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Understanding how our beliefs affect every aspect of our lives is the beginning of Dr. Noah St. John’s breakthrough approach that helps individuals reach their goals twice as fast, with half the effort; leading them to discover, on the other side of fear, a hockey stick type growth for their MLM business. This episode looks at network marketing through a unique inside-outside journey for real success, defines the 3 main goal types to consider and looks at how people can rise above the “gap of good intentions”, to achieve real clarity. Noah is famous for helping his clients make more in 12 weeks than they did in the past 12 months, while winning back 1-3 hours per day and 4-8 weeks per year.

Everything you desire is on the other side of fear.



Today we have Dr. Noah St. John, who is going to be on the show today. And we often have authors of books who have written bestsellers, but it’s not that often we have somebody that has literally written 24 books, including his new book, The Seven Figure Expert, sometimes called The Father of Affirmations. He helps people create breakthroughs and he’s been working in the network marketing industry for a long, long time. So today we’re going to talk about the books, how his approach is a little bit different and what he thinks the future of the network marketing industry is looking like. Excited to have him on the show today.


Well, Dr. Noah St. John, it is great to be with you today. I’m excited to have you on the show, my friend. Yeah, it’s awesome. So before we dive in and the formal introduction is done, but how long have you spent in the network marketing space?

Thank you, great to be here.


Yeah, it’s awesome. So before we dive in and the formal introduction is done, but how long have you spent in the network marketing space?

Well, it’s ironic that you asked me that because network market… people ask me all the time, you know, how did you find network marketing? And I always answer the same, network marketing found me. Because I wrote my first book called Permission To Succeed back in 1997. It was first published in 1998 and then, by me, it was self-published. And then it was picked up by the Chicken Soup for the Soul publisher in 1999. So I’ve been doing this over 25 years now. And right at the beginning, right at like 99 or year 2000, way, way back then, I was actually contacted by a national sales director in a network marketing company. And ironically, she was Googling “fear of success” and I came up first, isn’t that funny? So she was really, when she first started talking to me, she told me that she was holding herself back and she had this fear of success. She didn’t know what was causing it or how to fix it. And then she read my book and said, you know, “Can you coach me?” And so I did, I coached her and I walked her through my process. I helped her through that. And she went on to have, you know, the best years of her career right after that. So she basically started telling her friends about me and then those friends told more friends and so on, and so on. And you know, now I’ve helped my network marketing clients literally make hundreds of millions of dollars as a result of my coaching, both in group coaching and one-on-one.


And this is what you wrote about in The Seven Figure Expert business, the book that you published, is that right?

Mm-hmm. Yep. Yeah, so I’ve written 24 books now, all these years later. And so yeah, this is, you know, one of my latest books is called “The Seven Figure Expert, Your Ultimate Guide to a Life of More Impact, Influence and Financial Freedom”. And isn’t that what we all want, right? We all want more impact, more influence, and of course, financial freedom. So by the way, the book is free at Easy to remember, The book is free, we just ask you to cover the shipping, but really that’s it. It’s really about my 25 years of doing this and helping people make, collectively, over 3 billion dollars and really helping people to put that system in place.


In what unique perspective do you bring to that? Because obviously that’s a subject that’s written a lot about, and we’re talking specifically about network marketing. So how is the book unique?

We take an inside out approach. One of the things that I do that’s really different with my books and my coaching and my training, my online courses, and whether it’s one-on-one or group coaching, we take what I call an inside out approach. And here’s what I mean by that. Whenever you want to succeed in any endeavor, any human endeavor, there’s always two elements, two components. And those are the inner component and the outer component. Now we just like to say inner game and outer game, just to keep it simple. Inner game and outer game. So inner game is everything that you can’t see directly, but it affects everything you do, right? And so like, for example, you know, I’m a coach, I’m an author, I’m also a keynote speaker. So I get to do keynote presentations for network marketing companies all around the country and around the world, you know, whether live or virtually. And so one of the things I like to do with my audience members, I’ll say, what is one area of your life where your beliefs don’t affect you? And here’s what happens, people go, ummmm, uhhhh… and I go, exactly. There’s no place your beliefs don’t affect you right your beliefs affect your health, your well-being, your peace of mind. Your beliefs affect your wealth, your money, your finances, your investments, your business, right? Whether you’re attracting people or not. And of course your beliefs affect your relationships, right? Your personal, your intimate relationships, your family, your social life. So there’s literally no place your beliefs don’t affect you, but here’s what’s interesting. You can’t see a belief. You can only see the effects of a belief. All right? So that’s one of the reasons why you can be doing really well in one area of your life, but maybe you’re stuck or struggling in another. For example, maybe your health is doing really well, but you’re not making the money you want. Or conversely, vice versa, right? Maybe you’re making lots of money, but your health, your relationships are suffering, right? Because let’s face it, there’s a lot of miserable millionaires out there. So we don’t want that either. So we want to be happy and rich. Right. So that’s really what the inner game is about. And then of course, we have the outer game, which is all of the offers, funnels and traffic, all of the recruiting and retention strategies that, a lot of people have spent a lot of time and money learning, but what’s interesting is that, that 3 billion dollars that I’ve helped my clients make, meaning we’ve helped many, many, thousands of people in network marketing and other industries as well, to add multiple six and seven and even eight figures, while working less. Well, 90% of that has come from the inner game. I’ll give you a quick example of that.

I was working with one of my coaching clients named Sheila. Now she is a network marketing professional out in California, and she actually heard me speak at her company’s national convention. And she came up to me after my presentation, after my talk and said, you know, Noah, that was really awesome. And, you know, I’d like to sign up with you, but I’ve spent all this money and, you know, nothing’s really working. I mean, she was making about $5,000 a month in her business, you know, in sales, which is pretty good. I mean, nothing wrong with that, nothing to sneeze at. But she told me that, you know, she says, I know I can do a lot better than that. I mean, I’ve spent all this money and all this time and I really want to do more. I said, well, OK, that’s you know, that’s what I do. So anyway, she hired me and she signed up for my 12 week… We have a program called the 12 Week Breakthrough, where I actually help people make more in just 12 weeks than they did in the previous 12 months. While, actually working less than they were before. Anyway, so she signed up for the group coaching with me and in a period of less than six months. We got her from making 5,000 a month to making 75,000 a month, not a year, 75,000 a month, literally a 15 times increase, 1500% in less than six months. And she told me, you know, when she was finished with that, she said, Noah, you know, of course the money’s great. And now I’m able to take my family on vacations and, you know, all paid for by the company and all this great stuff. But she said, Noah, do you realize, what’s incredible is I’m working less to make $75,000 a month than I was to make $5,000 a month. And I said, well, it’s all because of the systems.


And what was the biggest breakthrough for her in that example?

It was all inner game. See, she’d spent all this time, money and effort on all of the outer game stuff. And like I said, you have to do both. You have to do both. It’s not like you can ignore one or the other, but that’s the problem, is that a lot of people have spent a lot of time and money and effort on the outer game, right? The offers, funnels, traffic, all that outer game stuff, which you absolutely need to do. But because no one had actually shown her how to master her inner game, especially in the way that I teach it, which is very different. That’s why I’ve written all these books you can see back here, because I wanted them! I had to write these books because nobody – I read every book out there and they didn’t answer the question, you know, so I had to write it myself and really that’s why as I mentioned, you know, we take the inside-out approach and that’s one of the reasons that you know, our clients enjoy this hockey stick growth as we call it. You know, kind of going along like this, kind of hitting that income ceiling and then all of a sudden you start doing the, you know, you start implementing my system and then you get hockey stick growth. It’s pretty amazing.


And Noah, what was that? I mean, again, for her, was it manifesting it or was it limiting beliefs that were creating, you know, challenges for her, or her being able to teach her team some of those principles? Because I’ve met people that actually have some of the skill sets and the tools, but they don’t know how to teach. Or somebody else, they simply don’t have the belief system internally. And so the result is they focus on low income producing activities, because they haven’t elevated their vision. Like for this particular person, what was the, what was her issue?

Yeah, it was definitely a combination of all of those things and more. But one of the things that I really help people with is to, as I call it, get rid of their head trash. Now the head trash is that voice in your head that says, I can’t do it, because. So for everyone listening to the program, I want you to realize that when we talk about your goals, and that’s what all of my coaching books, courses, everything that we do is about helping you reach your goals up to 10 times faster and easier, which I’ve been doing for over a quarter century now. And again, the case studies prove it. So the point is that, you know, when you think about your goals, one of the things that a lot of people don’t realize is that there are three types of goals. Cause everybody, you know, we’ve all heard a million times, set your goals, set your goals. We’ve heard that a million times, but what a lot of people don’t realize is that there are three types of goals and those are being, doing, and having. All right. So the first type of goal is a being goal, meaning what do you want to be? And when I, when I say that, I mean like, I want to be happy. I want to be healthy. I want to feel good about myself, I want to feel confident. You know, like my new book is about unstoppable self-confidence. So, I mean, you know, we have all those goals of being. Then you have goals of doing. I want to take my family on a trip to the Grand Canyon. I want to go to Hawaii. I want to, you know, write a book. I want to have my own online courses, or coaching or whatever that might be. And then the goals of having. I want to have a new car. I want to have a new house. I want to have a nicer wardrobe. I want to have more money, whatever that might be, right? So the goals of being, doing and having. So… it’s not enough to just say, what do you want? People say, well, Noah, I want more money. Okay, here’s five bucks, go away. No, you gotta be a lot clearer than that, right? So get very clear on your goals, number one. But number two, and this is what most people don’t realize, is that right after you set your goals, for most people, 95% of the people that I’ve coached over the last 25 years, the very next thing that happens after they set their goals is they believe, ahh… I probably can’t do it, right? So, and to be even more specific, what they say is, I can’t do it because… Dot, dot, dot, right? And what I want people to understand is that everything that happens after the word “because” is your head trash. And that is the very thing that’s holding you back. All right. So I can’t do it because I don’t have the time. I can’t do it because I don’t have the money. I can’t do it because I can’t afford it. I can’t do it because my spouse won’t let me. I can’t do it because I have kids, because I’m divorced, because I’m a Martian. I mean, you know, whatever. We all have a million excuses, but guess what? Once you have those excuses, the more you argue for your limitations, the more you get to keep them. So one of the things that I help people do is to, number one, identify your head trash. And then, number two, use my systematic approach to systematically remove your head trash, thereby getting rid of the excuses, thereby allowing you to have that hockey stick growth.


I gotcha, that makes sense. You know, it’s amazing to me how often you talk to people and when you dig a little bit deeper and you try to help them identify their purpose, their values and their goals, there’s a lack of congruency. Like you’re almost talking to somebody who’s schizophrenic. The thing, I’ve got this set of values, I’ve got, they can’t identify their purpose and then, you know, cognitive dissonance sets in. They’re not, they’re not aligned at all. How do you try to help them address some of those type of things?

Well, I call that the gap of good intentions. All right. We all have good intentions. Hey, I’m going to start exercising. You know, I mean, great best time of year is the new year, right? And the new year, you know, is everybody sets these goals. Oh, I’m going to get, I’m going to get organized. I’m going to get in shape. I’m going to pay off my debts. I’m going to do this. I’m going to do that. And then, you know, what I love to say is, you know, on January 1st, the gyms are full by January 8th, they’re empty again. You know, people didn’t even last the week.


I like that.

And that’s because of the gap of good intentions. You have these good intentions. Oh, I’m gonna do this. I’m gonna get that done. And then what happens is, and the reality is, that everything you desire is on the other side of fear. And that was one of the quotes that really changed my life many, many years ago. “Everything you desire is on the other side of fear.” What do I mean by that? Whenever you talk about those goals, right? Those goals I was just talking about. Write them down, you think about them, you listen to them, whatever. You need to realize that, I don’t care what you’re talking about, whether it’s making more money, getting more recruits, you know, getting more sales, getting more customers, whatever it is, there’s always going to be fear. And people go, but that doesn’t make sense Noah, I mean, I want that thing, why would I be afraid of it? Well, you tell me. Why would you be afraid of it? You know, and the reason is because we know what we know. Right. And there’s that old saying, right, the devil you know is better than the devil you don’t know. Right. And even though, even though my life might suck right now, at least I know it. What if I get to there and it’s even worse? That’s one of the unconscious fears that holds a lot of people back.


I’m curious, do you think it’s always, this got me thinking a little bit, do you think it’s always fear or sometimes for a lot of people, is it just lack of motivation, or discipline, that keeps them from doing it, that it’s easier to watch the next Netflix show and eat a bag of chips?

Well, you’re not wrong, but to me, that’s a symptom of fear. That’s a symptom. When I’m procrastinating 10 times out of 10, that’s something I’m afraid of. And so what I help my clients do is understand to go beneath that and, and identify the fear. I’ll give you an example. I was working with another one of my coaching clients in The 12 Week Breakthrough, her name is Katherine. She is a business owner in Pennsylvania. And you know, she joined, my 12 Week Breakthrough program. And she told me that when she joined, she was in a very dark place. That’s her words, not mine. She said, you know, I’ve been in a very dark place. Anyway, so I, you know, again, I was helping her identify her head trash, all the things that we’re talking about. And, you know, we’re walking her through my systematic approach. In week five, she sent me an email and she said, Noah, I want you to know that I just raised $185,000 in private money today. And it’s because of what you taught me. And for the first time in so many years, I believe in me because you believed in me. $185,000 in one day. That’s a pretty good ROI.


That’s pretty awesome. Yeah. So Noah, is where they can go to find the book. And that would be a good starting place for anybody just to say, hey, let me, let me go get the book and start that. And then if they wanted to reach out to you and find out more about the coaching, how would they go about that process?

Just go to Very easy to remember because I’m known as the Breakthrough Coach. I help people break through their limiting beliefs and really break through to a new life. So at, you can actually watch an 11-minute video training that I did that really gives you a really nice overview of what I do and how I do it and why it’s different. And then you can also see some case studies and including Sheila and many other people that I talked about here and many others. And then you can also book a breakthrough consultation right there with me or one of my coaches, all that is at


Awesome. Noah, last couple thoughts here and then anything you want to add, but you know, we’re going into an interesting phase globally, like I mean, economics, see things that are happening around the world and historically, network marketing does actually better when there are some struggles, when people are looking for alternatives. What do you see, in addition to that perhaps? What do you see in the coming years, the transformation… I think network marketing is going through a number of different types of transformations. But what are you seeing? Are you optimistic about the direction? What are your thoughts there?

Oh, I’m definitely optimistic. And you said it exactly right. When there are tough economic times, network marketing companies and leaders tend to flourish. I work with so many network marketing companies and leaders all around the country and around the world. And it’s definitely expanding globally. As well, it should. I mean, it’s a wonderful way of doing business. It’s a wonderful system. It’s a wonderful approach. And you just need to make sure that, you know, you’re working with your team leader or you are the team leader. Make sure you have those systems in place. That’s why I love what you do, Patrick, you know, at RapidFunnel, and it’s something that I recommend to everybody, because it really is, you… you need to have and set up the systems that do the work. So, you know, the systems work hard, so you don’t have to, so that’s what I help. And that’s why I, you know, I love partnering up with you because I help people with the inner systems, the inner game systems, and you’re helping them so much with the outer game system. So it’s really a perfect synergy.


Yeah, you know, one of the things you and I talked about, I think when I was on your podcast is we’re developing this marketplace where we’re going to be able to partner with different coaches in the network marketing industry to give some of our clients an option. Some of these account leaders that we have to say, “Hey, I love the teachings of Dr. Noah, and I would like to be able to tap into that for everybody in my organization”. And we’re probably six to nine months out before we pull the trigger on that. But I’m excited about that because as you and I both know that, the mindset is the most important part. Now we believe in systems, but part of the reason I love what we do is we’re driving behaviors. It’s that inner game that we do try to drive. And if we can deliver the training that people need, based on their individual strengths and weaknesses, right? Because we have so many activity metrics in the platform, if we can deliver the right training to the right person based on their strengths or weaknesses, you can really start to pinpoint how you can serve the audience more effectively. So partnering with great coaches like yourself is, I think it’s gonna be a fun journey we’ll go on, and looking forward to doing that one day.

I’m excited for that as well. Can’t wait.


Well, awesome. Well, it’s been so great. Any closing thoughts or any resources that you might want to share with folks?

Yeah, just Like I mentioned, and again, the book is 7figureexpert Easy to remember The book is free. Just cover the shipping. And, you know, if you have any questions or anything, of course, reach out. You can find me on, on, on our anywhere on the website, or my social media and yeah, it’s just… we’re here to help and here to serve the community.


Dr. Noah St. John, great to be with you, my friend. Thanks for spending the time today.

My pleasure.

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About Dr. Noah

Noah St. John is a keynote speaker, coach and best-selling author of 24 books, published in 18 languages. A leading authority on how to eliminate limiting beliefs, Noah delivers private workshops, live events and online courses that help expert business people succeed in life and business, turning their knowledge into recurring revenue. He’s internationally recognized for his signature coaching services and for inventing Afformations®– a new technology of the mind – and helping companies and individuals get rid of their “head trash” so they can reach their goals twice as fast with half the effort.

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