Meet Jay Shaw, CHt

I help high performers eliminate the mental patterns holding them back—using a system called Identity 2.0.

Not mindset tips. Not motivational coaching. Not years of talk therapy.

Direct subconscious reprogramming that creates lasting change in weeks, not years.

Why I Do This Work

I learned about identity before I knew what to call it.

Growing up, I watched my mom braid hair. She was the best in town—people would literally fly in from other states just to sit in her chair. I'm not exaggerating. They'd pay for a plane ticket to get their hair done by her.

But here's what puzzled me: we weren't rich.

She'd charge these people less than the cost of the flight they took to get there. Her skill was undeniable. Her results spoke for themselves. But something was off between her ability and her income.

It took me years to understand what I was seeing. It wasn't her skill that was the problem—it was her identity. She didn't see herself as someone who could charge what she was worth. And no amount of talent was going to override that internal programming.

That lesson stuck with me. Skill isn't enough. Results aren't enough. Who you believe you are determines what you allow yourself to have.

How I Found Hypnosis

I got hypnotized for the first time at 14—at a carnival, of all places.

It was love at first sight.

I don't know how to explain it except that something clicked. I became obsessed. I started learning everything I could about hypnosis from every angle—entertainment, conversational, therapeutic, NLP. I consumed books, courses, training programs. I practiced constantly.

And it changed my life.

My confidence transformed. My self-image shifted. The limitations I'd accepted as "just who I am" started dissolving. I realized that the mind is programmable—and most people are running on outdated software they didn't even choose.

I went from being fascinated by hypnosis to dedicating my life to it. Not the stage show stuff—though I respect the craft—but the real work. The clinical application that helps people rewrite their internal code and become who they were meant to be.

What I Learned

After years of studying, training, and working with clients, here's what I know for certain:

The problem is almost never what people think it is.

They think they need more discipline. More motivation. More willpower. A better strategy. Another course.

What they actually need is a new identity.

My mom didn't need a business coach to tell her to raise her prices. She needed someone to reprogram the part of her that didn't believe she deserved more. Until that shifted, no strategy was going to work.

That's what I do now. I help high performers close the gap between their ability and their identity. Between what they're capable of and what they allow themselves to have.

My Approach

Most personal development tries to change your behavior. I change your identity.

Behavior is just the output. Identity is the operating system. If you want different outputs, you have to upgrade the system.

That's why I created Identity 2.0—a framework that maps transformation across 12 key dimensions, from self-image to stress response to your relationship with money and success.

We don't fight your old patterns. We starve them by building the new identity so completely that the old one becomes irrelevant.

"We get so busy building the new identity that the old one starves from neglect."

I use clinical hypnosis because it's the fastest, most effective way to access the subconscious mind. But this isn't woo-woo mysticism. It's focused, collaborative work that creates neurological change.

You're not unconscious. You're not out of control. You're in a state of heightened focus where real transformation becomes possible.

Who I Work With

I specialize in high performers who've hit a ceiling they can't think their way past:

• Executives dealing with decision fatigue, pressure, and the weight of leadership
• Entrepreneurs battling imposter syndrome, self-sabotage, and blocks around scaling
• Day Traders whose psychology is costing them money—fear, revenge trading, FOMO
• Athletes who need the mental edge to perform under pressure
• Anyone who knows they're capable of more but can't seem to access it

If you've tried everything else and you're ready for something that actually works, we should talk.

Credentials & Background

I work with clients in-person at my Richardson office and virtually worldwide via Zoom. Both are equally effective.

My Philosophy

I believe you don't rise to the level of your goals—you fall to the level of your identity.

I believe willpower is overrated and unsustainable. Real change comes from eliminating internal resistance, not fighting through it.

I believe most people are one subconscious shift away from a completely different life. They don't need more information. They need transformation.

I believe the highest performers aren't the ones who try the hardest—they're the ones who've removed the friction between who they are and what they want.

And I believe that's available to anyone willing to do the work.

Connect With Me

• Instagram: @icoachbosses
• LinkedIn: Jay Shaw
• YouTube: @ICoachBosses
• TikTok: @icoachbosses

Or just call me: (972) 525-4988

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