#386 - You can’t out-perform your financial beliefs; the sciencene
Written By Serena Humphrey
I’m absolutely fascinated by beliefs and especially the fact that it’s impossible to outperform your own beliefs - it blows my mind!
The biggest money beliefs, like fear of not having enough or losing money, are deeply connected to survival instincts.
They silently shape the risks we take, the opportunities we pursue, and the ceilings we impose on ourselves.
They’re powerful because they feel like facts. But they’re not facts. They’re stories you’ve picked up from life.
They’re running your business and creating your financial reality on autopilot.
They create an invisible barrier of what’s possible, keeping us stuck despite our best efforts.
We’ve been conditioned to believe our success is all about vision, strategy, effort and skill, and whilst these are critical, the profit you make, and the wealth you build are actually dictated by the beliefs running silently in your subconscious, not what you put on your To Do list.
But here’s where my left-brain accountant training kicks in. I need to know the science behind it, and I suspect you do too!
These 5 powerful neuroscience concepts show how these beliefs control our behaviour and our outcomes:
1) The reticular activating system (RAS); your brain’s searchlight
The RAS filters and decides what gets your attention. It’s like a searchlight, scanning for what matches your subconscious beliefs. If you believe “I can't make that much money” your RAS will focus on evidence that proves it’s true, like a mistake you made or a financial setback, whilst filtering out opportunities that could contradict that belief.
Why it matters: Your brain creates a self-fulfilling prophecy. Shifting your belief rewires the RAS to notice opportunities instead of roadblocks.
2) Neural pathways: rewiring habits of thought
This is a key principle of neuroplasticity. Your beliefs are hardwired into your brain through neural pathways, and the more you think something, the stronger the pathway becomes, making it automatic.
Why it Matters: If you’ve told yourself, “I’ll never grow my business”, your brain defaults to that belief even when you set growth targets. To change it, you need to repeatedly practice a new belief, like, “I’m capable of sustainable growth.”
3) Cognitive dissonance: your brain hates conflict
When your actions or goals conflict with your beliefs, your brain experiences discomfort. This mental tug-of-war leads to procrastination, self-sabotage, or playing small.
Why This Matters: If you believe “I don’t deserve financial success” but set a bold revenue goal, your brain will resist. It pushes you back into the safety of what’s familiar, even if it’s not helpful. Aligning your beliefs with your goals reduces that resistance and helps you take different action.
4) The amygdala: your brain’s fear center
Your brain’s job in life is to keep you safe. Challenging a long-held belief, like “I’m not capable of scaling my business” by setting ambitious growth plans triggers your fear, making this feel unsafe.
Why This Matters: Even though your old beliefs hold you back, your brain clings to it because it feels safe. This fear can stop you from taking the risks that would help you grow.
5) Confirmation bias: you see what you expect
Your brain really wants you to be right! So it looks for evidence that confirms what it already believes and ignores anything that contradicts it.
Why This Matters: If you believe “I can’t charge more for my services,” your brain will focus on rejections or lost clients, reinforcing the belief. By shifting the belief, you’ll start noticing the evidence that supports your new mindset.
Why this matters for 2025
Your beliefs are deeply rooted in your brain’s wiring, but they’re not fixed. That’s the joy of neuroplasticity. You have the power to change your beliefs and change what’s possible for your future.
I’m sure you’ve got some really cool plans for 2025.
Just imagine stepping into next year not just with big plans, but with the beliefs that will actually make them happen. Let’s rewire those old stories and create the results you deserve.