Positive affirmations are everywhere, but are they truly changing lives? If yours feels more like wishful thinking than transformation fuel, prepare to challenge what you know about self-talk.

In the realm of personal development, positive affirmations have long been hailed as a powerful tool for rewiring the brain toward success and well-being. Phrases like “I am worthy,” “I am capable,” and “I am successful” are meant to instill optimism and retrain our subconscious minds. But is simply repeating positive statements the most effective path to a positive mindset shift?
Enter afformations – a method introduced by Noah St. John, author of “Afformations: The Secret to Instantaneous Transformation.” Afformations are empowering questions that subtly shift our internal dialogue from statements of lack to questions of possibility. Instead of stating “I am rich,” an afformations poses the question, “Why am I so rich?” This approach sparks curiosity and engages the brain differently.
This article will take a deep dive into affirmations and afformations. We’ll explore their potential benefits, limitations, scientific backing, and the debate over which technique might offer the most transformative power.
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Understanding Affirmations
What are affirmations?
Affirmations are positive, present-tense statements that assert something as true, even if it contrasts with current circumstances. Their purpose is to imprint a new belief system into the subconscious through consistent repetition. Examples include:
“I am confident and capable.”
“I am worthy of love and respect.”
“Abundance flows easily into my life.”
How Affirmations Are Thought to Work
The philosophy behind traditional affirmations rests on a few key principles:
Neuroplasticity: The brain has a remarkable ability to change and adapt, even in adulthood ([Source: Harvard Health Publishing]). Affirmations aim to leverage this plasticity by creating new neural pathways associated with positive self-beliefs.
Repetition and belief: The idea is that by consistently repeating positive statements – particularly when those statements generate positive emotions – the brain starts to accept them as true, overriding old, limiting beliefs.
Focus and action: Affirmations are intended to shift your focus towards your desires rather than limitations, inspiring action in alignment with your goals.
The Potential Benefits of Affirmations

Proponents of affirmations cite various potential benefits, including:
- Increased self-esteem and confidence: By consistently repeating positive statements about ourselves, we may begin to challenge and replace the negative narratives that often play on repeat in our minds. This can lead to a greater sense of self-worth and belief in our abilities.
- Reduced stress and anxiety: Focusing on positive, calming affirmations, such as “I am safe,” or “I am at peace,” can help counteract the physiological stress response and create a sense of control over anxious thoughts.
- Enhanced motivation: When we regularly affirm our goals and desired outcomes, we solidify our intentions and keep our aspirations front of mind. This repeated reinforcement can inspire greater energy and drive to take action towards what we want.
- Improved performance: Some studies suggest that affirmations may help individuals perform better in various domains.
- For example, students using positive affirmations related to academics might see improvements in test scores or athletes affirming their strength and capabilities might perform better in competitions ([Source: University of Pennsylvania]). The possible mechanism is that positive affirmations combat performance anxiety and boost self-efficacy, leading to more optimal results.
- Greater resilience and adaptability: Regularly affirming our strengths and ability to overcome challenges can foster a more resilient mindset. We become more likely to view setbacks as learning opportunities rather than signs of failure, increasing our ability to bounce back.
However there are various limitations in Affirmations…
Limitations and Criticisms of Affirmations
While affirmations hold the potential for inspiring positive shifts in self-beliefs, it’s crucial to acknowledge their limitations and the criticisms they face:
- Forced Positivity and the Inauthenticity Clash: When affirmations directly contradict firmly rooted negative beliefs, they can trigger a backlash of doubt. The mind may reject the affirmation as untrue, leading to feelings of inauthenticity and potentially even exacerbating negative self-talk.
- Surface-Level Change vs. Deep Transformation: Critics contend that affirmations, when used in isolation, might remain superficial without addressing the underlying origins of negative self-beliefs. These origins could stem from early experiences, negative self-talk patterns formed over time, or unprocessed emotional issues. Affirmations alone may not provide the tools to explore and resolve these deep-seated sources of negativity.
- Passive Mindset Potential: There’s a concern that over-reliance on affirmations could inadvertently lead to a passive mindset. While affirmations can inspire positive thinking, achieving desired outcomes necessitates taking action alongside those positive statements. If misapplied, affirmations risk becoming a substitute rather than a catalyst for action.
- The Low Self-Esteem Challenge: Research suggests that affirmations can backfire in individuals with significantly low self-esteem. In these cases, positive affirmations clashing strongly with a deeply entrenched negative self-image may worsen negative self-talk rather than improve it ([Source: University of Waterloo]).
- The Complexity of the Human Mind: The effectiveness of affirmations often depends on the individual, the specific belief they aim to change, and psychological factors outside the scope of simple repetition. The mind is complex, and there is no one-size-fits-all approach to personal transformation.
What Does the Research Say?
Research on affirmations offers a mixed picture. Some studies suggest potential benefits:

While affirmations hold the potential for positive change, it’s essential to acknowledge why they sometimes don’t work or even backfire. Here are some key insights from studies:
- Low Self-Esteem: Research from the University of Waterloo suggests affirmations can worsen negative self-talk for individuals with significantly low self-esteem. This highlights the need for a nuanced approach and the potential benefit of exploration-focused methods like afformations, especially in the initial stages. [Source: University of Waterloo]
- Cognitive Dissonance: When affirmations clash directly with deeply entrenched negative beliefs, they can create an internal conflict, potentially increasing self-doubt instead of cultivating confidence. This is where the less confrontational approach of afformations can be advantageous.
- Focus on Words, Not Action: Affirmations alone are insufficient for lasting change. Without goal-aligned actions, they may create a feel-good factor without substantial shifts in behavior and outcomes.
- Lack of Addressing Root Causes: Affirmations may not effectively address the underlying reasons behind negative beliefs. Combining self-talk work with other tools like mindfulness, self-compassion practice, and potentially therapy may be necessary for deeper transformation.
Introducing Afformations
1. What are Afformations?
Afformations, coined by author Noah St. John, reframe positive self-talk as empowering questions. Instead of declaring a desired state, afformations question why that desired state is already true. Examples include:
“Why am I so confident and capable?”
“Why am I so worthy of love and respect?”
“Why does abundance flow easily into my life?”
2. How Afformations Aim to Work?
Afformations differ from traditional affirmations in a few key ways:
- Bypass Resistance: Afformations are designed to avoid the potential clash with negative beliefs that can arise from affirmations. Since they’re questions, they can’t be easily refuted as untrue by the subconscious.
- Spark Exploration: Afformations encourage genuine self-reflection and open-mindedness about possibilities. They prompt the brain to search for answers, reasons, and potential solutions.
- Empowerment and Action Focus: The questioning nature of afformations can feel empowering, motivating the individual to find ways to make their desired state a reality.
3. Potential Benefits of Afformations
Afformation proponents suggest they provide several advantages:

- Reduced Cognitive Dissonance: Afformations can sidestep the inner conflict that may arise when traditional affirmations feel inauthentic.
- Greater Curiosity and Growth Mindset: Questions promote greater exploration and openness compared to the certainty affirmations sometimes attempt to instill.
- Increased Motivation and Agency: Afformations can feel less passive, subtly encouraging individuals to identify steps and actions aligned with their goals.
- Deeper Change: By prompting reflection and solution-oriented thinking, afformations may contribute to a more lasting shift in self-beliefs.
Affirmations vs. Afformations: Which is Better?
The “better” method depends heavily on the individual. Factors to consider include:
- Resonance: Which approach feels more natural, authentic, and engaging – affirmations or afformations?
- Self-Esteem: Those with significantly low self-esteem may initially find afformations less confrontational.
- Goals and Personality: Some individuals thrive on the declarative nature of affirmations, while others prefer the exploratory feel of afformations. It’s also important to note that affirmations and afformations aren’t mutually exclusive. Experimenting with both to determine the greatest personal benefit is encouraged.
The Importance of Belief and Personalization
Regardless of whether you lean towards affirmations or afformations, two factors are paramount for their effectiveness:
- Belief: Both affirmations and afformations work best when accompanied by a growing sense of belief and possibility in the desired state.
- Personalization: Tailor your chosen method to your specific needs and language that genuinely resonates with you.
Tips for Using Afformations
If you want to explore afformations, here are some tips for a successful experience:
- Consistency: Practice regularly for optimal results. Integrate them into your daily routine.
- Feeling: Focus on evoking genuine positive emotions, not just rote repetition.
- Visualization: Combine your statements/questions with visualization for added power.
- Re-evaluation: Periodically assess your affirmations/afformations. Modify them to match your growth and evolving goals.
- Action: Remember, positive self-talk is most powerful when paired with goal-aligned actions.
Going Beyond: Holistic Self-Improvement
While affirmations and afformations can be valuable tools, it’s essential to view them as one piece of the self-improvement puzzle. For optimal well-being, consider:
- Therapy and Professional Support: If you face deep-seated negativity or limiting beliefs, seeking professional guidance can be immensely transformative.
- Self-Compassion: Combining affirmations/afformations with self-compassion is vital for sustainable change.
- Mindfulness: Practices like meditation can help you become more aware of your thoughts and cultivate a non-judgmental approach to your inner dialogue.
- Healthy Habits: Proper sleep, nutrition, exercise, and managing stress levels are foundational to a positive mindset.
Success Stories: The Power of Afformations in Action
While research offers a mixed picture, numerous individuals report positive experiences using afformations. Here are a few examples to illustrate their potential impact:
Overcoming Imposter Syndrome: Sarah, a software engineer, struggled with a nagging inner voice that she wasn’t skilled enough. She began using affirmations focused on her competence and knowledge. Over time, she began to internalize those beliefs, gained greater confidence in her abilities, and even earned a promotion.
Boosting Business Success: Michael, an entrepreneur, felt stuck and unable to attract new clients. He turned to afformations, asking himself “Why are new clients constantly finding me?” This approach shifted his focus to the potential for abundance. He soon saw a surge in inquiries and a significant boost in revenue.
Shifting from Anxiety to Peace: Emily suffered from debilitating anxiety attacks. Traditional affirmations felt too far removed from her reality. She started questioning, “Why am I feeling so calm and centered?” Focusing on that desired state, along with mindfulness practices and therapy, helped greatly reduce her anxiety over time.
Entrepreneurs Testimonials
TIM T.
Entrepreneur
“Tim’s $4,500,000.00 Success Story”
Hello everyone, this is Tim Taylor. I just wanted to take a moment to share my experience with Noah St. John’s program.
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Completing the program was a turning point for me. It ignited a fire within me to take action. Within just 30 days of finishing Noah’s program, I launched a new business venture. And astonishingly, within two short years, that business grew into a million-dollar enterprise.
Noah’s teachings not only gave me the practical tools and strategies I needed to succeed but also instilled in me the belief in my abilities. His program empowered me to break free from the limitations I had imposed on myself and to truly live up to my fullest potential.
If you’re considering taking Noah’s program, I urge you to seize the opportunity. Trust me when I say it will change your life. It did for me. Noah St. John’s program is not just about business success; it’s about unlocking your true potential and creating the life you’ve always dreamed of. Don’t hesitate – leap and transform your life today.
STACEY C.
Entrepreneur
“Dr. Stacey’s $350,000.00 Transformation”
Hi there, I’m Dr. Stacy, and my husband Dean and I just completed our half-day VIP session at Babette and Noah’s home as members of Noah’s Inner Circle Mastermind. Let me tell you, it was a transformative experience.
First off, the location was breathtaking. Nestled in a beautiful setting, it provided the perfect backdrop for our intensive session. From the moment we arrived, we were greeted with warmth and hospitality, setting the tone for what would be an incredibly productive few hours.
The tools and insights Noah and Babette provided were nothing short of phenomenal. In just three and a half hours, we covered so much ground that I could hardly believe it. My mind was buzzing with newfound clarity and ideas, ready to implement and propel us to the next level in our business journey.
What truly struck me was the feeling of progress and accomplishment we experienced in such a short amount of time. Walking in with what felt like a blank slate, we left with a sense of direction and purpose, as if we had laid the foundation for something truly remarkable.
Noah often talks about building your foundation, and I can now attest to the power of that statement. Through the Inner Circle Mastermind, we didn’t just conceptualize our goals; we started building them, brick by brick. It’s like we went from having a mere idea to seeing the framework of our vision take shape before our eyes.
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ANTHONY D.
Entrepreneur
“Noah’s Afformations® changed my life and I can see an improvement every day.”
I can’t express enough how much your method has transformed my life. It’s truly been a game-changer for me. Ever since I started implementing your strategy of writing down affirmations and putting them up where I can see them every day, my perspective has shifted in ways I couldn’t have imagined.
Each morning, as I glance at my affirmations, I am reminded of my goals and aspirations. But it’s not just about the goals; it’s about the journey and the continuous improvement I see in myself every single day. Your approach has given me a tangible way to track my progress and witness the positive changes unfold.
What’s remarkable is how effortlessly my mind now seeks out answers to questions like “Why am I so blessed to be alive?” or “Why am I so loved?” or “Why am I so lucky to be doing what I’m doing?” It’s as if my brain has been trained to focus on the positives, and the answers come flooding in, reinforcing my sense of gratitude and purpose.
I find myself recommending your method to everyone I meet, from friends and family to colleagues and even my children. I’ve started incorporating it into our daily routine, asking my kids questions like “Why are you so good at math?” or “Why are you so talented?” It’s incredible to see how this simple practice can instill confidence and self-belief in them from such a young age.
Noah, your insights have truly resonated with me, and I can’t thank you enough for sharing your wisdom with the world. Keep doing what you’re doing because you’re making a profound difference in people’s lives, including mine.
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FAQs: Demystifying Affirmations and Afformations
Q: Are affirmations and afformations “new age” or is there scientific backing?
A: Positive self-talk practices have existed for centuries in various forms. While some research supports their benefits, results are mixed. The key lies in personalized practice, belief, and their role as part of a holistic approach to self-improvement.
Q: How long should I practice affirmations or afformations before seeing results?
A: There’s no set timeline. Some people notice subtle shifts quickly, while deeper transformation takes time. Consistency, emotional investment, and addressing underlying beliefs are key factors.
Q: Can affirmations and afformations be harmful?
A: Generally, they’re safe. In some cases, if they clash strongly with deeply held negative beliefs, they may increase internal conflict. This may be a sign to explore afformations or seek professional support.
Q: Is it okay to mix affirmations and afformations?
A: Absolutely! Many people find a combination of both approaches works best for them. Experiment and discover what feels most effective.
Q: Should I say affirmations/afformations out loud, silently, or write them down?
A: All methods can work! Choose what feels most impactful for you. Many find speaking aloud or writing them adds power and reinforcement.
Q: What if I don’t believe my affirmations or afformations initially?
A: This is common! Focus on cultivating curiosity and openness, even with a tiny bit of belief. With practice, you may notice your beliefs and self-talk evolving.
Q: Are affirmations and afformations a replacement for therapy?
A: No. If you have deep-rooted issues, mental health concerns, or significant trauma, working with a qualified therapist will offer the best path for healing and change.
Do you have another question about afformations? Let us know!
Conclusion
The journey toward a deeply positive sense of self, unshakeable confidence, and enduring well-being is a multifaceted and deeply personal one. Both affirmations and afformations hold the power to catalyze positive change, yet it’s undeniable that one approach may resonate more than the other. It’s about finding the method that allows you to rewrite your inner narrative in a way that feels both authentic and empowering.
While affirmations have their place, their limitations are worth considering. If the idea of directly stating a positive belief triggers feelings of inauthenticity or even strengthens doubt, it may be time to explore a different perspective.
Afformations offer a powerful alternative. Their questioning nature invites curiosity, bypasses potential resistance from the subconscious, and can spark a genuine search for solutions and pathways to embody your desired state. This subtle shift has the potential to initiate a more profound and lasting transformation in your mindset.
I encourage you to experiment, to listen carefully to your inner responses, and to approach your self-improvement journey with a spirit of open-minded exploration. You may discover that, for you, afformations are the key to unlocking a renewed sense of possibility and unlocking the positive beliefs that pave the way to your goals.
If this exploratory approach to affirmations resonates, and you’d like guidance in crafting your powerful afformations or exploring this method even deeper, don’t hesitate to reach out. You can book a consultation or contact us to discover how tailored support can supercharge your personal growth.
Remember, you are worthy of the life you desire, and the power to make it a reality starts with how you speak to yourself.
