In every person’s story, there’s a moment, a line drawn in the sand, that separates “before” from “after.” For Joseph McClendon III, that moment came at rock bottom.
He was homeless, traumatized, and on the verge of giving up. And yet, from that dark place, he chose to rewire his story instead of letting it define him.
Today, Joseph is known across the world as a performance coach, motivational speaker, and the founder of the NeuroEncoding Institute.
But his success isn’t just built on stage charisma or self-help platitudes. It’s rooted in neuroscience, psychology, and one unshakable belief: we are not our programming. And we have the power to change it.
Who Is Joseph McClendon III?
Before the bestselling books and stadium-packed seminars, Joseph was a young man battling trauma that left deep emotional scars. After surviving a violent racial attack and facing homelessness, he was consumed by fear and shame. He describes the version of himself back then as “hiding in plain sight”, intelligent and capable, but completely disconnected from his self-worth.
Everything changed when a stranger handed him a copy of Think and Grow Rich. That book wasn’t just information, it was a lifeline.
It taught him that the mind could be trained. Those thoughts weren’t facts. And most importantly, that the story running in your head wasn’t permanent.
Fueled by this awakening, Joseph studied psychology, neuroscience, and human behavior. He went on to become one of the most sought-after performance specialists in the world, working for decades alongside Tony Robbins, coaching elite performers, and eventually founding the NeuroEncoding Institute, a place dedicated to helping people rewrite the mental patterns that limit them.
A Life Rewritten: Joseph’s Turning Point
Joseph didn’t just heal; he studied how healing works. He realized that many people are running outdated “programs” in their minds: old narratives rooted in pain, shame, or fear. These narratives, often invisible, are the silent forces behind why we self-sabotage, stay small, or settle.
He began experimenting with methods to not just understand these patterns, but to interrupt and replace them. His journey wasn’t about becoming someone new; it was about returning to who he really was, beneath the programming.
That’s where NeuroEncoding was born.
What Is NeuroEncoding?
NeuroEncoding is a brain-training system that uses the science of neuroplasticity, the brain’s ability to rewire itself, to help people replace disempowering thoughts with empowering ones.
It relies on a few key methods:
- Repetition with emotion: The brain encodes thoughts more deeply when they’re paired with strong emotion. This is how trauma is stored, and how healing can be stored, too.
- Visualization and identity rehearsal: Practicing who you want to become, not just what you want to achieve.
- Disrupting old patterns: Strategic, intentional interventions that interrupt the “autopilot” responses rooted in fear, shame, or doubt.
Unlike many self-help techniques, NeuroEncoding isn’t about affirmations or positivity alone. It’s a structured approach grounded in the understanding that our nervous system, beliefs, and behaviors are all programmable and reprogrammable.
Identity Transformation Through Neuroscience
Joseph’s core message is this: Your identity isn’t fixed, it’s encoded. That means we can decode the limiting beliefs and re-encode the ones that serve us.
Let’s say you’ve always believed you “screw things up.” That’s not just a thought, it’s a belief. And your brain collects evidence to prove it true. Every time you hesitate, procrastinate, or fail, your mind whispers, “See? Told you.”
NeuroEncoding works by helping you create new evidence, by speaking up in one meeting, saying “yes” to one challenge, and celebrating one success. The brain begins to associate confidence with action, not fear.
This mirrors research in neuroscience: repeated emotional experiences literally change the structure of the brain. It’s how athletes train for peak performance and how trauma survivors learn to reclaim safety. NeuroEncoding applies this same principle to everyday life transformation.
From Personal Healing to Global Impact
Joseph didn’t stop at healing himself. He turned his journey into a mission: to help millions break free from self-doubt, shame, and smallness.
Today, his NeuroEncoding Institute trains coaches, leaders, and individuals worldwide. His live events, such as The Next Level Experience, bring together science and soul. His teachings are used by CEOs, athletes, entrepreneurs, trauma survivors, and everyday people who want to finally feel free.
His story is proof that healing is possible, that transformation is teachable, and that no one is too far gone to reclaim their power.
Why NeuroEncoding Resonates Today
We live in a time when people are burned out, anxious, and disconnected from themselves. The inner critic is louder than ever. That’s why NeuroEncoding speaks to something deeper than surface-level mindset hacks.
It says: You don’t need to be perfect. You just need to rewire the thoughts that are holding you hostage.
Whether it’s impostor syndrome, fear of failure, or inherited beliefs about worthiness, NeuroEncoding offers a map to break free. It doesn’t erase the past. It reclaims the present.
How to Start Practicing NeuroEncoding and Who Can Guide You
While you can start on your own through journaling, visualization, and habit tracking, the real breakthroughs often come when someone helps you see what you can’t. An experienced coach knows how to pinpoint the exact mental loops that keep you stuck and guide you through the emotional and neurological shifts necessary for deep transformation.
Dr. Petra Frese, a certified NeuroEncoding Specialist based in the United States, is one such expert. With a background in neuroscience, psychology, and energy work, Petra combines cutting-edge brain-based methods with deep intuitive coaching to help high performers, professionals, and spiritually minded individuals break free from internal blocks and step into purposeful leadership.
In Summary
You don’t have to wait for rock bottom to choose change. You don’t have to be a motivational speaker to create a breakthrough.
Joseph’s story began in pain, but it didn’t end there. And neither does yours.
The program running in your mind right now was written by past experiences, other people’s opinions, and outdated fears. NeuroEncoding hands you the pen.
If you’re ready to rewrite the narrative and reclaim authorship of your life, don’t do it alone. Work with someone who understands the science of transformation and the power of belief.
Dr. Petra Frese, certified NeuroEncoding Specialist and transformational coach based in the USA, can help you break free from the mental scripts holding you back and guide you toward a future that reflects who you truly are.
Start your journey with Dr. Petra Frese today; your new story is waiting.
