The WHY Of Trust: The Value Of Trust In Your Career With Michael Chu

BYW 44 | The Value Of Trust


When trust is the foundation of your relationship, you will go to great lengths to demonstrate your trustworthiness. Trust is valuable in many aspects of life. In this episode, Michael Chu, the founder of Champion Development Inc., shows the value of trust in his career as a coach and how it helps build the relationship between him and his clients. Michael’s success in still having Health and Wealth Academy is his track record and how he built his trustworthiness. He also invested in mentors to bring value to his career and clients. If trust means everything to you, then you have the WHY of Trust. Find out more and tune in to this episode now!

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The WHY Of Trust: The Value Of Trust In Your Career With Michael Chu

In this episode, we’re going to be talking about the Why of Trust. If this is your why, then trust means everything to you. You believe that when relationships are based on trust, the sky is the limit. You will go to great lengths to demonstrate that you are trustworthy and do things such as become an expert in a given field so that you can establish that you can be trusted. You look to do things correctly because that is what a trusted person would do.

People with your why often enjoy numbers because numbers don’t lie. If someone breaks your trust, it feels like a knife in the gut and you find it almost impossible to have a relationship with them after this loss of trust. Although you tend to have fewer friends, you build loyal and lasting relationships with those people you can trust.

I’ve got a great guest for you. His name is Michael Chu. He is the Creator and Founder of Champion Development Inc., the premier coaching and support program for executives, fit pros, and entrepreneurs. His background started in direct sales leadership. For years, he has been the CEO of 5 separate businesses that have generated over 7 figures in revenue.

Michael is also one of the only coaching mentors who still has an active and thriving health coaching business in conjunction with his business coaching programs. Mike uses somatic therapy and other mindset techniques to stay in a champion mindset while he runs his companies. He’s very passionate about helping other coaches avoid the burnout that often stops them from serving their clients.

He’s dedicated to helping entrepreneurs scale their business and marketing efforts. Whether you’re starting from scratch or going from 6 figures to 7 figures, Michael teaches his clients how to run their passion into profits and generate massive impact and profit using the maximization model and the LTV method. Michael, welcome to the show.

I’m excited to be here. It’s been a long time coming.

I know. We were talking about that before we started. It’s been quite a while that we’ve been trying to get this to happen. Now we’re here. Tell us, where are you right now? What city are you in and is that where you were born?

I’m in Austin, Texas. I was born in New Jersey, so I’m a tri-state East Coast guy, but I’ve been in Austin now for years.

Let’s go back to when you were growing up. What were you like as a kid? What were you like in high school?

It’s fun to think back to those days. Sometimes I feel like I was still the identity of my version of myself as a high schooler up until I started doing more of the inner work and stuff like that. Nonetheless, to answer your question, growing up, I was pretty serious, even as a kid. My parents even used to joke that I had like worry lines on my forehead as early as 4, 5, 6, or 7 years old because I was the oldest son of an Asian family. I was always trying to be a good kid, get good grades, and achieve. I was naturally a worrier, but also a high achiever and that caused me to be shocked because I was always scared of messing up and scared of not getting things perfect and things like that.

In high school, the achiever side played out. I ended up doing all the things you would want to do in high school that they say you’re supposed to do to get in college grades and academics and athletics and all that type of stuff. Deep down inside, I still had tons of insecurities about where I was meant for the world and things like that. That’s the 1 or 2-minute version, but that was the childhood version of me.

In high school, were you involved in sports? What things did you like in high school?

I started karate when I was three years old. I ended up competing nationally and internationally. I won over ten different national karate championships through my teens and twenties. I also loved basketball. I played basketball throughout high school. Those were my main activities. I was introduced post-high school to entrepreneurship and that’s where I got exposed to sales, entrepreneurship, and things like that, which we can go to if that’s relevant.

Specifically, what you’re asking, in high school, it was mainly sports. Probably partying. I started getting exposed to partying a little too much as early as 15 or 16 years old. I was one of the youngest cousins of almost two dozen cousins who were all already 20, 30, etc. I got introduced to that a little bit too early, but that was me in high school.

The shyness started to go away and you started to develop into a competitor, obviously.

The shyness was still there. I started developing confidence within myself a bit, but in hindsight, it was a bit of false confidence because it was all based on external accolades. The more I won, the more confident I was in myself. The better grades I got and the more I achieved, the more I thought I was confident. There’s a whole story to tell if we get there. As I turned close to 30, I realized how fragile that type of confidence is and was once I hit some low points in my life. To answer your question, yes, there was some confidence there and the shyness went away, but I don’t think it was the most genuine confidence per se.

You graduated from high school and went off to college. Where’d you go to college?

In DC, George Washington University.

What did you study there? Why’d you pick George Washington?

I wanted to go to Georgetown. That was a dream school of mine. I loved basketball so I loved college basketball, the Allen Iverson and Patrick Ewing days. I had a Hoya right above my door in my childhood bedroom. We were at Georgetown touring and I was like, “I don’t know if I like it here. It’s a little uppity for me. It was a little tight.” This was pre-GPS days and everything like that.

My mom and I were driving through DC to try and get back on the highway to go back to Jersey and we ended up lost at a gas station. We stopped and we were like, “Where are we?” They’re like, “You’re on a college campus.” I was like, “What college?” They’re like, “George Washington, GW.” I have never heard of it before. I’d heard of Georgetown in American and Catholic, but I’d never heard of GW.

My mom and I came down here to tour DC schools, so we might as well check it out. I fell in love with it as I was self-touring. I decided I was going to apply early and ended up going to GW. That’s how I ended up there. What did I major in? Sports Event Management and Marketing and probably a little bit of drinking.

Drinking seems to be a common theme here.

Through high school and college. It’s funny. I haven’t touched alcohol in years. My dad was an alcoholic. I grew up in a family with alcoholism, but I tie that in and I’m willing to talk about that openly because it was a part of my identity through high school and college in most of my twenties. I got clear on how it was part of my identity and how it was not part of the identity that I wanted to be stepping into moving forward for the rest of my life. That’s why I haven’t touched alcohol since. Because I haven’t touched alcohol since, I jokingly talk about how much I majored in it during those years.

You finished college and what was your first job right out of school?

I was waitering at Pizza Hut, eating all the free breadsticks that I could possibly get my hands on while in college. It wasn’t paying the beer and gas money here. Drinking comes up again. It wasn’t paying the beer and gas money. In a newspaper, I found an ad for a sales job. This was when I started to realize my shyness was a real thing still. Sales was the first thing that I had found at that point in my life that I admittedly could say I sucked at.

School came naturally. I started karate when I was three and developed. I worked hard at to get good at basketball. Sales was the first thing that I felt like, “I don’t know where to start. I’m not good at this and I stink at it.” The competitor in me was like, “This is exactly why I’m going to get good at it.” I stunk at it, but I stuck with it and I ended up choosing to stay with that company in that role when I graduated college.

It was direct sales, in-home sales, and kitchen products. If you’ve ever heard of Cutco Knives before, I did that through college and I chose to manage a sales organization post-college. I ended up staying with Cutco for eleven years, where some people do that job for one summer but it forced me to grow it exposed me to entrepreneurship, personal growth, sales, and all those things at a young age. I paired that with my college degree of Sports Event Marketing and Management. It didn’t have anything to do with it, but I stayed in business and that was the first thing I did post-college.

I have a whole set of Cutco knives still. My sister did Cutco exactly like you said, for a summer. Of course, you call every family member and your parents’ friends, and do the pitch.

You cut the penny and all the things if you’ve seen it before and they are incredible knives. I always share that I was there for a decade because most people do stay for 10 weeks, not 10 years.

What kept you there?

Two things. The competitiveness in wanting to get good at something.

You could have picked anything. Why that?

The second piece to it is I saw a vision for a life for myself that I don’t think I was exposed to growing up. I grew up with both grandparents on both sides of my family were farmers from China. I did grow up seeing hard work instilled within me, but it was very manual labor, hard work. A lot of my family, my mom, my brother, my sister, and half a dozen of my aunts and uncles are teachers and I love teachers. I think I have a teacher bone within me because of that in my heart.

At the same time, I don’t think it exposed me to the lifestyle that I knew I wanted, especially when I went to college in DC. At the time, GW is one of the top five most expensive colleges to attend. By nature, I was surrounded by a lot of kids whose parents were business owners, in finance, I bankers, experts, CEOs, and entrepreneurs.

I was exposed to a level of wealth at GW that I was not exposed to since then. As I was doing Cutco while in college, it paired with what I was being exposed to and showed me an opportunity to create a higher level of income and lifestyle that I had not been exposed to at that point. Pair the vision with my competitiveness and I was like, “I’m going to figure this out and I’m going to get good at it.”

As I was there, I didn’t fall in love with sales per se. I fell in love with the development of other people because I was developed from someone who had never sold into somebody who was pretty good. The ability to do the same for other people, recruit, train, and them, I fell in love with that process. That was my first exposure to coaching, even though it was a sales role.

What about that did you like?

What part? The coaching others?


As I said, I was around teachers most of my life. I started teaching karate classes at the karate school. As early as like 10 and 11 years old, it tapped into the teacher side that maybe was within me while also pairing to a higher income opportunity than being a traditional school teacher. The thing that I loved still to this day is building tribes. I love building organizations.

As you develop people on your team, they stick with you, and you start building a team, an army, and an organization, I love two things. I love building tribe teams, but I also love building people. People start to tell stories like, “Mike, I wouldn’t be where I am now without you. I showed up ‘at your doorstep,’ hopeless, broke, lost. Here I am now, debt-free, a millionaire, happy, and in a great relationship,” whatever it is.

It’s to be even the smallest catalyst to people discovering the best within them. I was working with a Tony Robbins coach at one point and he helped me develop in my early twenties that my purpose on earth is to develop champions to know their greatest glory and abundance. It doesn’t matter if I’m teaching someone how to sell knives, do a karate kick, lose weight, or whatever it is. To me, all of those things are a vehicle to help somebody else discover within them the greatest glory, abundance, and love that they were put on this earth for. That’s why I fell in love with it.

BYW 44 | The Value Of Trust
The Value Of Trust: Coaching is a vehicle to help somebody else discover within them the greatest glory, abundance, and love they are placed for on this earth.


When I was talking at the beginning about the Why of Trust, a big part of that is being the trusted source. Being the one that others can count on. They believe in you. They know if you tell them something it’s going to be true. It’s going to work. You grab their hand and lead them along their journey and that’s an amazing quality to have. You were with Cutco for eleven years. What happened after that?

I love the trust thing when you were talking about that at the beginning. I smiled as you talked about that because you didn’t tell me that was going to be the one of the nine that you were going to pick, but there’s so much stuff we could talk about there and I aligned with that. From there, I left Cutco to challenge myself to apply all the things that I learned in a bigger vehicle. I ended up going to a smart home company that was owned by Blackstone. It’s a billion-dollar company. That gave me an opportunity to take a lot of the skills that I had already practiced up until that point on a bigger playing field.

During that time, I was also introduced to the world of online marketing. I took all the in-person door-to-door sales worlds. I got intrigued and interested about what it would look like to be able to generate business without having to go to people’s homes or having to knock on doors. That’s what the next five years of my career became about. I was still doing the direct sales role, but I was starting to become very intrigued by this ability to build a personal brand online, create revenue, and tribes through social media and the internet. That’s what happened post-Cutco.

You moved in that direction and into creating businesses in that area.

I had turned 30 years old and I had an early midlife crisis, so to speak, but I made decent money through my twenties. I had bought a house by the time I was 24 or 25 years old. I felt like I was one of the youngest promotions to an executive role at the first company I was at and all these things. I woke up at 30 having this, “What is the point of it all?” type of moment. This is a real story. This isn’t theoretical or metaphorical. I found myself on my bathroom floor, unable to get myself up out the door into my office. I’m normally a pretty disciplined, motivated type of guy for martial arts and all that type of stuff. Even when I don’t feel like doing something, I show the F up normally.

It was a weird moment for me to feel no drive or purpose and feel a lot of resistance to showing up. I had a mentor early on when I was still in college who used the phrase oftentimes. He would say, “When you lack it, give it. If you lack money, give money. If you feel like you’re lacking love, give love. If you’re lacking energy, give energy.”

When you lack it, give it. If you lack money, give money. If you feel like you're lacking love, give love. If you lack energy, give energy. Click To Tweet

That quote kept resonating in my mind during this low point. I was lacking passion and purpose. I put a post up on social media that said, “In the last fifteen years, if I have impacted your world or life in any way, shape or form, the way you think, the way you act financially, whatever, could you share in the comments section how that might have been?” It reminded me. I got all these comments and all these stories that reminded me of the impact that I had on people when I was focused on others, not myself.

From that low place, I decided to launch the Health and Wealth Academy, my first online coaching business. It was designed for direct sales leaders and entrepreneurs to stay in the best shape of their lives while working 50, 60, 70 hours a week. I had to figure that balance out myself. Being a national champion, then becoming an 80-hour-a-week entrepreneur, I got out of shape for a while there. I had to learn how to take all the things I knew from being an athlete and pair them together while building seven-figure organizations.

I built three different seven-figure organizations over that span while staying in great shape, 10% body fat, and all that type of stuff. It led to launching the Health and Wealth Academy, which has now helped hundreds of busy executives and entrepreneurs get into great shape physically, mentally, and emotionally while leveling up their confidence, income, and energy as well. That was the root of how to build something online.

How long ago was that you had the Health and Wealth Academy and do you still have it?

Yes, I still do. In my intro, you said I’m one of the few people who coaches other online coaches how to build a business but has my own successful coaching business within itself. That’s what that was referring to. The Health and Wealth Academy started in 2016-ish. That was when I was launching the passion side of that. It was in 2018 I went all in on the business.

What do you think was the key to that business becoming so successful?

The key is to why that business is so successful is three things. Number 1) I’ve been in the coaching world long enough now to see so many people who want to be a coach because they see the possible lifestyle but they’re missing one thing. That is a track record of having created the results that they’re coaching other people to have. The easy one to point to why the Health and Wealth Academy was so successful is what I chose to coach on. I have 10 to 20 years of personal experience myself around. I wasn’t preaching from a soapbox like how to. I was sharing how I went through this and the journey and the struggles that I went through. That’s the foundational piece to it.

Number 2) I invested in a ton of mentors because all my businesses up until that point had been in person. I knew that if I wanted to learn how to grow online, that was a skill that I would have to learn. I could either take ten years and try and figure it out on my own or I could invest dollars to save time and figure that out. That’s the second reason.

BYW 44 | The Value Of Trust
The Value Of Trust: Either you take ten years and try and figure it out on your own, or you could invest dollars to save time and figure that out.


Number 3) Fortunately, I had a level of residual income and finances from the other businesses that I had built up until that point. There truly was like, “I want to serve.” I’m doing this from a point of my life where I want to give back. I was growing a business like I want to be paid for it, but I didn’t need the money. There’s something to be said about that, “I don’t need you,” energy but not faked or forced, but true. I truly don’t need this energy. I don’t say that arrogantly. That’s the place I was at and I largely think that’s what allowed that business to grow so quickly early on, a combination of those three things.

Speak to the power of a mentor because you are a mentor for a lot of people and what was it like for you to have those mentors?

It’s funny, I jokingly say, “Growing up Asian, I can naturally be a little stingy, cheap, or frugal.” I can find myself falling into my more scarcity mindset of, “Why would I spend all that money on something that I can learn myself or figure out?” What I’m speaking to first are a lot of my own natural resistance to investing in mentors and coaches. I believe we were connected through my people who, funny enough, I had invested in for mentorship and coaching.

I take action to do so. I have my own resistance almost every time I do. I’ve found that it’s less about what you’re going to learn from a mentor particularly. A lot of times, for me, it’s forced focus. What I mean by forced focus is that if someone’s trying to lose weight, but they’re trying to do it on their own, they’re like, “I could try keto and maybe I should try macros. Maybe I should do 75 Hard.”

They all could work, but the fact that the person’s considering so many different things, they don’t ever commit fully with focus to one thing over a long enough period of time. I find the same thing. Whether it’s losing weight or whether it’s business, there are a dozen different ways you can get an outcome. There are hundreds of different ways you can get a result, but when you invest in a mentor, they say, “This is how it worked for me.”

I also do think that’s the difference between mentorship and coaching. There are a lot of times that debate of, “Do you have to have done the thing that you’re coaching other people on?” Mentorship is, “Watch how I did it.” Coaching is, ‘”Let me ask you the right questions, support, and guide you to figure it out as well.” It’s important if people are investing in something that they know which one they want.

Are they wanting a coach that can guide and direct and help you with the bumpers for them and facilitate or are they not looking for a coach like Phil Jackson, a la Michael Jordan, or are they looking for a mentor a la Michael Jordan to Kobe Bryant? Michael Jordan said, “This is how I built my career.” Kobe Bryant to Michael Jordan is more mentorship. Phil Jackson to Michael Jordan, to me, is more coaching. It’s important to understand the distinction of the two.

Both being valuable.

I don’t think one’s less important. It’s when people think they’re getting a mentor, but they’ve hired a coach and people think they’re getting a coach, but they’ve hired a mentor and you might end up with a disconnect of what you were looking for.

Back in 2018, then you started the Health and Wealth Academy. Since then, you’ve added some other businesses along the journey in tech. What came next?

Health and Wealth Academy with a small social media following because remember, I had no social media presence or expertise. Everything was in person before that. With a small social media following, I grew Health and Wealth Academy from zero to $80,000 a month, the seven-figure run rate in 9 months and to $200,000 a month in 18 months.

By the way, this is all with organic, not paid ads and stuff like that with a small following and in the fitness and health space. A lot of people say like, “You can make that money with business consulting, but not with like fitness, weight loss, etc.” I had a lot of people starting to ask me like, “Mike, what are you doing?” Admittedly I was like, “I’m not coaching coaches. That’s a BS industry.”

It’s a money grab. People who do that couldn’t figure out how to build their own business. Now they’re helping other people grow a business. That’s what I told myself. I was in Beverly Hills, California with two mentors and I was sharing with them how I had built the Health and Wealth Academy and they said, “Mike, we’ve been in this online coaching industry for a decade and the way you’re growing your business fast, but also sustainably built to last. It’s different than anything else that’s out there.”

They said this phrase to me that changed a lot. They said, “If you were to get into coaching coaches, it wouldn’t be about you. It would be about the people you serve and the industry that you can make a difference for.” When they simply said that one small quote and it took my frame off of me and onto others or it got me off self and on a purpose, I was like, “Let me do this.”

I beta-tested my strategies with ten people. All ten had extraordinary success, whether it was $0 to $10,000 a month, or whether it was $50,000 to $100,000 a month or whatever it was. At that point, I decided to launch Passion to Profits, which we were ranked one of Inc. 5000’s fastest-growing companies in America. We’ve grown tremendously fast with that business.

Tell us more about what Passion to Profits does.

There are two levels of support that our students get when they come to us. Number one, there’s the type of person that knows they’re an expert at something. They’re passionate about something, whether it’s sales coaching, weight loss, nutrition, or something like that. They don’t have the system, the blueprint and the tools to turn it into a highly profitable either side income or a full-time business.

Passion to Profit specifically is the launching pad to growing their business, taking something they’re passionate about and turning it into a $10,000, $30,000, or $50,000 a month business online. We’d specialize specifically in online marketing and online coaching. For students that are already running a successful or established coaching business but they’re probably stuck around that $20,000 to $30,000 to $50,000 a month mark, maybe they’ve even broken through seven figures because they have a huge following or they grind and work their tail off, but they don’t know how to build a business that’s built to last or sustainable.

At that level, we work with them on the LTV method. The LTV method is most people in the online coaching industry will keep clients for maybe 3 to 6 months. We show them how to keep clients for on average 3 to 6 years in a way that it builds a base of monthly recurring revenue in their company. When they start every month, they already have $30,000, $50,000, and $100,000 a month in monthly recurring revenue before they even sell something new.

We teach them how to build the team, the systems, etc., the offerings to do that because as Jay Abraham says, “There are three ways to grow revenue. Get more front-end clients, increase how much those people pay, and get them to pay more often.” I found, at least in my circle of the industry, most people were teaching you how to get more front-end clients. Maybe they were telling you to raise your prices. We, at that point, specialize on the third one. That is how to get existing clients to stay and pay more often enthusiastically in a way that gets them incredible results. That’s what we do with our higher-level students that already have established businesses.

Jay Abraham says, There are three ways to grow revenue. Get more front-end clients, increase how much those people pay, and get them to pay more often. Click To Tweet

What does LTV stand for?

The lifetime value of a customer. If they buy one time for $5,000, the lifetime value is $5,000. If they buy again for $15,000, and again for $75,000, that one customer lifetime value, how long they stay, and the lifetime value, that’s what we’re looking to extend. If you think about it, most highly valuable companies at first have to figure out how to get a lot of clients. The highest-valuation companies out there figure out how to minimize churn and increase lifetime value.

Netflix, Amazon, cell phone companies, and some of the most valuable companies find a way to minimize churn turnover of clients and increase the lifetime value of a client. Look at subscription companies, software companies, etc. That’s why the multipliers on the valuation of those companies are so ridiculously high compared to the valuation of other types of businesses.

How did you learn all this stuff? How did you, a Cutco knife salesman, get to talking about LTV, minimizing churn, and all these things that you’re doing now? It’s a mind-boggling path that you’ve been on and where you’re now. It’s pretty darn impressive. What are some of those secrets?

It’s interesting. How did this Pizza Hut breadstick-eating knife salesman understand how to do this thing? You asked me earlier what I fall in love with at that first business. I said I didn’t fall in love with sales per se. I got good at it. I have a massive respect for sales. What I had to figure out at Cutco if I was going to be successful there long-term is they have a ridiculous turnover of their reps.

Turnover in the sense that, like we already said, most people do it for a summer. Most people do it for a month. Most people do it for a week. I said to myself, “If I’m going to stay and do this thing after college, I want to have a consistent income. If I’m constantly needing to hire and recruit new reps and they’re all leaving the next month, how long could I do this thing for without burning out or getting exhausted myself?”

What I had to almost or what I intentionally chose to get good at in that business is how to develop and retain those sales reps. In that business in particular, this isn’t an exactly real stat, but in some regards, the average reps at that company will stay for 1 to 2 months, maybe 3 to 4 months. I’ve gotten to the point where reps were staying for 1 to 2 years, 3 to 4 years.

I haven’t been at that company since 2014 and there are sales reps that are still the top sales reps in the company right now that started with me in 2008 or 2009. People oftentimes stay there for 1 or 2 months and here, I have some reps there for 1 to 2 decades. That’s how I got good at the whole minimizing churn, extending LTV because I had to figure it out and I had to figure out what causes people to commit fully and see a vision for themselves and stick with something more long-term.

Let’s hear an answer to that question. What is it that causes people to stick with it and stay with long-term?

I wasn’t sure if this would come full circle during your introduction when you’re talking about trust and because you shared that as part of the introduction, I found myself asking, “Is there a way to tie in whatever questions you wanted to ask into that theme?” I wasn’t sure if it would come up naturally, but the first answer is trust.

People join companies, but they quit relationships. People join Google. People get a job at Amazon. They get a job at Verizon, but then why does someone quit that job in six months sometimes? They say things like, “They weren’t following through with the things they told me. I can’t trust my direct report. I don’t think my leader has my best interest in mind.”

People join organizations and join companies, but they quit people. That’s a byproduct of leadership, relationship building, and most importantly, trust. If we were to boil it all down, I believe that a lot of retention or churn is a byproduct of a gap in expectations. If someone’s expectations are blank and you continuously are meeting them or exceeding them, the person not only trusts but surrenders in a safe way and goes, “I’m in.”

BYW 44 | The Value Of Trust
The Value Of Trust: People join organizations and join companies, but they quit people. That’s a byproduct of leadership, relationship building, and, most importantly, trust.


However, if their expectations are here and you’re only meeting them or falling short of them most of the time, they continue to put their guard up. They’re always questioning, “Is this the place for me?” They’re looking for outs. They’re looking for escape routes. There are a lot of other things that go into retention, don’t get me wrong, but at the foundational piece, it’s trust.

You brought up trust. I assume you maybe have heard of the book or anyone reading has heard of the book by Stephen Covey, The Speed of Trust. Trust is the foundation of so much of what happens when it comes to a client or employee retention or turnover. Retention or churn is a foundation of trust and expectations.

When you work with new sales reps back in the day, did you sit down and set out the expectations very clearly, simplify them so that they knew exactly where you guys were at and then keep revisiting that? How did you go about doing it? What’s the process that you use?

I have a couple of mechanisms that help people understand this concept better, but it breaks down like this. Most people, when you’re first starting something at something, you’re naturally wanting to tell them how awesome it is. If you’re a coach, for example, you’re wanting to tell them all of your best client results. Let’s use weight loss as an example. “Gary, I’m so excited you finally joined my program. We have Johnny who started with us a month ago. He’s already down 15 pounds. We got Sally. She’s been with us for six months, she’s down 60 pounds.”

We naturally want to tell people. We oftentimes don’t mean anything malicious by it, but we naturally want to tell people out of enthusiasm and excitement the great results that we can get people. I believe creating expectations for people is threefold. Number one, telling people what the top-tier results are. What are not typical results, but they’re top.

There’s nothing wrong with telling somebody, “Johnny started with me 30 days ago. He’s already down 16 pounds.” Do you back that up with, “Now, to be clear, Gary, that’s top 5% results. He had 100 pounds to lose. To give you an idea, you only have 30 pounds to lose. He had 100 pounds to lose. He has been the perfect student. He hasn’t missed a single workout and meal we’ve asked of him. I want to be clear while I’m sharing that with you so you know what’s possible, it is a top 1% type of result.”

The other side of that is, are you willing to tell people the bottom 10% of results? If you go on any of my content, one of the things I learned at Cutco was called 10/80/10. That is what’s the top 10% results, the bottom 10% results, and 80% results. The bottom 10% is, “Johnny, I want to be clear. One of my students, Michael lost zero pounds in his first four months with me.” You might be like, “Mike, I invested in your program and you’re telling me somebody lost no weight with you?”

He could have easily told me like, “Mike, your program’s a scam. It didn’t work.” Do you know what Mike recognized? He had developed better habits and routines in the last 100 days than he had in the last 10 years since he had left the Army. He was proud of the traction and the ups and downs that he worked through and he saw the vision of where we were still taking it.

He ended up losing 30-plus pounds in the next nine months and has continued working with us from there. I’m glad he didn’t give up. Here’s what you can expect as a norm. The 80% average results are that most of our clients, as long as they’re following the program, even if they’re not perfect, will lose about 1 pound per week.

Maybe a little bit more, maybe a little bit less, but 1 pound per week. If you’re in a 24-week program, losing 15 to 25 pounds is not out of the question. Yes, Johnny lost 16 in his first 30. Mike lost it in a year. That’s an example of establishing expectations is not telling people the top end results, but telling them all the different tiers of what one could expect because there’s a great quote.

Point number two here, people don’t care what could happen to them. They care more that you told them it could happen to them. There’s something about trust when you told them, “By the way, this is possible. Here’s what we’ll do if that happens. When that happens, I want you to schedule an extra call with me and say, ‘Mike, I thought after 90 days. I’d be making $10,000 already. I’m only making $3,000 a month.’”

BYW 44 | The Value Of Trust
The Value Of Trust: People don’t care what could happen to them. They care more that you told them it could happen to them.


Here’s what I want you to do. I want you to schedule a call and we’ll assess what’s going on and we’ll tweak the small things. If that’s you, you’ll be the next Adrian. Adrian was underperforming in his first four months. He went on to make $100,000 in his first 12 months with us, but it took him a little while to get going. Have we had students that made $20,000 in their first month with us? Yes. Imagine if that’s all I told people, $20,000 a month right out the gate, and then they only do $4,000.

For some people, Gary, $4,000 in extra income could be life-changing, debt-free, paying their mortgage, whatever. Now they’re sitting there thinking they’re a failure, I let them down, or I lied to them because I only told them about the $20,000 results. There are proper expectations. People don’t care what can happen to them as long as you told them it could happen to them.

Lastly, number three is expectations on relationships. I love, in any new working relationship, having the what you can expect from me, but what I expect from you conversation. This is what you can expect from me, but I also want you to know what I expect from you. As part of that conversation of what you can expect from me, I oftentimes share the good and the bad about my personality.

Just so you know, I can be very serious and all go business and sometimes forget to slow down and say, “Gary, how are you doing?” I want you to know that’s my nature. I care immensely about the people around me, but I sometimes forget to show it because I’m so intense about let’s get people results. I’ll tell people that. Your more relationship-building type of personality doesn’t go, “Mike’s an a******. He doesn’t care.” I set up expectations that way, 10/80/10. Tell people what could happen to them and what to expect and build expectations on relationships.

Michael, when you took the WHY.os discovery, your why was to create relationships based upon trust, like we talked about. How you do that is by making things clear and understandable first for yourself and then for others. Ultimately what you bring are simple solutions. You simplify it down to a couple of points. You have done exactly that during our conversation. You’ve created trust by clarifying what’s going on and then simplifying it down to 2 to 3 points. Every time I ask you a question, you say, “I got two things to that. I got three things.”

That’s the teacher within me.

It’s a great example of your WHY.os and how you live it because that’s very powerful the way that you do that. If trust is the most important things, being clear and being simple are important for that.

You said something during your introduction that I thought was interesting. I forget exactly how you said it, but you said trust is built when we are the living example of what we’re asking other people to do. That’s why I said earlier, expectations, relationships, and leadership. I love John Maxwell’s concept of the Law of the Mirror. People won’t follow what you tell them to do. They’ll follow what they see you do. That’s part of relationship building and setting proper expectations and trust as well.

People won't follow what you tell them to do. They'll follow what they see you do. I think that's part of relationship building and setting proper expectations and trust. Click To Tweet

One of the things that I talked about in the intro to the Why of Trust, which is your why, was educating yourself to a very high level so that you can be the trusted source. For those of you that are reading, Michael, what is in the background behind you?

It’s a bookshelf. Everybody has a bookshelf. My fiancée gets credit to what you’re referencing. It’s a color-coded, size-ordered bookshelf. It’s color-coded from tallest to smallest book and then back to small. Kayla, my fiancée, said it’s aesthetically pleasing to the eye as well.

How many books are there?

I have another couple dozen on the floor over here and hundreds over here. I don’t know the number, but it’s a good amount.

How many have you read?

I don’t know a real number, but I’ll answer that question with this because I don’t have a real answer. Through my twenties, I was obsessed with the quantity of books I was reading. I studied books a lot. My life changed more in my 30s, though. That’s when I started studying books for quality instead of quantity. I’ll skim books. I’ll Audible the first five chapters and go, “This is good, but not for me.” Once I find a book back to the whole, become an expert at a subject and that’s how you become trusted. Once I find a subject that I’m like, “I want to live this or implement this in my life,” I’ll listen to that book or read that book a couple of dozen times.

In one year, maybe I only read ten books the whole year, but the book Scaling Up, for example, I read it 16 to 25 times over and over again. I probably have listened to Think and Grow Rich three times every year. I know that’s not what you’re asking. How many books? I don’t know the number, but through most of my twenties, it was a bragging game of how many books I read this year. Now it’s much more about what book did I study, implement, and become an expert of.

That’s another aspect of the Why of Trust. You’re not going to answer because you don’t have an actual answer. I’m not going to answer. You’re not going to answer me because I can’t tell you the truth. I can’t tell you a number so I’m not going to say it. Take us through a day in the life of Michael Chu.

I’ll answer that question by bringing you back years ago and we referenced the whole, “I haven’t drank alcohol in years.” I had a dark point in my life. I had made all this money and I was in my early 30s. I told you I was questioning what’s it all for and I decided I had to reinvent myself. It’s funny that you’re talking about trust and here it comes back again because the password to my phone has been Integrity15. How that ties back into the routine is I’m not a big fan of long morning and evening routines, but I do believe that routines or rituals dictate the results we create in our life. A lot of the routines I’m talking about, I do day in, day out and make sure it’s grounded in me.

Routines or rituals dictate the results we create in our life. Click To Tweet

It’s pretty simple. I’m a night out by nature, so I’m not the up at 4:00 or 5:00 AM type. I oftentimes get up and like to get to work pretty quickly. I do something either called a power walk or a power shower. I do my morning routine while walking or showering and I can get it done in 10 or 15 minutes, which is three segments.

It is gratitude. I’ll take 2 to 5 minutes and address some gratitude. I’ll then remind myself what my goals are for the year and then I’ll set my intentions on who I’m committed to being for the day. I can do that in 5 to 15 minutes. I dive right into spending a little bit of time with my daughter and my fiancée before they head off to school. I get into anywhere from 2 to 4 hours or maybe 5 hours of deep work.

At least 4 days a week, maybe 3 at a minimum, 5 at a max, I’m starting off my day with no meetings and deep work, a big project that’s going to move the needle. I oftentimes take a break to reset. I’m a big Brendon Burchard fan. High Performance Habits talks about the first habit is high performers stop to recreate clarity often. I’ll stop and reset in the middle of the day to set my intention for the second half of the day. What are my biggest priorities and things like that?

At that point, I normally dive into either leading my team, coaching clients, or catching up on any other last projects. I try and work out. I either do martial arts or lift weights. During the summer, I like to go out and surf. I like to try and get active most days and then spend time with the family before heading to bed at night. Sometimes I’m at night owl and Kayla will go to bed early and I’ll get some projects done.

I think because of karate when I was like a young age, I wasn’t the kid in bed at 8:30. I sometimes wasn’t out of class at seven years old until 9:00. Sometimes I’m used to everyone goes to bed and from 10:00 PM to 1:00 AM are sometimes my most productive hours. I’d say maybe 1 or 2 days a week, I’ll put it in late night session to finish up some night stuff. Weekends are chilling with family. Sundays are completely disconnected and off and we’ve got a date night every week and things like that in there. That’s the daily or weekly routines in there.

I got about five pages of notes now from our conversation, so that is awesome. Michael, if there are people reading that want to get ahold of you, follow you, or work with you, what’s the best way for them to get in touch with you?

There are a couple of different ways. Instagram’s the easiest way to follow me and all the things going on in my world and my handle there is @Mike__Chu. However, if you are a coach, an expert or a consultant, we have a free resource for people who are in that industry and you could go to and there’s a free three-part training on how to reduce churn, increase retention, and extend client LTV.

There’s a high value no fluff three-part training that people could get for free there at Instagram’s the best way to follow me and be in my world. If you want to get a resource and check out more what we do, you could go to that website and check out the free resource that we have.

Michael, thank you so much for being here. I’m glad we finally got to do this. I know this was way more than I expected and I don’t know why I didn’t expect it, but it was valuable stuff that you talked about. Thank you so much for sharing.

It’s my pleasure. Thank you so much for having me.


Important Links


About Michael Chu

BYW 44 | The Value Of TrustMichael Chu is the creator and founder of Champion Development Inc., the premier coaching and support program for executives, fit pros, and entrepreneurs.His background started in direct sales leadership and over the last 15 years, he has been the CEO for 5 separate businesses that have generated over 7-figures in revenue.

Michael is also one of the only coaching mentors who still has an active and thriving health coaching business in conjunction with his business coaching programs.Mike uses Somatic Therapy and other mindset techniques to stay in a champion mindset while he runs his companies. He is very passionate about helping other coaches avoid the burnout that often stops them from serving their clients.

He is dedicated to helping entrepreneurs scale their business and marketing efforts – whether you’re starting from scratch or from going from six figures to seven figures.

Michael teaches his clients how to turn their Passion into Profits and generate massive impact and profit using the Maximization Model and the The LTV Method.


The Labor of Loving Yourself for Being Different with Lisa Schermerhorn

BYW 28 Lisa | Status Quo


Are you someone who doesn’t believe in following the rules or drawing inside the lines? You want things to be fun, exciting, and different – you rebel against the classic way of doing things. Do you typically have eccentric friends and eclectic tastes? Then this episode is for you. Lisa Schermerhorn joins Dr. Gary Sanchez as she talks about her WHY and how she is challenging the status quo and thinking differently. Lisa is a transformational leader, award-winning speaker, and expert in human behavior, leadership, and personal development. She also dives into releasing beliefs and emotions that don’t serve you, forgiveness, and trusting yourself more. We all have different whys, and everyone is different because of that. It’s important to honor that special thing. Tune in and get inspired to find better ways of thinking, doing, and understanding.

Watch the episode here

Listen to the podcast here

Challenging The Status Quo: Finding Better Ways Of Thinking, Doing And Understanding With Lisa Schermerhorn

In this episode, we’re going to be talking about the WHY of Challenge, to challenge the status quo and think differently. If this is your WHY, then you don’t believe in following the rules or drawing inside the lines. You want things to be fun, exciting, and different. You rebel against the classic way of doing things. You typically have eccentric friends and eclectic tastes because, after all, WHY would you want to be normal? You love to be different, think different, and you aren’t afraid to challenge virtually anyone or anything that is too conventional or typical for your tastes. Pushing the envelope comes naturally to you.

I’ve got a great guest for you. Her name is Lisa Schermerhorn, and she is a transformational leader, award-winning speaker and expert in the fields of human behavior, leadership, and personal development. She also trained in the Winner’s Mindset with Bob Reese, the former head trainer for the New York Jets, and helped a professional golfer win Golfer of the Year. Lisa was a VP of Business Development for an innovative startup company using virtual reality to help clients with pain reduction, memory loss, and stress reduction.

As a certified hypnotherapist and master practitioner of Neuro-Linguistic Programming, NLP, she helps entrepreneurs and high performers get from where they are to where they want to be much faster than conventional coaches. Lisa is also a Why.os Certified Coach, helping people discover their WHY and apply it to their life, both personally and professionally. Lisa launched her new book titled In Every Belief Is A Lie. Lisa, welcome to the show.

Thank you so much. Every time you read the definition of Challenge, I get chills. It’s so fitting. I tell people how much finding that out changed me because when you’re a challenge, you’re an outlier and different. As a child, I learned differently. I was very creative. I didn’t fit in very well. I struggled a lot, and I always thought that I was broken and something was wrong with me.

There was a belief that I held onto, even though, as an adult, I realized that I could function and I was smart, but there was always this little part of me that thought I was different and broken. When I got the Challenge WHY, I was like, “Of course.” It helped me own who I am. I don’t know if people be able to see this, but I live in a log cabin on the side of a mountain in the middle of Vermont. I used to live in New York City, so go figure.

Where did you grow up? Take us back to where you grew up. What was your childhood like? What was school like for you? What was it like to be Challenge and not know what it was through elementary, middle, high school, and college? What was that like?

I grew up in New Jersey. I’m a Jersey Shore, but they don’t have the accent. I’m from an upper-middle-class family. I went to kindergarten before the cutoff, so I was one of the youngest in my class. Everyone could read, knew their letters and numbers, and I couldn’t. I struggled. Every year, I was always behind. Every summer, I went to summer school and my self-esteem plummeted. I thought that I was stupid. I didn’t think I was ever going to amount to anything, but I was always very creative and artistic.

I ended up going to a summer program at Rhode Island School of Design. I was accepted there, but my parents were so afraid that I’d be a poor starving artist. They were not about to have me go to art school. I went on to Simmons College in Boston, where I got my Bachelor’s degree in Marketing and Management. I then went to the Garment Center, where I went to work in the fashion industry. I found out how abusive it was.

I worked for one company, and my boss would walk around. We were not allowed to take lunch breaks. We had to stay in our office and be at work at 7:00 in the morning and we couldn’t leave until 7:00 at night. This was in the ‘80s. I was young and impressionable. I thought, “This is the fashion industry. It should be cool.” He would come around, eat our lunches, take a bite of our sandwiches, and get his hands in your fries. I won an award for the worst boss in a magazine. I submitted that.

When you discover someone's WHY, it helps pinpoint where people's issues could come up and determine whether or not someone's done their work. Click To Tweet

He was horrible. I was lost. I had no sense of self, who I was, and what I wanted in my life. I ended up leaving and I got very depressed. I was so depressed at one point that I was going to a therapist 2 to 3 times a week, and no one was able to help me. Finally, someone suggested a hypnotist, and I was like, “Don’t they make you quack like a duck? Who would go to a hypnotist?” I was desperate. I tried it and couldn’t believe how quickly they got to the root cause of my issue and helped me release the information I was holding onto. I decided from there that I wanted to be able to do that for other people.

I asked the woman I went to, , “Please tell me all the names of the people that you’ve trained with.” I went on to train. Due to my belief that I wasn’t smart, if you saw the list of certifications, it’s thick. I stacked them all. It was a way for me to go outside the box, be different, and help people who were different. I didn’t realize that that’s what I was doing. I was so desperate to heal myself that I went on and realized that I had the ability to help others.

I went on to study Neuro-Linguistic Programming. Tony Robbins is well known for it. It’s considered the study of excellence, so what they do is they study the people who are on top of the field and how these people think differently than the rest of us. It’s mastery around excellence. I’ve gone around and studied a number of different things on energy medicine and how our energy system works. I studied with different master teachers all over the world.

I ended a 29-year marriage. We’d gone in different directions, and I was terrified to be on my own. My kids were in college, getting ready to graduate. Someone had suggested a firewalk facilitation program where you trained for a week on how to do fire walks with other people. There were two things that I was afraid of, being alone and walking on fire, so I chose to walk on fire first. The week entailed breaking arrows from your neck to your throat, bending a 10-foot piece of rebar from your throat, and walking on four feet of broken glass. Every night, we walked 7 to 10 feet of red hot coals, and to graduate, we had to walk 40 feet of red hot coals.

Did your feet burn?

No, but I was terrified. I thought they would. I was convinced I would end up in the hospital, and those poor people in my class surprised me all week.

What was the benefit of that? I know there are people reading that are going to be thinking, “I’ve thought about doing that. I wondered about it, but what am I going to get out of that?” What did you get out of learning to do that and accomplishing that goal?

Mind over matter, because who could ever think that you could bend a 10-foot piece of rope rebar from your throat? There’s a whole mindset. For instance, when you’re walking on red hot coals, there’s something called Chi Energy, and we all have our own chi energy. The fire has its own energy as well. You have to raise your energy at or above the energy of the fire.

If you can do that, you can walk. I would never let someone walk who’s depressed or down because that’s when people get burned or they’re afraid. When Tony Robbins does his fire walks, he plays loud music and gets people cheering. Do people burn themselves? Yes, you still can. I was terrified of the 40-foot walk. I was having a meltdown. Someone in my group asked me, “How much fire have you walked this week?”

BYW 28 Lisa | Status Quo
In Every Belief Is a Lie

I said, “We started Sunday night. I probably walked about 50 feet already.” He said, “You’ve already walked more than 40 feet. This should be a piece of cake. Go.” It was my easiest walk. I remember when I walked across, I felt like I floated, and I stopped. My feet were warm. They refer to them sometimes as little kisses you get on your feet. I remember having a pair of flip-flops on, and my feet were warm, but I was not burned at all.

That’s amazing that the body can do that, and you did it. You are somebody who has stuff going on that you were dealing with and you were able to do it. Once you are done and you finished this week-long journey, how are you different at the end of that week?

I sat with my fears and thought to myself, “I faced one of my greatest fears, and I survived.” If I’ve been in this marriage for 29 years, I’m not happy, and I’m afraid to be alone, then I need to go towards it and figure it out. When I got home, I had a conversation with my ex-husband about looking at our marriage. It took a couple of months, and we ended up splitting up probably three months later.

I moved to Vermont on my own, didn’t know a soul, had no family here, and didn’t know anyone. I knew that every time I came here, I loved it so much. It felt like home. Every time I went to leave, I would cry. I knew I needed to be here. I didn’t know why. I then found a community here and felt I fit in. We have a saying, “Keep Vermont weird.” There’s got to be a lot of Challenge people here. I found my people.

You’ve moved to Vermont into a log cabin. Did you continue coaching? When did you start coaching other people?

I’ve been doing coaching on and off for many years, but I took it to a whole another level. When I moved up here, I was full-time, but I was working with people in person because people didn’t want to work online, and then COVID happened, which catapulted my work around the world. Now I have clients in Australia, Africa, France, England, Canada, and all across the country. It allowed me to connect and network like I had never done before. I ended up meeting a woman who did a marketing event. She did my WHY.

She introduced me to Dan and did the test, so he ended up doing my whole WHY. I swear to you, it changed my life. I got my business partner Kevin to do it too. What was interesting is we both have similar WHYs. You usually don’t want to team people up with similar WHYs, but we’re both Challenge and Better-Way. He has Contribute. I always know that he’s got my back and takes care of me. He also knows technology. He’s got that background where he gets the foundation done and helps make things happen, whereas I make sense. I’m the visionary, and I come up with all of these ideas, and then he helps me implement them. Even though he’s Contribute, he has some Simplify in him too.

For those of you reading, what Lisa is talking about is her WHY. It is to challenge the status quo and think differently. As you can tell, she thinks outside the box. She doesn’t follow the rules and does it her own way. That’s what’s made her, her. How she does that is by finding better ways, which are all the different courses she’s taken. They’re all better ways of thinking, doing, and understanding.

Ultimately, what she brings are our solutions that make sense, are doable, are logical, and going to work. Your partner has the same WHY and how that you do, Challenge and Better-Way, but his what is to contribute to other people and make a difference in their lives. You two have been a good combination, is what you’re saying.

The more you eliminate the things that are blocking you, the more new opportunities will start showing up. Click To Tweet

We complement each other. The difference between us is he owned his Challenge as a kid. He wore it proudly. He talks about some of the outfits that he would wear as a kid. He loves standing out, being different, and he owns it, whereas I didn’t have that confidence. I didn’t have that in me. Even though you can have the same WHY, one of the things I love about being a WHY coach is when you discover someone’s WHY. It helps pinpoint where people’s issues could come up and determine whether or not someone’s done their work or not. It makes my life easier as a coach. It helps me zero in right away and say, “These are some issues you might have based on your WHY.” It helps me get to the root cause of people’s issues fast.

What I’ve found fascinating is if you’re reading and not watching and you don’t know what Lisa looks like or Kevin, her partner, I would have never picked Kevin to be Challenge just looking at him on a screen. I would have created my own narrative around what I thought I was seeing and would have been dead wrong.

However, that’s who he would have been to me and I would have treated him that way. Now that I know his WHY and your WHY is Challenge, that opens up so many different conversations. It opens up my ability to connect, communicate, and understand you completely differently. I’m sure it’s that way for you with your clients.

Absolutely. Here’s the other great thing. He’s also at work in business. When you know the WHY of the other people you’re with, you can create better rapport, and rapport is everything because you create trust. Once you’ve created trust with someone, they’ll allow you to go to places where maybe they wouldn’t with anyone else.

For instance, I had a client who came to me because she wanted hypnosis, but she said to me, “I’ve tried five times, and no one has ever been able to do it.” I was able to establish trust by trying to figure it out. I knew from her language that trust was part of her WHY. I had to go bend over backward to make sure that she could trust me. Once she did, she was under, and we did some major work together. It was powerful. She was astonished because she said, “No one else has ever been able to do this for me.”

Having these tools are so key in helping you, especially with the right way people. When you’re a Challenge person, you’re all over the place, it’s like coloring outside the lines. You then have a right way person who’s very structured and very much about things being a certain way, we can scare them. The structure is important to them and they need things done a certain way to make them feel safe. As a Challenge person, I need those kinds of people to do work that I don’t want to do. I can’t do that. If I had to sit down and do structured accounting or do things, I would do it, but it would take me ten times longer, and it would look like a mess.

Let’s talk about your book for a minute. It came out. Tell us the title and tell us about the title.

I’ve been trying to write this book for almost twenty years. I sat down to blank pages and nothing would come out. I started to sit with my belief system and thought, “I do this for everyone else. I need to do this for me.” That belief system that I’m not smart was a flashlight shining right at me. I made a list of all the things that were holding me back.

Who am I to write a book? I was not a great student. What am I going to do with my grammar? I had all of these questions in my mind. What’s interesting is as I released them, I felt lighter and lighter. With that, if you were to imagine a highway and your destination is at the end of the highway, my highway was filled with boulders.

BYW 28 Lisa | Status Quo
Status Quo: When you know the WHY of the other people you’re with, you can create better rapport, and rapport is everything because you create trust.


As I moved the boulders, all of a sudden, the destination was there. For those people who understand the Law of Attraction, whatever you believe, you would attract. Unconsciously, when I believed that I couldn’t do it, then I was blocking myself. The minute I started believing in myself and I knew at an unconscious level that I could do it because I had released all that, everything started to show up. It was unbelievable. The title In Every Belief is a Lie showed up. As soon as I had the title, this book poured out of me. For five months, I wrote nonstop. I rewrote and edited it, and then I’d go back and read. I’m like, “Who wrote this? This is actually pretty good.”

It literally went right through me. It was a labor of love. It included my own personal stories of my own journey of going through my belief systems and how when I allowed myself to let go of these boulders that were holding me back, I referred to them as lies, my whole world changed. Everything changed. It’s scary because it’s vulnerable. I have a lot of personal stories in that book. You open yourself up to criticism and people saying things, but I felt my make sense is so powerful. It comes through in the book because I love to take very complicated information and break it down so it makes sense. A friend of mine read it and said she wanted to do a review. She’s a psychologist.

She said, “You took all of this information that’s so complex that I learned in the textbook, and you made it simple for everyone to be able to understand.” I was like, “There’s my make sense.” It was what I brought to the book. It’s simple steps. There are exercises in it. What’s interesting is that most people don’t know we’re programmed from the time we’re born.

We have five major brain frequencies. We start out with something called Delta, which is a big wave, and if you think about what babies have to learn. Infants have to learn the language, sound, taste, emotions, feelings, colors, how to walk, and their motor skills. It’s extraordinary. We then move into elementary school. That is another wave. It’s slightly smaller, but it’s what kids learn when they’re in elementary school, all of those things.

They’re absorbing and learning from their teachers, parents, grandparents, friends, any traumas that happen to them, and their religion. We don’t choose our religion, for the most part. We are raised in a family and told this is what our belief is, such as culture. Our cultures are very different depending upon where we come from and also our socioeconomic status.

A money mindset is huge because when people grow up with scarcity, no matter how much they try, they will often sabotage themselves because they don’t believe that people with money are happy. I do a workshop where I show a picture of a mansion, and I ask everyone in the room, “Who here wants to make $1 million a year?” Everyone raises their hand and then I ask them to tell me about the people in the mansion LA.

They’re like, “They hate each other. They’re getting a divorce. Their kids hate them. They can’t afford to heat the house.” Many people have misconceptions about money. To me, it’s an exchange of energy. Our media portrays people with a lot of money as evil as well. We get programmed around these and then people hold onto these unconsciously, and then they sabotage themselves over and over again. Even people with money never feel it’s enough.

They can run themselves into the ground working hard because they’re afraid they’re going to lose what they’ve accumulated. We also inherit beliefs. There’s actually a science called Epigenetics where they’ve done studies. One that they did with mice, where they shocked these mice every time they smelled a certain chemical smell.

They associated the smell with the shock. Their grand pups would run when they smelled the smell without a shock. We inherit those same things. If you have a great, great grandparent that maybe survived the Great Depression, Holocaust, or any trauma, that family trauma gets passed down generation after generation. It runs us unconsciously. We don’t even know that we’re doing it and why we have these fears, phobias, and anxieties.

Whatever you believe, you attract. Click To Tweet

When you talk about releasing beliefs, what is that? How do you do that? If I got this belief, how do you release it?

I have several things. In the book, I actually talk about several different techniques. I’m in the process now because I was so busy getting the book ready. I’m not going to have videos available with the QR code. There’ll be able to go in to release a belief. We store it in our physical bodies. If you think about something that’s irritating you right now, something is bothering you, someone didn’t do something or said something that hurt you, you were to close your eyes, and you can feel it in your body, you can say that’s about a fight.

From there, I ask you to release it using simple terms. Should I let it go? Yes. Could I let it go? Yes. When? Now. When you repeat that, the number will go down until you get to a place of neutrality. When you’re neutral, you can make good decisions. When your decisions are emotionally based, you end up making bad decisions.

The most important thing is that the event that may have traumatized you can’t change what happened, but you can change the way you feel about it. If someone hurt you as a child when you go back and look at that, you’ve already said, “I’ve taken on this belief,” and it’s deep in your unconscious mind that I can’t trust people.

How many times do you know people who were traumatized as a child or abused and then ended up in bad relationships after bad relationships? It’s because that’s what they believe love is or they believe that they deserve that when you release that emotion and look at it from a different perspective. I also do a lot of forgiveness work. Forgiveness is everything. People misunderstand what forgiveness is about because it’s not saying what someone did is okay.

It’s about letting it go. Knowing that it wasn’t about me, it was about the other person. When you go to a higher place, you can say, “That person was doing the best they could with what they had.” They didn’t know any better. Some people may have a hard time with that. I know in my life, the more that I was able to forgive, the freer I felt. The more joy I had in my life, the more things came to me because I was free and open.

It always confuses me a little bit when I try to figure out if I continue to release beliefs that are not serving me. What’s the end game? What am I trying to get to? What is the ideal human, or where are you trying to get somebody to?

When you release a belief that isn’t yours, your own beliefs pop up. I’m trying to think of an example in golf. If you think about it, what happens when you think about where you don’t want the ball to go? It goes there. When you let go, you’re blank, you’re neutral, relaxed, having fun, and you’re focusing on what you do want. Where does the ball go?

Where do you want it to go? What you want to do is focus on what you want, not what you don’t want. Too many of us are focused on, “I don’t want to lose money. I don’t want my car to break down. I can’t afford this or that.” That’s creating your own prophecy. You put yourself in that. Does that mean that I never think negative thoughts?

BYW 28 Lisa | Status Quo
Status Quo: A money mindset is a huge thing. When people grow up with scarcity, no matter how much they try, they’ll often sabotage themselves because they don’t believe that people with money are happy.


Of course not. I’m a human. I was stressed out of my mind getting my book online, and all these things had to come into play. I had to go for a long walk, but then I go back. I breathe, focus, and release. I then become sovereign or in alignment with who I am, and then I can relax. I know that I’m doing the best I can with what I have for who I am now. My best now may not be the same best as tomorrow.

An example is if someone’s out drinking and they have a hangover, their best is not on Monday or Sunday, the same as it could be on Monday. Everyone does their best at the time. It’s important to recognize that in other people as well because we’re quick to judge others. I always try and go from a place of compassion and see, “What does this person need? Maybe they’re struggling. They may need my help.”

Coming from a place of judgment and reframing is also another thing that I find very powerful. How can I see this from a different perspective? How can I look at this? What’s the gift from this? I often do that when I’m going through a difficult time. I always say, “There’s going to be a gift in this somewhere. I don’t know what it is. Figure it out.”

To me, the hardest part of all of it is trying to figure out what you want. It’s easy to figure out what you don’t want. What do I want to do with my life? All those kinds of questions. As somebody growing up, it’s hard to figure that out. How do you help people figure out what they want?

What brings you joy? When you’re living your WHY, you’re in pure joy. When I’m doing my Challenge thing, it brings me joy. Every single part of my day, from the way I vacation, I buy my car, the clothes I wear, the jewelry I choose, the type of dog I choose, my house, and everything. When I’m in my WHY, I’m in joy. People misunderstand something that’s very powerful.

People think that their purpose is their job or their purpose is to make a lot of money. That brings a lot of unhappiness. It’s like what you do, Gary, you have given a gift to so many people that are in service to others. It was your brainchild, you worked hard, and it was important to you, but there was a reason that you got this out, and this is changing people’s lives. When you think about what you’re doing, does it bring you joy? Does it bring you a better way because you’re a Better-Way?

I couldn’t stop it.

When you are in your purpose, you can’t stop it. The more you eliminate the things that are blocking you, then negative beliefs, the more these new opportunities will start showing up. I’m not kidding. All of a sudden, out of the blue, I was offered a speaking gig in Las Vegas. I spoke in front of all these people, and then I got another gig in Miami.

I was like, “I wasn’t even asking for this. These are things that landed in my lap.” That’s what I want people to understand. The more they release their negative belief systems, the more they release these boulders that are in their way, the more gifts are going to come to them. You also learn to love yourself. I didn’t know what that meant. What is loving yourself? Loving yourself is setting boundaries of taking good care of your physical self, working out, being around people that you love, and learning to say no. That’s loving yourself, setting boundaries, and doing things that truly bring you joy and love. I will tell you that my days at work don’t feel like work. It’s not work. That’s how you know.

Focus on what you want, not what you don't want. Click To Tweet

You’re helping people get outside their box, right?

I try.

It’s the lies and every belief is a lie. It’s the negative beliefs that are keeping you in the box.

Here’s another thing when I talk about programming. Does this even make sense? This is not a political statement. I’m just using it as an example. You have people watching MSNBC, CNN, Fox, and whatever other channels. Are they all getting the same information? Everyone who’s watching thinks they’re getting the truth. Does that make sense? Everyone is getting partial truth, and the truth is missing. You get 60% or 80% of the truth, and we walk around thinking that we know the truth.

We make decisions, live our lives, communicate, and all that is based on the belief that we’re getting the truth when we’re not.

Exactly. I listened to a Native American elder use this story. It was beautiful. He said, “Imagine you have a Blue Jay and a Robin. The Blue Jay is talking to the Robin, saying, ‘Your nest is so messy. Your eggs are blue. How come they’re blue? How could they be blue? How do you feed your babies those worms? I don’t feed my babies.’” How do we judge each other and tell each other that we have to be a certain way when we’re all unique? We all have different WHYs, and everyone is different because of that. It’s important to honor that special thing. We don’t want to be everyone else. It would be a boring world if we were.

I always wonder with people that have the WHY Challenge. When you look back at what it was like for you to go through your childhood and young adulthood with the WHY Challenge, how could you help somebody you know, somebody that age with WHY Challenge struggle? They always are. How could you help them? What would you say to them? What would you help them understand to make it better for them, or would you?

There are two sides to that because I always say that people’s wounds are their greatest gifts. No one knows that pain like you do. When you get to the other side of that, then you know it, you have the ability to work it, and you know both sides. Now, if someone had said to me as a child, “Lisa, there’s nothing wrong with you. You’re special, unique, and you think outside the box.”

If I went to a conventional public school, taking tests and exams was a struggle for me. If I had gone to a different school, let’s say a Waldorf, for my story or something that allowed me to work at my own pace and think outside the line, I might’ve flourished. Who knows? I raised both of my children very differently because I was aware of how hard it was to grow up being different.

BYW 28 Lisa | Status Quo
Status Quo: People with the WHY of Challenge and Better Way are visionaries. They see things that other people don’t see.


I was keenly aware of what worked well for one child was not going to work for the other. I was very mindful of that. I was not a cookie-cutter mom and always pushed my kids outside the box. My son was not happy with me, but I always tried to find creative ways because he was painfully shy. I found a sports broadcasting camp for him because he loves sports, but he would learn how to do public speaking through sports.

I was always being creative as a parent. That’s the thing with Challenge kids. You need to allow them to have the space to explore because they’re not like everyone else, and they can be very depressed. I don’t know if you’ve done studies on this. I know for me, I had learning disabilities. I’m curious as to how many Challenge people think outside the box and don’t learn in conventional ways.

One of the things that we’ll talk about when you’re out here in Albuquerque is the size of the lane that the different WHY’s need to play in. Your WHY being Challenge is you basically need some guardrails, but they got to be pretty wide. You get to play in that big guardrail as you’re moving forward, whereas, as you mentioned, the right way is not even a guardrail. It’s a line. They want a straight line. They don’t want any of that playing in there. We’re actually working with a school system right now. I’m looking at these kinds of things.

I agree because I had parents that had the right way in them. They were very much like, “This is the way you do things. This is the way you dress.” I would turn around. I went through a period where I was a blonde, brunette, red head, short, long, and curly. I have a bald spot at one point by accident. I was always playing with my hair because it was my way of discovering who I was. It was the only way I could express myself. It was changing my hair constantly to figure out who I was. That was my little of many rebellions.

It’s hard, especially when you mix the right way people if you are a right way parent, and you have a Challenge child or even simplified because Challenge kids can have chaos in their way. Simplify people don’t deal with that very well. This is a fantastic idea from a parenting standpoint if you can start to identify the WHY of your kids. I would have had higher self-esteem and maybe felt more stable and have not gone through the depressions that I did, but at the same time, those depressions made me who I am now and helped me go on this journey. I would have saved my feet a little bit of torture.

There’s so much still to be learned about how to utilize the nine WHY’s the best. You’re somebody that’s going to see something that I don’t see. I know what I know, but people like yourself that come along are going to see things. As I said, I didn’t see or notice things that I didn’t notice. You’re going to add so much more depth and meaning to how to utilize the nine WHYs and the Why.os better.

One of the things that I think about with Challenge and the Better-Way people are they are visionaries. You’re right in the way we see things that other people don’t see. Think about Steve Jobs got fired from his own company and then brought back because when someone has an idea and it scares other people, they don’t understand what the purpose of it is. As a Challenge, and I imagine it as a Better-Way, and I have a Better-Way in me, it’s a challenge to wait for people to catch up to what I see. It’s not better that I’m better than. I see things differently and then my make sense helps me explain it. It’s a nice combination for me.

If there’s a parent reading this right now who thinks they might have a Challenge child, what advice would you give to them?

Give them a wide berth. You got to allow them to do some exploring. You need to set boundaries with them, but also, if they’re in a conventional school and not flourishing, they’re going to need a different environment. It’s also about having a dialogue with them and helping them discover what their feelings are and what they’re going through. As someone who doesn’t quite fit in socially, it’s interesting because now I can go anywhere.

When you're living your WHY, you're in pure joy. Click To Tweet

I am an extrovert and I make friends very easily. I didn’t have that as a child. I didn’t understand why someone would want to hang out with me and what I had to offer. It’s about helping a Challenge child explore what their gifts are. One of the best things my mother did was get me into art because that was something that I discovered I was good at. It gave me something to look forward to in my days.

From a parent’s perspective, it’s scary to think about giving these wide bumpers to a 13-year-old girl or 15-year-old and say, “Why don’t you go ahead and play in this big area here where you can see how easily they could get taken in the wrong direction.”

It’s boundaries too. Give them wide boundaries in the exploration like art. Find something that they are good at or excel at, and then let them go. It’s not as structured. An example of this is my son took an art class in school. He went to conventional public school and he came home with this beautiful lighthouse. He was ten years old. I was like, “I’m going to enter that into a local art show that they were doing.”

I got there and there were ten other lighthouses that looked exactly like it because they were teaching kids to identically copy what they were learning. A Challenge kid would not have done well in that because I would have made all these different colors and everything. That’s what I mean by the wide berth. It is the exploration of being able to use other colors to do something that’s more impressionistic and things like that. Allow them to explore within their gifts.

Last question for you, Lisa. What’s the best piece of advice you’ve ever been given or the best piece of advice you’ve ever given?

I wish I didn’t worry as much, I could have trusted my own intuition, and everything was going to be okay. The struggle of not trusting who I was when I was younger, not knowing who I was, and going outside of myself. I gave my power away a lot. I didn’t trust that I had the answers. That caused me to worry all the time and wonder what other people thought of me. Once I finally started to stand in and know who I am, all the worry seemed to go away because everything started to show up, so less worrying and more joy and fun.

If people would love to work with you, find your book, and buy your book, how can people get ahold of you?

My website is My email is There’s a link In Every Belief is A Lie. Kevin set it up for me. This is why I love having him as my partner and my contribute. You can access the book there or on Amazon. You can go on In Every Belief Is A Lie, and it’s available on Kindle. It’s only $0.99 right now. I have the hardcover as well. If you like it, please leave a review. It helps me. I’m trying to get to bestseller and you can learn all about the WHY’s. It’s in chapter ten.

Thank you so much for being here. I love the title of your book and what you’re writing about. I can’t wait to continue our relationship.

Thank you so much.

I don’t think I’m going to do a Guess The Why this time. I know it’s a little bit long, but thank you so much for reading. If you have not yet discovered your WHY, you can do so at You can use the code PODCAST50 and it will take you for half price. If you love the show, please don’t forget to subscribe and leave us a review and rating on whatever platform you are using. I will see you next time.


Important Links


About Lisa Schermerhorn

BYW 28 Lisa | Status QuoLisa Schermerhorn is as a transformational leader, award winning speaker and expert in the fields of human behavior, leadership and personal development.  She also trained in the “Winners Mindset” with Bob Reese, the former head trainer for the NY Jets and helped a professional golfer win Golfer of the Year!

Lisa was V.P. of Business Development for an innovative start-up company using virtual reality to help clients with pain reduction, memory loss and stress reduction. As a Certified Hypnotherapist and Master Practitioner of Neuro Linguistic Programming (NLP), she helps entrepreneurs and high performers get from where they are to where they want to be much faster than conventional coaches.Lisa is also a WHY.os Certified Coach, helping people discover their Why and apply it to their life both personally and professionally.  Lisa recently launched her new book titled – In every belief is a lie.





So You Work With a Trust…



If you’ve been following the WHY blog for a while you know that my WHY is Trust. This could be why my Trust related blogs seem to gain the most traction, but I digress. If you work with someone with the WHY of Trust, there are a few things that I want to make you aware of…


Firstly, let’s talk about the elephant in the room, we have the WHY of Trust because we have thick skin but deep down can be hurt easily. If you are critiquing their work, make sure you let them know that this is just to help them and not because you can’t count on them to do it. If someone with the WHY of Trust feels that you don’t believe they can do the task at hand or the project – they will either be extremely offended or hurt which in turn can damage that working relationship in the future.


Secondly, due dates, now I do most of my best work under the pressure clock, others may not work this way, but if a coworker were to ask a Trust over and over again if something will get done by a certain date it can make them feel as if they don’t trust them to get it done. If you have a coworker with the WHY of Trust, just know, they WILL get it done and you do not have to worry. We can’t bare the thought of letting someone down.


On that note, if you are their coworker and do not have the WHY of Trust, they are counting on you to be there and do what you say you are going to do also, to pull your own weight. They believe it is about the relationship, the give and the take, and the combined effort. Do not be wishy washy with them or that Trust will continuously diminish until it is gone.


On a different note, something that can be important to note, is those with the WHY of Trust do believe that relationships are some of the most important things in the world to them, including in the work place. They will take the time to be your friend, to ask you questions about your life, and to grab coffee outside of work. For others they prefer to keep work relationships strictly about work, but this can be hard for those with the WHY of Trust to separate. They truly care about people and who they see/talk to on a day to day basis. And when a team member leaves the workplace suddenly, without talking to them about it first, it can feel blindsiding to them.


All in all, if you work with a Trust, you have someone you can rely on, someone who is loyal to the company, and someone you can call a friend.

Uncategorized WHY

So You’re In a Relationships With a Trust…

I write to you as someone with the WHY of Trust. As I am typing this I am having trouble finding the words because I don’t know who all will be reading this, if I can Trust them, or if I even should be divulging information that one could potentially use for evil. But here it goes anyway…

Trust vs. trust

When anyone is asked what is important to them in a significant other, they will often use the words “trust” or “loyalty”, and while most people would agree that it’s important – there is a difference between that quality in someone and it being their WHY. With the WHY of trust, trust becomes a different animal. It becomes something that is very black and white. It is something that can be lost or begin to fade because of small things, not just because of the obvious things that cause loss of trust in a relationship.

Things you may not realize are important

If you are in a relationship with someone who has the WHY of Trust there are certain things that can cause loss of trust overtime that you may not even realize, things that you may think are no big deal. If you are not on time, or cancel plans often, this may feel like no big deal to you and you don’t understand why it would upset them or cause them to retreat but – it’s you showing signs of distrust to them. They are only protecting themselves from bigger let downs and they need people who show up and do what they say they are going to do. If they had a plan lined up and you suddenly change plans on them this can cause the same reaction. Another thing to note is they are usually pretty agreeable people and may say “no, it’s fine, another time” but the more times they have to say that the more difficult it will be to repair.

What you can do

To someone with the WHY of trust – it is ALL about the relationship, the bond, the closeness. It is important that they feel they know you, all the nuances of you, all the details of your day, and that if you can share that with them – they too can share themselves. To someone with the WHY of Trust it is all about the little things. They don’t need something super flashy, they just want you to show you care and love them with little things. Maybe a little love note saying to have a good day, or you saw their favorite snack while at the store and got it for them. They want to know that they are top of mind to you because you are top of mind to them. I do believe that reassurance is important as well when it comes to Trust. I also believe it is important the reassurance is verbalized and not just “they know how I feel…” I think communication is very important and it is important that it isn’t surface level.

When you are in a relationship with someone with the WHY of Trust they usually have quite a bit of emotional endurance from a past of it being broken, but that doesn’t mean they aren’t sensitive at the core. When there is Trust – the sky is the limit and you are lucky to be with someone who will put you first, who will be your number one teammate, and who will never break your trust!


A Look At Trust

We all like to believe that trust is important to us. We all like to believe that we are generally trustworthy, and we all want to be trusting of others. While trust may rank high in your core values, it cannot bear the weight of someone with the WHY of Trust. Understanding what trust truly means to someone with the WHY of Trust is essential to having a good relationship with them. Whether the relationship is between coworkers, family, friends, or a significant other – it is imperative to know.

Trust in The Workplace

A camaraderie is very important to feeling valued in the workplace for someone with the WHY of Trust. Not only from desk to desk, but that they can grab a beer after work or talk about their weekends together. When it comes to employer, employee relationships you can count on them to get their tasks done on time and while praise is not necessary, it helps them know you see the value in them. Trust’s love a fun, family-style work environment.

Trust in Family & Friends

Having trust and feeling trusted in these relationships is crucial for someone with the WHY of Trust. If this foundation is broken from a young age it can hinder their ability to trust in others and themselves for many years to come. When there IS trust, however, these relationships become a great strength for those with the WHY of Trust. They feel as though they can fully be themselves, reach out for help, share mundane details of their day, and share their lives with these people. They can share secrets, keep secrets, and flourish in these trusted relationships.

Trust in Love

If you ask anyone the most important thing in a relationship and they will always invariably tell you trust! While trust is important in all relationships, being in a relationship with someone with the WHY of trust is particularly important to understand. If they have plans and you change them, it can feel like you’re slowly chipping away at what they can count on you for. If you are late or make them late, they feel as though they’ve been let down. With someone with the WHY of trust, you have to be especially attentive to the little things, because while they may seem minute to others, these little things are what allows a Trust to trust themselves and feel trustworthy. On the flip side if there is full understanding and communication of the weight even small things can have on a Trust in a relationship, there is no limit for what these two can do together! Remember though – there are no second chances with a trust.


There are no relationships without trust. Knowing someone close to you has the WHY of Trust can be crucial to interacting with, working with, being friends with, or loving them. They can take a lot more to heart than you realize and usually have a go-with-the-flow temperament so it may be tricky to understand what is wrong. Communication and openness is key with the WHY of Trust and understanding what little things like being on time can really be weighted as. They will never let you down, will be there for you no matter what, and be someone you can confide in about anything! What a wonderful WHY to have.