Lucky 13, Unlucky 13, and Exspeaktations

There’s something about the number 13. It lingers in the air like a quiet dare, woven into old superstitions and whispered warnings. Some people skip the 13th floor in elevators. Airlines often avoid having a row 13. Couples hesitate to set their wedding date on the 13th. And if that 13th lands on a Friday? Forget it. People start talking about bad luck like it’s a guarantee.

But is 13 really unlucky? Or is it something else entirely that's just a story we’ve told so often that we’ve started to believe it?

In the book Exspeaktations, author Chris Coltran explores the power of words and how the things we speak and believe can shape the way we experience the world. And few examples make that point clearer than the story of the number 13.

For some cultures and individuals, 13 is anything but unlucky. In Italy, 13 is considered lucky and associated with prosperity. In Judaism, 13 signifies coming of age when a child becomes responsible for their actions and is welcomed into the adult faith community. And in some spiritual traditions, 13 symbolizes transformation and rebirth. It’s not the number that holds meaning, it’s the meaning we assign to it.

But Western culture has long associated 13 with misfortune. That fear even has a name: triskaidekaphobia—a word as strange and uneasy as the superstition itself. The roots of the fear go deep. In Norse mythology, a story is told of twelve gods having a feast in Valhalla when a thirteenth guest—Loki, the god of mischief—arrived uninvited and caused the death of the beloved god Balder. Suddenly, 13 became the number that upset balance, broke harmony, and brought chaos.

In Christianity, the number 13 is also tied to the Last Supper. Jesus dined with his 12 disciples, 13 at the table and the following day, Friday, he was crucified. This connection may have helped deepen the belief that not only was 13 unlucky, but Friday was as well.

And that brings us to the superstition of Friday the 13th, a day feared by millions.

Historically, Friday has carried its own dark cloud. The Romans often conducted executions on Fridays. In older seafaring traditions, it was considered bad luck to set sail on a Friday. And even today, some businesspeople avoid launching new projects on a Friday, worried it won’t end well.

When 13 and Friday combine, it’s like superstition squared. A collision of two longstanding fears. Some people cancel travel plans. Others avoid big decisions. Businesses even report a dip in productivity and spending on Friday the 13th, as if the day itself carries a shadow.

But here’s the twist: It’s not the number. It’s not the day. It’s us.

Exspeaktations dives deep into this idea that what we repeat, we reinforce. The words we say, even in jest, can shape what we expect. And those expectations influence how we act. If you walk into Friday the 13th believing something bad will happen, your brain goes on high alert, scanning for anything that might go wrong. A flat tire becomes proof. A missed call becomes a sign. Your belief creates your reality.

And that’s the real story behind 13.

It’s not cursed. It’s not blessed. It’s neutral. But our words? Our thoughts? They’re not. They are powerful tools, either painting a picture of doom or opening the door to possibility.

So the next time you catch yourself nervously eyeing the calendar as Friday the 13th approaches, remember this: the most dangerous thing about the number 13 isn’t the number itself, it’s the story you’re telling yourself about it.

Because what you speak, you start to believe. And what you believe, you start to see.

 Chris Coltran is the author of multiple books including Selling to your Grandmother and the Grandmother Philosophy — the philosophy of “treating people like you would treat your own grandmother.” He has conducted workshops and seminars for over 20,000 participants. Chris’ latest book, Exspeaktations – What you Say is what you Get and the accompanying 21-step  I AM Intention Tracker focuses on mindset and the power that your words and thoughts have over your outcomes. Thoughts become your words, words produce your actions and actions determine your future.  The I AM Intention Tracker is already being used in coaching and training sessions for professionals. Learn more about Chris by visiting www.c2unlimited.com