Rich Santana · Rich Thinking Coach · Speaker · Author
Change Your Thinking.
Change the Direction of Your Life.
You were taught what to think your whole life — but rarely how to think for yourself. Discover the hidden thought currents pulling you off course, and learn to redirect the river.
Free snapshot in about 10 minutes · 62 questions · deeply personal results
The problem
70,000 thoughts a day.
Where is your river flowing?
We have roughly 70,000 thoughts a day. Think of every thought like a drop of water. When thoughts flow a certain way long enough, they carve a channel — and it becomes easier and easier to keep thinking in that pattern. Rich calls the destructive channels Poor Thought Currents: rip currents that quietly pull you away from clarity, wisdom, and growth. The good news? Rivers can be redirected.
Rich has named 31 Poor Thought Currents — from Judge Dread to Old River Ryan — so you can spot them mid-thought, question them, and choose the rich thought instead.
Judgment current
Judge Dread
“I know why they did that.”
“I know what happened. I may not know why.”
Future current
Panic Prophet
“I already know this is going to end badly.”
“Fear is making predictions that facts haven't confirmed.”
Achievement current
Comparison Chris
“I'm behind everyone else.”
“My race is different than theirs.”
Relationship current
Scorekeeper Sam
“Relationships are about keeping score.”
“Healthy relationships focus on serving, not scoring.”
The way through
The RICH Method
Four steps to take every thought captive — and redirect the river, one decision at a time.
Recognize
Recognize the rip current.
Slow your thoughts down and name the Poor Thought Current that's pulling you. You can't redirect a river you haven't noticed.
Investigate
Investigate the facts versus the stories.
Is this really true? Get every thought written down and separate what you know for sure from what you've been assuming.
Choose
Choose the rich thought.
Every moment of decision has a poor thought and a rich thought. Choose the one that moves you toward the person you want to become.
Honor
Honor it with your next action.
A rich thought only redirects the river when you act on it. Honor the thought you chose with one concrete next step.
The assessment
Which currents are pulling you?
62 honest statements. Deterministic scoring — the same answers always give the same result, like a real instrument should. Your results arrive as a beautiful report you can read online or download as a PDF.
Free
Thought Current Snapshot
- ✦ Your top 3 Poor Thought Currents
- ✦ The poor thought vs. the rich thought for each
- ✦ One question to carry for each current
- ✦ Online report + PDF download
With the book or coaching
Deep Analysis
- ✦ Everything in the Snapshot
- ✦ Your top 5 currents — full chapter-level breakdown
- ✦ Your profile across all 9 thought categories
- ✦ Your River Mode: how fast your river can be redirected
- ✦ A personalized 4-Week RICH Redirect Plan
- ✦ Premium PDF you'll want to print
Unlock with the access code that comes with the Rich Thinking 4 Yourself book or any coaching engagement.
Meet Rich
Rich Santana
Rich Thinking Coach · Speaker · Author
After experiencing both incredible highs and life-altering lows, Rich discovered that circumstances alone don't determine our future — the quality of our thinking does. For over 13 years he has coached individuals, strengthened marriages, developed leaders, and mentored people through some of life's hardest seasons.
His mission is simple: teach people how to think — not what to think. His coaching combines timeless biblical principles, practical psychology, neuroscience, and real-life experience. One common denominator holds it all together: better thinking leads to better living.
“Every thought we choose becomes a feeling. Feelings influence actions. Actions repeated become habits. Habits shape our character — and our character shapes our destiny.”
— Rich Santana
The book
Rich Thinking 4 Yourself — the book
Follow one man's journey out of the rip currents — and learn the complete system behind the 31 Poor Thought Currents and the RICH Method. Every copy includes an access code for the full Deep Analysis report.
Coming soon — July 2026