“I Can’t Afford It” Is a Lie—Here’s What’s Really Going On

A while ago, a potential client reached out to me, deeply frustrated with where he was in life. He knew he needed a shift. He said, "I know your work is exactly what I need... but I can't afford it."

Fair enough—I've heard that before.

But here's where it gets interesting. I offered him a discount. Still no.

I offered a payment plan. Still no.

I even said, "Start now and pay me later. Let's just get you out of this loop." And still... nothing.

That’s when it became crystal clear: it was never about the money.

When someone is truly ready to change, they find a way. And when they’re not, the subconscious will find every excuse to delay transformation. Money becomes the most convenient mask.

Here’s the hard truth most people don’t want to hear: change threatens the identity your subconscious has been protecting—sometimes for decades.

If you’ve built your sense of self around being the overthinker, the people-pleaser, the one who always puts others first, or the one who "just gets by," then real transformation will feel like a threat. Your subconscious isn't trying to sabotage you—it’s trying to keep you safe. Even if that safety means staying stuck, struggling, and broke.

So let’s talk about fear of change—because that’s the real issue.

Fear of change is not logical. It doesn’t care how much you want a better life. It’s rooted in a primitive part of your brain that equates familiarity with safety. Even if what’s familiar is burnout, anxiety, or under-earning, your subconscious would rather cling to the known than risk stepping into something new.

You might say you want freedom, ease, or more income—but if a part of you believes it will make you unsafe, judged, rejected, or unworthy, then that part will win every time.

That’s why people self-sabotage. That’s why they procrastinate, ghost opportunities, or rationalize staying where they are. That’s why even the best intentions fall flat.

Fear of change is the silent force driving so many people to say, "I can’t afford it"—when what they’re really saying is, "I’m terrified of who I’ll have to become."

And that’s okay. Fear is human.

But staying stuck because of it? That’s a choice.

This is the real work I do with my clients. I help them make the unconscious conscious. I help them step out of fear—not by forcing change, but by making it feel safe to evolve.

Because no amount of strategy, budgeting, or hustle will outwork what's buried in your subconscious.

If you've ever said, "I can't afford it," ask yourself this:

• What am I really afraid of?

• Who would I have to become if this actually worked?

• And why does that feel unsafe?

The truth is: Money isn’t the obstacle. The subconscious is.

And the moment you’re ready to face that truth, your whole life begins to shift.

If you’re done making excuses, and you’re ready to experience real transformation, Book Discovery Session.

Let’s uncover what’s really holding you back.

No fluff. No shame. Just deep, lasting change.