Noah: All is in John.

John: Yes. Noah is known as the power habits mentor and is famous for inventing Afformations and helping entrepreneurs achieve personal freedom as well as financial freedom. He's the only author in history to have works published by Hay House, Harper Collins, Mind Valley, Nightingale-Conant and the Chicken Soup for the Soul publisher.

Noah, take a minute, fill in some gaps from that intro and give us a little glimpse of your personal life.

Noah: Well, basically I'm a very happily married man. I married way above my weight-class with my beautiful wife, Babette. And every day, I just wake up and I thank God for the gifts of my life and I've been doing this 20 years now. I started my company, successclinic.com in 1997 from my college dorm room with $800.00 and a book on how to do HTML. And since that time, now we're in over 140 countries, we've helped our clients add over $100 million and just very, very blessed and privileged to do the work that I do, John.

John: Well, let me say this shout with you, Noah, because it's been awhile that we've had you on EOFire. You were episode 135. So, we're talking, like, early, early days because now you're episode 1670, so we're talking about 1550 days/episodes have passed since you’ve been on last to chat with us, and that’s why we're mixing things up a little bit today. So, Fire Nation, if you want to hear Noah’s story, and you should want to hear his story because it's amazing. His worse moments, his ‘Ah-ha’ moments, lessons learned throughout. Go back and listen to 135.

But today, Noah, you’ve written a book called The Book of Afformations, and everybody’s talking about it. So, what are afformations and how did you discover them?

Noah: Well, as we all know, an affirmation is a statement of something you want to be true. If you ever read a self-help book, right, they tell you to use affirmations. Like, I'm happy, I'm rich, I'm successful, right? And, of course, you're supposed to say that and then feel better.

Well, what many studies have shown is that when people use affirmations, 75 percent of people actually feel worse than before. So, I invented something, back in 1997, I was actually in the shower and I had this epiphany – I'm sure we all had those shower moments – and in my Book of Afformations, I actually call it the shower that changed everything because I realized exactly what was missing because I've been doing all these statements doing exactly what they told me and I was broke and frustrated and divorced and, I mean, it wasn't working at all. And all of a sudden I realized, the human mind acts using questions not statements. So, if I were to ask the question, “Why is the sky blue?” Your brain automatically has to search for the answer.

So, the point is that I invented this process call Afformations, so, instead of using a statement like, I am rich and your brain says, Yeah, right. I said, Well, why don’t we ask a question? Why am I so rich? And when you ask that question, your brain starts to search for the answer. And so, long story short, using afformations, my clients have been able to double or triple their income. We've helped people lose weight. We've helped people quit addictions, quit smoking. Overcome procrastination, get their books written, find love. I mean, it really is incredible. And we've even helped kids. We love working with kids and teenagers. We've helped kids to get better grades. Graduate when they might not have graduated before. And even, we've had people who have called me and said, “Noah, I was going or take my own life and I read your book and I decided not to commit suicide.” So, it's just incredible how these afformations have really made a huge impact on people around the world.

John: So, you’ve mentioned this belief gap before. I've seen – I follow what you do and you're always kind of talking about these things that are impacting people lives in a major way. And this belief gap seems to be a reason what a lot of people feel stuck. So, what is this belief gap? Break it down for Fire Nation and how and why does it keep us stuck?

Noah: When you want to change your life, you want to go from where you are to where you want to be, right? So, what I call is like going from your CPRT to your NDR. Your CPR stands for your Current Perceived Reality. That means you are where you think you are. And then where your NDR is, is your New Desired Reality. That’s where you're making more money. You’ve grown your business. You got more clients. Or you’ve lost the weight. You found that relationship. Whatever it is that you want to change your life in.

So, between your CPR and your NDR, there is a gap. And for most people that I worked with over the years, and I've been able to work with 1000s of entrepreneurs, tens of thousands of people around the world, that gap for most people is what I call their belief gap. And what that means is, so many people are suffering from what I call head trash. And their head trash is basically the guy in their head that says, “I can't do it because…” And then you just fill in the dots.

Well, I can't do it because I'm too old. I made too many mistakes. I don’t have the money. I can't afford it. I don’t have the connection. Blah, blah, blah, blah, blah, blah whatever it is. And so, my argument, John, is that it is, in fact, that belief gap that is keeping people stuck. And you and I both know that most people have the tools. They know what to do, but they're stuck because they don’t believe they can do it.

So, when you use afformations and my power habit system, that’s what – one of the big things we've been able to do with people is help them get over their belief gap and have incredible results.

John: So, what's one of those things? What's one of those steps? And I think that what my audience really appreciates are actual examples. So, pick any one of your past clients. Could be anything from a relationship to health to weight, or maybe it's a business goal. But what was something that you’ve seen with an actual client with a story that works?

Noah: We've got so many of those and I just one that pops in my head. We had one woman named Susan from California and she came to me, she was literally at the end of her ropes. She was $60,000 in debt. But get this, she had spent $60,000 on all those self-help programs out there. She’d been to all the gurus, all the big names and she was about to lose her home. She was about to lose her marriage. Her husband said, I can't take it anymore. You're buying all these programs, we're supposed to get better, we're getting worse. Everything was going down; she was literally at the end of her rope.

She heard about me from a friend and she started using my Afformations and Power Habits system. Literally, less than a year later, she had landed her dream job. She's now making a six-figure income. She's a TV producer. She's been nominated for an Emmy, twice, and now she's actually just published her first book. You can actually go to our website, noahstjohn.com. Just click on the praise page and you'll see dozens of stories like Susan – she's there, too – But videos and – I mean, it's just incredible, John, when you see what happens when people get rid of their head trash and start to actually believe that they can do it.

John: So, I use a word abundance a lot because I'm a big believer in abundance versus the scarcity mindset and that if we choose to, we can live in this mindset of abundance. But I've heard a lot of people talk about afformations as the missing piece to stress-free abundance. Why is that?

Noah: Well, when we look at abundance on our campus, what we talk about is four elements, and we call it the TERM paper. T-E-R-M. Time, Energy, Relationships and Money. When you have an abundance of all those things; time, energy, relationships and money, you have, what we call, a life of stress-free abundance.

Now, if you do it right now, and here's an exercise that everybody can do at Fire Nation right now. Just take out a piece of paper, or take out your phone and write down those four elements. Time, energy, relationships and money, and rate yourself on a scale from 1 – 10. How stuck do you feel right now on a level from 1 – 10?

With time, I have too much to do in too little time, right? Then you would rate yourself pretty low. And maybe you don’t have much energy. And maybe you don’t have the right relationships in place. Or, maybe you got people keeping you down or don’t believe in you. And then, maybe you're feeling stuck in the area of money. So, the point is, if you're stuck, if you're not feeling abundant in any of those areas; time, energy, relationships or money, you're not really going to have that life of abundance.

So, yes, of course, money’s important, but on our campus, we look at the whole picture.

John: The whole picture, Fire Nation, is so key because if you just look at one piece of the pie, like you're missing the whole rest of the pie. And if you're going to be going forward in this world, you want to have that 360 view. You want to have that full balance. And if you think that Noah is done dropping value bombs, you have another thought coming, Fire Nation. Because as soon as we get back from thanking our sponsors, value bombs will be dropped. So, don’t you go anywhere.

Noah, we are back and I hear a lot about the law of attraction. How is this different from what we been taught or what we seen in regards to that law of attraction?

Noah: Many people look at the law of attraction and they go, “Well, if I just think about money, then money will just automatically come in.” Well, I'm not sure what planet that works on, but it ain't the planet Earth. Now, in the movie, The Secret, that’s what they basically say. Just think about money, think about anything you want and automatically comes to you. Well, the point is, that’s what we want to believe. That’s what we want to hear. Why do you think that – they sold 30 million DVDs, right? Because it's like, “Hey, who wouldn’t want to not work and get everything they want?” That sounds great.

But, the point is, what we teach on our campus is we just call it the law of sowing and reaping. As you sow, so shall you reap. This is obviously, nothing new, it's been taught for centuries. But, what are we sowing? The question is what are we sowing. We're sowing seeds of thought. But, what are most people doing? Well, their sowing lousy thought seeds. Like, “I'm so stupid.” “Why am I so dumb?” “How come I can't make any money?” “How come I can't get a date on Friday night?” Whatever it is that you're sowing. And so, the point is, whether you're doing that consciously or unconsciously, it doesn’t matter. Because of the law of sowing and reaping, you're going to be sowing those seeds and you're going to be bearing that fruit.

So, what we with Afformations and with Power Habits is we just help you sow better thought seeds and we get rid of your head trash that says, “I can't do it because…” Because if you look at that – I saw a great picture on Facebook the other day and it was these two people and they had this huge rock and they were climbing this mountain to reach their goal. And the rock said, Self-doubt. And one of them says to the other, “Do you think if we put this down that we’ll go a lot quicker?” And I'm like, “This is so perfect.” Because just let go of that self-doubt, don’t you think you'd reach your goals a lot faster?

John: Love all of that. And, Noah, one thing that I – I'm not afraid to admit as an entrepreneur – is that I make a lot of mistakes. Like, I lose every single day at something and I'm okay with that because I believe that if I'm or losing, if I'm not making mistakes and failing on certain things, I'm not pushing the envelope. I'm staying in my comfort zone which can be a bad thing. But the reality is if we can avoid the massive mistakes, that can be a good thing because those could be rabbit-holes, those can really derail us. So, what are you seeing as three massive mistakes that entrepreneurs are making when it comes to growing their business?

Noah: We do see three massive mistakes, John. And the first one is those unconscious money blocks, which I just refer to as head trash. So, it's basically that negative self-talk that says, “I can’t do it because…” And why is it so important to get rid of that? Well, if you don’t get rid of your head trash, you're going to stay stuck, you're going to believe you can't do it, and what's so amazing is, you always make yourself right. I mean, of course, Henry Ford famously said, “Whether you believe you can or you can't, you're right.” So, we always make ourselves right. So, even when we can't do it or we think we can't, we go, “See, I told you I couldn’t do it.” And then it's like, “Why would you want to do that?” But we do that because we humans aren’t very logical. So, that’s the first mistake.

The second mistake is not having a mentor, trying to do everything yourself. A mentor is someone who’s been where you want to go, and more importantly, can show you how to get there. Now, I've spent hundreds of thousands of dollars with everybody in this industry, and what's so funny is there are people that I call the naturals of success that are very naturally good at marketing, at selling and things like that, and what's so funny is, sometimes they're able to teach you what they did and a lot of times they're not because they're just unconsciously competent at allowing themselves to succeed. And so, one of the things that we do with our clients is we really break it down into what are those mistakes of time, money and effort that you're doing right now, and if we can remove those, you're going to reach your goal that much faster.

And then the third mistake that we see, and this is a very subtle mistake but can really hurt you, is gathering too much information without giving yourself permission to succeed. Permission to succeed was actually the title of my very first book, you mentioned at the beginning, you know, that I'm the only author who’s been published by Hay House, Harper Collins, Mind Valley, Nightingale/Conant and the Chicken Soup people. Well, that was my Chicken Soup book was called Permission to Succeed. So, if you don’t give yourself permission to succeed, what you're doing is you're literally stopping yourself from the success that you're capable of.

And the point about gathering too much information is we do – My argument is we don’t live in the information age, we live in the information overload age. There is too much information. And so, if you saw someone drowning, you wouldn’t throw them a glass of water, right? You'd throw them a lifeline. With so many people, so many entrepreneurs keep pouring water over themselves when they're already drowning. So, what we're saying is, just simplify. Cut out a lot of the extraneous work. Give yourself permission to succeed and you're going to reach your goal so much faster.

John: Head trash, Fire Nation. There's so much head trash in this world and that’s why, you know, you just want to be surrounding yourself with the right people. Speaking of which, that leaves us number two, mentors. I love to say find who is currently where you want or be. That’s an ideal mentor. For me, it's not Richard Branson. I don’t necessarily want to run an airline company or a music store or whatever it is. I know where I want to be. I want to find mentors who are currently there who can guide me along that way. And then TMI, too much information, not enough action. Fire Nation, simply simplify. Simplify.

So, Noah, I want to break down right now. Because you have a great offer for Fire Nation and you're a repeat guy. So, you said, “John, I know you don’t do many repeat guests and I want to come back on your show, so, I want to really offer something really cool for your listeners.” And in fact, when were talking precheck, he said, “I actually have two pretty cool things for them.”

So, let's kind of get into details about that. Because we can actually get your new book for free. So, talk to us about that new book. Talk to us about how we can get it for free and then we’ll wrap it up.

Noah: Absolutely. Well, actually, you can get two of my books for free. The first one is called, Get Rid of Your Head Trash. And that is an e-book and when you go to noahstjohn.com you can just get that book, absolutely free, and I walk you through all these steps that I've been talking about here today and just go to noahstjohn.com and you can get that book, Get Rid of you Head Trash.

And then the other offer that we have, which is also free, is when you go to afformationsbook.com, you can get my Book of Afformations for free as well. That is a free plus shipping offer, so, with that, we're actually going to ship you a book, the actual book that was published by Hay House. It's the fourth edition of The Book of Afformations, and all you do is pay for shipping. So, that’s at afformationsbook.com. So, if you want both of those books for free and all you're doing is paying for shipping, just go to noahstjohn.com for Get Rid of your Head Trash and afformationsbook.com for The Book of Afformations.

John: Why don’t you give us like a 30-second synopsis of each book so we get a good vibe of about what we're talking about.

Noah: Yeah, absolutely. So, for Get Rid of your Head Trash, what I walk you through is No. 1, exactly why you're stopping yourself from the success you're capable of, alright? So, this is what I've been teaching people for 20 years. This is the main reason that my clients have added over $100,000 million because I literally showed them why they were holding themselves back.

And so, my point is that when you look at that process, you're able to realize what is holding you back. And there are those three massive mistakes that I talked about; I go into more depth in all of those three mistakes. So, that’s the Get Rid of your Head Trash book.

Then for The Book of Afformations, I walk you through the ten areas of life. Everywhere from health and well-being to wealth and abundance, and overcoming procrastination, getting over your fear. Even just life and happiness. And I give you over 400 unique afformations in all of those areas, and over two dozen stories of real people like Susan, who I shared earlier about people who’ve used the afformations’ method to double their income, to find love, overcome addiction and kids and everything like that.

So, I'm very excited. As you can tell, I'm super fired up about both of those books and I'm really excited to be able to offer those for free to your listeners.

John: Love it. Well, Fire Nation, take advantage, and Noah, let's end today on fire, with you giving us a parting piece of guidance. The best way that we can connect with you and then we’ll say good-bye.

Noah: Absolutely. I'm really just at noahstjohn.com. We have a contact form you can please feel free to contact me. And if you or someone you know is suffering from PTSD, that’s one of our big missions for this next ten years is helping 100, 000 veterans overcome, and their families, and their effects of PTSD. So, please contact me at naohstjohn.com. You can also reach me on Facebook and all the social media channels at noahstjohn.com

John: Well, being a veteran, I definitely appreciate what you're doing there, Noah. It means a lot and Fire Nation, you're the average of the five people you spend the most time with, and you’ve been hanging out with NSJ and JLD today. So, keep up the heat and head over or EOFire.com and just type in Noah in the search bar. And not only will episode 135 show up, but this one will as well. You can listen to both because they're both great. And all the links will be on that short note page as well. And of course, go directly to afformationsbook.com and noahstjohn.com. That’s just S-T john.com. So, noahstjohn.com, and you'll be able to snag those two books with that plus shipping on the one. And, Noah, I just want to say, thank you for sharing your journey with Fire Nation today. For that we salute you and we’ll catch you on the flip side.