When I first met John Assaraf, we were both on different journeys of transformation. I was just getting started, full of ambition, but still finding my footing. On the other hand, John had already built an empire in real estate and was diving deep into something that would later become a cornerstone of his legacy: the human brain.
Fast-forward to today, and the conversation has shifted from real estate deals to neuroscience, inner dialogue, and what John calls “intercises” mental exercises that reprogram how we think, behave, and ultimately achieve.
In the first of our three-part series, John and I explore what happens when you go beyond mindset talk and create measurable transformation in your brain—and, by extension, your wealth.
Why Most People Know What to Do But Still Don’t Do It
When John Assaraf managed a team of 1,200 real estate agents, he noticed something interesting. Even though he provided them with a detailed blueprint for success, a step-by-step guide that could help them earn six or even seven figures, many still struggled to follow through.
The reason for this? It wasn’t a lack of strategy or guidance. The problem was that behavior doesn’t change just because you understand a plan or have the proper instructions.
Success doesn’t happen simply by knowing what to do. Actual behavior change occurs when you align your inner world, the way you think, feel, and believe, with the goals you’re aiming for. Without this alignment, it’s hard to take consistent action toward those goals, no matter how clear the plan is.
The Neuroscience of Wealth Creation
Here’s the myth: If you think positively or believe hard enough, success will follow. That’s the watered-down version of mindset work, and John calls it out clearly:
“You can think your heart away. You can believe. But unless you apply the Law of GOYA, Get Off Your Ass. nothing changes.”
That’s where the neuromechanics come in.
John explains that all human brains operate the same way functionally. But few people understand how to use theirs intentionally. Most people unconsciously run old programs, locked in self-talk loops that sabotage progress even with the best strategies.
- Vision
- Goals
- Thoughts
- Emotions
- Actions
When those resonate on the same frequency, the brain doesn’t just light up; it activates to achieve what you desire.
From Vision Board to Maserati
John doesn’t just preach theory; he lives it. One of his best-known stories is about the vision board that led to him owning the Maserati he once dreamed about.
But here’s the kicker: the car didn’t show up because of a photo on a board. It showed up because of consistent, aligned action that matched the vision.
That’s what real manifestation looks like.
“Resonance is key. When your brain, emotions, and actions align, you don’t just attract the life you want—you create it.”
The Law of GOYA vs. The Law of Attraction
John’s most significant insight came when he realized that the Law of Attraction is incomplete. While positive thinking is powerful, it’s not the sole driver of success. The missing piece is the Law of GOYA (Get Off Your Ass).
Success doesn’t come by just thinking about it. It’s about taking intentional action. It’s about using your brain as a powerful tool supported by proven science, guided by a clear strategy, and fueled by habits that consistently move you closer to your goals. Without action, the Law of Attraction is just wishful thinking. With action, it becomes a force for transformation.
