What if the thing keeping you from what you want isn’t a strategy you haven’t found yet, but a belief you’ve never thought to question?
In this episode, we sit down with Julie Costa, a subconscious hypnotherapist who helps entrepreneurs rewire the hidden beliefs quietly running their businesses and their lives. Her path into this work wasn’t planned. After ten years climbing the ranks at Lululemon, she got fired for speaking up, and that ending cracked open the beginning of everything. She built a thriving community, pivoted into business coaching, and ran herself straight into burnout, outsourcing her own knowing to every course and mastermind that promised the missing piece. It was in the wreckage of that season that she found subconscious work and understood the problem was never the messaging, the pricing, or the strategy. It was what lived underneath.
This conversation goes deep on the conditioning so many of us inherit, that we have to do more to be worth more, and what it takes to unlearn it. Julie gets honest about the fear of success we rarely name, why neutrality is one of the most underrated gifts an entrepreneur can build, and how she’s staying grounded through a slower, in-the-red quarter without letting old stories take the wheel. She demystifies what hypnotherapy really is (no clucking like a chicken, we promise) and shows how subconscious blocks show up everywhere, from the dentist’s chair to the bank account that somehow never feels like enough.
In This Episode
- Julie’s accidental path into entrepreneurship after ten years at Lululemon, and getting fired for speaking up
- The “do more to get more” conditioning, where it comes from, and how to start unlearning it
- Why the problem you think you have is never the real problem
- Fear of success vs. fear of failure, and the one we’d rather not look at
- How to stay neutral and regulated through a slow season instead of spiraling into scarcity
- Why no number ever feels like enough until you learn to hold it
- What hypnotherapy actually is, and the myths that keep people away from it
- How subconscious blocks show up across every industry, not just coaching
- Losing her mom, the grief that surfaced at her wedding, and the fear of being misunderstood
- Choosing playfulness as the next edge of full expression
Join The Fully Expressed Community, where you can be surrounded by other women who are also on the same path of personal growth, healing, and uncovering their authentic expression. Being in a community surrounded by others can truly be one of the most supporting and healing containers to support your personal invitation.
LET’S CONNECT!
The Fully Expressed Podcast with Karenna & Samantha: https://thefullyexpressedpodcast.com/
Fully Expressed Instagram Account: https://www.instagram.com/thefullyexpressedpodcast/
Karenna Soto’s Personal Brand Instagram: https://www.instagram.com/iamkarennasoto/
Samantha Hollingsworth’s Brand Instagram: https://www.instagram.com/heyitssamanthah/
Fully Expressed Event Calendar: https://luma.com/fullyexpressed
Contact Fully Expressed: thefullyexpressedpodcast@gmail.com




