How Our Head Trash Holds Us Back with Noah St. John – Episode 083

LFL 83 | Holds Us Back


Oftentimes, though we may fail to see it, it’s ourselves that actually holds us back from reaching our goals. Trash thoughts have been lingering in our heads and subconsciously hinders you from achieving anything. This episode, Noah St. John shares his personal story and why, at a young age, he started to question what the secret to success is. He then goes on to talk about what the first step of transforming yourself is and explains the importance of believing in what you say. He gives some tips he’s learned through experience on how to spot false mentors and coaches that will only waste your time. Listen in and learn all about the system of success and understand how it all starts inside your head.

Listen to the podcast here:

How Our Head Trash Holds Us Back with Noah St. John

We are certainly living in unprecedented times right now and I believe so much of how we will be able to navigate this is going to be around our mindset and the questions that we ask ourselves in terms of how that’s going to happen. My guest is the perfect guest to be able to have this discussion. His name is Noah St. John. He’s known as the Power Habits Mentor and is famous for helping entrepreneurs get rid of their head trash and make more money. He’s the only author in history to have works published by Hay House, Harper, Collins, Simon & Schuster, Mind Valley, Nightingale-Conant, and the Chicken Soup for The Soul publisher. He also appears frequently in the news worldwide, including ABC, NBC, CBS, Fox, Parade Magazine, and The Huffington Post.

You’ll also be able to get his book, which is Get Rid of Your Head Trash About Money for free at The conversation that I had with him, aside from his book, is about mindset and how important that is. You are tuning in to the show where I’m not only obsessed with interviewing those whose actions are inspiring others to do great things, but also in uncovering the research that demonstrates that we all have the ability to lead like no other and it starts with ourselves. Let’s get into it.

Noah, I want to thank you again for being here. It is such an honor with all of your success in so many different areas, but as well, being a former Mainer that holds a special connection to me. Still being up here, I’m suffering through the winter. You seemed to find a way out of here.

I did manage to escape. It’s been quite a journey. I’ll tell you. As we were talking about off-camera, I grew up poor in a rich neighborhood. I grew up in Kennebunkport, Maine, which many of your readers might know as one of the wealthiest communities in New England, but my family was dirt poor. I mean that literally because we lived at the bottom of a dirt road in a drafty unfinished house that my parents ended up losing to foreclosure. You hear speakers get on stage all the time. They say, “We were poor, but we were happy. We didn’t know we were poor.” At my house, we freaking knew we were poor because my mother reminded us every day that we were poor and miserable, so it wasn’t happy. It sucked.

The point is I hated that life of poverty and fear and lack and not-enoughness. That’s all I knew in my family growing up. Right down the street, I saw that there was great wealth and abundance. You hear all the time speakers say, “The secret to success is hard work.” My parents worked hard and they never got ahead. I’m like, “That’s not it either. What the heck is going on here?” People know me. My coaching clients, my audiences, and the people that come to my live events say that I’m the nerdiest nerd in the industry. I say that proudly because what I mean is when there’s a problem, when there’s something that I don’t understand and when I want to fix something, I have to get down to the molecular level.

I got to fix it. If I don’t understand something, I’ll keep working until I get it. Even from a very young age, I hated that life of poverty. I didn’t have anyone to talk to. Nobody in my family could help me. I did the only thing that a nerd would do, which is I went to the library and started reading books on self-help, personal growth, Dale Carnegie, Napoleon Hill, and Stephen Covey. All the classics. I’m trying to put it to work. I worked hard, but I couldn’t get them to work. After many years of trying and not seeing the success I wanted, at the age of 25, I made a decision to take my own life.

I made the decision to commit suicide. I do share that story in my books and in my programs. At the very last minute, my life was spared. I didn’t know why, but I made a decision at that moment to devote the rest of my life to serving God and serving humanity as best I could while I was still around the earth. The only problem was I still didn’t know I was here on the earth. That’s when I went on another long journey. This one more of a spiritual journey, like in the inner journey. The first one was like to try to get success on the outside and that didn’t work. I went on an inner journey. I went back to the library and I started reading more books on spiritual growth, like Neale Donald Walsch, Louise Hay, Ernest Holmes, Marianne Williamson, and Deepak Chopra. The spiritual teachers of our time.

LFL 83 | Holds Us Back

Holds Us Back: You can’t see a belief, you can only see the effects of it.


Long story short, in 1997, I had two epiphanies that changed my life and led me to finally realize why I’m here on the earth and that’s what led me to start my company. I launched my company, in my college dorm room with $800 and a book on how to do HTML. I have one of the original personal and business growth websites on the internet. I’ve been here doing this for over two decades now. In those two decades, it’s amazing is that we’ve helped our coaching clients and our students add over $2.7 billion in sales. What I mean by that is we felt entrepreneurs, CEOs, executives, athletes, working moms, real estate people, and people in the health profession to add 6, 7, and yes, even 8 figures to their business using my methods. It’s been quite a journey, but it started from very humble beginnings.

The part that you mentioned about attempting suicide, you are one of more than a handful of guests I’ve had on this show that have all said the same thing. At some point in their life, they were at the brink of committing suicide. I think about that now in terms of what all those people would have missed out on if you had been successful at that attempt. To me, it’s an inspiration to people as that is in that space now. That’s what we talked about before we started. We live in a world at times where everything is so clean and nice and Instagrams and Facebooks. They don’t see all of the work and struggle that went in behind this that you were able to get past to make it to this point, which is so important. For people to be able to see you, you provide inspiration for so many people to do that. With that said, it would be interesting to hear you’ve written numerous books, but as we talk about your most recent one that’s being talked about so much right now is around get rid of your head trash about money. What was it that inspired you to write this book?

I’ve written fifteen books pretty much about the same topic. It’s all about what I call your head trash. Your head trash is the voice in your head that says, “I can’t do it because…” and you fill in the blank. For everyone reading, think about what you want. What is it that you want? At my company and with our coaching clients, we call it your pot of gold at the end of the rainbow. Maybe you want to start a business. Maybe you want to grow your business, scale your business. You want to go from $10,000 a month to $50,000 to $100,000 a month. Maybe you want to hire new employees. Maybe you want to lose weight. Maybe you want to find love.

It’s not about money, but it’s whatever it is in your life. That’s your destination and your goal. This is what I want. As I stated, it’s not money, it’s your whole life. You think about that thing that you want. We all do this, but then the very next thought for 99% of humanity is, “But I can’t do it because.” This is so key. What I want everybody reading to understand is whatever you say after the word because is what you are going to make true for you. You’re going to fight to the death to defend whatever happens after the word because even if you don’t want it. We, humans, are nuts or insane. I’ve coaching clients say, “No, I want to grow my business. I want to double or triple my business like your coaching clients.” When you go to our website, you see these incredible success stories from people from all walks of life and they go, “I want that.”

When I’m coaching them and they go, “I can’t do it because…” I hear all the excuses. “I can’t do it because I don’t have the time. I can’t do it because I don’t have the money, because I don’t have the right connections, because my parents did this to me, because I grew up poor,” or whatever it might be. Whatever happens after the word because is what you will defend to the death. Here’s what I want everybody reading to realize is that we humans have an infinite capacity to make ourselves right.

If you don’t believe me, put a Democrat and Republican in the same room and have them watch a political speech and see what happens. Put a Red Sox fan and a Yankees fan in the same room to watch a Red Sox/Yankees game and see what happens. Are they watching the same game? Yes and no. They’re watching the same set of circumstances on the field, but when one team does something good, one person’s happy, one guy’s miserable and vice versa. Do you see what I mean? We have an infinite capacity to make ourselves right. When it comes to your head trash, this is what I always say to people. Whether I’m doing my keynote speeches or I’m doing my live events or coaching people, I will say, “This is one time you don’t want to be right.”

It reminds me a lot of that primitive part of our brain, the amygdala, which is trying to protect us. It does that naturally to try and say, “Don’t do that.”

LFL 83 | Holds Us Back

Holds Us Back: In the personal and business growth industry there are two kinds of people, those driven by money and those driven by impact.


The amygdala that you mentioned, we call that your lizard brain. The ancient brain. It’s millions of years old versus the front part of your brain, which is only a couple of hundred thousand years old. It’s the higher thought processes. The lizard brain’s main job is to make sure you don’t die now. It’s to keep you not dead. What’s a great way to keep you not dead? Don’t go for something you’re afraid of. If you’re afraid of something, it might kill you because it could be a saber-toothed tiger. It could be a woolly mammoth. We don’t know. It’s like, “Don’t go over there.” The problem is there are no saber-toothed tigers walking around. There are no woolly mammoths. Probably you’re just thinking of doing something like doing a blog post or something or making a phone call or something. It’s not death-defying if you get my drift. The point is the lizard brain doesn’t care. It’s like, “No, I don’t care. I’m scared. I’m not doing it.” Sadly, that’s the very thing that keeps us stuck.

You mentioned three components in your book. How do those tie in?

Do you mean the three big mistakes?


When you see the book, and by the way, we’re going to let your readers know how they can get this book for free. We never charge money. You can have the book for free. The point is that the subtitle is How to Avoid the Three Big Money Mistakes Even Smart People Make. That’s the subtitle of the book, Get Rid of Your Head Trash About Money. I know everybody reading this is very smart, but nevertheless, you may make these mistakes and not knowing it.

You bring up a good point on that note. I could be thinking, “I’ve got money under control. I know how to do this, but they could still be mistakes that I’m making.”

One of the big mistakes that I work with clients on all the time is literally not getting rid of your head trash about money. Not even realizing it’s there. The first step of transformation is awareness. If you’re not aware of something, how can you change it? The answer is you can’t. That’s why we believe and espouse and teach on continuous learning because if you stop learning, you stop earning. That’s so important. That’s why most people are walking around with this head trash, as I call it, about money specifically, but also head trash about other areas of their life that could be keeping you stuck. The point is to look at how that’s affecting you. I’ll give you a quick example.

We humans have an infinite capacity to make ourselves right. Click To Tweet

I was speaking at a conference for entrepreneurs in Los Angeles and there were about 1,000 entrepreneurs in the audience, 6, 7, 8-figure earners, very high-level audience. I finished speaking. I was literally walking off the stage. A man came out of the audience. He rushed up to me. He practically grabbed me and he says, “Noah, I want to hire you as my coach. You’re the coach I’ve been looking for.” I didn’t know this man from Adam. Ironically, his name was Adam. I said, “What’s going on?” He goes, “Noah, I’m totally stuck. I’m only making $4 million a year.” I had to laugh. Who wouldn’t want to be “stuck” at $4 million a year? I said, “That doesn’t sound like much of a problem.”

He goes, “No. You don’t understand. I’m the CEO of a company. Our company grew fast to $4 million in revenues. It’s like hockey stick growth. We have been stuck at $4 million in revenues for the last four years. I’ve hired everybody out there. I’ve hired every marketing guru and every dude.” He named all the gurus out there. He said, “I’ve thrown all this money at this problem and we’re still stuck.” He said to me, “As soon as I heard you speak, Noah, about head trash and your foot on the brake and inner game out there, everything you said, I knew something inside me said you were the coach I’ve been looking for.”

He hired me on the spot. Long story short, I coached him for about 1.5 years. In those eighteen months, his company went from being stuck plateaued at $4 million in revenues for the previous four years to over $20 million in sales. Literally, six times increase in a little over a year. How did I do that? I waved my magic wand. No, I don’t have a magic wand. My point is that what we worked on was exactly what I’m talking about right now. We worked on a big part of it was this head trash that he didn’t realize that he had been unknowingly holding himself back from the success that he desired so that.

To go back to the car analogy, it’s like if you’re driving in your car and you have one foot on the brake and one foot on the gas, how long is it going to take you to reach your destination? A very long time. That’s what my work does. My methodologies enable people to, number one, understand why their foot’s on the brake. Number two, realize that it’s there in the first place. Number three, most importantly, get their foot off the brake so they can reach their goals much faster, easier in less time.

In your experience, do you find that there’s one thing that people put their foot on the brake most about?

There’s a lot of common themes. One of the big common themes that we hear a lot is about spirituality and religion, believe it or not. I was raised Catholic. In the Catholic Church, basically, you’re wrong. That’s pretty much it. If you think something, you’re wrong. That wasn’t very fun. Let’s be honest, to have a human desire is wrong. I understand that there are some human desires that aren’t so great, but some are perfectly fine. I’d like to live, I’d like to survive. I’d like to thrive. I’d like to live well. In fact, using Adam, that client I was talking about as an example, one of the beliefs he has is, “I don’t think I can be very successful.”

If I’m successful, then what if I screw it up? What if I lose it all and so on and so on? That’s the belief. The point is if you believe it, you make true. That’s a great way and reason to go down the road of life with one foot on the brake. To reiterate what I said earlier, if you don’t have that conscious awareness, you can’t make a change. The first step to any transformation is awareness. That’s why as a coach, as a business mentor, one of the big things that I do is I act as a mirror to my clients. I say, “Did you realize you’re thinking that? Did you realize that you’re doing this?” They’re like, “I didn’t even know I was doing that.” The analogy we like to give is when you’re inside the bottle, it’s awfully hard to see the ingredients on the outside of the bottle. I’m outside the bottle and I go, “Did you know you’re doing this?” They are like, “I don’t know that.” Now, we can change it.

LFL 83 | Holds Us Back

Holds Us Back: The goal is to help more people, make more money, and have more fun.


I think of my own circumstances at times along those lines of, of getting to certain income levels that I had expected to get to. Somehow almost sabotaging certain things. A proposal goes out late, a phone call doesn’t get returned, which is uncharacteristic. What I think of is that I’m self-leveling almost against money.

That is one example of it. Right here on page 49 of the book, I show you exactly how. This is where I show you about inner game and outer game. The point is in any human endeavor, there are always two components. The inner component and the outer component. In the, on my live events or with my keynote speeches or my coaching clients. We say the inner game and outer game. Inner game is everything that happens between your ears that you can’t see directly, but it affects everything that you do. For example, let’s say I’m doing a keynote speech or a live event. I’ll say to my audience, “What is one area of your life where your beliefs don’t affect you?” People go, “Umm,” and I go, “Exactly. There’s no place your beliefs don’t affect you.”

Your beliefs affect your health, your wellbeing, your peace of mind or lack thereof. Certainly, your beliefs affect your money, your wealth, your ability to attract clients, customers, patients, your relationships or whatever it might be. Literally, there’s no place that your beliefs don’t affect you, but here’s the thing. You can’t see a belief. You can only see the effects of it. Also, notice that you can be doing well in one area of your life. Meanwhile, you could be stuck or struggling in another area. For example, maybe your business is going great, but maybe your health is suffering or maybe your relationships are great, but you’re not making the money you want or whatever it might be. Any combination. It’s not cookie-cutter, one size fits all. It’s all customized to each person or company or organization or team. That’s the inner game.

We also have the outer game. The outer game is everything you can see directly. That’s the systems, strategies, habits, all the things that are right in front of your face. For entrepreneurs, that’s all the marketing we have to do. The lead magnets, the sales funnels, all the customer-facing, market-facing things. That’s what all the gurus are teaching. They’re teaching all that stuff, which is it’s all fine and good. If you don’t have the inner game mastered, then like my client Adam, he’d spent tens of thousand dollars on his marketing stuff. He was bumping up against himself, against his own inner game. That’s where I came in and I showed him that. I showed him the outside of the bottle and he went, “I didn’t even know I was doing that.” $4 million to $20 million in a year, a 600% increase. Let’s be honest, on Wall Street, if you get a 5% return, you’re a superstar.

When you talk about that too, if I remember correctly, it’s like the 80-20 rule to that 80% of this is the inner game. It’s our mind.

Let me give you some famous examples. I’m sure everybody reading knows who Robin Williams is. Unfortunately, he’s no longer with us. He did kill himself. He did commit suicide. Why would he do that? Unfortunately, I never got the chance to talk to him because I could’ve saved him. I could have helped him certainly. There’s an example of someone who had everything that we all want. He was rich and famous. There’s no arguing that he was rich and famous and he not only lost it all, he took his own life. Why? It’s because of what I’m talking about right now. Because unfortunately, nobody got to him in time to help him with his inner game. That was not an outer game issue. The outer game was all set. He’s rich and famous. Chris Farley, Elvis Presley, Marilyn Monroe, Jim Morrison, River Phoenix. The list goes on and it’s a sad list, but you see what I’m saying? This shows up. Once you start to see this, you start to say, “This is this affecting everything.”

It’s interesting as I looked at your mission as well, one part of it is to make more money. The other part is to help more people and the last is to have more fun. That’s important too because you mentioned a bunch of examples there that certainly they made more money. That wasn’t about the money. There’s a purpose, I would guess to this as well of what’s this all about.

The first step of transformation is awareness. If you're not aware of something, how can you change it? The answer is, you can't. Click To Tweet

In this industry, when I say this industry, I mean the personal and business growth industry, what we see is two kinds of people. The first kind is driven by money. “I can make a lot of money doing this.” That’s great. We all want more money. We all want nice things. By the way, you can tell this about the person, the guru, by looking at their social media. Look at their Instagram feed and they’re always posting, “Look at my new car. Look at all my watch.” I don’t even wear a watch. There’s nothing wrong with nice things. We all want nice things to take care of our family, go on fun vacations. We all want that stuff. The point is, for those gurus, that’s their primary driver.

There’s another group in this industry and that’s who I like to work with. Their primary driver is impact. It’s making a difference. It’s helping people, making the world a better place, as corny as it sounds. I’ve never had the primary driver of money, I’ve always had the primary driver of impact. I’m not saying I’m better than anybody. I’m saying that it’s so funny because I tried to be like them. I tried to be like, “I want that money.” I’m going, “This sucks. Why am I so unhappy with this?” Finally, my beautiful wife, she finally said, “Why are you trying to be like that one? That’s not you.” I’m going, “I don’t know.” She read my bottle from the outside. The point is part of my mission is to make it okay and that money is part of it. It’s not the thing. It’s a thing.

I’m certainly not suggesting that I’m better than anybody else. I’m saying there are not many voices that I hear in this industry that talk about that. It’s mostly dominated by money and stuff. Get more stuff and then you’ll be happy. You get to a certain age and you’re like, “I got to know stuff.” The stuff doesn’t make you happy. What makes people happy is experiences. More importantly, shared experiences. When I go on trips sometimes, I have to go by myself. I don’t like it. I like going on trips with my wife. Why? Because that’s my best friend. I get to share going to the beach or going to see a concert or going to Las Vegas shows or whatever it is. I’m always saying, “If I was by myself, I wouldn’t be having any fun right now. It’s fun because I’m sharing that experience.” Most people feel that way.

In terms of our kids, the best time that we have is on trips, on things that we do together, wherever it is. It’s because they’re shared experiences. That’s the enjoyment of that. I completely agree with you.

By the way, numerous scientific studies have shown that when you have stuff, the perceived value of stuff, things go down over time. However, the perceived value of experiences goes up over time. You mentioned a great example. That family vacation you took with your family, you’re going to be talking about that for the rest of your life. You’re going to say, “Remember when we went to Niagara Falls? Remember when we went to the Grand Canyon?” You’re like, “That was so much fun.” The value in your mind goes up. I’m the voice now for like, “We got enough stuff. Let’s talk about shared experiences.” Raising the consciousness here.

My wife has Timehop on her phone. All of a sudden, they’ll be like, “This was three years ago on this date.” It will be, “Remember we did this trip?” I can’t remember one time on a Time Hop that it’s all memory. “Remember we got this car?” “That was a great day when I got that suit.”

We all want nice things. There’s nothing wrong with things, but you get to a point and you’re like, “Is that it?” You’re like, “No, let’s have more shared experiences.” Help more people make more money and have more fun, as you stated. That is our goal, our stated mission here at Success Plan.

LFL 83 | Holds Us Back

Holds Us Back: It’s actually very easy to spot the wrong mentor, and that is when they talk about themselves incessantly.


We only hit on the first mistake. What’s the second mistake?

The second mistake is not finding the right mentor. That goes back to what I was saying a moment ago. It’s very easy to spot the wrong mentor. That is when they talk about themselves incessantly. You see this every day on social media. You can’t turn on social media without seeing something that says, “Look at all my cool stuff. Aren’t I awesome?” You’re like, “You’re awesome. Did you help anybody else get what they want or is it all about your stuff?” It’s so insane. I am so guilty of this and embarrassingly, I paid the gurus over $250,000, only to find out they can’t teach their way out of a paper bag.

They truly suck at teaching, but they’re great at promoting themselves. I bought it. I bought it and they’re like, “Thanks.” I’m like, “Are you going to help me.” “No, I’ll just take your money.” I’m like, “What?” The point is for example when you go to our website when you go to and look at what we call the client wall of fame, I’d rather brag about the car that I helped you get that’s in your garage rather than the cars that are in my garage. Why? If I’m only bragging about myself, then who cares? Who cares about if you made money for yourself, but it’s very seductive? That’s what I caution people about.

You’ve got a who’s who in here of pretty heavy hitters that have endorsed this as well, but also people that have benefited from what you’re doing, which is neat to see that.

Here’s Elizabeth. She went from startup to seven figures. She had tons of head trash. She said it. Susan, I helped go from $60,000 in debt. She was about to declare bankruptcy, to a six-figure income in less than a year. It goes on and on. Aubrey was one of our students. She came to my live event and she had been in a wheelchair. Doctors told her she would never walk again because she was working herself to death. You’ve heard that phrase. She was doing it. She was working day and night. She wasn’t growing. After coming to my event, after hiring me as a coach, she doubled her business in less than a year. That’s what I like to brag about. I’d rather brag about my clients.

What about mentoring? We talked about how important it is

My point again, I’ll reiterate. Make sure you find the right mentors, not just any mentor. There are tons of dudes out there that say, “Look how cool I am. Look how much money I’ve made.” My question was, “Have you helped anybody else?” Remember, if they haven’t, if all they talk about is themselves, then they probably what they have is a personality. You can have a winning personality. That’s fine but personality is not a system. If it’s not a system, then what about you and me? How are we going to replicate them? We can’t. In my teaching, my methodology is systematic. It’s a system on purpose because I’m so methodical. I’m such a nerd. That’s the point. I’d rather be the nerdiest nerd because that means, I know that I can help anybody. Literally, we have teenagers who come to our events. We had one sixteen-year-old girl. She came to my event and she started up her own online business. Now she sells custom yoga pants and making six-figures a year.

If you stop learning, you stop earning. Click To Tweet

When you’re talking 1997, you’re talking to HTML, I know you’re nerdy. You don’t have to convince me on that one.

That’s what I want people to make sure that they’re looking for systems, not personality.

My thought too is I spent a lot of time on the leadership end of things around influence. To me, that’s all it is. It’s how do we inspire others to go where we want to go? One of the things that are important, especially if I’m thinking of a mentor, is goodwill. Are you more interested in taking my money or providing me with something that’s going to help me grow? If I sense that this is about, you’re a personality and you’re making money off of me, but not helping me to get where you said I can go, it doesn’t work. Short-term, it might work, but long-term, it doesn’t.

Unfortunately, I bought it from them. They seduced me to the tune of $250,000 before I wised up. It took me a little too long. I want people to learn from my painful mistakes. Don’t make the same mistakes I did. Do your homework, do your research, look at the testimonials, look at the case studies, watch the videos, go to our website. There are dozens and dozens. It’s like, “If there are this many success stories, there’s got to be a system. If there’s a system, that means I can do it too.” If you don’t think you can do it, guess what? That’s your head trash.

What’s the third mistake that you talk about?

This one could be even worse than the other two combined, and that is gathering too much information without giving yourself permission to succeed. I know that’s a mouthful of what I said. My very first book that was published back in 1999 by the Chicken Soup for The Soul people was called Permission To Succeed. One of the epiphanies that I had back in 1997, one of the reasons that I started, my company, is I realized most of us don’t need any more how-tos of success. What we need is a system to give ourselves permission to succeed. Going back to Adam, that story I shared earlier, that was a big part of the work we did, helping them go from $4 million to $20 million in less than a year was a big part of that was helping him get his foot off the brake.

The point is we don’t live in the information age. We live in the information overload age. We passed the information age twenty miles back. There are over one billion blogs on the internet right now. You can watch cat videos for the next 10,000 lifetimes and still never be done. The point is we live in a world not only of information overload but of infinite distractions. Unfortunately, at our fingertips, every minute of every day, we have these what I call the tools of infinite distraction, our phone. Remember that the makers of all of these social media platforms and apps, their job is to keep you addicted as a consumer so that they can show you more ads so that they make more money.

LFL 83 | Holds Us Back

Get Rid of Your Head Trash About Money: How to Avoid the 3 Massive Money Mistakes Even Smart People Make

When it’s a free platform, guess what the product is? You and me. We are the products. We are being sold everywhere. The point of what I’m getting at is one of the big things that we work with at our coaching clients at our live events is to cut through the clutter, having people do less and make a lot more. There are so many things you could do, but it’s like a Jurassic Park. Should you do it? It isn’t could we do it. It’s should we do it? It’s like, “Should I be doing that?” As a quick example, as we talked about earlier, I’ve been blessed to write fifteen books that are now published in eighteen languages and I’ve also helped many people. A big, big reason that I’ve been able to do that is to help people to eliminate distractions.

As I stated, we live in a world of infinite distraction. Being able to unplug even for a few minutes a day or maybe an hour or so or whatever so that you can focus, get something done is going to make enormous differences for you what most people do as they’re trying to build a bridge from where they are to where they want to be. Instead of building one bridge to get there, they’ve got twenty half-built bridges. When you have a half-built bridge, what did you do? That’s not good. We want to have one but it’s so painful. It’s so easy to get distracted. It’s so easy to get that information overload. At our live events with our coaching clients, we help people to cut through the clutter, do less, and have more.

We do get overloaded with, how many places can I go to research what I’m going to do?

There’s a phrase that we love to say with our clients at our events, which is, there’s no lack of information. There’s a definite lack of implementation and a lack of implementation leads to a lack of transformation. We don’t want information anymore. Nobody wants more information. “No, can I please have more information?” Holy crap, I’m drowning in information. The point is we don’t want more information, but what we need is implementation. That’s going back to the fear that we were talking about earlier. What if I do it and it doesn’t work? It’s head trash. Do you see how this all ties together? That lack of implementation leads to a lack of transformation. You can’t have a transformation from the information. If it did, then we’d all be multibillionaires because we all have infinite information at our fingertips. Clearly, that’s not the issue.

As we’re wrapping things up, I’m thinking you mentioned a lot about affirmations. If I’m that person that’s saying, “This sounds good. I’ve tried so many different things and it doesn’t work.” How do you help somebody in that regard? I know I follow you on Instagram and I see many of the affirmations you put out there and they’re great. They would be so valuable for readers to hear, what’s a process that you can do to be able to change the question?

For everyone reading, we’re using a new word here. It’s afformations, not affirmations. This is one of the power habits of unconsciously successful people that I teach. This is my book from Hay House called Afformations and you can learn more at As we all know it, and I’m sure everybody reading knows that an affirmation is a statement of something you want to be true. This is what the gurus have been teaching us for decades. This is one of the things we like to do at our live events or my keynote speeches, whether I’m talking to colleges, universities, healthcare, or chiropractors, dentists, sports teams or whatever it is. I love to have my audiences stand up and say, “We’re going to say an affirmation. Everybody says I am rich.” Do you know what happens next? Everybody starts laughing. I go, “What are you laughing at?” They say, “I’m not rich.” I go, “You just said you were,” and they go, “I don’t believe it.” Now that’s the problem. There’s nothing wrong with the statement. We don’t believe this statement. The point is you say the positive thing and your brain goes, “Right.” In my books, I call it the Yeah, Right Response because the brain goes, “Yeah, right.” Back in 1997, I had this epiphany and I was in the shower one morning.

In my books, I call it the shower that changed everything because we’ve all had those a-ha moments in the shower. On this particular shower, I was thinking about this very point saying, “How come I been doing these affirmations, doing everything the books told me to do?” Remember, I read every book and they also had the same thing. Say the affirmations, put in a positive attitude. I wrote it down and put it in sticky notes. All of them, nothing. I was saying, “I’m happy. I’m rich. I’m successful.” No, I’m not. I’m unhappy. I’m broke. I’m miserable. I’m like, “This is not working.” I was so frustrated. I said, “What aren’t they telling us? They got to be leaving something out. There’s got to be something so crucial that they’re not telling us and something they left out. What is it?”

When you're inside the bottle, it's awfully hard to see the ingredients on the outside. Click To Tweet

I was literally beside myself. I said, “What are we talking about?” We’re talking about beliefs. What’s a belief? A belief is a thought. What’s thought? I realized that human thought is the process of asking and searching for answers to questions, not statements. I said, “If the human mind is automatically searching for answers to questions, why are we going around making statements we don’t believe? Why don’t we cut out the middleman?” I said, “What would that look like?” You get this statement or affirmation, the old way. “I am rich,” and your brain goes, “Right.” I said, “What would the question be? Why am I so rich?”

Now when you asked that question, what immediately starts to happen in your brain? You start getting the answer. We’re talking about what I teach at my events and what I work with coaching clients on is the Law of Sowing and Reaping. As you sow, so shall you reap? It’s nothing new. It’s been taught for centuries, but what are we sowing? We’re sowing seeds of thought. Yet what are most people doing? Sowing lousy thoughts seeds. Why am I so stupid? Why am I so fat? Why can’t I lose weight? Why isn’t my business growing? Why is there more month left at the end of the money? When you ask lousy questions, what do you get? Lousy answers and that creates a lousy life. I said, “Why don’t we flip the whole thing on its head? Instead of asking lousy questions that leave the lousy answer that leads the lousy life, why don’t we flip that on its head, start asking empowering questions that lead to phenomenal answers and create a wonderful life?”

As I was standing there in the shower, April 1997, I said, “I invented something.” I gave it a name and the name I gave it is afformations. If you go to and learn more about my afformations methods. Literally, since that time, we’ve helped people to overcome addiction, to cure PTSD, to double or triple their income, to start their business, grow their business, find love. We’ve helped kids get better grades, feel more self-esteem. It’s incredible because going back to what I said at the beginning of this program when I was talking about beliefs and head trash, this is one of the things that’s causing it. The beautiful thing is using my afformations, now you can literally change your questions, change your habits, change your actions and thereby change your life.

I don’t need to tell you right now how powerful it is for you. Our brain looks for the evidence to back up the question that we ask. If more people recognized what you’re talking about, they would be in such a better place. We get what we search out in some regards. I spend a lot of my time not in this space like this, but certainly, I might go into an organization. If it’s around conflict and they don’t like the person they work with, I will say that if you’re asking yourself, why don’t you get along with that person? It’s no different than what you’re talking about. I will think of all the reasons why I can’t get along with this person. It changes everything. You have an event coming up as well. Do you want to mention that?

LFL 83 | Holds Us Back

Afformations®: The Miracle of Positive Self-Talk

It’s called Freedom Lifestyle Experience and it’s a two-day transformational intensive wherein two life-changing days, I literally teach you how to master your inner game on day one and your outer game on day two so that you can have more time, more energy, better relationships and more money while working less. It’s like the entrepreneur’s dream, which is to be able to not work all the time and yet have that financial freedom and the time freedom so that they can live the life that they want. That’s why we call it Freedom Lifestyle Experience because we want to give people that experience of living a freedom lifestyle. You can get your tickets at Since you’re reading to this right now, you can bring a friend for free. We want to give a special gift to everybody reading this.

Thank you so much for this. This has been I’ve loved our conversation. As I mentioned, there’s an affinity there from the main connection, but our backgrounds are similar to growing up. You have provided so much value to so many people. Thank you for that.

It’s my pleasure.

The conversation with Noah is certainly such a valuable one in the environment that we’re in right now. The questions that we ask ourselves will be so important in terms of what the outcomes will be from that. If we expect the worst, we won’t be disappointed. We will be disappointed, but we won’t be disappointed. We probably will get exactly what we’re expecting. Much of this is around our ability to think differently. I hope you’ll take an opportunity to do that. If you know somebody you think might benefit from this episode, I’d ask you to forward it on to them.

If you haven’t subscribed yet, I’d ask you to please go ahead and subscribe to the show. It would mean the world to me if you would leave a rating or a comment because that’s how this message continues to get out there. We need messages around helping the individuals understand that we are all leaders through our actions. Until our next episode, I’m going to ask you two things. One is that you lead like no other. Secondly, that you’re able to rise above your best. Peace.

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About Noah St. John

Peak performance isn’t just about technology, sales, or a number of other things. It’s about your company costs, employee morale, and the way you train your team.

We can help you understand how to create habits within your team that defends against mindset and low motivation with a radically new approach to growth and organizational transformation that defines what you can do and how it will shape your advantage for years to come.

Since 1997, our clients have added more than $2.7 BILLION DOLLARS in sales.

Noah St. John is the only author in history to have works published by Hay House, HarperCollins, Simon & Schuster, Mindvalley, Nightingale-Conant, and the Chicken Soup for the Soul publisher. His 15 books have been published in 18 languages.

A highly in-demand keynote speaker, Noah is famous for inventing AFFORMATIONS® – a new technology of the mind – and helping people get rid of their head trash so they make more money.

Noah’s engaging and down-to-earth speaking style always gets high marks from audiences. Meeting planners call Noah “a BIG draw” and “a MUST-HAVE RESOURCE for every organization.”

As the leading authority on how to eliminate limiting beliefs, Noah delivers private workshops, live events and online courses that his clients call “MANDATORY for anyone who wants to succeed in life and business.”

One of the world’s most sought-after experts on business and personal growth, Noah also appears frequently in the news worldwide, including ABC, NBC, CBS, Fox, The Hallmark Channel, NPR, Parade, The Jenny McCarthy Show, Entrepreneur On Fire, Woman’s Day, Los Angeles Business Journal, Washington Post, Chicago Sun-Times,, Selling Power and The Huffington Post.

Fun fact: Noah once won an all-expenses-paid trip to Hawaii on the game show Concentration, where he missed winning a new car by three seconds. (Note: He had not yet discovered his Power Habits® Formula.)

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