Brad Sugars discusses ideas in creating long-term change and introduces the “Identity Iceberg” principle. He explains how change should be proactive rather than reactive. He uses the Identity Iceberg to explain how to achieve long-term change in a relatively short span of time. The Identity Iceberg consists of behaviors, skills, beliefs, values, identity and environment. Brad illustrates how change should be made from the bottom of the iceberg, which impacts the other components in an upward sequence. He leaves the viewers with an exercise to create a powerful, new set of “I am” statements to reflect their changed identity.