You’ve probably already collected enough strategies to get more clients, raise your fees, and run your practice like a business… so why does it still feel hard to execute? In this episode, I unpack the pattern I’ve observed over years of coaching counsellors, psychologists, and social workers: it’s rarely the strategy that’s “not working” it’s usually the identity you’re operating from. If you’re stuck in helper mode (client-aligned) and you haven’t integrated the business-owner version of you, even the best plan can end up abandoned, half-implemented, or constantly replaced with the next shiny “fix”. You’ll hear what changed for me after building an AI-supported self-coaching process designed to surface subconscious drivers (the iceberg beneath the surface) and why it created a noticeable absence of anxiety, stress, and emotional spirals when doing hard business things. I also explain the identity-first framework I’ve built to help private practice owners stop cycling through “what’s the next strategy?” and instead create an upward/outward spiral of progress with an evidence bank of results that builds confidence, consistency, and income. If you’re in Australia and you’re starting a private practice or you’re already in practice but not consistently booked (or you’re booked but not profitable), this is for you. Quick win action step: pick ONE strategy you already “know” you should do (fee increase, cancellation policy, Google Business Profile, GP meet-and-greet) and ask: “What would the business-owner version of me decide here?” Write the answer down, then implement one small, specific step within 24 hours. Timestamps:00:02 Why you don’t need another strategy (you need implementation insight)00:44 New podcast intro + what’s changing behind the scenes01:58 “New level, new devil” and why growth brings old stories up05:49 Why I built an appointment-free coaching model (and why “1 hour sessions” are bologoney)07:06 The iceberg problem: conscious awareness vs subconscious drivers08:41 The Dunning-Kruger moment with AI (and what actually changed)14:37 How the AI-supported process surfaced hidden beliefs and reduced anxiety fast19:14 Releasing offers (DCS, supervision) and the “pay it forward” transition24:11 The pattern: strategies work… so why do some people still not get results?29:37 The core issue: mindset vs identity (and “helper mode” vs business-owner integration)32:07 The framework: identity → strategy → implementation → evidence bank → upward/outward spiral37:46 Real-world changes: website, social presence, offers, and showing up differently41:10 Manifesting the move + taking real-world money action54:22 Practice Momentum applications close December 31, 2025 (last intake at current fee) Call to action and resources (clickable links):Take the Practice Momentum™ Quiz: https://brooklyn.myflodesk.com/pmquizApply / learn about Practice Momentum: https://brooklynstorme.com/practice-momentumWebsite Wellness Check: https://sales.brooklynstorme.com/website-wellness-check-up-aud/The Ultimate Private Practice | Free Community: https://sales.brooklynstorme.com/ultimate-private-practice-free-community/My YouTube channel: https://www.youtube.com/@theprivatepracticecoachThe Happy Practice Etsy Store: https://thehappypractice.etsy.com   Mini FAQ: How do I know if this is my issue (identity) and not the strategy? If you’re repeatedly asking “what else should I do?” while skipping, delaying, or half-implementing proven steps, it’s likely identity friction (how you see yourself, your client, and money). Isn’t this just money mindset? It can include mindset, but this goes deeper: identity is the role you default to under pressure (helper mode vs business-owner mode) and it drives behaviour. Will AI replace a supervisor or coach? No. Used well, it can reduce cognitive load and help you see patterns faster  but it should be used ethically and with clear boundaries (especially not directly with clients). What if I’m already booked bu