How Utah Founders Rewrite The Identity Running Their Business Instead Of Chasing Another Habit

Episode Summary

On this episode of Utah Business Spotlight, host Peter Anthony sits down with Nick Smith, owner of 12 Journeys Certified Giant Coaching and author of The Giants and the Smalls, for a grounded conversation about identity, mindset, and the patterns Utah founders carry into business, marriage, leadership, and life. Nick Smith opens with the premise that most owners are not stuck because they lack ambition. They are stuck because the old story is still driving the day. Same thoughts, same reactions, same relationships, same ceiling. The work Nick Smith does is not surface level motivation. It is identity architecture.

Nick Smith walks Peter Anthony through the origin of 12 Journeys and the framework behind The Giants and the Smalls. The book and the coaching program move a client through twelve deliberate stages, awareness, grief, acceptance, empowerment, uncertainty, vision, surrender, abundance, nurture, impact, and legacy. Each stage has a specific job to be done. The point is not to become louder. The point is to become honest enough to stop living from an old version of yourself. Nick Smith shares the story of a client who went from living in a car to rebuilding a life, and uses it to show what actually changes when identity gets rewritten first and habits follow.

The conversation turns tactical. Nick Smith explains why so many high performers keep returning to old patterns even after a breakthrough, and why chasing habits without touching identity is the reason most self improvement plans die by week three. Nick Smith also shows Peter Anthony how he is using AI as a mirror to help clients see themselves more clearly, and how neuroplasticity gives every Utah founder permission to build new pathways at any age. Peter Anthony reframes the takeaway for the audience. Your old story is quietly building your future. Rewrite the story on purpose or keep paying the interest on the one you inherited.

The episode closes on the marriage lesson behind the framework and the kind of client who is actually ready for this work. Nick Smith invites Utah founders, leaders, and couples who feel the ceiling to visit my12journeys.com, read The Giants and the Smalls, and start the twelve stage journey. Utah Business Spotlight is produced by INCubator AI Marketing Agency and filmed in Sandy, Utah.

Key Moments

00:00 The Pattern Behind Personal Change · 01:36 Where 12 Journeys Begins · 02:02 The Giants And The Smalls · 02:59 The 12 Journeys Framework · 04:37 How People Start The Work · 06:25 From Living In A Car To Rebuilding A Life · 08:54 Why People Return To Old Patterns · 11:32 Rewriting Identity Instead Of Chasing Habits · 12:17 The Client Who Is Ready For Coaching · 13:39 Using AI To Help People See Themselves · 13:57 The Marriage Lesson Behind The Framework · 15:46 Neuroplasticity And New Pathways

Notable Quotes

"People are not stuck because they lack ambition. They are stuck because the old story is still driving the day." - undefined

"The point is not to become louder. The point is to become honest enough to stop living from an old version of yourself." - undefined

"Chasing habits without touching identity is the reason most self improvement plans die by week three." - undefined

"Your old story is quietly building your future. Rewrite it on purpose or keep paying interest on the one you inherited." - undefined

Frequently Asked Questions

Who is Nick Smith?

Nick Smith is the owner of 12 Journeys Certified Giant Coaching and the author of The Giants and the Smalls. Nick Smith works with Utah founders, leaders, and couples to disrupt old patterns and install a new identity that produces the results they actually want.

What is 12 Journeys Certified Giant Coaching?

12 Journeys is an identity based coaching program built around a twelve stage framework, awareness, grief, acceptance, empowerment, uncertainty, vision, surrender, abundance, nurture, impact, and legacy. Nick Smith uses the framework with clients who want lasting personal transformation instead of surface level motivation.

What is The Giants And The Smalls about?

The Giants And The Smalls is Nick Smith's book on becoming the giant version of yourself by rewriting the small identity quietly running your life. The book walks the reader through the same twelve stage framework Nick Smith uses inside 12 Journeys Certified Giant Coaching.

Who is 12 Journeys coaching for?

12 Journeys is built for Utah business owners, leaders, high performers, and couples who have hit a ceiling that willpower and better habits alone cannot break. Nick Smith works with clients who are ready to change identity, not just behavior.

Where can Utah founders connect with Nick Smith?

Utah founders can learn more about Nick Smith, 12 Journeys Certified Giant Coaching, and The Giants And The Smalls at my12journeys.com.

About INCubator AI Marketing Agency

INCubator AI Marketing Agency is Utah's first AI-integrated marketing infrastructure team, headquartered in Sandy, Utah and serving small businesses, founders, and operators across Utah County, Salt Lake County, and the wider Wasatch Front.

Every engagement is built around the INCubator Method: seven core marketing systems - authority web design, local SEO, CRM and pipeline, marketing automation, AI voice receptionists, video content, and conversion-focused funnels - installed together as one accountable infrastructure so every dollar compounds month over month.

The agency was founded by Peter Anthony Wynn (Founder & Marketing Strategist) with Chelsie Wynn. INCubator operates Utah Business Spotlight, a long-form Utah small business podcast filmed at Bad Bet Productions in Sandy, Utah, and hosts Tuesday Night at the INCubator - a weekly marketing training and networking event for Utah business owners.

Contact: team@incubatormarketingagency.com · +1 385-386-6988 · Office hours Monday through Friday, 9 AM to 5 PM Mountain Time.