EPISODE OVERVIEW

Duration: Approximately 42 minutes

Best For: Trapped entrepreneurs who have tried every tactic going and still cannot break through the ceiling they keep hitting

Key Outcome: You will see why your results come from your beliefs, not your effort, and how to spot the fear that quietly runs your decisions

You did everything right. The strategy was solid. You still could not make it work. There is a reason for that, and it has nothing to do with how hard you tried.

THE BOTTOM LINE

Dr Anne-Marie King trained as a doctor, headed for surgery on babies inside the womb, then walked away because the work did not bring her joy. What she found instead matters to you. Across a decade working with elite performers, billionaires, and stuck founders, she saw the same thing again and again. Brilliant people hit a wall that had nothing to do with effort or strategy and everything to do with invisible beliefs running the show. If you have ever taken great advice and watched it fall flat in your hands, this is why. The strategy was not the problem. You were not psychologically aligned with it. Anne-Marie calls these beliefs blocks, and she has built a way to find them and remove them. The thing is, you cannot out-work a belief that says you are not allowed more. This episode shows you how to spot the one quietly capping what you build.

WHY THIS EPISODE MATTERS TO YOU

You keep buying tools, courses, and tactics hoping the next one frees you up. Anne-Marie explains why any external thing only amplifies what you already believe, so the work that actually moves you happens on the inside first.

If your revenue has stalled at a level it will not move past, the reason may not be your market or your offer. It may be a definition you formed years ago about what you are allowed and what you are worth.

That perfectionism you call high standards is often fear wearing a smart suit. Naming it is what frees you to ship, delegate, and step back without the dread.

Keep ignoring this and you carry on doing thousands of reps of the same hard work, getting the same ceiling, wondering why nothing changes while you exhaust yourself.

KEY INSIGHTS YOU CAN IMPLEMENT TODAY

Your results reflect your beliefs, not your effort. Effort amplifies whatever belief is already running. Spend an hour asking how you are creating your current situation and you find the lever most people never touch.

The fear of getting it wrong masquerades as doing a great job for clients. Anne-Marie admits her own block is the pull to get things right, and it kept her stuck without her even noticing. Watch where you delay or polish past the point of usefulness.

Notice the formula in your own head. If X happens, then I will have Y. More revenue, then freedom. Anne-Marie calls this an illusion, because you are the one putting the condition on. You can have the Y now.

When something triggers you, the trigger is yours, not theirs. Roy shares his own practice of stopping, digging into why he felt that way, and tracing it back. Uncomfortable work. It is also where the unlock lives.

Use your emotions as data. Before a decision, ask one honest question. Am I operating from freedom or from fear right now? Anne-Marie says the truth is usually there if you are willing to look.

GOLDEN QUOTES WORTH REMEMBERING

"The results and the experience that you're having in life are always without fail a reflection of your beliefs, not your effort." - Dr Anne-Marie King

"It's an absolute illusion. You can always have why. It's you that's putting the condition on it." - Dr Anne-Marie King

"Any external thing is an amplifier of whatever you believe and think and you're using it for and wherever you're at." - Dr Anne-Marie King

"It's more important to me to live the life I love than to have the million pounds in the bank, and those two things can very much coincide." - Roy Castleman

"When I deal with it properly, it unlocks something for me. So now it's exciting." - Dr Anne-Marie King

QUICK NAVIGATION FOR BUSY LEADERS

00:00 - Introduction: Meeting someone whose work sits right alongside the freedom you are chasing

03:15 - From doctor to performance psychologist: why she walked away from a career she dreamed of at four

09:40 - The accidental entrepreneur: building a business while training in medicine, and the first hard lesson about cloning yourself

15:20 - The loneliness of running a business: why the deep connections disappear once you are the one holding the power

18:30 - What a block really is: the invisible beliefs setting your ceiling without you knowing

24:10 - Valuing yourself properly: the engineer with the hammer and why your hourly rate hides your worth

30:00 - Freedom versus fear: chasing money out of anxiety and why it never feels like enough

35:45 - Her own block: perfectionism dressed as high standards, and why strategy fails without psychological alignment

40:30 - Conclusion: the one question that confronts and frees you at the same time

GUEST SPOTLIGHT

Name: Dr Anne-Marie King

Bio: Dr Anne-Marie King is a psychiatry doctor turned Performance Psychologist and founder of The Realignment. After training in medicine and psychiatry at UCL, she spent a decade working with elite performers across the UK, US, Europe, Dubai, Lagos, and Hong Kong. Across every setting she noticed the same pattern: brilliant people stuck at plateaus that had nothing to do with strategy or effort, and everything to do with invisible internal patterns distorting their execution at the exact moment it mattered most. She built The Realignment Method to solve both sides of the problem, a clinical diagnostic that finds the real constraint and a structured process that removes the belief keeping it in place. She now works with established coaches doing £10K+ per month whose revenue has plateaued, helping them get it growing again within 90 days, without pushing harder. She is based in London.

Connect with Anne-Marie:

Website: https://www.anne-marieking.com/

LinkedIn: https://www.linkedin.com/in/anne-marie-king/

YOUR NEXT ACTIONS

This Week: The next time something triggers you, stop before you react. Ask one question. Is this freedom or fear? Write down what comes up. You are gathering data on the beliefs running your decisions.

This Month: Take one piece of business advice you have failed to act on. Look at whether you actually doubted it, feared the result, or did not feel aligned with it. The block sits there, not in the strategy.

This Quarter: Pick one belief about what you are worth or allowed, the one capping your pricing or your stepping back, and work it properly. Anne-Marie says clearing one of these opens the next level. Test that for yourself.

EPISODE RESOURCES

The Realignment Method and diagnostic by Dr Anne-Marie King, available at https://www.anne-marieking.com/

The four stages of competence (unconscious incompetence through to unconscious competence), referenced by Roy as a model for mastery.

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READY TO ESCAPE THE TRAP?

Take the Freedom Score Quiz: https://scoreapp.atpbos.com/freedom

Discover how trapped you are in your business and get your personalised roadmap to freedom in under 5 minutes.

Book a Free Strategy Session: https://www.allthepower.co.uk/contact

Let's discuss how to build a business that works WITHOUT you.

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CONNECT WITH YOUR HOST, ROY CASTLEMAN

Roy is the founder of All The Power Limited and creator of The Owner's Thrive Method, a business coaching system for entrepreneurs ready to grow without burnout. As a certified Wim Hof Method Instructor and the UK's first certified BOS UP coach, Roy combines AI as a thinking methodology, wellness practices, and business operating systems to help trapped entrepreneurs reclaim their freedom.

Website: www.allthepower.co.uk

LinkedIn: https://www.linkedin.com/in/roycastleman/

YouTube: https://www.youtube.com/@allthepowerltd

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Good morning, good afternoon, good evening, wherever you are in

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the world. Got a real treat today. Dr. Ann Marie

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King, who is here to talk to us about all

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things business. And I love it when you can meet

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somebody that's not only inspiring, but also has a very

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complimentary service to what you're doing. So welcome to the

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podcast. Thank you. Glad to be here. So let's go

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back. Let's go back a little bit. Yeah, you told

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me a little bit of your story before, but let's

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set the context. Yeah. You are a doctor. You were

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in some really challenging fields, and you'd still be learning

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today if you'd carried on there, I'm sure. Tell us

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a bit about that. Yeah. So I was one of

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those people who was like, 4 years old and knew

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I was going to be a doctor. For those who

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know the British show Casualty, I just watched that and

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thought, that's exactly what I'm going to do. There was

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no ifs, ands, or buts. I don't know why, but

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that's what I wanted to do. And as I sort

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of went through that journey, I also wanted to kind

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of focus on the happy side of medicine. I wanted

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to be somewhere where there's some sense of miracle or

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joy as well. So that's what kind of brought me

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to. Oh, I think I'm going to do obstetrics. I'd

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love to kind of, you know, be in that journey

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of bringing babies into the. Into the world. And then,

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you know, I got older, and then I was like,

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okay, well, it's a bit boring. What else can I

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do? What's the next challenge? What's the next something? And

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I. I thought, oh, do you know what it'd be

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really cool to do? You know, fetal and neonatal surgery.

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So that's the surgery on the little ones inside the

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womb and outside the womb. And I thought, oh, that.

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That's really, really cool. You've got the art, you've got

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your hands, you've got the science, you got the people,

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you got the just absolute elite sense

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of, like, I'm doing everything I possibly can to perform

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at my best, but also deliver my best. So that

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was the whole dream. That was the whole frame. And,

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you know, nobody. Nobody told you that you were actually

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an entrepreneur inside. Yeah, I know. And the funny thing

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about that as well is I grew up in a

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household with parents who were entrepreneurs. I guess they. They

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were business owners. They had multiple different businesses. And I

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just saw them working so hard, and it just seeming

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like, oh, you're always working. I'm not going to do

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anything that's hard like that. I'm just going to do,

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I guess I, you know, everyone picks their hard, right?

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And I thought, oh no, like being in business, it

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looks like they're always stressed about money and it looks

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like they're always stressed about what's going on. And we

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had a lovely childhood, we had a lovely upbringing, so

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really grateful for what we were able to have. We

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wouldn't have had that otherwise. I somehow created this definition

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in my mind that like business is like struggle or

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something. But you know, I, I

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started my first business when, I mean I did side

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hustle things. But my first proper company was sort of

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the first year of medical school and it was because

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by this time I had been teaching other people science,

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math, all that kind of stuff. I found school quite

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easy and loved trying to figure out, well, what's your

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frame of reference for how you're looking at the world

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and how can I understand that in order to help

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you learn better? And I didn't, I didn't articulate it

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like that then, but that's basically what I was doing

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and what was enjoyable about it for me, going into

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somebody else's mind. So essentially what

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I do. So my first job was teaching. I did

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teaching. I got referred a lot because people liked my

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teaching and then I was referred to a lot of

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sort of high net worth individuals and families and stuff

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all over the place. And that kind of just grew

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and grew and I was like, well, I can't see

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everyone and I can't teach everyone, but this is a

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great opportunity. How do I like create more of me?

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So first business lesson of, you know, oh, I think

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I could just hire someone else to do exactly what

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I'm doing. And then you go through understanding that's not

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how it works. But you got to go through the

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lessons. And I mean I did pretty well pretty quickly.

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I had lots of challenges, lost money, made money, but

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as a student I was making pretty good money, like

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beyond what most people were making as a consultant in

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the nhs. So I had this weird thing of training

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to be a doctor but also growing this business and

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then being in rooms with lots of really

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successful people, very wealthy people and being able to do

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things that kind of, I wasn't taught, I was, I

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should be able to do yet. Right. And especially if

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you do the whole like medicine, go through the hierarchy

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of levels, you're very used to a, you know, the

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carrot is right at the end of the journey. And

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then I Realized, well, that doesn't need to be true.

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Oh, my goodness, I can make all this money now.

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I can have fun, I can learn, I can grow

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much faster than what I seem to be doing at

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medical school. But I kept them both going and obviously

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then needed a manager and a team to keep things

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going. So went through those lessons and still try to

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pursue my neonatal surgery stuff. Went to the. To New

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York for a little while and just realized, oh, my

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goodness, this is not fun. You know, everything I

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had hoped it would be, it just wasn't. People were

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very, very depressed on the team. It was. It

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was just not the environment that I would have hoped

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it would be. And so you kind of deal with

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the reality of things. And I just realized, oh, this

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is not fun. And I think I need fun. I

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think I need to love what I do. So I

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kind of came back to England and, you know, continue

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to do business stuff, continue to see, is there any

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way I can make the medicine part make sense. And

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actually, what I started gearing towards was psychiatry, because I

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love the mind, but I specifically wanted to apply it

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not just to disease, I wanted to apply it to

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optimizing things. And how do I. How do I take

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this understanding and apply it to what people want in

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their lives? And. And so by this point, you know,

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adults were just asking me to work with them. Can

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you help me with, you know, my business and the

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mental models that you use? I really like that. And

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so that was generally kind of growing in its own

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way. And so pairing the psychiatry and

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pairing more kind of performance psychology, thinking and cognitive

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neuroscience. I started getting all these specialisms, pretty much thinking

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about optimizing performance. And then it just became, over time,

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more applied to business and business and business and business.

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Until now that I'm working with a lot of kind

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of scaling founders and coaches and consultants who are trying

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to grow and removing the blocks from them, growing, essentially.

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That's the. And I want to dig into that a

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little bit because that's. That's a foundational piece for everybody.

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Yeah. For me, entrepreneurship is such fun. I love it.

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Yeah. Yeah. I love the journey. I love the light

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going on in somebody's eyes and like, and making a

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real difference in a short amount of time. Right? Yeah,

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because you've made. You have made all the errors. I've

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lost the millions. I've made the millions. All these kind

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of things that, yeah, if I just had those journeys

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beforehand, if I'd known about these things beforehand, I wouldn't

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have made them. And for me A foundational lesson was

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actually to become coachable, you know, to be able to

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say, actually it's not, it's not a bad thing to

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do something. Yeah. To ask for help. And that

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then kind of spurred me on to go and learn

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more and learn Europe. Like me, I'm always learning every

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day. It's a learning day. Right. You have to learn

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as much as you can. And going through now and

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then, you know, the era that we're in, the time

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that we're in, you know, the biggest single problem for

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business, business owners is loneliness, strangely enough. Right. You

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get kind of really, you don't have the deep connections,

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you know, you've got the family connections. Yeah. But really,

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after you've spoken to your wife or your partner a

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few times, they don't really want to hear about all

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the exciting things you're doing because they're not exciting to

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them. Yeah. You can't speak to your staff because they're

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your staff right now. Even the people that work alongside

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you in the management team, you have this, this different

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relationship because you always need to be able to hold

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your power and, and, yeah, be the, be the bad

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guy if you need to be. Right. So it becomes

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a very lonely thing. And I've started looking at all

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of this, you know, mental side of things a lot

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as well, because as we go into this next couple

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of years, it's not going to be the mundane, run

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of the mill things that people are going to need.

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Yeah. It's going to be the human touch, the human

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connection, the talking about these subjects. And you talk a

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lot about blocks. You're helping people with blocks. Give us

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a flavor of what a block might look like. Yeah.

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What. Oh, goodness. So when I say blocks, I,

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I am essentially saying beliefs. Right. I kind of have

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this thing that I talk about as identity settings. You

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know, there's. There's definitions or meanings that you make of

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things in the world as you experience and you grow

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up and you kind of form identity conclusions or beliefs

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as a result of those. And those conclusions are the

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things that you filter everything that you do through. So.

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So they're kind of running invisibly all the time in

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ways that you can sometimes see because you'll get a

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trigger or sometimes you just can't see it and you

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can't see the way it's limiting you or what it's

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setting as your standard, essentially. So a block could be

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anything from. I have a definition that, for example, you

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know, worth is what I produce is the results that

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I produce or Selling means pressuring people or

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you know, different definitions that you get as you grow

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up. And I might make a conclusion that, you know,

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I, I don't want to pressure people. I'm the kind

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of person who doesn't pressure people. I'm the kind of

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person who's kind. And so selling and my conclusion about

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myself being kind are going to conflict, right? Or if,

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if I want to be somebody who's worthy and I

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feel like, okay, but worth means producing results and I

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haven't got these certain results, therefore maybe I'm not worthy

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for this. So essentially the dance of those definitions

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and the beliefs that you form are the thing that

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sort of, you know, causes behavior. And what I find

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is the way it really shows up is the permission

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that people give themselves to do things or to feel

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things or to be allowed things. Or so let's say

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it's for example, you know, somebody who is at, I

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don't know, 10k a month. For that person thinking of

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operating at 100k a day is just so far from

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their kind of identity settings. What they think is possible,

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what they feel like they want, what they think they're

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allowed, what skills they think they have. That, you know,

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identity is something that just keeps things coherent. It keeps

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you in the same place. And obviously as an entrepreneur

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you have to learn and you have to grow, you

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have to evolve. You've got to respond to the data

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it in order for your business to keep thriving. So

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the blocks are plentiful, but quite often they actually just

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boil down to definitions that prevent you from feeling worthy.

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Like you're allowed things that you're deserved, deserving of things

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that you're complete in some kind of way. So I'm

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sure most people know about the kind of sense that

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I'm not enough in some kind of way, but it

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can be quite a niggly thing that you, you don't

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actually realize where you don't feel enough until you meet

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the thing that you need to be enough for. So

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it's, it's one of those that can be quite context

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dependent but we've all got them, we've all got beliefs

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that are running the show. I like that, the value

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piece that you've alluded to there. So I see this

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so often. Yeah, it's, it's the story of the guy

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who's fixing the engine in the ship and he goes

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up and he knocks it with a hammer and charges

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them 10 grand. And they thought, well, you just knocked

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with them and it's like, no, but I spent 25

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years learning where to knock it, you know, and so

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I. I often see people charging a fixed rate per

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hour, right? So Now I'm charging $250 or pounds an

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hour for my services. And so I can't charge any

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more than that because nobody else does. Right, but what

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problem are you actually fixing? Are you fixing an hour's

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worth of problem? Are you condensing, you know, £150,000 with

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the training, plus five years of experience, plus, you know,

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making the mistake yourself into that hour. And, you know,

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I was speaking to somebody else in a podcast just

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recently, and he was talking about having someone come to

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him and charge him $10,000 for an hour's worth of

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consulting. And he made a million dollars out of that

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learning. It's such a subtle shift in how we think

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to what's our actual value? How do we define our

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value in ourselves so that we can go out and

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then share it and get the right energy exchange? We're

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talking about an energy exchange. And, you know, you go

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into a room and you feel a connection and energy

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of someone and you have this exchange. How do you

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value your time and your energy so that you can

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go to somebody else and give them that energy? Because

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it's got two things. One is what you're portraying. And

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if you say, okay, I'm going to give you this

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foundational piece of work, but I'm only going to charge

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you penis for it, you, as the person receiving, don't

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necessarily put any value behind it. Right? So,

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yeah, it's a fascinating space to work in, and it

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sits so well in all spaces. So the question for

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you then is how do you take that and scale

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it? My actual

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work? Yeah, you're with. Yeah. So at the moment, for

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me, it is extremely exciting to get to push my

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work out to more and more people. And obviously that

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now means focusing from, you know, doing the delivery and

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doing the stuff that you usually do to really thinking

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about pushing on how visible am I? How much value

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am I giving to the right people, to the people

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who really need this? There's the monetization side of it,

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and there's the scaling, scale of contribution and impact part

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of it. So scaling depends on what it means to

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you. But for me right now, it is a bit

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of both. It is scaling the. My message and finding

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a way for people who. Who just feel very stuck

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to have some accessible tools or accessible language that makes

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them feel like there's a lot more hope. And there's

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a. There's a definitive Path to getting what they want

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in life. Because, I mean, for me, the mission is

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I don't want to be deprived or limited in any

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way. And that's both financially, that is in my joy,

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that there is nothing I feel I need to be

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limited by. And I think a lot of us have

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grown up with the sense of we have to struggle

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in order to get reward or we have to earn

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it. You know, like, earn a living is a very

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common saying. And in that is already that psychological frame

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of mind that I have to work hard in order

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to get this result. I have to earn it, I

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have to deserve it. So I think most of us,

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if not all of us, have to, at some point,

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come to terms and address that kind of idea of

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what am I, what are my values? What am I

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living for? And the scale question comes at how do

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I scale my values, really? It's like, if what matters

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to you is freedom, which is something that is very

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important to me, it's more. How do

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I value my freedom more? And how do I scale

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that in the sense of sharing it more? So when

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I think of scaling, it's less of just a number

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or how much money I'm making or whatever. It's all

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of those things. And the foundation of that is what

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you desire, what you're valuing, and what you're committing to,

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essentially. Yeah, I love that. Yeah. I've been through all

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those stages where, yeah, I want to have a million

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pounds in the bank. Yeah, I had a million pounds

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of the bank. Then, you know, I want to have

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this recurring revenue. Well, then I want to have. And

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I went through a really traumatic business stage a

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few years ago during COVID I bought this amazing adventure

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center with indoor skydiving and indoor surfing and a hotel

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gym and basically lost it because there's nothing you can

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do. Sometimes you've got to let go. Yeah. Such a

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firm belief in my own abilities and. And you can't

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fix covert, I'm afraid. So we went right down to

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the bottom of the barrel. I really had to reevaluate

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what's important to me. Yeah. What. What is. What does

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it mean? Your freedom is the. The. The thing that

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comes, you know, directly to front of mind. What does

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freedom really mean? We just spoke about. I just got

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back from France. Yeah. This year I've been to France.

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I've been to Mexico. I've been to Seattle. I've been

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to. I got back from Prague today. I couldn't remember,

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you know, so I've been to, like, five countries you

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know, this year alone. And that doesn't mean I sit

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here and I work from 6:00am to. Yeah, 7:00pm yeah.

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And. And don't get. Don't live the life I love.

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Yeah. It's more important to me to live the life

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I love than to have the million pounds in the

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bank, you know, and those two things can very much

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coincide. Yeah. Yeah. But what are your values? What

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do you value the most? Right. Yeah. And that is

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the thing, is that they can coexist. But what I

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have found on the journey of making money, making

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money, losing money, making money, is sometimes

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we're wanting things out of fear and out of anxiety.

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The whole stance of using things to get security, of

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trying to feel safe and trying to feel secure, it's

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not bad in and of itself, but it can have

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a framing and psychological framing where you're scared of loss,

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you're scared of not having enough, and you will never

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get to a place where it's enough. It never, ever

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feels while you have that frame of reference. So I

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have had many times, just as you were saying, where

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you're like, okay, if I can make this much a

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month, then life will be whatever. It's always that formulation.

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If X can happen, then I'll have Y. Right. And.

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And it's. It's an absolute illusion, like you can always

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have why it's you that's putting the condition on it.

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Right. And it's usually because we're scared and we don't

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believe it's true that we are deserving enough or worthy

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enough to deserve the joy as well as the success.

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And I found that because over my journey, I've worked

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with all sorts of people and quite specifically, you know,

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founders who sell their company and have that kind of

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transition period where, okay, I've come into wealth and now

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what? Why am I miserable? Why do I feel like

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this? I should be grateful. This doesn't feel very good.

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What was the purpose of all of that? And it's

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really, it's really because we often put success

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and success meaning, you know, getting a performance result, getting

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a certain revenue number separate from, you

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know, the fulfillment, the joy, the living from our own

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alignment. But it's quite difficult in the sense that we're

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not really taught how to have both. It's not really

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shown to us that this is how you. You do

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both. I think it's either here, the A stars that

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you get in school, and if you get the A

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stars, you'll be rewarded because you'll be able to go

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and get this job and everyone will think you're smart

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or it's, yeah, go and just enjoy your life and

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backpack and have no money and live a spiritual life

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sort of thing. And it's the putting the two together

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that I think most of us haven't grown up with.

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And that's, I think that's the thing that we need

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to re. Educate ourselves around. Let me ask you a

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question. Yeah. About you. Yeah, go on. The plumber's plumbing,

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the electricians. Electricity. Yeah, yeah. Where you

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have this, you know what you should do, you know,

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knowledge wise, the things that work for your clients. Yeah.

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How well and how long did it take you to

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start doing those for yourself? Oh my goodness, that's a

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really good question. What are your, what are your blogs?

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Oh my goodness, that's a really good question. So to

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be honest, at this stage I, my process was sort

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of selfishly for myself originally when I, when I was

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doing performance optimization, you know, I was working with all

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sorts of people. I was working with kind of kids

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and families and CEOs and it was all over the

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shop because what I did was just mental models. But

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I was growing my business and doing my business things

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at the time. So I thought, God, how do I

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use this for myself and not just, you know, the

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CEO of a massive company because, you know, I'm a

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business owner of a small business, like what do I

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do to optimize myself? And so that is actually how

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I birthed my actual process to find my blocks on

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a day to day basis. And I built an execution

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system based on that. So I actually use it every

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day and I have plenty of blocks. And one of

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the blocks that is, is quite a profound one that

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I come, I have come up against and sometimes does

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return is this desire or condition to get it

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right, which I think a lot of us have high

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achievers. I'm not going to post this until it looks

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perfect. Yeah, well, and it can operate like you don't

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even think that you're stuck in a perfectionism cycle. You

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just think, oh, I'm doing my job really well and

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I want to do really well by my clients. I

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want to do whatever and I want to whatever. But

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you don't realize how much certain beliefs

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are running. And I would just find that I wanted

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to get things right because I knew historically I was

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always rewarded for getting things right. And because of that

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you then get very afraid of getting things wrong, even

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if it's not that conscious. Because if somebody told me,

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oh, you're just afraid of Failing or something, I'd be

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like, no, I failed lots of times. And I do

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this all the time. I do it with my clients,

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etc. But when you really go through the process of

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finding what is. What is the underlying fear of a

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trigger or a block that you're having, and you will

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find things that you'll find uncomfortable about yourself or that

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you don't really think you consciously identify with. So that

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would be one where you're trying to just figure out,

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if I can just do this right thing, then I'll

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get the perfect result, or then I'll get kind of

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the best possible result. And honestly, the big realign

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there is, what is right isn't

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about the strategy necessarily. There's tactics and advice and knowledge

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and information that is very useful. But to activate that

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information and for it to be useful for you and

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where you are at that point of time, it requires

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it being aligned with where you psychologically are. So if

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I take on someone's great business advice, which is what

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a lot of people do, or this great strategy or

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this great tactic, and I don't feel psychologically aligned

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with it, either I'm doubtful or a bit frustrated that

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I don't know how to get it right, or, you

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know, I. I'm just scared about what the results will

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be. That's the thing that doesn't make it work. It's

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not the strategy. Do you see what I mean? That's.

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That's exactly where we all. They are, right? Yeah. Yeah.

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This whole AI piece, we. We look out in the

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world and we know we should be doing it, and

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we see these guys doing these awesome things. Yeah. And

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then we try it, and it's actually way harder than

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what they make it look. Just follow these steps and

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you do it. But the underlying piece of all of

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that is you don't have all the other things together.

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You don't have the core structure together. You don't have

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your SOPs together. You don't know what you're selling, who

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you're selling it to in the right level of detail.

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So you don't have the whole picture. And that's kind

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of what you're talking to. Yeah. Essentially any external thing

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is. Is an amplifier of whatever you believe and think

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and you're using it for and wherever you're at. So

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having to retrain and understand how to dial into what

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feels good, in a sense of using my emotions as

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kind of data for knowing where I'm psychologically aligned and

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what's fear versus what's freedom that really is my question

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all the time. I am trying to live in a

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way that is completely unlimited and there's no deprivation. So

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to do that, I have to be quite bold in

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asking myself, am I operating from freedom or from fear

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right now? And quite often it's from fear. And sometimes

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I have to really take a step back to understand,

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well, where's that fear coming from and what even is

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the fear? Because I feel like I'm just weighing up

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two options. But, but over time I've come to quite

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quickly be able to see. No, no, no. There's definitely

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an element of fear here. And even if it's. Sometimes

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it's excitement and fear, you know, and they kind of

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masquerade each other. But if you're honest with yourself, you

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usually know usually. How often are we honest with ourselves?

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That's the whole question. Yeah, yeah. Because I think over

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the last few years, especially since this massive

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learning that I've done. Yeah. The biggest psychological thing

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that I do with myself is I go into a

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trigger. Yeah. Somebody triggers me and then I have to

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stop myself and say, actually realize. Yeah. That the trigger

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is my problem, not their problem. Then I have to

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start digging into actually why did I feel like that?

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You know, what, what is the thing that makes me

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feel like that? Not that there's something about that from

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my past. Right. And that, that self reflection can be

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difficult. Yeah, it, it can definitely be. And I mean,

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I've done thousands of reps of this with like everyone

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under the sun, like billionaires to little, little kids and

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myself for many, many years. And still it's something that,

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you know, I've mastered it to a sense, it evolves

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and it constantly. You constantly meet new challenges. But at

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this point it's really fun for me because I know

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that it's my growth edge now. Wherever I find something

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new, like a new fear or a new trigger, when

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I deal with it properly, it unlocks something for me.

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So now it's, it's exciting because I'm like, o, there's

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a next level here somewhere that's going to open. It's

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going to expand who I am and what I'm able

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to, to do. So now it's exciting. And that's, that's

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the journey of mastery, right? Yeah, yeah. It's a fun

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journey. Yeah. The unconscious. I forget what the four are.

504

I should paste them up here because I always refer

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to them. Yeah. But from starting, you know, you know

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nothing. Yeah. Do then you think you know something? Oh,

507

unconscious competence. Yeah, yeah, yeah. I

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Am. I've scarred a lot of planes. A lot. And

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you, you get up to your 200 jumps or your

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300 jumps and you think, you think, yeah. You get

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up to your 1500 jumps, you realize, actually I've got

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such a long way to go. You get two and

513

a half thousand jumps, you're like, I'm just beginning because

514

wow. There's, there's, there's such a. Yeah. You go for

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to 95% of what you're able to do. Takes you

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a certain amount of time. Yeah. Yeah. And then every

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half a percent after that takes you a full 95%

518

worth of learning again to move the needle. And I

519

found that in so many things. Right. I find that

520

just, just about everywhere in life. Yeah. Keep on going

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through this now when you really want to get good

522

at what you're doing, the more you realize, the more

523

anger, the more subtleties, the more, you know, elements that

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you can dig into as you go through. So I

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love that framing. Yeah. So thinking about your

526

work, thinking about, you know, how you're going to affect

527

the world. Yeah. What would be one thing that you'd

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leave people with as you, as we wrap up? What

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would be one lesson that you'd suggest people look into?

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I think my one message would be that the

531

results and the experience that you're having in life are

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always without fail a reflection of your beliefs, not your

533

effort. And effort compounds and amplifies things, but

534

the belief is the out picturing of like that is

535

where your results are coming from. So I would, I

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would say in a world now where we're so wrapped

537

up in so many things, so many tools, so many

538

things outside of ourselves, realizing that taking the time to

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stop and reflect and be honest with your emotions,

540

with where you're at, what you're getting and starting to

541

think, how am I creating this is both a very

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confronting but liberating question to ask yourself. So that would

543

be the one that I think can unlock a lot

544

of freedom and a lot of kind of success for

545

people. So that would be the one. Amazing. Now I

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will put all your details on the the show notes

547

and everywhere else. Where's your preferred place for people to

548

get hold of you? Well, probably LinkedIn, Dr. Amory King

549

or the realignment.com would be good. Well, thank you very

550

much. It's been a pleasure having you on the

551

show and we'll do this again in a few months

552

time. Thanks Roy