The I AM theory reveals the truths about how our minds experience, process, and communicate with the world around us. It further discusses how our core beliefs and our sense of relevance (or lack thereof) affect our stories, or our internal narrative that drives our thoughts, feelings, emotions, and actions. The 12 keys of The I AM Theory discuss the mind's inner workings of this process. The theory also covers 7 core I AM statements that, whether positive or negative, will affect the level of friction or flow we live in (in our minds and in the real world).