Seven years ago, I had bleached blonde hair, weighed almost thirty pounds less than I do now, lived abroad in Taiwan, and was unbelievably depressed.

It had become abundantly clear that my marriage needed to dissolve. Our relationship was incredibly unhealthy and yet I stayed, because I believed, both culturally and societally, that I shouldn’t get divorced because of the impact it would have on my child.

We were also almost $50K in debt with no pathway out. I had $200 left in my checking account.

Life felt devastating. There was a weight in my chest that made it hard to breathe. My body was breaking down. My knees kept giving out when I tried to stand. My neck would tweak if someone tried to hug me.

I felt so far away from the life I wanted to be living that I thought about what it’d be like to give up.

Sometimes, some of my clients also wonder what it’d be like to give up.

Thank goodness I had a doctor who said to me:

“Judy, I understand how desperate things feel right now. I can help you. But I can’t help you if you choose to kill yourself. Killing yourself is a permanent solution to a temporary problem.”

The things people say to us can change everything.

Today, life looks very different.

I run a multi-six figure business. I paid off all my debt, and along the way invested in two start-ups and bought a condo. I’ve won awards from Goldman Sachs and San Diego Magazine. I sold my branding and marketing agency to launch my coaching business, and every week, someone tells me our work together is changing their life.

My book, Black Sheep Rising: A Shameless Guide to Disappointing Your Parents, launches November 24th. We’re building a whole campaign around it: Black Sheep Friday.

I’ve given talks at The New York Public Library and Goldman Sachs 10,000 Small Businesses, and soon, the Tory Burch Foundation. I’ve even been asked to join as guest faculty at UC Irvine.

And?

My daughter is thriving. She's in a school she loves, travels internationally with both parents regularly, and half the time I wonder how I can grow up to be more like her.

Recently, one of my clients said:

“Normally you have to pay like… hundreds of thousands for this level of service.”

It was the final session of our coaching container, and she wanted me to know exactly what set this work apart.

The moment she said it, something rewired in my brain instantly.

My new number for 1:1 coaching became six figures. The confidence I feel now, watching client after client transform their inner world and then watch their outer world catch up to it, has answered any question I used to have about my own capability and capacity.

It’s why I’ve brought on a paid ads consultant to bring this work to more people. It’s why I just hired three new team members to help carry this work, and my book, further than I could alone.

Here's the takeaway I want to leave you with, because it will change how you see everything:

There’s a ‘nocebo’ effect just like the ‘placebo’ effect.

Bruce Lipton, one of the founding fathers of epigenetics, puts it this way:

"Negative thinking is equally powerful in controlling the body as is positive thinking, but it works in the opposite direction. Negative thinking can cause any disease, including death."

He gives a proof point: studies of people diagnosed with cancer, given a timeline for their death, who died right on schedule. When autopsies were done, there wasn’t enough cancer in their bodies to have killed them.

His line:

"Then the question was, what killed them? The belief of the death killed them."

The mind translates the picture into chemistry that manifests the picture. Believe you’re going to die, and you put chemistry into your system that shuts it down. Believe you’re going to live, and you put chemistry into your body that pushes it that direction.

Nocebo is placebo’s evil twin.

Same mechanism (belief becomes chemistry becomes biology), opposite direction. Placebo is a sugar pill healing you because you believe it will. Nocebo is a fear doing damage, because you believe it will.

Every single one of us has programming running on autopilot in our unconscious mind, quietly subverting our own goals and sabotaging our own effort, because somewhere, somehow, we believed things like I did.

That I had to stay together for the sake of the family. That charging more was too scary, even while my conscious mind could see, over and over, the life-changing value of my work.

I kept trying to solve it at the conscious mind level. That was never going to work, because the belief lived at the unconscious level. That’s the only place it was ever going to clear.

And because of the breakthrough work I’ve done on my own unconscious mind, when my client told me our work together was worth six figures, I could finally hear it. And I could finally start taking the steps to honor myself the way I ask my clients to honor themselves.

So I’ll ask you the same thing I asked myself:

What ‘nocebo’ beliefs do you have running?

Ready to Rewire Your Unconscious Beliefs?

The Fall Cohort of The Rewire starts September 21st.

Four weeks. One nervous system, meeting itself for the first time without the old armor on.

Week 1 is Recognize: naming the unconscious protection pattern that’s actually running you.
Week 2 is Release: clearing the emotional charge underneath it with NLP and timeline therapy, not talking about it, clearing it.
Week 3 is Rewire: installing the identity you’re actually trying to become, at the level your nervous system will believe.
Week 4 is Integrate: taking it into the rooms and relationships where it actually has to hold.

Then, thirty days later, a live integration call to make sure it stuck.

You get four live 90-minute group calls, a pre-work pattern assessment with your own orientation video, three guided audio recordings you keep for life, and a private community space to process between sessions. If you want to go deeper, you can add a private 60-minute Mental and Emotional Release session with me.

If cost is what’s standing between you and this work, email team@judytsuei.com and ask about scholarship pricing.

One client signed three deals after a single session. That’s not the goal of this work, the goal is the belief underneath the goal, but it’s what tends to happen once the belief clears.

And here’s my promise. Complete all four weeks, engage fully, and if you don’t experience a meaningful change, reach out directly. I read every message myself, and I’ll make it right.

Here’s the thing…

We’ve collectively bought into our own nocebo belief about changework itself: that it takes forever, that it’s expensive, that it might not work. I have proof, over and over, that when you work with the unconscious mind at the identity level, life changes fast, and it holds.

With a guarantee behind it, why let that belief keep running when it doesn’t have to? Apply today or book a call to see if this is the right fit for you.

See more of what this actually looks like in members’ own words.