Right About Now with Ryan Alford - Andrew Murphy - Forbes Mental Performance Expert, Trainer, Speaker, CEO and Podcast Host

Episode Date: September 14, 2021

Welcome to another episode on The Radcast! In this episode on The Radcast, host Ryan Alford talks with Andrew “Andy” Murphy - Forbes Mental Performance Expert, Trainer, Speaker, CEO and Podcast Host. Andy discusses how neuro-conditioning affects our daily activities. He discussed the necessity of learning how to develop the behaviors we want to have and how neuroscience may help with sales and marketing. He also offered advice on how marketers may connect with their customers and more…Andy also has a quick take on our latest segment of RAD or FAD trending topics;TikTokCancel CultureSpace Travel for TouristPerformance CoachingLearn more about Andy https://andymurphy.online/. Follow him on Linkedin: linkedin.com/in/andymurphymindset; Instagram @andymurphymindset and check him out on his podcast (https://podcasts.apple.com/us/podcast/mindset-by-design/id900646659)If you enjoyed this episode of The Radcast, let us know by visiting our website www.theradcast.com or leave us a review on Apple Podcast. Be sure to keep up with all that’s radical from @ryanalford @radical_results @the.rad.cast If you enjoyed this episode and want to learn more, join Ryan’s newsletter https://ryanalford.com/newsletter/ to get Ferrari level advice daily for FREE.  Learn how to build a 7 figure business from your personal brand by signing up for a FREE introduction to personal branding https://ryanalford.com/personalbranding.  Learn more by visiting our website at www.ryanisright.comSubscribe to our YouTube channel  www.youtube.com/@RightAboutNowwithRyanAlford. 

What gave you that opportunity? Martial arts. It really was martial arts. Yeah, I've done martial arts since I was like nine years old. Like I say, school book genuinely taught me nothing. Probably taught me to read and write, and I've got a bit of dyslexia, so it didn't do that very well.

But martial arts taught me everything. And I see you in there going, tell me about it. Why, why, why did you, why are you depressed? Why, what happened in all of your lives to be depressed? What's going on right now to be depressed? Depressed, depressed, depressed, depressed, depressed, depressed. When you start to understand everything in your life internally and externally is an anchor or a trigger. Now, a trigger sounds negative, but a trigger could be also positive. Whether that Steve Jobs has been

anchored right through the whole of Apple products. So he made everybody think that they were futuristic, cool, you know what I mean? And was intelligent. You're listening to the Radcast. If it's radical, we cover it. Here's your host, Ryan Alford. Hey guys, what's up? Welcome to the latest edition of the Radcast. Hey man, we're getting brainy today. We're getting mental with my friend, Andy Murphy. He is a, I've got Forbes up here. I've got expert. He is a mental performance coach, trainer, expert, extraordinaire. Andy, man, welcome to the show.

Hey, Ryan, man. I like that intro, buddy. I like it. I haven't got a cool accent like you, mate. You know, I've got this weird one, but hey, that's all right. We've got the accents covered today. I've got the South Carolina kid, you know, accent covered. You've got, you know, whatever your blend has become. I don't know. Where is home? What's home originally? You've got it. Where are you originally from? It's probably a good question, mate.

I've been away 19 years now, but I'm originally from Liverpool in the UK. Yeah, but I lived in, I've got a long story and we sure will get into it, but I lived in Australia, New Zealand, Bali, California, Florida, Latin America, and I still keep going. I've been studying your stuff, but I can't say because I really just don't care. I don't care where someone's from. I care what they're about. But I always heard a little bit of the Irish or something. Is that just the…

Yeah, my last name's Murphy. Yeah, that too. And Liverpool and Ireland's real connected. So nice work, man. Yeah, I'm just figuring it all out here as we go. But Andy, I do want to set things up. Let's tee things up for everyone. Let's talk about your background.

Let's talk about what you do with mental performance training and all that. But let's give everyone the ones and twos on what got you into this. How do you been doing it for almost 20 years or right at 20 years? But let's start there, man. Yeah, I'm getting old, mate. I'm getting old too. It's funny, man. I left the UK when I was 24 years old and I was working in computers at the time. Wasn't my thing, but I knew I could travel and I knew I could earn decent money. And basically, I just, yeah, moved to Australia, Sydney.

Didn't know anyone, didn't have a job, just arrived. And somehow I found NLP and sales. That's how it all began. And that's how I really trained my brain. And I didn't know anything about this stuff, mate. I come from the most working class background you can imagine. It's like my dad's an electrician, my mom's a nurse. That was my world, basic as you can imagine. And when I got there, it really started to change my view of the world. And I became, within six

months, we were selling investment real estate, I'd become the top guy in the country for the company, and then we got headhunted to New Zealand, and worked with investment real estate, and again, broke every record, and headhunted to multiple countries, blah, blah, blah, was one of the top guys in the country, and then, 25, 26 years old, got a little bored, as you do, and decided to connect with someone and we were putting together to build a resort in Fiji. So I was 26. We took that over to Dubai, selling it down next to the Palms, Dubai land. It was crazy to go back. We went back a few years ago, like the Burj Khalifa,

the tallest building in the world. It was all off the plan back then. It was crazy to go back. I went back a few years ago, like the Burj Khalifa, the tallest building in the world. It was all off the plan back then. It was crazy. And then we came back to New Zealand. Everything was going great. But 2007, 2008 happened. Right. You got it. Business partner thought it was an awesome idea to steal all my money and send me into bankruptcy. Watch me go through a nervous breakdown, watch me lose everything and lie to me for like two years. So I went from having perceived everything, right? It means nothing, but perceived everything to basically living and training in an MMA gym. That's literally what I was doing. And I remember the day, man. I remember the day man I remember the day it was I'd seen over two and a half thousand people

at that at that stage I used to work with sales training certain departments or work with CEOs running my own stuff and then I remember sitting in sitting and looking out that window and my five series bm which I thought was really important that was getting taken away from me and I had to have a little chat with myself. And I was like, okay, Andy, you know you're good at what you do. So now what? You know? And here's a key statement for everyone listening,

and it came through to me real clear back in the day. It was like, this is just where you are. It's not who you are. And that made me really make a different decision. It was huge. And I turned down a job in Hong Kong, actually, to work for another real estate development because, well, actually, long story short, I borrowed money instead of paying rent and food

and went to L.A. And I went to L.A. for five days for a course, flew back to New Zealand, left within six weeks. And that took me into Los Angeles. And I started working with professional athletes and fighters, which took me into working with entrepreneurs and Hollywood producers and people like that. And world champion athletes and CEOs and royalty and everyone else you can imagine. And I was working with a lot of trauma back then too, which was interesting. And then I stopped working with all of that world because I just wanted to focus on working with entrepreneurs and founders.

And the reason is they're all crazy. I'm crazy. We're all crazy, right? So all of that bag of things that I was working individually with people, no, let's just focus on entrepreneurs. Because, yeah, I believe personally they're the people that are going to change the economy and the world. But also it's like, no, we're all wild. So I like that. You know what I mean?

So that was 14, 15 years ago. So it's been, like, 19 years. And, yeah, I've just been doing my thing since then. You know what I mean? Helping people. I've helped probably over 10 000 people personally podcast and all the rest of it you know what um you know backing up to when you went to la what what uh what afforded you the opportunity whether you were enjoying it or a superficial or whatever working with celebrities and sports athletes and all that, what gave you that opportunity? Martial arts.

Oh, really? It really was martial arts. Yeah, I've done martial arts since I was like nine years old. And I was at a good level. So I could go around and then network. And the networking meant I could – I was working with a lot of Krav Maga guys. I don't know if you've ever heard of that martial arts. They teach LAPD, FBI.

And I was around the top guys somehow in LA, right? And they were connected to Hollywood and they had a big, big, big outreach. So I was working with the top guys. I actually helped, yeah, one of the guys get his black belts, who was Charlie Sheen's bodyguard at the time. And, yeah, and the rest is history. So that was really it. So once they saw, like, I could train, I was a normal guy,

and then they'd be very interested in what I did when they listened to me. And from there, that just opened door after door after door. But more importantly, I just hustled, mate. I was like, I literally would drive from L.A. to San Diego to Orange County to L.A. in the same day just to go buy coffee for somebody or buy lunch for somebody. You know what I mean? And I didn't have any money at the time, but it didn't matter.

I just wanted to connect with awesome people. And it was just this pull inside of me to do it. And it just, yeah, it just kept going. Yeah, I love it. Isn't it so funny, you know, when you get down to the basics, you know, like we all want to learn the secret sauce. And I literally talked about this yesterday. The secret sauce is discipline and just activity, like, you know and and repeatability and those kind of things it's like we all want the lessons and there are important things which we're going to get into

nlp and all that stuff because there is some tricks to the trade but at the end of the day it's like activity and execution or everything and everything i always say this man we're talking about martial arts it's like i say school genuinely taught me nothing. Probably taught me to read them right. And I've got a bit of dyslexia, so it didn't do that very well. So but martial arts taught me everything. It taught me to read people. It taught me to do pattern recognition. It taught me to step into scenarios where there's a thousand plus people watching you and you might get hurt. But you are able to perform. it taught me to be confident it taught me to push past boundaries mentally and

physically it taught me to be a mentor it taught me to be a mentee and and and I really that so because it's such a young age I really believe that really built the foundation the imprint of of my brain. And that's all I wanted to do. So I took that discipline, you know, because I was on the junior, under 21s England squad at the time when I was young. So it's like I just took that discipline and drive and worked out. No one told me.

I just worked out that you could do that in every area of life. You know what I mean? And then it becomes simple. And the crazy thing is there's always a steep learning curve in anything you're learning, whether it's digital marketing, whether it's stuff we're going to talk about today, or whether it's just being happy, man. It's like there's a steep learning curve. And that learning curve, most people stop because the pain or the pressure or the overwhelm comes.

But understanding that's the same with any skill. You just got to work your ass off at the start. And then that learning curve, you'll get to a point where suddenly you become kind of an unconscious competent. It becomes kind of automatic. And from that view of the world, and you can make very different decisions and that's really kind of the bones of everything yeah change happens where discomfort starts classic saying mate and it's it's so true right my trainer this morning was literally you know like you're really getting it this morning.

I could see it changing because you were fucking so tired that you were pushing through it. I'm like, I don't know what it was, but that's what he says all the time. Change happens. Change of the muscle, change of the mind, change of anything happens in discomfort. Talking with Andy Murphy, mental performance coach. Andy, I want to talk about NLP. What got you into it? You've teed up a little bit. I think I've heard some teasings of what got you into it. I think you were already wired for a lot of this. But let's talk about what

NLP is and how all that works. Sure, mate. That was my foundation. I do a lot of other things but that now, but that was a real solid foundation and it's like the operating system for the brain, right? And the mind. That's really what NLP is and people really don't understand what it is

and I've taken it to specifically performance, specifically for business these days and I've added neuroscience and all my experience. So I've developed it into my own thing. But NLP is genuinely like, it's a beautiful thing.

And everybody should have at least the basics of it because it teaches you how to be a mechanic of your own brain and mind. And the challenges with today's world, and then we'll get into explaining it, but the challenges is today's world. Everyone's a tactician and everybody thinks about hitting that next level or hitting the next level of income

and money or whatever they want. And they'll go and they'll learn the logical tactics. And that's what's sold really in online and marketing and everything. It's about we tweak that, we do that, it gets that. All of that is 100% true. But if your brain isn't wired to step into the unknown, like your brain and nervous system isn't wired to step into the unknown, we're going to have a reaction to it. So we're not going to get the acceleration, the growth and the speed that we really truly can if we understand there's two parts of the equation, right? The skill set and then the mindset. But people think mindset, it's an hysterical thing. They think mindset is just about like be positive, be this, be that.

Yeah, kind of. But it's not. It's very technical. And let me explain. So the way I describe this, we have a conscious mind and we have our own conscious mind. OK, so understand those two things, first of all, and I'll explain them both. But the first thing we've got to understand is our brain works just like a muscle. That's the first thing people have got to understand, right? Whether you're pumping what you don't want or what you do want, the muscle builds, the synapse connections connect

and the chemicals become a habit, right? So we have a conscious mind. The challenge is psychologists, therapists, and normal coaches only deal in the conscious mind. That's the bit of the mind that me and you were talking back into right now, right? If I say look at this hand, you look at this hand, right? We're consciously aware of the hand now, right? But that's talk therapy. The challenge with talk therapy is it's great to unlock and get everything out. But then what, right?

If we understand the brain is like a muscle, well, what did normal therapists, coaches, and psychologists do? They take you back to root causes. Now, you've got to go back to root causes. You do. And I'm all about that. But the challenge becomes, if we understand this as a muscle, and I take you back to a trauma or a past or a pain point, and I sit you in there going, tell me about it. Why? Why? Why did you? Why are you depressed? Why? What happened in all of your life to be depressed? What's going on right now to be depressed, depressed, depressed, depressed, depressed, depressed, depressed? All the imagery in your head, the focus, the internal dialogue, how you value yourself,

your perspective of the world, your belief system is all genuinely then focused on what? That problem. How's the muscle? The muscle's pumping that problem. It becomes easier and easier to do that problem, right? Well, that's the problem with the conscious just talk therapy. So conscious talk therapy and conscious mind is very important, but I teach it a very different way. Just the conscious mind. I teach it a different way, meaning I give you a toolbox. It's a toolbox to interrupt patterns in the moment to be able to step into exact peak states or alter egos in that moment. To be able to change your focus in that moment, the emotion in that moment, to be able to switch on right there in that moment. That's what the conscious mind's for.

So when the pressures come or you're in a meeting or an IPO or doing a merger or even just launching a concept, the internal dialogue, your focus, those are the things that we have to navigate when you're under extreme pressure. OK, so that's the difference between what I do and what other people do in the conscious bit of your brain. The unconscious mind, that's the secret sauce, right? It really, really is. It's the secret sauce to everything. Let me explain my definition around this, and I've said this for a long time, right? But your unconscious mind, it's like the software that plays in the background of your head. That's like the software that plays in the background of a computer. What the hell does that mean? It means that the software plays automatically, it gets outdated, and it makes you

think, feel, and act a certain way. That's what a computer does. That's what your brain does. There is no difference, right? So it's automatic. It performs a certain way. And it gets outdated. So when we start to understand that, life isn't just linear. It goes in constant ups and downs and curves, right?

So we move in chapters. We move in stages. So what I do with, well, first of all, understand that curves, right? So we move in chapters. We move in stages. So what I do with, well, first of all, understand that software, right? So if we looked at two different versions of you, right? We have the old version and the new version. Both of them are awesome, Ryan. I'm sure you're a badass in the past and I'm sure you're going to be a badass in the future, you know? I don't know about that. We'll see i'm always evolving i'm there's never a finish line never a finish line mate there never is and so the old version of you will or anybody right they have a certain view of the world a certain perspective that's been built up from everything that's happened in the past the highs the lows the ups the downs the highs right so you're seeing

the world as you are now. Certain beliefs, certain views, certain language, certain focus, certain expectations about the future, money, the scalability of the business, who you are, everything, right? All of these things can affect how we perceive the future, including business partners ripping you off, all of these things, right? And even including business partners ripping you off, all of these things, right? But those things are massively important. But the challenge becomes is what we want is up here, right? It's a different thing. We all have a vision of where we're going in our life and in our business and who we're supposed to be when we arrive there.

The challenge is, is this old version gets stuck in a little box. It does. Einstein said it best. We get boxed in by the boundary conditions of our thinking. We get stuck, right? So when somebody wants to step into the new, right, that's great. Say when you started this podcast, for example, it's all exciting, it's new, you're all pumped up, right? Well, what happens is you step into this world-class you.

What happens, this muscle isn't big, thick, and strong yet. It's not. The old version of you is big, thick, and strong, which means it's easy to do. So we step into the new, we're pumping along, and then guess what happens? Oh, shit, we get triggered, right? Oh, it's what I call a snap back. So what happens is we go like a rubber band, we snap back into that old version of us. Guess what? That muscle around that boundary gets thicker and stronger, and it gets harder to step into the new to become ourselves again. Understand that first of all. So what happens is my job and what I love to do is expand people. I love to expand founders, CEOs, whether it's co-founder communication, whether it's the vision of the company, whether it's making sure we're stress testing and keeping everyone firing like they're in the Olympics going for a gold medal as they're going through the whole stage of growth, right? Because that old version cannot see truly, truly, they cannot see what the ultimate vision is for the business or the exit strategy. They cannot see it.

They think you can, but you can't. When we switch you into this wall class here, your whole view of the world is so different. This is where we make high-level decisions. This is where we're not reacting to things. This is where with clarity, we've removed the noise and we're in flow, flow states constantly. Now there's systems, systems routines techniques to do all of this stuff but that's the big difference so the ultimately what we're doing is we're building this bad boy over here this world class so what happens to muscles we don't use atrophy right it starts to shrink and die and that becomes the old you this becomes the dominant version of us now so our view of the world is extremely different we build the muscle so it's extremely different now this version well guess what you're going to hit

another ceiling as you grow then this becomes the old and the new and we do the process again right and and when we start to understand that well there's two very different versions of us yeah but there's also two very different amount of chemicals and types of chemicals that are getting produced in the brain, right? The serotonin, the dopamine. And often with founders and entrepreneurs and CEOs, what happens is we get something called a dopamine addiction. And that dopamine addiction, dopamine, by the way, is the feel-good chemical. It's produced through novelty.

Novelty can be good or bad. It doesn't matter, right? The brain wants that dopamine. So what happens is, is that's why entrepreneurs and salespeople and all the rest of it, they're crazy because we're constantly searching for dopamine. Constantly, right? And when we start to understand that old version, as we expand and hit a ceiling, right, to expand into the new, well, guess what? If you're fearful about stepping into the new because you might not even know you're fearful, it's where the alarm system goes off as we step into a new boundary or a new version of us.

The alarm system is our fight or flight response or amygdala, right? Fight, flight, or freeze response, right? So we've all experienced all of these things. So as we step into the new, what tends to happen is, well, it's daunting. So what happens is the alarm system goes off in the brain. Are you safe? Are you safe? Are you safe?

You probably are. But your brain is telling you that you're not. And people go, I'm not afraid, Andy. I get it. You get it. But your brain's having a fear response, okay? That's the difference, difference right so what happens is we hit the ceiling what do people do they fight what does that mean shiny object syndrome right

feeling stressed looking partying doing crazy stuff accumulating things all to get that dopamine hit right but if we understand what i do is I understand that we're all crazy, so we need to keep your dopamine hitting in your growth of your company, in your business, in your life. If we constantly create novelty and new with expansion, then what happens is this is where we create massive results for people. This is where we scale fast. This is how we move people

from five to six, seven to eight, eight, nine plus figures. It's all because of this snapback, creating different versions of you, understanding chemicals, building the mind muscle, and that's how we get growth. I'm going on a bit of a rant. No, I'm letting you go because it's fascinating and I think it's very valuable for people to understand that process. I think it needed that. activity or, you know, technique that you do with NLP that like someone could relate to. So they know like, okay, okay, this guy, because I think anyone listening to what you just said is nodding, nodding, because I'm sitting here nodding, nodding. Okay. That makes a lot of sense. Especially someone's, I do training and other things. So like it, for me, it's like,

I get it. I totally get it. I get it. Like, you know, this is how I used to look, but I had to train past a certain point to make this muscle look a certain different way. And so it's the same type of thing with the brain, but like I'm fat, but I think I'd be fascinated to hear like, you know, maybe one or two techniques that are, that are, that are part of that. Sure. And anything, you know, it's, I suppose a real powerful one is, we teach a pattern interrupts and state changes and something we might go into, but I just want to give something so applicable that everyone can really start looking around their life and their world right now and start to make changes. Because when we become aware of a pattern, then we can change it. If we're not aware of a pattern then we can change it if we're not aware of

something then it becomes very difficult to change it right but one of the key things that i really believe has changed my life through using nlp specifically is the concept of anchoring now most people have heard of that term before what does it really mean it goes back to pavlov's dog experiments right if you've ever heard of that right i'm sure most people have that time yeah you got a tuning fork dog food dog put the tuning fork and the dog food down enough times the dog would salivate take the food away ring the tuning fork the dog would salivate he's on to something i like to update it and make it more cool right you ever been you ever heard the tune and it takes you right back to 4 o'clock in the morning in a nightclub?

Oh, yeah. I've been there. That's anchoring, right? That's anchoring. That could be a good or bad experience, but it takes you to that place. you to that place when you start to understand everything in your life internally and externally is an anchor or a trigger now a trigger sounds negative or a trigger could be also positive but when we understand that everything in our life is an anchor we have to really start paying attention to

what this is so for example we'll example, I can talk about states, but most people are aware of what peak state is or an alter ego these days. It's a version of you. Imagine a bubble, right? A bubble of neurology or software that makes you see the world a certain way. Quick example, a professional fighter sees the world very differently when they're stepping into a ring or a cage than when he's going on a date or he's talking to his mom. Hopefully. Right. I hope so too, man.

He's really screwed. But when we start to understand those are muscles, those are neurology, those are literally hats that we change, roles that we play, perspectives, right? That's a state or a peak state or an also ego, right? So very quick explanation. So, for example, here's a classic one that people need to stop immediately. Immediately, we need to become aware of this today because this is one of the key things that damages an entrepreneur or their family and relationship. So often, right, we're in business mode, business hat. We're seeing

business things, right? And we're around business people. So what happens often are brainwaves nice and high. It's actually called high beta. High beta means that we are in anxiety or stress. Beta is what we bounce around in all day. Then we access the unconscious mind into alpha, theta, da, da, da, da. There's brainwaves. And that's really specifically what I work with a lot. But what happens is we're in work mode. Then guess what? Most of the time we're still thinking about work. We're driving home or coming out of our office and then we go straight with our family or our partner or arguments. We wonder why we can be intense or aggressive, right? We wonder, right? Well, it's not really wondering. It's because that state or that version of you starts to get wired to your home life. This is anchoring, connecting, right? So what happens is you only have to start thinking about your home life to start feeling stressed. This becomes a constant pattern of entrepreneurs. So when we start to understand we can change these states, then that means now we're suddenly in a home version of us. It means we can close the chapter for the day. And it doesn't matter what level you're playing at in business. I see this with people running $300 million businesses. It's the same thing, right? They're constantly switched

on. It never stops, right? And I remember having a conversation a couple of weeks ago, and I was actually, their partner was there as well, the girlfriend and the girlfriend just literally i was talking about this and he sat back and just like in the background and they were like just nodding at me like so they couldn't see like yeah yeah so how we do that my wife would be nodding probably right now a little bit yeah yeah they're always right as well, these women. I don't know what it's about. It's funny, isn't it? It's a very simple way.

And this won't get taught anywhere else, more than likely, the way I'm going to describe this complicated thing and how to make it so simple, okay? So what I call an internal driver is the emotion. If we change the emotion inside of us, we literally change our beliefs, attitudes, and the world that we see around us. Okay. Sounds simple because it is. And this is how we take complicated things and make them practical and simple. So what do I mean by that?

Well, think about it. If you're in a fearful state, for example, that bubble, right? How are you perceiving yourself, the world, the future, money, success, ambition? How are you, right? Your internal doubt, everything's a nightmare. That's the emotion that's in there well how does the world look when you're feeling happy right when you're feeling happy everything's good well that's funny isn't it right so and neither one are right right neither one right nothing's right

nothing's right or wrong it's just what it is but when we start to understand that we've got a filter in our brain there's chemicals to change there's patterns to change all of these different things but if we just literally on that drive home from work did something so simple and so stupid but we played a funny piece of music listen to a stupid, or whatever it is that made us just smile and laugh, guess what? Changes. The software changes. The neurology changes. The state changes. And then suddenly, we are now in a very different emotion, and the feeling's completely different. The world's completely different. And then we walk in the house, very different. If we start interrupting that pattern by asking, what are we thinking about? What are we saying to ourselves? What's

the emotion right here, right now? We've caught and interrupted what's going on. Now we future pace our brain. So who do I need to be to be the best version of me in this next thing I'm about to do? Or whatever word you want to use. But that means now, oh, I need to go and be that. Or I need to go and be husband or boyfriend. Or I need to go and focus on this. That's who I need to be. Guess what?

We've completely changed, right? So when we can understand that one very, very simple thing, but this is a thing that massively affects most entrepreneurs and it causes chaos. Because if your home life's chaos, then you're walking into the next day, guess what? In a chaos state. How's that affecting your business? Right. So this is where we change states again, routines and all these other systems. Does that make sense? Does that answer the question? Totally. It does. It totally makes sense. The anchoring thing totally does. And I like that better than the trigger because triggers do typically have that negative connotation. But you do, it's still like they're connected. It's totally connected. And I mean, I can't,

obviously, I'm sure everyone listening at whatever state will be nodding along going whatever but i can relate to that myself you know like completely like driving home and like you know and i like to think as things go i don't have the most i mean you know every day can be stressful but not always most stressful but i am in that mode and then then I, and I have like a seven minute drive home. So I'm completely still anchored, you know, but it makes total sense. It's total, that connective tissue of this state gets tied to that state. And you're not, I don't know, you're not wired where you need to be to maximize that next experience.

You know, whether it's, you know, like you said, wife, kids, you know, whatever it is, that makes complete sense. And if we understand even a little bit more, like we talk about like you've got a seven minute drive home, right? So that's beautiful. Seven minutes is good. Some people just walk out, open the door and they're like me, right? At least you've got seven minutes to. But the truth behind that is look at it like this, right? We activate something so primal in us, primal genetics, which is music. You know what I mean?

If I shift in music, guess what that does? Well, it's so primal, right? It's before we have verbal communication. So what happens is, imagine playing Rocky, Eye of the Tiger, right? On the way to work or on the way back. You might hate that tune. You might love that tune. But I don't care.

You'll be singing along to that tune within about a minute and a half, right? And then... Where's your focus gone? Where's your focus gone? Where's your focus gone? Where's your filter system in your brain shifted to? Right. You've suddenly got such a different emotion. We can keep going with anchoring.

It's the same with networks. It's the same with money. It's the same with our environments. Yeah, we'll keep talking about anchoring if you want me. Yeah, let's do. Let's do. So keep talking about anchoring if you want me. Yeah, let's do. Let's do. So talk about environmental anchoring. Environmental anchoring is such key.

Even the colors, the sounds, the smells, everything in your environment. But look at it this way. I've had clients, and I didn't tell them to do this, but they did it. They've literally got rid of everything in the house and sold the house and started again. But why? Why? Right? Not because they just wanted to. They understood what was going on. Because we talk about anchoring, right? So that means every ornaments, colors, pictures, paintings, everything in your home, if that was bought with an ex-partner, ex-moment in your life, everything in that house is triggering, and I'm using that word deliberately,

triggering you, right, to have a negative response or feel down on ourselves or remember those old memories that keep lighting up and creating a new muscle or a chemical response. When we start to understand that, guess what? A client literally looked around everything and goes, this is my ex. Even this house. I didn't even want to live here. And then it's like sold everything, got rid of everything. That's how powerful like environmental anchoring can be. But if we take it, that's a negative aspect. We take it in a positive aspect, right?

There's a reason even in your cool office right now that you set up with pictures on the wall, posters, even the colors of your designs of everything, right? That makes you think, feel, and act a very certain way. So every time you go in there, into the office, guess what's anchored? Well, guess what? A good feeling, hopefully, right? A good emotion, a motivation feeling, a leadership role right and an abundance frame

right a belief in yourself a focus an expectation that's every time you walk into that office now with someone like yourself you've got a cool environment the challenge with that is that becomes addictive also because you feel a certain way in there your life is a certain way you are leading in there then you go home well you're not leading anymore your wife's leading you go to the end of the leadership so so but you're still in that frame so if we can start looking at our homes and um creating environments like we want to feel like. It's the same with the office. How do we want it to feel like? Because remember, the emotion is the driver,

and the driver dictates how we perceive the world or our state. So this has become so important, man. Like people don't even understand how much damage this can do. Take it to another level. why do you think casinos are designed a certain way right it's not by accident is it you know what i mean no oxygen in there for a reason it becomes a maze for a reason everything looks the same for a reason right it makes you think feel and act a certain way. When you start to understand everything about this, you become

brutal at getting rid of stuff, right? Just become stuff. You also become brutal at making sure that your environment's set up. So, for example, I'm British, mate, and so imagine, right, imagine a big stately manor house, okay, big old-fashioned. And in one of their rooms, they're always going to have a big library, right? So you walk into that library, it's all those leather couches, you know, rows and rows of books. There's a certain smell to it, you know what I mean? Even a temperature.

What do you want to do in there you want to sit down and either take a nap or sit down and read a book that's it that's it relax right right that's the point so the environment has anchored the emotional response and action before without you even knowing so think about that when you're setting up teams and environments or whatever it is you're doing. Everything. Apple makes you feel a certain way. Whether that's Steve Jobs has been anchored right through the whole of Apple products.

So he made everybody think that they were futuristic, cool, you know what I mean? And was intelligent. But none of those things, Apple users aren't any of those things. Well, they might be, but maybe not, right? But using that product makes you feel a certain way. It's the same with how, nothing you don't know again, or anybody listening, but it's the same with advertisers, right? Why do they connect brands to brands or brands to celebrities? It's anchoring. So they make you feel and perceive yourself a certain way.

But is that a bad thing? Could be. It could be a real bad thing. This is like branding 101. I mean, yeah, branding 101, man. But people don't really truly understand the psychological depth of what this really is behind it. You know, they just always do this because it's cool. Or we'll do that because it makes people feel that. Yeah. But when we really go deep into it, it creates an identity for them. And identity is not necessarily a good thing either.

We want to be detached and all the rest of it. Let's talk about identity for a second. If it's identities connected to ego, that's a nightmare. If it's identity because you have to be perceived a certain way so you get a certain role done that's a different thing right so but identity like in in the in every aspect and then with branding again you want them like a perfume label right connecting it with brad pitt that they want you to create or mirror neuron which we can go into mirror neuron or become brad pitt they want you to think like

brad pitt believe like brad pitt see the world like brad pitt probably aren't brad pitt but you want to see the world like very few people are. Well, there's one. But what does that mean? If we can trigger that identity, then does that mean that person suddenly got confidence about themselves and then stepped into a new environment or a meeting or a sales call? And suddenly they were that version, which means their tonality is going to be different. Their confidence is going to be different. The way they speak to that client is going to be different, right? So if we start to understand that, well, that's kind of cool.

That's kind of cool, right? And that's the same with every area of life and every area of business. life in every area of business. We have to become the versions of us that we know we truly need to be in the future to obtain the goal. We need to design that and then we need to install it now. Because if we install it now, then what that means is we start to see the world that way now, which means suddenly that $20 million goal or whatever it is, well, you're already believing it's happening now, which means you're going to take certain action now. You're going to have certain communication now. You're going to have certain belief now. You're going to pull in a certain network now. All of that is a radical difference and shift in how business is done. Or don't do any of this and just go and read another book

or go and take another tactical course. See the difference? everyone's pitching tactical courses they're important they're huge but it's only a piece of the jigsaw puzzle at the highest level it's like whether they use coaches or not or whatever the obsession is internal growth the obsession is mental mastery. The obsession is how can I become the ultimate version of me? Because if I can, I can create the most impact in the world. And that's my whole mission, right? I've also got a finance company that we set up and we're raising funds. Why? Because I just want to spend the rest of my life being a philanthropist, to be able to help everybody in the world that no one else is helping i dude i don't give a damn about money i really don't i'm good i get lots of money but i'll earn lots more but i don't really care it's it's i just don't really care how would you know it leads me to a really practical question yeah you know maybe

for both for i'll ask it for you and then I'll ask it about others that you train. Because based on what you're saying, when you master, you know, if there's such thing as mastering, but when you understand what you've just described, and you get good at practicing this, and I'm sure there's a million other techniques. Sure. million other techniques sure it seems like you would never do something detrimental like you would never eat bad food again you would never drink again you would never like i can't you know i mean it seems like because you would understand either the trigger the anchor of other act you know whether it's getting drunk or whether it's further than that or whether it's getting fat or whatever like you know because how does one find the balance what you know abe lincoln always said um everything in moderation including moderation how does one like so this leads me to like this practical discussion of how you stay real and not a robot you know like yeah and how do you and you obviously have done this and you know all these things you understand

you're a master in it and i mean do you ever have a cocktail or are you like that's just gonna that's you know yeah i've parted my ass off all around the world, mate. It's like, dude, I've been kicked in the head so many times. I've done everything. You know what I mean? I'm a normal guy from a normal place. And it's just, it's a very beautiful thing that you said, right? But then we talk about the negative side of entrepreneurism that people don't talk about. And that's a big topic right now in the world, right? It's a buzzword, but mental health, right? We're all traumatized. We're all got trauma. We're all damaged, right? So just because you know these things doesn't mean that you're not going to get triggered by something and react to something.

The ability with these tools is preemption and also the ability to catch it and bring yourself back to the right place as fast as you can. That's the difference, right? So before it might have taken weeks or days to reset yourself or even years sometimes to reset yourself. But the difference is that it can only take minutes or moments. That's the real difference. But when difference is that it can only take minutes or moments. That's the real difference. But when we start to understand about habits, people drive me nuts. The whole personal development world drives me crazy, man. Drives me nuts.

You and me both. Oh, man. It's so cheesy. It's like stuck in the 80s. And now coaches, they're not fucking coaches they're marketers who decided to be coaches to make money in an industry right nothing wrong with it whatever right that are nannies for adults it's one of the others it drives me nuts mate because i've done this let's say for 19 years in this, and this coaching industry wasn't even around five years ago, six years ago.

It didn't even exist, you know? So I've watched all of these people be flooded onto the market, and I've watched thousands of people get hurt by them because they get taught to find a niche or a niche, depending on what country you're in, a niche, and then they get taught to brand that niche. And nothing wrong with that. That's brilliant. But I always say to people who are charging massive amounts of money, who are coaches, who do you work with?

Oh, founder, CEO. Cool, cool, cool. What do you charge? I'll charge this and this. Okay, it's a lot of cash. What would you do if that founder walked into that room that day or online and was suicidal? They go, what? What would you do if the founder come in that day and was suicidal? Do you know what to do? They're like, no, no, I work on this niche. Right. So why the

F? Are you charging that level of money? Because your skill is not there. How many clients you've seen? I've seen 200. Wait till you get to 5,000. And then you know what? Wait till you get to 10,000. And then you know what you wait till you get to 10,000 plus where I am now. Then you see the matrix. You know what I mean? But habits, this is what I could go on ranting about, about coaching industry. I like it. I think people need to hear this. Oh, good. Good. Because, because it's damaging people and it breaks my heart, man. I'm very spiritual to the other side of me. Like, and that's my whole life is about frequency and connecting. I'm not talking religious. I'm just talking like an inner connection with the universe or whatever you want to call it.

That's my whole life, 24-7. That's what keeps me humble, keeps me real, and keeps me like working this. This shit's not real. This world's not real. It's just a computer game, right? It really is. But when we start to understand that the coaching industry has genuinely been destroyed, genuinely been destroyed by people.

I remember someone messaged me and he said, oh, you've got 3,000 people in that group. How much money do you earn? How much money can I earn from this coaching industry? I went, what? What? He went, yeah, how much money do you earn? How much money can I earn from this coaching industry? I went, what? What? And he went, yeah, how much money? You know, I've done this, this, and this in the past. I'm looking at getting into this now. I went, whoa, whoa, whoa, whoa, whoa, whoa. If you aren't in this to absolutely absorb the 100% help people, what are you doing? And he went, yeah, fair point. He actually messaged me. Yeah, yeah,

I can understand that. But that's the problem, right? People are here to make money from this thing. And you should make money. But you should build value first. And you should be helping people first. And you should have a testimonial legacy behind you, right? How do you get that? Well, you help people un unapologetically until that, so you, that referral connects you to a high level person and then you change their level and their level and their level and their level. But anyway, anyway, habits, man, is where I was going to. Yes. I love it. And I mean, but I think, you know, bringing it back, I like the notion of once you arm people with this knowledge, and I'm calling it knowledge.

It feels deeper than that. But without my thesaurus handy, that's as good as I can do. You can bring yourself in and out of these states because you understand it. yourself in and out of these states because you understand it and you know you're working with you've trained them in the art of these things and not the tactic but of of something you know like yes it becomes an art history yeah it becomes an art history to change your brain waves it becomes an art to be able to change your nervous system in the moment. Those are real important things. And there's two things we haven't spoke about today, but those are my one. They've been my biggest thing.

State changing, nervous system is everything in this game. How someone, it's like, it's like how everyone talks about the two things here. Everyone talks about enjoying the journey and you should. Absolutely. Absolutely. Absolutely. The journey is everything. Right. Well,

isn't it nice to cross the finish line and get the gold medal? Yeah. You're going from New York to LA. Well, you enjoy the journey, but aren't you supposed to get to LA? You know what I mean? It's like,

you're allowed to win. You're allowed to cross that finish line. You're allowed to. It's okay. It doesn't always have to be a dream or an ambition. You're allowed to be in it, you know? As long as the journey is like, you know, the Tour de France where you actually win stages

and you can celebrate the stages. Yeah, you may not win the Tour de France. The journey is everything, but at least you won some stages, you know? And we can celebrate the stages yeah you win the you may not win the tour de france the journey's everything but at least you won some stages you know like and we could celebrate the stages right you might not want to win anyway because then you might end up like lance armstrong or something you might not want to win hey his riding partner george hincap he's been on the podcast before and was very it's very transparent about everything that went down in those days. It's a fascinating story. I'll check that one out, mate.

Yeah. I love that. Oh, yeah. Yeah. You know? What else does, as we kind of come down to the end here,

Andy, and we could talk all day, I'm going to, I'm going to, I'm going to twist your arm to come back on another time down the road when your schedule allows

because I think, I just think this is so valuable for our audience and, and you're so engaging. Um, is there anything else like from a neuro standpoint or, you know, like if someone wants not necessarily to learn more, we'll get about talking about where people can find you, but you know, like NLP and neuro and those kinds of things, are there other, other things that you'd point people towards? Yeah. Or they see to get a coach, I mean, or a true expert.

The thing is, I've come across people over the years who really have studied this stuff. Like, I mean it. They've been to so many courses. You know, Tony Robbins pump up stuff and all the rest of it. And you come out pumped up. the neurology is built, right? But then guess what happens? You don't use it. It starts atrophy.

But really, like, it depends what level of the game you're playing on. I've always got people around me. I talk about it like this. I talk about it like this. If someone's played basketball for 10 years and I've never played basketball, but I went and hung around with Michael Jordan 24 hours a day and he mentored me, guess what? I threw 12 months. I know my basketball level is probably better than that person who's played it for 10 years, right? And it's not just about the techniques and the tactics. It's about everything that comes with it, right? The advancement and the wisdom. That's the point. And so a lot of these people, they go through all of these things, but it's so

much information. They don't need it all. Why would you need the encyclopedia? You don't. You need to, if it's like a plumber, you need to just be able to tap on that, on that pipe in the exact place, which creates the result result it's the same with our brain and who we are so you should know all this stuff you should study richard bandler is the co-founder of nlp we're talking about nlp and he he is grinder and bandler they were co-founders and grinder is very very very logical and technical and in-depth, which is important to know if you're wanting to become an expert in it. Richard Bandler, man, he makes it so simple. He's all just about visualizing that, painting that picture, spinning feelings and all the rest of it.

So those two resources, I always say, spinning feelings, and all the rest of it. So those two resources, I always say, right, there's a million people, but go to the salts, right? Those are the salts. For like, the other side of this is, again, if you're after a certain result, and you want to like have a limitless brain, like the limitless pill, guess what? Then that's the goal, right? That's the goal, you know, without taking the pill, maybe taking the pill, but without the pill. I'm all for, you know, supplement here and there. Yeah, I'm all about them, right? Nootropics and everything else. I'm all about them.

But again, you just need someone who can, whether it's me or somebody else, you just need someone who can show you the exact path, the exact tools, the exact things to your situation that you're going through, and it not be airy-fairy. That's what most people and most coaches out there, what they do is they're not giving you do this thing, that, see, that, press that. They're not doing that. What they're doing is see that, press that. They're not doing that. What they're doing is saying, oh, think this way. Be like that.

Oh, you need to be positive or need to do, of course, no shit. But it's like how do we do that? What are the exact step one, step two, step three, step four, step five that I know at nighttime that I can switch my anxiety off, calm my brain down, and go into the exact circadian rhythm and sleep? How do I – I'm real nervous about this merger or this business deal or this sale. How do then I – what are the exact one, two, three, four, five, six, seven, eight steps that are going to get me to be able to consistently perform in this one thing again and again and again and again. Does that mean you need to know everything?

No, it doesn't, right? Because that wastes time. It wastes time. And when we're dealing with high performers, it's the key thing. They don't have time, right? They don't have time. So, yeah, it's about, again, it's specifics. But, yeah, so get a coach.

Cool. You've got time for a quick rad or fad one-word topic. You give me rad or fad. You can add conjecture if you need to. Let's go rad, mate. I'm going to give you four keywords keywords and you tell me rad or fad okay tick tock rad or fad i think rad with the right the right resource fat for me rad for other people all right okay cancel culture oh just stupid.

Hopefully a fad, right? Yeah, hopefully. I pray, I pray. Space travel for tourists. How's about we sort the world out first, but it's also rad, right? But give everyone a billion dollars, Jeff. You know what I mean? He could share a little what I mean he could share a little right making dick-shaped rockets but you know all right I'm gonna tee you up performance coaching rad or fad rad absolutely rad mate as long as it's the right one

Andy hey brother how can everybody keep up with everything Andy Murphy and find you if they were wanting to reach out for coaching or help or recommendations, anything? How can everybody keep up with everything with Andy Murphy? Two simple resources, mate, besides LinkedIn and all the rest of it. And then Mindset by Design. Mindset by Design is the podcast. You know, we've been doing that for a long time. We've got a couple of million downloads. I had some world-class guests on, which you need to come on, brother.

Hey, I'm in. I'm in. I'd love to. Yeah, absolutely, mate. We'll talk for like 20 hours or something. The other one is just Mindset by Design is the podcast. The other one is just AndyMurphy dot online that's it andy murphy dot online and mindset by design podcast easy as that easy as that brother i really

appreciate it i want to stay connected i got even more questions i think uh we might be brothers from another so uh but thank you so much ryan and i hopefully your your your listeners and viewers got a lot of um yeah a lot of a lot of value from that as again it's mindset is what does that really mean right but now you know exactly it's a lot deeper than we all realize hey guys you know where to find us we're at the radcast.com find all our content search for andy murphy you'll find all the highlight clips from this episode and more. I'm Matt Ryan Offer on all the channels. You know where to find me.

We'll see you next time on the Radcast.