Richard Friesen is a philosopher turned financial trader helping people achieve financial abundance by rewiring their mindsets about money.

BtR 382 Rewiring Your Brain for Financial Abundance – Richard Friesen

Have you ever heard these common myths about financial abundance? Myth #1: Money is the root of all evil. Myth #2: You have to work hard to make money. Myth #3: Rich people are greedy and selfish.

In this episode, our guest Richard Friesen will debunk these limiting beliefs and share the truth behind rewiring your brain and achieving financial abundance for personal fulfillment.

Richard Friesen is a philosopher turned financial trader helping people achieve financial abundance by rewiring their mindsets about money.

Financial Abundance and Rewiring Your Brain

Discover the astonishing story of Richard Friesen, a philosophy major turned market maker, whose life took an unexpected turn. From a novice trader to a successful entrepreneur, Richard’s journey is a testament to the power of self-belief and determination. But it was one fateful night that changed everything, when he confronted his self-imposed limitations and made a decision that would redefine his relationship with money and success. 

Brace yourself for a remarkable twist that led Richard to not only build his own prosperous trading firm but also inspire others to break free from their own limiting beliefs. You won’t believe what happened next…

In this episode, you will be able to:

  • Uncover how a potent mindset is instrumental in achieving remarkable financial prosperity and independence.
  • Acquire tactics to question and replace restrictive beliefs about wealth.
  • Absorb a unique perspective of viewing money as a testimonial of appreciation.
  • Realize the importance of delivering value and deriving meaning in one’s professional sphere.
  • Gauge the knack of leveling financial aspirations with life elements like kinship, spirituality, health, and potential opportunities.

My special guest is Richard Friesen

Step into the shoes of Richard Friesen, an unconventional trailblazer in the world of finance. Once a philosophy major and practicing therapist, today Richard applies his prowess in psychology and Neuro-Linguistic Programming to reshape individual perceptions about money. 

Personal growth for Richard involves confronting and defying his self-imposed economic limitations, a quest shared with his audience. Through intriguing anecdotes like his standoff at the trading pit, Richard is a living testament to the power of mindset shifts.

The Role of Mindset in Financial Abundance

Richard Friesen’s experience as a stock trader provided him with key insights on the pivotal role mindset plays in achieving financial success. Adopting a growth mindset has the potential to unlock abundant opportunities and new levels of success. Essentially, being mindful of the quality of your thoughts towards money and intentionally fostering positive beliefs can significantly shape your financial outcome.

Overcoming Money-Related Limiting Beliefs

Unveiling and challenging our money-related limiting beliefs can be a transformative process for our financial life. Richard Friesen’s own journey of overcoming his unconscious belief that his value was capped at a particular income is inspirational. By taking conscious steps to recognize and question these limiting beliefs, it’s possible to set ourselves up for higher levels of financial success.

Restructuring Perspective on Money

The conversation between Jerry Dugan and Richard Friesen highlights the rejuvenating effect of changing our perception of money. The idea of viewing money as a “certificate of appreciation” for the value delivered puts a positive spin on wealth accumulation. It encourages us to focus more on giving value, believing that appropriate financial rewards will automatically follow, thereby creating a more purposeful and fulfilling life.


00:03:46 – Richard Friesen’s Journey in Trading

00:06:31 – Overcoming Limiting Beliefs

00:14:42 – Conflicting Beliefs and the Role of Money

00:18:01 – Shifting Focus to Delivering Value

00:21:09 – Uncovering Limiting Beliefs

00:24:25 – Finding Meaning in Pursuit of Money

00:27:27 – Prioritizing God, Family, and Value

00:29:54 – Conversations Money and Free Course

00:30:58 – Gratitude and Creativity

00:32:24 – Defining Success

Richard Friesen

Richard Friesen works with professionals and business leaders who want to increase their personal effectiveness with joy and grace. His neuroscience-based Mind Muscles™ model gives his clients the opportunity to reach their goals with online training, simulations, interactive exercises, group support, and real-time decision processes.

Richard has been a futures broker for Merrill Lynch, a floor trader on the CME, CBOT, and the options floor of the Pacific Exchange where he built and sold a successful options trading firm where he served on the Exchange’s board of directors. 

He also founded and built a financial software company and is the inventor of ten significant trading interface patents. This combined with his Master’s Degree in Clinical Psychology, Neurolinguistics Programming Master’s certification, and neuroscience focus, brings a unique framework to business, investing, and career success.

Rich is building a Money-Positive community with his book A Private Conversation with Money and his online course. This book observes the main character “Joe” who deals with all the conflicts, self-sabotage, and belief systems around money and wealth.

If we’re using the future and money and our desires to fill a hole in our heart, what we discover is we make that money and it doesn’t fill that hole in the heart. – Richard Friesen

Money can exacerbate our faults, but once we reframe it as a certificate of appreciation, we can detach it from our modeling and beliefs, and focus on delivering value instead. – Richard Friesen


Subscribe on your favorite podcast player.

Follow Rich Friesen on Facebook, LinkedIn  and his YouTube Channel.

Other episodes and articles you’ll enjoy:

Manifesting Goals through Written Vision with Dr. Sharita Humphrey – BtR 363

Cliff Ravenscraft on Expanding Your Mindset on Your Value – BtR 279

Total Activation Beyond the Poverty Mindset with Nitin Chhoda – BtR 095

Connect with me:

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Leave a voicemail at (469) 608-0355.

Send an email to [email protected].


Hosted and Edited by Jerry Dugan


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00:00:00 – Richard Friesen
Is if we’re using the future and money and our desires to fill a hole in our heart, what we discover is we make that money and it doesn’t fill that hole in the heart. So, like drugs, sex, money, gambling, all these things, that if we’re missing something deeper, that when we get them, we have to go for the next thing and the next thing and the next thing. So if one of the things we work on is what is meaningful to.

00:00:29 – Jerry Dugan
You, do you feel like you’re stuck in a rut in life or in a dead end job with no progression? I’m Jerry Dugan, and welcome to beyond the Rut, the podcast that offers you the motivation, inspiration and practical tool to help you build a life worth living. My show is here to help you break free from your limitations and find a path to success. Join me as I share encouraging stories and actionable advice on how to get out of your rut in life and create a vision for your future. Life is just too short to live stuck in a rut. Here we go. Hey, rudder nation. This is your host, Jerry Dugan, and I just have a question for you. Have you ever found yourself waking up in the middle of the night with a revelation of a limiting belief that you have had on yourself that’s been keeping you from living out the dreams you’ve always dreamt of living? Have you ever had a question like that? Because our guest this episode, Richardard Friesen, when he was a stock trader, he had just that happen to him. He woke up in the middle of the night, realized he had a limiting belief and decided that morning he was going to do something differently. It reshaped everything about his perceptions about money and his pursuit of success so that he could have it all. I’ve talked about it on this show all the time, that there are ways for you to pursue success and not lose your family or your faith in the process. And that’s exactly what we’re going to be talking about here. Not only is Richardard an experienced stock trader, but he helps people like us achieve the same kind of wealth and family success that we are pursuing. So sit back, relax, grab a notebook and a pen because here we go. All right. Hey, Richard, thanks for calling in. How are you doing today?

00:02:21 – Richard Friesen
I’m doing just fine. It’s a Saturday morning in San Jose, and we’ve had a series of storms. We got clear blue skies going on, so it’s going to be a day to work on the roof.

00:02:33 – Jerry Dugan
Oh, awesome. I love that we just kicked this off sounding like a news report. I love it. That’s why I did my cheering just now for those watching the video, but those listening in, you have no idea what celebration I just had in my own dorky way. But San Jose, California, that’s close to where I grew up for middle school and high school. I’m out of the Monterey Peninsula, and my brother and my dad still live in, I believe, Santa Clara. So you guys are close? Sort of, yeah. Got all that distance in between, but yeah, but we got you on here because you got some experience doing some trading, and you do a lot of work around helping people with mindset related to money. Even published a book called A Private Conversation about money. And then I was just going through your bio one more time just to make sure I was talking to the right person when you came on here. And I don’t know how I missed this, but you got a bachelor’s and a master’s degree in clinical psychology with certification in Neuro Linguistic programming, so I definitely want to touch on that because that just makes sense. Like, mindset shifts and thinking about money ties in with you’ve got the chops to talk about. This is the point I’m making, everybody, I guess, from a more basic level, tell us about how you got involved with trading and why mindset around money is such an important topic to cover.

00:03:59 – Richard Friesen
Yeah, well, I got fortunate that a friend of mine and from Whedon College you might be familiar with that got into trading and started a trading firm and invited me to come along. And I thought, oh, I don’t know anything about that. I’m a philosophy major. I’m a therapist. What do I know about well, you know, some people who don’t deserve it have a lot of it.

00:04:29 – Jerry Dugan
How do we know money is real?

00:04:31 – Richard Friesen
Yeah. I went to work for Merrill Lynch for a couple of years, and then I joined the firm, and there they dropped me onto the floor of the Chicago Mercantile Exchange, and from there I worked for them. I started a desk out here in San Francisco at the Pacific Exchange and eventually created my own trading firm. So what I discovered was just creating my own firm, and even before that, that my own mindset was the critical factor. In fact, I have a story about that, about my own internal limitations, and that eventually gave me a clue to how to really accelerate the traders who I hired.

00:05:14 – Jerry Dugan
Oh, wow. So, yeah, I think you’d mentioned there was something about a $200,000 limit in your brain.

00:05:21 – Richard Friesen

00:05:22 – Jerry Dugan
Is that what you’re talking about?

00:05:23 – Richard Friesen
Yeah. Tell us about it was a long time ago, April of 95. It was the middle of the night, and I heard this voice. And this voice said, Richard, you’re only worth 200,000 a year.

00:05:34 – Jerry Dugan

00:05:35 – Richard Friesen
Sat up in bed. I mean, it was like I heard it.

00:05:38 – Jerry Dugan

00:05:39 – Richard Friesen
Looked around. Wife was sleeping peacefully beside me. Yeah. So it wasn’t her. There was nobody else in the room. And I realized that was a voice inside my head that I had been carrying around around worthiness competency and all that that just was just a drag. So I got up, showered, dressed, and drove across the Golden Gate Bridge to the Pacific Exchange, where I was an independent market maker. I sat on the steps, the concrete steps, because the exchange wasn’t even open yet and gave it some thought. The first year I was on my own and left the big firm, I was very careful. I made 125,000 just really carefully, then made 150, then 175, then 200, and then 200. But what happened in 95 was I was trading Micron Technologies. It’s still a memory chip company.

00:06:34 – Jerry Dugan
I remember them.

00:06:35 – Richard Friesen
It just took off. And there was only like, four market makers in there, and I was up $200,000 by the middle of February. That was my year’s income. And then I was down, up, down, up, down, up. And in April of 95, that’s when I woke up, and I realized I had this voice inside me. So when the doors opened, I went into the exchange, and they don’t have pits anymore. Of course, your younger people won’t even know what a trading pit is, but sometimes hundreds of people yelling and screaming and buying and selling. So I stood at the back of the pit like I always did. Richardard Friesen very careful philosophy majors, therapist. You know, just looking at I’m not like the rest of those wild guys down there buying and selling. That’s not me. But I realized I was done with that voice, and I went and stood right in front of the order book official, right between where the two busiest brokers would be, and I stood there, and then the rest of the everyone else started filling in once we get closer to the bell. And the guy who always stood there looked at me because you know where’d.

00:07:45 – Jerry Dugan
You come from kind of look or yeah, you usually stay back there. What are you doing?

00:07:48 – Richard Friesen
Richardard Friesen, the philosophy major in the back of are you to stab me?

00:07:52 – Jerry Dugan
What’s going on?

00:07:55 – Richard Friesen
So the bell was about to go off, and he just tapped me on the shoulder as if to say, okay, Richard, out of here. This is my spot.

00:08:01 – Jerry Dugan
Oh, wow.

00:08:02 – Richard Friesen
I didn’t move. So we started a pushing match. The exchange official says, you guys get into a fight, $10,000 fine each immediately. So I stood my ground. The bell went off, and not really. Richardard Friesen is way at the back of the pit. Careful, and I don’t want to blow your ears off here. So I’m going to move back from the mic a bit.

00:08:22 – Jerry Dugan
I’ve got to turn down over here now.

00:08:24 – Richard Friesen
I sell you 20. Buy them.

00:08:26 – Jerry Dugan
Sold, sold, sold. Half bid.

00:08:29 – Richard Friesen
I’ll buy them.

00:08:30 – Jerry Dugan

00:08:31 – Richard Friesen
Richardard Friesen the pit thought Richardard Friesen had gone berserk. But what happened was that I realized I was done with that internal voice. And I went on to build a trading firm with the profits. And some of the third of the traders that I hired would just make money like I was, because we had a system that would risk management. We knew what we were doing. We knew the valuations, and the third of them do okay. And a third of them just couldn’t make it. And I brought in the hypnotherapist. And what we discovered was, just like me, they had an internal limitation all the way down to their identity, their beliefs about themselves and the world, which resulted in behaviors that no longer served them.

00:09:16 – Jerry Dugan
Wow. Yeah. And did you wind up having to pay the $10,000 fine or did the fine?

00:09:21 – Richard Friesen
No, he backed off. I just stood there. There was something in me that knew that there was a shift that you talk about beyond the rut. Well, we can talk about ruts neurologically. Like, for example, if you’re learning to drive a car, I’m going to tell you how old I was. You’d buy it, putting it in the clutch to stick shifts on the column. First year, you add a little gas in the go bong, but eventually there’s no neurological connection for that. But eventually you do it enough, all that gets automated neurologically. You don’t have to think about it beyond the rut. Well, the rut is we have all these connections that don’t facilitate us getting into the next step or the next thing. So we have to intentionally create them to get beyond the rut and to create new behaviors. And this requires sometimes some concentration, some intention, some beliefs about ourselves. So I love the name beyond the Rut because it’s so visceral about how we get stuck. And then the question is, how do we get unstuck and step into that greater self? And for me, it was a voice in the middle of the night. But then as I started working with clients, writing my book, the question was then, can we do this intentionally? Can I take an accidental voice and create an intentional process and program? And that’s where I am right now, working on always improving that.

00:11:04 – Jerry Dugan
Yeah. And you had a very tangible experience, too. You were telling us you hit that $200,000 mark in February of that year and pretty much stayed there. And it made me think back to when I was a premed student, and there’s a reason why I’m not a doctor anymore, or it never was. Actually, let me correct that. I never made it to med school because I got out of college with a 2.1 GPA, which doesn’t get you into med school. It turns out even Stanford was like, oh, that’s cute, but you probably need some they didn’t say cute, but they gave me some pointers, which led me to joining the army as a medic. But I never came back to apply for Stanford’s Medical School. But my faculty advisor picked up on the fact that I was sabotaging myself. The reason why he knew this is I was getting an F in a class while tutoring people to get A’s and B’s in that same class.

00:11:57 – Richard Friesen
Oh, my gosh.

00:11:58 – Jerry Dugan
And he’s like, how is it this guy is failing? But then I just signed off somebody else’s degree plan for the next semester who passed classes because of and, you know, I did an identity check. There’s only one Jerry Dugan in this school, so it’s this guy, and he’s failing. And he had even offered, like, I think you’re gifted in teaching people and helping people understand patterns and concepts and so on. Maybe that’s what you really want to do. Deep down inside. I was like, no, because those who teach can’t. And he’s like, okay, fine. Good luck next semester. And that was it. It was like he was done with me, but he tried. But looking back, that was me holding myself back from something. And for me, in this case, it turns out I really didn’t want to be a doctor, that I really wanted to be doing this kind of thing. Podcasting, teaching people, help, coaching people to succeed. That’s the thing that gets me fired up. But the other thing I really want to do in life and this is why I wanted you to be on the show is that I grew up in a home where very limiting beliefs about money and a lot of folks that I had to look up to, like uncles, aunts, cousins. They looked forward to collecting an SSI check from the government for the rest of their lives, starting at 18 years old. And I’m like, you can’t buy anything for that. And I want to go out with girls, and there’s definitely not enough money for that. So something’s got to shift. But even now, as an adult, I know I’m facing my own. $200,000 ish limit when it comes to pricing things and what I’m really worth in terms of salary or income. What are some of the things you’ve come across for folks that they use as limiting beliefs? Is there a common pattern that folks face, or is it different for everybody? What are some of those common?

00:13:53 – Richard Friesen
Yeah, well, you brought up the first is the modeling we grew up with, especially if you come from a Christian or conservative home. There’s all sorts of beliefs. Money is the root of all evil, or what you say. If one of my traders grew up in poverty in West Virginia, but he had really smart well, if he made money, that means he would be excommunicated from his family because people with money were different, being afraid of becoming evil. We have the conflicts, especially culturally now in our political and economic divide around Richard. People don’t deserve it. They’re not worthy of it. There’s one pie mentality that if some people have more, some people have less. So we have all these conflicting beliefs and the community beliefs. When we grew up on the savannahs of Africa, if we were kicked out of the tribe we died. So we still have that survival mechanism in the lower part of our survival brain. And so as a know, I talk to people who might admit a little bit of shift or ability to step out of the rut, but that means that it’s going to change their relationship with their primary groups or their family. So we have all these conflicts from the models growing up to the belief systems around money and wealth. And then we have the groups we were in the cultural divide right now and people with really good hearts, they want to do well, they want to give gifts to the world, they want everyone to do well. And so then we have money as evil and it almost feels like it’s in conflict with being a good person and having a good heart. So that’s why I wrote the book a private conversation with Money to help people with good hearts realize that there is a whole reframe around money. And the major reframe was I got from Walter Williams, he was a black economist. He’s passed now but maybe 2030 years ago is listening to the radio on the way home. I remember I was driving into the driveway of my house and he relabeled money as a certificate of appreciation.

00:16:14 – Jerry Dugan
Love that.

00:16:14 – Richard Friesen
And I went, Whoa. So Jerry, if I deliver value to you, you go Richard. Here is a certificate of appreciation for the value you have delivered to me and vice versa. So all of a sudden money isn’t the root of all evil but it’s a certificate of appreciation. Now we have to also recognize there’s people who cheat, who use fraud, who use force to get know all the evil things that people you know, as the apostle Paul said, we’ve all sinned and come short of the glory of God. So as human beings we have all our faults and money can certainly exacerbate those. But once we reframe money and are really good people, then here’s what’s going to blow the minds of some of your listeners. The more certificates of appreciation we collect, the more value we have delivered. Oh my gosh. That reframe has changed the life of many of my clients because all of a sudden we’ve detached it from our modeling. When you grew up, the cultural divide, the belief systems and the group beliefs that we’re in and all of a sudden we can see clearly that my job in life is not to collect money or it’s energy or whatever, but deliver value. So I don’t know, you’re probably not old enough, but it used to be we had these vision boards that were a big deal and you put down the fancy car, the house and all these things on it and you had this vision. But what I do is I change that to a value board. At the end of the board what value are you going to deliver for example, Jerry, you had all these different things that didn’t match you, but all of a sudden, boom. Your value is inviting people to a better life, to teaching, to coaching, to do that, and that really satisfies you. So that’s the end. Then we can say, well, what skills do I need? What equipment do I need? Who do I need to get to know? Who’s going to mentor me? Who’s going to be my role model? So then once you work back from what value I’m going to deliver to all the pieces, okay, here’s the ones I’m missing. Here’s the one I have. Now all of a sudden, you’re not working to make money. You’re working to deliver value. And especially, for example, that it matches who you are in your heart and what you love doing. Oh my gosh. That’s about as good as it gets, right? Yeah.

00:18:57 – Jerry Dugan
And I know some people personally that’s all they do is deliver value to folks. And Vincent Puglesi is one of them from Total Life Freedom. Used to be a professional photographer doing sports photography, freelancer, then wedding photographer. Now he teaches people how to build their own businesses with multiple tiers of income, but he’s constantly just connecting people and giving away stuff of value. But also he has some niche down programs that if you want that access, that does cost money and then the confidence to charge for it. And I’m like, wow, okay, I want to I want to learn more about that. And the guy who founded Pod match. Alex San Filippo. Always just leading with value and helping people. Seeing the income he earns is the byproduct of and even people who move up in corporate ladders. The ones who do move up well and consistently and stay there are the ones who are just constantly looking at not so much like Game of Thrones. How do I survive this power play? But it’s the leaders who are like, just what is best for the people who work with me, for me, and I’m working for. And then the customers we’re serving. And then when they’re minded with that, like, how do we deliver value for all these folks around me? They’re the ones getting more responsibility, bigger projects. They move up. But then I also noticed there are folks who they also feel like they’re delivering value, and they’re still in their nine to five, same job they signed up for 1015 years ago. And it’s probably like when I was a premed student. There’s probably something there they haven’t explored. I don’t know if that’s something we could touch on or that was too vague.

00:20:46 – Richard Friesen
No, what happens is if a client comes to me, tells me what they’re doing, and then what they want and what I do is I pay real attention to their physiology, their face, and occasionally they’ll say, you’ll just catch something. And the physiology often tells more truth than the words they say. So then what we’ll do is he’ll say, okay, exaggerate your mouth right now. What are you doing? Tighten it. So then we say, okay, there’s a voice in there. What does that voice want to say? And we can go down. And so if we look at the behaviors that people have, they’re driven by beliefs, and the beliefs are driven by who they are, their identity. And so if we are willing to drop all the way down, like for me it was, Richard, you’re not really as smart, you’re not worthy. Everyone else takes more risk. You really don’t belong there. So if we just work on the symptomatic level up here, it’s be more disciplined, ask for that raise. So if we’re working on a symptomatic level and we haven’t acknowledged what’s going on deeper. So what I have is the golden keys. The first is awareness, going all the way down. What are our belief systems? The next is mean. If we criticize ourselves for who we are, what we discover, well, that’s not very helpful. But if we can say, okay, Richard did the best he could with what he had at that time, now with that awareness, with that acceptance, and we can say, okay, now what do I want? And what I’ve done now is I’ve moved from reaction to agency that Richardard Friesen has become aware of what’s going on. He’s accepted it. And from a higher level, he can now make a decision about what he wants rather than just reacting from those lower drivers.

00:22:39 – Jerry Dugan
And that awareness is that first step. Because if you don’t know where you are, it’s like hiking or driving. If you don’t know where you are right now, how are you going to know you’re going in the right direction to where you want to go. And that is huge. And then I know one of the limiting things that at least exists in my family when it comes to money, because I’ve heard it, I’ve even caught myself saying it, and I even say it on this show because I focus on the five F’s faith, family, fitness, finances, and then Future possibility. And you listen to that order. I put finances at number four. And at the same time, though, I want to earn a high income because I want to be able to give, I want to be able to travel, I want to be able to do all these things. And the one thing I catch myself doing is when I budget, I’m budgeting for worst case scenario, bare minimum, not for the life I want to live. But the thing that I’ve caught myself saying, and my wife has also said is if you pursue money, though, you’re going to give up family time and which is more important, and there’s some validity to it, but at the same time, there’s also some what do you call it? Like misperception about money again, because money is ultimately really a tool or like you said, a certificate of appreciation. And there could be times where people are working too long to earn it. And so around that limiting belief, what insights or advice would you have for folks? I’m going to be taking notes, by the way.

00:24:11 – Richard Friesen
Well, what you’re pointing to is really important is if we’re using the future and money and our desires to fill a hole in our heart, what we discover is we make that money and it doesn’t fill that hole in the heart. So like drugs, sex, money, gambling, all these things, that if we’re missing something deeper, that when we get them, we have to go for the next thing and the next thing and the next thing. So if one of the things we work on is what is meaningful to you? And this is, I’ll be honest, is really challenging because it used to be we had higher powers, we had God, we had religion, church. Most people in America went to church or were believers in one or the other major religions and all that’s all broken down. So we don’t have almost the guardrails, the community that invites us to always look to our higher selves, to the higher rules, the community to support it. And so meaning has been reduced because if we go into postmodernist philosophy where meaning is what is currently created contextually and in our culture, then a whole bunch of people are lost. So how do we in this culture, with our belief systems, fill that hole in our heart with meaning? And that’s not trivial, but I think that’s the question. That’s a hard question, but it’s the right hard question to ask.

00:25:48 – Jerry Dugan
I did say I was taking notes, so here I’m jotting them down real quick. I love that you got to go that deeper route of what is meaningful to you. I think when you do, though, it does allow you to create those boundaries. You can pursue money, but then what are those boundaries?

00:26:10 – Richard Friesen
I would like to just say, rather than pursuing money, what if we were pursuing delivering value?

00:26:16 – Jerry Dugan
That’s a shift.

00:26:17 – Richard Friesen
Yeah, that is really important to me in my work. So I want to deliver value. Now, there’s all sorts of ways to deliver value. For example, Martin Luther King, not money, deliver huge value to the world. Taking care of your family men and raising kids who have value, values who are ethical, moral, kits, delivering a huge amount of value. So if you start with that, then you have a wide range of things. So one of the phrases I have is family first takes care of everything. If this decision comes up, oh, family first. And that certainly is a challenge. When we were raising three kids and I was gone a lot and working hard to build a firm and all that and fortunately I have a wonderful wife who managed to fill in a lot of that at home. But if we look at, rather than pursuing money versus being good people, then that dichotomy can be alleviated by saying, delivering value. Now, we can deliver it to the family. We can deliver it to our customers, our clients, and our companies.

00:27:25 – Jerry Dugan
Awesome. I love that you touched on that. Not just because the order I’ve got, the five F’s, it makes sense. It’s like money does help, but really, if you’re delivering value, that is what produces that money. I’m making sure I’m making these seats plant in my own head as well. But it’s also okay to say God is first, family is first. My own health is first. And it gives you those healthier boundaries, in a sense. And then with each of these areas, delivering value, find out what’s meaningful for you, and delivering value in that way, in helping people in that way. And then I love that. I love that. Gosh, how are we running out of time? I’m loving all right, all right. So to keep us on track, man, I know you also founded a company you’ve had for a while called Mind Muscles Academy. Tell us about that. And is that the tie in with a private conversation with money? And how does Mind Muscles Academy help folks?

00:28:28 – Richard Friesen
Yeah. Well, it started out since I came out of the financial world. Mind Muscles Academy was aimed primarily at traders and professional money managers, hedge fund managers, to help them be in rapport with their money, with meaning and success. But what I found was what’s really cool about working with money people is they get instant feedback. If you’re building, let’s say you want to become a doctor, it might take a couple of three years for you to realize that’s not for me. But if you’re a money manager, boom. Instant feedback. So the mental processes, the psychological traits, and all the human errors that we make and the biases, they get instant feedback. So then I could use those and expand those to entrepreneurs, to people who are in financial trouble, and to people who want a better life financially because, oh, my gosh, it makes such a difference. If you feel you’re financially stable, you’re moving toward a future. It takes so much of the pressure, stress, and worry away. But if we’re conflicted about getting there and we’re trying to get there, that’s a recipe for a lot of stress and health problems.

00:29:46 – Jerry Dugan
Yeah, that makes total sense. And then the website to find that is, oh, shoot.

00:29:51 – Richard Friesen
I had it here for most of your listeners. Since they’re not traders, they can go to Conversations Money.

00:29:59 – Jerry Dugan
Oh, good. That’s the one I wrote down.

00:30:01 – Richard Friesen
Yeah. Conversations Money and I have a special for your listeners. If they go to Conversations Moneybeyond, oh, cool. There will be a free course that goes along with the book, and they can enjoy that as a gift from Jerry and Richardard, and I encourage you to do that. The course. Has about ten exercises that takes you through that we talked about and what you said about awareness as being important, then acceptance and then asking what you want. So we go through all the major issues that people have around money, meaning and awesome.

00:30:38 – Jerry Dugan
Awesome. Before we go, Richard, any final words of wisdom you want to share with folks as we depart?

00:30:44 – Richard Friesen
Oh, my know what you’re going to say. Jerry, I know that you’d agree is gratitude every morning creativity. Remove yourself from the stress, because in stress, we’re not as creative. There’s tremendous opportunities out there, and if we are confident in ourselves and our future, we can see them. If we’re under stress, we can’t. So that’s an easy answer that it takes what we talked about, creating new neural connections, new beliefs about ourselves and our identity, and creating new behaviors that serve us better. And that’s where both of us, I believe, want to make a contribution to others.

00:31:28 – Jerry Dugan
Awesome. Richard, I’m glad we had you on. You know, if I still find myself stuck in this mindset limit, you’ll be hearing from me sooner than later, a few months from now.

00:31:39 – Richard Friesen
I’d love to continue the conversation. Awesome.

00:31:41 – Jerry Dugan
Yeah. And we’re connected on LinkedIn. You’re going to hear from me quite a bit, so awesome. Thank you so much.

00:31:47 – Richard Friesen
Take care, Jerry.

00:31:48 – Jerry Dugan
All right. Now, I hope you got a lot out of that conversation like I did, because I didn’t just pick up on some fancy little hacks here on how to build wealth. It went way deeper than that. I mean, we’re talking about it doesn’t matter what our goals are if we’re not really thinking about what is success for ourselves. And you’ve probably heard me talk about that on this show a number of times. It doesn’t matter if you go after the titles in your career or if you go for the accolades, the published journal articles, the salary, the business. All those things don’t matter. If deep down inside you don’t know what it is you want in life. What does success look like for you? I talk about the five F’s faith, family, fitness, finances and future possibility. But all that also comes down to why. What’s your vision for a better world that would just make your life worth living for you? What is significance for you? For some, it is I’m going to reduce poverty in my neighborhood. I’m going to reduce, I don’t know, disparities in health care. I’m going to just make sure that people have a comforting end of life care where they’re treated with dignity and respect. Whatever it is, you’ve got your why have you taken the time to really dig deep? So keep in tune with the episodes coming out of this show because you’re going to see me do more offerings where you get to do just that, plug in and think about those whys and what are your limiting beliefs, how do I eradicate those limiting beliefs and so on. Now for this episode, you can check out the show [email protected]. 382. There you will have links to the giveaway that Richardard has just for you. So go check that out again. Beyond the 382, there’s a nice workbook there for you, some other goodies. And check that out and we’ll just come back again on the next episode. And we’ll just keep doing that over and over and over again. So there you have it. I’m glad you were here with me. I look forward to the next one. But until next time, go live life beyond the Rut. Take care, guys.