Wake Up to Wealth with Brandon Brittingham

Episode: Mastering Communication with Michael Bernoff
Release Date: October 22, 2025
Guest: Michael Bernoff
Theme: Unlocking the power of communication and personal identity to achieve success and wealth—in sales, business, and life.

Episode Overview

In this episode, Brandon sits down with renowned communication coach and entrepreneur Michael Bernoff for a high-impact deep dive into the art and science of influential communication. They explore how language shapes outcomes in business and personal growth, why identity drives decision-making, and specific frameworks anyone can use to create lasting results—whether in sales, real estate, or self-improvement. This is more than just sales tips: it's a masterclass in unlocking your full potential through words and mindset.

Key Discussion Points and Insights

1. Michael Bernoff’s Journey & Philosophy (02:04–04:56)

• Background in Communication:

  • Michael’s introduction to influence came from personal struggles with confidence and observing effective communicators in various situations.
  • At 22, he encountered neuro-linguistic programming and became obsessed with the impact of subtle language nuances over the next 25 years.

• Scope of Work:

  • Works with a broad spectrum—from everyday people to celebrities (e.g., Jake Paul, UFC fighters, major entrepreneurs).
  • “I’m the last voice that they hear before they walk in... so they’re communicating with themselves just as much as a salesperson selling something to somebody.” (04:41 – Michael Bernoff)

2. The Power of Intentional Communication (05:12–09:30)

• Shift from “What Should I Say?” to “What Response Do I Want?”

  • Most people focus on saying the right thing; the real skill is prompting the desired response.
  • “We should speak for the response that we want, not so we sound good... English school teachers don’t make shit compared to real estate investors.” (06:06 – Michael Bernoff)
  • Tactic: Use pattern interruption and rejection (“If all you were looking for is a real estate agent, check Google—because that’s not at all what our company does”) to gain attention and set apart your service.

• Framing for Confidence:

  • Start interactions by validating clients’ actions to create an empowered mindset:
    • “I just want to commend you in advance for even setting up this appointment. Be proud of yourself, my friend.” (09:14 – Michael Bernoff)

3. The “Who, What, Why, How, What If” Communication Framework (09:34–13:24)

• People Process Information in Distinct Ways:

  • Why: Motivated by purpose (“Why should I buy now?”)
  • What: Seeks specifics (“What are we talking about?”)
  • How: Action-oriented (“How do I do this?”)
  • What If: Hypothetical/doubt-driven (“What if it doesn’t work?”)

• Application:

  • Hit all types in communication: “You’re probably wondering why right now is a great time to buy. What I want to share is what’s really going on... and how you could take advantage... and what if we find something today that sets you up in the future?” (11:20 – Michael Bernoff)
  • Notable insight: Reframe the “what if” person—with possibility, not skepticism. It unlocks their engagement.

4. Identity and Decision-Making (14:47–19:41)

• Identity As a Decider:

  • People’s choices are driven by who they believe they are, often relying on outdated self-concepts.
  • “Every one of us has an identity that controls what it is that we do... controlled by something that isn’t even going on right now.” (15:10 – Michael Bernoff)

• Tactic for Real Estate:

  • Transition a seller’s identity from waiting for a better offer to celebrating their “already smart decision.”
  • “Have you even considered how smart you were that in 2012 you purchased that home?... Have you even given yourself credit for what you’ve done so far?” (17:00 – Michael Bernoff)
  • Link current decisions to future family benefits (“You get to be your wife’s or your kids’ hero”).

5. Overcoming Limiting Identity – Stepping Into Growth (20:09–34:45)

• Stuck in the “Victim of Success” Zone:

  • Most people become complacent—better than before, not where they want to be, and afraid to risk.
  • Key is updating your identity to match your present capabilities, not your past.

• Upgrading Identity:

  • “Changing your identity is not dismantling who it is you are. It’s adding to what it is that you do and deciding that you’re going to get better.” (23:32 – Michael Bernoff)

• Three Growth Levers:

  • Language (script with self and others), mindset (framing challenge as opportunity), control of mental focus.

• Accepting Imperfection:

  • “The biggest limiting belief in the world... is that we know what we’re doing and that we’re good at it. Because if you knew what you were doing, you already would have done it.” (26:53 – Michael Bernoff)

• Goal Setting Is a Cycle, Not a Destination:

  • Achieving a goal feels momentarily good—then it fades, and new targets are needed. “The award ceremony was 25 minutes. Then it’s back to work.” (29:10 – Brandon Brittingham)

6. Neuroscience of Achievement: Embracing the Mundane (32:20–34:45)

• Dopamine and Motivation:
  • Initial excitement (“dopamine hit”) lasts ~7 days—after that, the mundane, repetitive work yields results.
  • “It’s the mundane that gets you wealthy, the mundane that gets you rich... The key to your goals is mundane.” (34:19 – Michael Bernoff)
  • Build systems that let you thrive on repetition and continuous improvement.

Notable Quotes & Memorable Moments

• On Framing Confidence:

  • “[In every financial interaction]: I just want to commend you in advance for even setting up this appointment... Be proud of yourself, my friend.” (09:14 – Michael Bernoff)

• Language for Influence:

  • “We should speak for the response that we want, not so we sound good.” (06:06 – Michael Bernoff)

• Identity as Leverage:

  • “Have you even considered how smart you were... Have you even given yourself credit for what you’ve done so far?” (17:00 – Michael Bernoff)
  • “Changing your identity is not dismantling who it is you are. It’s adding to what it is that you do and deciding that you’re going to get better.” (23:32 – Michael Bernoff)

• The Process, Not Just the Prize:

  • “The award ceremony was 25 minutes. Then it’s back to work.” (29:10 – Brandon Brittingham)
  • “The key to your goals is mundane. Doing the thing that needs to get done, getting your goal. But it goes excitement, mundane, goal.” (34:19 – Michael Bernoff)

• On Wealth and Freedom (Wake Up to Wealth signature question):

  • “To me, wealth is convenience... I like to be able to use the means of money... to make my life easier.” (36:00 – Michael Bernoff)

Timestamps for Key Segments

• Michael’s Backstory & Influence (02:04–04:56)
• Communication Mindset Shift (05:12–09:30)
• “Who, What, Why, How, What If” Framework (09:34–13:24)
• Identity and Sales Decision-Making (14:47–19:41)
• Upgrading Identity & Overcoming Plateau (20:09–28:39)
• Mundane Work, Achievement & Dopamine (32:20–34:45)
• What is Waking Up to Wealth? (35:37–37:27)
• How to Connect with Michael Bernoff (37:35–38:33)
• Implementing vs. Learning (39:18–39:55)

How to Connect with Michael Bernoff

• Instagram: @michaelbernoff
• Book: Average Sucks (Amazon, averagesucks.com)
• Email: michaelburnoffmail.com
• Text: 480-800-8051 (Text “INFLUENCE”)
• For serious coaching inquiries or to connect directly, reach out as above.

Final Takeaways

• Implement, Don’t Just Learn: “Stop learning and start implementing. You’d be amazed what happens in your life.” (39:50 – Michael Bernoff)
• Master the Mundane to Achieve Wealth: Success is built on consistent, repetitive actions—not just brilliant ideas.
• Use Language to Prompt Empowered Action: Frame your communication for the response you want and empower others.
• Identity is Fluid and Upgradable: Don’t let an outdated self-concept hold you back—celebrate what you’ve already accomplished, and step into a more powerful narrative.
• Wealth Is Freedom and Convenience: Structure your life and your language to gain the freedom to choose where your time and energy go.

This episode is packed with actionable frameworks, neuroscience, and practical wisdom for anyone who wants to level up in business, sales, or personal growth. Use the timestamps above to dive into the moments that resonate most with your journey.