The Identity Trap That Silently Kills Profit
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The Identity Trap That Silently Kills Profit
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In this episode of The Money Lever Podcast, Josh Latimer breaks down why profitability is not greedy, not optional, and not something to feel guilty about. In fact, it may be your moral responsibility.
Josh introduces the concept of identity range, the invisible financial ceiling that determines how much money you allow yourself to make and keep. Most business owners don’t struggle because of tactics or intelligence, but because their nervous system, beliefs, and self-image won’t allow them to operate at a higher profit level.
You’ll learn why people self-sabotage when they earn “too much,” why lottery winners often go broke, and why raising prices feels emotionally uncomfortable even when it’s mathematically obvious. Josh reframes profit as leadership, stewardship, and fuel for growth, not something taken from others.
This episode challenges deeply rooted beliefs around money, pricing, and worth and shows why profit is what funds freedom, stability, generosity, and long-term impact.