17. Why Entrepreneurs Must Unlearn To Find Success And Joy In Business and Life

In this unfiltered, soul-nourishing episode, Diana Sofia—subconscious reprogramming & nervous system regulation coach for impact-driven entrepreneurs—invites you to witness the raw, unvarnished truth of becoming the most authentic, powerful version of yourself.

If you’re a heart-led coach, expert, course creator, speaker, or service provider committed to making the world a better place, this episode will awaken you to the next level of impact, joy, and revenue.

Get ready: it’s not about hustling harder. It’s about diving deeper—uncovering the subconscious scripts and nervous system habits that cap your growth, holding you back from 3x, 5x, even 10x income and joy.

What you’ll learn:

• The real reason you’re not showing up as your truest, most liberated self—and how “survival programming” from childhood still runs the show for even the most successful entrepreneurs
• How unlearning and unbecoming the “good girl/boy/person” you were told to be is the essential path to exponential business (and life) growth
• The step-by-step process Diana uses to help heart-driven leaders uncover, reprogram, and embody their true essence—so they magnetize next-level results with ease
• How to fall in love with the never-ending journey of personal and business evolution (even when it’s messy, emotional, or brutally uncomfortable)

Key Takeaways:

• Your deepest programming—what you inherited from childhood, society, and previous generations—is still influencing your business outcomes until you deliberately unlearn it.
• Growth isn’t about learning more “tactics”—it’s about clearing internal blocks and regulating your nervous system so you can finally break through to new heights (in income, impact, and fulfillment).
• The fastest way to 3x, 5x, or 10x your results isn’t just action; it’s deep subconscious and somatic work—unbecoming who you were told you had to be, and embodying who you truly are.
• There’s nothing “wrong” with you for feeling fear, resistance, or overwhelm. The key is learning to reframe, accept, and lovingly address these patterns, over and over.

Quotable Moments:

“Some things you can delegate. But one thing you’re probably not going to be able to delegate…is your personal growth. So you might as well learn to love it, even when it gets hard.”

“If you want to really unlock your full potential, if you want to know who the fuck you really are at your true essence…you’re going to have to go through that

Ready for more? Diana’s specialty is helping you reprogram and clear your current subconscious and nervous system blocks so you can exponentially grow your impact, revenue, and joy. Check how to work with her below.

Connect with Diana:

• Connect on Instagram
• Diana’s Website
• Apply To Work 1:1 With Diana Sofia
• Learn more about "Rewired & Regulated To 5x" when enrollment opens!

Loved This Episode? Screenshot, share, and tag Diana Sofia on Instagram with your biggest insight—she’d LOVE to celebrate your insights and takeaways from the episode! Leave a rating on Spotify or a review on the Podcast App and share with a friend or fellow biz bestie who’s ready for more joy and expansion in their business journey.

Transcript

Diana Sofia: 0:12

Hello. Hello. Okay, so I am recording this podcast episode on my way from Phoenix to Sedona, and I just have so many thoughts and so many things that I wanna share. So I'm gonna as well just go ahead and do it. And, uh, these are my takeaways. After spending two days and a half with incredible business owners. That are impacting people's lives and they have amazing talents and gifts and expertise. And also with my mentor and Jenny Finley, and I mean the amazing coaches and just everyone, just like every, I literally learned so much from everyone and just take everything in. And one thing that just came like, I mean, came up, you know. I guess in a conversation, uh, is that this idea, you know, that sometimes we are not being the most, um, authentic or like the truest essence of who we are, you know, because, uh, as you know, we come to this world like a blank canvas somewhat, you know? And then we started going through life at least. I mean, these experience like in our bodies, right? Like in our. Subconscious mind, whatever. Obviously there's some stuff that we picked up from the womb and there's some stuff that comes from like generations and like all these different things. But in general, you know, we could just say that we just come as a blank canvas and then we go through life and accumulate certain experiences and we have like that conditioning of living with our families and going to school and like that specific, I don't know, religion that our parents or our, the people around us practice and like all these different things and. All of those things shape us, you know? And the thing is that because of survival mechanisms, you know, we, uh, need to, uh, there's a big intrinsic, instinctive need, uh, for us to please our parents or our caregivers, right? Because basically when we're little, like if it wasn't for them, we would die. Like legit. We would die, you know, like we are totally dependent on them. So. Obviously there's a survival mechanism. You know, where like that, I mean that we just, it's activated when we're, uh, during our like forming years and whenever, like it basically throughout our life when we are still vulnerable, you know, like we still not need that support and like care and emotional safety and all these different things from our parents. So what happens is that. In that process of obviously pleasing our parents so they can love us, so they can, you know, so I mean, they can take care of us, you know, and they don't want to kick us out and like, um, I don't know. And, and they were dead, right? Uh, we adopt all these different, uh, behaviors and, and me, and we said stories, meaning like beliefs about ourselves, about life, about like all these different things, right? And then after that. Those beliefs are just automated. They're like in your subconscious mind, in your nervous system, in your body, in your biology, right? They determine your reactions, your thoughts, your emotions, your behaviors, like from the moment that you get them forward, uh, they become, as I always say, filters and magnets. Filters by how you see the world and magnets to experiences and more evidence that support them, you know, so. What happens is that, um, obviously at some point in life, you know, like you, you are gonna have a lot of programming that is, um, like some of it is gonna be very useful, like very, you know, good, you know, uh, not everything's bad, obviously, you know, and then some of that programming is like serve its problems, you know, when we were younger, but it stopped like at some point it's just not useful anymore. Especially when we are like trying to build a business and put ourselves out there and just do all these different things, right? That are business things that take us outside of our comfort zone. Uh, like, and also business in the, especially in the beginning, it has so many freaking skills that you have to, I mean, it just pushes you to. To have to learn so many skills and new things. So like we are just constantly challenged in business to grow, to learn new things, to go outside of our comfort zone, to put ourselves out there in spite of the fear of rejection, fear of not being life, fear of judgment, fear of like all that stuff, right? Um, and any type of fear. And the thing is that when we don't do anything to run to like clear those programs, you know, they just continue to run our lives. So I was just telling this friend, former client that it is like we, we need to give ourselves permission in this life to constantly be in a process of unbecoming, right? Unbecoming who we learn to be. And embodying who we really are. And it's like I'm becoming, uncovering, embodying, I'm becoming, uncovering and embodying now in that process, you know, and especially in the, I'm becoming process, uh, that's where I support people mostly. You know, because I mean, a lot of times you can just hear, I don't know, somebody talk about something or hear a podcast, a book. Take a course, whatever it is, and then something shifts in your head and then from that moment forward, you know, like how like change are happening an instant. Suddenly the next day you're just like behaving differently. It can happen like that, but some more things are so entrenched, so like integrated and like so conditioned in our bodies and our minds that they like, you just need to use the the language. Of the nervous system, the nerve, the, the language of the body and the language of the subconscious mind to be able to go in there and pro reprogram, you know, like uncover what's, like, what created, what caused these, like way of ways of thinking, being, feeling, uh, these beliefs, right? And just overdose. Not supportive ones. Obviously the ones that are getting in your way, the ones that are stopping you, the ones that are like holding you back, the ones that are making you be overly afraid of what people think and um, and just, I don't know, legit feel like I was just also like talking to someone that legit felt like my ideas are so effing different. That the world is not ready for them. Like I feel like somebody's gonna come, like if I actually, you know, like fully go out and like fully just embody who I am and whatever it is I is, feel like somebody's gonna come and kill me, you know? Um, anyways, there's so many also about that because also there's, um, sometimes we carry consciousness and, um, and memories from past lives, you know, and that can be a hundred percent like a past life memory where we actually were like killed. You know? We were like, I mean, so many like. It's, it's called like, well, the witch, the witch wound, or, um, some other people call it like when you are burned at the stakes. Yeah. Like the witch, the which one would, which, which would be like when you're burned at the stakes. Right. So anyways, um, I kind of derailed myself, but so, so we just have to clear all those things in order to accomplish what we want. So again, we're constantly in this process of unbecoming unlearning. Then, um, yeah, like, I mean, understanding who we truly are kind of connecting with that I, I personally think that when we unlearn, like, and, and in that process, obviously we clear these like patterns and these are all these different things. That's when you start seeing more clearly who you are. Actually, you know, in the absence of. Traumas in the absence of your conditioning, in the absence of like your fears, your wounds, your like, um, all these different things. You know, you start seeing things. But let's just say that the three steps would be unlearning and becoming, which is the same thing. Uh, and then connecting with who we truly are and then embodying that in our minds. And in the 3D world, you know, that's like a process. That we just have to give ourself permission to, um, to just go through over and over and over and over and over again. And in my opinion, if you are, uh, an entrepreneur, want to be an entrepreneur, you know, or want to like, pursue something that is like somewhat different than like what? Society has laid out for us, right? Or like what most people do, or if you have a dream of any type or if you want to just challenge yourself and like do, I don't know, something, challenge your body, your mind and do like, I don't know, my boyfriend does this, um, ultra marathon, ultra races, you know, uh, where like he has on like a a hundred mile race. Can you imagine? You know, like it's just challenging your body, like, and your mind. To that, that extent or more, right? Like if you want to do anything like that, you are gonna have to go through that process like more intensely. You know, like obviously if you're happy with like, you know how things are and everything, like sure. Like to each your own, everybody's on their own journey. I'm not saying that everybody has to freaking do that work, but if you want to just be happier if you want to. Really unlock your full potential if you want to know who that fuck you really are. You know, like at your true essence, who you are meant to be in this world, you're gonna have to go through that first step of un like unlearning and un becoming. Because like again, you know, our survival brain drove us to just be in a certain way. You know, like it just created about a bunch of like coping skills and. Um, yeah, and like coping mechanisms to navigate our lives, you know, and some of us like had, um, more traumatic experiences, you know, and some of us like had like more, you know, like happier, like more supportive, like environments and childhoods and whatever it is. And then some of us had that, and then it still had our own filters and minds and whatever to like, filter things through. So like even in a, like, I mean, super happy, supportive environment. If like that person, individual has, uh, their filters in a certain way, you know, because of whatever, um, how their, their makeup, right? Their gen genetical makeup or whatever it is, they will process like things totally different, which is why like, you know, this happens so much, right? Like where like, brothers, sisters, siblings, you know, like they live in the same, like under the same roof with the same parents and they have widely different experiences, right? Uh, so anyways. Uh, but yeah, if we want to be happy, we want to unlock our potential. If we want to achieve like amazing things, whatever is that we want, you know, that is outside of the most like walked path of life, you undoubtedly are gonna have to, um, go through this process of, and learning and becoming, connecting with who you are and embodying that version of yourself. And it is not a freaking easy process at. Oh, like at all, at all. Not at all easy, but it's so fucking amazing, you know, and I, I am the type of person that, like, if I know I'm gonna have to, you know, like I, like, I, I will try to delegate as much as I can, you know, of the things that I don't wanna do, you know, in the, to the extent of my possibilities, obviously financial and like, you know, something anyways. Some, some people would argue you can delegate everything, you know, but one thing that like probably you're not gonna be able to delegate is your personal growth. Yeah. I'm sorry. So that, and what that means for you, you know, is that you have to like to, no, well, I mean, you don't have to, you don't have to do anything. You're not obligated, obligated to do anything. But it is my way of thinking, you know, that if I am not gonna be able to delegate something. You know, if I'm like, if I'm gonna have to like do something in order to be happier, achieve things that I want, like just live, live and create a fucking incredible life, right then, you know, I'm just gonna learn. Or like I'm gonna find ways to enjoy that f out of it. One of those is personal growth, you know, and like I love, like I have like, there was a moment, you know, when I had my, I don't know, spiritual awakening and like. And I found all the self-help books. And then I feel like after that I pretty much didn't touch. Yeah. Like I touch like maybe three more like nar like, um, how do you call it? Narrative or story books or like nonfiction books. But then after, that's like pretty much everything that I have that I like reading on whatever it was has been, um, yeah, personal growth and stuff, you know, so I've always been. Like inclined, not always, but since that moment, you know, forward, I, I have been inclined to just do that. Right. But at times, you know, I have gone through such challenging moments in my life and such crazy, like, I mean the last 12 months is a perfect example, you know, like such crazy challenging, like. I mean, grieving emotions like, uh, change of like, you know, like divorce and then living the, like, everything that I like my life as I knew it all behind and like, it's just, I mean, insane if fucking challenging like so many layers of grief, right? And, and sadness and like all these emotions and like all these emotions at the same time. Because at the same time I was also like, I mean. Happy and like, you know, and grateful for the lessons and all the things, right? Like, so I've always been inclined for to, to do this work and stuff from the moment that I had my spiritual awakening and like personal growth, awakening or whatever you want to call it. But when life gets life in, you know, and you are just being bombarded by all the challenges that you can imagine, you know, all at the same time and all the changes and whatever it is. Can't take you to such edge, you know, which happened to be where you're like, I am so f entire of growing and healing. And I'm like, I am just exhausted, you know? When can I get a break, please? Seriously. You know, like, and I, and I feel like maybe you can relate, I don't know, maybe you have gone through like those cat Atsic years, you know, or like arm, arm, you know, like my really good friend slash sister. Dania loves saying, you know, um, maybe you have gone through those moments where like, you're like, can I just get a little break, you know, from this like healing and growing, whatever, or like the, the typical mind pack of like, I thought I have freaking work on this shit already. Like, what the fuck? You know, what the actual fuck, you know? So anyways, so I say all of this because yeah, like you can love personal growth and minorities and then life will take you. To such edge, you're just tired of it, you know, at times, you know, and you're just like, you just wanna freaking like, um, yeah, like, um, I don't know, like a pause, let's just say, you know, and, and, yeah, but I, I say this because also because we can learn to see the gift in everything and like see the like learn to. While you're going through it, it's, it's hard. I'm not saying that it's easy, you know, like I have legit, it has taken me years to get to this level of, you know, like understanding of life and like navigation of life, you know, and challenges and stuff, but in the middle of like crazy manner and whatever it is, like trust the deeper truth that everything is happening for you. That you are growing in ways that are like. Outstanding that you're doing an amazing job. That, um, yeah. That it is like, yeah, that this is just happening for you, you know? And, and like, and, and like in a way, I don't want to be sad, masochistic, you know, but like, in a way kind of like relish in that, that's life. You know, you are going to be taken to the edge. You're gonna have like, life is all the range of emotions. Life is. All the range of experiences, you know, and at every single moment in time and, and moment in life, you can choose to experience that and like, hate it and resist it and say like, ah, no, blah, blah, blah, which is fine. You're human and you're gonna go through like, I, I have a hundred percent resist it. Like, kind of like, can you fucking give me a break? You know, like, this is insane. Like, like I, there's so much shit. Or like having moments of like just breaking down and just. Thinking and just crying, you know, saying like, I just want to feel like my normal happy self that I used to be before all of this happened, you know, where I was. It's like more, um, consistently like happy and just say with, you know, like, kind of like more even in my emotions, you know, like I have had to process a back load of emotions and a fuck load of loss and. And ity middle and stuff is just insane. And like, uh, loss of identities, you know, that I didn't even notice until obviously I was like faced two, like everything was stripped away and like all these different things and like, I don't know, shame, embarrassment, like literally the whole fucking, like that whole rigging, you know, rave of emotions. And even with all of that, even if it was hard as fuck, I can tell you, you know, like I would wouldn't change one leap of it. Seriously. You know, I even. When it was happening, while I was like freaking sometimes, like, I mean in my, all my knees, you know, just like freaking crying and whatever, and just like really going through it, you know? I just knew in my core, in my soul, you know, that like it was all happening for me. This is like the best thing that could happen, like this is like, I'm, I'm just learning so many things. I'm gonna continue to learn so many things. I'm like developing my strength, my. Resilience, like, and I can, I could just see so much positivity, like positive things in this without like being just all like, oh, like gaslighting you and gaslighting yourself and not allowing you to feel, it's like, no, I'm here for it. I'm here for fucking all of it. You know, like, and obviously I'm not gonna wish for more challenges that I'm meant to have. You know, it's like, oh yeah, give it to me, or whatever, you know. But like, but just challenges in life are unavoidable, you know? So like, um, I feel like we. Yes. Like, I don't know. I just feel like we have, like if you cannot avoid something, then you're like, the best thing that you can do is if you can obviously learn to love it. And if you can't learn to accept it and be at peace with it, right? So I think that's why I tell these whole things. I give yourself permission to always be that. And learning and becoming and, and like connecting with your, your true self and embodying that new self, you know, that true self and on and on and on. And also fall in love with the journey. Fall in love with that process of, and learning and becoming and like anyways, connecting with your true self and embodying it, right? And even if it's harder times, even if like life strips you away from everything that you have known. You know, um, yeah, like maybe in the moment you're not gonna be able to like, feel grateful and see the silver night lining or everything. And that's totally fine. A hundred percent fine. Just be there with that, with that, you know, like, I, I love this, this thing that my, my really good friend and I like say all, like, say often, you know, especially in the last 12 months. Like, you know, it's like I, like, I know I. Quote unquote, should be excited about this, you know, because we're traveling and this, and whatever. Like, and I don't know, like, or we're moving around and, and we, these like dreams that we had and blah, blah, blah. You know? And also in, in certain moments of, of life last year, that was really hard. It's like, you know, but right now, in this moment, you know, like, I don't feel excited. I don't feel like super happy, Jojo sparkly, you know, like, and joyful and whatever, you know? And I'm gonna allow myself to just not feel. Part the judges orders and know that at some point that's gonna change because yeah, like we just live in an impermanent, impermanent world. Impermanent world and in impermanent bodies are constantly changing. Our emotions are so fluctuating, right? So just like, I mean like sadness and grief and all these different things and like, and frustration or whatever. Then or point I'm gonna be like happy and this and that and whatever. So it's just part of life, you know? So like, just be here for all of it. Um, learn to accept it, be at peace with it or, or learn to love it, you know, and, and yeah. And sometimes you won't love it as much. Like, you know, last year my personal growth is became really challenging, but, um, and at times I was, it was insane if I uncomfortable. But right now, looking back, I can tell this, like I wouldn't change one sheet of it, like nothing. Seriously. It's just like. Um, and then, I mean, I guess like, yeah, there's a few things that I like regret in like the way that, that they happen or like whatever it is, you know, but at the same time, looking back, it's like, holy fuck, like poor, like, like I not poor, but like seriously, that version of me was just doing that best that she could, you know? And I have like, I have fine peace in. In see, like looking back and seeing like, holy fuck, she could have not done anything differently. She was in a trauma response. She was in fight or flight. Um, yeah, like, I mean, she could have not done anything differently, you know? And yeah, decisions needed to be made. Changes needed to be made. And you know, like, yeah. And I have had to like also feel all the emotions of like shame and embarrassment and like regret and, um. I don't know, like beating myself up at times, you know, whatever, you know. But like, again, I am here, here for eat, you know, like, yeah, just life throws lemons. I'm gonna make lemonade. I'm gonna make the best out of anything that, you know, life throws at me. And, and yeah. And there's always a reason for, for everything like lessons and learnings and like growth and wisdom and so many things in, in those moments, you know? So anyways, that is it. Um, hope this was helpful. Um, and yeah, and I want to be doing more of these podcast episodes that are just coming from moments of inspiration where like, I literally grab my phone. There's no, um, there's no. Uh, mic, you know, professional mic or anything. It's like, yeah, it's just me with a phone and talking to the phone and that's it. Super raw. No anything. No anything. That's it. Thank you so much for your attention. Your eyes, your ears. No, your, not your eyes, your ears here. You know, it's super appreciated. And if you like this episode, if you had, um, if it made, uh, an impact or if you experienced a shift or. Shifting perspective, and it was helpful. Two things, uh, share with our people and also, um, you can leave a review. And also I would love to know about you, you know, like if you can tell me, like, send me your, your breakthrough or anything, I would love, I mean, I don't need to share it with like everyone, you know, you can just send it to me and I won't share it and you can just tell me, no, I don't want this to be shared. Or if you want, you can share it. You know, like all of that just helps, uh, support this podcast so that it reaches. More people's lives. More people's lives. So that's it. Big, big hugs and flying kisses. Bye bye bye.