The Reason Scaling Your Business Feels So Hard (It's Your Nervous System)

Summary

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Podcast Summary: Healing + Human Potential

Episode: The Reason Scaling Your Business Feels So Hard (It's Your Nervous System)

Host: Alyssa Nobriga
Guest: Becky Keene
Date: January 19, 2026

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Episode Overview

Alyssa Nobriga explores the invisible challenges many entrepreneurs face as they attempt to scale their businesses, emphasizing how these barriers are often rooted in the nervous system and inner emotional landscape, rather than solely external strategies. With guest Becky Keene—a successful coach who experienced income plateaus, self-doubt, and capacity issues—the conversation delves into how inner work provides the foundation for sustainable growth and next-level success.

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Key Discussion Points & Insights

1. Recognizing the True Barrier to Scaling (00:00–04:14)

• Becky’s Story: Despite loving her business and clients, Becky felt capped at 2–300k/year, unsure how to grow further and plagued by self-doubt and uncertainty.
• She’d switched from 1:1 to group programs, but still hit a “capacity” ceiling.
• Becky's internal dialog: “Was that good enough? Did I say the right thing? Maybe I went too deep. Maybe I didn’t go deep enough.” (01:59)
• Alyssa: Points out that many don’t realize their perceived “external cap” mirrors their internal world.

  “You probably didn’t realize that the cap in your results...was a reflection of the inner work at the time. Right?” (02:51)

2. Somatic (Body-Based) Barriers and Self-Perception (03:05–04:52)

• Becky realized, in hindsight, her body held the memory of uncertainty and shakiness, which constrained her business capacity.
• Alyssa notes the disconnect between outside success and inside insecurity, emphasizing:

  “When we shift on the inside, things can dramatically change. When we have a greater level of peace and stability in our body, that can...help us scale in our business as well.” (03:45)

3. Breakthroughs via Inner Work & Certification (04:52–07:45)

• Financial Leap: Becky celebrates her first 80k month during the program, more than her first year in coaching.
• Client Retention: Clients started requesting to re-enroll in her mastermind, solving the lead generation pressure.
• Deeper Impact: Clients noticed and commented on how her coaching became more transformative and “laser”-focused.

  “What would have taken me like five sessions was now taking 30 minutes, and I could spot the block...like a laser.” (06:27)

• This deeper mastery translated to greater internal and external confidence—money became a byproduct, not the sole focus.

4. Profound Tools: Inner Child and Insourcing Safety (08:45–10:03)

• Becky highlights the power of “inner child” and “love-fear dialogue” work, moving beyond surface-level reassurance:

  “To be able to insource your safety and to feel rock solid in who you are—in all versions of you...that was huge.” (09:13)

• Alyssa expands: Creating safety within combats the tendency to “ride the rollercoaster” of business highs/lows based on external validation.

5. Making Growth Easier: The Paradox of Transformation (16:15–21:32)

• Both Alyssa and Becky share personal stories about feeling unworthy of abundance or luxury.
  • Becky: “I can't stay in a hotel like that. That’s maybe where celebrities would stay, but not Becky Keene...It was more than fear. It was...not feeling worthy.” (16:15)
  • Alyssa: “By embracing unworthiness would be the doorway to embodying my inherent worth and value...the paradox of transformation—facing the thing that you've been avoiding will free you.” (17:33)
• Taking aligned action—even when scared—was key for both.
• Investing in oneself becomes a catalyst for inner and outer transformation.
  • “Investing is infinitely easier than it used to be. I still get a little like, oh, am I doing this? But I don’t stay there for months anymore.” (20:43 - Becky)

6. Mastery, Integrity, and Feedback (13:04–15:43)

• The coaching industry can lack integrity, but Alyssa’s programs emphasize depth and feedback.
  • Becky: “Yours is legitimately...the only one I refer people to.” (13:52)
• Feedback is crucial for professional growth: “I couldn’t see my own blind spots...and yeah, like a year-long certification program and your background and your history [gives that].” (15:04)

7. From Scarcity to Service & Sustainable Success (24:34–27:55)

• Becky’s upward trajectory: after the program, half a million dollars in six months, paying off business and personal debt, achieving new lifestyle levels.
• More alignment: Only works with clients she truly wants to serve.
• Alyssa emphasizes: “If you want to grow your business, take care of your clients. Value and genuinely serving somebody...not overextending, but coming from wholeness.” (26:56)

8. Transforming Relationship with Money and Clients (27:55–30:46)

• Becky describes her transition from needing clients to prove her worth to seeing money as a byproduct of being of service:

  “Now the energy is more like money is a byproduct of who I’m being. The more I serve, the more I share, the more I support you...oh right, you’re going to pay me at some point. Amazing. Great.” (29:10)

9. Acceptance of Fear & Inner Safety as the Path to Growth (30:46–34:38)

• Becky's advice: Name the fear, normalize it, radically accept it.
• Alyssa:

  “When you truly accept something, it almost feels like the wisdom within it starts to be revealed...then you move into aligned action.” (32:23)

• This methodology integrates into every aspect—sales, parenting, leadership.
• Becky: “Now I’m like, oh, she’ll [my daughter] need to do that. It makes sense that she’s mad...I just need to make space for that.” (34:38)

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Notable Quotes & Memorable Moments

• Alyssa:

  “How do you grow a business on shakiness? I don’t know. I don’t think you can.” (02:17)
  “When we shift on the inside, things can dramatically change.” (03:45)
  “If you want to grow your business, take care of your clients. That’s the conversation in business.” (26:56)

• Becky:

  “My body remembers what that uncertainty felt like.” (03:19)
  “To be able to insource your safety and to feel rock solid in who you are...that was huge.” (09:13)
  “Now the energy is more like money is a byproduct of who I’m being. The more I serve, the more I share, the more I support you...” (29:10)
  “Naming the fear, but normalizing the fear, accepting the fear...that acceptance piece is so huge.” (30:46)

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Key Timestamps

• 00:00 — Framing the topic: real stories of breaking through internal limits
• 01:02–03:05 — Becky’s “outer” success and “inner” self-doubt
• 04:14–07:45 — Concrete program results (big months, client retention, depth of transformation)
• 08:45–10:03 — The pivotal role of inner child and insourcing safety
• 13:04–15:43 — Mastery, feedback, and integrity in the coaching industry
• 16:15–21:32 — Facing unworthiness, investing in self, and behavioral change
• 23:05–24:34 — Navigating new challenges as business grows
• 24:34–27:55 — Post-program: financial leaps, lifestyle, team evolution
• 27:55–30:46 — Money as a byproduct, service over scarcity
• 30:46–34:38 — Acceptance as the root of lasting transformation
• 34:38–35:30 — Ripples into parenting and relationships
• 35:30–36:21 — Embodying and sharing the work

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Takeaways for Listeners

• Inner work is the true lever for business growth, especially at upper limits—external strategy will only get you so far if your nervous system isn’t aligned.
• Worthiness and capacity are felt and embodied; lasting confidence and growth arise from acceptance, not just mindset shifts.
• The “paradox of transformation”: Facing your avoided feelings (like unworthiness or fear) is essential to freedom and expansion.
• Lasting success means shifting from seeking validation to being of service—with money as a natural outcome.
• Mastery requires feedback, integrity, and ongoing personal investment; this inner alignment ripples throughout your life and relationships.

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This episode is a must-listen for entrepreneurs, coaches, and anyone wanting to grow authentically, integrating deep inner stability with sustainable outer success.

Transcript

[Alyssa Nobriga]

Welcome to our special series, how they did it on the Healing and Human Potential podcast. In this series we're taking real life transformational stories, kind of the behind the scenes about how they were able to step into their next level so you can apply the same wisdom and insights into your own life. Our guest was already successful in her coaching business, but she was feeling a sense of inadequacy, like she was hitting up against an internal barrier and wasn't able to expand her business. She was struggling with self doubt. We really wanting to do more but wondering was I doing enough or was I doing it good enough? So I hope that you take the insights and lessons learned in her story to apply to your own. So if you are at a place where you are feeling like you have reached an upper limit or you are not sure how to go to your next level, this episode will inspire you. Let's dive in. Becky, I'm so happy that I get time with you, to share you with my audience and community. I know when we first met you were wanting to grow your business, but there were some fears and hesitations coming up. Take us back to where you were internally and externally in your business and life.

[Becky Keene]

So I was in this place of loving my business and loving clients. There was absolutely an income plateau. I was hitting the same numbers every single year, like between 2 and 300k a year. I was running the same type of programs which I loved, but I couldn't see how I was ever going to have more people. Like I already felt capped out and I, I'd switched from one to one to groups and I felt like I had hit my capacity in that. How do I add more people to this? Like I wanted to be scaling and going to like half a million million dollar years and I couldn't see how I was going to do that with the strategy that I had. But there was also this undercurrent of like self doubt and under unsureness. And so even when I was coaching and even though I felt like I was a good coach, I would get off calls or you know, finish a program with someone and I'd question like it would just race and run through my mind. You know, when you finish that call and you're like, was that good enough? Did I say the right thing? Should I have asked them this instead of this? Maybe I went too deep. Maybe I didn't go deep enough. There was that. And so I was never sure. I was, I never felt certain and I was always questioning myself and probably from the outside looking in, people would have been like, oh, she's so confident. But there was just this, like, it's almost like an edge where. And I just. It. So the. The outer strategy, or the outer cap was kind of matched by this inner feeling of shakiness. And how do you grow a business on shakiness? I don't know. I don't think you can.

[Alyssa Nobriga]

With a lot of anxiety. Yes. And. And I. I wondered. You probably didn't realize that the cap in your results of your business scaling was a reflection of the inner work at the time. Right. It wasn't clear yet.

[Becky Keene]

Yeah, it was so not clear. Because I would have told you back then, and maybe I did. I would have said, I need more people in my programs, even though I didn't feel like I could add more people, my programs. And I wouldn't have been able to handle any negative feedback. Like, don't. I didn't want to hear feedback if it was criticism. So this. I thought I needed more visibility, you know, to blow up on Instagram, to have a strategy of sorts, but it was really. This was holding me back. And I say this because it was. It's very somatic. Right. Like, my body remembers what that uncertainty felt like.

[Alyssa Nobriga]

Yeah. This meaning, like, hand on heart, just like your inner world, your. Your inner experience. Yeah. And I love, Becky, your honesty, because I think people from the outside, if they'd seen you or if they do see you, they might have been like, oh, she's got it all together. She's doing multi six figures. You know, has figured it out yet. When we shift on the inside, things can dramatically change. When we have a greater level of peace and stability in our body that can represent and help us scale in our business as well.

[Becky Keene]

100%. And that's what I didn't know then. And I think a lot of us, we talk about the inner work, but unless you've really done it. And I was thinking about this this morning, in anticipation of this conversation was like, you put yourself in a room where you. You are coaching people, where you are getting coached by people, where you're watching other people get coached, like, and you're doing all the tools and all the inner work. Of course, something's like, something's gonna shift. You can't not shift. Right. You're like, you're in that cooker. You're gonna get cooked in a good way.

[Alyssa Nobriga]

Yeah, 100%. So you join the certification program and you have this desire to grow, to really go to your next level of success. Even though you were successful, you invest what were some of the results you were able to create while in the program?

[Becky Keene]

While in the program. And I can't remember at what point it was like, how long I had been in the program. But from a financial standpoint, I remember celebrating my very first 80k month, which was. I mean, that's kind of when I made the whole first year of coaching. It. It just, like, blew my mind that that could be possible. And the other piece. And this would have probably been about halfway through.

[Alyssa Nobriga]

Halfway through the program.

[Becky Keene]

Halfway through the program, yeah. Was the number of people who. Because my mastermind then was six months long, and usually people would do the mastermind and then leave. And I. And I just was like, okay, that's what people do. They take a mastermind, they leave. People started wanting to resign. People were like, can I do the mastermind again? That was so good. Can I do it again? And I was like, oh, my God, I don't have to go find more clients. I can just enhance the experience for my existing clients. And that, that alone, like, if that was the only thing that I shifted, that would have been huge. Because then my lead generation, you know, was partway solved. So that would have been some of, like, the tangible results was this huge revenue jump.

[Alyssa Nobriga]

Repeat clients asking you. Yeah, yeah.

[Becky Keene]

And. And the another thing was that was reflected back to me where these clients were asking me what had changed with my coaching. Like, and yes, to not needing external validation. Like, that's all. That could be a whole conversation. But the other piece of that is to get external validation and to have coached these people over multiple months, multiple years, for them to come to me and say, your coaching has changed. You're taking us deeper. What would have taken me, like, five sessions was now taking 30 minutes. And I could spot the block. Like, I could just get on a call with someone and they start talking. And in my head, I'm like, that's not it. Yeah. And then I. And I know what to ask, right? I'd be like this laser. And I remember watching you and wondering how you did that, because you would be like, nope. And I'm like, oh, I can do that now too. Right? Like, that was. That was probably. I mean, yes, money's amazing, but to have that level, when you get that validated back to you, then I was like, yes, I'm good, because I'm good. But also I'm good because I'm hearing that feedback from people. And that was huge for me. That was huge for my confidence.

[Alyssa Nobriga]

Yeah. And a lot of us get into this Work because we want to give back. We want to serve and help humanity make an impact. And so when we're hearing that feedback, yes, it's helpful, but to really know how to laser coach and to go to the heart of what it's really about and to have that confidence, I think is a game changer. Because then you're open to feedback, you know, it's not personal to you and you know how to help somebody. It's like that Picasso quote, you know, it took me like 30 years to get to 30 seconds to create whatever. You know, it's like that's mastery and that feels good for us and that's why we got into the work. So I love that you have that inner experience and I think it's really common and people are wanting that. It's not about staying at the surface level. It's usually not the thing in relationship, in business that we think it's about. It's about something much deeper. And so when you were in the program, was there something that surprised you or really made a big difference for you that you could share? Maybe a teaching or a lesson that others could benefit from that really helped open your world or shift you?

[Becky Keene]

Something that really shifted for me was the work around. I'll call it like inner child. So your younger one. And I can't remember exactly like which tool that was or which module that was, but that piece, for me, I would have gone and worked either with my inner child and. Or with clients. But the level of love and compassion that you teach that with and that, it's not a one and done. It's like you don't tend to her just once and you also don't just tend to her, it's part of it. And so that work, and it would have been the love fear dialogue, I think whatever module that was like, it's so much more than love and compassion. It's like for her to feel safety, inner safety that isn't necessarily coming from an external source. So to be able to like insource your safety and to feel rock solid in who you are in all versions of you, like all ages of you, all versions of you. That was huge.

[Alyssa Nobriga]

Yeah, yeah. When you have that as this, what you say are like what we call insourcing safety, then our safety is always found in the present moment, it's not in the future. It's not in getting a client. We don't, quote unquote, need a client and come from scarcity. Do the inner work, not just part of the program, but the entire program as you're growing your business. Because a lot of people have this fear of, quote unquote, putting themselves out there. It's like, no, I'm putting my services out there. I'm not putting myself out there. And so like embracing that little one so that that part of us, not the whole of us, but that part of us feels safe while we pitch, while we share up, share online. I know online marketing was part of what you did. A lot of people in the program choose not to do online marketing. They'll do social, they will create clients without social media. But because you already had developed some of your online business, you were able to scale it and serve your clients more from it. But really, I want people to get that there's a way to make business growth, life growth, so much easier by doing the inner work and feeling that sense of safety. I think I would just want to double tap on that because it can be scary to move outside the comfort zone of into the unknown. And the ego projects what it's scared of into the future, into the unknown. So creating that safety inside helps anchor us in our body and our nervous system in a way that helps us get the feedback or let our business go up or down and us be off the roller coaster having a deeper sense of okayness, independent of what happens. Yeah. Do you want powerful new tools and transformational exercises to help you deeply and profoundly change your life? If so, our most popular event of the year is back by demand and it's absolutely free, but only for a limited time. This is my 5 day confidence in clients bootcamp and it's completely, completely up leveled and designed for new and experienced coaches as well as anyone wanting to step into the new year, embodying greater freedom, fulfillment and purpose. Each day, I'm gonna guide you through live, transformational group exercises, behind the scenes coaching demos, and I'm gonna be pulling people up, showing you how to do the work in action so you don't just hear about it. Plus, when you show up live, you're gonna have the chance to win one of the daily prizes, including one of four sessions with me. And so specifically, I'm gonna show you how to do embodiment work so that it shifts your relationship with money so that you can open to greater abundance. I'll help you scale your business with more ease and alignment so that you can really step into all the things you're called to do. You'll learn the real reason people stay stuck and how to create lasting change at the root so that Growth becomes natural instead of forced and you're not needing to push yourself harder or burn out. I'll also teach you how to use manifestation work so that it builds self trust and really embody a deeper confidence. And then lastly, I'll give you practical strategies for where to create clients today for free along with other heart centered sales so that you learn how to do it in a way that feels good and converts. Since research shows that you grow so much faster in community, send this to a friend that you want to do this with to help hold each other accountable. Again, it's free and it's not too late to join us, but all you have to do is go to alistontobriga.combootcamp to reserve your space while it's still available.

[Becky Keene]

As a coach, a lot of people come to me, I mean the coaching industry has blown up in the last few years and I can't remember what the numbers are. I did an Instagram post about this recently but it was like the trajected to be like I don't know, $8 trillion, like just like crazy amounts of money in the coaching industry. But a lot of people will come to me and be like the coaching industry, it can't last. It's out of integrity. It's a Ponzi scheme, like multi level marketing scheme. And I'm like so people come to me and they're like yeah, no, I don't like the coaching industry. And I always tell them go follow Alyssa Nobriga. Because you have always been in integrity from the way that you coach, the way you run your programs, the way ICM is structured. You know, I've always felt this level of depth, mastery, integrity from you that haven't found anywhere else. And I don't want to say it's rare in the coaching industry because I like to see good versus evil and bad. But from somebody who's been exposed to a lot of different mentors and coaches and programs like I, yours is legitimately and I'm not just saying this, yours is the only one I refer people to.

[Alyssa Nobriga]

Thank you. Thank you. It's important to me that part of the intention is to help elevate the coaching industry. Because even when things come from out of integrity, I think it's just fear and trauma. And like that's why in ICM in the very beginning we have coaches do their own work so that they embody this, so that they clean all that up before actually scaling and so that it comes from a really good place and then not like that's what we really want anyway. And so I hear that from a lot of people. Maybe they're coming from you, but I hear from people like, how do I know I can trust this? And it's like, I, I respect that. I think that there's an important questioning of programs and coaches and people you're investing in. I absolutely do. Tune into your intuition, ask the questions. You feel really good about it. But I know a lot of people go through ICM and they're like, this gave me faith back in the coaching industry and that is important to me.

[Becky Keene]

And even just the length of the program. Right? Like you can get certified to be a life coach probably online for, I don't know, a thousand dollars for, in four weeks or something like that. Right. But you're not going to get the practice and the depth and the tools and the experience, you know, the partner practices that we do inside ICM and the feedback that you get on, like, that was another piece that was really big for me was like, oh, these people are actually going to give me feedback. And it ended up being really powerful because now, like, I couldn't see my own blind spots. I couldn't see what I might be missing. And yeah, like a year long certification program and you know, your background and your history.

[Alyssa Nobriga]

Like, yeah, two master's degrees, gazillion certifications. And I love the work. Like, I'll continue to invest in myself because my life keeps getting better. I can serve more people. I wouldn't want to do anything else with my life. I just feel so. It's such a privilege to get to do this work and, and yeah, so we keep growing and evolving and I do think feedback is what makes us masterful because it's feedback about our coaching, not feedback about us. We are separate than our business and so it's easier to hear it and be like, oh, y. You care about me to share and great. This is how I can get better. This is how I can serve more deeply.

[Becky Keene]

Before I was a coach, I sailed around the world multiple times. I have a captain's license. Like, I've been to something like 60 countries. Like, I, I am not afraid of traveling. Okay, set the stage. And I started looking at the hotels that I was going to stay in to attend the in person retreat at your house. And I was like, oh my God, they're so fancy. Like, I little girl from Nova Scotia, I can't stay in a hotel like that. Like, that's maybe where celebrities would stay, but not Becky Keene. And it activated like, it completely shut me down. I was like, I cannot stay in a hotel like that. That's too fancy. That's too nice. And that's why ultimately I was like, I can't join. And there was this peace around wealth and luxury and abundance for me that I didn't feel worthy of having that for myself. And finally, when I was ready for that, like, now I look back and I'm like, that's what I wanted as a kid. Like, I wanted nice clothes. I wanted, you know, beautiful experiences, and I wanted to be able to fly my family first class or stay in beachfront hotels in Hawaii. But the fear was there, and it was more than fear. It was. Yeah, not feeling worthy.

[Alyssa Nobriga]

Yeah, it almost feels like the price of admission in my experience. And I went through a very similar thing of wanting to be able to financially take care of myself. I think it originally started for me out of a wound of being like, I'll never depend on a man. I can make my own money. And, you know, and I was like, I'm going to learn how to take care of myself financially, doing what I love, making an impact for people. But I hit up against my own barrier of needing to invest in myself at the level that I was wanting to move into. And I remember I was in a similar situation at one point. I didn't feel worthy enough to walk into a designer clothing store because I was like, I won't. I don't even want myself to want something because I can't afford it. I just was cloaked with unworthiness. And little did I know that actually by embracing unworthiness would be the doorway to embodying my inherent worth and value. And that's some of one of the most powerful tools in icm. The paradox of transformation. Facing the thing that you've been avoiding will free you, because ironically, you create what you avoid. So the opposite. What you embrace, you're freed from. And I. I went through my own initiation and found that who I am is not worthy or unworthy. I am what sees both stories like no definition of the mind could put on me, could capture who I am for any of us. And. And then from that deeper place, I was able to take a step to invest in myself. And it was really scary for me, too. And many times I. I wanted to back out and there. And because I made a big investment in myself to just start coaching, I was like, I need to show up for it to make my money's worth. And I'm so grateful that I had that experience Because I got to open a new life for myself and know my inherent worth, that which is priceless.

[Becky Keene]

Yeah.

[Alyssa Nobriga]

And my experience. What I love about coaching is as we take steps towards what we want. There's a divine design within our desires. We take steps towards it. It will bring up all the unconscious material so we can transform it and come to a deeper truth. And that no one is more or less valuable than anyone else. And that when we not just know that in our head, but like feel that in our gut and our way of being, that all of it is equal, equal wisdom, equal, like all of us are inherently worthy, nothing could add to or take away from who you already are.

[Becky Keene]

It's really hard for me to imagine you not feeling worthy. So I love that you shared that.

[Alyssa Nobriga]

I literally every time something I was hiding, I was hiding in my office, seeing one to one clients. I wasn't looking for opportunities. And every conclusion for things that didn't happen, happen was because I wasn't successful enough, I wasn't worthy enough. And I think it was similar to you where people from the outside couldn't see that, but inside it was just my direct experience for many years. And coaching actually helped me break through it. I had been doing a lot of the psychotherapy healing work, but actually the real healing I needed was as a change of behavior. The willingness to create the life that I wanted and to take the step towards it was what grounded it for me as a new way of being. Not just like, oh yeah, I healed my stuff with my parents. Or it was like, no, like let's now change our life as a result of it. So I'm like forever grateful for this work. And to me it's just about sharing it with more people. Like, this is what I feel like the world needs more than ever.

[Becky Keene]

That's one of the things I love about the ICM model that you teach too is like you said, it's not just about the healing piece. And so many people get stuck there, they're like, heal this, heal this. Oh, I need to heal this before I. And it's like, no, actually it's taking the action and changing the behavior and doing the thing you're scared to do do that's going to shift it on that level so that it becomes your new normal and your new baseline. And like, for me now, investing is infinitely easier than it used to be. You know, like, I still get a little like, oh, am I doing this? But I can. I don't stay there for months anymore, like in this like deep wallow of whatever that was. Right. I can, like, actually make. Move it and follow where my intuition is going with something.

[Alyssa Nobriga]

Yeah. Yeah. And I think as we do more of it, it gets easier. It's like this muscle memory, and same for me. It's like just continuing to say yes and, you know, trusting a deeper knowing. There's something in your body, some part of your intuition that already knows what's right for you. And for me. I remember when I invested in my first business program just to learn business, because nobody taught me that as a psychotherapist. I add $16,000 to my name, and this was a $10,000 program. And I had said, yes, I was going to do it before hearing the price, because in my world, no program would have ever been $10,000 for six months like my brain would have. Nobody in my world was doing that. And I already knew in my heart I was doing the program because I felt pregnant, almost like metaphorically, like I was ready for a birth, my next level. And this felt right. But then I found the price. I found out the price, and I collapsed. I was like, no. And I had to do a lot of inner work, and that was that I. That taught me business while I brought in transformational work to start making all of it click, where it was like, oh, I can do transformational work around business. And that's when it started to shift. And that's what created icm, the tools that I took myself through to share with other people. Because I know we talk about money, but it's so much more than that. And I know a lot of people want to create, clients want to make money, and that was a big part of my journey. It's not as important anymore, but it's a stage, and I think it's an important stage, and that we can do the inner work along the way to heal for ourselves, for. For our past and future generations, so that we're like a good steward with finances and service in the world.

[Becky Keene]

So much of that work that we did in the program, it's now, a couple years later, I go back to those tools. I go back to the practices. I go back all the time. And I'm sure, as you know, like, when you grow and scale your business, you encounter things that you don't encounter when you're a newer coach, necessarily. Right. Like there's more people. There's.

[Alyssa Nobriga]

There.

[Becky Keene]

There can be more problems, and there's no way I would have known how to handle that or been able to find the safety within, to navigate those situations. That I have since encountered without having done that work. I mean, it would have actually collapsed me and I was able to like, okay, yeah, I feel triggered or I feel activated or I feel like something's come up for me inside and I know how to breathe into that. I know how to offer that part compassion and bring on my wise woman brain and the CEO of my business and be like, okay, so how are we going to handle this without making this about me?

[Alyssa Nobriga]

That's right. That's powerful. I love that you have that. And that little one can have her feelings, but she's also doesn't need to be the one making your business decisions and moving forward in your business. Like, it gets to be allowed but not driving the car. And so I love that you have that. So talk to us. You mentioned just a moment ago, like, the success that you've had or the growth that you've had since the program. Give us a window peek into where you're at now.

[Becky Keene]

I feel like it's just been this upward trajectory since ICM and what I talked about in terms of that inner confidence, like, that has just gotten more embodied, more grounded. My coaching, more laser, more focused. I am also really clear. Like before I might have taken everyone on, you know, like, oh, I'll coach anyone. Now I'm like, no. I feel really good about. These are the types of people that I want to coach and this is who I want in my world. I feel really good saying no to people. I had that one that 80k month and then the year after that, my business did half a million dollars in six months. I had two back to back 250k quarters. Like, my accountant was like, wait, what? Are you sure about this? I'm like, I'm sure. It was like, it was wild. We paid off all of our personal debt. Like, side note, we paid off all our personal debt which to. To go to my husband and be like, I just paid off our entire line of credit from money that I pulled over from my business because my business is doing so great. Like, I actually, I know a lot of women feel that way. They're like, I just want to be able to show my husband or tell my husband or something like that like that. For years I'd been telling him, this is the thing, I'm never going back to corporate. So when you have that kind of abundance in your business, that level of certainty really comes in. Paid off all my business debt. Shifted the way even I see what I'm allowed to want. It was during the program that I flew first class for the first time and it felt so like this wild thing that I was doing and now I'm like, no, of course, like, no, of course we're flying first class. Like, is that even a question? I don't want to talk about that. You know, so those types of shifts that started there, all the seeds that were planted, those have just kind of continued to grow. My team inside my, my business has been really stable and I know that's something that you teach in the business model is around team. So that was really helpful for me to know kind of who I want on my team. And I want to run a really lean business. I don't want to manage a lot of people. So that's kind of been in place.

[Alyssa Nobriga]

Yeah, I hear more alignment, more, more of the same and continuing to grow. And as you're growing, coming back to the tools so that it makes it easier for you to continue to scale. I love that the financial success that you've stepped into has been a result of value that you've provided. And like, I don't know why more people don't promote this, but it's like if you want to grow your business, take care of your clients like that. Yeah, I don't know why that's not the most important conversation in business, but it's about value and genuinely serving somebody. Not over extending, but because a lot of helpers, a lot of people that get into service based professions can tend to sacrifice or self abandon and we do the work even in the program around that because that was part of my journey of like over giving and wanting to make sure that you come from a place of wholeness, that you're included in the nourishment. But yeah, it's just about providing good value, taking care of your clients. And as you do that, your clients are happy, you have repeat clients, they share about it, you feel good about it. It's a win, win, win.

[Becky Keene]

Something else that really stood out for me that started to shift in the program and has continued. And what you just said kind of reminded me of that is the energy around like early days in my business. I like the money. Selling a package or getting a client made me feel good, which makes sense. But at the same time as I've grown like, and this ties into like the retention rates inside my mastermind. Before it would have been I need you to sign up. Like I need you to sign up in order for me to feel good about myself or in order for me to feel like I'm winning. I'M successful, I've done a good job. And now the energy is more like money is a byproduct of who I'm being. And the more I serve, the more I share, the more I support you. Kind of detached from the money, not in a disembodied way, but just like. And you were like this, like, you were always like this with me in our journey together. I could tell it wasn't that you needed to make the sale. You wanted to be in service of me. And so that has kind of come in through, through ICM and then just even more clicked this year where I could see the more I'm, and I'm, I'm how many years into this and that this is how long it's taken. But yeah, like, this is a conversation that not a lot of people are having. And it's when you come from service and when you come from humanity and you're like, I just, I just want to support you and oh, right, you're going to pay me at some point. Amazing. Great.

[Alyssa Nobriga]

Yeah. It's like, you know, what you have to offer is good. And when somebody has a quote unquote problem or wanting support, you're like, of course that, like this is the next step. But there's no attachment to it, so there's no emotional roller coaster of they, I got a client, I lost a client or whatever. It's just like, I'm here in service, my, I don't quote, unquote, need a client. My okayness and well being is not in them. It's in life, it's in me. It's in the moment. And coming from that place, your business can't help but to blossom because you're not stifling it, making it personal, thinking you're doing something wrong and then spiraling from there and you're feeling good about what you're offering. So there's so much love for the fear in all of our journeys. Anytime we get trying to go to our next level, fear is going to come up. It's very natural. I often will tell people I want them to be scared and excited because it tells me they're on the edge of a breakthrough. And so for people that are listening right now that are like, either they have a level of success and they're plateauing, wanting to get to the next level, or they're like, I'm brand new, I'm in corporate and I don't want to be doing this anymore. It's soul sucking and I want to do something that's of my own. It feels more impactful. But they're scared. Maybe they have self doubt. What did you need to hear at that point? What supported you?

[Becky Keene]

For sure, really naming the fear and unpacking and this was a lesson in ICM was the piece around not just tracing back and understanding where it came from, but really accepting it. Like it makes so much sense that you're scared. And before like doing the mastermind or ICM or whatever programs, hiring a coach, even any investment in yourself, on the other side of that is quantum growth. And whether your mind knows that or not in that moment, I'm not sure. But that fear is just that expression of that. And we're so used to. And you see this with parenting. We're so used to, oh, the child is scared. Okay, like let's, we don't want them to be scared and we try to protect them. I'm like, no, it makes sense that your kid is scared. It makes sense that I'm scared. I've never been there before. I don't know what it's like to lead at that level. So naming the fear, but normalizing the fear, accepting the fear, which is, you know, part of your method. Right. That acceptance piece. I actually don't know other people who, who teach that because I've like looked at other models and the acceptance piece for my Sam is so huge. It's like I, I say radical acceptance. I'm like, you gotta accept that on a whole level. Because once you're like, oh, fear. Yeah, let's go. Then you, then the fear can come with you.

[Alyssa Nobriga]

Yeah, you're never.

[Becky Keene]

Yeah, there's wisdom in it.

[Alyssa Nobriga]

And it's like. And just to give people a sense, like in the ICM Institute for Coaching Mastery method, it's awareness, acceptance and acceptance. Mentally, emotionally, somatically, behaviorally and unconsciously. And then aligned action. When you truly accept something, it almost feels like the wisdom within it starts to be revealed. And you can see how all it was looking for, like a little kid was a hug. It just wants to feel safe. And then it's off playing again. And then you move into aligned action. So we do that with. And this is. I hope people can really hear wherever you are because we even do this in sales. Like I teach people to do this in sales. If somebody's scared presence, their fear, like you're not trying to pitch to somebody when they're in a collapse somatically or they're identified as a part of them, that's in scarcity, you're creating Safety and acceptance for that energy or that part or that thought so that they can actually come into their truth, into their center. They are up leveled. Having somebody hold presence for them so that they can actually integrate it into their nervous system and then take aligned action. Whether that's a yes or a no, like fully supported. And I think that I don't know anyone else that does that with sales. And yes, this is like a way of living. It's not just like here's a method because this was what helps create change at the root. This is a way of being. And you can bring this into your business, into sales, into your life, into your parenting, into your relationships, because it works. It's like every part of us, everyone wants to feel accepted and they will defend to the degree that they don't feel accepted. And so really giving ourselves the compassion, learning to offer that to our clients, being trauma informed, like holding space in sales conversations. If somebody gets scared, like that's totally normal. And what is the fear inside of it? It's like, oh, I, I want to be responsible with my finances. It's like, great, I want you to be responsible too. What are your other options rather than just closing down and not following your dreams or what's a higher intelligent way? Oh, I can insource safety internally and then I can make a choice to move forward around getting a loan or asking for support or a side hustle for a period of time or whatever it is, if that feels right for somebody. But not from that collapse or that disempowered identification. So yeah, I love that you bring that forward.

[Becky Keene]

Oh my gosh, that's like. I feel like that was just a little mini masterclass because that, that it, it's so powerful. And even with relationships like yes, in your business and sales. But I think about, you know, when you and I first met, my daughter was pretty young and she's now 18. And the way I mothered her has shifted so much. Her, she used to just trigger me so much. And I'm not saying I'm never triggered anymore, but I used to make the trigger like this, this big, massive, dramatic thing. And now I'm like, oh, she needs to do that. It makes sense that she's mad and rageful and explosive. That doesn't mean I have to become that way. I just need to make space for that. I need to allow that. It's so, it's like so ripple. Right?

[Alyssa Nobriga]

I mean, that's powerful. That's powerful. And what I love about this work is that we embody it ourselves first and then it ripples out in every other area of our life with our kids, with our business, with our romance, health, everything else. And so Becky, you are such an example of living this work, like honoring the fear, moving forward when it feels right for you. Thank you for your willingness just to share about your experience in ICM and how you continue to live the work. You are a beautiful expression of like actually embodying it and doing good in the world as a result. So thank you for being on and your willingness to share.

[Becky Keene]

Well, thank you so much for having me. I love you too. And just even this conversation, I'm like, everyone just go sign up for icm. Like what are you doing doing? Of course.

[Alyssa Nobriga]

It's such a blessing to offer and to see people wake up through it. Such a gift.

[Becky Keene]

So good.

[Alyssa Nobriga]

Thank you so much for doing this work that changes the world, starting with yourself. It truly does make a difference. And if this podcast has supported you, one of the most impactful ways to help us reach more people is to simply press the follow button. It really does help us grow and we are so grateful. You can also leave a review on Apple or Spotify and take a quick scroll screenshot and upload [e-mail] podcast and as a thank you gift, we'll send you one of the most impactful tools for transforming your fear into freedom so that you can step more fully into your potential. There is so much more magic ahead and I cannot wait to share it with you. But for now, I just want to say thank you for being a living example of what it means to walk through the world with an open heart of mind. I am so grateful that you're here and I cannot wait to see you in the next episode.

[Becky Keene]

Sam.