What if the biggest obstacle to your wealth… is the story you’re telling yourself about it?
The Money Story That Built You—and How It’s Holding You Back
Amy Cook didn’t just build a business—she built a philosophy. After spending over two decades in financial services, Amy discovered that what drives financial decisions has nothing to do with spreadsheets or stock tickers. It’s something far deeper: your money narrative.
Your money narrative is the internal story you tell yourself about wealth, risk, success, and value. It’s shaped by your upbringing, your environment, and your earliest experiences with money. And if you’re like most entrepreneurs, that story is working against you.
“I realized I was operating from a place of fear,” Amy shares. “I was chasing more money thinking it would solve everything—but it never felt like enough.”
How Your Childhood Beliefs Are Bankrupting Your Future
Amy’s journey started when her family lost their home during her childhood. That moment burned itself into her psyche: money = safety. No money = danger. “It was like an invisible hand guiding every decision I made,” she says.
As a financial advisor, Amy saw the same patterns in her clients. People from wildly different backgrounds all hitting the same walls—because their hidden beliefs were silently steering their financial choices.
“Most of us think we’re being logical. But we’re actually just repeating the same old story we were handed as kids.”
The False Truths That Cost Entrepreneurs Millions
So what are the most damaging narratives Amy sees in entrepreneurs?
“One of the big ones is this idea that money is bad, or that having too much makes you greedy.”
This narrative leads to self-sabotage. Entrepreneurs underprice, overgive, avoid big moves, or delay exits. Others believe talking about money is rude, so they suffer in silence—afraid to ask questions or seek help.
Another common lie? That money will magically fix everything.
“Even after my business was thriving, I still didn’t feel secure,” Amy admits. “Because the fear was never about money. It was about worth.”
The Power Of Rewriting Your Narrative
Amy isn’t just diagnosing the problem—she’s giving entrepreneurs the tools to change it. In her bestselling book Your Money Narrative, she shares frameworks and stories that help readers uncover their subconscious beliefs and rewrite them intentionally.
The first step? Awareness.
“Start by asking, ‘Why do I keep doing this—even when I don’t want to?’” Amy suggests. “That’s where the gold is.”
From there, entrepreneurs can begin shifting behaviors and decisions. Instead of fear-based choices, they start building from intention, alignment, and clarity.
Why Your Business Culture Mirrors Your Narrative
One of the most overlooked areas of impact? Your team.
“If you’re living from a scarcity mindset, it leaks into the business. It affects hiring, budgeting, compensation—everything.”
Amy emphasizes that leaders shape the emotional tone of their companies. A CEO with a healthy money narrative builds confident, empowered teams. One without it? Creates confusion, resentment, and financial chaos.
It’s not just about your legacy—it’s about the culture you create every single day.
Family, Wealth, And The Silent Killer: Secrecy
For Amy, financial transparency isn’t just a recommendation—it’s a responsibility.
“I’ve seen families torn apart after someone passes away. The fights, the confusion, the resentment—it’s all avoidable.”
Her solution: talk early, talk often, and talk openly. Share what things cost. Explain why decisions are made. Involve children in real conversations about money and responsibility. Treat them like future stewards of your legacy—not blind recipients.
“Transparency isn’t bragging. It’s leadership.”
The Entrepreneur’s Greatest Threat: Shame
Amy’s message to business owners is clear: stop beating yourself up.
“You made a bad investment? Lost some money? Welcome to the club. That’s how you grow.”
Instead of shame, she encourages reflection. What did you learn? What would you do differently? And what narrative drove that decision?
When you take responsibility without blame, you gain power. And when you reframe failure as feedback, you move faster and smarter.
The Shift From Accumulation To Legacy
As wealth grows, the narrative must evolve. Amy sees too many entrepreneurs stuck in “accumulation mode,” hoarding cash but scared to spend it—even when they’ve already won the game.
“They’re still living like the struggle is real—when it’s not. And that creates stress, not freedom.”
True wealth is about impact. Legacy. Intentional generosity. Amy helps clients transition from surviving to thriving—from protecting money to using it wisely.
And yes, that means spending some of it. “Give yourself permission,” she says. “You’ve earned it.”
The Bottom Line: Rewrite The Story, Rewire The Outcome
If you’re stuck in a financial rut, it’s not just strategy—it’s story.
Your inner narrative determines what risks you take, what rewards you allow, and what future you create. Amy Cook’s work is a wake-up call to entrepreneurs who are wealthy on paper but bankrupt in mindset.
Want to unlock true financial freedom? Start with your story.
🎧 Listen now to discover the real money mindset that builds wealth, freedom, and a legacy that lasts.
Subscribe to The Deep Wealth Podcast—and start playing by the rules that actually work.
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Today, Feldberg's passion is helping you extract your deep wealth. The 90-day Deep Wealth Mastery program helps create a solid foundation for three areas: increasing profits to enterprise value and optimizing post-exit life. Deep Wealth Mastery offers strategies and insights drawn from Feldberg's rich experience. The strategies from the trenches get results. Jeffrey's vision is to increase the social fabric of society one entrepreneur at a time.
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