Vous êtes sur la page 1sur 38

The #1 Factor That Determines Your Success In Business

…And The Simple Secret Formula That Will Help You MASTER IT!

by David E. Fernandez

Copyright © 2014 David E. Fernandez All Rights Reserved.

Meet David at davidefernandez.com


A PERSONAL LETTER BY THE AUTHOR…………………………………………………………………………………………………3 THE BIG SECRET REVEALED…………………………………………………………………………………………………………………5 OUR IDENTITY…………………………………………………………………………………………………………………………………….7 THE COLLEGE GRAD IDENTITY…………………………………………………………………………………………….…………… ..14 YOUR MONEY IDENTITY……………………………………………………………………………………………………….……………16 A PERSONAL ACCOUNT…………………………………………………………….…….…………………………………………………19 A SUCCESSFUL BUSINESS CALLS FOR A BUSINESS MINDSET………..…….……………………………………………….21 TAKING CONTROL BY RELEASING THE BREAKS…….…………………………………………………………………………….24 THE SECRET FORMULA…………..………………………………………………………………………………………………………….25 YOUR NEW SELF…………………….………………………………………………………………………………………………………….33 ONE LAST THOUGHT………………….………………………………………………………………………………………………………35 ABOUT THE AUTHOR ..……………….………………………………………………………………………………………………………36 FROM THE DESK OF DAVID E. FERNANDEZ…………………………………………………………………………………………37

A Personal Letter From The Author

After I graduated business school, an experience that entitled me to legally add three letters to my name (M.B.A.), I didn't really feel like I could start my own business. I couldn't pinpoint why I felt that way after all the classes I had to take, after all the studying I had to do, and after all the effort I had to put in. I truly thought that getting a master's degree would actually do it, and by that I mean provide me with all the knowledge, the skills, and most importantly the confidence necessary to get something going, all while ridding me of my many doubts, fears, and insecurities. Boy was I wrong.

I left school just as confused and scared as I was going in. But, I didn't let that stop me. I continued to search for answers. I continued my quest for knowledge, and I read, and read, and read. And I Googled, and Googled, and Googled. I found myself pouring through immense amounts of information, and I became a "theoretical expert" at many business related subjects. I started a few ventures but was never really able to get any of them off the ground. Usually, shortly after getting started, the initial excitement for whatever idea I was trying to develop would leave me, and as a result I would halt the project. I would get depressed for a little while; just to resume my search for the next idea that would get me excited enough to try again.

Little by little, the more I poured into self-development, human psychology, and even eastern spirituality literature, the more I realized that the knowledge I had been looking for was only part of the equation and hardly the entire picture. I began to realize that my own psychology and, more specifically, my belief system was somehow holding me back. I could not believe it. How could it be that someone can deliberately sabotage his or her own efforts toward what he or she desires most?

Well, I am proud to say that I have found the answer to that - and the rest of my questions too. Since then I have been able to get a business off the ground, and now I am on my second one. I now know and believe that success in business and life in general is about 80% mental, 10% knowledge, and 10% skill.

This short ebook reveals the most critical of my findings and how to harness its power by following a simple secret formula.

It is my sincere hope that after you read this ebook and start applying this simple secret formula to your life and business that you may come to the same conclusion, go on to achieve the success you deserve, and find what you are looking for in life.

Wishing you much success,

David E. Fernandez

Houston, TX



"What a man thinks of himself, that it is which determines, or rather indicates, his fate."

Henry David Thoreau - Walden

The number one factor that determines how far, how successful, and how happy you will get to be in your life and in business is your IDENTITY!

What we think about ourselves, who we think we are, determines the amount of success we will experience in every area of our lives. Now, success can have as many definitions as there are people on this planet, but for our purposes let's define it as the attainment of everything we deem desirable in life.

How is it that you can imagine this grandiose life and have all these dreams about someday making it big, having more money than you can spend, having the best relationships with your family and the people around you, being in the best shape of your life, and being able, very able to make a difference in other people's lives; and yet there is such a huge gap from where you are now to where those dreams show you could be?

The answer? Easy… Your identity does not include you being rich and powerful. It also does not include you being the best husband/wife the world has ever seen. Same with being in shape and leading a healthy life. Shocked? Wait, there is more…

Your current life is a DIRECT reflection of your identity. And, contrary to what you may be thinking, this is actually great news! Why?

Because your current life is showing you everything that you need to know about yourself. And, thank God for that, because otherwise it would be almost impossible to see what's truly in our

minds, since most of it lies under water according to Freud and his iceberg metaphor. Picture an iceberg floating in the middle of the ocean. As you may know, underneath the tip of the iceberg lies a huge mass of ice many times bigger than what can be seen above the surface. Freud used this sight to describe the human mind by likening the conscious portion of the mind to the tip of the iceberg and the unconscious portion to the huge invisible mass below it.

The conscious mind represents a very small piece of the mind pie and it is also the only part that has the ability to think and be aware of itself, hence the name. This means that, for the most part, we have no clue about what is really going on inside our heads. What we do know is that all the reasons driving our behaviors live in the unconscious mind, or the subconscious mind as it is also known, and here is exactly where we can find our identity.


Let us define identity. Identity is primarily who we think we are, based on an assortment of

1. labels we adopt as we grow up that are a direct result of how other people saw us and thought (out loud) about us, and

2. a series of roles we modeled by observation and that later on we used as blueprints and measuring sticks for our own and othersbehavior.

So basically, our identity is all learned. Shocked again? I was too when I first learned this.

Our identity is what I call the number one component of our belief system, the other components being our values, or what we think is right or wrong, our preferences, or what we like and dislike, and our fears, or what we think could harm us and probably endanger our survival.

By the way, our belief systems, in case you thought I wasn't going to define it for you, are a collection of mental programs that "help us" navigate through life, and that pretty much dictate all the decisions that we make.

Yes, almost all of our decisions have already been made by our subconscious mind way before we actually "make them."

Don't believe me? Look at your wardrobe. Do you see a lot of the same colors, same style of shirts, same bottoms? When you go to a store, you are already predisposed to buy what you deem desirable because somewhere in your mind you have linked certain items, usually all very similar, to something desirable to you. If, on the other hand, you are one of those who cannot own two shirts of the same color, then you can be sure that your identity about the way you look dictates that you must look significantly different every day. In either case, your wardrobe is telling you something about how you make decisions at the mall.

Ok, back to our main topic.

I have discovered that our identity is comprised of and driven by these 4 elements:

  • 1. What we think about ourselves.

  • 2. What we think other people think of us.

  • 3. What we think other people should think of us.

  • 4. What other people really think of us (that we know of).

  • 1. What we think about ourselves.

Mainly, who we think we are is based on labels and roles, as I mentioned before. So, it is only logical to think that our gender, our race, our education, our culture, where we are from, our religion, the groups we belong to, the football team we follow (and believe we are part of), some conscious personality traits such as shyness, organized, caring, grumpy, etc., that we may allude to occasionally, make up pretty much who we think we are. These are all labels we have learned to attach onto our self-image.

Our parents had a lot to do with this labeling and role modeling process since they are, well, our first role models.

What parents think, say, or imply about their kids has an enormous weight on their identity, positive and negative. Did you ever hear them say things like "my kid is so smart," "she is great with directions," "very creative," "great at basketball," "such a good helper," "when he starts something he sees it through."? These are all positive labels that you may have taken on from those comments. But there sure were a fair share of negative comments as well. They may have referred to you as "clumsy," or as having a "weight problem," or as "not too intelligent," "not really good at math," "lazy," "a pain in the neck," "disorganized," "messy," "a burden". These negative labels were also taken on by you. This mix of positive and negative labels makes up most of your identity today.

To give you an example of how this may work consider a person having within his identity a label, and consequently a subconscious program that says, "I am clumsy; therefore, I must act clumsy so that everyone keeps thinking that I am clumsy." Or, in contrast, "I am a winner; therefore, I must act like a winner so that everyone keeps thinking that I am a winner."

This person, because of this or that label, does not "know" how to be or behave any other way, at least not at a conscious level. Remember, these labels constitute beliefs about ourselves and are how we learned to interact with our surroundings since we were very young. These beliefs provide us with a certain amount of certainty about what to expect of ourselves, others, and the environment we are in. To act any other way would mean to violate who we are, to step outside what we know with certainty, to experience something we are not used to, therefore creating a certain level of uncertainty and, as far as our brain's defense mechanism is concerned, the possibility of dying.

We also learned a good deal of our behaviors from the way we saw adults behave. We learned how a person should relate to their spouse, in public and in private. We learned how to behave at a social gathering when we don't know anyone, and also when we know everyone. We learned how to behave at a football game, and at a tennis match. We learned how to interact with others one on one, and in groups.

Now, imagine two kids going into work with their respective fathers who happen to work at the same office. As the two sets of father and son walk into the office, father number one says hello to everyone he crosses paths with in a very subtle voice as he avoids eye contact with them. At the same time, father number two stops and shakes hands with everyone as he asks them how their weekend went in a more confident tone and eyes locked in. Want to guess which kid will be the popular kid in school?

Once we learn how to get our conscious mind to start observing our subconscious programming carefully, we can begin to effect positive changes in our identity make up. But, we are not there yet.

And, just so you know, if you think your parents were loading little you with labels consciously, think again. They were just projecting their own internal issues on you. None of it was personal. No, really, it was not about you. It was always about them and their subconscious programming, and ultimately their own identity.

So, you can go ahead and forgive them now. This will free up a ton of mental energy you could be using to reengineer your own identity so that it includes more of what you want and less of what you don't. We will get to this later.

Now that you know this, I would suggest that you begin to observe your behavior around your own kids if you have any. You will start noticing some of these modeling patterns have already begun to occur, and also that you call them names you were also called when you were growing up.

I know this is all crazy stuff.

2. What we think other people think of us.

This is a big one because it drives most of our behaviors. The very title of it implies it is totally imaginary, since it is about what we "think" others are or may be "thinking" about us. To be exact, the things we believe others are thinking about us are directly related to the labels we identify with and also to our own very survival. I'll focus only on the survival side of this element, since we have already touched on the label portion in the previous section.

Do me a favor; just ask yourself how many things are you doing because of what others may think, whether good or bad. Why do you drive what you drive? Why do you live where you live? Why did you choose that school over another? Why do you go to the gym? Why are you on a diet, honestly? Why do you buy at this store versus that store? Why, and Why, and Why? We are conditioned to belong. We have to belong, period. We dress like everybody else; we talk like everybody else; we go to the restaurants everybody else goes to; we watch the TV shows everybody watches. It is important for us to belong, to be accepted by the pack! Believe it or not, this is whyit is a primal survival instinct. Those who travel alone are easy targets and will get eaten. That's it. To belong means to be safe. To be accepted in our society means to assure survival.

But, let's be realistic, we live in a very different world. We don't live in caves and have to hunt for survival in the middle of the jungle on a daily basis, which would imply tremendous risk, lest a saber tooth tiger came out of nowhere and score a nice lunch…YOU!

So why do we still feel like we need to belong?

For two reasons: First, simply, because we are unaware of this primal instinct and don't realize that we could manage it, or change it if we really wanted to. And second, because even if you

were aware of it, changing a primal instinct like that can be difficult and very painful, thereby rendering this and other primal instinct programming automatic and extremely reliable, in case we still needed them. Make sense?

If this is confusing you a little bit, I dare you to go into work tomorrow wearing bright red socks over your pants and up to your knees. This will certainly make you stand out, and for sure you may not belong to that pack for much longer after that. I know you won't do it, but just for the heck of it, imagine the scenario.

You, dressed up in a suit, with red socks over your pants. Do you feel the tension within you? Do you feel ashamed? Chances are you would not dare to ever do something like that. And this is not just about fear of getting fired. If you think that's the case, then just bring the socks with you to work but leave them in the car. When you get out from work, put them on and go to a store on your way home. Same feelings? There you have it. We are a bunch of pansies that need to fit in.

3. What we think other people should think of us.

This one is mostly driven by the same factors I just told you about in element number two, our need to belong.

Sometimes we like to simplify this element by saying this is our egotistical mind thinking, talking, or just needing to show off to others. But, in reality, it is just a need for acceptance and to be taken seriously so that we can pass as someone important and be wanted by the pack.

About those roles I mentioned earlier, a good example of one is becoming a spouse. When you become a spouse, you unconsciously add that role into your identity (you are now a husband or a wife) and start thinking, speaking, and acting like one according to what your subconscious mind has gathered over the years, and more specifically picked up from your parents, about the way a husband or a wife should think, behave, and act.

This gathering happens mainly in the first few years of our lives, when we are nothing but a blank slate and are in need of this information in order to learn how to cope with whatever life throws at us. Anything from basic survival to knowing how to relate to others is learned during

these first few years of our lives. I know, I already told you that. I just felt like re-wording it a little bit so that I could tell you again.

All this information that we gather gets compartmentalized into buckets with labels such as husband, wife, son, father, daughter, friend, worker, co-worker, business owner, rich man, poor man, middle-class man, teacher, student, etc., etc., etc. And any time that we find ourselves in a situation that matches one of these labels or roles, we simply step into it by drawing information from the right bucket to help us cope with the event without having to think too much about it. Ever heard, "you are just like your mother?" Well, it's not all about genes. You definitely pick up your parents' behavioral patterns.

By the way, until you become aware of all this information and learn a thing or two about how to uncover some of these mental programs that make up your identity, your values, your preferences, and your fears, you will not be able to think rationally and logically, but only from your subconsciously programmed mind. Whether this is good or bad depends on your circumstances, what you are trying to do, where you are trying to go, what your goals are, and who you would like to become.

I'd like to take a moment here to congratulate you because you are doing just that!

4. What other people really think of you (that you know of).

As I mentioned above under the first element section, many of the labels you were called during your childhood you took to heart. Whether these labels were true or not, you had no way of knowing, you simply trusted that others could see something in you that you couldn't. These others included your parents primarily, but also other authority figures such as teachers and priests. And let's not forget the almighty schoolmates. I could give you many personal examples from this category of people, but I'd prefer not to recall that time in my life.

What other people really think of you (that you know of) is the number one factor that shapes your identity, your self-image. The way other people see you is how you learn to see yourself. And, once you adopt these labels as your own, you become virtually blind to any event that does not reinforce these labels; the possibility of allowing anything into your life that does not conform with who you think you are, consciously or unconsciously, is not an option. To borrow

a term from the book Celebrate Yourself by Dorothy Corkille Briggs, your perception freezes and you can no longer perceive anything other than what you believe to be true.


Allow me to provide you with another example of how our identity gets conditioned, and how it plays a big role in determining our fate.

For the majority of us, going to college is something that we look forward to during our teenage years. We often hear comments from our parents early in our lives such as "when you go to college you will" and "when you go to college you can….” We also hear "when you graduate

from college you will…,” and "when you graduate from college, you


All of these

comments literally programmed into us that first, going to college is a possibility and almost a given, and second, graduating college is also a possibility and almost a given. Did you ever doubt you were going to go to college when you were in high school?

If you did, it was probably because, unlike most, the idea of the possibility of not going to college was programmed as part of your identity, and you believed that other options were feasible.

But, the decision to not attend college would probably be very hard to make because subconsciously you were supposed to go to and graduate from college. After all, this is what everyone talks about during the last two years in high school.

Your parents' comments made an impression in your subconscious mind and created the label "college graduate." Now, your identity will not earn this "title" until you actually graduate, but you will step into the "college student" role until that happens. You will think, speak, and act like one during your time in school.

Being a college graduate is part of your identity even before it happens, and it is the reason why you make the effort through 4 years of college and strive to complete the task.

It is so ingrained in your identity that you can't even image life without having a college degree.

Now, of course, people drop out halfway through, and you can be sure the reason still is in their identity make up. After all, daddy didn't go to college, and he's done pretty well for himself. This fact alone may result in an inherent belief that they can have a good life with or without a college degree. This belief was already part of the dropout's identity way before ever thinking about going to college, and because the possibility of making it without a college degree was always there, they have the confidence to drop out and know they will be able to figure something out.

But, most of us can't imagine life without a college degree, I know I couldn't….

This is just an example, but this concept of your identity being the driver of who, what, and how much of the good stuff you get to experience in life applies to everything, even starting you own business.

Whether you go to college or not, whether you go for this or that job, whether you go back to school in order to later pursue a promotion, whether you start your own business, whether you buy a house in this or that neighborhood, whether you drive this or that car, whether you go on vacation here or there, whether you save or spend all your money, it is all driven by your belief system and your identity.

Just like the college student is able to put in the effort and the necessary work in order to graduate college only because that label is part of his or her identity, in the same way you must learn how to add labels such as successful business owner or successful entrepreneur to your identity if you want to be able to start your own business and be successful at it. It is the only way. You must believe you are what you want to become, before you become it, in order to pull it off.


Money is a big piece of identity due to the level of importance attached to it by our modern society.

Have you ever asked yourself how much money do you deserve to have? You may think that you deserve to have it all!

But, if it is not part of your identity to have it all, but simply to have enough to continue being a middle-classer for the rest of your life that's as much as you'll have.

Let's be clear about this, if your identity included the things that you desire to have, be, and do, you would already have, be, and do all you desire. So, if having lots of money in your life was part of your identity, you would have lots of money at this very moment. Not five or ten years from now, but at this very moment!

Yes, you may be able to save "a lot of money" during your working years so that you can retire comfortably. But not like a rich person would retire, you would retire like a middle-classer would retire; even if that meant a couple of million dollars in the bank.

Let me put this concept in perspective so that you may see it even better.

You know, some people think that if they could make an extra $300 a month, then life would be a lot better and so their efforts are going to be a reflection of that belief. Maybe they don't think they have the ability to make more, so they settle for that.

Another group of people may say, $300? Are you kidding me? We know we can make at least $3,000!And the very belief that they can do it is what drives them to make the extra cash.

Now, imagine what Donald Trump would say about this and what his beliefs about his ability to make money are. To be honest, I don't think he knows how to make $300, or $3,000, or even $30,000 with what he does. He would have to get some type of low paying job in order to make

little sums of money like this. Otherwise, he can only make millions. It is part of his identity, who he believes he is, and what he believes he can accomplish.

By the way, I think that someone estimated Donald Trump's income to be about $1,000,000 a day! And you can be sure that if this is true, and he suddenly started making a bit less per day, he would worry and have someone in his staff look into it with the purpose of bringing it back up to the $1,000,000 level. Donald's identity has expanded enough to include the possibility to make this type of money on a per day basis. This is his new comfort zone. Any more would probably trigger alerts within his brain, and he may sabotage a deal or two until he catches up, analyzes the situation, and starts working on expanding his identity to include the new higher income. Any less and he would start looking for ways to bring it back within his comfort zone.

Let me make a quick pause here and define comfort zone for you. According to Wikipedia, the comfort zone is "a behavioral state within which a person operates in an anxiety-neutral condition, using a limited set of behaviors to deliver a steady level of performance, usually without a sense of risk."

Please notice the words "within which" in the definition, because this is the key to understanding the concept of comfort zone. Our comfort zones act like a bracket, anything below a certain level will trigger alerts and create discomfort just like anything above a certain level will do the same.

This is very visible when it comes to money, and especially when there is a shift in social status. Someone who grew up in a middle class family will tend to stay in that status for the rest of his or her life. Someone born into a poor family will tend to stay poor; someone born into a rich family will tend to stay rich. Social status, and the mindset that comes with it, usually sets people's comfort zone. This has more to do with the mindset than the actual social class you are born into. And, just in case I haven't said it enough, our family's mindset, their belief system, and their individual and collective identities are all crucial aspects in the shaping of our own identity.

We are all the same. And make no mistake, just because Donald Trump makes that kind of money doesn't make him any different. Remember, he's been up, he's been broke, he's been up again, and he may go bust one more time if he is not careful. But, keep this in mind, just like any man with that level of financial success; Donald is very clear that his identity is what allows him to perform at that level. He is completely aware of it.

The way our subconscious mind works is that whatever you believe you should have, be, or do, if it is already part of your identity you get to have almost effortlessly. I suggest that you take inventory of your life and look at how it came to be what it is today. Please keep looking at it until you realize that you have been the sole creator of it, consciously, and unconsciously.


Taking a moment, or a day, or a whole weekend to examine where you stand in all this will be more beneficial to you than any business class, or M.B.A. program you may decide to enroll in. They don't teach this in business school. I know; I've been there. And nope, no mention whatsoever about the importance of psychology in entrepreneurship. My guess is that they don't have a clue about any of this stuff. It may very well be the reason they are all teaching and not in business for themselves. No offense to any college professor out there, you are all lovely people. Besides, I did learn a few things in business school.

Hey, you may find out you already are well suited to become a successful entrepreneur. But if that isn't the case, don't despair. At least you will have a good idea of what to start working on, certainly giving you a HUGE head start over countless people trying to get their business going.

Your mindset, your belief system, and ultimately your identity are a direct reflection of your current life. And let me add this to that statement, "and a great predictor of your future life!"

Now, that, I call perfection.


Let me tell you a little bit about myself, where I come from, and how I achieved the biggest goal of my life.

I was born and raised in Caracas, Venezuela (for those needing a little refresher on geography, that's a third world country located at the very top of the South American continent) by a standard middle-class family, pretty similar to the ones in the States, and since my teenage years my dream was to come live in the United States.

All the movies I watched growing up were American movies, all the music I listened to was American music (I am a musician so this was a pretty big one for me), and all I thought about was the day I would be old enough to be able to make the big move.

Well, that dream came true a little after my 23rd birthday in the month of April in 2000. It was probably one of the scariest and most exciting things I've ever done in my life.

It wasn't until many years later that I understood how I had been able to accomplish something that would stop most people on their tracks: a new country, a new culture, and a new language, which was probably my biggest hurdle, and come out on top to achieve more than I ever imagined was possible.

I attribute my success in achieving this goal, this dream of mine, to the fact that within my identity the thought of coming to live in the United States was not only a dream, but a possibility, and despite the fact that there were a lot of unknowns and that I didn't know if it was going to work out, I went for it and gave it my all. This took a lot of work, and not just the physical kind, but internal work.

To me the possibility of turning back was not an option. I was determined to make it work somehow, and I knew that if it didn't I was going to have to endure some very rough times. But it didn't matter to me. This dream was bigger than anything else in my life. It was my very identity!

Now, "luckily" for me things worked out very well, and despite a lot of hard work in my first few years in the States, events just kept falling into place.

Please don't think that my success was just sheer luck. I was literally creating everything that was happening to me and how things were unfolding; I just wasn't doing it consciously yet.

My identity was the number one factor that made it all happen for me and continues to make it happen. As I mentioned before, the possibility of me making it in this AWESOME country already existed deep inside of me, at an unconscious level at the time, but it was certainly there as part of my identity.


Making money in business equates to bringing value to the marketplace. The more value you bring, the more money you make. The more value you bring, the harder you are going to have to work. Unless your business is built around your passion, you need to be realistic, and most importantly, honest with yourself about the amount of work necessary to make the kind of the money you aspire to make as a business owner.

You need to start by asking yourself what type of lifestyle you are looking to lead before you decide on the type of business you will be getting into. Some businesses will be more time consuming than others. Some will require a lot of work upfront, but little managing at a later stage, and some will be the complete opposite.

Whichever business model you decide to get into, make sure you work on developing the right mindset and identity for it. As I have mentioned a few times before but bears repeating, if your identity does not include something, the chances of you getting, becoming, doing, or in this case building it are very slim.

When you look at the lives of the people you deem successful, and I use the word deem because we all have a different definition of success, despite the fact that our society's general concept of success is having made a ton of money, when you look at these people's lives, or read about them, you will discover that what they think of themselves, and what they are capable of accomplishing was in direct proportion to what they accomplished and ultimately what led them to lead the lives they led.

In other words, these people's mindset was, or is, in complete alignment with the life they are leading, just like your own mindset is in complete alignment with the life you are currently leading. The job you have, your material possessions, the relationships you have with other people, your health, your weight, how much money you save, and how much you invest, to name

a few, is all the result of your identity and what you think is possible for yourself whether you like your current life or not.

Successful people truly believe they can do the things the set out to do, and also that they can handle whatever comes their way. And, just as important, they believe that what they have is what they deserve to have. If Andrew Carnegie or John D. Rockefeller thought they couldn't do what they did, there would be no railways, there would be no iron bridges, and certainly there would be no Chevron, no ExxonMobil, and no Amoco. Life would be very different today without men like them.

It's not that they didn't face immense amounts of risks, issues, worker strikes, calamities; you name it. It's just that their mindset was such that it didn't matter what came their way; they knew they were going to be able to handle it. It was all part of their identity.

You may be thinking, "But, I am not like Carnegie or Rockefeller, and I certainly don't like taking risks." If you are having these type of thoughts in addition to "starting a business is risky and complicated," "there are too many unknowns in business," "starting a business will be time consuming," or "when will I see profits, if I see profits at all?" "what if I fail?" and "what will others think of me if I fail?" "what if I lose money?" or "I don't even know where to start," well, chances are you won't even try to get started.

But wait, actually, having these thoughts is great! These thoughts are telling you exactly what you need to know about your beliefs on being a business owner and your "business identity" in general. This is valuable information, and I'll tell you how to use it in a little bit.

We may think a task is hard and difficult to accomplish making it in our heads an out of reach event, or at least extremely unlikely for us to pursue it. The result? Inaction. We shut down to the possibility of any reward coming from the accomplishment of such tasks. Thoughts like this one are called limiting beliefs because they limit our actions and literally encircle us in a comfort zone. Our comfort zones are made up of all kinds of limiting beliefs that only permit us to reach so far out into the world, and consequently allow us to experience life only to a certain degree.

You may think that you don't have what it takes start your own business, the education, the skills, the confidence, the competitive and outgoing personality, or that you are not young

enough, or tall enough, or short enough, or that you simply may not have the looks you think may be required to be a successful business owner. All of these are your beliefs speaking to you. Your identity showing you your possibilities.

And this is all ok! Like I said before, this is valuable information. And this new awareness, this new way of looking at your limiting thoughts, is an invaluable skill that can take you places you haven't even imagined; Carnegie and Rockefeller worthy.

Do not make the mistake of deeming your belief system faulty right off the bat, just because you think you have so many of these limiting thoughts and are not where you think you should be at this stage of your life. Our belief systems are very useful filtering mechanisms that allow us to make decisions quickly and on the spot, if necessary, in the midst of the overwhelming amount of information our five senses are continuously picking up every second of every minute of every day, and many of them are meant to protect us and keep us safe. Rest assured that we are doing the best we can with the information and resources we have at any given moment of the day. So, never belittle yourself in any way.


Improving your situation, making better or different decisions, and most importantly, exploiting your full potential so that you can go all out for your dreams and create a business that will make it all happen for you, requires that you increase your awareness of yourself.

You need to take an honest look at the areas in your life that are not working the way you would like them to, pinpoint what beliefs inside you are the cause, determine your ideal outcome in each of these areas, come up with a list of the beliefs that would yield those results, and start working on replacing the old beliefs with the new ones. This process will help you create an identity conducive of and in complete alignment with your goals, your dreams, and ultimately everything you deserve to have, be, and do in your life.

You, and only you, have the power to effect these changes in yourself. You are the creator of your life experiences on a minute by minute basis. The decisions you make at any moment are literally shaping your next moment, and the next. The problem is that these decisions are made from old beliefs that no longer serve us and keep us in a rut, mainly by only allowing the same experiences over and over into our lives. But, with this new awareness, you will be able to observe how you are creating your current reality by the way you react to multiple events and situations in your life, the thoughts these situations generate, and based on this start effecting the necessary changes to those reactions in order to obtain the outcomes you desire. You will literally start creating your life consciously.

Can you imagine where you would be at this very moment if you could remove all your limiting beliefs? All of the baggage that has been holding you back? If you could just release the breaks so to speak?

There’s no telling!


Finally, huh? I am sure that by now you are probably asking yourself, "Ok, so how do I do this? How do I determine what beliefs are limiting me, what my identity includes and what it doesn't, and how do I actually program more things into it so that I can experience more abundance, prosperity, happiness, and success in business and my life?

Before I get into the actual process, I really want you to understand and know that you can effect serious changes to your psychological makeup and, therefore, obtain any outcome you want in your life and in business just by taking the time to do the following exercise and applying your findings to your life. Any belief, and by default any identity, with the assistance of these tools, can be dissolved and replaced by new ones if you are determined enough to do it.

In a way, I already gave you the formula in the previous section. But, in case you missed it, let me add numbers to the steps:

  • 1. Identify a problem area in your life.

  • 2. List the beliefs that are causing the current outcome.

  • 3. Determine your ideal outcome in this area.

  • 4. List the beliefs that would yield your desired result.

  • 5. Replace the old beliefs with the new ones consciously.

Remember, when I said I was going to tell you what to do with all those limiting thoughts you may be having around the idea of starting a business?

Let's use them as an example, and run them through the formula.

Step 1. Identify a problem area in your life

In this case the area is your career, your finances, your income, which all relate to starting your own business. I normally treat career and finances as separate areas in my life but, for the purposes of this exercise, we are going to combine and treat them as one.

Define what your current outcome is. In other words, ask yourself, where do I find myself at this very moment in regards to this area in my life? It is important to acknowledge where you currently are so that your plan begins from there.

Step 2. List the beliefs that are causing the current outcome

Your current outcome may be not being able to get your business started, for example, or if you are in the beginning stages not being able to follow through with your original idea, being slightly clueless about where you are going, or simply not knowing what your next step should be. Defining what is the real problem, is critical for this exercise to work.

What I personally do, is ask myself: what are the reasons why I have not pursued or followed through with this goal of mine? I call this reasons resistance, because they feel like a pull in the opposite direction. What I really try to figure out is where my resistance to accomplishing the goal comes from. More specifically, I ask myself, what beliefs do I have that hold me back from taking the necessary steps toward the accomplishment of my goal?

Let's bring back some of those common thoughts, reasons for not moving forward, the excuses, resistance, or whatever you'd like to call them that most of us face when thinking about starting a business and list them here:

  • 1. Starting a business is risky.

  • 2. Starting a business is complicated.

  • 3. There are too many unknowns in business.

  • 4. Starting a business will be time consuming.

  • 5. When will I see profits, if I see profits at all?

  • 6. What if I fail?

  • 7. What if I lose money?

  • 8. I don't even know where to start, how could I possibly run my own business being so clueless?

  • 9. What about my family? I can't just quit my job.

This is not a comprehensive list by any means. The list could go on, and on, and on. List all of the limiting thoughts that run through your head and that you think may be holding you back in

this section. Every negative thought about business, every negative thought about yourself and your abilities.

Bear in mind that every single doubt you have about anything related to starting a successful business is limiting you and preventing you from having all that is possible for you. Remember, always remember, all of these thoughts are just thoughts, and not reality. These thoughts are not you. They are learned patterns that at some point in the past helped you cope with a certain situation, but now they are not serving you in any way. We need to bring all of them into our awareness so that we can dissolve them and replace them with empowering thoughts that will yield the results you are after.

Now, go down the list, and next to each thought write down the answer to this question: what would I have to believe in order to think this way?

Here is the list again with my answers to this question. Notice that each limiting thought may have more than one belief generating it, and also that the same belief could be generating several related thoughts at a time:

  • 1. Starting a business is risky - I am afraid of failure. I don't think I could handle failing. What would others think if I failed?

  • 2. Starting a business is complicated - I don't know what I am doing. I am not sure I could learn. I may not be smart enough.

  • 3. There are too many unknowns in business - I am afraid of uncertainty. I don't want to have to learn by trial and error. I am not comfortable with "not knowing." What if I can't handle a problem?

  • 4. Starting a business will be time consuming - I am already overworked, and this may mean working nights and weekends. I don't want to work more. I want more time to myself.

  • 5. When will I see profits, if I see profits at all? - I am afraid of uncertainty. I won't have control over my income. I am not confident that I'll be able to build a profitable business.

  • 6. What if I fail? - I am afraid of failure. I don't think I could handle failing. What would others think if I failed?

  • 7. What if I lose money? - I don't have a lot of money. It's taken me a lot of time and hard work to save what I have. It would take another X number of years to save that back. I am risking my retirement money. My spouse would kill me. Losing money is painful.

  • 8. I don't even know where to start, how could I possibly run my own business being so clueless? - I am overwhelmed by the thought of learning all I need to learn about business. I don't want to spend the time. I don't want to put in the effort. I want this to be easy. I may not be able to pull it off. I may not be smart enough.

  • 9. What about my family? I can't just quit my job - My job means financial security. I am unable to support my family without a job.

As you can see, all of these beliefs are counter-productive and are in complete opposition to your goal of starting a business. No wonder it's been so hard to get started. Your very nature is against it.

But, what is it that you really want?

Step 3. Determine your ideal outcome in this area

It is very important to be specific here, and I suggest that you should first define how what you would like your lifestyle to be like before you define the type of business that would provide you and your family with that lifestyle. Let's say your ideal outcome is:

A successful business that provides me with enough income (you should calculate the exact income you will need) to support my family and be able to travel 4 times a year for 2 weeks at a time, that can be managed from anywhere in the world I desire to live, and that requires no more than 10 hours of work per week.

You can add anything you want to your desired outcome. The more specific, the better.

Step 4. List the beliefs that would yield your desired result

I think this is the most fun part of this whole exercise. I like to put myself in the shoes of any of my success role models when I work on this section. Doing this has proven very effective for me for two reasons. First, it is much easier for me to visualize the beliefs I would need to develop in order to accomplish something when I "trade" places with my role model; and second, because

after a while of doing this you become accustomed to automatically see things from your role model's point of view, no longer having to over think or analyze situations. Try it, and you'll see for yourself.

Going back to our example list of common limiting thoughts, let's work on coming up with a new list of beliefs that will replace the old ones and assure your success with the goal at hand. To complete this part of the exercise, we are going to make a slight change to the question in Step 2, and rephrase it like this:

What would I have to believe in order to be able to achieve this task or goal effortlessly?

Let's see:

  • 1. Starting a business is risky - I am comfortable with risk. I can handle anything that comes my way. I am not concerned with other people's thoughts.

  • 2. Starting a business is complicated - I can learn anything I need to know about business. I am able to figure out anything I put my mind into. I am smart enough.

  • 3. There are too many unknowns in business - I am comfortable with uncertainty. The best way to learn is by trial and error. I can handle anything that comes my way.

  • 4. Starting a business will be time consuming - I will schedule time to work on my business as needed. I am working to create a better future for me and my family. My business' work is fulfilling, and I am passionate about it. I will never have more time to myself if I don't get started now.

  • 5. When will I see profits, if I see profits at all? - I have a plan of action that if executed timely and properly will yield profits at its due time. Having a business gives me tremendous control over my income. I am confident that I am capable of building a profitable business.

  • 6. What if I fail? - There is no such thing as failure, one can only produce results. Not getting the results I desire gets me one step closer to my goals. I take cues from these lessons, readjust my aim, and shoot again. I can handle anything that comes my way. I am not concerned with other people's thoughts.

  • 7. What if I lose money? - I consider all money spent on my business venture as an investment in my education and the pursuit of my ideal life.

  • 8. I don't even know where to start, how could I possibly run my own business being so clueless? - I know I can learn anything I need to know about business. I am able to figure out anything I put my mind to. I am smart enough.

  • 9. What about my family? I can't just quit my job - I will take the necessary steps to make sure this venture continues working until my business is able to replace my salary. Basing the financial security of my family on one job is the biggest risk anyone could take. I am confident that my business will, in due time, be the sole support of my family. (There is a big difference between basing your financial security solely on a well-run business, and a simple job. It is called having control).

Starting to get the hang of it? Let's put all of this newly found insight to work.

Step 5. Replace the old beliefs with the new ones consciously

Now that you have gained some awareness of the workings of your subconscious mind, your belief system, your identity, or in one word your mindset, you will not be able to help but notice your own thoughts and how they have controlled your decisions, speech, and activities up until now. This awareness is all you need for this last and most important step.

This is how it works. Every time one of these limiting thoughts gets triggered by an event, you will be able to catch it. This may not happen right away in the beginning, but a few minutes, a few hours, or even a few days later when all of a sudden you realize that a certain event generated some negative thoughts in you, and you take some time to analyze what happened. This realization will give you enormous insight about yourself and the situation that prompted the limiting thoughts. Do not let opportunities like this pass you by without taking the time to look at them, analyze them, and write them down. Sometimes it is very difficult to uncover certain beliefs that are buried deep down in your subconscious without the right situation, or trigger, presenting itself to elicit them. Thus, it is key that you make the most out of these opportunities. Keeping a journal is advisable.

Here are the steps to start replacing the old beliefs with the new ones consciously:

  • 1. Acknowledge the limiting thought.

  • 2. Acknowledge what triggered it.


Say to yourself out loud if possible: CANCEL! CANCEL! (the limiting thought, of course).

  • 4. Recite your new belief about the event out loud if possible as many times as necessary for you to perform step 5.

  • 5. Imagine how you would feel if this new belief were your current belief, and, as a result, you would have achieved your desired outcome already. Generate this feeling and stay with it for as long as you can. (See explanation below)

IMPORTANT: This last step calls for imagining and generating the exact feeling you would feel if that new belief was, in fact, your current belief about the event you are working on. This is the single most important element of this entire formula, and without which it would not work at all. It is the key that will unlock the door for your new beliefs to enter your subconscious mind and imprint themselves within it. I can't stress this point enough. The language of the subconscious mind is through images and feelings. You are speaking that language on this last step. You are imagining, visualizing, and feeling as if you were already thinking in this new way.

Step 5 goes like this: As you keep repeating out loud, or in your head, the new belief from step 4, close your eyes, take three deep breaths, and in your mind's eye picture yourself thinking, speaking, and acting as if you had already acquired this belief and in turn your desired outcome. Stay with that thought until you start feeling like all this already happened, and you are just enjoying the rewards. Usual feelings are accomplishment, triumph, winning, wholeness, euphoria, confidence, and a feeling of being "on top of the world."

Do not neglect this step, as it is the most important one in the formula. This step is what erodes the negative feelings your current beliefs are linked to, and replaces them with new positive and empowering ones. The way you think and feel about a task, event, or goal is what makes it pleasurable or painful, easy or hard, effortless or effort intensive. These two contrasting emotions or feelings are what give our subconscious mind a point of reference about each and every single belief we have, and pretty much set the confines of our comfort zone. If we believe that doing something will bring pleasure to us, we include it in our comfort zone. On the other hand, if we believe that doing something will bring pain to us, we avoid it altogether by excluding it from our comfort zone. It is that simple.

TIP: You may perform steps 4 and 5 as many times as you like during the day, or whenever you remember. It is not necessary for you to wait for triggering events when you are consciously working on a specific area that you have already spotted, analyzed, and are aware of.

As you keep doing this, the strength of the current belief will start waning as the new belief gets stronger and takes its place. Staying alert for limiting thoughts and going through this short sequence is the key here. Remember, repetition, repetition, repetition, is the mother of all skills.

As a way of illustrating this

whole exercise visually and to make it easier to grasp,

I have










at the resource site for this ebook

http://www.davidefernandez.com/ebookresources. No worries, I will also provide you with a blank form of the table so that you can repeat this exercise using your own thoughts and current beliefs. I encourage you to use this formula in every area of your life; you will be amazed at what you will find and how much you will learn about yourself.

Whenever you notice new limiting thoughts in any area that you have not examined yet, go through steps 1, 2, and 3 as you normally would if you were analyzing it consciously. When you get to step 4, try to quickly reverse the negative thought and think how that new positive thought would make you feel. Imagine and generate that feeling during step 5. At a later moment, write down the experience, and try to come up with a better set of beliefs around this newly discovered limiting thought and trigger.


Thinking is a process that we, westerners, have yet to master. And I say this because easterners are way ahead of us when it comes to self-awareness and mind mastery. I am not implying that all easterners are masters of themselves, many of them are just like us. What I am saying is that culturally they have historically had more access, and been generally more open, to this type of information than the west has. Many of these concepts of self-awareness, spirituality, the real self, and the like are just starting to spread on this side of the world, to the benefit of many who like you are now being exposed to them maybe even for the first time.

When we eliminate old programming from our minds, we start liberating energy that up until now was being spent worrying, doubting, holding ourselves back, and making sure we stayed within the confines of our comfort zone. Once the new positive and empowering beliefs take place, this energy gets channeled toward thoughts and activities that will invariably, and virtually effortlessly, move us forward in the direction of our goals, our ideal lives, and certainly our success in business.

In time, you will get so good at spotting limiting thoughts that this process will be performed automatically and in real time. When this happens, the areas you've been working on for a while, will feel like you have consciously programmed them to feel like, and your confidence around the triggering events will start to soar. The new beliefs will be on their way to becoming permanent as the old ones gain a surreal feeling around them, almost like they never existed.

You will start seeing this happen in every area in your life, and even more so in the ones you have consciously put through this whole exercise, which is similar to the same natural process that unconsciously imprinted the limiting thoughts in your subconscious mind ages ago. Only, this time, you will be doing it consciously. You can re-create your identity consciously. You can be whoever you want. You can achieve whatever you desire. All it takes is a belief system and an identity conducive to those results.

Changing and aligning your identity to include beliefs conducive to success in business will make your business endeavors almost effortless since your thoughts, behaviors, and actions will be in complete alignment with your objectives allowing you to experience virtually no resistance to putting in the necessary work.

Creating effortless success does not mean that there will be no work involved. It means that you have built a mindset, a set of beliefs, and an identity that is so in tune to what you are doing that time seems to fly by as you take on the tasks that will bring you closer to your goals and ultimately to the life you deserve, the life you envision.


In order to make it easier to employ this technique in other areas in your life, begin by making a list of your most important goals in each one of these areas. I categorize my life in the following areas: Business, Financial, Material, Relationships/Family, Health/Fitness, Personal Growth, Spiritual, Fun/Travel, Contribution.

Start with the goals that you have put off the longest. Put them through this process so that you can spot where the resistance is and what's creating it. In order to help you with this task, I have included a blank copy of the very form I use to write in my goals along with the other resources I mentioned earlier available at http://www.davidefernandez.com/ebookresources. I encourage you to use it as a tool to help you gain clarity about where you are headed, and to start designing your own future. Once you start this process, things are going to happen very quickly.

This entire formula is extremely powerful, and it does not take much for you to see the results show up in your life. Starting to observe your limiting thoughts will open the door to yourself and place your entire destiny in your hands. Use this power proactively to help you create the life you envision and a business that supports this vision. Before long, it will all have become your current reality!


David E. Fernandez is the founder of Business Mindset Academy, a collection of online training programs designed to help entrepreneurs develop a comprehensive business mindset so that their psychology, business knowledge, skills, and actions are in complete alignment with their goals.

David has spent the last 15 years of his life researching and studying business and success psychology in order to develop what he came to realize is the almost universal mindset that leads people to business and financial success. Now, he has made it his mission to share his findings and revolutionary insights with the world.

David holds an M.B.A. with a concentration in Finance from the University Of New Haven.

Come meet David at DavidEFernandez.com

From The Desk Of:

David E. Fernandez

Houston, TX

Dear Friend,

I hope you enjoyed my ebook. If you did, you’ll love my FREE webinar "How to Build Confidence & Start Your Own Business". Make sure to head over to DavidEFernandez.com today and sign up for it. And while you are there go ahead and join my email list, I have tons of FREE success & business mindset tips I'd like to share with you!

Wishing you much success,