“Be the designer of your world, and not merely the consumer of it.” – James Clear
What if the secret to achieving extraordinary results wasn’t about what you do, but about who you believe yourself to be?
James Clear, in his groundbreaking book Atomic Habits, introduces the concept of identity-based habits as the foundation of lasting transformation. He writes, “The most effective way to change your habits is to focus not on what you want to achieve, but on who you wish to become.” It’s a simple idea with profound implications: success is an inside-out process. To achieve more, you first need to be more.
This concept doesn’t just apply to personal growth—it’s transformative for business founders. If you see yourself as a visionary, a problem-solver, or a resilient leader, your actions will align with those beliefs. But if your internal dialogue is clouded with self-doubt or limiting beliefs, your habits will reflect that too. Identity shapes action, and action creates outcomes.
But here’s where we push the conversation further. Identity-based habits aren’t just about affirmations or building self-confidence. When you start examining the deeper layers of self-concept, you’ll find a powerful intersection of neuroscience, quantum physics, and ancient wisdom. Thinkers like Joe Dispenza, Louise Hay, Dawson Church, and Deepak Chopra have all explored how the mind’s self-image can alter not just your habits, but your entire reality.
Let’s dive into why this matters for founders, and how you can harness these ideas to grow your business and yourself.
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NOTE: RCY Labs has curated a list of 52 books for Founders (2025 Edition) who care about business profitability AND impact. Don't have time to read all 52 books? We've got you! We'll read them for you, and give you the summaries, audio casts, outlines, and frameworks to apply to your business ... all FREE in the Founders' Lab Community (on Slack). Join here.
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Joe Dispenza, a pioneer in the intersection of neuroscience and spirituality, teaches that thoughts have the power to create neurological patterns that define your reality. He explains: “You can’t create a new personal reality with the same personality.” If your identity is rooted in beliefs like, “I’m not a natural leader,” or “I’m terrible at scaling a business,” then your brain’s wiring will reinforce those beliefs through your habits and actions.
As a founder, this might show up in ways you’re not even aware of. Hesitating to make bold decisions, avoiding necessary but uncomfortable conversations, or procrastinating on high-impact tasks could all stem from an identity rooted in fear or self-doubt.
The solution? Begin to adopt the identity of the person you want to become. Replace the inner script of “I’m not good at this” with “I’m learning to navigate this space as a leader.” Neuroplasticity—the brain’s ability to rewire itself—is on your side. Every thought, every action, and every habit is a vote for the future you.
Louise Hay, often called the founder of the self-help movement, emphasized the power of affirmations. She famously said, “You have been criticizing yourself for years, and it hasn’t worked. Try approving of yourself and see what happens.” While affirmations alone aren’t a magic wand, they can serve as a tool to reframe your identity and build the neural pathways for confidence and action.
For founders, the words you say to yourself—and to others—carry tremendous weight. If you constantly tell your team, “I’m not good at operations,” you’re reinforcing that limitation. Instead, try saying, “I’m learning to optimize our operations.” This small shift doesn’t just change how you see yourself—it changes how others see you, too.
Dawson Church, in his work on emotional healing and neuroscience, emphasizes that emotional states and identity are deeply intertwined. He explains that your emotions act as the energetic fuel behind your habits. When you feel confident and aligned, your habits flow naturally. When you’re stuck in fear or overwhelm, even the smallest actions can feel impossible.
Deepak Chopra takes it a step further, weaving in quantum physics to suggest that our identities don’t just shape our internal world—they influence the external world as well. He writes, “The universe operates through dynamic exchange… giving and receiving are different aspects of the flow of energy in the universe.” When your identity aligns with abundance, creativity, and confidence, you’re more likely to attract opportunities and solutions.
For founders, this might mean embodying the identity of a successful leader even before you have the external proof. Instead of waiting for validation from a successful product launch or funding round, start carrying yourself as the founder who already knows their business will make an impact. Your energy—and the actions that flow from it—will follow suit.
Here’s how you can apply these concepts to your life and business:
Founders often focus on external metrics—revenue, market share, team growth. But the most powerful transformation begins within. Your identity is the foundation of your success. When you align your habits, thoughts, and actions with the person you aspire to be, you don’t just build a business—you create a legacy.
As James Clear writes, “Every action you take is a vote for the type of person you wish to become.” So, founders, I’ll leave you with this: Who are you voting for today? The visionary leader? The resilient problem-solver? The innovative creator?
The choice is yours, and the power is already within you.
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NOTE: RCY Labs has curated a list of 52 books for Founders (2025 Edition) who care about business profitability AND impact. Don't have time to read all 52 books? We've got you! We'll read them for you, and give you the summaries, audio casts, outlines, and frameworks to apply to your business ... all FREE in the Founders' Lab Community (on Slack). Join here.