What is *Think This, Not That* by Dr. Josh Axe about?

*Think This, Not That* explores how mindset shapes personal and professional success through **12 transformative mindshifts** that replace limiting beliefs with empowering perspectives. Dr. Josh Axe combines principles of personal growth, resilience, and self-awareness to guide readers toward unlocking their potential. Key themes include redefining success, embracing purpose, and overcoming fear of failure. The book blends actionable strategies with psychological insights to foster lasting change.

Who should read *Think This, Not That*?

This book is ideal for **self-improvement seekers**, professionals facing career transitions, and individuals struggling with self-doubt or stagnation. It’s especially relevant for fans of Dr. Axe’s holistic health expertise seeking mindset tools to complement physical well-being. Entrepreneurs, coaches, and anyone aiming to align daily habits with long-term purpose will find actionable frameworks.

Is *Think This, Not That* worth reading?

Yes—readers praise its **practical, structured approach** to mindset transformation, calling it a “roadmap to personal growth”. The 12 mindshifts address universal challenges like imposter syndrome and purpose alignment, with exercises to implement changes immediately. Positive reviews highlight its blend of motivational storytelling and evidence-based strategies, making it valuable for both casual readers and personal development enthusiasts.

What are the key concepts in *Think This, Not That*?

Core concepts include: - **Redefining success** as personal growth rather than external achievements - **Self-awareness** to identify limiting beliefs - **Purpose-driven action** through “finding your why” - **Fear-to-growth mindset shifts** for embracing challenges The book’s framework emphasizes iterative progress over perfection, using relatable examples from health, career, and relationships.

How does Dr. Josh Axe’s background influence the book?

Drawing on his **clinical nutrition and natural medicine expertise**, Dr. Axe integrates holistic health principles into mindset work. His experience founding a functional medicine clinic and authoring bestselling wellness books informs the emphasis on mind-body alignment. This unique angle connects mental patterns to physical vitality, distinguishing it from generic self-help guides.

Can the mindshifts in *Think This, Not That* help with career changes?

Absolutely. The **“Rewriting Your Role”** mindshift teaches readers to view themselves as authors of their professional narratives, not passive participants. Strategies include reframing setbacks as growth opportunities and aligning career choices with core values. Case studies demonstrate how these principles help navigate industries like tech and healthcare during transitions.

What is the main takeaway from *Think This, Not That*?

**“Your beliefs shape your reality”**—Dr. Axe argues that swapping fear-driven thoughts for growth-oriented perspectives unlocks untapped potential. For example, replacing “I’m stuck” with “I’m learning” transforms challenges into stepping stones. This principle threads through all 12 mindshifts, offering a systematic way to rebuild self-image and decision-making.

Are there criticisms of *Think This, Not That*?

While praised for practicality, some readers note the **concepts overlap with established psychology frameworks** like CBT. However, Dr. Axe’s health-focused lens adds fresh context. A minority desire more data-backed studies, though the book prioritizes actionable steps over academic theory. Overall, critiques are outweighed by its accessibility for mindset beginners.

Think This, Not That

12 Mindshifts to Breakthrough Limiting Beliefs and Become Who You Were Born to Be

Josh Axe

3.98(454 Reviews)

Overview of Think This, Not That

Dr. Josh Axe's transformative guide reveals 12 mindshifts that break limiting beliefs, combining evidence-based research with holistic health practices. What mental pattern is secretly sabotaging your potential? Discover why wellness enthusiasts call this the ultimate blueprint for becoming who you were born to be.

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Chapter 1

When Your Mind Becomes Your Prison

Have you ever noticed how the same thought loops through your head dozens of times a day? Maybe it's "I'm not good enough" or "I always mess things up." These mental refrains aren't just annoying background noise-they're shaping your entire reality. Consider this: we generate roughly fifty thousand thoughts daily, and a staggering 95 percent are reruns. When those thoughts contain lies we've mistaken for truth, they become invisible chains holding us back from everything we're capable of becoming. Henry Ford captured this phenomenon perfectly: "Whether you think you can or you can't, you're right." Our beliefs-those mental certainties about what's true-determine whether we thrive or merely survive, whether we build meaningful relationships or remain isolated, whether we live with purpose or drift aimlessly. These beliefs typically cluster around three domains: ourselves ("I'm not smart enough"), other people ("Everyone's out to get me"), and the world ("The system is rigged"). A single limiting belief can derail an entire life trajectory. Think about it: if you genuinely believe people are untrustworthy, you'll unconsciously sabotage every relationship before it begins. The power of belief extends beyond psychology into actual physiology. During World War II, Dr. Henry Beecher discovered that saline injections relieved pain in wounded soldiers who believed they were receiving morphine-the placebo effect in action. The reverse also holds true: negative expectations create negative outcomes. One patient, misdiagnosed with multiple sclerosis, experienced paralysis and deterioration until discovering she actually had treatable mold toxicity. Once the misdiagnosis was corrected, her symptoms vanished. Another man died exactly on schedule from a non-life-threatening tumor simply because doctors predicted he would. Our minds possess extraordinary power to shape our physical reality. Breaking free begins with identifying your limiting beliefs. Look for thoughts like "I'm too old," "I'm not talented enough," or "Nothing good happens to people like me." These typically fall into three categories: impostor syndrome ("I'm not enough"), perfectionism ("What I've done isn't good enough"), and scarcity mentality ("I'll never have enough"). Once identified, systematically replace them with unlimited beliefs. Transform "I've made too many mistakes" into "I can't change the past, but I choose how to move forward." Write these new beliefs somewhere visible, speak them aloud daily, and repeat until the old patterns lose their grip. Your thoughts aren't facts-they're habits you can rewire.

Chapter 2

Who You Become Matters More Than What You Achieve

Culture measures success through wealth, fame, and status. Yet Howard's funeral revealed a different legacy - hundreds shared how his simple kindness transformed their lives. He never accumulated wealth or fame, but his impact was profound. Lance Armstrong's achievements crumbled when character flaws emerged. True success means maximizing your abilities for others' good as daily practice, not an endpoint. Steve Jobs revolutionized technology but deeply regretted missing his children's lives. Research shows people pursuing wealth experience significantly less satisfaction than those focused on growth and relationships. Einstein advised: "Try not to become a man of success, but rather try to become a man of value." Most executives lose positions due to ethical failures, not poor performance. The returns are substantial: enhanced leadership, stronger relationships, better health, lower depression risk, deeper fulfillment. Create a "to-be" list focusing on character qualities you want to develop. Your greatest achievement won't be what you accomplish - it'll be who you become.

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Chapter 3

The Mirror That Reveals Everything

Witnessing families scavenging at an Ethiopian landfill revealed a deeper truth about privilege and responsibility. This is self-awareness: understanding what you feel and transforming it into meaningful behavior. The uncomfortable reality: while 90 percent of people believe they're self-aware, only 10-15 percent actually are. True self-awareness means knowing your values, passions, and goals-plus understanding how others genuinely perceive you, which often differs dramatically from your self-perception. Conversational narcissists exemplify its absence, hijacking discussions and steering everything back to themselves. Self-aware people listen attentively and show genuine curiosity. Four barriers block self-awareness: pride (believing you already know everything), busyness (never creating space for reflection), character sabotage (avoiding uncomfortable truths), and entertainment addiction (constantly distracting yourself). The Japanese concept of shoshin-"beginner's mind"-offers the antidote: approaching life with curiosity and humility. As Jordan Peterson notes, "You have no insight into your capacity for good until you have insight into your capacity for evil." To develop self-awareness: eliminate distractions and create quiet space-silence promotes cell growth in the brain's memory center. Write about emotional experiences to reduce anxiety. Expose yourself to experiences outside your comfort zone. True self-awareness extends beyond self-examination to recognizing your role in community.

Chapter 4

The Quest That Gives Life Meaning

When stage 4 breast cancer struck a forty-one-year-old swim instructor, it devastated her family. Though declared cancer-free, she battled chronic fatigue and medication dependence. A decade later, cancer returned. She transformed her lifestyle with vegetable juicing, supplements, nature time, gratitude, and visualization. Four months later, her largest tumor shrank 52 percent. Nine months after that-cancer-free. Now sixty-eight and thriving, this crisis revealed her life mission. Purpose is your reason for existence-your "why." We all seek lives that matter, that alleviate suffering and help others flourish. This aligns with Maslow's self-transcendence: becoming your best self to elevate others. Our universal purpose involves loving others and creating goodness, while individual purpose combines character development with unique skills across life roles. Purpose manifests in everyday actions. A NASA janitor told President Kennedy, "I'm helping put a man on the moon." The Japanese concept of ikigai represents purpose fulfilled when four elements intersect: what you love, what you're good at, what the world needs, and what brings reward. Living without purpose creates stagnant growth, self-focus, and lack of motivation-leading to depression, sleep disturbances, cardiovascular problems, even premature death. Viktor Frankl, who survived four Nazi concentration camps, observed that prisoners who lost faith in their future died first. Research confirms that college students who desired to help others experienced greater well-being years later than those focused solely on themselves.

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Chapter 5

Building the Team That Transforms You

Heroes need teams to survive their quests. After marriage, the realization hit that surrounding yourself with a "community of greatness"-people sharing similar values and motivated for meaningful impact-was essential. A move to Nashville led to meeting Shawn Johnson East, an Olympic gymnast, and her husband Andrew, an NFL player. Regular workouts and dinners created mutual growth that individual effort could never achieve. The people around you directly shape who you become. Duke University research shows that spending time with disciplined people improves our own self-control. Anthropologist Robin Dunbar found humans maintain about 148 stable relationships, with our closest five having the most profound impact. Modern Western societies mistakenly equate success with self-reliance, breeding loneliness that has doubled since the 1980s. Weak social connections harm health as much as smoking fifteen cigarettes daily. Aristotle classified friendships into three types: utility, pleasure, and virtue. The highest level-a "community of greatness"-consists of peers linked through shared purpose who challenge each other to grow. J.R.R. Tolkien's friendship with C.S. Lewis exemplifies this-Lewis's encouragement helped Tolkien complete *The Lord of the Rings*. To build your community, define your group's purpose and values, then identify six to eight people who embody these qualities. While 76 percent of people believe in mentorship's importance, only 37 percent have mentors-yet those who do report 70 percent better decision-making and are promoted five times more often.

Chapter 6

The Foundation Beneath Everything

Michelangelo spent four years painting the Sistine Chapel, meticulously detailing areas no one would see because "God will see." This commitment to excellence regardless of recognition exemplifies how identity drives us to create masterpieces in our own lives. Identity consists of three interconnected elements: it connects to something or someone, feeds your roles within community, and drives purpose while determining value. Your chosen identity hierarchy - whether nationality, career, faith, or family - influences your beliefs, decisions, and actions. Modern identity centers on "expressive individualism" where people conform only to their own notions, seeking validation in social trends. Traditional identity focuses on community and tested beliefs, prioritizing duties that fulfill responsibilities. Divine identity recognizes humans as spiritual beings with inherent value, leading to greater societal contributions and virtuous character. Building rock-solid identity means connecting daily tasks to greater meaning. Three bricklayers rebuilding St. Paul's Cathedral illustrate this: one saw himself "cutting stone," another "earning wages," while the third recognized he was "helping build this great cathedral." The seven divine virtues - wisdom, justice, self-control, courage, faith, hope, and love - work synergistically as a moral compass, with love as the ultimate bull's-eye: choosing to put others' needs before your own.

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Chapter 7

Your Life Is the Story You're Writing Right Now

You're not a victim of circumstance - you can rewrite your story today by choosing who you'll become. When crisis struck and a business failed, two paths emerged: fixate on pain or accept responsibility and start over. Choosing the latter led to creating the world's largest natural health website and a successful supplement company. Fear-based thinking reveals itself through all-or-nothing statements: "If I don't get this promotion, my career is over." Research shows children praised for intelligence cared more about performance, while those praised for effort used failure as motivation. A flourishing mindset says "I can learn from my mistakes" and "I am successful if I get better every day." Sara Blakely's father taught her that "failure became not trying versus the outcome." Walt Disney, Steve Jobs, and Dave Ramsey all transformed failure into success. You don't need to feel courageous to be courageous - heroes act despite their fears. Bear Grylls admits being afraid of many things, including jumping from planes after his back injury. His secret? "I've learned that if I do the things I'm scared of and I do them often enough, I become good at managing fear." The people you surround yourself with, the beliefs you embrace, the character you cultivate, and the purpose guiding your decisions - these are the building blocks of your life. Your mind can be your prison or your liberation. The question isn't whether you can transform your life. The question is: will you?

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Key Themes in Think This, Not That

limiting belief transformation
character development
cognitive reframing
growth mindset
internal success metrics

Quotes from Think This, Not That

A single belief can dramatically alter life outcomes.
True success means maximizing your unique skills for the good of others
Character forms our core identity.
Your greatest life achievement isn't what you do, but who you become.

Characters in Think This, Not That

Dr. Josh AxeAuthor and physician who overcame ADHD and failure
Dr. Henry BeecherWWII doctor who discovered the placebo effect
HowardThe author's grandfather noted for his character
Isaac MeekFounder of Five Daughters Bakery

About the Author

Josh Axe, DC, DNM, CNS, bestselling author of Think This, Not That: Rewire Your Mindset for Total Health Transformation, is a leading voice in natural medicine and functional nutrition. A doctor of chiropractic and certified clinical nutritionist, Axe bridges ancient healing practices with modern science in this mindset-focused guide to holistic wellness. His expertise stems from founding Nashville’s renowned functional medicine clinic, co-creating the Ancient Nutrition supplement brand, and growing DrAxe.com into a top natural health resource with over 15 million monthly visitors.

Axe’s prior works—including Eat Dirt, Keto Diet, and Ancient Remedies—explore gut health, metabolic optimization, and herbal medicine, establishing his authority in evidence-based natural healing. He frequently appears on platforms like Dr. Oz and has advised Olympic athletes and corporations like Whole Foods. Think This, Not That expands his legacy by addressing cognitive patterns shaping physical health, drawing from his clinical experience and research-backed frameworks.

Translated into 12 languages, Axe’s books have collectively sold over 2 million copies, while Ancient Nutrition’s products fuel a global wellness movement.

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LEARNING PLAN

Strengthen My Mindset

This plan is essential for high-performers and individuals feeling stuck in cycles of self-sabotage or burnout. It provides a scientific framework for anyone looking to bridge the gap between their current capabilities and their ultimate potential through psychological mastery.

5 h 15 m•4 Sections

LEARNING PLAN

Strong Mind, Addiction Free, Clear Thinking

This plan is essential for high-performers and individuals seeking to break destructive cycles by mastering their internal biology. It combines hard science with actionable discipline to transform mental fog into a sustainable competitive advantage.

5 h 20 m•4 Sections

LEARNING PLAN

The Unshakable Mindset Blueprint

This plan is essential for professionals and leaders who feel drained by self-doubt or reactive stress. It provides the psychological tools needed to maintain composure and authority when facing high-pressure challenges.

1 h 12 m•3 Sections

LEARNING PLAN

The Relentless Mindset

This plan is essential for individuals looking to break through mental plateaus and build unshakeable discipline. It is designed for high-performers and anyone struggling with consistency who needs to harden their resolve against life's inevitable challenges.

1 h 30 m•3 Sections

LEARNING PLAN

Unshakable: The Mistake-Proof Mindset

This plan is essential for athletes who struggle with performance anxiety or the tendency to dwell on errors. It provides the mental tools needed to transition from self-doubt to instinctive, high-stakes execution.

1 h 30 m•3 Sections

LEARNING PLAN

Unbreakable: Retraining Your Biological Alarm

This plan is essential for high-performers and individuals struggling with chronic stress or anxiety who want to reclaim control over their physiological responses. It combines modern neuroscience with ancient Stoic philosophy to help anyone build an ironclad mindset against modern pressures.

2 h•4 Sections

LEARNING PLAN

The Resilient Mindset: From Overthinking to Action

In an era of constant distractions and high pressure, the ability to transition from paralysis to action is a critical professional skill. This plan is designed for high-performers and chronic overthinkers who want to build lasting resilience and navigate complex interpersonal dynamics with composure.

2 h•4 Sections

LEARNING PLAN

The Mental Architecture of Peak Performance

This learning plan is designed for professionals and athletes who struggle with inconsistent performance and burnout. It provides a blueprint for building a sustainable mental infrastructure that relies on systems and regulation rather than raw willpower.

2 h•4 Sections

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From Columbia University alumni built in San Francisco

LOVED BY

1,000,000+ curious minds.

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"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

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"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

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"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

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"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

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"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

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"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

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"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

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"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

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"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

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"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

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"Makes me feel smarter every time before going to work"

@Cashflowbubu

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"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

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"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

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"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

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"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

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Chapter 1

Think This, Not That

OverviewOverview of Think This, Not That

One book. Many ways to hear it.

When Your Mind Becomes Your Prison

Who You Become Matters More Than What You Achieve

See every word as you hear it

The Mirror That Reveals Everything

The Quest That Gives Life Meaning

Get more out of Think This, Not That

Building the Team That Transforms You

The Foundation Beneath Everything

See every word as you hear it

Your Life Is the Story You're Writing Right Now

You made it to the end of Think This, Not That

Key Themes in Think This, Not That

Quotes from Think This, Not That

Characters in Think This, Not That

About the Author

Download Summary of Think This, Not That

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FAQs About This Book

What is Think This, Not That by Dr. Josh Axe about?

Who should read Think This, Not That?

Is Think This, Not That worth reading?

What are the key concepts in Think This, Not That?

Discover more

1,000,000+ curious minds.

1,000,000+ curious minds.

One book. Many ways to hear it.

When Your Mind Becomes Your Prison

Who You Become Matters More Than What You Achieve

See every word as you hear it

The Mirror That Reveals Everything

The Quest That Gives Life Meaning

Get more out of Think This, Not That

Building the Team That Transforms You

The Foundation Beneath Everything

See every word as you hear it

Your Life Is the Story You're Writing Right Now

You made it to the end of Think This, Not That

Users also liked

Discover more

Overview of Think This, Not That