So human beings will always act through whatever they associate themselves with.

Your identity shapes your reality.

So while habits are important and beliefs and your behaviors,

all of that stuff gets stacked upon an identity.

And because I'm someone who likes speed, when I could come in and shift the identity of the

athlete.

And when I change that identity, now all the habits, attitudes, beliefs, and behaviors that I

need that person to have are actually already embedded inside of the identity of the way

that they're going to go out there and show up.

While everyone else is trying to do an outside in approach of, well, let me just work on these habits.

And again, some people just need to tweak in habits.

That's all I do.

But if you're someone who's trying to aspire towards and achieve something that is not normal for your world,

your family has never done it before,

or you're going through a major shift in transformation.

Well, if I can help you build a brand new identity

that's custom built to help you win in that new phase of your life,

going from 2.5 million in your home service business

to 10 million, because that's a different self.

That's a different person.

That's a different level of thinking, right?

You're going from hustler and founder to CEO thinking.

...