🚀 Fact of the Week

The “Monster Study” — 1939

In a controversial experiment, researchers told children with perfectly normal speech that they were showing signs of a stutter.

The result? Many of them began developing anxiety, speech issues, and long-term communication avoidance — all because of a false identity placed on them.

A label they never had… became a reality they lived out.

What you believe you are, you become. Choose your labels carefully.

 

 

🧠 This Week’s Lesson: Identity-Based Motivation — The Great I AM

There’s a fascinating idea from psychologist Daphna Oyserman called Identity-Based Motivation — the notion that the strongest driver of our behaviour is the identity we believe we are living out.

In simple terms:
The great I AM beats “I must” every single time.

When a behaviour becomes part of who you are, you naturally act in alignment with it.

• Saying “I am a runner” makes running feel like an extension of your identity.
• Saying “I need to run” feels like a chore someone assigned to you.

The research backs it up. Identity-based goals are more persistent, more resilient, and far more internally motivated.

Another study from Christopher Bryan tested two questions:
“Will you be a voter?” vs “Will you vote?”
The noun-based version — the identity version — made people 13.7% more likely to actually show up.
Because once someone sees themselves as a voter, the behaviour follows.

We do this every day without noticing.
The labels we quietly attach to ourselves become the script we live out.

The good news?
You can choose the script.

I tell myself I am an entrepreneur — even though the product isn’t on shelves yet. (It’s coming, I promise.) The identity pulls the behaviour forward.

And it works both ways.
If you constantly say “I’m so stupid” or “I’m always clumsy,” your brain will work hard to prove you right.

The great I AM is powerful — so choose wisely what comes after it.

🏗️ JITY Update

Not much has changed on the surface — we’re still deep in the unglamorous, repetitive, but necessary part of the journey: making powder, batch after batch. It’s not flashy, but there’s something we love about getting lost in the grind and doing the boring things consistently. That’s where real progress happens.

We’ve got 10 more samples heading out before Christmas, and once that’s done, we’re aiming to lock in our first official manufacturing run with our supplier.

The best part of our week, every week, is the feedback you send in.
Honestly, with this latest trial batch we said, “It’s solid — let’s just put it out and see what people think.”
But your responses have shocked us. Hearing how much you’re enjoying the taste and texture has been massive. It’s pushed us even harder behind the scenes to hit that minimum order quantity and bring this thing to life.

As always…
Train hard. Think deep.

✍️ One-Liner to Carry With You

The great I AM: name yourself well, and you’ll build the life that follows.