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

Episode Date: April 30, 2025

This episode of The Russell Brunson Show might change the way you think about what’s really holding you back. I sat down with Jessica Cunningham, founder of Belief Coding®, to talk about the invisible patterns that run our lives, our businesses, and even our health. I first met Jessica in London, and the more I heard her talk about subconscious beliefs and identity shifts, the more I knew I needed to get her on the show. This isn’t about mindset fluff. It’s about the deep, often hidden programming that can keep you stuck no matter how good your funnel is. We talked about: The link between trauma, identity, and success Why high-achievers often sabotage themselves right before they hit their goals How unresolved beliefs can show up as physical pain, anxiety, or even back problems What “belief coding” actually looks like in practice Why your brain might be trying to protect you from getting what you say you want How to spot the subconscious resistance patterns in your own life She even challenged me to look at what my torn biceps might be telling me… and I’m not gonna lie, I think she’s onto something. Whether you're scaling your business or just trying to get unstuck, this episode will make you look at your internal game in a whole new way. Want to dive deeper into Jessica's world of belief coding and subconscious rewiring? Follow her on Instagram at @belief_coding! ⁠⁠https://sellingonline.com/podcast⁠⁠ ⁠⁠https://clickfunnels.com/podcast⁠⁠ Special thanks to our sponsors: NordVPN: EXCLUSIVE NordVPN Deal ⁠⁠https://nordvpn.com/secrets⁠⁠ Try it risk-free now with a 30-day money-back guarantee! Northwest Registered Agent: Go to ⁠⁠northwestregisteredagent.com/russell⁠⁠ to start your business with Northwest Registered Agent. LinkedIn Marketing Solutions: Get a $100 credit on your next campaign at ⁠⁠LinkedIn.com/CLICKS⁠⁠ Rocket Money: Cancel unwanted subscriptions and reach your financial goals faster at ⁠⁠RocketMoney.com/RUSSELL⁠⁠ Indeed: Get a $75 sponsored job credit to boost your job's visibility at ⁠⁠Indeed.com/clicks Learn more about your ad choices. Visit megaphone.fm/adchoices

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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 of episodes I'm grabbing people from inner circle and having them kind of tell their stories. Some of them you're gonna be learning are in marketing or business or doing different things. But today's guest is somebody who is gonna 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. In October, I went out to an event and met her out there and then I started following her Instagram and then heard her stories and she talks about a lot of similar things I geek out on

and but she has a different direction, different way she kind of does things about some of them. So I personally just wanted to pick her brain and thought it'd be fun to do it on. Oh, got the nerves run now. Yes. So don't be nervous. But it's gonna be really fun. So 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. Since you've landed, we love Boise. This place is amazing.

And 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. You 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. All right, so to get started,

tell us some of your backstory, how did you get into this world that you're in now? Yes, a bit of a dark story, 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? 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 you 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. It 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 fiance, we had a miscarriage. So I've gone to 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, I just couldn't believe it happened 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 happened to me anyway fast forward. How many years ago was that by the way? That was seven years, eight years ago yeah so yeah eight years ago but again like I feel totally okay talking about 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 it's helped like hundreds of thousands of people overcome anxiety, depression and we've just done some scientific trials where we've worked with the 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's 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 their mind, I had to make sure that they would be okay. So led me on a mad journey to training, absolutely everything, we had period studies and from that, I believe Cody was born, which is amazing and life-changing. So cool. And then how'd you do on the Prentice?

Oh, came fourth. 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 out. That's such an interesting story and yeah, that it's interesting that you were pursuing something and that's when this thing started bubbling up for you. I think a lot of times people, they go through life where if they're not, you know, like I think a lot of times we numb ourselves, right?

We're just like 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 out and they start showing up and you're like, where's all these? Like for me, it's like whenever I go off 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. It has to, you know. Yeah, so this is the thing, right right so from my understanding and from working with people

Every time you set and you'll have had this right when people join your programs You know the stress do you know your stuff you were freaking God at the stuff you do a guru genius, right? But what happens is and I'm imagining you I've had this in my programs 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 is knowing 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.

Belief coding, and we've just changed it to belief coding, cognitive rewiring, because we rewire cognitively. Very cool. So what does it look like? Yeah, so essentially, we can work with absolutely any discomfort or goal that 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 pound 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 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 can work with the 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 makes them 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. Yeah. But classically, since I've joined, it's all fallen apart.

I've got all the internal beliefs I need to work with. All bubbling up. Yeah, it is, don't I? Although I'm very optimistic with this month. 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 with your clients like so, going through the process let's just say, yeah let's say somebody does that they want to go 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 belief coding you set the goal which is the intention so every time you set an intention the negative 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- So you're sitting with them actually sitting down, are they writing them out or they think if they're- 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 is listening to this like get 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 code in a new belief, then you take the action and it becomes safe for you to get the thing you want. Interesting. 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.

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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 an example of something like that. Okay, then. So my 10 million pound 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 be successful, I have to lose lose something so at the height of my success eight years ago I was doing all right I was on The Apprentice and

I was on The Apprentice doing all right I had like the most of I only 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 So, and then from Alice to dying, belief coding was born. And I held on to a lot of guilt and shame to do with Alice 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 mean, I hope my team are not listening to this and I'm sorry if you have changed this for me. 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 go to my team, I have an easier life. So and I was totally unaware of that because my team consciously and now subconsciously, I've coded 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 gonna 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 me? Yeah. Are you getting me Russell? Are you getting me Conan? I understand 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 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 people have success don't have those, they don't

have this subconsciously holding back on that thing, right? On that thing, yeah. There's always something, but that thing and then also like why does that person have success and why would they really get so fast and I'm not not. And it's like, they had 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? I think about that a lot with, I mentioned it during the opening session, right? Like my backend coaching, every time we sold more people, it created more headaches. So I started like being bad at selling stuff for a while. Because like,

I don't want to sell anymore. I didn't even know I was doing that until I realized. You see the pattern. 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, and now it becomes really easy to sell stuff. Yeah, totally. I thought the thing that most people, they don't get it. You have the strategy and if you have the beliefs, success is inevitable. 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 gonna 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 will heal that that's the undercurrent so all of your thoughts are gonna be what shameful like or like tinted with shame tinted 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 you, what's the best way? Cause 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, like, oh, this is my subconscious belief, hold me back. Go on one of my master classes. All right, that's it. Go to the master class. Go to the chair. You can find me at a hat. 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 with the thing that you want. So I do this on one

master class. 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 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, 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 lots of techniques like that. I've given them all away. That's because of my masterclass, Russell. Alright, I watched the masterclass. You got me. I'm ready. Okay, so now you figure 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? Do we believe in coding? No. So it's, and also we 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, they're not walking the dogs, I would say, checking their emails. There's lots of different triggers to do with anxiety. So what we do is we'd work with each individual triggers 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 your child's teacher, you no longer have that anxiety, so you can measure it. Whereas if we work on something specific, it always, if you worked on a fear of flight, in German 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, 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'd mentioned something about that. Oh my gosh, this is amazing, right? So we had a lady, 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 reminds me of a story Tony Robbins talked about when he was, there was a client who was working who had stuttered since he was like

ten years old guys like 30 or 40 or something like that and Tony came up and within like ten minutes got rid of a stuttering for life and it was based on very similar thing where Like there was some protection he was using the the stuttering for and they were able to figure it out and then rewrite it then then Studying one way overnight, which he had people for decades trying to figure out how to overcome it We didn't believe coding 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 like she'd like my back would hurt like it'd 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 were 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 classed as 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 is 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 gonna 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, 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 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 and but also your body is interchangeable so literally just by talking to yourselves and like giving yourself permission to heal quicker it will buy what I would say is 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 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 because the other day like there's a big problem we're trying to solve in the company and usually I'd go like try to do stuff to fix it 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 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 rib, both his biceps out that'll force him to listen as I try to tell him something. Has it worked? It did. Job done.

Yeah. Hopefully it's a simpler way to get my attention next time besides this. 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. Yeah. Total clarity. It'll be awesome. But imagine all the thinking time. Total clarity. It'll be awesome. Okay, so so first time we met in London, I just remember because like 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 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 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? 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. 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 on such a question now, have I? It makes sense why you care enough to do it, you know? And it's like, I's like I mean 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 ten million year so I'm belief-coating 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 years pace for the second time right and I was like why haven't I got them done? I'd been

twice to get them done and then I chickened out and I was like oh god I was like I've got to do a belief-coating session so it literally took me five minutes I went back, why haven't I 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 on to a belief-cutting session. So it literally took me five minutes. I went back to an experience where I was younger, I 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 the unconscious belief. And then everything works.

Then all fits back together. So fascinating how our brains work and how whatever they try, it won't work until they change the 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 experience that happened, they create the belief, right? I know when I'm doing, when I'm using 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 create a better version of the story that they'll believe over their other one, right? And 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 with the subconscious subconscious you just need 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 some, 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, 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 the whole life. They're afraid of flying. Like, like how do you, how do you fulfill their needs? They, they find it back later scared.

So we don't. So, 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 I'm talking to but then when you go into the memory, I mean you can't sit like this but you usually sit like this. I can't bend my arms, I'm stuck. This is never gonna work for me. That's dangerous. 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. And 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 use is I just want someone to see me, you know, so it's using clean languages. There's lots of different moving parts to it 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, but like when did you turn this into a business? From something you were figuring out, learning and and doing to this is now your business? Oh God, to be fair, 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 I was like, oh, and literally what I found was I went back to work as a business coach and just teaching people how to make money from not doing any ad spend.

And then 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 oh, what 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.

And this voice that focus on 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. Someone wants to go deeper with you. What is the best place to go and? I would go onto my Instagram, at belief code at belief underscore coding. That's plug. Thanks for something. There's the plug. There's the plug. They can go watch the master classes and everything. It's all there. Okay. Now if you were to go on the apprentice again and you are you believe coding is all fixed up. How would you win? Would it be? Oh my God. 250. No way, I'm over 10 million. Is this still on in the game?

Yeah, yes. 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, I don't think I could be his, I don't think he'd like me much. What does he do? I don't know anything about him.

He's got Amstrad, he's got Amstrad. So he does lots of stupid things, but he's like a big ad space in tech and things like that. Okay. 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 friendliest 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 on season one when Trump was there

and it was so scary for her and everything. And so it's fun hearing the stories of the aftermath. So anyway, well, awesome. Glad you're here, boys. Thanks for coming and hanging out. Being part of the inner circle and sharing. And 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. But I'm serious 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 in 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. Woo hoo! High five! Yeah. Just joking. Yeah, thank you. That means the world to me. So I appreciate that. Woo, high five. Yeah.

Just joking. I can't even do that. All right, you're off the show. Cancel this episode, just kidding. Well, I appreciate you. Thanks for hanging out. And at belief underscore coding. Yeah, belief coding.

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