Let’s play a game this morning.
Fill in the blanks:
“Money doesn’t grow on ______.”
You didn’t even hesitate, did you?
Now try these:
“Money is the root of all ______.”
“We can’t afford ______.”
“Rich people are ______.”
Here’s what fascinates me about this:
You never sat down and decided to believe any of it.
Nobody handed you a form that said “please select your money beliefs” and asked for your signature.
You absorbed it.
At the dinner table.
In the checkout line watching your mom count what was in her wallet.
In the tone of voice adults used when they talked about “those people” with money.
And here’s why this matters for your business…
Because your business is run by the person who holds those beliefs.
Every price you set, every offer you make, every investment you consider…
ALL of it gets filtered through a money story that was written before you were ten years old.
And most coaches are out here trying to build a wealthy business with a childhood operating system that believes wealth is dangerous, greedy, or “not for people like us.”
That’s like trying to drive with the parking brake on.
You can do it.
The car will move.
But everything will feel harder than it should, and you’ll wonder why you smell smoke.
Let me show you how this plays out in real life:
Imagine a coach who “can’t figure out” her pricing.
She probably carries a story that wanting more money makes her greedy.
Or think about a coach who over-delivers to the point of exhaustion?
She often carries a story that she has to earn every dollar through suffering, or it doesn’t count.
Or perhaps the coach who makes money and then immediately finds a way to spend it, lose it, or give it away?
She often carries a story that people with money aren’t safe, or aren’t good.
None of these people have a problem with their strategy or their offers.
They have an inherited story running in the background, quietly vetoing their success.
So how do you rewrite it?
Not with affirmations you don’t believe.
Standing in the mirror saying “I am a money magnet” while your nervous system rolls its eyes doesn’t work.
Here’s what does:
Step one: Get the story out of the dark.
Write down every money belief you can remember from growing up.
Word for word, the way the adults said them.
You can’t rewrite a story you haven’t read.
Step two: Ask the only question that matters.
Not “is this belief true?”
Ask: “Is this belief useful for the life I’m building?”
Because some beliefs might have protected your family in their circumstances. Genuinely.
That belief may have kept food on the table.
You can honor where it came from AND recognize it’s not serving where you’re going.
Step three: Collect new evidence.
Your brain believes what it repeatedly sees.
So start noticing generous wealthy people.
Ethical profitable businesses if that’s your thing.
Moments where money made something beautiful possible… a gift, a rescue, a breath of relief.
They’re everywhere once you’re looking.
Every time you notice one, you’re writing a new line in the story.
And here’s the deeper truth underneath all of this:
You will never consistently out-earn your own self-concept.
If deep down you believe you’re a “$4k a month person,” you’ll find ways to stay there.
Sabotage is remarkably creative.
But the reverse is also true.
Change the story, and the strategy you already know finally starts working.
So this week, I want you to catch yourself.
Catch the moment you say “I can’t afford that” and ask whether it’s math… or memory.
Catch the flinch when you think about raising your prices, and ask whose voice that flinch belongs to.
Because it might not be yours.
And you’re allowed to give it back.
You’ve got this!
