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Last month, I spent over $3,549 on coaching.

Not for more tactics. Not for strategy. But to get clearer on one main thing…

Who I was being.

That was the word that kept coming up again and again:

BEING.

Because the truth is—the way you be in your life, your business, your relationships…

Shapes everything else.

Here’s what I mean:

One of the questions that I asked myself was…

That might sound simple. But when I really sat with it?

I realized I was being someone who:

• “forgets” to ask

• “isn’t good at it”

• “doesn’t want to be annoying”

And guess what that way of being produced?

Few to no referrals.

Not because I didn’t know what to do—But because I was being someone who didn’t act on what I knew.

That’s when the bigger breakthrough landed:

Most of us walk around saying things like:

• “I’m just inconsistent.”

• “I always procrastinate.”

• “I’m bad at follow-through.”

• “I struggle with commitment.”

• “I’ve never been good at sales.”

But those aren’t facts.

They’re identity statements we’ve repeated for so long that we end up believing them.

Now—try this instead:

• “I am that I'm being inconsistent.”

• “I am that I'm being someone who procrastinates.”

• “I am that I'm being unavailable for follow-through.”

Sounds different, doesn’t it?

Because the moment you add the word “being,” something shifts.

You realize:

BEING implies choice.

And no one would consciously choose to be discouraged, avoidant, untrustworthy, or overwhelmed.

But without noticing it—we do.

We choose it in our language. We choose it in our beliefs. We choose it in our actions.

A client recently told me:

He believed that because his parents never gave him a consistent sense of safety or presence, he was destined to repeat that same pattern.

And so he became someone who struggled with intimacy.

Someone who pulled away when things got real. Someone who questioned love the moment it got too close. Someone who unconsciously recreated the chaos he experienced as a child.

But here’s what we uncovered:

He wasn’t broken.

He was just being someone who struggled with love. And that way of being was something he could choose to shift.

Because remember… being implies choice.

And the reality is... we are always being. We can observe our being. And we can consciously shift that being.

Therefore, once he saw that & this idea resonated with him—he began to create a whole new experience of love.

One rooted not in his past… but in who he chose to be now.

So, my friend, here’s a powerful tool I want you to add to your mindset toolbox today:

Every time you catch yourself saying “I am…” — pause. And ask:

Because the moment you say “being”—you create space.

You open up the possibility for a different choice.

A different way of showing up. A different way of moving.

I don’t know what area you’re stuck in right now. But I’ll bet it’s not because you don’t know what to do. You probably do know.

So the real question is:

That’s the breakthrough. That’s the shift. That’s how we keep movin’.

Thanks for reading!

Much Love,

Julian

PS. Try it this week. Pick one identity statement you’ve been carrying—and shift it. Replace “I am” with “I’m being…” and see what opens up. Hit reply and tell me what you find—I’d love to hear it.