Minute SHIFTS That Matter Newsletter #9: Why Coaching Feels Good… and Fades

Good Morning,!

You ever leave a coaching or training session fired up…
and a couple days later you’re right back in the same loop?

Traditional coaching focuses on what you’ll do next:
the plan, the habit, the action step, the accountability check.

It feels good because it creates momentum.
It fades because it never shifts the person actually executing it.

Here’s the real mechanism:

**Behavior creates short bursts.

Identity creates staying power.**

Neuroscience says your brain protects the identity you believe you are.
Ancient spiritual traditions say your life mirrors your internal pattern.

Same truth, different language:

Identity decides what feels natural, predictable, and sustainable.

This is why SHIFT I.O.S. holds.

Where traditional coaching works on the surface, SHIFT I.O.S. shifts the source.

Traditional Coaching asks:

“What will you do next week?”

SHIFT I.O.S. asks:

“Who would IDEAL you be tomorrow?”

Traditional Coaching builds new habits.

SHIFT I.O.S. dissolves the version of you resisting them.

Traditional Coaching motivates action.

SHIFT I.O.S. makes aligned action feel easy.

Traditional Coaching pushes.

SHIFT I.O.S. aligns.

One creates pressure.
One creates clarity.

And clarity always wins.

WWIYD — What Would Ideal You Do?

Here’s the 10-second identity reset:

Ask:
“What would IDEAL me do in this moment?”

Let the answer show you the version of you that already moves cleanly:

• clear

• calm

• decisive

• steady

Let that version take the next action.
One question.
Instant alignment.

If this hits… here’s something deeper

I created a chart that unpacks the deeper “why” behind this work — including the identity mechanics most people never see.

You can watcht the video and see the chart here:

https://billfoss.com/briefing

As always you can watch the video at https://billfoss.com/central

Best,

Bill