Know, Like, & Trust - Why Your Brain Isn’t Buying Into Your Goals (Yet)

You’ve probably heard the saying: “People buy from someone they know, like, and trust.” 

It’s true in business—and when it comes to goals and personal transformation, it’s also true for your brain.

If you want to create lasting change—whether it’s breaking an unwanted habit, reducing stress, or building stronger relationships—you need to sell your brain on your desired results.

Here’s the catch: your brain resists change. It clings to what’s familiar, even if it isn’t serving you.

This is part of your brain's wiring for survival.

That’s why your goals might feel just out of reach—they’re still “strangers” to your brain.

Your brain is also wired to accommodate learning and transformation. That's why working WITH your brain skillfully matters.

Believe me: all of the biggest obstacles between you and your goals start in your brain.

So how do you help your brain know, like, and trust your goals? 

1. Help Your Brain “Know” Your Desired Outcome

Picture your goal clearly and vividly. The more familiar your brain becomes with your vision, the less it will resist. Use repetition.

2. Help It “Like” Your Goal

Connect your goal to positive emotions. Why do you want this? How will it feel when you achieve it? Emotion, not logic, drives action.

3. Build “Trust” Through Small Wins

Start small. Each success, no matter how tiny, builds trust and proves to your brain that change is possible.

Learn techniques to regulate and calm your nervous system (and stress responses) when your brain perceives the Newness as a threat.

4. Remove Psychological Barriers

Fear of failure or success can hold your brain back. When these fears pop up, pause and ask: “What’s the worst that could happen—and how would I handle it?”

Don't forget to ask - how might this go better than expected? (spend some time there too)

5. Watch What You're Feeding Your Brain

Your brain listens to your thoughts. Affirm that you’re capable, ready, and deserving of success. Imagine yourself as someone who has already achieved the goal—and act accordingly.

When your brain knows, likes, and trusts your goals, everything changes.

Resistance fades, and transformation becomes possible.

What’s one small step you can take today to start selling your brain on your desired results? 

Here’s to your success,

Danny