On this episode of The Value Factory Podcast, host Andrew Ballard talks with J.R. Covey—sales psychologist, OneAccord principal, and creator of Narrative Powered Success—about the stories that drive or destroy performance. J.R. explains how cognitive behavioral and narrative therapy principles reveal the fears, habits, and self-limiting beliefs that quietly sabotage leaders and sales teams. He shares tools like the “Define Purpose Declaration” and the “Spinner Matrix” to help professionals reframe rejection, rewrite destructive narratives, and lead with authenticity. A revealing conversation about mindset, fear, and the psychology of selling that challenges every listener to stop being a victim of their own thoughts.