Today we’d like to introduce you to Tim Heinrich.
Hi Tim, please kick things off for us with an introduction to yourself and your story.
If you’d asked 19-year-old me what I’d be doing for a living one day, “helping car dealerships rewire their culture using neuroscience” would not have made the list.
Back then, I made the safe, logical choice – a degree in Accounting. It was the right call for a kid who didn’t know what he wanted out of life, other than financial security. And it taught me real things – how to analyze data, manage projects, sweat the details. But the biggest lesson was one I didn’t see coming: Accounting was never going to make me happy.
So I did a full 180 and spent the next several years chasing a career where creativity is king – acting (yes, really). It led me to Los Angeles, where I still live, introduced me to my wife, and taught me something else I didn’t expect… that I had a real gift for connecting with and inspiring people.
That gift followed me into the automotive industry, where I rekindled a boyhood love of cars and found my footing as a presenter, facilitator, and eventually sales trainer. For close to a decade, I built and delivered training programs people genuinely enjoyed. The energy in the room was real. People learned. But then, a few weeks later, with no follow-up and no reinforcement, they’d slide right back into old habits. I’d done my job, technically. But nothing had actually changed.
That’s the question that followed me to Neuro Change Solutions: if people want to change, and they’re capable of changing… why doesn’t it stick? Turns out the answer isn’t more training. It’s that real change happens below the surface, in the subconscious patterns driving the behavior in the first place. NCS gave me the missing piece – a way to work at that level, instead of just hoping good vibes and new tactics would hold.
Now I get to do what I’ve wanted all along: help make car-buying fun again, for the people selling the cars and the people buying them, by helping dealerships build cultures where the change actually lasts.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The honest answer is that the hardest part of building NCS within the dealer world isn’t the work itself, it’s the proving it part. I’m asking dealer principals and GMs to invest in something that works at the subconscious level, which is a tough sell when you’re used to metrics you can see on a spreadsheet.
Sales training? Sure, everyone’s bought that before. But “rewiring the subconscious patterns driving your culture”… that requires a level of trust that’s hard to earn before you have a track record. And you can’t get a track record without someone willing to go first.
If there’s a silver lining here, it’s this: the leaders who do get it right away, who see their own culture reflected back in what I’m describing, tend to be the ones already wired (no pun intended) for this kind of change. So I’m not trying to convince everybody. I’m trying to find the folks who see the value beyond just what shows up on the spreadsheet.
Alright, so let’s switch gears a bit and talk business. What should we know?
At the core, I help leaders fix the things that quietly tank a business from the inside, culture, engagement, and the kind of silent disconnect between departments that never makes it onto a quarterly report but shows up everywhere else. Low morale. High turnover. Teams that are technically working together but not actually working together.
Here’s what most people don’t realize: the reason culture problems are so stubborn isn’t that leaders haven’t tried to fix them. It’s that most training and coaching works on the surface. You get people fired up in a room, they nod along, maybe even change their behavior for a week or two… and then they slide right back into the same patterns, because nobody addressed why those patterns existed in the first place.
That’s where I come in, and it’s the thing I’m most proud of about what I do: I’m certified through Neuro Change Solutions (NCS), a methodology built specifically to create change that actually lasts, by working with the subconscious beliefs and patterns driving behavior, not just the behavior itself. Instead of telling a team to “communicate better” or “collaborate more” (helpful for about a day and a half), I help them understand and rewire the why behind the disconnect. That’s the difference between change that looks good in a workshop and change that still holds three months later.
If there’s one thing I want people to know about my work, it’s this: I’m not selling motivation. Motivation fades. I’m selling something more durable, real, lasting shifts in how people think, which is the only thing that actually changes how they act.
Do you have recommendations for books, apps, blogs, etc?
So many, but a few that have genuinely shaped how I think and work:
Anything by Dr. Joe Dispenza, both his books and his online programs, has had a massive influence on how I understand the connection between thought, emotion, and lasting change. His work is actually the foundation behind Neuro Change Solutions, the certification I work from, so it’s foundational in more ways than one.
“Crucial Conversations” and “Change Anything,” both from the team at VitalSmarts, are two of the most practical books I’ve ever read on actually navigating high-stakes conversations and creating real behavior change, not just talking about it.
“The Wealth Mindset,” based on the teachings of Neville Goddard, shifted how I think about the relationship between mindset and outcomes, in business and otherwise. The idea of every thought we have being an investment really resonated with me.
And I’m a big believer in Brendon Burchard’s work on high performance. There’s a line of his I come back to constantly: “Common sense is not always common practice.” That sentence alone has shaped how I approach training, because it’s a perfect reminder that knowing something and actually doing it consistently are two very different things.
Contact Info:
- Website: https://neurochangesolutions.com
- LinkedIn: https://www.linkedin.com/in/theinrich
