The Hidden Power of the Phrases You Already Know

the new book, clichÉ, shows you the power behind common phrases.

Embrace Cliché!

You’ve heard them a thousand times…

  • “Fake it 'til you make it.”

  • “Do it afraid.”

  • “When life gives you lemons…”

What if those clichés you roll your eyes at were the key to transforming your life?

There's a reason why these clichés persist through different times and generations.

CLICHÉ, the new book by long-time entrepreneur and expert, Ian Watts, takes you on a journey through why these phrases are so powerful and persistent in our culture.

It’s a neuroscience-backed journey through the phrases you’ve been repeating without realizing they’re rewiring your brain — for better or worse.

Feel stronger. Think clearer. Act bolder.

you already know the words. now understand their impact.

You’re surrounded by advice. Quotes. Motivational phrases.

Obviously, saying the words isn't enough by themselves.

The more you understand Cliché, the more you will wrap your mind around the core question:

Why is it so hard to do what's in your own best interest?

Using CLICHÉ, you will:

  • Review the research into the emotional and scientific wiring behind common sayings that last through generations.

  • Understand how the patterns of repetition and belief shape your behavior

  • Put your knowledge into action by embracing small mindset shifts that lead to real-world shifts

About The Author

Ian Watts helps executives enhance employee engagement, boost team performance, and reduce employee turnover in 90 days or less, guaranteed. He does this through transformative keynotes, hands-on workshops, and his proprietary ACTS Method™, a breakthrough system developed from scaling an HR department that grew from 6 to over 60 locations and recruited 350+ team members nationwide.

An accomplished author, speaker, business consultant, and breakthrough coach, Ian built his first multi-million-dollar business by age 26. He has raised millions in capital, launched multiple ventures, and guided global clients across 30+ industries and 40+ U.S. states—as well as internationally in China, Hong Kong, Canada, the U.K., Saudi Arabia, and Australia.

Ian’s personal mission is simple but powerful: “Build businesses that bless the world.”

Each section of CLICHÉ will challenge the way you think, feel, and act:

Mindset:

Build confidence, resilience, and mental clarity.

Drive:

Take action when it counts. Push past fear and perfectionism.

Joy:

Discover how to feel good on purpose — no matter what life throws at you.

Each chapter connects a timeless quote to

a real-life role model

psychological insight, and practical application you can use today.

a sample of CLICHÉ

Introduction:

This book was written with a lofty goal. That goal is for you, the reader, to do nothing less than transform your life. You will unlock the power and practical application of age-old sayings that have become trite, and through fresh eyes and peer-reviewed scientific research, you will discover truths that will forever change the way you think, supercharge your motivation, and allow you to feel good emotionally, no matter what life throws your way.

Cliché is designed to help you think, feel, and be better, so that you can experience a deeper sense of fulfillment. No matter where you find yourself in life, this book will equip you with the knowledge and tools to make the adjustments needed to achieve your goals and begin to live the life of your dreams.

the big question

Have you ever asked yourself why it feels so hard to do what is in your own best interest? It’s not that you don’t know what to do, or where to locate the resources you need, it just seems so hard to get started. Subsequently, if you do get started, it can feel nearly impossible to stick with it consistently. In the end, it feels like you’re constantly running into start and stop points with your actual goal always remaining just over the horizon. This perceived failure or lack of progress can have direct negative effects on your self-confidence, which may then spread throughout other aspects of your life. This one problematic habit can quickly establish itself as a contributing factor to what seems like every negative area in your life. If you identify with this, don’t worry, I’ve got you covered. As a matter of fact, you will be shocked to discover that you have invisible yet real forces fighting against you, making the odds of your success desperately low. But, after understanding these forces, you’ll be able to manipulate them for your own benefit.

how This book is written

This book is divided into three sections – Mindset, Drive, and Joy. Some of the most common clichés have been grouped together by chapter in each section. All chapters are inspired by familiar people and accounts, with an engaging first-person story introducing the power of each cliché. Further, the meaning and origin of each cliché will be explored, followed by practical analysis of the underlying psychology and neuroscience of these common phrases. New life will be breathed into and applied to sayings that have become cliché. Each chapter will conclude with a layman’s summary and simple set of tools and instructions that will delight, trigger, and empower you when you hear these common phrases moving forward.

Meta-analysis is the primary scientific research method used for this book. This is a method of research most often used in social and medical science in which data is analyzed and synthesized from multiple studies on a topic to draw overall conclusions on a particular subject. The research that is referenced is peer-reviewed, meaning academic articles or papers that have been scrutinized with rigor by experts in the field before publishing. Now, don’t let this scare you away, because this won’t read like a textbook. This book was penned by an entrepreneur in research partnership with a practicing psychiatrist. The intent is to make some very complicated science simple and highly relatable for the layman, as I am. It will be both easy to understand and practical for application. So, stay with it!

Personal Motivation

Almost 20 years ago, I worked at a company called Beneficial Finance. One day, I found myself on the floor in the bathroom with the lights out, curled into a fetal position against the wall, crying uncontrollably. Life had become too much for me to bear. I was filled with anxiety, and at that moment, it had overtaken me. Though I had never experienced anything like this before, my brain and nerves let me know that it was too much. I needed relief and my brain went into autopilot as it ushered me onto a cold, dirty floor with the lights out, just so I could disconnect and be “safe.” For a host of reasons, this book is deeply personal for me. It wasn’t prompted only by reflecting on the personal battles that I have overcome. It was also motivated by some heartbreaking experiences with my family. In my sophomore year of high school, my uncle was beaten to death. The pictures of my uncle’s beaten face have been seared into my memory. His head swelled so much that it looked like someone pumped it full of air. He was killed by someone I used to play basketball with regularly at the park. The irony is that the man who murdered my uncle had deep admiration for me and used to “look out,” as is common for many hustlers in urban areas for those they see potential in. He didn’t know that it was my uncle that he killed. Unfortunately, my uncle was a drug addict. And because the issue was drug related, I question if knowledge of my family connection would have made a difference. I share the story of the death of my uncle to highlight the fact that drugs and alcohol have ravaged my family, causing a number of traumatic experiences. But chemical dependency and all of what that brings wasn’t the primary issue. For most of my family members, addiction was an outflow of a deeper issue – a lack of mental, emotional, and spiritual wellness. Mental illness aside, I wonder if many family members whose addictions caused their early demise could have benefited from a book like this. In addition to family drug abuse, I also know what it’s like to be on suicide watch for a loved one. I know what it’s like to remove medicines, sharp objects, and cleaners from an environment and yet still be hyper-vigilant after 3am, where every noise you hear spikes your adrenaline and has your heart pounding. And this suicide watch wasn’t due to mental illness. It was the result of poor mental and emotional hygiene. It was the result of self-imprisonment with invisible but seemingly impenetrable bars. These same bars, along with the lack of mental and emotional hygiene, are what prevented so many of my family and friends from excelling in key areas of life.

Download your bonus chapter now

implement CLICHÉ in your life, team, or organization:

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