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 Rip Currents pulling you off course — and the Lifesavers who rescue you from them.
Free snapshot in about 10 minutes · 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 Rip Currents: they don't usually look dangerous — they feel normal, justified, sometimes even responsible — but left unrecognized they slowly pull you away from where you intended to go. The good news? Every Rip Current has a Lifesaver, and rivers can be redirected.
Rich has named 31 Rip Currents— from Judge Jury to Old River Ryan — so you can spot them mid-thought, separate the fact from the fiction, and choose the Rich Thought instead. And for every Rip Current, there's a Lifesaver waiting to rescue you.
Judgment current
Judge Jury
“I know why they did that.”
“I know what happened. I don't know their heart yet.”
Future current
Panic Prophet
“I know this is going to end badly.”
“I don't know what will happen, and I don't need to predict the worst.”
Achievement current
Comparison Chris
“Their life is better than mine.”
“Someone else’s success does not make me less complete.”
Relationship current
Scorekeeper Sally
“After everything I've done, they owe me.”
“I'd rather strengthen the relationship than keep score.”
The way through
The R.I.C.H. Mind Renewal Framework™
A simple process to renew your mind, redirect your thinking, and become the person you want to be. When you notice yourself being pulled into a Rip Current, don't react — practice R.I.C.H. Mind Renewal.
Recognize It
Recognize the Rip Current.
Every change begins with awareness.
“You can't redirect what you don't recognize.”
Investigate It
Separate the Fact from the Fiction.
Our minds naturally fill in missing information. Before reacting, slow down and investigate.
“Facts are observed. Fiction is added.”
Choose the Rich Thought
Choose the most truthful thought available.
A Rich Thought isn't simply positive thinking — it is the most truthful thought available that leads you toward becoming the person you want to be and strengthens your relationships, decisions, and character.
“Rich Thinking isn't positive thinking. It's truthful thinking.”
Honor It
Honor your Rich Thought with your next action.
A Rich Thought isn't complete until it's lived.
“A Rich Thought deserves a Rich Action.”
“Every Rip Current gives you two choices: drift or renew.”
New · The Lifeline
Caught in a current right now?
Describe what you're facing in your own words, and the Lifeline reads it against Rich's 31 Rip Currents — then throws you back the currents likely pulling you, the Rich Thoughts to choose instead, and one small Rich Action for today.
Throw me a LifelineThe assessment
Which currents are pulling you?
Honest statements about how you actually think. Deterministic scoring — the same answers always give the same result, like a real instrument should. It reveals the Rip Currents pulling you and the Lifesaver strengths already in you, in a beautiful report you can read online or download as a PDF.
Free
Rip Current Snapshot
- ✦ Your top 3 Rip Currents — the patterns pulling you
- ✦ Your top 3 Lifesaver strengths — where you already flow rich
- ✦ 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 Rip Currents — full breakdown, each with its Lifesaver
- ✦ Your profile across all 9 thought categories
- ✦ Your River Mode: how fast your river can be redirected
- ✦ A personalized 4-Week R.I.C.H. Mind Renewal 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 15 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 Rip Currents, their Lifesavers, and the R.I.C.H. Mind Renewal Framework. Every copy includes an access code for the full Deep Analysis report.
Coming soon — July 2026