Subconscious Resistance: Inside the Belief Coding Process with Jessica Cunningham | #Success - Ep. 31

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This is the Russell Brunson show.

What's up, everybody?

Welcome back to the show.

I'm excited.

Right now, I'm actually at my inner circle.

And over the next couple episodes, I'm grabbing people from the inner circle and having them kind of tell their stories.

Some of them you're going to be learning are in marketing or business or doing different things.

But today's guest is somebody who is going to be talking about some other stuff that I love to geek out on and excited to geek out with her.

I actually met her when I was in London.

When was that?

In October.

In October.

I went out to an event and met her out there and then started following her on Instagram and then heard her stories and she talks about a lot of similar things I geek out on.

But she has a different direction, different ways she kind of does thinks about some of them.

So I personally just wanted to pick her brain and thought it'd be fun to do it on.

Got the nerves are on now.

Yeah, so don't be nervous.

Um, uh, but it's gonna be really fun.

So, name is Jessica, and glad to have you here.

Thanks for coming to Boise and hanging out for the day.

I love it, honestly.

Thanks for being here.

As soon as you've landed, you're like, We love Boise, this place is amazing, and it does great coffee too.

Oh, yeah, we love it here.

We used to do the events during the wintertime, but it was really cold, and people never wanted to come back.

I can't imagine.

Shall we time it right when the weather's perfect?

So, everyone thinks it's just flawless all the time.

Great stuff.

Yeah, it works perfectly.

So, all right, so to get started,

tell us some of your backstory.

Like, how did you get into into this world that you're in now?

Yes, the subconscious.

It's a bit of a dark story, Russell, but I'll start from the beginning.

I've done a lot of healing around it.

So, essentially, what I do, I work with the subconscious and our unconscious thoughts, reprogramme our mind and everything like that.

However, I fell into it totally by accident.

So, really, I was the exception to the rule.

And somebody like me, you wouldn't stereotypically put as somebody who's doing the work that I'm doing.

So, what happened?

What happened to Bloody Jay?

It's funny, isn't it?

Do you mean you tell your story so many times?

You're like, I forgot my own story.

Yeah, where'd I start?

So, back in 1987, I was born in Burnley.

Joking.

So, a few years ago, essentially, I was on a television show called The Apprentice.

Although, my Lord Sugar is not the president right now.

Who's the apprentice over there?

He is a guy called Lord Sugar, Alan Sugar.

Okay.

So, shugs.

And yeah, so I was on The Apprentice, but just before I went to The Apprentice, I'd never wrote a bloody business plan in my life.

So, I was under so much pressure, so much stress and tension.

Anyway, two weeks before I was about to go on this bloody programme, memories of childhood childhood abuse started to surface.

I was like, what the hell?

And I don't know if any of your listeners have experienced that sort of stuff, but it's just, you can't comprehend how you can forget something so big.

Anyway, two weeks after, I'm on The Apprentice and I'm putting this in a box to deal with it later.

My little song was, put it in a box to deal with it later.

Worst thing you could possibly do, put that stuff in a box.

Came off The Apprentice and literally within the space of a year, I had childhood memories come up of abuse.

Then my three girls, they lost their biological father to suicide.

And then a month after that happened, me and my fiancé, we had a miscarriage.

So,

I've got all sorts of stuff, yeah.

Yeah, like literally, when you talk about going through the dark night of the soul, I was like, What the hell?

I could not, I just, I just could not comprehend how all of that stuff could happen to me in the space of a year.

And I fell into this real sort of victim mentality where I just felt really sad and really

I just couldn't believe it had happened to me.

Anyway, fast forward.

How many years ago was that, by the way?

That was seven years, uh, eight years ago, yeah.

So, yeah, eight years ago.

Um, Um but again, like I feel totally okay talking about it now because I've I understand how the mind works and I truly truly believe that everything that I've gone through was to give me this purpose to grow belief coding because belief coding is helped like hundreds of thousands of people overcome anxiety, depression.

And we've just done some scientific trials where we've worked with a lady who had dementia and after one session she hasn't got dementia.

We're going to be in the British medical journal and that is two to three months.

So it's it's freaking brilliant.

It's like huge.

But what really kind of took me on my journey was when my partner passed away, I had three little girls, and because I kind of understood about the mind, I had to make sure that they would be okay.

So, led me on a mad journey to train in absolutely everything.

We had peer-reviewed studies, and from that, belief coding was born, which is amazing and life-changing.

So cool.

And then, how did you do on the apprentice?

Oh, came forth.

Got fired, though, didn't I?

But all for a bigger plan.

I want to be set here today with you, Russell.

Good thing you got fired.

I'd high-five you, but I can't.

Those who can't see right now, I've got two broken arms.

I'm casting up, but um, we'll high-five next time you're out, boys.

That's such an interesting story.

And

yeah, that it's interesting that you were pursuing something and that's when those things started bubbling up for you.

I think a lot of times people, they go through life where if they're not, you know,

I think a lot of times we numb ourselves, right?

We're numb to all this stuff and we forget about things.

And then it's when you step up, a lot of times those things start bubbling back up and they start showing up.

And you're like, where's all these, like for me, it's like whenever I go after something big, like all these other weird things in my life show up.

I'm like, what is happening?

Like it doesn't make any sense, you know?

Yeah, so this is the thing, right?

right so from my understanding and from working with people every time you say and you'll have had this right when people join your programs you know the strategy you know your stuff you're a freaking god at the stuff you do you're a guru genius right you can put that in an eye yeah thank you

but what happens is and i imagine you i've had this in my programs people they come for the reason they know what they want and then everything falls apart because what happens the subconscious will start to stack positive beliefs and negative beliefs and usually the negative beliefs override and as you know you know we run away from pain, we run towards pleasure.

So, our goal that we want ends up becoming unconsciously really, really painful for us.

So, what belief coding does, it works with that big goal, it uncovers all the unconscious beliefs so you can reframe them from being negative to positive.

So, then you're naturally drawn to go towards your goal, but it has to fall apart because you're entering a new identity, which your subconscious doesn't know if you can survive that identity.

Primarily, it just wants to keep you alive.

And it does that in not a way that we'd like.

Yeah, and it all bubbles up right when we least want it.

You know, totally like, ah.

So interesting.

Okay, so I want you to walk through your belief coding.

And is this trademark belief coding to you?

Yeah, trademark.

Yeah, of course it is.

Believe coding, and we've just changed it to belief coding, cognitive rewiring, because we rewire cognitively.

Very cool.

So walk me back, what does that, what does it look like?

Yeah, so essentially, we can work with absolutely any discomfort or goal that a client has because every problem solution comes from your subconscious.

So for example, we might have somebody that comes and they have daily anxiety.

So we look at daily anxiety as a discomfort.

And I'll talk through the discomforts first, and I'll go through the process.

Or you might have somebody who wants to do, I don't know, the first £100,000 month or make the first grand or whatever it is.

Or you might even have somebody that comes with back pain, right?

So physical pain.

We work that as a discomfort.

And then what we do is your subconscious knows why you have that discomfort.

It knows exactly what is creating it and what benefits it.

So we work with the discomfort.

Then we do something called the human compass, which is muscle testing.

We ask a series of questions.

That brings up a memory or a felt sense.

We then work with the memory or the felt sense because that's part of the subconscious.

And essentially, we go back to an experience where you didn't have your needs met, and we allow that part of you to have every need met in that moment.

And then we're able to change the belief.

Or we essentially code in because whatever your code is that's in your brain runs the program of the subconscious, which then creates the action.

So we're like, right, what code can we code in here, which will run the program, which will make us do the action?

And that's it.

Interesting.

Or you come up with a goal.

So again, we have a lot of of people who come because they want to overcome trauma, but I'll say to them, you know, if you go looking for every bad thing that's happened to you, you don't even know what's connected to what thing.

So, you can have somebody who feels anxious, and then they might be like, Oh, I feel anxious because this bad thing that happened to me, they talk about the bad thing, then they feel worse, but they haven't healed it.

Whereas, actually, the anxiety may stem from being four years old and not being invited to a party, something literally as simple as that.

And then we come up with a goal.

So, my goal, joining here, I want to do my first £10 million year.

But classically, since I've joined, it's all formed apart.

I've got all the internal beliefs I need to work with

although I'm very optimistic with this month and but essentially we work with a goal and then you ask yourself every single day is there something I need to work on to reach this goal and then memories come up and you change the belief so you're getting rid of the resistance

it is amazing that's interesting so I'm just trying to picture because I'm not with your clients yet but I'm like

but with your clients like so yeah going through the process so let's just say

yeah let's say somebody does that they want they want a goal They want to make their first million dollar a month.

Walk us through the process.

Okay, then.

So what we do then, we do the program called the 100 Days of Belief Coding or the 30 Days of Belief Coding.

You set the goal, which is the intention.

So every time you set an intention, the negative beliefs will come up, which will over-trump the positive beliefs.

So every single day, we look at, okay, so how does not having this goal affect you?

How does it make you feel?

We work with the emotions.

And then you sit down to let them actually sit down and are they writing them out?

Are they thinking about it?

You can do it.

There's two ways.

So I've created a technique called the alignment method, which I'm actually going to do when I pitch in there.

Essentially, you write a goal and then and actually if any of you are listening to this like get a pen and paper now and I'll do it now with your listeners so write your goal and then underneath your goal write as many actions that you know you need to take to get to that goal because most people they know what they need to do but they don't do it and there's a reason they don't do it the resistance is there but they don't realize it's the resistance then underneath that when you've got all the actions then you ask okay what is it that you're going to get when you reach the goal?

What is it that you want from having that goal?

So if it's the million pound month, they might want a new house, they might want a car, they might want more holidays, whatever it is, right?

so what you end up having then is a list of actions and a list of the things they believe they're going to have once they reach the goal but this is the interesting thing it doesn't benefit them to take the action or have the goal so then you ask what is the benefit of not taking the action and the unconscious belief comes up What's the benefit of not having what you want?

And the unconscious belief comes up.

Each unconscious belief will go back to a past negative experience where they didn't have their needs met.

You change the past experience and encode in a new belief.

Then you take the action and it becomes safer to get the thing you want.

Interesting.

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Morning decisions.

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Okay, so walk me through that part of it where,

from the part where you said

what they think about the benefit of not getting it.

Yeah.

So give me an example of something like that.

Okay, then.

So my £10 million month, again, I've just literally, I just did a launch, one of the worst launches I've ever done.

I was like, what?

The f ⁇ to do any of the things I normally do?

What is going on with me?

But essentially, one of the big goals was, in order for me to reach successful, I have to lose something.

So, at the height of my success eight years ago,

I was doing all right.

I was on the apprentice.

Not on the apprentice, I was on the

apprentice, doing all right.

I had like the most amount when I had it up until that point.

But then Alistair died.

So, and then from Alistair dying, belief coding was born.

And I held on to a lot of guilt and shame to do with Alistair passing away.

But if you can imagine, my subconscious believes in order to gain something big, you've got to lose something really important.

Because of the connection, belief coding was only born because Alice had passed away on a search to make sure my three girls would be okay.

So I had shame attached to it.

Another one is trying to grow.

I mean, I hope my team are not listening to this.

And I'm sorry if your wife changed this belief.

But another one was, when you were talking on stage,

I was like, right, why have I not done the same sort of things I wanted to do?

Like, what's going on?

If I don't make money, what do I have to get rid of?

My team.

Right?

So if I have to get rid of my team, I have an easier life.

So, and I was totally unaware of that because my team consciously, and now subconsciously, because I've coded it in, they make my life easier.

But I had an unconscious belief of, well, if I have a team, it's hassle, it's this, it's that.

So I'm never going to really push myself or take the right action or think the right thoughts because my undercurrent is, do you really want this team?

Do you get right?

Yeah.

Are you getting me, Russell?

Are you getting the leaf coding?

I 100%.

Because I'm the same way.

Like when I try to sell somebody something, I think about that.

Like, what is the,

what's the belief?

Because consciously they want, I want to win the state.

I want to win the award.

I want to do the thing, whatever, right?

But then you're right.

There's always like this, the subconscious thing that's holding them back that they're not aware of.

and the people have success don't have those doesn't they don't have the subconsciously holding them back on that thing right not thing yeah there's always something yeah but that thing and then also like why does that person have success and and why would they really get so fast and i'm not and it's like they have the same training same coaching same everything it's like because there's some anchor holding you back that you're not aware of right and i think about that a lot with

um i mentioned it during the opening session right like my back end coaching every time we sold more people it created more headaches i like started like being bad at selling stuff for a while because like i don't want to sell anymore i didn't i didn't even know i was doing that until until until i was you see the pattern yeah yeah i have to fix this part of it and then we fix that where no longer do i think selling stuff equals pain now it's like selling stuff equals free money then it's like it now becomes really easy to sell stuff yeah i totally i thought that's the thing though most people they don't get it like you have the strategy and if you have the beliefs that success is inevitable like the two things whereas but most people they don't even realize because it feels real the things that they want they think they'll get them by doing the thing but actually if it's going to create more pain they'll naturally repel it and even the way like like, so if you have an experience where you felt shame or embarrassment or sadness or frustration, and you don't like process that or heal that, that's the undercurrent.

So, all of your thoughts are going to be what?

Shameful, like, or like tinted with shame, tinted with frustration.

So, your actions are going to replicate that thought process.

Yeah.

I love it.

I love the subconscious.

It's amazing, isn't it?

Yeah.

So, how do people, what's the best way?

Because my biggest thing is a lot of times people don't know those things are there, right?

What's the best way to figure out where someone has the aha of like, oh, this is my subconscious leaf to hold me back?

Go on to my masterclasses.

Yeah.

All right, right, that's it.

Go to the masterclass.

You can find me at.

No, the thing is, right, so there's a really simple technique that you can do just to understand if you are,

if you've got pain or pleasure associated to the thing that you want.

So I do this on one masterclass.

I get my clients to close their eyes and just imagine the thing that they want right in front of the face.

And then I say, okay, so just now it's right in front of your face.

Almost you can just almost touch it.

Okay, but then hang on a minute.

You look to the left and somebody else has got the thing you want.

And then you look to the right and somebody else.

And you look in front of you and somebody else has got that thing has that thing gone further away from from you or is it closer and the people like oh my god it's further away it's further it feels like it's getting further i know then that they've attached like frustration jealousy envy to the thing that they want so their subconscious believes oh I'm not going to give them that million pound month, that million pound year, because they're going to feel more envy, more jealousy.

So they repel it.

Whereas the people who feel it coming closer to them, they're like, oh my God, this is amazing.

That person's got it, which means I'm going to get it.

So they've attached joy to the thing.

So that's just a simple technique.

You can see if you don't align it with it.

Interesting.

Do you have other ones like that?

Or is that that?

I've got lots of techniques like that.

Yeah.

I'm not giving them all away.

Let's go to my masterclass, Russell.

All right.

I watched Masterclass.

You got me.

I'm ready.

Okay.

So now that you figure out the subconscious belief that you're struggling with, and you said it's tied to something happened earlier where they weren't getting their needs met.

Is it hard for people to

tie the subconscious belief back to the knee?

Like to be able to figure out when it happened?

Through belief coding, no.

So it's, and also what you have to, So say if it's a we have broad discomforts and specific discomforts.

So a broad discomfort would be like anxiety because people have anxiety checking the emails, you know, like walking the dogs, well, maybe not walking the dogs, actually, checking their emails.

There's lots of different triggers to do with anxiety.

So what we do is we'd work with each individual trigger so that you can literally measure.

Okay, so you had anxiety checking your emails, so you've done a belief coding session, you no longer have that anxiety.

You had anxiety, you know, speaking to your child's teacher, you no longer have that anxiety so you can measure it and whereas if we work on something specific it always like if you worked on a fear of flight and generally that would go back to a specific experience when you get to the specific experience

there might be one or two other experiences created around it there may not be and but essentially when you get to the actual experience that created the bulk of that belief where the bulk of the emotion was felt and you clear it it's instant transformation and when we did it have I told you about my dementia client you mentioned

oh my gosh this is amazing right so we had a lady and we've just done our scientific trials to do with physical pain, but also like blocks.

And one of the ladies, Mary Harvey, she had early onset dementia.

She had one 45-minute session, and her dementia is completely gone because it went back to the experiences she didn't want to remember.

Okay, and the words that we use as well, the language that we use is so hypnotic.

So when people say, I don't want to see that, I don't want to see that, that directly impacts their eyesight.

So their eyesight literally gets worse.

Yeah.

That's interesting.

It just reminds me of a story Tony Robbins talked about when he was, there was a client client he was working with who'd stuttered since he was like 10 years old and guy's like 30 or 40 or something like that.

And Tony came up and within like 10 minutes got rid of his stuttering for life.

And it was based on a very similar thing where like there was some protection he was using the stuttering for and they were able to figure it out and then rewrite it and then

stuttering went away overnight, which he'd had people for decades trying to figure out how to overcome it.

So that's what we're doing belief code in.

So literally we've worked on back pain, arthritis, anything you can think on, we've literally worked on because it always, if you can imagine, from the day you're born, your subconscious learned to navigate the way of the world by feelings and emotions.

So, when we felt fear when we were first created, it's because there's a tiger there.

Whereas now we feel fear, but we attach it to the wrong things.

But even like, so I had back pain, and my back literally, like my back

pop out, and I'd like a wonky spine.

But that was connected to grief.

And again, because I held a lot of blame to do with my ex-partner,

I believed, well, if my girls are in pain, I need to be in pain.

So, my back would go.

Honestly, it's fascinating.

Interesting.

Yeah.

Do you think most people have chronic pains tied to something something like that?

100%.

So

we did a study actually with two people who had fibromyalgia, classes clinically disabled.

Within eight sessions, their bloods had changed and they're no longer classes clinically disabled.

And then they went on to write a book, which became an Amazon bestseller called From Disabled to Enabled.

So

I personally, from what I've experienced and from what we've seen during our trials, everything stems back from the subconscious believing it's keeping that individual safe so it presents pain in the body.

Interesting to protect you.

Yeah, because it believes it's protected from further pain.

So, based on what you know about me right now, do you think that me lifting up both my biceps is a subconscious?

I think we could have avoided this all over us, though, to be honest.

Yeah,

what's my false belief?

I got to recode.

What is it?

There's got to be something.

Do you know what, though?

So, we are actually doing some studies in our research group to do with bionic arms.

But we are doing something post-op.

So, essentially, what you could code in is that your recovery time can be quicker because you can literally talk directly to your body and yourselves.

Because, again, you put that code in, your body has to respond.

So, what will naturally happen is you'll naturally find yourselves being in alignment to make your muscles repair quicker.

So, it could be, you know, more physio or eating the right foods or whatever.

But also, your body is interchangeable.

So, literally, just by talking to yourselves and like giving yourself permission to heal quicker, it will.

But what I would say is as well, though, from more of like a sort of a God's spiritual perspective,

what is the thing it's stopping you from doing?

Because that's what the subconscious has manifested for you.

I don't know the answer, but what's interesting, I told my wife this was weird because normally I'm always doing stuff, like I'm just doing, doing, doing.

And this happened and like I can't do anything now.

I just feel useless.

I'm standing there.

And it was weird because the other day, like, there's a big problem we were trying to solve in the company.

And usually, I'd go like try to do stuff to fix it.

And I couldn't.

And so I was like, sat there.

And part of me is like, I want to numb my brain.

I'm going to watch YouTube or something.

I'm like, no, I got to think.

So I turned everything off.

I sat there.

And it was like, it was a really complex problem.

And within 15 minutes, I was like, oh my gosh, there's the answer.

And so I'm like, I'm like, wonder if this is like my body trying to stop me so I can actually get back to thinking again as opposed to just racing and doing and doing, you know?

So I don't know.

I think it is.

And do you know why I say that?

Because that is the first thing that's come from your mind.

So again, every time you ask yourself a specific question, your brain has to search for a specific answer.

My brain's like, Scroll rip both his biceps out.

That'll force him to listen as I try to tell him something.

Because it worked.

It did.

Job done.

Yeah.

Hopefully, there's a simpler way to get my attention next time.

It might be your legs.

Yeah.

I'm joking.

I'll be a little nub walking around, rolling around.

My team just roll me down the hill.

It'll be awesome.

But imagine all the thinking time.

Yes.

Total clarity.

It'll be awesome.

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Okay, so

the first time we met

in London, I just remember because that night I watched your Instagram or something and

you're like, I need to do a belief coding session.

And I was like, what is she talking about?

Because I didn't really know, right?

But

so I want people to understand because this isn't something you're doing once, right?

This is something even for yourself.

And all the time, like, what's it look like when someone understands your frameworks and how they how they work?

Like, they can achieve anything because your subconscious can make you rich, poor, happy, sad, in pain, or not in pain.

So, again, I think a lot of the time as well, it's like if you want to be successful in anything,

it's not just a one-hit wonder.

It's the daily, it's the daily stuff.

It's the small things.

And for me, like, I want to see how far I can go.

I want to see how far I can reach my full potential.

I want to see what I'm capable of.

But this version of Jessica is not the version of Jessica that I want to become.

And the only way I can become that person is by understanding what is it that's keeping me here, anchored here.

You know, what do I need to let go of with love in order to rise?

And I think with everyone who's listening to this, you know, we have one life.

You know, it's so like, that's it.

We literally have one.

We have one life.

So why would you not want to see what you are capable of if it brings you joy, love, happiness, and everything in between?

I've realized I'm not answering your question there, have I?

It makes sense why you care enough to do it, you know?

And it's like, I think sometimes you're probably for little things, and sometimes it's a lot bigger things, right?

Yeah, totally.

Sorry, yeah.

So, again, it's like now the 10 million year, so I'm belief coding every single day to get that.

I mean, I'm going for that, Russell.

I'm in there.

Whereas, like, sometimes I wanted to get my ears pierced for the second time, right?

And I was like, why have I not got them done?

And I'd been twice to get them done, and then I chickened out, right?

And I was like, oh, God.

I was like, I've got to do a belief coding session.

So it literally took me five minutes.

I went back to an experience where I was younger, had my ears pierced and I got an infection the day after.

I went and got my ears pierced.

So it can work for something super insignificant like that or depression, you know, something really daft and silly or you know dementia because everything stems from your unconscious.

And what's really interesting, a lot of my clients they'll come to me because they believe they are broken.

So they've tried everything and nothing works.

The reason why nothing has worked before is because of that underlying unconscious belief that I am broken.

So what is the program that has to play?

I'm broken.

So whatever they try, it won't work until they change that unconscious belief.

And then everything works.

Then it all fits back together.

So fascinating how our brains work and how

it's like a prison if we're not careful, or it can be the greatest thing in the world.

You know what I mean?

And we're locked inside of our own mind.

So when you do this kind of the last step in the process, like when you do find the thing and you find,

again, the...

the experience that happened that create the belief, right?

I know when I'm doing,

when I'm using subconscious, I'm selling subconsciously, right?

I'm trying to figure out like the story someone has and I'm retelling a story and trying to create a better version of the story that they'll believe over their other one, right?

And if I can get them, if I can get them to believe my story over their story, a lot of times it'll replace it, and then they're more likely to buy, they're more likely to actually do what they're doing.

I'm curious, is that similar to what you're doing with somebody?

It's like they have this false belief and you're rewriting it with them, or you're trying to tell a new story, or what does that last step look like?

Essentially, so when you so the first part of the process is we understand what is the result that they want, so then when we actually go into the process, the last step is we code in that new experience what they want.

But essentially, when you're working with the subconscious,

it just needs to have its needs met at every step of the process to be able to have the new belief actually code into their subconscious.

So, the end part of it really is if you've healed every part of it, they've had the needs met, they feel loved, they feel safe, they feel seen, they feel everything in between that they needed in that moment.

And

the belief changes.

But what's even more amazing is it's the ripple effect.

You know, if you've had something, if someone's had a fear of flying for 20 years and you remove that fear of flying, it also removes a lot of fear out of their system.

So they show up different.

You know, it is phenomenal.

Yeah.

So how do you do?

I mean, I know this is your system, your process.

My secret, Russell.

What does it look like?

Give me a glimpse.

Like, is it?

You know, because let's say that's the one they've been struggling with this thing for their whole life.

They're afraid of flying.

Like,

how do you fulfill their needs?

They find back they were scared because it was five years old.

So, yeah, so basically, everything is client-led.

And then what we call the reflection, sorry, what we call the subconscious is the reflection.

So, you would be the client that I'm talking to, but then when you go into the memory, I mean, you can't sit like this, but usually you'd be sat like this.

Clipping in my arms, I'm stuck.

This is never going to work for me.

But essentially, then I'm talking directly to the client's subconscious, and then we allow the subconscious to answer.

So, we don't project and we use really clean language.

Whereas, you know, yeah, the cleaner the language, the easier it is to code in.

Whereas, a lot of the time when you work with coaches, like I just want to step into my true authentic self whereas really the terminology we'd use is I just I just want someone to see me you know so it's using clean language is there's lots of different moving parts to it but um one thing I've discovered is I've done a lot of stuff and belief coding for me is the thing that fixes everything because there's a solution with every problem that may pop up which other techniques I haven't discovered has.

Yeah.

Interesting.

So most peop most people are you guys doing them as sessions or can people do these on them on themselves?

Yes on themselves.

So we teach people how to self-facilitate, then we teach people how to do one-to-one, and then I've just launched a group program where people can do one-to-many, which is really cool.

That is really cool.

Help you help more people at a time.

That's so cool.

And then on the business side, we'll go there for a little bit before we kind of wrap.

When did you turn this into a business from something you were figuring out, learning, and doing to this is now your business?

Oh, God, to be fair.

So

when Mike's died, I took a year of work, like embodied absolutely everything.

And then when I returned back to work, this this is actually going to go into your stuff.

I've got a picture, actually.

I'll find it.

And it's literally me in the garden, like

figuring out all these secrets and everything, like after reading the book.

I was like, oh.

And literally, what I found was I went back to work as a business coach, just teaching people how to make money from not doing any ad spend.

And man, I feel so sorry for those clients now.

Like, that is a hard slack.

But I started to pull

bits of what I'd learned and bits of a technique and a process together.

And then my clients who used those techniques, they would get better results because they had more confidence they'd show up different they believed in what i was saying they believed in themselves so of course they're gonna have better results and then i thought right and um oh good happened then oh god yeah and then i had a little voice in my head saying focus on transformation only right and i truly believe that this is a co-creation of something far greater than me because it does not make sense um and this voice like focus on transformation focus on transformation but i felt scared so it took me a full year to actually launch belief coding and then the message was like focus on transformation and i launched it and And then, yeah, the rest is history.

Um, but it's been the best thing I've ever done, and literally, it's helped hundreds of thousands of people, which is amazing.

So cool.

Someone wants to go deeper with you.

Where's the best place to go?

And I would go on to my Instagram at belief code at belief underscore coding.

That's plug.

Thanks, Russell.

Yeah, there's the plug.

There's the plug.

Now you can go watch the masterclasses and everything.

It's all there.

Okay, now, if you were to go on Apprentice again, and all your belief coding is all fixed up, how would you win?

Would it be?

Oh my god, 250.

No way over 10 mil.

Don't they they get the 250 grand, John?

Is it still on in

the middle?

He got cancelled way a long time ago back in America.

We haven't watched it in like 10 years, so I don't know.

I can't remember how it worked.

Every year, every year it's on, but the winner, they get £250,000 and then they are Lord Sugar's business partner.

But man, no, I don't think I could be his best.

I don't think he'd like me much.

Who's he do?

I don't know if you got him.

He's got Amstrad.

He's got Amstrad, so he does a lot of stupid things, but he's like a big ad space and tech and things like that.

But yeah, he's super scary.

I wish I had belief coding back then.

I'd go into the boardroom, like just sweating profrusi like not today sugar

i've had a couple friends who were on the apprentice version we had here and stuff and it's just fun hearing their stories about the same thing especially like back then when it was brand like one of my friends was on season one when trump was there and it was so scary for her and everything and so it's it's fun hearing the stories of of of the aftermath so anyway well awesome glad you're here and boys thanks for coming hanging out being part of the inner circle and sharing and um i hope people you know it's interesting in my world because most people come to me because they're trying to figure out marketing or business.

And the reality is most of them just need to fix their mindset.

Like that's usually the bigger problem.

Like actually building a funnel, driving traffic, creating, like all those things aren't that difficult.

Oh, I like that.

I think you're selling yourself short there.

You are literally a genius.

Well, thank you.

I'll take that.

But

on a serious note, though, like your stuff.

So the first time I actually met Russell, I burst into tears trying to tell him that his stuff had changed my life and my business.

But actually, the stuff that you teach in your books, you teach in your webinars, you teach your trainers has legitimately transformed my life like and my business and we for one would not be having the impact that we're having if it wasn't for your teachings.

Yeah, well, thank you.

That means the world to me.

So I appreciate that.

I can't okay.

All right, you're off the show.

Cancels episode.

Just kidding.

Well, I appreciate you.

Thanks for hanging out and

at belief underscore coding.

Yeah, believe coding.

Boom.

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