Afformations; The New Affirmations


You know what an “affirmation” is.

It’s a statement of something you want to be true. Advocates believe that repeating affirmations over and over again helps you change the way you think and, thus, make positive things happen in your life.

A classic affirmation is “I am rich.”

Try it. “I am rich.”

What just happened? Did you hear a voice in your head saying “Yeah, right!”?

That’s the big problem with affirmations. They don’t work for most people.

When I tried to figure out why they don’t work, I realized it’s because of the way the human mind is wired. We simply don’t accept statements that we don’t believe are true.

Human thought is the process of ASKING and searching for answers to QUESTIONS.

For example, if I were to ask you “Why is the sky blue?” your mind would start SEARCHING for the answer.

So if the human mind is always asking and searching for answers to QUESTIONS, why would we go around making statements we don’t believe? Why not cut out the middleman?

Take the affirmation “I am rich” — to which the brain replies “Yeah, right!” What would the QUESTION be?

“Why am I so rich?”

Try it. Ask yourself “Why am I so rich?”

What’s your brain doing right now? Searching for an answer to the question!

It’s by asking questions that you form your reality.

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Until I came up with this staggering discovery, no one had fully recognized the awesome power of ASKING EMPOWERING QUESTIONS – what I call “Afformations.”

  • 4 Steps to Creating Afformations That Change Your Life

Brandon, an insurance salesman from Utah, had spent over $30,000 on self-help programs… with little to show for it. When he came to us, he was struggling, making only around $1,200 a month.

Here’s how I taught Brandon to use The Afformations Method to create a better life for himself and his family:

Afformations Step 1: Ask yourself what you want – and write it down.

You can use a goal you’ve previously written down, or start from scratch. You decide.

Please note that traditional success teachers stop right here. They tell you to “set your goals” and then say “affirmations” to try to convince your brain that you have what you want.

You already know that doesn’t work for you.

So, let’s try something different.

One of Brandon’s goals, for example, was to increase his sales. So he wrote: “I want to increase my sales.”

Then we went to the breakthrough step…

Afformations Step 2: Form a QUESTION that assumes that what you want is already true.

This is the key step to creating Afformations that change your life.

Since Brandon’s wanted more sales, in Step 2 I taught him to ask WHY it had already happened! So one of his Afformations became: “Why did I increase my sales so quickly and easily?”

The quality of your life depends on just two things: the quality of your communication with the world inside yourself, and the quality of your communication with the world outside yourself.

When you do Step 2 of The Afformations Method, you start to change the quality of your communication with both worlds — inner and outer. You begin to ask yourself new, empowering questions, and stop asking disempowering ones.

Afformations Step 3: Give yourself to the question.

The point of Afformations does not lie in finding “the answer,” but in asking better questions. When you ask better questions, your mind automatically focuses on things you’ve probably never focused on before — and the results will amaze you.

You give yourself to the question by doing things like:

  • Meditating about your Afformations
  • Writing your Afformations
  • Reading them to yourself and others
  • Listening to iAfform Audios — audios that change your subconscious thought patterns while you’re busy doing other things (Get a free sample at

Which brings us to Step 4 of The Afformations Method — the one you MUST do to get the results you want…

Afformations Step 4: Take new ACTIONS based on your new assumptions.

Even though you may have spent thousands of dollars on “how to succeed” programs, you may have subconsciously assumed they wouldn’t work for you. That’s precisely why they didn’t.

But The Afformations Method makes conscious and clear that which has, until now, been subconscious and hidden.

When Brandon started afforming for more sales, he started thinking about what someone who had more sales would do – and he started doing those things: asking for more referrals, following up more, and doing other things a top salesperson would do. And in less than 90 days, his sales TRIPLED.

By the end of the year, his sales had increased 560%, he was making over $150,000, and he was named Agent of the Year.

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Afformations aren’t magic, they’re science. Thousands of people have experienced incredible breakthroughs with Afformations, from doubling their income in 90 days to losing over 100 pounds to finding the love of their lives.

But none of it happened until they followed all 4 Steps of The Afformations Method. That’s how you’ll change your life using this incredibly simple but powerful breakthrough!

In Summary

You’ve been told to use “affirmations” like “I am rich” that you not only don’t believe but that actually leave you more frustrated than before.

The new way is to use Afformations — empowering questions like “Why am I so rich?” that immediately change what your brain focuses on.  Change your questions, change your results.

Can you see how that puts you in conscious control of your subconscious thoughts? It automatically changes your perspective, which can change your actions, which will CHANGE YOUR LIFE.

About the Author: Noah St. John, Ph.D., is a lifestyle expert and the #1 bestselling author of The Secret Code of Success: 7 Hidden Steps to More Wealth and Happiness (published by HarperCollins). Harvey Mackay says, “If you want to crack your own secret code of success, crack open Noah’s book.”


  • 91
  • Wow! Thank you for this information it is very profound. Now I
    know why I am stuck on stupid or should I say was stuck.
    Bad communiction with in ourselves does it. Thank you.
    Like all of your essays, it is very truthfull and to the point.
    nothing held back. I am a total different person ever since I started
    reading your news letters.

  • Wyl

    halou ! i am a non-english visitor. what is the meaning of “so” ? ” why am i so clever ? ” = why am i clever enough ? is the “so” word give that meaning or what ? or “why am i clever like this ?” , what is the mission of “so” ? why must we use this word ?

  • ZC

    The word ‘so’ is used an adverb and emphasises the meaning to a great extent. For instance, ‘good’ on its own means good but put ‘so’ in front of it, emphasises the meaning of the word ‘good’ to the maximum and elevates the meaning to ‘extremely good’. I would imagine that in an afformation, the effects are emphasised like the meaning

  • jonathan

    It’s not the questions, it’s the perception that something already occurred, so your subconscious mind attempts to create the actual fact.

    I earned $45,567.86 in real estate.

    • aNto

      Did you use afformations? If so. Are you still using them and what’s been going on?

  • Tara Woodruff

    Fantastic Action Steps Noah!! Thank you So Much For your Awesomness!!

  • Bert Herna

    The premise of this book AFFORMATIONS is in direct conflict to what we know about how the subconscious mind works.

    All new ideas or beliefs that are contrary to what we currently believe are at first rejected by the conscious mind. It is only through repetition of orders that we begin to believe that belief or idea.

    The problem that most people make saying/reciting affirmations is that they don’t use any emotion. Plain unemotional words have no impact on the subconscious mind. Affirmations work the same way that negative trauma works. It’s a thought or idea attached to a strong emotion.

    When saying your affirmations it is best to say them out loud with as much passion and enthusiasm as possible.

    Repeating an affirmation just one time is not enough. Say your affirmation 10 to 15 to 20 times per day out loud with full faith and enthusiasm. As you do this it will begin to change your thinking, your attitude and finally your beliefs.

    You don’t have to take my word for – – this is the same exact principle that has been used by countless individuals that have read Think and Grow Rich, The Magic of Believing (Claude Bristol) As a Man Thinketh (James Allen) etc.

    Don’t buy into this QUESTION HORSESHIT – – begin today to affirm what you want in the present tense – – your subconscious mind doesn’t know the difference between a real or imagined event. If you don’t believe me, have you ever had a dream or nightmare and thought it was real?

    Conscious repetition works and evidence of it is all around you every day because you were being programmed by the countless advertisements that abound in our society.

    When you think of the word CREST you think of toothpaste?

    If I were to say the word MUSTANG – – would you think of a horse or a car?

    How did you begin to think this way?

    You have been programmed by conscious repetition by advertisers. The same tool of affirmation or autosuggestion can be used to change your thinking and to manifest everything that you want in life.

    • Al

      Thank you for your comment, Bert 🙂 My opinion: Tho not all
      aff-I-rmations are appropriate (believable)… what you say about repetition and autosuggestion makes sense to me. I expect that affirmations are best
      said in a right-before-sleep, perhaps hypnagogic, state / this agrees
      with Edgar Cayce’s work by the way and, too, makes sense in terms of
      “theta” brainwaves… as after all we are dealing with the SUBconscious ~
      As I don’t expect that we can all manifest all we wish for be it in health, etc. by enough repetitive use of affirmations to the conscious mind… I’m not about to throw out the Affirmations successes of Louise Hay for example. NOR would I dismiss or denigrate anyone’s work / what worked for them as

  • Liz Kahn

    Have you ever heard of the Function Emotional Fitness (FEF) program? It has been studied for about 30 years now, and uses questions as the foundation for measurable change! I love that these notions are evolving everywhere! I’ve already forwarded your piece to Kelly Burris, PhD, at the Burris Intitute as I am positive that like minds such as yourselves would have a great deal to discuss! Be Well!