You Can’t Out-Strategy Your Unconscious Beliefs
Here’s the brutal truth most coaches won’t tell you: You can invest in every mastermind, hire every business coach, and implement every strategy under the sun—but if your unconscious beliefs are sabotaging you, you’ll stay stuck at the same income level forever.
Julie Costa discovered this the hard way. After 10 years at Lululemon, getting fired catapulted her into entrepreneurship. Initially, she built a thriving membership community for fitness studios. However, when COVID hit and she pivoted to business coaching, she fell into the same trap that catches 95% of new coaches.
Sound familiar? Taking on too many clients, undercharging, burning out completely, and wondering why success felt so elusive despite doing “all the right things.”
The Missing Piece That Changes Everything
Most coaches think they need another strategy course or certification. In reality, the subconscious mind—which controls 95% of our daily decisions—is running outdated programming that keeps us small.
Julie’s breakthrough came when she discovered hypnotherapy and watched her business jump from a couple thousand per month to consistent $10K months without changing her strategy at all.
What You’ll Discover in This Episode
The Real Reason Strategy Alone Fails
- Why smart, capable coaches stay stuck despite having all the “right” tactics
- How unconscious beliefs create invisible income ceilings
- The three requisites for lasting change that most coaches miss
Practical Tools for Subconscious Reprogramming
✨ Evidence Stacking: Build proof that success is possible (even without clients yet)
🧠 Switch Tasking: Interrupt negative thought loops in real-time
🎯 Strategic Visualization: Leverage your brain’s inability to distinguish imagination from reality
The Certification Controversy
Should coaches get certified? Julie and I dive deep into:
- When certifications help vs. when they become procrastination in disguise
- How to blend lived experience with proper training
- Why integrity matters more than credentials
Key Takeaways That Will Transform Your Coaching Practice
1. Evidence Stacking Beats Wishful Thinking
Instead of waiting for client success stories, track these leading indicators:
- Email opt-ins to your freebie
- Meaningful conversations about your work
- Consistent content creation efforts
- People are asking questions about your services
Pro Tip: Keep a running list you can review when doubt creeps in.
2. Master the Switch Task Technique
When you catch yourself in a negative thought spiral:
- Notice the thought (“I should be posting 5x daily on social media”)
- Say “SWITCH” out loud or in your head
- Replace with something more positive and believable (“I’m giving myself grace to figure out how I want to show up on social media”)
Why This Works: Repetition creates new neural pathways, making positive thoughts as automatic as the old negative ones.
3. Visualization Creates Reality in Your Brain
Your subconscious mind can’t tell the difference between what’s real and what’s vividly imagined. Therefore, consistent visualization of your ideal outcomes rewires your brain for success.
Best Times to Practice: Right before bed or first thing in the morning when your brainwaves are naturally slower.
The Truth About Coaching Certifications
When Certification Matters
Julie believes coaches should be certified, and here’s why: Most uncertified coaches aren’t actually coaching—they’re consulting, mentoring, or strategizing. Consequently, they miss the transformational power of proper coaching techniques.
When Certification Becomes a Trap
However, if you’re chasing certifications to fix an “I’m not qualified enough” belief, no amount of credentials will make you feel ready. In contrast, working on the underlying belief system while gaining practical experience creates lasting confidence.
The Sweet Spot
Certification + Lived Experience = Coaching Magic
Your PhD-level knowledge means nothing if you can’t connect with your ideal client’s lived experience. Rather than competing on credentials, focus on solving specific problems for people who resonate with your story.
Resources Mentioned
- Instagram: @julie.m.costa DMs always open for questions and conversations
- Free Resource: 10 Powerful Questions Every Coach Should Know
Ready to Break Through Your Income Ceiling?
If you’re tired of playing small and ready to discover what’s keeping you stuck, this episode gives you the roadmap. Most importantly, remember that sustainable success requires both inner work AND outer strategy.
Start with evidence stacking today. Furthermore, practice the switch task technique when negative thoughts arise. Finally, consider whether your current challenges stem from a lack of strategy or unconscious beliefs holding you back.
What evidence can you stack right now that proves your coaching business is working? Share your wins in our community—no matter how small they seem.
