Have you ever got a client super excited on a call, only for them to do nothing by the next session? It’s frustrating. It's confusing. And it happens because of the Matchstick Myth. When we rely purely on motivation, we are lighting a matchstick. It is a bright, hot flash of energy 🔥 But if you have 𝐧𝐨𝐭 helped the client build any logs in their fireplace (real-world reward systems), that fire goes out quickly. The solution is not more motivation. It's better science. 📢 People we support get stuck because of their own stories... One of the biggest barriers isn't a lack of motivation; it's that the person is completely trapped inside language. They’ve convinced themselves a story they are telling is 100% true. 🟠 In the behavioural science behind REWIRE, this is called: 𝙁𝙪𝙨𝙞𝙤𝙣. Fusion is when a person’s identity becomes completely tangled up with a thought. Your first job as a coach is NOT to look for character flaws. It's to Recognise the Fusion. This is the very first step, the 'R' of REWIRE: R = Recognise the Fusion. Here's what it sounds like: - The Identity Trap: "I am a procrastinator." They've fused their sense of self to a negative label, making change feel impossible. - The Emotion Trap: "I am anxious." They've fused their "self" with a feeling, believing they cannot act until the feeling goes away. ✅ As a REWIRE Coach remember: 𝙇𝙖𝙣𝙜𝙪𝙖𝙜𝙚 𝙞𝙨 𝙩𝙝𝙚 𝙞𝙣𝙩𝙚𝙧𝙫𝙚𝙣𝙩𝙞𝙤𝙣. Your goal is 𝘯𝘰𝘵 to fight the "bad" thoughts. It's to change the relationship your client has with them. We help them see that the "anxious" thought or the "procrastinator" label is just a passenger on their bus. The passenger might be shouting, but your client is still the driver. This shift moves the problem from being internal ("I'm broken") to an external thing they can manage. When you listen to your clients, which "I am..." labels do you find they are most stuck on? Is itv - an identity ("I am a perfectionist") or - an emotional state ("I am overwhelmed")?  Drop your thoughts below 👇