How to Break Limiting Beliefs | Transform Your Life Now

I often say that there's only 4 things that are holding you back as a human being. One is if your vision and goal is bigger than your self-image. So if you feel you deserve it, you can have this vision and goal and be excited about it, motivated about it, you will not do what it takes to achieve. Two, if you have limiting beliefs, your limiting beliefs will drive your behavior. Three, fear. Fear of being embarrassed, ashamed, ridiculed, or judged. Fear of failure, fear of disappointment. And the fourth one, by the way, is you're lacking the knowledge and skill required. So that actually sets up a self-doubt trigger, which activates the Frankenstein brain, which causes you to lose motivation. But most people prefer to master disappointment and comfort zones instead of mastering change. So if I master disappointment, I know what I got. I just have to deal with, okay, this is what I got. And if I master my comfort zone, then at least this is the devil I know, versus mastering change. And we know what's going on in our brain. We know what's happening neurologically, biologically, emotionally, physically. And all of that That is a skill. Why not just master change? Why not become an adaptationist right now in the time that you need it the most in the world? If you don't, then you're just going to keep repeating the same patterns. So master change now and make that one of your core competencies, and then you master your life.

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Hey, it's Evan Carmichael, and I make these videos because you are probably the most ambitious person in your circle. But you know you're capable of more, and you get that push by surrounding yourself with the best. So today, let's learn from one of the best, John Assaraf, and my take on his top 50 rules of success. Enjoy.

We think about what is a limiting belief, like from a neuroscience perspective. When a neuroanatomist looks in your brain, right, they can't see, oh, here's the limiting belief pattern between here and here. But we do know that a limiting belief is nothing more than a neural network, a pattern in the brain, the marbles connected, right? And if they've connected and have been reinforced often enough and strongly enough, they become part of something known as the default mode network. We just default to that belief. Why? Because we have enough references to say this is true. This limiting belief that I'm not good enough, I'm not smart enough, I'm too young, I'm too old, I'm too Asian or Caucasian. Somehow we have information and experiences that says this is real. Mm-hmm.

So we're operating from that automatically.

We're operating from that automatically. But what does that really mean? What it means is not only does it affect what we do or don't do, but it affects the lens by which we're seeing the world. We only see the world through the lens of our empowering beliefs or disempowering beliefs. So imagine if you had a lens, whether it's on your camera or on your glasses, and all of a sudden you put a coating on it to take out all the blue light. You're not going to see the world the same.

Yep.

All the blue light is gone. Well, limiting beliefs or empowering positive beliefs do the exact same thing. If you think about a radio, and the radio is a good example, if you were on 98.5, let's say there's rock and roll on that station. At 98.9, there might be classical music. At 99.1, there might be big band, okay, music. So I do agree that when you get aligned mentally and tune in to what it is that you want, you're in resonance with that energy field. And there's millions of frequencies, okay, all around us. So the first thing is, yes, get totally cleared, get totally on the station of what you want to achieve. That's step one. If you're here and there and here and there, then you're on a variety of different stations. And I totally believe that our brain emits a frequency based on our predominant thoughts and emotions, and it also is in a receptive state when you're practicing certain spiritual practices or you're on that frequency, you're on that channel. So I do believe in that. That's called being in a resonance. Resonance. But I do not believe for one second that while we're sitting here in this hotel room, okay, at the Encore Hotel, somebody's going to knock on the door and say, John, Nick, you guys just won a billion dollars because we are in resonance. No, we, we have to participate in the process and do something to help create that.

We have 100 trillion cells in our body. I've had neck injuries, shoulder injuries, meniscus injuries. I've ankle injuries. I've had injuries because I've always been pretty athletic. If you think about what is happening every time I breathe in, I'm breathing in hydrogen, oxygen, nitrogen, carbon, plus a whole bunch of other elements from the air. What do you think your bones and tissues and muscles are made of?

I'm eating—

let's say I'm eating a protein, whether it's tofu or a piece of chicken. I'm eating a protein that is making muscle. I'm eating fat. I'm drinking water. We are made up of hydrogen, oxygen, nitrogen, and carbon mostly. And so every 7 years we're making a whole new body. Our eyeballs are different. Our skeleton is different. Our brain is not the same cells that were in our brain 7 years ago. Our lungs, liver, heart tissues, nothing is the same. And so if I am visualizing, if I am meditating, if I am seeing a new healed bone, if I'm seeing a new healed part of my being, is it possible that I can direct some of what's happening in my body? And the answer is, of course I can. There are so many people that have healed, okay, from traumatic brain injury, injuries, from back injuries, from, from tears and all that stuff. And so I absolutely believe that we can heal.

So that is, that is my opinion.

And we are, we are just starting to scratch the proverbial surface of what our potential really is, and it starts with our brain.

Also, to make sure you're actually taking action after watching this video, I've designed a special free worksheet just for this video. The worksheet will highlight all the lessons learned in this video, as well as pull out our 3 favorite learnings and quotes that will inspire you to actually do something. The worksheet will also give you space to write down what your key takeaways are and your specific plan of action to make sure you're getting results. If you want the worksheet designed specifically for this video, absolutely for free, there's a link in the description below. Go click on it and start building the momentum in your life and your business.

I'll see you there.

The research that, that our neuroscientists and neuropsychologists provide us with is what drives behavior, what are emotions, what are feelings, what are the 6 core emotions that are processed at the non-conscious level that give rise to feeling. See, feeling is conscious awareness of what I'm experiencing in my body. The emotion of anger, disgust, shame, happiness, or fear is processed non-consciously.

That gives what?

An electrical signal that we feel. That's called feelings. And so what we're fascinated with is how are people processing information that gives rise to feelings, which then causes people to take action or not. So that's the kind of stuff I'm fascinated with. And then how can we help somebody shift their perspective? If you change the way you look at something, the feeling changes. So if you change the meaning, you change the way you look at something, the feeling changes. If the feeling changes and we help people put their foot on the gas instead of on the brake, then they're going to take action. And most people, I mean, if everybody's watching right now, they're thinking Why am I not doing— forget about learning anything new— why am I not doing the things I already know I should be doing? So a salesperson you mentioned earlier, you know, they know they should be prospecting. Why aren't they prospecting more? Like, why not? Well, it's because something in their brain has got the brake on. Why not discover why, get your foot off the brake, Take action.

So you may or may not know this story yet, but 10 years ago I was 238 pounds, 33% body fat, borderline hypertensive, almost full-on diabetes, severe sleep apnea, not in good shape. No, I did not. And so I said, listen, you've done okay in business, you've done okay with your relationship, you're happily married, great, this and that. Look at you, you're a physical mess. And so, words are really, really, really critical because there's something really important listening. And so, if you're using words that you're reinforcing, if they're self-deprecating words, you're reinforcing a self-deprecating self-image, which means Frankenstein brain is going to be triggered by those words. So, if you think about weight, what is it? Every pound is 3,500 calories of energy. right? And so when you think about what do you do when you lose something, what have we been taught to do when we lose something? Try and find it. We'll find it, go get it back. So if weight is energy, I said to myself, what do I need to do to release this energy back into the universe, back in the form of hydrogen, oxygen, nitrogen, carbon, whatever it is, so that somebody else who needs it right now can use it? It served me long enough. I'm ready to release it and to change to change how I feel, to change how I look. My goal back then for my 50th birthday was to get into the best shape of my adult life for 50, which I did. Then my goal is to have a 6-pack at 60, which I am already there. So, I am actually almost there. The whole idea was the words that I use are really important because they are the words that I listen to and reinforce.

When we talk about the word fear, right? So let me start off with another little premise here is most people are highly ignorant in understanding what fear is. Now, I want to make sure people heard me correctly. Ignorance doesn't mean you are stupid. Ignorance means you just don't know.

We're all ignorant. We don't know what we don't know.

Well, we don't know what we don't know. And even the things that we do you know may not be accurate. So when we talk about fear, there are 50 different types of fear. All fear, all fear is processed in the subconscious mind. The automatic neurochemistry that is created as a result of the meaning that we give certain things that cause us to either be in a state of fear or a state of courageousness is all being processed in our subconscious mind. So what causes fear for you doesn't cause fear for me or for somebody else or may cause fear in other people. So whether we're standing at the top of a building that's 100 stories high, some people look over and don't have fear and other people do have fear. Whether there's a giant a 10-foot boa constrictor, you know, in front of you may cause fear in you that doesn't cause fear in another person. So it's never the thing that is causing the fear. It's the subconscious interpretation that we've been conditioned to believe. The meaning that we learn to give something determines whether the neurochemistry of fear is activated that causes us to feel a certain way. So the feeling, okay, of being scared, the feeling of being uncertain, this feeling of having self-doubt, the feeling of having too much stress in our life, that is an effect, not a cause. So feelings are conscious, our ability ability to be aware of this stuff that's going on in our body that we either know or don't know how to handle or do anything with. So feeling is conscious. Fear is subconscious. And so if, for example, we have, you know, one of the examples I use is, and you don't have this obviously, but if I ask 100 people, you know, do you have a fear of public speaking?

I was just going to say that. I was just going to say that.

I'm reading your mind. I'm reading your mind. Well, it's not your fear. And that's what I'm going to say. So the actual fear is of being embarrassed, ashamed, ridiculed, or judged. So if we're afraid of being embarrassed, ashamed, ridiculed, or judged, that has nothing to do with the actual public speaking. It has to do with our self-image and self-esteem and what we think of ourselves and what we believe others will say or think about us, which will affect our own self-image or self-esteem.

Let's say you have, um, something that you want to do, a project you want to finish, a book you want to write, a business you want to start, uh, a girl you want to call or walk across the room, or a guy You want to achieve a goal. Okay, so if you imagine that when you set your goal, you're activating the left prefrontal cortex, which I like to call is the Einstein part of the brain, the part of your brain that can say, what can I imagine? Well, I can imagine myself achieving that goal. I can imagine myself making more money and living the lifestyle of my dreams. I can imagine fill in the blank. So you set the goal. So part 1 in the brain is setting of the goal, having that vision for what you want.

We know up until about 20 years ago, scientists believed that we were hardwired. So we were born, we had certain genetic propensities. You're like your mother, like your father, like your grandparents, and then you became a little bit like you as a combination of both those and your experiences. Well, the science was wrong, right? We just have learned a lot more in the last 20 years than we've known in the last 480 since we began science. And so the science of neuroplasticity shows us that we're consistently creating new connections. But, but to leave it at that is, is not very useful. So the question is like, so what, right? So what's a new connection? Like, what's the big deal? And think about this, um, what baby was ever baby born with any beliefs?

None.

What baby is born with any habits?

None.

What baby is born with any prejudices at all or racist ideas? None. What baby is born with any perspectives or paradigms or habits? None, none, none, none, none. And so what happens is a baby is born with about 100 100 billion cells. So think about 100 billion cells like you would 100 billion marbles. And every time—

That's a lot of marbles.

Yeah, it's a lot of marbles, right? That's why you lose your marbles. So every time the baby heard something, saw something, felt something, experienced something, these marbles made connections in their brain. And that's called neuroplasticity, the brain's ability to create new connections. And it's doing that every second of every day. And by the time we're, you know, 3, 4 years old, we've gotten a lot of these neural connections, these beliefs and habits and perspectives from our caregivers, our parents, our brothers or sisters, how they treat us, how we feel. And so we develop these connections, you know, from 0 to 3, 4, the imprinting years. And then we have the modeling years where we're modeling our parents from, you know, 2.5, 3 to 5, 6, 7, where we're dressing like them and trying to put on their makeup, which I did too. And so we're modeling now. And then we have our experiential years where we gain some of our own experiences, and we are creating these new connections in our brain that become our map of the world.

Here's how the world works.

You know, white people are this, black people are that. When I put my finger in this socket, it feels really bad, so don't do it more than once. You know, when I eat this, I like it. And, you know, when I see this, I laugh. And, and when I do this, it hurts. And so we developed this model of the world, and we develop our beliefs about money, about relationships, about career, about travel, about food. We develop all of this stuff, you know, by the millions and millions and millions of connections every hour. And then it slows down after about 10 or 12 12 years old. So we have this map, this roadmap of reality, and based on our parents and caregivers and grandparents and teachers and television and whatever we experienced, some of that map is accurate and some of that map is not. Some of those beliefs are accurate, some of them are not. Some of the habits we developed are constructive and some are destructive, right? But from a neuroscience perspective, of they're nothing more than just connections between one marble and another. Now here's the good news, great news actually. We can deliberately create our own connections now because we know that this science of neuroplasticity says that if we take, let's say, an affirmation, I'm so happy and grateful that I am more and more confident each and every day. So it may not sound real initially when you say that, but that's because you've said it one time and the connection is weak. But if you said that 100 times or 500 times or 1,000 times, and then you felt it, and then you went out and did a couple little things to give you some confidence. Let's say you're shy and you just went to a coffee shop and you just smiled at somebody and nodded to them. Didn't have to say a word, just smiled and nodded, and they smiled and nodded back, and you go, oh wow, that didn't hurt. They didn't hurt me. They didn't say anything bad about me. They didn't embarrass me. They didn't try to shame me. They didn't try to make me feel guilty. And if you did that enough for a day, a week, a month, 3 months, all of a sudden you'd be inner-sizing your self-confidence muscle. And the shyness starts to go away a little bit at first. And then it's like, wow, this isn't a dangerous place.

Have you ever considered that imagination Creativity, logic, focus, concentration, self-esteem, self-worth, tenacity, resolve. Have you ever considered that those are neuromuscles? We have biceps, triceps, shoulders, chest, buttocks, muscles for your physical body. Have you ever considered that you have neuromuscles. Have you ever considered that creativity is a neuromuscle that you can utilize?

One of the first things that I learned at a, thankfully enough, a young age through my mentors was failure is just feedback, and separate you as a human being from what you've tried that fails. So if you fail at things, that there's something wrong with you. So I was fortunate that, you know, I've failed and I've always failed forward. And I said, what's the lesson? What did I learn? And it just made me better. So I've had, you know, a lot of great, great opportunities for learning.

One of the things that people are, whoops, making a big, big mistake on is they are are trying to master a lot of channels like I do right now, when they should be mastering one channel first. So should you master Facebook and creating a little tribe and communities? Should you master advertising on Facebook? Should you master YouTube because you enjoy videos like I do and creating videos is easy for you and you can you can talk about your product, your service, your knowledge, your skills that people want to understand. 'Cause the people who watch YouTube is a very different profile than the person who watches or is on Facebook. And in many cases, the people that are on Facebook aren't paying attention to Instagram, right? So you have to master one thing first based on your knowledge, your skills, and your abilities. And your budget, right? So when I go live and do a session here, you know, I have a team that's behind me. I've got people that can manage the controls. Like if I had to manage all the controls and go live on all these channels, that would be difficult for me. But speaking and then getting onto all the channels, that's easy. So which is the channel that you are gonna get really good at? Because there's millions of people, prospects who could want your product or service, And if you're trying to be everything to everyone on all the channels, chances are you're gonna diffuse your energy instead of focus your energy. So let me give you an example. Sunlight, right? So if you are outside and it's sunny, you can get a nice little tan, right? But if you take a magnifying glass, hold on, look, where's my magnifying glass? I have one here somewhere. If you take a magnifying glass, you can take the sunlight and you could take a piece of paper, right? And you can magnify that same energy and burn a hole in the paper. You can take that same sunlight and reduce it to single photons, and you can cut through a laser. So instead of doing a little bit here and a little bit there and a little bit there and a little bit there, why not master?

If you have limiting beliefs like you're not good enough, not worthy enough, you don't have enough money, knowledge, skills, you're too young, you're too old. Neural patterns in your brain is what beliefs are, and we have constructive ones, destructive ones, empowering ones, disempowering ones, positive and negative neural patterns called beliefs. The key is to deactivate the beliefs that disempower you and to create a new belief that matches the vision and goal you have. Then we have the fears that I talked about, I'm going to give you a couple techniques. If you have a fear of having a goal and failing, you're not going to take action because as soon as that circuit turns on for the failure circuit, which is the fear circuit, and guess what happens? All of the motivation that you had goes out the window and you either fight, freeze, or flee. Meaning running away, doing something else like procrastinate instead of doing what you need to do. So if you have a fear of failure, a fear of success, a fear of being embarrassed, ashamed, ridiculed, or judged, these are gonna turn off your motivational centers and activate your fear centers. So I'm not gonna leave you hanging without a solution. First and foremost, understand that you and I became conditioned because of our parents, our teachers, television, radio, our experiences, what we heard, what we saw, what meanings we gave things, which means that we became conditioned. We weren't born with any beliefs or fears or self-image challenges. We developed them. And in neuroscience and neuropsychology terms means that we developed the patterns that got reinforced to become the natural, easy way for us to be even though we may not want it. So what if you wrote down a limiting belief that you had? Okay, I'm not smart enough, not good enough, not worthy. I don't have the money. I don't have the time. I don't have this. I'm too young.

I'm too old.

Write out whatever you want. And then what if you just created a new language pattern and reframed it and said, in the past, I used to believe fill in the blank, and now I believe that I am smart enough. I am good enough. I am I can achieve this. I can find the money. I can upgrade my knowledge. I can upgrade my skills, and I'm excited and enthusiastic to achieve the vision and goal of—

and write in the blank.

Now, if you wrote that out and you repeated it and emotionalized it and felt it as if you were a Hollywood actor or actress learning a new role, you would activate something called the neuroplasticity switch in your brain that that would cause new neurons to connect. And if you reinforced it for the next 100 days by reading it, emotionalizing it, recording it, and listening to it, you would take a new pattern that you wrote out and then you would impress it through spaced repetition. Repetition, okay, is what is required in order to strengthen and reinforce a neural pattern, and practice is what makes permanent.

Let me repeat.

Practicing a paragraph or an affirmation of what you want is what makes permanent. What that means is it makes the neural network permanent and it replaces the old pattern. It takes 66 days to 365 days to do this, so don't do it for a week going, nothing's happening. 66 days to 365 days. That's for limiting beliefs. Slow down and create plans. Let me explain. When I was younger, I would take every single day as a challenge to get as many things as I could done. However, I didn't take the time to really focus on the things that were going to make the biggest impact in my business. I gave everything the same value.

And so, yes, I was busy.

Yes, I was getting things done. But if I can go back in time, I would focus on what is the plan that's going to move me down the road to achieve the business success that I want faster and easier versus, versus harder and more complex. And now, as I am almost going to be 60, I think about time. And I've done some videos in the past on there's no such thing as time management. All you can do is manage what you do in time. But in order to know what you should do in time, you have to think about What are the objectives that you want to achieve in your business? And in business, there's obviously sales, marketing, finance, management, product development, technology, etc. But there are certain things that you need to do before you do the other things. And what I've discovered is we tend to gravitate towards the things that interest us and are easy for us to do. But business isn't like that. In business, there are critical things that you have to do if you're serious about building a business that actually works for you instead of you working for it. So one of the things that is really, really important is that you take the time to find out what are the building blocks for your type of business, whether you're online or offline. Whenever you're looking to grow spiritually, emotionally, mentally, physically, there's going to be lessons involved. And if you don't learn the lesson, you can repeat it. That's number one. But more importantly, when you're doing things on planet Earth in the physical realm, you have to do the right things in the right order at the right time. And nature doesn't care about whether you make mistakes or not. You are going to pay the consequences. Consequences of those mistakes. And so when we make errors in our judgment, or we make errors in our timing, or we make errors in our tactics, we pay the consequences.

And that's just part of the game.

And I personally believe that we're playing in a precision model game. And so there's nothing that's out of order in the universe. So if nothing's out of order, my job is to be in resonance with the order that already exists, and that is for me resonance or, you know, chaos. So I don't look at it as attraction. I don't think that we attract, you know, stuff to us the way most people think about it. Is that resonance though—

because, you know, I believe we live in an energetic world—

is the resonance based on a frequency or a vibration? Yeah. So if you sit at the piano and you hit the A4 A440 key, chances are that a chandelier that's in resonance with that is going to start vibrating, even though there's no strings between the two. So through the medium of air, anything that's in resonance is in this attractive state or in this coherence state. By the same token, if you hit the A330 key, you're not going to hit that chandelier frequency. And the same is That's true with a tuning fork, right? So if you have a tuning fork and you hit a certain key, the tuning fork will start to vibrate. That's resonance. A lot of people think, well, that's attraction. No, it's not attraction. It doesn't work that way from all the research that I have mustered. So my job— and we get into some of the brain stuff— is if you think about a radio, if you turn on a radio and you want to hear 95. Or if you want to hear classical music, you might go to 95.5, and it tunes into a frequency that's already here. It's not attracting it.

It's already here.

If you don't like classical music, you go to 103.3, and you have punk rock.

It's already here.

So how do we use that as a corollary relationship to if my brain is the world's most sophisticated electromagnetic switching station. Is it possible that I can tune into frequencies of what's already here? And the answer is yes. That's resonance. And so we can tune in on a spiritual, emotional, mental, and physical level. And when you create that coherence, then all of a sudden you start to be in the awareness of everything that's already here that you weren't in coherence with before. And people say, well, I must be attracting it.

No, no, no, it was already here. How do you stand out from the competition? I want you to think about this, and this is based on Seth Godin's book called Purple Cow. I want you to imagine you're walking, okay, in the country area, and off in the distance you see a herd of cows, and Big deal, there's just cows. But what would you do if one cow was purple? What would you do if one cow was purple? You'd go, holy shit, look at the purple cow. Let me ask you a question. When people look at your product or your service, your offering, whether it's on your website, your landing pages, radio, television, billboards, boards, when you speak, do they go, holy mackerel, that's unique, that's different, that I have to pay attention to, right? Do they say that, right? And so Miriam is saying, I would pay attention to that cow, right? Why? Because it's different. It's unique. So biggest mistake that people make in 2021 that I want you to stop is I want you to think, okay, if you just start to think about, you know, what can I do to stand out like a purple cow? That'll put you ahead of 90% of business owners right now because they don't figure that out. They don't understand that in order to clear through the clutter of all the noise, you have to stand out first. Every single brand has an identity. And the identity comes with it, you know, a certain color, a certain way of being. An identity means something to people, right? So when you are thinking about you as your personal brand, what is the identity of your brand, right? Is it Mercedes-Benz or Volkswagen? Is it Adidas or Nike? You know, is it bright colors or dull colors? Every brand has an identity and you have to choose, okay, when you are building your personal brand, an identity that resonates with who you are. When you're a personal brand, you have to be an authentic you. And so in order for your brand to show up as you, Okay, what does your brand say about you? So here's a couple, here are a couple of questions that you may consider. Many of you have followed my work for quite some time. Would you agree that there's a consistent theme about what I teach and how I teach it? Right? Is there a consistent theme around mindset, around skill set, and around action set? Do you notice that if you follow all of my work, you know, for a year or two or three or four, you know, I specialize on the neuroscience and neuropsychology of success. That's my theme, my underlying theme. If you've noticed, another part of my brand is consistency, right? So I show up Tuesdays, every Tuesday, right here at 9 o'clock Pacific time, which is San Diego.

Right?

So when you are thinking about your personal brand, I want you to take out a sheet of paper and I want you to write down what does your personal brand look like? If you take a look at my book, Inner Size, okay? My newest bestselling book, not The Answer, but Inner Size. If you take a look at Having It All, if you take a look at the colors you know, in my office on the wall, right? Look at that, the colors on the wall. If you take a look at the colors, you know, of my company NeuroGym, there's a consistency of colors, right? Right, there's a consistency of colors. And so one of the things that you have to understand when you're developing a personal brand is you're You're developing coherence in somebody's brain around your colors, your theme, what you stand for, what you're all about. And so the first thing to consider when you're developing your personal brand is first to define what is your personal brand.

How specifically am I going to achieve that goal? Like, what are the strategies and the tactics, meaning What are you going to do? How specifically are you going to do it? By when? Right? So now when we have an attitude of goal achievement, of getting clear on the goal, coming up with what I'm going to do on Monday at 9 o'clock, and here's how I'm going to do it, and here's whose help I need, I'm going to put it right into my calendar, and I'm going to take inspired action. When an obstacle comes in my way, I'm going to ask myself empowering questions like, how can I overcome this obstacle? What can I do to overcome this obstacle?

Whose help do I need?

What book can I read? What do I need to search on Google? What YouTube video can I watch to overcome this obstacle? Where can I learn better strategies and tactics to make what I do more efficient, more productive, more constructive versus me just working hard and long, trying to do what to do. There's a formula called PPP equals PPP, and it goes like this: piss-poor planning equals piss-poor performance. And many people, I have found, don't have any real plans for what they're going to do today, this week, this month, this quarter. They show up every morning, okay, without a roadmap to go from where they are to where they want to be by the end of the day.

So what are you going to do today to achieve your health goals, your wealth goals, your relationship goals, your career goals, your business goals, your fun goals, the experiences you want, your charitable goals?

What are you going to do today or this this week to move yourself forward, to make progress every single day? Then what are you going to do to manage your mindset and your emotions? What are you going to do to overcome the obstacles that are in your way, whether they're mental obstacles, physical obstacles, financial obstacles, strategical obstacles, tactical obstacles?

Now, you may be watching me right now going, oh my God, there's so much stuff there.

Well, yeah, if you want to achieve goals. There's a thinking, there is a feeling, and there's a behavior that gets you there. And there's also a thinking, a feeling, and a behavior that does not get you there. Most people, you know, confuse activity with productivity. They confuse setting goals from achieving goals. They don't understand that you have to create some kind of a roadmap to reduce the resistance and uncertainty and stress and fear and anxiety in your brain so that you activate your motivational centers, the motive for action center in your brain, so that you actually take action instead of repeating your old patterns over and over again. When I first learned about the Law of Attraction, I was 19 years old, but I was taught that with the Law of Attraction also is the Law of Goya. And nobody talks about the Law of Goya. I've been around— Is that Christian people? No, no, but the Law of Goya is the get off your ass law. My grandma says don't marry a Jewish girl.

That was the Law of Goya. That's all. The Law of Goya, right? No, the Law of Goya is the get off your ass law, right?

And so a lot of people who think about this law of attraction stuff is, is, you know, sit there like a monk, you know, and meditate and visualize and belief and write your goals. Goals down, and that's going to happen for you. And it's bullshit. It's just raw bullshit. I don't have any friends, zero, that don't bust their ass in pursuit of what they want in addition to being in resonance with it and attracting it. They are busting their ass every day, every week, every month, every quarter, every year, ups and downs, highs and lows, things that work, things that don't, and they keep moving forward to make it happen. And they find along the way they get some lucky breaks.

When you're developing new habits, I want you to develop small, repeatable, consistent, easy— let me repeat— small, repeatable, consistent, easy things to do for a new habit for 100 days. If you want to become a person who reads a lot, read 1 sentence or 1 paragraph a day for 100 days, preferably around the same time. If you want to start exercising to be healthier, I want you to start exercising for 1 freaking minute a day for 100 days, or 30 seconds, or 3 minutes. You choose the minimal possible behavior that you can do to develop the habit. The habit is more important than the intensity at first. You want to reduce all the neurological stress of change. You want to reduce all the neurological processes that are built for you to conserve energy and not develop new habits. So you have to create a new habit loop. And the way you do that is small, repeatable, easy, consistent behaviors for 100 days. Don't worry about anything other than that. If you want to develop a new thought pattern, think in a certain way every day for 100 days and schedule a time. Create your own trigger— when you wake up, when you go to sleep, after sex, before the bathroom, before you brush your teeth. Whatever it is, if you can just commit to small little behaviors for 100 days, you'll develop the foundation of a new habit where you do the habit, then the habit creates you. Let me give you an example. What if I said to you, hey, uh, Joel, let's do this business venture together. You put up $20 grand, I'll put up $20 grand, uh, you'll take care of podcasting, sales, marketing, networking. I'll take care of this, this, and that. And, um, and let's do this together. We'd probably get excited. Well, what would happen if you start to think about, well, what if it doesn't work? What if I don't deliver this? What if I can't do this? What if, you know, I lose my money? What if I do that? And that's a normal discussion to have. What if I told you, by the way, after we do the deal, here's the way you're going to think. You're gonna have a whole bunch of these negative thoughts. You're gonna have a whole bunch of these negative emotions. You're gonna have a whole bunch of these sensations that you want to move away from, and that's gonna be normal. Here's what I want you to do. Flip the switch. Flip from this right prefrontal cortex which is supposed to do that for you and let's flip you over to the left prefrontal cortex which is the genius part of your brain. I'm gonna say, okay, great. When that happens, I want you to flip the switch like that and shift over and see both sides. If we do invest together, if we do execute a plan, if we do what we say we're going to do, is it possible that we will hit our income goals, hit our net revenue goals, be able to do this and this and this and this and this and this and this and this? And as soon as you can help somebody make that switch, get from one part of the brain, that's the pessimistic. We call it the Frankenstein part of the brain. And the other side is the optimistic, strategic thinker that can connect to all possibilities at all times. And that's the left prefrontal cortex. And that's where the genius part of you is. And that's why I have Mr. Albert Einstein there to always remind me, activate left prefrontal cortex and be aware of right prefrontal cortex, which is for the most part just bringing up memories from my 55 years on this planet, the good, the bad, and the ugly. Yeah, so it's a Frankenstein and the Einstein. I like it. When Einstein is working, you are dreaming in the world of possibilities. How can I? What can I do? Who can I talk to? How will it work? What should I read? Who should I network with? What are the possibilities? What are the tools I need? What are the resources I need? And all the possibilities open up. Pay myself first.

Let me explain. When I first started RE/MAX of Indiana, even though money was coming into the company, I wasn't taking any money out. And I worked for, for months and years on end, you know, just putting everything back in the business, and that created a lot of stress in the early years. And so what I would do differently now is I would value myself more, and I would take an income or take a percentage of the revenues on an ongoing basis so that I got paid for the services that I provided to my business. Now, When you put yourself up on the pedestal where you deserve and you pay yourself, you actually build your self-confidence, you build your self-worth, you build your self-esteem, and you get paid for the services rendered. When you pay everybody else first, you are putting everybody else in front of you, and you are the number one person that you need to keep motivated. Motivated. And it doesn't matter how much it is that you pay yourself, it has to be something for the effort and the work that you do. So at least you build your own self-worth and value.

A lot of times when we are focusing on what we've lost or what we're losing, we're not focusing on what we've gained. A lot of times we're focusing, okay, on what's possible as a result of this. We, we tend to mono-focus, right, on either good or bad. I like it, I don't like it. It tastes good, it doesn't. It's hurting me, it's not. Well, what if you could learn how to observe both? What if you could observe the law of polarity in its entirety that says you cannot have an electron without a proton, and in without an out, and up without a down? You cannot have that on this planet, in this universe. So is it possible that with just a little bit of training, whether it's mindfulness or meditation or awareness, you can be sad, you can grieve, and be joyful and happy at the same time? See, it's when we are afraid that we're losing something that we've got that Frankenstein brain of ours saying, what if, what if, what if, what if, oh my God, oh my God, oh my God, oh my God, oh my God. When we are in that state we can't be focused on what are we going to do about it. Now, in a grieving state like with my mother, the only thing I want to do about it is make sure that we respect and honor her life and my brothers and sisters and my dad, etc. So I need to focus on that. And when we're talking about, you know, a business going under, a relationship, you know, that's unraveling right now, If you're focusing on all of the disempowering emotions and circumstances, you cannot be focusing on the solution to that possible problem. So you have to learn how to manage the emotions. And for those who don't know what that's like, I want you to imagine I just got really mad. A Hollywood actor or actress learns that they are not their emotions. They have emotions. Now, everybody's going to grieve differently, but I want people to understand that you don't have to be disempowered in grief. You could be empowered in grief, and everybody's going to do it differently. And some people are going to go inside, some will go outside, but we have the ability to frame things in ways that empower us and gives us the best chance to move forward instead of being a victim of it. All I am saying is consider, consider that you have way more power than you are displaying in your emotional management, in your focus, in your awareness, and in your behavior. And you can feel the entire spectrum of emotions, totally cool with that. But are you being constructive versus destructive in your behaviors?

Cognitive priming, right? So what's cognitive priming? So think about this. When a baby is learning how to eat, okay, what does mommy or daddy do? Mommy or daddy takes the spoon and She puts it in the jar, she pretends to eat it herself, and then she puts it into the baby's mouth. "Open the mouth." And she does that to cue the baby's brain of what to do. So she pretends she's doing it herself, she gets the baby to do it, and through this repetition, a baby will learn spoon in the hand, in the jar, spoon spoon has food on it. Mommy's opening her mouth. She's bringing it to me. Open my mouth. I put the food in my mouth. Oh, this yummy thing feels so good. Om nom nom nom nom nom nom nom.

Right?

And Mommy and Daddy go nom nom nom nom nom. Eat this food. And so if you think about what's actually happening, we're getting the motor cortex of her brain going. We're getting her taste buds going. You know, at a certain point, we'll put the spoon in her mouth. And put her hand in the jar so that she could do it for herself. So we're priming her through visual cues, through auditory cues, through taste cues, right? Through all of the different senses, we're priming her brain, and then we're reinforcing it day after day after day after day to create the neural network, the connections in the brain that that if I want that yummy food in my mouth, I have to learn how to take the spoon in my hand, put it in the jar, get it all over the place initially until I could do it without spilling it all over the place. Well, that takes, you know, weeks and months and years to tie your shoes, to learn how to eat, to learn how to brush your teeth.

All these things that are automatic now.

Yes, all the things that are automatic now. So before something's dramatic. It's not.

Yeah. And it can feel really uncomfortable.

So let's take a disempowering belief that you have. I'm not good enough. I'm not smart enough. I'm too young. I'm too old. I'm female. I'm whatever it is. You have a disempowering belief. It's nothing more than a pattern in the brain. So somehow a pattern that wasn't there before got there. Right? Who told you that? Your parents? Your teachers? Your brother? Your sister? Your best friend said, "Ah, you'll never amount—" Like, who did that? It's really irrelevant. But if the pattern is there and it's a dominant pattern because you've believed it for 20, 30, 40 years, whatever the case might be, and it's been reinforced, what does brain science say about how the fuck do I get rid of it? And it says, "Well, you'll never get rid of it, but you can deactivate it." Okay. How do I deactivate it?

I like where this is going. Right?

How do I deactivate it? So every time I catch myself saying, "I'm not good enough," or fill in the blank, take any limiting belief, and any time you catch yourself saying it or feeling it, what if you said to yourself, Stop. In the past, I used to believe that, and now I believe I'm more than good enough. In the past, I used to feel like I'm too young, but now I can use my age as a benefit to achieve that goal. Any limiting belief, we can do one of a couple things. We can say, in the past, I used to. And so what we're doing is we're not saying, no, stop that. Reinforcing a limiting belief by trying to fight it. We acknowledge it's just a pattern, embracing it, and just say, in the past I used to believe that, and now here's what I'm choosing to believe. So now what I'm doing is I'm taking an existing neural pattern and I'm changing the pattern. I'm taking away its energetic force by adding new words that I'm choosing now versus the ones that were given to me or the ones that I felt when I was too young to actually change it on my own then. So now I'm paying attention to my self-talk. I'm paying attention to the inner critic.

Let's say, you know, you and I are buddies, we want to start a business or we have a business, come on, let's crush it. All right, let's do this thing. Let's triple our income this year. Let's make 30% more net revenues. Let's travel the world. Let's live this lifestyle that's amazing. And we get excited, right? So we go, oh yeah, oh my God, that's great. Let's do this. High fives all around. Dopamine's released. We feel great. We shared with our friends. We released Oxytocin, so we bonded. Oh my God, I love you and you love me, and we feel great. We're going to conquer the world. And that happens all the time. But let's say that underneath the hood, there's a fear of I'm not smart enough, or I'm not good enough, or what if I fail and I embarrass myself? What if I succeed and I can't maintain it? What if I'm ridiculed because I I'm going to try so hard and my friends will laugh at me. There are 50, 5-0, different types of fears that are almost in everybody's memory bank that gets brought up to the surface. And when the fear circuit lights up, which is bam, automatically within either moments, hours, or days when you start realizing, holy shit, What is it going to really take to double or triple my income and to take the time off that I want? As soon as that happens, when the fear circuit lights up, then the system, the neuroelectrical chemical system floods with epinephrine, cortisol, and norepinephrine. What is that? Those are just 3 of the 100 chemicals in the brain. That are part of the stress response system. Whenever you and I and everybody watching or listening thinks about or feels that there is potential danger, potential pain, whether it's emotional pain like being embarrassed or ashamed, or financial pain like not being able to have enough money to pay for my food or for my burger for my cocktails or for my rent or my car or my airline ticket. If there is real or imagined possibility of discomfort, pain, the brake on motivation slams shut and we start to procrastinate. So we have this incredible system that can give us this motivation, the motive for action to go forward, but we have to temper it with our ability to recognize the trigger and the sensation in our body called a feeling that the non-conscious processing part of the brain that gives us this emotion called fear. All fear is processed at the non-conscious level of your awareness and then gives rise into the frontal lobes of the feeling that your body has. The average person that has not been trained feels fear and puts the brake on and goes and retreats into what they're comfortable doing. The successful person, either they may be genetically wired to understand feeling fear and doing it anyway, turning their fear into fuel, but that's not the majority of people. That's why 90+% of people fail and stay in that position. But you can take that fuel, that hypersensitive rocket fuel I call it, and utilize it to actually motivate you faster, further than you ever got before. Fascinating systems. If you don't know how to use them, too bad. It's like not knowing that a gun has got bullets in it and you pull the trigger. Holy shit, just blew my brains out. Not that you'd be able to, you know, say that. They'd be like, game over. But ignorance is not your friend when it comes to neurochemistry. At the time, I was 22 years old, trying to work, trying to make, make money, and I wanted to figure out what was causing my ulcerative colitis, because the ulcerative colitis was an effect, right?

So I was like, what was causing it?

And what I realized was causing it was a lot of stress, the wrong foods, too much alcohol, no exercise, etc. So I said, okay, Okay, well, how could I heal myself? And at the time I was taking 25 pills a day. I was doing enemas in the morning, enemas at night, and going to the hospital once a month for them to stick a tube in my rectum to see what was happening in my colon. Not fun at 22 years old. It's like, what the front door, right? And so I said, okay, let me see if I could really heal myself. And so I wrote an affirmation. I wish I had it here because I'd read to you. It says, my body and all its organs were created by the infinite intelligence in my subconscious mind. It created all my bones, tissues, muscles, liver, lungs, heart, and everything else within me. It knows how to heal me. I am now perfectly healthy. That's a short version of that. And every day, in addition to eating well, exercising, sleeping well, I would read this affirmation. I would close my eyes, I would see my colon healed. I would see my colon sick. I'd see my colon healed. I'd see my colon six sick, I'd see my colon healed. That, that's called mental contrasting in the world of neuroscience. And so I would see this over and over and over and over and over and over and over and over and over and over in my brain. I would read it, I would feel it, I would see it. Five weeks of doing this, after two and a half years of being sick, all of my symptoms went away 100%. When I went in to see my doctor, his name was Dr. Wu, he said to me, you've had a spontaneous remission. I said, it's not a spontaneous remission, it was a deliberate remission. That was 36 years ago, all right? And the doctor says, whatever you're doing, you know, keep doing this, but I want you I was taking 25 pills a day. I said to him, I said, Dr. Wu, you don't understand, do you?

I said, I fixed the cause.

You still want to treat the symptom, right? And so I've shown people how to get off of colitis, Crohn's disease, diverticulitis. Our body is consistently re-manifesting itself based on our thoughts, emotions, feelings, sensations, and behaviors. So what if everyone watching— what if I could be in a vibration mentally, heart-wise, right, emotionally, and gut-wise? So heart, brain, heart, and gut. What if I can create alignment so that I am in a state of health, so my body is regenerating healthy My body's regenerating, you know, or activating energy from my mitochondria. What if I could be in this alignment with the flow of health versus a flow of dis-ease? So for you, you know, what happens with most people is they're focusing on their dis-ease or their pain instead of channeling their attention and energy and focusing on health and well-being. So the more you say, you know, my neck is broken, my neck is broken, I got a little thing on my neck, it's painful, my neck, the doctors say I can't, uh, this is impossible, the more you keep reinforcing the cellular activity that reinforces that. When the fear signal has kicked in, all right, it's releasing the neurochemicals, like I said, epinephrine, cortisol, norepinephrine, which is adrenaline, um, and some of it's good Too much of it will cause you to fight, to freeze, to flee, run away, or to faint. Those are the 4 possible outcomes for the stress response or fear response system when it kicks in. So when that switch is turned on, think of it as a light switch that just turned on in your brain. And then there's a cascade of neurochemicals that causes a feeling. If you focus on the feeling, then you're going to think about what you feel, then you're going to feel what you think about, and you create this self-fulfilling doom loop of neurochemicals being rushed in your body. And if you do that every day, every week, every month, over and over again, you've now just set up a doom loop habit where that fear is going to drive your thoughts and emotions and behaviors, or lack thereof. But what I want you to do is recognize the fear calmly. And you do this as soon as you recognize the fear that you can bring up on your own. You do the first innercise, okay? Innercise. Exercise for your physical body and your organs. Innercise for your neuromuscles. All right, so When you feel fear, be in observation of it like the light comes on in the dash of your car. And then what you do is you take 6 deep breaths, but here's how you do it. In through your nose, out through your mouth like you're blowing out of a straw. So it goes like this, 6 breaths, 10 seconds each. Ready? Deep rhythmic breaths in up to the lungs. Expand the diaphragm so you get the diaphragm and the lungs expanding. And you breathe out like you're breathing through a straw, so you focus the energy out through the mouth. It causes your brain to actually get oxygenated. And guess why you want that? Well, when we're in a state of fear, we activate, okay, the vagus nerve, which constricts your blood flow. It slows down your heartbeat. It causes shallow breathing. So as soon as you alternate from that fear and stress response system to the calm— I'm sorry, from the stress and react system to the calm and response system, your brain shuts off the fear circuit and activates the left prefrontal cortex. And when you can think, because blood flow goes back there again. So If fear is holding you back, there's nothing wrong with fear, but there just may be a lack of skill of knowing when or what to do. Does this make sense so far? Does this make sense so far? So when you take those 6 deep rhythmic breaths, that is what deactivates that stress response system in the brain and activates the relax and respond. You want to be in a responsive state as much as possible versus a reactive state. One of the, um, I guess most unbelievable discoveries of the last 100 years is that our brain can create new neural connections, new beliefs, new habits, new perceptions, new neuromuscles, and reinforce neuromuscles. And so if you look at the problem, she says, with curiosity and with this approach, she says a lot of people focus on debt and they go, oh my God, look at the debt I'm in. How am I going to get out? Here's the problem. I can't pay this. I can't do this. She goes, now when you sit down and you look at the debt and you write down, you brainstorm how to get out of debt, and make more wealth and write down every idea that you can come up with, she goes, you activate the creativity neuromuscle. And the more you practice it, the more you teach yourself how to focus on the solution instead of the problem, the more you're flipping your neuroplasticity switch. But the more you're flipping on your curiosity, imagination, and creativity circuits. Training your brain is so critical. You can train your brain to be aware, acutely aware of your senses of what are my sensations? What's my heartbeat doing right now? What's my breathing doing right now? Am I anxious and nervous and stressed? Is my sympathetic nervous system activated? Or am I calm, relaxed, able to think clearly? Can I respond instead of being in this reactive state? When the Sympathetic nervous system has kicked in. You're in your flight or fight response mechanism. So you're breathing shallowly, you're tense, your heartbeat's elevated, you might feel like you're sweating a little bit, and you're just tense. And parasympathetic is calm, observe, pay attention, be aware, be mindful, choose deliberately versus reactively.

If somebody's unhappy, could you teach yourself to be happy in less than 3 seconds? And the answer is Yes, if you chose to. So control of emotions. Control of emotions. And so when we focus on the core emotions people have of happiness, sadness, shame, disgust, contempt, love, we can learn how to switch between those on any given moment. But most people, what happens, they get caught up in this emotion, energy in motion, that's negative or disempowering, and then they think about how they feel, and they feel what they're thinking about, and they keep perpetuating the same pattern. And that's not where it ends. And this is where the problem lays, is if you do that on a regular basis, your brain says, since you're repeating this, let me just make this, um, you know, a habit, and I'll just create that on command for you.

So you're in that state more frequently.

Let's Say you have a goal. Okay? Any goal. A financial goal, a travel goal, a net worth goal, have my own blog post or blog and have a tribe follow me goal. And that's your vision and your goal that you've consciously chosen. But then beneath the surface you feel, am I really worthy of that? Am I really good Am I really smart enough? Do I really deserve that? Anytime you have a vision or a goal that is positive and fun and amazing, but there is a subconscious negative or disempowering pattern like self-esteem, self-worth, or self-image, the negative disempowering pattern wins 98% of the time. Wow. So if you think about it, about the positive vision and goal as being the positive. If we have the positive and the negative, we have chaos in the brain. And what we really want to create more of is coherence. So what's coherence? Well, imagine if everybody just— think about going to your favorite band. Your favorite band's coming to town, all right? And you are so excited because you just love to hear them. But their drummer or their lead vocalist or their guitarist got sick a few days ago and they had to get somebody else to play, you know, tonight when you're going to see them play. And they haven't had a chance to practice together, and this new band member is just not in tune with everybody else. There's going to be chaos. It's like, oh, he's off, the vocals are off, or, or the piano's off, or the guitar is off. It just doesn't sound right or feel right, and the whole thing's off. It's off. So it's like the experience is like there's no harmony here, right? So when people's vision or goals are out of harmony with their subconscious self-esteem or fears or limiting beliefs, there's chaos and there isn't— there's too much friction. And in the absence of friction, you have smooth. But when there's friction there, it's just not smooth. That's not in harmony. It's like a muscle. Your brain has neuromuscles. Okay, so you think about, you know, we have— if we want to build our bicep muscle or our chest or our shoulders or our legs, we go to the gym, we do exercises, or we go and hike or run or bike or walk or do whatever it is. Well, what do you do to strengthen your confidence muscle? What do you do to strengthen your self-esteem muscle? What do you do to strengthen your tenacity or resolve muscle? What What do you do to strengthen any of your core neuromuscles like awareness? How do you strengthen your awareness? How do you strengthen your ability to focus and stay laser disciplined on achievement of a goal? These are all neuromuscles that you can strengthen, but nobody up until now has come up with here are the inner exercises for your neuromuscles instead of the exercises for your physical muscles until NeuroGym and Innercise. The first Innercise that you teach anyway, it's kind of like learning the alphabet first. So take 6 calm the circus. There's 3 foundational Innercises we teach in the book. There's many more, but the first one is just to deactivate the stress reactive center in the brain, and you do that through 6 deep breaths in 10-second increments. So you take a deep breath in through in through your nose, and then as you blow out, pretend you're blowing out through a straw, so all of your energy is towards that focus, right? So 3, 2, 1. You do that 6 times, and we can see in brain scan images that the stress response center lowers and in many cases deactivates, which throws blood back to the left prefrontal cortex. Your state of awareness increases, and then you can move to inner size number 2, which is called AIA, A-I-A, which is now in a calm, relaxed state. Now the first A stands for awareness of my thoughts, emotions, feelings, sensations, and what have been my behaviors for, let's say, the last 5 minutes. Or hour. Awareness without shame, blame, guilt, justification, or judgment. Pure awareness. Calm state. Then what is my intention? Well, my intention is to be happy. I've been feeling sad. My intention is to be happy. My intention is to be focused, not scattered. Great. Let me, let me write, give myself one or two intentions. Then the next A stands for what's one action to move me towards that? So if your intention is to be happy, why not look up and smile? Just look up and smile, because when you look up and smile, you release the neurochemistry of happiness, and you cannot look up and be angry, sad, mad, disappointed. You cannot. If you look up and smile, we are wired to look up to heaven, let's say, and be hopeful, and we are wired that when we smile, the neurochemistry of happiness is firing running through our bloodstream. And so if you just do inner size number 1 and 2, now you get awareness and you calm down the circuits. And then if you learn inner size number 3, it's called actors— it's called, um, um, actors— no, hold on a second, I'm losing inner size number 3.

It is called, uh, it'll come back to me in just a moment.

But the, the, um, the third inner size is around— it's an actor's studio exercise. Exercise. Basically, it's an innercise. So any actor in the world can switch from being happy or sad or mad or disappointed or any modality of physiology that you want them to take on. They can command it on command. Right? And so if somebody's unhappy, could you teach yourself to be happy in less than 3 seconds? And the answer is yes, if you chose to. Control of emotions. Control of emotions. And so when we focus on the, the core emotions people have of happiness, sadness, shame, disgust, contempt, love, we can learn how to switch between those on any given moment. But most people, what happens, they get caught up in this emotion— energy in motion— that's negative or disempowering, and then they think about how they feel, and they feel what they're thinking about, and they keep perpetuating the same pattern. And that's not where it ends. And this is where the problem lays, is if you do that on a regular basis, your brain says, since you're repeating this, let me just make this, you know, a habit, and I'll just create that on command for you. So you're in that state more frequently, and then they don't know how to interrupt that pattern and create a new empowered state.

I'm always looking for consistency around all of my content. Does that make sense to you? If it makes sense, just tell me, John, that makes total sense. So, so far we have, you know, define what your brand stands for. If your brand could speak, what would your brand say about you, right? If your brand could speak, what would your brand say about you? Is your brand fast? Is your brand slow? Is your brand laxie, daysical, where it's just, hey, just free flow, Bahamian, you know, or is it more, you know, more sharp edges? So you have to think about this. And if you're looking to build a personal brand, if you're looking to build a personal brand, then you need to think about what does my brand stand for? What do I want people to think and feel about my personal brand so that I own some space, okay? In their brain. So let me ask you a question. Let's have a little bit of fun. When I share with you the personal brand Oprah, what do you feel about the brand? What do you feel about the brand? Is it a brand that you trust? Is it a brand that is fast or calm? Like, what do you feel when you hear the word Oprah? Or what do you feel when you hear the, you know, the brand Elon Musk? Right? What do you, what does it make you feel? Because every brand develops consistency and the consistency creates a feeling and people gravitate towards how a brand makes them feel, right? Does a brand make you feel appreciated, that you can trust it, that it's safe? Or that it's risky. Like Elon Musk is a risk taker, right? He's a different brand than Oprah, and yet he's got a huge following. He will make a comment and, you know, and cryptocurrency goes through the roof, right? So what does your brand stand for? Not having a sales process. Not having a sales process. What does that mean? So let me share with you just a sales process. So you need to think in systems, right? If this and this and this and this happens, then X is predictable. So let's say you are going to do an Instagram Live, Facebook Live, YouTube Live, LinkedIn Live event. You have to think past the event. You have to think past the event. Then what? Like if somebody comes to your event, if somebody reads your blog, if somebody reads your Twitter feed, if somebody watches your TikTok, like then what? Like what is the process by which you share your product, service, or knowledge, information, tidbits around the things that you want to share? Then what? Like what do you want them to do next? Now, before you ask people to do something like give you their email, oh, I want your email. Before you ask them to sign up for this free event or this paid event, you have to give them value. Give them value. Give them something tangible. And don't be afraid to give, give, give, give. When I wrote my book, Innercise, all of my books, Everything that I write in my books is the stuff in my head that I'm working with clients who pay me $5,000 an hour. They just want to go deeper on the work for me to help them implement it. But I want to give, give, give, give value, value, value, value. And then I can say, hey, if you want to go deeper, get my books. You want to go deeper, Get my program. You want to go deeper, get into my coaching program. You want to go deeper, hire me as a consultant. But first, give the knowledge. So here's the question that you want to ask yourself. What problem does your product or service solve? What fear does it eliminate? What pain does it eliminate? What gain do people have because of the product? Whenever I am looking to give people content, I'm always looking at understanding what are the pains, fears, frustrations, irritations, wants, needs, and aspirations. Let me repeat. What are the pains, fears, frustrations, irritations, wants, needs, and aspirations of the person who wants to buy whatever it is that I have to offer? It doesn't make it— there's somebody sold all this stuff. By the way, here's my gratitude coin, right? Gratitude. So, so, you know, whether it's glasses, spray, a pen, a magnifying glass, a gratitude coin, the camera that I'm looking into, the computer, the stand, somebody had to sell that. And every single product or service either eliminates a pain, fear, frustration, irritation, or helps people with a want, need, or aspiration, right? So how do you give somebody content and information and value in advance? And I'll sit on my board or on my keyboard, and I will ask, what is it that people want and need that I could help them with? And then I create, whether it's blogs, articles, videos, process maps, and I give them away.

Lack of knowledge and skills. So lack of knowledge and skills. So when we don't have— let's say we have a goal, any goal, it doesn't make a difference whether it's a relationship goal, money, charity, whatever it is. Whenever we lack the knowledge or the skills, there's a part of us that has self-doubt. Self-doubt is what triggers fear.

Because we're worried we don't know enough.

Right. So if we don't know enough, if we don't have the knowledge or the skill, or we think we have to have this certain knowledge or skill that we don't have or that we think we need, it's going to trigger self-doubt. Self-doubt triggers fear. Fear deactivates motivational centers in the brain and deactivates the thinking part of the brain and our imagination. It's circuits. All it is is circuits turning on or off. Yes. So in the absence of knowledge and skill of what to do about it, we default to not taking action because we're protecting ourselves. And so all of these little mechanisms, these 4 key ones, cause us to trigger the procrastination circuit in the brain, the do-not-take-action circuit in the brain. Brain, right? And, you know, guys or girls, when they're dating, you know, if they feel uncertain, then they just stay there. Well, maybe he'll come and talk to me. Well, maybe she'll come and talk to me. And, and it just goes round and round and round and round.

How do you recognize and overcome fear? Well, you, you pay attention, uh, you become mindful, uh, you sit and, um, take some deep breaths and ask yourself some really good questions. What fears are holding me back? Like, Like, just get real. Get real with yourself. Don't be afraid. Haha. Be afraid of the truth. If you understand the truth and then you have some knowledge and skills to work through, you can change that. So the Take 6, Calm the Circuits is the first inner size. I'm going to give you a slight variation of Take 6, Calm the Circuits as you do the next inner size. And it's called AYA, Awareness, Intention, and action. So in this particular inner size, you take 6 rhythmic deep breaths to calm the circuits. But here's a slight variation. This is like a little bit more advanced, right? So what you do is as you breathe in, you say in the back of your mind, I breathe in calmness, I breathe out fear.

So it goes like this.

So as you are breathing in calmness, feel yourself getting calm from a level 10 fearful to 8 to 6 to 4 to 2 to just letting go of the fear. And as you breathe in calmness and you breathe out fear, I want you to visualize feel fear leaving your body. Just release it. Remember, it's a neurochemistry that you're feeling. So what you do is you give your brain the instruction of what you want. So I breathe in calmness, I breathe out fear. Or I breathe in calmness, I breathe out stress. Or I breathe in calmness, I breathe out anxiety. Just a few seconds of that is the first part of the inner sighs. But then what you do is then you say, you know, right after you do that, you now become aware and have a piece of paper next to you. And in the awareness state, what you want to do is become aware— awareness of thoughts, feelings, emotions, sensations, and behaviors. Thoughts, feelings, emotions, sensations, and behaviors. So the first part is you become aware. No shame, no blame, no guilt, no judgment, no justification, just pure awareness. Then you ask yourself in this calm, relaxed state where you're able to respond, you ask yourself, what's my intention right now? Is my intention to be fearful? No. Is my intention to be courageous? Yes. Is my intention to overcome my fear? Yes. Great. So you have the awareness, you set one intention, not 5, One, one intention. And then the last A is action. What is one action I could take? One action towards achieving whatever goal I have. So maybe one action is I'm gonna write one line of my book. One action is I'm gonna just make one phone call. One action is I'm gonna ask for help. One action to move you away from what you don't want. You have to create marketing content and offers, irresistible offers that people want to move towards because it really helps them. It really helps them. Okay. And so when you are asking somebody to buy something, First, did you offer value in advance to build trust and rapport? Second, did you create a process for them to be able to easily move through from knowledge and information to making a decision that's good and helpful to them? And then did you create an offer that is irresistible for them? An offer that's irresistible for them, that of course you make a profit on. You have to make a profit. You're in business to make a profit and to help people. So what I want you to do is when you are thinking about how to structure your business, how to structure your offers, how to structure your marketing so you stand out from the competition, competition, now you have an opportunity to really grow your business so that it actually works for you. Unfortunately, most business owners have a job that they work in their business. They don't have a business. They're entrepreneurs, I get it, but they have a job. Your job is to create really great marketing that gives people a lot of what they need to help them, okay, with their pains, fears, frustrations, irritations, wants, needs, and aspirations. Your job is to give value in advance on the channel that your ideal client is at, and then your job is to create a sales process that makes it easy for them to do business with you instead of somebody else. It's easy, but it's also easy not to do.

The golden nugget specifically for entrepreneurs is something that I was taught 37 years ago by my mentor, who was a very successful entrepreneur. And he said, take 1 hour a day to level up your skills. He said, when you do 1 hour a day to level up your skills, whether it's your mental skills, emotional skills, strategic skills, whatever it is, but 1 hour a day after 365 days is 9 40-hour weeks that you will be ahead of anybody who isn't doing that. So 1 year, it's 9 40-hour weeks, 9 of them.

That's 2 and a half months.

Do that for 2 years, 3 years, 4 years, you will become an expert and you will make millions of dollars. You'll be happy, you'll be not because of the millions of dollars. You'll, you'll, you'll be able to live the lifestyle of your dreams because of who you've become by upgrading your knowledge and skills and abilities by just 1 hour a day. Patterns that have been reinforced for 20, 30, 40, 50 years, they're strong patterns. They're really strong patterns. So you don't change a 20 or 30-year-old pattern in 20 days. By doing it 20 times or 30 times or 50 times when the other pattern has been recreated and reinforced thousands and thousands of times. You operate your whole day, your whole week, your whole month, your whole year based on the patterns that have been there, put there, and reinforced. So what if I said to you, train your brain for 100 days and replace the old disempowering or negative or destructive patterns with a new pattern, but deliberately. Yes, intentionally. It's called deliberate conscious evolution. I'm deliberately going to choose to change myself. And if you committed to that, think about what would happen if we said— let's say you're out of shape and we said, you know what? Let's go for a 1-minute walk every day. Not an hour. 1 minute. So the first week we go, "Wow, this is easy. 1-minute walk. I can just walk around my house for a minute." Here's what I guarantee will happen. At the end of 1 week or so, let's do 1.5 minutes. And let's do 2 minutes. And then let's do 3 minutes. And then at 100 days you might be at, let's say you're at an hour 100 days later because you actually enjoy it. What do you think would happen to your beliefs, to your confidence, to your physique, to everything If you were to exercise gently, lightly for 1 hour a day, change your life. Completely transform. So let's start with self-talk. Let's start with eliminating our self-deprecating discussions with ourselves. And if we want to change our limiting beliefs, why not start with asking, what empowering beliefs do I want to have? And then what are ways that I could actually create that pattern in my brain? So reading an affirmation and closing your eyes and actually feeling what that's like if it was true, and how would you behave if that was true, and what kind of comments would you get if that was true, activates not only the left prefrontal cortex of your brain, the occipital lobe part of your brain, the emotional part of your brain, and the motor cortex of your brain, but that That is what it requires to rewire the brain with a new, more empowering pattern.

Stop buying into the fear that's happening in the marketplace right now. Coronavirus fear, high alert fear. What if I get it? What if I don't? If I get fired, are people buying? Are people not buying? Fear, fear, fear. What if negative? Oh my God, oh my God, oh my God. What if I get laid off? What if I succeed and then fail? What if it doesn't work? What if I disappoint myself? Stop buying into the fear. I want you to imagine this, almost 8 billion humans, okay? 8 billion humans on earth. Not everybody is into the fear, not everybody can't afford stuff, not everybody is in jeopardy, whether it's their business or financially. Now, I understand a lot of people are hurting, so I don't want to take away from that, okay? Yes, there are a lot of people hurting. Some of those people that are hurting have money, some don't. Some are scared, some are not. So what I want you to understand is whatever your own mindset is about what's happening out there is what you are creating in here. There are plenty of people who want what you have— your product, your service, your knowledge, your skill, whatever it is that you can offer them. Maybe this group doesn't want it right now. Maybe this group can't afford it right now. But if you're focusing on this group and this group, you're missing this group that needs it and wants it right now more than any other time. So your job, and this goes back to my point number 1, is you have to stand out in all of your marketing. Because if you don't, the group that's actually looking for you can't see you in the noise. If there is real or imagined possibility of discomfort, pain, the brake on motivation slams shut. And we start to procrastinate. So we have this incredible system that can give us this motivation, the motive for action to go forward, but we have to temper it with our ability to recognize the trigger and the sensation in our body called a feeling that the non-conscious processing part of the brain that gives us this emotion called fear. All fear is processed at the non-conscious level of your awareness and then gives rise into the frontal lobes of the feeling that your body has. The average person that has not been trained feels fear and puts the brake on and goes and retreats into what they're comfortable doing. The successful person, either they may be genetically wired to understand feeling fear and doing it anyway and turning their fear into fuel, but that's not the majority of people. That's why 90%+ of people fail and stay in that position. But you can take that fuel, that hypersensitive rocket fuel I call it, and utilize it to actually motivate you faster, further than you you ever got before. But it all starts with being self-observing, awareness of when I'm uncomfortable, how do I respond? When I'm doubtful, how do I feel? When I've got negative self-talk going on, what's going on? When I'm procrastinating, what am I fearful of? What am I— most procrastination, by the way, is done because of low self-esteem. If you knew how to get something done, you could do it highly effectively and on time, and you were loving it, you'd freaking do it. But most people procrastinate because they feel doubtful. They don't have all the information. They're procrastinating because they're worried that if they don't do it perfectly, somebody's going to judge them. Creating irresistible offers. Creating irresistible offers. What does that mean? Well, it means that your greatest cost of acquiring a new customer is the first sale? And so have you considered that you can afford to create an irresistible offer to get people in to buy your first product or service? Now, whenever we are dealing with creating irresistible offers, let's say you're selling a pen. Okay, you're selling a pen. Okay. Well, you can sell the pen, let's say for $1, right? But what if you sold the pen? And in addition to the pen, when you buy it right now, you also get 3 videos on how to be a better writer, 3 videos on how to take ideas from your head and craft them in such a way that people will be drawn to what you write. Now, a pen can be sold as a commodity, or you can create an irresistible offer by saying, not only am I going to give you the pen, but here are some added value things that you can use or need, all right, when you buy my pen. Now, why would you do that? Can you imagine why you would do that? Well, the hardest sale is the first one. And here's the thing that I want you to remember. When you trust a brand and when the brand has a product or a service that meets or exceeds your expectations, do you continue to buy from that brand? If the brand exceeds or meets your expectation, do you buy more from that brand? Chances are you do. So what does that mean? It means that all of the time and energy and money that you spent to acquire that new customer, you don't have to pay for that acquisition cost. So when, okay, when you acquire a customer and you deliver or overdeliver, not only do they keep coming to buy from you, But chances are, when they are so happy with what you've done for them, don't you tell your friends or your family? So now we have repeat business and we have referrals, both of which cost almost no more money. The first 3 that she gives are reason. And so The first of the 6 steps in Rewire Your Brain is reason. And she says, if you don't give your brain a reason why, like why do you want to do this? Why must you do this? It won't actually want to do the work. So if you don't have a reason why, it'll take the path of least resistance and come up with the reasons why you shouldn't faster. So that's number 1. Um, second E, or second step to refire, is engage. And she says when you set a goal, she says engage, immerse yourself in your goal and why you want to achieve that goal, and then get support from a group or a mentor to keep you engaged as you level up your knowledge and your skills and your behaviors. The third of her refire to rewire out of the 6-step process is feel. And she said, get your emotions behind your goal. She says, when you get your emotions behind your goal by thinking about all the benefit of everything you're going to gain, who you're going to become, who you're going to be able to help, how you're growing— when you get the emotion behind it and you engage and you have your reason why, the emotion is the energy put into motion that is required to get the momentum and keep the momentum going. Consistency across all of your assets. So your business card, your landing pages, your ads, everything that you can do, create that brand awareness and those colors and tie it into your name. Why? Well, there's something about our brain that creates associations. So when you see my face and you see the colors of my books and you see the colors on my wall and you see our ads or our free content or videos, there's a consistent theme around colors. And our brain makes that connection across all the channels. So when you're building your personal brand, be thoughtful around what does your personal brand stand for, then what are the colors. There could be sounds. There's a lot of sounds. Companies use sounds, all right, to add to the color scheme, to add to the theme. So when we are creating any type of messaging, we want there to be something that we call banner to buyer consistency, banner to buyer consistency, which actually is gonna be the fourth point. So I'll come back to that in just a moment. So I see all of your colors. Yeah, when people, our brain takes snapshots, obviously, in a, you know, to create cells of recognition. And when our brain sees consistent colors over and over and over again, it makes the associations and every single color means something different to somebody else. So I'm always looking for consistency around all of my content. I know in my particular case, I didn't believe I wasn't smart enough because when I moved at 5 years old from Israel to Montreal, I spoke Hebrew. I didn't read Hebrew or write it, but I spoke it. I was just learning the alphabet. I was put into a classroom with 50 kids all speaking French, and English was the second language they were all speaking. So I sat there for 2 years looking at the fucking wall. And not only did I feel stupid, you know, I remember I'm 55 now, so this is 50 years ago. I remember kids spitting on me in the playground because I couldn't speak English. So I'd get into fights all the time. I'd end up in the principal's office. My parents would be called into school. Your son's not doing well in school. He's having fights with the other kids. And I was frustrated and the teachers didn't have time to work with me on teaching me a language. God, I didn't know the alphabet. So I was 2 years behind for my entire schooling up until grade 11 when I quit. I said enough is enough. So I had developed this belief that I wasn't smart enough. Holy shit, where'd that come from? Now I know I'm freaking brilliant, and I'm not saying that in an egotistical way, but I study quantum physics, study neuroscience, I love it and I can understand it. But the point I want to make is I developed this pattern in my brain that I wasn't good enough just because of my experience as a 5-year-old, and I carried that on for about 15 years until I was 19. And I had a mentor, you know, ask me why do I think I left school? Why do I think I was getting in trouble? Why was I working for $2.30 an hour when I clearly could speak and talk and communicate? I said, well, they told me I wasn't gonna amount to much. They told me if I didn't get a college degree, I wasn't gonna be smart enough to get a job at a company and I wouldn't have any retirement. I wouldn't have any ability to contribute. I couldn't make enough money to take care of myself and my family. So I believed what the people that I'm supposed to believe told me. Told me. So I developed this neuron cluster around my own self-belief that I was not smart enough. And as a result of that, I couldn't do well in the real world.

So what did I do?

From 12 to 17, I lied, stole, cheated, sold drugs, did break-ins and entries, did counterfeit money, whatever I could to make money because everybody told me you couldn't. So I figured out a way I could. And then I met a man, one man, who showed me that I could change my brain. He showed me that I could develop a new cluster of beliefs, that I am good enough, I am worthy enough, I am smart enough, I can achieve what I want to achieve, I can learn, and it's easy for me. I can earn any amount of money I choose. I can learn whatever I need to learn to earn any amount of money I choose. And so I started at 19 doing daily affirmations. I recorded my affirmations. I listened to them for a freaking, you know, 2-3 hours a day in my car as I was driving. I wrote out my goals. I recorded my goals. I was taught how to create a new imprint into my non-conscious brain, which is where your beliefs are anyway. And I started to re-pattern, re-script, and reshape my belief patterns, my perception of what's possible. And while I was doing that, my mentor says, great, let's upgrade your knowledge and your skills so we raise your level of confidence and certainty. I want you to read this book. I want you to listen to this audio. I want you to do this. I want you to practice 1 hour a day on your skills so you get better. So as I raised my self-confidence and my certainty, and my belief in myself, and I developed some good habits, boom, one thing started clicking after another. At 19, I made $31,000. At 20, I made $151,000. At 26, I started building my own company and did a billion dollars in sales 4 years later. What are you focusing on? Are you focusing on why you can't? Are you focusing on it's not the right time? Are you focusing on. I don't have the time, the money, the money, the energy, the knowledge, the skills. People aren't buying right now. People aren't buying right now. Things are so bad. What if this happens? What if that happens? Oh my God, what if that happens? If you're in a state of fear, then your Einstein brain's turned off and your Frankenstein brain's turned on. And in a state of fear, you deactivate motivation, you deactivate behavior that is required to take action right now. So what you wanna do is you have to master your mindset, right? You have to stop buying into the fearmongering on television and radio and so many other places. You have to focus on how you can achieve your goals. Financial goals and your business goals because you must and because you will and because you deserve it. I want you to write out, just begin writing out a new money story. And I want you to do this. Start off your new money story like this. I'm so grateful and happy for the fact that I am now, and fill in the blanks. Feeling, doing, experiencing, having, giving. Just write out a little story of your money story. And then what I want you to do every day for the next just 7 days, 7 days, for 5 minutes, I want you to read that new money story even though it's not real right now. And then I want you just to imagine what would it be like if this was real right now? What would it be like? And I want you to feel that. Just use that as step 1 and see what happens. What will happen is you're gonna do 2 things. Number 1, you're gonna get excited, which is great, but you also may hear this little voice that says, that's not true, you're not this, you can't that. And I want you to be aware of it without judging it, blaming it, shaming it, or justifying it. Just be aware of it and go, holy mackerel, listen to that little inner critic. That is trying to hold me back?

Lack of knowledge and skills. So lack of knowledge and skills. So when we don't have— let's say we have a goal, any goal, it doesn't make a difference whether it's a relationship goal, money, charity, whatever it is. Whenever we lack the knowledge or the skills, there's a part of us that has self-doubt. Self-doubt Self-doubt is what triggers fear.

Because we're worried we don't know enough.

Right. So if we don't know enough, if we don't have the knowledge or the skill, or we think we have to have this certain knowledge or skill that we don't have or that we think we need, it's going to trigger self-doubt. Self-doubt triggers fear. Fear deactivates motivational centers in the brain and deactivates the thinking part of the brain and our imagination. It's circuits. All it is is circuits turning on or off. Yes. And so in the absence of knowledge and skill of what to do about it, we default to not taking action because we're protecting ourselves. Yep. And so all of these little mechanisms, these 4 key ones, cause us to trigger the procrastination fascination circuit in the brain. They do not take action circuit in the brain. Yes. Let's say you have some free stuff here.

Let's say, you know, you're talking about, I don't know, Ginsu knives, but then over here you're trying to sell, okay, siding for a house. There has to be a banner to buyer consistency around what it is that you are doing and offering. So if you're gonna be talking, okay, let's say I'm talking about, you know, personal branding to build an income-producing business. If I was to all of a sudden say to you, hey, does anybody wanna go to Egypt with me? Okay, to look at the pyramids? You'd be scratching your head going, why was he talking about branding and then asked me to go to Egypt? If I wanted to take you to Egypt, I'd be talking about, the Great Pyramids and the mystical theme around that, and then maybe say that. So whenever you are building your brand, make sure that you're creating— banner means any content that you put out, whether it's videos, ads, infographics, or anything else, right? Make sure that there is consistency all the way through to what you might be offering somebody. If you don't, you create brand confusion. Do you know what I'm talking about? Do you know what I'm talking about? So you want to stand for something and you want to create consistency. Now, that doesn't mean that you can't have different product lines. So I'll give you an example. I have a Winning the Game of Business program. I also have a Winning the Game of Weight Loss program. But I wouldn't be talking to business owners about business growth and then say, do you want to look at my weight loss program? If I was doing a session on weight loss, or what I prefer to call weight release, and the science and the evidence of why people lose weight and gain weight, then it would make logical sense to offer a weight loss program. So make sure that you have banner to buyer consistency across every one of your channels. Does that make sense? Don't be doing one thing one day and another thing the other day and another thing the other day and another thing the other day. Being an adaptationist, being an adaptationist. So I want you to be a mental adaptationist. I want you to be an emotional adaptationist. I want you to be a business adaptationist. 'Cause when you become a business adaptationist and a mindset and emotional adaptationist where you adapt and adopt to the circumstances, you control the environment instead of allowing the environment to control you. Mindset is what separates the best from the rest, right? Yes or yes, mindset is what separates the best from the rest. If you think about visualization is simulation. Now, here is the difference. Whoa, that's good. Okay, go ahead. So visualization is simulation. So when we close our eyes, or even if our eyes are open and we start to use our Einstein brain, the imagination, we now have just activated one of the biggest centers of our brain, the occipital lobe, that's connected to the motor cortex. It's connected to the motivational circuit, the nucleus comes, it releases that dopamine that makes you feel good, that makes you want to take action. So if you visualize yourself achieving the goal, if you visualize yourself behaving in ways that match the new belief, if you even visualize the words, or you take the words on a sheet of paper and you read them, run your right finger across it, run your left finger across it, close your eyes, see it and feel it, your brain is creating a mental movie with the words. and as it creates a mental movie with the words, that's happening in your subconscious mind. And when you give the subconscious these instructions, a couple things happen because of the way the brain hierarchy works. Number 1 is survival, but then number 2 is safety, and then number 3 is energy conservation. Now, when you do something 20, 30, 40, 50 times, it takes about 66 days to 365 days of repetition to override an old habitual circuit. Not 10 days, not 21 days, 66 to 365. So if you visualize yourself achieving the goal, feeling the success that you want to feel, seeing the belief on the screen of your mind, you are actually creating a neural network through the science of neuroplasticity. And the networks that you reinforce become the most dominant networks. And since your brain wants to conserve energy, If you do this on a consistent basis, your brain says, okay, you're doing this so often, let me just make this automatic. Let me set aside the old beliefs. Let me replace it with the new beliefs. And now you've deliberately and consciously evolved yourself.

One of the things that is, is really interesting, I mean, just based on what you said, there is something in business, whether it's for salespeople on the phones or salespeople in person, on the phone it's called call reluctance. And in person it's called contact reluctance. And so if you think about what does that mean? So I have a call reluctance, I have a reluctance to call somebody that I don't know. And so when some people think about calling somebody they don't know when they're prospecting or meeting somebody they don't know, if you think about what is it that is actually happening that causes them to feel that? So as soon as they have the thought, their neurochemistry kicks in because the meaning that they have is, if I call somebody that I don't know and they hang up on me, they yell at me, they say something nasty to me, then they are attacking my identity. And in most cases, they have associated the attack on their identity identity in a negative way, such as, well, maybe it's true that I'm not good enough. Maybe it's true that I'm not smart enough. Maybe it's true that I'm not worthy. So they have a negative association with somebody's response that they don't even know about who they are. So the first thing we work on is let's focus on your self-esteem, because it's the self-esteem that's being attacked. My self-esteem and self-worth is being attacked. So when my self-esteem and self-worth is being attacked in a negative way or unpleasant way, I'm going to process that as danger in my brain. Now, when you understand the brain's number one responsibility is to move you away from danger or pain, that's number one on its hierarchy of how it behaves. So if there is real or imagined pain or discomfort, your brain says, "Stop, put the brakes on, go the other way." That's what's happening. So the first thing we do is we teach people, number one, let's change the meaning that you have around what somebody else's response is around who you are or what you're doing or what you're offering them. So the first thing we work on is change the meaning.

Change the feeling. For the people who think that the law of attraction is, you know, think, believe, and you'll achieve, first I'm going to tell you that's bullshit. So let's call it— I love this man. I love it. But I want you to think of your brain just a little bit differently and think of it this way. Let's say you love rock and roll, and let's say rock and roll's on station 95.5. If you're on station 92.1, that might be classical. If you're on station 98.7, that might be punk rock, but at 92.5, that's rock and roll. So imagine coherence just means locking your electromagnetic spectrum of your brain, lock it and load it on exactly what you want. So what's the vision? What's the goal? What are the beliefs? What are the emotions that create coherence so you're locked and loaded to the frequency of the universe that is matching that goal. Part 1. Part 2 is when you get locked and loaded, you've actually activated the Einstein brain connected to the motor cortex, connected to the dopamine release in your body. And when that happens, okay, now you're in coherence. But there's another part that happens in this Einstein part of the brain. That's actually what the latest neuroscientists, psychologists are Thinking is connected to this GPS part of our brain, to the frequency of where all of the tools, resources, people are that resonate with that frequency. So we've been evolving for what, 2.5 million years since Homo erectus to now 108 billion humans on earth with a brain that's been changing and growing. And my belief is we're just scratching the proverbial surface. And we talk about, you know, a little quantum mechanics or quantum physics with entanglement, We're all connected. We're all tuning into the frequencies that are us and within us and all around us. Now when we learn to use our brain better, it's just mind-boggling how we can achieve goals and dreams that we thought were impossible to achieve before. This is the fun part now. I have a philosophy that every moment, every precious nanosecond and moment is perfect. And so when I connect to the perfection of that moment, there's really nothing to do. It's to be aware and to allow, to surrender, but not to give up surrender, but to understand that, you know, as we are talking right now, the oceans don't need any instruction what to do. The planets that are moving in in their elliptical orbits around the sun don't need yours or my intervention. The universe, the Milky Way galaxy that's flowing through the universe at 1.5 million miles per hour, doesn't need yours and my instruction. So that means that every moment is perfect. So I want to connect to the perfection of every single moment, be aware of that every single moment, and realize that many things are not to my taste, many things I don't understand, but that doesn't mean that the moment isn't perfect. Every human being has a relationship with money, and money is something that envelops people's brains about what they buy, what they don't buy, whether they buy, you know, a business class or first class or regular economy seats, whether they're always looking for the cheapest or the most expensive, the nicest or average, how much they will tip, how much they won't. We all have a money story that we've developed mostly from our parents and the people that we live near. And we developed this relationship around money and our beliefs around money. Are we good enough to earn that amount? Are we worthy enough to earn that amount? Is it, is it worth it or not? And so one of the things that Mary Morrissey says that we should do, she says for 7 days write down the thoughts you have about money and notice when you're thinking, and notice what you are thinking, and notice that the money story you're telling yourself. Is it positive, negative? Is it abundance thinking or limited thinking? Is it scarcity thinking Or is it what? Fill in the blank. And so once you know your money story, and this is also something that one of our psychiatrists who works with us, Dr. David Kruger, says, once you know the story, the money story, that's when you can start to be aware of it and go, wow, where did I get these limiting beliefs about money, about my value? Where did I get these limiting beliefs of what I can what I can't, where I get these limiting beliefs around how I behave with money.

Because you made it this far in the video, I want to celebrate you. Most people start and don't finish. Most people never actually follow through. Most people say they want something, but they don't ever do the work to actually get it. But you are different. You are special. Believe Nation is You made it here all the way to the end, and I love you. So as a special celebration, if you put a hashtag #believe down in the comments below on this video, I will showcase you and celebrate you somewhere on the screen in a future video because you are awesome. If you want to see my last one-on-one with the amazing Jon Asraf, check out the video right there next to me. I think you'll love it. Continue to believe. And I'll see you there.

We all own the most powerful biocomputer in the world, in the universe, and most people don't know how to change their brain to change their income.