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Introduction to the Burn Fuel™ Method
For years, I heard and repeated the same phrase:
“There are no excuses.”
It sounded powerful. Motivating. Absolute. But there was a problem. It wasn’t true.
There were excuses. I heard them every day. I made them myself. And no matter how many times I told myself “there are no excuses,” they didn’t magically disappear.
Each time I caught myself making one, I felt like a failure. Like I had no willpower, no discipline. If there were truly no excuses, then what did it say about me that I had them? It made me feel weak, delusional even. As if acknowledging an excuse meant I wasn’t cut out for success.
That internal conflict created real cognitive dissonance, the uncomfortable tension between what we say we believe and what we actually experience. I was telling myself something that didn’t align with reality. And when belief collides with reality, reality always wins.
Over time, I realized that pretending excuses don’t exist doesn’t make people stronger; it makes them less self-aware. Denying reality robs us of the chance to learn from it.
So I decided to deal with reality instead of slogans.
If we want to perform at our highest level, we can’t just suppress or deny excuses we have to understand them, name them, and convert them into energy for growth. That’s the core of the Burn Fuel™ Method:
Excuses aren’t eliminated. They’re transformed.

Introducing FUEL™
FUEL™ = Frequently Used Excuse List
Every one of us has something to burn.
Excuses. Rationalizations. Stories we tell ourselves to stay comfortable, to avoid pain, to protect our self-image.
They’re not signs of weakness they’re signs of being human.
That’s why we built FUEL™ — the Frequently Used Excuse List.
It’s not a list to shame you. It’s a list to ignite you.
Each item on the list is a spark, a chance to see your own mental shortcuts for what they really are: unburned energy.
Because when you recognize an excuse, you can convert it.
When you convert it, you can burn it.
And when you burn it, you create power.
That’s the essence of the Burn Fuel™ Method turning everyday excuses into performance fuel.