Changing your subconscious identity

So I notice that lying dormant in my subconscious is this guy who cannot afford anything and will never get what he wants. It is not so much the thoughts but the feelings I get whenever I am presented with anything I would like to have, my immediate, emotional reaction is that I will never get it and will never be able to afford it, if we are talking about things. I think this might be the source of my lack of motivation, since I lack the conviction of actually achieving or ever getting anything worthwile. I had a meager upbringing and can't remember ever getting anything I really wanted from my parents, so maybe this is a feeling that has persisted since then.

I gotta say trying to change my beliefs revolving this issue feels like an uphill battle. Somehow I have to dethrone this guy altogether and not simply fight my beliefs against his. Any ideas?