Identity Attack
0 reviews
Chapters
6
Language
English - US
Genre
Published
February 15, 2026
Synopsis
Most men don’t feel lost because they lack ambition. They feel lost because they’ve tied their identity to performance. Identity Attack is about separating who you are from what you produce. It’s about learning that your worth was never meant to rise and fall with results. This book was written in the middle of building a business, navigating pressure, and confronting internal doubt. It’s not hype. It’s not self-help noise. It’s a direct look at identity — and what changes when a man stops performing for worth and starts operating from it.
About the Author
Robert Cuevas is the founder of an HVAC company in Central Florida. He didn’t write this book from a stage or from perfect circumstances. He wrote it from pressure — financial pressure, leadership pressure, personal pressure — and from the process of learning how not to let performance define him. For years, he wrestled with identity: who he was apart from results, income, approval, or outcomes. Identity Attack comes from that wrestling. It’s not theory. It’s lived.
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