The idea of martyr is someone who like, dies for a cause. There's something really, really powerful there that has existed within, like, humanity for thousands of years. So as coaches, what we can actually help people do is a line their goals with their duties and their values. And the cool thing about that is, once you help people move from like, one of those quadrants o the next quadrant, what you'll see is like aninr s in motivation," she says.