How to Achieve Success through Afformation with Dr. Noah St. John

We’ve all heard countless life tips and tricks from self-help gurus. You might have even tried one or two of these “hacks.” While some of them are not necessarily wrong, they’re only the tip of the iceberg. Instead, what will transform your life is deep beyond what’s visible on the surface.

In this episode, Noah St. John joins us to discuss the concept of Afformations. He talks about the root and solution to the condition that stops us from achieving a freedom lifestyle. Noah also breaks down the four stages of competency and the five stages of habit. In the end, Noah explains why Afformations, not affirmations, are key to achieving your goals.

If you want to know how to transform your life just by asking a question, this episode is for you.

Here are three reasons why you should listen to this episode:

  1. Understand the concept of Success Anorexia and the power habit system.
  2. Learn about the Millionaire Afformations Method.
  3. Discover how you can apply the Core 4 Formula in your daily life.


Episode Highlights

Who is Noah?

  • Noah grew up poor in a rich neighborhood in Kennebunkport, Maine. It is one of the wealthiest communities in New England.
  • He hated the life of poverty, fear, and not enoughness. As a kid, he was already thinking about how to get to wealth and abundance.
  • The only resource at the time was the library. Noah started reading all the classic books on self-help, but he couldn’t get them to work, no matter how hard he tried.
  • He decided to take his life at 25, but was spared at the very last moment. From there, he went on a long journey of figuring out his purpose.
  • In 1997, Noah had two epiphanies that changed his life. He has spent the last 25 years teaching people what he discovered.

What Noah Teaches

  • The results of Noah’s teaching have earned his clients over $2.7 billion in the last quarter century.
  • He doesn’t teach clients how to make money. He teaches why you’re stopping yourself from making money that you should be making.

Achieving the Freedom Lifestyle

  • The biggest epiphany he had 25 years ago was a condition that didn’t have a name.
  • Getting into business boils down to wanting a freedom lifestyle. It revolves around four important elements: time, energy, relationships, and money.
  • Imagine that you’re given a million dollars tomorrow, but you don’t have time, energy, or someone to enjoy it with. Does it still sound like a great deal?
  • Noah named the condition that’s stopping people from achieving the freedom lifestyle as “Success Anorexia.”

Success Anorexia

  • Reaching your goals is like driving a car. The two forces at work are the driving force of your foot on the gas and the stopping force of your foot on the break.
  • Other restraining forces cause us to drive down the road of life with one foot on the brake. 

Noah: “If you’re driving down the road, and you have one foot on the brake and one foot on the gas, does it really help to step on the gas harder?”

  • Stepping on the gas harder will ruin your car faster. You’re spending more time, energy, and stress without getting closer to your goals.
  • Getting your foot off the brake will get you to your goal faster and easier.
  • Success Anorexia represents the fact that the driving force and motivation are only half the story. Getting your foot off the brake is the other half.

Noah: “What’s so amazing is that you don’t have to work harder — you don’t have to hustle and grind. Again, I’m not saying that that’s wrong, or it’s bad. It’s just, you don’t really need to do it most of the time.”

Restraining Forces that Hinder People from Success

  • Noah calls these restraining forces “head trash.”
  • One restraining force is not getting clear about what you want.
  • Another example is making up excuses why you can’t do something.
  • We have the infinite capacity to make ourselves right. If you tell yourself you can’t do something, you’re going to make yourself right.
  • We make excuses because it’s the brain’s job to keep us alive. It’s the fight, flight, or freeze mechanism.

Moshe: “This is not something that is necessarily in our control to stop from happening. It’s there, and it’s going to happen. We need to recognize that it’s happening, and then we need to do something about it.”

Fearing Change

  • Going after your goals is going after change. 
  • The front cortex of the brain is the intelligent part that understands the importance of change. But it’s the fear-based part that drives us most of the time.
  • We both fear and want change. It’s hard to make changes because of the way our brain is hard-wired to respond.

Noah: “Change is the one thing we humans want. And yet, change is the one thing that we fear. So the very thing we want is the very thing we fear.”

The Cure for Success Anorexia

  • Success Anorexia, at its very core, is starving for success. It’s a condition that causes behaviors and symptoms we’re all familiar with.
  • Procrastination is one of the classic symptoms.
  • The solution for this condition is called the “power habit system.”
  • The 1% of highly successful people are doing unconscious habits.

Four Stages of Competency

  • We go through four stages of competency when learning a new habit:
    • Unconscious incompetence is not knowing you don’t know.
    • Conscious incompetence is knowing you don’t know.
    • Conscious competence is knowing you know.
    • Unconscious competence is doing without thinking.

Noah: “Highly successful people went through the same four stages [of competency] but with this phenomenon called success.”

Getting to the Root of the Problem

Noah: “So many people go to all these gurus and all these self-help programs and seminars, and the gurus are saying stuff that isn’t wrong, but it also doesn’t help you.”

  • What self-help gurus teach doesn’t address the actual problem.
  • When you’re doing something unconsciously, you don’t know you’re doing it. Thus, you can’t teach it.
  • 30 million have read Think and Grow Rich, but not all of them have become a millionaire.
  • Noah’s work starts where Napoleon Hill left off — going deeper than just the tip of the iceberg.

Recreating New Habits

  • Procrastination is a symptom of a deeper problem. Self-sabotage is another long-standing symptom.
  • The method taught to deal with these symptoms is to just stop doing them, but it doesn’t help the actual problem at all.
  • Willpower is the worst way to change a habit. Humans don’t like to deprive themselves of anything.

Five Stages of Habit

  • The five stages of habit are cue, routine, reward, craving, and belief.
  • Cue is the trigger that happens in your life. Routine is what you do instead of what you should be doing.
  • The reward is the feeling of safety that happens in the brain. Craving is seeking that safety.
  • This forms a belief that you can’t change.
  • The two things you need to change a habit are to change the routine and change the belief.

The Afformation Method

  • The best way to change the belief is through the Afformation method.
  • An affirmation is a statement of something you want to be true. But studies show that 75% of people who use this method end up more frustrated than before.
  • Afformation was the second epiphany Noah had in 1997.
  • It is an empowering question that changes your subconscious thought patterns from negative to positive.
  • An affirmation is “I am rich.” An Afformation is “Why am I so rich?”

Noah: “When you ask a question, do you know what happens in your brain? You start to search for the answer.”

Core 4 Formula

  • The Core 4 Formula is reading, writing, speaking, and listening. You can do it in less than five minutes a day.
  • The Core 4 Formula is the four models of human communication.
  • Take a minute each day to read your Afformations. Then, write them in your Millionaire Afformations Journal.
  • Say your Afformations out loud and listen to them.
  • Listening to the iAfform® Audios throughout your day is also one way to change your subconscious thought patterns.

Noah’s Parting Piece of Advice

  • Identify your head trash.
  • Do whatever you need to take out your head trash.

About Noah

Dr. Noah St. John is known as “The Father of AFFORMATIONS” and “The Mental Health Coach to The Stars.”

Working with Hollywood celebrities, 8-figure company CEOs, professional athletes, top executives and entrepreneurs, Noah is famous for helping his coaching clients make MORE in just 12 weeks than they made in the previous 12 months.

Noah has also appeared on over 1,000 media outlets including ABC, NBC, CBS, Fox, Entrepreneur and SUCCESS Magazine.

You can get Noah's new book Millionaire AFFORMATIONS: The Magic Formula That Will Make You Rich at

If you wish to get in touch with Noah, you may connect with him on his website and LinkedIn.

Enjoyed this Episode?

If you did, be sure to subscribe and share it with your friends!

Post a review and share it! If you enjoyed tuning in, then leave us a review. You can also share this with your friends and family so that they can gain more insights about expanding their legal careers.

Have any questions? You can contact me through Facebook and LinkedIn. To request a show topic, recommend a guest or ask a question for the show, please send an email to [email protected]

For more episode updates, visit my website. You may also tune in on Apple Podcasts.





50% Complete

Please join our mailing list to be updated.