Interview with John Assaraf, co-author of "The Answer: Grow Any Business, Achieve Financial Freedom, and Live an Extraordinary Life”
By Deborah Jeanne Sergeant

John Assaraf studied self-improvement for 30 years until he discovered the key behind the most effective programs: self affirmation. He has personally built four multi-million dollar businesses and has coached dozens more on how to use the power of the mind to achieve. Home Business® Magazine recently spoke with him on how one’s own mind represents the biggest hurdle—or catalyst—to success.

Home Business® Magazine (HBM): What are the biggest mistakes that home business owners make when it comes to overcoming a recession mindset?
John Assaraf (JA): They allow their outside circumstances or the media to control their thinking. They stop seeing all the opportunities that a recession actually causes, doing the things that will help position them in the marketplace when the recession is over, and they stop spending money and investing. But that is the best time to close the deals for marketing and branding.

HBM: How can home business owners struggling in recession create a new financial vision?
JA: Whenever they are struggling, they have to understand the struggle they’re experiencing is a result. They’ve got to reinvent themselves and the positioning of their product and service by differentiating themselves, so they stand out from anyone else selling the same product or service.

HBM: What kinds of affirmations should home business owners make to overcome a recession mindset?
JA: I have everything it takes it to build my business in any economy. Money and business flows to me in abundance at all times. I easily attract all of the clients I require to help my business thrive.

HBM: How do home business owners make these affirmations?
JA: We have to create affirmations in a positive format and in present tense as if it’s already real. The subconscious mind doesn’t know the difference between something you’ve imagined or something you’ve looked at. Create the affirmation of the reality you want. By repeating it and emotionalizing it, you believe it and then you begin to act in ways that resonate with the affirmation.

HBM: Personally speaking, what is your favorite affirmation?
JA: I am a genius and I use my wisdom daily.

HBM: How does the act of developing emotional anchors for neural linking translate into dollars and cents?
JA: The universe responds to our emotions—not to the words. When we think about something we’ve already done successfully or that brings us a lot of joy, we have an associative feeling with that thought. At the neurological level, we’re connecting those two thoughts and ideas. It keeps us at a good, positive feeling at a subconscious level.

HBM: Some home business owners are so pressed for time that they would balk at your recommendation of spending 30 minutes a day practicing self affirmation. Why is this so important?
JA: We’re creatures of habit. Our brain is the most sophisticated piece of equipment in the universe we’re aware of but we don’t have the user’s manual for it. Like we exercise our bodies, we need to do “inner-cise” to get our brain to do what we want it to.

HBM: What are the most common misconceptions you hear about self affirmation?
JA: They don’t know how powerful our subconscious mind is, which controls 96 to 98 percent of all of our perceptions and behaviors. Most people have no idea what it is or how to utilize it.

HBM: What is the first step to beginning self affirmation?
JA: Gain knowledge on the topic. Once you have the knowledge, decide whether or not you want more health, wealth, a deeper spiritual connection. Find someone to help you take action. You have to have the environment to help you stay faithful to a new set of thought patterns. We don’t change because we just want to, or everyone would be skinny, happy, and rich. Everyone has the potential to achieve greatness and the life most people only dream about, but it takes faithfulness and commitment. When you’re interested, you do what’s convenient. When you’re committed, you do what it takes. Discipline weighs ounces; regret weighs tons. HBM

About the author: Deborah Jeanne Sergeant writes from her home in Red Creek, N.Y. Her web site is www.hometown.aol.com/skilledquill/freelance.html.

Previously published in the December 2008 issue of HOME BUSINESS® Magazine, an international publication for the growing and dynamic home-based market. Available on newsstands, in bookstores and chain stores, and via subscriptions ($15.00 for 1 year, six issues). Visit www.homebusinessmag.com

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