What if the secret to achieving your biggest business goals isn't working harder — but reprogramming how your brain processes success? In this episode of The Grown Up Business Podcast, Paul Avins is joined by Brian Mayne — creator of Goal Mapping, a proven 7-step system used by Microsoft, Disney, Coca-Cola, and over a million people worldwide. Brian shares his remarkable journey from losing everything at 29 — his business, his home, his marriage, and being over a million pounds in debt — to discovering the neuroscience-backed principles that transformed his life. From being unable to read or write until age 30, Brian rebuilt himself using personal development techniques and went on to create a global methodology that combines words and imagery to activate whole-brain goal setting. Together, Paul and Brian unpack the seven universal success principles, why most people set goals the wrong way, how to overcome limiting beliefs around money and achievement, and why changing your identity is the only way to create lasting transformation. This conversation goes deep into the science of affirmations, visualization, subconscious programming, and how to break free from cultural conditioning that keeps entrepreneurs stuck. This episode is essential listening for founders and CEOs who want to scale faster, think bigger, and finally achieve the goals they've been chasing for years. Key Takeaways The 7 universal success principles that govern all achievement — and how to apply them Why most goal-setting methods fail — and the neuroscience behind what actually works How combining words (for the conscious mind) and imagery (for the subconscious) creates whole-brain activation Why affirmations must be personal, positive, and present tense to command the subconscious How to overcome limiting beliefs around money, success, and identity Why you can't out-perform your self-image — and how to reprogram it The 7-step Goal Mapping system: Dream, Order, Draw, Why, When, How, Who Why people support what they create — and how to get your team bought into the vision How to break out of negative spirals using physiology, not just mindset About the Guest Brian Mayne is the creator of Goal Mapping, a personal development system used by over a million people in 30 countries. His work has been adopted by Microsoft, Siemens, British Telecom, Disney, Coca-Cola, and schools worldwide. Brian is the author of four books including Goal Mapping, Life Mapping, Action Mapping, and Self Mapping. He has certified nearly 1,650 trainers globally and specializes in helping individuals and organizations achieve breakthrough results by aligning conscious intention with subconscious programming. Next Steps Apply it now Identify one goal you've been struggling to achieve — and ask yourself: have I programmed my subconscious to support it, or sabotage it? Learn Goal Mapping Visit www.goalmapping.com to explore Brian's books, certification programs, and digital platform. Scale with Paul If this episode resonated, Paul's work focuses on helping founders step out of the day-to-day and scale with structure and confidence. Book a call with Paul: https://www.paulavins.com/book-a-call Subscribe to the Scale-Up Newsletter: https://www.paulavins.com/newsletter-opt-in About Paul Avins Paul Avins is a scale-up business coach and founder of the Grown-Up Business framework. He works with founders and CEOs to help them move from operator to scale-up leader — building businesses that grow sustainably, scale beyond the founder, and create real enterprise value. Paul's work focuses on disciplined leadership, high-performing teams, and systems that replace chaos with clarity. Level Up. Team Up. Scale Up. Fire Up.
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