Topic: Performance Psychology

The "I Am List" is introduced as a core coaching tool within the Courage section of the 3XE formula. This practice involves journaling and repeating present-tense identity statements—such as "I am a winner" or "I am an entrepreneur"—to train the Reticular Activating System. Professional athletes, including downhill skiers and Formula One drivers, are cited as examples of elite performers who use similar visualization and mental anchoring techniques.

Richard Flewett describes his purpose as helping individuals rediscover their innate character and purpose through meditation and waking up to a bigger picture. TJ Power, a performance psychologist and lecturer at Exeter University, explains his work implementing mindfulness programs in corporate settings and for a cancer support charity. Both experts emphasize the shift from treating symptoms to addressing the root causes of mental fragility and illness.