Today’s guest is Holly Warton, the business mindset alchemist.  She helps women entrepreneurs transform their mindset quickly and easily.

Managing your mindset is harder than you thought.  You must get clarity about what’s important to you, integrate this with your values and find out what might get in your way.  Sometimes it’s fears, limiting beliefs or past traumas.

Today you’re going to learn how to deal with these things and more.  Here are some of the things you’ll learn in today’s episode:

    • What mindset is and why it’s so important in business.
    • Why your beliefs around your business are crucial for success.
    • How to find out what your belief system actually is.
    • How to know if your business beliefs are supporting you.
    • How to develop business beliefs that support who you are.


Narrator:         Welcome to The Sustainable Business Radio Show podcast where you’ll learn not only how to create a sustainable business but you’ll also learn the secrets of creating extraordinary value within your business and your life. In The Sustainable Business, we focus on what it’s going to take for you to take your successful business and make it economically and personally successful.

Your host, Josh Patrick, is going to help us through finding great thought leaders as well as providing insights he’s learned through his 40 years of owning, running, planning and thinking about what it takes to make a successful business sustainable.

Josh:                Hey, how are you today? This is Josh Patrick and you’re at The Sustainable Business.

Our guest today is Holly Warton. Holly works with business owners and entrepreneurs on business mindset. She started, for the past 10 years running ecohotels in Mexico and Patagonia. After she left her first business, she trained as a coach and had a lot of mindset issues herself. What she realized was these mindset issues were keeping her stuck and keeping her from where she wanted to go. That’s our topic today. Let’s bring Holly in and we’ll start talking about mindset issues.

Hey, Holly, how are you today?

Holly:              Good. How are you?

Josh:                I’m great. Thanks so much for being on the show today. Let’s start to talk about mindset. Why is it so important for business?

Holly:              I think everyone’s going to have a different perspective on this but my own perspective, as you just said to the listeners, was that I’d been running a successful business for 10 years. We were doing really, really well. I stepped away from that business for personal reasons. Took some time off to figure out what it was that I wanted to do. Decided I wanted to train as a coach and started setting up my coaching business.

Unlike everyone else that had gone through the coaching training with me, I actually had practical business and marketing experience. And so, you would think that I had everything I needed to know to set up my business and kind of hit the ground running. But I didn’t. And I really, really struggled with that.

It took me a couple of years of just doing stuff and taking action and getting clients, but just really struggling with it. It took me a couple of years before I realized that what was getting in the way was my mindset. That happened after I trained in a technique that helps you change your mindset at the subconscious level. I started using that with myself and started realizing how much easier business was becoming once I had started building the mindset that I needed.

I had lots of self-esteem issues, lots of self-confidence issues and I thought I could just kind of push through those and roll on and do stuff to build the business but it was really, really keeping me stuck and keeping me playing small. That was what helped me. It’s something that I see in so many other entrepreneurs is just the mindset stuff holding them back.

Josh:                So, tell me, what was the mindset stuff that you actually did?

Holly:              The technique that I trained in which I’m not using as much I used to is called PSYCH K®. It’s not very well known which is such a shame because it’s really easy to use. It’s really powerful. It’s a lot more simple than other techniques that I had also trained in and tried like NLP which I found really, really complex.

But PSYCH K® is really easy. In two to five minutes, you can change a single belief. It’s so easy to just kind of create a list of belief statements and just kind of blast through them, kind of programming them into your subconscious. I’s such a fast and easy way to change your beliefs and help you create the mindset that you need in order to achieve your specific business goals.

Josh:                What would you be doing to change a belief in two to five minutes? That seems to be pretty quick to me.

Holly:              It is. It’s really hard to explain because there are different balances, what PSYCH K® calls balances. They involve, kind of, repeating a statement, a belief statement which is kind of like an affirmation. It’s about what you do rather than what you don’t want. And you repeat it over and over in your head while sitting in a certain posture or sending energy to certain points in your body, or that kind of thing.

Josh:                That sounds a little bit woo woo stuff.

Holly:              Yeah.

Josh:                And–

Holly:              The stuff I do now is even more woo woo, so.

Josh:                Oh boy.

Holly:              But it works. It works. It gets the results so.

Josh:                Okay. So let me ask you a question, do you get push back from your clients about doing woo woo sort of mindset things?

Holly:              No because I think I attract the right clients to me who are interested and open to that kind of thing. Generally speaking, I attract people who are into the energy healing and the alternative stuff like that.

I have had a couple of clients. I did have one client, one time, we got on a discovery call with me and she was like, “Okay, I really want to work with you. I’ve heard great things about this technique but I’m Christian so I don’t know if this is going to conflict with my beliefs because it sounds a little woo woo.” And I was like, “Okay. Well, the only thing we can do is let’s do a sample. Five minutes, let’s change one belief. You can tell me how you feel about that.”

And so, we did it. And I said, “Well, how did that feel? Are you okay with that?” She was like, “Yeah, it was totally fun. Let’s do it.” And I’ve been working with her on and off ever since. Like, every time she kind of hits a plateau in her business, she comes back and works with me and goes off and does her thing. So, that’s the only client, really, that I’ve had that was like, “I don’t know if this conflicts with my beliefs or not.”

Josh:                Okay. So, I am a business owner. I am a business owner. I mean, there’s business owners listening to this podcast and many of them are going to say, “You know, this New Age stuff is really ridiculous. It doesn’t work. Why would I bother?” What would you say to somebody like that?

I know, you attract people who are in your mindset or in your world already. But the truth is most business owners aren’t. I’m assuming that one of your goals is to bring this to the wider business community, would that be true?

Holly:              Yeah, that would be true. Yeah.

Josh:                Okay. If that, in fact, is true, how do you bring these people along who are saying that, “Frankly, mindset work is a bunch of garbage”?

Holly:              That’s an excellent question. I would say, ”If things are working for you in your business. You are 100% happy with your growth, how you’re doing, the amount of clients you have, you’re achieving your goals, then maybe you don’t need to do mindset stuff. Maybe, everything is perfect for you. But if you’re feeling stuck, if you feel like you’ve plateaued, if you feel like taking action but nothing’s working, then maybe it’s time to try something else. Maybe that isn’t mindset stuff.

I think, when you’re feeling stuck, when feel like you’ve plateaued and the usual things aren’t working, I think that’s time to try something different, whatever that might be. That might be mindset work. There are so many different ways that you can do mindset work. It’s not just the technique that I mentioned.

Josh:                Let’s go to a basic question. I mean, typically, I’m going to bet people come to you because they’re stuck.

Holly:              Yeah.

Josh:                How would you know that you’re stuck? I’ve actually talked to a lot of business owners who I know are stuck. I tell them they’re stuck. And then they start arguing with me about that.

Holly:              Yeah. I’ve never had anyone argue with me about that. Most people that I work with know that they’re stuck and so they’ve come to me for that. So, I would say, how do you know you’re stuck?

If you’re not achieving your goals, if you’re not even setting goals because you’re just kind of floating in the business world and doing whatever, if things aren’t going the way you want them to be going, if you’re not getting a steady stream of clients, if you’re kind of got those ebbs and flows, if it’s feast or famine.

If things aren’t going the way you want them in business then maybe you’re stuck. And I think it’s just a matter of becoming more self-aware and becoming aware of what’s going on in your business and what’s working and what’s not working, and considering the fact that you might be stuck.

Josh:                Yeah. If things aren’t working in your business or things are working in your business and you’re, say, “not growing” as quickly as you might, or you’ve been at five employees for 10 years and you seem to not be able to get past that 10 employees over that period of time or five employees, I think you would likely be stuck. And there’s a bunch of mindset issues around that. You don’t trust because you don’t delegate well. You don’t allow mistakes because you think mistakes are really bad even though everybody makes mistakes. Those are the two things I see that keep people back a lot. So how would you deal with something like that?

Holly:              Well, when I start working with someone, one of the first things I do is I either have a quick discovery call with them to get a feel for “Are we a good fit? And what kinds of things that they need help with? And am I the best person to help them with that?” Once they sign up with me, I send them an intake form with a lot of questions about “Where are you in your business? Where do you want to be? What’s stopping you from getting there? What’s going on?” to help kind of get them thinking about that.

Sometimes, people write paragraphs. And sometimes people say, “I don’t know. I don’t know. I don’t know.” And so, when we get on the first call, that’s where we need to kind of dig deeper and see what’s going on for them. But it’s just about becoming aware and asking the right questions.

I have that coaching training so I’m good at kind of digging deep and getting in there and trying to get to the root of the issue for them. But oftentimes it boils down to self confidence, self-esteem, fear of visibility, fear of getting themselves out there in a bigger way. They’re very kind of common threads. Like, you said, outsourcing, perfectionism – those are very common things that get in the way.

Josh:                When you get at a root issue, what do you actually do with somebody?

Holly:              I get a very clear idea of what they’re currently experiencing that they don’t want. What they would rather have instead. And then, depending on the technique that I’m working with – if I’m using PSYCH K®, the way that we usually work with PSYCH K® is to create those specific belief statements about what you do want. And then we work on programming those into the subconscious.

Lately, what I’ve been working with is a different technique called Heart-centered Energy Work. That is more about creating kind of a vision. Like, I’ll just keep asking them questions about what it looks like, what they want like what their ideal business is, what their goal is and get really clear a vision of what that looks like, what it feels like, what it sounds like. And then we work on using breath work and the chakras energy work. We work on programming that into the subconscious and releasing any energy blocks they might have around that so.

Josh:                We’re digging down with somebody, to find a root cause, how many questions do you generally have to ask before you get to the root cause?

Holly:              It’s very conversational so I’ve never thought about it quantitatively.

Josh:                I’m asking this for a very, very specific reason, by the way.

Holly:              No, I really don’t know because, like I said, it’s very much back and forth. They’ll say something. I’m taking notes constantly as they’re talking. A lot of times, things will just pop into their heads.

I remember working with this client one time. We’re talking about current day stuff and then she was like, “I don’t know why I thought of this” but she remembered this scene from school, when she was in primary school, and the teacher laughed at her because she answered a question wrong. And so, she had this fear. That went on to develop a fear of being visible. Fear of “I’m not good enough” because this teacher literally laughed at her in school and she thought, “Well, if the teacher laughs at me then, obviously, I’m terrible.” That was the thing that just popped into her mind as a result of the conversation we were having, the questions that I was asking so.

That’s one thing that I ask my clients to do when we’re having this conversation is, “If something pops into your head, no matter how weird and unrelated you think it is, tell me because that might be the root cause that we’ve uncovered while discussing the current situation.”

Josh:                Interesting. Here’s what I do. We do similar stuff where we help people uncover what’s the “why” is what I call it. Toyota uses something called the 5 Why’s. I also call that peeling the onion where I go five questions deep. It’s typically around five questions deep before I get to the root cause. It’s also called root cause analysis. That’s another way to do that.

But if you’re stuck, you usually have to dig down, at least in my experience, about five levels before you get to where you are. So, if you happen to want to try to do this yourself, ask your “why?’ five times and keep digging down until you get to the root cause which often is “I’m going the starve or die.”

Holly:              Yes.

Josh:                That seems to be the two root causes that come up.

Holly:              Yes. That was such a big thing for me for so long and I can’t begin to tell you how many times I’ve worked on this with people. The worst case scenario is being homeless in the street and starving and dying on the cold, snowy street.

Josh:                Yes. Yes.

So, Holly, do you find that more men or women are attracted to the type of work you do?

Holly:              I would say women. I do most of my marketing directed at women because I find that women are really open to discussing this stuff and are very self aware about kind of willing to dig deep and open up about the painful stuff too. And that’s what really helps. But I work with anyone. But I do say that more women than men, definitely.

Josh:                Okay. So why would you think that women are more open to this sort of work than men are?

Holly:              Possibly, from my experience that I’m attracting more women than men to work with me. Partly because some of the men that I’ve worked with, it’s been a little bit more challenging to get them to look at the negative stuff and to bring that up to light – the fears, the blocks, the limiting beliefs. I think that’s one of the most important parts of the work that I do is you can’t just sweep that stuff under the rug and hope it will go way. You’ve got to bring it up to the surface and look at it. And if you have all these fears and stuff, that’s totally fine because we can change it but we need to look at it. We need to know what’s going on for you so that we can make those changes.

Josh:                Right. Right.

So how can you help somebody find out what their belief system really is?

Holly:              There’s different ways you can do this. When I first started doing this work, I realized how powerful it was to my business. I kept a notebook next to my computer. Throughout the days I was running my business doing marketing things, I would make note of all the things that scared me, that I was procrastinating on, that I was afraid of doing – any mind stuff like that, all the stuff that I was trying to bring to light. I would just make notes of it and then just move on with my day. At the end of the day, I would use those elements that I had notes that I had written down to create belief statements as to what I wanted to have instead.

I think, writing things down as they pop into your head – whether that’s making a note on your phone if you’re out of the office or writing them down in a notebook, something like that to bring it up to the surface so you know what stuff is going on for you. That’s really, really important.

And then another technique that I learned when I was using PSYCH K® with client is muscle testing. You may think this is again in the woo area. Are you familiar with muscle testing?

Josh:                No. I’m not.

Holly:              So, muscle testing is also known as kinesiology. It’s where someone will reach out their arm and you press on their arm, the yes-no questions. You either do it with yourself or with someone else. That’s another way you can set the intention to tap into your subconscious and ask it questions about what you do believe.

You can say a particular statement. And if it’s testing strong, then you believe it. If it’s testing weak, then you don’t believe it. That’s another really powerful and really fast and easy way that you can use to test and see what your subconscious beliefs because–

Another thing is, a lot of times, people know what they believe at the conscious level but they don’t know what they believe at the subconscious level. And so, they’re really surprised when they think, “Oh, I don’t believe that? Huh, I wouldn’t have guessed.” But then, you can tell that belief is present because it’s affecting them in their business so.

Josh:                Right. Right.

One of the things I’ve noticed and you’ve mentioned this a couple of times now is that you tend to focus on what you want and not what you don’t want which is the polar opposite of what most people do.

Holly:              Yeah.

Josh:                If you read the behavioral economist – which actually should be behavioral psychologist but that’s a different conversation, they’ll tell you that human beings have a strong loss aversion which is biased, which is why we tend to move away from things and not toward things. But at the same time, there’s a whole world out there in positive psychology and a whole world in business that shows itself up is what’s called appreciative inquiry. When you’re doing belief work with people, do you also work with them on helping them understand what appreciative inquiry is and how they can use it in their companies?

Holly:              No, I don’t. Really, the rule that this plays in my work is specifically limited to: What are you currently experiencing? What would you rather have instead? What do you need to believe about yourself to get that? And what fears and blocks might be getting in the way. I don’t really talk about the psychology around it. It’s just kind of the practical this or that.

Josh:                Well, appreciative inquiry actually has a body of knowledge on how you do it. Essentially, what you’re doing is you’re focusing on what works, not on what doesn’t work; because if you focus on what works, you can make it world class. If you focus on what doesn’t work, you might be able to get up all the way up to mediocre.

Holly:              Yeah.

Josh:                One of the questions I’d like to ask folks which is, I get this now out of the Gallup folks on how to discover your strengths is, you have a choice, you can work on developing your weaknesses or you can work on developing your strengths. Which would you rather do?

This is an interesting thing. If I asked this to a room of entrepreneurs, what do you think the answer would be?

Holly:              I would hope they would say, “Focus on the strengths.”

Josh:                That is what they do focus on.

Holly:              Okay, good.

Josh:                But if I asked this to a group of employees, what do you think they’d say?

Holly:              Work on the weakness so you can improve them and bring them up.

Josh:                Right.

Holly:              Yeah.

Josh:                One of the questions I’d like to ask, and this sort of fits in with what you’re doing with mindset. One of the questions I’d like to ask the employers is, “Why do you allow this in your company?”

Holly:              Because I think that’s been the way people have been thinking for so long. You’ve got to boost up your weaknesses and improve them. That’s a whole mindset shift in itself. It’s getting people to think to focus on their strengths and to get support for the weaknesses from other people that have the strengths that are their weaknesses.

Josh:                Yes.

While I was thinking about this, I get these strange thoughts that are crossing my mind, do you ever talk to your business owner clients and say, “You know, this will be really good work to do with your employee group?”

Holly:              Most of my clients are solopreneurs.

Josh:                Oh, okay.

Holly:              So they’ll hire freelance people but they don’t necessarily have employees in house.

Josh:                Aha.

Holly:              Yeah.

Josh:                Okay. Well, there you are so.

Holly:              So, yeah.

Josh:                So that sort of ends that.

Well, Holly, unfortunately, we are just about out of time. I’m going to bet that people would be interested in finding you and maybe having a conversation about how they can get their mindset changed around a bit. How would they go about doing that?

Holly:              You can head to my website which is I’ve got links to all my social media there so you can connect with me directly through my website on social media or whatever. I’m happy to have a chat with anyone who’s interested in learning more about mindset.

Josh:                Cool. I can tell you, from having done a bunch of this work in my life for the past oh 30 years or so, mindset work is really important. If you have the right mindset, it makes it a lot easier to go through your day and get things done. If you have the wrong mindset, the thing that’s going to happen is you’re going to get stuck. Getting stuck is not a fun place to be, especially if you’re trying to run a business so give Holly a shout and learn a little bit more about mindset.

I also have an offer for you. I have a one-hour free audio CD. It’s really easy to get, just take out your smartphone. If you’re driving, please don’t do this while you’re driving but wait till you stop driving and text the word SUSTAINABLE to 44222. That’s the word SUSTAINABLE to 44222. You’ll get a link. You’ll fill out your form and we’ll mail the CD to you. If you don’t happen to have a CD player, which I’m seeing is happening more and more, just send me an e-mail at and I’ll send you an audio file for that.

This is Josh Patrick. You’re at The Sustainable Business. Thanks a lot for spending some time with us. I hope to see you back here really soon.

Narrator:         You’ve been listening to The Sustainable Business podcast where we ask the question, “What would it take for your business to still be around 100 years from now?” If you like what you’ve heard and want more information, please contact Josh Patrick at 802‑846‑1264 ext 2, or visit us on our website at, or you can send Josh an e-mail at

Thanks for listening. We hope to see you at The Sustainable Business in the near future.



Topics: sustainable business podcast, Sustainable Business, limiting beliefs, business belief

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