In this motivational monologue, hypnotist‑coach Jay Shaw argues that the common practice of "doing" affirmations—reciting statements like "I am safe" in front of a mirror—is ineffective because the verb "do" frames the affirmation as a past action that is quickly left behind. He proposes a different approach: to become the affirmation. Rather than rushing through multiple statements, he advises selecting one or two that align with one's highest goals and embodying them as if putting on a hat or a piece of jewelry, allowing the subconscious mind time to integrate the belief. Shaw illustrates his point with Muhammad Ali, noting how Ali didn't merely say he was fast; he lived the metaphor "float like a butterfly, sting like a bee," slowing down to let his nervous system catch up to the claim. This sustained, embodied practice reprograms the subconscious at a deeper level. The video concludes with a direct invitation for viewers who are coachable and interested in personalized guidance to comment "hey coach" and schedule a call, positioning Shaw as a tested coach who can translate thoughts and desires into tangible experiences.
Chapters
Don't you ever in your life do another affirmation. I'm gonna say this slow because I want you to get this. Doing affirmations is stupid. It's stupid. You get in the mirror and do the affirmations. I am safe. I am calm. I am in control. Then you go out in life, start driving, and be frustrated. Be annoyed. You get to work and be Overwhelmed. Now, my problem isn't with the affirmation. I love affirmation. I'm a hypnotist. I literally craft affirmations and deliver them for a living. My problem is with the word doing. You see, the past tense of doing is did. The past tense of do is did. So when you do the affirmation, the affirmation becomes something that you did. So you left the affirmation behind. My clients know better. You got to take time to become. The affirmation. I don't want you rushing through ten affirmations. I don't want you rushing through five affirmations. I want you picking one or two affirmations that align with your highest goal, your biggest desire, and I want you taking time not to do the affirmation but to become the affirmation. You got to put on your affirmation the same way you will put on a hat. Put it on the same way you put on a chain or some every. You have to wear the affirmation. You have to clothe yourself in the affirmation. When you look at people like Muhammad Ali, Muhammad Ali didn't just say, "I'm a boxer. I'm fast." I'm good looking. Muhammad Ali said, I flow like a butterfly, sting like a bee. The hands can't touch what the eyes can't see. I'm fast. I'm lightning fast. Last night I cut off the light and I was in bed before the room was even dark. He's not doing the affirmation. He's slowing down. He's spending time with the affirmation. He's giving his nervous system time to catch up to what he's saying. It's not just a ritual he's doing. He's actually reprogramming himself at a subconscious level. So I'm gonna say it again. Doing affirmations is stupid. Don't you ever in your life do another affirmation. But becoming affirmations, that's where the change happens at. If you're looking for a coach and you're coachable, I'm not trying to force greatness down nobody's throat. If you're looking for a coach and you're coachable and you're interested in working with somebody who's tried and tested, knows exactly how to take those thoughts out of your head and those desires out of your heart and turn them into something you could taste, touch, feel, hear, and see. If that's something you interested in, comment, hey coach, down below. Let's jump on the call and see if we're a good fit.
