“My brain talks to me a lot – and it talks a lot of sh*t.”
These honest words from Danny Dyer during The Assembly on Channel 4 hit home for many of us this Mental Health Awareness Week.
In this episode of the Now Go Create podcast, I’m joined by clinical hypnotherapist James Mallinson to unpack the idea of internal self-talk – and more importantly, how we can shift it from critic to coach.
James has worked with over 5,000 clients, from CEOs to elite athletes to everyday creatives, and shares practical insights for turning down the volume on your inner critic.
What is internal self-talk?
It’s the ongoing narration in our heads – the running commentary on everything we do, say, think, or feel. We have between 35,000–55,000 thoughts a day, and while many are neutral, others can be harmful. These are the “you can’t do this” and “you’re not good enough” voices – the ones that undermine us.
Why negative self-talk matters
James explains that negative self-talk amplifies vulnerability and can sabotage our performance – especially in high-stakes moments like pitching ideas or presenting work. It floods us with stress hormones and can literally freeze us in our tracks.
In high-pressure fields like special forces or elite sport, the difference between success and failure often comes down to mindset. It’s not ability – it’s what people are saying to themselves in the moment.
How it affects creativity
Negative internal chatter puts the handbrake on our creativity. Whether you’re holding back in a brainstorm or doubting yourself during a presentation, it’s often your internal dialogue doing the damage. And if someone has ever shut you down – a boss, a teacher, a creative director – those moments get logged and replayed as internal criticism.
How to change your internal narrative
Awareness is the first step. Once you notice the voice, James suggests getting specific:
– Write down what your inner critic says
– Note the tone, pitch, and pace – is it snarky, slow, mean, sarcastic?
Then: fight fire with fire. Replace those words with powerful, present-tense phrases that you’d want to hear – not soft platitudes, but strong, motivating language in a tone that resonates with you.
Need inspiration? One SAS client of James’ said his mantra was: “Shut the f*ck up. Go. Go now.”
Coach vs critic – who are you listening to?
While James doesn’t recommend naming your critic (it gives it too much power), he does suggest creating an inner coach. This could be your ideal self – or even someone else whose voice you trust and admire. Barack Obama, Bananaman, your partner – whoever helps you feel stronger, braver, more creative. Imagine their voice guiding you when you need it most.
Top tip for creatives
Don’t wait until you’re mid-pitch or in the middle of a brainstorm to try silencing your inner critic – prep emotionally before you go in. Just like rehearsing a presentation, rehearsing your internal dialogue can make a massive difference.
And if you’ve got a bank of great feedback? Use it. Keep a folder of kind words, client praise, or successful moments to revisit when self-doubt strikes. Let it remind you of what you’re capable of.
🎧 Listen to the full episode on Apple, Spotify or wherever you get your podcasts.
Want to help your team get out of their own way creatively?
I run interactive workshops that tackle the inner critic, build creative confidence, and unlock better ideas – even under pressure. Contact claire@nowgocreate.co.uk to discuss how I can help