00:00
What gave you that opportunity? Martial arts, really was martial arts. Yeah, I've done martial arts since I was like nine years old. Like I say, school will genuinely taught me nothing. Probably taught me some rhythm, right? And I've got a bit of dyslexia, so it didn't do that very well. But martial arts taught me everything. And I see you in there going, tell me about it. Why, why, why did you, why are you depressed? Why, what happened in all of your lives to be depressed? What's going on right now to be depressed? Depressed, depressed, depressed, depressed, depressed, depressed, when you start to understand.

00:29
Everything in your life, internally and externally, is an anchor or a trigger. Now, a trigger sounds negative, but a trigger could be also positive. Whether that Steve Jobs has been anchored right through the whole of Apple products, so he made everybody think that they were futuristic, cool, you know what I mean, and was intelligent. The hardest part of ending is starting again.

01:00
You're listening to the Radcast. If it's radical, we cover it. Here's your host, Ryan Alford. Hey guys, what's up? Welcome to the latest edition of the Radcast. Hey man, we're getting brainy today. We're getting mental with my friend Andy Murphy. He is a, I've got Forbes up here, I've got expert. He is a mental performance coach, trainer, expert. Extraordinaire. Andy man, welcome to the show. Hey Ryan.

01:30
I like that intro buddy. I like it. I haven't got a cool accent like you, mate. You know, I've got this weird one, but hey, that's all right. We've got the accents covered today. I've got the South Carolina kid, you know, accent covered. You've got, you know, whatever your blend has become. I don't know. Where is home? What's home originally? You've got it. Where are you originally from? It's probably a good question, mate. I've been away 19 years now, but I'm originally from Liverpool in the UK.

01:58
Yeah, but I lived in I've got a long story and we sure will get into it. But I lived in Australia, New Zealand, Bali, California, Florida, Latin America. And I still keep going. I've been studying your stuff, but I can't say because I really just don't care. Like, I don't care where someone's from. I care what they're about, you know, but like I always heard a little bit of the Irish or something. Is that just the yeah. Yeah, my last name's Murphy. Yeah, that do. Ireland's real connected. So.

02:25
Nice work, man. Yeah, I'm just, you know, figuring it all out here as we go. But Andy, I do want to, you know, set things up. Let's tee things up for everyone. Let's talk about your background. Let's talk about what you do with, you know, mental performance training and all that. But let's let's give everyone the the ones and twos on, you know, what got you into this. I'd even do it for almost 20 years or right at 20 years. But let's start there, man.

02:53
Yeah, I'm getting old, mate. Me too. It's funny, man. I left the UK when I was 24 years old and I was working in computers at the time. Wasn't my thing, but I knew I could travel and I knew I could earn decent money. And basically I just, yeah, I moved to Australia, Sydney. Didn't know anyone, didn't have a job, just arrived. And somehow I found NLP and sales.

03:23
That's how it all began. And that's how I really trained my brain. And I didn't know anything about this stuff, mate. Like, I come from the most working class background you can imagine. It's like my dad's an electrician, my mom's a nurse, you know? That was my world. Basically, as you can imagine. And when I got there, it really started to change my view of the world. And I became, within six months, we were selling investment real estate. I'd become the top guy in the country for the company. And then we got headhunted to New Zealand.

03:52
and worked with investment real estate and again broke every record and headhunted to multiple countries, blah, blah, blah. He was one of the top guys in the country. And then 25, 26 years old, got a little bored as you do and decided to connect with someone and we were putting together to build a resort in Fiji. So I was 26 and we took that over to Dubai, selling it down next to the palms, Dubai land.

04:20
It was crazy to go back. I went back a few years ago, like the Burj Khalifa, the tallest building in the world. It was all off the plan back then. It was crazy. And then we came back to New Zealand. Everything was going great, but 2007, 2008 happened. Right, you got it. Business partner thought it was an awesome idea to steal all my money, send me into bankruptcy, watch me go through a nervous breakdown, watch me lose everything and lied to me for like two years.

04:49
So I went from having perceived everything, right? It means not perceived everything, to basically living and training in an MMA gym. That's literally what I was doing. And I remember the day, man. I remember the day. It was, I'd seen over two and a half thousand people at that stage. I used to work with sales training, set in departments or work with CEOs, running my own stuff.

05:14
And then I remember sitting and looking out that window and my five series BM, which I thought was really important because I was getting taken away from me. And I had to have a little chat with myself. And I was like, okay, Andy, you know you're good at what you do, so now what? You know? And here's a key statement for everyone listening and it came through to me real clear back in the day. It was like, this is just where you are, it's not who you are.

05:43
And that made me really make a different decision. It was huge. And I turned down a job in Hong Kong actually to work for another real estate development because, well actually to cut a long story short, I borrowed money instead of paying rent and food and went to LA. And I went to LA for five days for a course, flew back to New Zealand, left within six weeks. And that took me into...

06:07
to Los Angeles and I started working with professional athletes and fighters, which took me into working with entrepreneurs and Hollywood producers and people like that and world champion athletes and yes, CEOs and royalty and everyone else you can imagine. And I was working with a lot of trauma back then too, which was interesting. And then I stopped working with all of that world because I just wanted to focus on working with entrepreneurs and founders. And the reason is,

06:37
They're all crazy. I'm crazy. We're all crazy, right? So all of that bag of things that I was working individually with people. No, let's just focus on entrepreneurs because yeah, I believe personally that the people that are going to change the economy and the world, but also it's like, no, we're all, we're all wild. So I like that. You know what I mean? So that was 14, 15 years ago. So I've been away 19 years and

07:02
Yeah, I've just been doing my thing since then, you know what I mean? Helping people. I've helped probably over 10,000 people personally, podcast and all the rest of it. You know? What, um, you know, backing up to when you went to LA, what, what, uh, what afforded you the opportunity, uh, whether you were enjoying it or a superficial or whatever, working with celebrities and sports athletes and all that, what, what gave you that opportunity? Martial arts.

07:31
Oh, really? It was martial arts. Yeah, I've done martial arts since I was like nine years old. So I was at a good level so I could go around and then network. And the networking meant I could, it was, I was working with a lot of Krav Maga guys, I don't know if you've ever heard of that martial arts. They teach LAPD, FBI, and I was around the top guys somehow in LA, right? And they were connected to Hollywood and they had a big, big, big outreach. So

08:00
working with the top guys, I actually helped one of the guys get his black belt, who was Charlie Sheen's bodyguard at the time. And yeah, the rest is history. So that was really it. So once they saw like I could train, I was a normal guy, and then they'd be very interested in what I did when they listened to me. And from there, that just opened door after door after door. But more importantly, I just hustled me. I was like, I literally would drive from...

08:30
LA to San Diego to Orange County to LA in the same day, just to go buy coffee for somebody or buy lunch for somebody. You know what I mean? And I didn't have any money at the time, but it didn't matter. I just wanted to connect with awesome people and it was just this pull inside of me to do it and it just, yeah, it just kept going. Yeah. I love it. Isn't it so funny, you know, when you get down to the basics, you know, like we all want to learn the secret sauce. And I literally talked about this yesterday.

08:59
Uh, the secret sauce is discipline and just activity, like, you know, and, and repeatability and those kinds of things. It's like, we all want the lessons and there are important things that we're going to get into NLP and all that stuff. Cause there is some tricks to the trade, but at the end of the day, it's like activity and execution or everything. And everything. I always say this, man, we're talking about martial arts. It's like, I say school genuinely taught me nothing.

09:27
probably taught me to read them, right? And I've got a bit of dyslexia, so it didn't do that very well. So, but martial arts taught me everything. It taught me to read people. It taught me to do pattern recognition. It taught me to step into scenarios where there's a thousand plus people watching you and you might get hurt, but you are able to perform. It taught me to be confident. It taught me to push past boundaries, mentally and physically. It taught me to be a mentor. It taught me to be a mentee. And I really...

09:57
Because it's such a young age, I really believe that really built the foundation, the imprint of my brain. And that's all I wanted to do. So I took that discipline, you know, because I was on the Junior Under 21s England squad at the time when I was young. So it's like, I just took that discipline and drive and worked out. No one told me I just worked out that you could do it that in every area of life. You know what I mean?

10:25
then it becomes simple. And the crazy thing is, there's always a steep learning curve in anything you're learning, whether it's digital marketing, whether it's stuff we're gonna talk about today, whether it's just being happy, man. It's like, there's a steep learning curve. And that learning curve, most people stop because the pain or the pressure or the overwhelm comes. But understanding, that's the same with any skill. You just gotta...

10:55
work your ass off at the start and then that learning curve, you'll get to a point where suddenly you become a kind of an unconscious competent. It becomes kind of automatic. And from those, that, that view of the world and you can make very different decisions. And that's really kind of the bones of everything. Yeah. Change happens where discomfort starts. Classic saying mate. And it's, it's so true, right? My trainer this morning was literally, you know, like,

11:25
you're really getting it this morning. Like I could see it changing cause like you were fucking so tired, like that you were pushing through. I'm like, you know, I don't know what it was, but that's what he says all the time. You know, change happens, change of the muscle, change of the mind, change of anything happens in discomfort. But talking with Andy Murphy, mental performance coach. So Andy, I want to talk about NLP. You know, what, what got you into it? I, you've, you've teed up a little bit. I think I've heard

11:52
some teasings of what got you into it. I think you were already wired for a lot of this, but let's talk about what NLP is and how all that works. Sure, mate. It's, it's, that was my foundation. I do a lot of other things but that now, but that was a real solid foundation and it's like the operating system for the brain, right? And the mind, that's really what NLP is. And people really don't understand what it is. And I've taken it to specifically performance specifically for business these days.

12:20
and I've added neuroscience in all my experience. So I've developed it into my own thing. But NLP is genuinely like, it's a beautiful thing and everybody should have at least the basics of it because it teaches you how to be a mechanic of your own brain and mind. And the challenges with today's world, and then we'll get into explaining it, but the challenge is today's world. Everyone's a tactician.

12:46
And everybody thinks about hitting that next level or hitting the next level of income and money or whatever they want. And they'll go and they'll learn the logical tactics. And that's what's sold really in online and marketing and everything. It's about we tweak that, we do that, it gets that. All of that is 100% true. But if your brain isn't wired to step into the unknown,

13:11
Like your brain and nervous system isn't wired to step into the unknown, we're going to have a reaction to it. So we're not going to get the acceleration, the growth and the speed that we really truly can if we understand there's two parts to the equation, right? The skill set and then the mindset. But people think mindset, it's an hysterical thing. They think mindset is just about like, be positive, be this, be that. Yeah.

13:41
Kind of, but it's not, it's very technical. And let me explain. So the way I describe this, we have a conscious mind and we have our unconscious mind. Okay? So understand those two things first of all, and I'll explain them both. But the first thing we've got to understand is our brain works just like a muscle. That's the first thing people have got to understand, right? Whether you're pumping what you don't want or what you do want, the muscle builds. The synapse connections connect.

14:10
and the chemicals become a habit, right? So we have a conscious mind. The challenge is psychologists, therapists, and normal coaches only deal in the conscious mind. That's the bit of the mind that mean you were talking to back into right now, right? If I say, look at this hand, you look at this hand, right? We're consciously aware of the hand now, right? But that's talk therapy.

14:35
The challenge with talk therapy is it's great to unlock and get everything out. But then what? Right? If we understand the brain is like a muscle, well, what did normal therapists, coaches and psychologists do? They take you back to root causes. Now you've got to go back to root causes you do. And I'm all about that. But the challenge becomes if we understand this as a muscle and I take you back to a trauma or a past or a pain point and I sit you in there going...

15:03
Tell me about it. Why, why, why did you, why are you depressed? Why, what happened in all of your life to be depressed? What's going on right now to be depressed? Depressed, depressed, depressed, depressed, depressed, depressed. All the imagery in your head, the focus, the internal dialogue, how you value yourself, your perspective of the world, your belief system is all genuinely then focused on what? That problem. How's the muscle? The muscle's pumping that problem.

15:31
it becomes easier and easier to do that problem, right? Well, that's the problem with the conscious, just talk therapy. So conscious talk therapy and conscious mind is very important, but I teach it a very different way, just the conscious mind. I teach it a different way, meaning I give you a toolbox. It's a toolbox to enter what patterns in the moment, to be able to step into exact peak states or alter egos in that moment.

16:00
to be able to change your focus in that moment, your motion in that moment, to be able to switch on right there in that moment. That's what the conscious mind's for. So when the pressures come, or you're in a meeting or an IPO or doing a merger, or even just launching a concept, the internal dialogue, your focus, those are the things that we have to navigate when you're under extreme pressure, okay? So that's the difference between what I do and what other people do in the conscious part of your brain.

16:28
The unconscious mind, that's the secret sauce, right? That really, really is. It's the secret sauce to everything. Let me explain my definition around this, and I've said this for a long time, right? But your unconscious mind, it's like the software that plays in the background of your head. That's like the software that plays in the background of a computer. What the hell does that mean? It means that the software plays automatically.

16:57
It gets outdated and it makes you think, feel and act a certain way. That's what a computer does. That's what your brain does. There is no difference, right? So it's automatic. It performs a certain way and it gets outdated. So when we start to understand that, life isn't just linear. It goes in constant ups and downs and curves, right? So we move in chapters. We move in stages.

17:27
Well, first of all, understand that software, right? So if we looked at two different versions of you, right? We have the old version and the new version. Both of them are awesome, Ryan. I'm sure you're a badass in the past and I'm sure you're gonna be a badass in the future, right? You know? You know. I don't know about that. We'll see. I'm always evolving. There's never a finish line. Never a finish line, mate. There never is. And so that old version of you, or anybody, right? They have a certain view of the world.

17:56
a certain perspective that's been built up from everything that's happened in the past. The highs, the lows, the ups, the downs, the highs, right? So you're seeing the world as you are now. Certain beliefs, certain views, certain language, certain focus, certain expectations about the future, money, the scalability of the business, who you are, everything, right? All of these things can affect how we perceive the future. And even including business partners ripping you off, all of these things, right? But...

18:25
Those things are massively important, but the challenge becomes is what we want is up here, right? It's a different thing. We all have a vision of where we're going in our life and in our business and who we're supposed to be when we arrive there. The challenge is, is this old version gets stuck in a little box. It does. Einstein said it best, we get boxed in by the boundary conditions of our thinking.

18:54
We get stuck, right? So when somebody wants to step into the new, right? That's great. It's like when you started this podcast, for example, it's all exciting, it's new, you're all pumped up, right? Well, what happens is you step into this world class you. What happens, this muscle isn't big, thick and strong yet. It's not. The old version of you is big, thick and strong.

19:20
which means it's easy to do. So we step into the new, we're pumping along, and then guess what happens? Oh shit, we get triggered, right? Oh, it's what I call a snap back. So what happens is we go like a rubber band, we snap back into that old version of us. Guess what? That muscle around that boundary gets thicker and stronger and it gets harder to step into the new to become ourselves again. Understand that first of all. So what happens is,

19:48
My job and what I love to do is expand people. I love to expand founders, CEOs, whether it's co-founder communication, whether it's the vision of the company, whether it's making sure we're stress testing and keeping everyone firing like they're in the Olympics, going for a gold medal as they're going through the whole stage of growth, right? Because that old version cannot see truly, truly, they cannot see.

20:16
what the ultimate vision is for the business or the exit strategy. They cannot see it. They think you can, but you can't. When we switch you into this wall class here, your whole view of the world is so different. It's so, this is where we make high level decisions. This is where we're not reacting to things. This is where we're clarity, we remove the noise and we're in flow, flow states constantly. Now the systems, routines, techniques to do all of this stuff.

20:45
But that's the big difference. So ultimately what we're doing is we're building this bad boy over here, this world class. So what happens to muscles we don't use? Atrophy, right? It starts to shrink and die. And that becomes the old you. This becomes the dominant version of us now. So our view of the world is extremely different. We build the muscles, so it's extremely different. Now, this version, well guess what? You're gonna hit another ceiling as you grow.

21:14
then this becomes the old and the new and we do the process again, right? And when we start to understand that, well, there's two very different versions of us, yeah, but there's also two very different amount of chemicals and types of chemicals that are getting produced in the brain, right? There's the serotonin, the dopamine, and often with founders and entrepreneurs and CEOs, what happens is we get something called a dopamine addiction.

21:41
And that dopamine addiction, dopamine by the way, is the field of chemical. It's produced through novelty. Novelty can be good or bad. It doesn't matter, right? The brain wants that dopamine. So what happens is, is that's why entrepreneurs and salespeople and all the rest of it, they're crazy because we're constantly searching for dopamine, constantly, right? And when we start to understand that old version,

22:10
as we expand and hit the ceiling, right, to expand into the new, well guess what? If you're fearful about stepping into the new, because you might not even know you're fearful, it's where the alarm system goes off as we step into a new boundary or a new version of it. The alarm system is our fight or flight response, or amygdala, right? Fight, flight, or freeze response, right? So we've all experienced all of these things.

22:40
So as we step into the new, what tends to happen is, well, it's daunting. So what happens is, the alarm system goes off in the brain. Are you safe? You probably are, but your brain is telling you that you're not. And people go, I'm not afraid, Andy. I get it, you get it. But your brain's having a fear response, okay? That's the difference, right? So what happens is, is we hit the ceiling, what do people do?

23:09
They fight. What does that mean? Shiny object syndrome, right? Feeling stress, looking, partying, doing crazy stuff, accumulating things, all to get that dopamine hit, right? But if we understand what I do is, I understand that we're all crazy, so we need to keep your dopamine hitting in your growth of your company, in your business, in your life. If we constantly create novelty and new with expansion, then what happens is,

23:38
This is where we, we create massive results in people. This is where we, we scale fast. This is how we move people from five to six, seven to eight, eight, nine plus figures. It's all because of this snapback, creating different versions of you, understanding chemicals, building the mind muscle. And that's how we get growth. I'm going on a bit of a rant. No, it's I'm letting you go because it's fascinating. And I think it's very valuable for people to understand that process. I think it needed that.

24:07
But I do want, I know this is not gonna be an NLP training of, but I do wanna know if you could talk about maybe one specific activity or technique that you do with NLP that someone could relate to so they know, okay, this guy, because I think anyone listening to what you just said is nodding, nodding, because I'm sitting here nodding.

24:36
nodding. Okay, that makes a lot of sense, especially someone's. I do training and other things. So like it for me, it's like I get it. I totally get it. I get it. Like, you know, this is how I used to look, but I had to train past a certain point to make this muscle look a certain different way. And so it's the same type of thing with the brain, but like I'm fat, but I think I'd be fascinated to hear like, you know, maybe one or two techniques that are, that are, that are part of that. Sure. And anything, you know, it's, I suppose a real powerful

25:06
One is we teach a pattern interrupts and state changes and something we might go into, but I just wanna give something so applicable that everyone can really start looking around their life and their world right now and start to make changes. Because when we become aware of a pattern, then we can change it. If we're not aware of something, then it becomes very difficult to change it, right? But one of the key things that I really believe has changed my life through using NLP specifically.

25:35
is the concept of anchoring. Now most people have heard of that term before. What does it really mean? It goes back to Pavlov's dog experiments, right? Have you ever heard of that? Right? I'm sure most people have that time. Yeah, you got it. Tune in for dog food, dog. Put the tune in clock and the dog food down enough times the dog would salivate. Take the food away, ring the tune in for the dog will salivate. He's onto something. I like to update it and make it more cool. Right?

26:03
You ever heard the tune and it takes you right back to four o'clock in the morning in a nightclub? Oh yeah. I've been there. That's anchoring, right? That's anchoring. That could be a good or bad experience, but it takes you to that place. When you start to understand everything in your life, internally and externally, is an anchor or a trigger.

26:32
Now a trigger sounds negative, but a trigger could be also positive. But when we understand that everything in our life is an anchor, we have to really start paying attention to what this is. So for example, we'll talk about, I can talk about states and, but most people are aware of what peak state is or an alter ego these days. It's a version of you. I say, imagine a bubble, right? A bubble of neurology or software that makes you see the world a certain way.

27:01
Quick example, a professional fighter sees the world very differently when stepping into a ring or a cage than when he's going on a date or he's talking to his mom. Hopefully. Right. I hope so too, man. Or if he's just really having a chat with everyone. He's really screwed. Exactly, man. Exactly. But...

27:25
When we start to understand those are muscles, those are neurology, those are literally hats that we change, roles that we play, perspectives, right? That's a state or a peak state or an ulcer ego, right? So very quick explanation. But so, for example, here's a classic one that people need to stop immediately. Immediately, you need to become aware of this today because this is one of the key things that damages an entrepreneur or the family and relationship. So

27:52
Often, right, we're in business mode, business hat, we're seeing business things, right, and we're around business people. So what happens often are brain waves, nice and high, it's actually called high beta. High beta means that we are in anxiety or stress. Beta is what we bounce around in all day, then we access the unconscious mind into alpha, theta, da da da da. Those brain waves. And that's really specifically what I work with a lot.

28:20
What happens is we're in work mode. Then guess what? Most of the time we're still thinking about work. We're driving home, we're coming out of our office and then we go straight to with our family or our partner or whoever, right? And then guess what? We do the same thing again the next day, same thing again the next day, same thing again the next day. And we wonder why we're not present with whoever we're around. We're thinking about tomorrow, yesterday, what we've got to do. We wonder why we get into arguments.

28:47
We wonder why we can be intense or aggressive, right? We wonder, right? Well, it's not really wondering. It's because that state or that version of you starts to get wired to your home life. This is anchoring, connecting, right? So what happens is you only have to start thinking about your home life to start feeling stressed. This becomes a constant pattern of entrepreneurs.

29:17
So when we start to understand we can change these states, then that means now we're suddenly in a home version of us. It means we can close the chapter for the day. And it doesn't matter what level you're playing at in business, I see this with people running $300 million businesses. It's the same thing, right? They're constantly switched on. It never stops, right? And I remember having a conversation a couple of weeks ago and I was actually, their partner was there as well, the girlfriend.

29:45
And the girlfriend just literally, I was talking about this and he sat back and just like in the background and they were like, just nodding at me, like so they couldn't see, like, yeah, yeah. So how we do that- My wife would be nodding probably right now a little bit. Yeah, yeah, we all got problems though, right? They're always right as well, these women. I don't know what it's about. It's funny, isn't it?

30:11
very simple way. This won't get taught anywhere else, more than likely, the way I'm going to describe this complicated thing and how to make it so simple. Okay? So what I call an eternal driver is the emotion. If we change the emotion inside of us, we literally change our beliefs, attitudes and the world that we see around us. Okay? Sounds simple.

30:41
because it is. And this is how we take complicated things and make them practical and simple. So what do I mean by that? Well, think about it. If you're in a fearful state, for example, that bubble, right? How are you perceiving yourself, the world, the future, money, success, ambition? How are you, right? Your internal doubt, everything's a nightmare. That's the emotion that's in there. But how does the world look when you're feeling happy?

31:09
Right when you're feeling happy, everything's good. Well, that's funny, isn't it? Right, so Neither one right, right? It's right or wrong it's just what it is But when we start to understand this we've got a filter in our brain this chemical course to change this Passes to change all of these different things But if we just literally on that drive home from work, it's something so simple and so stupid, but we played

31:38
So a funny piece of music, listen to a stupid podcast, whatever it is that made us just smile and laugh, guess what changes? The software changes, the neurology changes, the state changes. And then suddenly we are now in a very different emotion and the feeling's completely different, the world's completely different, and then we walk in the house, very different. If we start interrupting that pattern by asking,

32:07
What are we thinking about? What are we saying to ourselves? What's the emotion right here, right now? We caught and interrupted what's going on. Now, we future pace our brain. So, who do I need to be to be the best version of me in this next thing I'm about to do? Or whatever word you wanna use. But that means now, oh, I need to go and be dad, or I need to go and be husband or boyfriend, or I need to go and focus on this. That's who I need to be.

32:37
Guess what? We've completely changed. Right? So when we can understand that once very, very simple thing, but this is a thing that massively affects most entrepreneurs. And it causes chaos because if your homework chaos, then you're walking into the next day, guess what, in a chaos state, how's that affecting your business, right? So this is where we change states again, routines and all these other

33:05
Does that make sense? Does that answer the question? It does. It totally makes sense. The anchoring thing totally does. And I like that better than the trigger, because triggers do typically have that negative connotation. But you do, it's still like they're connected. It's totally connected. And I mean, I can't obviously, I'm sure everyone listening at whatever state will be nodding along going whatever. But I can relate to that myself, like completely like driving home. And like, you know.

33:34
I like to think as things go, I don't have the most, I mean, you know, everyday can be stressful, but not always the most stressful, but I am in that mode. And then I have like a seven minute drive home. So, you know, I'm completely still anchored, you know? Like, to the, to the, but it makes total sense. It's total, that connective tissue of this state gets tied to that state and you're not,

34:02
I don't know, you're not wired where you need to be to maximize that next experience. You know, whether it's, like you said, wife, kids, whatever it is, that makes complete sense. And if we understand even a little bit more, we talk about, you've got a seven minute drive home, right? So that's beautiful. Seven minutes is good. Some people just walk out there, open the door and they're like me, right? It's less, at least you got seven minutes to. But the truth behind that is, look at it like this, right?

34:33
We activate something so primal in us, primal genetics, which is music. You know what I mean? By shifting music, guess what that does? Well, it's so primal, right? Before we have verbal communication. So what happens is, is it like imagine playing Rocky, Eye of the Tiger, right? On the way to work or on the way back. You might hate that tune, you might love that tune.

34:57
I don't care. You will be singing along to that tune within about a minute and a half, right? And then, Where's your focus gone? Where's your focus gone? Where's your filter system in your brains shifted to? Right. You've suddenly got such a different emotion. We can keep going with anchoring. It's the same with networks. It's the same with money. It's the same with our environments. Let's do, yeah, we'll keep talking about anchoring if you want, mate. Yeah, let's do. Let's do. So,

35:26
So talk about environmental anchoring. Environmental anchoring is such key, even the colors, the sounds, the smells, everything in your environment. But look at it this way. I've had clients and I didn't tell them to do this, but they did it. They've literally got rid of everything in the house and sold the house and started again. But why? Why, right? Not because they just wanted to. They understood what was going on. Because...

35:55
We talk about anchoring, right? So that means every ornament, colors, pictures, paintings, everything in your home, if that was bought with an ex-partner, ex-partner moment in your life, everything in that house is triggering, and I'm using that word deliberately, triggering you, right, to have a negative response, or feel down on ourselves, or...

36:23
remember those old memories, right, that keep lighting up and create creating a new muscle or a chemical response, right? When we start to understand that, guess what? Not a client, he literally went looked around everything because this is my ex, they've in this house, I didn't even want to live here. And then it's like sold everything, got rid of everything. That's how powerful like environmental anchoring can be.

36:51
But if we take it, that's a negative aspect. When we take it in a positive aspect, right? There's a reason even in your cool office right now that you've set up with pictures on the wall, posters, even the colors of your designs of everything, right? That makes you think, feel and act a very certain way. So every time you go in there, into the office, guess what's anchored? Well, guess what?

37:18
a good feeling, hopefully, right? A good, a motivation feeling, a leadership role, right? And an abundance frame, right? A belief in yourself, a focus, an expectation. That's every time you walk into that office. Now with someone like yourself, you've got a cool environment. The challenge with that is that becomes addictive also. Because you feel a certain way in there. Your life is a certain way. You are leading in there.

37:48
then you go home, well, you're not leaving anymore, your wife's leaving, you're going to the frame, right? End of the leadership. So, but you're still in that frame. So if we can start looking at our homes and creating environments like we want to feel like, it's the same with our office, how do we want it to feel like? Because remember, the emotion is the driver and the driver dictates how we perceive the world or our state. So this has become so important, man.

38:18
Like people don't even understand how much damage this can do. Take it to another level. Why do you think casinos are designed a certain way? Right, it's not by accident, is it? You know what I mean? No. They're pumping oxygen in there for a reason. It becomes a maze for a reason. Everything looks the same for a reason, right? It makes you think, feel, and act a certain way.

38:45
When you start to understand everything about this, you become brutal at getting rid of stuff, right? Just become stuff. You also become brutal at making sure that your environment's set up. So for example, and I'm British, mate, and so imagine, right, imagine a big stately manor house, okay, big old fashioned, and you, in one of the rooms, they're always gonna have a big library, right?

39:14
So you walk into that library, it's all those leather couches, you know, rows and rows of books. There's a certain smell to it. You know what I mean? Even a temperature. What you want to do in there? You want to sit down and either take a nap or sit down and read a book. That's it. That's it. Relax. Right, right. That's the point. So the environment has anchored the emotional response and action before, without you even knowing.

39:43
So think about that when you're setting up teams and environments or whatever it is you're doing. Everything. You're going Apple. Apple makes you feel a certain way. Whether that Steve Jobs has been anchored right through the whole of Apple products. So he made everybody think that they were futuristic, cool, you know what I mean, and was intelligent. But

40:11
None of those things, Apple users aren't any of those things. Well, they might be, but maybe not, right? But using that product makes you feel a certain way. It's the same with how, nothing you don't know again, know anybody listening, but it's the same with advertisers, right? Why did they connect brands to brands or brands to celebrities? It's anchoring. So they make you feel and perceive yourself a certain way.

40:41
Is that a bad thing? Could be. It could be a real bad thing. This is like branding 101. I mean, yeah. Yeah, branding 101, man. But people don't really truly understand the psychological depth of what this really is behind it. You know, they just always do this because it's cool or do that because it makes people feel that. Yeah, but when we really go deep into it, it creates an identity for them.

41:09
And identity is not necessarily a good thing either. We want to be detached and all the rest of it, but let's talk about identity for a second. If it's identity is connected to ego, that's a nightmare. If it's identity because you have to be perceived a certain way, so you get a certain role done, that's a different thing, right? So, identity, like in every aspect, like with branding, again.

41:39
you want like a perfume label, right? Connecting it with Brad Pitt. That they want you to create or mirror neuron, which we can go into mirror neuron or become Brad Pitt. They want you to think like Brad Pitt, believe like Brad Pitt, see the world like Brad Pitt. Probably aren't Brad Pitt, but you want to see the world like Brad Pitt. Very few people are. Well, there's one, Brad. Yeah, yeah. I know. But.

42:09
What does that mean? If we can trigger that identity, then does that mean that person suddenly got confidence about themselves and then stepped into a new environment or a meeting or a sales call? And suddenly they were that version, which means their tonality is gonna be different. Their confidence is gonna be different. The way they speak to that client's gonna be different. So if we start to understand that, well, that's kinda cool. That's kinda cool, right? And that's the same.

42:38
with every area of life and every area of business. We have to become the versions of us that we know we truly need to be in the future to obtain the goal. We need to design that and then we need to install it now. Because if we install it now, then what that means is we start to see the world that way now, which means suddenly that...

43:07
$20 million goal or whatever it is, well, you're already believing it's happening now, which means you're gonna take certain action now. You're gonna have some communication now. You're gonna have certain belief now. You're gonna pull in a certain network now. All of that is a radical difference and shift in how business is done. Or, or don't do any of this and just go and read another book.

43:36
or go and take another tactical course, right? That see the difference, right? Everyone's pitching tactical courses. They're important, they're huge, but it's only a piece of the jigsaw puzzle. At the highest level, it's like whether they use coaches or not or whatever, the obsession is internal growth. The obsession is mental mastery. The obsession is how can I become

44:05
the ultimate version of me because if I can, I can create the most impact in the world. And that's my whole mission, right? As I've also got a finance company that we set up and we're raising funds, why? Because I just wanna spend the rest of my life being a philanthropist to be able to help everybody in the world that no one else is helping. Dude, I don't give a damn about money. I really don't, I'm good, I get lots of money, but I'll earn lots more, but I don't really care.

44:35
It's it's I just don't really care how would you know, it leads me to a really practical question Yeah, you know maybe for both for I'll ask it for you and then I'll ask it about others that you know train Because based on what you're saying when you master, you know, if there's such thing as mastering but when you understand What you've just described and you get good at practicing this and I'm sure there's a million other techniques

45:03
Seems like you would never do something detriment, like you would never eat bad food again, you would never drink again, you would never, like I can't, you know what I mean? It seems like because you would understand either the trigger, the anchor of other, you know, whether it's getting drunk or whether it's further than that or whether it's getting fat or whatever, like, you know, because how does one find the balance? You know, Abe Lincoln always said everything in moderation, including moderation.

45:33
How does one... Right? That's a good one, right? So, this leads me to this practical discussion of how you stay real and not a robot. You know? Yeah, it's interesting. Yeah. And how do you... You obviously have done this and you know all these things. You understand you're a master in it. And I mean, do you ever have a cocktail or are you like, that's just gonna... Dude, no! You know?

46:00
Yeah. No, I've partied my ass off all around the world, man. It's like, dude, I've been kicked in the head so many times. I've done everything, you know what I mean? I'm a normal guy from a normal place. And it's just, it's a very beautiful thing that you said, right? But then we talk about the negative side of entrepreneurism that people don't talk about. And that's a big topic right now in the world, right? It's a buzzword for mental health, right? Yep.

46:29
We're all traumatized. We're all got trauma, we're all damaged, right? So just because you know these things doesn't mean that you're not gonna get triggered by something and react to something. The ability with these tools is preemption and also the ability to catch it and bring your back self back to the right place as fast as you can.

46:53
That's the difference, right? So before it might have taken weeks or days to reset yourself or even years sometimes to reset yourself. But the difference is, then it can only take minutes or moments. That's the real difference. But when we start to understand about habits, people don't, people drive me nuts. The whole personal development world drives me crazy. It drives me nuts. Especially these days. You and me both. Oh mate, it's so cheesy. It's like stuck in the eighties.

47:23
And now coaches, they're not fucking coaches. They're marketers who decided to be coaches to make money in an industry, right? Nothing wrong with it, whatever, right? That are nannies for adults. It's one of the others. It drives me nuts, mate, because I've done this, let's say, for 19 years in this coaching industry. Didn't even, it wasn't even around five years ago, six years ago, it didn't even exist, you know?

47:51
So I've watched all of these people be flooded onto the market and I've watched thousands of people get hurt by them because they get taught to find a niche or a niche, depending on what country you're in, a niche, and then they get taught to brand that niche. And nothing wrong with that. That's brilliant. But I always say to people who are charging massive amounts of money, who are coaches, who do you work with? Oh, I found the CEOs. Cool, cool, cool. What do you charge? I'll charge you this and this.

48:21
Okay, so it's a lot of cash. What would you do if that founder walked into that room that day or online and it was suicidal? They go, what? What would you do if the founder come in that day and was suicidal? Do you know what to do? They're like, no, no, I work on this niche. Right, so why the F?

48:50
are you charging that level of money? Because your skill is not there. How many clients you've seen? I've seen 200. Wait till you get to 5,000. And then you know what you wait till you get to 10,000 plus where I am now. Then you see the matrix. You know what I mean? But habits. And this is what I could go on ranting about about coaching industry. No, I like it. I think people need to hear this. Oh, good, good. Because because it's damaging people.

49:20
And it breaks my heart, man. I'm very spiritual to the other side of me. Like, and that's my whole life is about frequency and connecting. I'm not talking religious. I'm just talking like an inner connection with the universe or whatever you want to call it. That's my whole life, 24 seven. That's what keeps me humble, keeps me real and keeps me like working this. This shit's not real. This world's not real. It's just the computer game, right? And it really is. But.

49:46
When we start to understand that the coaching industry has genuinely been destroyed, genuinely been destroyed by people, I remember someone messaged me and he said, oh, you've got 3000 people in that group, how much money do you earn? How much money can I earn from this coaching industry? I went, what? What? And he went, yeah, how much money? You know, I've done this, this and this in the past, I'm looking at getting into this now. I went, whoa, whoa, whoa, whoa, whoa, whoa. If you aren't in this,

50:15
absolutely absorbed 100% help people? What are you doing? And they went, yeah, fair point. Actually, he actually messaged me. Yeah, yeah, I can understand that. But that's the problem, right? People are here to make money from this thing. And you should make money, but you should build value first and you should be helping people first. And you should have a testimonial legacy behind you, right? How'd you get that? Well, you help people.

50:43
like unapologetically until that referral connects you to a high level person. And then you change their level and their level and their level and their level. But anyway, anyway, habits man is where I was going to. Yes. I love it. And I mean, but I think, you know, bringing it back, I mean, I like the notion of once you arm people with this knowledge and

51:10
I'm calling it knowledge, it feels deeper than that, but that's the, without my thesaurus handy, that's as good as I can do. You know, find, you know, you can bring yourself in and out of these states because you understand it. And you know, you're working with, you've trained them in the art of these things and not the tactic of something, you know, like. Yes. It comes in all history.

51:37
It becomes an artistry to change your brainwaves. It becomes an art to be able to change your nervous system in the moment. Those are real important things. And there's two things we haven't spoke about today, but those are my one, they've been my biggest things. State changing, nervous system, is everything in this game. How someone, it's like, it's like how everyone talks, well, there's two things here. Everyone talks about enjoying the journey, and you should. Absolutely, absolutely. The journey's everything.

52:07
Right? Well, isn't it nice to cross the finish line and get the gold medal? Is it like, you're going from New York to LA? Well, you enjoyed the journey, but aren't you supposed to get to LA? You know what I mean? It's like, you're allowed to win. You're allowed to cross that finish line. You're allowed to. It's okay. It doesn't always have to be a dream or an ambition. You're allowed to be in it.

52:34
You know, as long as the journey is like, you know, the tour de France where you actually win stages and you can celebrate the stages. Yeah. You win the, you may not win the tour de France. The journey is everything, but at least you won some stages, you know, like, and we can celebrate the stages, right? Win anyway, because that you might end up like that Lance Armstrong or something. Hey, his writing partner, George Hincap, he's been on the podcast before and was very, it's very transparent about everything that.

53:02
went down in those days. It's a fascinating story. I'll check that one out. Yeah. Yeah. Yeah. Yeah. What else does, as we kind of come down to the end here, Andy, um, and we could talk all day. I'm, I'm gonna, I'm gonna, I'm gonna twist your arm to come back on another time down the road when your schedule allows, because I think, I just think this is so valuable for our audience and, and you're so engaging. Um, is there anything else like from a neuro standpoint or

53:32
you know, like if someone wants not necessarily to learn more, we'll get about talking about where people can find you, but you know, like NLP and neuro and those kinds of things. Are there other other things that you'd point people towards? Yeah. Or they seem to get a coach, I mean, or, or a true expert. That's the thing is I've come across people over the years who, who really have studied this stuff.

53:59
Like, I mean it, they've been to so many courses, you know, Tony Robbins, Pump Up stuff, and all the rest of it. You come out pumped up, the neurology's built, right? But then guess what happens? You don't use it, it starts an atrophy. But it's so, but really, like, it depends what level of the game you're playing on. I've always got people around me. I talk about it like this. If someone's played basketball for 10 years, and I've never played basketball, but I went and hung around.

54:26
with Michael Jordan 24 hours a day and he mentored me, guess what, through 12 months, I know my basketball level is probably better than that person who's played it for 10 years, right? And it's not just about the techniques and the tactics, it's about everything that comes with it, right? The advancement and the wisdom, that's the point. And so a lot of these people, they go to all of these things, but it's so much information, they don't need it all.

54:52
Why would you need the encyclopedia? You don't. You need to, if it's like a plumber, you need to just be able to tap on that, on that pipe in the exact place which creates the result. It's the same with our brain and who we are. So you should know all this stuff. You should study. Richard Bandler is the co-founder of NLP, we're talking about NLP. And he is Grindr and Bandler, they were co-founders.

55:22
very, very logical and technical and in depth, which is important to know if you're wanting to become an expert in it, right? But if Richard Bandler, man, he makes it so simple. He's always just about visualizing that, painting that picture, spinning feelings, and all the rest of it. So those two resources, I'd always say, right, there's a million people, but go to the source, right? Those are the source.

55:52
But like the other side of this is again, if you're after a certain result and you wanna like have a limitless brain, like the limitless pill, guess what? Then that's the goal, right? That's the goal, you know? Without taking the pill, maybe taking the pill, but without the pill, even better, right? Yeah, without. I'm all for, you know, supplement here and there. Yeah, I'm all about them, right? Neutropics and everything else, I'm all about them. But again.

56:20
You just need someone who can, whether it's me or somebody else, you just need someone who can show you the exact path, the exact tools, the exact things, your situation that you're going through, and it not be airy-fairy. That's what most people and most coaches out there, what they do is they're not giving you, do this thing, that, see, that, press that. They're not doing that. What they're doing is saying, oh, think this way.

56:49
Be like that, oh, you need to be positive, or you need to do, of course, no shit. But it's like, how do we do that? What are the exact step, one step, two step, three step, four step, five, that I know at nighttime that I can switch my anxiety off, calm my brain down, and go into the exact circadian rhythm and sleep? How do I, I'm real nervous about this merger, or this business deal, or this sale. How do then, what are the exact?

57:17
one, two, three, four, five, six, seven, eight steps that are gonna get me to be able to consistently perform in this one thing again and again and again and again. Does that mean you need to know everything? No, it doesn't, right? Because that wastes time, it wastes time. And when we're dealing with high performers, it's the key thing, they don't have time, right? They don't have time. So, yeah, it's about, it's again, it's specifics, but yeah, so get a coach.

57:46
Ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha

58:14
Fat for me, rad for the other people. Alright, okay. Cancel culture. Oh, just stupid. Just stupid. Hopefully a fad, right? Yeah, hopefully. I pray, I pray. Space travel for tourists.

58:36
How's about we sort the world out first, but it's also rad, right? But give everyone a billion dollars, Jeff. It could share a little, right? Making dick shaped rockets, but you know, All right. I'm gonna tee you up. Performance coaching, Rad or Fad. Rad. Absolutely rad mate. As long as it's the right one.

59:04
Andy, hey brother, how could everybody keep up with everything, Andy Murphy, and find you if they were wanting to reach out for coaching or help or recommendations, anything, how can everybody keep up with everything with Andy Murphy? Two simple resources, mate, besides LinkedIn and all the rest of it. And then mindset by design, mindset by design is the podcast. You know, we've been doing that for a long time. We've got a couple of million downloads. That's some world-class guest on which you need to come on, brother.

59:30
Hey, I'm in. I'm in. I'd love to. Yeah, absolutely, mate. What's up for like 20 hours or something? The other one is just mindset by design is the podcast. The other one is just Andy Murphy dot online. Andy Murphy dot online and mindset by design podcast. Perfect. Easy as that. Easy as that. Brother, I really appreciate it. I want to stay connected. I got even more questions. I think we might be brothers from another. So.

01:00:00
I think we're done. But thank you so much, Ryan, and hopefully your listeners and viewers got a lot of value from that, as again, it's mindset is what does that really mean, right, but now you know. Exactly, it's a lot deeper than we all realize. Borel. Hey guys, you know where to find us. We're at theradcast.com. Find all our content. Search for Andy Murphy. You'll find all the highlight clips from this episode and more. I'm at Ryan Alford on all the channels. You know where to find me. We'll see you next time.

01:00:29
on the Radcast.