Today we’d like to introduce you to Deekron Krikorian.
Hi Deekron, we’d love for you to start by introducing yourself.
Honestly, I’ve had many twists and turns in my career as an entrepreneur, but the common thread has always been transformation.
I started out in the corporate world, first as a Big Four CPA and later as a strategy consultant at Accenture. From there, I moved into the startup and tech world, eventually founding Motion Traxx, a fitness technology company that created coached, music-driven workout experiences. That experience gave me a real education in entrepreneurship — the excitement, the pressure, the uncertainty, and the personal cost that can come with building something from the ground up.
On the outside, I was accomplishing a lot. But internally, I was often operating from pressure, perfectionism, and the belief that I had to keep proving myself. Over time, I realized that success doesn’t automatically create freedom. In fact, many high achievers build success while still feeling trapped by the same hidden patterns that drive stress, inconsistency, burnout, and self-doubt.
That realization changed the direction of my work. I became deeply interested in the identity patterns underneath performance. Why smart, capable people resist the very actions they know would help them grow. That eventually led me to write my first book, The Nine Shifts, and develop the work I do today as an executive transformation coach.
Today, I help entrepreneurs, leaders, and high achievers break free from the hidden patterns that sabotage their potential, so they can lead, create, and follow through with greater clarity, confidence, and consistency. My upcoming book, Resistant to Consistent, is really the next evolution of that mission. It’s about helping people understand that resistance is not laziness or lack of discipline. It’s often subconscious attachment to a past version of safety. Once you understand that, staying consistent with your goals becomes less about forcing yourself and more about becoming aware enough to follow through.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Smooth road? Does that exist? :^)
Like a lot of entrepreneurs, I had to learn many things the hard way. When I was building my startup, I made plenty of mistakes simply because I didn’t yet know what I didn’t know. I spent money on things I probably didn’t need or that didn’t move the needle very much, followed advice that sounded good at the time but didn’t pan out, dealt with constant cash pressure, and heard “no” more times than I can count.
But the bigger struggle was internal. I battled self-doubt, procrastination, anxiety, and a deep attachment to the outcome of what I was building. At the time, I thought that if the company succeeded, it would prove something about me. That created a lot of pressure, and eventually that pressure affected my health, my peace of mind, and even my marriage, which ultimately ended in divorce.
Looking back, I can see that the real challenge was not just building the business. It was the identity I was building it from. I was trying to create success while operating from fear, pressure, and the need to prove myself. That experience became one of the biggest teachers of my life. It is also a major reason I now do the work I do — helping entrepreneurs and high achievers understand the hidden patterns that drive resistance, overthinking, burnout, and self-sabotage before those patterns cost them more than they realize.
We’ve been impressed with The InPowerment Company, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
My work today is centered around helping high achievers, entrepreneurs, and leaders break free from the hidden patterns that sabotage their potential.
I specialize in identity-level transformation. This is the deeper work underneath performance, consistency, leadership, confidence, and follow-through. A lot of people think their problem is discipline, motivation, time management, or strategy. But very often, the real issue is an unconscious pattern running beneath the surface: fear of failure, perfectionism, self-doubt, overthinking, people-pleasing, avoidance, or the need to constantly prove themselves.
What sets my work apart is that I do not just focus on behavior. I focus on the identity behind the behavior. If someone keeps procrastinating, overcommitting, burning out, or resisting the very actions they know would help them grow, I am interested in the pattern underneath that response. What is that resistance protecting? What old version of safety are they still loyal to? What identity are they unconsciously operating from?
That is also the foundation of my upcoming book and body of work, Resistant to Consistent. The core idea is that resistance is not laziness or lack of discipline. More often, resistance is loyalty to a past version of safety. Once people understand that, they can stop fighting themselves and start creating consistency from a much more empowered place.
I am most proud that the brand has evolved from helping people simply improve their habits or health into helping them transform their relationship with themselves. To release shame and self-blame and to get in action after setbacks without force or guilt. Whether I am coaching an entrepreneur, an executive, or a high achiever who feels stuck despite outward success, the work is ultimately about helping them lead, create, and live with greater clarity, confidence, and consistency.
My current offerings include private coaching, executive transformation work, speaking, workshops, and the upcoming Resistant to Consistent book and course ecosystem. But at the heart of everything is one mission: to help people become free enough to follow through on who they are here to become.
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
I think the personal development, coaching, and leadership industries are going to change dramatically over the next 5 to 10 years.
On one hand, AI is going to make information, advice, templates, and even basic coaching tools more accessible than ever. People will be able to get answers, plans, scripts, frameworks, and feedback almost instantly. In many ways, that is a good thing. But I also think it will create a major distinction between information and transformation.
Most people do not struggle because they lack information. They struggle because something inside them resists acting on what they already know. They know they need to speak up, follow through, set boundaries, take better care of themselves, make the decision, or stop avoiding the thing they keep avoiding. The real issue is usually not access to knowledge. It is the hidden pattern underneath the resistance.
So I believe the future of this industry will move away from surface-level motivation and generic advice and toward deeper, more personalized transformation. The coaches, leaders, and practitioners who thrive will be the ones who can help people understand the identity, emotional patterns, nervous system responses, and unconscious beliefs driving their behavior.
I also think high achievers are becoming less willing to sacrifice their health, relationships, and peace of mind for external success. For a long time, burnout was treated like the cost of ambition. I think that is changing. More entrepreneurs and leaders are realizing that sustainable success requires a different internal operating system.
That is where I see my work fitting into the future. My focus is not just helping people do more. It is helping them break free from the patterns that keep them struggling, so their success is no longer built from fear, pressure, or self-protection, but from clarity, confidence, and consistency.
Pricing:
- My Resistant to Consistent book on Amazon: $14.99
- Pricing for our programs and coaching varies by engagement; readers are invited to inquire directly.
Contact Info:
- Website: https://deekron.com
- LinkedIn: https://www.linkedin.com/in/deekron/
