Kill Your Broke Identity And Build Real Wealth | Jen Sincero

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Dec 12, 2025

Jen Sincero, a best-selling author and speaker renowned for her insights on money mindset, candidly shares her journey from financial struggle to empowerment. She reveals how her upbringing shaped her views on wealth and emphasizes that true transformation starts with a radical shift in identity. Jen explains that phrases like 'I can't afford it' reinforce a poverty mindset and that breaking free from familiarity zones is essential for growth. Moreover, she addresses the uncomfortable truth about loved ones resisting your evolution, highlighting the need to 'kill' your old self for true wealth.

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ANECDOTE

From WASP Upbringing To Audi Visualization

Jen Sincero recounts growing up in a WASPy household that taught money was dirty and uncouth.
She felt like a "kid at the table financially" until she visualized and wrote about owning an Audi to change that reality.

ADVICE

Visualize Specific Financial Goals

Visualize and write about the life you want as a practical step to shift identity toward wealth.
Use concrete images (like owning an Audi) to train your mind to accept new financial possibilities.

INSIGHT

Words Create Financial Identity

Repeating "I can't afford it" creates proof and shapes your reality by pulling in confirming evidence.
Language builds a familiarity zone that cements an identity of scarcity unless you intentionally change it.

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Check out the full episode: https://greatness.lnk.to/1859

"The number one question I get at my talks is, what do you do when the people closest to you don't support your growth? The main reason they don't support it is because you're killing off the person they love." - Jen Sincero

Jen Sincero sat in the driver's seat of an Audi she couldn't imagine owning, convinced the salesman would recognize her as an imposter and kick her out. She said "I can't afford it" so automatically it became a reflex, spoken a hundred times a day like a prayer to poverty. But those three words weren't just describing her reality—they were building it, brick by brick. Every time she said them, she pulled in more proof: the terrible car, the alley apartment, the bank account that never grew. She was trapped at what she calls the "kid table financially," watching real adults with real money from a distance, like they belonged to a different species. The shift didn't come from budgeting tips or side hustles. It came from understanding something most people never grasp: comfort zones aren't comfortable at all. They're familiarity zones, and breaking out of them requires something violent and necessary—killing off your old identity completely.

This conversation cuts through every sugar-coated personal development cliché about money mindset. Jen talks about the WASP household where money was dirty, the rock-and-roller identity where wanting wealth meant selling out, and the brutal realization that to make real money, you have to obliterate the version of yourself that can't. Lewis and Jen dig into why this transformation is so lonely, why the people who love you often resist your growth hardest (you're literally killing off the person they know), and what it actually takes to shift from someone who can't afford things to someone who can. If you've ever felt stuck financially while watching others succeed, if "I can't afford it" comes out of your mouth more than you'd like, or if you're trying to grow and finding your closest relationships straining under the weight, this one will shake something loose.

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