Episode 530: What if you don’t believe your affirmations?

29 Jun 2026 | Business Planning and Productivity, Mindset, Energy and Personal Development, Money, Pricing and Cashflow, Podcast

Have you ever tried to use affirmations in your business only to run into a brick wall—your own brain telling you, “That’s not true”? You’re not alone. In this episode of the Heart-Centred Business Podcast, I’m sharing my real experiences (including my struggles) with affirmations, along with practical ways to make them work for you, even if you don’t believe them right now.

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My Early Struggles With Affirmations

I’ll be honest—I’ve definitely experienced times when I don’t believe my affirmations, especially when what I’m trying to affirm feels really far from my current reality. When I first started my business, for example, I told a mindset coach, “I just feel like I’m not organised enough to be a business owner.” She told me to repeat out loud, “I am so organised. I am such an organised person. My business runs like clockwork,” and so on. No matter what version we tried, my brain just kept shouting, “No you’re not!” Every time I said it, either out loud or in front of the mirror, my mind argued back.

So Many Affirmations, So Many Arguments

I’ve been in business since 2013, and there have always been some affirmations that stick and some that just spark an argument in my head because I don’t believe them. The idea behind affirmations is that if you repeat something enough, your brain will eventually build a neural pathway to match. Sometimes that’s true. But other times, standing in front of the mirror gritting my teeth and repeating affirmations I don’t believe just creates a sense of dissonance instead of momentum toward my goals.

But I actually celebrate when I find that gap—the space where affirmations feel really tough or impossible, and I don’t believe them. The affirmations we struggle with the most often give us clues about the core mindset blocks or self-sabotage we most need to address.

Why Struggling With Affirmations Is Actually Progress

Think about it: when you find affirmations that trigger that resistance or internal argument, and you don’t believe them, you’ve actually uncovered something powerful. That’s a real signpost for where your mindset needs attention. So, to anyone struggling: finding an affirmation you don’t believe is cause for celebration. It doesn’t mean you’ll never get there; it just means you might need to work on it a little more deeply or take it in stages, rather than trying to brute-force-repetition your way to belief.

My “Morning Person” Example—And When Affirmations Go Off Track

Let me give you a concrete example (and this is a bit embarrassing). Early in my corporate career, I really thought I needed to become a morning person to be successful. So, I started telling everyone, “I am such a morning person. I love the mornings! I’m such an early bird!” At the same time, I really was trying to get up earlier, walk to work, go to bed earlier—so there was some real-world evidence-building alongside the affirmation.

Here’s the funny thing: those who know me know that’s not really true. I only wanted to be a morning person because I saw them get praised as efficient and productive—the kind of person who “has it together.” But once I left corporate and started honouring my own natural rhythms, I realised trying to force myself into being a morning person was actually toxic for me. I stopped affirming it, and honestly, I don’t want to be a morning person (side note: I do sometimes get up early in the Queensland summer to walk my dogs, but that’s truly for their comfort, not because I love sunrises!).

What would have been more powerful back then was taking a more thorough, reflective approach to changing that habit—instead of just “affirming” my way to becoming a morning person, maybe I would have discovered that it didn’t fit me at all.

How Affirmations Can Be Powerful—If You Make Them Yours

Now, there have been times when affirmations really helped. When I started my business, I had this belief that “You have to be super organised to be a business owner.” So I tried, “I am such an organised person. I’m so organised.” But over time, I got curious about the pushback in my brain. I explored what “organised” means for me—as a neurodivergent, creative, sometimes scattered thinker. For me, being organised doesn’t look like perfect spreadsheets; it means my tasks are clear, my calendar is working for me, and I know my priorities. I also have the support systems in place, including my team, to help keep things flowing.

These days, I can absolutely say, “I’m organised,” and I believe it—because I’m judging by my own standards, not anybody else’s. It feels true for me now, even if my desk looks like chaos to someone else! The more I define what “organised” looks like for me and design my systems around that, the less my brain argues with the affirmation.

Here’s my quick process for when you hit resistance with an affirmation you don’t believe:

1. Get Curious About the Gap

If you find yourself thinking, “That’s not true for me,” start by asking why. What about the statement feels wrong? Does it feel close, or does it feel miles away? And most of all—do you actually want the affirmation to be true?

2. Make Sure the Affirmation Is Something You Really Want

Let’s say you’re working with “I am an effective CEO of my business.” But when you say it, you don’t connect at all. Before trying to “make it true,” ask yourself: do I even want to be a CEO? What does that mean to me? Get clear on what you truly desire and why.

3. Explore What Feels Off

If it feels too far away, it’s journaling time. Write down all the reasons why that affirmation feels untrue. For example: “I am a six-figure business owner.” If you’re not there yet, of course your brain will push back! Ask yourself: do I need to paint a picture of what a six-figure business owner looks like for me? Is there a mindset gap or a strategy gap?

4. Adjust the Affirmation or Focus on the Journey

Sometimes a small adjustment will shift everything. Rather than, “I am a six-figure business owner,” what about, “I am becoming a six-figure business owner,” or, “I am on the journey to being an effective CEO”? If that still doesn’t feel true, ask what would need to change for you to genuinely believe it.

5. Collect Evidence and Take Action

If you’re not even close right now, what can you do to move toward it? Are you clear on your strategy? Does your business model align with that goal? Use the resistance to highlight strategic gaps you need to address—then take steps to fill them.

Let Your Brain Work for You: Try “Afformations”

Here’s another trick: instead of using affirmations, try “afformations”—turn your statement into a question. Our brains love to solve problems, so instead of saying, “I am an effective CEO,” try, “Why am I such an effective CEO of my business?” Or if it’s about an income goal, say, “Why is it so easy for me to have a 40k month?” Suddenly, your mind is busy collecting evidence for the question, rather than reflexively arguing against a statement.

That way, your brain unconsciously starts to look for supportive evidence—rather than reasons why it’s not true.

Staying Patient: Building Alignment Over Time

Ultimately, none of this is about tricking yourself or masking your way to success. You want to get to a place where you can say your affirmation with confidence—no arguments needed. This is an ongoing process. As you build systems, uncover blocks, and define success on your terms, you’ll often find the argument in your head lessens and real belief grows.

For example, when I say, “I am organised,” I feel it deeply now—not just because of how things look, but because I operate in a way that works for me, and I see evidence of it all the time. My productivity and organisation are aligned with who I am, not some external template.

You Get to Define Success (and Alignment) For Yourself

Maybe “organised” for you is totally different, or maybe you have a different affirmation you’re working with. In the end, it’s not about forcing yourself to believe something you don’t—it’s about using that tension as information. Let yourself adjust, dig deeper, collect new evidence, and rewrite the story in a way that’s true for you.

If you loved this conversation, I have even more episodes and resources on money mindset and productivity:

Until next time, I cannot WAIT to see you SHINE.

Tash Corbin Business Mentor and Strategist