Full Episode Page: Anthony Trucks: Identity Shift, Dark Work, and Leadership GrowthAnthony Trucks is a former NFL athlete and entrepreneur known for his work on identity shift and personal transformation.In this episode, Anthony joins host Nick Berry to explore why identity sets the ceiling on your goals. They break down why motivation fades, why mindset alone does not create lasting change, and how leadership identity determines which habits actually stick. Anthony explains how Dark Work creates proof through action and how to recognize when it is time for an identity shift in business and life.You’ll hear: - How identity limits or expands your goals - Whether mindset or identity drives long term change - Why leadership identity makes habits stick - How action builds belief over time - When it is time to make an identity shiftLinks: - Dark Work - Dark Work Identity Type Assessment - Anthony Trucks website - Anthony on LinkedIn- Anthony on Instagram- Anthony on FBChapters 00:00 Identity sets the ceiling on your goals 04:30 Why most people never become the person their goals require 08:04 Mindset, identity, and building belief through action 11:09 The four identity types 14:12 Designing Dark Work and committing to a plan 17:46 Rewiring identity through effort and repetition 22:35 Losing identity after success 26:43 The Dark Work Experience 31:32 Knowing when it is time for an identity shift 39:18 Building impact beyond yourselfBusy but not clear on what actually matters next? Get a free 90-Day Business Growth Roadmap to pinpoint your stage, identify the one priority that unlocks progress, and focus your next 90 days with confidence.Get it here: https://www.nickberry.info/roadmapNew here? Meet Nick Berry: https://www.nickberry.info/aboutThe Business Owner's Journey podcast is where entrepreneurs, leaders, and innovators join entrepreneur Nick Berry to share stories, challenges, and strategies from their journeys as business owners. Nick Berry is an entrepreneur and business advisor, known for creating the Business Alignment System™ and 5 Stages of the Business Owner’s Journey. He offers a (free) personalized 90-Day Business Growth Roadmap telling you exactly where you are today and what specific steps to take next. 🟢 Official: NickBerry.info. tBOJ is hosted by Nick Berry, produced by Nick Berry, Kelly Berry & FCG. 🟢 Sponsors: Redesigned.Business, FR, Entrepreneur's Edge