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Rob Scott, The Identity Shifter

Ruthie: Our next guest is Rob Scott, a master-level coach, and I’m really excited to have him on the show. He’s the founder of Fundamental Shift, LLC. His work has influenced hundreds of thousands of people to shift their identities, achieving levels of success once thought impossible to reach. 

He helps them evolve their consciousness and create profound changes in all important areas of life. His coaching programs take you through proven processes that will get you past your biggest, deepest, most limiting beliefs. Rob, thank you so much for joining me today. 

Rob: I’m really happy to be here!


What’s Your Superpower?

Ruthie: Something that my kids ask me is, “What’s Your Superpower?” So before we get into the business stuff, what would you consider your super power to be? 

Rob: Well, in my most egoic moments, I hope I have a handful of superpowers. But in the context of coaching, I think I can get people to see how easy and quick massive transformation can be. So there’s often a little shortcut or a more authentic way to get to what people really want. Sometimes that’s in our blind spot and we can’t see it. 

Imagine if you just keep banging into a wall trying to get in; I’m the one who can go, “Hey, there’s an open door right here!” And  that’s all it took to get there. I do that exceptionally well. 

Ruthie: That sounds awesome. The stuff was already here, but if you can’t see it, what good is it? 

Rob: Yeah. I help people get out of their own limits and unconscious mess really quickly. 

How Did You Start Your Business?

Ruthie: So how did you start your business? How did you get from the very beginning to now? 

Rob: I’m going to back up, just to give it some context. I grew up very dysfunctionally, so I had to go through a lot of abuse and difficult stuff. I ended up very addicted at an offensively young age, and I was playing with drugs and alcohol at age 7, so I didn’t grow up healthy. And I’d gone through a lot of really serious abuse, so I ended up pretty much as dysfunctional as you can manage to be, without dying. I was in and out of institutions, halfway houses, rehabs, and jails. I ended up homeless for a significant amount of time. 

A Fundamental Shift

And then I had this fundamental shift; I went from being homeless to being vice president of technology at a company in just a handful of years. Just a side note: along that corporate journey, I got really sick with cancer. So a significant portion of that was being in a hospital, almost dying of cancer. By the time I got done with that, there were lots of people around me that were like, “When are you going to write your book?” 

So back in like 2005, I started my first podcast. There weren’t very many people listening, but a lot of the people that were listening to podcasts somehow found me in the very beginning. So all over the world, I had people request coaching. At first, it wasn’t something that I even thought of! I started mentioning this to friends, just because it was notable, and one of my really close friends who owned a business at the time said, “I would hire you right now. Let’s get to work!” And I was like, “Well, tell me what’s going on!” 

He’d been listening to my podcast and he really wanted to work with me, so he was actually my first client. And as soon as we started doing it, I realized that this was why I was effective in leadership at the corporate level. This was something that was kind of natural for me. Even all the way back into the deep dysfunction, I was trying to get people to see things differently. I’d been doing it my whole life, not really realizing what it was. 

Leaving Corporate for Entrepreneurship

Very quickly, I left the corporate world to start this business. I’ve been doing it for 14-15 years, and I love it. And in that process, I’ve really codified what I had done for myself, what I had done in that leadership role, and what I’d gotten other people to do. You just couldn’t stop me from doing it now. I think it’s one of the most important things that we can do. 

Ruthie: That’s such a strong story. Today, I was talking to my son because he was really upset because he got a bad grade on something. My husband had mentioned that it was a failing grade, and he took that to mean that he was a failure.

He started crying, and I told him that nobody in the house would ever call him a failure, but even somebody who’s failed a lot can always wake up the next day and decide to do different. I don’t want him to grow up with this limiting belief that he’s somehow a failure. 

Rob: It’s really good that he’s spoken to that, and it’s really good that you’re a competent parent to match that space. Oftentimes, we get this feeling of, “I’m not enough. I’m a failure who can only do one thing.” It could be parenting words, some misunderstanding when we’re younger, that embarrassing moment when someone calls you out for being fat in middle school, whatever it is. 

And for many of us, that’s very unconscious. We may see some of it, but what we really see are the results. We don’t actually see the source and what’s easily changeable. So it’s good that you stopped that from taking root in your son. 

Who’s Your Ideal Client?

Ruthie: Your story and the way that you talk touched people all over the world. That’s different cultures, different continents, people who speak probably multiple languages, but who is your ideal client? When you’re crafting your marketing, who’s the ideal client that you’re trying to attract? 

Rob: Well, I want this for everybody, and that ends up being a business challenge. I think many people want a certain thing. This is the difference between the coaching that I do and what I think a lot of coaches and therapists are doing for people; we’re very problem-focused. 

Somebody who’s an entrepreneur is thinking, “If I could just have a breakthrough in entrepreneurial skills. If I could just get this many more clients, etc.” So they hire a sales coach and even if that’s successful, we actually want way more than that. As soon as that need is satisfied, some other need pops up. Right now, your relationship isn’t that good. Or you got the money, but you didn’t even really want the money for the money. You wanted the money because you wanted to feel secure, powerful, and proud of what you do. 

Someone Who Wants Massive Change

So my ideal client is somebody who knows that they want a massive transformation in all directions. So the person who’s probably not my client is somebody who says, “I want to become a successful trader!” And if I say, “You have to change yourself to do that, because it’s not just about knowing more trading; you have to actually become a person who’s capable of that.” If they can’t get past that, I’m not that interested in working with them. 

But if they’re honest that they really want to be masterful in lots of domains, and that what’s required is a shift in themselves, that’s deeply interesting to me. That’s who I want to help evolve. And then, they find that they can point that at whatever is most meaningful to them. They become somebody with focus and capability, and they can build mastery in any area they want. But it begins with them gaining the skill of growth and change. 

Looking at a Type of Person

Ruthie: So you’re not specifically speaking to a business owner, a high-level career exec or anything. You’re speaking to a specific type of person; intrinsic traits within a particular type of person. 

Rob: Correct. I mean, I love working with leaders. If the work I do with somebody has a ripple effect, where their life is affecting other people, that’s obviously more meaningful to me. However, they need to be in a position where they can afford coaching. There’s certain things that are important for them to be able to work with me, from a business standpoint. 

But as far as who they are, there’s almost two dimensions. Some people are very aspirational and they think, “It’s not that I’m not enough, but this isn’t enough. I haven’t gotten to where I’m supposed to get to.” We might say that that’s an okay sense of self. Meanwhile, somebody else thinks, “There’s something wrong with me. I’m not enough. I’m suffering in all these ways.” There’s a difference between bringing somebody from psychologically damaged to normal, vs normal to exceptional. 

What I really want people to understand is that both of those have the flavor of, “I’m not enough. This isn’t okay.” I want to get somebody to a place of realizing that not only is it okay, but it’s exceptional. And then I have lots of things that I want to do on top of that  “exceptional”. That’s what I’m really interested in doing with people. I’m looking for somebody who is really suffering and wants to become more exceptional out of that suffering, or they’re just not satisfied. Maybe they get a lot of results, but they’re still not happy. I help them change profoundly so that they have a very different experience of life and success. 

Ruthie: Well, it sounds like you know exactly who you’re going after. And you’ve been in business for 14-15 years, so you’ve had time to refine that message. 

Did You Have Doubts About Coaching?

Ruthie: So you hit a point where you decided, “Oh yeah, coaching! This is my calling!” Between that moment and now, was there a moment where you thought it maybe wasn’t it? 

Rob: No. I don’t care if it has that name. I think we’re seeing this enormous explosion of coaches; some are amazing and some are less than amazing. There’s a very low bar to entry to this. You don’t necessarily need certifications. You can hang a shingle and be making $100,000 pretty quickly, if you’re any good. 

The Coach Explosion

There’s lots of reasons that it gets flooded, but let’s talk about the authentic reasons. We’re dealing with an ever-growing pace of change and complexity, with just communication channels alone.

It’s not just email anymore. It’s your Twitter, Instagram direct messages, and Facebook messenger. You could spend an hour just cycling through different platforms to see who’s trying to talk to you and where your attention needs to be. That’s a little bit chaotic, so we need help. 

It’s very hard to have deep and meaningful mastery in a lot of areas, and yet we’re being called into lots of areas. So sometimes, we need helpers, whether in the emotional realm with therapy for some people, mastery in a business skill with a sales coach, etc. Helping others is going to continue to be necessary and important. 

Whether it’s coaching or whether I go and get some degrees and become a therapist, I’m deeply interested in helping other people. That’s never changed for me. Now, I not only get to be passionate about it, but it’s deeply ingrained into my sense of purpose. I also receive profit for doing it, so it really just hits all the notes. And I really love it. There are certainly frustrations; things go wrong and there’s challenges, but I love it. I’m going to do it until I’m dead. 

Ruthie: Man, that’s so inspiring. I hope that somebody who needs to hear it gets to listen to you talk about searching, finding, manifesting and molding their purpose into what they want it to look like. It goes beyond coaching.