The Psychology of Profit

Most CEOs I meet think profit is a number.

It’s not.

Profit is psychological.

It’s a reflection of:

🧠 The beliefs you normalize

💬 The conversations you avoid

⚖️ The trade-offs you silently accept

🎯 The patterns you repeat without questioning

Here’s what I mean:

➡️ If a CEO equates loyalty with leadership, they’ll tolerate underperformers far too long.

➡️ If they equate busyness with value, they’ll keep grinding instead of building leverage.

➡️ If they equate visibility with success, they’ll overspend on branding while ignoring infrastructure.

The spreadsheets tell one story.

But your psychology tells the truth.

This is why I created The Psychology of Profit™ framework

— to help leaders uncover the hidden scripts silently driving their decisions (and draining their margins).

Because until you interrupt the pattern behind the numbers, no amount of “more clients” or “more sales” will fix the profit leak.

👉 Here’s my question for you:

What do you believe about profit that might actually be costing you more than it’s making you?

With intention,— Dr. Sakira