The Tiger That Wasn't There

Just because a thought is familiar doesn’t mean it’s true.

Author

Zach Brandon
June 29, 2025

Today’s Theme

Some stories aren’t true. But if they’re told often enough, we start to treat them like they are. That’s the danger of repetition.

But it’s also our invitation: To be deliberate with what we repeat to ourselves and to those we lead.

Today’s message is about self-talk because the way you talk to yourself can be the thing that enhances your performance or it can quietly hold you back.

The Parable of the Tiger

A minister once approached his king and asked, “If one person told you there was a tiger in the marketplace, would you believe it?”

The king laughed, “No.”

“What if two people said it?”

The king paused. “I’d probably start to wonder.”

“And if three all insisted there was a tiger?”

The king admitted, “Then I’d believe it.”

The minister nodded and replied, “Your Majesty, there is no tiger. But with enough voices, even the most absurd idea can begin to feel real.”

What changed? Not the facts. Only the story and how often it was being repeated.

The Danger of Familiar Lies

This parable highlights a mental trap called the Illusory Truth Effect, which occurs when something feels true simply because it’s been heard over and over.

In essence, the more you hear something, the more likely you are to believe it and stop questioning whether or not it’s true.

That’s because your brain doesn’t always prioritize accuracy. The brain prioritizes comfort and familiarity.

Instead of fact-checking every message, the brain asks: Does this feel familiar?
And if it does, it begins to believe it.

This phenomenon creates important implications for performers and athletes.

Because consider where repetition shows up most consistently: Inside your own head.

It doesn’t take long for a passing thought to become a quiet belief. Eventually, these thoughts produce stories (some true, some untrue) and our stories shape our identity.

These stories become problematic when a performer’s internal stories are filled with criticism and fear. It’s no wonder people get stuck and in their own way, despite being uber-talented.

Six-time PGA Tour winner, Max Homa, once put it perfectly:

“All golfers say it: That sucks. This sucks. You suck. But I decided not to do it anymore. Because if you tell yourself you suck all the time, eventually you’re going to think you really do suck.”

Max Homa

Repetition may be inevitable, but the key is recognizing whether or not you’re repeating fear or reinforcing belief?

Here’s a great example of reinforcing belief with self-talk from 9-Time PGA Tour winner and 2-Time Major champion, Xander Schauffele.

Reframing the Narrative

Not every message that gets repeated deserves to be believed. That’s why how we interpret what we hear, whether it comes from others or from ourselves, matters so much.

This exchange from Boston Celtics’ Head Coach, Joe Mazzulla, presents a great example of how we can all reframe the messages we hear and choose to create a more empowering internal message.

As a coach or leader, you’re teaching your performers how to interpret what they’re hearing. Not just hearing the story, but deciding what it means.

As a coach, you can’t control every word your players hear.
You can’t eliminate every critic or silence every doubt.
But you can help them choose their lens.

Because often, what derails a talented athlete isn’t the moment itself…it’s the meaning they assign to it.

As a coach, your voice is often the loudest external voice in a player’s life. But more importantly, you can help shape their internal voice.

Try this in your next 1-on-1 or team meeting:

  • When a player is spiraling after a mistake, ask: “What did you tell yourself right after that happened?” Then ask: “What else could be true?”

  • When external noise creeps in (e.g. media, parents, peers) teach them to separate signal from noise. Help them ask: “Is what’s being said about me or is it more of a reflection about them?”

  • Develop “neutral scripts” together: Short, calm reframing phrases like “That one play doesn’t define me,” or “Next action is what matters,” or “Be here now.”

Final Thoughts:

There might not be a tiger in the marketplace. But say it enough times and the brain will brace for one anyway.

That’s the danger of unchecked repetition.
But it’s also the opportunity.

Because not everything that’s said deserves your belief.
And not everything repeated deserves your attention.

As coaches and leaders, we can’t always control what our athletes hear.
But we can shape how they interpret it.

Inspiration for This Piece: