowering you as the individual to make better choices and get the things that you really want 10 times faster and easier.

Yeah, I love it. I mean, look, it is a choice. Everything, you listening to this podcast, it's a choice to make yourself better, right? Choosing to go read Noah's book is a choice to get better. And guys, let's dump some head trash, man. Nobody wants trash rolling around up there. It's no good.

That's right.

There is a question on here, and you may have answered it already. I'm not sure, but I just saw as I was looking before the interview. So you're famous for helping your clients make more in 12 weeks than they made in the previous 12 months. How do you do that? If you've already answered it, you may have. Cool. But it's— I mean, that's a big statement. Like, again, I'll restate it. Making more in 12 weeks than most people make in their 12 months. How in the world do we do that?

And the answer is, yes, I did answer it, but I'll answer it again. It's fine. And that is, it is the head trash that's keeping people stuck. It is all the things that happen after you set the goal. I want to make more money, but I probably can't do it. I want to spend more time with my family, but I don't have the time. I want to lose the weight, but I've tried everything. It doesn't work. You see what you just, you literally just Shut your own self down. You literally just stopped yourself from the level of success you're capable of. Now, I understand a lot of people have been through a lot of stuff, a lot of trauma, whatever. They've tried everything. They've paid the gurus a lot of money only to be let down time after time after time. I paid them over half a million dollars only to find out they can't teach their way out of a paper bag. So, yeah, I know what it's like to be taken advantage of, to be ripped off by those guys. And so, I'm here saying, hey, if you're feeling that way, it's Join the club, right? But are you just going to give up? Are you going to just say, "I'm a victim. I can't do it." No, my job is to empower you, to empower you so that you claim your own power. That's what empower means. The power is already inside of you, but you have been shut down by so many people out there, forces that sometimes are beyond your control. And so the point is how I help people make more in 12 weeks than they did in the previous 12 months. Just like Charles, that that's example I gave you. There's so many. All right. Actually, another quick one is a really good one. I was working with a client named Tamisa. She's a business owner in Arizona, and she's a self-described seminar junkie. That's what she was. She was going to all these seminars, and she was doing well in her business, doing 6 figures, doing fine. But she couldn't break through that income ceiling, right? She just had that ceiling on her income. And no matter how hard she worked, how hard she tried, couldn't break through that ceiling. So, a friend referred her to me. joined my 12-Week Breakthrough program, where, as you said, I'm known for helping people make more in 12 weeks than they did in the previous 12 months while working less, actually. And so, she was skeptical. She's like, yeah, I've heard it all before, going on these seminars. But she decided to join anyway. And in 2 weeks, she tripled her investment.

Wow.

In 2 weeks, tripled her investment. Now, we hadn't even gotten to the money part yet. This was all about the internal head trash that had been holding her back. So, guess what? Now, she's a recovered seminar junkie. She doesn't have to go to all those seminars, waste all that time and money. And she's making more than ever before. So, that's one simple example, but real people, real stories. That's what makes this exciting is to see the results, the real-world results for real people so they can, yes, make more money, but I feel more importantly, win their lives back.

Yeah. I have a couple questions. I'm going to take the first one. So, the iceberg and the 90% that is underneath that we cannot see. And, I'm thinking, all right, brother, well, we're sleeping like 8 hours. Is there anything through osmosis, hypnosis, anything that you've seen that we can do to offset some of these, whether it's conditioning, self-limiting beliefs, whatever we have, like you said, trauma that we have absolutely taken on as an identity? Have you seen anything that people can do to accelerate this?

I've created something.

What's that?

And, that is called IAfform Audios.

And, you asked.

So, if you go to IAfform.com, I-A-F-F-O-R-M.com, like iTunes, it's IAfform, right? So, these are my IAfform Audios that you can listen to exactly what you're describing. And, you can literally listen, put your earphones on, listen while you're working, exercising on the treadmill, while you're sleeping, right? And so, I created these IAfform Audios for ultimate health, ultimate wealth, and ultimate love. Because those are the 3 main areas of life, right? Wealth, health, and love. And so, and oh, by the way, when you go to iaform.com, you can actually download a free 60-second stress buster. And that you can literally bust your stress in 60 seconds or less. But that's what I created at IA Form, those IA Form audios for precisely what you're asking about, right? Because I know that most people when they're just going through their day, they're You're listening to that head trash. Oh, I can't do it. I'm not good enough, or whatever. Okay, great. Well, let's combat that through my IA Form audios. And, this is literally changing your beliefs, changing your subconscious beliefs while you're not even paying attention. You literally don't even have to pay any attention. See, a lot of these other programs, the problem is that you have to sit there and stare at your navel for an hour every day. Well, a lot of people don't have that kind of time. It's like, dude, I'm busy. And, I go, I know. So, you can do this. Listen while you're doing your emails, while you're working out, while you're watching TV, while you're whatever, while you're sleeping. So, that literally changes your subconscious thought patterns while you're not even paying attention. And, there's a lot of amazing success stories of people using my IA Form audios to literally change your life without even doing any extra work.

No, that's beautiful. The other question I had, I imagine as we are not bagging on the self-help world, but We're challenging some of these things. We are saying like, look, man, there's a lot of people that spend a lot of money and don't get a lot of results. I mean, that is the truth of the matter. When you're on these speaking tours and you're hanging around other gurus, if you will, or the self-help crew, you know exactly who I'm talking about. How are you received, man? Are they like—

They don't like me. They do not like me. No. Yeah, no, you asked and I'm answering. Yeah, they don't like me. They've really worked very hard to keep me down because you're absolutely right. I am challenging the status quo. The status quo is get them in, give me money, and churn and burn, just churn and burn. And, to your point, my wife and I, I do a lot of speaking. When we're backstage, we're in the green rooms, we hear all the gurus. And, I remember when I started many, many years ago and started to bring her, You know, we would just hear these guys and we'd, you know, go back to the hotel room and I'd be like, you know, I thought we were in this to help people. And she was like, well, I guess not, because it's like all it is is about money, money, money, and profit, profit, profit, and marketing, marketing, marketing. Now listen, we're in a capitalist society. There's nothing wrong with making money. I love making money. Money gives you choices. Money gives you options. Money gives you the power to choose. So, Listen, I grew up poor in a rich neighborhood, so I know what it's like to have no money and it sucks. There's nothing good about it. So, I'm not advocating no money. I don't like that. I mean, I grew up in poverty and it was awful. I hated every second of it. So, but on the other hand, which are you putting first? Are you putting people first? Are you putting profit first? I mean, that's a question only each individual can answer. But yeah, I was pretty shocked to see the truth behind the curtain.

Yeah.

And, yeah, a lot of these guys have been exposed, rightly so. It's like, about time. Thank you. It's about time. But no, they don't really like me. But my clients love me because when you start getting that hockey stick growth, it's like, dude. And I'm like, you're welcome. Another quick— I got to tell you the story because this came up. But there was one gentleman that I was working with coaching him. And when I started coaching him, he was overweight. He tried a lot of things to lose weight. And, he was living in Boston, had a company there, and he was, again, doing well, doing 6 figures, but just couldn't break through that ceiling. So, I coached him for a year and now, he's lost 30 pounds. He's kept it off for many years. And now, he lives in Aruba. So, going from Boston to Aruba, you're welcome.

Yeah. I talked about this on this podcast many times. It's the part about the self-help world I don't love, and that is the inauthenticity.

Yeah.

My example is always you see this guy or gal on stage, then you go to dinner with them and you're like, hello, who the hell is that?

Right, right. What happened? Yes.

What happened there? Yeah. It's sad, brother. Yeah, no, it is. It's not my favorite part.

Yeah.

I could ask you questions all day, but I want to give you maybe an open forum, just what I didn't know enough to ask you that you're like, damn, we've got to share this with the audience. Anything on your brain, on your heart, on your mind that you just like, yeah, man, I want to make sure to share this before we wrap up?

Yeah, absolutely. Um, I do have one place that I'd want to mention, which is called breakthroughwithnoah.com. So, I'm known as the Breakthrough Coach. So, um, for folks who go to breakthroughwithnoah.com, uh, you can actually schedule a 15-minute business evaluation And it'll be either me or one of my coaches, and we'll actually— you'll walk away with a 3-step plan to grow your business over the next 12 weeks and 12 months using my Powered Habits methodology. So, the thing is that most people that I coach and have coached over the years, whether it's one-on-one or group coaching, they are, in fact, holding themselves back because of everything I talked about in the show, the head trash and really not understanding and, of course, not knowing The Power Habits of Unconsciously Successful People because I'm the only guy that teaches this. So, if you've tried everything before, if you're feeling like maybe you're a seminar junkie like Tamisa was or just not getting the results that you want with the traditional gurus, go to breakthroughwithnoah.com. We'll take a look at your business and whether you're just getting started or you've been doing this for a while. And so, we can actually break you through that income ceiling really in a very, very short amount of time, probably 12 weeks or less is is normal for us. So, all that at breakthroughwithnoah.com.

Love it. And, is that where you'd suggest people to start if they're just hearing Noah St. John? Which, by the way, that name alone, I think you're meant to be on stage, brother. That's like, is that really your name, man? Because that's one of those perfect—

It is a perfect name. No, it is a stage name. My birth name is Noah Horochek, which you can't spell, and that's why I changed it. But, John was my given middle name, so I just moved that name over and canonized myself. Hence, St. John.

So, yeah. Well, you nailed it. You absolutely nailed it.

Thank you. Thank you. My parents actually did that on purpose in case I ever did want to change my name because my birth name is Murder. You don't want to touch it. It's really bad.

Well, as I was reading it, I'm like, dude, that name's just so money. It's so perfect. So, back to the question though. Is that Breakthrough with Noah? Is that where you'd say, hey guys, if you don't know me, go to Breakthrough with Noah? Or is there a book that maybe— which one do you think was—

There's just so much.

Gosh.

If you go to, and I know you're going to hate me because I'm giving you another link, it's shopnoahstjohn.com. Shop Noah St. John. I know, right? And that, you know, you can list, you know, list my different programs, my different coaching programs. My books are also on that site. I got a lot of stuff. So, I mean, I've got books that you can start with. You know, we didn't even talk about 7 Figure Expert. You know, that's about helping people make money online. So, but yes, and Afformations.com. Gosh, it's so much. So, Breakthrough with Noah is if you really want, let's put it this way, if you really know that you're ready and you want my personal help and you don't want to mess around, let's just go. Breakthrough with Noah is where to go. But, you know, if you want to learn more about me, ShopNoahStJohn.com, and you can, you know, check out my different programs. And that's also a great place to start. I love it.

Well, I normally say, where can they find you? We got a couple spots, so we're good there.

I know, right?

I would just say, hey man, great work what you're doing, and and thank you for being here and just showing up in your authentic way. I love it, man. We're challenging some norms and and helping people out, which is what this is all about. So thank you, brother. I appreciate it.

My pleasure.

I mean, I'll quickly recap. There's a lot of stuff to go through, guys. Go rewind, check it out. I wrote down so many things. Seventy-five percent of people aren't. Aren't really resonating with affirmations. I affirm audios. Absolutely, I'm checking that out and putting people first. I'm borrowing that because it's absolutely what we need to be doing in business. Please share this with someone that you know, love, and care about because I promise you they haven't heard these. I am a self-development person. I didn't know a lot of these things today and I'm so glad that I did. Until next time, remember your mindset matters. I appreciate y'all.

If this video made you think differently about success and your relationship to it, be sure to subscribe to this channel. And if you're ready to stop holding yourself back and start making more in less time, start your Head Trash Reset right now at donewithheadtrash.com. This is Dr. Noah St. John, and I look forward to being a part of your success story.