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You Don’t Need a Business Transformation…you need a YOU Transformation
Ever feel like you’re doing all the “right” things—reading the self-help books, checking off your goals, grinding every day—but inside, you’re still wrestling with the exact same anxieties? You aren’t broken; you’ve just hit the ceiling of what your current self can handle. Real, lasting change requires more than just adding new habits to your daily routine; it demands a total identity transformation. If you are ready to stop merely managing your symptoms and start evolving who you are at your core, it is time for a radical internal upgrade.
Today on A New Direction, Coach Jay dives deep into this psychological frontier with cutting-edge mindset expert and best-selling author, Dr. Ryan Gottfredson. We are breaking open his latest, game-changing book, Becoming Better: The Ground Breaking Science of Persona Transformation. Dr. Gottfredson bypasses the usual self-help clichés to deliver the actual, hard science behind vertical development. He will show us how to achieve a deep mental transformation that rewires our internal operating systems for unprecedented success and peace.
In this powerful conversation, you will discover why traditional willpower consistently fails and how your hidden mindsets are secretly sabotaging your growth. Dr. Gottfredson will reveal the neurological and psychological blueprints necessary to shed your defensive armor, heal old wounds, and accelerate your personal transformation. This isn’t a superficial conversation about doing more; it is an exploration of how to fundamentally alter how you see yourself and the world from the inside out.
Do not miss this chance to experience a life-altering transformation in real-time. Join us right here on A New Direction with Coach Jay to catch every insight, absorb the science, and discover the keys to unlocking your next level. Your old self has taken you as far as it can—it is time to step into the ultimate transformation and meet the person you were actually meant to become.
A FREE Transformational Offer! If you go to RyanGottfredson.com and you click on any of the assessments and tell Ryan you heard him on my show A New Direction with Coach Jay he will give you a FREE 30 minutes call to go over your assessment!
Just click here for the assessments.
Ryan Gottfredson’s Book, “
Dr Gottfredson likes to use the analogy of our brain and reactions, and mindsets and thinking as an operating system. That operating system has coding from birth to now. So, anything that we react to our coding kicks in and we respond in a way that can damage our success. So, the fact is our operating system really needs to be recoded, the problem is we don’t want to do the hard work to do it.
But here is the irony. When we have problems in life and business what do we typically do? We try to find ways we can “do” our way out of something. We may go to a conference to go new ways of “doing” things. That all sounds great but let’s take the analogy one step further. Think of it this way. If you download another app on your phone to help you “do” something, but your operating system coding (IOS) is screwed up, and is a mess, how effective is that app… it’s not. And no transformation.
That’s the point of Becoming Better. Until you change the coding from the bad coding in your past all the “do this” and “do that” are nothing more than great apps on a horribly written operating system. And your business and life transformation is at a stand still.
The brilliance of the book is that not only does Dr. Gottfredson address these issues he gives you the science behind them and offers the small building blocks and steps to start erasing the bad code in your operating system and writing new code. But it is not easy. And I am speaking from my own experience here. When you realize just how much trauma in your past (that you will deny, like I did) and how it has affected your coding, you will see how much success you can achieve.
Please get a copy of this book Becoming Better and do the work!
We really would like to ask you to thank our sponsors. Their financial support of A New Direction is so critical to helping us provide quality guests, books, and great sounding show.
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ABOUT YOUR HOST
Meet Jay Izso
Executive Performance Coach | Host of A New Direction
Every week on A New Direction, I sit down with CEOs, founders, and the researchers behind the science of leadership performance. The conversations go deep. We talk about the decisions that built companies, the mistakes that nearly destroyed them, and the personal breakthroughs that changed everything.
But here’s what most people don’t know about me: the show is an extension of the work I do every day with executives behind closed doors.
Who I Am
I’m an Executive Performance Coach. I work with CEOs and founders of $5M-$50M companies who have hit a wall they can’t explain. The marketing looks fine. The team is capable. The market is there. But the business won’t move.
The problem, almost every time, is the person running it.
I find the personal behavioral patterns that are driving the business dysfunction. Then I help the CEO disrupt those patterns so the company can grow. That’s it. No motivational platitudes. No vision boards. Diagnostics, intervention, results.
Where This Comes From
My approach comes from two places most coaches never set foot in.
The farm. I grew up as a farmhand in Ithaca, Nebraska—population 100. I started working at nine years old. By the time I left for college, I’d spent a decade learning that you can’t cheat the harvest, pain is part of the job, and the work has to get done whether you feel like it or not. I was fourteen the first time I had to castrate boars. Nobody was going to do it for me. That lesson never left: sometimes you have to do things afraid.
The forensic psychology unit. In graduate school at Washington State University, I trained under Dr. Thomas Brigham—co-author of the Handbook of Applied Behavior Analysis—in a human behavior lab focused on real-world problems. I then served in a Clinical Psych II role at Eastern State Hospital in Medical Lake, Washington, a forensic setting where I conducted psychological evaluations of individuals charged with the most serious criminal offenses. Sixteen months assessing human behavior at its most extreme taught me how to cut through defenses, identify what’s really driving someone’s decisions, and see what they can’t see in themselves.
