#16 Unlocking Belief: The Power of Belief Coding with Jessica Cunningham Artwork

Based Business With Parker McCumber

Business commentary and coaching based in rational thought and logic. Drawing on a foundation in business and military leadership, Parker McCumber shares perspective and insights that are beneficial for anyone interested in business, finance, and wealth. This podcast features co-hosts and interviews that bring a spectrum of knowledge and insight that adds real value for listeners. Occasionally discussing politics, social media, investing, family life, and more! About your host: Parker McCumber is a 2-Comma Club and 2-Comma Club X Award recipient who has been active in online business since 2017. Parker Holds an M.B.A. and is a commissioned officer in the Utah Army National Guard. Parker has served in the military since 2011, and draws on his military experience and his business experience to develop and enhance best practices for his partners, his clients, and himself. Parker is also a car enthusiast, enjoys trading in the stock market, investing in real estate, and investing in luxury goods.

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Based Business With Parker McCumber

#16 Unlocking Belief: The Power of Belief Coding with Jessica Cunningham

June 17, 2025 • Parker McCumber

In this episode, Parker engages in an insightful conversation with Jessica Cunningham, the founder of Belief Coding—a science-backed technique designed to rewire your brain in real-time to help entrepreneurs overcome self-doubt, procrastination, and other mental barriers. Jessica shares her personal journey through trauma, the origins of belief coding, and its profound impact on alleviating mental and physical pain, transforming lives, and empowering individuals to reach their goals more effectively. Parker also shares his own experiences and the importance of understanding and reprogramming subconscious beliefs to achieve personal and professional growth.

00:00 Unlocking Your Mind's Potential

00:14 Meet Jessica: Founder of Belief Coding

00:34 Understanding Self-Doubt and Procrastination

00:49 The Role of Subconscious in Achieving Goals

00:58 Overcoming Resistance to Reach Your Goals

01:16 Personal Struggles and Entrepreneurial Challenges

01:33 The Overwhelm as a Safety Tool

01:45 Adapting to a New Identity

03:28 The Journey of Self-Actualization

03:34 Subconscious Beliefs and Decision Making

07:46 Jessica's Personal Story

12:41 The Birth of Belief Coding

19:51 Creating a Movement

20:59 The Power of Community and Learning

29:08 Understanding Overwhelm and Subconscious Resistance

30:03 Personal Journey: From Military to Entrepreneurship

31:12 The Role of Subconscious Beliefs in Success

33:03 The Impact of Childhood and Past Experiences

34:45 The Power of the Subconscious Mind

35:24 A Personal Story of Overcoming Beliefs

37:37 The Birth of Belief Coding

41:08 The Importance of Continuous Learning and Community

47:28 Creating a Movement and Community Impact

52:58 The Vision for Belief Coding's Future

56:08 Leadership and Organizational Development

57:43 Conclusion and Final Thoughts

Parker McCumber: What if you could unlock something in your mind that lets you be the highest, best performing achiever that you've ever been?

I am here today with Jessica, and Jessica has this awesome superpower that she teaches people. Would you tell us a little bit about yourself, Jessica, and what you do?

Jessica Cunningham: Yes, I would love to. So my name's Jessica again and I'm the founder of Belief Coding, which is, um, a science back technique, which literally rewire your brain in real time and what that means for entrepreneurs.

Do you? Because through, there's times where literally you will set a goal and then the self-doubt will come in. The procrastination will come you like it's all going wrong and you don't know what to do. You literally feel like your world is crumbling. That is literally because you are so close to reaching your goal.

So what absolutely has to happen, you're subconscious, has to make you procrastinate. It has to fill you with self-doubt. Because it wants you to stay in your current identity and your current comfort zone. So I believe coding does, [00:01:00] we work with all of that resistance. So the procrastination and self-doubt, um, the anxiety, the fears.

We go to where they originated, where they started, we reframe them. So then you are able to reach your goals quicker and easier.

Parker McCumber: Holy smokes.

Jessica Cunningham: It's amazing. It literally amazing.

Parker McCumber: Well, Evan mean, you described something that I know I struggled with when I was a new entrepreneur and that I know some of our viewers are struggling with right now, and it's that overwhelm and then you, like you said.

Your brain is almost sending you a signal or a message that you need to procrastinate. You need to shut down

Jessica Cunningham: a hundred percent. Well, this is the thing, right? So when the overwhelm comes up, the overwhelm is a safety tool to literally keep you performing at the level that you have been performing. So if you can imagine, right?

Even if you're listening to this, you are at your current identity. But as soon as you make the decision to like up level to go to the new you, the future version of yourself. Your subconscious has to create things to try its best to keep you as you are because it doesn't know that you can survive being that new version of yourself, being [00:02:00] the future self.

Mm-hmm. Even though you may have imagined it time and time again, it doesn't know you can survive that. So the overwhelm comes up to literally shut you down. Or sometimes you might even find yourself like going through severe panic or severe fear or even like fear and success, fear and failure because again, your subconscious job is literally to keep you the identity that you're at because the identity that you're at it knows you can survive it.

Parker McCumber: Okay. My brain's going a thousand miles an hour right now. So I used to feel like as a person or an entrepreneur, even before I was in entrepreneurship, my background was military. I joined the army right out of my, my high school. And you're right, there's this comfort in being at the same level, almost like comfort and complacency type deal.

And I realized at a young age that if I stayed that way. My life would never improve and I was doomed to repeat, you know, maybe the anxieties and the problems of my past. I was a child of poverty, [00:03:00] so I almost, and I don't know, maybe, maybe this falls in line with belief coding and you can

Jessica Cunningham: go on fix

Parker McCumber: me.

Jessica Cunningham: You don't make things. Say, I

Parker McCumber: weaponized that.

Jessica Cunningham: Yeah, totally. It was

Parker McCumber: the fear of the past and the fear of the pain and the, the struggles that I had experienced as a youth. Yeah, that almost made it so I mentally cannot stay at the same place. I feel like I have to be becoming a better version of myself.

Almost like,

Jessica Cunningham: yeah,

Parker McCumber: I, the journey of self-actualization is I'm going to get there or I'm going to die trying.

Jessica Cunningham: Yeah, totally. So again, with your subconscious, your subconscious. It will always choose the path of the path of lease resistance, but it will always move toward pleasure. So if you have, okay, a path of leash resistant that's associated with pleasure, you are always gonna go after that.

But in saying that, if you can imagine growing up, if you were from a poverty background, I would imagine that as soon as you started to make money, you felt horrendous guilt or shame, or even you probably would've found yourself giving money away or spending money or. [00:04:00] Whatever. Because even though you are aspiring to become that next level version of yourself, because you came from poverty, you would've had a lot of negative associations attached to actually having the physical money.

Um, however, your past experiences were too painful to stay there, so that pushed you towards the pleasure. But then when you got the pleasure, oh my gosh, it would've felt so uncomfortable having the money, having the success, because you were never around that. So again, a lot. And I would imagine as well, and I might be totally off here, like we've would've just met.

No, I actually think you

Parker McCumber: already know me better than I know myself now. Yeah.

Jessica Cunningham: Did you also find yourself, when you actually reached the levels of success, I would imagine as well, there would've been times where you totally self sabotaged. You nearly went back to not having, not not having much, that's the wrong word, but you'd found yourself doing actions to sabotage the success and the money that you had.

And again, sometimes that can show up in your relationships, in your marriage, in other areas because you don't feel worthy of the things that you have 'cause you never had them growing up. So when you have them, you've worked for them because essentially you're doing the thing to get the thing. There's an element of that doesn't feel particularly hard, but it feels easier, which then adds onto the guilt.

Parker McCumber: I think you're a hundred [00:05:00] percent correct. I know that I went through that, especially when I was new to Money and Success. Yeah. If that makes sense. It's almost like, as it know, I've been in entrepreneurship for almost a decade now. Yeah. And after maybe the first two or three years, I was able to kind of reframe my mind into being in the position where.

This was necessary Yeah. For me to make a better impact in my world, my community, my family. Yeah. And then continue to contribute at a higher level.

Jessica Cunningham: And also, if you think of it this way, right? So you've, when you, so when you're in this world for a couple of years that you mentioned. You are also adapting a new identity, so that then becomes the new thermostat for success, the new thermostat for Oh, who you are.

Do you get what I mean? I do,

Parker McCumber: yeah. Oh, and I'm just thinking, you know, we're here in, um, we're in Cancun right now at the Mastermind in Paradise.

Jessica Cunningham: It's amazing. Yesterday

Parker McCumber: we just listened to, uh, Dr. Ben Hardy's presentation on the science of scaling and holy smokes, you have to raise the floor, but you also have to raise the floor on your identity

Jessica Cunningham: a hundred percent.

Because otherwise the thing is right, [00:06:00] the reason why we have, so let's take it back, uh, properly speak. Let's go back. So essentially every experience that we have or that we witnessed growing up and throughout life. That forms our beliefs. Our beliefs form our identity. The reason why our beliefs have to absolutely form our identity is 'cause our identity keeps us in the constraints of comfort and safety.

So every time we start to break out of those constraints, it becomes not safe. So that's why we find ourselves doing things to keep us back in that comfort zone. So when we're choosing a goal to go to, naturally things are gonna come up like the hurdles. But the hurdles when we overcome them or when we work through them, are the thing that elevate our identity.

Does that make sense? Yeah, yeah, it does. Whereas if we don't work through the things that come up, like these self-sabotage, like the intrusive thoughts, those things come to keep us where we are. But when we work through them naturally, as we elevate in our life, our identity starts to elevate because we start to understand, I'm not who I thought I was.

I'm not the old identity, and I can become the person I see in my mind because now my beliefs are [00:07:00] starting to align with that. 'cause I've worked through the beliefs that didn't serve me.

Parker McCumber: So this is a real journey of self transformation. Oh

Jessica Cunningham: my God. It's a total journey. It's, yeah, it's like the thing is, is what most people don't understand.

We know that the subconscious is the driver of our life, right? But once you actually grasp it, and once you actually grasp how powerful you subconscious minded and the unconscious thoughts, you realize that. Consciously when we're making decisions, those conscious level decisions are still coming from unconscious beliefs and subconscious programs.

Whatever we, unc, whatever we've experienced, that created an unconscious belief, our unconscious beliefs, the driving force of our thoughts, our behaviors, our feelings. But when we're making a decision, we can think that decision is based on a conscious thought that, right. Like, can I share a story with you?

Sure. Okay. So I show, this is probably like the easiest way to understand this, right? So I have five children right now. My three girls are with my ex partner, who sadly died from suicide, and when he passed over, there was [00:08:00] lots of different things attached to that, so he passed over. Then me and my husband, well partner, we got pregnant anyway when we had the baby at my first child.

Alex, my husband, he was setting up this bar, this art gallery, trying to like support me and the kids. However, if you can imagine, I've just had this newborn baby and I was at a level of success I'd never been at before, and Alex ran up all his money investing into this bloom bar. So I started to invest my money.

In that moment, I'm looking after three grieving little girls. I'm looking after this newborn baby, and it was very, very stressful, right? So I'm gonna bench that for now. When I was trying to do my first a hundred thousand pound month, I could not comprehend why I couldn't do it, because I saw all the coaches doing it.

I was at the same level as them, and I was like, well, if they're doing it, why can't I do this a hundred thousand pound month? Let's go back to that experience. I did a belief coding session, and if somebody would've told me that this was the belief that was preventing me from doing the a hundred thousand pounds, I would've thought they were a crazy person.

But this belief created my thoughts, created my actions. So the belief I had [00:09:00] was if I'm too successful. Alex will leave me and I'll be left at home with the babies. That unconscious belief then drove my decisions to not invest in Facebook ads, to not get a team because he was trying to keep me safe from literally being successful so that Alex wouldn't leave me if somebody would've told me.

That was the belief. I've thought they were a crazy person. 'cause me and Alex are like this. As soon as I changed that belief two weeks after I did my first six figure month, and I've gone on to do half a million pound months, it's like it's hassle. It's awesome. But the point I'm trying to make is I was totally unaware of that unconscious belief that was created from a past experience, yet that unconscious belief was.

Literally dictating my life.

Parker McCumber: Mm-hmm.

Jessica Cunningham: That unbeknownst to myself. 'cause consciously I'm like, well, I can't afford to invest in Facebook ads. Even though I had money in the bank. I can't really get a team because what if I can't fulfill it? Even though I had enough money to invest in a team. Yeah. But it felt so real.

Parker McCumber: Wow.

Jessica Cunningham: Yeah, I know. Are you thinking, what unconscious beliefs have I got?

Parker McCumber: Yeah, I I am, I'm totally blown away by your story. [00:10:00] Uh, typically when we start these podcasts, I like to ask about you as an individual and kind of what your journey was that, that got you into entrepreneurship. And it sounds like you were already on this, this path when, uh, you know, you had these experiences.

Would you mind telling us a little bit about what influenced you or drove you to become a coach?

Jessica Cunningham: Yeah, of course. So it's quite, um, it's quite a dark story really, like when I look back to it. So essentially. I was on. Do you know, do you know the American TV show? The Apprentice? Yes. So I was on the UK version of The Apprentice like a few years ago.

Um, however, right, if you can imagine what I had to do, I had to create a business plan, right? So I had a fashion brand. Anyway, as I'm creating this business plan, I had three little girls and I had two businesses. I'm traveling like a four hour round trip back and forth to work, looking after the kids doing this bloody business plan and memories of childhood sexual abuse started to surface, right?

And I was like, whoa, what the hell is this? Totally just. I could not comprehend what I, I just couldn't comprehend how I could suppress something so big and how I just couldn't remember it. Um, [00:11:00] anyway, this was two weeks before I went into The Apprentice, so I suppressed those memories, went onto The Apprentice, and my mantra was if it started to come up, put it in a Box two, deal with later, put it in a box two deal with and Honest a I'd sing that song.

And if anybody's listening to this and you've ever been any through anything like that, or any sort of past trauma mm-hmm. The worst thing you can do is put it in a box to deal with later. Because it comes out as anxiety. It comes out as self-doubt. It comes out as physical pain. Yeah. It shows up in different ways.

That is easier for us to process the emotions that we're suppressing. So that happened. And then a few months after I came out, the apprentice, um, I met my, my husband to be, and then my ex-partner died from suicide. Right. And then a month after he died from suicide, me and my partner, we had a miscarriage.

Now that was literally the icing on the cake. So for me, I've always been a believer in the universe, and I truly believe in God. Um, but I could not comprehend how all of this stuff could happen to me because I, I just, I just, I couldn't comprehend how it happened to me. Um, however, that was the driving [00:12:00] force to get into self-development, get into coaching, get into transformation, because mm-hmm I wanted to make sure that my three little girls wouldn't hold onto the death of their father and make it mean something that it didn't mean.

Um, yeah. And through going through just like training and absolutely everything, reading, peer reviewed studies, learning about self, I've learned about the brain. I totally transformed my life and my kids' life. And I was like, oh my God, I need to teach these to people. Because if I grew up thinking I was a natural, anxious person, I didn't realize that I wasn't naturally anxious.

I was just like living in fight or flight. I didn't get it. And when I'm no longer natural, like when I no longer feel that anxiety, I was like, right, if I don't feel this. Mm-hmm. But I believed I was naturally anxious and that was part of my identity and my character. I need to know the people on like this.

I need to like spread this and this is how belief coding was born. From going through my own transformation, seeing how it changed my life. Then starting to work with a few clients, seeing how it transformed their lives. And then yeah, just having a purpose to create a movement to show people you're not your feelings, you're not your thoughts.

Parker McCumber: Wow.

Jessica Cunningham: Yeah. That's the dark story I told you. [00:13:00] Yeah. Well, were you expecting that Parker? No, I, I

Parker McCumber: honestly, I believe a lot of the strongest individuals, especially when it comes to entrepreneurship, have the darkest backgrounds or the hardest backgrounds. How is a diamond made? It's pressure and time. Yeah. So if you're under pressure for a long time, you will come out stronger.

That's just it. Long time when you're in the gym and you're working out and you want to build a strong muscles and and a stronger body, it's time under tension that makes you strong. So. If you're going through struggles right now and you're having the hardship that you maybe can't fathom how you're gonna get through it, recognize that if you endure it for time, you will become a stronger individual.

Jessica Cunningham: I think as well. Just gone on from that, so when, so before all that happened, one, one of the biggest things that's started to get me into self-development actually was a few years ago when me and Matt's partner separated and then became a single mom with three children. And back then I thought that was the lowest point.

Mm-hmm. But what I did do, [00:14:00] and I think sometimes we don't realize the power of the knowledge that we have in our hands. Like even people listening to this now with you, Parker, they have this knowledge for free that they'll listen to on your podcast. Do you know what I mean? Yeah. Whereas there's content out there that if you are going through hardship, you know, follow people who.

Inspire you full of people who are where you wanna be full of people who've gone through this stuff. Because sometimes when we're in it and we feel it, we feel like we're the only one. We believe that no one's had it like I've had it. No one's struggle like I have. Yeah. But when we seek out the people who've overcome that adversity, then we start to realize if they've done it, I can do it.

And it plants those seeds.

Parker McCumber: Definitely, that's a common theme now in my, my podcast actually is, you know,

Jessica Cunningham: I can't wait to listen. I can't wait. If I only just met you, I'm be binge listening to them on the, the flight home.

Parker McCumber: The first 10 episodes were really bad.

Jessica Cunningham: I'll start from 11. Thanks. I'm joking.

Parker McCumber: The first 10 episodes were, uh, me in front of a camera trying to dumb down business concepts to the simplest level and just talking.

Wow. And so it's very brand. There was no emotion, there was no conversation. It was. You should have a business plan. Here's how you make [00:15:00] one. Well

Jessica Cunningham: look at this is evolution. This is evolution. It's evolution. Yeah.

Parker McCumber: Um, yes. The last few episodes I, I've, I've been conversational, I've been bringing on entrepreneurs talking about what they do, their stories.

And really it's from the, the lens and the frame of how do we help other entrepreneurs get through those obstacles and those struggles. Because I know when I was starting, there was about two and a half years that I didn't take a paycheck. I was living on student loans with my pregnant wife and, well, she's

Jessica Cunningham: lovely by the way.

Yeah.

Parker McCumber: Thank you. We, um. Like it was a struggle. Yeah. But I was so focused on growing the business and figuring out the ads and talking to suppliers and getting the products right. And I just locked myself up into a room and I would work exorbitant hours to try and figure it out. And I was so focused on my work that I never realized.

There were other entrepreneurs who had similar struggles. There were other entrepreneurs who were going through [00:16:00] those hardships. And really the amazing sense of community that actually exists when you get out and you find people like, uh, we found the Inner Circle with Russell Brunson. And honestly, the best part about that for me is the community of high performing people that I can go and one learn with and two learn from.

Yeah. And I wanna make sure that things like that become. Available to other entrepreneurs, maybe more accessible through podcast or YouTube.

Jessica Cunningham: Yeah. It's so powerful, isn't it? When you just judged upon that you don't realize what is possible for you until somebody can tell you or show you what is possible.

Parker McCumber: Yeah, well, uh, for me, especially, I had no, no knowledge that the wealth that I experience now was even existed when I was a kid. I had no idea that that was possible. And as I progressed, oh, I started to get exposed to more and more. And so I learned what is possible and what's out there, but that challenged my core beliefs.

It [00:17:00] pushed me to try new things, to figure out how to get to those levels, like a puzzle I could solve. Yeah, and every time I unlock a new level, I recognized there's still five, six more above me. And I wonder how many more up there that I can't even fathom because I haven't got to a point where I can perceive them yet.

Jessica Cunningham: I think that's an interesting thing, actually, talking about what you can fathom. So I remember years and years ago, um, I used to have a marketing company was by 21 or 22, and this lady told me that she did a 10,000 pound month. And I I, I, I couldn't understand how somebody could do 10,000 pounds in a month.

I couldn't grasp it. And now, you know, we do that in a day, like we do more than that in a day. But I think the point I'm trying to prove is, or the point I'm trying to make is sometimes what you can't fathom, it actually doesn't matter because you are on a journey. And the reason I couldn't fathom it, you know, like 17, 18 years ago, is because I didn't have the skills, the knowledge, the mentors to be able to fathom it, to be able to show me.

Whereas like as soon as you can fathom something, as soon as you can imagine it, you already have the skillset to be able to do it. Otherwise you wouldn't even be able to imagine it. Yeah. 'cause the way your brain works, your brain only [00:18:00] works from information from the past. So it can only project an image for the future IE your future self because of what you already have from your past.

I know it's mind blowing, isn't it?

Parker McCumber: That's the kind of thing that we need to share.

Jessica Cunningham: Totally. 'cause people don't like, people don't understand this and this blows my mind. So I'm in the, the work of beliefs, right? Yeah. And I say to my clients, like, we do an, we do like a little sort of visualization of like, who can imagine making 85,000, 10,000, 50, 20, a hundred, whatever.

And as soon as they can't fathom, they put their hands up and I'm like, right. This is the thing. Right. Whatever you can fathom. You've literally got everything you need to make it because you can create that lifestyle otherwise you wouldn't even be able to see it. And I think a lot of people don't get that because they think sometimes, you know, when we imagine something, it's just an imagination.

But your imagination is coming from everything you've accumulated over the years. Yeah.

Parker McCumber: So I really like that concept. Uh, and I think that's part of the reason why it's so crucial that entrepreneurs, business owners, executives, hell, anybody. Yeah. You have to keep learning [00:19:00] because the, the more you learn,

Jessica Cunningham: yeah.

The

Parker McCumber: more you input, the better picture you can actually project for yourself moving forward in the future.

Jessica Cunningham: And also, so if you think of it this way, right? The more you learn. This is what creates opportunities. So if you are learning well, well, whatever you're learning, right? This is how opportunity created your brain will put together different pieces of information to create an opportunity to create an idea.

So if we look at somebody who absolutely masters their craft and the only thing they consume is everything to do with their craft, they will literally become the master because their brain is connecting all that relevant information. Whereas if we look at a visionary or somebody who wants to break revolutions or create like a, a mass movement, generally they have become masters in multiple different areas so that their brain are contributing two different mastery, three different masters to create a revolution.

Mm-hmm. An idea, a concept, you know, a vision. Does that make sense?

Parker McCumber: It does. Yeah. So you, you touched on creating the movement there. Yes. I, uh, I tried to do my homework before the episode.

Jessica Cunningham: Ah, okay. Yeah.

Parker McCumber: Your Facebook [00:20:00] group has like 90,000 people in it. Yeah. You've obviously done a very good job of creating a movement behind this.

Jessica Cunningham: Yeah, we do. So this is the thing, right? So for me, I love giving value. Um, I love people coming through my free challenge, and like we've had people who've done the free challenge and their life has been changed because they've gone back to an experience where they created a belief that didn't mean anything.

So what I found is. Number one, I spent a lot on Facebook ads. However, when people have done the challenge, they then tell people, you need to do this challenge. It helps with this, it helps with that. Yep. So the community itself is super, super strong. But also I love to nurture that community. I love to give them advice.

It is because I want 'em to be future belief coders because the more belief codes have got, the more impact we're gonna make, the more lives are gonna change. And I think when you create movement, if you give somebody an experience which changes their life or they not even give actually, if they have an experience, do, what is it you're teaching that changed their life?

It is almost as if they haven't got a choice, they have to tell people because it's so impactful. It's like a compound effect.

Parker McCumber: Definitely. So for [00:21:00] somebody who's learning about belief coding on this video for the first time,

Jessica Cunningham: yeah.

Parker McCumber: What does joining your challenge or working with you, or learning the process of belief coding, what does that look like?

Jessica Cunningham: Yeah, so essentially you would come to a three day challenge, and within that three day challenge you would understand. Where your thoughts come from, why you feel a certain way, why you do certain things. We look deeper into the subconscious programming, deeper into your unconscious beliefs. They'll figure out on the challenge what is actually stopping them from having the success, the money, whatever it is that they want.

And then we literally change the belief using belief coding online. It is amazing. And it's even worked with things like physical pain. 'cause a lot of physical pain stems from emotional trauma or like a lot of entrepreneurs. So what I found during this work. A lot of entrepreneurs are stuff with migraines.

Parker McCumber: Wow. No joke.

Jessica Cunningham: Just no joke. This is one example. We're going to a low [00:22:00] through physical pain.

Yeah. Generally. That's crazy. It is. Or even lower back pain tends to stem from. Um, so if you have lower back pain, that's because you don't feel stable. Your roots, you're not grounded, and that tends to do with your finances. Ly. Yeah, it's mom doing.

Parker McCumber: Okay. So I have low back pain. Okay. I know I have some herniated discs though.

Jessica Cunningham: Well, I herniated discs, but that maybe

Parker McCumber: doesn't mean that I don't also feel that way about my finances.

Jessica Cunningham: Oh, let me show you. I'll show you a picture. Let me show this picture. And you can even share this with your people on your podcast. Right. Okay. So I had, we, in England, there's a festival called Happy Place and it's run by um, like a UK celebrity called Phone Cotton.

Very, very well known. And we sponsored it two years ago. Right. Now my back pain was connected to grief and money, like sexual abuse, lots of different stuff. So when I paid this invoice for Happy Place, it was like 50,000 pounds, $42,000, 42,000 pounds. It should be like $50,000. My back went right it, so I had two herniated discs.

Let me show you this picture. [00:23:00] It is absolutely wild, right? So when I did the belief coding session, it took me back to healing, grief, healing, lots of different stuff. But the trigger was paying an invoice, which triggered the pain, but the pain was connected to being ungrounded to do lots of different things, right?

This picture was taken 24 hours apart. These two pictures, oh my God, let me find them. Can I show you this? Please do. And you can. I'll send you this. You can share it with you at your people on your podcast. Um, oh my God, where's the bloody picture? Hang on. It will blow your mind. Because again, think the thing is sometimes when we have a physical discomfort, we then, oh, it's herniated disc.

Oh, it's 'cause there's a car crash. But energetically, that part of your body was weak because of your emotional sense. So things trigger it. So I would imagine whenever you pay like a tax bill or anything like that, your back will probably seize up.

Parker McCumber: Oh my gosh. Trying to

Jessica Cunningham: think

Parker McCumber: back to it. I may be

Jessica Cunningham: wrong.

Parker McCumber: So I am trying to think back to it.

I, most of, I, I don't wanna say most of my back pain, I have back pain pretty [00:24:00] regularly. Okay. It is always better in the summer and fall, and it definitely gets worse around tax season.

Jessica Cunningham: Can you see how wonky my spine is there? That's crazy.

Parker McCumber: It looks like you've had years of chiropractic therapy to fix that

Jessica Cunningham: 24 hours apart.

Parker McCumber: joke.

Jessica Cunningham: No joke. 24 hours apart. I'll share this video with you and you're more than one to share it and, and,

Parker McCumber: okay, so 24 hours apart. The change here was belief coding. I gonna say

Jessica Cunningham: a belief. So if you can imagine here, right? So again, if we look at, if you look at our body, our body also means away from pain.

I shifted

Parker McCumber: my pillow too much. Sorry, we're sitting up on these rock chairs. Just to get a higher backdrop so that you guys can see like the ocean behind us and it looks cool. You that have means I have a rock up my butt right now.

Jessica Cunningham: Um, but with this, right, so again, our body moves away from pain. So the reason why my spine is moving away, because Yeah.

You, yeah, because my body's trying to avoid that pain. Right. Okay. But when I did the, and also as well, the pain shows up. The, the thing it stops you from doing is the thing you unconsciously want. [00:25:00] Right? So what that means is when I was doing my, uh, when my back went. I had an in person that was training 150 people, but I was dreading it.

I was thinking, oh my God, I was just dreading it. Right? My house was a tape. I was like, oh.

amazing view, isn't it? Like this is where you wanna do a podcast, isn't it? The hard part is that it's just our level is too low to get the pool in the ocean. Ah, I wonder if, I wonder if we could put it on the chair maybe and position it.

I wonder if these will are Well, but then you, it's looking up. But may Andre's actually, the expert here, might not be comfortable, but if you do this. I see you get lower like this. Okay. Put the camera higher. You'll have what you want actually. Okay. That looks quite good. I'm happy doing that. Is it comfortable enough is to have a, a conversation because it's more relaxed.

That one is more comfortable, this one is more comfortable. You got a couple of points there, but you can just move a little bit and just do it like that. Yeah. I mean this is like, it's such me. You would have such a better angle. Yeah. [00:26:00] The higher we can get, the better here because you can pull the camera, but you need it also to Yeah.

Parker McCumber: So you lift up yourself.

Yeah. You get a little bit of the pool in the background there. Oh yeah. You can see the ocean now. Oh, wow. Yeah. This is an amazing backdrop.

You, you don't have to do that. You can just lift it the angle from the. Andre. That's really smart stuff, man. Yeah, I, I don't know if I'm ready for that. Oh, we're already recording. That looks great. Andre High five. Yeah. Well, I hope this helps to have a thank you picture and Yeah, have a blast right here.

Okay. And your mic down. Thank you. Okay guys. Enjoy it. Bye. Great to meet you. Same. Oh yeah, this is, uh, should try this one? Nope. [00:27:00] So in all my videos I sit on the right, it's, oh, am I on the left or are you on the right? No, I'm on the right. Okay, that's cool. Yeah. So this is continuity frame. Even though I don't have my normal backdrop, even though I've got a piece of rock at my ass, this is great.

Jessica Cunningham: Yeah. You know? Yeah. Want the other cushion? Every now and then somebody needs a little rock. Bring it back to reality. Yeah. Okay. All softballs. Okay, go for it.

Parker McCumber: Sorry. This is a spur of the moment. We asked last night. Uh, normally I brainstorm a handful of really powerful hooks. That's okay. And I turn and I just smash the camera with one. And then we get into the conversation. What if you could unlock something in your mind that lets you be the highest, best performing achiever that you've ever been?

I am here today with Jessica, and Jessica has this awesome superpower that she teaches people. Would you tell us a little bit about yourself, Jessica, and [00:28:00] what you do? Yes, I would love to. So my name's Jessica again and I'm the founder of Belief Coding, which is, um, a science back technique, which literally rewire your brain in real time and what that means for entrepreneurs.

Jessica Cunningham: Do you? Because through, there's times where literally you will set a goal and then the self-doubt will come in. The procrastination will come you like it's all going wrong and you don't know what to do. You literally feel like your world is crumbling. That is literally because you are so close to reaching your goal.

So what absolutely has to happen, you're subconscious, has to make you procrastinate. It has to fill you with self-doubt. Because it wants you to stay in your current identity and your current comfort zone. So I believe coding does, we work with all of that resistance. So the procrastination and self-doubt, um, the anxiety, the fears.

We go to where they originated, where they started, we reframe them. So then you are able to reach your goals quicker and easier. Holy smokes. It's amazing. It literally amazing. Well, Evan mean, you described something that I know I struggled with when I was a new entrepreneur and that I know some of our viewers are struggling [00:29:00] with right now, and it's that overwhelm and then you, like you said.

Parker McCumber: Your brain is almost sending you a signal or a message that you need to procrastinate. You need to shut down a hundred percent. Well, this is the thing, right? So when the overwhelm comes up, the overwhelm is a safety tool to literally keep you performing at the level that you have been performing. So if you can imagine, right?

Jessica Cunningham: Even if you're listening to this, you are at your current identity. But as soon as you make the decision to like up level to go to the new you, the future version of yourself. Your subconscious has to create things to try its best to keep you as you are because it doesn't know that you can survive being that new version of yourself, being the future self.

Parker McCumber: Okay. [00:30:00] My brain's going a thousand miles an hour right now. So I used to feel like as a person or an entrepreneur, even before I was in entrepreneurship, my background was military. I joined the army right out of my, my high school. And you're right, there's this comfort in being at the same level, almost like comfort and complacency type deal.

And I realized at a young age that if I stayed that way. My life would never improve and I was doomed to repeat, you know, maybe the anxieties and the problems of my past. I was a child of poverty, so I almost, and I don't know, maybe, maybe this falls in line with belief coding and you can go on fix me.

Jessica Cunningham: You don't make things. Say, I weaponized that. Yeah, totally. It was the fear of the past and the fear of the pain and the, the struggles that I had experienced as a youth. Yeah, that almost made it so I mentally [00:31:00] cannot stay at the same place. I feel like I have to be becoming a better version of myself.

Parker McCumber: Almost like, yeah, I, the journey of self-actualization is I'm going to get there or I'm going to die trying. Yeah, totally. So again, with your subconscious, your subconscious. It will always choose the path of the path of lease resistance, but it will always move toward pleasure. So if you have, okay, a path of leash resistant that's associated with pleasure, you are always gonna go after that.

Jessica Cunningham: But in saying that, if you can imagine growing up, if you were from a poverty background, I would imagine that as soon as you started to make money, you felt horrendous guilt or shame, or even you probably would've found yourself giving money away or spending money or. Whatever. Because even though you are aspiring to become that next level version of yourself, because you came from poverty, you would've had a lot of negative associations attached to actually having the physical money.

Um, however, your past experiences were too painful to stay there, so that pushed you towards the pleasure. But then when you got the pleasure, oh my gosh, it would've felt so uncomfortable having the money, having the success, because you were never around that. So again, a lot. And I would [00:32:00] imagine as well, and I might be totally off here, like we've would've just met.

No, I actually think you already know me better than I know myself now. Yeah. Did you also find yourself, when you actually reached the levels of success, I would imagine as well, there would've been times where you totally self sabotaged. You nearly went back to not having, not not having much, that's the wrong word, but you'd found yourself doing actions to sabotage the success and the money that you had.

Parker McCumber: I think you're a hundred percent correct. I know that I went through that, especially when I was new to Money and Success. Yeah. If that makes sense. It's almost like, as it know, I've been in entrepreneurship for almost a decade now. Yeah. And after maybe the first two or three years, I was able to kind of reframe my mind into being in the position where.

This was necessary Yeah. For me to make a better impact in my world, my [00:33:00] community, my family. Yeah. And then continue to contribute at a higher level. And also, if you think of it this way, right? So you've, when you, so when you're in this world for a couple of years that you mentioned. You are also adapting a new identity, so that then becomes the new thermostat for success, the new thermostat for Oh, who you are.

Jessica Cunningham: Do you get what I mean? I do, yeah. Oh, and I'm just thinking, you know, we're here in, um, we're in Cancun right now at the Mastermind in Paradise. It's amazing. Yesterday we just listened to, uh, Dr. Ben Hardy's presentation on the science of scaling and holy smokes, you have to raise the floor, but you also have to raise the floor on your identity a hundred percent.

Because otherwise the thing is right, the reason why we have, so let's take it back, uh, properly speak. Let's go back. So essentially every experience that we have or that we witnessed growing up and throughout life. That forms our beliefs. Our beliefs form our identity. The reason why our beliefs have to absolutely form our identity is 'cause our identity keeps us in the constraints of comfort and safety.

So every time we start to break out of those constraints, [00:34:00] it becomes not safe. So that's why we find ourselves doing things to keep us back in that comfort zone. So when we're choosing a goal to go to, naturally things are gonna come up like the hurdles. But the hurdles when we overcome them or when we work through them, are the thing that elevate our identity.

I'm not the old identity, and I can become the person I see in my mind because now my beliefs are starting to align with that. 'cause I've worked through the beliefs that didn't serve me. So this is a real journey of self transformation. Oh my God. It's a total journey. It's, yeah, it's like the thing is, is what most people don't understand.

We know that the subconscious is the driver of our life, right? But once you actually grasp it, and once you actually grasp how powerful you subconscious minded and the unconscious [00:35:00] thoughts, you realize that. Consciously when we're making decisions, those conscious level decisions are still coming from unconscious beliefs and subconscious programs.

Sure. Okay. So I show, this is probably like the easiest way to understand this, right? So I have five children right now. My three girls are with my ex partner, who sadly died from suicide, and when he passed over, there was lots of different things attached to that, so he passed over. Then me and my husband, well partner, we got pregnant anyway when we had the baby at my first child.

But this belief created my thoughts, created my actions. So the belief I had was if I'm too successful. Alex will leave me and I'll be left at home with the babies. That unconscious belief then drove my decisions to not invest in Facebook ads, to not get a team because he was trying to keep me safe from literally being successful so that Alex wouldn't leave me if somebody would've told me.

That was the belief. I've thought they were a crazy person. 'cause me and Alex are like this. As soon as I changed that [00:37:00] belief two weeks after I did my first six figure month, and I've gone on to do half a million pound months, it's like it's hassle. It's awesome. But the point I'm trying to make is I was totally unaware of that unconscious belief that was created from a past experience, yet that unconscious belief was.

Literally dictating my life. Mm-hmm. That unbeknownst to myself. 'cause consciously I'm like, well, I can't afford to invest in Facebook ads. Even though I had money in the bank. I can't really get a team because what if I can't fulfill it? Even though I had enough money to invest in a team. Yeah. But it felt so real.

Parker McCumber: Wow. Yeah, I know. Are you thinking, what unconscious beliefs have I got? Yeah, I I am, I'm totally blown away by your story. Uh, typically when we start these podcasts, I like to ask about you as an individual and kind of what your journey was that, that got you into entrepreneurship. And it sounds like you were already on this, this path when, uh, you know, you had these experiences.

Would you mind telling us a little bit about what influenced you or drove you to become a coach? Yeah, of course. So it's quite, um, it's quite a dark story really, like when I look back to it. [00:38:00] So essentially. I was on. Do you know, do you know the American TV show? The Apprentice? Yes. So I was on the UK version of The Apprentice like a few years ago.

Jessica Cunningham: Um, however, right, if you can imagine what I had to do, I had to create a business plan, right? So I had a fashion brand. Anyway, as I'm creating this business plan, I had three little girls and I had two businesses. I'm traveling like a four hour round trip back and forth to work, looking after the kids doing this bloody business plan and memories of childhood sexual abuse started to surface, right?

And I was like, whoa, what the hell is this? Totally just. I could not comprehend what I, I just couldn't comprehend how I could suppress something so big and how I just couldn't remember it. Um, anyway, this was two weeks before I went into The Apprentice, so I suppressed those memories, went onto The Apprentice, and my mantra was if it started to come up, put it in a Box two, deal with later, put it in a box two deal with and Honest a I'd sing that song.

And if anybody's listening to this and you've ever been any through anything like that, or any sort of past trauma mm-hmm. The worst thing you can do is put it in a box to deal with later. Because it comes out as anxiety. It comes out as [00:39:00] self-doubt. It comes out as physical pain. Yeah. It shows up in different ways.

Now that was literally the icing on the cake. So for me, I've always been a believer in the universe, and I truly believe in God. Um, but I could not comprehend how all of this stuff could happen to me because I, I just, I just, I couldn't comprehend how it happened to me. Um, however, that was the driving force to get into self-development, get into coaching, get into transformation, because mm-hmm I wanted to make sure that my three little girls wouldn't hold onto the death of their father and make it mean something that it didn't mean.

Um, yeah. And through going through just like training and absolutely everything, reading, peer reviewed studies, learning about self, I've learned about the brain. I totally transformed my life and my kids' life. And I was like, oh my God, I need to teach [00:40:00] these to people. Because if I grew up thinking I was a natural, anxious person, I didn't realize that I wasn't naturally anxious.

Parker McCumber: Wow. Yeah. That's the dark story I told you. Yeah. Well, were you expecting that Parker? No, I, I honestly, I believe a lot of the strongest individuals, especially when it comes to entrepreneurship, have the darkest backgrounds or the hardest backgrounds. How is a diamond made? It's pressure and time. Yeah. So if you're under pressure for a long time, you will come out stronger.

That's just it. Long time [00:41:00] when you're in the gym and you're working out and you want to build a strong muscles and and a stronger body, it's time under tension that makes you strong. So. If you're going through struggles right now and you're having the hardship that you maybe can't fathom how you're gonna get through it, recognize that if you endure it for time, you will become a stronger individual.

Mm-hmm. But what I did do, and I think sometimes we don't realize the power of the knowledge that we have in our hands. Like even people listening to this now with you, Parker, they have this knowledge for free that they'll listen to on your podcast. Do you know what I mean? Yeah. Whereas there's content out there that if you are going through hardship, you know, follow people who.

Inspire you full of people who are where you wanna be full of people who've gone through this stuff. Because sometimes when we're in it and we feel it, we feel like we're the only one. We believe that no [00:42:00] one's had it like I've had it. No one's struggle like I have. Yeah. But when we seek out the people who've overcome that adversity, then we start to realize if they've done it, I can do it.

And it plants those seeds. Definitely, that's a common theme now in my, my podcast actually is, you know, I can't wait to listen. I can't wait. If I only just met you, I'm be binge listening to them on the, the flight home. The first 10 episodes were really bad. I'll start from 11. Thanks. I'm joking. The first 10 episodes were, uh, me in front of a camera trying to dumb down business concepts to the simplest level and just talking.

Parker McCumber: Wow. And so it's very brand. There was no emotion, there was no conversation. It was. You should have a business plan. Here's how you make one. Well look at this is evolution. This is evolution. It's evolution. Yeah. Um, yes. The last few episodes I, I've, I've been conversational, I've been bringing on entrepreneurs talking about what they do, their stories.

And really it's from the, the lens and the frame of how do we help other entrepreneurs get through those obstacles and those struggles. Because I know when I was starting, there was about two and a [00:43:00] half years that I didn't take a paycheck. I was living on student loans with my pregnant wife and, well, she's lovely by the way.

Jessica Cunningham: Yeah. Thank you. We, um. Like it was a struggle. Yeah. But I was so focused on growing the business and figuring out the ads and talking to suppliers and getting the products right. And I just locked myself up into a room and I would work exorbitant hours to try and figure it out. And I was so focused on my work that I never realized.

Parker McCumber: There were other entrepreneurs who had similar struggles. There were other entrepreneurs who were going through those hardships. And really the amazing sense of community that actually exists when you get out and you find people like, uh, we found the Inner Circle with Russell Brunson. And honestly, the best part about that for me is the community of high performing people that I can go and one learn with and two learn from.

Yeah. And I wanna make sure that things like that become. Available [00:44:00] to other entrepreneurs, maybe more accessible through podcast or YouTube. Yeah. It's so powerful, isn't it? When you just judged upon that you don't realize what is possible for you until somebody can tell you or show you what is possible.

Yeah, well, uh, for me, especially, I had no, no knowledge that the wealth that I experience now was even existed when I was a kid. I had no idea that that was possible. And as I progressed, oh, I started to get exposed to more and more. And so I learned what is possible and what's out there, but that challenged my core beliefs.

It pushed me to try new things, to figure out how to get to those levels, like a puzzle I could solve. Yeah, and every time I unlock a new level, I recognized there's still five, six more above me. And I wonder how many more up there that I can't even fathom because I haven't got to a point where I can perceive them yet.

Jessica Cunningham: I think that's an interesting thing, actually, talking about what you can fathom. So I remember years and years ago, um, I used to have a marketing [00:45:00] company was by 21 or 22, and this lady told me that she did a 10,000 pound month. And I I, I, I couldn't understand how somebody could do 10,000 pounds in a month.

Whereas like as soon as you can fathom something, as soon as you can imagine it, you already have the skillset to be able to do it. Otherwise you wouldn't even be able to imagine it. Yeah. 'cause the way your brain works, your brain only works from information from the past. So it can only project an image for the future IE your future self because of what you already have from your past.

I know it's mind blowing, isn't it? That's the kind of thing that we need to share. Totally. 'cause people don't like, people don't understand this and this blows my mind. So I'm in the, the work of beliefs, right? Yeah. And I say to my clients, like, we do an, we do like a little [00:46:00] sort of visualization of like, who can imagine making 85,000, 10,000, 50, 20, a hundred, whatever.

But your imagination is coming from everything you've accumulated over the years. Yeah. So I really like that concept. Uh, and I think that's part of the reason why it's so crucial that entrepreneurs, business owners, executives, hell, anybody. Yeah. You have to keep learning because the, the more you learn, yeah.

The more you input, the better picture you can actually project for yourself moving forward in the future. And also, so if you think of it this way, right? The more you learn. This is what creates opportunities. So if you are learning well, well, whatever you're learning, right? This is how opportunity created your brain will put together different pieces of information to create an opportunity to create an idea.[00:47:00]

Mm-hmm. An idea, a concept, you know, a vision. Does that make sense? It does. Yeah. So you, you touched on creating the movement there. Yes. I, uh, I tried to do my homework before the episode. Ah, okay. Yeah. Your Facebook group has like 90,000 people in it. Yeah. You've obviously done a very good job of creating a movement behind this.

Yeah, we do. So this is the thing, right? So for me, I love giving value. Um, I love people coming through my free challenge, and like we've had people who've done the free challenge and their life has been changed because they've gone back to an experience where they created a belief that didn't mean anything.

So what I found is. [00:48:00] Number one, I spent a lot on Facebook ads. However, when people have done the challenge, they then tell people, you need to do this challenge. It helps with this, it helps with that. Yep. So the community itself is super, super strong. But also I love to nurture that community. I love to give them advice.

It is almost as if they haven't got a choice, they have to tell people because it's so impactful. It's like a compound effect. Definitely. So for somebody who's learning about belief coding on this video for the first time, yeah. What does joining your challenge or working with you, or learning the process of belief coding, what does that look like?

Yeah, so essentially you would come to a three day challenge, and within that three day challenge you would understand. Where your thoughts come from, why you feel a certain way, why you do certain things. We look deeper into the subconscious programming, deeper into your [00:49:00] unconscious beliefs. They'll figure out on the challenge what is actually stopping them from having the success, the money, whatever it is that they want.

The migraine gives them excuse not to worry because they're worried of the fear of failure. So rather than do the thing to fail, their body will give them a migraine to avoid them doing the thing to avoid failure. Wow. No joke. Just no joke. This is one example. We're going to a low through physical pain.

Well, I herniated discs, but that maybe doesn't mean that I don't [00:50:00] also feel that way about my finances. Oh, let me show you. I'll show you a picture. Let me show this picture. And you can even share this with your people on your podcast. Right. Okay. So I had, we, in England, there's a festival called Happy Place and it's run by um, like a UK celebrity called Phone Cotton.

Let me show you this picture. It is absolutely wild, right? So when I did the belief coding session, it took me back to healing, grief, healing, lots of different stuff. But the trigger was paying an invoice, which triggered the pain, but the pain was connected to being ungrounded to do lots of different things, right?

This picture was taken 24 hours apart. These two pictures, [00:51:00] oh my God, let me find them. Can I show you this? Please do. And you can. I'll send you this. You can share it with you at your people on your podcast. Um, oh my God, where's the bloody picture? Hang on. It will blow your mind. Because again, think the thing is sometimes when we have a physical discomfort, we then, oh, it's herniated disc.

Parker McCumber: I, most of, I, I don't wanna say most of my back pain, I have back pain pretty regularly. Okay. It is always better in the summer and fall, and it definitely gets worse around tax season. Can you see how wonky my spine is there? That's crazy. It looks like you've had years of chiropractic therapy to fix that 24 hours apart.

Jessica Cunningham: No joke. No joke. 24 hours apart. I'll share this video with you and you're more than one to share it and, and, [00:52:00] okay, so 24 hours apart. The change here was belief coding. I gonna say a belief. So if you can imagine here, right? So again, if we look at, if you look at our body, our body also means away from pain.

I shifted my pillow too much. Sorry, we're sitting up on these rock chairs. Just to get a higher backdrop so that you guys can see like the ocean behind us and it looks cool. You that have means I have a rock up my butt right now. Um, but with this, right, so again, our body moves away from pain. So the reason why my spine is moving away, because Yeah.

You, yeah, because my body's trying to avoid that pain. Right. Okay. But when I did the, and also as well, the pain shows up. The, the thing it stops you from doing is the thing you unconsciously want. Right? So what that means is when I was doing my, uh, when my back went. I had an in person that was training 150 people, but I was dreading it.

I was thinking, oh my God, I was just dreading it. Right? My house was a tape. I was like, oh.

Parker McCumber: Ask. Yeah. What's the vision? Yeah. You said you're at this point where decisions are having to be made and you've had to let some people go. Yeah. Where's the organization [00:53:00] going? Going, and does the people in your organization know that's where it's going?

Jessica Cunningham: Yes. Yes and no. Right. So we, I mean, with our organization, we have a team of about between eight to 10, because we have a couple of freelancers.

Um. Where we are going, essentially, we have two parts of the business. So we have belief coding and they have BCCR. So belief coding is very much for, you know, your coaches, your entrepreneurs, you know, the, the people who've never done this kind of work, and they have the tools to be able to change lives.

That there, we wanna grow to a multi, you know, like 10 million, 20 million, um, pound a year revenue. Like getting 10,000, you know, whatever amount of facilitators.

Parker McCumber: Impossible goal. 50 million.

Jessica Cunningham: Yeah, 50 million. Oh, I love it. Oh, because that scares me. Ah, okay. 50 million. I'm going. Um, but we wanna impact like a hundred thousand lives every single year, right?

Mm-hmm. So that's a huge goal for belief coding. But then we have BCCR, which is, um, where we're doing all the scientific trials, where we're working with physical pain, where we're working with Anite. Within the next 12 to 24 months that will be in the medical systems. So for me, [00:54:00] like it, it's, that's where that goes, that facet.

Um, because even with what we are doing now, like we can prove that BCCR or belief coding, cognitive re wiring, yeah, goes deeper than hypnosis is far more effective than traditional talk therapy. Far more effective than E-M-D-R-C-B-T. That method. Belief coding will help people who have felt stuck for life.

People going through depression and they don't have the faculties to be able to get a therapist or, or whatever. That's where we're going with the company. We want it to be a household name. We want it to be something that everybody knows that we want it to be the solution that people have been searching for that they didn't think existed.

Parker McCumber: Okay. You mentioned some turmoil in your business around that.

Jessica Cunningham: Yeah.

Parker McCumber: We don't have to dive into it too much. No. Okay. But I would recommend,

Jessica Cunningham: yeah.

Parker McCumber: That one, you make sure that you share this vision, right? Yeah. Because the entrepreneurs, like we talked about it a little bit last night.

Jessica Cunningham: Yeah. I was gonna suck the tape.

We have the vision

Parker McCumber: in [00:55:00] our minds.

Jessica Cunningham: Yeah.

Parker McCumber: And so it's very obvious for us where we're going and why we we're going there. Yeah. But that doesn't always get conveyed to the lowest levels of our organization. Right? Yeah. Maybe you give one version of that to your management or your, your team leaders, however you have it structured.

And you tell them, Hey, we're trying to accomplish this. And the way that trickles down is they just tell the employees they need to do X, Y, Z, but they don't get the vision. So they don't understand where they're going. Yeah. They don't understand why they have to get there or why it's important to get there, and then subsequently they're not motivated or inspired by the vision the same way that you are, or that maybe your team leaders are.

So I would just, one, recommend that we have clear, concise communication that expresses why we do what we do. Yeah. And where we're trying to go and why that's important. Ah. And if you can convey that, then you can start holding people accountable to that. You gimme some that becomes a new standard.

Jessica Cunningham: You actually did give, so Parker gave me some amazing tips yesterday and it's literally giving the power to the people, but then also [00:56:00] holding 'em accountable to it.

But I'm gonna go back actually as I'm gonna go back and implement that, but I'm definitely go back and call you when I get back to England. Like you Parker. How are you?

Parker McCumber: So what Jess is talking about, I shared uh, two concepts that military leadership uses. The first is a mission brief. So before you give someone a task, before you give them instruction, you explain what they're supposed to be doing, what that looks like, what winning looks like, right?

How is it accomplished successfully? Give them that expectation and then let them go and do it. General George Patton said in World War ii, I never tell people, or sorry, I tell people what to do. I never tell them how to do it. I let them surprise me with their ingenuity. I love that. So we're gonna let the employees surprise us with their ingenuity, but then we also hold them accountable in what's called an after action review.

So after they are supposed to complete a task or have done the task or the timeline's up, you sit down with them and you say, what actually happened? What was supposed to [00:57:00] happen? What went wrong? How do we do it better? And even if you execute flawlessly, you still sit down and have that conversation and figure out how to do it better.

Jessica Cunningham: Better next time.

Parker McCumber: You're always then in a process of continuous improvement. And so the organization continues to get better constantly. Yeah. And you'd be surprised how effective that is at developing your people. Yeah. And then when your people get developed, your systems get developed. Yeah. Because they find ways to do it more efficiently.

Yeah. Because it benefits them. Yeah.

Jessica Cunningham: Oh wow. Yeah, I'm not slacking the team.

Parker McCumber: I hope that was helpful.

Jessica Cunningham: That's totally helpful. Oh, thank you so much for having me on. Absolutely. I appreciate you. Oh, I can finally get off my rock

Parker McCumber: chair. Thanks Jess.

Jessica Cunningham: Thank you. B, thank you for listening.

Parker McCumber: Go team.

Jessica Cunningham: Oh, I love that. Are you feeling my

Parker McCumber: family hiding over there watching us?

Hi, how are you?

Jessica Cunningham: Oh my God. Are they? Oh, let's go say hello. Oh, oh God. I'm gonna, I've got dinner at quarter past six. Oh, Jesus. Can I grab you [00:58:00] tomorrow? We go Way long. Yeah, yeah. No, don't worry. That can the microphone? Of course. No, Sam, no. Um, oh, one second. I'm gonna, um, actually turn, that's actually

Parker McCumber: probably why they all came up here was Oh, let me know.

I'm late for dinner. Thank you Paul, please. It was great having, you. We're going

Jessica Cunningham: to the, the steak cal sports for six code six. I'm mess.

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Parker McCumber

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