YOU ARE NOT WHO YOU THINK YOU ARE
Change doesn’t stick when you only focus on habits. Real transformation happens when you shift your identity. Identity 2.0 gives you the science-backed roadmap to break free from old patterns, design empowering beliefs, and step fully into the person you want to be. Whether you start with the book, dive into the course, or work directly with a coach, your new future begins here.
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About The Book
Identity 2.0: You Are Not Who You Think You Are isn't just another book-it's your roadmap to finally becoming the person you've always known you could be.
Have you ever wondered why you keep circling back to the same habits, the same frustrations, or the same stuck places, no matter how hard you try to change? It's not because you're lazy, unmotivated, or broken. It's because you've been trying to change your actions without upgrading the deeper force driving them-your identity. This book was written for people like you-the high achiever who knows there's more, the dreamer who's tired of self-sabotage, the leader who wants to break through limits once and for all.
This isn't a quick fix or motivational fluff. It's a step-by-step guide to rewriting the story of who you believe you are-so that every thought, every choice, and every action aligns with the life you actually want.
Whether you're ready to elevate your career, heal your relationships, build wealth, or simply feel like yourself again, the shift starts here.
You don't need to fight harder. You need to upgrade your operating system.
Perfect for readers of Atomic Habits, Awaken the Giant Within and Breaking the Habit of Being Yourself, this book combines science, strategy, and inspiration to help you create the life you were meant to live.
Your new life begins with Identity 2.0.
IDENTITY 2.0 is available at your favorite bookstore and online retailer
PRAISE FOR IDENTITY 2.0
Valerie Galado
Head of Academic Affairs
"Identity 2.0 is a powerful, compelling, practical guide to change at the level of who you are. I believe it will help readers claim who they are becoming and act from that choice every day. I am excited for people to read it and feel that shift."
Pierre A. Bedard
Executive Coach
"There are events that changed the course of my life in the most impactful resonating way. Reading this book is one of those. Thank you, Keith, for becoming an impactful leader."
Robert Di Marco
Business Elevation Specialist
"What struck me most in Identity 2.0 is the realization that we make a decision about who we want to be. We're constantly given the chance to align with the self that thrives. This book showed me how to choose the identity that succeeds - and everything else will follow."
IDENTITY ENGINEERING
Most people try to change their lives by changing what they do. They set goals, adopt new habits, or push themselves harder. But if you’ve ever worked tirelessly toward change only to find yourself slipping back into old patterns, you’ve already discovered a deeper truth: Lasting change doesn’t happen at the level of behavior — it happens at the level of identity.
THE HIDDEN OPERATING SYSTEM
OF THE SELF
Your identity is more than a collection of traits or labels. It’s the invisible framework that shapes how you think, feel, and act. It’s the subconscious code that determines what feels normal for you — what you believe you deserve, how much success you’ll allow, and what kind of life you unconsciously build around yourself.
When your goals and your identity are aligned, transformation feels natural. But when they conflict, the old identity wins every time.
That’s why most self-improvement efforts fail: people try to act like someone new while still believing they are someone old.
THE SCIENCE & PSYCHOLOGY
BEHIND IDENTITY ENGINEERING
Identity Engineering is the process of consciously designing, upgrading, and reinforcing the beliefs that define who you are.
It’s grounded in decades of research from Neuro-Linguistic Programming (NLP), Cognitive Psychology, Strategic Intervention, and Positive Psychology, integrating the insights of thinkers like Robert Dilts, Gregory Bateson, Cloe Madanes, and Tony Robbins.
Identity engineering reprograms your beliefs and behaviors so your new identity becomes automatic.
FROM FAILING TO CHANGE TO REINVENTION
When you upgrade your identity, everything else follows.
Your habits begin to align with who you’ve decided to become — not out of willpower, but out of truth. Confidence rises, not because you’ve practiced affirmations, but because you’re finally living in integrity with your potential. Your relationships evolve as you stop attracting people who match your old patterns and start magnetizing those who reflect your new standard.
This is the foundation of Identity 2.0 — a system for reengineering who you are from the inside out, so you can create a life that finally feels like your own.
About Keith Leonard
Keith Leonard has spent more than two decades helping people reinvent themselves. As a coach, leadership trainer, and the Director of Education at Robbins-Madanes Training—the official coaching school of Tony Robbins and Cloe Madanes—he has guided thousands of coaches, students, entrepreneurs, and executives through the process of profound personal transformation.
But Keith’s path to becoming a leader in the field of identity-level change wasn’t straightforward. Early in his career, he noticed a pattern: whenever he succeeded, it was because he had stepped into the identity of someone who succeeds at that pursuit. Whenever he failed, it was because he was unconsciously inhabiting the identity of someone destined to fall short. That realization—that identity is the hidden force shaping every outcome—sparked a lifelong obsession.
Over the years, Keith immersed himself in the most powerful schools of change psychology. He trained directly with Tony Robbins and world-renowned family therapist Cloe Madanes, studied NLP with its co-creator Dr. Richard Bandler, and mastered disciplines like Positive Psychology, Ericksonian methods, and Spiral Dynamics. What he discovered is that while most personal development focuses on habits and behavior, real transformation only happens when you change the way you see yourself.
Out of this insight, Identity 2.0 was born. It’s not just a book—it’s a blueprint for lasting reinvention. In it, Keith distills decades of coaching, teaching, and personal discovery into a practical framework that anyone can use to upgrade their identity and create change that sticks.
Today, Keith teaches this framework through three powerful pathways: the Identity 2.0 book, an in-depth online course, and private coaching programs designed for those ready to make the leap into their next level of success. His mission is simple yet profound: to help people unlock the next version of who they are and live with more confidence, clarity, and purpose than ever before.
Because in Keith’s words: “You are not who you think you are. You are who you choose to become.”
