The biggest fear that hurts your business.

Post by 
Sergio DeSoto
June 20, 2018

The world of business can be intense. And complex.

As we engage in entrepreneurial endeavors, we usually find that the outcomes of our experiences are multilayered.

Decisions we make can produce exciting growth, along with damaging stress. Information overload can lead to brilliant insight, just as easily as it can lead to exhausted burnout.

To some extent, entrepreneurs must be willing to accept these and other complexities as necessary to the world of business.  To say that one will simply avoid the tension of decision making ignores the harsh reality of change. Of course, change is not exclusive to the world of commerce.  But, learning how to face the tension is essential to business growth.

The possibility of  change is often one of the biggest fears for business leaders.

Now, if you are one of the few executives, who invest the time needed to appreciate this reality, my hats off to you! But, if you are like the majority of people who avoid facing this, then you really need to hear me here. Please don't take this as an insult, but: you need to stop avoiding reality. If you want to grow and effect positive change and increase your profitability, take these words as your guiding principle.

Let me add right from the outset that this idea is not easy. It is one of the hardest foundational principles to apply to who you are as a person. But, the effects can be very beneficial in all areas of your life.

Fear of facing the "truth".

The biggest fear that I come across when helping people solve problems, regardless of the departmental focus, is the truth.

What is truth?

The truth is what's happening...right now. Within reality. To be successful we must uncompromisingly appreciate how this truth affects sales, people, performance, growth, retention, etc.  

We must internalize reality and allow it to shape our decision making.

The truth depends on it.

Don't let the lie of fear rule you. Don't permit it to run your business, or your life. Take that fear head on and smash it with a hammer!

And, yes, we can be excited about this. The amazing thing is, the changes that follow your embracing of the truth will not only be exhilarating, but the results will be highly desirable. When applied with a wholehearted effort by a leader at the helm, this posture will lead to extraordinary change, and yes, for the better.

The ability to make right decisions, to react and respond appropriately, to plan and excel, all will be within your grasp.

The results will not only be long-lasting, but they will also provide a much-needed peace to you and your organization.

This is a peace that the top performers in the business world have mastered and hold to.

So, be responsible.

But, "mastering" this peace won't be easy. In fact, it will involve a deep commitment to ownership and personal responsibility.

Among many of us there is a tendency to lean on a self-centered view of reality; one that prioritizes momentary comfort and avoids responsibility. But must lean in to be responsible. You can't allow yourself to blame anyone else for failures or shortcomings. You have to own them.

What will this look like, practically?

Well, if your sales are down, own it.

If your customers are not coming back, own it.

If your turnover is high, own it.

Look at the current status of things and get honest feedback. Embrace the truth. Take responsibility, and make real changes.  Conquer that fear.

What value are you providing? And, to whom?

You may not believe this but...

Many business owners think that what they want to offer clients is precisely what their clients long for. But, this isn't always the truth.

Be honest with yourself and listen to your clients. Hear them, understand them and listen to them.

Also, don't be afraid to ask the question: are these clients the right clients?

Be truthful for why you are pursuing them.

Are they the best target clientele for your offering, or do you just like the way they dress?

I know this seem excessive, but, I have seen it happen.  

Perhaps your best target is not the easiest to deal with? That is on you. Deal with it. Own it.

The truth will set you free. To find the right clients for whatever you are offering the world.


As scary as it might be, when you deal in reality, your world will become a better place.

When you take that reality and own it like a boss, you can actually improve things. Business, life, marriage, parenting, friendships, your faith; ever obstacle and challenge; they are all ready for be real with them.

Don't fear reality.

Take responsibility for your actions. If you do, your efforts will be blessed.  

Even if the truth hurts, facing it will make you a better person.

No question.

Whoever is careless with the truth in small matters cannot be trusted with important matters – Albert Einstein

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