So what is a limiting belief?Don’t you love the current expression: ‘does what it says on the can’. The can is, of course, purely metaphorical and ‘does what it says’ suggests clarity and ultimate intelligibility.A limiting belief, obviously, does exactly what it says on the can: it holds people back in any and every area of their life. Perfectly clear – or is it?In fact, the potential problem lies in the underlying assumption that the limiting beliefs sufferer actually believes they have any .