Subconscious Resistance: Inside the Belief Coding Process with Jessica Cunningham | #Success - Ep. 31
35:17 Share

Fellas, you know Degree Cool Rush deodorant, right? Well, last year they changed the formula and guys were mad about it. One dude even started a petition. So guess what? Degree heard us, admitted they messed up and brought the original Cool Rush scent back exactly how it was. And it's in Walmart, Target and other stores now for under $4. So grab some and remember why it's cool, crisp and fresh scent made it the number one men's antiperspirant for the last decade. Degree Cool Rush is back and it smells like victory for all of us.

That's your money saying it's time for a McDonald's run, because with new McValue at McDonald's, you get more than you expect. Like buy a six-piece McNuggets and add a McChicken for just a dollar. Your money says let's go. Get more than you expect with new McValue. Prices and participation may vary. Valid for item of equal or lesser value.

Do you have a funnel but it's not converting? The problem 99.9% of the time is that your funnel is good but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next Selling Online event by going to sellingonline.com slash podcast. That's sellingonline.com slash podcast. 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 inner circle and having them 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? How many months ago? In October. I went out to an event.

and met her out there and then started following her 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 way 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 running now. Yeah, so don't be nervous.

But it's gonna be really fun. So I'm 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 we've landed, we're like, we love Boise. This place is amazing. And just 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 imagine. Now we time it right when the weather's perfect. So everyone thinks it's just flawless all the time. Great plan. It's worked. It works perfectly. So, all right. So to get started, um,

Tell us some of your backstory. How did you get 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, reprogram my 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? It's funny, isn't it? Do you mean you tell your story so many times? You're like, I forgot my own story. Where do I start? So back in 1987, I was born in Burnley. I'm 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 program, memories of 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 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 fiance we had a miscarriage so all sorts of stuff yeah like literally when you talk about going through the dark night of the soul I was like

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, um, I just couldn't believe it had happened to me anyway. Fast forward. How many years ago was that by the way? Um, that was seven years, uh, eight years ago. Yeah. So yeah, eight years ago. Um,

But again, I feel totally okay talking about it now because 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 has helped hundreds of thousands of people overcome anxiety, depression. 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 in the next two to three months. So it's freaking brilliant. It's like huge. But what really kind of took me on my journey was when my ex-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 training 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'd you do on The Apprentice?

Oh, came forth. Got fired though, didn't I? But all for a bigger plan. I wouldn't be sat 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 casted up, but we'll high five next time you're at Moisey. 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 are bubbling back out and they start showing up and you're like, where's all these things?

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. Yeah. So this is the thing, 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 fricking God at the stuff you do. You're a guru genius, right? You can put that in there. Yeah. Thank you. Um,

But what happens is, and I imagine 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. 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. And primarily, it just wants to keep you alive. And it does that in another way that we'd like. Yeah. And it all bubbles up right when we least want it. Yeah, totally. Like, ah!

So interesting. Okay. So I want you to walk through your belief coding and is this trademark belief coding? Yeah, trademark. Yeah, of course it is. And we've just changed it to belief coding, cognitive rewiring because we rewire cognitively. Very cool. So walk me through, 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 hundred thousand per month or make the first grand or whatever it is. Or you might have somebody that comes with back pain, right? So a 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 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. Yeah.

Interesting. Or you come up with a goal. So again, we have a lot 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 extend from being four years old and not being invited to a party. Something literally as simple as that.

and then we can work with the goal. So my goal, joining here, I want to do my first 10 million pound year. But classically, since I've joined, it's all falling apart. I've got all the internal beliefs I need to work with. It's all bubbling up. Yeah, it is totally. Although I'm very optimistic with this month. But essentially, we work with the 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 with your clients, like, so going through the process, let's just say,

Yeah, let's say somebody does that. 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 the emotions.

So you sit with them actually sitting down and are they writing them out? You can do this. 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? Yeah.

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 code in a new belief. Then you take the action and it becomes safe for you to get the thing you want. Interesting.

If you've been following me for any amount of time, you know, I always talk about as you're growing and scaling your company, the most important thing is finding the who, not the how. Who is the person that can help you drive more traffic? Who is the person that could be your CEO? Who is the person that could build your funnels? Understanding the who will dramatically speed up the growing and the scaling of your company.

Now, the best place to find the who's who can help you with your vision is Indeed. When it comes to hiring the right who's, Indeed is all you need. Indeed gives you the ability to stop struggling to get your job posts seen on other sites because Indeed's got a sponsored job listing where you can stand out in front of your dream hires.

With these sponsored jobs, your post jumps to the top of the page for your relevant candidates. That means your funnel builder is going to see it. That means the person driving traffic to your funnels is going to see it. It means your new CEO or CMO or whatever you're looking for is going to see the exact ad for your business as soon as they open up Indeed. And that makes a huge difference. In fact, according to Indeed, data sponsored jobs posted directly on Indeed have 45% more applications than non-sponsored jobs.

One of the things I love about Indeed is it makes hiring so fast. You can post the job and within minutes, you're getting applications who are coming in looking to become the who inside of your business. Prior to that, I was often posting my help wanted ads on Facebook and Instagram and getting tons and tons of responses from unqualified people who had no idea what they were doing. Whereas Indeed, again, they're only being seen by the exact person I'm looking to hire. Now with Indeed sponsored jobs, there's no monthly subscriptions. There's no long-term contracts. You only pay for results.

They may be wondering how fast is Indeed? Well, in the minute I've been talking to you so far, 23 hires were made on Indeed across the Indeed network. So there's no longer need to wait any longer. You can speed up your hiring right now by going to Indeed. And listeners of the show get a $75 sponsored job credit to get your job more visible by going to Indeed.com slash clicks. Just go to Indeed.com slash C-L-I-C-K-S right now and support our show by saying you heard about Indeed on this podcast.

Indeed.com slash clicks. Terms and conditions apply. Are you hiring? Indeed is all you need.

Do you ever get one of those ads that makes you go, why am I even seeing this? Not long ago, I kept getting served ads for these super fancy chef grade pots and pans, like premium artisan cookware. And I'm sitting here thinking, you guys, I barely even know how to boil water properly. I'm more of a protein bar and a podcast guy. Now I'm not knocking the product. It just wasn't meant for me. And the real problem is that the company probably paid good money to show me that ad. And that's why I always tell marketers that relevance is everything. And that's where LinkedIn ads comes in.

This isn't your average ad platform. It's a network of over a billion professionals and targeting options are insane. You can target the exact buyers by job title, industry, company size, role, seniority, even skills and company revenue. That means your message gets in front of the right people, not someone who thinks that instant ramen is gourmet dining.

Now, if you're serious about B2B marketing and not just throwing spaghetti at the wall, hoping it'll stick, then you've got to be on LinkedIn. And here's the best part. LinkedIn will give you $100 credit on your next campaign so you can see it in action. Just go to LinkedIn.com slash clicks. That's LinkedIn.com slash C-L-I-C-K-S. Terms and conditions apply. Only on LinkedIn ads. Okay, so walk me through that part of it where...

from the part where you said, uh, what they think about the benefit of not getting it. Yeah. So give us an example of something like that. Okay. Then. So my 10 million pound month, again, I've just literally, I just did a launch. You've one of the worst launches I've ever done. I was like, what? 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 the most amount I had up until that point. But then Alistair died. And then from Alistair dying, the leaf 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 passed away on a search to make sure my three girls would be okay so i had shame attached to it another one is i'm trying to grow i'm gonna hope my team are not listening to this and i'm sorry if you have changed this belief but another one was um when you were talking on stage um 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 it right? Yeah. Are you kidding me, Russell? Are you kidding me? 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 him back that they're not aware of. And the people have success. Don't have those. Does they don't have this subconsciously holding back on that thing? Right. Yeah. There's always something, but that thing. And then I'll say like, why is that person of success? And why would they really get so fast? And I'm not. And it's like, they had the same training, same coaching, same everything. It's like, cause there's some anchor holding you back that you're not aware of. Right. And I think about that a lot with,

I mentioned it during the opening session, right? Like my back end coaching. Every time we sold more people, it created more headaches. I started being bad at selling stuff for a while because I don't want to sell anymore. I didn't even know I was doing that until...

until I realized. You see the pattern. Yeah. Yeah. I have to fix this part of it and then we fix that. We're 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, totally. I thought the thing that most people, they don't get it. Like you have the strategy and if you have the beliefs, like success is inevitable. Yeah.

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, 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.

yeah i love it i love the subconscious it's amazing isn't it yeah so how do you 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 beliefs hold me back masterclasses no the thing is right so there's a really simple technique that you can do just to understand if you are um

If you've got pain or pleasure associated to the thing that you want, so I do this on my masterclass, I get my clients to close their eyes and just imagine the thing that they want right in front of their 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 you or is it closer? And the people are like, oh my God, it's further away, it's further away, 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, yeah,

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 me with it. Interesting. Do you have other ones like that? Or is that, that? I've got loads of techniques like that. I've given them all away. He also goes to my masterclass, Russell. All right. I'll watch the masterclass. You got me. I'm ready. Yeah.

Okay, so now you've figured out the subconscious belief that you're struggling with. 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 need, like to be able to figure out when it happened? Through belief coding, no. So it's... And also we have to... So 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, I'm not walking the dogs, I'm just 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. You've done a belief coding session. You no longer have that anxiety. You had anxiety, you know, speaking to people.

your child's teacher, you no longer have that anxiety so you can measure it. Whereas if we work on something specific, it always, like if you worked on a fear of flight in general, that would go back to a specific experience. When you get to the specific experience, you're,

There might be one or two other experiences created around it. There may not be. 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, I've told you about my dementia client. You mentioned something about that. 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. Right.

She had one 45-minute session and her dementia was 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 reminds me of a story Tony Robbins talked about when he was, there was a client he was working with who'd stuttered since he was like 10 years old and the 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, then,

studying one way overnight. We see that people for decades trying to figure out how to overcome it. So we didn't believe God in. So literally we've worked on back pain, arthritis, um, anything you can think on. We've literally worked on because it always, if you can imagine from the day you 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, like, pop out and I had 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 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 doing 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 ripping out both my biceps is a subconscious... I think we could have avoided this all over us, I'm going to be honest. Yeah, what's my false belief? I've 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. Too bad. We're doing...

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 your cells. Because again, you put that code in, your body has to respond. So what will naturally happen is

you'll not actually 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 I would say as well, though, from more of a sort of a God 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 was 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, I feel useless. I'm standing there. And it was weird. Cause 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. So I was like, sat there and part of me, it's like, I want to numb my brain. I'm gonna watch YouTube or something. I'm like, no, I gotta think. So I turned everything off and I sat there and it was like, it was a really complex problem. Like

And within 15 minutes, I was like, oh my gosh, there's the answer. And so I'm like, I'm wondering 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 school ripped both his biceps out. I forced him to listen as I tried to tell him something. Has it worked? It did. Job done. Yeah. Yeah.

Hopefully it's a simpler way to get my attention next time. It might be your legs. 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'd be awesome.

You know that feeling when someone shows up for you just when you need it most? That's what Uber is all about. Not just a ride or dinner at your door. It's how Uber helps you show up for the moments that matter. Because showing up can turn a tough day around or make a good one even better. Whatever it is, big or small, Uber is on the way. So you can be on yours. Uber, on our way.

This episode is brought to you by Peloton. Everyone has a reason to change. Growing old, heartbreak, a fresh start, whatever it may be. Peloton is here to get you through life's biggest moments with instructors that speak your language and workouts that move to your own rhythm. Peloton's Tread and All Access membership help you set your targets, track your progress, and get stronger, making your fitness goals a reality. Find your push. Find your power. Peloton. Visit onepeloton.com.

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. What's it look like when someone understands your frameworks and how they work? 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 stuff. It's the small things. And for me, 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 life. 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 realize I'm not on such a question now, have I? It makes sense why you care enough to do it, you know? And it's like...

I mean, sometimes you're probably there 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 result. 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? I'd been twice to get them done. And then I chickened out. And I was like, oh, God, I was able to do a belief coding session. So it literally took me five minutes. I went back to an experience where I was younger. I had my ears pierced. I got an infection the day after when I 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 the unconscious belief.

And then everything works. Then it all fits back together. It's 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, the experience that happened, they create the belief, right? Um, I know when I'm doing, when I'm, when I'm using a subconscious, when 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, 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? Is 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 work in the subconscious, you...

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, cause let's say that's the, that's the one they've been struggling with this thing for their whole life. They're afraid of flying. Like,

like how do you, how do you fulfill their needs? They, they fighting back. They were scared. So we don't 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'd be the client that I'm talking to. But then when you go into, um, the memory, you still, I mean, you can't sit like this, but usually I can't bend my arms. I'm stuck.

This is never going to work for me. Let's stage it. 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 want someone to see me. So it's using clean languages. There's lots of different moving parts to it. But 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 people, are you guys doing them as sessions or can people do these 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 it. Like 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, so when my ex died, I took a year of work, like embodied absolutely everything. And then when I returned back to work, this is actually when I got 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 like secrets and everything like after reading the book,

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 slog. But I started to pull up bits of like bits of what I've learned and bits of a technique and a process together. And then my clients who use those techniques, they would get better results because they had more confidence. They show up different. They believed in what I was saying. They believed in themselves. So of course they're going to have better results.

And then I thought, right. And then I had a little voice in my head saying, focus on transformation only. And I truly believe that this is a co-creation of something far greater than me because it does not make sense. 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 then, yeah, the rest is history.

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. If someone wants to go deeper with you, where's the best place to go? I would go on to my Instagram at belief underscore coding. That's a plug. Thanks, Russell. There's the plug. There's the plug. They can go watch the masterclass and everything. It's all there. Okay. Now, if you were to go on The Apprentice again and all your belief coding is all fixed up, how would you win? Would it be even close? Oh, my God. 250. No way. I'm over 10 million.

250 grand, yeah. Is this still on? Yeah. We got it 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 pounds and then they are Lord Sugar's business partner. But man, no, I don't think I could be his. I don't think he'd like

What does he do? I don't know anything about him. He's got Amstrad. He's got Amstrad. So he does lots of different things, but he's like a big ad space and tech and things like that. But yeah, super scary. I wish I had belief coding back then. I'd go into the boardroom, like just sweating profusely, like not today, sugar. I've had a couple of friends who were on the friendless 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 new. Like one of my friends 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 in Boise. Thanks for coming and hanging out and 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 when you're not stuck. I think you're selling yourself short there. You are literally a genius. Well, thank you. I'll take that. I'm serious about that. 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 everything.

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 thank you that means world to me so i appreciate that all right you're off the show cancel this episode just kidding well i appreciate you thanks for hanging out and uh at belief underscore coding yeah boom there you go

Now, obviously, if you want to sell stuff online, you're going to need a good funnel. But if you want a great funnel, then you're going to need to use ClickFunnels. ClickFunnels is the number one funnel builder in the world, helping more first-time entrepreneurs to leave their nine-to-five and to launch their dream than any other company on earth. ClickFunnels was built for the dreamer and the doer, and you can get a free 14-day trial by going to clickfunnels.com slash podcast right now. That's clickfunnels.com slash podcast. ClickFunnels, because you're one funnel away from changing the world.